Professional Documents
Culture Documents
ORIENTED SALES
PROMOTION IN FMCG
SECTOR
Tushar N. Chole
MGMs Institute of
Management, Aurangabad,
Maharashtra.
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A PROJECT REPORT ON
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DECLARATION
promotion in FMCG sector of Patanjali Ayurveda Kendra Pvt Ltd. is a real work
done by me and the content with this has not been submitted for the award of other degree or
diploma in the University.
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ACKNOWLEDGEMENT
It is my pleasure to present this report. Working on this project was an good experience that will
have great impact on my career. It was really useful period of 45 days working with the
Patanjali Ayurveda Kendra Pvt Ltd.
I like to express my sincere thanks to Dr. Pardeep Kumar Director , Mr.Ashish Gadekar &
Mr.Anil Palve of them support. I like to thanks my project guide Dr.Goutam Saha for regular
follow-up and valuable suggestions provided throughout.
He has always been a source of inspiration and guidance. I also thank all the respondents who
have given their valuable time, views and valid information for this project.
I would like to thanks Mr. Milind S. Shukla (Head of south Province of Patanjali Ayurveda
Kendra Pvt Ltd.), for providing me this chance to work on project in this department.
With this I wish to thanks the entire employees of Patanjali Ayurveda Kendra Pvt Ltd. & special
thanks to Mr. Satish Solunke (Marketing Executive), Mr. S. Shinde (Marketing Executive),
Mr.Tekawade (Marketing Executive) who helped me to complete my training at Patanjali
Ayurveda Kendra Pvt Ltd. Aurangabad, Maharashtra.
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INDEX
Sr.
No.
1
Page No.
Particular
PART-I (Introduction)
2-15
-Preface
-Executive Summary
-Introduction to the concept
-Objectives of the study
2.1
16-23
24-35
PART-III(Research Methodology)
-Research Design
-Data collection Method
-DATA ANALYSIS
-Daily report
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PART-IV
47-50
-Summary of findings
-Suggestions
-Learning Experience
-Bibliography
5
6
-SWOT Analysis
Annexure
Questionnaires
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[PART-I Introduction ]
PREFACE
In this age of globalization hyper competition has become a regular feature. Todaythe
marketsare no less then battlegrounds and one has to strive very hard for survival and growth.
Due to very rapid industrialization all over the world the demand for the managerial personnel
and the administrative personnel has increased. The perfect study of Management involves both
the theoretical as well as practical aspects. To survive in this highly competitive market
Practical Knowledge is as relevant as the Theoretical.
The significance of MBA Degree is that the Theoretical aspects, which a student learns
throughout the year in the class sessions, can be practically applied through different projects,
which one undertakes. Keeping in tune with this doctrine, we have tried to apply theoretical
aspects throughout the project, which we learned under the course of management.
In this project more emphasize given to the various tools of sales promotion and its impact on
consumers buying decisions. Actually in recent trend to some extent this technique also become
victim of clutter, even though it can be eliminated by generating innovative and more attractive
tools to lure the customers.
Now a day most of the FMCG companies considering sales promotion as an important part of
their marketing strategy. From the analysis of survey it becomes clear that consumers do
response to the sales promotion campaign, but there are customers who strongly prefer to stick to
brand name.
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Executive Summary
As a part of our study curriculum it is necessary to conduct a grand project. It provides us an
opportunity to understand the particular topic in depth and which leads to through to that topic.
My topic for the grand project is titled as STUDY OF CONSUMER ORIENTED
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IntroductionConcept
o Price
o Place (Channel of Distribution)
o Product
o Promotion
These are the four basic pillar of marketing mix. Most of the marketing strategies are built on the
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Marketers uses consumer oriented sales promotion tools for the following reasons:
To induce trial
To reduce inventory
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Coupons
2.
Price-Off
3.
Freebies
4.
Scratch Cards
5.
Lucky Draws
6.
Bundling Offer
7.
Extra Quantity
Lets have look at each tool
1. Coupons:
Coupon is the oldest and most widely used way of sales promotion. Coupons have been used
since 1895. It is mostly used by packaged goods. It is worthwhile to use coupon as a promotion
tool because data shows that market for packaged goods increased from 16 billion in 1968 to 310
billion in 1994. To boost up the sales not only manufacturer but retailers personally can also
used. A coupon leads to price reductions so as to encourage price sensitive customers. Non users
can try a product which may leads to regular sales.
2. Price-off:
A price-off is simply a reduction in the price of the product to increase sales and is very often
used when introduction a new product. A reduction in price always increases sales but the use of
this technique should be carefully considered in the current market situation.
