"Strategic Expansion of Unibic’s Institutional Business: A Data-

Driven Go-to-Market Approach" AT

UNIBIC FOODS INDIA PRIVATE LIMITED.

Summer Internship Project Report submitted in partial fulfillment of the

requirements for the award of the degree of
Master of Business Administration
By

RITU KUMARI

REGISTER NUMBER
2327543

Under the Guidance of

Dr. Prof. DILIPCHANDRA S

(REPORT ROUGH DRAFT)

School of Business and Management,

CHRIST (Deemed to be University),
BANGALORE

JULY 2024
 Executive summary

The "Go-To-Market Strategy for Unibic's Institutional Business in Tamil Nadu" internship project aimed to
develop a comprehensive strategy tailored to enhance Unibic's market presence across various institutional
sectors, including railways, corporate offices, schools, colleges, cinema halls, factories, bus stands, and
more. The project unfolded in several key phases, each crucial to the development of a robust Go-to-Market
(GTM) strategy.

Opportunity Scoping and Data Preparation:

The project commenced with extensive opportunity scoping, delving into market research and data analysis
to identify key markets and segments within the institutional landscape of Tamil Nadu. This phase involved
gathering insights into the specific needs, preferences, and behavior patterns of institutional customers
across diverse sectors. Through meticulous data preparation and analysis, the team gained a comprehensive
understanding of the market dynamics, enabling them to pinpoint lucrative opportunities for Unibic's
institutional business expansion.

Preparation of Business Universe:

Building on the insights garnered from opportunity scoping, the project entailed the preparation of a detailed
business universe customized to the retail environment of Tamil Nadu. This encompassed mapping out
geographical regions, identifying relevant stakeholders, and understanding the distribution channels
pertinent to each institutional sector targeted by Unibic. The business universe served as a strategic
blueprint, guiding Unibic's outreach efforts and ensuring alignment with the unique characteristics of the
Tamil Nadu market.

Mapping of Current Institutional Business Reach:

In parallel, the project involved mapping out Unibic's current institutional business reach within Tamil
Nadu. This phase required rigorous analysis and assessment of existing partnerships, client relationships,
and market penetration levels. By evaluating the strengths and weaknesses of Unibic's current institutional
footprint, the team was able to identify areas for optimization and expansion, laying the groundwork for
strategic decision-making in the subsequent phases.

In conclusion, the internship at Unibic Foods India Pvt Limited provided invaluable insights and practical
experience in crafting a targeted Go-to-Market strategy for the institutional business segment in Tamil
Nadu. The project underscored the importance of a data-driven approach, market segmentation, and
strategic alignment in driving successful market penetration efforts. By leveraging the findings from
opportunity scoping, business universe preparation, and current business mapping, the team developed
actionable recommendations to optimize Unibic's institutional business strategy and propel growth in the
dynamic Tamil Nadu market.
INTRODUCTION

As an intern specializing in marketing at Unibic Foods India Pvt Limited, my role was dedicated to developing
a robust Go-to-Market (GTM) strategy tailored specifically for Unibic's Institutional Business. With a focus
on understanding consumer behavior and market dynamics, particularly within the institutional sector
spanning railways, corporate offices, educational institutions, entertainment venues, and more, my
responsibilities encompassed a broad spectrum of tasks aimed at optimizing Unibic's presence in the Tamil
Nadu market.

My primary focus throughout the internship was on formulating a comprehensive GTM strategy uniquely
suited to meet the needs and preferences of institutional customers in Tamil Nadu. This involved conducting
thorough opportunity scoping exercises to identify key market segments, meticulously preparing and
analyzing data to gain insights into consumer behavior and industry trends, and ultimately crafting strategic
recommendations aimed at enhancing Unibic's market penetration and revenue growth within the institutional
sector.

Throughout the internship, I made significant contributions to the development of Unibic's Institutional
Business strategy. By conducting in-depth market research and analysis, I uncovered valuable insights into
consumer preferences, competitive landscapes, and emerging market trends. These insights guided strategic
decision-making processes, enabling Unibic to capitalize on untapped opportunities and address potential
challenges effectively.

Key findings from my internship experience emphasized the critical importance of understanding the diverse
needs and preferences of institutional customers across different sectors. Additionally, I gained insights into
the significance of data-driven decision-making and the importance of agile, customer-centric strategies in
navigating the dynamic market landscape.

