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Over view of the Baking Industry

Baking is a food cooking method that uses prolonged dry heat by convection,
rather than by thermal radiation normally in an oven, but also in hot ashes, or on
hot stones. The most common baked item is bread but many other types of
foods are baked. Heat is gradually transferred "from the surface of cakes,
cookies and breads to their centre. As heat travels through it transforms batters
and doughs into baked goods with a firm dry crust and a softer centre. Baking
can be combined with grilling to produce a hybrid barbecue variant, by using
both methods simultaneously or one before the other, cooking twice. Baking is
related to barbecuing because the concept of the masonry oven is similar to that
of a smoke pit

Baking has been traditionally done at home by women for domestic


consumption, by men in bakeries and restaurants for local consumption and
when production was industrialised, by machines in large factories. The art and
skill of baking remains a fundamental one and important for nutrition, as baked
goods, especially breads, are a common food, economically and culturally
important. A person who prepares baked goods as a profession is called a baker.

History of Baking

The first evidence of baking occurred when humans took wild grass grains,
soaked them in water, and mixed everything together, mashing it into a kind of
broth-like paste. The paste was cooked by pouring it onto a flat, hot rock,
resulting in a bread-like substance. Later, this paste was roasted on hot embers,
which made bread-making easier, as it could now be made any time fire was
created. The Ancient Egyptians baked bread using yeast, which they had
previously been using to brew beer. Bread baking began in Ancient
Greece around 600 BC, leading to the invention of enclosed ovens. Ovens and
worktables have been discovered in archaeological digs from Turkey to
Palestine and these dates from about 5600BCE.

Baking flourished in the Roman Empire. In about 300 BC, the pastry cook
became an occupation for Romans. This became a respected profession because
pastries were considered decadent, and Romans loved festivity and celebration.
Thus, pastries were often cooked especially for large banquets, and any pastry
cook who could invent new types of tasty treats was highly prized. Around 1
AD, there were more than three hundred pastry chefs in Rome. A great selection
of these, with many different variations, different ingredients, and varied
patterns, were often found at banquets and dining halls. The Romans baked
bread in an oven with its own chimney, and had mills to grind grain into flour. A
bakers' guild was established in 168 BC in Rome.

Eventually, the Roman art of baking became known throughout Europe, and
eventually spread to the eastern parts of Asia. From the 19th century, alternative
leavening agents became more common, such as baking soda. Bakers often
baked goods at home and then sold them in the streets. In London, pastry chefs
sold their goods from handcarts. This developed into a system of delivery of
baked goods to households, and demand increased greatly as a result. In Paris,
the first open-air caf of baked goods was developed, and baking became an
established art throughout the entire world.

Bakers Yeast

Yeast is the vehicle of fermentation used in the manufacture of several industrial


fermented products. Fermentation of sugars by yeast is the oldest and largest
application known to man. Many types of yeasts are used for making varied
kind of foods: baker's yeast in bread production, brewer's yeast in beer
fermentation and yeast in wine fermentation.
Baker's yeast is available in a number of different forms, the main differences
being the moisture contents. Though each version has certain advantages over
the others, the choice of which form to use is largely a question of the
requirements of the recipe at hand and the training of the cook preparing it. Dry
yeast forms are good choices for longer-term storage, often lasting several
months at room temperatures without significant loss of viability. With
occasional allowances for liquid content and temperature, the different forms of
commercial yeast are generally considered interchangeable.

Cream yeast is the closest form to the yeast slurries of the 19th century,
being essentially a suspension of yeast cells in liquid, siphoned off from the
growth medium. Its primary use is in industrial bakeries with special highvolume dispensing and mixing equipment and it is not readily available to
small bakeries or home cooks.

Compressed yeast is essentially cream yeast with most of the liquid


removed. It is a soft solid, beige in colour, and arguably best known in the
consumer form as small, foil-wrapped cubes of cake yeast. It is also
available in larger-block form for bulk usage. It is highly perishable; though
formerly widely available for the consumer market, it has become less
common in supermarkets in some countries due to its poor keeping
properties, having been superseded in some such markets by active dry and
instant yeast. It is still widely available for commercial use, and is somewhat
more tolerant of low temperatures than other forms of commercial yeast;
however, even there, instant yeast has made significant market inroads.

