Impact of marketing campaign for SUN Brand in the local Market

1. CHAPTER 1
INTRODUCTION
INDUSTRY PROFILE
The Packaged Wheat Flour Market in India started breaking the old age traditions of
grinding wheat at local Chakki mills by growing at a whooping Compound annual growth rate
(CAGR) of 19% and may likely to be double the current size by end of this decade, according to
IKON Marketing Consultant’s latest pan India research report titled ‘The Indian Packaged Wheat
Flour (Atta) Market – Breaking the Traditions’.
However, the report noted that the wheat flour market largely dominated by local chakki mills in
India; the branded packaged wheat flour segment is emerging rapidly in the country by offering
better quality, nutrition and convenience.
The Indian packaged wheat flour market comprises few national players and large number of
regional and private label brands operating at pan India or restricted geographic market based on
their size and capacity.
According to IKON’s estimate, the packaged wheat flour market in India is growing at
whooping CAGR of almost 19% since past three years. If the growth trajectory remains the same,
market may likely to touch the new height of more than Rs 7500 crore in current fiscal (2015-16)
itself. In terms of volume, the packaged wheat flour market in India was more than 2,200
thousand tons during last fiscal 2014-15, growing at healthy double digit CAGR of 15% over the
past three years.
The urban market dominates packaged wheat flour market in India. As per IKON’s estimate,
urban market occupies more than 90% of the total market where as due to penetration of
packaged food in rural India, rural consumers’ willingness towards the packaged wheat flour
found somewhat increased.

2. The annual per capita consumption of packaged wheat flour in India remained nearly at 1.85kg
during fiscal 2014-15. However, urban market leads in per capita consumption of packaged
wheat flour with almost 5.5kg, making the packaged wheat flour an urban phenomenon.
North Central region is the major consumer of the packaged wheat flour in India.
According to IKON’s estimation for fiscal 2014-15, in terms of value, the North-Central region
comprises almost 44% of the overall India’s packaged wheat flour market.
The Future
The growing numbers of working women and their inclination towards the convenient
food products; will enhance the future demands of packaged wheat flour in India. According to
the IKON’s estimates, if the growth trajectory remains the same, the market of packaged wheat
flour may likely to be more than double the current size by the end of current decade.
The marketer needs to come up with new and innovative product packaging and product
proposition for differentiating themselves and for sustainable long-term growth. It also expected
that the consumers would eventually give more importance to the its origin of ingredient and
related convenience factors in case of Packaged Wheat Flour, said TarunaSondarva, Sr.
Consultant at IKON.
Azaz Motiwala, Founder & Principal Consultant of IKON Marketing Consultants added,
“I am highly optimistic about the packaged wheat flour market in India. The current growth
figures looks promising, however the players with strong brand image, product quality,
distribution network and constant R&D for product innovation capabilities will going to stay in
the market. ”
The current market trends
However, with the entry of large number of market players having better quality, fresh
and convenience-packaged flour; the wheat flour consumption trends have been shifting towards
the branded packaged atta.

3. The rigorous advertising in print and visual media campaigning on quality, hygiene, health,
convenience factors by the players are helping to heighten the sales of packaged wheat flour in
the country.
The competition
The Indian packaged wheat flour market consist of plenty of brands each one is trying to
distinguish themselves with origin of wheat, manufacturing process, quality, taste, textures and
price to attract customers. Besides leading brands, there are more than 500 regional brands in
India. Each flourmill has its own brand, sometimes even more than 2 brands of packaged wheat
flour.
ITC’s ‘Aashirvaad’ is the clear market leader among the national players in branded packaged
wheat flour market in India with occupying more than 35% market share where as several
regional brands (produced by flourmills serving region specific market) together occupy major
40% share of market.
Shakti Bhog with wider penetration holds almost 12% market share where as other national
players such as Pillsbury, Nature Fresh and Annapurna occupies below 10% market share.
Consumer insights
The urban consumers belongs to SEC A & Class dominate the consumption of packaged
wheat flour in India; among which working couple, young single living, nuclear family, health
conscious consumes highest packaged wheat flour in India.
The various underlying factors driving the consumers for purchase of packaged wheat flour are,
to fulfill the basic nutrition needs, for convenience and time saving, lack of storage of wheat in
bulk and perceived high quality of packaged wheat flour.
The major challenges
More than 70%, particularly health and quality conscious consumers prefer to buy
specific brands of packaged wheat flour showing the brand loyalty.

4. Due to varied geographical taste preferences and beliefs, to satisfy Indian consumer with
standard offering remain the biggest challenge for marketers and so as the case with packaged
wheat flour.
While India has always been an attractive market because of its size, several factors have fuelled
the MNC’s' enthusiasm to enter the food industry now.
INDIA is one of the world's largest food producers, yet branded foods account for an
inconsequential proportion. Among the various food industry segments, the largest is wheat.
Estimates of the industry's size vary, but it is generally put at around Rs. 80,000 crores. This
estimate may be far off the mark, but there is no disputing the Indian market's vastness for mass-
consumption items such as wheat products.
Considering the industry's size and low brand penetration, international giants have set their
sights on the nascent Indian market for branded wheat products -- biscuits, breads, packaged atta
and innovations such as chapattis.
Obstacles still exist
However, to ensure a full-fledged presence, companies still have to overcome huge
obstacles. One, imports are unviable in the long-run. Indian food products are one of the cheapest
in the world and competing with them based on a strategy of imports is an unviable proposition.
The cost of labor is very low and even with a gradual decline in customs duties; imports of even
the high-priced varieties are likely to remain out of the market's reach.
There are constraints on having a manufacturing presence as well. With control still on raw
materials, such as wheat and sugar, and a high import tariff regime, it would not be easy for
manufacturing companies to control costs. Both these factors appear to give entrenched players
an advantage.
As for packaged atta, the idea of paying a price for hygiene has still to sink in the urban and rural
markets.

