ACKNOWLEDGEMENT

Training is one of the most important and crucial aspect of

management. It is an indispensable part of management studies.
Training basically bring into practicality the matter of theory which
undoubtedly strengthens and makes clear the concepts of the subject
thus making it all the more interesting the challenging.

At this important stage of my training which I have been

able to complete with the able guidance and support of my firstly
mentors, for their supportive attitude I like to extend my heartfelt
gratitude to Mr. H Khan (Manager sales Narmada Gelatin Ltd) without
whom my training would have been not possible.

Then I would like to sincerely thank all the employees of

Narmada Gelatines Ltd. The contribution of Prof. Manoj Kulkarni
(Professor, IMSCD&R) in co-coordinating my activities and his valuable
advice from time to time has helped me a lot in completing my project.
It was a remarkable experience working with Narmada Gelatines Ltd.
and would always be treasured.

Thank you

CHRISTINA
FRANCIS
I.M.S. C.D & R.
AHMEDNAG,AR

1
 DECLARATION

I, CHRISTINA FRANCIS a student of MBA 2007-2008 of INSTITUTE

OF MANAGEMENT STUDIES CAREER DEVELOPMENT AND
RESEARCH, AHMEDNAGAR, hereby declare that the project report
Entitled marketing research in NARMADA GELATIN LIMITED
(FORMELY SHAW WALLACE GELATIN LTD) is the
Outcome of my own work and the same has not being submitted to any
University/institute for the award of any or any professional diploma.

Date: Christina Francis

2
TABLE OF CONTENTS

S.NO CHAPTERS PAGE

NO.
1. Acknowledgement
2. Declaration
3. List of tables and graphs
Executive summary
4.

1.
INTRODUCTION TO TOPIC

1.1 Selection/justification of study

1.2 Conceptual frame work

2.
COMPANY PROFILE

2.1 Back ground of company

2.2 Infrastructure of the company
2.3 Department wise description
2.4 SWOT
2.5 Product profile and process

3. RESEARCH METHODOLOGY

3.1 Research design

3.2 Sample size
3.3 Method of data collection
3.4 Source of data collection

3
 3.5 Objective of study
3.6 Area and period of study
3.7 Scope and limitation
Hypothesis
4.
DATA ANALYSIS AND
INTERPRETATION

Market share of the company

Comparative study of NGL with its
competitors
Interpretation and analysis on bases
of sample size and questionnaire

5.
FINDINGS AND
CONCLUSIONS

6.
SUGGESTIONS

7.
ANNEXURE(QUESTIONAIRE)

8.
BIBLIOGRAPHY

4
List of tables and their page numbers

Sr.no table number Page

number
1. 1.0 Awards, achievements and certifications
2. 1.2 Innovations
3. 1.3 Milestone of the company
4. 1.4 Specifications of pharmaceuticals and edible
gelatine
5. 1.5 Market share of the company from past 5 years
6. 1.6 Comparative study of 4p’s of ngl and its
competitors
7. 1.7 Prices of hard shell
8. 1.8 Prices of soft shell
9. 1.9 Prices of edible gelatine
10. 2.0 Prices of photographic gelatine
11. 2.1 Period of buying the product
12. 2.2 Usage of gelatine
13. 2.3 Standard of product
14. 2.4 Quality of product
15. 2.5 Qualities of employee
16. 2.6 Delivery of goods
17. 2.7 Packaging of goods
18. 2.8 Payment mode of company
19. 2.9 After sales services
20. 3.0 Promotion offers of the company
21. 3.1 Customer of ngl
22. 3.2 Competitors of ngl
23. 3.3 Claim settlement procedure of the company
24. 3.4 Qualities of service engineers
25. 3.5 Purchase return policy of the company
26. 3.6 Suggestions for the management

5
List of graphs and their page numbers

Sr.no graph number Page

number
1. 1.1 graph for downfall in market share of domestic
market
2. 1.2 graph for rise in market share of export
market
3. 1.3 comparative study of market share of domestic
market and export market for 2003-2007
4. 1.4 graph for prices of hard shell
5. 1.5 graph for prices of soft shell
6. 1.6 graph for prices of edible gelatine
7. 1.7 graph for prices of photographic gelatine
8. 1.8 period of buying
9. 1.9 usage of gelatine
10. 2.0 standard of product
11. 2.1 quality of product
12. 2.2 qualities of employee
13. 2.3 delivery of goods
14. 2.4 packaging of goods
15. 2.5 payment mode of company
16. 2.6 after sales service of the company
17. 2.7 promotion offers of the company
18. 2.8 customers of ngl
19. 2.9 competitors of ngl
20. 3.0 claim settlement of the company
21. 3.1 qualities of service engineers
22. 3.2 purchase return
23. 3.3 suggestions for management

6
 EXECUTIVE SUMMARY

CUSTOMER SATISFACTION:-

Customers want answer to their problem. If you don’t take care

of your customers, then others will. There are other competitors in the same
field who are ready to take their care & satisfy their needs & thus make their
presence but prominently, which is reflected from market share figures.

Today’s customer has become more aware about quality, delivery,

specifications, etc. Thus we have to think of the customer first if we would
like to think of us first.

Customer being rational king in today’s consumer market, he doesn’t

mind switching from one brand to other one, which satisfies his needs. Hence
in today’s situation, merely increasing sales wont be the only criteria, but it
is very important to retain present customer’s by understanding them, their
needs, analyzing whether companies products are satisfying customer needs
or not & if not then what changes are to be made in the current products. So
that customer needs are satisfied in addition to this if the company can give
something more which is not demanded by customers but is useful & adds
value to product which delights the customer & he finally becomes loyal to
the company. Thus retaining customer is the top most priority of the
company.

Thus in today’s competitive environment customer’s satisfaction is

given much more importance & newer strategies & policies are used to
attract the customers. Strategies such as changing the look of the product,
advertising in a different way or by proving different types of services or
after sales service. Proper care should be taken to study different types of
customers & provide service according to him.

7
1.1 SELECTION / JUSTIFICATION OF TOPIC

8
Topic selection is the most important aspect and starting point, as it sets
the courses of action, which we have to follow. Topic selection should be
like that through which it can clear the whole process.

There are the objectives scope and some limitations to this project or
topic because I got very limited area to survey. Though I have some
limitations to my project apart from that I made some questionnaire to
execute the remaining.
I am satisfied with this topic, which has been given to me for my
summer project/training.

1.2 CONCEPTUAL FRAME WORK

9
Sales management means management of all marketing activities
including advertising, sales promotion, marketing research, physical
distribution, pricing and product merchandising. In time, business
adopting academic practice came to use the term “marketing
management “rather than “sales management” to describe broader
concept. Then the definition committee of the American marketing
association agreed that sales management meant “the planning,
direction and control of personal selling, including recruiting, selecting,
equipping, assigning, routing, supervising, paying and motivating as
these tasks apply to the personal sales force.”

OBJECTIVE OF MARKETING MANAGEMENT

Top management has the final responsibility, because it is accountable

for the success of failure if the entire enterprise. Ultimately top
management is accountable for supplying an ever increasing volume of
“social responsible” products that final buyers want at satisfactory
prices.
Top management delegates to marketing management, which then
delegates to sales management, sufficient authority to achieve three
generals’ objectives. In the process objectives are translated into more
specific goals they are broken down and restated as defines goals the
company has a reasonable chance of reaching. During the planning that
precedes goal setting, sales executive provide estimate on market and
sales potentials, the capabilities of the sales force and the middle man,
and the like.
Once these goals are finalized it is up to sales executives to guide and
lead the sales personal and middleman who play critical roles in
implementing the selling plans.
Sales management then his influential in charting the course of future
operation it provides higher management with informed estimates and
fax for making marketing decision and setting sales and profit goals.
Largely on sales management appraisal of market opportunity, targets
are set for sales, volume and gross margin and net profits in units of
products and dollars with bench marks of growth projected for sales
and profit at specific future dates whether or not these targets are
reached depends upon the performance of sales and other marketing
personal.
MARKETING MANAGEMENT AND CONTROL

10
Sales executive controls the personal selling effort of the organizational
units they had. The purpose is to ensure that sales department
objectives are reached. Control is the part of the management, as are
planning, organizing and coordinating. The several phases of control are
presented in the following discussion in the normal sequence but in
“real world” several phases can occur simultaneously or overlap in time.