Price-off is the most preferred sales promotion technique because consumers response very
positively to this scheme. Not only that but it also cause large increase in sales volume. Price-off
reductions are typically offered tight on the package through specially marked price packs. E.g.
Krack Jack offers 30% Price-off.
3. Freebies
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Freebies are a popular form of modern marketing and are some of the best things about the
internet. The definition of freebies is products or services given away for free at no cost to the
consumer. Well thats the definition we came up with. I am a bargain freebie shopper, pretty
much going for any free product and informing everyone about it.
At different times, big and small companies often give away prizes and money which is too good
to be true. Often its in the pursuit of more customers or a larger fan base and it often works.
4. Scratch Cards
A scratch card (also called a scratch off, scratch ticket, scratcher, scratchie, scratch-it, scratch
game, scratch-and-win or instant game) is a small token, usually made of cardboard, where one
or more areas contain concealed information: they are covered by a substance that cannot be seen
through, but can be scratched off.
5. Bundling Offers
Product bundling is a marketing strategy that involves offering several products for sale as one
combined product. This strategy is very common in the software business (for example: bundle
a word processor, a spreadsheet, and a database into a single office suite), in the cable
television industry (for example, basic cable in the United States generally offers many channels
at one price), and in the fast food industry in which multiple items are combined into a complete
meal. A bundle of products is sometimes referred to as a package deal or a compilation or an
anthology.
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2. Target Market:
While doing sales promotion, marketer must know who their target market is; otherwise there is
no use of all effort because it leads to nowhere. A target market can be in any of the stages of
buying hierarchy i.e. awareness, knowledge, liking, preferences, conviction and purchase. Each
stage defines a possible goal of promotion.
2. Nature of the product:
There are various product attributes which influence sales promotional strategy. When the unit
price is low the manufacturer as well as the customer has low risk but he can get the benefit of
mass marketing. Therefore, mass marketing requires mass sales promotion schemes. Sales
promotion scheme differ for products like its durability, perishable goods etc.
3. Stage of product Life Cycle:
Sales promotion strategies are influenced by the life cycle of a product. When a new product
introduced, prospective buyers must be informed about its existence and its benefits and
middlemen must be convinced to stock it. Later, if a product becomes successful, competition
intensifies and more emphasis is placed on sales promotion to increase its sales.
4. Budget Available for Promotion:
The funds available for promotion are the ultimate determinant of the promotional programme. A
business with ample funds can make more effective use of sales promotion programme than a
firm with limited financial resources. The budget for sales promotion can be prepared by the
following methods
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o Percentage of Sales
o Fixed funds available for sales promotion
o Following the competition, and
o Budgeting by objective.
Sales are the lifeblood of a business, without sales there would be no business in the first place;
therefore it is very important that if a business wants to succeed, it should have a sales promotion
strategy in mind. The primary objective of a sales promotion is to improve a companys sales by
predicting and modifying your target customers purchasing behavior and patterns.
Sales promotion is very important as it not only helps to boost sales but it also helps a business to
draw new customers while at the same time retaining older ones. There are a variety of sales
promotional strategies that a business can use to increase their sales, however it is important that
we first understand what a sales promotion strategy actually is and why it is so important.
A sales promotion strategy is an activity that is designed to help boost the sales of a product or
service. This can be done through an advertising campaign, public relation activities, a free
sampling campaign, a free gift campaign, a trading stamps campaign, through demonstrations
and exhibitions, through prize giving competitions, through temporary price cuts, and through
door-to-door sales, telemarketing, personal sales letters, and emails.
The importance of a sales promotion strategy cannot be underestimated. This is because a sales
promotion strategy is important to a business boosting its sales.
When developing a sales promotion strategy for your business, it is important that you keep the
following points in mind.
Other external factors that can influence products availability and pricing.
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A push strategy
A pull strategy or
A Push Strategy:
A push sales promotion strategy involves pushing distributors and retailers to sell your
products and services to the consumer by offering various kinds of promotions and personal
selling efforts. What happens here is that a company promotes their product/services to a reseller
who in turn promotes it to another reseller or to the consumer. The basic objective of this strategy
is to persuade retailers, wholesalers and distributors to carry your brand, give it shelf space,
promote it by advertising, and ultimately push it forward to the consumer. Typical push sales
promotion strategies include; buy-back guarantees, free trials, contests, discounts, and specialty
advertising items.
A Pull Strategy:
A pull sales promotion strategy focuses more on the consumer instead of the reseller or
distributor. This strategy involves getting the consumer to pull or purchase the product/services
directly from the company itself. This strategy targets its marketing efforts directly on the
consumers with the hope that it will stimulate interest and demand for the product. This pull
strategy is often used when distributors are reluctant to carry or distribute a product. Typical pull
sales promotion strategies include; samples, coupons, cash refunds or rebates, loyalty programs
and rewards, contests, sweepstakes, games, and point-of-purchase displays.
