A ANALYTICAL STUDY OF PROMOTIONAL TOOLS OF MARKETING ADOPTED BY RESEARCH CENTRE OF MAKHANA,...

8/14/2019 A ANALYTICAL STUDY OF PROMOTIONAL TOOLS OF MARKETING ADOPTED BY RESEARCH CENTRE OF MAKHANA, DA

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A RESEARCH PROJECT REPORTon

A ANALYTICAL STUDY OF PROMOTIONAL TOOLS

OF MARKETING ADOPTED BY RESEARCH CENTREOF MAKHANA , DARBHANGA.

SUBMITTED FOR PARTIAL FULFILMENT OF THE DEGREEOF

MASTER OF BUSINESS ADMINISTRATION

By

Asif Zeya Khan

(Roll No.: 1168670040)Under the Supervision of

Mr.Rajnesh Khare

Assistant Professor

Accurate Institute of Advanced Management, Greater Noida

(Affiliated to MTU and Approved by AICTE)

2013


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DECLARATION

I , Asif Zeya Khan Roll N o. 1168670040 student of Accur ate I nstitu te ofAdvanced M anagement, Gr. Noida hereby declar e that the facts and figur es

presented in the report enti tled A ANAL YTICAL STUDY OF PROMOTI ONALTOOLS OF M ARKETI NG ADOPTED BY RESEARCH CENTRE OF

MAKHANA are true to the best of my knowledge & belief and are devoid fromany imaginative presentati on.

Asif zeya khan


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Accurate Institute of Advanced Management(Affiliated to MTU and Approved by AICTE)

Mr.Rajneesh Khare Date:.Assistant Professor

Certified that the Project Research Report entitled has A ANALYTICALSTUDY OF PROMOTIONAL TOOLS OF MARKETING ADOPTED BYRESEARCH CENTRE OF MAKHANA been prepared by Mr. ASIF ZEYA KHAN under my supervision. Mr. ASIF ZEYA KHAN has prepared the Reportduring 4 th Semester prescribed under MBA Ordinance governing the award of theDegree of MASTER OF BUSINESS ADMINISTRATION, Mahamaya Technical

University, NOIDA, and the Report embodies the result of his study andinvestigation conducted during the period he worked as a regular student. The report is of the standard expected of a candidate for the partial fulfillment ofMBA Degree and I recommend that it may be evaluated.

(Mr.Rajneesh Khare)Assist.Professor


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Plot No. 49, Knowledge Park-3, Greater NOIDA-201306 (UP)

PREFACE

The learning process of classroom is incomplete without any practical fieldexperience. It is because of the reason that our Institute like any other, has

provision for practical training, so practical training is vital. Accordingly we didour research to get exposure of real world problems.

This 3 weeks of survey gave us an insight into the working of an organization and

learn how some of the important concepts that we have been studying as a studentof management are applicable in the field. The project is a sincere attempt to focuson the subject in a lucid manner. I sincerely attempted to effort to carry out studyin deep on subject.

During this period we had the opportunity to observe the companys performance, place in the industry, its products, pricing, advertisement, promotions and its goodwill through our market survey. It is hoped that this study will provide valuable

information in various issues related to the company.

ASIF ZEYA KHANRoll no. :- 11686700


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ACKNOWLEDGEMENT

This project has been made possible through the direct and indirect cooperation ofvarious persons for whom I wish to express our appreciation and gratitude.

First and foremost, my intellectual debt to our director DR. SEEMAKUMAR who placed me in an organisation to prepare this project on the giventopic. I also pay my hearties gratitude to my external guide- Dr. V.K GUPTA .Then my gratitude and regards to my internal guide- Prof. Rajnesh khare Both ofmy guides have contributed significantly to my thought process and for extending tome their wholehearted cooperation and support. I owe a deep sense of obligation forthem, as during my work they encouraged me constantly with their words ofappreciation and advice.

I am indebted to the people at Research Centre Of Makhana, Darbhanga for theircooperation and providing me with the knowledge and information, which I needfor making this project a reality.I am also beholden to my parents for their timely support and encouragement

Student Name: Asif Zeya Khan Roll no. : 1168670040Date:


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CONTENT

1. Introduction of the topic 92. Introduction to the organization 113. Research Methodology 30-34

Title of the study Duration of the study Objective of the study 35 Type of research Sample size &method of selecting sample 36 Scope of study

Limitation of study4. Analysis and description 50-615. Data analysis with theoretical description 61-6. Facts & findings 657. Conclusion 678. Bibliography 729. Annexure 73-75


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LIST OF TABLE&GRAPHS

TABLENO. TABLE/FIGURE NAME

PAGE NO

1 Figure 1.1 50

2 Figure.1.2 51

3 Figure.1.3 52

4 Figure.1.4 53

5 Figure.1.5 54

6 Figure.1.6 55

7 Figure.1.7 56

8 Figure.1.8 57

9 Figure.1.9 58

10 Figure.1.10 59

11 Figure.1.11 60

12 Figure.1.12 61


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INTRODUCTION TO THE TOPIC


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Introduction

Marketing in simple terms can be said to be A human activity directed at

satisfied needs and wants through an exchange process. Marketing as afunctional area of management is becoming extremely important as compared toother fields. All decisions in modern business organization revolve aroundinformation related with marketing decision making situations, which arecharacterized by Distribution Strategy, Channel members and Product decisions.The Product Decisions, customers assess a products value by looking at manyfactors including those that surround the product.