5. It’s not cell phones or Viagra that surprise Sukhvir Singh of Rohtak when he holds forth
on the new world. "Who ever thought we would have names for our atta," he says. Singh is a
casual witness to a silent bruising brand battle for the most traditional of Indian tastes, the flour.
Same is the case with all of us who would have ever thought that we would one day start
consuming branded atta and an unknown industry would attract the biggies and allow all of them
to share a bite of the pie.
The demand explosion in India is predicated on the assumption that the customer mindset has to
change. This will happen only when the price is right. In the last few years, customers worldwide
have favored value-for-money options, resulting in a noticeable decline in the premium
commanded by brands. The Indian consumer has always been price-conscious. Against this
backdrop, pricing is the key issue to be resolved by these companies. This means companies
have to investment substantially to absorb the losses initially. And the extent of these
investments, by both established and new entrants, is likely to shape the future of the Indian
wheat products business.
The domestic branded atta market, estimated at 35,000-40,000 tons per month, is currently
growing by around 25 per cent annually. The packaged and branded segment is largely
dominated by multinationals, although there are also a few big domestic brands such as
Shaktibhog, LalQila and Rose.
Wheat constitutes a predominant part of staple food in India. Historically, there had been
no branding of these cereals. A few players have started packaging and branding wheat flour and
salt in the last few years. Although the relative share of branded vs. unbranded sales is currently
minuscule, the sheer size of the market offers tremendous opportunity for growth.

6. THEORETICL BACKGROUND OF THE STUDY
The importance of planning a marketing campaign
A marketing campaign always wants to achieve the following three results: a well-targeted
message that reaches the previously defined target audience, a message that is understood by that
audience and a message that encourages those recipients to perform one or more actions.
Therefore, it becomes evident that a campaign cannot be conceived without prior research, so
that a perception of the company/brand’s position in the market can be developed and a target
audience defined, thus making it possible to delineate an entire marketing strategy.
After this research, it is important to create a marketing plan that defines and organizes the idea
of the campaign, as well as the actions to be taken, all of them classified with due priority.
Finally, the execution of the campaign itself begins.
Step-by-step planning
Define goals
First, it is essential to define what you want to achieve: what are the main objectives of the
marketing campaign.
What you want to conquer should also be defined: new clients, higher loyalty of existing
customers, encourage these to devote more time and money to the brand. Goals can be endless,
but it is indispensable that you define yours.
It is also important that these goals are achievable – being creative is being productive – but it
should also be taken into account that not all ideas can be effectively implemented. Thus, goals
should be adjusted to the available resources.
Define the target-audience
No matter what business or sector you’re in or how you operate, in all of them it is necessary to
define the target-audience at which the marketing campaign is aimed.

7. In this sense, it becomes essential to know your product’s possible consumers/users, that you
define them as your target and that you conduct research around their needs, even defining the
key capabilities of what you are promoting and how they will arouse consumers’ interest.
Assess the competition
Reviewing the market’s key competitors helps put into perspective the condition in which your
company/brand/product stands out, enhancing the factor that makes it unique and idealizing the
value of your proposal.
Understand the main rivals in the market in which you operate, how many and what they have to
offer, what needs they satisfy and you don’t, or what are the needs that your product satisfies or
can satisfy, in order to differentiate itself from the competition – all this is important for the
success of a good marketing campaign. It is always worth knowing what your competitors are
doing right now, where they are evolving and why.
This is the best time to perform a SWOT analysis, which includes 4 essential aspects:
1. Strengths: what your company does well; what value it adds when compared to its
competitors.
2. Weaknesses: the company/brand/product’s weaknesses; what it should improve.
3. Opportunities: conditions outside the company that benefit its market performance.
4. Threats: conditions outside the company that impair its market performance.
Review the budget
It is equally important to have an understanding of the consumers’ and the target audience’s
purchasing power and, if possible, a quantification of the consumption/use of the product that
will be promoted. It would also be ideal to provide an estimate of the return that will be reached
with the marketing campaign.

8. To ensure a successful marketing campaign, it is crucial that the company’s profit is higher than
what was spent on the campaign itself. Just as it is also essential that the campaign is realistic,
that the company's budget can cover the cost of the marketing campaign that is being planned.
Media used
The possibilities are numerous: TV, newspapers, magazines, pamphlets, online advertising, etc.,
you can choose to let the message be spread by word-of-mouth, among many other media outlets.
Now, the important thing is to decide which ones fit your message, the image of your company
and the product you want to promote. The choice may seem complicated, but with all the
planning steps listed above, the choice becomes easier because you already know what the
campaign goals are, whose attention you want to grab with it and what their preferences are, as
well as the fact that you already know the competitive market in which the campaign will be
inserted, what is already being done by competitors, in addition to also having a plan of what can
be spent on the campaign and what the desired financial return is.
Develop an effective message
The message must be appropriate for the selected target audience, each type of audience has
different tastes, different preferences, habits that individualize them as a group and needs that
must be met according to their experiences, so it is important to give emphasis to this content as
a whole when choosing a message to communicate.
The great idea, the main point around which revolves the entire marketing campaign should be
defined based on its core strengths – that point where the product stands out more and for which
it wants to be recognized.
Once the idea has been decided, you need to write and create a tangible campaign, where it is
necessary to communicate in a clear and appealing way: choose the right words and pictures,
because often the mind needs only 3 seconds to show interest in the campaign and pay attention
or simply forget it and turn its attention to something else.
Together, words and images should lead to an action by the consumer: therein lies the
effectiveness – or not – of a marketing campaign.

