0601022 marketing possibilities of mr.cook product

1
A
PROJECT REPORT
ON
“MARKETING POSSIBILITIES OF MR.COOK PRODUCT”
FOR
“PREMEIR ENTERPRISES CO. LTD.”
BY
JAYADEV VENUGOPAL
UNDER THE GUIDANCE OF
PROF.MAHESH GADEKAR
SUBMITTED TO
UNIVERSITY OF PUNE
IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR
THE AWARD OF THE DEGREE OF MASTER OF BUSINESS
ADMINISTRATION (MBA).
THROUGH
VISHWAKARMA INSTITUTE OF MANAGEMENT
PUNE-48.
ACKNOWLEDGEMENT

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I sincerely thank director Dr. Sharad Joshi and Prof. Mahesh Gadekar for the
guidance extended by them, which enabled me to complete the project. I would like
to extend my sincere thanks to Mr. Martin Davis, Managing director, Roshan S.
(Administrative Assistance) of premier enterprise Angamali (Kerala).For giving me
the permission and help to do the project. I take this opportunity to thank
Vishwakarma Institute of Management, (Pune) and for having introduced this
course and helping me to learn more about management aspect. Finally I thank all
those who have directly or indirectly helped me in completing this project.
Jayadev Venugopal

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STUDENT DECLARATION
I here by declare that this project report entitled A Study of Brand
Awareness of MR.COOK product with respect to Premier Enterprises under the
guidance of Prof. Mahesh Gadekar is original and not copied from any other earlier
report. The empirical conclusion and finding on this report is based on the information
collected by me.
I further declare that the project report has not been earlier submitted to any
other university for the award of any diplomadegree fellowship.
Place – pune
Date -
Jayadev venugopal
TO WHOMSOEVER IT MAY CONCERN

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This is to certify that Mr. JAYADEV VENUGOPAL is a bonafide student of our
institute. He has successfully carried out his summer project “Marketing possibilities
of MR.COOK product” titled, at Premier Enterprises, Kerala. This is original study of
Mr. Jayadev Venugopal. And important sources of data used by him have been
acknowledged in his report.
The report is submitted in partial fulfillment of two years full time course of Masters in
Business Administration 2006-2008 as per the rule.
Prof. Mahesh Gadekar Dr. Sharad Joshi
Project Guide Director
(VIM) (VIM)

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PREMIER ENTERPRISES
Maikad P.O., Angamaly-683589
Eranakulam Dist. Kerala.
Tel: 0484 2457744, 2454644
Date: 17/07/2007
Project Certificate
This is to certify that Mr. Jayadev Venugopal, MBA Student of
Vishwakarma Institute of Management (Pune University) has successfully
completed the summer project titled “Marketing Possibilities of Mr. Cook
Product”. Duration of the project was from 20th
May to 15th
July 2007. His
conduct and behaviour through out the period has been very good. We wish him
best of luck in his future endeavors.
Premier Enterprises,
Martin Davis
Managing Director

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INDEX
NO PARTICULAR PAGE NO
1 EXECUTIVE SUMMARY 1-2
2 CHAPTER I
INTRODUCTION
3
3 CHAPTER II
COMPANY PROFILE
ORGANIZATIONAL CHART
6
7-11
12-21
4 CHAPTER III
RESEARCH METHODOLOGY
DATA ANALYSIS
22
23-39
28- 40
5 CHAPTER IV
FINDINGS
SUGGESTIONS
41
42-43
44-45
6 CONCLUSION 46
7 BIBLIOGRAPHY 47
8 QUESTIONNAIRE 48-49

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EXECUTIVE SUMMARY
The objective behind making this project is to know the dealers expectations and
how effectively the marketing practices are carried out to attract the customers with
dealer‟s expectations
NEED AND SCOPE OF THE STUDY
The study gives a clear picture about the marketing possibilities in the selected
region. It will also provide the retailers to express their suggestions and opinions
about the product
During my internship I was assigned on
“MARKET RESEARCH & ANALYSIS”
Title
“MARKETING POSSIBILITIES OF MR. COOK PRODUCT”
Company profile
In the company profile, the history and current scenario of PREMIER ENTERPRISES
has been described.