In a constantly changing business and market scenario, maintaining the channelmembers becomes more challenging in such a situation only innovativetechnology, good product and committed people, accompany can take the lead overits competitors

Market:

The set of all actual and potential buyers of a product or service

Marketing:

A social and managerial process whereby individuals and groups obtain what theyneed and want through creating and exchanging products and value with others.

Marketing Management:

The art and science of choosing target markets and building profitable relationshipswith them.

Customer Satisfaction:

The extent to which a products performance matches a buyers expectations.


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Marketing Mix:

The set of controllable tactical marketing tools product, price, place, and promotion that the firm blends to produce the response it wants in the target

market.

Developing the marketing Mix:

Once the company have decided on its overall competitive marketing strategy, it isready to begin planning the details of the marketing mix, one of the major conceptsin modern marketing. The marketing mix is the set of controllable, tacticalmarketing tools that the firm blends to produce the response it wants in the targetmarket.


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COMPANY PROFILE


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National Research Centre for MakhanaNRC for Makhana located on a sprawling campus of 25 acres at Basudeopur,

Darbhanga (Bihar).where an ultra modern R&D infrastructure has beenestablished. It is a unit of ICAR, PATNA.

Presently the Centre is functioning from its camp office located at Central PotatoResearch Station, Near Civil Aerodrome, Patna.

It has all those facilities and departments that are prominent for enhancing and pushing up makhana production.

Genesis

The National Research Centre for Makhana, Darbhanga (Bihar) under IndianCouncil of Agriculture Research was sanctioned by the Department of AgricultureResearch & Education, Government of India, as a new scheme during the IX FiveYear Plan period for conservation, research & development of the Makhana crop.

The NRC for Makhana came into existence on National Science Day 28thFebruary 2002 with setting up of a camp office at the Central Potato Researchstation, Patna, from where it is presently striving to address multi-disciplinary andinter-disciplinary researchable issues of Makhana.

The unique, nutritive, organic food crop of wetlands, extensively grown inIndia is unexploited and under-utilized, having immense potential of growth,

development and export. NRC for Makhana is working to develop technologiesrelevant to prevailing biophysical and socio-economical environment of theMakhana growing regions of our country.


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It envisages to be a National Centre of Excellence with state of the artresearch facilities for meeting the agriculture challenges in post WTO scenario as

emphasized in ICAR Vision 2020.

Mission

To explore & develop economic opportunities in aquatic agriculture, natural &community resources through innovative research & development programmed onMakhana that benefit the people involved in Makhana cultivation, post harvest,

processing, marketing, export & consumption.

Mandate

To conduct basic, strategic, applied and adaptive research for increasing productivity, ensuring sustainability, enhancing profitability of Makhana crop.

To develop and standardize the post harvest, processing and value addingtechnologies. To facilitate and promote co-ordination and dissemination of appropriate

agricultural technologies through network/consortia approach involving all stake

holders in Makhana. To serve as a repository of the agro-eco-bio-aqua diversity and scientificinformation/ITK on Makhana. To provide consultancy & advisory support for promoting Makhana based

industries. To collaborate with various National and International agencies in liaisons

with State and Central Government for achieving the mission of NRC.


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Objective

The objectives of the centre is to generate appropriate agriculturetechnologies which can help in raising the economic status of poor Makhana

growers (downtrodden fisherman community) through higher yield, more and better employment, value adding to the commodity, improving socio-economiccondition, efficient marketing and imports.

Centre will conduct mission made basic and applied research for overalldevelopment of the wetland areas adopting total system approach throughenhancing productivity of water. Special emphasis will be laid on minimizingdrudgery of downtrodden especially women folks engaged in makhana popping.


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The Indian Council of Agricultural Research (ICAR)

The Indian Council of Agricultural Research (ICAR) is an autonomousorganisation under the Department of Agricultural Research and Education

(DARE), Ministry of Agriculture, Government of India. Formerly known asImperial Council of Agricultural Research, it was established on 16 July 1929 asa registered society under the Societies Registration Act, 1860 in pursuance of thereport of the Royal Commission on Agriculture. The ICAR has its headquarters at

New Delhi.

The Council is the apex body for co-ordinating, guiding and managing researchand education in agriculture including horticulture, fisheries and animal sciences inthe entire country. With 97 ICAR institutes and 47 agriculturaluniversities spread across the country this is one of the largest national agriculturalsystems in the world.

The ICAR has played a pioneering role in ushering Green Revolution andsubsequent developments in agriculture in India through its research andtechnology development that has enabled the country to increase the productionof foodgrains by 4 times , horticultural crops by 6 times , fish by 9 times(marine 5 times and inland 17 times) , milk 6 times and eggs 27 times since

1950-51, thus making a visible impact on the national food and nutritional security.It has played a major role in promoting excellence in higher education inagriculture. It is engaged in cutting edge areas of science and technologydevelopment and its scientists are internationally acknowledged in their fields.

