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 -: kutwal@vsnl.com / info@kutwalfoods.co.in

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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