9. Evaluate the campaign’s results
It is necessary to perform a measurement of the campaign’s effectiveness, and those quantifiers
will depend on the media used. For example, if discount coupons were distributed, one can count
exactly how many were actually used; assess whether profit increased or decreased since the
beginning of the campaign; perform surveys, among others.
The important thing is to choose a method that correctly evaluates, and as close to reality as
possible, the results of the campaign. It is also crucial to monitor the campaign from the outset,
in order to correct or improve aspects along the way, thus enabling the realization of the
predetermined goal.
After reviewing all these points, it can be easily concluded that the need for campaign planning
is crucial for its execution – they are like two sides of the same coin. In fact, you cannot have a
successful campaign without the research, knowledge, organization and planning of all aspects
concerning the company’s internal environment, the image it intends to portray to the exterior, as
well as the external environment (customers, competitors, financial market aspects, etc.).
The Importance of Marketing for the Success of a Business
The heart of your business success lies in its marketing. Most aspects of your business
depend on successful marketing. The overall marketing umbrella covers advertising, public
relations, promotions and sales. Marketing is a process by which a product or service is
introduced and promoted to potential customers. Without marketing, your business may offer the
best products or services in your industry, but none of your potential customers would know
about it. Without marketing, sales may crash and companies may have to close.
Getting Word Out
For a business to succeed, the product or service it provides must be known to potential
buyers. Unless your business is known in the community and have communication with your
customers readily available, you have to use marketing strategies to create product or service
awareness. Without marketing, your potential customers may never be aware of your business
offerings and your business may not be given the opportunity to progress and succeed. Using

10. marketing to promote your product, service and company provides your business with a chance
of being discovered by prospective customers.
Higher Sales
Once your product, service or company gets on the radar screen of your prospects, it
increases your chances that consumers will make a purchase. As awareness becomes a reality, it
is also the point where new customers start to spread the word, telling friends and family about
this amazing new product they discovered. Your sales will steadily increase as the word spreads.
Without employing marketing strategies, these sales may not have ever happened; without sales,
a company cannot succeed.
Company Reputation
The success of a company often rests on a solid reputation. Marketing builds brand name
recognition or product recall with a company. When a company reaches the high expectations of
the public, its reputation stands on firmer ground. As your reputation grows, the business
expands and sales increase. The reputation of your company is built through active participation
in community programs, effective communication--externally and externally--and quality
products or services, which are created or supported by marketing efforts.
Healthy Competition
Marketing also fosters an environment in the marketplace for healthy completion.
Marketing efforts get the word out on pricing of products and services, which not only reaches
the intended consumers, but also reaches other companies competing for the consumers’
business. As opposed to companies that have a monopoly on products and services that can
charge almost any price, marketing helps keep pricing competitive for a business to try to win
over consumers before its competition does. Without competition, well known companies would
continue to sell while lesser known companies or new companies would stand little chance of
ever becoming successful. Marketing facilitates the healthy competition that allows small
businesses and new businesses to be successful enter and grow in the marketplace.

11. Considerations
Although marketing is hugely important for a business to succeed, it can also be very
expensive. In its first year, a company might spend as much as half of its sales on marketing
programs. After the first year, a marketing budget can reach as much as 30 percent--sometimes
more--of the annual sales. A marketing program that gives your company the best chance is a
healthy mix of different forms of marketing, such as website development, public relations, print
and broadcast advertising, design and printing for all print materials, trade shows and other
special events.
IMPORTANCE OF THE TOPIC
The heart of your business success lies in its marketing. Most aspects of your business
depend on successful marketing. The overall marketing umbrella covers advertising, public
relations, promotions and sales. Marketing is a process by which a product or service is
introduced and promoted to potential customers. Hence the studying and understanding the
concepts of marketing campaign becomes very important.
NEED FOR THE STUDY
A marketing campaign is a focused, tactical initiative to achieve a specific marketing goal.
Marketing campaigns are the application of clear and consistent brand messaging using different
promotional methods. To create brand awareness and attract new customers, businesses have
many choices of how and where to promote or advertise their products. A marketing campaign
isn't something that comes to you while you're taking a shower. Successful campaigns tend to be
carefully researched, well thought-out and focused on details and execution, rather than resting
on a single, grand idea. Planning a marketing campaign starts with understanding your position
in the marketplace and ends with details such as the wording of an advertisement

12. CHAPTER 2
LITERATURE REVIEW
Drucker 1973 “ Strategic marketing as seen as a process consisting of: analyzing
environmental, market competitive and business factors affecting the corporation and its business
units, identifying market opportunities and threats and forecasting future trends in business areas
of interest for the enterprise , and participating in setting objectives and formulating corporate
and business unit strategies.
Hart & Stapleton 1977 " a statement in very general terms of how the marketing objective
is to be achieved, e.g. acquiring a competitive company, by price reductions, by product
improvement, or by intensive advertising. The strategy becomes the basis of the marketing plan"
Lambin 1977 “The role of strategic marketing is to lead the firm towards attractive
economic opportunities, that is, opportunities that are adapted to its resources and know how and
offer a potential for growth and profitability”.
Baker 1984 “the establishment of the goal or purpose of a strategic business unit and the
means by which it is to be achieved through management of the marketing function"
Cravens 1986 “understanding the strategic situation confronting an organization is an
essential starting point in developing a marketing strategy”
Hamper & Baugh 1990 “Although definitions for the term vary, we define marketing
strategy as a consistent, appropriate and feasible set of principles through which a particular
company hopes to achieve its long-run customer and profit objectives in a particular competitive
environment”.
Aramario & Lambin 1991 “ although marketing has basically an strategic conception of
the selling activity, we use to distinguish between strategic marketing and operational marketing,
depending on long term or short term objectives. Strategic marketing starts in thoughts about
current situation of the company and situational analysis and possible evolution of the markets
and the environment, with the goal of detecting opportunities which can establish objectives”

