Project Report

Project Report -2010
INTRODUCTION
Retailing consists of the sale of goods or merchandise from a fixed location, such as a department store or kiosk, or by post, by smaller individual lots for direct consumption by the purchaser. Retail may include subordinate services such as delivery and after sale services. Purchasers may individuals or traders. In commerce, a retailer buys goods or products in large quantities from manufacturers or importers either directly or through a wholesaler, and then sells in smaller quantities to the end user. Retail establishments are often called shops or stores. Retailers are the end of the supply chain. According to Philip kotler Retailing includes all the activities involved in selling goods or services to the final consumers for personal, non business use. A retailer or retail store is any business enterprise whose sale volume comes primarily from retailing. The retail sector is changing at ever increasing rate and this is leads to greater competitor activity. Such activity leads to a need to improve the way companies approach retail marketing. Retailing is not only an integral part of our economy but also shapes and is shaped by our way of life. While the trading of goods has always been a part of traditional societies, in recent times the buying and selling of products has became a much more formalized and brand dominated activity.
Bharathiar University
Marketing has been defined as the process by which individuals and groups obtain what they want and need through creating, offering and freely exchanging products and services of value with others.
Meaning of marketing is to identify the customer needs and satisfy those needs as desired by the customer. But every player who is existing in the market is doing the same. Therefore the companies started wondering what next, they realized that they need to focus on long term profitable customers. Only the way is to best of the best action plan and relationship building. For that purpose every marketer is quoting their own business practices
OBJECTIVES OF THE STUDY
PRIMARY OBJECTIVES: The primary objectives of the study are, 1. 2. To know about the product awareness among the shopkeepers. To identify the shop keeper satisfaction.
SECONDARY OBJECTIVES
The secondary objectives are,

1.
To know about the company in details with Double Horse meat masala.
2. To assess the findings and to give suggestions
SCOPE OF THE STUDY
This study was conducted in DOUBLE HORSE, THRISSUR on the topic Product Awareness and Shopkeepers Satisfaction with special reference to DOUBLE HORSE MEAT MASALA in Malappuram District. The study confined for 6 month mainly relies on primary data obtained
from 30 shopkeepers in different parts of Malappuram district were considered for the sample on the following basis ensuring proper coverage from all areas.
Changaramkulam
1. Ksccf,Thriveni mega mart 2. Margin free super market 3. Kerala super market 4. Sonas super market 5. Thamarssery Brothers
Edappal
1. Ksccf Thriveni mega mart
2. Margin free
3. Asian super market
Kuttippuram
1. Famous Bakes and super market
2. Margin free
Valanchery 1. Famous Bakes and super market

2. Labham
3. Thriveni
Putthanathani
1. Pulari super market
2. Margin free Kottakkal

1. Bezzire super market 2. A one stores
3. margin free
Malappuram 1.R.k super market 2. Margin free shop 3.Thriveni 4.St. George traders 5.Labham supply co 6.ANM super market Ponnani 1. Margin free super market 2.Kalathingal super market Shanguvetti 1. KVM stores 2. Mangalam stores
RESEARCH METHODOLOGY
The value of any systematic research lies in its methodology which is a way to systematically solve research problems. Methodology helps the investigator to conduct the project study in a prescribed manner.
METHOD OF SAMPLING:
sampling can be defined as the process of selecting a representative portion of the population understudy for analysis sampling is in which only a portion and not the whole population is surveyed. it was selected by a convenience sampling method.
METHODS OF DATA COLLECTION AND SOURCES
After the research objectives the researcher has to collect the needed information. In data collection methods, one should know about the variety and sources of data which may yield the derived results, there are two sources of data,

Primary data Secondary data
PRIMARY DATA Primary data is those data which is collected at first hand either by the researcher himself or by someone else especially for the purpose of study.
SOURCES OF PRIMARY DATA

o o
Questionnaires Interviews
SECONDARY DATA In the hand of the researcher the data became secondary if was gathered earlier for some other purposes from the following.
SOURCES OF SECONDARY DATA

o o
Journals Brochures
POPULATION It is the aggregate of all the elements defined before selection of sample. For this analysis researcher, selected Malappuram district.
SAMPLE SIZE The decision to be taken regarding the number of elements of the target population to be chosen. For this purpose researcher selected 30 intermediaries as sample size.
VARIABLE UNDER STUDY The dependent variable in this study is effectiveness of market segmentation. They have also some independent variables under the study that are;

Awareness Availability Quality Advertisement Price Promotion activities Preference Satisfaction
10
PERIOD OF STUDY The period of the study is 6 months
LIMITATION OF THE STUDY
1. As the data is collected through questionnaire, respondents may
answer the questions with a bias.

