This document is a project report on brand and product awareness of Marico's Saffola Fittify product. It includes an introduction to the FMCG sector and Marico company. It discusses Marico's competitors and products. The report outlines the research methodology used which was a survey of 100 customers at a Hypercity store in Navi Mumbai over 1.5 months. Graphs of the survey results are presented on customer satisfaction, how well products meet needs, quality ratings, and brand opinion. Analysis found 30% were highly satisfied, 55% found quality high, and 55% had a positive brand opinion but 30% had not heard of the product. The report concludes with learning points and suggestions for Marico.

1. A PROJECT REPORT ON
BRAND AND PRODUCTAWARENESS
With
Reference to Marico- Saffola Fittify
PGDM MARKETING
BATCH 2018-2020
TO
PUNE INSTITUTE OF BUSINESS MANAGEMENT
FOR THE DEGREE OF
PGDM
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2. TABLE OFCONTENTS
S.No Chapter No. Contents Page No.
From – To
1. …………………… Title Page ……………….
2. …………………… Company Certificate ………………..
3. …………………… Faculty Mentor Certificate ………………..
4. …………………… Declaration ……………….
5. …………………… Acknowledgement ………………..
6. …………………… Table of Contents / List of Illustrations
7.
Chapter-1 Introduction to the Sector 06-07
8. Chapter-2 Introduction to the Company 08- 13
9. Chapter-3 Marketing Strategy 14 – 15
10 Research Methodology 16-20
11 Graphical Representation 21-22
12 Analysis and interpretation 23
13 Learning 24
14 Suggestions 25
15 …………………… Conclusion 26
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3. CHAPTER 1
SECTORAL INFORMATION
Introduction
Fast-moving consumer goods (FMCG) sector is the 4th largest sector in the Indian economy with
Household and Personal Care accounting for 50 per cent of FMCG sales in India. Growing awareness,
easier access and changing lifestyles have been the key growth drivers for the sector. The urban
segment (accounts for a revenue share of around 55 per cent) is the largest contributor to the overall
revenue generated by the FMCG sector in India However, in the last few years, the FMCG market has
grown at a faster pace in rural India compared with urban India. Semi-urban and rural segments are
growing at a rapid pace and FMCG products account for 50 per cent of total rural spending.
Market Size
The Retail market in India is estimated to reach US$ 1.1 trillion by 2020 from US$ 840 billion in 2017,
with modern trade expected to grow at 20 per cent - 25 per cent per annum, which is likely to boost
revenues of FMCG companies. Revenues of FMCG sector reached Rs 3.4 lakh crore (US$ 52.75
billion) in FY18 and are estimated to reach US$ 103.7 billion in 2020. The sector witnessed growth of
16.5 per cent in value terms between July-September 2018; supported by moderate inflation, increase
in private consumption and rural income.@
Investments/ Developments
The government has allowed 100 per cent Foreign Direct Investment (FDI) in food processing and
single-brand retail and 51 per cent in multi-brand retail. The sector witnessed healthy FDI inflows of
US$ 14.67 billion, during April 2000 to March 2019. Some of the recent developments in the FMCG
sector are as follows:
Patanjali will spend US$743.72 million in various food parks in Maharashtra, Madhya Pradesh,
Assam, Andhra Pradesh and Uttar Pradesh.
Dabur is planning to invest Rest 250-300 core (US$ 38.79-46.55 million) in FY19 for capacity
expansion and is also planning to make acquisitions in the domestic market.
In August 2018, Fonterra announced a joint venture with Future Consumer Ltd which will
produce a range of consumer and foodservice dairy products.
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4. Government Initiatives
Some of the major initiatives taken by the government to promote the FMCG sector in India are as
follows:
The Government of India has approved 100 per cent Foreign Direct Investment (FDI) in the
cash and carry segment and in single-brand retail along with 51 per cent FDI in multi-brand retail.
The Government of India has drafted a new Consumer Protection Bill with special emphasis on
setting up an extensive mechanism to ensure simple, speedy, accessible, affordable and timely
delivery of justice to consumers.
