Allana Institute of Management Sciences, Pune 1APROJECT REPORTON“TEST MARKETING & CUSTOMER INTERACTION OFMALA’S JAM IN PUN...
one and has enlightened me in various ways as a student and as a humanbeing.The project is dedicated to all the people who...
MUGAL MUNIR YUNUSDate:Place:CERTIFICATEThis is to certify that project report titled “TEST MARKETING &CUSTOMER INTERACTION...
a) Research Design 21b) Sources Of Information 23c) Sample Design 276. Data Analysis And Interpretation 307. Findings 438....
FOR MALA‟S JAM IN PUNE CITY”.This project was undertaken at the MALA‟S FRUIT PRODUCTS, oneof the pioneers of the Jam in In...
This project was undertaken at the MALA‟S FRUIT PRODUCTS, one of thepioneers of the Jam in India. The research was conduct...
 To comprehend the sales level of the Jam in distinct areas of the Punecity. To comprehend the                  reasons ...
organization to be aware about the market situation and customerspreferences.II. It will be helpful in fulfilling the info...
Here They Are:Nestled amidst the lush evergreen mountains of Panchgani, in nature‟s veryown basket is India‟s priceless ra...
have, Nature‟s finest fruits, bottled with love!MALA’S JAM – 200GM CUP Mixed Fruit Jam Strawberry JamMALA’S JAM – 500GM ...
 Mango JamMALA’S CRUSH – 700ML PET BOTTLES Mulberry crush Orange crush Mango crush Pineapple crush Raspbrry crush   ...
 Lime cordial Kokum cordialMALA’S SYRUP – 700ML PET BOTTLES Rose syrup Kesar syrup Khus syrupAllana Institute of Mana...
The process:In a particular fruit season bulk quantities of the fruit are purchased, washed,pulped and stored by the sulph...
as well as new product. Test marketing cost can be enormous, and testmarketing takes time that may allow competitors to ga...
delivers the product to the participating stores and controls shelf location,amount of shelf space, displays and point-of-...
Customer is the person who buys the products for his personal consumptionor for consumption of others or for resale, while...
3. Type of questionnaire:a. Structuredb. Unstructured4. Type of questions:a. Open-ended questionsb. Dichotomous questionsc...
2. Nature of research:a. Quantitative study:Quantitative study involves generation of data in quantitative formwhich can b...
A. Secondary dataB. Primary dataA. Secondary data:Any data which have been gathered earlier for some purpose aresecondary ...
XI. Volume of statisticsXII. Advertising agencies From the above these, I have made use of all the internal sources. But I...
Basically, the questionnaire can be classified into two:I. Structured Vs Unstructured questionnaireII. Disguised Vs Undisg...
required for survey. For this survey, it can be any customers andconsumers of retail outlets.3. Sample frame:Sample frame ...
2. Systematic random sampling3. Stratified random sampling4. Cluster sampling5. Multi-stage sampling6. Multi-phase samplin...
that 93% respondents are user of the Jam and 7% respondents are non-userof the Jam.Allana Institute of Management Sciences...
Surbhi 67 13.4%Others 71 14.2 %Interpretation:The above graph shows that which brand is preferred by customersspecifically...
2 104 20.8 %3 153 30.6 %4 70 14 %More than 4 96 19.2%Interpretation:The above graph shows that how many persons are consum...
Interpretation:The above graph shows that how much consumption of Jam is beingconsumed by customers in a month. Thus, pack...
Flavors No. of Respondents % of RespondentsMix fruit 136 27.20 %Mango 123 24.60 %Strawberry 63 12.60 %Apple 8 1.60 %Orange...
Mix FruitMangoStrawberryAppleOrangeApricotPineappleRaspberryMulberryOthersResponseNo. ofcustomersTable of graph:Flavors To...
Interpretation:The above graph shows that which flavor of Jam is most liked by customers.Thus, strawberry flavor is being ...
SatisfactoryDelightingUnsatisfactoryTable of graph:Response Satisfactory Delighting UnsatisfactoryRespondents 297 179 24In...
this product.Allana Institute of Management Sciences, Pune 5710) Characteristics preferred by respondents from the followi...
customers are preferring quality more than any other characteristic. Allana Institute of ManagementSciences, Pune 5811) If...
SWOT is the acronym of Strengths, Weaknesses, Opportunities, and Threats.It is the analysis of strengths and weaknesses of...
1. Growing bargaining power of retailers and consumers.2. Rising sales of substitute products. Allana Institute of Managem...
taste the product as well as purchase the products. The canopy which was set up at the different retail outlet was attrac...
the market effectively. Concentrate more on promotional activities like Tele Vision Commercial(TVC), Hoardings, Bus Shelt...
jam which can be produced and launched in the market efficiently.Allana Institute of ManagementSciences, Pune 66Scope for ...
More than 4 persons (specify) _______.Q.4 How much quantity of jam does your family consume in a month? (Tick it)         ...
(Specify)_________.Q.11 If you want to change the brand, which attributes of the other brand would influenceyou? Rate your...
no. 321,322,323.3. C.R. Kothari, Research Methodology, 2ndedition; New Age InternationalPublishers; Page no. 34,35,38,145,...