Active dry yeast is the form of yeast most commonly available to noncommercial bakers in the United States. It consists of coarse oblong granules
of yeast, with live yeast cells encapsulated in a thick jacket of dry, dead cells
with some growth medium. Under most conditions, active dry yeast must
first be proofed or rehydrated. It can be stored at room temperature for a
3

year, or frozen for more than a decade, which means that it has better
keeping qualities than other forms, but it is generally considered more
sensitive than other forms to thermal shock when actually used in recipes.

The Indian Bakery Industry at a glance


An evening out with my friends at a quick service bakery, I wondered about the
evolution, the size and contribution of the bakery industry in our country where
public eating took very little time as compared to other subcontinents.
Even today the custom of honouring guests in India, as a mark of affection and
respect, is treating them to a meal cooked at home. Traditions of freshly cooked
food as much as caste and religious restrictions, made eating. In spite of that the
bakery industry is not a newcomer relatively as restaurants, dhabas or roadside
eateries and halwais or sweet meal sellers have been a part of Indian lifestyle
from a very long time.
Over the years, the fragmented and unorganised bakery industry has
prominently surfaced as a sector that contributes to the economy in terms of
employment and revenue generation, and dependency of other sectors on it as a
buyer of a wide range of goods and services. The significant size of the bakery
industry not only provides employment.

The bakery industry is the largest among the processed food industry the current
estimated market is about Rs 4400 crore in the end of 2012.
With eating being one of the top three leisure activities enjoyed by the populace,
its contribution to the overall consumers delight is undeniable. At the present,
the bread and biscuit industry accounts for 82% of the total bakery products in
the country.
At present, the annual production of bakery production which include bread,
biscuits, pastries, cakes, buns and rusk, most of which are in the unorganised
sector, is estimated to be in excess of 3 million tonnes.
The production of bread and biscuits in the country both in the organised and
unorganised sector is estimated to be around 2.6 million tonnes.
The part of the population of all generates increasing easy and fast eating
options. The Fast and Different verity filling concept is seem to be eroding as
now eating out has emerged as an experience where consumers involve in
spending more time outdoors they prefer eating light and fast at times.
Of the total production of the bread and bakery ingredients, only 35% of it is
produced in the organised sector and the reaming is manufactured in the
unorganised sector.

Broadly, the bakery market is divided into rural market and the urban market.
The market share is about 22.5 % (rural) and 77.5% (urban) in the country.

Further the market can be segmented into cakes, pastries and unpackaged
biscuits. And valued at Rs 136 crore and Rs 1088 crore respectively.

Per capita consumption of an average


1. Bread 10kg/year
2. Biscuit 30kg/year

55% of biscuit is consumed by rural area. 37% of consumption of bread items is


by people of monthly income of Rs7000 and below.

At present 70% of total bakery products is prepared by small and family scale
units.

Also they are a massively influential element in a society's economy.


Example:
1) They provide jobs for highly trained/skilled employees (chefs), experiencetrained (cooks) and untrained (busboys, servers and dishwashers.)
2) They are consistent, predictable and active purchasers of both fresh and
manufactured foods used to prepare the products.

Growth of Baking in India:

The diverse eating habits, wide range of cuisines and the diverse cooking
techniques are some of the main factors behind the growth of baking in India.
With the market liberalization policies undertaken by the government, India has
also become a consumer market with a huge customer base. This has provided a
fillip to the Baking industry in the country. With the high standard of living and
the change in the lifestyle of the people, more and more consumers are also
flocking various Bakeries. Recent surveys have shown that there has been a
growing trend among the Indians to taste various types of gastronomically
delights. This has also led to the growth of bakeries which serve regional and
international delicacies.

