REPORT ON MARKETING MIX ADOPTED

BY HIMSHREE FOOD PVT.LTD

Submitted by:
Mohammad Azim
Parbati K.C
Rozy Bhandari
Sabita Pokharel
Sagarika K.C

A project work report submitted to LA GRANDEE

INTERNATIONAL COLLEGE.

Requirement for the degree of

Bachelor of business administration

LA GRANDEE INTERNATIONAL COLLEGE

Affiliated to Pokhara University
Pokhara,NEPAL
August 2019

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 ACKNOWLEDGEMENT
Survey is an excellent tool for learning and exploration. No classroom
routine can substitute which is possible while working in real situations.
Application of theoretical knowledge to practical situations is the bonanzas
of this survey.
Without a proper combination of inspection and perspiration, it‘s not easy to
achieve anything. There is always a sense of gratitude, which we express to
others for the help and the needy services they render during the different
phases of our lives. We too would like to do it as we really wish to express
our gratitude toward all those who have been helpful to us directly or
indirectly during the development of this project report.

We would like to thank our Project Mentor always there to help and
guide us when we needed help. Their perceptive criticism kept us working
to make this project more full proof. We are thankful to them for their
encouraging and valuable support. Working under them was an extremely
knowledgeable and enriching experience for us. We are very thankful to
them for all the value addition and enhancement done to us.

No words can adequately express our overriding debt of gratitude to

our parents whose support helps us in all the way. Above all we shall thank
our friends who constantly encouraged and blessed us so as to enable us
to do this work successfully.

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 EXECUTIVE SUMMARY

The project aims to understand the marketing strategies of Himshree

food pvt ltd. Research has demonstrated conclusively that it is far more
costly to win a new customer than it is to maintain an existing one. And
there is no better way to retain a customer than to exceed his expectations.
For this purpose it is essential to know the level of customer satisfaction.

The focus of our research was the measurement of customer

satisfaction provided by Himshree food pvt ltd. There can be no better
opportunity to interact with the external as well as the internal customers of
an organization. Finally the results of the research verify the fact that
keeping the customer satisfied is the best strategy to not only retains the
existing customers but also to expand the business to new horizons

.Fast-moving consumer goods (FMCG) –or consumer packaged

goods (CPG) –are products that are sold quickly and at relatively low cost.
Examples include non-durable goods such as soft drinks, toiletries, and
grocery items. Though the absolute profit made on FMCG products is
relatively small, they generally sell in large quantities, so the cumulative
profit on such products can be substantial.

The term FMCG refers to those retail goods that are generally
replaced or fully used up over a short period of days, weeks, or months,
and within one year. This contrast smith durable goods or major appliances
such as kitchen appliances, which are generally replaced over a period of
several years.

FMCG have a short shelf life, either as a result of high consumer

demand or because the product deteriorates rapidly. Some FMCGs –such
as meat, fruits and vegetables, dairy products and baked goods –are highly
perishable. Other goods such as alcohol, toiletries, pre-packaged foods,
soft drinks and cleaning products have high turnover rates.

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 TABLE OF CONTENTS

1. Introduction

1.1 Introduction to report

1.2 Company profile
1.3 Review of literature
1.4 Objective and scope of report
1.5 Methodology
1.6 Limitation

2. Analysis and interpretation

2.1 STP Analysis
2.2 SWOT Analysis

3 Conclusion and recommendation

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 Chapter 1
Introduction to the project
The project entitled “Marketing mix adopted by Himshree food pvt ltd” deals with the
study of Rara brand that was lunched in Nepal in the year 1981, by Him shree
foods private Limited, which became synonymous with noodles. Mainly,this
project studies the Marketing and Promotional strategies that are adopted
by Him shree foods pvt. Limited for Rara over the years. And also to know
about the market position of Rara as a Brand, how they survived in the
past, what all strategies they adopted to become a well-known and well
established brand.

OBJECTIVES OF THE PROJECT:

 To Understand the Marketing and Promotional Strategies adopted

by Him shree foods pvt ltd.

