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A PROJECT REPORT
ON
TOMATO KETCHUP
PREPARED AND PRESENTED
TO
BY
SEEMA
SINGH
1
CHANDRAJ PANDYA
(2005 07)
ST
(1 MAY TO 30TH JUNE, 2006)
Faculty of Management Studies
Institute of Rural Management
Jodhpur (RAJASTHAN)
PREFACE
The PGDBM programme is well structured and integrated course of
business studies. The main objective of practical training at PGDBM
level is to develop skill in student by supplement to the theoretical
study of business management in general. Industrial training helps
to gain real life knowledge about the industrial environment and
business practices. The PGDBM programme provides student with a
fundamental knowledge of business and organizational functions
and activities, as well as an exposure to strategic thinking of
management.
In every professional course, training is an important factor.
Professors give us theoretical knowledge of various subjects in the
college but we are practically exposed of such subjects when we get
the training in the organization. It is only the training through which I
come to know that what an industry is and how it works. I can learn
about various departmental operations being performed in the
industry, which would, in return, help me in the future when I will
enter the practical field.
Training is an integral part of PGDBM and each and every student
has to undergo the training for 2 months in a company and then
prepare a project report on the same after the completion of
training.
During this whole training I got a lot of experience and came to
know about the management practices in real that how it differs
from those of theoretical knowledge and the practically in the real
life.
In todays globalize world, where cutthroat competition is prevailing
in the market, theoretical knowledge is not sufficient. Beside this
one need to have practical knowledge, which would help an
individual in his/her carrier activities and it is true that
Experience is best teacher.
ACKNOWLEDGEMENT
With immense pleasure, I would like to present this project report for
Kaira District Co-operative Milk Producers Union Ltd.,
Anand. It has been an enriching experience for me to undergo my
summer training at AMUL, which would not have possible without
the goodwill and support of the people around. As a student of
INSTITUTE OF RURAL MANAGEMENT I would like to express my
sincere thanks too all those who helped me during my practical
training programme.
Words are insufficient to express my gratitude toward Mr. Rahul
Kumar, the Managing Director of AMUL. I would like to give my
heartily thanks to Mr. J. K. Joshi, Manager of Administration, who
permitted me to get training at AMUL. I am very thankful to Mr.
Pankaj Gadhavi, who helped me at every step whenever needed
and Mr. G.D.Trivedi who arranged all possible visits for me at
AMUL.
As we know research work needs hard work, keen insight and long
patience with scholarly vision based on content operation hence it
becomes a humble duty to express my sincere gratitude to Mr.
Dalveer Singh, Production incharge, and Mr. H.B Ramgadhia of
chocolate plant at MOGAR.
At last but not least my grateful thanks is also extended to Mr.
Mukesh Mandun (Director FMS-IRM Jodhpur) and my thanks to all
my faculty members for the proper guidance and assistance
extended by them. I am also grateful to my parents, friends, Mr.
Kartik Pandya & Mr. Kapil Pandya to encourage & giving me
moral support.
However, I accept the sole responsibility for any possible error of
omission and would be extremely grateful to the readers of this
project report if they bring such mistakes to my notice.
Date :
30TH June, 2006
PANDYA
Place
:
PGDBM
Duration : 1ST May to 30th June, 2006
CHANDRAJ
Anand
(GUJRAT)
SEM II
CONTENTS
Sr.
No.
Chapter Name
Page No.
1.
2.
Marketing Research
17
3.
Research Design
21
4.
Limitations
45
My Findings
46
6.
Suggestions
47
7.
Conclusion
48
Bibliography
49
5.
8.
In the early 40s, the main sources of earning for the farmers of
Kaira district were farming and selling of milk. That time there was
high demand for milk in Bombay. The main supplier of the milk was
Polson dairy limited, which was a privately owned company and
held monopoly over the supply of milk at Bombay from the Kaira
district. This system leads to exploitation of poor and illiterates
farmers by the private traders. The traders used to beside the prices
of milk and the farmers were forced to accept it without uttering a
single word.
However, the govt. did not seem to help farmers by any means.
It gave the negative response by turning down the demand for the
milk. To respond to this action of govt., the farmers of Kaira district
went on a milk strike. For 15 whole days not a single drop of milk
was sold to the traders. As a result the Bombay milk scheme was
severely affected. The milk commissioner of Bombay then visited
Anand to assess the situation. Having seemed the condition, he
decided to fulfill the farmers demand.
At
the
initial
stage
only
250
liters
of milk
was
10
With the financial help from UNICEF, assistance from the govt.
of New Zealand under the Colombo plan, of Rs. 50 millions for
factory to manufacture milk powder and butter was planned.
Dr.Rajendra Prasad, the president of India laid the foundation on
November 15, 1954. Shri Pandit Jawaharlal Nehru, the prime
minister of India declared it open at Amul dairy on November 20,
1955.