SIZING UP THE SITUATION

Sales executive start by reviewing the personal selling objective of the

firm they analyze this objective with respect to the present, past and
future in an attempt to answer four questions
1. Where are we now?
2. How did we get here?
3. Where are we going?
4. How do we get there?

SETTING QUANTITATIVE PERFORMANCE STANDARDS:

After ironing out planning weaknesses, sales executives set quantitative

standards against which to measure performance. Standard setting
requires continual experimentation and standard are far from precise.
The ultimate test of particular standards appropriateness is whether it
contributes more to personal selling efficiency then it cost.

GATHERING AND PROCESSING DATA ON ACTUAL

PERFORMANCE:

The type and amount of information needed for controlling sales depend
upon the standards selected. But, regardless of the nature of this
information it should not be in excess of sales managements real needs,
nor should its cost of collection and processing be more than its worth.
Consequently sales management determines at regular intervals
whether the information being reported is sufficient important and
being used often enough to justify its costs.

EVALUATING PERFORMANCE:

11
Evaluation of performance means comparing actual results with
standards. Because of difference in territorial and other condition, it is
difficult to compare individual performance. However it is possible to
explain each individual sales person’s variation from standards.
Deviations from standards are classified into controllable and
uncontrollable variations. Variations over which the person held
responsible has responsibility including obtaining proper sales coverage,
following up leads, selling a balanced line, securing adequate credit
information and the like. The principle is that subordinates should not
be held responsible for conditions outside their control. In appraising
performance, it is important to exclude uncontrollable variation.

ACTION TO CORRECT CONTROLLABLE VARIATION:

Management corrects the variation explained by factors within the

control of the person being evaluated. Management, in other words,
takes steps to move the individual’s performance in direction of
standards. The specific actins taken differ with the nature of the
variation. But management’s actions assume one or more of three
forms:
1. direction, or pointing out more effective ways to perform certain
tasks
2. guidance, or providing additional instructions or training
3. restraints, or the installation of procedures and practices aimed at
keeping results within desired bounds

ADJUSTING FOR UNCONTROLLABLE VARIATION:

12
The amount of uncontrollable variation in the comparison indicates the
relative need for adjusting sales plans and policies. If an uncontrollable
variation suggests that present sales objectives are unrealistic or not
inline with current expectation, basic revision in the objectives is made.
Thus, if a comparison of results with standards reveals substantial
uncontrollable variation, adjustment of standards to attainable levels is
in order.

RESULTS:

Marketing management is a challenging profession. Top management

hold sales executives responsible for obtaining sales volume, handling
the selling operation so as to make contributions to profits , and seeing it
to that the business continues to grow.

13
2.2 BACK GROUND OF THE COMPANY

14
 Narmada gelatin is a subsidiary of Shaw Wallace and company ltd,
Shaw Wallace and company limited was founded in Calcutta in 1886 as
agents for tea estate in India and as agents for export and import of
goods. Traditionally strong in liquor and beer, the company expanded
into a diversified conglomerate with 37 subsidiaries in 21-bussiness
area. The company, at this moment is the second largest player in the
domestic liquor sector. Besides, the company has considerable interests
in agro chemical, fertilizers, consumer products and shipping.

The main promoter of the company is late M.R Chhabria. He has

diversified his business interest, spanning over several countries and
with an annual turn over exceeding US $1.5BILLION.

In the mid eighties late M.R Chhabria expanded the group’s activity
in India by accquring controlling equity interests in several companies,
and was promoting companies as well some of the major
acquisitions/promotions were

1. Shaw Wallace and company limited

2. Hindustan door Oliver limited

3. mather and Platt(India)limited

4. falcon tyres ltd

5. Orson electronics limited

6. nihon electronics limited

7. Gordon woodroffe limited

8. Dunlop India limited

9. And some more………

Gelatin industry has a relatively late start in India, through

worldwide commercial processing started in late 19th century.

15
Narmada gelatin limited is a subsidiary of the Shaw Wallace and
company limited which is one of the companies of Dubai based
corporate raider “Late Manu Chhabria”.

Jabalpur, Madhya Pradesh as a bone mill subsequently on 3rd

January 1962 the company became the public company under
section 43A of the companies (amendment) Act 1960.thus the word
“private” was deleted from the name of the company.

Shaw Wallace and company, along with its other business interests
were also engaged in the manufacture and sale of the glue. In view of
the common raw material of animal origin, the company identified
gelatin as a new business opportunity with adequate synergy. Thus
the company took over the management of leiner-knit-gelatin
company limited on 13th January 1969 the name of the company was
changed to Shaw Wallace leiner limited and gelatin product started
for the first time in India.
As there was not enough take off from the domestic end-user
industry, the prevailing market condition during this period was not
favorable. In the process of the manufacture of the gelatin; ossein is
most important intermediate. It is used in producing photographic
films. In 1974, the company found opportunities to export ossein to
Eastman Kodak (USA) and to customers in other countries. The
company was awarded the capexil award for of ossein in 1975.

In 1978 P.Leiner and sons fully diversed their share in the

company and there was a change in the management pattern. As a
result, Shaw Wallace and company limited with its group investment
companies held 89% of total number of share in company. The name
of the company was subsequently changed from Lenier limited to
Shaw Wallace gelatin limited with effect from 26th September 1979.

The export of ossein to Eastman Kodak and buyers in order

countries stopped in 1980, as the users developed more economical
and convenient sources elsewhere. Meanwhile with a perceptible

16
change in the domestic scenario the pharmaceuticals companies grew
at a brisk pace. Realizing the market opportunities, the company
reformed there activities in gelatin, emphasizing on more value
added products like hard shell and soft shell grade in gelatin for the
pharmaceuticals industry and it was found necessary to expand the
production capacity to achieve economies of scale . With a view to
upgrade the quality of the gelatin, the existing in house research and
development facilities were geared up, and the modernization of the
plant was undertaken. The modernization and expansion
commenced in 1985 and was successfully completed in august 1988.
As a result of the modernization exercise, the production capacity
moves up from 500 TPA at the cost of Rs. 4 crores. The same was
founded with the assistance of IRBI and from internal accruals.

The company also proved to be the dedication to research and

development by continuously innovative and discovering new
producers and process. In 1988, Narmada gelatin limited developed
the industrial gelatin protein colloid (IGPC) as an import
substitution for defense sector and got he national award from the
Govt of India in 1992. He in 1990, it improved its lining technology, a
major step towards rationalization and reduction of cost. In 1991,
unit established the photographic grade gelatin and in 1992, it
developed two new products, namely Haemac cell – a plasma
expander used for surgical purpose and sprayed dried gelatine, thus
gaining an edge over its competitor. In 1991, themselves, it was
discovered that bone grist could be used an alternative raw material
for gelatine production. Also in 1991, it started exporting gelatine in
a small way to countries like United Kingdom, Switzerland,
Germany and Bangladesh.

These activists lead to an improvement t in the performance of

the company to a great from the year 1989 to 1990, the company was

17
back on a profit trail and in 1992, it managed to wipe out its
accumulated losses of Rs. 70, 21,000. In 1993, declared a dividend of
20% encouraged by exports and increased domestic demands an
expansion programmed was undertaken during the year 1993 on
increased gelatine capacity from 1000 -2000 TPA in two phases with a
total cost of Rs. 11 crores.

