A PROJECT REPORT
ON
“ANALYZING THE PROMOTIONAL SCHEME”
FOR
KUTWAL FOODS PVT LTD‘URJA’
SHIRUR, PUNE
BY
GAWALI NILESH DNYANDEO
UNDER THE GUIDENCE OF
PROF.DR. SHAILESH KASANDE
SUBMITTED TO
“UNIVERSITY OF PUNE”
IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE
AWARD OF THE DEGREE OF MASTER OF BUSINESS
ADMINISTRATION (MBA)
FOR ACADEMIC YEAR (2007-2009)
THROUGH
VISHWAKARMA INSTITUTE OF MANAGEMENT
P UNE-48
0
ACNOWLEDGEMENT
“No man is indispensable, but there are certain mortals without whom quality of
work suffers. Their guidance becomes indispensable in acquiring quality results.” A successful
project can never be prepared by the singular effort of the person to whom the project is assigned
but it also demands the help & guardianship of some conversant person who under activity or
passively in the completion of the successful project. With the deepest sense of esteem and
gratitude, I express my sincere thanks to Mr.Prakash Kutwal MD of Kutwal Foods Pvt Ltd &
Mr.Deshpande Marketing Manager the external guide for my project under whose able tutelage
and guidance I was able to learn much and successful complete my project.
My sincere thanks to my internal guide and honorable for their excellent guidance,
encouragement and patience, which made possible the successful completion of the project.
Last but not the least; I really thank the staff of Kutwal Foods Pvt Ltd and all other
persons who have provided me their precious time, cooperation and support.
THANKS & REGARDS
GAWALI NILESH DNYANDEO
1
INDEX
NO. CHAPTER Page no.
1 Executive Summary & Introduction
2 Company Profile
3 Objective
4 Research Methodology
5 Data Collection &Analysis
6 Observation & Finding
7 Competitor Analysis
8 Conclusion
9 Recommendation
10 Bibliography
11 Annexure
EXECUTIVE SUMMARY
INTRODUCTION:
2
The two month’s summer training project is focused to analyze the promotion scheme of
Kutwal Foods Pvt Ltd ‘Urja’, the project involved the collection of data of randomly selected
customers in different areas from a prospective to get the information ideal for use.
In our training process we worked with dealers, retailers and sales force of Kutwal
Foods Pvt Ltd to create market and awareness in consumers. Along with that we did the
promotional activities for the newly launched products & services through out Pune rural area.
The task assigned to us is:
Step 1: we took the overview of the market assigned respectively.
Step 2: we visited the counters who were keeping the Urja products & services.
Step 3: Then we visited the counters, which don’t keep the Urja products & services.
Step 4: After that we tried to find out the various reasons for not keeping the Urja products &
services.
Step 5: lastly we tried to create the awareness of Urja Products to retailers and in addition tried to
change their mindset.
LITERATURE REVIEW:
3
The basic necessity of any information is research. Marketing research is necessary
because information is important. It provides vital link between customer and an organization,
which helps the management to formulate strategies, which are in tune with the market realities
and which best meeting the customer requirement. The organization, which has timely and
accurate information, gains a winning edge over its competitors. Customer satisfaction is the
closeness between the buyer’s product expectations and product perceived performance. If the
product falls short of customer expectations the customer are dissatisfied on the other hand if the
product matches their expectations the customers are satisfied.
RESEARCH METHODOLOGY:
For collecting the data from the respondent a systematic approach was adopted from
amongst the various tools available for data collection. The instrument used to achieve the
objective the objective was a questionnaire. The questionnaire consisted both qualitative types of
questions, which were put forward to 200
individuals who were big user of Urja Products the survey was conducted in the Pune rural area.
ANALYSIS OF DATA:
The collected data was analyzed and the following conclusion was drawn.
The overall promotional scheme given by company has satisfied the customer
The respondents rated Urja Products as best value for their investment. The competitors had an
edge over the cost and billing system.
There were a few dissatisfied customers who complained about the inconsistent customer service.
4
FINDINGS
Amul,Chitale,Warna,Oxyrich,Bisleri,Kinley,Vadilal is the biggest player in market.
Only through promotional scheme company can’t be a market leader.
Amul,Chitale,Nestle,Warna,Mother Dairy,Oxyrich,Bisleri,Kinley,Vadilal are giving tough
competition to Urja
COMPANY PROFILE
NAME OF THE COMPANY:-
5
MISSION STATEMENT:-
To create social balance between urban and rural areas by providing occupation to
youngsters in the villages.