Organization

Union Minister of Agriculture is the ex-officio President of the ICAR Society Secretary, Department of Agricultural Research and Education, Ministry of

Agriculture, Government of India and Director General, ICAR is the PrincipalExecutive Officer of the Council

Governing Body is the policy-making authority Agricultural Scientists' Recruitment Board Deputy Directors-General (8) Additional Secretary (DARE) and Secretary (ICAR)


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Additional Secretary and Financial Advisor Assistant Directors-General (24) National Director, National Agricultural Innovation Project Directorate of Information and Publications of Agriculture


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Introduction of makhana

ferox Salibs) of the Family Nymphaeaceae is a highly nutritious, fully organic

non-cereal food, which is extensively grown in the stagnant water of wetlands,tanks, ponds lakes and ditches.

plant with large floating leaves and beautiful solitary flowers is cultivated in thestate of Bihar, West Bengal and Assam in abundance and to some extent in Orissa,Madhya Pradesh, Rajasthan, Jammu & Kashmir, Tripura and Manipur.

0% of the Makhana production of the country.Madhubani, Darbhanga, Sitamarhi, Saharsha,Katihar,Purnia, Samastipur,Supaul,Kishanganj and Araria Districts are major producer of Makhana.

eparationof various kind of delicious sweets and recipes. It contains 9.7% easily digestible

protein, 76% carbohydrate, 12.8% moisture, 0.1% fat, 0.5% total minerals,0.9%


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phosphorus & 1.4%mg fe/100gm. It also contains useful medicinal properties.Makhana IndustryIndustry overview:

Gorgon nuts AKA Makhana , a unique high protein fat free crop grown in North

Bihar area, particularly the Methilanchal districts of Madhubani and Darbhanga.Interestingly this area accounts for 90% of estimated 75,000 tons of itsannual production, Other than India, the unique product is grown in China, Nepaland Bangladesh and considered as a delicacy. However the Rs. 500 crore marketfor Makhana is unorganized and producers have no support. The clusterdevelopment programme for Makhana will provide training to the farmers,

processors, backward forward linkages with the industry and producers to offerinput services like finance from Bank, information for increasing production withthe help of the cluster actors. The Cluster Development Programme for Makhanacultivators and processors of Darbhanga and Madhubani Districts will provide asustainable economic dynamics for the Makhana Micro Family industries of thisarea. A large of population, about2.3 lakh whose livelihood is solely dependent onMakhana cultivation and processing have main source of employment from it. Themagnitude of the


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importance of it can be observed from the fact that profit earned out of thisactivity is about Rs. 1.02 crore annually and its contribution towards directemployment is1.5 lakh and indirect employment is about 1.8 lakh people of thisarea. This gives a considerable amount of cushion to withstand the impact of

poverty in these districts. The Makhana cultivation and processing as micro familyindustries of this area has got 60,000 families engaged in these industries. Themost important aspect of these two districts is their very rich and fertile land,natural gift of perennial rivers, The climate over here is cooler and damper thanthat in the adjoining districts. The climate and land both are very suitablefor various horticultural activities, such as cultivation of Makhana. But the

traditional out look of the people here comes in way of their earning. There is needto bring them into the up to date activities apart from traditional ones. ThisCluster Development Programme on Makhana Industries will definitely herald anew era and harness in them a new call to adopt innovation and up gradation inwhat they have been doing over years so that generation of employment andearnings both may go ahead. The Cluster Development Programme can bring in


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capital and technological up gradation by which the cultivators and processors canincrease their yield and production. Keeping in view the high potential of thecluster an integrated package of encouragement to Makhana growers and

processors is needed. It may be provided in the form of scientific awareness among

them conforming to the buy

Back of market for the produce. Arrangement of credit facilities through GraminKeshetriya Bank providing also technical support and specific agronomywill provide opportunity to them to increase their yield. Training programmeto promote rural enterprises, credit, insurance facilities for Makhana growersand processors will boost their morale to go in for innovation and up gradation of

the pattern and technology they have using over years. But what is alarming is thatinfrastructure facilities in the districts are very poor. Likewise, though the numberof bank branches is 148, CD ratio, which is only27%, is far below expectation.Thus happens to entail upon the health of industrial activities. However, in spite of

poverty prevalent in the districts, they have optimum potential for industrialgrowth. There is need of government sponsored programme/schemes. It is believedthat the Cluster Development Programme undertaken by the Ministry of MSME,Government of India through MSME Development Institute, Muzaffarpur is sureto make a mark in this direction.


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History of makhana


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Makhana has come into focus due to a project report prepared by the NationalBank for Agriculture and Rural Development (Nabard) and approved by thePlanning Commission for its large-scale cultivation in Madhubani district. Now,the state government is all set to extend the project to seven more districts of Bihar.

The project includes in its ambit giving seeds, financial support and technicalassistance as well as purchasing the product from farmers.

"Makhana's potential to make inroads into foreign markets as well as into thedomestic snack market, which alone must be worth Rs 20,000 crore a year, hasremained untapped so far," said T N Jha of Nabard.

He said Bihar accounts for 80 per cent of Makhana produced in the country. It islargely used on socio-religious occasions. Until the implementation of the project,makhana farmers were unable to get the due price of their product. "Around 40 percent of the makhana produced in Madhubani was purchased for providing starch tothe textile industry," he observed. Through his venture Shakti Sudha, Singh now

purchases makhana worth Rs 6 crore a year from farmers in Madhubani andDarbhanga under the "backward linkage procurement programme" of the project."We have an agreement with 1,700 farmers in the two districts and help them getloans and technical support from the National Makhana Research Centre atDarbhanga. We procure makhana at a rate ranging from Rs 50 to Rs 125 per kg.