Lets have look at the impact of promotions on purchase behavior during the promotional period
i.e. the week or the month when the promotion was being run. The majority of the empirical
studies have focused on the impact of promotions in the short term. The key findings across the
studies are discussed below.
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From this project it is found that promotion not only increases sales of main product but it also
lead to increase in sales of complementary categories. Found strong cross relationships between
products of the promoted product category indicating brand substitution behavior. They stated
that retail price promotions work as a form of implicit price bundling whereby the consumer
surplus is transferred from the promoted item to non promoted items. Also found that retail price
promotions create significant complementary and substitution effects within the store.
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INDUSTRY PROFILE
History
The Indian economy is changing in profound ways by the onward march of its consumers.
Consumer growth has, of course, always been a central engine of economic growth, but what is
significant about the past decade is the acceleration in the pace of change, which in one way
reflects greatly on the growth, character and role of FMCG companies.
Having stated this, even the most prestigious FMCG firms are always under pressure when it
comes to retaining position and growing in the ever competitive scenario. This is a big challenge,
and it is rapidly becoming a strategic imperative.
In order to recognize the contribution of the FMCG sector to the socio-economic growth of
India, to analyze opportunities and challenges over the coming years, and to develop
recommendations to its stake holders (including FMCG companies, retailers and the
Government), FICCIs FMCG Committee and Technopak joined hands to produce this first of its
kind research report on the FMCG sector.
This research report dwells into the current state and future outlook of FMCG industry, along
with deliberating on issues, challenges and opportunities facing the FMCG industry.
The report suggests practical strategies and recommendations for policy makers towards
achieving competitive advantage in an increasing competitive scenario
MAJOR SEGMENTS OF THE FMCG INDUSTRY:
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Household Care
The detergents segment is growing at an annual growth rate of 10 to 11 per cent during the past
five years. The local and unorganized players account for a major share of the total volume of the
detergent market. The preference is given to detergents in urban area compared to bars.
Household care segment is featured by intense competition and high level of penetration. With
rapid urbanization, emergence of small pack size and sachets, the demand for the household care
products is booming. In washing powder segment, HUL is the leader with ~38 per cent of market
share. Other major players are Nirma, Henkel and Proctor & Gamble.
Personal Care
Personal care segment includes personal wash products, hair care products, oral care products,
cosmetics etc. The Indian skin care and cosmetics market is valued at $274 million and is
dominated by HUL, Colgate Palmolive, Gillette India and Godrej. The coconut oil market
accounts for 72 per cent share in the hair oil market. The hair care market can be segmented into
hair oils, shampoos, hair colorants & conditioners, and hair gels. In the branded coconut hair oil
market, Marico (with Parachute) and Dabur are the leading players. Sachet makes up to 40 per
cent of the total shampoo sale. Again the market is dominated by HUL with around ~47 per cent
market share; P&G occupies second position with market share of around ~23 per cent. Personal
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wash can be further segregated into three segments namely Premium, Economy and Popular.
Here also, HUL is the leader with market share of ~53 per cent; Godrej occupies second position
with market share of ~10 per cent. Swelling disposable incomes of the Indian consumers, growth
in rural demand and upgrading to the premium products are the key drivers for future demand
growth in major FMCG categories.
Theskin caremarketis ataprimarystageinIndia. Withthechangein lifestyles,increasein disposable
incomes, greater productchoiceandavailability, peopleare becomingmorealertaboutpersonal
grooming. Themajor players inthissegmentareHindustanUnileverwitha marketshareof
~54percent,followedbyCavinKarewithamarket
share
of~12percent
andGodrejwith
amarketshareof~3percent.
Theoralcare
marketcanbesegmentedintotoothpaste60percent;toothpowder-23per
cent;toothbrushes- 17 percent.Thissegmentis dominatedbyColgate-Palmolivewith marketshare
of~49percent,whileHULoccupies
secondpositionwithmarketshareof~30percent.Intoothpowdersmarket,ColgateandDaburarethemaj
or players.
FoodandBeverages
Thissegmentcomprises
of
thefoodprocessingindustry,health
beverageindustry,breadandbiscuits,chocolates&
confectionery,
MineralWaterandicecreams.Thethreelargestconsumedcategories
ofpackagedfoodsarepacked
tea,biscuitsandsoftdrinks.Indianhotbeverage marketisateadominant market.Themajorshare oftea
marketis
dominatedbyunorganizedplayers.LeadingbrandedteaplayersareHULandTataTea.Mjaorplayersinf
ood segment are HUL,ITC,Godrej,NestleandAmul.