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Allana institute of management sciences

  1. 1. Allana Institute of Management Sciences, Pune 1APROJECT REPORTON“TEST MARKETING & CUSTOMER INTERACTION OFMALA’S JAM IN PUNE CITY”COMPILED FORMALA’S FRUIT PRODUCTS,PANCHGANISUBMITTED TOUNIVERSITY OF PUNEIN PARTIAL FULFILLMENTOFMASTER IN BUSINESS ADMINISTRATIONSUBMITTED BY,MUGAL MUNIR YUNUSM.B.A. – MARKETINGM.C.E. SOCIETY’SALLANA INSTITUTE OF MANAGEMENT SCIENCES,PUNE.(2007-2009)Allana Institute of Management Sciences, Pune 2ACKNOWLEDGEMENTThe feeling of gratitude arises from the bottom of the heart. A small, but animportant and timely help can prove to be a milestone‟s in one‟s life. Myexperience throughout the completion of the project has been a very pleasant
  2. 2. one and has enlightened me in various ways as a student and as a humanbeing.The project is dedicated to all the people whom I met, talked, interviewed,worked and learnt something from them. On this occasion, I want to grabthis opportunity to acknowledge my sincere thanks to all of them whilesubmitting this report.To start with the college, I would like to thank our Director of the collegeDr. K.K.Singh, our Course Coordinator Prof. Akhtar Ali Sayyed and projectguide Prof. Sheryl Xavier and all Professors of our college whose help andguidance has been of immense value throughout the completion of thisproject.Secondly, I would like to thank the Managing Director and team members ofesteemed organization MALA‟S Fruit Products, for their full cooperationduring summer internship program. It has helped me in bringing my best tomake this project successfully.Allana Institute of Management Sciences, Pune 3Last but not the least, I would like to thank my peers, colleagues, friends andall those who have helped me in bringing out my best to make this project asuccess.DECLARATIONI, Mugal Munir Yunus, a student of Allana Institute of ManagementSciences, Pune. would like to declare that project title “TEST MARKETING& CUSTOMER INTERACTION OF MALA‟S JAM IN PUNE CITY” forthe MALA‟S Fruit Products in Pune city, is the result of original researchcarried out by me in the partial fulfillment of Master in BusinessAdministration of University of Pune.Allana Institute of Management Sciences, Pune 4
  3. 3. MUGAL MUNIR YUNUSDate:Place:CERTIFICATEThis is to certify that project report titled “TEST MARKETING &CUSTOMER INTERACTION OF MALA’S JAM IN PUNE CITY” is abonafide work carried out by Mugal Munir Yunus, student of M.B.A.-II of ourinstitute for the fulfillment of Master in Business Administration degree ofUniversity of Pune. He has worked under our guidance and supervision.Allana Institute of ManagementSciences, Pune 5Dr.K.K.Singh, Prof. Sheryl Xavier,(Director) (Internal Guide)Date: Date:Place: Place:TABLE OF CONTENTSSr. No. Particulars Page No.1. Executive Summary 12. Introduction 3-8a) Background Of The Study 3b) Objectives 5c) Scope 6d) Limitations 7e) Significance Of The Study 83. Company Profile 94. Literature Review 16Allana Institute of Management Sciences, Pune 65. Research Methodology 21-29
  4. 4. a) Research Design 21b) Sources Of Information 23c) Sample Design 276. Data Analysis And Interpretation 307. Findings 438. Conclusions 449. Suggestions 4610. Scope For Future Research 4811. Annexure 49-52a) Questionnaire 49b) Bibliography 51c) Other Related Materials 52Allana Institute of Management Sciences, Pune 71. Executive summaryAllana Institute of Management Sciences, Pune 82. IntroductionAllana Institute of Management Sciences, Pune 93. Company ProfileAllana Institute of Management Sciences, Pune 104. Literature reviewAllana Institute of Management Sciences, Pune 115. Research MethodologyAllana Institute of Management Sciences, Pune 126. Data analysis and InterpretationAllana Institute of Management Sciences, Pune 137. FindingsAllana Institute of Management Sciences, Pune 148. ConclusionsAllana Institute of Management Sciences, Pune 15Allana Institute of ManagementSciences, Pune 169. SuggestionsAllana Institute of Management Sciences, Pune 1710. Scope for Future ResearchAllana Institute of Management Sciences, Pune 1811. AnnexureAllana Institute of Management Sciences, Pune 19Executive SummaryProject Title: “TEST MARKETING AND CUSTOMER INTERACTION
  5. 5. FOR MALA‟S JAM IN PUNE CITY”.This project was undertaken at the MALA‟S FRUIT PRODUCTS, oneof the pioneers of the Jam in India. At MALA‟S their jams and crushes aremade from the finest hand-picked fruits from the highly maintained orchardsof India ensuring best quality. They strive to achieve reputation forexcellence in quality of their products by providing the best ingredients andensuring their satisfaction.The research was conducted for a period of 60 days in the distinctareas of Pune city. I have given the customers to sample the taste of the Jam,surveyed 500 respondents over there and collected the data. Collected datawas formulated and analyzed using distinct analytical and graphicalmethods.This research was conducted to find out the level at which this eventhas taken place and how it has affected in increasing the awareness about theproduct, taste of the product, brand name, advertising, generating sale of theJam. I have chosen this project as it is an FMCG Company and I wanted tointeract with the end user so as to learn customer‟s perception and how toapproach and convince them?Allana Institute of Management Sciences, Pune 20SWOT analysis has studied of the firm that is strengths andweaknesses of the organization and opportunities and threats in theenvironment. Company has fabulous quality as well as range of price ofdifferent packs of products which is required by the Customers. ButCompany needs to concentrate on physical distribution and promotion whichwould improve the performance of the company.Allana Institute of Management Sciences, Pune 21a.) Background of the study:
  6. 6. This project was undertaken at the MALA‟S FRUIT PRODUCTS, one of thepioneers of the Jam in India. The research was conducted in order to studytest marketing and customer interaction.The research was conducted for a period of 60 days in the distinct areas ofPune city like Sinhgad Road, Paud Road, Model Colony, Koregaon Park,Eranwade, Vishrantwadi, Shiva Nagar, Yerwada, Vadgaon Sheri, VimanNagar, Khadki etc. and I have surveyed 500 respondents over there.The main ideology behind test marketing and customer interaction is asfollows:I have given the customers to sample the taste of the Jam when they visitedthe canopy of the test marketing and I have sold the Jam to them atdiscounted rates.Hence this research was conducted to find the level at which this event hastaken place and how it has affected in increasing the awareness about theproduct, brand name, advertising and generating sale of the Jam.Afterwards collected data was formulated and analyzed using distinctanalytical and graphical methods and concluded.Allana Institute of Management Sciences, Pune 22Last but not least, I have chosen this project as it is an FMCG Company andI wanted to interact with the end user so as to learn customer‟s perceptionand how to approach and convince them? I have learnt many otherinvaluable things in the summer internship program.Allana Institute of Management Sciences, Pune 23b.) Objectives:The objectives of this research are as follows: ‟ To study the level of awareness and buying behavior of MALAS Jam inthe mind of customers.
