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Market research retailers survey and sales promotion

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  • 1. A PROJECT REPORT ON MARKET RESEARCH, RETAILERS SURVEY AND SALES PROMOTION FOR GITS FOOD PRODUCTS PVT. LTD. SUBMITTED TO UNIVERSITY OF PUNE IN PARTIAL FULFILLMENT OF TWO YEARS FULL TIME COURSE MASTER IN BUSSINESS ADMINISTRATION (M.B.A.) SUBMITTED BY SATISH GAJANAN KUNDOJWAR ROLL NO. - B522 (BATCH 2006-07)
  • 2. ACKOWLEDGEMENT I am profoundly grateful to Mr. P. P. Kondu of Gits Food Products Pvt. Ltd. Pune, for so kindly giving me this opportunity of doing my summer internship in their esteemed organisation. I intensely appreciate his keen and constant interest in my learning experience, which could not have been more fruitful. I am also thankful towards all the members of the organisation, who showed their warmth and co-operation, thereby assisting me to know the entire activity associated with Export marketing. I would like to express my immense gratitude towards my guide Prof. Mahesh Halale who helped me at every point of time to develop an insight to think in a more broader and practical sense. I am also indebted by our director Dr. Sharad Joshi and rest of the faculty, who laid the foundation of management aspects in me. Last but not least I thank my friends and colleagues without whom this endeavor would not have been possible.
  • 3. INDEX 1. EXECUTIVE SUMMARY 1 2. INTRODUCTION 2 3. COMPANY PROFILE 7 4. RESEARCH METHODOLOGY 17 5. DATA ANALYSIS 27 6. FINDINGS 44 7. LIMITATIONS 46 8. CONCLUSION 47 9. RECOMMANDATIONS 48 10. BIBILOGRAPHY 50 11. ABREVATIONS 51 ANNEXURE 1: RETAILERS QUESTIONAIRE 52 ANNEXURE 2: CONSUMERS QUESTIONAIRE 55
  • 4. INDEX OF TABLES TABLE NO. NAME PAGE NO. 1.1 LEADING PLAYERS 6 2.1 READY MIX 15 2.2 PAPAD 16 2.3 NAMKEEN 16 4.1 MARKET SHARE AND AWARENESS 27 4.2 MOST APPEALING ATTRIBUTES OF PRODUCTS 28 4.3 OPINION ABOUT QUALITY 29 4.4 PRICES OF DIFFERENT BRANDS 30 4.5 EFFECTIVENESS OF SALES PROMOTION SCHEME 31 4.6 EFFECTIVENESS OF PROMOTIONAL TOOLS 32 4.7 BRAND AWARENESS 33 4.8 BUYERS OF GITS PRODUCTS 34 4.9 FREQUENCY OF BUYING 35 4.10 PURCHASE OF DIFFERENT BRANDS 36 4.11 MOST CONSUMABLE GITS PRODUCTS 37 4.12 PACKAGING OF GITS PRODUCTS 38 4.13 MOST PREFERABLE PACKAGING 39 4.14 PREFERENCE OF GITS OVER OTHER BRANDS 40 4.15 RATING OF GITS PRODUCTS 41 4.16 EFFECTIVENESS OF LIVE DEMO 42 4.17 EFFECTIVENESS OF FREE SAMPLE TO ATTRACT THE CUSTOMERS 43
  • 5. 1. EXECUTIVE SUMMARY This report constitutes description of the work done by me while doing summer project in Gits food products Pvt. Ltd. Primary objective of project is to gain the perspective of overall marketing activities done in a corporate firm. This was done by gaining information about the market conditions. Specific attention was provided for retailers as well as consumer surveys to fathom out the information about market. Extracted information was in turn utilised for doing market research. Sales promotion in form of live demonstrations was also done; it was aided by highlighting different sales promotion scheme.
  • 6. 2. INTRODUCTION India is the world s second largest producer of food next to china, and has the potential of being the biggest with the food and agricultural sector. The total food production in India is likely to double in the next ten years and there is an opportunity for large investment in food and food processing technologies, skills and equipment, specially in areas of canning, dairy and food processing, specially processing, packaging, Frozen/Refrigeration and Thermo Processing. Foods and vegetables, fisheries, Milk and Milk Products, Meat and Poultry, Packaged/Convenience Food, Alcoholic beverages and Soft Drinks and Grains and important sub- Sector of the Food Processing Industries. A health Food and Health Food supplement is another rapidly rising segment of the industry which is gaining vast popularity amongst the health conscious. India is one of the World s measures Food Producer but Accounts for less than 1.5 % of international food Trade. This indicates vast scope for both investors and exporters. Food Exports in 1998 stood at US $ 5.8 Billion whereas the World total was US $ 438 Billion. The Indian food Industries sale turnover is 140,000 Crores (1 Crores = 10 million) annually as at the start of the year 2000. The industry has the number of plants approved by the US Food and Drug Administration (FDA) outside the USA. India s Food Processing Sector covers fruit and vegetables; meat and poultry; milk and milk products, alcoholic beverages, Fisheries, Plantation, Grain Processing and Other Consumer Product groups like confectionary, Chocolates and Cocoa products, Soya- Based Products, Mineral Water, High Protein Foods,etc. We cover an executive database of an array of suppliers, manufacturers, Exports and Imports widely dealing in sectors like the food Industry, Dairy processing, Indian beverages, etc. we also cover Sector like Dairy Plants, Canning, Bottling Plants, Packaging Industries, Process Machinery, etc.