INDIAN CONSUMERS SPENDING PATTERN
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Growth
The Indian FMCG sector is the fourth largest sector the economy with a total
market size of Rs. 167,100crs.
The market is estimated to grow to US$ 100 billion by 2025, according to market
research firm Nielsen.
In the last decade the FMCG sector has grown at an average of 11% a year; in the last
five years, annual growth accelerated to 17%.
FMCGs are slowly and gradually positioning and deeply penetrating in the fast growing
rural market. The Rural mindset is open to consumption of newer, more contemporary
food categories and as a result, drive consistent growth. FMCG industry to be Rs.40006000 billion industry by 2020.
Indian rural market currently worth US$ 9 bn is expected to become a US$ 100 bn
opportunity by 2025.
By 2025, total consumption is likely to quadruple making India the 5th largest
consumer market.
Organized retail is expected to grow by 14-18% by 2015 thereby boosting FMCG
Rural India accounts for more than 700 Million consumers or 70% of the Indian
population and accounts for 40% of the total FMCG market.
The Rural market is a large market space with very low organized player penetration.
Across the globe, the Indian rural market is probably the single largest unit of
opportunity
Also with changing lifestyle and increasing consumer demand, the Indian FMCG market
is expected to cross $80 billion by 2026 in towns with population of up to 10 lakh
The sector has a tremendous opportunity for growth in India, with the growing
population, the rising incomes, education and urbanization, the advent of modern retail,
and a consumption driven society
According to Nielsen, FMCG growth was 10.7% in the rural market and 10.8% in the
urban market during the quarter ended December 2011; for the quarter ended March
2012, while growth in the urban market improved to 16.5%, it rose even higher, to
17.2%, in the rural market.
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Growth Drivers
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The Indian FMCG sector is the fourth largest sector in the economy with an estimated
size of Rs.1, 300 billion. The sector has shown an average annual growth of about 11% per
annum over the last decade. Unlike the developed markets, which are prominently dominated by
few large players, Indias FMCG market is highly fragmented and a considerable part of the
market comprises of unorganized players selling unbranded and unpackaged products. There are
approximately 12-13 million retail stores in India, out of which 9 million are FMCG kirana
stores.
India FMCG sectors significant characteristics can be listed as strong MNC presence,
well established distribution network, intense competition between the organized and
unorganized players and low operational cost. Easy availability of important raw materials,
cheaper labor costs and presence across the entire value chain gives India a competitive
advantage.
Products which have a swift turnover and relatively low cost are known as Fast
Moving Consumer Goods (FMCG). FMCG items are those which generally get replaced within a
year. Examples of FMCG commonly include a wide range of repeatedly purchased consumer
products such as toiletries, soap, cosmetics, oral care products, shaving products and detergents,
as well as other non-durables such as glassware, bulbs, batteries, paper products, and plastic
goods. FMCG may also include pharmaceuticals, consumer electronics, packaged food products
etc.
Penetration level and per capita consumption in many product categories is very low
compared to world average standards representing the unexploited market potential.
Mushrooming Indian population, particularly the middle class and the rural segments, presents
the huge untapped opportunity to FMCG players. Growth is also likely to come from consumer
'upgrading' in the matured product categories like processed and packaged food, mouth wash etc.
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A distinct feature of the FMCG industry is the presence of international players through their
subsidiaries (HLL, P&G, Nestle), which ensures innovative product launches in the market from
their parent's portfolio.
Our country has a varied agro-climatic condition which enables to offer extended raw
material base suitable for many FMCG sub sections like food processing industries etc. India is
the one of the major producer of livestock, milk, sugarcane, coconut, spices and cashew and is
the second largest producer of rice, wheat and fruits & vegetables. Similarly, India has an
abundant supply of caustic soda and soda ash, the chief raw materials required in the production
of soaps and detergents, which enables the household section of the industry to excel and grow.
The accessibility of these raw materials gives India the locational advantage.
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Competitors information
Top FMCG Companies in India - 2012
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2
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Companies Name
ITC Ltd.
