COMPANY PROFILE

A well known name among the king of rice exporters, holding the top position for long time among rice exporter companies.

Amir Chand Jagdish Kumar (Exports) Ltd. is an ISO 22000:2005 company, promoted by  Mr. J.K. Suri having more than 37 years of expertise in the rice industry with his Son Mr. Rahul Suri having experience of more than 10 years in the same industry. The Company took over the running business of M/s Amir Chand Jagdish Kumar (a 25 year old proprietorship concern of Mr. J.K. Suri) on 14 January 2005. Promoters are in business of food grains since 1969.

ACJKEL has acclaimed a reputation of a highly professional and trusted company in the rice manufacturing Industry, which is synonymous with quality at competitive price. The Company is professionally managed and maintains very cordial relationship with its employees. A team of highly qualified personnel from the fields of engineering, finance and administration are the core strength of ACJKEL, who assists the top-level management, to achieve its long term objectives. That’s why, the company has the finest human resource in various departments of finance, Corporate Affairs & Legal research, international trade, management, administration and sales and marketing

Aeroplane Rice is one of the India's most popular brand through the world class performance, creating growth value for the Indian economy and the Company's stakeholders. The vision to excel and build lasting relationships brought together men with the determination to challenge the fate of time. The Company is professionally managed and has very cordial relationship with all its employees. Highly qualified personnel from the fields of MBA, Engineering, Chartered Accountants, Company Secretariat and administration giving ACJKEL its core strength assist the top-level management. The Human Resource empowerment of the ACJKEL’s infrastructure, befitting its immense abilities, rejuvenates the vitality of the working environment. Total work force of the company is more than ….. including every staffs. For entire labor requirement the Company banks mainly on its labor contractors with whom the Company has a very long-term relationship.

OUR MANAGEMENT SYSTEM

The Company is working under the supervision and chairmanship of Mr. J.K. Suri having dynamic personality and the long experience in the field of rice manufacturing and exporting. The vision and dynamism of Mr. J.K. Suri is far excellence, which is proven by the success story of the Company. Mr. J.K. Suri is a member of the executive committee of all India Rice Exporters Association.

Next to the Chairman is Mr. Rahul Suri, Joint managing Director of the Company having the huge experience in the field of food grains. He is a brilliant entrepreneur who has been managing promising business relationships and there is no doubt that Company will achieve all its objective under his powerful leadership. His skills have added positive and efficient values to the business.

To assist the top- level management there is a team of highly qualified personnel from the fields of MBA, Engineering, Chartered Accountants, Company Secretariat and administration. The Human Resource empowerment of the ACJKEL’s infrastructure, befitting its immense abilities, rejuvenates the vitality of the working environment.

OUR ACHIVEMENT

The  ACJKEL Group’s  commitment to quality, infrastructure facilities meeting stringent quality standards, innovative designs with a universal appeal and timely execution is evident from their impressive track record. The underlying philosophy of the group is “milled rice is only as good as the paddy is procured” and lasting relationships bonded with trust and faith. The company works towards fostering the interest of its customer by achieving their expectations and providing value for money

" Due to the above thinking Company got many prestigious awards & accreditations"

Award:

Honored by Prime minister of India Sheri Atal Behari Vajpayee for on account of meritorious performance in the field of Exports at function held on 8th May 2000. at Vigyan Bhavan, New Delhi.

Excellence award by Bank of India for the year 2003-2004. Excellence award by Union Bank of India for the year 2005-2006.

Honored by APEDA for Outstanding contribution to the Promotion of Agricultural and Processes Food Products.

Accreditations:

ISO 9001:2000 Certification HACCP Certification for food Safety Management Standard. Recognized as Two star Export House by the Ministry of Commerce & Industry.

MEMBERSHIP

The Membership Scenario of ACJKEL are-

Federation of Indian Export Organization (FIEO), Agricultural and processed Food Products Export Development

Authority (APEDA), Delhi Chamber of Commerce (DCC) and Indian Trade Promotion Organization (ITPO)

Along with this, Mr. J. K. Suri, Chairman of the company is a member of the executive committee of All India Rice Exporters Association.

INFRASTRUCTURE

Amir Chand Jagdish Kumar (Exports) Ltd. has a hi-tech milling plants and factories which confirms to international parameters of excellence at every stage. Any 'work of art' is only as good as the expertise and infrastructure provided for its crafting. Amir Chand Jagdish Kumar (Exports) Ltd. has an excellent infrastructure for procurement, production, quality control, distribution and shipping of Rice.

The group has set up its own state-of-the-art rice milling and processing units installed with latest fully automated rice machinery.