  • 7. The promising sub-sector includes Soft-drink Bottling, Confectionary manufacture, Fishing, aquaculture, Grain-milling and Grain- based Products, Meat and Poultry Processing, alcoholic beverages, Milk Processing, Tomato Paste, Fast-food, ready- to-eat breakfast cereals, Food Additives, Flavors etc. 2.1 INDIAN FOOD PROCESSING INDUSTRY SET FOR A MAJOR THRUST:- Indian food processing industry is all set for a major thrust, as the rapid economic growth being achieved in the country will translate into increase disposable income. With the average Indian pending 52 % of his income on food, much larger proportion of the increase income will be set aside for consumption quite comparable to developed countries. Increase in income has a direct co-relation with the increase in process food consumption. A recent study has concluded that food processing sector is vital to India s prosperity and the percent Rs. 70 Billion industry is likely to be double to Rs. 140 Billion by 2005. The growth potential of India s food industry is enormous with food habits changing rapidly and moving towards value added foods. India is the world s second largest food producer with the potential to be the number one in the future with the Food and Agricultural Sector contributing to 26 % of India s GDP. The total Food production is likely to double in the next 10 years and there is an opportunity for large investment in Technologies, Skills and Equipments. Opportunities also exist in improving the efficiency level and to reduce the current losses and wastage in the complete food chain at every stage. In order to inject greater efficiency the industry needs to adopt the latest technologies that could provide economics of scale and cost effectiveness. Greater use of radiation technology in food processing which is being used in over four countries in the world and which has been permitted in India too and application of biotechnology will go a long way in increasing productivity and improving varieties of Fruit s and Vegetables.
  • 8. The new wave in the food industry is not only about foreign companies arriving here attached by the prospective size of the market. It is also about the migration made in India tag on food products traveling abroad. Indian food brands and Fast Moving Consumer Goods (FMCGs) are now increasingly finding prime shelf-space in the retail chains of the US and Europe. These include Cobra Beer, Bikanerwala Foods, MTR Foods, ready-to-eat Food, Stuff, ITC s Kitchen of India and Satnam Overseas, Basmati Rise. In a bid to boost the food sector, the government is working on agrizones and the concept of Mega Food parks. One indication of the importance that the sector received is the hiking of the present outlay for the sector from Rs. 85 Crores (US $ 19.5 Million) in 2004-05 to Rs. 180 Crores (US $ 41.35 million) the next year, more than twice the earlier amount. The government is also considering investing Rs. 100 Crores (US $ 22.97 Million) in at least 10 Mega Food Parks in the country beside working towards offering 100 % foreign investment and income Tax benefit in the sector. 2.2 CHARACTERSTICS OF INDIAN FOOD PROCESSING INDUSTRY:- The ministry of food processing estimates the size of the food processing industry at Rs. 3,150 Billion (US $ 70 Billion), including Rs. 990 Billion (US $ 22 Billion) of Value added Products. The food processing industry is established to grow at 9- 12 %, on the basis of an estimated GDP growth rate of 6-8 %, during the 10th plant period. Value addition of food product is expected to increase from the current rate 8 % percent to 35 % by the end of 2025. Fruit and Vegetable Processing which is currently around 2 % of total production will increase to 10 % by 2010 and to 25 % by 2025.
  • 9. The industry employees 1.6 Million workers directly. The number of people employed by industry is projected to grow to 37 million direct and indirect job workers by 2025. The total exports of the food processing industry in 2001- 02 were Rs. 136 billion and the target export for 2002-03 was at Rs. 146 Billion. Marine products export was the single largest constitute of the total export of the processed foods contributing over 40 % of total process food exports. Five- year tax holiday for new food processing unit in fruits and vegetable processing along with other benefits in budget 2004-05 has bolstered the government s resolution of encouraging growth in this sector. India is the largest producer of milk in world with an estimated production of 91 million Tones in the year 2002-03. Milk and milk products account for a significant 17 % of India s total expenditure on food and the popular milk products are Cheese, Butter, Ghee, Dairy, Whiteners and Ice-creams. The Indian snacks food market comparing bakery products, ready to it mixes, curries, Chips, Namkeens and other processed foods in large, diverse and dominated by the an organize sector. The total size of the Indian snack food market is at an estimated over 400, 000 Tones in volume turns and Rs. 100 Billions in value term and is growing at over 10 5 for the last three years (2002-03). The largest consumed categories of packaged foods are packed Tea, Biscuits and Soft Drinks. 2.3 LEADING PLAYERS IN FOOD INDUSTRY:
  • 10. Agro Food Pvt. Ltd. HLL Limited Parle Products Pvt. Ltd. Britannia Industries Ltd. Haldiram Pvt. Ltd. PepsiCo Inc Dabur India Ltd. (Foods) ITC Ltd. General Mills Pillsbury Dynamix Dairy Ind Ltd. MTR Food Ltd. Surya Food & Agro Pvt. Ltd. Gits Food Products Pvt. Ltd. Nestle Ltd. Tata Chemicals Ltd. Godrej Industries Ltd. Food Division Parle agro Pvt. Ltd. Ashirvad Food Products Pvt. Ltd. Table 2.1 Leading Players
  • 11. 3. COMPANY PROFILE Founded as a small family enterprise in 1963 by partners H.Z. Gilani and A.K. Tejani, Gits is now at the forefront of the instant foods revolution in India. Pioneering the ready-to-cook concept with a range of dehydrated soup mixes such as Tomato, Vegetable and Chicken, Gits moved on to bring diverse traditional Indian foods from 'Halwais' (sweet makers) and 'Bawarchis' (chefs) to the home. Gits has captured India's fast growing market through its quality products, formidable distribution network and aggressive marketing strategy. The company now manufactures a whole range of Indian snacks developed and perfected by rigorous in-house R&D. This has enabled Gits to roll full steam to a position of brand leadership. Gits has won awards consecutively over the years for its growing exports. Today, exports to USA, Canada, UK, Australia, Asia, the Middle East and Europe account for 35% of total revenue. This unprecedented growth was secured under the leadership of Joint Managing Directors, M.A. Tejani and R.H. Gilani. Gits' primary concern is quality: A commitment that necessitates consistent investment in Technology and modern equipment. Gits products are manufactured by automatic machines in strictly hygienic conditions at plants in Pune and Nasik. The ultra-modern dairy plant at Nandur is supplied and installed by Alfa-Laval. Rigorous implementation of strict quality control ensures that Gits products always match high purity standards. Only farm fresh produce provide the raw materials for its products. ISO 9000, a systems benchmark of international standards, is under implementation in the organisation. Gits' growing national distribution network presently comprises depots and C&F agents stationed in every major Indian state. Distribution depth is provided by 600 distributors located across India. A hundred strong sales force provides the cutting edge to the company's marketing and merchandising efforts.