Moreover, the internship provided me with valuable skills in market research methodologies, data analysis,
and strategic planning, which I believe will be instrumental in my future career endeavors in marketing and
business management. Through hands-on experience and practical learning opportunities, I developed a
deeper understanding of the intricacies of marketing within the institutional sector, positioning myself for
continued growth and success in the Sales and Marketing field.
A - INDUSTRY PROFILE

The Fast-Moving Consumer Goods (FMCG) sector includes products that are sold quickly
and at relatively low cost. These products have a short shelf life and are purchased frequently.
The FMCG sector covers a wide range of goods such as packaged food, beverages, toiletries,
over-the-counter drugs, and other consumables.

Key Characteristics:

 High Volume Sales: FMCG products are characterized by high sales volume due to
their low cost and frequent purchase nature. Items like food and beverages are
essential and thus have high consumption rates.
 Brand Loyalty: Establishing and maintaining brand loyalty is crucial. Consumers
often stick to brands they trust, making brand identity a significant factor.
 Extensive Distribution Networks: To ensure product availability, companies need
efficient and extensive distribution channels that can reach both urban and rural
markets.
 Aggressive Marketing: The FMCG sector is known for its heavy investment in
marketing and promotional activities to maintain visibility and attract consumers.

Major Trends:

 Health and Wellness: There's an increasing demand for health-conscious products,

including organic, natural, and functional foods that offer added health benefits.
 Sustainability: Consumers are increasingly looking for products that are produced
sustainably and come with eco-friendly packaging.
 E-commerce Growth: Online shopping is becoming more prevalent, and FMCG
companies are leveraging e-commerce platforms to reach a broader audience.
 Innovation: Continuous product innovation is essential to meet changing consumer
preferences and stay ahead of competitors.
 2. Unibic Products in the FMCG Sector

Unibic specializes in cookies and biscuits, offering a wide range of flavors and types that
cater to diverse consumer tastes and preferences.

Product Range:

 Cookies and Biscuits: Unibic's product line includes a variety of cookies such as
Choco Chip, Oatmeal, and Butter Cookies. They also offer festive and seasonal
varieties.
 Health-Focused Products: Unibic has introduced products with health benefits, like
high-fiber, low-sugar, and gluten-free cookies to cater to the growing health-
conscious market.

Market Position:

 Brand Recognition: Unibic is known for its premium quality cookies and innovative
flavors. The brand has built a loyal customer base through its commitment to quality
and taste.
 Product Innovation: Regularly introduces new flavors and product lines to keep up
with consumer demands and market trends.

Distribution Channels:

 Retail Outlets: Unibic products are available in supermarkets, hypermarkets,

convenience stores, and local retail shops. This widespread availability ensures that
consumers can easily access their products.
 E-commerce: Unibic has a strong online presence on e-commerce platforms like
Amazon, Flipkart,Blinkit, and its own website, enabling direct-to-consumer sales.
 Institutional Sales: Targets institutional clients such as hotels, hospitals, schools, and
railway caterers, providing bulk sales opportunities and expanding its market reach.

Competitive Analysis:

 Direct Competitors: Competes with other leading cookie brands and FMCG
companies offering similar products. Major competitors include Britannia, Parle, and
ITC.
 Competitive Edge: Unibic’s distinctive product offerings, focus on quality, unique
flavors, and continuous innovation provide a competitive edge over others in the
market.

3. Opportunities for Growth

 Health-Conscious Products: Increasing the range of health-oriented products to tap

into the growing health and wellness trend. This could include introducing more
functional foods, such as cookies with added vitamins or probiotics.
  Sustainable Practices: Investing in sustainable packaging solutions and eco-friendly
production practices to appeal to environmentally conscious consumers.
 Digital Transformation: Enhancing digital marketing strategies and strengthening
online presence through social media, influencers, and e-commerce platforms to reach
a wider audience.
 Geographical Expansion: Exploring new markets both domestically and
internationally. Expanding into tier-2 and tier-3 cities in India and exploring overseas
markets can increase market share and brand recognition.

4. Challenges

 Intense Competition: The FMCG sector is highly competitive, with numerous

established brands and new entrants vying for market share. Maintaining and growing
market position requires constant innovation and marketing efforts.
 Changing Consumer Preferences: Rapid shifts in consumer preferences, especially
towards health-conscious and sustainable products, require agile responses and
adaptations from companies.
 Regulatory Compliance: Ensuring compliance with diverse and stringent food safety
and quality regulations across different regions can be challenging. This includes
adhering to local laws and international standards when expanding into new markets.

