lkllkklkllkklklllklkkkjjkjjjjkjkjkjkjkjkjkjkjkjkjkjkjk

Presented by Rohith,G.VM.Sc. Agri Econ

CASE STUDIES IN MARKETIG

The Indian context

4th Edition

R. Srinivasan

PHI Learning Private Limited –New Delhi

Rs.250.00

PART 1-MARKETING

Case 1:HMT-Machine Tools Division

Case 2:Oilseeds Growers Cooperative Society

Case 3:Retailing, Advertising ,Marketing and Merchandising Services(RAMMS)

Case 4:HMT Watches

Case 5:Bharat Heavy Electricals limited

Case 6:Bharat Earth Movers Limited

Case 7 :BPL Colour Television

Case 8:Indian Garments

Case 9: IDE Drip Irrigation System for Micro irrigation

PART 2-INTERNATIONAL MARKETINGCase 10:Infosys Technology Limited

Case 11:I.Flex Solutions –Analysis of an International Marketing Firm

Case 12:Gillette India

Case 13:SAP India

Case 14:Global Marketing in Wipro-Growing in Strength

Case 15:Ace Designers

Case 16:Mysore Sales International limited

Case 17:New Government Electric Factory Limited Bangalore

PART 3- SERVICES MARKETING• Case 18:Hotel Taj West End ,Bangalore

• Case 19: Credit Card Business of Standard Chartered Bank

• Case 20 : Karnataka State tourism Development Corporation (KSTDC) Ltd.

• Case 21 Hotel Ashok ,Bangalore

• Case 22:East –West Airlines-A failed Experience

• Case 23: Sterling Holiday Resorts

• Case 24: Thomas Cook- To Be or Not To Be?

• Case 25:Namdhari’s fresh

• Case 26:DaimlerChrysler

• Case 27:Charter Aviation Services

• Case 28:Café Coffee Day

India's first GLOBAL-GAP Certified Company.

Customer safety is a prime importance and the core of Quality Policy.

Ensures freshness to consumer.

Bird view of Head Office at Bidadi, Bangaluru.

NAMDHARI'S FRESH

Uragahalli, Ramanagara, Taluk, Bidadi 562109,Bangaluru, India

Telephone: +91 -9845471271 / 98454712729845310057/ 9845381817Fax: +91-80-28602168E-mail: info@namdharifresh.com

Website: http://www.namdharifresh.com

•Namdhari's Fresh, a unit of Namdhari Seeds started inyear 2000 at Bangalore - 'The Garden City of India',with a view to export fresh vegetables and provide apremium quality produce to domestic customers.

Namdhari Seeds is a market leader in Indian Vegetable Seed Industry and a leading Exporter of Vegetables and Flower Seeds.

• Presently, more than 40 different vegetables and fruits are being cultivated by Namdhari's Fresh at various productions centers across the country.

• The different agro-climatic zones enable us to produce most vegetablesall round the year.

• European standards of Good Agriculture Practices (GAP) are strictly followed at production level.

Namdhari's Fresh handles more than thousand tons of fresh vegetablesand fruits at domestic and International market.

Produces are mainly destined to Europe, Australia and the Middle East.

Namdhari's Fresh would be India's first company to receive the GLOBAL-GAP certificate, which is an assurance for our high quality standards.

• With the Blessings of His Holiness Shri SatguruJagjit Singh Ji, Namdhari Seeds has made a markwith itself in the Seed Industry widely as one ofthe largest distributors of vegetable seeds in India.

• Namdhari Seeds is also a leading Exporter ofVegetable and Flower seeds to Europe, Japan,U.S.A, Western Asia and South East Asia.

• They also a proud recipient of Best ExporterAward from Govt. of Karnataka & Govt. of Indiaand are designated as an "Export House".

• After the success in seed world, Namdharis have diversified into theproduction, distribution and export of fresh vegetables & fruits underthe name "Namdhari's Fresh".