13. Schnaars 1991 “There is no unified definition upon which marketers agree. Instead, there are
nearly as many definitions of it as there are uses of the term. Clearly, marketing strategy is a
commonly used term, but no one is really sure what it means”.
Bradley 1991 " the strategic marketing process, therefore implies deciding the marketing
strategy based on a set of objectives, target market segments, positioning and policies"
Walker, Boyd, Larreché 1992 “ The primary purpose of a marketing strategy is to
effectively allocate and coordinate marketing resources and activities to accomplish the firm’s
objectives within a specific product market. Therefore decisions about the scope of a marketing
strategy involve specifying the target-market segment(s) to be pursued and the product line to be
offered. Then, firms seek a competitive advantage and synergy, planning a well integrated
program of marketing mix elements.”
Jain 1993 “Marketing strategy is mainly indicated by the marketing objectives, customer
and competitive perspectives and product/market momentum (i.e. extrapolation of past
performance to the future), form the basis of marketing strategy”.......... “Marketing strategy is
developed at the business unit level.
Camara 1995 “Strategy which defines the general principles for reaching objectives
related to the specific SBU’s and target markets. It contains the main directives of the marketing
expenditure, marketing actions, and resource allocation in this area. It includes decisions like:
segmentation strategies, positioning, and communication. The definition of marketing strategies
referring to the marketing plan: it is one of the sections which integrate the marketing plan and
its own objective is to present an action plan which will be utilized to reach the marketing plan
objectives.”
Bennet 1995 " the process of planning and executing the conception , pricing , promotion
and distribution of ideas, goods and services to create exchanges that satisfy individual and
organizational goals."
Sudharsan 1995 “Marketing strategy creates pathways to a desirable future. The output
forms such marketing strategy analysis and choice (or strategic marketing decision) is a
marketing strategy statement”.

14. STATEMENT OF THE PROBLEM
Measuring the awareness of Marketing Campaign and the perception of the brand. According to
the company most of their customers are from the local city, hence company wants to expand
their brand through different marketing campaigns to other locations & cities too.
SCOPE OF THE STUDY
This study sums up some of the descriptive information, as well as information from the
historical record, in an attempt to describe marketing campaign of sun brand atta, its customers,
the brand and the impact of marketing campaign on customers.
It reviews the various management practices and the pricing and policies. It also
discusses the Company performance in the local market and presents the overview of the
financial results highlighting the various products that company has in the market.
OBJECTIVES
 To understand factors influencing marketing campaign
 To measure awareness towards SUN Brand
 To evaluate the customers preference between SUN Brand and its Competitors.
 To understand the impact of Marketing Campaign on the potential customers
Sources of Data
Basically there are two Sources of data to carry this study effectively.
 Primary Data: Responses from respondents will be collected in order to analyze the data
and to arrive at a conclusion. Basically it will be done by using questionnaire, and
personal interview.
 Secondary data: For Secondary data we will use company provided data, journals and
various text books.
Sample Size
A Sample of 100 customers is selected from total population.

15. Sampling Method
Simple random sampling will be used as a sampling technique based on the sales data/ customer
database of the company.
Tools for Data Collection
 Structural Questionnaire
 Interview
 Observations
Plan for Analysis
We will be using IBM SPSS software & MS Excel to analyze the collected data. Initial data will
be collected & stored in MS Excel file.
LIMITATIONS OF THE STUDY
Though the present study aims to achieve the above-mentioned objectives in full earnest
and accuracy, it may be hampered due to certain limitations. Some of the limitations of the study
may be summarized as follows.
 Difficulties faced during collection of data due to non-familiar of the respondents.
 Getting correct information from the customers is very difficult due to their inherent
problems and busy schedule.
 Getting biased responses from the respondents.
 The selection of customers to cover the various strata of the society is tedious and time
consuming.
 Survey is restricted only for the Chitradurga region.
 Accuracy of findings is not exactly the opinion of whole Chitradurga region.

16. CHAPTER 3
COMPANY PROFILE
AN OVERVIEW OF THE COMPANY
Azad Roller Flour Mills Private Limited is a private incorporated on 17 May 1990. It is
classified as Non-govt Company and is registered at registrar of companies, Bangalore. Its
authorized capital is Rs 1,000,000 and its paid up capital is Rs 1,360,000. The Directors of Azad
Roller Flour Mills private limited are Mr. Gadiya Manikchand, Mr. Zainullabdin, Mr.
Mohammed Khasim Taj Peer and Mr. Abid Hussain
Today we are one of the leading manufacturers of ‘atta’ and ‘semolina’ and Besan (in packing) in
this region with the brand name of Agmark Sun brand Atta & Agmark Sun brand Semolina.
With a strong retail-marketing network, we are the pioneers who popularized ‘Packing Atta’ in
Karnataka Now we are a household name in this sector. In today’s date our firm hold majority of
market share in Chitradurga reaching the consumers through 2200 retail counters across the city
and the number is increasing every day.
Karnataka is one of the major wheat producing state of India so majority of the population here
follows the age old tradition of purchasing their own wheat and then getting it grinded from a
nearby ‘chakki’ in their locality. But with changing lifestyle and cosmopolitan culture creeping
in the society the consumers now prefer to readymade packed flour in comparison to the tiresome
procedure of home grinding. Keeping in view, the need of the modern man, our company assures
the best of services and taste to our worthy customers.
Our company deals in the Manufacturing & Marketing of the products under the
brand which now are a part of important primary products being sold at grocery stores and also a
distinguished household name in the city of Chitradurga. The USP of our product for the end
users is our product quality and for the retailer is our timely & efficient service. At Sun brand we
believe in providing the best of the quality at the minimum cost possible.