The FMCG sector offers significant opportunities for Unibic to enhance its market
presence and expand its product offerings. By focusing on product innovation, health
trends, sustainability, and digital engagement, Unibic can leverage its strengths and
navigate the challenges of the FMCG landscape. Adapting to changing consumer
preferences and maintaining a strong brand identity will be crucial for sustained
growth and success in this competitive sector.
B – COMPANY’S PROFILE

Unibic is a prominent player in the FMCG sector, renowned for its premium cookies and
biscuits. Established in 2004, Unibic has carved a niche for itself with a focus on quality,
innovation, and consumer satisfaction. With a robust market presence in India and an
expanding international footprint, Unibic continues to grow by adhering to its core values of
excellence and innovation.

2. History and Evolution

Unibic started its journey in 2004 with the introduction of its signature product, the Anzac
Cookie. The brand quickly gained popularity due to its unique taste and high-quality
ingredients. Over the years, Unibic has expanded its product portfolio, continuously
innovating to meet changing consumer preferences and market demands. Today, Unibic
offers a wide variety of cookies and biscuits, each crafted to deliver a distinct and delightful
taste experience.

3. Product Portfolio

Unibic offers an extensive range of cookies and biscuits, categorized into several product
lines to cater to diverse consumer preferences:

Classic Cookies

 Anzac Cookies: The flagship product, known for its unique taste and heritage recipe.
 Choco Chip Cookies: Loaded with chocolate chips, offering a rich and indulgent
chocolate experience.
 Butter Cookies: Classic butter cookies with a smooth, melt-in-the-mouth texture.
 Milk Cookies: Light and creamy cookies ideal for everyday snacking.

Health-Focused Cookies

 Oatmeal Digestive Cookies: Made with wholesome oats, providing a healthy snack
option rich in fiber.
 Sugar-Free Cookies: Ideal for diabetics and health-conscious consumers looking to
reduce sugar intake without compromising on taste.
 Multigrain Cookies: A blend of various grains, offering a nutritious and delicious
snack option.
 Ragi Cookies: Made with finger millet, these cookies are a good source of calcium
and essential nutrients.

Specialty Cookies

 Fruit & Nut Cookies: Packed with dried fruits and nuts, providing a rich and
textured snacking experience.
 Cashew Badam Cookies: A luxurious blend of cashews and almonds, perfect for a
premium treat.
 Pista Badam Cookies: Infused with pistachios and almonds, offering a rich and nutty
flavor.
  Choco Chip Oatmeal Cookies: Combining the goodness of oats with the indulgence
of chocolate chips.

Festive and Seasonal Cookies

 Festive Packs: Specially designed gift packs for festivals like Diwali, Christmas, and
Raksha Bandhan.
 Seasonal Varieties: Limited edition cookies introduced during festive seasons to
cater to cultural and seasonal preferences.

Innovative Flavors

 Honey & Oatmeal Cookies: A healthy and delicious combination of honey and oats.
 Cranberry Cookies: Tart and sweet cranberry pieces embedded in soft and chewy
cookies.

Choco Ripple Cookies: Swirls of chocolate running through buttery cookies, creating a
delightful mix of flavors.

Other Products range:

 Marie
 Pop Crisp
 Cake Range
 Shortbread
 Sugar-Free Cookies
 Snappers
 Wafers
 Qubz
 Snack Bar
 Protein Bar

4. Manufacturing and Quality Control

Unibic operates state-of-the-art manufacturing facilities that adhere to stringent quality

control measures. The production process involves advanced technology and high standards
of hygiene and safety to ensure that every cookie meets the brand’s quality benchmarks.
Continuous investment in technology and infrastructure ensures consistency in taste and
quality across all product lines.

5. Market Presence

Unibic has a strong market presence across India, with its products available in a wide range
of retail outlets, including supermarkets, hypermarkets, convenience stores, and local retail
shops. The company also has a growing presence in international markets, expanding its
footprint in countries across Asia, the Middle East, and beyond.
6. Distribution Channels

Unibic leverages multiple distribution channels to ensure its products are accessible to a
broad consumer base:

 Retail Outlets: Extensive presence in supermarkets, hypermarkets, convenience

stores, and local retail shops.
 E-commerce: Active presence on major online marketplaces like Amazon, Flipkart,
BigBasket, and its own e-commerce platform, enabling direct-to-consumer sales.
 Institutional Sales: Targeting institutional clients such as hotels, hospitals, schools,
and railway caterers for bulk sales, enhancing market reach.