  7. 7.  To comprehend the sales level of the Jam in distinct areas of the Punecity. To comprehend the reasons for nil purchases. To study the satisfaction level of the customers. To study the demand of particular flavor by the consumers.Allana Institut of Management Sciences, ePune 24c.) Scope:Scope means area covered. Following things are covered in thisresearch:I. The aim of the project is to study test marketing and customer interaction.II. The survey covered 500 customers from distinct areas of Pune city.III. At each outlet 25 customers were covered.Allana Institute of Management Sciences, Pune 25d.) Limitations:There are many limitations in this research. Following are the majorones in this research:I. Lack of time and money:There was a shortage of time to approach each and every respondentfor survey and the budget of the survey was limited, which was a majorlimitation.II. Lack of cooperation from respondents:This was the major limitation from the side of the respondents at thetime of inviting for free taste of the jam at the canopy. They were not willingto spend much time over there.Allana Institute of Management Sciences, Pune 26e.) significance of the study:Significance as an organization point of view:I. In today‟s competitive corporate world it is very essential for an
  8. 8. organization to be aware about the market situation and customerspreferences.II. It will be helpful in fulfilling the information regarding the market.Significance as an individual point of view:I. This study has been helpful in gaining knowledge of market research, In the field of FMCG company.II. It has given me a valuable experience in the FMCG sector.Allana Institute of Management Sciences,Pune 27Company ProfileA Fruitful Journey:When the British left India, they also left behind their mark on our nation.They influenced a number of habits including those of food. One of themany food cultures they impressed is that of today‟s most popular breakfastaccompaniment – The Jam.In the year 1958, Mr. Taiyab MALA‟S vision and stoic gave birth to India‟smost sought after fruit-based goodie manufacturing company – MALA‟S.What started as a hobby in 1958 has slowly & steadily turned the MALA‟Sbrand into a household name in the fast moving consumer market.What keeps the company going is their dedication to quality, the secrethomemade jam & fruit crush recipes and the undying affection, supportoffered to their working staff.The company having started with a production of ½ tonne for the year, todayhas a production of 500 tonnes of Jam. Mala‟s has a marketing network in allmajor cities of India and has also been exporting its goods to variouscountries.Allana Institute of Management Sciences, Pune 28
  9. 9. Here They Are:Nestled amidst the lush evergreen mountains of Panchgani, in nature‟s veryown basket is India‟s priceless range of fruit-based goodie manufacturer –MALA‟S.With an adroit experience of 50 years, MALA‟S has been continuallyproviding India with unrivalled fruit-based products.“The belief in them and determination to excel is creating the confidence inour business partners across all levels of service.”Mission of the company:“At MALA‟S they promise to leave customers varied taste-buds as gratifiedas their fruitful journey in building the country‟s most sought after brand forprocessed fruit products. They are also committed in bringing us processedfruit products closest to the quality that nature intended. Thus their Berrygood products are equally enjoyed by the young and old alike!”Company’s Quality Policy:They shall strive to achieve reputation for excellence in quality of theirproducts by providing the best ingredients and ensuring their satisfaction.MALA‟S is committed to continually improve all its systems through theprocess of measuring, monitoring and setting objectives for continualimprovement of all its areas of operations.Allana Institute of Management Sciences, Pune 29Their Treasure, Their Products:At MALA‟S their jams and crushes are made from the finest hand-pickedfruits from the highly maintained orchards of India ensuring best quality.Their factories are equipped with state-of-art-machinery. Their labs andFood Technologists ensure Quality Control and R&D. So at MALA‟S they
  10. 10. have, Nature‟s finest fruits, bottled with love!MALA’S JAM – 200GM CUP Mixed Fruit Jam Strawberry JamMALA’S JAM – 500GM REFILL PACK Mixed Fru Jam it Strawberry Jam Orange Marmalade Jam Pineapple Jam Mango Jam Strawberry Jam Raspberry Jam Mulberry Jam Apple Jam Apricot jamAllana Institute of Management Sciences, Pune 30MALA’S JAM – 500GM JAR Mixed Fruit Jam Strawberry Jam Orange Marmalade Jam Pineapple Jam Mango JamMALA’S JAM – 1KG JAR Mixed Fruit Jam Strawberry Ja m Pineapple Jam
  11. 11.  Mango JamMALA’S CRUSH – 700ML PET BOTTLES Mulberry crush Orange crush Mango crush Pineapple crush Raspbrry crush e Green apple crush Kiwi crush Butter scotch crush Litchi crush Black current crushAllana Institute of Management Sciences, Pune 31 Custard apple crush Guava crush Strawberry crush Strawberry whole crushMALA’S SQUASH – 700ML PET BOTTLES Orange squash Mango squash Lime squash Ginger cocktail squash Mango panha squashMALA’S CORDIAL – 700ML PET BOTTLES Blue Curacao cordial Raspberry cordial