  • 12. In its globalisation effort, Gits is further developing its strong export market in the Middle East, USA, UK and other European countries. After achieving successes by focusing export efforts on the South Asian community, Gits is strategically broadening its target group to include the Non- Asian, and has flagged off this strategy launching new international style export packaging. Streamlining of manufacturing process and strengthening of the marketing and distribution networks are part of the on-going efforts. R&D operation are geared to extend product lines while retaining core competencies. Consumer satisfaction remains Gits' hallmarks as it ventures to new destinations ahead. 3.1 PRODUCTS Traversing and integrating the entire country, Gits brings a mouth- watering range of Indian delights. For the sweet tooth, it offers Gulab Jamun Mix and Jilebi Mix - universal favorites. Lovers of South-Indian cuisine can choose from Idli, Rava (Semolina) Idli, Dosa and Sambhar Mix. Gits' Dhokla Mix and Khaman Dhokla come to you straight from Gujarat in Western India. Gits Pakoda entertains guests at teatime, another national favorite. Bengali sweets, an offering from the east, will be launched shortly. Working on the platform of instant mixes, Gits then targeted the famous Indian Papads, and was the first to bring to the market fully machine-made papads of all varieties in standard sizes. A unique line of Mini Papads was launched, and new lip- smacking varieties of Mini Papads based on Potato, Corn and Rice have been added to the range. Exploring new tracks, Gits has diversified into the dairy products segment. Two companies, namely: Convenience Foods Pvt. Ltd. and Clover Foods Pvt. Ltd., were set up to manufacture pure ghee, dairy whitener and milk powder under the trusted Gits brand name. Gits Pure Ghee has been awarded the Agmark special grade in recognition of its superior quality by the government of India. Gits Milk Powder bears the ISI quality mark issued by
  • 13. the Bureau of Indian standards (Govt. of India). Gits will soon unveil Whole Milk Powder, Skim Milk Powder and other dairy products.
  • 14. 3.2 MISSION STATEMENT We Believe:- There is no limit to what a man can do if he doesn t care who gets the creator. We make a living by what we get; We make a life by what we give. What we give up power; You gain power. Attitudes are contagious ..; Is your work catching? Sure to win if you think to win. How True:- Whatever work you are doing is worth doing well. Know your limits but Try to exceed them. Goals are just dreams with deadlines. See the invisible . Do the impossible. Abilities not used are abilities wasted. Inside every difficulty lies an opportunity.
  • 15. Because the Customer:- Because the customer has a need, We have a job to do. Because the customer has a choice, We must be the better choice. Because the customer has sensibilities, We must be considerate. Because the customer has an urgency, We must be quick. Because the customer has high expectations, We must excel. Because the customer is unique, We must be flexible. Because the customer has influence, We have the hope of more customers. Because of the customer, We exist. Great Leader Believe:- Being number one is easier than Remaining number one. You don t pay the price for success,
  • 16. You enjoy the price for success. Failure is success, If we learn from it. When a man has put a limit on what he will do, He has put a limit on what he can do. Nothing in the world can take the place of persistent. You ve got to give loyalty down, If you want loyalty up. No one can make you feel inferior without your consent. I don t know the key to success, But the key to failure is trying to please everybody. The measure of power is honesty. Love truth but pardon errors. It s great to be grade, But it s greater to be Human. Vision is the art of seeing the invisible. Winning isn t everything it s the only thing. People ask you for criticism, But they only want praise. There are no winners on the survival. Don t compromise yourself, You are all you ve got. Success is the result of perfection, hard-work, Learning from failure, loyalty to choose for whom you work and persistence. Lose an hour is the morning and spend the rest of the day looking for it.
  • 17. The trouble with most of us is that we would rather be rained by praise than saved by criticism. Respect your work, It is the only way to achieve prosperity. The secret of happiness is not in doing what one likes, But in liking what one has to do. Don t go where the path may lead, Go instead where there is no path and leave a trail. A successful people is one who lay a foundation With the bricks that other throws at him or her. A pessimist sees the difficulty in every opportunity; And optimist sees the opportunity in every difficulty. The most important thing in the communication is to hear what isn t being said. The only place where success comes before work is in the dictionary. The road is to success is always under construction. Opportunity is mined by most people because it is dressed in overalls and looks like work.
  • 18. 3.3 JOURNEY OF GITS FOOD PRODUCT PVT. LTD. a. Established in 1963 : ISO 9002 Company. b. Owned, Manufactured Product : Indian Food Specialties, Dairy Products, Basmati Cuisine. c. Plant Locations : Pune, Nashik & Nandur. d. Corporate Office : At Mumbai (Bombay). e. National Coverage : Through 600 independent Distributors covering urban & rural Areas . f. State wise Stock & Sales Depots : In 14 States of India and more being Setup. g. 100 Strong sales force : Spread through the country. h. Profile of Outlet Covered : General Stores, Grocery Stores, Markets etc. 3.4 CONTRACT MANUFACTURING AND JOINT VENTURE : a. Plant Capacities : Indian cuisine mix, Approx, 4000 tones p.a. b. Dairy Products : Ghee 4000 metric tones. Milk solids 750 tones p.a. c. Sheeted Products : Papads 700 tones p.a. d. Infrastructure : Sufficient land & Building to add Capacity and new equipments.