7. Marketing and Promotion

Unibic invests significantly in marketing and promotional activities to maintain brand

visibility and attract new consumers. The company employs a mix of traditional and digital
marketing strategies.
SWOT Analysis for Unibic
Strengths:

1. High-Quality Products: Unibic is known for its high-quality cookies, which are
made using premium ingredients. This emphasis on quality has helped build a loyal
customer base.
2. Innovative Flavors: Unibic offers a wide range of innovative and unique flavors that
differentiate it from competitors. This variety appeals to diverse consumer tastes and
preferences.
3. Strong Brand Recognition: Unibic has established a strong brand presence in the
FMCG sector, particularly in the cookies segment, which helps in gaining consumer
trust and market penetration.
4. Health-Focused Options: With an increasing demand for healthier snack options,
Unibic’s range of health-oriented products, such as those with added oats, whole
grains, and reduced sugar, cater to health-conscious consumers.

Weaknesses:

1. Limited Market Penetration: Compared to some larger competitors, Unibic's

market penetration in certain regions and segments may be limited, restricting its
overall market share.
2. Dependency on Specific Markets: Unibic may have a heavy reliance on certain
geographic markets, which could make it vulnerable to regional economic
fluctuations and competitive pressures.
3. Higher Price Point: Due to the high-quality ingredients used, Unibic's products may
be priced higher than some competitors, which could limit accessibility for price-
sensitive customers.
4. Logistical Challenges: Managing distribution and ensuring timely delivery across
diverse and widespread institutional clients can be challenging, impacting service
quality and client satisfaction.

Opportunities:

1. Expansion into New Markets: There is significant potential for Unibic to expand
into new geographic markets, both within India and internationally, to increase its
market share.
2. Increasing Health Trends: The growing consumer trend towards healthier eating
presents an opportunity for Unibic to expand its health-focused product line and
capture a larger segment of health-conscious consumers.
3. Institutional Sales Growth: Targeting institutional clients, such as hospitals,
airports, schools, and railway caterers, offers a substantial growth opportunity.
Developing a robust GTM strategy can help capitalize on this segment.
 4. E-commerce Expansion: With the rise of online shopping, expanding Unibic’s
presence on e-commerce platforms can drive sales and improve brand visibility,
especially among younger, tech-savvy consumers.

Threats:

1. Intense Competition: The FMCG sector, particularly the cookies segment, is highly
competitive, with numerous established brands vying for market share. This
competition can lead to pricing pressures and reduced margins.
2. Changing Consumer Preferences: Rapid shifts in consumer preferences and trends
can pose a threat. Staying ahead of trends requires constant innovation and adaptation.
3. Economic Fluctuations: Economic downturns or fluctuations can impact consumer
spending power, leading to reduced demand for premium products like Unibic
cookies.
4. Supply Chain Disruptions: Any disruptions in the supply chain, whether due to
political, environmental, or logistical reasons, can affect the timely production and
distribution of products, impacting sales and customer satisfaction.

By leveraging its strengths and opportunities while addressing weaknesses and mitigating
threats, Unibic can enhance its market position and drive sustained growth in the institutional
segment and beyond.
 PROJECT DESIGN AND
METHODOLOGY
A. Objectives:

The objectives of my internship at R were as follows:

 Develop a Comprehensive GTM Strategy

 Objective: Create a detailed Go-to-Market (GTM) strategy for Unibic's Institutional

Business, incorporating market analysis, competitive landscape, and target audience
segmentation.

 Conduct Opportunity Scoping

 Objective: Identify and evaluate new business opportunities within the institutional
segment, including potential clients in hospitals, airports, schools, and railway
caterers in Tamil Nadu.

 Create a Market Database

 Objective: Develop a comprehensive database of potential institutional clients in

Tamil Nadu, including contact details, business volumes, and key decision-makers.

 Perform Competitive Analysis

 Objective: Conduct a competitive analysis to understand Unibic's position in the

market compared to key competitors. Identify strengths, weaknesses, opportunities,
and threats.

 Client Engagement and Relationship Building

 Objective: Engage directly with potential clients through market visits, cold calling,
and follow-ups to build and maintain strong client relationships.

 Gather Market Insights

 Objective: Collect and analyse market data and consumer insights to understand the
needs and preferences of institutional clients. Use this data to inform sales strategies
and product development.

 Sales Strategy Development

 Objective: Develop and implement effective sales strategies tailored to the needs of
institutional clients in Tamil Nadu, aiming to maximize sales and market penetration.

 Coordinate Sample Deliveries

 Objective: Manage the distribution of sample hampers to potential clients, ensuring

timely and accurate deliveries to facilitate first-hand product experiences.
 Monitor and Report Progress

 Objective: Regularly monitor and report on the progress of tasks and objectives.
Provide detailed updates to your mentor and the marketing and sales team,
highlighting key achievements and areas for improvement.

 Professional Growth and Learning

 Objective: Enhance my understanding of the FMCG sector, particularly in

institutional sales and marketing. Develop skills in market research, client
engagement, strategic planning, and data analysis.

