| Title: | Practical Insights into FMCG Marketing at Surya Nepal |
| Author: | Arya Nishaant |
| Advisor: | รศ. ดร.กาญจนา มหัทธนทวี – Assoc. Prof. Dr. Kanjana Mahattanatawee |
| Degree: | Bachelor of Business Administration Program in Finance and Investment (International Program) |
| Major: | B.B.A. Finance and Investment (International Program) |
| Faculty: | Business Administration |
| Semester/Academic year: | 3/2567 (2024) |
Abstract
This report presents a comprehensive account of my four-month internship at Surya Nepal Pvt. Ltd., a leading FMCG company in Nepal and a subsidiary of ITC Limited. I worked as a Marketing & Sales Intern in the company’s trade marketing division. I applied key theories from marketing, consumer behavior, channel management, and strategic management to real field tasks such as retailer visits, competitor benchmarking, market research, and product launch execution. Concepts such as the Consumer Decision-Making Process (Kotler & Keller, 2016), Point-of-Purchase Influence Theory (Underwood et al., 2001), Relationship Marketing (Morgan & Hunt, 1994), and Trade Marketing Channels (Rosenbloom, 2013) shaped my understanding of FMCG operations. My responsibilities encompassed market research, retailer visits, customer perception analysis, competitor benchmarking, and the development of marketing strategies. I was actively involved in gathering feedback from retailers on Surya Nepal’s existing product range, conducting competitor analysis to identify market gaps, and assisting in the launch of a newly introduced product at the retailer level. Additionally, I contributed to the preparation and presentation of marketing plans and gained valuable exposure to the organizational workflow, supply chain structure, and corporate governance of Surya Nepal. This internship allowed me to apply marketing, consumer behavior, and strategic management knowledge in real-world settings. I developed skills in research design, data analysis, market segmentation, communication, and problem-solving. It also deepened my understanding of trade marketing, distribution strategies, and the dynamics of Nepal’s FMCG sector, strengthening my readiness for a marketing and brand management career.
Keywords: Marketing & Sales, FMCG, Trade Marketing, Market Research, Consumer Behavior, Surya Nepal Pvt. Ltd.
รศ. ดร.กาญจนา มหัทธนทวี – Assoc. Prof. Dr. Kanjana Mahattanatawee, บธ.บ. การเงินและการลงทุน (หลักสูตรนานาชาติ) – B.B.A. Finance and Investment (International Program), บริหารธุรกิจ (Business Administration), บริหารธุรกิจบัณฑิต สาขาวิชาการเงินและการลงทุน (หลักสูตรนานาชาติ) – Bachelor of Business Administration Program in Finance and Investment (International Program), 3/2567 (2024)