  • 19. 3.5 OPPORTUNITY FOR IMPORTERS OF ETHNIC FOODS: Indian cuisines amongst the fastest growing food segment in the world. The products manufactured by Gits are amongst the most popular ones where the recepies have already established and global acceptance amongst all nationalities. Gits products are already exported to Europe, UK, USA, Australia, Canada, and the Middle East. Its custom base now extends beyond the Indian immigrants livings in this country. 3.6 Product Range PRODUCTS (Snacks) NET WT. / PACK (GMS) NO. OF PKTS / CTN Gulab Jamun Mix 100 60 Gulab Jamun Mix 200 60 Gulab Jamun Mix 500 30 Jilebi Mix 100 60 Jilebi Mix with Maker 135 25 Idil Mix 200 60 Dosai Mix 200 60 Dosai Mix 500 30 Vadai Mix 200 60 Pakora Mix 200 60 Dhokla Mix 200 60 Khaman Dhokla Mix 200 60 Khaman Dhokla Mix 500 30 Sambhar Mix 100 60 Sambhar Mix 200 60 Rava Idli Mix 200 60 Rava Dosai Mix 200 60 Vermicelli Kheer Mix 125 60 Rice Kheer Mix 125 60 Dahi Vada Mix 200 60 Upma Mix 200 60 Ras Malai Mix 150 60 Gota Mix 200 60 Moong Dal Vada 200 60
  • 20. Mix Uttappam Mix 200 60 Kulfi Mix 100 60 Rasam Mix 100 60 Table 3.1 Ready Mix PRODUCTS (Lentil Mini Papad - Size 40 mm) NET WT. / PACK (GMS) NO. OF PKTS / CTN Black Pepper 200 60 Garlic 200 60 Plain 200 60 Moong 200 60 Jeera 200 60 Table 3.2 Papad PRODUCTS (Gits Namkeen) NET WT. / PACK (GMS) NO. OF PKTS / CTN Pudina Alu Bhujia 200 60 Tomato Alu Bhujia 200 60 Cheese Alu Bhujia 200 60 Sev Bhujia .. 200 60 Khatta Meetha . 200 60 Moong Dal ... 200 60 Chana Dal 200 60 Chivda 200 60 Table 3.3 Namkeen
  • 21. 4. RESEARCH METHODLOGY Research Methodology is a way to systematically solve the research objective. In this we include the various steps that are adopted by a rescuer in studying the research objective along with the logic behind it. In this we include particular techniques so that the research results are capable of being evaluated either by the researcher himself or by others. In carrying out this project, I have collected responses from various big & small retail outlets of Gits from its consumers and retailers in and around Pune. For this exploratory research was conducted where a sample survey of various dealers in Pune was carried out. The sample size of the survey was 150 Retailers and 150 Consumers, for the survey a questionnaire was given by the company. 4.1 TYPE OF RESEARCH The type of research I selected was Descriptive research because the aim of the research was to get information from the retailers & consumers. 4.2 TYPE OF DATA The data I collected was both primary & secondary data provided to me by the distributors of Pune area.
  • 22. 4.3 METHOD OF DATA COLLECTION For the collection of Data, I have prepared a questionnaire, which accompanied with personal visits & face-to-face talks with the various retailers & consumers. The retailers were free to give their own comments about Gits. So that collection of data involved two-way communication & this gave better accessibility to the research objective. Primary Data was collected through questionnaire & secondary data were gathered from Gits food products Pvt. Ltd. 4.4 MARKET RESEARCH: Market research can be defined as systematic gathering, Recording and analyzing of data about a problem relating marketing of goods and services . 4.5 STEPS IN RESEARCH : Step No 1. To decide the objective of the study to be carried out project title: Overall marketing activities related with GITS food products Pvt. Ltd. In this project survey of the Distributors, Retailers & Customers in the Pune Region had to be carried out to determine the following objectives. To find out effect of, Visibility & Availability of product on customers. To study sales & sales promotional activities. To study the merchandise activities To study of sales promotion activities. To find Consumer s Perception about GITS food products. To study Retailer s satisfaction level of GITS products. To carry out the Retailer s survey.
  • 23. Step No 2. To decide the Research Design and Research Approach: Research Design Research Design is a plan, structure and strategy of Investigation conceived so as to control variance there are three types of Research Design, Exploratory Research Descriptive Research Casual Research Step No 3. To determine the source of data: There are two sources of data Primary Data Secondary Data Primary Data Primary Data is that data is collected a fresh and thus happen to be of original character following are the characteristics of the primary data, It is expensive mode of collection data It required lot of time It gives accurate results Reason for selected primary data :In terms of primary data a questionnaire has been used to interview desire sample units that gives accurate and up to data information as well as better insight to research problems.
  • 24. Secondary Data Any other data, which has been collected earlier for some other purpose is called as secondary data. Following are the characteristics of secondary data. Economical - Cost collecting original data can be saved Time saving save much of the time of researcher Basis of comparison it provides basis of the comparison with primary data Better understanding in the light of secondary data Researcher can improve the researcher problem and may even change some of his earlier ideas. Reason for selective secondary data To Analyse the recent development in the instant food segments. Sources of secondary Data I have consulted secondary sources like books, annual Report, Published and unpublished materials. Step No 4. To design data collected forms: Two common modes of data collection Observational method Survey method Survey method Survey method can be carried out through interviews that can be, Personal interview For this project PERSONAL INTERVIEW is carried out, because information from different distributors, retailers & consumers are required.
  • 25. Questionnaire: A retailer questionnaire was designed to collect the information. For this project consumer questionnaire was given by the company to collect relevant information from the retailers and consumers. Questionnaire used in the projects has 2 types of the Questions, Open ended Questions Multiple Choice Questions Step No 5. Once the Researcher has formulated and developed a researcher design including Questionnaire, second thing he has to decide whether he has to collect the information from all the people comprising population. There can be two type of survey are possible, Sample Survey Census Survey For this project sample survey is chosen.