  12. 12.  Lime cordial Kokum cordialMALA’S SYRUP – 700ML PET BOTTLES Rose syrup Kesar syrup Khus syrupAllana Institute of Management Sciences, Pune 32MALA’S OTHER PRODUCTS Chocolate sauce 400ML - Honey 400ML –The Packaging:Apart from the product MALA‟S has made a lot of innovations in thepackaging. MALA‟S was the first to introduce the lug cups in India in closeassociation with Larsen & Turbo (L&T). MALA‟S again pioneered the refillpacks for Jams which is very popular today in the market.The Equipments:MALA‟S is fully equipped and all the equipments are from reliable andestablished companies. MALA‟S has the latest Boilers, Pulpers, JacketedPans, Filling Machines, Capping Machines, Labeling Machines, Ink JetPrinters, Stirrers and Miscellaneous equipments. MALA‟S has a fullyequipped lab for Quality Control and R&D.The Technical Force:MALA‟S apart from having the best equipments is also well equipped withtechnical manpower. One of the partners, who is highly qualified controlsthe QA ad R&D. Qualified Food Technologists are looking after day to dayproduction.Allana Institute of Management Sciences, Pune 33
  13. 13. The process:In a particular fruit season bulk quantities of the fruit are purchased, washed,pulped and stored by the sulphitation.To make Jam the pulp which is the base is cooked in a pan till thepreservative is brought down to 40ppm. Sugar syrup which is preparedseparately in syrup tanks is then added to the fruit pulp and cooked again.Pectin which is a derivative from fruit is added as a jellifying agent. Citricand coloring plus flavoring is added to standardize the batch. Once the batchis ready it is checked for all parameters and is then sent for filling. Fillingtakes place on automatic machines and is untouched by human hand. Jam atthe time of filling is in liquid form and solidifies on cooling.Achievements:MALA‟S Ranked No. 1 JAM in INDIAMALA‟S has the Least quantity of preservativeConsumer VOICE says during 2006, “The Good Buys! - MALA‟S, the littleadvertised brand fromMaharashtra, gets the top position and a score of86.53. MALA‟S pectin content is low, which is a good sign; and it also hasthe least amount of the preservative benzoic acid. Priced at Rs. 52 for a 500gm jar, it is cheaper in terms of its cost, than some other brands.”BRANDS TESTEDMALA‟S JAM RANKED #1 in a survey done by Consumer Voice whencompared with other 12 leading Jam brands in India.Allana Institute of Management Sciences, Pune 34Literature reviewTest marketing and customer interactionWhat is the meaning of Test Marketing?The amount of test marketing needed varies with each existing product
  14. 14. as well as new product. Test marketing cost can be enormous, and testmarketing takes time that may allow competitors to gain advantages. Whenthe costs of developing and introducing the product are low, or whenmanagement is already confident about the new product, the company maydo little or no test marketing.“The stage of new-product development as well as existing productwhere the product and marketing program are tested in more realistic marketsettings.”Approaches of Test Marketing:When using test marketing, consumer products companies usuallychoose one of three approaches:1. Standard Test Markets2. Controlled Test Markets3. Simulated Test MarketsAllana Institute of Management Sciences, Pune 351. Standard Test Markets:Using standard test markets, the company finds a small number ofrepresentative test cities, conducts a full marketing campaign in these cities,and uses store audits, consumer and distributor surveys, and other measuresto gauge product performance. The results are used to forecast national salesand profits, discover potential product problems, and fine-tune the marketingprogram.2. Controlled Test Markets:Several research firms keep controlled panel of stores that have agreedto carry new products for a fee. The company with the new product specifiesthe number of stores and geographical location it wants. The research firm
  15. 15. delivers the product to the participating stores and controls shelf location,amount of shelf space, displays and point-of-purchase promotions, andpricing according to specified plants. Sales results are tracked to determinethe impact of these factors on demand.3. Simulated Test Markets:Companies also can test existing or new products in a simulatedshopping environment. The company or research firm shows ads andpromotions for a variety of products, including the new product being tested,to a sample of consumers. It gives consumers a small amount of money andinvites them to a real or laboratory store where there may keep the money oruse it to buy items. The researchers note how many consumers buy the newproduct and competing brands. This simulation provides a measure of the Allana Institute ofManagement Sciences, Pune 36trial and the commercial‟s effectiveness against competing commercials. Theresearchers then ask consumers the reasons for their purchase or nonpurchase. Some weeks later, they interview the consumers by phone ordetermine product attributes, usage, satisfaction, and repurchase intensions.Using sophisticated computer models, the researchers then project nationalsales from results of the simulated test market.For this research, controlled test markets were used for test marketingof MALA‟S Jam.Reference: Principles of Marketing, seventh edition, Philip Kotler and GaryArmstrong, page no. 321.What do you mean by customer and consumer?“Customer may be a consumer and consumer may be acustomer”.