B. Problems Identified:

 Limited Access to Accurate Market Data

 Problem: Gathering accurate and comprehensive data for the market database can be
challenging, especially when relying on secondary sources or outdated information.
 Solution: Implement a robust data collection framework that includes primary
research methods such as surveys, interviews, and direct interactions with potential
clients to ensure data accuracy. Utilize online databases and industry reports for
updated information.

 Difficulty in Establishing Initial Client Contact

 Problem: Difficulty in engaging with potential clients due to busy schedules, lack of
interest, or resistance to cold calls.
 Solution: Use personalized communication strategies and follow-up mechanisms to
engage potential clients more effectively. Schedule meetings well in advance and
leverage introductions or referrals from mutual contacts to gain initial traction.

 High Competition from Established Brands

 Problem: Facing intense competition from established brands with strong market
presence and brand loyalty.
 Solution: Highlight Unibic’s unique selling points, such as product quality,
innovative flavors, and health-focused options, to differentiate from competitors.
Develop marketing materials that emphasize these strengths and consider offering
promotional deals or samples to attract new clients.

 Logistical Challenges for Market Visits

 Problem: Coordinating and executing market visits across various locations in Tamil
Nadu can be logistically challenging and time-consuming.
  Solution: Plan and schedule market visits efficiently, using route optimization tools
and ensuring proper coordination with local sales representatives. Consolidate visits
to nearby locations in a single trip to minimize travel time and costs.

 Communication Gaps Within the Team

 Problem: Ensuring effective communication and coordination between different

departments and stakeholders involved in the project.
 Solution: Establish clear communication channels and regular update meetings to
ensure all stakeholders are aligned and informed about project progress and goals.
Use collaborative tools like Slack, Microsoft Teams, or Trello for better coordination
and real-time updates.

 Adapting to Rapid Market Changes

 Problem: Rapid changes in market trends, consumer preferences, and regulatory

environments require quick adaptation.
 Solution: Stay agile and informed by keeping abreast of market trends and regulatory
changes. Develop a flexible strategy that allows for quick adjustments based on new
information and market dynamics. Conduct regular market analysis and review
strategy sessions to ensure responsiveness.

 Limited Budget for Marketing Activities

 Problem: Working with a limited budget for marketing activities can constrain the
ability to reach a wide audience and conduct extensive promotional campaigns.
 Solution: Prioritize cost-effective marketing strategies such as social media
campaigns, content marketing, and leveraging partnerships with local influencers or
businesses. Focus on targeted marketing efforts to maximize impact within the
available budget.

 Resistance to Change in Institutional Clients

 Problem: Institutional clients may be resistant to switching from their current

suppliers due to established relationships and perceived risks associated with
changing suppliers.
 Solution: Offer compelling incentives such as introductory discounts, free samples,
and exceptional customer service to encourage clients to try Unibic products.
Highlight the unique benefits and added value Unibic can provide to their business.

 Inadequate Training for Cold Calling and Client Interactions

 Problem: Lack of proper training and preparation for cold calling and direct client
interactions can result in ineffective communication and missed opportunities.
 Solution: Provide comprehensive training sessions on effective cold calling
techniques, client interaction skills, and sales pitch development. Role-playing
exercises and feedback sessions can help interns build confidence and improve their
approach.
 Coordination Issues with Sales Representatives

 Problem: Ensuring seamless coordination with sales representatives during market

visits and client meetings can be challenging, especially if there are communication
gaps or differing priorities.
 Solution: Establish clear protocols for coordination, including regular check-ins,
shared schedules, and detailed briefing documents for each visit or meeting. Use
collaborative tools to keep everyone informed and aligned on goals and expectations.
Conclusion
The integration of these marketing management strategies provided a robust framework for
enhancing Unibic’s institutional business. Market segmentation and targeting ensured that
efforts were directed towards the most promising client segments, while CRM enhanced
client engagement and relationship building. Competitive analysis informed strategic
positioning and differentiation, and a well-developed sales strategy translated marketing
efforts into tangible business growth. This comprehensive approach not only strengthened
Unibic’s market presence but also provided valuable insights into the dynamics of
institutional sales in the FMCG sector. Through this internship, I gained a deeper
understanding of the intricacies of marketing management and its pivotal role in driving
business success.