To initiate and support the Green Revolution by strengthening the agricultural backbone of
our country
To offer our experience and expertise in this core sector and give it the status of an
organized sector
VISION:-
We envisage a society, which is harmonious with nature, maintaining its nutritious balance
through reliable sources of water, milk & our ever increasing range of food products.
We see a society that has experienced the taste of purity & is looking forward to a healthy
life ahead.
Globalization has brought in a higher awareness of quality that our products have always
delivered. Consumption of our products shall ensure that our society is heading towards a
healthier future.
6
SLOGAN:-
“PURITY THAT’S A PROMISE”
LOGO:
THE COMPANY FACTS & FIGURES/ABOUT COMPANY:-
Kutwal Foods Pvt. Ltd. is a prestigious enterprise of the Kutwal Group. With keen understanding
of modern society and the changing shape of the future, the company stands on the strength of
visionary directors and avant-garde technology.
Since 2002, under the brand name URJA, the company has brought out a range of products such
as Packaged Drinking Water, Milk, Shrikhand, Amrakhand, Flavored Milk, Lassi and Aerated
Drinks of assorted flavours
7
On the foundation of Professional management, efficient distribution, dynamic, innovative sales
management and a stringent quality policy, the company has made a commendable mark on all
strata of society. Kutwal Foods Pvt. Ltd. has its head office in Pune and the production plant in
Sainagar, Andhalgaon near Shirur. Following Urja has become an emblem of taste, health and
hygiene throughout Indian Railways and Government Institutions and several corporate
companies.
URJA is a movement dedicated to social upliftment along with quality production of dairy
products. The company encourages dynamic entrepreneurs by providing finance and technology.
Advanced facilities, high production standards have helped the company secure the necessary
certificates of quality.
URJA is a flourishing brand across 5 states with 350 distributors and 25000 outlets. It stands as a
symbol of trust for everyone associated with it.
URJA Highlights:-
Project spread over 4 acres.
Product quality certified by ISI, FPO, AGMARK, MMPO
Modern testing laboratory approved by Bureau of Indian Standard.
Daily supply of products in 5 states to over 1 lakh consumers.
Provision of finance to the needy for purchase of cows.
8
Provision of progeny tested semen, expert consultation of doctors for increased and better
milk Production.
Educated and dedicated employees.
Residence for employees and conveyance by separate bus for those who stay far.
ORGANIZATIONAL STRUCTURE/ FLOW CHART
9
Management:-
Professionals with a customer centric focus manage the company. Innovation, dynamism and a
10
PLANT ENGINEER CHIEF ACCOUNTANT
MARKETING RESEARCH MANAGER
ACCOUNTANT
MARKETING MANAGER
SALES MANAGER
FINANCE MANAGER
PRODUCTION MANAGER
PLANT OPERATOR
DIRECTOR
MANAGING DIRECTOR
CHIEF CHEMIST
DAIRY SUPERVISOR
ANIMAL HUSBANDRY OFFICE
CASHIER
CLERK
SALES PERSON
MILK COLLECTION DEPARTMENT
CHAIRMAN
caring attitude have been their hallmark. Key concern for the environment is also reflected in the
organization culture.
The Company is managed & controlled by the experienced & professionals, Directors.
Different Departments In Company /Management Team:-
Administration Department
Transport Department
Despatch Department
Store Department
Milk Procurement Department
PDW Department/Softdrink Department
Maitenance Department
Accounts Department
SERVICE OFFERED BY THE ORGANIZATION :-
FACILITIES
In the vicinity of 50 to 60 kms. from URJA plant, six chilling centers are functioning at six
different locations with the help of the company. At these centers raw milk brought by the farmers
is chilled by a scientific process. Then it is transported to the plant by tankers having special
processes are carried out through using state-of -the-art machinery and under the vigil of expert
staff. The company has its own lab for testing of milk as per government food and drug rules.
11
The company infrastructure is replete with an ultra modern cold storage system and also an ice
factory. The ETP plant in the premises takes care of production wastes in the most eco-harmonic
fashion.
SocialResponsibility
The enterprising founder of Kutwal Group, the Kutwal family have a deep and abiding belief in
the benefit of society be it urban or rural. The Andhalgoan has created job opportunities for the
rural youth. The retail arm Urja Sampoorna has provided an opportunity to small retail space
owners.