2. The sample survey method has certain limitations
3. The standard of answering the questions by the respondents was not
that high as excepted.

4.
The study is undertaken as a part of the project work, for the academic purpose only.
11
AWARENESS Awareness is the state or ability to perceive, to feel, or to be conscious of events, objects or sensory patterns. In this level of consciousness, sense data can be confirmed by an observer without necessarily implying understanding. More broadly, it is the state or quality of being aware of something. In biological psychology, awareness is defined as a human's or an animal's perception and cognitive reaction to a condition or event.
SHOPKEEPERS SATISFACTION
12
Considering the fact that the way in which a dealer is treated by its manufacturer has decisive influence on the shopkeeper success. And so an examination of shopkeeper business or satisfaction
dissatisfaction has become strikingly important for the manufacturers.
It is necessary to understand that in the complex world of trade today, shopkeeper would include not only who provide goods but also service, which may be provided to the end consumer. In an age where the customer is the king and marketers are focusing on customer delight shopkeeper may be said as the first point of customer contact. The shopkeeper are the only person who comes in direct contact with the final consumer so he can know the nerves of consumer their purchasing power, purchasing habit, the taste and preferences of the customers. In present days where consumer have more product choices than ever before and also more information about the choices so it s the shopkeeper who can make difference in purchasing of a product by a customer so every organization must have keen watch on their shopkeeper and must satisfy their needs.
Functions of a shopkeeper Anticipates customer wants Stocks product assortment Acquires market information After sale services Ensure satisfaction of consumers
13
The shopkeeper as we said above is the only person who comes in contact with the final consumer so the shopkeeper has the capability of influencing customers in their purchase decision. So the shopkeeper must be keenly watched and the organization must not only look for the consumer satisfaction also must give importance for the dealer satisfaction too. Only by making the shopkeeper satisfied we can have consumers. So shopkeeper are capable of either increasing or reducing demand for a particular product. This study covers the shopkeeper satisfaction and which product they are indulged in selling. This may further help the organization for improving their sale and good relation with their shopkeeper.
INDUSTRY PROFILE Fast moving consumer goods are the products that are sold quickly at relatively low cost, 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 large. Examples FMCG generally include a wide range of frequently purchased consumer products such as toiletries, soap, cosmetics, teeth cleaning products, shaving products and detergents, as well as other non-durables such as glass ware, light bulbs, batteries, paper products and plastic goods. FMCG may also include pharmaceuticals consumer electronics packaged food products and drinks although there are often categorized separately. FUTURE PROSPECTS AND GROWTH PLANS
14
To achieve 1000 core turn over in 2012 and to achieve an all India market. PRESENT STATUS OF THE INDESTRY The Indian FMCG sector with a market size of US $ 13.1 billion is the fourth largest sector in the economy a well established distribution network, increase competition between the organized and unorganized segments characterize the sector. FMCG sector is expected to grow by over 60% by 2010 that will translate into all annual growth of 10% over a 5 year period. it has been estimated that FMCG sector will rise from around Rs.56,500 cores in 2005 to Rs.92,100 cores in 2010 hair care, households care, male grooming, female hygiene, and the chocolate and confectionery categories are estimated to be the fastest growing segments, says an HSBC report. Though the sector witnessed a slower growth in 20022004, it has been able to make fine recovery since them.
FUTURE SCOPE OF THE INDESTRY
With the presence of 12.2% of the world population in the villages of India, the Indian rural FMCG market is something no one can overlook. Increases focus on farm sector will boost rural incomes. Hence providing better growth prospectus to the FMCG companies. Better infrastructure facilities will improve their supply chain. FMCG sector is also likely to benefit from growing demand in the market, because of the low per capita consumption for almost all the product in the country, FMCG companies have increase possibilities for growth. And if the companied are able to change the mind
15 Bharathiar University
set of the consumers, i.e. if they are able to take the consumers to branded products and offer new generation products, they would be able to generate higher growth in the near future, it expected that the rural income will rise in 2007, boosting purchasing power in the country side. The Current Scenario The change in the social formats has led to the development of modern retail outlets, mainly in the southern parts of the country. Chennai, Bangalore and Hyderabad are developing as the hub of organize detail in India. The culture is spreading to the other parts of the country too, with the western and northern parts of the country too providing good opportunities currently. Different players are trying out different formats. A successful fully Indian or Swadeshi model in Indian retailing is yet to be developed. The models, which are highly successful in certain areas of the country, are able to achieve only moderate success in certain other areas. The major formats being followed for organized food retailing in India are: Supermarket: Relatively larger-low cost, low margin, high volume, self service operation designed to serve total need for food, laundry, and household Maintenance products. E.g.: Food World, Nilgiris, Shoppers Stop Discount Store: Standard merchandise sold at lower prices with lower margins and higher volumes. True Discount stores regularly sell merchandise at lower prices and mostly national brands. E.g. Margin Free Markets, Subhiksha Fresh Product outlets: Outlets selling fruits and vegetables in value-added packing. These outlets generally cater to the higher segment of the society. E.g. Namdhari and Safal Specialty Stores: Narrow product line of an individual food-processing firm. E.g. Haldirams, MTR
16
Convenience Store: Relatively small store located near residential area, open long hours seven days a week, and carrying a limited line if high-turnover convenience products at slightly higher prices. E.g. Outlets near petrol pumps, cinema halls etc. Off-Price Retailer: Merchandise bought at less than regular wholesale prices and sold at less than retail.
The change in the social formats has led to the development of modern retail outlets, mainly in the southern parts of the country. Chennai, Bangalore and Hyderabad are developing as the hub of organized retail in India. The culture is spreading to the other parts of the country too, with the western and northern parts of the country too providing good opportunities currently. Different players are trying out different formats. A successful fully Indian or swadeshi model in Indian retailing is yet to be developed. The models,
which are highly successful in certain areas of the country, are able to achieve only moderate success in certain other areas. The major formats being followed for organized food retailing in India are:
Supermarket: Relatively larger-low cost, low margin, high volume, self