The growth of the tourism industry has also been a positive factor behind the
growth of bakeries in India. With more and more domestic and foreign tourists
going to the popular tourist destination, it has been a boon for the bakeries.
According to recent surveys, India has become one the top five destinations
among the 167 popular tourist destinations. With more and more foreign tourists
coming in, the bakeries industry is expected to grow at a rapid pace and more
categories of eating outlets will come up.
According to recent surveys, the rate of growth of the restaurant industry in
India is expected to be around 5 % on an average. A significant number of the
workforce in the country is also engaged in the baking industry. According to
recent surveys, by the end of the year 2012, the overall restaurant industry in the
world will employ around 13.3 million people, of which India will have a
significant share. However, the main challenge is to enhance the market growth
of the industry. Today, the Indian bakery industry is mainly based small middle
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class areas and working class people who need a quick bite just too refill their
energy level
This has increased the rate of foreign investments in the country having a
favourable effect on the overall economy of the country. The foreign bakeries
and bakery ingredients are setting up bases to cater to the vast consumer market
in

the

country.

The growth of the bakeries in India has directly led to the growth of fast food
eating outlets in the country. The Indian youth of today is very much inclined
towards fast food and this has become a major factor towards the growth of
these types of bakeries.
The future of the banking industry looks bright. With the increase in demand,
the consumer patterns, the profit of this industry will also significantly rise.
More and more people are opting to work in different segments of this industry
to start a highly successful career. New courses and study programs based on
various sectors of the baking and food processing industries are also coming up
to cater to students.

Consumer Behaviour

Consumer behaviour is the study of individuals, groups, or organizations and


the processes they use to select, secure, and dispose of products, services,
experiences, or ideas to satisfy needs and the impacts that these processes
have

on

the

consumer

and

society.

It

blends

elements

from psychology, sociology, social anthropology and economics. It attempts to


understand the buyer decision making process, both individually and in groups.
It studies characteristics of individual consumers such as demographics and
behavioural variables in an attempt to understand people's wants. It also tries to
assess influences on the consumer from groups such as family, friends,
reference groups, and society in general.
Customer behaviour study is based on consumer buying behaviour, with the
customer playing the three distinct roles of user, payer and buyer. Research has
shown that consumer behaviour is difficult to predict, even for experts in the
field. Relationship marketing is an influential asset for customer behaviour
analysis as it has a keen interest in the re-discovery of the true meaning of
marketing through the re-affirmation of the importance of the customer or
buyer.

Consumer Behaviour towards a Bakeries

Consumer or customer behaviour towards a bakery product is basically how a


consumer thinks about bakery items or how he perceives the image of a bakery
in his head, and how he acts towards it. This is based on many factors which
influences a customers choice. Some factors on which consumer or customer
behaviour towards a restaurant depend on are:
1. Type of bread
2. Food Taste/Quality
3. Taste of the consumer
4. Price range
5. Time of consuming the product
6. Time to consume the product
7. Hygiene.

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Company Profile

Formed in 2004, AB Mauri was born when Associated British Foods acquired
the yeast business of Burns Philp and merged it with the Bakery Ingredients
business of Cereform. Our motto is to be

'The global leader in developing and growing the baking


business.'
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Our capabilities to understand the science involved in the art of baking business
makes us unique and dependable in this industry. Our expertise cuts across the
whole range of Bakery Applications from ingredient chemistry, technology and
processes to end product attributes. Our global presence in 25 Countries & 50
Locations helps us offer world class value-added bakery ingredients. Our food
technologists have unrivalled knowledge and understanding in the Yeast and
Bakery Ingredients Industry.
Head quartered in Bangalore, we are one of the largest producers and
distributors of fresh yeast, bakery ingredients, spices and other functional
ingredients in India.
In short, your one stop supplier for all your needs in your Bakery.

AB Mauri (Banglore)

Corporate Profile:

Tower is the oldest signature brand every baker uses in India. Established and
nurtured by Burns Philips and today AB Mauri has ensured its constant growth
in the Indian market.
Thirst for innovation, habit of thinking out of the box and passion for
improvement has resulted in path breaking inventions. Our signature
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brand "TOWER" is synonymous to loyalty, quality and consistency. Many


times called as the "TOWER" company, stories about our service standards are
popular even in remote India.
Our other brands like PRIME and MAURI have delivered high performance
every time. We have successfully created a wide range of products catering to
varied requirements from price to quality.
FACILITIES ACROSS INDIA
We have three yeast plants located in Chiplun in Maharashtra, Kalyani near
Kolkata, West Bengal and Sikandrabad near Delhi. Our Bakery Ingredients are
manufactured in Chiplun and Flavours & Seasoning are manufactured in
Bangalore. We also manufacture spices at cochin spices unit in Kerala.
We are also proud of our Innovation Centre at Bangalore which forms the life
line for all product innovations in our company.
To ensure a constant supply of products and continual technical support service
in the market, AB Mauri has Seven Sales Offices and Warehouses strategically
located across the country. We have a wide spread distribution network which
covers every nook and corner of the country.