The company has the finest human resource in various departments of finance, research, international trade, management, administration and sales and marketing ,all operating from one roof...the Head Office, to meet the esteemed Quality policy-"to supply rice which meets Customers expectations to their entire satisfaction".

The Head Office is situated at :

12/14, Libras Road, Samaypur, Delhi - 110 042. India.

VISION

Amir Chand Jagdish Kumar (EXPORTS) Ltd. Is looking for Associates/Partners/Joint Ventures to expand its horizon and is open to new ideas and thoughts to spread all over European union/Middle East and eventually globe

VALUES

1) Strict adherence to commitments.2) Faster learning, Creativity & Team Work.3) Loyalty and pride in the company.4) Fairness & integrity in all matters.

5)_ Zeal to excel & Zest for change

OUR MILLS

The Company has four state of the art mills for processing rice, which have been specially set up to meet the growing demand of high quality rice in the domestic and international market. It is equipped with state-of-the-art Polishers, Paddy Cleaners, Pearl Polishers and other electronic hi-tech lab requirements.

All the mills are located in the heart of Basmati growing areas on the outskirts of Delhi:

1.  Safidon Mill: 6 Km Safidon - Jind Road, Safidon (Haryana), District : Jind, Haryana. India.

2 . Chhabal Mill:   Chhabal . District: Amritsar, Punjab, India .

3. Ratia Mill: Ratia, Haryana, India.

4.  The Sortex Plant: 67/9 Alipur, Baholi, Delhi

These are set up for processing and ensuring flawless quality of every grain of rice and meet the highest international standard, is fully equipped with the latest and most innovative state of the art machinery. These plants are one of India's finest, confirming to international standards of excellence in hygiene and quality. These are equipped with the latest Pearling from Satake (Japan), DeStones from Yanmar (Japan), Gravity seperators from Cater Day (Canada), length Graders from Carter Day (Canada), Colour Sortex from Bhuler (Germany) and Satake (Japan) and other Hi-tech equipments and are also facilitated with a modern lab for stringent quality control. We also have the latest 16 MT. Per hour colour sortex from Satake (Japan). '

THE LATEST SORTEX 1641 FROM SATAKE (JAPAN) IS ONLY AVAILABLE IN INDIA WITH US.

Sortex Plant

Amir Chand Jagdish Kumar (Exports) Ltd. employs excellent and latest technology for production and quality control of Aeroplane Rice.In its hi-tech milling plants and factories, every stage confirms to international parameters of excellence.The group has set up its own state-of-the-art- rice milling and processing unit installed with latest fully automated rice machinery.

The Sortex Plant set up for processing and ensuring flawless quality of every grain of rice and meet the highest international standard, is fully equipped with the latest and most innovative state of the art machinery. This plant is one of India's finest , conforming to international standards of excellence in hygiene and quality.It is equipped with the latest Pearling from Satake (Japan),De Stones from Yanmar (Japan),Gravity seperators from Career Day(Canada),length Graders from Carter Day (Canada),Colour Sortex from Bhuler (Germany) and Satake (Japan) and other Hi-tech Equipments and is also facilitated with a modern lab for stringent quality control.We also have the latest 16 MT. Per hour colour sortex from Satake (Japan).It has the sorting capacity of 350 tonnes per day.

The plant has incorporated state-of- the-art technology in terms of machinery and ensures proper control functioning of the plant to provide the best controlled quality of rice as required .It is equipped with state-of -the-art Polishers,Paddy Cleaners,Pearl Polishers and other electronic hi-tech lab requirements.

Amir Chand Jagdish Kumar (Exports) Ltd. produces a variety of rice, all manufactured to stringent quality standards. Each variety is the finest in its category.

All plants are equipped with the most modern machinery and advanced laboratories for extensive testing and Quality control .Quality control processes are religiously adhered to in order to ensure uniform quality and to be par with ISO 9001.

EXPORTS

We are one of India's largest rice exporters, featuring between the first five position.

The world has always hungered for fine quality premium rice. And this is indeed where 'Aeroplane Rice' has shown its Golden Touch -  worth of Basmati and non-Basmati worldwide. The Company brand even enjoys a reputed position in the major domestic markets of the country.In the face of stiff competition, Aeroplane's consistent quality and constant improvement of grain quality has earned it an impeccable reputation in the international market. Both for its superb Basmati and non-Basmati varieties as well as its professionalism and strict adherence to delivery schedules. Worldwide, Aeroplane Rice is expanding its network to better serve the increasing demand and for quicker and more efficient service. Marketing and Trading Agents have already been appointed in several countries around the world.