17. COMPANY HISTORY & DIRECTOR’S PROFILE
In 1986, 26 year old Mr. Zainullabdin left his village in Turuvannur. It was some
problems in Turuvannur him leave their well established family business of Cotton The very
business into which he had put in everything since the age of 16 after having to let go of his
studies due to the economic condition of his family. The same business that he started with his
hard work had turned into a success story. With hope he headed towards the city of Chitradurga
with his wife three year old son and parents. There was one more thing that he carried with
him “SELF BELIEF.”
Self belief alone never makes success stories, but back it up with hard work foresight and you
have all the ingredients of a success story. This Zainullabdin did, putting in more than 15hrs of
work every day and daring to sell packaged atta under the brand of “Sun brand Atta” in an era
when everyone preferred having their own freshly ground atta from wheat grains.
Zainullabdin set up Azad Food Products on a rented land with a traditional atta chakki plant with
a capacity of 5quintals/hour. The formative years were very tough for what he was fighting was
the formidable “people’s mind set”. Those days’ people preferred freshly ground atta, but
Zainullabdin held strong and slowly but steadily the sales started picking up. As if this was not
enough; he also had to face recession faced by the whole industry and some non-favorable
government policies, but with his self-confidence and untiring efforts the company emerged a
winner.
During this time Mr. Zainullabdin was very as much a one many army, he was the one
responsible for the entire supply chain. But that self belief he carried served him good. And
today Zainullabdin is Mr. Zainullabdin Chopra a name to beckon with in the retail market of
Chitradurga slowly spreading over other parts of Karnataka also. The name is synonymous with
principles and righteousness, people swear by Sun brand’s name.
Today Mr. Mohammed Khasim Taj Peer is President of Chitradurga Mini Flour Millers
Association and Executive Secretary of Chitradurga Industrial Area Association.

18. It is truly been a long Journey for Mr. Zainullabdin from 1986 till today. A journey punctuated
with a lot of hard work, a journey rewarded with success. A journey which still remains a
journey
MILESTONES
1986: Sets out on the journey towards his destiny
1986: Sets Azad Food Products with a production capacity of 5quintals/hour.
1990: Sun brand Atta became the first atta brand in Karnataka to get Agmark
accreditation from the Govt. of India which is symbol of purity.
1996: The Company shifted its production unit and office to Shimoga Industrial Area on
its own land with an installed production capacity of 18quintals/hour.
1996: Company’s legal status was changed from Proprietor firm to a Private Limited firm
hence making it Azad Roller Flour Mills Pvt. Ltd.
1996: Mr. Zainullabdin and his Son Mr. Khasim Taj peer became the founder directors.
2001: Sun brand Atta becomes the Market leader in Karnataka.
2002: Production capacity increased to 30quintal/hour
2005: Launches Sun brand Semolina which against market prediction grabs significant
market share.
2005: Abid Hussain joins his Father in the business as Executive Director.
2006: Sun brand Semolina becomes a house hold name and creates a niche for itself.
2007: Sun brand Semolina gets Agmark certification.
2008: Launched a variety of Besan – the Mota Besan Special.

19. 2010: Market share of Sun brand Besan achieves new height by doubling the sales since
2007.
2013: Expanded the Atta production capacity from 950 quintals per day to 1450 quintals
per day.
2015: Introduced fully automatic packaging of 5 kg and 10 kg Atta in attractive new
design of polyester bags.
QUALITY CONTROL
The brand Sun brand Atta has an Agmark certification, which is a synonym of good
quality. We produce ‘A’ grade atta from a 10 chakki plant using modern techniques so as to give
the consumer the best of the quality. Each lot of atta produced goes through rigorous tests in our
in-house laboratory.
The major determinant ensuring the quality of the atta is the quality of the raw material used i.e.
wheat. Therefore sincere efforts are put into the process of procurement of wheat. The
purchasing of wheat is done from various Rural Markets in Punjab, Haryana through reliable
agents who have been trained over the time to make the best quality of raw material reach us.
The product Agmark Sun brand Besan was launched in November, 2008. The success of the
product has been quite progressive and it has been able to capture a very decent amount of
market share within a short span.
There are four types of varieties produced by us.
Laddu Motiya Special: For making laddus, choorma, besan ke ghatte, moongthal etc.
Kadi Pakoda Special: For making kadi-pakoda, Mysore paak, mirchi badaa, panner
Pakoda etc.
Khaman Dhokla Special: For making Khaman Dhokla, baareek sew, sohan papdi,
Guajarati Kadi etc.
Mota Besan Special: For making churma, besan ki chakki etc.