Before this programme, the farmers hardly got Rs 40 per kg from localmiddlemen," he said.

1) We, Mithila Makhana Centre offer a wide variety of Dry Fruits, all of whichare epitome of quality and taste. Available in air tight packaging, our products can

be consumed as raw or prepared with a variety of cuisines. We are reckoned in themarket as a prime producer, supplier and exporter of Dry Fruits, especiallyMakhana. Implying hygienically processing methods, we develop these Dry Fruits

ensuring purity and natural taste. With our huge food processing unit, we are ableto process huge quantity at a time that helps in meeting the bulk and immediaterequirements of the clients efficiently.2) Our customer-focused approach and adoption of ethical business practiceshave earned us a huge clientele base. We serve this clientele efficiently by meetingits end to end requirements and that too within committed time frame. Also, we


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provide after sales services to our clients while making sure to entertain theirfeedback and suggestion at priority.

3) We provide a range of Dry Fruits that is cherished by one and all for its flavour

and aroma. We have earned specialization in offering crispy and crunchyMakhana, hygienically packed in poly bags.


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USAGE of makhana

MEDICINAL

Sweet, astringent in flavour, neutral in nature, Makhana is tropistic to the spleenand kidney channels. It can reinforce the spleen, kidney and as astringent remedy ithas effect of preservating body essence and arresting chronic diarrhoea, seminaldischarge, spermatorrhea, and leucorrhagia. Being antioxidant, makhana helps inrespiratory systems, veins, digestion, frequent urination .It helps in CardioProtection. Makhana is very useful for women during pregnancy and post natalweaknesses. It is a superior herb highly regarded for restoring sexual vigour andyouthful energy in older men. It regulates blood pressure; relieve numbness andaching near waist and knees. It is suitable for arthritis, impotence and prematureaging.

SNACKS

Being the herbal and medicinal properties Makhana is

used in various purposes. Makhana is consumed as dry fruit snacks by roasting.Being roasted & sprinkle spices on it proves a tastier hygienic and digestivehealth snacks. Home made roasted makhana can get rid of the junk chips and othersnacks from the childrens ill habits. In 100gms Makhana has 360 k calorie.


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ORGANIC HERB :

Makhana is harvested from the stagnant wetlands. In the whole cultivation andeven post harvest no utilization of fertilizers or pesticides is used. After

harvesting the leaves and stems remained in the same water bodies which prove asfertilizer for the next crop, hence it is called ORGANIC naturally. Being herb,Makhana is one of the main ingredients of herbal medicines.

FOOD PREPARATION

Makhana is one of the most essential ingredient for delicious food prepareation.Makhana Kheer & Sewai made of makhana only is a lazeej itself. It is used inPudding, milk based sweets. Dal Makhani & vegetable curries prove delicious

when makhana is spread for taste and thickening object. Makhana raita is verytastier and it is digestive in nature.

PUJA & HAVAN

Being the Gods F OOD, makhana is used in all the worshipping ceremonies, puja,during fasting, havan due to its heavenly nature.


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INDUSTRIAL USE

Besides medicines, Makhana is used as Starch for coating in the quality fabrics likeBanarasi sarees etc.

Thus, there are different uses of makhana according to the need and demand of people. Its just a part of Mithila culture. It is used in each and every house asedibles.


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Developing Marketing Strategies

Growth Strategies

Growing your business is an imperative not an option to survive. Align yourresources and strengths to take advantage of opportunities and solve gaps in your business model that constrain you from achieving better results. We will assist youin identifying opportunities to develop new markets, increase sales in existingmarkets, develop new products to meet untapped demand and diversify your risksand sources of revenue. Finding ways to increase the size of your pie, or new waysto cut it up, is how we can help you make it to the top!

Marketing Innovation

Our approach is simple. FormulaOneSolutions works with our clients to find the best solutions to their marketing objectives with an emphasis on the creative use oftechnology and bottom line results. We are here to help you reach your goals andachieve measurable results. We offer a wide variety of Innovative marketingsolutions and customer programs specifically designed to differentiate your

products and services, generate leads for new customers, expand your brandawareness in the market place and grow your business beyond your current

expectations.Brand Management

We create brands that capture peoples attention and hold their glaze. Whethergraphic design, corporate identity, re-branding, private labeling, web development,merchandizing or trade shows, we can help make your venture a resoundingsuccess! We create & build brands like yours from the outside in, rather than fromthe inside out. We offer you effective execution of your message and an approach

that achieves a singular vision integrated across all channels that will reach yourtarget market

Media Services

Its much more than a pretty picture! Choosing the right promotional vehicle to properly target your customers is critical to driving bottom line results and crucial


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to grow or maintain your business. Whether direct mail, flyers, web advertising,loyalty programs, in-store merchandizing, brochures or telemarketing, as your

partner, we will create the right marketing strategy, advertising campaign,telemarketing program or promotional vehicle for you.

