Professional Documents
Culture Documents
PROJECT REPORT
ON
FOR
SHRI MAHILA GRIHA UDYOG LIJJAT PAPAD
IN PARTIAL FULFILLMENT OF
BY
MADHUVANTI DESHPANDE
M.B.A.
(2005 2007)
GUIDED BY
MR. JAYANT PRADHAN (LIJJAT PAPAD)
PROF. YUVRAJ LAHOTI (VIM)
1
ACKNOWLEDGEMENT
I take the occasion to thank Lijjat Papad for giving me opportunity to work on this
project, which helped me to increase my practical knowledge & got experience to
interact with customers.
I would like to thank my project guide Prof. Yuvraj Lahoti sir, for his
guidance, co-operation, & encouragement. I would also like to thank Director, sir Dr.
Sharad Joshi for his guidance.
I am also grateful to Mr. Jayant Pradhan sir, (senior head mktg) for providing
me necessary information & proper approach towards my study & project work. I
thank him for all the guidance & co-operation he gave.
I am always thankful to my family members who always gave me moral
support & advice, my friends, especially all respondents of my survey.
Madhuvanti Deshpande.
2
TABLE OF CONTENTS
1 Introduction 1-3
9 Suggestions 38-39
10 Limitations 40-41
11 Annexure 42-44
12 Bibliography 45-46
3
INTRODUCTION
4
INTRODUCTION
Papad is very familiar product to all of us. Many people consume it daily while many
enjoy various occasions like parties, marriages, festivals.
Papad has unique importance in India hospitality. In Sindhi community Papad &
Pani is served as 1st welcome food.
Papad acts in supportive or supplementary role in regular food. It ranks equal with
pickles & other dishes. Papad can be fried or roasted or it can also get in dals.
Papad has health values. The raw material used is Udad dal & Moong dal, both are
alkanes so they reduce acidity. Validity of Lijjat Papad is 3 months.
SHRI MAHILA GRIHA UDYOG LIJJAT PAPAD For the women, by the
women.
The main strength of organization is the philosophy they follow. They neither have lot
of money nor they have influential people, but still organization survived. It is
running very well inspite of no one is running it. In fact it is growing. The concepts it
follow are
5
ABOUT PROJECT TITLE:
Lijjat Papad is quite popular & well established brand from long time. It started in
1959 by 7 ladies. At present it has 64 branches & 40 divisions all over India. Lijjt is
major player in papad industry. My project work was to find out what people think
about the brand after lot many years served by Lijjat Papad. This was an attempt to
know current brand image, customer s suggestions & innovations people want.
6
EXECUTIVE SUMMARY
7
EXECUTIVE SUMMARY
My project work was to find out the brand awareness of Lijjat Papad in current
scenario.
Lijjat is major player in organized market holding 60% share. It has scope to
improve in sales & increase market share. For this what customers feel, think, &
expect from the brand should be exactly known. To find out this information, was my
project.
Market in Pune city was targeted. Various areas in city were selected. Survey
was conducted using questionnaire. The information about various attributes &
factors was collected.
All the data collected, primary data was filtered & analysed, represented in the
form of graphs & charts. Secondary data was also used in report such as company
profile, product profile etc. on the basis of analysis of data, conclusions were drawn.
The survey gave knowledge about customer s satisfaction, loyalty & their feel about
the brand. The survey gave an insight into organized market of Papad & competitors
of Lijjat Papad.
On the basis of findings & conclusions, suggestions were given.
There many limitations of this project like, biased reply, customers busy,
heavy rains, time constraint as the project has time limit of 2 months, area limitation
etc.
8
OBJECTIVE & SCOPE OF
PROJECT
9
OBJECTIVE & SCOPE
OBJECTIVES:
Lijjat is major player in organized market of papad industry. It is holding 60% market
share. It s other competitors are
Bikaneri
Saral
Pravin
Bedekar
Lijjt has scope to increase it s market share as it is holding only 60%. For this, the
brand has to improve itself in many aspects. So it is very necessary to know what
customers think, feel, & want in this brand now. The objectives are listed as
below.