GreenInitiatives
The bicycle man is an innovative initiative…..the use of bicycle men is Urja's way of contributing
towards a pollution free city.
12
LIST OF OUR COMPETITORS:-
Chitale
Warana
Gokul
13
Dynamic
Amul
Oxyrich
Mother Dairy
Sahyadri
Kinley
Krushnai
:: CONTACT US ::
OFFICES ADDRESS (PUNE):-
Kutwal Foods Pvt. Ltd.
'Kutwal Group', First Floor, Nanak Niwas,
Dhankawadi, Pune 411043
Tel. : +91-20-24376992, 24372545
Fax : +91-20-24361555
FACTORY ADDRESS:-
Sainagar, Andhalgaon, Taluka: Shirur,
Dist.: Pune. Tel. : 02137-222321/31
14
Product Help and Support:
For any query
Please E mail Us At -: [email protected] / [email protected]
Corporate Information:
For Corporate information and communication.
Please Visit Us At:- www.kutwalfoods.co.in
BUILDING PHOTOGRAPH:-
PRODUCT PROFILE
PRODUCT RANGE & VARIETY
15
Urja Cow Milk
Urja
Cow
Milk is a product of high nutritive content and
exotic taste. It is a complete balanced food for
both infants and adults, since it is rich in proteins, vitamins and glucose that our body needs.
It is processed in hygienic conditions following the most stringent standards of quality.
Complete nutrition for your entire family from pasteurized and homogenized cow milk.
The cow milk is collected from registered farmers in Maharashtra. It is carefully tested in the
laboratory and then processed in the plant using the most sophisticated machinery to maintain the
highest degree of hygiene.
Ruchira D. Tonned Milk
Quantity(ml) Types of
Packing
Amount(Rs)
250 Loose 5/-
500 Loose 9/-
1000 Loose 18/-
Quantity(ml) Types of
Packing
Amount(Rs)
250 Loose 5/-
500 Loose 9/-
1000 Loose 18/-
16
Ruchira as the name suggests is your access to taste. Ruchira Milk is Double Toned to give you
the pleasing taste of milk without the calories that it brings along. The toning of the milk is a
hygienic process that ensures optimum quality without loss of food value.
Buffalo and Cow Ghee
Urja Ghee is a popular brand that has won its place on every table filled with delicacies. It adds
that special flavour to the food giving it a lingering taste that will be cherished for a long time.
The Agmark certificate ensures that all norms of quality have been satisfied. This makes Urja
Ghee a reliable item in the households. It’s the taste of purity. Complete nourishment with
guaranteed gratification.
Flavored Milk
Quantity(ml) Types of
Packing
Amount(Rs)
200 Pouch 30/-
500 Pouch 85/-
1000 Jar 160/-
17
Urja flavoured milk is a delight in taste that caters to your different moods. It is a great
combination of fun and health giving you extra zest.
Urja flavoured milk is a 'Swadeshi' beverage that matches international health standards. It is
prepared from toned milk in a series of sterilized processes with high priority to quality
maintenance at every stage.
Care has been taken to add value to this exquisite product. It is enriched with essential calories to
make it complete balanced diet, which also acts as a powerful brain tonic.
Comes in 5 fascinating flavours - Keshar-Elichi, Rose, coffee, Pista and Mango. Available in
200 ml bottles and distributed in corrugated boxes of 15 bottles
Shrikhand
Quantity(ml) Types of
Packing
Amount(Rs)
200 Bottle 12/-
Quantity(gm) Types of
Packing
Amount(Rs)
50 Cup 5/-
100 Cup 10/-
250 Cup 23/-
500 Cup 40/-
18
A delicacy with a lingering taste that makes any lunch and dinner into a special occasion.
Available in 50 gms, 100 gms, 250 gms and 500 gms cups packed in corrugated boxes with 6kgs
in each Box.
Amrakhand
The royal Alphonso Mango blended with
Shrikhand create a soothing taste.
Available in 100 gms, 250 gms and 500 gms cups packed in a corrugated boxes with 6kgs in each
Box.
Curd
Quantity(gm) Types of
Packing
Amount(Rs)
50 Cup 5/-
100 Cup 10/-
250 Cup 23/-
500 Cup 40/-
19
Urja Curd adds a new dimension to food through
its pleasant taste.
Urja Curd is Available in50gms, 100 gms, 200 gms and 400 gms cups.