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OBJECTIVES
The main objective of this study is to find out the brand preference of
Mr.Cook kitchen utensils in the market
SUB OBJECTIVES
1. To find out the reason for preference
2. To find out the product wise demand
3. To find out the reason for preferring Mr. Cook
4. To find out the reason for preferring other brand
5. To find out the satisfaction level of retailer
6. To find out the need and wants of retailers
This is an exploratory research design, which involves dealers and
contractors in different districts.
TOOLS FOR ANALYSIS
In this study appropriate mathematical and statistical tools where made use
for the analysis of the data. Graphs, diagrams, tables and charts will be used to
represent the analyzed data.
LIMITATIONS OF ANALYSIS
 The reliability of the data used in this study is dependent upon the
response of dealer‟s and contractors.
 The study will be limited to the particular area only and so the
findings of the study are only indicating and cannot be generalized.
 Due to shortage of time an in depth study regarding the population is
not possible.

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INTRODUCTION
The main motive of doing this research was to get the feedback from the dealers,
analyzing it and finding the weak areas in which PREMIER ENTERPRISES is and
overcome the weaknesses to give a better service to the existing customers & future
prospects. This company aims to target these customer groups & offer innovative &
convenient service with the help of promotional strategies that will fulfill their needs
fast and efficiently.
The survey has been done at (Angamaly) KERALA on various factors such as variety,
quality, service, promotions, offers and many more.
The sample size was 100. This study aims at creating and analyzing brand awareness
among the dealers about the service offered to them by PREMIER ENTERPRISES.
SMALL-SCALE INDUSTRIES
The small-scale industries have made tremendous contribution to our
economy. A significant feature of Indian economy since independence is the
rapid growth of the small-scale industries sector. In the industrial policy
resolution of 1948 and 1956 the small scale was given special role for creating
additional employment with low capital investment. A new thrust was given in
favor of small –scale industrial unit by the industrial policy statement of 1977.
The industrial policy resolution of 1956, while emphasizing the role of small-
scale industries states. They provide immediate large-scale employment they
offer a method of ensuring a more equitable distribution of the national income

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and they facilitate an effective mobilization of resources of capital and skill,
which might other ways remain unutilized.
OBJECTIVES OF SMALL SCALE INDUSTRIES (SSI) UNITS
 To generate immediate and large scale employment opportunities with
low investment.
 To eradicate unemployment problems of our country.
 To bring backward areas of our nation developed.
 To promote regional development of in the whole country.
 To ensure more equitable distribution of national income
 To encourage dispersal of industries to all over country
 To improve the standard of living of people in the country.

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CHAPTER –2
COMPANY PROFILE

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INDUSTRY PROFILE
INTRODUCTION TO THE ALUMINIUM INDUSTRY
Aluminum is a soft while metal. It is one of the elements of group 13 of the
periodic table. Aluminum is found wide spread in nature but only in combined
forms as oxides or silicates. It is the widely distributed metal. It occurs as silicate
in almost all crystalline silicate rocks like Feldspar, toluene, Mica, etc. in the
oxide form, it is found in corundum, Diasporas and bauxite. Aluminum has
strong ionization energy and tends to form more covalent compound. It renders
UN reactive ness because of the presence of a stable oxide film on its surface.
HISTORY OF ALUMINIUM
Aluminum was first isolated in 1885 when Darted obtained it by reducing
Aluminum chloride with potassium. But aluminum obtained by this process was
costlier than gold. Today it is cheap and plentiful. Thanks to the strenuous effort
of a college student named Charles Martin Hall. Hall was inspired by his
chemistry teacher‟s account of the possibilities that lay in the successful
production of this light metal. By trial and error involving experiments
with .Hundreds of metals and with crude and home made equipments in a
wooden shed in the backyard of his house; hall then, only 22 years of age,
produced his first tiny globule of aluminum by the electrolysis of aluminum
oxide dissolved in molten cryolte in 1886. Another scientist Paul Heroult in
France conceived the same process at about the same time. Today we use their
method for production of aluminum and it is generally called as Hall herald
process.

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ALUMINIUM INDUSTRY IN INDIA.
India has large resources of high-grade bauxite (The Basic ore of Aluminum)
deposits, placing it fifth in the world after Australia, Guinea, Brazil and Jamaica.
Aluminum is being accepted, as a metal for which there is no substitute owing to
its unique properties and qualities “Aluminum Association of India (AAI)
governs the aluminum industries in India. Major bauxite reserves are
concentrated on the East coast along Orissa and Andrapradesh.
The Indian aluminum Industry consists of five primary aluminum
producers and a host of downstream producers. The total installed capacity of
primary aluminum in India is 0.645 mn. ton. National Aluminum Company Ltd.
(NALCO), HINDALDO Industries, Bharat Aluminium Company Limited
(BALCO), Madras Aluminium Company (MALCO), Indian Aluminum
Company Ltd. (INDAL) are the five integrated aluminium producers.
HINDALCO and INDAL also manufacture value added downstream products.
ALUMINIUM: IMPORTANCE AND USES
Aluminum has gained range of importance because of the following
reasons. It has low density, it does not corrode easily in air it is not attacked by
water, it is a good conductor of heat and electricity, it is a very good magnetic
substance, it has high reflectivity for light and radiant energy, it is light,
malleable and ductile metal. Aluminum and its strong alloys are widely used for
structural purpose for aircraft, railway, automobiles and ship constructions. It is
used for making utensils. It gives foils of extreme thinness, which are used as
wrappers for chocolates and cigarettes. The fine dust of the metal is used in paints
and lacquers. Mixed with iron oxide, aluminum power forms, it is used in
welding; aluminum is also used in the manufacture of building purpose like
windows, doors, curtain railings, shop fronts and partitions.