1) To find out brand awareness of Lijjat Papad on following parameters.
a) Product quality
b) Product varieties
c) Customer loyalty
d) Unique factors of the brand
e) Company image
10
4) Word associated with brand
a) Honest
b) Reliable
c) Upper class
d) Daring
SCOPE:
There are very large no of customers of Lijjat Papad spread over various areas. I
studied market in Pune city & conducted survey in some areas.
Locations
Prabhat road
Sahakar nagar
Bibvewadi
Kothrud
Gultekdi
The customers from various apartments, bunglows, row houses were interviewed.
Mostly house wifes were the respondents. I surveyed 60 customers.
11
COMPANY PROFILE
12
COMPANY PROFILE
It is a women's organisation of the women, by the women and for the women. It was
started in 1959 with 7 lady members with a borrowed sum of Rs. 80/- at Girgaum in
Mumbai.
The turning point of our Institution was in 1966 when it was registered under the
Bombay Public Trust Act 1950 and also registered under Societies Registration Act,
1860 and got recognition from Khadi & Village Industries Commission as a village
industry.
The objective of the Institution is to provide employment to the ladies to enable them
to earn decent and dignified livelihood.
Any women who can render physical work in this Institution without distinction of
caste, creed and colour and agrees to abide by the objective of the Institution can
become a member of the Institution from the date on which she starts working. Papad
production work starts at early hours in the morning i.e. 4.30 a.m. Lijjat have mini
bus which picks the members from the closest point of residence to the branch and
back home.
Every branch is headed by a Sanchalika to see the production of the branch. They
have a Central Managing Committee, which consist of 21 members out of, which we
have 6 (Six) elected Office Bearers i.e. President, Vice - President, 2 (Two)
Secretaries and 2 (Two) Treasurers.
All the branches are autonomous units for the purpose of profitability and the profit or
loss as the case may be of such unit is borne by the owner sister members of that
branch by increasing or decreasing their rolling charges accordingly. The credit for
rapid progress goes to the constant vigilance on the part of sister members
maintaining the quality of Lijjat Papad with their hard work.
13
Besides Lijjat Papad the Institution has other products like Khakhra, Masala, Wadi,
Detergent Powder & Cakes, Bakery Products & Chapaties. At present it has 63
Branches & 40 Divisions and gives self-employment to about 40,000 sister members
all over India with Sales turnover of Rs. 300 Crores which includes Rs. 12 Crores of
Exports.
Exports are made through Merchant Exporters to countries like UK, USA, Middle
East Countries, Thailand, Singapore, Hongkong, Holland, Australia and other
Countries.
The Institution has received an award from Khadi & Village Industries Commission
as a "Best Village Industry" for the period 1998-1999 to 2000-2001.
On 6th September 2003 our Institution has received the Economic Times Award of
"Businesswomen of the Year 2001-02 for Corporate Excellence".
In January 2003 they received the award for 'Best Village Industries' at the hands of
Hon'ble Prime Minister Shri Atal Behari Vajpayee at New Delhi.
Lijjat was featured in various T.V. Channels, which include BBC World in the
programme "Business Bizarre".
The Institution, over the years, has paved the way for women to become self-reliant
and self-confident. Lijjat has provided them the right platform to improve their status
in society
Shri Mahila Griha Udyog Lijjat Papad is synthesis of three different concepts, namely
All these concept are completely and uniformly followed in this institution. As a
result of this synthesis, a peculiar Lijjat way of thinking has developed therein.
14
The institution has adopted the concept of business from the very beginning. All its
dealings are carried out on a sound and pragmatic footing - Production of quality
goods and at reasonable prices. It has never and nor will it in the future, accept any
charity, donation, gift or grant from any quarter. On the contrary, the member sisters
donate collectively for good causes from time to time according to their capacity.
Besides the concept of business, the institution along with all it's member sisters have
adopted the concept of mutual family affection, concern and trust. All affairs of
the institution are dealt in a manner similar to that of a family carrying out its own
daily household chores.
But the most important concept adopted by the institution is the concept of devotion.
For the member sisters, employees and well wishers, the institution is never merely a
place to earn one's livelihood - It is a place of worship to devote one's energy not for
his or her own benefits but for the benefit of all. In this institution work is worship.
The institution is open for everybody who has faith in its basis concepts
The Institution has received many Awards over the years but the few to
remember.