The Goods and Services Tax (GST) is beneficial for the FMCG industry as many of the FMCG
products such as Soap, Toothpaste and Hair oil now come under 18 per cent tax bracket against the
previous 23-24 per cent rate. Also rates on food products and hygiene products have been reduced
to 0-5 per cent and 12-18 per cent respectively.
The GST is expected to transform logistics in the FMCG sector into a modern and efficient
model as all major corporations are remodeling their operations into larger logistics and
warehousing.
Achievements
Following are the achievements of the government in the past four years:
Number of mega food parks ready increased from 2 between 2008-14 to 13 between 2014-18.
Preservation and processing capacity increased from 308,000 during 2008-14 to 1.41 million
during 2014-18.
The number of food labs increased from 31 during 2008-14 to 42 during 2014-18.
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5. CHAPTER 2
INTRODUCTION TO THE COMPANY
MARICO LTD
Marico Limited is one of India's leading consumer products companies operating in the beauty and
wellness space. Empowered with freedom and opportunity, we work to make a difference to the lives
of all our stakeholders - members, associates, consumers, investors and the society at large. Currently
present in 25 countries across emerging markets of Asia and Africa, Marico has nurtured multiple
brands in the categories of hair care, skin care, edible oils, health foods, male grooming, and fabric
care. Marico's India business markets household brands such as Parachute, Parachute Advansed,
Saffola, Hair & Care, Nihar, Nihar Naturals, Livon, Set Wet, Mediker and Revive among others that
add value to the life of 1 in every 3 Indians. The International business offers unique brands such as
Parachute, HairCode, Fiancée, Caivil, Hercules, Black Chic, Isoplus, Code 10, Ingwe, X-Men and
Thuan Phat that are localized to fulfill the lifestyle needs of our international consumers. Charting an
annual turnover of INR 63 billion (Financial Year 2017 - 2018) across our portfolio, Marico's
sustainable growth story rests on an empowering work culture that encourages our members to take
complete ownership and make a difference to the entire business ecosystem.
VISSION & MISSION
➢ Consumers: For they are the reason we exist
➢ Membership: For a sense of ownership empowers us.
➢ Excellence: For it unleashes our potential
➢ Wealth: For on it hinges our growth
➢ Innovation: For it gives wings to ideas
➢ MISSION 2020 - The Marico Innovation Foundation’s mission is to provide the nation with
first: a belief that Innovation is possible and is the way to leapfrog India into the center stage of
global business leadership, and second: a framework to leverage innovation for quantum
growth.
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6. Page 6

7. MAJOR PLAYERS IN THE INDUSTRY/COMPETITORS
1. Dabur: Dabur India is the biggest rival of Marico. Dabur India was founded in
1884, and its headquarters is in Ghaziabad, Uttar Pradesh. Dabur India operates in
the Household Products industry. Dabur India has 5,479 more employees than
Marico.
2. HUL: HUL has been one of Marico's top competitors. HUL is a Public company
that was founded in Mumbai, Maharashtra in 1933. HUL is in the Personal
Services industry. HUL has 16,335 more employees vs. Marico.
3. Emami: Emami is Marico's 3 rival. Emami was founded in 1974 in Kolkata,
West Bengal. Emami is in the Consumer Goods field. Emami generates $864.4M
less revenue than Marico
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8. ORGANIZATIONAL STRUCTURE
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9. CORPORATEANNOUNCEMENT
✓ Bio-Oil’s #UnstretchedJourney encourages mom-to-mom conversations.
✓ Set Wet celebrates Mother’s Day with the “Sada Sukhi Raho” campaign.
✓ Parachute Advansed Coconut Crème Oil introduces #OilKaNayaAvatar
campaign
✓ Marico extends its food portfolio with the launch of ‘Coco Soul’ range
✓ Soha Ali Khan and Neha Dhupia together unveil the Bio Oil Coffee Table
Book
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10. MARICO SWOTANALYSIS
STRENGTHS
1.Excellent distribution network and product
availability
2.The product portfolio of Marico has brands
covering Edible Oil, Hair Oils, Skin Care,
Fabric Care, etc.