11
12
13
Plants
14
Today,
twelve
dairies are
producing
different
products
under the
brand
15
name Amul. Today Amul dairy is no. 1 dairy in Asia and no. 2 in the
world, which is matter of proud for Gujarat and whole India.
16
BOARD MEMBERS
17
MARKETING RESEARCH
Marketing research plays an important role in the process of
marketing. Starting with market component of the total marketing
talks. It helps the firm to acquire a better understanding of the
consumers, the competition and the marketing environment.
DEFINITION
Marketing research is a systematic gathering, recording and
analysis marketing problem to facilitate decision making.
- Coundiff & Still.
Marketing research is a systematic problem analysis, model
building and fact finding for the purpose of important decision
making and control in the marketing of goods and services.
- Phillip Kotler.
18
What to sell
When to sell
Where to sell
How to sell
(b)
19
(5) Tabulate, Analysis and Interpret the Data :The report must give/contain the following information:a) The title of research
b) The name of the organization for which it has been
Conducted
c) The objectives of research
d) The methodology used
e) Organization and the planning of the report
f) A table of contents along with charts and diagrams used
in the reports
g) The main report containing the findings
h) Conclusion arrived at end recommendations suggested
i) Appendices (containing questionnaire / forms used sample
design, instructions.)
21
RESEARCH DESIGN
1.
RESEARCH PROBLEM
22
2.
23
3. Information requirement
brands).
24
25
Composition:
Milk Fat 2%
Sugar 55%
EXPLORATORY RESEARCH
Exploratory research seeks to discover new relationship, emphasis
on discovery of ideas.
Marketing researches devote a significant portion of their work on
exploratory studies when very little is known about the problem
being examined.
CONCLUSIVE RESEARCH
26
28
SAMPLING METHODS
Sample design is a definite plan of obtaining some items from the
whole population. The sample design used in this project is two state
sampling i.e. cluster sampling and convenience sampling. The whole
city was divided into some geographical areas and I have chosen
Memnagar, Ashram road, Sattelite, Bopal, Bodekdev,
Vastrapur,
Navrangpura,
Usmanpura,
Maninagar
and
Narayanpura. The total sample size was 200.
CLUSTER SAMPLING
Here the whole area is divided into some geographical area and a
definite number of consumers were to be surveyed.
CONVINIENCE SAMPLING
30
SAMPLING
1. Sampling Technique
technique is
that in which each element in the
population does not have an equal
chance of getting selected)
2. Sample Unit
available
People
who
buy
chocolates
31
4. Method
questionnaire.
Direct
interview
through
6. Area of survey
7. Timing of survey
: Ahmadabad District.
to
8.00 pm
32
33
92 %
08%
34
INFERENCE
92% respondents in the region of Ahmedabad consume Branded
Chocolates, while 8% still consume non branded.
[2]
34 %
33 %
26 %
07 %
35
CHOCOLATE USERS
7%
0%
34%
26%
Children
Teenager
Young
Old
33%
INFERENCE
Mostly children & teenagers likes chocolates in their families. So we
should give stress on children & tenager segment to increase market
share. Young people also using chocolates for consuming & for
giving as a gift.
[3]
14%
60%
20%
06%
36
INFERENCE
The above diagram suggest that the most preferred form is bar i.e.
60%, followed by wafer i.e. 20%, Cookies are all time favorites with
14% while other forms are preferred to the extent of 6%.
[4]
37
STAR
ZEE
SONY
CARTOON
Others
100
15
30
30
25
INFERENCE
Mostly people like STAR channel. This channel is very popular among
all the age group people. SONY & CARTOON channels are also
popular but not as STAR. In other channels sports and news channels
are preferred. CARTOON channel is specially preferred by children.
So it will be more beneficial top give advertisements on STAR &
CARTOON channels, it covers all the age groups.
[5]
Timings _____________
5 to 8 pm
8 to 11 pm
Late Night
Morning
Afternoon
33 %
37 %
10 %
15 %
05 %
TIMING PREFERENCE
15%
5%
33%
10%
5 to 8pm
8 to 11pm
Late night
Morning
After noon
37%
INFERENCE
From the survey it was found that 37% of the respondents likes to
watch T.V. after 8 pm to 11 pm. Because Mostly people belong to
service class & females in the families got their work by this time. At
5 to 8 pm 33% respondents in which especially children watch
cartoon channel & etc. so it is good to advertise on preferred
channels on these timings.
[6]
Television
Hoardings
Newspapers
Magazines
Others (Mention)
67 %
17 %
08 %
05 %
03 %
8%
3%
5%
Television
Hoardings
Newspapers
Megazines
Others
0%
17%
67%
INFERENCE
Mostly people like to watch an advertisement through Television
because most of them belongs to service class. Children are getting
attracted through advertisement on television and hoardings.