20. The above mentioned product, besan, is a very quality sensitive product. The 4 types of
varieties produced by us are used for making different kind of food products ranging
from Mithasi (sweets) to Namkeens and Dhokla. A little variation in the quality of the besan can
totally spoil the end product. The halwai’s (sweet maker) who are the bulk consumers
of besan are very conscious about the quality and purity of the besan. So we have installed the
most modern of besan producing techniques giving the finest quality of besan with consistency
and also retaining its natural smell.
Here I would like to bring your attention to the fact that Semolina market in Chitradurga is quite
corrupted when it comes to the quality. The raw material prices being quite high
the manufacturers here tend to opt for various kinds of adulterants so as to keep the selling price
lower and to retain good margins.
In contrast to the present scenario, our company has emerged as a winner only and only because
of the purity of our product. Initially being criticized by our competitors and retailers, for our
challenge to sell non adulterated besan at premium price, soon the market realized the worth of
our pure product and accepted it followed by great appreciation for the genuine. Our current
production capacity is 1500 Quintals/Day for Atta and 400 Quintals/Day for Semolina.
MARKETING & PRICING
A distinct feature of our product line is that the raw materials used i.e. wheat & Semolina
is both quite prices sensitive. The market is all time fluctuating, the result of which is seen on the
prices of our product, which we are bound to revise frequently.
Today we are proud to be one of the strongest Retail Supply Chain systems in Chitradurga which
is major reason for our products success. We serve directly to 2200 retail counters in Chitradurga
through our sales team of focus oriented 20 people. At Sun brand, we believe in providing the
best of quality at the lowest price. Our endeavor is always to keep the overhead costs to
minimum because it’s the consumer who ultimately has to bare these costs. And we consider it
unfair charging extra from the consumer, for a product which is inseparable in South Indian diet.

21. CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
Name: ___________________________________________________________________
1. Specify your Gender:
% of Response
Male 32%
Female 68%
Interpretation:
From the above graph we can out of 100 respondents 32% were male and about 68% were
female so the major number of respondents for the survey were female and less number were
male.
32%
68%
% of response
Male
Female

22. 2. Specify your age group:
% of Response
20 years To 25 years 34%
26 years To 30 years 28%
31 years To 35 years 22%
Above 36 years 16%
Analysis:
From the above table we can see that out of 100 respondents about 34% were between 20
to 25 years of age. About 28% were 26 to 30 years. About 22% were between 31 to 35 years
and about 16% were above 36 years.

23. Interpretation:
From the above graph we can analyze that majority of the respondents are above 36 years age
which clearly shows that elderly people are the decision makers in home and close to 28% of
respondents are 26 years of age and 16% of the respondents are below 20 years of age.
34%
28%
22%
16%
% of Response
20 years To 25 years
26 years To 30 years
31 years To 35 years
Above 36 years

24. 3. Mention your Education Qualification:
% of Response
10th
12%
12th
38%
Graduate 38%
Post Graduate 12%
Analysis:
From the above table we can see that out of 100 respondents about 12% said their
education qualification is 10th
. About 38% said they there plus two. About 38% were graduates
and about 12% were post graduates.

25. Interpretation:
From the above graph we can see that out of the total respondents, a major number of
respondents were undergraduates. Only a handful of respondents were either graduates or post
graduates. With this the collection of data is considered to be accurate with more number of
educated people being approached for the survey.
12%
38%38%
12%
% of Response
10th
12th
Graduate
Post Graduate

26. 4. Specify your marital Status:
% of Response
Married 47%
Unmarried 53%
Interpretation:
From the above graph we can see that out of 100 respondents about 47% respondents said
that they were married and about 53% said they were unmarried. Since it’s an FMCG product it
will be helpful to the company to collect the data from married people and as well as bachelors.
47%
53%
% of Response
Married
Unmarried

27. 5. Specify your Monthly Salary:
% of Response
Below Rs. 10,000 15%
Rs. 10,001 To Rs. 20,000 17%
Rs. 20,001 To Rs. 30,000 35%
Above Rs. 30,001 35%
Analysis:
From the above table we can see that out of 100 respondents, about 15% respondents had salaries
below 10000 marks. About 17% said their salary was between 10000 to 20000. About 35%
said they had a salary between 20000 to 30000 and about 35% had salaries more than 30000.

28. Interpretation:
From the above graph we can identify that majority of the respondents from which the data is
collected are with the monthly income of more than 30000 and the rest of the respondents are
below that mark and even the outcome shows that most of the people use branded atta instead of
our own brand.
15%
17%
35%
35%
% of Response
Below Rs. 10,000
Rs. 10,001 To Rs. 20,000
Rs. 20,001 To Rs. 30,000
Above Rs. 30,001

29. 6. Which category of floor do you use?
% of Response
Packaged atta 15%
Home flour atta 5%
Chakki atta 80%
Analysis:
Out of the total sample of 100 respondents from various locations all over the city and
belonging to different communities 80% of respondent used chackiatta, 5% used home floor mill
and remaining 15% used packaged atta.
15%
5%
80%
% of response
Packaged atta
Home flour atta
Chakki atta

30. 7. Which brand of Atta do you buy?
% of Response
Annapurna 38%
Pillsbury 15%
Aashirvaad 40%
Others 7%
Interpretation:
40% of respondents buy Aashirvaad atta and 38 % of respondents buy Annapurna atta which is
clear signal to the other competitors that Aashirvaad is the market leader and they need to focus
on them to increase their market share against them
38%
15%
40%
7%
% of response
Annapurna
Pillsbury
Aashirwad
Others

31. 8. How frequently do you buy Atta?
% of Response
Frequently 60%
Occasionally 25%
Never 15%
Interpretation:
60% of the respondents consumed atta frequently during dinners also reflecting the penetration
of the product in the Indian market and also proving the fact why all the biggies are eyeing this
industry. The consumption of atta during breakfast stood nominal with only 35% of respondents
consuming frequently, 15% occasionally and 50% never consuming atta in breakfast.
60%
25%
15%
% of response
Frequently
Occasionaly
Never