Hindustan Unilever
Nestle India
Dabur India
Godrej Consumer Products
Proctor and Gamble India
Colgate-Palmolive
GlaxoSmithKline Consumer Healthcare
Marico
Emami
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Company Profile
Estd. Date
27 September2007
Company
Promoters
Type of Business
Head Office
Number of employees
Kathmandu Office
Butawal Office
Suppliers
25 Nos.
7 Nos.
Divya Pharmacy , Haridwar,India
DivyaYogSadhana, Haridwar,India
DivyaPrakashan, Haridwar, India
Patanjali Ayurveda Ltd., Haridwar,India
Bank Details
Name
Address
Swift code
Bank of Katmandu
Head Office / Thamel Branch
BOKLNPKA
Beneficiaries Details
Name
Address
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A/C Number
Govt. Register
470000061438 / 060100061438
Company Registrar Office Tripureshower
on 2063.08.15 BS. Reg No. 42691.
Tax office on 2063.08.25 BS.
PAN/VAT No. 302445329.
Department Of Drug Administration
on 2063.10.19 BS. Reg No. 17243.
Department Of Ayurvedic Administration
on 2065.01.30 BS. Reg.No. 1789
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Mission:
The basic mission of the Company is Quality Consumer Products at affordable prices and in
the process delivering long-term value to all stakeholders in the Company.
Vision:
The Company envisions being a dominant global player in the Ayurvedic Product
category and the leading Branded Player in the Ayurvedic Product segment in the IndianMarket
and thus occupying a place of pride in the Indian Ayurvedic Market. This shall be
achieved through Customer Centric Processes, People Development and Operational Excellence
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Product profile
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Product name
AAROGYA APPLE JUICE -1000 ML-PAL
AAROGYA APPLE JUICE -200ML-PAL
AAROGYA ATTA (WHEAT)-10KG-PAL
AAROGYA ATTA (WHEAT)-2KG-PAL
AAROGYA ATTA (WHEAT)-5KG-PAL
AAROGYA ATTA NAVRATNA -2KG-PAL
AAROGYA ATTA NAVRATNA -5KG-PAL
AAROGYA BASMATI RICE-5KG-PAL
AAROGYA BISCUITS-10GM
AAROGYA DALIA (PUSHTAHAR)-500GM-PAL
AAROGYA DALIA (WHEAT)-500GM-PAL
AGARBATTI-ALAKHNANDA -PAL
AGARBATTI-AMBER-PAL
AGARBATTI-JASMINE-PAL
AGARBATTI-KONARK-PAL
AGARBATTI-LAVENDER-PAL
AGARBATTI-MEDITATION-PAL
AGARBATTI-OUDH-PAL
AGARBATTI-ROSE-PAL
AGARBATTI-SANDAL-PAL
AGARBATTI-UTSAV-PAL
AGARBATTI-VANGANDHA-PAL
AGARBATTI-WHITE FLOWER-PAL
AGARBATTI-YAJNA SUGANDHAM-PAL
ALOE VERA GEL-150ML-PAL
ALOE VERA JUICE (FIBER & O/F)-1LT-PAL
ALOE VERA JUICE (FIBER)-1LT-PAL
ALOE VERA JUICE (PLAIN)-1LT-PAL
ALOE VERA JUICE .(ORANGE)-1000 ML-PAL
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AMLA AMRIT-65ML-PAL
AMLA CANDY -500GM-PAL
AMLA CHATPATA -500GM-PAL
AMLA JUICE-1000ML-PAL
AMLA MURRABA-1000GM-PAL
AMLA PICKLE-1KG-PAL
AMRIT RASAYAN -1KG-PAL
AMRIT RASAYAN -500GM-PAL
BADAM PAK -500GM-PAL
BEL CANDY -500GM-PAL
BEL MURRABA -1000GM-PAL
CRACK HEAL CREAM-50GM-PAL
DANT KANTI PASTE (JUNIOR)-100GM-PAL
DRISHTI EYE DROP-20ML-PAL
DANT KANTI PASTE-40GM-PAL
DANT KANTI PASTE-100GM-PAL
DANT KANTI PASTE-200GM-PAL
GAJAR MURRABA-1KG-PAL
HARAD MURRABA -1000GM-PAL
HERBAL GULAL GREEN-100GM-PNCPL
HERBAL GULAL ORANGE-100GM-PNCPL
HERBAL GULAL PINK-100GM-PNCPL
HERBAL GULAL YELLOW-100GM-PNCPL
HERBAL HAND WASH -250ML-PAL
HERBAL HAND WASH REFILL PACK-200ML-PAL
HERBAL SHUDDHI FLOOR CLEANER-1LT-PGN
HERBAL MEHANDI-100GM-PAL
JALJEERA-200GM-PAL
KANTI ALOE VERA SOAP-75GM-PAL
KANTI NEEM SOAP -75GM-PAL
KANTI PANCHGVYA SOAP-75GM-PAL
KESH KANTI HAIR CLEANER (POUCH)-8ML-PAL
KESH KANTI HAIR CLEANER-100ML-PAL
