MARKET SURVEY OF TULSI SADA PAN MASALA

A PROJECT REPORT

Submitted by CHIRAG MAKKER BBA 5th Semester ROLL NO. : 80802320010

in partial fulfillment for the award of the degree of

IN BUSINESS ADMINISTRATION

RIMT- INSTITUTE OF MANAGEMENT AND COMPUTER TECHNOLOGY

PUNJAB TECHNICAL UNIVERSITY , JALANDHAR

ACKNOWLEDGEMENT

I take this opportunity to acknowledge all the support and guidance received from various sectors without which this project would not have been completed and meaningful.

I would like to particularly thanks our faculty members for their perpetual guidance and Firstly , I would like to thanks Mr G.K Verma AVP (Sales) in D.S. Group, Noida for giving me the opportunity to work on this live and challenging project. I would like to particularly thanks our faculty members for their perpetual guidance and suggestions . The project proved to be constant challenge for me and all of them guided me well to understand the Institution business at length and thoroughly. They also took some valuable time from their busy schedule to take a review of my project and providing me their valuable suggestions . The support and guidance provided by all the mentors at the DS Group Noida was very appreciable. I would like to thanks my college , RIMT-IMCT due to which taking up a project with D.S Group became possible.

TABLE OF CONTENTS

CHAPTER NO.

TITLE EXCUTIVE SUMMARY

PAGE NO

1.

INTRODUCTION 1.1 FOUNDERS OF D.S GROUP 1.2 INTODUCTION TO D.S GROUP 1.3 COMPANY PROFILE 1.4 BOARD OF DIRECTORS 1.5 CORPORATE SOCIAL RESPONSIBILITY 1.6 PRODUCT PROFILE 1.7 SWOT ANALYSIS RESEARCH METHODOLOGY 2.1 OBJECTIVES OF THE STUDY 2.2 RESEARCH DESIGN DATA ANALYSIS AND REPRESENTATION 3.1 QUALITY 3.2 PACKING 3.3 TASTE AND SMELL 3.4 MARKET SHARE 3.5 MAIN COMPETITOR FINDINGS & RECOMMENDATIONS LIMITATIONS & CONCLUSIONS BIBLIOGRAPHY ANNEXURE

1-12

2.

13-16

3.

17-21

4. 5. 6. 7.

22-23 24-25 26-27 28-29

EXECUTIVE SUMMARY

In course of partial fulfillment of my summer training at D.S Group this report comes into existence . This project has came into existence after an in depth analysis of Market Survey of Saharanpur region . D.S Group is one of Indias for most private sector company with a diversified presence in pan masala , mouth freshener , tobacco , hotels , foods and beverages, rubber thread etc. Further pursuing its quest for diversification. DS Group launched colossal projects in the Packing sector DS Canpac Ltd, an eco-friendly revolutionary packing technology, was launched in India in association with Canpac a leading Switzerland based packing major. A state-of-art plant at Noida offers packing solutions to other FMCG marketers as well as exporters of Food Products . DS Group has entered the fast growing Cement industry. As a significant step in Infrastructure Sector, DS Group has signed a MOA with state Govt. of Meghalaya to set up a 240MW Thermal Power Plant, based on coal. As a part of my curriculum the one month summer training which is successfully completed at D.S Group I was provided with the topic Market Survey of Tulsi Sada ( Saharanpur ) . To accomplished my project I have used exploratory research design with the help of Questionnaire and in-depth interview the sample size was 100. the survey was successful completed & barring a few respondents , most of them have render their co-operation . The information received from them help me to accomplished my project .

Objectives of Study
The objective of study to know the market share and availability of Saharanpur city with comparison to other market players. Tulsi Sada in

Findings
After completing my research I had found that there are various brands of tobacco in Saharanpur market. Maximum Pan Shops and Tea Stalls have Rajnigandha and Pan Bahar brands due to their demand . I found Rajnigandha is holding major share in tobacco market in convenience and grocery channel. Secret of its success is its taste and quality.