3.Popular brands, good brand visibility and
excellent advertising of products has led to
strong brand loyalty
4. Experience management and good R&D
5.Marico is present in more than 25 countries
across Asia and the African continent.
6.Marico reaches over 2.5 million outlets and
around 130 million customers
WEAKNESSES
1.Market share is limited due to presence of
other strong FMCG brands
2.Marico products has stiff competition from
big domestic players and international brands
OPPORTUNITIES
1.Tap rural markets and increase penetration
in urban areas
2.Mergers and acquisitions to strengthen the
brand
3.Increasing purchasing power of people
thereby increasing demand
THREATS
1.Intense and increasing competition amongst
other FMCG companies
2.FDI in retail thereby allowing international
brands
3.Competition from unbranded and local
products
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11. CHAPTER 3
MARKETING STRATEGY
PRODUCTS OF SAFFOLA FITTIFY
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12. SWOTANALYSIS
Easy to promote this
product
Highly profitable market.
Market is become
extremely popular.
Lack of awareness
The expense of research
Expensive for the
customer to consume
Healthy Gourment product
with plant based food.
Large Market
Create/ Promote healthy
lifestyle
Strength Weakness
Threats
Already numerous growing
competition.
Government regulation
Risk of home made protein
shakes.
Opportunities
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13. RESEARCH METHODOLOGY
INTRODUCTION
This provides the roadmap for complete research plan of this research.
The main aim of this chapter is to provide a detailed plan as how to carry out this
research and what kind of methods adopted for obtaining consumers buying behavior
in modern retail outlets. Hence this chapter commences with suitable research design
and followed by appropriate research philosophy and approach. Further this chapter
deals with appropriate strategy support the researcher to examine the research issue.
Again, this chapter encompasses the data collection procedure, sampling methods
used for selecting the study participants and further discusses the targeted population
and exact sample size. To prove the quality measurement procedure in research, it is
essential to validate and reliable the data, in this aspect, researcher tested the
reliability and validity of the research. In addition to this, this chapter focusing on the
data analysis in terms of different statistical tests which are suitable for test the study
objectives and this chapter finally ends with summary.
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14. EXECUTIVE SUMMARY
This report focuses on “Brand and Product Awareness among Customers”
The main purpose of this survey was to connect with more people and know about their
experience & intension regarding Suffola Fittify Products. This survey was done to know the
customer feedback to not only identify problem areas but also to demonstrate to customer that
we care and are proactive in finding out ways to improve the service we provide.
The research methodology adopted for this study was descriptive. The primary data was
collected with the help of questionnaire. The sample size for modern retail Store . The data was
collected from the customers who were visiting modern retail Outlet. The statistical tools used
for this project were MS Excel.
From the study, we got to know about customer experience & their purchasing behavior
and the actual improvements which are to be made to improve service. We had to be present at
store every day and had to interact with customers and take their feedback in the prescribed
format which included dichotomous questions, multiple choice questions, scaling questions and
open ended questions.
Overall this report helped me in gaining an insight into operations of an organization as a
whole as well as how a company builds its brand and creates awareness among the new and
existing customers so that they became loyal and potential customers of the company. The
overall experience was an enriching one and helped me in gaining experience.
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15. OBJECTIVES
➢ Primary objective:
To understand consumer buying behavior and customer experience
➢ Secondary objectives:
1). To determine factors that influence customers’perception towards products
2). To test association between customers’first visit and their overall shopping
experience.
3). To determine overall satisfaction of customers with the store.
