Marketing Mix is the one of the major concept in the modern marketing. The Marketing Mix refers to the appropriation of efforts of combination, the designing and the integration of elements of marketing into a program of mix which on the basis of appraisal of the market force will achieve the objectives of an enterprise at a given time.

For a marketing plan to be successful, the mix of the four Ps' must reflect the wants and desires of the consumers or Shoppers in the target market. Trying to convince to buy something they don't want is extremely expensive and seldom successful. Marketers depend on insights from marketing research, both formal and informal, to determine what consumers want and what they are willing to pay for. Marketers hope that this process will give them a sustainable competitive advantage. Marketing management is the practical application of this process. The offer is also an important addition to the 4 Ps' theory.

WHY I CHOOSEN THIS INDUSTRY

• To study the Marketing strategy of the company .

• How to decide the price in competitive Market conditions.

• To Understand how good marketing mix can improve healthy buyer-seller relations.

COMPANY PROFILEHISTORY The very though of setting up a paper mills at

Rajahmundry was conceived by a retired forest officer in 1921. The mill was incorporated on 29thJune1964.The mill was commenced in the year 1924 and the name of the Carnatic Paper Mills and Company Limited in the year 1929. But unfortunately the founder of the mill died in 1930 and the mill was closed. 

MANUFACTURING There are five paper machines having manufacturing

capacity ranging from 10TPD to 120 TPD manufacturing different gram ages of paper ranging from 28 to 250 GSM. 

To meet the pulp requirement, APPM has an integrated pulp mill with three chippers of 25 Tons/Hr chipping capacity each and thirteen vertical digesters of about 80 -m3   capacities each. APPM adopts Kraft (sulpahate) pulping process. 

METHODOLOGY OF THE STUDYThere are two types of data’s PRIMARY DATA SECONDARY DATAPrimary data:

The primary data are collected through personal observation, discussion with the management and senior sales manager of the company.

Secondary data: The secondary data are collected from company records, websites, and

magazines and company manuals.

OBJECTIVES OF THE STUDY• The project work has been taken up with

the following objectives.• To study the product mix of the company.• To study the pricing policies and methods

of APPM Ltd...• To study the distribution channels of the

company.• To know the promotional tools of APPM

ltd.• To identify the problem, if any, in the

marketing aspects of the company and to provide suggestions for improvement.

LIMITATIONS OF THE STUDY

There is very less scope of gathering the confidential data as we are vocational trainees.

Studies based on the information given by the departmental heads of the company are biased. Time is the main limiting factor to gather more information for the study.

Time is the main limiting factor to gather more information for the study.

Much information regarding product positioning, brand image and Details, exports of the paper to international market has not been given by the company

Some respondents may not provide the requisite information due to their busy work schedule.

ANALYSIS OF THE STUDY

• Rank the Unique features of APPM papers? Features of APPM papers

How is the distribution system of APPM paper LTD?

What are the promotional tools offered by APPM

THROUGH WHICH MEDIA CUSTOMERS ARE AWARE OF APPM PAPER LTD..

WHO ARE THE MAJOR OPPONENTS FOR APPM PAPER LTD..

CUSTOMERS PERCEPTION ABOUT THE PRICE OF “APPM” PAPER

IN THE PRESENT SITUATION APPM HAS THE STOCK PROBLEM..

CONCLUSIONThe Andhra Pradesh paper mills ltd has good

brand image. They are maintaining good quality of product to attain customer satisfaction.

The Product Mix of the company is Excellent.The pricing policies are very good in APPM The company performance is quite profitable and

the company is succeeding in Marketing operations

The company is very keen of selecting the dealers for its paper distribution. Its dealer selection criteria comprises several aspects like.

The Quality of APPM paper is very high so its is gained Customer satisfaction and the products of have been at higher position.