KESH KANTI HAIR CLEANER-200ML-PAL
KESH KANTI MILK PROTEIN -200ML-PAL
KESH KANTI REETHA HAIR CLEANER-200ML-PAL
KESH KANTI ANTI-DANDRUFF HAIR CLEANER-200ML-PAL
LICHI HONEY -500GM-PAL
MADHURAM SUGAR -1KG-PAL
MADHURAM SUGAR -2KG-PAL
MARIE BISCUITS -120GM-PAL
MARIE BISCUITS -300GM-PAL
METHI PACHAK-PAL
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SHARBAT- BURANSH-750ML-PAL
SHARBAT-BEL-750ML-PAL
SHARBAT-KHUS-750ML-PAL
SHARBAT-KESHAR BADAM-750ML-PAL
SHARBAT-BRAHMI-750ML-PAL
SHARBAT-MANGO-750ML-PAL
SHARBAT-GULAB-750ML-PAL
SHARBAT-MANGO PANNA-750ML-PAL
SHILAJEET (STRIP)-5GM-PAL
SHWET MUSALI CHURNA-100GM-PAL
SOMYA HALDICHANDAN SOAP-75GM-PAL
SP. CHYAWANPRASH -1KG-PAL
SP. CHYAWANPRASH -500GM
SPECIAL THANDAI -750ML-PAL
SPICE- BLACK PEPPER POWDER -100GM-PAL
SPICE- BLACK PEPPER WHOLE-100GM-PAL
SPICE- CAROM SEEDS -100GM-PAL
SPICE- CHANA MASALA -100GM-PAL
SPICE -CHAT MASALA-100GM-PAL
SPICE- CORIANDER POWDER -100GM-PAL
SPICE -CUMIN SEEDS-100GM-PAL
SPICE- FENUGREEK SEEDS-100GM-PAL
SPICE- GARAM MASALA -100GM-PAL
SPICE- SABZI MASALA-100GM-PAL
SPICE- TURMERIC POWDER-100GM-PAL
SQUASH- LEMON-750ML-PAL
SQUASH- MANGO -750ML-PAL
SQUASH- ORANGE-750ML-PAL
TEJUS ANTI WRINKLE CREAM -50GM-PAL
TEJUS BEAUTY CREAM-50GM-PAL
TEJUS BODY LOTION-100ML-PAL
TEJUS COCONUT OIL (BOTTAL)-210ML-PAL
TEJUS COCONUT OIL (JAR)-210ML-PAL
UJJWAL DETERGENT CAKE-125GM-PAL
UJJWAL DETERGENT CAKE-250GM-PAL
UJJWAL DETERGENT POWDER-1KG-PAL
UJJWAL DETERGENT POWDER-2KG-PAL
UJJWAL DETERGENT POWDER-250GM-PAL
UJJWAL DETERGENT POWDER-500GM-PAL
Infrastructural facilities
MGM-IOM/MBA/MARKETING
In-Plant Project
MGM-IOM/MBA/MARKETING
In-Plant Project
MGM-IOM/MBA/MARKETING
In-Plant Project
MGM-IOM/MBA/MARKETING
In-Plant Project
MGM-IOM/MBA/MARKETING
In-Plant Project
MGM-IOM/MBA/MARKETING
In-Plant Project
Board of Directors
[ PART-IIIResearch Methodology ]
MGM-IOM/MBA/MARKETING
In-Plant Project
Research Methodology
Research Objectives:
Research Design
MGM-IOM/MBA/MARKETING
In-Plant Project
(b)
Websites of Patanjali&, some other sites are also searched to find Data.
Sampling Detail
1. Target population:
Aurangabad &Jalana.
2. Sampling unit:
3. Sample size:
1000 consumers.
4. Sampling method:
method.
MGM-IOM/MBA/MARKETING
In-Plant Project
DATA ANALYSIS
Medicine
Food Products
Super foods
Ayurvedic Body Care
Ayurvedic Publications
900
950
700
800
350
1000
900
800
900
950
700
600
800
700
500
400
300
350
200
100
0
MGM-IOM/MBA/MARKETING
In-Plant Project
Daily
once/week or more
2 to 3 times a month
once/month
every 2-3 months
800
162
23
10
5
900
800
800
700
600
500
400
300
200
100
162
MGM-IOM/MBA/MARKETING
23
10
In-Plant Project
Very Unsatisfied
Unsatisfied
Somewhat Satisfied
Very Satisfied
Extremely Satisfied
2
45
953
1200
1000
953
800
600
400
200
0
45
MGM-IOM/MBA/MARKETING
In-Plant Project
969
26
5
Definitely
Probably
Might or might not
Probably not
Definitely not
Never used
MGM-IOM/MBA/MARKETING
In-Plant Project
1200
1000
969
800
600
400
200
0
26
MGM-IOM/MBA/MARKETING
In-Plant Project
974
22
4
Definitely
Probably
Might or might not
Probably not
Definitely not
Chart Title
1200
1000
974
800
600
400
200
Definitely
22
Probably
MGM-IOM/MBA/MARKETING
Might or 4
might not Probably not
Definitely not
In-Plant Project
1000
1200
1000
1000
800
600
400
200
0
In-Plant Project
= Most of the Patanjalis consumer are facing problem like; products are not available
regularly. So, they suggested increasing Stock and making sure that products are available
inmarket regularly
No.