We are exporting to:

1. DUBAI2. DOHA QATAR3. MUSCAT4. BAHRAIN5. SAUDI ARABIA6. KUWAIT7. YEMEN8. JORDAN9. ISRAEL10. EGYPT11. IRAN12. GERMANY13. UK14. CANADA15. AZER BAIJIAN16. AUSTRALIA17. MAURITIUS18. SINGAPORE19. BANGLADESH20. HONGKONG/MACCAU21. KENYA

In Basmati, too, we are dominant player - accounting for 8% of India's Basmati exports.

 

AMIR CHAND JAGDISH KUMAR EXPORTS

8 % (approx.)

OTHER RICE EXPORTERS 92 %

Basmati Rice Quality

These processes are meticulously followed to ensure a true Aeroplane  Basmati rice with length exceeding 7.0 mm, perfectly tapered ends, uniformly long grain, pristine white lust re and appetizing aroma. Aeroplane Rice produces a variety of other rice, all manufactured to stringent quality standards

Each variety the finest in its category.There's an old trade saying "milled rice is only as good as the paddy is procured "-That's the reason Amir Chand Jagdish kumar,stresses on procurement and the most critical step is in ensuring quality.We achieve this by concentrating on the richest paddy growing areas like Degradable, Haryana Belt and Tehrai Belt.Then we closely monitor each district from season to season ,so just at the time of the season starts ,paddy starts arriving in the market. Our brand of rice experts are at hand to sample, test and grade the harvest. In this way we are able to identify and source the best paddy of the district in a given season before purchasing the paddy a more thorough examination takes place at our plant.A special laboratory housing a slew of most sophisticated paddy tester check the paddy sample for moisture content, head rice yield percentage of broken and admixture,length and breadth of grain.Only after the confirmation from the quality benchmarks ,are the paddy taken for the storage and processing.We have designed a special 30,000 tonne capacity storage system comprising of bins and bags which ensures maximum protection from ground moisture,rain ,air humidity,birds,rodents and infestations through micro-organisms and insects.We source paddy from India's high quality ,high yielding paddy growing areas in Punjab and Haryana, the Punjab belt,which includes Karnal, Nilokheri, Safidon Mandi,Ladwa,Kaithal and Pehowa, and the Purrrai belt ,Amritsar etc.

Our team of rice experts sample, test and grade the harvest.A detailed examination of the paddy is undertaken at our paddy testing Lab, before we finalize the purchase.Quality has always been a prime consideration with the Company. Operating as it does in the premium end of the market, it couldn't have been any other way. Which is why quality management in the Company starts at the grassroots. And continues till the product finally reaches the consumer. All plants are equipped with the most modern machinery and advanced laboratories for extensive testing. Quality control processes are religiously adhered to in order to ensure uniform quality. This uniformity in quality has resulted in the company getting the precious ISO 9001 certification. The technology extends to the packaging as well - after all, packaging forms an important part of the product image in the consumer's mind. Also, the Company's products have to compete all over the world. Special care is therefore taken to make the packaging distinctive, attractive and hygienic.

The Company has acquired FFS (firm - fill - seal) machines for poly line-laminated pouch packaging. The Company's products are also packed in attractive pouch packaging. The Company's products are also packed in attractive cardboard laminated boxes, polyuliner jute, polyliner cotton, natural jute, PET jars and polythene, ensuring complete safety against moisture, pests, insects and dust.We ensure that each grain of rice is long and has its tip intact.Then we mill it to a whiteness of 40 Kett. And, finally, when all our stringent quality specifications have been met, we age it under controlled conditions for a period of over one

year.

Long Grain Rice

Long, slender kernel, 4 times longer that it is wide .Cooked grains are separate, light and fluffy.

Medium Grain Rice

Kernel is 2 to 3 times longer that it is wide .Cooked grains are moist, tender and slightly clingy.

Short Grain Rice

Kernel is almost round. Cooked grains cling together.

Aromatic Rice 

Brown or white rice with a natural aroma and flavor similar to that of roasted nuts or popcorn.

Sweet Rice

An opaque white grain. Cooked grains are very sticky.

Rough (Paddy) Rice

The kernels are still within the hull .Before rice can be packaged or cooked, the outer hull or husk must be removed.

Brown Rice

Types of Rice's

The kernels of rice have had only the hull removed.rown rice may be eaten as is or milled into regular-milled white rice. Cooked brown rice has a slightly chewy texture and a nut-like flavor.The light brown color of brown rice is caused be the presence of bran layers which are rice in minerals and vitamins, especially the B-complex group.

Parboiled Rice

This rough rice has gone through a steam-pressure process before milling.This procedure gelatinizes the starch in the grain, and ensures a firmer,more separate grain. Parboiled rice is favored by consumers and chefs who desire an extra fluffy and separate cooked rice.