AB Mauri Global Network

A thorough understanding of various customer requirements across the globe, a


strong presence in the Asian region and 40 Factories in 24 Countries, helps us
offer world class value-added Bakery Ingredients.

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Marketing Strategies of AB Mauri

AB Mauri follows a simple method for marketing their products. They believe
in a simple set of marketing strategies as they believe that their ingredients and
service sells itself.

Some of the marketing strategies followed by AB Mauri are:

1. A comprehensive website:

More and more, consumers across the nation are turning to the Internet to
decide where they will eat out next. If your business does not have its own
website, you may lose a lot of potential customers and so AB Mauri has created
a very attractive yet simple website for their marketing which gives the viewers
the access of viewing the products that they produce and their brands and also
gives them the contact information.

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2. Design of the product packing:

A product is the best merchandising tool, and a boring, outdated or ugly product
can cause customers to perceive a lower value for your restaurant. AB Mauri
has kept this in mind and has designed a fresh, well-written and enticing
packing with attractive pictures of how their products.

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3. Implement frequency marketing:

Regular survey about their product can get the bakers keep talking about their
product. Not only do the bakers provide them with feedback but also market AB
Mauri through word of mouth.

4. Attend events:

AB Mauri turns and takes their products to different kinds of events


compatating with different products and different bakers seeing whose product
is better. This helps them attract new customers and give their regular customers
a reason to keep buying their products back.

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5. Up-selling:

AB Mauri bakes in their own back yard trying out new ingredients and new
ways and methods of baking which in turn see which is more successful and
give it to the bakers who produce. This helps them market their product better
by finding new ways and telling the bakers attracts them to use their products.

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Statement of the problem:

The problem is mainly to understand what factors influence a consumer or


customers behavior or perception towards bakery products.
This study was mainly conducted to analyze which factor influences the bakers
the most and how much does each factor influence the consumer behavior
towards the baking ingredients.

Title of the study:

An organizational study on AB Mauri (with special reference


to competitive Market analysis of AB Mauri)

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Objective of the study:

The main objective of the study is to understand the various competitors.


Another important objective is to study what the bakers need to improve
their products and which are the ingredients which are dominating in the
field.

Scope of the study:

The scope of the study is to study ingredients used by a baker and see what
factors influence and affect a bakers behavior or perception towards it. The
scope of bakery ingredients in India is a country obsessed with food and also the
population of India adds to the demand.
By hiring a good chef and a good management staff, a wonderful bakery can be
created. The hiring of a good and talented chef who is familiar with many
bakery ingredients ensures great diversity and quality in food, which results in
great business. But you need some good marketing strategies to beat the
competition because today the Baking Industry is booming and the competition
is increasing day-by-day. The ingredients of a perfect bakery are a talented chef,
smiling and helping staff, a great ambience, and reasonable prices.

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Data Collection

The data in the study is collected in 1 form-:


Primary data
Secondary data

Primary source:

Primary data is the data which is collected at source. It is first-hand information


which is not influenced or manipulated by external factors.

The primary data was collected by the means of a structured questionnaire


which was administered to the bakers. The questionnaire consisted of closeended and open-ended question for any suggestions or complaints.
Bakers of Bangalore

Secondary source

Secondary data is the data which is collected at source. It is second-hand


information which is influenced or manipulated by external factors.
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The secondary data was collected by the means of website which was
administered by the company. The website considered of all the baisic
information which was then taken over.
Website of AB Mauri Ind Pvt Ltd.

Sample Size:

The sample size which was collected for this research project was 266.