During the entire process of data preparation, client meetings, sales pitch development, and
stakeholder interactions, a well-structured Go-to-Market (GTM) strategy was instrumental in
guiding the approach and ensuring success. The GTM strategy involved several key
components. Firstly, market segmentation and targeting were crucial; the institutional market
was divided into specific segments such as hospitals, airports, schools, and railway caterers.
This allowed for tailored approaches to each segment, ensuring that the unique needs and
preferences of each were addressed effectively. Comprehensive data collection through
market visits, interviews, and the use of online databases and industry reports provided
valuable insights into potential clients' purchasing behaviours, pain points, and decision-
making criteria.

The Database played a pivotal role in managing client relationships, with a detailed database
of client information facilitating personalized engagement and follow-up. Competitive
analysis was another critical aspect, involving a SWOT analysis to understand Unibic’s
position relative to competitors and to highlight its unique selling propositions, such as
product quality and innovative flavors. Sales strategies were developed to address the specific
needs of institutional clients, with tailored sales pitches and promotional offers designed to
attract and convert new clients. Regular monitoring and feedback loops ensured that the
strategy was adaptable and responsive to market dynamics, making the GTM approach
comprehensive and effective in driving business growth and strengthening Unibic’s market
presence in the institutional segment.
Findings
During my internship at Unibic Foods India Pvt Ltd, I undertook various tasks to develop a
comprehensive Go-to-Market (GTM) strategy for the company's institutional sales in Tamil
Nadu and gain insights into the institutional sales market in Bangalore. Below are the detailed
findings from my internship experience:

1. Market Analysis and Segmentation

 Institutional Market Potential: The institutional market in Tamil Nadu and

Bangalore has significant potential, especially in sectors such as hospitals, schools,
airports, and railway caterers. Each sector has unique needs and preferences which
must be addressed individually.
 Market Segmentation: The market can be segmented into various categories based
on industry type (e.g., healthcare, education, transportation) and organization size
(e.g., large hospitals vs. small clinics). Understanding these segments allows for more
targeted and effective marketing strategies.

2. Client Database Development

 Data Collection: I collected comprehensive data on potential institutional clients

through primary sources (market visits and interviews) and secondary sources (online
databases and industry reports). This included detailed information on client names,
locations, contact details, business volumes, and key decision-makers.
 Data Validation: Cross-referencing data from multiple sources ensured accuracy.
The use of primary data from direct interactions helped validate and complement the
secondary data, providing a robust database.

3. Competitive Analysis

 Market Position: Unibic faces strong competition from established brands like
Britannia, Parle, ITC, and other local players. These competitors have significant
market presence and brand loyalty.
 Competitor Strengths and Weaknesses: Analysis revealed that while competitors
have strong brand recognition and extensive distribution networks, Unibic can
capitalize on its product quality, innovative flavors, and health-focused options to
differentiate itself.
 SWOT Analysis: The SWOT analysis highlighted Unibic's strengths (product
innovation, quality), weaknesses (limited market penetration in certain segments),
opportunities (growing health-conscious consumer base), and threats (intense
competition, market saturation).

4. Client Engagement and Relationship Building

 Direct Engagement: Market visits and direct interactions with potential clients were
crucial in understanding their needs and building relationships. Personalized
communication and follow-ups were effective in gaining client interest and trust.
  Challenges in Engagement: Initial client engagement was challenging due to busy
schedules and resistance to cold calls. However, leveraging referrals and scheduling
meetings in advance helped mitigate these challenges.

5. Market Insights and Consumer Preferences

 Consumer Preferences: Institutional clients have specific preferences, such as

product quality, variety in flavors, packaging sizes, and health benefits.
Understanding these preferences is essential for tailoring the product offerings.
 Emerging Trends: There is a growing demand for health-conscious products and
convenient packaging among institutional clients. Staying updated with these trends is
crucial for maintaining a competitive edge.

6. Sales Strategy Development

 Tailored Sales Strategies: Developing sales strategies that cater to the specific needs
of different client segments proved effective. For example, hospitals preferred health-
focused products, while schools looked for affordable and convenient packaging.
 Promotional Offers: Offering introductory discounts, free samples, and promotional
deals were successful in attracting new clients and encouraging them to try Unibic
products.

7. Operational and Logistical Challenges

 Coordination of Market Visits: Efficient route planning and coordination with local
sales representatives were essential to manage the logistical challenges of market
visits. Using route optimization tools minimized travel time and costs.
 Sample Distribution: Managing the distribution of sample hampers required careful
planning to ensure timely and accurate deliveries. This was critical for providing
clients with firsthand product experience.

8. Data Management and Reporting

 Data Visualization: Tools like Power BI were used to create visual representations of
the data collected. This made it easier to identify trends, patterns, and insights.
 Regular Reporting: Regular updates and reports were generated to keep stakeholders
informed about the progress of tasks and objectives. These reports included
summaries of findings, progress updates, and actionable recommendations.