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ALUMINIUM : METAL OF FUTURE
From the humble kettle to a fuselage, aluminum has come a long way. If
the high tech world prefers for its lightweight and inherent strength, the
housewife still opts for it because it is very easy to use, rugged and non-toxic.
There is virtually no end to use of aluminum. As a metal of household users, it is
simply way of head of others like stainless steel, plastic and china clay. It is most
useful for cooking and storing food articles.
Pure aluminum has advantages over other metals, as this is highly fuel
efficient due to the quick transfer of heat. Moreover, it never required tin-plating
as done in copper vessels and it‟s economical. Aluminum vessels and containers
are also very convenient for carrying food and drink for longer distances. They
are not only cheap but they can also withstand the wear and tear of daily use
longer than any other compatible product. Over and above all these, aluminum
utensils also enjoy considerable value.
PROFILE OF THE ORGANIZATION
The “Mr. Cook” was set up in 1988 by Mr. Martin Davis, a man who set out
the vision to bring quality aluminum vessels into the traditional homes of South
India. The firm aims to give quality products to discovering customer in order to
have an expanding number of loyal clients. Their every product introduced with
great carne and in tune with the emerging demands of the customer. This firm is
at the threshold of globalization with new products to meet the challenges of
liberalized economy and competition. The introduction of Mr. Cook Thermal
Cookers and pressure cookers marks the foray this highly competitive segment.
The factory of Mr. Cook” is located in Chembanoor, Angamaly in Kerala.
“Mr. Cook is a small scale industry which is registered in 1988 as a partnership
firm with Mr. Martin Davis and Anna Devassy as partners. It is an ISO 9000

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registered firm. They got ISO 9000 in the year 2004; certification justified the
high standard of the products. They bank with “Federal Bank” Nedumbassery. In
1991 they started trading of Thermal Cooker. Before they have only trading of
Puttukudam and idli cooker. In 1995 they started trading pressure cooker from
Delhi, assemble and trade in their brand name “Mr. Cook”. In 2000
They started assembling and trading of mixer grinder. In 2002, they started their
own unit for thermal cooker and pressure cooker. In 2004 they started to produce
Aluminum vessels. In 2006 the company had achieved an award for consumer
protection. An in the same year itself they had introduced a thermal cooker with
the brand name “magic” in new color and in new style. The best quality of raw
materials are sourced from Ernakulam and Pattambi in Thrissur District and
manufactured in the state of the art facility that meets the highest standards. To
promote the sale of their product they were taking several sales promotional
activities. They were giving advertisement in T.V channels. Mostly they give
advertisement in festival seasons like Onam, Christmas and Vishu etc., the
advertising firm „mother communication”. The products are marketed all over
Kerala and in selected cities in Tamil Nadu and Karnataka. Recently the firm has
received export license and has a vision of exporting their products to gulf
countries. The main competitors are Anna Group of Company. They are also
producing the Thermal Cooker and pressure cooker. Hence in Thermal cooker
and pressure cooker they are the market leader.
PRODUCT PROFILE
Mr. Cook Thermal Cooker
Mr. Cook Pressure cooker
Mr. Cook Mixer Grinder
Mr. Cook aluminum vessels.

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READY FOR TOMORROW
Mr. Cook Company has a vision to manufacture non-stick vessels and
casserole. The day is not for before Mr. Cook enters into the international market.
And with the perseverance and commitment of the employees it is indeed a
dream that will come true before long.
ORGANIZATION STRUCTURE AND LAYOUT
Organization structure is the pattern in which various parts or components
are interrelated or interconnected. The organization structure is the pattern of
relationship among the components or parts of the organization. This prescribes
the relationship among various activities held by various persons and the
structure is the relationship among people in the organization.
The problem of identifying structure for organizational process does not
mean that there is no difference between the two and this distinction is important
in understanding the concept and design organization structure.
In large and complex organization, structure is set forth initially by the
design of the major components or subsystem and then by establishing
relationship among these subsystems. It is the pattern sing of these relationships
with some degree of permanency, which is refereed to as organization structure.
Design of basic structure involves 3 issues as how the work of the organization
will be divided and assigned among various positions, groups, divisions,
departments, etc and how the co-ordination necessary to accomplishment total
organizational objectives will be achieved.