  • 26. Characteristics of the sample survey:- It is cheaper then census survey It requires less time also It is economical & more detail information can be collected Following decisions is to be made Sample Unit who is to be surveyed ? What is Sample ? Sample is the true representation of the population; by studying the behavior of the sample we can predict the behavior of the population. Sample Size How many people to be surveyed Sample Size has to be determined in light of two factors: - Monetary Constraints Time Constraints I have taken 150 RETAILERS and 150 CONSUMERS as samples. Sample Frame Sample frame could be retailers, list of blocks and localities of cities a map or any other list consisting of sample units. Method of sampling It indicates how sample units are selected. Two commonly used techniques are probability sampling and non-probability sampling. Probability Sampling Random sampling Systematic sampling
  • 27. Stratifies sampling Multistage Sampling Area sampling Non probability Sampling Judgment / Purposive sampling Quota Sampling Multiphase sampling For this project RANDOM PROBABILITY SAMPLING is carried out. Step No 6. To organize and Conduct Field work: After analyzing the information collected through Desk Research, the focus was shifted to collect information from key personal of various industries. The target area was Pune and number of Retailers covered was 150 and number of consumers covered was 150, during training period. I have done extensive survey of the distribution outlets to observe the marketing operation performed by the organization; dealers responses were conducted with the help of a prepared schedule sample are taken at different locations that come under the given distributors. I have done Consumers survey at these retailers outlets only. Step No 7. To process and analyze collected data After the data was collected it was tabulate, analyzed and interpreted to reach the conclusion. Techniques Applied:- Pie Chart
  • 28. Bar Chart Step No 8. To prepare the Research Report
  • 29. 4.6 STATEMENT OF THE PROBLEM: - The study aims at analysing the retailer s survey, further this study also aims at understanding the consumer s behavior and brand awareness among the consumers and retailers. 4.7 OBJECTIVE OF THE STUDY: - To know the role of retailers in the sale of Gits food products. To study the brand awareness of Gits food products To understand the consumers buying pattern of instant mix food. To asses the market potential of Gits food products. To carry out sales promotion for Gits products. 4.8 SCOPE OF STUDY: - The geographical scope of the study is confined to selected area in Pune where the results desired from these areas can be generalized to whole of the Pune city. 4.9 SAMPLE SIZE: - The sample size of study was 150 retailers and 150 consumer s families 4.10 PLAN ANALYSIS: - Data collected through primary sources were tabulated with help of tables. The statistical fig. on the tables was used for analyzing the data, analysis were added up with conclusion, as per the needs of this research suggestion.
  • 30. 4.11 SALES PROMOTIONS TECHNIQUES USED: - Had given a free sample for customers to test. Given live demo of products Given discounts, gifts, cash benefits to retailers for effective sailing Given discount for customers in shopping malls for Gits products.
  • 31. 5. DATA ANALYSIS 5.1 MARKET SHARE AND AWARENESS Table 5.1: Market Share & Awareness This test helps in understanding two concepts; Brand availability in market Brand awareness among retailers From the table it is clear that among 150 respondents who were interviewed 60 stock Gits food products i.e. 40 %, while 17 respondents i.e. 11.33 % stock MTR, 10 respondents i.e. 6.67 % stock EMAR, 23 respondents i.e. 15.33 % stock Chitley etc. Graph 5.1: Market Share & Awareness Sr. No. Brand No. of Respondents Percentage (%) 1. GITS 60 40 2. MTR 17 11.33 3. EMAR 10 6.67 4. Chitley 23 15.33 5. Bambino 10 6.67 6. Ashirwad 20 13.33 7. Others 10 6.67 Market Share & Awareness GITS 40% MTR 11% EMAR 7% chitley 15% Bambino 7% Ashirwad 13% Others 7%
  • 32. 5.2 MOST APPEALING ATTRIBUTE OF PRODUCT Table 5.2: Most appealing attribute of Product From the table it is clear that 56 respondents i.e. 38 % say that we pay for quality. 44 respondents i.e. 29% say that it is brand name attract us to stock the product, 20 respondents i.e. 13 % say that the stock for profit margin etc. Graph 5.2: Most appealing attribute of Products. Sr. No. Attribute No. of Respondents Percentage 1. Product Quality 56 38 2. Sales Promotion 12 8 3. Profit Margin 20 13 4. Distribution 18 12 5. Brand Name 44 29 Most Appealing Attribute Of Product Product Quality 38% Sales Promotion 8% Profit Margine 13% Distribution 12% Brand Name 29%
  • 33. 5.3 OPINION OF VARIOUS RESPONDENTS ABOUT QUALITY OF THE PRODUCTS Table 5.3: Opinion about quality of the products The above table shows that majority of the respondents who were interviewed are satisfied with the quality of brand or product which they stock. Graph 5.3: Satisfaction Level 5.4 PRICES OF DIFFERENT BRANDS Sr. No. Brands Satisfied Unsatisfied 1. Gites 64 1 2. Bambino 7 1 3. MTR 17 2 4. EMAR 9 1 5. Chitley 24 2 6. Ashirwad 21 1 Satisfaction lavel 64 7 17 9 24 21 1 1 2 1 2 1 0 10 20 30 40 50 60 70 G ites Bam bino M TR EM AR C hitley Ashirw ad NumberOfRespondent Satisfide Unsatisfide
