CHAPTER-1

INTRODUCTION

A Supermarket, a large form of the traditional grocery store, is a self service shop offering a wide variety of food and household products, organized into aisles. It is larger in size and has a wider selection than a traditional grocery store, but is smaller and more limited in the range of merchandise than a hypermarket or big box market.

The supermarket typically comprises meat, fresh produce, dairy, and baked goods aisles, along with shelf space reserved for canned and packaged goods as well as for various non-food items such as kitchenware, household cleaners, pharmacy products and pet supplies.

Some supermarkets also sell a variety of other household products that are consumed regularly, such as alcohol (where permitted), medicine, and clothes, and some stores sell a much wider range of non-food products: DVDs, sporting equipment, board games, and seasonal items (e.g., Christmas wrapping paper in December).

OBJECTIVE OF THE STUDY: The main objective of the study is to know about the various functions of the organization and how the process is going on in the organization.

NEED FOR THE STUDY: This study draw its parameters on the knowledge about the overall process of the organization. In this study we are trying to identify the various details of the organization.

LIMITATIONS OF THE STUDY: The study covers only for the period of three weeks. The study is based on secondary data which are alredy stored in the database of the company.

CHAPTER-2

INDUSTRY PROFILE

Retail is India's largest industry. It accounts for over 10 per cent of the India's GDP and around eight per cent of the employment. Retail sector is one of India's fastest growing sectors with a 5 per cent compounded annual growth rate. India's huge middle class base and its untapped retail industry are key attractions for global retail giants planning to enter newer markets. Driven by changing lifestyles, strong income growth and favorable demographic patterns, Indian retail is expected to grow 25 per cent annually. It is expected that retail in India could be worth US$ 175-200 billion by 2016.

The organized retail industry in India had not evolved till the early 1990s. Until then, the industry was dominated by the un- organized sector. It was a sellers market, with a limited number of brands, and little choice available to customers. Lack of trained manpower, tax laws and government regulations all discouraged the growth of organized retailing in India during that period. Lack of consumer awareness and restrictions over entry of foreign players into the sector also contributed to the delay in the growth of organized retailing.

Foundation for organized retail in India was laid by Kishore Biyani of Pantaloon Retails India Limited (PRIL). Following Pantaloon's successful venture a host of Indian business giants such as Reliance, Bharti, Birla and others are now entering into retail sector. A number of factors are driving India's retail market. These include: increase in the young working population, hefty pay-packets, nuclear families in urban areas, increasing working-women population, increase in disposable income and customer aspiration, increase in expenditure for luxury items, and low share of organized retailing. India's retail
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boom is manifested in sprawling shopping centers, multiplex- malls and huge complexes that offer shopping, entertainment and all food all under one roof. But there is a flip side to the boom in the retail sector. It is feared that the entry of global business giants into organized retail would make redundant the neighborhood kiryana stores resulting in dislocation in traditional economic structure.

Also, the growth path for organized retail in India is not hurdle free. The taxation system still favors small retail business. With the intrinsic complexities of retailing such as rapid price changes, constant threat of product obsolescence and low margins there is always a threat that the venture may turn out to be a loss making one. A perfect business model for retail is still in evolutionary stage. Procurement is very vital cog in the retail wheel.

The retailer has to fight issues like fragmented sourcing, unpredictable availability, unsorted food provisions and daily fluctuating prices as against consumer expectations of round-the-year steady prices, sorted and cleaned food and fresh stock at all times. Trained human resource for retail is another big challenge. The talent base is limited and with the entry of big giants there is a cat fight among them to retain this talent. This has resulted in big salary hikes at the level of upper and middle management and thereby eroding the profit margin of the business.

All the companies have laid out ambitious expansion plans for themselves and they may be hampered due lack of requisite skilled manpower. But retail offers tremendous for the growth of Indian economy. If all the above challenges are tackled prudently there is a great potential that retail may offer employment opportunities to millions living in small town and

cities and in the process distributing the benefits of economic boom and resulting in equitable growth. Retailing consists of those business activities involved in the sale of goods and services to consumers for their personal, family, or household use.