CHAPTER 1 INTRODUCTION

1.1 FOUNDERS OF D.S GROUP

Shri Dharampal Ji born on 01-01-1901, call it coincidence. Or call it destiny. Birth of legend Shri Dharampal Ji remains the dawn of a new era. An era when the nation was to experience the taste of independence. Beginning with a modest perfume shop in Chandni Chowk, in the heart of Delhi. Shri Dharampal Ji was adding his personal touch in spreading fragrance to the nation. A self-starter and a visionary, he was farsighted to conceive the impossible.

Shri Satyapal Ji was a visionary who made everything possible. He inherited high virtues and aspiration for being the best in ones own business. His knowledge of perfumes honored him with the title ofSughandhi (Perfumer). Shri Satyapal Ji was skilled at blending tradition with modernity . He is credited with blending chewing tobacco with exquisite perfumes. He is also known for bringing the element of quality and research,hitherto unknown in this category. Today, all our endeavors are guided by his mission of offering the unmatched.

1.2 INTRODUCTION TO D.S. GROUP

In the early 20th century, when trade and commerce had not witnessed the advent of brands and marketing warfare in India, Shri Dharampalji the founder of DS Group, set up a small perfumery shop in Chandni Chowk, Delhi in the year 1929. The urge to create a business around consumer tastes and preferences led Dharampalji to innovate quality products. His sagacity revolutionized the market of chewing tobacco and the shop in Chandni Chowk became renowned not only in Delhi but even amongst the connoisseurs of tobacco in other parts of India and the world. Blending modernity, technology and tradition, Dharampaljis son Satyapalji brought the dawn of a new era - an era that saw a revolution. Satyapalji inherited qualities of high virtues, innovation and aspiration for being the best in the business. His in-depth knowledge of perfumes honoured him the title of Sugandhi (perfumer). He is credited with blending tobacco with various exquisite fragrances. He is also known for bringing the element of quality and research hitherto unknown in this category. Under the able stewardship of Satyapalji, the nations first ever-branded chewing tobacco BABA was launched in 1964 which became an instant success and widely popular in its category. And what followed later was an array of premium brands like Tulsi and a host of others which have established their leadership in their own category and created new markets in its wake. Continuing the fervour of innovation and quality, the Group set new benchmarks in Foods & Beverages. Innovative tabletop sprinklers changed the way Indian households had been enjoying salt and spices. Be it Catch spices or Catch Beverages, today Catch stands for international quality and convenience. Mouth fresheners like Rajnigandha and Pass Pass created new offerings and established new categories. The Group has also ventured into a rapidly growing hospitality sector with extensive five star properties in the larger cities and boutique & heritage properties at tourist destinations. The Group has also successfully ventured into Packaging, Rubber Thread, Steel in the last few years. Since the launch of BABA, the Group has never looked back, reaching for milestones year after year.

1.3 COMPANY PROFILE

D.S Group is Rs.1600 crores Approx diversified conglomerate, which is committed towards high quality products & credited with several innovations over last eight decades. The sagacity to weave its business around consumer needs has conferred DS Group with a distinct value. Efficient capital structure, cutting edge technology, operational discipline and a wide spread distribution network have together attributed to enhance Brand DS and enabled the organization to deliver continued growth in all areas of operation. Its undeterred pursuit for Quality & Innovation has led the company to progress on a path of growth. The Group has consolidated its position into diversified sectors like FMCG, Packing, Hospitality, Rubber, Thread, Cement, and other businesses. Beginning its journey with tobacco DS Group successfully ventured into the arena of Foods & Beverages, spices, and ready to eat snacks under the brand CATCH. While Catch Natural Spring Water and its variant continue getting great response from consumers. The latest products introduced under catch brand is Catch Fresh Grinds. In the Mouth Freshener category, non tobacco, Rajnigandha rules the market as the worlds largest selling premium pan masala. Pass Pass has created a new product category all together as Indias first ever branded all natural non supari assorted mouth freshener. Rajnigandha, the premium mouth freshner brand has introduced a mild new flavour Meetha Mazaa the Indian mouth freshner. Recognizing the immense potential in the Hospility Segment . DS Group forayed into this segment with The Manu Maharani at Nainital in 2001. The group acquired the Airport Hotel at Kolkata. The hotel is currently revamped and renovated and will soon emerge as an international standard destination with Five Star Hotel. The five star hotel building projects have also commenced in Guwahati, Jim Corbett and Jaipur. In addition to the above ventures land has been acquired in the cities like Ranthambore, Shimla Mussorie, Gurgaon and Goa with plans to set up hotels & resorts.