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ORGANIZATIONAL CHART
Organization chart is the vital tool for providing information about
organizational relationships. Such a chart is in diagrammatical form, which
shows the major functions and their respective relationships, the channel of
formal authority, and the relative authority of each manager who is in charge of
each respective function. The organization chart shows only formal relationships,
the informal relationships are mostly transitory and flexible, so they are not
depicted on the chart. Moreover, it depicts formal relationships only at a given
point of time. An organizational chart either shows the functions or titles of the
positions with or without the name of the position holders.

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Figure showing Organization Structure
Managing
director
General Manager
Administrative officer
Purchasing
department
Finance
department
Production
department
Marketing
department
Personnel
department

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Organization Layout
PURCHASE DEPARTMENT
Purchase department looks after all purchase includes raw materials. The
department has elaborate and well documented procedure and to set in motion the
purchase process, once being informed by the concerned department about the
need to procure. The department looks after the purchase of all divisions. Further
it also keeps truck of purchases made by each department against the amount
located to them in the budget.
Purchase of aluminum scrap is normally done from Ernakulam and
Pattaambi or form agent based on the availability of aluminum based on the
incoming parameters and accept the aluminum and the details are recorded in
GRN for the purchases of aluminum scra0p no purchase order is issued.

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Figure showing purchase Department
General Manager
Purchase manager
Supervisor
Workers

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PRODUCTION DEPARTMENT
To lay down a procedure to ensure that stipulated process, which directly
effect the quality are carried out under control conditions to provide customer
satisfaction. Operators, plant in charge and project manager are responsible for
the production process.
Production Process
PROCESS – 1
PROCESS - 2
These are the production process of Thermal Cooker
Melting Rolling Cutting Pressing
Melting
Packaging Powder
coating
Acid
Washing
Shaping

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Figure showing production Department
MARKETING DEPARTMENT
The marketing department of Mr. Cook working directly under the head of
Marketing Manager. The marketing department plays an important role in any
organization for achieving the success of the set goals of the organization in Mr.
Cook, Marketing department is considered as the Heart of the Company.
TYPE OF MARKETING
There are two types of markets for their market.
DIRECT MARKET:
It is through wholesale shops.
INDIRECT MARKET:
It is through declares and retailer. Dealers work is on commission basis.
Company provides transportation facilities.
PRICING
Pricing objectives are attained through price policies. The pricing strategy
selected by the market should be capable of attaining the pricing objectives. The
price of the product is most reasonable to the consumers.
Administrative manager
Production supervisor
Workers

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Figure showing marketing department
FINANCE DEPARTMENT
Finance department is one of the important departments in any organization.
Finance department is responsible for all financial activities,. This department
keeps different transactions like production, sales payment to employees etc. it
also maintains important accounting records such as general, purchase ledger,
sales ledger, salary and wages account etc. Finance department is concerned with
all receipts and payments of Mr. Cook maintains any book, cash book, purchase
register, sales register, asset register, general ledger, sundry debtors and creditors
etc.
The system of account followed by the company is accrual basis. The
accounts are prepared in accordance with the accounting policies generally
accepted and are in line with the relevant laws as well as the guidelines
prescribed by the department of the company affairs and the institute of chartered
accountants of India.
Marketing manager
Marketing executives
Field forces

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Figure showing finance department
PERSONAL DEPARTMENT
Personnel department is established as a staff department to devise all other
departments. This development of an organization fully depends up on the
manager who deals with the people at work and is aware of the pulse of the
working class.
The Mr. Cook has employee strength of 75 located at Chembannoor. The
company has categorized its employees broadly into four:
Worker Grade
Staff Grade
Executive Grade
Management Grade
Finance manager
Assistant manager
Accounts manager

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As in any well-developed Human Resource System this wing look after the
recruitment, induction, absorption, training and posting, salary divisions,
performance appraisal, disciplinary actions, and personal grievances of the
employees. The department has clear-cut policies on all aspects if it is
functioning and acts as a helping hand to all employees. Here the administrative
manager himself takes care of the department. They provide canteen facilities for
the employees will be more satisfied. Redresses is solved by the employer by
protecting the needs and wants of the employer by protecting the needs and wants
of the employees.
Figure showing personnel department
Administrative manager
Staff