Retailing comprises of four elements: Customer Orientation . Coordinated Effort. Value-driven . Goal Orientation.

Drivers of change in retailing Changing demographics and industry structure. Expanding Computer technology. Emphasis on lower cost and prices. Emphasis on convenience and service. Focus on productivity . Added experimentation According to AT Kearneys report Emerging Market Priorities for Global Retailers, The 2006 Global Retail Development Index TM, India ranks as the most attractive emerging market as a retail destination. Indias retail market has grown by 10% on an average in the past five years. The report attributes the changing retail landscape in the country to the increasing mobility among the middle and upper classes and increasing urbanization. The table below displays the ranking of different countries and the various parameters considered in arriving at these rankings.

Essentials of Retailing:

Customer orientation: The retailer makes a careful study of the needs of the customer and attempts to satisfy those needs. Goal orientation: The retailer has clear cut goal and devises strategies to achieve those goals. Value driven approach: The retailer offers good value to the consumer with merchandise having the price and quality appropriate for the target market. Coordinated efforts: Every activity of the firm is aligned to the goal and is designed to maximize its efficiency and deliver value to the consumer.

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CHAPTER-3

11

COMPANY PROFILE

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History: Nilgiris Dairy Farm was founded in the year 1905 by Mr. Muthuswamy Mudaliar. He started with selling butter and added fresh sales. Due to good principles of business and services he developed the business and enjoyed great goodwill and reputation. He installed first cream separator in Southern India in 1896.

In the year 1939, he opened a Branch in Bangalore on Brigade Road, starting with 10 pounds of butter sales per day that is Rupee 10 business in a day. Mr M Chenniappan, son of Mr. Muthuswamy Mudaliar was placed in charge of Bangalore operation. He was supplying milk and cream to the military dairy farm at Hebbal and the prisoners of war camp also. It served British defense and citizens who stayed in India at that time. The business grew and ventured into a small coffee/milk bar, slowly a small bakery was added and a little later the milk bar started supplying breads, dairy products including ice cream. Mr. M Chenniappanns brother Mr. M S Mani, the present managing director joined the business in 1950 and together started the full fledged mechanized bakery. Mr. M S Mani is in charge of administration of the company and appointment of senior executives as well as acquisition and development of company properties. The two units in Bangalore make about 2000 loaves of bread and few hundred varieties of buns, cakes, chocolates biscuits etc. For the last 30 years the bakery unit has been organizing the Annual Cake Show and the exhibition cum cake sale in which every year a special item is made to almost a life size model of well known place made out of tons of sugar. The true to life sugar and chocolate models are displayed for the public to admire. Some of the pieces created in the past include Taj Mahal,
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Vidhana Soudha, St. Marys Basilica, Giffet Tower, Kargil, Titanic, The United Nations Building, Kerala Boat Race, Bugee Jumping, Windmill etc. MR. C Ramachandran, the first son of Mr. M Chenniappan is totally in charge of this annual feature as managing director of the Bakery unit. In 1960, a milk processing plant was set up at Erode and a milk selling unit was set up at Madras. Mr. M Chellayan, another brother, studied at NDORI. He went abroad for further training. He is in charge of the dairy operations at Erode and also in charge of the supermarkets at Coimbatore and Erode. In 1970, on a visit to Europe, Mr. M Chenniappan saw the self help department stores in operation there and this kindled the idea of opening a similar store at Bangalore. In 1971, the small operation of Nilgiris Dairy Farm was upgraded into a fully fledged self help supermarket, the first of its kind in southern India. The family partnership business was also converted into a private limited company in the year 1971.In 1984; a supermarket was set up at Madras with restaurant and lodging. A branch at Mangalore was opened around this period. It is a family business. Now the fourth generation has also got into the business. Every male member in the family had foreign training in different lines and has developed their departments. From Rs. 10/- business a day in 1939, today they do a turnover of over Rs. 80 crores a year. Nilgiris have set up a diary division at Bommasandra, where they have started manufacturing cheese. They have also set up a chocolate factory ay Bommasandra. At the bread unit Veerasandra Industrial Unit, about 20,000 loaves of bread is prepared every day. Nilgiris have bakeries at Erode, Coimbatore and Chennai.During the last 30 years; Nilgiris have grown into a chain of supermarkets. The company now runs six supermarkets in direct management, i.e. 4 at Bangalore - Brigade road, Airport Road, Kammanahalli, Cox Town and Golden Enclave. 2 at Erode -one at Chennai and one at Coimbatore. The company is managed by the board of directors, where the sons
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are also directors, who are all technically qualified in bakery, dairy, supermarket operations and the like, heading the respective divisions on a full time basis. Nilgiris have also over the last two years, exported some of the Nilgiris products to Singapore, Switzerland, United States, Germany and Australia. The dairy division handles around 50,000 liters of milk daily with the plant at Erode as well as Bangalore. They also procure another 5000 liters of milk at Bangalore form nearby sources.