Distribution Strategies & Channel Development

A distribution strategy defines how you are going to create and satisfy demand foryour products, while creating and developing customer loyalty. Tod ays customersshop and buy very differently than ever before. We can help evolve your currentdistribution strategies that may actually be making it hard for customers to buyyour products. We can help you develop an integrated Clicks -to- Bricks strategy ,reinvigorate and optimize channels already in place, identify growth opportunities

by expanding your distribution model or increase your reach by finding new waysto take your products to market.


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RESEARCHMETHODOLOGY


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Research Methodology

Research Design:

Once the problem is identified, the next step is the research design. Researchdesign is the basic framework of rest of the study. A research design specifies themethods and procedures for conducting particular study.

In this project we are following descriptive research design.

Source of Data:

There are two types of data:

1. Primary data2. Secondary data

Primary Data:

The primary data is fresh information collected for a specified study. The primarydata can be gathered by observational, experimentation and survey method. Herethe entire scheme of plan starts with the definition of various terms used, units to

be employed, type of enquiry to be conducted, extent of accuracy aimed etc.,The methods commonly used for the collection of primary data are:

1. Direct personal investigation, where the data is collected by theinvestigator from the sources concerned.

2. Indirect oral interviews, where the interview is conducted directly orindirectly concerned with subject matter of the enquiry.

3. Information received through local agencies, which are appointed by the

investigator.4. Mailed questionnaire method, here the method consists in preparing a

questionnaire (a list of questions relating to the field of enquiry and providing space for the answers to be filled by the respondents.), which ismailed to the respondents with a request for quick response with in thespecified time.


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In this project mailed questionnaire method is used to collect the primarydata.

Secondary Data:

The secondary data refers to data, which already exists.

The secondary data collect from internal records, business magazines, companywebsites and Newspapers.

Research instruments:

For the collection of primary data a structured questionnaire was prepared covering

various aspects of the study.The questionnaire contains closed-ended and dichotomous questions.

Sampling Procedure:

It is a procedure required from defining a population to the actual selection of thesample.

Introduction:

The precision and accuracy of the survey results are affected by the manner inwhich the sample has been chosen.

Sample:

A part of a population, which is provided by some process on other, usually by

deliberated selection with the object of investigating the properties of the parent population set.

Non probability sampling method is in deterministic method where the sample sizein numerous and cant be determined. So for our convenience we take


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convenience-sampling method where all the population in sample is given equalopportunity.


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OBJECTIVE OF THE

STUDY


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Objective of the study

Objectives:

To find out the promotional strategies used for Makhana marketing inDarbhanga.

To find out various promotional strategies used by Farmers for marketing ofMakhana.

To find out the importance of branding of Makhana.


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Sample size & method of selecting sample

Sampling Method: - Convenience sampling method.

Statistical Tools Used:

Weighted Arithmetic Mean.

Weighted Arithmetic Mean is based on the assumption that all the items in thedistribution are of equal importance. Here the weights are attached to each item

being proportional to the importance of the item in the distribution.

Let W1, W2, W3, Wn be the weights attached to variable values X1,X2,X3, Xnrespectively the n weighted arithmetic means X is given by WX/W where W1,W2 Wn are the respective weights of X1, X2, Xn

1. Population: Retailers in Darbhanga and Madhubani.2. Source of data : The two important sources of data are the primary data and

secondary data. The primary data is collected through survey method withthe help of questionnaire and personal interview.

The secondary data is been collected from consumer attitude books.

3. The information is collected through survey done in Darbhanga andMadhubani

4. Sample unit : The sample unit consists of retailers in Darbhanga andMadhubani

5. Sample size : The sample size is 120 respondents.6. The sample taken for the study caters to upper class and middle class of the

society.7. Sample method : the sample method used is non-probability. In non-

probability sampling the chance of any particulars unit in the population being selected unknown.


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a. Procedure : the procedure used for sampling is convenient samplingin this method the sample unit is chosen primarily on the basics of theconvenience to the investigator.

8. The survey consists of structured questionnaire.9. The questionnaire consists of both open and closed-

ended questions


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LITERATURE REVIEWS OF PROMOTION STRATEGY

Promotion strategy as one of the four major facets of marketing. We defined promotion strategy as figuring out how to advertise and sell our product. When we

discussed promotion strategy in more detail, we learned that it could be divided upinto two large sections: mass marketing strategy and personal selling strategy.

We learned that the first choice we must make in defining our promotion strategyis whether to concentrate on "personal selling" (selling your product door-to-door)or on "mass marketing" (announcing your product to the world). Although peopleusually want to do both, we learned that which one we focus on will depend on the

product we are trying to sell. We used the example of a multimillion-dollarelectronic imaging product as the perfect product for a personal selling strategy.

As a scientist, we may be interested in the personal selling part of promotionstrategy for two reasons. As the entrepreneur who has invented this multimillion-dollar electronic imaging product, we might be interested in figuring out exactlyhow you would sell it using a personal selling strategy. As the scientist who hasworked in the field of electronic imaging and is sick of "the bench" because wewant more personal interaction in your job, we might be interested in personalselling as a career choice: What kinds of things do we need to know in order to

become an effective salesperson? We're going to tackle both in this series: Thismonth, we'll discuss it from the entrepreneur's point of view; next month, from thesalesperson's.