Sampling Methods:

In statistics and survey methodology, sampling is concerned with the selection


of a subset of individuals from within a statistical population to estimate
characteristics of the whole population. The three main advantages of sampling
are that the cost is lower, data collection is faster, and since the data set is
smaller it is possible to ensure homogeneity and to improve the accuracy and
quality of the data.

Out of the various kinds of sampling that can be used, random sampling method
is used in this study. Random sample is one chosen by a method involving an
unpredictable component. Random sampling can also refer to taking a number
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of independent observations from the same probability distribution, without


involving any real population. The sample usually is not a representative of the
population of people from which it was drawn this random variation in the
results is termed as sampling error. The random sampling will be used in the
study as the number of customers is very high in number.

Statistical tool for collecting Data:

The study was conducted via questionnaire method which was asked out to a
sample of 266 respondents. The questionnaire consisted of a few simple
questions to the bakers regarding the ingredients they use.

Plan of Analysis:
At first suitable data related to the problem area are collected from the primary
sources.

The data is collected from the questionnaire sampling method and is then
analysed and later interpreted.
The classified data is then tabulated by using tables.
The graphical presentation of the data is done to analyse the data.
23

The inference is given based on the tables and graphs.


Based on the analysis the summary of the findings is drawn.
The suitable recommendations are stated based on the findings.
Finally conclusions are derived for the overall project.

Reference period.
The research was conducted for approximately 1 month during the period
of 27-May-2013 to 26-June-2013

Limitations of the Study:


Time constraint: Time given to conduct the study was sufficient but
travelling to different areas took a lot of time.
Place constraint: As the restaurant is situated in different areas and the
bakeries are spread wide off the research work was difficult to cover on
time.

Chapter Scheme:
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Chapter 1 Introduction:
Chapter 1 consists of Industry Profile (Baking Industry, Baking Industry at a
glance, Growth of Baking Industry in India), Introduction to the topic
Competitive analysis of market.
Chapter 2 Company Profile:
Chapter 2 consists of the Company Profile of AB Mauri (Role of the
company in various fields, Baking, Services, Organizational Chart,
Marketing strategies.
Chapter 3 Methodology of Study:
Chapter 3 consists of the methodology of study (Statement of the Problem,
Objective of the study, Scope of the study, Data collection, Sample size,
Sampling methods, Statistical tools, Plan of analysis and Limitations of
study).
Chapter 4 Data analysis and Interpretation:
Chapter 4 consists of the Data collection and Interpretation through the
Questionnaire Method. Each question from the Questionnaire is analyzed
and interpreted.
Chapter 5 Summary of Findings, Suggestions and Conclusion:
Chapter 5 of the study consists of the summary of the findings of the study,
suggestions and conclusion to the study.

Data Analysis and Interpretation


25

The purpose of the data analysis and interpretation phase is to transform the
data collected into credible evidence which will help us understand the topic
better to come to a conclusion.
Analysis can help answer some key questions:
Has the survey helped in understanding what the bakers are looking for
while baking their products?
Has the survey helped us in reaching the conclusion?
This process usually involves the following steps:
Organizing the data for analysis.
Analyzing the data.
Interpreting the data

Bakers requirements and behavior towards AB Mauri products.

To analyze the consumer behavior towards Multi-cuisine Restaurants, a


structured questionnaire of few simple questions was prepared and given out to
a sample of 266 people.
After analysing the questionnaire filled by the sample population, I have
prepared a table and a chart so that we can get a clear picture of the result

Table 4.1 showing how old the bakery has been there for.

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Response

Percentage
%

a) Less than 5 Years

10

b) 5 to 10 Years

60

c) More than 10 Years

30

Analysis:
Based on table 4.1, it can be inferred that most of the respondents were bakeries
which were in between 5 to 10 years old.

Chart 4.1 showing the age group of the bakeries as to how old the
bakeries are.

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10%
30%

less than 5 years

5 to 10 years

more than 10 years

60%

Inference:
From chart 4.1 it was analysed that 10% are bakeries which are less than 5 year
old, 60% are bakeries which are between 5 to 10 year old and the reaming 30%
are bakeries which are more than 10 year old. This analysis gives us an idea as
to which are the bakeries using what products to understand the market study.

Table 4.2 shows us if the bakers have herd of the TOWER


product.