service operation designed to serve total need for food, laundry, and household maintenance products. E.g.: Food World, Nilgiris, and Shoppers Stop
Discount Store: Standard merchandise sold at lower prices with lower

margins and higher volumes. True discount stores regularly sell merchandise at lower prices and mostly national brands. E.g. Margin Free Markets, Subhiksha
Fresh Product outlets: Outlets selling fruits and vegetables in value-added

packing. These outlets generally cater to the higher segment of the society. E.g. Namdhari and Safal
Specialty Stores: Narrow product line of an individual food-processing

firm. E.g. Haldirams, MTR
Convenience Store: Relatively small store located near residential area,

open long hours seven days a week, and carrying a limited line if highturnover convenience products at slightly higher prices. E.g. Outlets near petrol pumps, cinema halls etc.
18
Off-Price Retailer: Merchandise bought at less than regular wholesale

prices and sold at less than retail. Curry powder is a mixture of
South Asian cuisine. spices
of widely varying composition based on
Curry powder, and the contemporary English use of the
word
curry
are Western inventions and do not reflect any specific Indian

Tamil
food. The word curry is widely believed to be a corruption of the
word
Kari, meaning something like sauce, but it may instead be derived from the French cuire. In the western world curry powder mixtures tend to have a fairly standardized taste though a great variety of spice mixtures are used in Indian cuisine. Curry powder was largely popularized during the nineteenth and twentieth centuries through the mass exportation of the
condiment
to the western table,
throughout Europe and North and South America. Curry powder did not become standardized, as many of the original blends of curry powder were still available throughout the world. The late 1960s and early 1970s saw a large increase of Indian food consumption in the west and internationally. This led to an increase of
Indian restaurants
throughout the world. The tradition
of keeping special blends of curry powder simply became uneconomical, and curry powder became increasingly standardized outside India. Indian cooks often have readier access to a variety of fresh
spices
than their
foreign counterparts. Some curry cooks will have their own specific mixtures for different child
recipes.
These are often passed down from parent to
19
Ingredients Most recipes and producers of curry powder usually include coriander, turmeric,
cumin, fenugreek,
and
red pepper
in their blends. Depending on the recipe,

ginger, garlic, asafoetida, fennel seed, caraway,
additional ingredients such as
cinnamon, clove, mustard seed, green cardamom, black cardamom, mace, nutmeg, long pepper,
and black pepper may also be added