Paneer
Quantity(gm) Types of
Packing
Amount(Rs)
50 Cup 4/-
100 Cup 6/-
200 Cup 10/-
400 Cup 18/-
Quantity(gm) Types of
Packing
Amount(Rs)
200 Pouch 30/-
500 Pouch 65/-
1000 Pouch 130/-
20
Excellent for mount-watering recipes.
Urja Paneer is also available in 200 gms, 500 gms and 1 kg pouch packing and is also available
loose.
Lassi
Urja Lassi is tasty, nourishing and a great energy booster.
Available in 200 ml pouches and distributed in crates of 10 liters.
Butter Milk
Quantity(ml) Types of
Packing
Amount(Rs)
200 Pouch 10/-
Quantity(ml) Types of
Packing
Amount(Rs)
200 Pouch 12/-
21
Urja Butter Milk is a great refresher at any time of the day.
Available in 200 ml pouches and distributed in crates of 10 litres.
Ice-Cream
Urja Ice Cream is a festival of flavours and tastes - Vanilla, Strawberry, Butter Scotch, Keshar
Pista, Mango, and Chocolate; Raspberry....It's a treat overflowing with dry fruits and fun
combinations - Kaju Kishmis, Black Current and Choco Nuts.
The rich ingredients that go into each of these make them all very special.
Packing Details - available in 1/2 ltr, 1 ltr, 4 ltr.
Quantity(kg) Types of
Packing
Amount(Rs)
½ Cup 30/-
1 Cup 60/-
4 Cup 220/-
22
Soda
Urja Soda is an experience in refreshment for your body and mind.
Packing Details - Available in 500 ml Bottle - Packed in 12 bottles in 1 box.
Jeera Fresh
A digestive drink with an appealing taste that
makes every meal a joyous experience.
Packing Details
Quantity(ml) Types of
Packing
Amount(Rs)
500 Bottle 14/-
1500 Bottle 45/-
Quantity(ml) Types of
Packing
Amount(Rs)
500 Bottle 15/-
1500 Bottle 45/-
23
200ml - 24 Bottles
300ml - 24 Bottles
1500ml - 12 Bottles
Orange
Urja Orange is a tangy drink that teases your tongue in the most pleasing way.
Packing Details
200ml - 24 Bottles
300ml - 24 Bottles
1500ml - 12 Bottles
Quantity(ml) Types of
Packing
Amount(Rs)
300 Bottle 12/-
500 Bottle 20/-
1500 Bottle 45/-
24
Spark Vanilla
A special vanilla flavour, which lights a little spark in your eys.
Packing Details - 300 ml & 500 ml bottles
Packaged Drinking Water
Quantity(ml) Types of
Packing
Amount(Rs)
300 Bottle 12/-
500 Bottle 20/-
1500 Bottle 45/-
Quantity(l) Types of
Packing
Amount(Rs)
½ Bottle 8/-
1 Bottle 12/-
2 Bottle 24/-
25
Water in its purest form is really a life giving liquid. Urja is the assurance that each drop of water
that you consume is full of energy, the energy of freshness. Our ISI certification stands testimony
to the quality of our product. At our plant, we take the strictest measures regarding hygiene and
have the best technology for its purification.
Packing Details
Available in 1/2 Ltrs. Bottle - Packed in 24 bottles in 1 box, 1 Ltrs. Bottle - Packed in 12 bottles in
1 Box & 2 Ltrs. Bottles packed in 9 bottles.
Packaged Drinking Water 20 Ltr. Jar
Quantity(l) Types of
Packing
Amount(Rs)
5 Jar 45/-
20 Jar 65/-
26
The Urja Jar is an interesting solution for families or gatherings. The water is scientifically
purified. It ensures purity at minimum cost. Urja jars are portable, take minimum space and are
easy to usage
OBJECTIVES OF THE PROJECT:-
According to the curriculum of Pune University, we have to undertake a project work during the
vacation. The object of the project is to provide us an opportunity to get some exposure in the
organization.
The project is to aims at imparting us a practical training in our respective fields. This project is
undertaken in the partial fulfillment of MBA Curriculum of University of Pune.
27
Primary Objectives:
To determine the potential & availability of Urja products in the market.
To know the feedback & awareness of consumers regarding the Urja products which are
being provided.
Identify who is the consumer of the product (potential buyers) and who are the
competitors in the market.
