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INTRODUCTION OF THE COMPANY
1.1 TATA Group 1.1.1 HISTORYTata Group is one of India's largest and most respected business groups. Tata Group's name is synonymous with India's industrialization. The Group gave India her first steel plant, hydro-electric plant, inorganic chemistry plant and created a reservoir of scientific and technological manpower for the country. Its Trusts have instituted the Tata Institute of Social Sciences in 1936; India's first cancer hospital, the Tata Memorial in 1941, and in 1945, the Tata Institute of Fundamental Research, which became the cradle of India's Atomic energy program. Today, Tata Group comprises 96 operating companies in seven business sectors: information systems and communications; engineering; materials; services; energy; consumer products; and chemicals. The Group has operations in more than 54 countries across six continents, and its companies export products and services to 120 countries. Jamsetji Nusserwanji Tata laid the foundations of Tata Group when he started a private trading firm in 1868. In 1874, he set up the Central India Spinning Weaving and Manufacturing Company Limited and thus marked the Group's entry into textiles. In 1887, Jamsetji Tata formed a partnership firm, Tata & Sons, with his elder son Sir Dorabji Tata and his cousin Ratanji Dadabhoy Tata. His younger son Sir Ratan Tata joined the firm in 1896. In 1902, the Indian Hotels Company was incorporated to set up the Taj Mahal Palace and Tower, India's first luxury hotel, which opened in 1903. The Tata Iron and Steel Company (now known as Tata Steel) was established to set up India's first iron and steel plant in Jamshedpur. The plant started production in 1912. In 1910, Tata Hydro-Electric Power Supply Company, (now Tata Power) was set up. In 1917, Tata Oil Mills Company was established to make soaps, detergents and cooking oils. In 1932, Tatas entered aviation sector with the establishment of Tata Airlines. In 1939, Tata Chemicals, presently, the largest producer of soda ash in India, was established. In 1945, Tata Engineering and Locomotive Company (renamed Tata 3
Motors in 2003) was established to manufacture locomotive and engineering products. In 1954, India's major marketing, engineering and manufacturing organization, Voltas, was established. In 1962, Tata Finlay (now Tata Tea), one of the largest tea producers, was established. In 1968, Tata Consultancy Services (TCS), India's first software services company, was established as a division of Tata Sons. In 1970, Tata McGraw-Hill Publishing Company was created to publish educational and technical books. In 1984, Titan Industries, a joint venture between the Tata Group and the Tamil Nadu Industrial Development Corporation (TIDCO), was set up to manufacture watches. In 1996, Tata Teleservices (TTSL) was established to lead the Group's foray into the telecom sector. In 1998, Tata Indica, India's first indigenously designed and manufactured car, was launched by Tata Motors. In 2000, Tata Tea acquired the Tetley Group, UK. This was the first major acquisition of an international brand by an Indian business group. Tata companies now operate in seven business sectors: communications and information technology, engineering, materials, services, energy, consumer products and chemicals. They are, by and large, based in India and have significant international operations. The total revenue of Tata companies, taken together, was $70.8 billion (around Rs325, 334 crore) in 2008-09, with 64.8 per cent of this coming from business outside India, and they employ around 363,039 people worldwide. The Tata name has been respected in India for 140 years for its adherence to strong values and business ethics. Every Tata company or enterprise operates independently. Each of these companies has its own board of directors and shareholders, to whom it is answerable. There are 28 publicly listed Tata enterprises and they have a combined market capitalization of some $60 billion, and a shareholder base of 3.5 million. The major Tata companies are Tata Steel, Tata Motors, Tata Consultancy Services (TCS), Tata Power, Tata Chemicals, Tata Tea, Indian Hotels and Tata Communications.
Figure shows TATA Group firmsTATA GROUP TATA Consultant Services TATA Communication
TATA Steel TATA Tea
Indian Hotels TATA Motors TATA Chemicals TATA Power
1.1.2 Core Values Tata has always been values-driven. These values continue to
direct the growth and business of Tata companies. The five core Tata values underpinning the way we do business are:
“Integrity: We must conduct our business fairly, with honesty and
transparency. Everything we do must stand the test of public scrutiny.”
“Understanding: We must be caring, show respect, compassion and
humanity for our colleagues and customers around the world, and always work for the benefit of the communities we serve.”
“Excellence: We must constantly strive to achieve the highest possible
standards in our day-to-day work and in the quality of the goods and services we provide”.
“Unity: We must work cohesively with our colleagues across the group
and with our customers and partners around the world, building strong relationships based on tolerance, understanding and mutual cooperation.”
“Responsibility: We must continue to be responsible, sensitive to the
countries, communities and environments in which we work, always ensuring that what comes from the people goes back to the people many times over.”