GROWTH OF NILGRIS SUPERMARKET : The business was further expanded by Chennaiappam, son of Muthusamy into the supermarket format. The ambience of the supermarket mainly focuses the culture of India and has stores in various cities and states like Chennai, Coimbatore and Erode, to name a few. The products offered by Nilgiris supermarket solely aims to cater to the needs of household goods, which are very important for our everyday life. The products include dairy products, food grains, toiletries, pickles, beverages, edible oils, pet food, gift articles, cosmetics, greeting cards, ready to eat products, educational CDs, junk jewellery, toys and bakery items. The supermarket also provides dairy products, which include milk, cheese and butter. The company also offers marketing and packaging of its own products such as rice, flours and spices.

LOCATION: The supermarkets of Nilgiris are basically based on a retail sector of the south and are leaders in bakery products. The outlets of Nilgiris supermarket are located in almost every area of the South, which comprises Bangalore,
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Erode, Chennai, Salem, Combaitore, Pondicherry, Mysore and Visahakapatnam. VISION: Nilgiris will be recognized for its Integrity, Customer focus and commitment to Quality They will create a dynamic organization dictated to Business Excellence through Trust, Team Work & concern for our commitment They will also make use of the best technology to expand their Retail Network across the Country. To enhance their 100 Years of Experience

MISSION: Be a trusted partner who provides the best products & services the world has to offer, at the best quality in the most convenient setting. Create an efficient and transparent global supply chain by the creation and optimal utilization of world-class infrastructure and international partnerships, thus creating more value for their customers, suppliers, partners and stake-holders. Unleash the initiative, creativity & energy of Indian workforce through creation of new jobs, & provide their employees a supportive, rewarding environment to work and grow.

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LAYOUT: The layout of the supermarket is set out from a market perspective. Supermarkets do substantial amounts of research into the most effective ways of setting out the each department of the supermarkets and the best positioning for particular items .they also take into consideration the psychological effect on customers shopping which they might not be aware of .what they hope to achieve by doing this is following a particular patterns of shopper and using it in their advantage to make customers spend more so they as a supermarket can maximise their profits. Supermarkets also look at the emotional confusion involved in choosing particular items. Marketers also spend extensive amounts of time on advertising product and the positioning of these advertisements to make sure they are as effect as they can be normally by targeting certain age groups. In Nilgris supermarket each items are placed after the thorough research and planning and not just like that. To make the supermarket a more inviting place they placed the fruit and vegetables right at the entrance of a supermarket .giving the supermarket a fresh and healthy feel about it which is designed at encouraging shoppers to stay in the supermarket longer. Items such as chocolate also appear near the counter so when parents are trying to load their shopping on the convey belt they have their little children asking for chocolate.