• Namdhari's Fresh is also involved in natural farming to produce andsupply Organic Vegetables and Fruits in the International market withthe blessings of His Holiness Shri Satguru Ji, who himself is a strongbeliever of organic farming.

• At present the EC directive is being followed and the produce is grown inan Environmentally Friendly way.

• To ensure the freshness of the vegetables till it reaches the consumer, thecompany is having a continuous cold chain network right from the produce isharvested.

• The harvested vegetables are transported in refrigerated trucks, which alsohelps in the removal of field heat.

• From the refrigerated trucks, the vegetables are transferred to the pre-coolingroom.

• Thus the uninterrupted cold chain network makes Namdhari's Fresh to deliverthe quality vegetables with optimum freshness.

UNINTERRUPTED COLD CHAIN

VEGETABLE PRODUCTION• Traceability- Customer safety is the prime concern.

• Minimum use of chemical pesticides is the core of their Quality Policy.

• For crop protection, they rely on the bio agents, and other IntegratedPest Management practices rather than the conventionalindiscriminate use of pesticides.

QUALITY ASSURANCE

The quality control systems are such that theproducts are checked and rechecked right from thefield, grading and packing and during shipment, whichmakes it possible to meet the high quality standardsof Europe and other developed nations.

• Namdhari also performs shelf life test of the produce under differenttemperature conditions, whose results will be used to improve the shelflife of the produce.

• The packing section is being geared up to a hygienic handling so thatthe consumers receive a clean, hygienic product.

• Wholesale: Apart from the export and retailing, They also supplyingfresh vegetables and fruits to Institutional customers like star Hotels andretail chains.

NAMDHARI’S MANAGEMENT PERSPECTIVE

• They focus on quality and the message they want to communicate tothe society about the hazards of consuming fruits and vegetables thatare grown by intensive utilization of pesticides will them theconfidence of their customers.

• They focus more on the loyalty factor of customers and target thosequality-conscious customer segment.

CUSTOMER SEGMENT

• 86.36% of the customers said that goods were in stock wheneverthey visit Namdahri’s Fresh ,while 13.63 % pointed that goods wereout of stock .

• Most of the customers who found the goods out of stock wereevening visitors of the store.

• Namdhari’s generally fills the stock of vegetables at 7 am.

• 72.72% of the customers felt that the price of Namdhari’s Fresh was higherthen its competitors.

• 86.36% of the customers maintained that the quality was better thencompetitors.

• 81.81% of the customers were of the opinion that the store layout wascustomer-friendly.

• According to the customers, the categorization and segregation of fruitsand vegetable made easy .

• 50.01% of the customers said that check out quite fast in the store and40.95% did not care whether the check out was fast.

86.36

9.09

4.54

Stock quality

1st Qtr 2nd Qtr 3rd Qtr

Namdhari ‘s has the best quality

Namdhari ‘ s,FoodWorld,Subikhsha,Reliance World ,Nilgirishave equal quality

Niligiris is better then Namdharis

The characteristics of the customer segments are

Income :High income group ,family size –small (3-4 members)

Age: Across all the age groups

It also provide home delivery and credit system to buyers.

SERVQUAL• Two negative gaps are found

1)With respect to the employees knowledge of best processes ofNamdhari’s Fresh :

Many customers felt that when asked about the products such as skimmedmilk and other processed products ,store helper were unable to either pointto the location of the product or help in finding it and also biological agentused ,and using less amount of pesticide.

2)Quality aspects of vegetables and fruits.

When purchased and left outside without being placed in refrigerator,become soft and lost their freshness in period of 12 hours .

SERVQUAL STATUSPerceived Expected P-E

Employees' are knowledgeable about process and quality standards

3.77 4 -0.23

Company’s products are highhealth standards

4.45 5 -0.55

Difference b/w organic and inorganic products

3.045 3 0.045

Employees understand my needs and responds

3.36 3 0.36

Visually appealing ambience 4.18 4 0.18

Namdhari’s fresh should work on these negative gaps