Designing an Effective Personal Selling Strategy

A personal selling strategy works best for a complex, technical, unique,customized product with a poorly informed client. That's why our multimillion-dollar electronic imaging product is perfect. It's so complex and technical we need

a trained, informed person to explain it to its highly specialized customer. It's likelyto have to be customized for each individual sale, and its client doesn't have thetime to read up on all the different ones on the market and why ours is better (andis thus uninformed).


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are being sold, and why) as well as a way of making your own product morecustomer-oriented.

The Client

Throughout the marketing section, we've used the phrase "Know your client." It's just as important here as anywhere else. By understanding what our client needs ina product, we can better give the salesperson the tools they can use to fulfill thatneed. By understanding what a customer wants in a salesperson, you can tune yoursales team to be just that. Do they want a half-hour presentation or just a 12-second

pitch? A customized product they help design (and maybe write a paper on) or aready-to-use product, in their lab, tomorrow? Or maybe the purchaser isn't the userat all: A hospital administrator makes the purchase decision, and a doctor uses themachine. Understanding this will help keep you from wasting salesperson time onselling the machine to the doctor, who's not authorized to buy it anyway.

The Sales Structure

Remember: In a personal selling strategy, your salesperson is your best friend. But,depending on the system you've set up for them, that person can also be our worstenemy. Determining an appropriate incentive system for a sales force can be the

most difficult job you'll have as a business person. The key is to keep your salesforce motivated, without any loopholes that they can use to take advantage of thesystem. For example: By giving quarterly sales quota-based bonuses but alsogiving the salesperson the authority to make big discounts, chances are, you'regoing to get a lot of sales late in the quarter (as the salesperson desperately tries tomake their quota). But you'll also see a cost to those sales: Chances are, they'll bediscounted quite significantly, affecting your company's profits.

Determining a good incentive system for your sales force is very difficult and

depends very much on what we're trying to do and the product you're trying to sell.We can reward the sales team based on short-term sales goals, long-term sales,repeat sales, customer support, number of new prospects, underbudgeted expensereports, or a whole lot of other things, but chances are, you'll have to fine-tune thisstructure as your business evolves, to emphasize what you want your sales force todo. Above all else, remember that your sales force isn't stupid and that they spend


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about as much time thinking about their paycheck as they do trying to sell your product, so the incentive structure you design will determine the behavior yourcustomer sees.

As per looking all the aspect which are discussed above I have got view of all the promotional strategy and the can be used how these strategy useful of themarketing the product of the company

NEED FOR STUDY

As retailer, each of has a vast number of perceptions toward products, towardservices, toward company or industry, etc. It is difficult to imagine in any research

project that does not include the measurement of some aspects of retailers s perceptions. The size of the market is vast and constantly expanding, thus resultingin a vast number of competitors entering the market. Billions of dollars were beingspent on goods and services by tens of millions of people. The growth of theretailers movements created urgent need to understand how competitors formstrategies and capture the market share and take strategic decisions. For example,

in order to discover how retailers respond to the promotional offer, advertisementand distribution or service. (E.g. promotional appeals, package labels, warranties,discounts, etc.).

The study of retailers perception and market share would provide the companywith necessary insights to develop the product, its pricing strategy, and to design

persuasive promotional strategy, distribution system and develop defensivestrategies and elim ination strategies to remove the competitors product from themarket or some promotional strategies to increase the market share of particular

products and brands. It would also support the organization to analyze itsdrawbacks in its various strategies and to take corrective action to remain asmarket leaders.

The study will also reveal the different aspects of retailers perception regarding price, quality, range, availability, and advertisements of the products. The need for


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the study is very essential as the competition in the soft drink and water segment isever increasing. Competitors are mainly struggling to shutdown the market bycapturing its market share. The competitors are coming up with sales promotionand incentives to compete with this Maaza.

OPERATIONAL DEFINITIONS:

Retailer:

Retailer is a person or business who sells products to the public.Brand :

Brand refers to the identification of the product given by the manufacturer.

Brand Loyalty :

Brand loyalty refers to the continuous and repeated purchase of a particular brandwithout any wavering purchase pattern.

Respondent :

Respondent is a person who is being interviewed for the purpose of conducting thestudy.

Market share:

The amount that a company sells of its products or services compared with other

companies selling the same things

Promotional Activities :


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Promotional activities include advertising, personal selling, sales promotion, and publicity, which have their own characteristics and cost but have commonobjectives of achieving high sales by creating awareness.

Incentives :

Offer of an article at frees of cost or less price of the market can be termed asincentives.

Interviewee :

A person who is answerable to the interviewer of the proposed questions.Interviewer :

A person who carries on investigation for the purpose of achieving the objectivesof the project.

Sample :

The selection of set of people from the total population for the purchase of carryingon the investigation.

Survey :

It refers to the questionnaire administered to the subject who is identified from the population with the help of probability or non-probability sampling.

Questionnaire:

It refers to the set of questions that are framed to be answered by the respondentsfor the purpose of achieving the research objectives. In questionnaires there aretwo types structured and unstructured. There are four types of questions in aquestionnaire on open ended questions, closed ended questions, disguised andinterrogative questions.


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Brand awareness:

Knowing brand; knowing that particular brand exists and is important; beinginterested in particular brand: brand awareness refers to the consumer awareness of

the particular brand.

Brand Name:

The name given to a product by the company that produces it. brand name isnothing but the name and value of the brand.