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CHAPTER – 3
RESEARCH
METHODOLOGY

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Marketing research is the systematic design collection, analysis and reporting of data
and findings relevant to a specific marketing solution facing the company. A
company can obtain marketing research in a number of ways. Small companies can
engage students or professors at a local college to design and carry out the project or
they can hire a marketing research firm most large companies have their Own
marketing departments. Marketing research requires the application of the systems
approach to the task of collecting; organizing, and interpretation desired marketing
information. Thus means that each step in the research process must be carefully
planned efficiently coordinated with all other related steps. So that all the steps are
properly integrated and executed as specified at the proper time and in desired
sequence. Each imported division or segment of the process of investigation and
analysis plays vital role in the efforts of the research team to achieve the stated
goals. Marketing research is directly concerned with tall three operations input
process and output. Input is usually data i.e. facts and figures and values of ten
qualified. Researchers process the collected data.
In data processing we have the operation of editing classification and
analysis and output is the result of processing. It is in the form of information.
Information is critical to the successful marketing operations as intelligence is to
warfare. Marketing research processes provide information not data to marketing
executives.
Marketing decision is based on information not on data.
Effective marketing research involves five steps

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1- Defining the problem and research objectives;”
The first step calls for defining the problem carefully and agree on the
research objectives. As old age says” a problem will define is half solved not all
research process can be made specific in their objectives. There are two main types
of research exploratory research and descriptive research.
2-Developing the research plan
The second stage of marketing research call for developing the most
efficient plan for gathering the needed information, designing a research plan require
decisions on data sources, research approaches research instruments, sampling plan
and contract methods.
3-Collecting the information
This phase is generally the most expensive and the most liable to errors
some respondents will not be available and must be re contacted or replaced. Other
respondents still other ways still others will give biased or dishonest answers.
4-Analyzing the information:
The next step in the marketing research process is to extract pertinent
findings for the data. The researcher tabulates the data and develops one way and
two-way frequency distributions. Average and measure of dispersion are computed
for the major variables. The researcher will also apply some advanced statistical
techniques and decision models in the hope of discovering additional findings.
5-Presenting the findings
The researcher should not try to over whelm the management with lots
of numbers and fancy statistical techniques major findings that are relevant to the
major marketing problems facing management need only be presented. The study is
useful when it reduces management‟s uncertainty concerning the right move to
make.

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MARKET RESEARCH
Market research involves the use of surveys, tests, and statistical studies to
analyze consumer trends and to forecast the size and location of markets for
specific products or services. The social sciences are increasingly utilized in
customer research. Psychology and sociology, for example, by providing clues to
people‟s activities, circumstances, wants, desires, and general motivation, are
keys to understanding the various behavioral patterns of consumers.
Coupled with applications from the social sciences has been the introduction of
modern measuring methods when surveys are carried out to determine the extent of
markets for a particular product. These methods include the use of statistics and the
utilization of computers to determine trends in consumer‟s desires for various
products. Scientific analysis is being used in such areas as product development,
particularly in evaluating the sales potential of new product ideas. For example, use
is made of mathematical models-that is, theory based projections of social behavior
in a particular social relationship. Sales projections become the basis for many
important marketing decisions, including those relating to the type and extent of
advertising, the allocation of salespeople, and the number and location of
warehouses.

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Method of data collection
The task of data collection starts the research problem has been defined and
research design plan checked out. All marketing researchers can tap two sources of
data for investigation.
1 internal source
2 External sources
Facts and figures are the raw materials with which the researcher works.
Internal sources are the companies own records register documents. Sales records,
invoice records provide valuable information regarding the sales by products,
territories and customers. Research starts with internal data and it is expensive
preliminary or explorative phase of research usually tap the internal sources initially.
All other sources of information are external sources of data.Another way of
classifying the sources of data. Another way of classifying the sources of
information is
1Primary data
2Secondary data
The major types of data
1. Primary data
Information obtained from original sources by researcher is known as primary
data. Primary data can be collected through observation, focus groups, surveys and
experiments survey research stance midway between observational and focus group
research on one hand and experimental research on the other hand. Observations and
focus groups are best suited for exploratory research. Surveys are best suited for
descriptive research and experiment are best suited for casual research
Questionnaire is by far the most common instrument in collecting
primary data. A questionnaire consists of a set of questions presented to a
respondent for their answers, questionnaire need to be carefully developed tested
and debugged before they are administered on a large scale. Marketing research