1.2 TATA Chemicals Limited 1.2.1 HISTORYIn the early 1920s, Kapil Ram Vakil, a chemical engineer educated in England, saw the possibility of developing salt works in the Okhamandal region, now in the state of Gujarat. He approached the then Maharaja of Baroda, Sayaji Rao Gaekwad. Always keen to develop his princely state, the Maharaja gave his assent. In 1927, Vakil set up the Okhamandal salt Works and V T Krishnamachari, the Diwan of Baroda, laid the foundation stone. A decade later, Vakil wanted to expand and set up a soda ash plant, but did not have the financial resources. He approached Gaekwad who wrote to the Tata's if they would be interested in assisting in a project of national importance. Tata Chemicals was born in 1939 and Vakil stayed on as its director. In those days the soda ash formula was a closely guarded secret between six companies in the world. It was, therefore, no easy task setting up such a project. The British chemicals giant Imperial Chemical Industries (ICI), located in the Sindh province of what is now Pakistan, was the only company in the subcontinent with the necessary expertise and technology. When ICI was approached, they taunted Vakil, saying: "You put in salt and you get out salt." Darbari Seth, a young chemical engineer who had joined Tata Chemicals told the Board that they did not need foreign help. The management bought into the argument and Tata Chemicals cracked the code.
1.2 Core Values • VISION “Enrich the quality of life by offering product and services that meet the essential needs of people.Finally. To commemorate this feat the 'Four Hundred Tonnes Production’ tower (FHTP) was erected in front of Mitha Mahal. Tata Chemicals (TCL) is the second largest producer of soda ash in the world. the company guesthouse at Mithapur.2. where it still proudly stands. In 1964. o Improve shareholder value. o Commitment to corporate sustainability o Strengthening stakeholder relationship o Providing new and innovative offerings o Employees are our strength. the 80 tonnes per day plant started production. in 1944. It is India's market leader in the branded and iodized salt segment as well as in urea and phosphatic fertilizers. and we will create an environment that fosters achievement learning and teamwork.” • MISSION “We shall be the most respected company in the business and geographies we operate in our growth and success will be achieved by:o Enhancing the value we deliver to our customers o Being globally competitive.” Areas of business • Chemicals: The range of chemicals produced at the company’s integrated complex at Mithapur includes 7 . o Internationalization shareholder value. a capacity of 400 tonnes was achieved.
iodized salt. Punjab. Haryana and Uttaranchal. a manifestation of which is the company's cement plant at Mithapur. TCL manufactures four varieties of salt. a voluntary global initiative of the chemical industry that demonstrates allegiance to safety. health and environmental issues. reduce and recycle philosophy. • Agri-services: The Company has set up a network of Tata Kisan Sansars (or Tata farmer centers) in the northern Indian states of Uttar Pradesh. crystalline salt. vacuum salt and pure salt. Fertilizers: The Company manufactures nitrogenous fertilizers at the Babrala plant. The company is a signatory to Responsible Care. NPK complexes and single super phosphate. 8 .o o o o o o o o • Soda ash Caustic soda Salt Cement Sodium bicarbonate Bromine Bromine based compounds Gypsum. The company has also developed the Mithapur salt works as a natural habitat for thousands of migratory birds.3 Corporate social responsibility The company is a firm believer in avoid. and has over 40 per cent market share in the branded salt segment in India. • Food additives: TCL’s food additives business has two premium products: branded salt and sodium bicarbonate. The centers are one-stop resource centers for farmers 1.2. The company’s plant at Haldia produces phosphatic fertilizers like di-ammonium phosphate.
The way of working is such that every employee report to its supervisors and this can be easily explained on next page- 9 .Tata Chemicals has promoted the Tata Chemicals' Society for Rural Development (TCSRD) for the benefit of the rural population in and around the company's plants and townships. It has also implemented the Japanese 5-S and Total Productive Maintenance concepts to ensure the maintenance of quality standards and safety management norms.2. The Safety Management System at Tata Chemicals is in line with guidelines set by the British Safety Council.4 TATA Chemicals sales departments working structureTATA Chemicals sale department consists of number of executives which perform their jobs. Locations TCL has its headquarters in Mumbai and has regional offices across India. 1. Both the company's plants are ISO-14001 and OHSAS-18001 certified. It operates an inorganic chemicals complex at Mithapur in Gujarat and a fertiliser complex at Babrala in Uttar Pradesh.
O A.M.M-1 A.SALTS Tata Chemicals is the market leader in packaged salts in India with more than half the total market consuming Tata brands.O S. 10 .Regional Sales Manager A.S.M-2 R.S.Sales Officer Source.M-3 A.S.Compiled 1.S.M-1 S.5 Products related to Internship.S.S.M-4 R.S.M R.M.O.M.Chart 1.M-2 A.O S.M-4 In the chartN.S.O S. Tata Salt has won accolades as India's most trusted food brand for several years.S.TATA Chemicals sales departments working structure N.Area Sales Manager S. New brands I-Shakti and Tata Salt Lite are also creating waves in the market.S.2.S.National Sales Manager R.M-3 R.S.