South Asian cuisines
Masala used in
cuisines)
(including
Indian, Bangladeshi,
and
Pakistani
to describe a mixture of spices. A masala can either be a combination of

dry roasted) spices,
dried (and usually
or a
paste
(such as
vindaloo
masala) made and onions. It
from a mixture of spices and other
ingredientsoften garlic, ginger,
is used extensively in Indian cooking to add spice and flavor.
SPICES Chilly
Unlike most other tropical spices, chilies are easy to cultivate and hence are cultivated in almost all the parts of the world, especially in the regions with tropic climate. Among the main producers of chilies India has an important standing. Chilies were first brought to Europe during one of Columbus expeditions but they did not meet much interest because black pepper seemed a much more promising culinary. However in Spanish and Portuguese colonies chilies did find a place Chilies were and within a few decades chilies became a fixed part in the daily diet of nearly all peoples in South and South East Asia. One of the reasons for chilies being adopted more easily than any other spice was the difficulty that the farmers had in growing other pungent spices as they were
20
expensive and difficult to cultivate. Chilies as compared to other spices were easy to cultivate and hot and humid climate in tropical regions, glowing hot desert of Northern India and extreme cold and dry seasons of the Himalayas in Tibet were perfect for its growth. Among all the species of chili only five species of genus Capsicum are cultivated, and the most important species economically is Capsicum Annuum besides Capsicum frutescent that includes the Tabasco chili and is the most famous of all hot chilies. In Northern India, as well as in Central Asia, chilies are used dried mostly. They are sold whole or ground at the market and the intensively fiery, intensively colored and intensively aromatic. In India, chilies from Kashmir (in the North west of India) have the best reputation and chilies are considered to be the universal spice of India. In India the states of Andhra Pradesh, Orissa, Maharashtra, West Bengal, Karnataka, Rajasthan and Tamil Nadu are the major chili producing areas and no country in the world has so much area and production of chili as India. Chilies have two important commercial qualities, as some varieties are famous for red color because of the pigment Capsanthin while others are known for biting pungency attributed by capsaicin. While consumption of chili is the highest in India, maximum export is also from this country and India made the record export of 51,900 tonnes of dry chili in 1996-97. Indian chili and its products are brought by a number of countries. Important among them are Sri Lanka, Bangladesh, South Korea and USA for dry chili and USA, Germany, Japan, UK and France for oleoresin. Originated in central Asia, garlic is today one of the famous spice of the world and after being cultivated all over the world it met enthusiastic approval. Garlic finds its mention in the Bible and in the ancient Egyptain times when they were fed to the pyramid builders daily and as food for the Hebrews during their sojourn in Egypt. Even the Roman period had garlicas a common spice and it was
21
extensively used from India to East Asia even before the Europeans arrived there. After the Age of Exploration, garlic spread rapidly to Africa and both Americas. Garlic is hardy bulbous annual, with narrow flat leaves a pungent and acid flavor and acknowledged medicinal value. The entire blub (cloves) is without odor but once cut or bruised, they produce an intensely strong odor. In parts of Austria, salads are prepared with vinegar, oil and minced garlic. In the Mediteranean sauces raw garlic has wide usage. In Greece, Greek Skordalia, a paste made from cooked potatoes and raw garlic whereas in Turkey, Turkish Cacik sauce is made from plain yogurt, shredded cucumber, peppermint and garlic. In Vietnam garlic is served with almost all preparations. Garlic is taken as pickles and as important ingredient vinegar. Herbal vinegar is commonly made with one or two garlic cloves per liter vinegar. Usage of fried or cooked garlic is, however, much more common. Garlic is used in vegetable, meat and poultry dishes, especially in casserole, stew and marinade. Garlic oil finds use in readymade spice mixes, pharmaceuticals and disinfectants. It is believed that garlic is used for keeping away vampires and has its mention in the famous novel of Count Dracula. Garlic is cultivated in India in the states of Poona, Nasik, Madurai and Jamnagar. Besides garlic powder and dehydrated flakes, India also exports oil and oleoresin with all constituents intact but without its pungent odor.
Ginger
Serving the purpose of a taste-maker, an appetizer and a drug, ginger is known as one of the earliest Oriental spice in Europe and has been cultivated in India as a fresh vegetable and marketed as a dried spice since time immemorial. Ginger was an important spice during the Roman times. During the last centuries of the Middle Ages and the Renaissance, ginger was used to flavor true beer. i.e. the alcoholic beverage obtained by fermenting malt. Originally from Central Asia, today ginger is cultivated in all the tropical and subtropical Asian regions, Brazil, Jamaica and Nigeria. Raw ginger is popular in South East Asia. In India ginger tea prepared by cooking slices of fresh ginger for a
few minutes, is taken as a spicy and healthy drink to get relieved form cold and cough. The fresh, dried or powdered rhizome of a slender perennial herb, Indian ginger is acclaimed worldwide for its characteristic taste, flavor & texture. Ginger is cultivated as a cash crop in Africa and Latin America and its drink known as Ginger ale is very popular in USA. Like root beer the ginger soft drink is not fermented beer but simply sugar, ginger extract and carbonated water. India offers ginger in a variety forms like, oils, oleoresins, fresh ginger in brine, pickles, candies and syrups, garbled/ungarbled, bleached/unbleached and powder form. Though grown all over India, the finest quality ginger is grown in Kerala. Indian dry ginger is known in the world market as Cochin Ginger (NUGC) & Calicut Giner (NUGK). India has a predominant position in ginger production and export. The principal buyers are the Middle East, USA, the UK and the Netherlands.
Tamarind Literally meaning the Arabic tamr hindi of date of India, this spice is originally from Eastern Africa, but now is being cultivated all over the tropics and is a much-valued food ingredient in many Asian or Latin American recipes. The fruit of a tropical tree, tamarind is an indispensable spice in most south Indian kitchens. Tamarind is actually the fruit pod produced by tall, semi-evergreen tree grown primarily in India. The beans and pulp within the food are virtually no smell, but is has an extremely sour taste. markets. The pulp is sold dry and needs to be soaked before usage. Tamarind is taken as basis for spicy and sometimes sweet used to marinade meat or soybean cheese before frying. In peninsular Southeast Asia (Vietnam and Thailand), the pods are preferred unripe and used in tart soups or stews. These cannot be dried without aroma change.
Tamarind is available in whole pods, a
compressed block, paste or concentrates and is most likely to be found in Asian
India is the only producer of tamarind on a commercial scale. A large part of Indias production of tamarind is exported to West Asia, Europe and America, where it is used for food specialties like Worcestershire sauce. It is used as the equivalent to lemon juice in India cuisine, but is also used extensively in Asian cooking. It is often used to make juices, soups, chutneys and bean dishes. Available in the form of pulp and juice concentrates it is used mainly for the preparation of cool drinks, seafood and a range of sophisticated cuisine. Fresh tamarind can be stored at room temperature, but should be used within a few days of purchase. Tamarind concentrate can be kept in an airtight container in the refrigerator for several months.
Turmeric
The use of turmeric dates back nearly 4000 years, to the Vedic culture in India, when turmeric was the principal spice and also of religious significance. Turmeric is also sometimes called Indian saffron because of its brilliant yellow color and Indian turmeric is considered the best in the world. India alone produces nearly the whole worlds crop of turmeric and uses 80% of it. In todays India, turmeric is added to nearly every dish be it non-vegetarian or vegetables. Turmeric is part of all Indian curry powders and due to Indian influence, turmeric made its way to the cuisine of Ethiopia. In South East Asia, the fresh spice is much preferred to the dried. Turmeric root is very similar in appearance to gingerroot, except that, once peeled, is bright yellow in color. Turmeric is more commonly found and used in powdered form and is often used in place of saffron, more for its color than flavor which is earn and peppery. Turmeric is most often used in curries, but is also used in chutneys, rice and vegetables dishes. Turmeric powder should be kept in an airtight container and stored in a cool dry place. It is not advisable to make fresh turmeric powder or paste as it is extremely hard to grind. India today is the largest exporter of turmeric to countries like the Middle East, the UK, USA and Japan.
24
Some of the well-accepted varieties are Alleppey Finger and Erode turmeric (from Tamil Nadu), Rajapore and Sangli turmeric (from Maharashtra) and Nizamabad Buld (from Andhra Pradesh).
COMPANY PROFILE
Manjilas rice saga began from the humble environs of the rice bazaar, Thrissur which is the cultural capital of Kerala. It was here late Sri. M.O. John started his rice vending outlet in the year 1959. He was a visionary who brought
about a great revolution in the rice industry. He was the founder general secretary of Vyapari Vyasai Ekopana Samithi, as association of the business community of Kerala. He was also president of Chamber of Commerce, Thrissur (1993-2000). Thanks to the wide vision of this great man, Manjilas make about 14 varieties of rice and about 50 varieties of food products under the famous brand name Double Horse. Today Manjilas is the first ISO 9001:2000 which has 6 manufacturing units, employing 450 people. These units use the state of the art imported technology. A strong R & D department and special development kitchen has helped to launch many innovative products giving novelty to the customers taste and appetite.
HISTORY OF THE COMPANY

