(1) The document discusses a study on the marketing mix of Salai Marketing and Reconstruction Pvt. Ltd (SMART), a company in Manipur, India that produces fast-moving consumer goods and provides construction services. (2) The study analyzes SMART's 4Ps (product, price, place, promotion), identifies issues like low production and promotion, and provides a SWOT analysis and suggestions. (3) Key findings include the need for SMART to increase production and distribution, customize packaging, conduct more market surveys and promotion, and establish better distribution channels.

1. 1
“A study on Marketing Mix of
Salai Marketing and
Reconstruction Pvt. Ltd”
Haobijam Gyaneshwor
Singh
BBA 5th Semester, ICM
Imphal
Roll no. - 11065
Name of the
presenter:
Project
topic:

2. INTRODUCTION
 I chose the dissertation topic on marketing mix because of the
reasons that successful marketing of a company depends upon
addressing a number of key issues.
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 The chosen company is Salai Marketing and Reconstruction
Pvt. Ltd who specializes in producing Fast Moving Consumer Goods
(FMCG) and also provides construction related works in different parts
of Manipur.
 SMART Pvt. Ltd is one of the growing companies of Manipur, who
always tries to adapt the idea of “dispersion of self-reliance”.

3. COMPANY PROFILE
 SALAI MARKETING AND RECONSTRUCTION PVT. LTD is a company which runs
under the big umbrella of SMART Society, located at 2nd, 3rd & 4th Floor MPCTC
Building, M.G Avenue, Imphal West, Manipur
 The company was started on 21st July, 2009. It is a food company offering
Fast Moving Consumer Goods (FMCG) and also provides construction related
works in different parts of Manipur.
 The motto of Salai Marketing and Reconstruction Pvt. Ltd is “Dispersion of
Self-Reliance”. 3

4. OBJECTIVES OF THE STUDY
The main aims and objectives of the study are to find the following
statements:
(1) to analyze “4P’s” of SMART Pvt. Ltd.
(2) to find the pricing techniques used in the company.
(3) to identify the promotion techniques used in the company.
(4) to identify the distribution channel used in the company.
(5) to give a SWOT( Strength, Weakness, Opportunity and Threat)
Analysis.
(6) to give suggestive measures so that SMART Pvt. Ltd can prosper
and run its business effectively.
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5. RESEARCH METHODOLOGY
RESEARCH DESIGN:
• The research design used in the study is descriptive and exploratory.
SOURCES OF DATA:
Primary data: The primary data used in the study was collected
through questionnaire and interview from Joint
Secretary, General Manager and HR Manager.
Secondary data: The secondary data used in the study was collected
from company profile and website.
RESEARCH INSTRUMENT:
• The research instrument used in this dissertation is structured and
unstructured questionnaire.
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6. PRODUCT PROFILE
Salai Marketing and Reconstruction Pvt. Ltd is producing five (5)
different types of products at present.
1. ACHA-THAO: 3. GINGER:
2. TURMERIC: 4. CHAK-HAO POIRETITON:
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7. 5. PICKLES:
There are twelve (12) pickles produced by SMART Pvt. Ltd. The pickles are
manufactured by a division called the Loktak Food & Processing Unit.
1. KING CHILLI PICKLE ( U-morok)
2. MUSHROOM PICKLE:
3. NGARI PICKLE (FERMENTED FISH):
4. KHAJING (PRAWN):
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8. 5. SOIBUM PICKLE ( FERMENTED BAMBOOSHOOT):
6. YONGCHAK PICKLE (TREE BEAN)
7. SOYA BEAN PICKLE
8. CHICKEN PICKLE
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9. 9. FISH PICKLE:
10. GARLIC PICKLE
11. HAWAIJAR PICKLE ( FERMENTED SOYA BEAN)
12. HENTAK PICKLE ( INDEGENIOUS FERMENTED DRY FISH)
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10. EMPIRICAL FINDINGS & ANALYSIS
I – PRODUCT
 High degree of emphasis on product and price whereas there is low degree
of emphasis on promotion & place.
 There is low production - drought, flood, and insects’ pest.
 Poor packaging and labeling
 The production of tin fish was stopped because of some technical failure.
 Profit earned during Product Life Cycle (PLC) is very late.
 The company is in the process of producing own raw materials.
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11. II - PRICE
 The company uses cost based pricing for the products.
 Fixed price is not changed until next year.
 The customers have low sensitivity of price when the prices of the
products are changed.
 15 % cash discount for pickles at wholesale.
 Monthly credit policy for wholesalers
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12. III – PROMOTION
 The company uses advertising, word of mouth and public
relation for promotion.
 Very less effort for promotional activities.
 (ISTV Network) was used only once in earlier time.
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13. IV – PLACE
 The distribution channel of the product is through a retail outlet.
 The company sells its products to consumers through direct marketing.
 Home delivery system is also provided for a small local area at Imphal.
 Some local markets at some districts are covered by the products of the
company like Imphal East, Imphal West, Bishnupur and Thoubal
district.
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14. SWOT ANALYSIS
STRENGTH
• No shortage of finance because of support from
different departments of SMART Society.
• The company is producing own raw materials very
soon.
• High brand image.
WEAKNESS
• The manufacturing units at different places.
• Unaware of the products by the people of Manipur
or target.
• The production of tin fish was stopped because of
some technical failure.
• Low sales volume except Acha-thao.
• The materials used in packaging and labeling of the
products are poor.
• The company has only one retail outlet.
• Low production.
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OPPORTUNITY
• There are very less competitors.
• There is a great opportunity that there is untapped
rural markets in the state of Manipur.
THREAT
• Some duplication of SMART products .
• Sometimes there is insufficiency of raw materials
because of failure in crop harvesting like drought,
flood and insects’ pest.

15. SUGGESTIVE MEASURES
• Market survey must be done frequently.
• It is advisable to reduce the price of the products (mainly for pickles).
• Customization of packaging mainly for pickles must be done. i.e. in the form of
sachet.
• More promotional effort must be given in order to make aware of the products to
the customers.
• Advertising at different convenient media must be used.
• The number of retail outlet must be increased to make the products available
everywhere.
• Up-to-date technology must be used for production so that the company can meet
the demand in the market and the competition.
• A good channel of distribution must be established.
• The manufacturing units must be located near the market and they should be
brought to locate together. 15