It sells an average of 40.2.000 metric tons per month and is available for its consumers at over 12 lakh retail outlets (source: Nielsen Retail Audit. Tata Salt today has a 43 per cent market share in the national branded salt segment.In Northern Region Company has launched 3 brands of salts i. ii.e. Tata Salt is a vacuum evaporated iodized salt produced by Tata Chemicals.1 Characteristics of Salts A. IShakti and Tata Salt Lite SALTS AVAILABLE IN NORTHERN REGION TATA SALT I-SHAKTI TATA SALT LITE 1. Tata Salt. TATA SALT i. iii. December 08). 11 .5.
which may not provide a consistently dependable quality of iodized salt.iv. TATA SALT LITE i. ii. This salt is for those who are highly healthy conscious and want a balanced life in case of health. I-SHAKTI i. iii. C. B. It contains requisite amount of Iodine that ensures proper mental development of children and also prevents iodine deficiency disorders in adults. ii. I-Shakti is endorsed by the International Council for the Control of Iodine Deficiency Disorders (ICCIDD) for being the salt brand that offers adequate quantity of iodine. It evaporators. a convenient means of help in these stressful times. iv. is manufactured through a technologically advanced production process by evaporating sea brine in steam-heated vacuum v. iii. It provides an opportunity for the masses have access to a good quality iodised salt at an affordable price I-Shakti has been playing a significant role in mitigating the iodine deficiency of Indian consumers by providing them adequate iodine intake in every pinch of salt. Tata Salt Lite was launched to provide consumers who sought preventive measures to keep the blood pressure of family members under check. 12 . I-Shakti salt was launched to provide a platform for upgradation of users of loose salt and local branded salts. Tata Salt Lite is low sodium salt from the Tata Salt brand franchise. It has been specially formulated to provide 15 per cent lower sodium than ordinary salt.
In a particular state there is one distributor which takes order from the C Chart 2.P* 12 20 10 For Retailers* 10.3 Prices of SaltsSALTS TATA SALT TATA LITE I-SHAKTI *Amount in Rupees M. Every body which is related to this distribution system performs its job effectively. CHANNEL DISTRIBUTION SYSTEM OF SALT Tata Chemicals Ltd is having a very large and stable distribution system.8 4 5 2.20 16 5 Margin* 1.R.CHANNEL DISTRIBUTION SYSTEM OF Tata Chemicals Ltd. Distributor of Himachal Distributor of Punjab Distributor of Haryana Baddi stockiest Nalagarh stockiest Retailer Retailer Retailer Retailer Source.Compiled 13 . This large base of distribution network is also one reason behind the success of Tata salt.1.
Ones the retailer sees his\her benefits they easily decide to buy product and this ultimately increase the sales of a product. 3. Tata Chemicals Ltd. 3. 3. MARKETING STRATEGIES DEVELOPMENT AND IMPLEMENTATION TO INCREASE THE SALES With the difference in areas and localities the market strategies like schemes and discounts changes. now these stockiest are as per area or village and they go t the stock from the distributor which is directly link with Tata Chemicals Ltd. This change is to cope up with natural and personal demands of retailers.1 Layout of scheme for Tata salt Bags purchased 8 bags 16 bags 32 bags 64 bags 128 bags 256 bags * 1 bag = 50 packets of 1kg pack Discount in rupees 4 6 8 10 13 17 3. Scheme related to this brand is in such a way that retailers and wholesalers can only enjoy the schemes if they buy in bulk.stockiest. Further the stockiest supply the salt to retailers and wholesalers as per demand. The main issue 14 .1.1 Tata Salt Tata salt is already a well known brand in market and is having the largest share among salts.2 I-shakti I-shakti is a new product and has not yet got a position like Tata salt so the schemes and discounts available for this salt are totally different. The chart-2 shows the distribution system. had developed different schemes and discount rates for their different brands and these all strategies are been developed on executive level.