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PURCHASING POLICY: They stock and sell around 6,000 different items in their store. They believe in ordering goods to ensure all the items are available at all times. However, they take into account the movement pattern of each item supply period as well as the value of the items, and accordingly place orders frequently for the products which have to reach them from outstation. They are ordering a largely quantity of items which are fast moving and the items which are slow moving. They stock only much smaller quantities for not more than 10-12 days requirement, thereby keeping their inventory level in control. Nilgiris have to keep a close watch on the market trend and accordingly place orders at the most advantageous rate for some of suppliers like groceries. They have to continuously monitor the profitability on each product, which they buy to ensure that a certain assured minimum profit margin is available on each purchase. Computerized accounting system, wherein every order is checked and goods inward notes are prepared in detail to show them the margins available to them. While introducing a new product in their store, they have to discuss with the suppliers and ensure that the product is taken on consignment basis to be put on trial sale in their store. After the product moves fairly well within 15days period, they place further order for large quantity subject to the condition that their minimum required margin of profit is assured in the purchase. They also ensure that as a large supermarket chain, all Nilgiris branches/franchise unit enjoy the benefit of same rates/margin to all of them.

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Supplies co-operation, better margin for mutual growth statistics : The product of popular brands is no doubt required by all the customers. It is a pity that the manufacturers offer very low margins of 4-5% on the sale value, whereas their company overhead today stands at around 12.5%. It is the Nilgiris own products sale which partly offsets the very poor margins on the branded goods. In spite of the odds, they do continue their service and keep their image but at what cost? Today, sales on credit card is followed everywhere with great hesitation. They had also started accepting credit cards. Credit cards do bring in lot more business but again, this business is at their cost. In Chennai, they have been accepting these cards for the past couple of years, around 30% and of their business are on credit cards. At Coimbatore, around 16% sales are on credit card. The credit card business at Bangalore is also fast going up. It must be noted here that on every sales, they have to pay a turnover tax of around 1.75 to 3% and as on credit sales they have to meet 3-4% by way of card service charges.

To meet this, they have been continuously discussing with the brand majors, asking them to realize that a modern retail supermarket offering their products in such convenience to the customers in large volume turnover should not be treated on par with the small kirana stores. Slowly the manufactures are realizing this and with reluctance they are coming forward to meet a part of their demand with the maximum retail price fixed on all products, they cannot survive in the business unless brand leaders recognize their service and offer better margins. In fact, over the last few years, as a result of their constant discussions, with the major manufactures/ suppliers, they have been given a special status by some of these companies. Taking into account their strategy and stocking items afresh all the time and the large volumes involved in their store and their own number of units whereby suppliers volume of sales has
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grown considerable, they have come forward to treat them on par with C&F agents/distributors and agreed to give direct supplies at better rates.

Nilgiris Today :

Today, decades of efforts to achieve total quality in product and service have taken Nilgiris to summit of total achievement. The corporate office at Brigade Road, Bangalore is fully automated with every transaction computerized. Nilgiris vans are plying all over to ensure timely distribution of Nilgiris products to various locations. Besides India, Nilgiris products are available in countries like Singapore, Germany, Australia, Malaysia and Sri Lanka.

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CHAPTER-4

21

MARKETING MIX

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PRODUCT:

PLACE:

Dairy Bakery. Staples.

South india More than 90 stores.

PRICE:

PROMOTION:

Quality Pricing. Cost plus pricing.

Well known website. Print media. Social website.

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PRODUCTS:
DAIRY PRODUCTS:

At the entrance of the supermarket, there is a mini counter, which is only for dairy products like milk, curds, buttermilk, flavored milk, sandwich bread, fruit and milk bread, etc. Pure coffee powder, ghee, mushroom, lacto soy milk i.e. plain milk, mishti doi, pudding (choco, vanilla and chocolate), srikand, yoghurt, table butter, cream, paneer, processed cheese, mozzarella cheese etc are available in this mini counter for those customers who need quick service only in dairy products. Only required quantity is kept in this counter. This is a busy counter with the number of customers. SOAPS AND DETERGENTS: This counter is mainly for soaps and detergents meant for the convenience of the customer to select easily available for them. There are 55 different types of soaps, the mail supplier is HLL. The major sales are Pears, Mysore Sandal, Lux, Rexona etc of 125gms & 75gms in each quantity are sold about 10-20 pieces per day as per the customers requirement. There are different types of detergents like Rin, Rin Supreme, Henko, Surf, Ariel, Tide etc. 250gms are sold maximum.