To study consumer satisfaction & consumer psychology( behavior, choices, preferences,
consumer needs & wants.
To find out brand prefer for dairy products.
Secondary Objectives:
To be able to apply theoretical knowledge in practical manner in an organization.
To determine the potential of competitor’s products.
To find out different parameters for purchasing dairy products.
Considering the above objectives, we had to carry out a research & find out the facts & figures,
which later had to be analyzed & presented to Urja.
While working on this project we had to collect various information for Urja.
28
SCOPE OF THE PROJECT:-
The scope of Market Research is to study the market according to the products or services, and
to analyze its potential. Also, this research helps to analyze the purchasing power of the
consumers in different areas and their order of preference.
It includes the psychology and motive of consumers while buying a specific brand of a
company. It thus helps the company to determine the market share of the different range of
products & It thus helps in increasing the penetration of the company products in the potential
areas, which can be identified only after doing the market research.
It also helps the company to analyze the fluctuating demand of the products from the market,
by which they can promote the sales to increase the market share and profit.All these will help a
company to increase its market share through generating sales and enhancing it and thus knowing
if, any changes are required to be made, and thus, getting revenues for the company.
The project was carried out in different areas of Pune & Pimpri Chinch wad which includes
Aundh, Baner, Pashan, University Road, Deccan, F.C. Road, J.M. Road, Sivajinagar, Sinhgad
Road, Karve Road, Karve Nagar, Vimannagar, Koregaon Park, Paud Road, Kothrud, Pune Station,
Hadapsar, Pimpri, Chinchwad, Nigdi, Akurdi, Bhosari, Peth areas, Ranjangaon MIDC etc.
BENEFITS OF WORKING WITH Urja (Kutwal Foods Pvt. Ltd.) :-
29
1. Growth,
2. Work experience,
3. Brand name,
4. Exposure/Responsibility,
5. Knowledge,
6. Co-ordination
RESEARCH METHODLOGY
STATEMENT OF PROBLEM:
Studying the promotional scheme for Kutwal Foods Pvt Ltd.
RESEARCH METHODOLOGY
It is a way to systematically solve the research problems; to may be understood as a science
of studying how research is done scientifically. In it we study various steps various step that are
generally adopted by researcher in studying a researcher problem along with the logic behind the
methodology of research is a long and comprehensive process. It involves the following steps:
Planning the objective
30
Collection of data
Organization of data
Presentation of organized data
Analysis of the Presented data
Interpretation of finding
PLANNING THE OBJECTIVE :
Planning the objective of research is necessary to conduct it successfully. The role of this is to
guide the researcher by delimiting the area of research and to keep him on the right track. It
sharpens the researchers thinking and focuses attention on the more important facts of the
problem. For conducting the research in Urja Products And Services three objectives are planned:
-
SAMPLE SURVEY :
If the information is collected only from a representative part of the universe, we can say
that the data are collected by the sample survey. The study of the sample survey reveals the
characteristic of the universe. The research conducted as sample survey. In Urja Products and
Services the sample is taken from different sources.
SAMPLE SIZE:
31
This refers to the number of item to be selected from the universe to constitute a sample.
This is a major problem faced by the researcher. The size of the sample should neither too large
nor be too small. It should be optimum. The sample size for this research is 200 outlets. This
sample has been taken randomly from different options.
UNIVERSE
All the items in any field of enquiry form a universe or a population. It is an aggregate of
all the items in the field of enquiry, which can be numerically specified. For this study, the
universe is all dealers and retailers in the Pune rural area.
COLLECTION OF DATA
The task of data collection begins after a research problem has been designed and research
plan/design chalked out. The success of the researcher depends on the systematic collection of
data. The appropriate method used in the collection of data will yield adequate and relevant
information. For the research, Primary and secondary data are used as source of data.
SOURCE OF DATA
To take decision, every one requires latest information on the study undertaken. This
information is possible, provided data is collected. The two main sources of data are:-
PRIMARY DATA
32
The primary data sources were the questionnaire, Personal interview that was used to get
the information from sample. The questionnaire that was structured consists of both open- ended
questions as well as close- ended question. In personal interview the questions were unstructured.
In this research basically primary data has been collected directly from the Retail outlets and from
customer.
SECONDARY DATA
The secondary sources of data collection include the information from brochure of Urja
Products And Services, websites of Kutwal Foods Pvt Ltd, Amul, Chitle, Warna, Bisleri.Oxyrich
& Kinley.