1
Date
17-05-13
18-05-13
19-05-13
20-05-13
21-05-13
22-05-13
7
8
23-05-13
24-05-13
25-05-13
10
11
26-05-13
27-05-13
12
13
14
28-05-13
29-05-13
30-05-13
Work
1. Over-View of Broacher of Patanjali.
2. Reference list Over-View.
3. Discussion of Project with Mr.Milind S. ShuklaSir .
1.Discussion with Mr. SatishSolunke (Marketing Executive), Mr.
S. Shinde (Marketing Executive),Mr.Tekawade (Marketing
Executive).
2. Over-View of Infrastructure of office.
1. Visit to Bajajnagar in Waluj area (new area ).
2. Open10 new outlets.
3.Discussion about day work.
1.Visit to Chavni area.
2. Open new 11 outlets.
3.Discussion about day work.
1. Discussion of Project with my project guide Dr.GoutamSaha
Sir.
1. Visit to 3 outlets in Phulambri area.
2. Discussion with the outlet oweners.
1. Delivery of order in Bajajnagar in Waluj area
1.Visit to Nandanvan colony.
2.Open 5 new outlets and took orders from 7 old outlets.
3.Discussion about day work.
1. Visit to Sultanpur to meet a person who want to open Swadeshi
Kendra in that area.
2.Vist to Khultabad to Discuss the problems facing bye the outlet
owners.
1. Delivery of order in Chavni area.
1. Visit to N-1 area and Ambedkarnagar.
2. Open 8 new outlets.
3. Discussion about day work.
1. Delivery of order in Nadanvan colony.
1. Holidy
1. Discussion of Project with my project guide Dr.GoutamSaha
MGM-IOM/MBA/MARKETING
In-Plant Project
15
31-05-13
16
17
01-06-13
02-06-13
18
19
20
21
03-06-13
04-06-13
05-06-13
06-06-13
22
07-06-13
23
08-06-13
24
09-06-13
25
10-06-13
26
11-06-13
27
28
12-06-13
13-06-13
29
14-06-13
30
15-06-13
31
32
33
16-06-13
17-06-13
18-06-13
34
35
19-06-13
20-06-13
Sir.
1. Visit to Kumbharwad ,Gulmandi , RangarGalli area.
2. Open13 new outlets.
3. Discussion about day work.
1. Delivery of order in N-1 area and Ambedkarnagar.
1. Visit to Bajajnagar in Walujarea
2. Open 2 new outlets.
3. Discussion about day work.
1. Delivery of order inKumbharwad ,Gulmandi , RangarGalli area.
1. Delivery of order inBajajnagar in Walujarea .
1. Holidy
1. Visit to Ranjangaon inWalujarea
2. Open 9 new outlets.
3. Discussion about day work.
1. Visit to Palashi&Adgaonsarakto meet a people who want to
open SwadeshiKendra in that area
2.Discussion about day work.
1. Visit to Ladsawangi&Karmadto meet a people who want to
open SwadeshiKendra in that area
2.Discussion about day work.
1. Visit to Warudkazi, Golatgaon&Gadejalgaonto meet a people
who want to open SwadeshiKendra in that area
2.Discussion about day work.
1. Visit to Khodpura&rajabajar.
2. Open 10 new outlets.
3. Discussion about day work.
1. Visit to Harsul&Jatwada Area.
2. Open 5 new outlets& reopen 8 dead outlets
3. Discussion about day work.
1. Holiday
1. Work in main office.
2. Discussion about day work.
1. Work in office.
2. Discussion with Mr. SatishSolunke (Marketing Executive), Mr.
S. Shinde (Marketing Executive), Mr.Tekawade (Marketing
Executive) about market.
1. Discussion of Project with my project guide
Dr.GoutamSahaSir.