  • 34. Table 5.4: Prices of different brands From the above table the prices of GITS products are high as comparatively with MTR, EMAR, Chitley, Bambino and Ashirwad products. Graph 5.4: Prices of different Brands Sr. No. Brand High Price Average Price Low Price Total 1. GITS 18 49 0 65 2. MTR 3 19 0 20 3. EMAR 0 9 1 10 4. chitley 0 24 2 23 5. bambino 0 11 0 11 6. Ashirwad 0 6 18 21 Price Of Different Brandes 18 3 0 0 0 0 49 19 9 24 11 6 0 0 1 2 0 18 65 20 10 23 11 21 0 10 20 30 40 50 60 70 G ITS M TR EM AR chitley bam bino Ashirw ad No. of Respodandent High Price Avg.Price Low Pricw Total
  • 35. 5.5 EFFECTIVE SALES PROMOTION SCHEME Table 5.5: Effectiveness Sales promotion scheme The above table shows that 50 respondents are interested in cash benefited,37 respondents are interested in gifts,33 respondents are notsure and 30 respondents are interested in discount benefits. Graph 5.5: Effective sales promotion 5.6 EFFETIVENESS OF PROMOTIONAL TOOLS Sr. No. Scheme No. of respondents 1. Discount 30 2. Gift 37 3. Cash 50 4. Not Sure 33 Effective Sales Promotion Scheme 30 37 50 33 0 10 20 30 40 50 60 Discount Gift Cash Not Sure
  • 36. Table 5.6: Effectiveness of promotional tools The above Table shows that 101 respondents are aware of GITS products through advertisements, 28 respondents are aware of products through special offer and 21 respondents are aware of GITS products through discount. Graph 5.6: Effectiveness of Promotional Tools 5.7 BRAND AWARENESS Sr. No. Awareness No. of Respondents Percentage Sr. No. Promotional tools No. of respondents 1. Advertisement 101 2. Direct Marketing 0 3. Special Offer 28 4. Discount 21 Effectiveness Of Promotional Tools Advertisement 67% Direct Marketing 0% Spacial Offer 19% Discount 14% Advertisement Direct Marketing Spacial Offer Discount
  • 37. 1. Aware 141 94 2. Unaware 9 6 Table 5.7: Brand Awareness. From the above table it is clear that out of 150 respondents, the rate of awareness of GITS products is high. 141 respondents i.e. 94 % are aware of GITS products Graph 5.7: Brand Awareness. 5.8 BUYERS OF GITS PRODUCTS Sr. No. Buyers No. of Respondents Percentage 1. Buys 114 76 2. Don t Buys 36 24 Brand Awareness Aware 94% Unaware 6%
  • 38. Table 5.8: Buyers of GITS Products. The above table shows that 114 i.e. 76 % out of 150 respondents buy the GITS products. Graph 5.8: Buyers of GITS Products. 5.9 FREQUENCY OF BUYING THE GITS PRODUCTS Table 5.9 Frequency Of Buying . Sr. No. Frequency of Buying No. of Respondents Percentage 1. Daily 0 0 2. Weekly 6 15 3. Monthly 34 85 Buyers Of Products Buyes 76% Don t Buyes 24%
  • 39. The table shows that 0 % of respondents buy GITS products daily. 15 % of respondents buy GITS products weekly and 85 % of respondents buy GITS products monthly. Graph 5.9: Frequency of Buying 5.10 PURCHASE OF DIFFERENT BRANDS Table 5.10: Purchase of Different Brands Sr. No. Brands No. of Respondents Percentage 1. Gits 59 39 2. MTR 19 13 3. Chitley 31 21 4. Priya 14 9 5. Bambino 14 9 6. Ashirwad 13 9 Frequency of buying Monthly 85% Daily 0% Weekly 15% 1 Daily 2 Weekly 3 Monthly
  • 40. From the table it is clear that 39% of respondents purchase GITS Food Products. 13% MTR, 21%Chitley, 9% Priya 9% Bambino & 9% respondents purchase Ashirwad products. Graph 5.10: Purchase of Different Brands. 5.11 NUMBER OF RESPONDENTS OF MOST CONSUMIBAL PRODUCTS Sr. No. Products No. of Respondents 1. Gulab Jamun 43 2. Idli 22 3. Dosa 8 4. Medu Wada 4 5. Jilebi 8 6. Samber 11 7. Dhokla 16 8. Khree 5 9. Kulfi 4 10. Rasmalai 3 11. Rava Idli 9 12. Rava Dosa 5 13. Dhai Wada 12 Purchace of Different Brandes Gits 39% MTR 13% Chitley 21% Priya 9% Bambino 9% Ashirwad 9%
  • 41. Table 5.11: Most Consumable GITS Products. It is clear from the Table that out of 150 respondents 43 buy Gulab Jamun, 22 buy Idli, 12 buy Dahi Wada etc. Graph 5.11: Most consumable Products. 5.12 OPINION OF VARIOUS RESPONDENTS ABOUT THE PACKAGING OF THE GITS PRODUCTS Table 5.12: Packaging of GITS Products From the Table, it is revealed that Packaging of the Product is Attractive. Out of 150, 62Respondents said that Packaging of Products is Attractive, 31 Respondents say it is handy, 35 Respondents say it needs Improvement & 22 Respondents say it should be changed. Sr. No. Perception About Packaging No. of Respondents 1. Handy 31 2. Attractive 62 3. Need improvement 35 4. Should be Changed 22 Most consumable Product 43 22 8 4 8 11 16 5 4 3 9 5 12 0 5 10 15 20 25 30 35 40 45 50 G ulab Jam un Idli D osa M edu W ada JilebiSam ber D hokla Khree KulfiR asm alaiR ava Idli R ava D osaD haiW ada
  • 42. Graph 5.12: Packaging of GITS Products. 5.13 OPINION OF VARIOUS RESPONDENTSABOUT THE TYPE OF PACKAGING THEY MOSTLY PREFERRED Table 5.13: Most Preferable Packaging. The above table shows that46.67%of Respondents prefers refill packaging. The other 32.67% & 20.67% of respondents prefer Carton &Jar packaging respectively. Sr. No. Type of Packaging No. of Respondents Percentage 1. Refill 70 46.67 2. Carton 49 32.67 3. Jar 31 20.67 Packaging of Products 31 62 35 22 0 10 20 30 40 50 60 70 Handy Attractive Need improvement Should be Changed Most Preferred Packaging 46.67% 32.67% 20.67% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% 50.00% ntageofPackaging
  • 43. Graph 5.13: Most Preferred Packaging 5.14 THE NUMBER OF RESPONDENTS PREFERRING GITS OVER OTHER BRAND Table 5.14: Preference GITS over other Brands. From the above table it is clear that out of 150, 93 respondents i.e. (62%) prefer GITS over the other Brands. 57 Respondents (i.e.38%) do not prefer GITS. No. of Respondents Yes % No % Preference of GITS over Brands 93 62 57 38 Preference for Other Brands 62% 38% 10% 20% 30% 40% 50% 60% 70% PercentageofRespondents