PROCESSING AND ANALYSIS OF DATA
The data after collection have to be processed and analyzed in accordance with the outline
laid down for the purpose, at the time of developing the research plan. This is essential for a
scientific study and for ensuring that we have all relevant data and for making contemplated
Compressions and analysis.
It is needed because it facilitates the smooth selling of the various research operation,
they’re by making research as efficient as possible yielding maximum information with minimum
expenditure of effort, time and money. In case of our project, researcher has to find out the
feasibility of Urja Products in this current market scenario, analysis the satisfaction level of the
Retailers and find out the areas of dissatisfaction.
33
RESEARCH METHODLOGY
The nature of data was primary. The data collected for this research is primary in nature,
which is collected directly from outlets.
The method used was survey method.
Research conducted in this study falls under the categories of exploratory type.
METHOD OF SAMPLING:
The sampling method adopted was area wise, random sampling method. Every customer in
a specified area had an equal chance of being selected as unit.
As the customer base is huge in Pune rural area and scattered the population of subscribers was
divided in this areas:
Shirur Taluka.
Ranjangaon MIDC.
Research Instrument:
Structured questionnaire was used for interviewing, which were conducted personally.
Questions were based on three parameters.
Quality & Services.
Price
Responsiveness and customer care department.
34
The questionnaire was defined in such a way to best serve the purpose of the objective defines
earlier. A mix of open ended dichotomous and multiple-choice questions was used to get the
deserved information from the respondents. The instrument questionnaire is used because it best
induces the despondence to cooperate and stimulate and response quickly. The most important fact
is that facial expression and gesture can be observed and this help in checking whether their
congruency between the respondents and what he is saying.
DATA COLLECTION / DATA ANALYSIS
FEATURES OF ‘URJA’ INFLUENCING THE CUSTOMER
35
The Urja owner basically selects the products on the basis of its quality and most owners
see the service quality of the products.
The research done amongst the 200 outlets out of which, 45% owner said that the Urja
Products would like to have the quality products of that brand that gives them good services.
40% of outlet owners want to have good services in their products so that, they can attract
more customer. The remaining owners want to have good margin which comes to 15% of total
surveyed.
Influencing factors for Products
36
There is a major role of friends, adds, relatives in purchasing any thing. Through this
survey we tried to find out who is the biggest influencer for Urja owner while taking products and
the result come as:
55% of total surveyed people influenced by the advertising of the company.
30%were influenced by their friends and relatives.
30% is the effort of DSA to influence the owners.
The 15% were influenced by the other factor such as brand name etc.
INFORMATION PROVIDED BY CUSTOMER CARE ON VARIOUS
PROMOTIONAL SCHEME TO CUSTOMERS
37
The response we get from people is that the 42% surveyed blame that they didn’t get any
information regarding any promotional scheme from company but same time 58% people are
satisfied that they get the information .The reason that people were not getting the information
may be because of technical problem there requirement had not been updated or any other reason
CUSTOMERS RESPONSE ON AFTER SALE SERVICE OF
‘URJA’PRODUCTS
38
In the surveyed outlets 22% said that the after sale service of Urja Products And Services is very
good because of its Quality &Services.
44% said that it’s after sale service is good but might be still they are expecting some thing.
18% said that it’s after sale service is satisfactory it is average.
But the 18% said that it’s after sales service is poor.
AWARENESS AMONG PEOPLE REGARDING THE PROMOTIONAL
SCHEME PROVIDED BY COMPANY
Response on after sales service
16%
44%
18%
22%
Very Good Good Average Poor
39
The awareness among the people regarding the promotional scheme given by the company
is quite high as compare to the people who have no information. The 67% of the surveyed people
are aware of the promotional scheme which is going on but, 37% people have no idea about this.
The company has done good work here but still he has to improve
CUSTOMERS SATISFACTION REGARDING THE PROMOTIONAL
SCHEME GIVE TO THEM BY COMPANY
40
In this question the people are seems to be interested & they want to convey to company
that they want more promotional scheme to increase there profitability, the 46% people are not all
satisfied with promotional scheme provided by the company & 54% are satisfied by the scheme
provided to them by company.
SOURCES OF INFORMATION OF PROMOTIONAL SCHEME
41
The Urja products owner gets the information of promotional scheme through various
sources 40% owner get the information through the advertisement done by the company, DSA.
The 20% owner get it from company officers, 30% get from the DSA & 10% from other sources
like with friends, peers etc.