After this there was no looking back. In 1994, 1: 1 bonus was

given with 40% dividend. Made end public cum right was issued
which was over subscribed by 20 times. Phase -1 expansion to 1500
TPA was completed in 1994. The company managed to get export
performance award from MP Industrial organization. In 1995 &
1996, 40 % dividend was declared. The company was gain awarded
the CAPEXIL award; this time for the export of gelatine phase-II
expansion to 2000 TPA was completed in 1994.

In 1997, the NGL, initiated movement for getting ISO-9002

certificate and ultimately succeeded in 1998. In the year 2000
management decided to divide their business in two parts, first one
was related to its core business liquor manufacturing and second one
traditional business which involved manufacturing of
pharmaceutical gelatine, photographic gelatine etc. For this reason
M/s Shaw Wallace Co & Ltd, Jabalpur is converted in to Narmada
Gelatine Ltd, Jabalpur

2.2 INFRASTRUCTURE OF THE COMPANY

18
 ORGANISATION

The company has its registered office at Jabalpur and

manufacturing also regional office at Calcutta, Delhi, Mumbai
and Chennai.

FACTORY LOCATION

The existing plant of the company is situated 16 kilometers away

from Jabalpur Madhya Pradesh. It is ideally located at the
proximity of the sources of the major raw materials such as time
and coal. It is also well connected by the network of Railways;
roadways .it is located on the NH27 jabalpur-bhopal highway and
only is 2 kilometers from railway station.

LAND AND BUILDING

Plant is located on a free hold and well developed land measuring

78.7 acres. Over this the construction area of 27.0 acres. The
existing building consists of the factory shed and administrative
block. The building is mostly of the following types-
1. R.C.C(reinforced concrete construction)
2. R.C.C and brick
3. brick work and steel structure
Also there are storage area and liming pits on the plant side.

PLANT ND MACHINERY

The major existing plant and machinery of the company includes

water chilling plant, band driers ,crusher, effluent treatment

19
 plant, generator set, refrigeration plant,boiler,evaporator,water
treatment plant, rotators and various other accessories , the
machineries are well maintained and modification from time to
time has been undertaken to keep pace with the latest
development.

POWER

The company draws power from Madhya Pradesh electronic

board and has contracted load of 1875 KVA. The plant has two
numbers of 1000KVA and 3 numbers of 500 KVA transformers at
its site. It has three numbers of diesel generators of 825 KVA and
one of 500KVA respectively.

WATER

The plant requires 1500-2000 cu mtrs. Of water per day at the

present level of operation. Bore wells of sufficient capacity exists.
The company intends to have a standard tube well.

STEAM

The plant consumes 10.0 tones of steam per hour installed

capacity is 8 tones average consumption per hour. Industry has
four boilers out of which two are stand by
6tone *2-coal fired
4tone*1- coal fired
6tone*1-oil fired

2.3 DEPARTMENT WISE DESCRIPTION

A board of director comprising of qualified and experienced
professional manages the company. Under the supervision of Mr. A.
Kapoor a whole time director manages the day to day affairs of the

20
company. Mr.A.Kapoor is a mechanical engineer and has 35years of
experience in the related field. He is assisted in his function by team of
well qualified and experienced managers who in turn are backed
adequately by a well organized business system. Under his guidance all
departments are running successfully.

• Director(Mr.A.Kapoor)

• Factory manager (Mr.M.Sarkar)

• Administration/HRA(Mr.S.K.Shrisvastava)

• Marketing/sales(Mr. Khan)

• Production

• Purchase

• Maintenance

• Stores

• Quality management

• R&D

• Bone mill

• Ossein

• Coal mine

• Accounts

QUALITY MANAGEMENT & CONTROL

21
 Production of gelatin at Shaw Wallace Gelatines Ltd is
undertaken at strictly controlled and stable conditions. Quality is a by
word at Shaw Wallace Gelatines Ltd, and is closely monitored at each
stage of the process. Quality techniques are constantly improved as
these exacting quality control systems and standards have naturally
resulted in recognition and awards. Our customers are our best judge.

Shaw Wallace Gelatines Ltd, is accredited with ISO 9002 certification

by the London based Bureau Veritas Quality International.

A good number of plant personnel are functionally involved in one or

more of the following activities.

• Raw Material Quality Control

• Finished Product Quality Control

• In Process Monitoring

• Application Technology

• Customer Service.

THE HUMAN BEING IN THE FOREGROUND

22
 With an appropriate educational back ground and regular
intensive in-house training the people at Shaw Wallace Gelatines Ltd,
are the basis for technical expertise and personalized customer service.
The company personifies a human touch in all its dealings.

A customer oriented commitment to excellence has been the

constant drive of the people at Shaw Wallace Gelatines Ltd; this is
exemplified in the company’s high level of customer service and
customer satisfaction.

For this very reason we preserve to build along term business

association with all our suppliers, customers and stock holders. Our
strength is our people and we don’t forget it. Ever!

RESEARCH AND DEVELOPMENT

23
The company has well equipped laboratory to carry advanced research

and activities. The department has been responsible for the

improvement of existing processes and it introduced various new

products over the years.

HUMAN RESOURSE

24
At present the company employees a judicious mix of skilled and UN skilled
persons which is as under:

(A) workers-

Type’s number of workers

(I) Skilled/semi skilled : 104

(II) Unskilled : 74
(III) Staff : 12

Total
-----------------------------
190

(b) Executives : 30

Grand total
----------------------------------
220
----------------------
------------

25
1.1 AWARDS, ACHIEVEMENTS AND CERTIFICATIONS

YEAR AWARDS

1975 Capexil award for ossein export

1992 National award for import substitute from govt. of India.

1994 Export performance award from Madhya Pradesh industrial

organization
1995 Capexil award for gelatin export

1998 National award for outstanding contribution in environment to an

employee
2001 Capexil award for gelatin export

2004 Capexil award for ossein & gelatin export

2007 Import substitute award

1.2 INNOVATION

YEAR INNOVATION

1998 IGPC developed as import substitute

1992 Bone grist developed as an alternative raw material for the gelatin
production
1993 Spray dried gelatin developed

1.3 MILESTONE OF THE COMPANY

26
YEAR MILESTONES
1961 Company started as bone mill by KNIT
1968 Taken over by Shaw Wallace
1970 Gelatin production started for the first time in India
1974 Export of ossein started
1978 Name changed to Shaw Wallace gelatin limited
1985 Gelatin plant modernization cum expansion started to 1000TPA
1990 Gelatin export started
1995 Expansion to 1500TPA
1998 Expansion to 2000TPA
1998 ISO 9002 certified
1999 Inducted as member of GMAP
2001 ISO 9001:2000 certification
2002 Name has been changed from Shaw Wallace gelatin limited to
Narmada gelatin limited
2002 CAPEXIL registration
2002 EDQM certification
2004 ISO 9001:2000 recertification
2005 USFDA team inspected our unit
2005 HALAL certification
2006 HACCP certification
2007 Import substitute award

2.4 SWOT ANALYSIS

27
 STRENGTHS

1. Infrastructure exists

2. The existing pollution clearance is valid at enhanced capacity

of 3000 TPA

3. Necessary marketing network including exports is established,

to sell the additional quantity

4. Necessary equity funds required, is available

5. Holding EDQM, ISO 9001 & kosher certificate

6. Captive bone mill

WEAKNESSES

1. High manpower cost as compared to our competitors. (our cost is

11.48%, KCPL is at 7.1% and sterling 3% of turn over)

2. Unable to comply with EU norms/CAPEXIL requirement, making

exports difficult and getting lower realization.