1. Delivery of order in Khodpura&rajabajar.
1. Delivery of order in Ranjangaon inWaluj area
1. Visit to N-6, N-7, N-9 area.
2. Open 10 new outlets.
3. Discussion about day work.
1. Holiday
1. Visit to N-11, N-12 area.
MGM-IOM/MBA/MARKETING
In-Plant Project
36
21-06-13
37
22-06-13
38
23-06-13
39
40
24-06-13
25-06-13
41
42
43
26-06-13
27-06-13
28-06-13
44
29-06-13
45
30-06-13
MGM-IOM/MBA/MARKETING
In-Plant Project
[ PART-IV ]
Findings
Sales Promotion, a short-term inducement, offered to a consumer or trade has gained momentum
as a promotional tool world over. It represents nearly three fourth of the marketing budget at
most consumer product companies. Sales promotions can enhance consumers self-perception of
being smart or a good shopper
Quality as the most influencing factors in the purchase decision while price is also an
important for purchase decision.
Schemes always attract more and more consumers towards particular brand.
Simultaneously it gives idea about the factors which consumers look most in the product
before they make final decision
Price off and extra quantity is the two main offers/schemes which consumers have came
across at the time of purchase
People are ready to buy products of brand which suits their budget means more quantity
+ less cost + quality.
Extra quantity with less or same price, more satisfaction, quality and other factors
influence consumers to switch over to other brands.
Consumer remember that name of the product by the company name and also from the
past performance of that company
Demand is too much for Patanjalis products in market, because of that shortage problem
occurs in market regularly.
MGM-IOM/MBA/MARKETING
In-Plant Project
Suggestion
Patanjali Product has less price and high quality so more and more consumer buy Patanjalis
products. Demand is too much for Patanjali products in market, because of that shortage problem
occurs in market regularly.
So, I suggest that Patanjali should increase the productivity and make sure that there will be no
shortage of product in market.
MGM-IOM/MBA/MARKETING
In-Plant Project
LEARNING EXPERIENCE
In 45 days of training period at Patanjali Ayurveda Kendra Pvt Ltd., has enhanced my
corporate experienced.
During my training period, I have gone through various aspects of corporate world and I
found higher authorities are always too busy.
In few days, the environment made me feel like a part of the organization.
I got an opportunity & small task to observe the production line of Patanjali Ayurveda
Kendra PvtLtd..
I learnt the importance of maintaining the discipline in work and being on time for that.
I also learnt that Marketing professional need to do every job that comes to his/her table.
I learnt how the company works with group task and the meaning of coordinating among
all employees.
How time is important in corporate life is a basic observation of mine.
Our skills and knowledge are a key of your fast growing future, and other hand lazy
employee always blaming on companys work.
This project is as my first step in corporate world and it was really very helpful and a
landmark for my future career.
MGM-IOM/MBA/MARKETING
In-Plant Project
SWOT Analysis
Strengths:
Low operational costs
Presence of established distribution networks in both urban and rural areas
Presence of well-known brands in FMCG sector
Weaknesses:
Lower scope of investing in technology and achieving economies of scale,
especiallyin small sectors
Low exports levels
"Me-too products, which illegally mimic the labels of the established brands.
These products narrow the scope of FMCG products in rural and semi-urban
market.
Opportunities:
Untapped rural market
Rising income levels, i.e. increase in purchasing power of consumers
Large domestic market- a population of over one billion.
Export potential
High consumer goods spending
Threats:
Removal of import restrictions resulting in replacing of domestic brands
Slowdown in rural demand
Tax and regulatory structure
MGM-IOM/MBA/MARKETING
In-Plant Project
Bibliography
BOOKS
Philip Kotler, Marketing Management, 11th edition, Pearson
education Asia Publication.
C.R.Kothari, Research Methodology methods &techniques, New
Age International (p) ltd.publishers, 2nd edition.
Website
www.patanjaliayurveda.com
www.nielsen.com
Newspapers
Times of India
Hindustan Times
Journals
Sales & Marketing Management
Strategic Entrepreneurship Journal
Journal of Consumer Research
MGM-IOM/MBA/MARKETING
In-Plant Project
Annexure
Questionnaire
In-Plant Project
Somewhat Satisfied
Very Satisfied
Extremely Satisfied
4] How likely are you to use/purchase PTANJALI PRODUCT again?
Definitely
Probably
Might or might not
Probably not
Definitely not
Never used
5] Would you recommend PTANJALI PRODUCT to others?
Definitely
Probably
Might or might not
Probably not
Definitely not
Never used
6] Price of the PTANJALI PRODUCT is suitable to the quality of product company
provide?
THANK YOU
MGM-IOM/MBA/MARKETING
In-Plant Project