15
2. The Economic Times Award given to the Institution for Corporate
Excellence "Business Woman Of the Year" on 6th September 2002
16
ORGANISATION Management
ORGANISATION Diversification
17
Shri Mahila Griha Udyog has diversified its various activities. Besides it's world
famous papads it also currently has
A Flour Division at Vashi (Mumbai) where flour is milled from Udad Dal and
Moong Dal.
at the same place where different kinds of spice powders like Turmeric,
Chillies, Coriander and ready mix masala and like Garam Masala, Tea Masala,
Pav Bhaji Masala, Punjabi Chole Masala etc. are prepared and packed in
consumer packs.
Nagar)
Borivali (Mumbai).
18
PRODUCT PROFILE
19
LIJJAT PAPAD:- PRICE LIST OF DIFFERENT VARIETIES
20
MANUFACTURING PROCESS
21
RESEARCH METHODOLOGY
22
RESEARCH METHODOLOGY
INTRODUCTION-
DATA TO BE COLLECTED-
a) Primary data: It is that data which is collected for the 1st time. Primary data I
collected was-
Customer s view about various attributes of brand.
Customer s actual experience of the brand.
Customer s expectations & suggestions.
Major competitors.
Current market share of Lijjat Papad.
b) Secondary data: It is that data which is already assembled & need not to be
collected. The secondary data was
Company profile
Product profile
It was collected from internet, company booklets & reports.
For this project, the primary data which needed to collect for the 1st time was gathered
through survey technique which most effective & popular technique for data
collection. The survey was conducted with the use of questionnaire.
23
RESEARCH INSTRUMENT-
a) Closed ended: These are the questions that specify all the possible answers
that are easy to tabulate & interpret. Further sub-types used are
b) Open ended: These type questions allow respondents to answer in their own
words & often reveal about how people think. They are especially useful in
exploratory research where researcher is looking for insight into how people think
rather than how many people think in a certain way.
The sub-types used are-
2. Word association: Respondents mention the which comes to their mind when
the hear the brand name.
24
SAMPLING:
customer population. This small group represents the total population. In the project I
studied market in Pune city. As it was impossible to approach all respondents of city,
a sample was selected which represent whole city. The areas selected were-
Prabhat road
Kothrud
Gultkdi
Bibvewadi
Sahkar nagar
DATA EVALUATION:
All the data collected was not accepted as it was collected. It was filtered & only
relative data is introduced in the report which helped in achieving objective of the
project.
25
DATA ANALYSIS &
INTERPRETATION
26
DATA ANALYSIS & INTERPRETATION
CUSTOMER LOYALTY
Years of product
% Population usage
10 1 to 5
25 6 to 10
20 11 to 15
35 16 to 20
3 21 to 25
7 26 to 30
1 to 5
6 to 10
25%
11 to 15
35% 16 to 20
21 to 25
26 to 30
20%
27
2. ASSESING ORGANISED MARKET OF PAPAD.
5% 2% Lijjat
7%
9% Bikaneri
Jain
Bedekar
17% 60% Pravin
Saral
28
3. PAPAD INDUSTRY SCENARIO IN INDIA(ORGANISED & UN-
ORGANISED MRKTS
31%
Home made
Local Brands
60% Organised mkt
9%
29
4. FINDING OUT UNIQUENESS OF THE BRAND IN CUSTOMER S
MIND.
Factors % Weightage
Taste 72
Quality 12
Variety 16
12% Taste
Quality
Variety
72%
30
5. RANKING OF DIFFERENT ATTRIBUTES OF LIJJAT PAPAD .
a) Packaging
Ranking % Weightage
1-Very Good 23
2-Good 52
3-Bad 18
4-Very Bad 7
50
40
30 23
18
20
7
10
0
1-Very 2-Good 3-Bad 4-Very Bad
Good Ranks
31
b) Availability
Ranking % Weightage
1-Very Good 69
2-Good 27
3-Bad 2
4-Very Bad 2
80
% Weightage
60
40 69
20
27 2 2
0
1-Very 2-Good 3-Bad 4-Very Bad
Good Ranks
32
c) Company Image
Ranking % Weightage
1-Very Good 29
2-Good 64
3-Bad 7
4-Very Bad 0
40 29
30 % Weightage
20 7
10 0
0
1-Very 2-Good 3-Bad 4-Very
Good Bad
Ranks
33
6. CUSTOMER S FEEL ABOUT THE BRAND
Feelings Customer %
Joyous/Cheerful 29
Social Approval 14
Self Respect 11
Security 46
29%
Joyous/Cheerful
46% Social Approval
Self Respect
Security
14%
11%
Most of the people buy the brand because they feel that healthwise
Security for the product, like they trust that all the ingredients used are
pure & are of good quality.