  16. 16. Customer is the person who buys the products for his personal consumptionor for consumption of others or for resale, while consumer is the person whois the final user of the product.Meaning of research:“Research is a careful & exhaustive investigation of a phenomenon with anobjective of advancing knowledge.”Allana Institute of Management Sciences, Pune 37“Research is a systematic and objective attempt to study the problem for thepurpose of deriving general principles.”“It is a contribution to the knowledge. It is an advancement of knowledge. Itis a solution to the problem, throwing a light of old knowledge.”Meaning of research methodology:“Research methodology means the scientific logic behind the investigationand justification for selecting the methods by philosophical base.”Meaning of the research design:“Research design is a blue print, it‟s a framework.”“A research design is the logical and systematic planning and directing apiece of research.” – P.V.Young.Allana Institute of Management Sciences, Pune 38Six descriptor of research design:1. Type of research:a. Exploratory studyb. Descriptive studyc. Causal study2. Nature of research: a. Qualitative studyb. Quantitative study
  17. 17. 3. Type of questionnaire:a. Structuredb. Unstructured4. Type of questions:a. Open-ended questionsb. Dichotomous questionsc. Close-ended multiple choice questions5. Type of analysis:a. Subjectiveb. StatisticalAllana Institute of Management Sciences, Pune 39a.) Research DesignIntroduction:Research always starts with a question or a problem. It‟s purpose is to findanswers to questions through the application of the scientific method. It is asystematic and intensive study directed towards a more complete knowledgeof the subject studied.Following are the descriptors of research design that have beenused for the research:1. Type of research:a. Descriptive study:A descriptive study is undertaken when the researcher wants to knowthe characteristics of certain groups such as age, sex, educational level,income, occupation etc. In contrast to exploratory studies, descriptive studiesare well structured. For e.g., questionnaire filled up through survey.
  18. 18. 2. Nature of research:a. Quantitative study:Quantitative study involves generation of data in quantitative formwhich can be subjected to thorough quantitative analysis in a formal andrigid fashion.Allana Institute of Management Sciences, Pune 403. Type of questionnaire:a. Structured: A structured questionnaire is a formal list of questions framed so asto get the facts. The interviewer asks the questions strictly in accordancewith a prearranged order.4. Type of questions:a. Dichotomous questions:The dichotomous question has only two answers in the form of „yes‟or „no‟, „true‟ or „false‟, „use‟ or „do not use‟ etc.b. Close-ended multiple choice questions:In this case, the respondent is offered two or more choices. Themarketing researcher exhausts all the possible choices and the respondenthas to indicate which one is applicable in his case.5. Type of analysis:a. Statistical:This is a quantitative data, like numerical data which has been used forthis research. Allana Institute of Management Sciences, Pune 41b.) Sources of the Data:There are two sources of data:
  19. 19. A. Secondary dataB. Primary dataA. Secondary data:Any data which have been gathered earlier for some purpose aresecondary data in the hands of the marketing researcher.Sources of secondary data:Sources of secondary data are as follows:a. Internalb. Externala. Internal:I. Accounting recordsII. Sales force reportsIII. Miscellaneous reportsIV Company expertsb. External:I. LibrariesII LiteratureIII. PeriodicalsIV. Census & registration dataAllana Institute of Management Sciences, Pune 42V. Trade associationVI. Government departmentVII. Private sourcesVIII. Syndicated servicesIX International organizationX. References & bibliography
  20. 20. XI. Volume of statisticsXII. Advertising agencies From the above these, I have made use of all the internal sources. But Ihave made use of some external sources like Libraries, Literature,Periodicals, Private sources, References & bibliography, Volume of statisticsetc.B. Primary data:The marketing researcher should, first of all, explore the secondarydata from various sources and examine the possibility of their use for hisstudy. In several cases, he may find the data inadequate or unusable andtherefore, he may realize the need for collecting first hand data. As in thecase of every day life, if we want to have first hand information anyhappening or event, we either ask someone who knows about it or weobserve it our selves, or we do both. The same is applicable to marketingresearch. Thus, the two main methods by which primary data can becollected are:a. Observationb. QuestionnaireAllana Institute of Management Sciences, Pune 43a. Observation:Observation is one of the methods of collecting data. It is used to getthe past and current information.b. Questionnaire:Researcher or marketer asks to respondents for required data throughpen and paper in a particular format which is called questionnaire.Types of questionnaire:
  21. 21. Basically, the questionnaire can be classified into two:I. Structured Vs Unstructured questionnaireII. Disguised Vs Undisguised questionnaire For this research, the structured-nondisguised questionnaire wasused to collect the primary data. This questionnaire was made so as to collectfacts, opinions, preferences or reasons for buying a particular brand.Majority of the questions in this questionnaire were multiple-choicequestions. As it helps in getting the exact response from the respondents, thephrasing of questions was made in such a manner that there was noambiguity. In the beginning of the questionnaire, there were generalquestions and specific questions in the end. The ordering of questions was Allana Institute ofManagement Sciences, Pune 44made in such a way that the respondents maintain his or her interest up to thelast word. The number of questions was also minimum as far as possible.The layout of questionnaire was made in an impressive manner in order tomaintain the interest of respondent up to the last word. A copy ofquestionnaire is attached in annexure.Allana Institute of Management Sciences, Pune 45c.) Sample design:Sample design includes:1. Population:Population refers to the total number of respondents those areapplicable for interview purpose. For this survey, population is people ofPune city.2. Sample element:Sample element is the object from which we collect information, andto whom we interview. It can be any particular human being which is
  22. 22. required for survey. For this survey, it can be any customers andconsumers of retail outlets.3. Sample frame:Sample frame is the list which includes the name of all therespondents or details of all respondents. For this survey, it can becollected through questionnaire.4. Sample extent:Sample extent is the geographical area where sample elements areselected. For this survey, geographical area was distinct areas of punecity.Allana Institute of Management Sciences, Pune 465. Sample duration:Sample duration is the time for interview with respondents whichmeans that how long this interview is carried out? For this survey, it wasaround 30 days.6. Sample unit: Sample unit is the body that contains sample element.For this survey, it was the retail outlet where we approachedrespondents at the canopy which was set up by us.7. Sample size:Sample size means that how many people will we question? There aretwo basic approaches for determining sample size i.e. adhoc or practicalapproach and statistical approach. For this survey, it was 500 respondents.8. Sample technique:Sample techniques are divided into two:A. Probability sampling method:1. Simple random sampling
  23. 23. 2. Systematic random sampling3. Stratified random sampling4. Cluster sampling5. Multi-stage sampling6. Multi-phase sampling7. Replicated samplingAllana Institute of Management Sciences, Pune 47B. Non-probability sampling method:1. Quota sampling2. Judgmental sampling3. Accidental samplingFor this survey, Simple random sampling technique was chosenfor consumers’ survey. In the society, many people aging above 6 yearswould like to have a taste of the jam.Allana Institute of Management Sciences, Pune 481) Consumption of JamResponse93%7%YesNoTable of graph:Response Yes NoNo. of Customers 500 37Interpretation:The above graph shows that 500 customers would like to use the Jam and 37customers would not like to use the Jam as per our sample size. It suggests
  24. 24. that 93% respondents are user of the Jam and 7% respondents are non-userof the Jam.Allana Institute of Management Sciences, Pune 492) Brand preferred by customers020406080100120No. of RespondentsKissanMaproMALASManamaSurbhiothersBrand NameBrand PreferredTable of graph:Brand No. of Respondents % of RespondentsKissan 118 23.6 %Mapro 107 21.4 %MALA‟S 95 19 %Manama 42 8.4 %
  25. 25. Surbhi 67 13.4%Others 71 14.2 %Interpretation:The above graph shows that which brand is preferred by customersspecifically for the Jam. Thus, 19% customers preferred MALA‟S Jamwhereas 21.4% & 23.6% customers preferred Mapro and Kissanrespectively. Allana Institute of Management Sciences, Pune 503) Persons consume Jam in the family020406080100120140160No. of customers1 Person 2 Person 3 Person 4person 5 PersonResponseTable of graph:No. of PersonsConsumeNo. of Respondents % of Respondents1 77 15.4 %
  26. 26. 2 104 20.8 %3 153 30.6 %4 70 14 %More than 4 96 19.2%Interpretation:The above graph shows that how many persons are consuming the Jam in afamily. Thus, 3 persons in a family are consuming more as per the samplethat is 30.6%. Allana Institute of Management Sciences, Pune 514) Consumption in a month050100150200250No. of customers200 gms 500 gms 1 kg More than 1kgQuantityTable of graph:Quantity Persons % of Respondents200 Gms. 55 11 %500 Gms. 245 49 %1 Kg. 106 21.2 %More than 1 Kg. 94 18.8 %
  27. 27. Interpretation:The above graph shows that how much consumption of Jam is beingconsumed by customers in a month. Thus, pack of 500 gms is beingdemanded more as per the sample that is 49%.Allana Institute of Management Sciences, Pune 525) Flavor that is used most in the family of respondents020406080100120140160Mix FruitMangoStrawberryAppleOrangeApricotPineappleRaspberryFlavoursNo. of customersTable of graph:
  28. 28. Flavors No. of Respondents % of RespondentsMix fruit 136 27.20 %Mango 123 24.60 %Strawberry 63 12.60 %Apple 8 1.60 %Orange 57 11.40 %Apricot 22 4.40 %Pineapple 79 15.80 %Raspberry 12 2.40 %Mulberry 0 0.00 %Interpretation:The above graph shows that which flavor of Jam is most used by customers.Thus, mix fruit flavor is being preferred most by the customers as per thesample that is 27.2%.Allana Institute of Management Sciences, Pune 536) Flavor that is most or least liked by the respondents (Rate the number for most to least, 10 for most and 1 for least)010002000300040005000600070008000
  29. 29. Mix FruitMangoStrawberryAppleOrangeApricotPineappleRaspberryMulberryOthersResponseNo. ofcustomersTable of graph:Flavors Total of RatingsMix fruit 5,534Mango 4,813Strawberry 6,758Apple 979Orange 1,593Apricot 1,230Pineapple 4,006Raspberry 1,056Mulberry 689Others 842
  30. 30. Interpretation:The above graph shows that which flavor of Jam is most liked by customers.Thus, strawberry flavor is being preferred most by the customers as per thishigh rate is to be given to it that is 6758.Allana Institute of Management Sciences, Pune 547) Customers like the taste of the productResponse85%15%YesNoTable of graph:Options No. of Customers % of RespondentsYes 423 84.6 %No 77 15.4 %Interpretation:The above graph shows that how many customers like the taste of theproduct. Thus, it suggests that 84.6% customers would like the taste of theJam and rest of the respondents do not like the taste of the Jam becauseeveryone does not like to eat each and everything that means rest of therespondents that is 15.4% don‟t like sweet products.Allana Institute of Management Sciences, Pune 558) Respondents respondedResponse59%36%5%