 To understand the brand performance of Rara product.

 To understand Brand Imagery, Brand Quality perceived by

customers, Brand Credibility, consideration, superiority.

 Brand extension of Rara in terms of product diversity.

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COMPANY PROFILE
 INTRODUCTION TO HIM SHREE FOOD PVT LTD

Trendsetter of Noodles in South Asia.

HIM SHREE FOODS

Himshree Foods was established in 1981 in Pokhara, Nepal; where Rara
noodle is the first noodle that was manufactured in the SAARC nations.
Since then this noodle has been staying as a one of the favorite white
noodles amongst people in and out of the nation. Himshree is the only
manufacturer for the white noodles within the nation; Himshree was able to
achieve a Barcelona Food Award, 1986.
Himshree foods was first structured with two manufacturing factories-
Everest and Gandaki. Later on giving the continuation to the noodles
Himshree started manufacturing stick noodles as well. Since the first
instant noodle Rara was liked by huge range of population, therefore
Himshree started to manufacture brown noodles: Aaha, Aaha 50, A-One
and Fewa. These brown noodles are available in different seasonings such
as vegetable, chicken and mutton. Himshree owns white noodles named

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Rara and Himali, Brown noodles named Asha, A-one, Sara, Oho, Rupa,
Fewa and Majjako and Snacks named Hattori.

Himshree always focuses on providing the standard quality product to its

valued customers. For maintaining the continuation of the standard of the
product Himshree has imported a manufacturing machine from Sujuki
Company, thus this machine is capable for producing 10,000 units/day.
Himshree passes its manufactured food through a laboratory test to qualify
as a production of Himshree following the ISO 9001:2000 in order to
produce eco friendly products. Himshree not only limits its quality in food
but also in its packaging. Himshree prioritize on a well packaging for the
food it manufactures, so it imports the packaging plastic from Switzerland
which helps making the noodles edible for 9 months from the date of
manufacture.

 MAJOR COMPETITORS OF RARA NOODLE

Rara instant noodles ,foods major flagship brand that has
dominated the Nepali market for nearly 4 decade ,is losing
market share to new products like Ramba ,lekali,wai-wai etc.

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MARKETING MIX

PRODUCTS OF HIM SHREE:

Himshree foods was first structured with two manufacturing factories-
Everest and Gandaki. Later on giving the continuation to the noodles
Himshree started manufacturing stick noodles as well. Since the first
instant noodle Rara was liked by huge range of population, therefore
Himshree started to manufacture brown noodles: Aaha, Aaha 50, A-One
and Fewa. These brown noodles are available in different seasonings such
as vegetable, chicken and mutton. Himshree owns white noodles named
Rara

Him shree is going to introduce new product in the markek like

cheese balls, new flavor rara noodles, snacks etc

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PRICE OF RARA
The company is taking no chances and is extending its distribution
reach to smaller towns and cities. Rara happens to be him shree most widely
distributed brand in the country. Through independent channels, it reaches
those villages where the company has no presence, according to media . This
is also the time that rara’s value-for-money per piece priced at Rs 20 and for
pack of 30 cost Rs 480.

 Affordable by all income groups.

PLACE ( DISTRIBUTION );

 The distribution network is well spread.

 Easily available in all retail stores.

 Distribution channel
  PRODUCER - DISTRIBUTOR - RETAILER– CONSUMER

PROMOTION OF RARA:

 They promote their product very effectively through television.

 They have applied the strategy of brand extension.
 They also sponsor various shows to promote alternate usage
of products and different sports like RARA world cup.
 They also use strategy of free product samples to promote it.
 Celebrity endorsements.
 Less promoted as compared to Rara.

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MARKETING AND PROMOTIONAL STATEGIES:

 PRODUCT LIFECYCLE OF RARA

o The Product launched keeping in mind the working women and
childrens.
o It was the pioneer in instant noodle market.
o Distribution Stage
PRODUCER - DISTRIBUTORS – RETAILERS -
CONSUMERS.
o PRICING: The initial pricing strategy was low pricing strategy to
make product affordable.