Note that Tata Lite 1 bag = 25 packets of 1 kg pac 4. This is the one scheme for I-shakti. i.here is to concentrate on the point that retailers should at least keep some stock in their shop so as to sell it for this the scheme for this salt is that the retailer will get 1 Tata branded umbrella free with every 2 bags of I-shakti. detailed analysis of this survey is given in this report. 425 rupees will be drop down to 400 rupees. OVERVIEW OF WORK DONE IN INTERNSHIP The whole internship is for the sales promotion of the 3 TATA salts available in the market. The task was to promote the sales of these salts and this was done by the help of pasting posters on retailer’s shops and performing activities which include the purity test and iodine test in front of the consumers within the markets of particular areas. This gives a valuable reason for the retailer to buy at least 2 bags of I-shakti.1 Activities performed for quality of salt 15 . For Tata Lite discount is available rather than any scheme.3 Tata Lite The scenario of this salt is also same as of I-shakti since this brand is also new in market. according to this on purchase of every 1 bag of Tata Lite retailer will get 25 rupees discount.e. For this 2 questionnaires were prepared one for consumers and another for retailers. The last week of training involved the task of conducting a consumer and retailer survey in Ropar area. The main part of the internship was to perform the activities in front of the peoples with in the market as mentioned above these activities are purity and iodine test of Tata Salt 4. But there is a bit difference in schemes. Everyday this is done in new area for the sales promotion. 3.
To make comparison between Tata Salt and other Salt. 16 . Use the same procedure for some other salt and see the difference.1 Purity test of Tata Salt 4.1. 4. iii. To aware people about the benefits of this purity. Awareness about the diseases due to deficiency of iodine content in body 4.2.1. ii. iv.1. Purpose • • • • To check the purity of Tata salt To see the impurities in salt. vi. iv.1. iii. Take a glass of water. use glass through which it’s easy to see.2 Procedurei. ii. 4.1. More the dark color better is the iodine content in salt.1 Purpose • • To see the iodine content in salt.2 Iodine test of Tata SALT 4.1.1. Wait for a while and see the difference in color of salt.1.1. Take the government approved iodine kit and pour a drop of chemical from the kit on the salts.4.2. Take a spoon of different salts and place it on a paper or solid object. v. Put a spoon of Tata Salt in the glass of water Stir it perfectly Wait for some time(1-2 minutes) Salt will get dissolved in the water.2 Procedurei.
2 Overview of the key learning’s• • • • • • • • • • • Understanding the market of particular area. Effectively Conducting surveys. See the difference through own eyes.To understand the market situations and amount of salt consumed by consumers. POP. Working in a team. Channel distribution system of salt.v.e. Building Marketing strategies to increase sale.1 OBJECTIVE.3. Questioner development.. 5.1 Name of Area. Pasting posters and banners. Point-Of-Purchase i.3 AREA WISE DESCRIPTION 5. Face to face interaction with the consumers while performing activity. 5. 4. Performing best in limited resources. Understanding retailer’s attitude towards Tata salt. Interacting with the retailers and collecting relevant data.Dhanas 17 .2 METHODOLOGY• • Meeting the stockiest and getting the list of most profitable retailers. UNDERSTANDING MARKET OF A PARTICULAR AREAS 5. 5.
3.1.1.Table of Illustrations Date of visit.1.shakti Taja Salt Shakti Bhoog 5.7-June-2010 Stockiest name-Laxmi Enterprises Number of calls done.3.19 5.1 Salts available in market• • • • • • • Tata Salt Nirma Shudh Captain Cook Annapurna I.Location-See map number-1.3 Analysis done• Monopoly of Tata salt in market.1.2 Amount consumed in bags per month on the basis of calls done(1 bag=50 packets of 1 kg salt) 80 70 60 50 40 30 20 10 0 Salts Tata Salt I-shakti Nirma Captian cook Shakti Bhoog Anapurna Taja Salt 5. 18 .3.
5. If the costumer doesn’t demand Tata salt then retailers give other salt which has high margin.e.3. Lack of knowledge of iodine and purity of salt.2 Amount consumed in bags per month on the basis of calls done(1 bag=50 packets of 1 kg salt) 19 .1.Kalka Location-See map number-184.108.40.206 Salts available in market• • • • • Tata salt I-shakti Anapurna Captian cook Taja salt 5.Table of Illustrations Date of visit. Rs 12 retailers don’t sell the salt because sometimes they don’t have 3 rs to give back.9-June-2010 Stockiest name-Vicky Distributors Number of calls done-18 5.3.• • • Customers want only Tata salt. 5.2 Name of Area.2.3. Retailers are happy by selling Tata salt.2. One retailer doesn’t know difference between Tata and Taja salt.4 Issues Discovered• • • Due to the price setting of Tata salt i.
3.34 5.Rajpura Location-See map number-1.Table of Illustrations Date of visit.3 Name of Area.160 140 120 100 80 60 40 20 0 Salts Tata Salt I-shakti Anapurna Captian cook Taja Salt 220.127.116.11 Salts available in market• • • • • • • • • • Tata Salt I-shakti Nirma Gagan Ankur Captian cook Anapurna Aashirwad Verka I-gold 20 .3.10-June-2010 Stockiest name-Sanjay-Bhagtan Di Hatti Number of calls done.