  • 44. Graph 5.14: Preference of other Brands. 5.15 OPINION OF RESPONDENTS ABOUT THE OVERSLL RATING OF GITS FOOD PRODUCTSGITS FOOD PRODUCTS Table 5.15: Rating of GITS Products The above table shows that 69 respondents rank the products (GITS) as satisfactory, 42 respondents as excellent, and 30 respondents ranked GITS food products as good. Sr. No. Brand No.of Respondents 1. Excellent 42 2. Good 30 3. Satisfactory 69 4. Poor 9 Rating of Product 42 30 69 9 0 10 20 30 40 50 60 70 80 Excellent Good Satisfactory Poor
  • 45. Graph 5.15: Rating of GITS product 5.16 EFFCTIVENESS OF LIVE DEMO TO CUSTOMERS Table 5.16: Effectiveness of Live Demo to Customers The above Table shows that 109 Respondents i.e.73% are satisfied with Live Demo, where 41 Respondents i.e. 27% are Unsatisfied. Sr. No. Customers No. of Respondents 1. Satisfied 109 2. Unsatisfied 41 Effectiveness Of Live Demo To Customers Satisfied 73% Unsatisfied 27% Satisfied Unsatisfied
  • 46. Graph 5.16: Effectiveness of Live Demo to costumers 5.17 EFFECTIVENESS OF FREE SAMPLE TO CUSTOMERS Table 5.17: Effectiveness of Free Sample to Attract the Customers The above Table shows that 10% of the Respondents are Purchase the Products through Free Sampling Graph 5.17: effectiveness of free sample Sr. No. Attraction No. of Respondents 1. Purchased 15 2. Not Purchased 135 Effectiveness of Free Sample To attract The Customers Purchased 10% Not Purchased 90% Purchased Not Purchased
  • 47. 6. FINDINGS 6.1 FINDINGS (RETAIL SURVEY) The availability of Gits food products is very good 84% of the retailers stock Gits food products. The majority of retailer s stock Gits food product because of its quality (45%) and existing brand name (36%). When effectiveness of different promotional tools was surveyed. Advertisements happened to be most effective none i.e. (96%) respondents. As for as factors influencing most before the customer chooses product is concern. The retailer was found to be most influential i.e. (56%) of respondent. Where as advertisements also influences according to some of the respondents. When asked about product quality 98% of total retailers were satisfied with the quality of product. When asked about product packaging 63%of respondent perceives packaging as excellent. In case of pricing 75% of respondent said that prices of emgee reasonable as compared to Gits food products. 75% of respondents said distribution strategy of Gits is good.
  • 48. 6.2 FINDINGS (CONSUMER SURVEY) Out of 150 respondents who were interviewed 141 i.e. 94 % are aware of Gits food products that show the excellence brand awareness level. 1. 76 % of respondents who are aware of Gits food products actually buy the products. 2. Majority of the customers (90 %) buy instant mix food products monthly. 3. When compared with other competitive brands, majority of the respondents (70 %) buy Gits food products . 4. The majority of respondent s i.e. (72 %) say that appealing attribute which attract towards product is the quality of Products . 5. As far as buying a different products from existing product line all the respondents who were interviewed i.e.( 100 % )buy Gulab Jamun,(45 %) buy idli, (32 %) buy Dhokala & Kulfi. The rest of the products get very less consumers. 6. When asked about product packaging (90 %) said that product packaging is attractive. 7. A study was conduced on the introduction of Direct to consumer (DTC) services 64% said, they will buy through DTC. 70%said they will buy more than they currently buy. 8. When asked about the price they pay through DTC 86% respondents said they would pay MRP and less than MRP. 9. When preference of Gits products over their competitors was surveyed, 66% said they prefer to buy Gits food products. 10. Response towards overall ranking of Gits is satisfactory with majority of a consumer rating it has satisfactory and excellent.
  • 49. 7. LIMITATIONS The response from respondent was mainly for there memory recalls which might lead to memory bias. However, cross checking at every stage has lead to reduction in bias to some extent. The generalization of study can be made to Pune city. Lack of proper cooperation from retailers and consumers. Data collected may have response error.
  • 50. 8. CONCLUSIONS Availability of Gits was studied and it was found to be easily available. Visibility of Gits was studied, there is scope of improvement. . Sales of Gits was studied, there is vast market potential yet to be tapped. Consumer s perception was studied and was satisfactory. Retailer s survey was carried out. Sales and sales promotion activities were studied and found out to be effective. . Retailer s satisfaction level about Gits food product was studied and very high level of satisfaction was found out.
  • 51. 9. RECOMMANDATIONS 9.1 RECOMMENDATION (Retailers survey) The market coverage of Gits food product is quite good, but at the same time only retailers stock some selected products. Hence company should some steps to enhance the availability of the other product not stocked by the retailers. Advertisements are very effective in promoting the product, and also it is revealed that retailer is the most influential factor when customer chooses product. As far as Gits is concerned their advertisement is very poor. Emphasis should be given to advertisement and special consideration (schemes, discounts etc) to retailers. The price of Gits product is higher as compared to other brand. This indicates the competitive advantage of other brands and therefore should be taken in consideration. If certain cost is curtailed in packaging and incurred into advertisement or price product can be placed lower.