28

Response

Percentage
%

d) Yes

60

e) No

40

Analysis:
On the basis of table 4.2, it can be inferred that a majority of the respondents
know about the TOWER product and that they have an idea about what they do.

Chart 4.2 shows us as to how many bakers know about the


product TOWER and how man dont know about the product.
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40%

Dont Know

Know

60%

Inference:
From chart 4.2, it was analysed that 60% of the respondents said that they have
heard about the TOWER product whereas 40% of the respondents said that they
have not heard about the product.

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Table 4.3 shows us if the bakers have used TOWER product


or no.

Response

Percentage
%

a) Used
b) Not Used

40
60

Analysis:
Based on table 4.3, it can be inferred that not many bakers have heard about the
products from TOWER.

Chart 4.3 shows us the Used and Not Used bakers.

31

Used

Not Used

Inference:
From chart 4.3 it is analysed that 40% of the bakers have used the TOWER
product and the remaining 60% have various reasons for not have used the
products.

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Table 4.4 shows us which baking yeast production is high.

Product

Percentage
%

a) Tower
b) Gloripan

10
75

c) Fabo

d) Saf

e) Angel

Analysis:
From table 4.4, it can be inferred that a majority of the bakers yeast which is
being used in the market is Gloripan and with a very high margin Tower coming
in 2nd with just 10% of the bakers.

Chart 4.4 shows us which baking yeast production is high.

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75%

80%
70%
60%
50%
40%
30%
20%

10%
5%

10%

5%

5%

0%

Tower

Gloripan

Fabo

Saf

Angel

Inference:
Based on chart 4.4, it was analysed that 10% of the respondents said that they
are using TOWER, whereas 75% of the respondents chose GLORIPAN.
FABO, SAF and ANGEL were 5% were the yeast used by the bakers

Table 4.5 shows us which cake gel do the bakers use

34

Response

Percentage
%

a) Diamond
b) Tower

70
15

c) Saf

d) RockFort

e) Angel

Analysis:
On the basis of table 4.5, it can be inferred that a majority of the respondents are
ready to use only Diamond Cake Gel for baking their cakes where the
percentage is clearly very high where second place are Tower with just 15%.

Chart 4.5 shows us the price which a person is ready to pay for a
meal-for-two.

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70%
70%
60%
50%
40%
30%
20%

15%
5%

10%
0%

Tower

Diamond

Saf

5%

Rockfort

5%

Angel

Inference:
On the basis of chart 4.5, it was analyzed that 70% of the respondents chose
Diamond Cake Gel to be used whereas 15% chose Tower and the remaining
15% was divided among Saf, RockFort and Angel equally with 5% each.

Table 4.6 shows us if the bakers use any other ingredients to


improve their bread and cakes.
36

Response

Percentage
%

a) Yes

b) No

100

Analysis:
On the basis of table 4.6, it can be inferred that no bakers use anything other
than bakers yeast everything else is been made from scratch.

Chart 4.6 shows us the bakers who use other ingredients

37

Yes

No

100%

Inference:
On the basis of chart 4.6, it was analysed that no bakers use artificial ingredients
to improve their breads other than bakers yeast everything else that they use are
made from scratch.

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Table 4.7 shows us the promotion of Tower products if the


Tower people approached the bakers or not.

Response

Percentage
%

a) Approached
b) Not Approached

40
60

Analysis:
On the basis of chart 4.7, it can be inferred that a majority of the respondents
said that they were not approached by the Tower company people and they did
not know about the benefits of the products.

39

Chart 4.7 shows us how man bakers have been approached by the
Tower company people.

60%
60%
50%

40%

40%
30%
20%
10%
0%

Approached

Not Approached

Inference:
On the basis of chart 4.7, it was analysed that 40% of the respondents said that
Tower company people have approached them about their products but the
remaining 60% were not approached.

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Table 4.8 shows us the importance price over quality of the


yeast.

Response
a) Price
b) Quality

Percentage %
90
10

Analysis:
On the basis of table 4.8, it can be inferred that the bakers see price over quality
even if the quality is not high and the price is low they are willing to use that
product in their baking not seeing the quality of the produced item.

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Chart 4.8 shows us the importance of price and quality.