TYPES OF SCHEMES PROVIDED TO RETAILER BY COMPANY
42
The company provides different types of schemes to satisfy its customer
20% of people said that they get seasonal scheme from the company,60%said that they get the
target based scheme in they have to achieve certain revenue to get that scheme,12% said that they
get the monthly scheme & 8% get other type of scheme.
OBSERVATION AND FINDINGS
43
1. Reason for people not being happy with the promotional schemes of Urja Products And
Services.
Not providing adequate information of the schemes to Urja owner
Variations in the products provided to them
Dissatisfaction among the owner is there because of not getting desired result on the
promotional schemes given by company to them.
A times there is a dilemma in the products.
As we can see this problem is more behavioral, Urja Products And Services can look into the
matter with the customer care support team and solve the exiting problems.
2. The overall response was that there is ample staff available at any time but its difficult to find
the right person at the right time. There is a serious lapse on part of the organization, if they cannot
provide timely services to there customers. It is commonly found that that dissatisfied customers
have more friends then satisfy once therefore the customer care department needs a lot of
improvement if the company wants to maintain its image and position.
SWOT Analysis of Urja products & services
Strengths:
1. Kutwal Foods enjoys a big brand name URJA.
2. Owns a position of one of the leading Food products & service provider in the market.
3. Advertising and distribution network is very strong.
4. Kutwal Foods a very strong voucher management system in Pune rural area.
44
Weakness:
1. Poor coverage at some areas compared to other.
2. Communication gap between the company and distribution channel.
3. Poor transportation system as compare to other.
Opportunities :
1. Food industry is one of the fast growing industries.
2. Vast population and improvement in living standards of people in India will help in the
growth of the Food industry.
3. Rural market is covered Kutwal foods should improve its network coverage in the urban
areas.
Threats:
1. Price reduction by competitors entering the market, especially by Chitale, Amul, Oxyrich.
2. Coming up of new players in the Food sector like Mother Dairy in the existing market.
3. Strong hold of competitors in the market.
4. Change of govt. policy.
Pricing Strategies & Programs Selecting the pricing objective:
The company first has to decide what it wants to accomplish with the particular product. If
the company has selected its target market positioning carefully, then it marketing mix strategy,
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including price, will be fairly straightforward. Thus pricing strategy is largely determined by prior
decision on market positioning. At the same time, the company might pursue additional objectives.
The clearer a firm’s objective, the easier it is to set the price.
A company can pursue any of six major objectives through pricing.
SURVIVAL:
Companies pursue survival as their major objective if plagued with overcapacity, intense
competition, or changing consumer wants. Profits are less important than survival. As long as
prices cover variable costs and some fixed costs, the companies stay in business. However,
Survival is only a short run objective. In long run, the firm must learn how to add value or face
extinction.
MAXIMUM CURRENT PROFIT:
Many companies try to set the price that will maximize the current profits. They estimate
the demand and costs associated with alternative prices and choose the price that produces
maximum current profit, cash flow, or rate of return on investment.
There are problems associated with current profit maximization. It assumes that the firm
has knowledge of its demand and cost functions: in reality, they are difficult to estimate. Also, the
company is emphasizing current financial performance rather than long run performance.
MAXIMUM CURRENT REVENUE:
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Some companies will set a price to maximize sales revenue. Revenue maximization
requires only estimating the demand function. Many managers believe that revenue maximization
will lead to long run profit maximization and market share growth.
MAXIMUM SALES GROWTH:
Some companies want to maximize unit sales. They believe that a higher sales volume will
lead to lower unit costs and higher long run profit. They set the lowest price assuming the market
is price sensitive. This is called market- penetration pricing.
The following conditions favor setting a low price:
The market is highly price sensitive, and a low price stimulates more market growth.
Production & distribution costs fall with accumulated production experience.
A low price discourages actual and potential competition.
PRODUCT QUALITY LEADERSHIP:
A company might aim to be the product-quality leader in the market. One of the major
ways to differentiate a service is to deliver consistently higher-quality service than competitors.
Their expectations are formed by their past experiences, word of mouth, and service-firm
advertising. The customers choose providers on the basis and, after receiving the service; they
compare the perceived service with the expected service. If the perceived service falls below the
expected service, customers loose interest in the provider. If the perceived service meets or exceed
their expectations, they are apt to use the provider again.