3. High energy cost.

4. Old plant resulting in poor quality. Major &critical equipments

are ageing.

OPPORTUNITIES

28
 1. Exports to EU & other countries, including pharmaceutical grade
of gelatin will improve.

2. Gelatin requirement of domestic customer for TSE free material

can be fulfilled, giving better price.

3. Market share improves.

THREATS

1. Development of Bheraghat, on holy river Narmada, as a major

tourist spot-5KM from the unit.

2. Development of residential colony by SAHARA, about 1.5KM

from the unit.

3. If we don’t expand we will become a high cost producer, thus the

existence of the unit will be at stake with severe competition.

29
 2.5 GELATIN: THE PRODUCT AND ITS PROPERTIES

Gelatin is one of the most versatile biological products with a wide

range of physical and chemical properties. It is a natural animal protein

30
composed of various essential amino acids required for human
nutrition. Gelatin is derived from the selective hydrolysis and extraction
of protein collagen fond mainly in the connective tissues of animals

Collagen is the principle organic component of animal bones. In

India cattle bones, bone sinews and cattle hides are the conventional
raw materials used in gelatin manufacture. The formation of water
soluble gelatin maybe regarded as hydration and hydrolysis of collagen.
Gelatin molecules represent various sized units, each a fragment of the
collagenous chain.

Gelatin is not a single chemical entity .it is a mixture of fractions

different principally in molecular sizes these fractions are composed
entirely of amino acids radicals’ joint together by peptide linkages.

Gelatin contains the essential elements of carbon, hydrogen,

nitrogen and oxygen. It contains all the amino acids which r essentially
for mammalian nutrition with the exception of tritophane. It has a
direct contribution to wide range of product in the pharmaceuticals,
edible, photographic and other technical industries.

THE GELATIN RANGE- INDUSTRIAL APPLICATIONS

Shaw Wallace Gelatines Ltd has also developed Gelatines for

several especially industrial applications too. For instance gelatine is

31
made suitable for use in the safety match industry. It provides and
uniform chemical composition and density of match heads and requires
precise control on specific chemical ingredients in the gelatine.

The manufacture of several coated and bonded abrasives

including industrial grinding wheels use Gelatines specially made
suitable for high bonding of silicon carbide and Aluminum Oxide
grains.

Other extensive application includes use in the manufacture of

extra hard printer rollers, cork composition and water dispersible
pesticides.

THE GELATIN RANGE-PHOTOGRAPHIC GRADE

32
 Without gelatin, photography would not be what it is today,
a hobby for millions. Gelatin is more than just a bonding agent for the
light sensitive silver salts and together with these, it forms the
photographically active emulsion. This is probably the most important
factor in the use for gelatin in photography. At Shaw Wallace Gelatines
ltd. We ensure that the manufacturer gets the best clarity and sharpness
of image of his films and x-rays rolls.

In the dark gelatin allows substances that are necessary for

photographic developing to penetrate sufficiently into the emulsion ,
and in a similar way it allows these solutions to be washed away after
developing out again. For true picture on your slide, film or x-ray use
gelatin from Shaw Wallace Gelatines ltd.

THE GELATIN RANGE –A MEDICAL AID

33
Gelatine is virtually indispensable in the medical and pharmaceuticals
field and is specifically processed for extensive use in hard capsules, soft
capsules, microcapsules, tablets and other coating applications.
A unique process has also been developed to provide gelatin suitable for
use in the manufacture of intravenous plasma extenders. Its application
as blood substitute infusions during extreme life risk situations is
invaluable. the gelatin used in these are made so that its decomposition
after administration takes place completely without leaving any residue
and without imposing strain on any particular human organ.

THE GELATIN RANGE- EDIBLE ATTRACTIONS

34
Gelatin is very extensively used in edible preparation the world over.
It offers the following unique and unrivalled set of excellent
characteristics.

• Gelatin is a very easily digestible protein

• Gelatin is a pure and a natural food protein containing most of
the amino acids essential for human nutrition
• Gelatin is added to other foods to increase the protein content.
• Gelatin being a food product in its own right , is absolutely safe
for human consumptions
• Gelatin serves to support dietary preparations

1.4 TYPICAL SPECIFICATIONS OF SWGL

PHARMACEUTICAL & EDIBLE GELATINES

35
 Pharmaceutical Pharmaceutica Edible
Hard Grade l
Soft Grade
Bloom (6.687% sol), gm 240-255 150-180 140-245
Viscosity (6.67% sol), mps 45-52 30-42 30-48
Ph 5.6-6.2 5.2-6.2 5.5-6.2
Loss on drying,% 10.0-12.5 10.0-12.5 9.5-12.5
Residue on ignition, % 0.8-1.0 0.9-1.2 0.9-1.8
Transmittance(6.67% at 510 mu)% >85 >60 40-80
Reducing substance (as SO2), ppm <40 <40 <40
Particle size, BSS mesh -6 +20 -6 +20 -10 +20
Heavy metals (as Cu), ppm <25 <30 <50
Arsenic, ppm <1 <1 <2
Zinc, ppm <50 <50 <50
Lead, ppm <4 <4 <4
Calcium, ppm <2000 <3000 <3000
Grease, % <0.5 <0.5 <1.0
Aerobic counts per gm <100 <100 <1000
E.Coli per gm Absent Absent Absent
Salmonella per 10 gm Absent Absent Absent
Specific tests :
Setting Time in secs 55-65
Viscosity drop % <20
Swelling Ratio 8 times
Scherer Clarity test Passes
Catalse test
(Micro-bubble formation) Passes

GELATIN PRODUCTION
EXTRACTION:-
Gelatin is extracted in stages. The initials extracts are obtained at
low temperatures and have the highest gel strengths. Subsequent
extracts are made in stages of higher temperatures. The process
technology perfected by the company ensures complete and total
extraction of the gelatin.
The pre-treatment of the raw material also acts as a very good
cleansing process.

PURIFICATION:-

36
 The gelatin solution obtained from the extraction process is
subjected to intense filtration and ion exchange. This ensures
effective removal of physical and chemical impurities.

EVAPORATION:-
With effective usage of energy, water is removed from the purified
PROCESS
solution and theFLOW
gelatin DIAGRAM - GELATINE
is gently concentrated to a honey like
consistency. This highly viscous solution is once again passed
CRUSHED
through BONE LIME of removing even the finest
polishing filters capable
CHILLED
suspended particle and is simultaneously sterilized.
5%
HCL ACIDULATION MONO CALCIUM DICALCIUM
DRYING:-
TEMP MAX. 22 Deg C PHOSPHATE(MCP) PHOSPHATE (DCP)
The concentrated gelatine solution is cooled, solidified and a
5 ~ 6 DAYS (BY-PRODUCT)
continuous flow of jelly noodles are produced. These noodles are
evenly spread on a continuous band drier. The drying operation is
systematically controlled with filtered, washed, pre- dried and
ALKALI sterilized air. The dry gelatine is mechanically reduced into
PRETREATMENT
uniformly granular sizes.
TEMP MAX. 22 Deg C STEAM STERILIZATION TEMP > 140 Deg C
LIME GRINDING:
LIMING - sifting
40 ~ 60 DAYS and mixing TIME > 5 Sec
PREODIC LIME CHANGE Depending upon the end use requirement and specification the
PREODIC AIR AGITATION dry gelatin are transformed into consistent dispatch able
WATER WASH material.
CHILLING
DELIMING/WASHING
Various high speed ACID SOAKand large capacity blenders are used
mills
EXTRACTED AT WATER WASH
depending on specific requirements at this stage
55, 60 65 70 75 85 & BOILING, DRYING
QUALITY VARIES WITH RISE EXTRACTION 3 ~ 8% GEL SOLUTION
IN TEMP
PHYSICAL QUALITY CHECK
FILTERATION MICROBIOLOGICAL

BLENDING
ION EXCHANGE

STAGE I - 3 ~ 8% TO 20~22% PHYSICAL QUALITY CHECK

TWO STAGE EVAPORATION EVAPORATION STAGE II - 20~22% TO 30~40% MICROBIOLOGICAL

DESPATCH

37
38
 RESEARCH PROBLEM

In the era of globalization, every company is redefining its objectives to

maximize the profitability in the concerned area. In lieu of the same, all the
brands are fighting to get upper edge in the market. The problem lies in
creating a leadership position in a particular category. Every company is
striving hard to get a competitive edge over its competitors. Every company

39
tries to meet the needs of its customer thereby increasing the demand of its
products and hence enhancing its market share.

