Retailer Preference toward Tops

products in South Delhi

1) Introduction
2) Vision & Mission
3) Types of products
4) Direct Competitors
5) Objective
6) Research Methodology
7) Swot Analysis
8) Findings
9) conclusion
Founded in the year 1984, G.D. Foods Mfg. (India) Pvt. Ltd. is one of the leading
FMCG companies in the processed Food Products Segment in India. The company
sells its products under the Brand Name of "Tops"​ & "Royal Taste"​. The company
is well known for providing quality products at reasonable price.

The Company has Eight (8) state-of-the-art manufacturing facilities spread across
various locations in North India.
Company's product range includes Tomato Ketchup, Jams, Pickles, Corn Flakes,
Instant Mixes, Custard Powders, Jellies, Culinary Sauces, Vinegar, Noodles,
Vermicelli, Cookies, Muffins & More. All products are available in various
varieties & packing sizes. Today, the path-breaking spirit of Mr. B.M. Seth and
Mrs. Chand Seth has brought immense popularity to Tops all over India, and in as
many as 25 countries around the world. Changing lifestyles support demand for
convenience foods. A simple statement, but as we steadily march on the path
towards development, it holds so true.
•Tops vision, quite simply, is to be “The world's top food company, offering
nutritious, superior tasting food to people everywhere.”

•The vision is to feature Tops amongst the Top 3 food and beverage brands in India
by 2020 and the world by 2030.

•We are well on our way to realizing this vision, but there is more we must do to
fully achieve it. Our mission is supported by our values, which define to the world,
and to ourselves, who we are and what we stand for.
Pickles
Tomato ketchup
Jams
Culinary sauces
Instant Mixes
Corn Flakes
Noodles
Vinegar
Baking Powder
Drinking chocolate
Jelly
Custard powder
1. Kissan
2. Amul
3. Dabur India Ltd.
4. Britannia Industries
5. Marico
6. Future Consumer Enterprises Ltd.
7. Parle Agro
8. Haldiram's
9. Kellogg's
10. Himalaya Healthcare Ltd.
11. Bikanerwala
12. Hindustan Unilever
13. Demonte Ketchup
14. Heinz
15. Maggi
16. Chingz
•To study the retailer’s perception about the Tops products.

•To collect retailer’s feedback towards Tops products.

•To know the marketing strategy of Tops .

•To identify the problems faced by retailer’s in buying the products if any.

•To know retailer’s opinion about the Tops products.

•To know the sales performance of Tops product in South Delhi market.

•To identify retailers perception about competitors products.

•To know existing promotional strategy for Tops products.

To proceed with the research work in a structured way certain methodology is used so
as to yield exact and correct result from the study. The methodology is adopted by me is
as follows:

Type of research – Descriptive research:- Descriptive method has been used in this
research for the collection of data. As the research is related to the study of market of
the company which can more effectively be studied through direct questions,
experimental research will not be much effective. Also, considering the time constraint,
descriptive research is the most suitable design for this research.

Data source – Primary and Secondary data

Data collection method – Interview, Surveys , Questionnaires and Observation
Data collection tools – Questionnaire
Sampling Method - Convenience Sampling
Sample size - 100 Retailers
Data Analysis- Simple Tabulation method, Pie charts
Strengths

1 .It operates 150+ full service supermarkets mostly in

the Delhi.
2. Variety of coupons and discounts offered at the store
attracts a lot of customers
3. The chain acquired quite a few new stores to increase
its presence.
4. There is no major competitor of Tops Pickle in Delhi.

Weaknesses

1.Less media advertisement is a major weakness of Tops.

2. They do not have online platform to make the order.
3. The store has downsized its stores in various locations.
Opportunities

1. They have an opportunity to increase their geographic coverage

2. They can come up with an online order platform
3. They are venturing into new stores which offer organic and natural product
4. Expanding market: By entering into other markets & penetrating more &
more in the rural markets through its robust supply chain and transition of
spots of unorganized business to organized one will lead to further expansion
of the company’s business.

Threats
1.The strong holding companies of franchise can create delays in decision making
2. Increasing competition in the industry
3. They have to compete more on price since the competition is increasing
4. Competition in the market: With increasing number of local & national
players it’s becoming very hard for the companies to differentiate themselves
from others. There is also threat from counterfeit products destroying
its brand image in the market.
5. Price of commodities: Increasing price of commodities will result in further
increase in the price. Further increase in price will result in decrease in sales, margins
& brand switching.
1. We added new outlet‘s which can increase the sale.
2. We have many competitors in MSL product‘s.
3. The products of TOPS are affordable for every segment.
4. Tops invest less on their advertisement because of their qualitative products.
5. The research was done in the market of South Delhi as comparison to other
region of Delhi South region has the most retailers.
6. 94% number of people consume topes product and they are well satisfied with
the taste and quality of the product
7. The company strategy is to target adult people because the company MSL
products like pickle jam ketchup instant mix cornflakes custard and jelly and
GGP are for adults
8. The price issue percentage is more in South Delhi, replacement issue percentage
is also more in South Delhi.
The study on ‘Retailer’s Preference Towards Tops Product In South Delhi '' has led to
the conclusion that TOPS has a large network which can be tapped for generating
benefit for the company. Although there are challenges and concerns on the part of
market strategy where the company has to initiate solutions and resolve the concerns
of the people. From the analysis & interpretation we can conclude that there is a big
opportunity for the TOPS products. Another major concern is lack of attractive offers
which can promote the customer to recommend the products of TOPS to others.
Maintain relationship with the customer is important for the company so that a long
term association is built. Monetary and non-monetary measures should be given to
customer. Besides this, the company needs to identify exclusive offers which it can
give to its customer which are not given by any of the competitors.