Price

Quality

Inference:
On the basis of chart 4.8, it can be analysed that 90% of the respondents say that
price of the yeast plays an important role in bakers buying the yeast the higher
the cost the bakers tend not to buy the product and 10% of the respondents say
that irrespective of the price they see the quality of the yeast while buying the
yeast.

42

Table 4.9 shows us how many bakers are influenced by their


distributor to but the ingredients.

Response

Percentage %

a) Yes

80

b) No

20

Analysis:
On the basis of table 4.9, it can be inferred that a majority of the respondents
feel that the distributors have a better knowledge about the product after
listening to all the other bakers so that they prefer buying what the distributor
suggests and not buying what they think is right and needed.

43

Chart 4.9 shows us how many bakers are influenced by their


distributor to but the ingredients.

Choise

Suppliear

Baker

Inference:
On the basis of chart 4.9, it can be analysed that 80% of the respondents are
influenced by their distributors to buy and use the ingredients where the bakers
listen to what the distributor has to say about the product and then buy it only
20% of the bakers buy the ingredients that they prefer.

44

Summary of Findings, Suggestions and Conclusion

Summary of Findings:
The above set of tables and charts show us the competitive and market analysis
of the baking ingredients.
Based on table 4.1, it can be inferred that most of the respondents were
bakeries which were in between 5 to 10 years old.
On the basis of table 4.2, it can be inferred that a majority of the
respondents know about the TOWER product and that they have an idea
about what they do.
Based on table 4.3, it can be inferred that not many bakers have heard
about the products from TOWER.
From table 4.4, it can be inferred that a majority of the bakers yeast which
is being used in the market is Gloripan and with a very high margin
Tower coming in 2nd with just 10% of the bakers.
On the basis of table 4.5, it can be inferred that a majority of the
respondents are ready to use only Diamond Cake Gel for baking their
cakes where the percentage is clearly very high where second place are
Tower with just 15%.
On the basis of table 4.6, it can be inferred that no bakers use anything
other than bakers yeast everything else is been made from scratch.
On the basis of chart 4.7, it can be inferred that a majority of the
respondents said that they were not approached by the Tower company
people and they did not know about the benefits of the products.
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On the basis of table 4.8, it can be inferred that the bakers see price over
quality even if the quality is not high and the price is low they are willing
to use that product in their baking not seeing the quality of the produced
item.
On the basis of table 4.9, it can be inferred that a majority of the
respondents feel that the distributors have a better knowledge about the
product after listening to all the other bakers so that they prefer buying
what the distributor suggests and not buying what they think is right and
needed.

Suggestion

I would like to suggest that the marketing towards suppliers should be


more stronger as they hold the key to sell the product cause they can
manipulate the bakers mind and get the baker to buy what he suggests.
A few sample products to be given to the bakers to show that the
product is been increasing in the quality and not only the price.
The bakers have a thought that only the price of the AB Mauri
products is been increasing and not the quality.

Conclusion

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From the above study we get to know that Bakers look out for price over quality
and that majority of the bakers depend on the suppliers for their product and are
influenced by what they suggest for the baking of the product and that a lot of
bakers have not heard about the product produced from the AM Mauri.

Bibliography
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Website
www.wikipedia.org
www.encyclopedia.com
www.abmauri.com
www.abmauri.in
www.slideshare.com

Annexure
Hello I ma Ganapathi Bhat from CMS (jain University) doing a minor project in
AB Mauri Ind Pvt Ltd i kindly request to give your valuable feedback.
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1.
o
o
o

How old is the bakery?


Less than 5 years
5 to 10 years
More than 10 years

2. Have you heard about the Tower yeast?


o Yes
o No
3. Have you used Tower product?
o Yes
o No
4. Which Baking Yeast are you using?
o Tower
o Gloripan
o Saf
o Fabo
o Angel

5. Which Cake Gel do bakeries use?


o Diamond
o Tower
o Saf
o RockFort
o Angel
6. Do u use any other ingredient to improve your bread?
o Yes
o No
7. Did Tower people approach you regarding their product
o Approached
o Not Approached
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8. Do you give importance to price or quality?


o Price
o Quality
9. Dose the Distributor influence you?
o Yes
o No

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