  31. 31. SatisfactoryDelightingUnsatisfactoryTable of graph:Response Satisfactory Delighting UnsatisfactoryRespondents 297 179 24Interpretation:The above graph shows that how many customers like the taste as per aboveoptions. Thus, it suggests that 59% customers are satisfied with the taste,36% customers are delighted, and 5% customers are not satisfied with theJam.Allana Institute of Management Sciences, Pune 569) Respondents like to buy this productResponse82%18%YesNoTable of graph:Options No. of Customers % of RespondentsYes 410 82 %No 90 18 %Interpretation:The above graph shows that how many customers would like to buy the Jam.Thus, it suggests that 82% customers would like to buy this product that isMALA‟S Jam and rest of the respondents that is 18% would not like to buy
  32. 32. this product.Allana Institute of Management Sciences, Pune 5710) Characteristics preferred by respondents from the following when they buy this product. Rate your preferences from 5 for most to 1 for least.020040060080010001200140016001800Quality Packaging Price Brand nameCharacteristicsRatingsTable of graph:Options Total of RatingsQuality 1,675Packaging 642Price 1,495Brand Name 1,188Interpretation:The above graph shows that consumers have rated Quality as highest with1675 ratings and followed by price with 1495 ratings. Thus, it suggests that
  33. 33. customers are preferring quality more than any other characteristic. Allana Institute of ManagementSciences, Pune 5811) If you want to change the brand, which attributes of the other brand would influence you? Rate your preferences from 5 for most to 1 for least.0500100015002000Quality Packaging Price Brand nameAttributesRatingsTable of graph:Options Total of RatingsQuality 1,689Packaging 603Price 1,522Brand Name 1,186Interpretation:The above graph shows that Quality is the most vital attribute out of otherattributes that influences the customers to change the brand. This spreads themessage that if the company wants to retain their existing customers, thenthey should emphasize most on quality and then other attributes those arePrice, brand name, and packaging respectively. Allana Institute of Management Sciences, Pune 59SWOT ANALYSIS
  34. 34. SWOT is the acronym of Strengths, Weaknesses, Opportunities, and Threats.It is the analysis of strengths and weaknesses of the organization andopportunities and threats in the environment.STRENGTHS WEAKNESSESOPPRTUNITIES THREATSSTRENGTHS:Following are the strengths stated below:1. Quality of the product which gives the real taste of the product.2. Competitive price in order to major players in the market.3. Adequate financial resources for the modus operandi.4. Product innovation skills in the products like orange marmalade.Allana Institute of ManagementSciences, Pune 60WEAKNESSES:Following are the weaknesses stated below:1. Lack of managerial depth and talent regarding marketing implementation.2. Weak distribution network in order to supply products to the distributorsas well as the retail outlet.OPPORTUNITIES:Following are the opportunities stated below:1. Enter in the new market with the new product like ready to drink juiceproduct in tetra pack which would target the young age people.2. Enlarge promotional activities which would hike the sale of the products.3. Come out with a new flavor that is aamla jam as per the customersdemandTHREATS:Following are the opportunities stated below:
  35. 35. 1. Growing bargaining power of retailers and consumers.2. Rising sales of substitute products. Allana Institute of Management Sciences, Pune 61Findings People attract due to canopy set up over there and approach because offree tasting counter. Display of the products were satisfactory, still need to do proper displayat the retail outlet. Ranges of the products satisfied but many customers need aamla jam aretoo. Thus, this is the new product demand in the market which can be runin the market. Make proper distribution to customers at the right time as per their orderand requirement. Need to increase pro otional activities for increasing sale, because some mpeople are not aware about the brand. Give same schemes to the customers at different places like at super malland retail grocery stores. Need to hire sales persons who can watch in different ares of Pune city, aobtain the order regularly, look at the situation of this brand and visit atthe distinct retail outlets. It needs to concentrate on physical distribution and promotion whichwould improve the performance of the company which is suggested bycustomers.Allana Institute of Management Sciences, Pune 62Conclusions We always interact with distinct people in the market, while I wasinteracting with customers of the MALA‟S Jam, customers were happy to