Bassi Pathana Location-See map number-1.11-June-2010 Stockiest name . Number of calls done.2 Amount consumed in bags per month on the basis of calls done(1 bag=50 packets of 1 kg salt) 140 120 100 80 60 40 20 0 Salts Tata Salt I-shakti Gagan Nirma Captain Cook Aashirwad Anapurna Ankur I-gold Verka 5. People were not aware of quality test of Tata salt.Rajiv & Comp. Retailers were not happy by selling Tata Salt due to low margin.35 5. 5.3 Analysis done• • • Number of brands of salts & very competitive market. 5. Variety of low brand salts which are consumed more by poor people.3.4 Name of Area.4.4 Issues Discovered • • Stockiest want to conduct activities for sale promotion in his area.3.3.1 Salts available in market21 .3.Table of Illustrations Date of visit.18.104.22.168.3.3.
3.3. Customers were not at all quality conscious.• • • • • Tata Salt I-shakti Nirma Gagan Ankur 5. Retailer’s monopoly while selling salt. 22 . Customers were not loyal to one brand. 5. Good hold of stockiest on market.22.214.171.124.4 Issues Discovered • • • Stockiest is having agency of Tata Salt as well as Gagan which is affecting Tata salt adversely.3 Analysis done• • • Retailers were selling low margin salt like Gagan & Ankur.2 Amount consumed in bags per month on the basis of calls done(1 bag=50 packets of 1 kg salt) 90 80 70 60 50 40 30 20 10 0 Tata Salt I-shakti Gagan Nirma Ankur Salts 5.
3. 23 .5.4.Table of Illustrations Date of visit.1 Salts available in market• • • • • • Tata Salt I-shakti Nirma Gagan Ankur Verka 5.3.5 Name of Area.5.Sirhind Location-See map number-1.3.22 5.5.3 Analysis done• Large market and retailers only take sell from stockiest.5.12-June-2010 Stockiest name-Parkash Singhla Number of calls done.2 Amount consumed in bags per month on the basis of calls done(1 bag=50 packets of 1 kg salt) 140 120 100 80 60 40 20 0 Salts Tata Salt I-shakti Nirma Gagan Ankur Verka 5.3.
4.13-June-2010 Stockiest name-Mr.3.35 5.6.6.• • Stockiest is having good hold on market.3.Table of Illustrations Date of visit.4 Issues Discovered • Stockiest was trying some schemes on his level to increase sale of Ishakti. Verma Number of calls done.3.3. 5.Kharar Location-See map number-1. Retailers were happy buy selling Tata Salt but not I-shakti due to low quality.6 Name of Area.5. • 5. People were not interested in activity.2 Amount consumed in bags per month on the basis of calls done(1 bag=50 packets of 1 kg salt) 24 .1 Salts available in market• • • • • • • • • Tata Salt I-shakti Tata Lite Nirma Gagan Saffola Captain cook Aashirwad Sona-Markfed 5.
7.18 5.e.Nalagarh Location-See map number-1. 5. brand preference is high.Table of Illustrations Date of visit.17-June-2010 Stockiest name-Rajneesh Distributor Number of calls done. People demand Tata salt i.6.3.180 160 140 120 100 80 60 40 20 0 Tata Salt I-shakti Nirma Gagan Aashirwad Sona-Markfed Tata Lite Saffola Salts 5. 5. Retailers were not much happy by selling Tata Salt due to low margin.1 Salts available in market• • Tata Salt I-shakti 25 .3 Analysis done• • • Numbers of salts were available in market.5.6.4 Issues Discovered • • Stockiest want more promotional activities in his area.126.96.36.199 Name of Area. Consumer doesn’t know about the quality & iodine test.
• • • • Nirma Gagan Shakti bhog Taja 5. 5.7. Stockiest was not co-operative.7.3. Retailers try to give those salts which are having large margins to earn more profit.3.2 Amount consumed in bags per month on the basis of calls done(1 bag=50 packets of 1 kg salt) 120 100 80 60 40 20 0 Salts Tata Salt I-shakti Nirma Gagan Shakti Bhog Taja Salt 5. 26 .7.3.4 Issues Discovered • • Retailers want special gift on extra sale. Retailers want some sales promotion activities to be done regarding ishakti.3 Analysis done• • • Retailers were happy by selling Tata salt but not happy by selling I-shakti due to its low quality.
5.Zirakpur & Dakoli Location-See map number-1.6.8 Name of Area.3.Table of Illustrations Date of visit.1 Salts available in market• • • • • • • • Tata Salt I-shakti Nirma Annapurna Aashirwad Ankur Tata lite Suffola 5.2 Amount consumed in bags per month on the basis of calls done(1 bag=50 packets of 1 kg salt) 300 250 200 150 100 50 0 Salts Tata Salt I-shakti Gagan Nirma Anapurna Aashirwad Tata Lite Ankur Suffola 27 .3.Shakti Enterprises Number of calls done.188.8.131.52 5.21-june-2010 Stockiest name.