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COMPETITORS ANALYFSIS
The future of Food Industry is very bright & therefore every giant company
wants to market leader. The major competitors for URJA are Amul, Chitale, Warna, Britania,
Oxyrich, Bisleri&Kinley, and Dynamic Dairy.
Amul, Chitale, Dynamic Dairy,Mother Dairy, Oxyrich, Bisleri are the most popular
milk & mineral water products company. Amul,Chatale,Oxyrich.are the market leader in this
segment. It provide all type of milkProducts &mineral water. They find there large distributors
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in India.Theyhave large transport connection.They provide good &timt to time services with that
they provide good qualities products.
COMPETITIVE ADVANTAGE OF AMUL,CHITALE &DYNAMIC
DAIRY.
Large Customer base
Huge Machinaries
It has build trust among the people
DISADVANTAGE
Delay in solving customer problem.
Delay in proper services.
Conventional way of brand promotion.
MARKET SHARE OF URJA PRODUCT
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As we can see that with in the span of 3-4 years the Urja Products And Services has
captured nearly 1/3rd of the market in this region.Urja is still ahead with the 55% share in this
market and the very true the Amul is emerging as the biggest competitor for the Urja Products
And Dynamic Dairy nearly 15 % market share in the region of the Pune city.
CONCLUSION
From this market research we have seen that the awareness level of Urja Products &
Services among local people are quite high among the respondent in Pune.
When a customer selects or subscribes to a service provider he or she accept
more importance to
Price
Services
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Quality
More reliable and able customer contact people will fetch the organization satisfied
customers and thus the organization more business.
The Food industry is undergoing tremendous growth and change. The company should
focus on growing business class as its target customer.
RECOMMENDATIONS (SUGGESTION)
1. The company should provide some extra facilities such as product insurance &credit
facilities.
2. The company has not launched its promotional activities in national level therefore the
people have low awareness about his products.
3. The outlet is not doing much advertisement at individual level they are totally depending
on the companies advertisement & other brand image.
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4. The owner of outlet is not that much active to do the mouth publicity he has to so that will
help to increase the sales &image of the outlet in the city over the outlets are there.
5. The Company has not launched its promotional activities in other state therefore the people
have low awareness about his services.
6. Regularly conducting market research and introduce services innovations to gain
advantage over their competitors
7. Company should have complained boxes at convenient location for grievance handing.
Secondly the company’s employees must be trained and empowered to solve the
customer’s problems speedily and satisfactorily.
8. Develop hiring criteria and training program that taken to account employees, service, and
recovery role.
9. Remove barriers that make difficult for the customer to complain, while developing
effective responses, which may include empowering employees to provide compensation
for the failure.
10. Maintain customer and product database that led company analyze types and sources of
complaints and adjust its policy.
11. Company must design a sound training programmed provides support
And rewards for good performance because positive attitudes of
Employees. Promotes stronger customer loyalty.
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12. Last but not least the infrastructure the outlet is getting some lack of space &some facility
are to be added.
BIBILIOGRAPHY
www.kutwalfoods.co.in
Marketing research by M.V. Kulkarni
Marketing Management by Philip Kotler
www.Google.com
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ANNEXURES
QUESTIONAIRE FOR URJA RETAIL OUTLET
1) a. Outlet name
b. Nature of business
c. Number of Urja Customer
2) While deciding to take Urja Products what are the features you look for? Please
number according to importance.
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a) quality
b) price
c) service
3) At the time of taking Products from which the other sources you take
suggestion.
a) Family and friends.
b) DSA (Direct Sales Associates)
c) Advertisement
d) Any other sources
4) Were you kept well informed by customer care on the various promotional
schemes?
a) Yes
b) No
5) How is the after sale service of Urja Products so far?
a) Very Good
b) Good
c) Average
d) Poor
6) Are you aware of the promotional scheme provided by the company?
a) Yes
b) No
7) If yes, are you satisfied with the current running promotional schemes
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given to you by company?
a) Yes
b) No
8) From which sources you came to know about the promotional scheme?
a) Advertisement
b) Companies officers
c) From DSA
d) Any other sources
9) Generally what type of Schemes Company provides you?
a) Seasonal
b) Target based
e) Monthly
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f) Other
10) Are you satisfied with the quality of promotional scheme happening in
Shirur Taluka
a) Yes
b) No
Kindly put forward any suggestion you would like to give for better service of Kutwal Foods Pvt
Ltd,
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Thank for giving your precious time!
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