TOOTHPASTE: This counter also includes toothpastes of different types. The major sales among the pastes are Pepsodent, Close Up, and Colgate etc. These items are received from Godown.
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COSMETICS: This counter is separated into 2 parts, one is at entrance which displays all the cosmetics and it functions mainly in selling lipsticks, nail polish, lip liner, eye liner etc. The major suppliers are Lakme, Tips and Toes, Elle 18, Revelon etc. The other counter includes lipsticks, nail polish, body sprays, perfumes, creams and lotions, shampoos, talcum powder, hair oil etc. For Creams the suppliers are Garnier, Ponds, Fair and Lovely etc. For Shampoos the suppliers are Sunsilk, All Clear, and Panteen etc. For Talcum powder the suppliers are Ponds, Nivea, and Axe etc. BISCUITS: There are varieties of biscuits available in this counter like Britania, Parle, Kelloggs, Nutrine, Kwality etc. This counter is convenient for those customers to choose the product of their own choice as per the taste and preference. CHOCLATES: The tempting chocolates like Eclairs, Nutrine, Parle, Parrys, and Cadbury are available and apart from these there are also Nilgiris home made chocolates available. We can also find the imported chocolates in this counter. DRY FRUITS: Dry fruits like almond, sultana, apricot, pista, prunes, cashew nuts, figs, dates, walnuts etc are available in this counter. Dry fruits are the major running products. The dry fruits are purchased in bulk and are repacked for sales.

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BAKERY: In this counter we find Nilgiris bread, rich plum cakes, rusk, sesame, garlic roll, cookies, pizza base, pav bread, coconut sandwich, bread crumb, Danish Pasta are available . BEVERAGE AND SWEETS: Snacks are available in this counter like butter murukku, jackfruit chips, tapioca chips, banana and potato chips, savouries and also haldiram products are available. The mouth-watering sweets like jamoons, ladoos, burfis, cotton candy, pedas, and Mysore pak are available in this cunter. Apart from this even fast foods are available like amosas, puris etc.

TEA AND COFEE: The name of activation of nerves is Tea. The tea and coffee are available in attractive packages under the brand name like Nescafe, Sunrise, Broke Bond, Nilgiris herbal tea, Tata Lipton, Duncans, Tetley etc. are available in this counter.

HEALTH FOOD: This counter mainly attracts the health conscious customers. The Dabur Chyawanprash, Nature Care, Nutri foods, Herbal Health Care Drink, Soya Flour, High Fiber Wheat Flour, Health Mix etc are available. In this counter mainly ayurvedic products are available.

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IMPORTED GOODS: In this counter all the imported products are displayed like frigate strawberry jam, pure comb honey from New Zealand, sandwich spread, barilla, fettuccine, farfel are available under the brand name Kraft. JUICES: Different varieties of juices to quench the thirst available is different flavours sun sweet prune juice, Norton apple juice, real grape, mango, orange, mixed fruits, Tropicana. Apart from this beverages are also available like Coke, Pepsi, Mirinda etc.

HOME MADE SWEETS: The Nilgiris home made sweets are available in this counter white truffles, coconut, plain truffles, milk truffles, orange truffles, cream caramel, pistachio tups etc. These are manufactured in Nilgiris itself. SPICES: Different varieties of spices like pepper, jeera, ajwine, khus-khus, white and black til, mustard, methi, tirmeric stick etc under the brand name Everest, MDH, BMC, Bhadshah and also Nilgiris brand name. PROVISIONS: Provisions like cereals, rice, atta, maida, instant mix chilly powder etc, are available in this counter. The Nilgiris provisions are fixed at 10 % discount.

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OIL AND GHEE: All types of oils are available in this counter like Dhara, Saffola, Elite, Nature fresh, Corn drop, Godrej, Cook lite, Sundrop, Parachute, Nilgiri Ghee, and Vanaspathi etc. PICKLES JAM AND SQYASH: In this counter mainly salt and fast food stuff is available. Different types of noodles and smoodles (Maggi and Top Raman), Macaroni, Jelly, Custard powder, mustard powder, variety of papads are available. Instant mixes are also available.