Stockiest not performing its job efficiently.5.9.Raipur Rani Location-See map number-1. 5.3.9 Name of Area.9.1 Salts available in market• • • • • Tata Salt I-shakti Gagan Nirma Anapurna 5.Table of Illustrations Date of visit.2 Amount consumed in bags per month on the basis of calls done(1 bag=50 packets of 1 kg salt) 28 .3.3.22-June-2010 Stockiest name-Amar Nath & Sons Number of calls done.4 Issues Discovered • • Scattered market in Dakoli leads to service problem.3.3. Stockiest good hold in Zirakpur but very poor in Dakoli.3 Analysis done• • • • Number of brands of salts Poor people can’t afford Tata salt so they buy Ankur or other low price salt.8.8. Dakoli retailers were fed up by the service of stockiest.3. 5.22 5.
Amar Nath & Sons Number of calls done-22 5.3.250 200 150 100 50 0 Tata Salt I-shakti Nirma Gagan Anapurna Salts 5.3.23-Jne-2010 Stockiest name.10 Name of Area.3.4 Issues Discovered• • • Billing problem.9.3. 5.9. Stockiest never provide bills. 5.Narayangarh Location-See map number-1.1 Salts available in market• • Tata Salt I-shakti 29 . As per schemes gifts are not provided yet.10.3.3 Analysis done• • Retailers are happily selling Tata Salt and I-shakti No place for Tata Lite.Table of Illustrations Date of visit.
3.10.3 Analysis done• • • Tata salt & Tata lite are the market leaders.4 Issues Discovered• Stockiest is trying his best to increase the sale of I-shakti like pasting banners and marketing. 5. 30 .2 Amount consumed in bags per month on the basis of calls done(1 bag=50 packets of 1 kg salt) 250 200 150 100 50 0 Tata Salt I-shakti Tata Lite Gagan Aashirwas Saffola Diet Anapurna Nirma Salts 184.108.40.206.3.• • • • • • • Tata lite Gagan Aashirwad Saffola Diet Anapurna Nirma 5. A big amount of money of Stockiest is revolving in market so he is having a strong hold. No bills are provided to retailers.
Retailers need better schemes on I-shakti. So one thing was clear i. This respect helps while interacting with retailers and to know the problems faced by the retailers if any either from stockiest or company so as to find solution for that problem.1 Introduction Understanding Retailers attitude of every market was not an easy job.1 Retailers attitude-Area Wise Analysis Retailers are the one who are every time facing the consumer. 6. 6. this makes him a bridge between the stockiest and the consumer. to insist retailers to tell any problem related to the stockiest or company. UNDERSTANDING RETAILERS ATTITUDE TOWARD TATA SALT 6. Since stockiest is the one who supply the salt to retailers so that indirectly make the stockiest well known and generate respect towards him. Hence a link is generated between the company.e.3. retailer and finally the consumer. Mostly the retailers was very cooperative since every retailers is loyal to the company and don’t want to shatter their links with the company or stockiest.• • • Stockiest is working from last 60 years that’s why every retailer respects him. To check the stockiest performance. With the change in area and nature the attitude changes drastically and of course there was a big difference in handling the retailers. To see the level of knowledge about the quality of Tata Salt in retailer’s. 6. stockiest. This makes 31 . Promotional activities regarding knowledge about Tata Lite.2 OBJECTIVE• • • To understand retailers attitude.
1. o They don’t know about the iodine & purity test.1 Analysis o Retailers are selling i.2 Area number-2 Name.3 Area number-3 32 .1 Area number -1 Name.1. They can directly convey any schemes or new products to consumer and can also help the company to create exciting and new schemes which can help to boost up the sales since he is the one who knows what a consumer thinks and what consumer want as a loyal consumer will always his\her feeling to the retailers only. o Retailers perform well if they got some schemes like an umbrella free on 2 bags of i-shakti. o Stockiest is having a good hold on the market.19 6.1.3.Kalka Number of retailer’s visited-15 6.1 Analysis o Retailers were happy by selling Tata salt.3. So the attitude of the retailers towards salt is a very valuable aspect to know so as to understand the market effectively.1.3.retailers a valuable asset to the company. o Retailers want the price of Tata salt to be either 10 or 15 so as to ease in exchanging money 6.shakti more then Tata salt.2. 6. With every area there were different issues and this makes the attitude of the retailers too to change.3.3. 6.Dhanas Number of retailers visited.1.1.