1.4 BOARD OF DIRECTORS

1.5 CORPRATE SOCIAL RESPONSIBILITY

D.S Group has chosen to mesh their social environment into business vision. The company has been working in Assam and Tripura , on a wide range of CSR programmes from education to health and self reliance for tribal and ethinic communities. They actively employ locals from the region across different levels and aim to generate employment. Through various secondary and tertiary operations. The company believe that economic empowerment of individuals transforms into powerful agents of social change. If education is manifestation of an individuals success in life, then proper infrastructure and environment is the backbone on which this is built upon. DS has been renovating local schools to facilitate education for village children. DS has also assisted in the construction of a Singpho Eco Lodge at Magherita, as an initiative to make the tribal community self reliant and financially independent. The lodge is independently managed and run by his tribal community. A lot of other Corporate Social Responsibility (CSR) projects, specially keeping the ethnic groups and tribals in mind, are on horizon in North Eastern states. The company believes in standing by the people of the community where they do business because like business, care and development too, does not have any boundries to work within. While DS Group pursues leadership in its business spheres; it simultaneously endeavours to promote common welfare through multidimensional activities.

1.6 PRODUCT PROFILE

PAN MASALA RAJNIGANDHA

Rajnigandha, the worlds largest selling premium Pan Masala, is the flagship brand of D.S Group. This completely tobacco free pan masala is a rich blend of select ingredients such as Betel nut, Catechu, Lime, Cardamom, Menthol and added flavours. Its excellent quality has made its taste of millions of Pan Masala connoisseurs around the world. Rajnigandha is available in 1.6gm, 4gm, 8gm,18gm, 40gm, 100gm pack sizes.

TULSI SADA

Tulsi Sada Pan Masala is a new innovative Product of DS Group. This Pan Masala is a Blend of selected ingredients such as Lime and cardamom seeds, Betelnut, Catechu and Added natural Flavours and flavouring substances. Tulsi Sada is available in 2gm pouch and 100gm can pack.

MOUTH FRESHENER

PASS PASS
Pass Pass is Indias first all natural premium mouth freshener brand. Its 100% herbal ingredients- Dry dates, Saunf, Coconut, Dhania seeds, Melon seeds and silver-coated cardamom seeds assure a guilt free indulgence for people of all ages. With its fresh and crunchy feel, it has become Indias favourite mouth freshener. Pass Pass is available in Mint, Katha, Pan and Meetha Magic variants, packed in trendy flip tops, sachets and dining table packs.

MEETHA MAZAA
Rajnigandha Meetha Mazaa is a refreshing new mouth freshener for the young at heart. This refreshing Indian mouth freshener is a blend of choicest ingredients such as dry dates, elaichi seeds, saunf, katha powder and processed supari. It is available in pouch, fliptop and can packing.With its stimulating taste meetha mazaa is the all set to rule as young Indias preferred.

BABA ELAICHI & SUPARI

Baba Elaichi and Supari are all time favourites, 100% natural mouth fresheners assuring long lasting refreshment. Baba Elaichi has green cardamom seeds hand picked from the finest orchards. To give a unique taste, these seeds are blended with exclusive Baba flavours , spices and saffron before being coated with pure silver. Extra saffron is then added to the coated seeds. Baba supari uses only the finest beetel nuts available in India. These are then blended with special Baba flavours and spices and garnished with pure silver leaves.

TOBACCO

TULSI ROYAL
Tulsi is Indias only premium chewing tobacco. Well known for its matchless quality, it is rich blend of finest tobacco leaves, exquisite perfumes and fresh natural ingredients such as spice, menthol, herbs, saffrons, raw kimam, vegetarian silver foil and sandal wood oil.

TULSI MIX
Tulsi Mix specially created to pamper taste buds, offers flavour that oozes power and strength it delivers vigor and punch of tobacco along with a perfect melange. It stands outfor its lingering fresheners and mellowed smoothness .