9. Professional Growth and Learning

 Skill Development: The internship provided opportunities to develop various skills,

including market research, client engagement, strategic planning, data analysis, and
effective communication.
 Understanding the FMCG Sector: Gaining insights into the institutional sales and
marketing strategies within the FMCG sector was invaluable. Understanding market
dynamics and consumer behavior in this sector was a significant learning outcome.
Recommendations
Based on the findings and conclusions from my internship, I propose the following
recommendations for Unibic Foods India Pvt Ltd:

1. Enhance Data Collection and Validation Processes: Continuously improve the data
collection framework by incorporating more primary research methods and ensuring
regular validation of data. This will enhance the accuracy and reliability of the client
database.
2. Develop Targeted Marketing Strategies: Continue to tailor marketing strategies
based on the specific needs and preferences of different client segments. Focus on
highlighting Unibic’s unique selling points and leveraging promotional offers to
attract new clients.
3. Strengthen Client Relationships: Invest in building and maintaining strong
relationships with key decision-makers through personalized communication and
regular follow-ups. Consider implementing a customer relationship management
(CRM) system to manage interactions and track client engagement effectively.
4. Optimize Operational Processes: Utilize advanced route optimization tools and
improve coordination with local sales representatives to streamline market visits and
sample distributions. This will enhance operational efficiency and reduce logistical
challenges.
5. Stay Agile and Responsive: Continuously monitor market trends and consumer
preferences to stay ahead of the competition. Develop a flexible strategy that allows
for quick adjustments based on new information and market dynamics.
6. Invest in Training and Development: Provide ongoing training and development
opportunities for the sales and marketing teams to enhance their skills and knowledge.
This will ensure that the team is well-equipped to handle market challenges and drive
business growth.

In conclusion, my internship at Unibic Foods India Pvt Ltd was a highly rewarding
experience that provided valuable insights into the FMCG sector and the institutional sales
market. The skills and knowledge gained during this internship have significantly contributed
to my professional growth and have prepared me for future challenges in the business world.
Skills Learnt
1. Market Research and Data Analysis
o Skill: I gained expertise in conducting detailed market research and analyzing
data from multiple sources. This involved utilizing online databases, industry
reports, and direct market visits to gather relevant information.
o Application: This skill enabled me to compile a comprehensive database of
potential institutional clients, segmenting them based on various criteria such
as industry and size. It also helped in identifying market trends and
understanding the competitive landscape.
2. Client Engagement and Communication
o Skill: Through numerous interactions with potential clients, I honed my
communication and interpersonal skills. I learned how to effectively engage
clients, present Unibic’s value proposition, and address their specific needs
and concerns.
o Application: This skill was crucial in establishing initial contact with potential
clients and building strong relationships. It facilitated smoother negotiations
and increased the likelihood of converting prospects into actual clients.
3. Strategic Planning and Execution
o Skill: I developed the ability to create and execute strategic plans, specifically
the Go-To-Market (GTM) strategy for Unibic’s institutional sales in Tamil
Nadu. This included identifying target markets, developing marketing
strategies, and planning market visits.
o Application: The GTM strategy provided a structured approach to entering
new markets, ensuring that efforts were focused and aligned with Unibic’s
business objectives. It helped in prioritizing high-potential clients and
optimizing resource allocation.
4. Project Management and Coordination
o Skill: Managing multiple tasks and coordinating market visits across various
locations required strong project management skills. I learned to plan,
organize, and execute tasks efficiently.
o Application: Effective project management ensured that market visits were
well-coordinated, reducing logistical challenges and enhancing productivity. It
also helped in meeting deadlines and achieving project milestones.
5. Data Visualization and Reporting
o Skill: I acquired proficiency in using data visualization tools such as Power BI
to create charts, graphs, and interactive dashboards. This skill was essential for
presenting data insights in a clear and compelling manner.
o Application: Data visualization helped in communicating key findings and
progress updates to stakeholders. It made it easier to identify trends, track
performance, and make data-driven decisions
Value Added to the Organization
1. Comprehensive Market Database
o Value: The detailed database of potential institutional clients across Tamil
Nadu provided Unibic with valuable market intelligence. It included critical
information such as client profiles, contact details, and purchasing volumes.
o Impact: This database served as a foundation for targeted marketing and sales
efforts, improving the efficiency and effectiveness of client outreach. It also
facilitated better market segmentation and prioritization.
2. Enhanced Client Engagement
o Value: By developing effective client engagement strategies, I helped Unibic
build stronger relationships with potential clients. Personalized
communication and strategic follow-ups increased client interest and trust.
o Impact: Improved client engagement led to higher conversion rates and
stronger business partnerships. It also enhanced Unibic’s reputation and
credibility in the institutional market segment.
3. Strategic Market Entry Plan
o Value: The GTM strategy for Tamil Nadu provided Unibic with a clear and
actionable plan for entering and establishing a presence in the institutional
market. It outlined key target segments, marketing tactics, and operational
plans.
o Impact: The strategic plan ensured that Unibic’s market entry efforts were
focused and aligned with business objectives. It increased the likelihood of
successful market penetration and growth in the new market.
4. Operational Efficiency
o Value: Efficient planning and coordination of market visits reduced logistical
challenges and saved time and resources. The use of route optimization tools
and standardized processes contributed to smoother operations.
o Impact: Improved operational efficiency enhanced overall productivity and
reduced costs. It enabled Unibic to maximize the impact of market visits and
achieve better outcomes with the same or fewer resources.
5. Data-Driven Decision Making
o Value: The use of data visualization and reporting tools provided stakeholders
with clear and actionable insights. It facilitated better understanding of market
trends, client behavior, and competitive dynamics.
o Impact: Data-driven decision making enabled Unibic to make informed
strategic choices, optimize marketing and sales efforts, and identify new
opportunities for growth. It also supported continuous improvement and
innovation.