o Retailers were happy by selling Tata but happier while selling Gagan or other brand.5 Name.1.1. o Retailers prefer Tata salt only when costumer demands.1 Analysis o Retailers were keeping number of salts but they were happy in selling the Tata salt due to its quality.Name. o Retailers were also selling what they got from stockiest hence Gagan here was a strong competitor of Tata salt.3.4.1 Analysis o Retailers were not happy by selling Tata salt due to low margin.1.5. 6.3. o Retailers were aware of purity test of salt but not with the iodine test.1.3.4 Name.Sirhind Number of retailers visited-22 6.3. o Retailers don’t know about the purity and iodine test. 33 .4 Area number.1.1 Analysis o Stickiest of this area was having agency of Gagan salt also which was affecting the sale of Tata salt adversely.Bassi pathana Number of retailers visited- 6.3.3. o Due to high availability of number of other brands they sell high margin salt.Rajpura Number of retailers visited- 6. o Since Gagan salt has large margin so he wants to sell that more. 6.5 Area number.
o Retailers were happy by selling Tata Salt but not I-shakti.1.3.Zirakpur & Dakoli Number of retailer’s visited-48 34 .1.6 Name.8 Name. o Retailers sell what costumer wants.1 Analysis o Stockiest was not co-operative.3.1.1. o If customers was not brand conscious retailers gave salt with having high margin.Khara Number of retailers visited-35 6.8 Area number.o Stockiest was very supportive and he was also trying on his own level to increase the sales of Tata Salt & I-shakti.7 Name. o Retailers demand special gifts for them on extra sales.1 Analysis o Stockiest here was not much in business rather his subordinate “Bahadur” does the business.6 Area number.3.7. 6. 220.127.116.11. o Retailers need motivation from the company premises.7 Area number. o Retailers sell the salt which peoples demand or give only Tata salt.6.Nalagarh Number of retailer’s visited-18 6. 6.
Narayangarh Number of retailer’s visited-22 6.3. o Retailers were happy by selling both the salts.9 Area number.18.104.22.168 Area number.6.1.1 Analysis o Zirakpur retailers were happy by the service of stockiest but Dakoli retailers were not.3.9. o Due to the shortage of supply in Dakoli retailers were facing problem and were not happy.1 Analysis o Retailers were facing problem related to bills of stock they purchase from the stockiest. o Main reason for i-shakti sale increase is stockiest efforts.1.1. o Retailers were happy by selling i-shakti. 35 .1 Analysis o Stockiest is having a very strong hold on market.9 Name. 6. & Tata salt o Retailers want better schemes on I-shakti. 6. o Retailers were selling I-shakti more than that of Tata salt.Raipur Rani Number of retailer’s visited-22 22.214.171.124.3.10 Name.
P Point of purchase is that part of marketing in which visibility is of main concern.e. These places are either at entrance of shop or where the costumer pays bill or at the wall behind the shop owner.O. The same is implemented by Tata Chemical Ltd. or give one stores the appearance of being more organized and clean. To draw consumers to one product over another. The main issue here is where to paste it? And the best place is where the customer easily catches it. To increase the sales of product. Purpose • • • • To make a business owner's products appear more professional and appealing to the customer's eye. To aware the costumer about particular product.1.POINT OF PURCHASE i. 7. banners and stickers see table of illustration- 36 . 7.2. It’s well known quote that “jo dikhta hai who bikta hai”. Point of Purchase include • • • • • • Posters Banners Stickers Flexes Bill boards Wall painting To see the posters. also in which posters and banners are available which are to be pasted at the point where the costumer purchases the product. P.
Consumer attitude indirectly tell the brand equity of a particular product. which help the peoples to understand which is the best and healthier salt for there health.ACTIVITY EXECUTION It’s the right of the costumer to know what is good and what is bad especially when it’s related to something which a person consumes everyday. Each areas had its own specifications and living style so does the consumer’s perception towards salt. The activities like purity test and iodine test was the major source of knowing the consumers attitude towards salt and this helps allot to see what consumers thinks when Tata Salt comes in there mind. Awareness of the diseases due to deficiency of iodine in body.3 Execution 37 . 8.1 Consumer’s Attitude toward quality of Tata Salt Need and want of an individual changes with passage of time and place. two activities i. PURITY TEST and IODINE TEST are there to perform in front of the customer. 8. To create a brand preference. Consumer is the one who consumes the product and to know the attitude of the consumer towards what he\she consumes helps allot in improving the quality and to know the brand loyalty. Since Tata salt is the one which is consumed by majority of the peoples so it’s the duty of Tata Chemicals Ltd to perform something which should take care of the people. For this.2 Purpose • • • • Aware people about the quality of Tata Salt Tell people about the iodine content needed by the body.e. 8.