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distinguished between when closed-end and open ended questions. Close-end
questions pre-specify all the possible answers and respondents make a choice for
among them
Open-end questions allow respondent to answer in their own words. They often
reveal more because respondents are not constrained in their answers. Closed end
questions are easier to interpret and tabulate.
The researcher must design a sampling plan keeping in mind surveyed the
number of people to be surveyed and how they should be chosen. Personnel
interview is the most versatile among the existing contract methods
The interviewer can ask more questions and can record additional observation
about the respondent such as dress and body language personal interview is the most
expensive method and requires more administritative planning and supervision. The
other contract methods are main questionnaire and telephonic interviewing.
2. Secondary data
Secondary data consist of information that already exists some where having been
connected for another purposes, researchers usually start their investigation by
examining secondary data to see whether their problems
Can be partly or wholly solved without collecting costly primary data. It provides a
starting a point for research and offers the advantages of low cost and ready
availability.
Limitations of secondary data
*It must sufficiently current
*It must be relevant and valid
*It must be accurate and reliable
*It must be impartial

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Merits of secondary data
*It is much cheaper to use
*It is quicker to obtain
*It is conceivable subjects, particularly where primary data may be impossible.

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Data analysis
A sample of 100 respondents where selected for the study‟s well-structured
questionnaire was prepared which contained 20 questions relevant to the subject. As
far as possible personal questions avoided. The questions were clear and arranged
logically. Probable answers were given wherever possible to make the job of the
respondents easier. Sitting collected the answers to all the questions with the
respondent. Whenever classification was sought it was cleared then and they are in
order to avoid any ambiguity the data thus collected was analyzed as below.

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Table no.1
Table showing the most selling brands of kitchen utensils as per the response of
Retailers
Brand Number of respondent
Mr. Cook 26
Chackson 26
Prestige 28
Hawkins 20
Total 100
Figure no.1
0
5
10
15
20
25
30
Mr.Cook chackson prestige hawkins
The response of retailers is greater than that of customers. Because the customer will
come to know about the product only when they are about to buy them. As per the
response of retailers the most selling brand is Prestige.

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TABLE 2
THIS TABLE SHOWING NO.OF BRANDS DEALING BY THE
RETAILORS
BRAND No. Of Customers
One 24
Two 28
Three 22
Four 14
More than five 12
Total 100
Figure no2
0
2
4
6
8
10
12
14
16
one two three four more than five
This figure is very important because from this figure we can understand that most
of the retailers deal in more than one brand this is because retailers have lost
confidence in selling one brand. some retailers deal in different brand this is to
satisfy different needs of customers.

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TABLE NO.3
THE TABLE SHOWING THE COMPETITORS OF MR.COOK KITCHEN
UTENSILS IN ANGAMALI, ALUVA, PAROOR, AND ERNAKULAM
DISTRICTS.
BRAND NO.OF RESPONDENTS
HAWKINS 30
PRESTIGE 24
CHACKSON 18
PIGEON 16
ASIAN 12
TOTAL 100
FIGURE NO.3
HAWKINS
PRESTIGE
CHACKSON
PIGEON
ASIAN
The data is collected from sales executive and dealers of angamali, aluva, paroor,
and ernakulam district. In this chart only a small list of companies come into market
and go out of market, only a few companies remained in the market and go out of

38
the market, only few companies remained in the market that could with stand
competition. There are also many companies who deal in products, which is not up
to the standard. The study includes only those companies who remain in the main
stream of market.
Table no.4
Table showing the media through which most retailers came to know about Mr.
Cook product.
Response No. Of Response
Advertisement 24
Representative 20
Quality 26
Previous dealer 18
Others 12
Total 100
Figure no.4
0
5
10
15
20
25
30
advertsment quality others
Most retailers know Mr. Cook product through advertisements. But that is not
enough for a retailer or sales representative.
So more attractive schemes should be introduce in order to conquer the market. 15%
of the populations know Mr. Cook as they where previous dealers of it so it must be

39
studied because in this business a customer is always satisfied and the factor that
determines business is the satisfaction of the retailers.
Table no.5
Table showing the response of retailers towards the marketing policies of Mr.
Cook product.
Yes 44
No 56
Total 100
Figure no.5
yes
no
This figure shows the market portion of Mr. Cook product. it means that this much
portion of it retail network remained constant for many years and it is based on the

40
quality of product supplied by them. This also represents a market portion which
could be influenced by quality.
Table no.6
Table showing the experience of retailers
Years of experience No. Of Response
1 yr 8
1 to 5yrs 16
5 to 10yrs 18
More than 4 years 58
Total 100
Figure no.6
upto 1yr
1yr to 5yrs
5yrs to 10yrs
10yr and more
This figure shows that the majority of the retailers are experienced so no simple
technique will be able to satisfy them. So new schemes must be introduced in such a
manner that they must get wondered.