STUDY OF CUSTOMER SATISFACTION

Customers want answer to their problem. If you don’t take care

of your customers, then others will. There are other competitors in the same
field who are ready to take their care & satisfy their needs & thus make their
presence but prominently, which is reflected from market share figures.

40
 Today’s customer has become more aware about quality, delivery,
specifications, etc. Thus we have to think of the customer first if we would
like to think of us first.

Customer being rational king in today’s consumer market, he doesn’t

mind switching from one brand to other one, which satisfies his needs. Hence
in today’s situation, merely increasing sales wont be the only criteria, but it
is very important to retain present customer’s by understanding them, their
needs, analyzing whether companies products are satisfying customer needs
or not & if not then what changes are to be made in the current products. So
that customer needs are satisfied in addition to this if the company can give
something more which is not demanded by customers but is useful & adds
value to product which delights the customer & him finally becomes loyal to
the company. Thus retaining customer is the top most priority of the
company.

Thus in today’s competitive environment customer’s satisfaction is

given much more importance & newer strategies & policies are used to
attract the customers. Strategies such as changing the look of the product,
advertising in a different way or by proving different types of services or
after sales service. Proper care should be taken to study different types of
customers & provide service according to him.

41
RESEARCH METHODLOGY

Research methodology is a way to systematically solve the research

problem. It comprises of the various steps adopt by researcher along
with the logic behind it, Following steps are involved:

3.1 RESEARCH DESIGN

Research design is a plan, structure and strategy of investigation.

Research design is a plan of activities that in the final analysis would

42
constitute a research study. It refers to the methodology used for
conducting the research investigation. It is arrangement for data
collection and analysis of data is a systematic manner

Need for research design

1. It helps investigator to obtain answers to the question of research.
2. It helps to conduct a research on scientific bases.
3. It helps investigator to anticipate the problem of the customer.
4. It helps to achieve optimum reliability.
5. It gives a right decision to investigator.

3.2 SAMPLE SIZE

THE SAMPLE
The research will be conducted on the views of the NGL’S regular
customer. I have taken 50 as my sample size out of 60.

3.3 METHOD OF DATA COLLECTION

This method of data collection is quite popular particularly in case of

big enterprises. The questionnaires are mailed to the respondents who
are expected to read and write down reply in the space meant for the
purpose in the questionnaire itself.

3.4 SOURCES OF DATA COLLECTION:

PRIMARY SOURCE:

Primary source of data collection are customer itself through

which I had taken the interview through questionnaire method
about the rates, quality and services.
SECONDRY SOURCE:

43
Taking the experts views and opinions of past data.

3.5 OBJECTIVE OF TH STUDY

1. To conduct analysis on the competitors of Narmada gelatin

limited.
2. To study the customer satisfaction pertaining to services provided
by NGL.
3. To study market share of the company from past five years.

3.6 AREAS AND PERIOD OF STUDY

The area of my study is within the company Narmada gelatin limited
and outside as well. I have done survey on the company’s products i.e.
hard shells, soft shells capsules.

The study was conducted for the period of 20-05-08 to 20-07-08. at the
time of research I have found the strengths and weaknesses of the
company pertaining to the product of Narmada gelatin limited.

3.7 SCOPE:-

Manufacturing plant based in Jabalpur.

LIMITATION:-

• Area covered was limited to Jabalpur

• Results are related to Jabalpur city only

44
 HYPOTHESIS:-

• Narmada gelatine limited customers are satisfied with the services

offered by the company.
• Narmada gelatine limited customers are also satisfied by the
quality of the product.
• Narmada gelatine limited customers are also satisfied by the
credit policies of the company.
• Narmada gelatine limited is a good competitor and is doing fairly
well.

TABLE1.5:- MARKET SHARE OF THE COMPANY

FROM PAST 5 YEARS

Particulars 2003-2004 2004-2005 2005-2006 2006-2007 2007-2008

Domestic market 32% 29% 27% 26% 25%

45
Export market 38% 39% 40% 41% 43%

INTERPRETATION:-

The table above shows the Market share of the company in domestic
market as well as export market. On comparing as you can see the
market share of the company in domestic is not faired well as the
percentage of market share is falling from 32% in 2003 to 25% in
2008.Where as you can see that the market share of the company of
export market is gradually increasing from 38% in 2003 to 43% in
2007.

1.1 GRAPH OF MARKET SHARE OF NGL OF DOMESTIC

MARKET

DOMESTIC

2007-08 2003-04
18% 23%
2003-04
2004-05
2006-07 2005-06
19% 2006-07
2004-05
21% 2007-08

2005-06 46
19%
INTERPRETATION:-

Here in this graph above you can see that the market share of the
domestic market is falling from 32% in 2003 to 25% in 2008.

REASON:-

• MANAGEMENT NOT INTERSTED

• OLD MACHINERY
• ONLY ONE PRODUCT BASE IN MARKET
• ABSENCE OF YOUNG BLOOD
• RELIGIOUS SENTIMENTS OF PEOPLE OF INDIA

1.2 STUDY OF RISE OF EXPORT MARKET SHARE

GRAPH FOR EXPORT MARKET

2007-08, 43% 2003-04, 38%

2003-04
2004-05
2005-06
2004-05, 39% 2006-07
2006-07, 41% 2007-08

47
2005-06, 40%
INTERPRETATION:-

Here as you can see in the above graph that the markets share of the
company in export market is gradually increasing from 38% in 2003 to
43% in 2007.

REASON:-

• PAST RECORDS OF THE COMPANY

• NAME OF THE COMPANY(SHAW WALLACE)
• NO BARRIER OF RELIGIOUS SENTIMENTS OVERSEAS
• PURCHASE OF PRODUCT FROM VARIOUS NEW OTHER
COUNTRIES
• STANDARD AND CERTIFICATION OF THE PRODUCT

Domestic
market
1.3 GRAPH OF COMPARATIVE STUDY OF DOMESTIC MARKET SHARE
Export market
AND EXPORT MARKET SHAREOF THE NARMADA GELLATIN LIMITED

50%

40%

30%

20%

10%

0%
48
2003- 2004- 2005- 2006- 2007-
2004 2005 2006 2007 2008
 INTERPRETATION:-

On doing a comparative study you can see with the help of line graph
that the market share of domestic market is not increasing rather
decreasing. But the market share of export market is increasing from
2003 to 2007.