FOODS & BEVERAGES

CATCH FLAVOURED SPRING WATER

Catch Clear Flavoured Spring Water is yet another novel product introduced for the first time in Indian market made from the finest blend of flavours of natural fruits and sparkling spring water, it appeals to the health conscious by being a totally caffeine-free, calorie-free & sugar-free drink. It is currently available in six tantalizing Flavours       Lime n Lemon Black Current Peach Mango Green Apple Strawberry

CATCH CLUB SODA

Catch Club Soda brings across a stimulating blend Of natures pristine purity and bubbling effervescence,all captured in a genie bottle. Made from hygienically processed catch natural spring water.

CATCH TONIC WATER

Catch Tonic Water is Indias first zero calorie tonic water. This one of a kind rejuvenating beverage hasreceived an exceptional response from the health-conscious discerning individuals. Catch tonic wateris available in high quality pet bottles that preserve its purity and taste.

SPICES
Catch spices is Indias foremost spices brand known for its matchless product quality and innovative approach. Catch spices are ground using the unique state-of-the-art Low Temperature Grinding (LTG) Technology, which prevents the evaporation of volatile & delicate oils from spices. Catch spices thus retain the original aroma and wholesome flavour of authentic spices. The complete assortment comprises of a variety of salt and pepper sprinklers and a diverse range of whole, ground and blended spices. Catch spices are packed in food grade metal-lined cartons, flexible laminates and convenient composite cans available in a variety of pack sizes.

SNACKS
Catch snacks is a premium range of sumptuous snacks launched primarily for the international markets and a niche high-end segment in India. The range comprises of top of the line world-class products such as pistachios, cashews, green grams, and green peas and especially Imported jumbo corn which is retailed in two exciting spicy blends. Catch snacks are packed in special composite cans that preserve their freshness and taste.

CATCH COLD DRINKS

Catch spring cola, lemon, & orange, is the innovative beverage range that adds a dash of purity and freshness of Himalayan spring water to the excitement of taste. The product effectively combines excellence with originality. The range not only quenches the desire but also promises immense satisfaction through an unparallel experience.

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1.7 SWOT ANALYSIS

SWOT analysis is basically used as important technique through which a company can know its positive features and can overcome its negative aspects. SWOT stands for : Strength, Weakness, Opportunities, Threats

STRENGTHS
Products of the DS Group are quality products and have good repute in the market. The pricing policy is best among its competitors when compare with the quality. Packaging is of high standards. Technology is state-of-the-art standard. The sales force is dedicated and very sincere.

WEAKNESSES
The product range of company is very limited. The distribution network is not worthy as DS Groups products are not available at every shop. Distribution Infrastructure is not to good. Trade schemes and promotional activities are very less frequent.

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OPPORTUNITIES
DS Group should be target the rural market and near by places. DS Group must ad some more products to its product profile to cover more wider area and provide wider range to attract customers specially youth section. DS Group must re-strengthen its Distribution Channel in order to cope up with market and to give challenge to its competitors .

THREATS
The aggressive nature of the competitors is the main treat to the company. The distribution network of its competitors is very strong. The indirect reach of company is too weak .

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CHAPTER 2 RESEARCH METHODOLOGY

2.1 OBJECTIVES OF STUDY

To know about the position of Tulsi Sada in Market, as it being a newly launched product. To compare Tulsi Sada with its competitors to analyse its taste, smell, quality, quantity etc. To know about the packing of the product. To know that another brand is providing schemes or extra benefits to the retailers .

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2.2 RESEARCH DESIGN

The method we have adopted for this surveyto do the research is Exploratory Research since the main aim of this research was to gain the response of sellers about Tulsi Sada, a newly launched product by D.S Group . Main source for taking out the information from the sellers is use to be the Questionnaire Method. Because it is the best possible method to take out the maximum from the sellers and it is also judged to be the most suitable method because it allows Structured, Meaningful, and uniform interaction with the respondants.