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Table no.7
Table showing the most attracted attributes of Mr. Cook product.
Quality 70
Availability 30
Total 100
Figure no.7
0
10
20
30
40
50
60
70
quality availability
There where also many other choices given to retailers but the most responded ones
where quality and availability.

42
Table no 8
Table showing the No. Of customers deal by the retailers
10-20 24
20-30 24
Above 30 52
Total 100
Figure no.8
I0-20
20-30
above 30
This figure shows the No.Of customers deal by the retailers in one month. This
means that most retailers have enough customers. The result is affected by the
retailers who deal in products other than Mr. Cook products.

43
Table no.9
Table showing the No. of retailers who have been allowed credit facility by
companies
Response No: response
Yes 72
NO 28
Total 100
Figure no.9
yes no
In most business now a days retailers require credit facility but that is the facility
required for developing business units but the majority of the big selling business units
require quality products as demanded with less price and commission.

44
Table no. 10
Table showing the duration of credit is allowed.
1week 18
2week 14
1month 38
45days 30
Total 100
Figure no. 10
0
5
10
15
20
25
30
35
40
1 week 2week 1month 45days
The above data shows that credit period is always varying. That is different companies
and different retailers. But most companies agree upon one-month credit period.

45
Table no. 11
Table showing the response of the retailers about the various marketing
techniques
Advertisement 14
Quality 30
No response 56
Total 100
Figure no.11
Figure showing the response of the retailers about the various marketing techniques.
0
20
40
60
advertisement quality No response

46
Table no.12
Table showing the effectiveness of marketing techniques as responded by the
retailers
Response No of response
Advertisement 16
Credit facility 16
Incentives 12
Timely supply 16
Low rate 16
Quality 24
Total 100
Figure no.12
0 5 10 15 20 25
advertisement
credit facility
incentives
timely supply
low rate
quality
quality
low rate
timely supply
incentives
credit facility
advertisement
No. of response
These are the various methods as responded by the retailers. But from their
conversations I inferred that, they need much more.

47
CHAPTER – 4
FINDING
&
SUGGESTIONS

48
FINDINGS
1. As a small-scale industry Mr. Cook, kitchen utensils have made significant
contributions to our economy. It can create a number of employment
opportunities. It can also improve the standard of living in the country.
2. Customer satisfaction is the success of the most business, but in this
business what the retailers tell becomes the choice of the customer. So in
this business retailers and sales executives are the kings.
3. The major marketing technique presently used by the company includes
credit facility with cash discounts, advertisements, incentive schemes,
product availability and quality. This is obtained from survey with retailers,
sales executives and dealers. Most of the dealers are almost satisfied with
credit facility.
4. From the survey it was found that product awareness is very less among
customers, due to lack of advertisement. So more advertisement is needed
5. From the survey it was found that most respondents deal in more than one
company products.
6. In the market, cooker may be of different size and quality. But the market
classified it as ISO, ISI and ordinary. As the chose of the customers are
determined by retailers and price of the product, a marketing technique
should be implemented to satisfy both these needs.
7. There are more than 20 brands of cooker available in the market. These
companies remain in the market not because of quality and price, but by
satisfying the needs of retailers.
8. The market not only demands for ISI and ISO products but also demands
for a product, which is very cheep.

49
9. 15% of the retailers where previous dealers of the company. The company
must find out the reason for their stopping and also for expanding the
market. It is very essential.
10. Most of the retailers are very much-experienced ones. So they could only be
satisfied by giving quality products at reasonable rates and quality services.
11. Marketing channel should remain constant. If the companies have direct
customers it will affect the company. It will affect the marketing channel.
So the company must establish a retailer in order to direct those customers.
12. The most attracted attribute of Mr. Cook is its quality and price.
13. Most of the retailers are having good business. The company must attract
the retailers who are having good business. This must be done as a step-by-
step process.
14. Most retailers do not know anything about the marketing techniques.
15. Retailers having good sales demand for quality product in time at
reasonable price and commission for sales executives.
16. Retailers having reasonable sales demand for quality product with low
price, credit facility and incentives schemes.
17. The survey conducted in Ankamaly, Aluva, Paravoor, and Ernakulam
reveals that more than 20 brands of pressure cooker are having different
qualities, quantity and prices. The main competitors of Mr. Cook products
by comparing price and quality are Hawkins, Prestige and Chakson.