1 Purpose9. Majority of people were not aware of the diseases due to the deficiency of iodine in body. To know the varieties of Salt in the store and their volume sale. Ankur. This comparison was on the basis pf purity test as well as iodine test. These were some of the key factors on the basis of which the retailer’s questionnaire was developed.1. etc. 8. To know the brand with highest sale and it’s reason. People response was above the mark and they were satisfied by the test. 9.1 RETAILERS• • • To know the work experience and other side business if any. People were shocked by seeing the difference by their own eyes. QUESTIONNAIRE DEVELOPMENT 9.2 CONSUMERS• To know the Salt they consumes and the reason of using the same 38 . Comparison was done between Tata Salt and other salts like Gagan. Verka. Everyday in the particular areas activity was performed for 1.• • • • • Every evening the activity was performed in front of the peoples with in the market by choosing the best place where mass population can gathered.5 – 2 hours Main motive was too aware as many people as possible within limited time.4 Analysis • • • • • 80% people don’t know about the purity test and 100% people don’t know about the iodine test. Even the consumers of Tata salt don’t know about this purity.1.
1 Retailers Survey 10. 39 .2 Primary Search Retailers visited.1 Objectives• • • To know different brands of salt available in market and their volume sale per month.1. To know the margin of different brands of salts To know the brand of salt having highest sale and why.• • To know the level of awareness about quality of salt and harmful effects of impure salt.see Annexure Both the questionnaire was developed by taking care of retailer’s attitude towards Tata Salt and the consumer’s behavior during the activities. Retailers questionnaire-see Annexure Customers questionnaire. To see that does the consumers know about Tata Salt Lite and I-shakti. 10.15 Duration. 10.See table of illustration 1.1. SURVEY – ROPAR Location.1 Day Theses 15 retailers were those which were having the maximum sale and also these come under those 20% of retailers which gave 80% of profit in Ropar market.2 10. I got the retailers list from the stickiest and after that conducted the survey .
Others salt like Nirma. To know the level of awareness about quality of salt and harmful effects of impure salt. Out of 15. Also some poor peoples were also taken so as to get insight of various income levels. 10.2 Primary Search Sample Size-30 Duration.2.3 Analysis-(Detailed data of survey is available on table of illustration) • Most of the retailers were in business from more than 40 years which concluded that they are having a good hold in the market and wide area of consumers. Reason of this high sale was good quality and customer preference.2 Customers Survey 10. Markfed also in stores. This search was done to get an overview of the costumers mind.1 Day The sampling was done randomly within the market streets and questions were asked as per questioner design. • • • • Tata Salt available in every store. Gagan.10.1. To see that does the consumers know about Tata Salt Lite and I-shakti. 10.1 Objectives• • • • To know the brand of salt used by consumers. To know the reason behind consuming that salt. Mainly ladies were picked in this survey as they know better than the men’s in these types of areas.2. 40 . 8 retailers were having Tata Salt as their major brand of salt.
10.The level of awareness in consumers toward quality of salt measuring factors areA = Excellent knowledge B = Good knowledge C = Poor knowledge 41 . 80 % of customers don’t know about Tata Salt Lite whereas 90% of customers don’t know about I-shakti. Half of customers know about the harmful effects of impure salt.3 Analysis-(Detailed data of survey is available on table of illustration) • • • 80% of customers were consuming Tata Salt and they were loyal to brand.2. *Note.
which? a) Yes b) No Q3) Name of the Brands sold in your shop? a) Tata Salt f) Saffola b) Annapurna h)Any other c) Nirma d) Gagan e) Captain Cook Q4) What is the average volume sale per month of these brands? Tata Salt I Shakti Nirma Gagan Any Other Q5) What is the margin per kg in rupees of these Salts? Tata Salt I Shakti Nirma Gagan Any Other Q6) Which brand has highest sale in your shop and why? Q7) What is the frequency of supply of Tata Salt in your shop? a) Daily b) Weekly c) Monthly d) Fortnightly 42 . Questionnaire for RetailersName of the firm: Proprietor: Q1) For how long you are in this business? Q2) Any other business activity in which you are involved? If yes.ANNEXURE 1.
Q8) Why Tata Salt is preferred and why not? Q9) Any Suggestions.Shakti c) Nirma d) Gagan e) Any other Q2) Are you a regular customer of this brand? a) Yes b) No Q3) Why do you prefer this particular brand? a) Price Other Q4) Have you ever tried Tata Salt? If not. you want to give for Company? 2 Questionnaire for CustomersName of the Consumer: Q1) Which of the following salt brand you are using? a) Tata Salt b) I. then why? Q5) Did you find Tata Salt readily at your grocery seller shop? a) Yes b) No b) Availability c) Free Flow d) Iodine Richness e) Any Q6) Have you ever seen advertisement of Tata Salt on television? a) Yes b) No Q7) What is the tagline of Tata salt? 43 .
Q8) What are the other variants in which Tata Salt is available? Q9) Have you ever heard about another brand of Tata Salt i-e Tata lite? a) Yes b) No Q10). What are the harmful effects of deficiency of Iodine in Salt? 44 .
12. REFERENCES 1) www.maps.in 45 .google.tata.co.com 2) www.
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