32. 9. What is the reason you are using Chakki Atta?
% of Response
QUALITY 35%
PRICE 40%
TASTE 11%
FRESHNESS 14%
Interpretation:
35% of the respondents buy Chakki atta because of Quality, 40% of the respondents purchase
because of Price. These shows Indian customers are Price sensitive and the quality of food
Standards have increased in the country
35%
40%
11%
14%
% of response
QUALITY
PRICE
TASTE
FRESHNESS

33. 10. Have you heard of Sun brand atta?
% of Response
Yes 32%
No 68%
Interpretation:
32% of the respondents are aware of Sun brand in the market and 68% of respondents are
unaware about the brand hence company should try create a brand awareness in the market to
increase the market share.
32%
68%
% of response
Yes
No

34. 11. How did you come to know about the Sun brand atta?
% of Response
Advertisement 15%
Friends or relatives 42%
The shop owner told 43%
Interpretation:
42% of respondents came to know about the brand through their relatives and friends and 43 %
of respondents came to know about the brand with the help of Local retailers. The company
should focus more on retail stores to increase the sale.
15%
42%
43%
% of response
Advertisement
Friends or relatives
The shop owner told

35. 12. Did you buy the Sun brand atta?
% of Response
Yes 35%
No 65%
Interpretation:
In this survey it clearly shows that only 35% of the respondents have used SUN brand Atta and
rest 65% of the respondents have not used this brand hence company should focus on marketing
activities so that more and number of people consume this brand.
35%
65%
% of response
Yes
No

36. 13. Why did you not buy the atta?
% of Response
Not branded 65%
Others 35%
Interpretation:
65% of respondents don’t buy the SUN brand atta because they believe that it is not a branded
one and only 35% of respondents purchase this brand and they trust the brand hence company
should create a good Image in the local market.
65%
35%
% of response
Not branded
Others

37. 14. Would you buy the Atta if you see the advertisement of the company more?
% of Response
Yes 43%
No 21%
May be 36%
Interpretation:
43% of the respondents say that if they see the advertisement of the company then they will buy
the product and 21% of the respondents say that even though they see the advertisement they
won’t purchase this brand hence company should come with advertisement of the brand.
43%
21%
36%
% of response
Yes
No
May be

38. 15. Would you buy the atta if the price is lesser than any other atta brands?
% of Response
Yes 32%
No 22%
May be 46%
Interpretation:
32% of respondents say that if the price is less compare to other brands then will purchase the
brand and 22% of respondents say that even if the price is very less, respondents will not
purchase the brand. The rest of 46% of respondents are in confusion either they will buy or not.
The company should go with the 32% if they can reduce the price.
32%
22%
46%
% of response
Yes
No
May be

39. 16. Would you buy the atta if there is buy one get one free offer?
% of Response
Yes 47%
No 21%
May be 32%
Interpretation:
47% of respondents say that if the company give buy one gets one free promotional scheme then
they will buy this product and 21% of respondents say that even if the company provides such
offer they will not buy. Hence company can look into this scheme to increase the market share.
47%
21%
32%
% of response
Yes
No
May be

40. 17. Who is the decision maker at home?
% of Response
Housewife / Wife 75%
Others 25%
Interpretation:
This survey clearly shows that 75% of respondents believe that Housewife are the ones who take
decisions at home with this point of view company can run a promotional scheme in such a way
that if the housewives come to purchase our brand they will get 15% discount .
75%
25%
% of response
Housewife / Wife
Others

41. 18. Why do you think the users of Atta shift from one brand to another?
% of Response
Price 25%
Quality 21%
Taste 17%
Ingredients 22%
Influenced by advertisements 15%
Interpretation:
25% of the respondents shift from one brand to other brand because of increase in price and
17% of respondents change their brand due the taste hence company should be very careful
while increasing the price and should maintain the quality and taste
25%
21%
17%
22%
15%
% of response
Price
Quality
Taste
Ingredients
Influenced by advertisements

42. 19. Why did you choose the atta brand that you are using currently?
% of Response
Price 15%
Quality 23%
Taste 15%
Ingredients 32%
Influenced by advertisements 15%
Interpretation:
15% of respondents choose their brand because of Price and 15% of respondents choose their
brand because of good taste and 15% of people choose their brand after seeing the advertisement.
Hence it will be a good move by the company if it launches an advertisement in the city.
15%
23%
15%
32%
15%
% of response
Price
Quality
Taste
Ingredients
Influenced by advertisements

43. 20. Are you completely satisfied with the brand of atta you are currently using?
% of Response
Highly satisfied 15%
Satisfied 15%
Neutral 20%
Dissatisfied 25%
Highly dissatisfied 25%
Interpretation:
32% of respondents are highly satisfied with the brand of atta which they are using and 25% of
the respondents are dissatisfied with the brand of atta which they consume. Hence company can
focus on that 25% of respondents who are not satisfied with their brand.
15%
15%
20%
25%
25%
% of response
Highly satisfied32%
Satisfied
Neutral
Dissatisfied
Highly dissatisfied

44. 21. Would you agree that there is a chance that you switch to Sun brand atta?
% of Response
Strongly agree 23%
Agree 20%
Neutral 30%
Disagree 25%
Strongly disagree 2%
Interpretation:
20% of respondents are confident enough to switch to the SUN brand and 23% of respondents
believe that there is a possibility that they will buy SUN Brand atta in future. It shows a positive
measure about the growth of the brand in the near Future
23%
20%
30%
25%
2%
% of response
Strongly agree
Agree
Neutral
Disagree
Strongly disagree