Precooked Rice 

White or brown rice that has been completely cooked and dehydrated after milling.This process reduces the time required for cooking.

Regular-Milled White Rice 

Rice that has the hull and bran layers removed.It is sometimes referred to as milled rice, milled white rice, polished rice, or polished white rice. The hulls, bran layers, and germ have all been removed. Most white rice is enriched, giving it a nutritional value similar to brown rice.

AEROPLANE RICE SUPPLY CHAIN FLOW CHART

Raw Material Suppliers

Manufacturing Location

INSTITUTIONS

DISTRIBUTORS

RETAILERS

EXPORT CUSTOMERS

Modern Trade(e.g Big Bazaar,Big Apple,Fairprice etc.)

MARKET SHARE OF AEROPLANE RICE(ON THE BASIS OF TYPE OF OUTLET IT IS AVAILAIBLE IN)

57%30%

4%

9%

Sales in %

EXPORTS RETAILERS INSTITUTION (eg.colleges, hotels etc.)MODERN TRADE (eg. big bazaar)

AMIR CHAND JAGDISH KUMAR EXPORTS LIMITED (ACJKEL) has a 57% exports covering almost every part of EUROPE & MIDDLE EAST and also some parts of rest of the world including USA, AUSTRALIA, SINGAPORE, HONGKONG etc.

The rest is the domestic markets which includes :

1) RETAILERS: ACJKEL has 30% of its sale from the retailers. They have occupied almost every part of india and have supplies to more than 5000 retailers all over INDIA.

2) INSTITUTIONS: This includes hotels, restaurants, colleges etc. The company caters to the major players of the institution industry, as they came into institution field 1year back and they got a satisfactory results by having 4% of its total market share

3) MODERN TRADE: This includes big bazaar, reliance fresh etc. The company have supplies to these stores all over india and they get 9% of its market share.

RESEARCH METHODOLOGY

Objective of study

The objectives of study is to gain knowledge about the marketing practices by the

company

The objectives of study are to have an overview of ACJKEL organization.

The study focuses on ACJKEL and their features.

The study focus ACJKEL and it’s competitors

The study reflects the various marketing strategies adopted by ACJKEL.

The study give us the comparative analysis between ACJKEL and it’s

competition.

Scope of study

This study gives us the comparative analysis between ACJKEL and its

competitors.

This study gives a swot analysis of the organization.

This study provides the comparative analysis of major player in rice production to

the management.

This study focuses on ACJKEL products and their features.

This study can assists the mgt in decision making

Significance of study

Through questionnaire and data analysis we get to know about the different opinions of employees working in ACJKEL, i.e what they think about the brand.

This study has an overview of ACJKEL Company or organization.

This study gain knowledge about the company.

This study focuses on over all industry.

This study focuses on ACJKEL and its competitors.

This study gives information about the competitors in the industry.

Managerial usefulness of study

This study can assist the management in decision making process.

This study gives information about the competitors in the industry to the

management.

This study can help management to innovate new ideas regarding products and

services which can further fulfill the need of the existing as well as the potential

customer.

This study provides the comparative analysis of major players in automobile

sectors to the management.

This study gives a SWOT analysis of the organization to the management.

DATA COLLECTION

To determine the appropriate data for research mainly two kinds of data was collected

namely primary & secondary data as explained below:

PRIMARY DATA

Primary data are those, which were collected afresh & for the first time and thus happen

to be original in character. However, there are many methods of collecting the primary

data; all have not been used for the purpose of this project. The ones that have been

used are:

Questionnaire

Informal Interviews

Observation

SECONDARY DATA

Secondary data is collected from previous researches and literature to fill in the

respective project. The secondary data was collected through:

Text Books

Articles

Journals

Websites

STATISTICAL TOOLS USED

The main statistical tools used for the collection and analyses of data in this project are:

Pie Charts

Tables

MARKETING PROMOTION

Promotion is one of the four elements of marketing mix (product, price, promotion, distribution).

It is the communication link between sellers and buyers for the purpose of influencing,

informing, or persuading a potential buyer's purchasing decision.

The following are two types of Promotion:

Above the line promotion: Promotion in the media (e.g. TV, radio, newspapers, Internet,Mobile

Phones, and, historically, illustrated songs) in which the advertiser pays an advertising

agency to place the ad

Below the line promotion: All other promotion. Much of this is intended to be subtle enough for

the consumer to be unaware that promotion is taking place. E.g. sponsorship, product

placement, endorsements, merchandising, direct mail, personal selling,public relations, trade

shows

The specification of five elements creates a promotional mix or promotional plan. These

elements are personal selling, advertising, sales promotion, direct marketing, and publicity. A

promotional mix specifies how much attention to pay to each of the five subcategories, and how

much money to budget for each. A promotional plan can have a wide range of objectives,

including: sales increases, new product acceptance, creation of brand equity, positioning,

competitive retaliations, or creation of a corporate image. Fundamentally, however there are

three basic objectives of promotion. These are: 1.) To present information to consumers as well

as others 2.)To increase demand 3.)To differentiate a product.

