ASIET - T3 MBA 2017-Linu Kuriakose @ Nambisan's Dairy Pvt Ltd-Part-1

BRIEF DETAILING ABOUT THE WHOLE INTERNSHIP

I was intended to execute my internship in marketing at Nambisan’s Dairy Pvt.Ltd.  My foremost duty was to obtain a clear picture of the marketing department functions and the strategies proposed. The company’s Area Sales Manager V. Jayachandran explained about the company profile and history.

The flagship product of the company is Nambisan’s ghee. He made us understood the quality of product by describing the quality and characteristics of product. He then explained the manufacturing process and the operations. He then  familiarized us  with the department by explaining how Nambisan’s conduct their marketing programmes. 

He then described the activities of each department, mainly production department. The company has a well maintained production department, which is maintained cleanly. Each staff has to wear  uniform inside the plant. He described the whole details and made me very much familiar with company and products. He described in detail how ghee is produced from the butter and how long it takes. Initially a training session was conducted for me, where I was given clear picture about my responsibilities and activities I have to perform. My responsibilities are, conduct marketing and promotional activities and event. As  part of that, I have conducted a marketing research and found where is the weakness of the marketing and promotional strategies of the Nambisan’s ghee. From the result, what I realized is that through marketing and promotional activities, sales can be enhanced. I have suggested that it will be better to understand varying consumer behavior and attitude towards the product if I am given my internship in marketing at different places. I also understood that in rural and semi urban areas, brand loyalty is low and in urban areas, it is high. On discussion, with concerned sales staff, I have planned to start promotional activities and campaign at outdoor at rural, semi urban and urban areas. Promotional events at big malls, supermarkets and hypermarkets at rural, urban areas Are the planned strategy.

I have been given the training for content marketing and promotional activities at Ernakulam and my responsibility was to promote the product through sampling.

My first destination was at Cherthala, Alappuzha.I have planned to set up a temporary stall with necessary materials to do sampling of the ghee product. I have prepared bread toast samples using the ghee for doing the content marketing.

The location of internship was Manjal hypermarket at Cherthala, Alappuzha for the first week. A stall with necessary equipment needed for the sampling work was set up. I have prepared tasty bread toast and let the costumer to taste it. The customer there by can experience the taste of the ghee. Most of the customers Are satisfied with the ghee and began to buy the ghee, regardless of its price. I was not only intended to do sampling and promotion, I also had the responsibility to demonstrate, market and sell the product. Also I had to take the estimate of the sales in the shop and also check the stock and inform the distributor. I had the responsibility of promotion, sampling, marketing, sales and estimations. I was able to deal with customers and make relation

with them. I have also made a friendly relation between the staffs in the shops also. Thus I studied consumer behaviour and also behaviour within organization.

On the second week, I was moved to Lemon and Grain hypermarket, Kaloor at Ernakulam, to do the promotional activities. This time I planned to do it outdoor, as it catches the attention people and I wear a uniform to gain people’s attention. I made it more attractive by spreading the fragrance to ghee by using little more ghee and poured it on pan and also I tried variety of recipes using bread and ghee. My guides and superiors periodically visited and give instructions. Thereby I was able to deal with professionals and superior people in industry and companies. Professionals from other companies and industries also visited and they were impressed and appreciated for this venture. They also shared their thought about similar programmes.

On the third week, I was moved to Chullickal hypermarket, Ernakulam which was a rural area. Here I got right space to do promotional activities. Here the I setup a good stall and all equipment near the entrance of the hypermarket, which catches the eyes of the customers. The staff provided a big display of ghee for the promotional activities.

This enabled me to sample, promote, demonstrate and sell the product at same time. I prepared tasty

recipes using ghee in a varied way and let the customer to taste it. Since it was a rural area the

consumer behavior was different than that I observed in Cherthala. Here the consumers are initially reluctant to buy the product because of its elevated price when compared to other ghee. I recommended the shop to give an offer as the Part of the promotion, the hypermarket put some price discounts on the product and it successful. Most of the customer bought the ghee and remarked as good product by tasting the sample. I have made a whopping sale of about 150 bottles in that WEEK. The staffs and officials congratulated for the achievement. The Managing Director Mr.Vivek Nambisan visited the event unexpectedly and he was impressed and gave some instructions and encouraged me.

On the fourth week, I moved to Kalyan hypermarket, Ernakulam. At the fifth and sixth week I was again instructed to move into Kalyan hypermarket, to do some more promotion there. In this week I achieved a sale of 250 bottles of ghee. The internship gave a lot of experience through promotion, sampling, selling, customer interaction etc. I learned marketing and promotional strategies and techniques practically, I learned about customer relation management and also behaviour. Also I studied behaviour within industries between superiors and peers. I have also studied many business related aspects and also experienced the environment within an organisation within this 45 days of internship.