PROMOTION
 Promoted with tag line ―“जवाना बदलियो तर रोजाई बदलिएन.. हाम्रो रारा
चाऊ- चाऊ”.
 Promotion done by giving gift on empty packs.
 Promotion in school. 
 Promotion by sponser in sports.
 Advertsement plan timetable

Time Frequency

Before 7 am news 1

In between 7 am 2
news

The Around 3 p 2 above

table
In between program 3 shows
the ad
telecast
Before 8 pm news 1
time-
period
and In between 8 pm 2 the
news
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Total 11
 number of times to telecast. In case of RARA, we need to place
our ad with the popular program such as “tito satya”, “meri
baasayi” and with the news that are shown through different
media. We need a fixed time interval as shown above to show
such ad so that audience will not get wearied.

 
 GROWTH:
o Increased No. of sales.
o Accepted as ready to eat food.
o Enjoyed large portion of market share valued .
o Profits begin to rise.
o RARA become the No. 1 brand in Instant noodles market.
o PRICING: Prices were kept normal.
o PRODUCT: No any new changes
 PROMOTION: Promoted with the tag line ― “जवाना बदलियो तर रोजाई
बदलिएन.. हाम्रो रारा चाऊ- चाऊ”.

 MATURITY:
 Declining sales growth.
 Saturated market
 Extending product line
 Large pomotional offers
 Entrance of new players: ramba ,wai- wai etc
 PRICE: Rara still comes in very affordable prices starting
from Rs. 20, they reduced the quantity instead of
increasing price.

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  DISTRIBUTION: Distribution become more intensive.
Various intensive programs for encouraging products over
other competitors.
 
DECLINE:
 Sale decline
 New product launched but failed red noodles
 Tough competition from Ramba.
 Failure of other products like cheese ball,red noodles.

STRATEGIES ADOPTED BY HIM SHREE FOOD COMPANY

 STRONG CUSTOMER RELATION

The campaign designed by HIM SHREE s hopes to work on the
brand‘s strong consumer connection through television, the Internet and
print.

 Good packaging and strong dealer vendor relation :

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 Convenience was the unique proposition of rara when it was
announce nearly 40 years ago. For the first time,consumers got
something that was hygienically packed and convent to
prepare.

 Continuous process innovation:

Instant nodles was an entirely new category in the country.
Himshree experiment and improve its product quality and give
costumer everytime better product.

 Repositioning as a healthier snack:

RARA was positioned as a healthy food. It is recommended by
doctors and other health experts too patience.

 Price incentives:
The company is taking no chance and extending its distribution
channel reach to smaller town and cities.it reaches those village
where the company has no presence. The rara value for money is
expected to come handy. It is suitable for any economic class people.

 Capturing new customer base:

it focus on capturing more market share so it focus on capturing
new customers by offering them something more than any
other company.

 RARA brand extension :

Him shree is extending its product which will hwlp to satisfied
customers demand .it is going to produce more variety of
snacks and noodles.

OBJECTIVES & RESEARCH METHOLOGY

Qualitative method will be used in the study. Qualitative method strives on

understanding data through giving emphasis on determining people words
and actions.

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 This project titled as mentioned involves the study of Marketing &
promotional strategy of RARA is completed by collecting data from the
below mentioned two sources-

Sources of Data collection

• Primary source

The primary data used in this report include the questionnaire in

which the consumer/customer data is collected regarding their views
towards nestle RARA.

• Secondary source

This will include data collection from various websites and books. It
also includes data from company and other referral sites and sources.

LIMITATION OF THE REPORT

Every attempt will be taken to obtain the error free and meaningful result
but as nothing in this world is 100% perfect I believe that there will still the
chance for error on account of following limitations-

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 (1) Respondent’s unavailability.

(2) Time pressure and fatigue on the part of respondents and

interviewer.

(3) Courtesy bias.

(4) The project undertaken needs a lot of secondary data so the

availability and precision of this data forms the major limitation as the
biasness has to be minimized.