There are different ways to promote a product in different areas of media. Promoters use

internet advertisement, special events, endorsements, and newspapers to advertise their

product. Many times with the purchase of a product there is an incentive like discounts, free

items, or a contest. This is to increase the sales of a given product.

The term "promotion" is usually an "in" expression used internally by the marketing company,

but not normally to the public or the market - phrases like "special offer" are more common.

METHODS OF MARKETING PROMOTION ADOPTED BY ACJKEL

There are many consumer sales promotional techniques available, summarised in the table below:

Price promotions:

Price promotions are also commonly known as” price discounting”These offer either :

(1) a discount to the normal selling price of a product, for eg. Rs 10 off or purchase of 1 kg packet of LA-TASTE or,

(2) more of the product at the normal price.eg. 25% extra on 1 kg packet.

Increased sales gained from price promotions are at the expense of a loss in profit – so these promotions must be used with care.

Coupons:

Coupons are another, very versatile, way of offering a discount offered by ACJKEL. Consider the following examples of the use of coupons:

- On a pack to encourage repeat purchase- In coupons, whether in magazines or newspapers allowing customers to redeem the coupon at a retailer.

The key objective with a coupon promotion is to maximise the redemption rate – this is the proportion of customers actually using the coupon.

One problem with coupons is that they may simply encourage customers to buy what they would have bought anyway. Another problem occurs when retailers do not hold sufficient stocks of the promoted product – causing customer disappointment.

Use of coupon promotions is, therefore, often best for new products or perhaps to encourage sales of existing products that are slowing down.

Gift with purchase:

The “gift with purchase” is a very common promotional technique. It is also known as a “premium promotion” in that the customer gets something in addition to the main purchase. This type of promotion is widely used by ACJKEL:

- Giving a 1 kg rice packet free with a 5 kg bag, or sometimes giving a 5 kg bag of rice free with a 5 kg bag or rice by simply paying an amount for 1 bag.- Free 3 kg rice with a 10 kg rice bag etc.

Money refunds:

Here, a customer receives a money refund after submitting a proof of purchase to the manufacturer.These schemes are often viewed with some suspicion by customers – particularly if the method of obtaining a refund looks unusual or onerous.

Frequent user / loyalty incentives:

This type of promotion is applied to those customers who are frequent consumers of “AEROPLANE RICE”. This is applied in stores where there is computerized system, through this company sends free rice packets to their frequent customers as loyalty incentives.

Point-of-sale displays:

Research into customer buying behaviour in retail stores suggests that a significant proportion of purchases results from promotions that customers see in the store. Attractive, informative and well-positioned point-of-sale displays are, therefore, very imortant part of the sales promotional activity in retail outlets.

Free samples:

We have received free samples of shampoo, washing powder, coffee powder, etc. while purchasing various items from the market. Sometimes these free samples are also distributed by the shopkeeper even without purhasing any item from his shop.These are distributed to attract consumers to try out a new product and thereby create new customers. Similar with the case of AEROPLANE RICE they also distributes free samples of rice through retailers or directly from the company.

Fairs and Exhibitions:

Fairs and exhibitions organized at domestic and international level to introduce new products, demonstrate the products and to explain specialty usefulness of the products. Goods are displayed and demonstrated and their sale is also conducted at a reasonable discount. AERO[LANE RICE takes part in INTERNATIONAL TRADE FAIR held in Europe, USA & MIDDLE EAST.

MARKET SEGMENTATION

Market segmentation is a concept in economics and marketing. A market segment is a

sub-set of a market made up of people or organizations sharing with one or more

characteristics that cause them to demand similar product and/or services based on

qualities of those products such as price or function. A true market segment meets all of

the following criteria: it is distinct from other segments (different segments have different

needs), it is homogeneous within the segment (exhibits common needs); it responds

similarly to a market stimulus, and it can be reached by a market intervention. The term

is also used when consumers with identical product and/or service needs are divided up

into groups so they can be charged different amounts. These can broadly be viewed as

'positive' and 'negative' applications of the same idea, splitting up the market into

smaller groups.