The following steps enumerate the various stages :

STEP-1

DECIDING THE TARGET SEGMENT TO BE COVERED

In this step we decided in advance that which segment we are going to cover in this study because it is not possible to cover all the segments in the specified time given by our institute. Since the compamy advised me to target the following segments : - Pan Shops - Retailers - General Stores

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STEP-2

DECIDING THE SAMPLE SIZE

Then we decided the sample size that we will cover in the research, because it is not possible to cover the whole population of the prescribed area i.e. Saharanpur. So we decided to follow the research guidelines given by the company company and we tried to cover the given number of the respondants. The total number of respondants covered are 100. Pan Shops Retailers 70 counters 20 counters

General Stores 10 counters

STEP-3

DESIGNING THE QUESTIONNAIRE

In this step of the research process the formation of questionnaire was done keeping in mind the need for uniformity and specificity of information. Assessing the services of the companies on some aspects like :      Market Share Taste Smell Quantity Quality Packing

A Structured Questionnaire was prepared keeping in mind all the aspects that it will cover all of the objectives of the project. The questionnaire is attached in Annexure.

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STEP-4

COLLECTION OF DATA
We have collect the data from the areas of Saharanpur itself to fill the forms by the respondants. We have done it very fastly as soon as possible by us. STEP-5

CLASSIFICATION AND TABULATION OF DATA

Data has been classified and tabulated in the forms of charts and graphs and then we have done proper work that in which best manner we can classify to make it understand for others.

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CHAPTER 3 DATA ANALYSIS & REPRESENTATION

3.1 QUALITY

Pan Vilas 10%

Tulsi Sada 10%

Tulsi Sada Pan Bahar Pan Vilas

Pan Bahar 80%

The fig. 3.1 shows that 80 percent of people likes the quality of Pan Bahar and 10 percent of people likes the quality of Tulsi Sada and 10 percent of people also like the quality of Pan Vilas.

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3.2 PACKING

Pan Bahar 17%

Pan Vilas 10%

Tulsi Sada Pan Bahar Pan Vilas

Tulsi Sada 73%

The fig. 3.2 shows that 73 percent of the people likes the packing of Tulsi Sada Pan Masala 17 percent of people likes the packing of Pan Bahar and only 10 percent of people likes the packing of Pan Vilas .

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3.3 TASTE AND SMELL

Pan Vilas 5%

Tulsi Sada 20% Tulsi Sada Pan Bahar Pan Vilas

Pan Bahar 75%

The fig. 3.3 represents that 75 percent of the people likes the taste and smell of Pan Bahar and 20 percent of people like Tulsi Sada Pan Masala and only 5 percent of people likes the taste and smell of Pan Vilas .

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3.4 MARKET SHARE

90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Tu ada Pan ahar Pan a er e 1

According to this the market share of Pan Bahar is 85 percent in Rs2 segment of Pan Masala because of its availability in market from a long period of time. The market share of Tulsi Sada is 10 percent only as it is a newly launched product of DS Group and the market share of Pan Vilas is only 5 percent

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3.5 MAIN COMPETITOR

90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Pan Bahar Pan Vilas

Pan Bahar, 85%

Pan Vilas, 15%

Series1

According to this 85 percent of people thinks that the main competitor of Tulsi Sada Pan Masala is Pan Bahar and 15 percent of people thinks that the main competitor is Pan Vilas.

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CHAPTER 4 FINDINGS & RECOMMENDATIONS

FINDINGS On the basis of my study some findings are as follows :

 In my survey I found, deals in D.S Group brands. maximum Pan shops, tea stalls and retailers

 Tulsi Sada ,Pan Bahar are mostly available at various channels in Rs2 Pan Masala.  DS Group should go for more advertisement and display to popularize its products.  The total success in tobacco and Mouth Freshner industry depends on the following: - Sales Force - Regular Supply - Quality of the Product

COMPLAINT
Most of the retailers complaint that the margins are very low as compared to other brands in Rs2 segment like Pan Bahar, Pan Vilas. Most of the pouches are reddish.

COMPETITORS
The major competitors of Tulsi Sada are Pan Bahar and Pan Vilas in Rs2 segment Pan Masala.

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RECOMMENDATIONS

 More Products Visibility The visibility of products should be increased. Innovative display should catch the attention of consumers very easily. Because more visibility more will be the awareness about the brand .

 Provide an Effective Advertisement on Newspaper

Provide an advertisement in newspaper with popular personality through like cricketer, film star etc. this certainly will have an impact on people to go for it.