  • 52. 9.2 RECOMMENDATIONS (CONSUMERS SURVEY) Gits food products have quite high brand awareness, but at the same time sales are decreasing hence company should take some steps to enhance its sales. The attribute for products purchases are, product quality and taste. The quality of the product is quite good but at the same time its price was reported high when compared with other brands. So the company should try to maintain the competitive advantage of quality and take into consideration the local brands. All the respondents buy Gulab Jamun but at the same time other products have very low buying response from customers. The company should take steps to increase the sales of other products also. Direct to costumer service got a quite good response from consumers. So the company should think about the introduction about this concept. Gits has a very poor communication with its consumers, in order to overcome consumer complaints about the non promotion, and to stay ahead of competition and create loyal and growing customer base the following measure are recommended. ADVERTISING: Because of advertisings public nature, consumers find to view advertised products as more legitimate. PERSONAL SELLING: Presentation by the firm s sales for the purpose of making sales and building customer relationship. SALES RELATION: Short-term incentives to encourage the purchase or sale of a product or service e.g.; coupon s contests, cent- off debts premiums, trade show. PUBLIC RELATION: A well thought-out public relations campaign used with over promotion mixed elements can be very effective and economical. DIRECT MARKETING: Direct communication with carefully targeted individual consumers to obtained an immediate response, and cultivates customer s relationships.
  • 53. 10. BIBILOGRAPHY Research Methodology, Methods and techniques Prof. C. R. Kothari Marketing research Prof. K.L.Malhotra Principles of marketing Kotler and Armstrong Marketing research Prof. G.C. Beri www.gits.com 11. ABREVATIONS FDA Food and Drug Administration
  • 54. USA United States of America US United states GDP Gross Domestic Profit FMCG Fast Moving Consumer goods ITC Indian Tobacco Corporation UK United Kingdom ISO International Standard Organisation PVT. Private LTD. Limited ISI Indian Standard Institute
  • 55. ANNEXURE1: RETAILERS QUESTIONAIRE Name:- Area:- 1) Which companies instant mix food products do you have? i. GITS ii. MTR iii. Chitley iv. Priya v. Bambino vi. EMAR vii. Other, Please Specify: 2) What is the most appealing attribute about the product you have? i. Product Quality ii. Sales Promotion iii. Profit Margin iv Distribution v. Other, Please Specify : 3) What is the total sale of instant mix products per month? (Take last month in consideration.) i. GITS ii. MTR iii. Chitley iv. Priya v. Bambino vi. EMAR vii. Other, Please Specify: 4) Which promotional tool do you feel effective for these types of products? i. Advertisement ii. Direct Marketing iii. Special Offers iv Discount 5) Which factor influences most before the customer chooses the product? i. Retailer ii. Adevertisement iii. Availability iv. Other, Please Specify: 6) How frequently Sales personnel of the company visit you? BRANDS Weekly Fortnightly Monthly More than a month GITS Priya Bambino MTR EMAR Chitley 7) What is your opinion the packing of these products? BRANDS Average Good Excellent
  • 56. GITS Priya Bambino MTR EMAR Chitley 8) What is your opinion about the price of these products? BRANDS High Price Average Price Low Price GITS Priya Bambino MTR EMAR Chitley 9) What is the opinion about the distribution of these products? BRANDS Poor Average Good Excellent GITS Priya Bambino MTR EMAR Chitley 10) Are you satisfied or unsatisfied with the profit margin of these products? BRANDS Satisfied Unsatisfied GITS Priya Bambino MTR EMAR Chitley 11) Do you want to make any comment? If yes, please specify.
  • 57. By: Signature of Respondent Management Trainee Satish Kundojwar(MBA) Thanking you. Dear Respondent, I am a student of MBA ( Pune university, Pune). I am working with GITS FOOD Products (Hadapsar Industrial Estate). As a management trainee, I have to prepare a project based upon this survey. I expect your kind co- operation in this respect. Name:- Address:- Contact No.:
  • 58. ANNEXURE 2: CONSUMERERS QUETIONANAIRE 1) Are you aware of the products of GITS? i. Yes ii. No 2) Do you buy the products of GITS? i. Yes ii. No If yes, then how frequently? i. Daily ii. Weekly iii. Monthly 3) How did you come to know about GITS products? i. TV Advertisement ii. Newspaper iii. Hoardings iv Internet v. Other, Please Specify : 4) Which products of food products do you purchase? i. GITS ii. MTR iii. Chitley iv. Priya v. Bambino vi. EMAR vii. Other, Please Specify: 5) What is the reason for you to prefer the above brand? i. Taste ii. Quality iii. Price iv Easily Available 6) Which of the following brand of GITS food products do you buy most frequently? i. Gulab Jamun ii. Idli iii. Dosa iv Medu Wada v. Jilebi vi. Sambhar vii. Dhokala viii Kheer ix. Rava Idli x. Kulfi xi. Dahi Wada xii Rava Dosa 7) How do you perceive the product packaging? Is it i. Handy ii. Attractive iii. Need Improvement iv Should be changed 8) Generally, which kind of size pack do you prefer? i. Refill ii. Carton iii. Jar iv. Other, Please Specify: 9) If company authorized person comes to your doorstep along with products. Are you ready to buy? (Direct to Customer) i. Yes ii. No
  • 59. 10) If direct to customer (DTC) services are provided to you, will you buy more than you currently buy? i. Yes ii. No 11) Are you ready to buy at MRP price or below it through DTC services? i. Yes ii. No 12) Do you prefer GITS brands over other brands? i. Yes ii. No If no, which brand do you prefer? 13) How frequently do you buy Instant mix products? i. Daily ii. Weekly iii. Quarterly iv Monthly 14) What is your monthly household income? i. 1,000- 10,000 ii. 10,000- 20,000 iii. 20,000 30, 000 iv Above 30,000 15) How do you rate GITS FOOD PRODUCTS? i. Excellent ii. Very Good iii. Satisfactory iv.Poor 16) Do you want to make any comments? If yes, please specify: By: Signature of Respondent Management Trainee, Satish Kundojwar(MBA) Thanking You!
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