TABLE 1.6:- TO CARRY OUT COMPARATIVE STUDY OF NIRMADA

GELATINE LIMITED AND ITS COMPETITORS RELATING TO
MARKETING MIX (4P’S)

NARMADA INDIA STERILING KCPL C.J

PARTICULARS GELATINE GELATIN GELATINES
LIMITED
PRODUCT 1.hard shell 1.hard shell 1.hard shell 1.hard shell 1.hard shell
2.soft shell 2.soft shell 2.soft shell 2.soft shell 2.soft shell
3.edible 3.edible gelatine 3.edible 3.edible gelatine 3.edible
gelatine 4.photographic gelatine 4.photographic gelatine
4.photographi gelatine 4.photographi gelatine 4.photographi
c gelatine 5.oessin c gelatine 5.oessin c gelatine
5.oessin 5.oessin 5.oessin
6.DCP

49
PRICE 1.Rs.180/- & 1.Rs.180/- & Rs. 1.Rs.190/- & 1.Rs.240/- & Rs. 1.Rs.180/- &
Rs. 185/-per 185/-per Kg Rs. 195/-per 185/-per Kg Rs. 185/-per
Kg 2. Rs. 160/- per Kg Kg
2. Rs. 178/- Kg 2. Rs. 170/- per
per Kg 3. Rs. 135/- per 2. Rs. 165/- per Kg 2. Rs. 160/-
3. Rs. 140/- Kg Kg 3. Rs. 145/- per per Kg
per Kg 4. Rs. 265/- per 3. Rs. 140/- per Kg 3. Rs. 145/-
4. Rs. 260/- Kg Kg 4. Rs. 275/- per per Kg
per Kg 4. Rs. 265/- per Kg 4. Rs. 265/-
5. Rs.15000/- Kg per Kg
per metric ton
6. Rs.17500/-
per ton

PLACE Jabalpur , Bombay, Baroda, Kerela, Bombay,

Madhya Maharashtra Madhya kanyakumari Maharashtra
Pradesh Pradesh
PROMOTION Website, Website, Website, Website, Website,
Newspaper, Newspaper, Newspaper, Newspaper, Newspaper,
Advertisement Advertisements. Advertisement Advertisements. Advertisement
s. s. s.

On doing a comparative study of Narmada gelatine with its competitors

on basis of marketing mix that is:-

1. Product
2. Price
3. Place
4. Promotion

PRODUCT:-

As you can see above the products offered by all the 5 companies is all
most similar but Narmada gelatine also produces a by product that is
DCP-di calcium phosphate. Also another product that is offered by

50
Narmada gelatine is ossein which is an intermediate of gelatine
manufacture.

PRICE:-

The prices on which these products are offered in market vary from
company to company. Let us get into more detail on the prices on which
each product is offered in market by respective companies and do a
comparative study.
(Note: - comparative study is done below with help of graphs)

PLACE:-

As you can see from the table above that Narmada gelatines is situated
in Jabalpur (M.P). Sterling is also situated in M.P in Baroda. C.J
Gelatines and India Gelatines are both situated in Bombay
(Maharastra). K.C.P.L is situated in Kerela. These are all the
manufacturing companies in India. But Narmada gelatines (swgl) were
the first gelatine company in India.

PROMOTION:-

All these gelatine companies use almost similar promotional tools like
web sites, newspapers and advertisements in local channels.

TABLE 1.7:- PRICE OF HARD SHELL:-

PRICE OF HARD SHELLS(IN KG)

NGL INDIA GELATINES STERLING K.C.P.L C.J GELATINES

Rs.180/- Rs.180/- Rs.190/- Rs.240/- Rs.180/-

1.4 GRAPH OF PRICE OF HARD SHELL

51
 PRICE in Rs(per Kg)
PRICE OF HARD SHELL

300
250
200
150 Series1
100
50
0

COMPANY NAME

INTERPRETATION:-

As you can see above that K.C.P.L offers maximum price i.e. Rs.240/-
per kg of hard shell gelatin in market as compared to Narmada gelatine
and other companies that offer at less price. The reason why K.C.P.L.
offers hard shell gelatin at high price because of its exports to Japan,
Germany etc.

TABLE 1.8:- PRICEPRICE

OF SOFT OF
SHELL:-
SOFT SHELL
COMPANY NAME

160

CJ GELATINS PRICES OF SOFT SHELL(IN KG)

170

NGL INDIA GELATIN

K.C.P.L STERLING K.C.P.L CJ GELATINS
165

STERLING
Rs.178/- Rs.160/- Rs.165/- Rs.170/- Rs.160/-
160

INDIAFOR
1.5 GRAPH GELATIN
PRICES OF SOFT SHELL
178

NGL

150 155 160 165 170 175 180

52
PRICES(in Rs)
INTERPRETATION:-

As you can see above that the price offered by Narmada gelatin limited
for soft shell gelatin is little bit high as compared to its competitors.
The reason is because of increase demand of soft shell gelatine in local
market and increase in export.

TABLE 1.9:- PRICE PRICE OFGELATINE:-

OF EDIBLE EDIBLE GELATIN

C.J PRICE OF EDIBLE GELATINE

GELATINE NGL
NGL INDIA GELATINE
140
STERLING NGL
K.C.P.L. C.J GELATINE
145
Rs.140/- Rs.135/- Rs.140/- INDIA GELATINE Rs.145/-
Rs.145/-
INDIA
1.6 GRAPH FOR PRICES OF EDIBLE GELATINE STERLING
K.C.P.L 145 GELATIN
K.C.P.L.
STERLING 135
140 53 C.J GELATINE
INTERPRETATION:-

On doing a comparative study we can see from the graph above the
price at which edible gelatine is sold by the company is almost similar.
India gelatine is selling its edible gelatine at the lowest price as
compared to its competitors at the price of Rs. 135/- per Kg.

TABLE 2.0:- PRICE OF PHOTOGRAPHIC GELATINE

PRICES OF PHOTOGRAPHIC GELATINE

NGL INDIA GELATINE STERLING K.C.P.L C.J GELATINES

Rs.260/- Rs.265/- Rs.265/- Rs.275/- Rs.265/-

1.7 GRAPH FOR PRICES OF PHOTOGRAPHIC GELATINE

54
 PRICES OF PHOTOGRAPHIC
GELATINE

280
PRICES

275 275
270
265 265 265 265 Series1
260 260
255
250

GELATINES
STERLING
GELATINE

K.C.P.L
NGL

INDIA

C.J
COMPANY NAME

INTERPRETATION:-
As you can see above the price of photographic gelatin varies. Narmada
gelatin limited sells at Rs.260/-per Kg which is lowest as compared to its
competitors. K.C.P.L sells at the price of Rs.275/-per Kg which is
maximum as compared to its competitors as it exports photographic
gelatin to other countries as well.

55
Q1. From how long you are buying the product from Narmada gelatine
limited?

Table 2.1:- period of buying the product

Options No. of respondents Percentage (%)
0-3 years 13 26%
3-5 years 26 52%

56
5-7 years 05 10%
7-10 years 06 12%
Total 50 100%

Source of data: - secondary data

Graphical representation:-

PERIOD OF BUYING

years 7-10
years 0-3
years 5-7

years 3-5

Interpretation:-

The above graph and table shows that Narmada gelatin has is most of its customers
from past 3-5 years. Narmada gelatine has also made many new customers. As you
can see from the graph Narmada gelatines have very few old customers. It means in
the recent years Narmada has found many of its potential customers. This shows
progress of the company.

Q2. For what purpose are you using gelatine?

Table 2.2:- usage of gelatine

Options No. of respondents Percentage (%)
Medical aid 47 94%
Photographic aid 00 00%
Industrial aid 02 04%
Edible aid 01 02%

57
Poultry aid 00 00%
Total 50 100%

Source of data: - primary source

NO. OF RESPONDENTS

Graphical representation:-

USAGE OF GELATINE

50 100%
40 80% No. of
30 60% respondents
20 40% Percentage
10 20% (%)
Industrial aid
Photographic
Medical aid

Poultry aid
Edible aid

0 0%
aid

TYPE OF GELATINE

Interpretation:-

The above graph and table shows that Narmada has major of its customers as
pharmaceutical companies as it supplies basic product that is gelatine used to
manufacture hard shell and soft shell capsules. Narmada also has some of its
customers to whom they supply gelatin for edible and industrial purpose but the
percentage is negligible as compared to gelatine supplied for medical aid.