 Dealers Award Distribution Annually

The retailers who have best maintained the display should be awarded in front of the crowd. It also encore the other retailers to maintain the display at their shops and in turn the work of the trade marketing specialist become less. They can take care of other jobs also.  Schemes should be Maintained It should be done so that retailers can avail the full scheme being offered for them. And the full scheme should reach to the retailers properly.  Attractive Margins for Retailers It is compulsory for every company that the company must provide attractive margin. We know very well that retailer is a key playerfor selling a product and in DS Group low margin is the main cause for less sale because retailers want tosale another products due to high margin.

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CHAPTER 5 LIMITATIONS & CONCLUSIONS

LIMITATIONS

The major limitation in the research is the method of data collection which was convenient sampling. Due to limitation in the financial resources the sample chosen was a very limited. The inhibition amongst the competitors to reveal the financial facts cropped into the study thus hindering the real objective of the study. The research is prone to any such errors which is intrinsic to data collection through sampling. Lack of money and time were also the major contraints which was responsible for the limited area covered for this study. This is the study only at Saharanpur. Hence this study cannot be generalized for the all states. The census was only for a limited number of outlets and it does not contain the information of the whole district. It was difficult to get the information during noon, the shops were either closed due to scorching heat, or the retailers had gone. The major fallacies in the study as: - Period of the study was limited. Study cover only a limited area. - Due to non-responsive approach of the respondants, data may not be reliable.

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CONCLUSIONS

After completing my research I had found that there are various brands of tobacco in Saharanpur market. Maximum Pan Shops and Tea Stalls have Rajnigandha and Pan Bahar brands due to their demand. I found Rajnigandha is holding major share in tobacco market in convenience and grocery channel. Secret of its success is its taste and quality. In my survey I found that there is a good scope for DS Group industry. They should go for more advertisement and display, discount schemes and also increase the margin in their products.

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CHAPTER 6 BIBLIOGRAPHY

BIBLIOGRAPHY

   

Philip Kotler , Principles of Marketing Management , Edition 2008 Published by Pearson Education CR Kothari , Research Methodology , Edition 2009 , Published by New Age International Publications Magazine Tobacco Plus , June 2010 Website http://www.dsgroupindia.com/

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CHAPTER 7 ANNEXURE

QUESTIONAIRE
1. In Rs 2 Pan Masala panwaala/retailer/general Store,etc is selling: a) Pan Bahar b) Pan Parag c) Pan Vilas d) Tulsi Sada Pan Masala 2. How many pouches of Pan Bahar do panwaala/retailer/general store,etc sale in a week? a) 1-10 b) 11-20 c) 21-30 d) 31-40 e) 41-50 f) Nothing 3. What is the feedback of Tulsi Sada Pan Masala? a) Good b) Average c) Bad 4. What in Input (stock) is required by the retailer? a) Margin to panwaala /general store b) Target schemes to the panwaala /general store 5. What is the feedback of packing? a) Good b) Average c) Bad 6. What is the quantity of Pan Bahar @ Rs 2 segment if compare it with Tulsi Sada Pan Masala in Rs 2 segment? PAN BAHAR a) Good b) Average c) Bad TULSI SADA a) Good b) Average c) Bad

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7. What is the quality of masala present in Pan Bahar? a) Good b) Average c) Bad 8. The Pan Bahar salemen are visiting the panwaala/general store/retailer,etc: a) Daily/Ragular Basis b) Alternate Days/Sometimes 9. Is Pan Bahar/any other masala is providing higher profit margin to the panwaala? a) Yes b) No 10. If Tulsi Sada Masala provides schemes or extra benefits to customers will it be: a) Good b) Average c) Poor 11. Is Pan Bahar masala better than Tulsi Sada Masala? a) Yes b) No 12. The Packing of Tulsi Sada Masala is better than Pan Bahar or any other masala market? a) Yes b) No 13. Is the Pan Bahar packing is eye-catching? a) Yes b) No 14. Is Other brands providing extra benefits to the panwaala/ reatailer/ general store etc? a) Yes b) No present in the

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15. Which pan masala @ Rs 2 segment smells,tastes good? a) Pan Bahar b) Tulsi Sada Masala c) Pan Parag d) Pan Vilas

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