(5) The results and conclusions of the project cannot be generalized in

all area of an organization.

(6) There was a shortage of time and resources for the functioning the
operation.

(7) The data in this study is maximum taken from the primary sources
.so, these data is not fully exact.

(8) There was a hurdle in the collection of data from primary sources i.e.
risky as well as incomplete.

ANALLYSIS & INTERPRETATION

STP ANALYSIS:

► SEGMENTATION:

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 Market Segmentation divides the heterogeneous market into
homogenous groups of customers who share a similar set of needs \Wants
and could be satisfied by specific products. RARA Brand have segmented
the market on the basis of lifestyle and habits of URBAN FAMILIES.

► TARGET:
Market Targeting refers to evaluating and deciding from amongst the
various alternatives, which segment can be satisfied best by the company.
The RARA Brand have mainly targeted the Kids, Youth, Office Goers &
Working Woman which falls into the category of “convenience -savvy time
misers” who would like to get something instant and be over with it quickly.

► POSITIONING:
Market Positioning is the act of designing the company’s offerings
and image to occupy a distinctive place in the minds of the target market
The goal of positioning is to locate the brand in the minds of consumers to
maximise the potential benefit to the firm.RARA has positioned itself in the
SNACKS category and not in the meal category since Nepalese do not
consider noodles as a proper food item. Therefore rara have developed its
brand image of instant food products with positioning statements such as
“Easy to cook, good to eat”.

SWOT ANAlYSIS:

► STRENGTH:

• Established Family Brand.

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 • Strong Global Corporate Brand.
• Specialization in food processing category marketing and
distribution in urban market.
• Presence of other product segments of food category
• Pioneer and leader so mover advantage in Noodles
• First white noodle of Nepal
• Research and development division in India.
• New Noodles plant in Uttaranchal.

► WEAKNESS:

• Generic brand to Noodles in Nepal.

• Low rural market presences constraints.
• Uniform brand for all food category.
• Brand proliferation.

► OPPURTUNITIES:

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 • Growing package and canned food market in Nepal
annually.
• High brand awareness of Nepalese consumers.
• Other product category like Biscuits, Chips and ready to eat
market still unexplored.
• 0pportunities to be substitute to other snacks category of
food products.

► THREATS:
• Competitors with long history in product category
internationally like ramba and wai-wai.
• Single product focused competitors like Wai- Wai Noodles.
• Less entry barriers in the market segment for product
category.
• Substitute product to product segment

CHAPTER 4
CONCLUSION & RECOMMENDATION
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 The food processing business in Nepal is at a nascent stage.
Currently, only about 10% of the output is processed and
consumed in packaged form thus highlighting huge potential for
expansion and growth. Traditionally, Nepalese believe in
consuming fresh stuff rather than packaged or frozen, but the
trend is changing and the new fast food generation is slowly
changing. Riding on the success of noodles, Him shree, tried to
make extensions of the rara brand to a number of products like,
red noodles, cheese balls etc . Unfortunately, they didn’t pick up
as expected. ‘RARA Noodles’ itself faced a bit of difficulty with
respect to ‘taste’, and nearly lost its position in the minds of
Nepalese consumers. Also,RARA competitor ‘RAMBA and wai-
wai ’ took advantage of the situation and started a parallel
aggressive campaign to eat into RARA’s market share. But the
company quickly realised this and went back into making the
original formula coupled with a free sampling campaign. This
helped RARA to win back its lost consumers and pushed up its
sales volumes again! RARA is the leading brand in Nepal. RARA
has been in top 1st position in white noodles in Nepal.

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RECOMMENDATION:

►Him shree should go into other food products like chips, cheeseballs etc.
under its sole brand name rara as rara is a brand in itself which has been
well recognized by the masses.

►RARA should focus on creating a product that do not need any cooking.

►It should conduct promotional campaigns at schools in small towns with

population not more than 1000

►It should strengthen the distribution channel of the rural areas within
100km of all the cities.
► It should launch new advertisement campaign (TV, radio, print media
commercials) with a brand ambassador or mascot

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