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16. Research Method
In all sorts of research, data collection is important one. There are two types of
research method such as quantitative and qualitative method. According to Merriam,
(2009), qualitative research is a method of several people are involved across with
their individual research perceptions that are assigned various meaning on the basis of
individual experience and covers non-numerical data (Saunders et al., 2009). While,
Creswell (2011) expressed their view on quantitative research as any data procedure
or collection for data analysis that employs numerical data. As the present research
aimed to examine the novel phenomenon as whether the behavioral characteristics of
consumers mediate the relationship between sales promotion, service quality, store
environment and individual factors, and buying behavior through questionnaire, a
quantitative methodology guided by a positivism philosophy would be justified
(Saunders et al., 2012, p. 163) In this method, the researcher maintain a separate and
open-minded view in order to understand the reality (Duffy, 1986). This approach
implements data analysis or questionnaire process which encompasses in designing
graphs or tabulating statistics to collect the numerical data. In order to determining the
aspect of the phenomenon of interest of large sample size, quantitative study uses
proxies which are easy and generalizable. Therefore, this study adopts a quantitative
approach in order to make researcher feel more confident about the outcome of the
study.
Sample size: 100
Geographical Area:
The area covered in this study is HyperCity Vashi, Navi Mumbai.
Reference Period:
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17. The reference period covered under this study is around 1.5 months.
Sampling technique
Sampling is the process of selecting a representative sample from a target
Population and gathering data from the particular sample due to understand the details
About the population as a whole. Convenience sampling technique has been adopted
For the purpose of collecting data for the study. Here the sample of the population can
Be selected based on convenience of the researcher. In this study, sampling covers the
Population of MUMBAI city. And chosen the respondents who Were visited to HYPERCITY.
Methodology:
A research design is considered as the framework or plan for a study that guides as well
as helps the data collection and analysis of data. Present study is an analytical and descriptive in
nature and based on empirical study. The data was collected from both primary and secondary
sources. The primary source of data is respondents concerned and collected by using a
predefined questionnaire. The secondary sources include books, articles, periodicals,
newspapers, various reports, websites etc.
The study is based on both primary and secondary data.
• Secondary Data: Secondary data is collected from the company records publications of
Journals, Newspapers and Websites and websites.
• Primary Data: Primary data is collected from the customers at Hypercity through
Questionnaire and personal contacts.
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18. GRAPHICAL REPRESENTATION OF DATA
1. OVERALL SATISFACTIONABOUT PRODUCT
Highly Satified
Satified
Dissatified
Very Dissatified
2. HOW WELL DO OUR PRODUCT MEET YOUR NEED.
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19. Extremely Well
Very well
Somewhatwell
Not so well
Not at all Well
3. HOW WOULD YOU RATE THE QUALITY OFPRODUCT
Very High Quality
High Quality
Neither Highnor
Low
Low Quality
4. HOW WOULD YOU DESCRIBE YOUR OVERALL OPINION OF OUR BRAND?
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20. Extremely Fa-
vorable
Very Favorable
Somewhat Fa-
vorable
Not so favorable
Not Heard of this
brand
ANALYSIS AND INTERPRETATION
➢ 30% customers are highly satisfied and 50% are satisfied with the product.
➢ 55% Customers say product quality is high.
➢ 55% Customers gave positive response to brand.
➢ 30% Customers not heard about the product.
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21. LEARNING
➢ Important of Customer Relation in selling.
➢ Learned Cross selling to increase the sale.
➢ Look and Feel Concept
.
➢ Being Presentable while selling.
➢ You CAN SELL GOOD PRODUCTAT GOOD PRICE.
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22. SUGGESTION
➢ Promotion Policy
➢ Capturing of Rural area.
➢ Quantity should raise against price.
➢ There must be Marico’s own selling site.
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23. CONCLUSION
Presently, the retail industry is a multi-faceted industry serving market
Segments carrying diverse business needs and service requirements. The increase of
consolidation, globalisation and customisation has significantly changed the
traditional retail model. At present, retailers are serious in examining the challenges
evolved among consumer’s perspective as they try to maximise their sales and
achieve minimum profit targets. Hence, this study primarily helps to identify the
various factors like sales promotion, service quality, store environment and individual
characteristics which influence the buying behaviour of the consumers in the modern
retail outlets.
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24. REFERENCE:-
saffolafittify.com
marico.com
www.marketing91.com
www.mbaskool.com
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