Q3. Is the product up to the standards required?

Table 2.3:- standard of product

Options No. of respondents Percentage (%)
Yes 50 100%
No 00 00%
Total 50 100%

58
Source of data: - primary source

Graphical representation:-

STAN DA RD O F PR O DU CT

0, 0%

Ye s
No

50, 100%

Interpretation:-

The above graph clearly signifies that all the respondents (customers of Narmada
gelatine) agree with the fact that the product offered to them by Narmada gelatines
is up to the standards they require. This shows the efficiency of the company which
is very good.

Q4. What about the quality of product offered by Narmada gelatine

limited?

Table 2.4:- quality of product

Options No. of respondents Percentage (%)
Excellent 23 46%
Good 22 44%
Average 05 10%
Poor 00 00%

59
 Total 50 100%

Source of data: - primary source

Graphical representation:-
NO. OF RESPONDENTS

QUALITY OF PRODUCT

25

20

15

10

0
Excellent Good Average Poor
CATEGORIES

Interpretation:-

The above graph shows that the quality of the product is excellent. About 46% of
the respondents from the sample taken claim that the quality of the product is
excellent. Only 10% of the customers say that the product offered by Narmada
gelatines is average. This shows that the quality of product offered by Narmada
gelatines is up to the mark and that the customers are very satisfied with the
product quality.

Q5. What are the qualities of the person from whom orders are taken by
the company?

Table 2.5:- qualities of employee of NGL

Options Technical Communicatio Presentations Knowledge Initiative skills
skills n skills skills of product
Excellent 26 06 05 17 01
Good 23 37 35 21 29
Average 01 07 10 12 20
Poor 00 00 00 00 00

60
Total 50 50 50 50 50

Source of data: - primary source

Graphical representation:-
NO. OF RESPONDENTS

QUALITIES OF EMPLOYEES

40
35
30 Excellent
25
Good
20
Average
15
10 Poor
5
0
TS CS PS KOP IS
CATEGORIES

Interpretation:-

As you can see from the graph above the technical skills of employees is excellent.
Incase of communication skills 37 number of respondents have rated as good. Even
as the numbers above show presentation skill of employees is good. The knowledge
of product of employees is good as rated highest similarly incase of initiative skills of
employee is good. In totality we can say that the qualities of employees of Narmada
gelatines vary between excellent and good.

Q6. Are you satisfied with the timely delivery of the goods?

Table 2.6:- Delivery of goods

Options No. of respondents Percentage (%)
Very satisfied 24 48%
Satisfied 26 52%
Unsatisfied 00 00%
Total 50 100%

Source of data: - secondary source

61
Graphical representation:-

DILEVERY OF GOODS

0%

Very satisfied
48% Satisfied
52%
Unsatisfied

Interpretation:-

As you can see from the graph above shows that about 52% of the customers from
the sample taken are satisfied with the timely delivery of goods. The mode of
delivery of goods that is logistics is done by trucks in domestic market.

Q7. Are you satisfied with packaging of goods?

Table 2.7:- packaging of goods

Options No. of respondents Percentage (%)
Very satisfied 23 46%
Satisfied 27 54%
Unsatisfied 00 00%
Total 50 100%

Source of data: - primary source

62
Graphical representation:-

PACKAGING OF GOODS
RESPONDENTS

PERCENTAGE
30 60%
25 50%
NO. OF

20 40%
15 30%
10 20%
5 10%
0 0%
Very Satisfied Unsatisfied
satisfied
CATEGORIES

Interpretation:-

As you can see from the graph above that nearly 54% of customers are satisfied by
type of packaging offered by Narmada gelatines. The mode used for packaging of
goods is polythene. Polythene used provides protection from moisture, heat and
maintain the required temperature.

Q8. Which is the type of payment mode offered by the company?

Table 2.8:- payment mode of the company

Options No. of respondents Percentage (%)
Advance payment 34 68%
Credit payment 16 32%
Total 50 100%

Source of data: - primary source

63
Graphical representation:-

PAYMENT MODE OFFERED BY

NGL

Advance
16, 32%
payment

34, 68% Credit payment

Interpretation:-

The above data and graph shows that the payment mode offered by Narmada
gelatines is advance payment. About 32% of payment mode offered to other
companies by Narmada gelatine is credit payment.

Q9. What about the after sales services provided to you by the
company?

Table 2.9:- After sales services of NGL

Options No. of respondents Percentage (%)
Speedily 24 48%
Normal 22 44%
Slow 04 08%
Total 50 100%

64
Source of data: - primary source

Graphical representation:-

AFTER SALES SERVICES OF NGL

RESPONDENTS

PERCENTAGE
30 60%
25 50%
NO. OF

20 40%
15 30%
10 20%
5 10%
0 0%
Speedily Normal Slow
CATEGORIES

Interpretation:-

The above bar graph shows that the after sales service offered by Narmada gelatines
is speedily. 48% from the sample size claims that the after sales service provided by
the company is speedily. This shows that Narmada gelatines takes care of its
customers needs even after it sold its product to the customer. The customers are
satisfied with its after sales services.

Q10. Are you satisfied with the promotion offers offered by the
company?

Table 3.0:- promotion offers of the company

Options No. of respondents Percentage (%)
Very satisfied 12 24%
Satisfied 31 62%
Unsatisfied 07 14%
Total 50 100%

65
Source of data: - primary source

Graphical representation:-

NO.OF RESPONDENTS
PROMOTION OFFERS BY THE
COMPANY

35 31
30
25
20 12 No. of
15 7 respondents
10
5
0
d

d
d
f ie

f ie
fie
is

t is
is
at

at

sa
s

n
y

U
er
V

CATEGORIES

Interpretation:-

The above data and graph shows that its customers are fairly satisfied with the
various promotion offers offered by the company. About 62% of its customers are
satisfied with the promotion offers given by the company through its website and
advertisements. But nearly 14% of its customer from the sample size taken is not
satisfied with promotion offers of the company.

Q11. Would you like to continue with Narmada gelatines in future?

Table 3.1 customer of NGL

Options No. of respondents Percentage (%)
Yes 50 100%
No 00 00%
Total 50 100%

Source of data:- primary source

66
Graphical representation:-
CUSTOMER OF NGL

0, 0%
Yes
No
50, 100%

Interpretation:-

The above graph clearly states that the present customers of Narmada gelatine
would like to continue with them in near future. The main reasons may be the
quality, standards and after sales services offered by the company are satisfactory.

Q12. If not Narmada gelatines then from which company you would like
to purchase gelatine from in near future?

Table 3.2 purchase of gelatine (other companies)

Options No. of respondents Percentage (%)
India gelatines 06 12%
Sterling 05 10%
C. J gelatines 03 06%
K.C.P.L 02 04%
None of the above 34 68%

67
Total 50 100%

Source of data: - primary source

Graphical representation:-
NGL COMPETITORS

India
gelatines
12% Sterling
10%
6% C. J
4%
68% gelatines
K.C.P.L

None of the
above

Interpretation:-

As you can see from the graph above that the major competitors of Narmada
gelatines is India gelatines and sterling. The graph states that there can be
alternatives for customers of Narmada gelatine from whom these customers can
purchase gelatine in near future.

Q13. Are you satisfied with the claim settlement procedure of the
company?-

Table 3.3 claim settlement of the company

Options No. of respondents Percentage (%)
Very satisfied 15 30%
Satisfied 35 70%
Unsatisfied 00 00%
Total 50 100%

68
 Source of data:- primary source

Graphical representation:-

CLAIM SETTLEMENT
PROCEDURE

0, 0%

15, 30%
Very satisfied
Satisfied
Unsatisfied
35, 70%

Interpretation:-

That above graph and data shows that nearly 70% of the customers from the
sample size taken are satisfied with the claim settlement procedure offered by the
company. About 30% of the customers are very satisfied with claim settlement
procedure offered by the company.