By applying these skills and adding value in these areas, I contributed to Unibic’s ability to
effectively enter and compete in the institutional market segment in Tamil Nadu. The
internship experience not only enhanced my professional capabilities but also delivered
tangible benefits to the organization, supporting its strategic objectives and growth plans.
Conclusion
My internship at Unibic Foods India Pvt Ltd provided an enriching experience, allowing me
to develop and implement a Go-to-Market (GTM) strategy for institutional sales in Tamil
Nadu and to understand the institutional sales market in Bangalore. Here are the key
conclusions drawn from this internship:

1. Importance of Market Analysis and Segmentation

 Conducting a thorough market analysis and understanding the different segments

within the institutional market were critical steps. This helped in identifying potential
opportunities and tailoring marketing strategies to meet the specific needs of different
client segments. For instance, the healthcare sector's preference for health-focused
products required a different approach compared to the education sector, which
prioritized affordability and convenience.

2. Comprehensive Client Database Development

 Developing a detailed client database was fundamental to the success of the GTM
strategy. The data collected from both primary and secondary sources provided a solid
foundation for targeted marketing efforts. Cross-referencing multiple sources and
validating data through direct interactions ensured the reliability of the database,
which is crucial for effective client engagement.

3. Strategic Client Engagement and Relationship Building

 Engaging with potential clients through personalized communication and regular

follow-ups proved to be an effective strategy. Establishing strong relationships with
key decision-makers not only facilitated initial engagement but also laid the
groundwork for long-term business partnerships. Overcoming initial resistance
through referrals and scheduled meetings highlighted the importance of a strategic
approach in client engagement.

4. Leveraging Unibic’s Unique Selling Points

 Differentiating Unibic from competitors by emphasizing its unique selling points,

such as product quality, innovative flavors, and health-focused options, was a
successful strategy. This approach helped in attracting new clients and gaining a
competitive edge in a market dominated by established brands. Offering promotional
deals and free samples also played a crucial role in encouraging potential clients to try
Unibic products.

5. Addressing Operational and Logistical Challenges

 Efficiently managing market visits and sample distributions was essential to the
success of the GTM strategy. Utilizing route optimization tools and coordinating
closely with local sales representatives minimized logistical challenges. This ensured
 that market visits and sample deliveries were conducted smoothly and cost-
effectively, enhancing the overall effectiveness of the sales strategy.

6. Effective Data Management and Visualization

 The use of tools like Power BI for data visualization helped in identifying trends and
patterns, making it easier to derive actionable insights from the collected data.
Regular reporting and updates kept stakeholders informed about the progress of tasks
and objectives, ensuring transparency and alignment with the overall goals of the
project.

7. Adaptability and Continuous Learning

 The dynamic nature of the FMCG sector requires continuous learning and
adaptability. Staying updated with emerging market trends and consumer preferences
is crucial for maintaining a competitive edge. The internship provided valuable
insights into the importance of being agile and responsive to market changes, which is
essential for the long-term success of any business.

8. Skill Development and Professional Growth

 The internship offered numerous opportunities for skill development, including

market research, strategic planning, data analysis, client engagement, and effective
communication. These skills are not only relevant to the FMCG sector but are also
transferable to various other industries. The experience gained during the internship
has significantly contributed to my professional growth and has prepared me for
future challenges in the business world.