29% people feel Joyous to eat various varieties of Lijjat Papad on
various occasions.
14% buy it as Socially Approved product. They have image of product
that people from good society buy this product.
11% customers feel self respect for buying good quality product in
affordable price.
34
7. WORDS DESCRIBING THE BRAND WELL.
Words % Customers
Honest 37
Upper Class 20
Daring 4
Reliable 39
39% 37%
Honest
Upper Class
Daring
Reliable
4%
20%
Reliable (39%) & Honest (37%) are the best words to describe the brand.
Very few, only 4%, think that it is Daring , as there are very less innovations
introduced to the brand.
20% people think that it is Upper Class brand.
35
8. FINDING OUT MOST POPULAR MEDIUM OF PUBLICITY OF
LIJJAT PAPAD .
Media % Customers
Advertisement 50
Retailer 26
Relatives 22
Peer Group 2
2%
22%
Advertisement
50% Retailer
Relatives
26% Peer Group
36
9. SALE OF LIJJAT PAPAD IN PUNE.
Sales In Pune
30
Sales In Cro res
25 25.26
20 20.24
16.7 16.43 17.48
15
10
5
0
2002 2003 2004 2005 2006
Year
37
10. SALES ALL OVER INDIA.
2002 279.48
2003 287.25
2004 278.22
2005 311
310 311
300
290
287.25
280 279.48 278.22
270
260
2002 2003 2004 2005
Year
38
FINDINGS & CONCLUSION
39
FINDINGS
Many people who come across defective papad do not complaint to company,
they just ignore it.
Many customers complained about packaging, that it become somewhat sticky
many times.
Some customers said that , 1 variety should made such that it should more
thicker & larger in size so as to make masala papad.
People are much satisfied about the taste of papad which is the main reason for
their purchase.
People respect this brand as reliable & honest brand & feel joyous eating lijjat
papad.
Lijjat papad has developed loyal customers & good environment in
organization.
CONCLUSION
40
SUGGESTIONS
41
SUGGESTIONS
Try to bring more innovations like more varieties, sizes & their different
combinations.
42
LIMITATIONS
43
LIMITATIONS
AREA LIMITATION:
The study was limited to Pune city only. Hence findings may differ from other parts
of India where I have not visited.
NON-RESPONSE ERROR:
It is almost impossible to obtain data from each & every respondent covered in
sample. There are always some respondents who refuse to give information.
TIME CONSTRAINT
There was time constraint to this project. The project has to be completed within 2
months.
BUSY RESPONDENT
Many times respondents were so busy that they didn t give reply. There were biased
replies also.
OTHER REASONS
There were heavy rains during the period of survey. So there was many times problem
in conducting survey & transportation.
44
ANNEXURE
45
QUESTIONNAIRE FOR TESTING BRAND AWARENESS OF LIJJAT
PAPAD
Name:
Age:
Address:
3) what are the factors according to you makes purchasing of Lijjat Papad a
unique
experience?
a) Taste c) Quality
b) Variety d) Any other-
Taste
Packaging
Quality
Comp. image
Availability
46
5) What do you feel when you buy Lijjat Papad?
a) Security c) Social approval
b) Self respect d) Joyous/cheerful
9) Which are the other brands you have purchased in last few months?
a) Yes a) No
If yes, why?
a) Change in packaging c) Non-availability
b) Price increase d) Innovation
10) Through which medium you came to know about Lijjat Papad ?
a) Advertisement c) Relatives
b) Retailer d) Peer group
47
REFERENCES
48
REFERENCES
BOOKS
o Marketing management Philip Kotler
WEBSITE
o www.Lijjat.com
49
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