Examples:

Age

Gender

Price

Interests

AEROPLANE RICETOTAL SALES GRAPH

(YEAR 31st MAR-2006 TO 31st MAR-2010)

YEAR 2005-06 2006-07 2007-08 2008-09 2009-10

TOTAL SALES in cr

132.63 265.91 437.92 563.78 686.87

SALES GRAPH OF TOTAL SALES

31st MARCH 06

31st MARCH 07

31st MARCH 08

31st MARCH 09

31st MARCH 10

0

100

200

300

400

500

600

700

800

SALES IN cr.

GRAND TOTAL 2087.11 cr

EXPORTS

Amir Chand Jagdish Kumar Exports Ltd. are traditional rice millers and exporters for over 25 years, exporting basmati rice and manufacturer of the world famous AEROPLANE basmati rice.

In the face of stiff competition, Aeroplane's consistent quality and constant improvement of grain quality has earned it an impeccable reputation in the international market. Both for its superb Basmati and non-Basmati varieties as well as its professionalism and strict adherence to delivery schedules. Worldwide, Aeroplane Rice is expanding its network to better serve the increasing demand and for quicker and more efficient service. Marketing and Trading Agents have already been appointed in several countries around the world.

Our brands are available in countries like:

1. DUBAI2. DOHA QATAR3. MUSCAT4. BAHRAIN5. SAUDI ARABIA6. KUWAIT7. YEMEN8. JORDAN9. ISRAEL10.EGYPT11. IRAN12.GERMANY13.UK14.CANADA15.AZER BAIJIAN16.AUSTRALIA17.MAURITIUS18.SINGAPORE19.BANGLADESH20.HONGKONG/MACCAU21.KENYA

AEROPLANE RICETOTAL SALES GRAPH OF EXPORTS

(YEAR 31st MAR-2006 TO 31st MAR-2010)

YEAR 2005-06 2006-07 2007-08 2008-09 2009-10

TOTAL SALES in cr

82.40 154.54 248.30 323.66 390.28

SALES GRAPH OF TOTAL EXPORTS

31st MARCH 06

31st MARCH 07

31st MARCH 08

31st MARCH 09

31st MARCH 10

0

50

100

150

200

250

300

350

400

450

SALES IN cr.

GRAND TOTAL 1199.18 cr

DOMESTIC MARKET

ACJKEL’S domestic market includes:

1) Traditional Market/Retailers: They have occupied almost every part of india and have supplies to more than 5000 retailers all over INDIA.

2) Institutional Market: The company came to the institution field one year back and has find a better position in this industry, by catering to major players like:

FIVE STAR STAR HOTELS

1. THE ASHOK2. TRIDENT3. THE HANS HOTEL4. METROPOLITON5. THE CANNAUGHT HOTEL6. CITY PARK HOTEL7. THE SAMRAT HOTEL8. THE JANPATH

COLLEGES

1. LOVELY PROFESSIONAL (JALANDHAR)2. LADY SHRI RAM COLLEGE3. PROFESSIONAL CATERING SERVICES

TRADER

1. A.R TRADER

RESTAURANTS

1. CASTLE NINE RESTAURANT2. ANITED COFFEE HOUSE3. ALL HEAVENS4. 3615. CHUNGWA6. MANRE7. MOETS BARBEQUE8. LIQUID KITCHEN9. OLIVE BAR AND KITCHEN10.HABITAT CENTRE11.FOOD WORLD HOSPITALITY (LOTUS POND)12.GRAND PLAZA

13.ROCKMAN BREWERIES14.PVR BLUO ENTERTAINMENT15.THE GREAT KEBAB FACTORY

HOSPITALITY

1. FOOD WORLD HOSPITALITY2. APOLLO HOSPITAL3. PAN INDIA FOOD SOLUTION4. CITY MAX HOSPITALITY5. VAPOUR (A UNIT OF WONDER) HOSPITALITY

RAILWAY CATERERS

1. RAJASTHANI CATERERS2. R.K. CATERER3. DEEPAK AND CO.4. DOONS CATERER

BIRYANI WALAS

1. KARIM MUGHAL2. NIZAM KATHI KABAB3. D’S BIRYANI4. MOHD. TAFIU5. KALIM KEBAB6. RAHIM MUGHAL7. OBEROI BIRYANI

CLUBS

1. GOUMENT CLUB2. PITAMPURA CLUB

FLIGHT CATERER

1. SKY CATERER

BANQUETS

1. D MARKS2. SYMPHONY3. REGAL FOOD4. GOLA FIVE STAR5. MH1 RESORTS

The company has already filed the tenders for:

1. MERIDIAN HOTEL (C.P, NEW DELHI)2. TAJ HOTEL (MUMBAI)3. THE LEELA (GURGAON)4. RADISSON HOTEL (GURGAON)

3) Modern Trade: The company have supplies to these stores all over india.