Company tries to give attractive advertisement through T.V. and
hoardings because advertisement through hoardings is less costly.
[7]
40
Brand ambassador
Jingles
Comedy
Music
Emotions
Others (Mention)
60
30
45
40
20
05
INFERENCE
Good Brand Ambassador generally effects peoples perception
towards a product and create an image in their mind. Mostly people
likes to see celebrities like Amitabh Bacchan, Sachin Tendulkar,
M.S.Dhoni, Saniya Mirza etc. as a Brabd Ambassador in chocolate
advertisements.At the same time people like comedy, slow music &
specially children like jingles in advertisements.
[8]
Yes
No
90 %
10 %
INFERENCE
The chart shows that 90% respondents have tasted Amul Chocolate,
while still 10% have not tried Amul Chocolates.
Amul must use proper techniques in order to cater the needs of
every common man.
Yes
No
32 %
68 %
INFERENCE
Here it was observed that only 32% respondents in the city of
Ahmedabad were able to recall Amul Chocolate advertisement. This
shows how much Amul lags behind in promotional activities and
advertisement. Therefore Amul must use strong promotional
activities and advertisement in order to retain their potential
consumers.
Nestle
Cadbury
Amul
Any other
28%
58%
13%
01%
INFERENCE
We can clearly gauge from the pie chart that Cadbury being on the
top slot with 58% market share dominates the chocolate market,
followed by Nestle with 28% share, whereas Amul have only 13%
market share and thus lags behind.
Daily
Weekly
Fortnightly
Occasionally
17 %
22 %
13 %
48 %
Frequency of
purchase
17
%
48
%
Daily
Weekly
22
%
13
%
Fortnightl
y
Occasionally
INFERENCE
The frequency of chocolate differ a lot where 17% respondents buy
it daily, 22% weekly, 13% fortnightly, and there is a Hugh chunk of
people who buy chocolate occasionally.
45
ATTRIBUTE
POOR
AVERAGE
GOOD
EXCELLENT
PRICE
48%
22%
23%
07%
SWEETNESS
20%
14%
20%
46%
PACKAGING
33%
18%
12%
37%
SOFTNESS
12%
16%
23%
49%
SCHEMES
37%
13%
17%
33%
AVAILABILITY
12%
15%
23%
50%
LIMITATIONS
46
approach
and
rude
behavior
of
the
47
MY FINDINGS
During the survey it was found that still there are 10% people
who
48
SUGGESTIONS
In order to maintain and increase the sales in the city of
Ahmedabad, the following recommendations regarding Amul
Chocolates; particularly regarding advertisement, distribution,
promotional policies, etc, are hereby suggested:
50
CONCLUSION
As we know that Amul is very big organization and
market leader in dairy products. It has maximum market share in
Milk, Butter and Cheese, which are its main/core products. As we
know Amul is a co-operative organisaion but chocolate industry is a
profitable industry we cant ignore it. With the help of research,
company can find out its week points in chocolate product and can
increase its market share through rectify mistakes. People have
believed in Amuls product and they will accept its chocolates also
if effective actions were taken.
The survey resulted into following conclusions :
Amul must come up with new promotional activities such
that people become aware about Amul Chocolates like
Chocozoo, Bindaaz, and Fundoo.
Quality is the dominating aspect which influences consumer
to purchase Amul product, but prompt availability of other
chocolate brands and aggressive promotional activities by
others influences the consumer towards them and also leads to
increase sales.
In comparison to Amul Chocolate, the other players such as
Cadbury, Nestle, and Perfetti provide a better availability
and give competition to the hilt.
People are mostly satisfied with the overall quality of Amul
Chocolate, but for the existence in the local market Amul must
use aggressive selling techniques.
51
BIBLIOGRAPHY
1. www.amul.com
2. www.amuldairy.com
3. www.google.com
4. www.marketresearch.com
5. www.dairy.com
6. Research Methodology. ( Harper W.Boyd, C. R. Kothari )
52
APPENDIX
QUESTIONNAIRE
I am a student of PGDBM from INSTITUTE OF RURAL
MANAGEMENT, JODHPUR conducting a survey on Effectiveness of
advertising towards sales of Chocolates.
[1]
[2]
Teenager
Old
[3]
[4]
[5]
_______
_______
_______
ZEE
CARTOON
________
________
[6]
Hoardings
Magazines
53
[7]
[8]
[9]
Jingles ________
Music ________
____
No
____
AVERAG
E
PRICE
SWEETNESS
PACKAGING
SOFTNESS
SCHEMES
AVAILABILIT
Y
54
GOOD
EXCELLEN
T
___________
AGE:
___________
10-15
15-25
25-35
35-45
THANK YOU
_________________
______________
____________
55
45 and
above
56