BABY PRODUCTS: This counter is basically meant for baby products which contain baby food such as Cerelac, Nestle, Lactogen, Milk powder, Milo, Badam mix, Drinking Chocolate, Horlicks, AMULYA, Baby soaps and oils such as Johnson and Johnson, Baby cream, and nappies are available.

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PRICING

IN Nilgris they are using tmo types of pricing .They are Vendor pricing. Cost plus pricing. Competitive pricing. Psychological pricing.

Vendor pricing:
Manufacturer suggested retail price (MSRP) is a common strategy used by the smaller retail shops to avoid price wars and still maintain a decent profit. Some suppliers have minimum advertised prices but also suggest the retail pricing. By pricing products with the suggested retail prices supplied by the vendor, the retailer is out of the decision-making process. Another issue with using pre-set prices is that it doesn't allow a retailer to have an advantage over the competition.

Competitive Pricing:
Consumers have many choices and are generally willing to shop around to receive the best price. Retailers considering a competitive pricing strategy will need to provide outstanding customer service to stand above the competition. Pricing below competition simply means pricing products lower than the competitor's price. This strategy works well if the retailer negotiates the
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best prices, reduces costs and develops a marketing strategy to focus on price specials. Prestige pricing, or pricing above competition, may be considered when location, exclusivity or unique customer service can justify higher prices. Retailers that stock high-quality merchandise that isn't available at any other location may be quite successful in pricing their products above competitors.

Psychological Pricing:
Psychological pricing is used when prices are set to a certain level where the consumer perceives the price to be fair. The most common method is odd-pricing using figures that end in 5, 7 or 9. It is believed that consumers tend to round down a price of Rs.9.95 to Rs.9, rather than Rs.10.

Cost plus Pricing:

Cost-plus pricing is a pricing method used by companies to maximize their rate of returns.The firms accomplish their objective of profit maximization by increasing their production until marginal revenue equals marginal cost, and then charging a price which is determined by the demand curve However, in practice, most firms use cost-plus pricing, also known as markup pricing. There are several varieties, but the common thread is that one first calculates the cost of the product, then adds a proportion of it as markup. Basically, this approach sets prices that cover the cost of production and provide enough profit margin to the firm to earn its target rate of return.It is a way for companies to calculate how much profit they will make.

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PLACE

Nilgris supermarket is almost situated in all pats of the south India.more than 90 stores are there .They are situated in Chennai,Coimbatore,Bangalore,Mysore,Cochin,Coorg,Ooty,Mangalore, Madurai, Kotayam,Hydrebad,Kanchipuram,Hosur,Hasan,Ernakulam,Gonnikopal, Cuddalore.

PROMOTION AND ADVERTISING

They use their website www.nilgris1905.com for promotion.It is a user friendly interface.One can easily locate nearest nilgris store,browse through the history of nilgris,get to know about the wide range of products available. They also do internet marketing through social facebook and twitter .

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CHAPTER-5

32

HR FUNCTIONS

33

RECRUITMENT AND SELECTION:

For recruitment and selection Nilgiris uses both internal source as well as external source. The internal sources of Nilgiris include present employees and employee referrals. That means hen a job is vacant the employees who are already with Nilgiris is given preference if that particular employee suits or fits for the vacant job. Another source of internal recruitment is employee referrals, i.e. the employees refer or recommend someone who is known to him and who fits for the vacant job. The external source of recruitment in Nilgiris includes advertisement and placement cell. The selection process in Nilgiris includes preliminary interview, employment interview, selection decision, physical examination, and job offer and employment control.

TRAINING AND DEVELOPEMENT: Training and development does not play a major role in Nilgiris. They have only on the job training, wherein the supervisor train the new employee and make him aware of the new work condition. Training is very necessary for imparting skills to employees. Workers or laborers need skills to operate machines and use other equipments with least damage and scrap. So the supervisor trains the labour on the usage of machine.