Our brands are available in:

1. BIG BAZAAR2. SPENCERS3. BIG APPLE4. RELIANCE FRESH5. SABKA BAZAAR6. KB’S FAIR PRICE SHOP7. SALASAR BHANDAR8. MORE9. VISHAL RETAIL

AEROPLANE RICETOTAL SALES GRAPH OF DOMESTIC SALE

(YEAR 31st MAR-2006 TO 31st MAR-2010)

YEAR 2005-06 2006-07 2007-08 2008-09 2009-10

TOTAL SALES in cr

50.23 111.37 189.62 240.12 296.59

SALES GRAPH OF TOTAL DOMESTIC SALE

31st MARCH 06

31st MARCH 07

31st MARCH 08

31st MARCH 09

31st MARCH 10

0

50

100

150

200

250

300

350

Series 1Column1Column2

GRAND TOTAL 887.93 cr

AEROPLANE RICETOTAL SALES GRAPH OF INSTITUTION SALE

(MONTH APRIL-2009 TO MARCH-2010)

NAME OF MONTH

APRIL MAY JUNE JULY AUG SEPT OCT NOV DEC JAN FEB MARCH

TOTAL

TOTAL SALES

2651801

2584909

2745424

3378704

3715408

3669141

3882201

3139157

3702785

3852831

3552773

2517613

39392747

SALES GRAPH OF TOTAL INSTITUTIONAL SALE

APRILMAY

JUNE

JULY

AUGUST

SEPTE

MBER

OCTOBER

NOVEMBER

DECEM

BER

JANUARY

FEBRUARY

MARCH0

500000

1000000

1500000

2000000

2500000

3000000

3500000

4000000

4500000

SALES

GRAND TOTAL 3.9 cr

AVG. PER MONTH 32.83 lakhs

TARGET MARKET

A target market or target audience is a group of customers that the business has

decided to aim its marketing efforts and ultimately its merchandise. A well-defined target

market is the first element to a marketing strategy. The target market and the marketing

mix variables of product, place (distribution), promotion and price are the two elements

of a marketing mix strategy that determine the success of a product in the marketplace.

Target markets are groups of people separated by distinguishable and noticeable

aspects. Target markets can be separated into:

• geographic segmentations (their location)

• demographic/socio-economic segmentation (gender,age, income occupation,

education, sexual orientation, household size, and stage in the family life cycle)

• psychographic segmentation (similar attitudes, values, and lifestyles)

• behavioral segmentation (occasions, degree of loyalty)

• product-related segmentation (relationship to a product

A principal concept in target marketing is that those who are targeted show a strong

affinity or brand loyalty to that particular brand. Research has shown that racial

similarity, role congruence, labeling intensity of ethnic identification, shared knowledge

and ethnic salience all promote positive effects on the target market. Research has

generally shown that target marketing strategies are constructed from consumer

inferences of similarities between some aspects of the advertisement (e.g., source

pictured, language used, lifestyle represented) and characteristics of the consumer (e.g.

reality or desire of having the represented style. Consumers are persuaded by the

characteristics in the advertisement and those of the consumer

TARGETING METHOD ADOPTED BY AVJKEL ON THE BASIS OF LOCATION

The choice of location is crucial because of the complex decision making involved, high costs Immobility after site selection and its possible impact on the retailer strategy. Selecting location for selling their product is not so easy. management personnel has take into consideration number of aspects before finalzing the area where they have to sell their product. Wrong decision regarding selection of area may led to huge losses for the company. As in today competitive world product positioning place a equal dominant role. Company has to into consideration the markets where the products of their competitors are sold. Company has also to consider that whether they will be able to supply their product to their customer. The officials of aeroplane rice have decided to sell their product in different locations covering almost every part of Delhi. This doesn’t mean that the company is only making their product sold locally, they are also acquiring external markets i.e. EXPORTS. A company can also make their product acceptable by the customers by making their product available at right time and at right place.

In today’s scenario, time is money for the masses. Consumers are not ready to buy the product of which they are not aware or the brand which is not easily available.

Identify in which to operate

Eg.- DELHI

MUMBAI

KOLKATA

CHENNAI

Identify the most attractive sites that are available within each market

Eg- DELHI

GK I &IISAKET KAROL BAGHPITAMPURARANI BAGHJANAKPURI

Selected the best site(s)

Eg-

GK I &IISAKETPITAMPURA

1. Do you consume rice?

YES84%

NO16%

Column1

FINDING

This is very well depicted from the above diagram that 84% of the consumers consume rice and their are only 16% who does not consume rice reason being it depends upon the taste of the person.