  36. 36. taste the product as well as purchase the products. The canopy which was set up at the different retail outlet was attractingmaximum amount of customers, but sometimes we had to invite them fortasting, we interacted with them and gained the experience. From the research, I conclude that MAL ‟S have good quality of the Aproduct which is giving real fruit taste of the Jam compared to otherbrands. The customers are price and quality sensitive while purchasing the Jam.In order to satisfy them, MALA‟S sells at reasonable rates as well asextraordinary quality of its products. The future of any product on this universe depends on pricing. There arecertain factors which hinder a customer that can be quality, price, brandname and longer lasting product. Most of the retail outlets were asking for more margins as well asdiscount or any promotional schemes for the customers which can hikethe sale of the products in the market.Allana Institute of Management Sciences, Pune 63 Last but not lest, MALA‟S have fabulous quality as well as range of aprice of different packs which is required by the customers but they needto focus on promotional activities as well as physical distribution whichare lesser in amount.Allana Institute of Management Sciences, Pune 64Suggestions There are 4 of marketing which are Product, Price, Physical P‟sDistribution, and Promotion. Out of these the company has qualityproducts, Price is also reasonable but what the company is lacking behindis, the Physical Distribution and Promotion which can be implemented in
  37. 37. the market effectively. Concentrate more on promotional activities like Tele Vision Commercial(TVC), Hoardings, Bus Shelter Ques (BSQs), Radio Jingle, Print Media,Danglers at retail shops, Kiosk, Sales Promotion etc. Out of these,company can do promotional activities through print media, BSQs,Danglers at retail shops, and Sales promotion which are most effectiveand efficient for the company to focus . Use di fferent ways to arrange and display the products so that it willmake it easier for the customers to see it. Also continue with the freetasting counter throughout the year at different locations as we did, whichcan be an economic mode of promotion.Concentrate on physical distribution channel, which is not effective asrecommended by the customers. Increase the sales persons for selling and marketing who can approachretailers on weekly basis and can obtain order to make sale for thecompany.Allana Institute of Management Sciences, Pune 65 Test different aspects of promoting business like price off, discountscheme, etc. so that the company can come to know about its effect in themarket. Most of the customers who buy the Jam are those whos age is above 30 eyears. So the company has the opportunity to target youngsters who arebetween the age of 16 to 30 years and who require the product which areready to drink, by launching new products for them. New product idea has come due to the free tasting counter that is aamla
  38. 38. jam which can be produced and launched in the market efficiently.Allana Institute of ManagementSciences, Pune 66Scope for Future Research This research has covered the different areas of Pune city. Thus it can behelpful in the future to know which flavor of the Jam is most used in aparticular area so that the company can estimate the production ofdifferent flavors in a particular location efficiently and effectively. Company can forecast the sale of the diff erent flavors in the differentareas of Pune city which can be placed at the retail outlet by convincingretailers that different flavors have been demanded during the TestMarketing of the Jam. It can be hel for the sales person in getting orders easily where we did pfulthe test marketing and it can be helpful for marketing people forpromoting particular flavors in particular areas.Allana Institute of Management Sciences, Pune 67a.)QuestionnaireConsumer QuestionnaireQ.1 Do you consume the jam? Yes No If yes, so please fill up following questions:Q.2 Which brand do you prefer from the following? (Tick it) MALA‟S Mapro Kissan Manama Surbhi,Others (specify) ________Q.3 How many persons consume jam in your family? (Tick it) 1 Person, 2 persons, 3 persons, 4 Persons
  39. 39. More than 4 persons (specify) _______.Q.4 How much quantity of jam does your family consume in a month? (Tick it) 200gms, 500gms, 1kg. More than 1kg .(Specify)_______Q.5 Which flavor is used most in your family? (Tick it) Mix fruit, Mango, Strawberry, Apple, Orange marmalade,Apricot, Pineapple, Raspberry, Mulberry, Others _______ (Specify).Q.6 Which flavor would you like most to least (Rate the number for most to least, 10 for most and 1 for least). Mix fruit, Mango, Strawberry, Apple, Orange marmalade, Apricot, Pineapple, Raspberry, Mulberry, Others _______ (Specify).Allana Institute of Management Sciences, Pune 68 Now, please taste our product and help us to fill the following questions:Q.7 Do you like the taste? Yes NoQ.8 How much do you like the taste? Satisfactory Delighting SatisfactoryQ.9 Would you like to buy this product? Yes NoQ.10 Which characteristics do you prefer from the following when you buy this product? Rate your preferences from 5 for most to 1 for least. _____ Quality, _____ Packaging, _____ Price, _____ Brand name, Others
  40. 40. (Specify)_________.Q.11 If you want to change the brand, which attributes of the other brand would influenceyou? Rate your preferences from 5 for most to 1 for least. _____ Quality, _____ Packaging, _____ Price, _____ Brand name, Others(specify)_________.Suggestion for our products: ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________Name: _______________________, Age: _______, Area: _______________________Business / Profession: _____________________________________________________Yearly income: _______________ , Family members: _ ________________________Signature: _______________________, Date: ________/_______/2008.Thank youAllana Institute of Management Sciences, Pune 69b.) BibliographyReference books:1. G.C.Beri; Marketing Research; 3rdedition; Tata McGraw-Hill; Pageno.1,13,41,51,79,92,118,138,162,179,209,220,233,260,339.2. Philip Kotler & Gary Armstrong; 7thedition; Prentice Hall of India; Page
  41. 41. no. 321,322,323.3. C.R. Kothari, Research Methodology, 2ndedition; New Age InternationalPublishers; Page no. 34,35,38,145,146.Websites:1. www.malasfruitproducts.com2. www.google.com3. www.answer.comAllana Institute of Management Sciences, Pune 70c.) Other Related Materials:1. Pamphlet of MALA‟S Fruit Products.2. Magazines

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