50
SUGGESTIONS
An analysis among the dealers of Mr. Cook revealed certain facts and several
suggestions aroused from the study, which may be useful for improving the
effectiveness of marketing techniques of Mr. Cook.
1. The duration of the credit facility given to retailers should be increased and
credit discount should be provided for motivating them.
2. Good behavior and personality will affect the business. If a person‟s
behavior is attractive it will also help the profitability of the business. In such
a manner business also has its own behavior. It has also separate existence
for its staff and managers. Only by maintaining good relation a firm can
build up goodwill. For this purpose the firm must take active steps in order to
maintain its old customers that are actually its previous relations.
3. Product awareness is a must for growth of business. Product awareness
depends mainly on advertisement. Advertisement is the most effective
method for product awareness, in order to increase sales.
4. Dealers meet and sales executive meet can be conducted once in a year. It
will play a crucial role for the firm to meet its current problems. Also a
survey must be conducted every year. This is for making the retailers know
that the company is considering their problems.
5. More incentives and allowances will be always demanded by the retailers.
This should be allowed when and only when the demand for the product
decreases or when advertisement effectiveness falls. This facility could also
be given to small retailers in order to give them a chance to exploit the
market.
6. Quality purchase benefit is needed. It helps the dealers to purchase in bulk
and concentrate on the sale of Mr. Cook.

51
7. Festival treatment is beneficial to increase the sale of Mr. Cook.
8. The company must follow the distribution – channel only.
Company Sales Executives Dealers Customers.
Company can make adjustments in dealing with dealers and sales executives.
But it should also be in an under stable manner. Company should never
supply directly to the customers.
9. Company must help the small retailers by fixing targets and if achieved by
them some gift or incentives.
10. Company must not be formal person before big retailers. Company should be
miry cooperative towards them by giving adequate supplies.
11. Company must take adequate care in marketing sector. Company must
appoint a marketing executive at least for some period of time in order to
analyze and studying the strategies of other companies.
12. Mr. Cook is having a wide network. It must study the marketing possibilities
in various markets and make adequate measure accordingly.
13. Satisfaction of dealers and sales executives is a must for remaining in this
market and advertisement is a must for growth of market.

52
CONCLUSION
In the present market situation where Mr. Cook product is highly
demanded, than other brand due to its good quality, the company has a very good
potential for growth. “A satisfied customer is the best advertisement that the
product can ever have” is a marketing proverb. There is an increase in the number
of consumers who opt for Mr. Cook product because of its quality and safety.
The product has already a wider awareness among the consumers and acceptance
by them. With proper care and attention, the company can make use of the
situation and increase its market share. Quality and after sales service is an
important factor in selecting the Mr. Cook Pressure Cooker dealer said. An
uncompromising attitude towards quality, at all levels, will make thing easy.

53
BIBLIOGRAPHY
Marketing Management ----- Philip Kotler
Research Methodology ----- C.R.Kothari
Consumer Behavior ----- Surja Nayar
WEB SITE: www.mrcookworld.com
: www.britanica.com
: www.google.com

54
Questionnaire for dealer’s survey
Name:-
Address:-
Phone:-
1. How many brands of Cooker you are dealing with?
One  two  Three  Four  More than
that 
2. Which are the brands?
Mr. Cook  Chackson  Prestige  Hawkins  Others 
3. Which is the most selling brand?
Mr Cook  Chackson  Prestige  Hawkins Others 
4. How did you come to know about Mr Cook Product?
Advertisement  Representative Dealers  Others 
5. Are you a dealer of Mr. Cook Product?
Yes  No 
6. If yes how long have you been?
I Year  2 Years  Years  4 Years More than 4
years 
7. Which features of Cooker attracts to customers?
Availability  Quality  Price  Guaranteed Others  Salesman
coupon 
8. How many customer you deal with?
1-50  50-200  200-400  400 and above 
9. Have you been allowed any credit facilities by the company?
Yes  No 
10. If yes How long?
1 week  2 week  One month  More than One month 
11. What are the Marketing techniques of this business?
Advertisements  Quality  Guarantee  Replacement Facility Others


55
12. Which is the most effective one?
Advertisement  Credit facility  Incentive scheme  Timely Supply Others 
13. Are you satisfied with these techniques?
Yes  No 
14. Is there any advertisement for Mr. Cooker Product?
Yes  No 
15. Which company gives more guarantee / warranty facility?
Mr. Cook  Prestige  Hawkins  Pigeon  Others 
16. Which product gives you more benefit after selling?
17. Do you think that other products are better than this product? If yes which product?
Prestige  Hawkins  Pigeon  Others 
18. Which brand is more economic?
19. Do you think more advertisement is helpful to sell this product?
Yes  No 
20. What are your suggestions to improve sales?
.

0601022 marketing possibilities of mr.cook product

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