2) How often do you consume rice?

FINDING

This is very well depicted from the above diagram that every consumer has its own like and dislikes as there is only 13% who consume once in the month and more over their are 37% consumers once in a week.

DAILY17%

ONCE IN A WEEK38%

ONCE IN A 15 DAYS33%

ONCE IN A MONTH13%

3. Which basmati rice do you consume?

AEROPLANE RICE28%

DAAWAT RICE18%

KOHINOOR30%

LALQUILLA BASMATI RICE24%

FINDING

This diagram clearly shows that there is only 18% of the consumer who consume Daawat Rice ,as it is notice that Kohinoor Rice,Aeroplane Rice and Lalquilla basmati rice are having almost more or less consumption as 30%,28% and 24%.

4. Are you aware of the product Aeroplane rice?

YES84%

NO16%

FINDING

The above diagram shows that 84% of the consumers are aware of the product Aeroplane rice and only 16% are not aware of this,because it depends on the person location that how is the promotion of the product their done or going on.

5. Do you like the product Aeroplane rice?

YES68%

NO32%

FINDING

The above diagram shows that 68% of the consumers like the product Aeroplane rice and there is only 32% who does not like Aeroplane rice.

6. How would you rate the product Aeroplane rice?

FAIR 22%

GOOD32%

EXCELLENT26%

AVERAGE20%

FINDING

The above diagram shows that it depends upon the taste and preference of the consumer because different consumer has different opinion some rate as fair or good or excellent or average .

7. Would you buy aeroplane rice again?

YES66%

NO34%

FINDING

The above diagram shows that consumers are willing to buy the aeroplane rice again as 66% of the consumers says yes while 34% says no.

8. Does the aeroplane rice is easily available to the market near you?

YES62%

NO38%

Sales

FINDING

The above diagram shows that 62% of the consumers says that airplane rice is easily available to the market nearby whereas 38% says no its not available

9. Do you think price of the aeroplane rice is fair as compared to other similar products?

YES58%

NO42%

FINDING

The above diagram shows that 58% of the consumers says that price of the aeroplane rice is fair as compared to the other similar products whereas 42% says no its prices are not fair.

10. Would you prefer aeroplane rice in?

CONSUMER PACK54%

OPEN BAG46%

FINDINGS

The above diagram shows that 54% of the consumers says that they want it in the Consumer pack and 46% says that they want in a Open bag

11. Are you?

QUALITY SENSITIVE64%

PRICE SENSITIVE36%

FINDINGS

The above diagram shows that 64% of the consumers are Quality Sensitive whereas 36% of the consumers are Price Sensitive.

12. Do you like the packaging of aeroplane rice?

YES84%

NO16%

FINDINGS

The above diagram shows that 84% of the consumer like with the packaging of the aeroplane rice whereas 16% says no.

13. Do you think that aeroplane rice is sufficiently advertised?

YES52%

NO48%

FINDING

This diagram clearly shows that 52% of the consumers says that aeroplane is sufficiently advertised whereas 48% says it does not advertised.

14. Where have you seen the advertisement?

TELEVISION12%

NEWSPAPER16%

MAGAZINES56%

PUBLIC PLACES8%

PUBLIC TRANSPORT (METRO,BUS)8%

FINDING

This diagram clearly shows advertisement of the aeroplane rice is done in every field where it can be view by the consumer as Television,Newspaper,Magazines,Public Places and Public Transport(Metro,Bus).

15. Do you think brand is important for agricultural products?

YES88%

NO12%

FINDING

This diagram clearly shows 88% of the consumers says that brand is important for agricultural products whereas 12% of the consumers says no.

BIBLIOGRAPHY

References: 1.Marketing research, G.C.Beri, Third Edition, Tata McGrawHill Publishing Company Limited, New Delhi, 2000

2.)Marketing management, Philip Kotler, Twelth (Millennium) edition, Prentice-Hall of India Private Limited, New Delhi, 2003

Web links:

1. http://www.aeroplanerice.com

2. www.google.com

3. www.yahoo.com 4. http://en.wikipedia.org/

CONCLUSION

The study of this company has made aware that in terms of sales the company has good figures, but these figures are mainly composite of exports. But this does’nt mean that company has not captured local market badly. Company is having good reputation in the market but the study has shown that the company is not utilizing its capacity to the optimum level. The major problem that is finded from the study is company do not give more importance to the marketing practices as per domestic market market is concerned.

Marketing plays one of the dominant role in increasing the sales of the company. Company can increase its profits by just concentrating over its marketing practices. until or unless customers are not aware about the product, how will they purchase that? It is the only and only company’s responsibility to make brand awareness among the customers.