45. CHAPTER 5
FINDINGS SUGGESTION AND CONCLUSION
FINDINGS
After having seen the findings in detail we can now move on to analyze the findings and
use them in the manner in which they can help us. The entire reason of undertaking this project
was to understand the dynamics of the market which would help successfully launch a new brand
of atta or reposition already existing atta with some additional features. When one is launching a
new brand in any product category, the major emphasis is on ensuring that the newly launched
brand enjoys some amount of ‘brand equity’. Thus we shall analyze the findings and suggest
actions that need to be taken in order to build a strong brand.
‘Brand equity’ is a set of assets (and liabilities) linked to a brand’s name and symbol that adds to
(or subtracts form) the value provided by a product or service to a firm and or that firm’s
customers. The major asset categories are:
1. Brand awareness
2. Brand loyalty
3. Perceived quality
4. Brand associations
Thus, the management of brand equity involves investment to create and enhance these assets. In
order to manage brand equity effectively and to make informed decisions about brand building
activities, it is important to be sensitive to ways in which strong brands create value.
But when we consider the four brands equity assets, two facts come to the fore:
Brand awareness will come with time and will infact be partly a result of successful
endeavors in the requisite assets. Apart from that brand awareness will have to be established
with constant advertising. In any case that is something which takes secondary priority as of now.
Nevertheless some actions will have to be taken during (and even before) the product launch to

46. create brand awareness, but these will not be a result of any analysis. Rather these will be more
of common steps to be taken and some of them are suggested in the chapter titled ‘suggestions’.
Similarly, brand loyalty will come (or may not come) after trial and consequent satisfaction of
the product by the consumer. In short these two assets do not require to be dealt with in the form
of analysis of findings. Thus our focus will have to be on perceived quality and brand
associations.

47. SUGGESTIONS
Finally, after having analyzed the findings in some detail, we are in a position to make a
few suggestions as to the actions to be taken towards building the brand & successfully
launching the new product & brand.
First of all in the previous chapter we will have to take certain actions to create Brand Awareness
which will consequently lead to Brand Loyalty.
1. Organize housewives kitty parties & gatherings & ask them to use & try the product for
the party. This will serve the dual purpose of trial & feedback & thus can be done even
before the launch as a method of test launching.
2. Have test launch with various office canteens where the shift would be fast because the
key attribute to them is the cost and if the response is positive then offer tie-ups wherein a
contract can be signed which would be a win-win situation for both the canteen as well as
the company.
3. Create more awareness among the public about the quality of the branded atta with the
help of various tools of communication.
4. Create awareness about the various malpractices done by chacki operators and how
adulteration is done by them.
5. Provide some more value to the product with giving some freebies and also sharing
various recepies with consumer.
6. Communicate atta as a time saving product because time saving products are call for the
day.

48. CONCLUSIONS
The next logical step after having seen the findings is to analyze the findings to lead us to
some concrete steps to be taken to build the brand, but even before that, just by looking at the
findings, some conclusions can clearly be made.
 The market is heavily loaded in the favors of ‘chackiatta’. Chakki atta is at least
perceived to be the best atta as far as quality is concerned.
 We will have to provide the consumer ‘chackikaatta’ only and the big grinding mill
ground atta will not do well. This is because even the miniscule percentage of people
using packaged atta want their atta to be as close to the chackiatta as possible.
 The color and the texture of the atta play a major role in the purchase decision.
 The packaged atta users are dissatisfied with the high prices and are looking forward to
packaged atta convenience at chackiatta prices.

49. BIBLIOGRAPHY
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51. ANNEXURE
Name: ___________________________________________________________________
1. Specify your Gender:
Male
Female
2. Specify your age group:
20 years To 25 years
26 years To 30 years
31 years To 35 years
Above 36 years
3. Mention your Education Qualification:
10th
12th
Graduate
Post Graduate

52. 4. Specify your marital Status:
Married
Unmarried
5. Specify your Monthly Salary:
Below Rs. 10,000
Rs. 10,001 To Rs. 20,000
Rs. 20,001 To Rs. 30,000
Above Rs. 30,001
6. Which category of flour do you use?
Packaged atta
Home flour atta
Chackiatta

53. 7. Which brand of Atta do you buy?
Annapurna
Pillsbury
Aashirvaad
Others
8. How frequently do you buy Atta?
Frequently
Occasionally
Never
9. What is the reason you are using Chakki Atta?
QUALITY
PRICE
TASTE
FRESHNESS

54. 10. Have you heard of Sun brand atta?
Yes
No
11. How did you come to know about the Sun brand atta?
Advertisement
Friends or relatives
The shop owner told
12. Did you buy the Sun brand atta?
Yes
No
13. Why did you not buy the atta?
Not branded
Others

55. 14. Would you buy the Atta if you see the advertisement of the company more?
Yes
No
May be
15. Would you buy the atta if the price is lesser than any other atta brands ?
Yes
No
May be
16. Would you buy the atta if there is buy one get one free offer?
Yes
No
May be

56. 17. Who is the decision maker at home?
Housewife / Wife
Others
18. Why do you think the users of Atta shift from one brand to another?
Price
Quality
Taste
Ingredients
Influenced by advertisements
19. Why did you chose the atta brand that you are using currently ?
Price
Quality
Taste
Influenced by advertisements

57. 20. Are you completely satisfied with the brand of atta you are currently using?
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
21. Would you agree that there is a chance that you switch to Sun brand atta?
Strongly agree
Agree
Neutral
Disagree
Strongly disagree