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SCOPE FOR STUDY


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SCOPE FOR STUDY

The scope of the study is limited. The study is a very minor contribution to thecompany as it is only restricted to the twin cities (Darbhanga and Kodapur). Thestudy would only be a drop in the ocean, Can help the distribution in this area.

The study can be conducted on a national basic too with a large sample size andinterviewing many numbers of respondents.


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LIMITATIONS


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LIMITATIONS

The study was confined to limited consumers onlyThe duration of the study was restricted for 8 weeks only, which is notsufficient to study the entire consumers in the market.The analysis cannot be straight away used in decision making, as simple isvery small when compared to the total consumers in the market.The present study deals with Makhana-brand.In some cases biased information was received from respondents. Also attimes misleading responses were given. In any cases the project study isnot an exact science.It relates to response given by the farmers as againstthe question pertaining to their behavior and refrences.


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1) Which brand sales are more in the Makhana in your retail out let ?

Brands Responses In PercentageOpen (No Brand) 75 63

Sweet Makhana 24 20Sakti Sudha 6 5Phool Makhana 15 12

Graph:

Fig 1.1

Open (No Brand) Sweet Makhana Sakti Sudha Phool Makhana

75

24

6

15


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2) Which Quantity is mostly preferred in Open (No Brand)?

Quantity s Respondents In Percentage1 KG 72 60

2 Kg 18 155 Kg 30 25

Graph :

Fig 1.2

1 KG 2 Kg 5 Kg

72

18

30


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4) Which Brand is mostly preferred in 5 Kg?

Brands Respondents In PercentagesOpen (No Brand) 66 55Sweet Makhana 36 30Sakti Sudha 6 5Phool Makhana 12 10

Graph:

Fig1.4


66

36

6

12


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5) Which Brand is mostly preferred in 1 KG Quantity ?

Brands Respondents In PercentagesOpen (No Brand) 102 85

Sakti Sudha 18 15

Graph:

Fig 1.5

Open (No Brand) Sakti Sudha

102

18


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6) Table showing the figures in years about the selling of Open (No Brand)?

No. of years sellingOpen (No Brand)

No. Percentage%

6 months 15 15%1 year 19 19%

2 years 24 24%

More than two years 42 42%

Graph :

Fig 1.6

6 months 1 year 2 years More than two years

15

19

24

42


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7) Table showing the distribution of Open (No Brand)?

Farmer visit toretailer No. Percentage %

One time 5 5%

Two time 5 5%

Three times 23 23%

Four times 0 0%

Daily 67 67%

Graph :

Fig 1.7

One time Two time Three times Four times Daily

5 5

23

0

67


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8) Table showing that, which Makhana supply is good in distribution.

Brands No. Percentage%Open (No Brand) 75 70%

Sweet Makhana 17 12%

Sakti Sudha 9 4%

Phool Makhana 19 14%

Graph :

Fig1.8


75

179

19


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11) Table showing that design and style of Open (No Brand) pack

Very attractive 12 12%

Medium 12 12%

Unattractive 76 76%

Very un attractive 0 0%

Graph:

fig-1.11

Very attractive Medium Unattractive Very un attractive

12 12

76

0


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Statistics and Inference

63% of the retailers are selling Open (No Brand) brand, and 24% of SweetMakhana and 5 % of Sakti Sudha and 12% of Phool Makhana are being sold in the120 retail outlets on the average

we can see Open (No Brand) brand has highest brand loyalty and sales. i.e., 63% ofthe retailers have no problem in selling Open (No Brand) brand.

60% of the retailers Prefer 1 KG Quantity, 15 % of 2 Kg packing and 25% of 5 Kg in Open (No Brand) brand are preferred by the retailers

We can see that 1 KG is the highest preferred size by most of the retailers

50% of the retailers Prefer Open (No Brand), 35 % prefer SweetMakhana and 15 % prefer Phool Makhana in 2 Kg Pack.

We can see that most of the retailers preferred Open (No Brand).brand in 2 Kg packing

55% of the retailers Prefer Open (No Brand), 30 % prefer SweetMakhana and 5 % prefer Sakti Sudha and 10% Phool Makhana in 5 Kg.

We can see that among 5 Kg the most preferred brand by retailers is open (NoBrand).

85% of the retailers Prefer Open (No Brand), 15 % prefer Sakti Sudha in1 KG Bottles.

We can see that the Open (No Brand) brand is most preferred by the retailers in 1KG bottles.

42% of the retailers are selling Open (No Brand) brand from more than 2 years,and 24% from 2years and 19% from 1 year, and 15% from 6 months.


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We can see Open (No Brand) brand addiction and brand loyalty. i.e., 42% of theretailers have long association in selling the Open (No Brand) brand.

Above 67% of the retailers say that Farmers come daily, 23% say that they come

three times in a week and 5% say one time, two times in a week respectively.

Distribution level of the Sweet Makhana Farmers in twin cities is good and 94%theretailers are satisfied by the distribution of Sweet Makhana.

Above 70% of the retailers say that Farmers come daily. And they are satisfied indistribution of Open (No Brand). 12% say that they are satisfied with SweetMakhana, and 3% say that Sakti Sudha is good in distribution. And 14% retailerssay that, Phool Makhana is good in distribution.

Distribution level of the Sweet Makhana Farmers in twin cities is good and 70%theretailers are satisfied by the distribution of Sweet Makhana.