When M.O John started Manjilas mill in 1959, he had the only intention of providing the pure rice to malayalees. Years ago the ancestors of M.O John were dedicated to deliver rice for the Royal family. They were doing these processes through buying raw rice from agriculture farms and making transform raw rice to rice. They gave importance to quality because they have to deliver the rice to the royal family. Now, there were no ruling and Manjilas give that much importance to quality. In the ancient time M.O. Johns father commenced rice trading and started it as a business. By starting his own rice mill M.O. John gave an introduction to the rice industry in Kerala. By starting a modern rice mill in 1976 he brought up his business in a new turning point. Innovation should brought up in the business but dont be over aggressive. This was his concept about business. Rice being an inevitable food item he had the vision that rice should be available in at ordinary rate and for the growth of business he was not ready to raise the price.
Manjilas introduced branded rice in the market. By introducing rice powder in 1994 they started differentiation of products. In the olden days the keralites have been buying rice from the shop and after washing it they gave it to the mill for
getting rice powder. Because of these, all market analysts were having the doubts regarding the success of the rice powder from Manjilas group. But within 6 months Manjilas got a favourable reply from customers. After rice powder, by introducing idli mix, dosa mix, easy palappam and instant idiayappam, Double Horse can lead the market according to the needs of the society. Food processing industry is one of the fast changing industry in the world. To utilize the opportunities out of the changes. Manjilas used product innovation and regular research. The children of M.O John implemented the new technologies in rice industry and they brought at rice industry into new meaning. Now they are leading with their father M.O Johns long perceptiveness and insight. After the death of M.O John, Double Horse products entered into diversification under the able guidance of his sons. Now, the research and developments department are working continuously for developing new products.
ESTABLISHMENT
Manjilas food products were founded in the year 1995. As todays life style has changed tremendously, there has been a wide change in the eating habits of people. Keeping this aspects in mind Manjilas food products has entered to the cater the changing taste and appetite of the consumers. The unit produces various rice based value added products, instant mixes, ready to eat products etc. in the famous brand name Double Horse. Manjilas has 6 manufacturing units employing 450 people. The unit used the state of art imported technology. A strong R & D department and special developed kitchen had helped to launch many innovative products giving novelty to the customers taste and appetitive. The unit has a capacity of 10 tones per day and has 45 dedicated staff who are always on the look out to give the best quality products throughout. The unit uses state of art packaging technologies to maintain the freshness and aroma of the products.
27
VISION
To be the leader in the food industry.
MISSION
To make every malayalee in India a Double Horse customer by the year 2008. To make every malayalee in the world Double Horse customer by the year 2010.
MANJILAS PERSONNEL POLICY AND OBJECTIVES