Q14. What are the qualities of the service engineers?

Table:- 3.4 qualities of service engineers

Options Technical Communication Presentations Knowledge Initiative skills

skills skills skills of product
Excellent 29 07 07 18 03
Good 19 33 28 23 27
Average 02 10 15 09 20

69
Poor 00 00 00 00 00
Total 50 50 50 50 50

Source of data: - primary source

Graphical representation:-
QUALITIES OF SERVICE
ENGENEERS

35
30
25
20 Excellent
R ES P ONDENTS
15 Good
10 Average
5
0 Poor
TS CS PS KOP IS
C A TEGOR IES

Interpretation:-

The above graph shows the qualities of service engineers. Technical skills of service
engineers was rated excellent i.e. 29 from the sample taken. Communication skills,
presentation skills, knowledge of product and initiative skills were rated good with
the maximum 33, 28, 23 and 27. In all we can say that the qualities of service
engineers is rated between excellent and good by the respondents.

Q15. Does the company offer you any purchase return due to any
damage to products?

Table 3.5 purchase return by the company

Options No. of respondents Percentage (%)
Yes 39 78%
No 11 22%
Total 50 100%
Source of data:- primary source

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Graphical representation:-
No. of respondents

11, 22%
Yes
No
39, 78%

Interpretation:-

As you can see from the above graph that about 78% from the sample size taken
are offered purchase return by Narmada gelatines. This usually occurs due to
damage of the product or return of product due to wrong standards supplied to its
customers.

Q16. Is there any suggestion for the company regarding the product and
services offered by the company?

Table 3.6 suggestions for the management

Options No. of respondents Percentage (%)
Yes 09 18%
No 41 82%
Total 50 100%

Source of data:- primary source

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Graphical representation:-
SUGGESTIONS FOR
MANAGEMENT

41
50
40
NO. OF
30 9
RESPOND
20
ENTS
10
0
Yes No
CATEGORIES

Interpretation:-

The above graph shows that nearly 18% of its customers have suggestions for the
management. Those suggestions are mainly for the after sales services offered by the
company, improvement in quality of product and delivery of product.

FINDINGS AND CONCLUSIONS

Thus on the whole this project has been an enriching experience and has taught me
how to utilize my talent, powers and to work under tension and pressure. I am
happy as I performed my duty to best of my potential. In Narmada gelatin I have
evaluated the function of customer satisfaction in order to enhance improvement

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and increase sales and have edge over its competitors. I have learnt more about the
practical aspects of marketing/sales management.

At the end I would like to conclude that:

• Quality of the product is commendable as it is eatable product as it is used

for medical aid in form of hard shells and soft shell capsules and in edible
form that is in jelly’s, puddings and ice-creams.

• The rate is the main factor parallel to the quality is also appreciable.

• The services to the customers are best as compared to others.

• The company is doing fairly well in the export market with gradual increase
in market share.

• From the comparative study done we can also conclude that narmada is
doing fairly well as compared to its competitors in relation to

1. product
2. price
3. place
4. promotion

RESULT

Hence the result obtained from the research is as follows:-

1. Narmada gelatins limited is doing fairly well in export market as its market
share is increasing from 2003-2007 but you can see that there is an downfall
in the market share of the domestic market due to downfall in the demand of
narmada gelatine in domestic market.

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 2. The results obtained from the comparative study is that narmada gelatine is
doing fairly well as compared to its competitors the products and price along
with quality offered by Narmada gelatine limited is distinct and hence
enhancing the growth of the company.

3. The customers of Narmada gelatine limited are satisfied with the services,
standards, delivery, packaging and quality of the products offered by
Narmada gelatine limited.

4. The present customers would like to continue with Narmada gelatines in near
future also.

5. The main competitors of Narmada gelatines are India gelatines and Sterling

NAME OF THE FIRM:-

NAME OF THE INFORMANT:-
COMPANY EMAIL-ID:-
(Note- please select your response and delete the other options)
Q1. From how long you are buying the product from Narmada gelatin limited?

1. 0-3 years
2. 3-5 years
3. 5-7 years
4. 7-10 years

Q2. For what purpose are you using gelatine?

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 1. medical aid
2. photographic aid
3. poultry food
4. edible aid
5. Industrial aid.

Q3. Is the product up to the standards required?

1. Yes
2. No

Q4. . What about the quality of the product offered by Narmada Gelatin Limited?
1. excellent
2. good
3. average
4. poor

Q5. What are the qualities of the person from whom orders are taken by the company? (Please rate the
following with the help of options given below)

Technical skills Communication skills Presentation Knowledge of the Initiative skills

skills product

1. Excellent 2. Good 3. Average 4. Poor

Q6. Are you satisfied with timely delivery of goods?

1. very satisfied
2. satisfied
3. dissatisfied

Q7. Are you satisfied with the packaging of the goods?

1. very satisfied
2. satisfied
3. dissatisfied

Q8. What is the type of payment mode offered by the company?

1. advance payment
2. credit payment
3. Q9. What about the after sales services provided to you by the company?

1. speedily
2. normal
3. slow

Q10. Are you satisfied with the promotion offers offered by the company?

1. very satisfied
2. satisfied
3. dissatisfied

Q11. Would you like to continue with Narmada gelatines in future?

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 1. yes
2. no

(If no please specify why?

Q12. If not Narmada gelatines then from which company would you like to purchase in near future?

1. India gelatines
2. Sterling
3. C.J Gelatines
4. K.C.P.L
5. None of the above

Q13. Are you satisfied with the claim settlement procedure of the company?

1. very satisfied
2. satisfied
3. dissatisfied

Q14. Rate the qualities of the service engineers?

Technical skills Communication Presentation skills Knowledge of the Initiative skills

skills product

1. Excellent 2. Good 3. Average 4. Poor

Q15.Does the company offer you any purchase return due to any damage to the product?

1. yes
2. no

Q16. Is there any suggestion for the company regarding product and service offered by Narmada
gelatines limited?
1.
2.
3.
4.

SIGNATURE:- COMPANY SEAL:-

SUGGESTIONS
In this era of tough competition in market it is compulsory for company to provide
some type of facilities or services to the customers to prove themselves to do best of
their potential and they are satisfied with their performance too.

During my study I came across some points which if considered would surely
enhance the performance of NGL. Following are some suggestions:-

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 SUGGESTIONS BY CUSTOMERS

1. Improvement in quality of product

2. Timely delivery of goods
3. Speedily after sales services
4. Maintain the relationship with customer ultimately it results more business
5. If possible to reduce the prices in order to attract more customers.

MISCELLANEOUS SUGGESTIONS

1. Change of old machinery.

2. Recruitment of young blood.
3. Management should take initiative in progress of company.
4. Increase the product line by producing gelatine for other aids as well.
5. Use of visual and audio aids for presentation of products to its customers
and employees.
6. To increase services for customer more than earlier.
7. Concentrate more on domestic customers.
8. There should be different men/women hired for doing different activities and
they should not be shifted to different activities until the work is completed;
this will not only save the company money but will also help in getting the
work done more quickly.
9. Maximum amount of labor should be deployed towards raw bone crushing
or other main activities.

BIBLIOGRAPHY

KOTLER

RAMASWAMY

GOOGLE SREACH

ANNUAL RECORDS OF COMPANY

77
COMPANY WEBSITE

RICHARD R STILL

SALES MANAGEMENT ( DECISION, STRATEGY AND CASES) 5TH EDITION

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