61% of the Farmers communicate the schemes of the Farmers and 39% doesnt.This shows the Sweet Makhana has bad communication with retailers. About theschemes of Open (No Brand) 2 Kg- pack.

From the analysis the retailers who do not prefer Open (No Brand) is due to high

price and low retailers margin. Necessary steps have to be take to guide the retailsthat the price is not that high compared to the competitive products

The above 76% of the retailers are said that the design and style of Open (NoBrand) 2 Kg-pack is medium. And 12% of the retailers said design is veryattractive. And 12% of retailers said that it is UN attractive. By observing theabove table we can know that, the style and design of Open (No Brand) 2 Kg-packis not satisfied by the retailers.

We can see that 70% is for the promotional offers, the next big thing is for theDisplay boards & packing with 12%, then goes to more advertisement in TVmedia. With 5% And 5% is for change in flavor. And advertisement hoarding with4%.


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we can say that, to increase the sales of the Open (No Brand) 2 Kg-pack, Theyshould go with the promotional offers to the retailers, and by giving display boards,and by telecasting of ads on TV is the next best option and we can even go for theadvertisement hoarding on the road side is the economical option.


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FACT & FINDINGS


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FINDINGS By doing this study we come to the conclusion that most of the retailers sell

both Open (No Brand) 2 Kg pack and Open (No Brand) . According to the study most of the retailers are loyal to the brands of Sweet

Makhana. A few retailers are not satisfied with the distribution of Sweet Makhana. Some of the retailers are not satisfied with the packaging of the some Sweet

Makhana brands. According to the study Open (No Brand) holds good brand image, brand

awareness and average market share in Makhana category from the study we canconclude that retailers are showing interest to stock and sell Open (No Brand) butthe Farmers has to improve its margin, distribution, promotional strategies, brand

building, brand awareness and brand image for some of the products to improvethe its market share.

By this study we can say that Open (No Brand) holds around 30% of themarket share in Makhana segment.

Sweet Makhana should consider and formulate some strategies in order toreduce the market share of other domestic and international water and soda brands.

Sweet Makhana should concentrate on distribution of the brand.

According to the study the retailers want promotional offers to promote andincrease the market share of Open (No Brand) 2 Kg pack.


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CONSLUSION

CONSLUSION


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SUGGESTIONS


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SUGGESTIONS

The Farmers should improve the existing sales promotion scheme andintroduce new and attractive ones.

The Farmers should try to concentrate on advertising and should try toincreasing the awareness among consumer build brand image through it.

The Farmers should improve the design, style and packaging becauseretailers are looking at the physical structure of the products.

The Farmers should concentrate on the quality, service.

Farmers should concentrate on the distribution of the product. Sweet Makhana should concentrate on the pull strategy rather than push

strategy. Sweet Makhana should increase the banners and hoardings out side the

public areas. The Farmers should also introduce more new flavors


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BIBLIOGRAPHY


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References

[1] Berg, H.V., (2004) IPM Farmer Field Schools: A synthesis of 25impact evaluations.

[2] Bryman, A., (1988) Quantity and quality in social research .London:Unwin Hyman.

Principles of Marketing Philip Kotler

Marketing Research G.C.Berry

Marketing Management Kotler


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ANEXXURE

Questionnaire


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1) Which brand sales are more in the Makhana in your retail out let? .

a) Open (No Brand) ( ) b) Sweet Makhana ( )

c) Sakti Sudha ( ) d) Phool Makhana ( )

2) Which Quantity is mostly preferred in Open (No Brand)?

a) 1 KG Bottles ( ) b) 2 Kg pack ( ) c) 5 Kg ( )

3) Which Brand is mostly preferred in 2 Kg Pack?

a) Open (No Brand) ( ) b) Sweet Makhana ( ) c) Phool Makhana ( )

4) Which Brand is mostly preferred in 5 Kg?

a) Open (No Brand) ( )

b) Sweet Makhana ( ) c) Sakti Sudha ( ) d) Phool Makhana ( )


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5) Which Brand is mostly preferred in 1 KG Quantity ?

a) Open (No Brand) ( ) b) Sakti Sudha ( )

6) When the sales target of Open (No Brand) was achieved?

a) six months ( ) b) one year ( ) c) two years ( ) d) More than two years ( )

7) Distribution of Open (No Brand)?

a) One time ( )

b) Two times ( )

c) Three times ( )

d) Daily ( )

8) Which Makhana supply is good in distribution?

a) Open (No Brand) ( ) b) Sweet Makhana ( ) c) Sakti Sudha ( ) d) Phool Makhana ( )


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9) Is there any distrib utors communication with the retailers?

a) Yes ( ) b) No ( )

10) Why the retailer does not prefer Open (No Brand)?

a) Packaging is not good ( ) b) Price is high ( ) c) Taste is not good ( )

d) Retailer margin ( )

11) How was the design and style of Open (No Brand) pack?a) Very attractive ( )

b) Attractive ( ) c) Un Attractive ( )d) Very Un Attractive ( )

12) Retailers view to increase the sales of Open (No Brand) 2 Kg-pack.?

a)

Distribution Service ( ) b) Trade schemes and Promotional offers ( ) c) More advertisement hoardings ( ) d) Change in flavour ( )


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THANK YOU

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