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PERFORMANCE APPRAISAL: Assessment of an individuals performance is very essential for every organization. Nilgiris also do performance appraisal for its employees. The performance of each employee is measured against factors such as job knowledge, co-operation, attendance, punctuality etc. Rating scale method is used for performance appraisal by Nilgiris. In rating scale method several numerical scales are involved, each representing a job related performance criterion such as job knowledge, initiative output, attendance, attitude, punctuality, co-operation etc. Each scale ranges from excellent, good, and fair which is rated as 50%, 50-75% and above 75%. The HR manager of Nilgiris checks the appropriate performance level on each criterion, and then computes the employees total numerical score. The number of points scored is linked to salary increase. EMPLOYEE WELFARE : Employee welfare helps to motivate and retain employees. Nilgiris provides some intra- mutual facilities to its employees like medical facilities, compensation for accidents, supply of drinking water, provision of safety measures, toilets, etc. LABOUR UNION: There is no labour Union in Nilgiris. One admissible fact in Nilgiris is that they never had a labour problem till date neither they formed any Labour Union.

SECURITY SECTION: Security arrangement of the company is provided by NESS National Ex-service man security agency. It is headed by Major R.P Gopinathan. They provide security services to many leading organization. The
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remuneration and welfare of these securities are taken care by NESS and Nilgiris. NESS recruits the securities and sent them to different organization which comes under this agency.

REMUNERATION IN NILGRIS: Remuneration is the compensation an employee receives in return for his or her contribution to the organization. Nilgiris also provide good remuneration to its employees according to the relative worth of the job. Employees get salary and fringe benefits. Their fringe benefits include provident fund, gratuity, medical care by ESI hospitals, accident relief although there has never been a case of accident in the factory premises, uniform, Rs 10 per day for meal, loan facilities. Employees also get overtime salary. Women get maternity leave. Employees get bonus during festivals. Employees also get pension facilities after pension from the company.

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CHAPTER-6

37

SWOT ANALYSIS

38

SWOT ANALYSIS: STRENGTHS: Regional advantage. Legacy of being in the market for past more than 100 years. Brand name and trust among customer base. Wide presence in the market.

WEAKNESS: Insufficient supply chain. Unable to fulfill increasing demand in the market.

OPPORTUNITIES: Try and move towards northern part of India. Focus more on rural market.

THREATS: Increasing number of local retail outlets coming up. Lot of international retail stores coming up with every day low price strategies.

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CHAPTER-7

40

SUMMARY OF FINDINGS, SUGGESTIONS AND CONCLUSIONS

41

FINDINGS

In nilgiris, they mainly concentrate on bakery products and groceries not much on with cosmetics and other daily needs products.

The store is mainly known to the consumers through word of mouth as now days consumers prefer buying goods from super markets.

As the service and quality provided by the company is much satisfied by the consumer, the consumer prefers to buy products from nilgiris.

Most of the customers purchase regularly from the same store as store staff identifies their daily customers and has good relationship management by store. All the store of nilgiris doesnt have the same variety of products. The location conveyance, wide range of merchandise and low prices are the main reasons for shopping in the nilgris supermarket.

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SUGGESTIONS
Managers should maintain customer data and communication to build a good relationship among customers. Education and training of staff needs to be done to enhance customer service. At the starting of the rack the products are arranged neatly but at the ending of the rack the products are dumped .It kills the appearance of the shop .Therefore products should should be arranged properly. Nilgiris should use advertisement strategies and promotional activities Nilgris supermarket should adopt E- retailing which would benefit to deliver better services, assortments, products information, price and so on. Nilgiris should add-ons with more cash counters depending upon the area of the store. It should come up with on telephone booking and delivery.

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CONCLUSION
With the above given facts ,it can be concluded that ,though being one of the oldest and successful retail outlet in the country,they have not been able to capitalize on the available opportunities .There are lots of opportunities to be explored and nilgris should focus on these opportunities and work upon over-coming its weakness.They should think about expanding their area of operation.

Nilgiris is enjoying higher customer satisfaction and has ample opportunities in the market to serve its potential customer. By exploiting these opportunities Nilgiris can reach its pinnacle in all respect of business activities in company growth and maintaining the No 1 position in market share.

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