The intention of the company is to provide a suitable, safe and healthy working environment to each employee of Majilas group. As the policies are the plan of actions, organization needs to evolve personnel polices as they ensure consistency and uniformity in treating people. They help to motivate and build loyalty. Policies become benchmark to compare and evaluate performance. A policy is more specific and commits the management to definite course of action.
QUALITY POLICY
Manjilas is committed to give total satisfaction to their customers through continuous improvement of products, processes and distribution.
QUALITY ASSURANCE
Right from the purchase point to the sales there are quality checks. They also believed that a good output depends up on good input. Company personnels travel extensively through the paddy fields during the harvest season and great care
is taken to see that only the best available paddy is purchased. The paddy purchased is properly dried and stocked in paddy go downs.
CERTIFICATIONS
Manjilas is the first ISO 9001:2000 certified rice mill in Kerala. The company has also been certified with ISO 9002.
RECENT DEVELOPMENTS
In todays throat competition its a great note that Manajilas group is shining brighter day to day. Even though they have started building their selves in the overseas market. Slowly they are on the fastest track of development. Now the time is not far away for Double Horse to gallop in the very near future, the export development will get the utmost concentration from management as well as from the production department. Now, just have a look at the overseas market, they had representations in Bahrain, Jeddah & Dammamm (KSA) Kuwait, Qatar and UAE. They appointed distributors for unrepresented areas such as Riyadh (KSA) and Muscat. They were able to introduce a number of products in the over seas market. Last year they made a sale of Rs. 60 crore and now their target is Rs.20 crore and 70 percent of it has been achieved.
MILE STONES
1. Keralas modern rice mill 2. It is the first rice mill which has branded rice product. 3. It is the first rice mill which has implemented LSU driver from USA. 4. It is the first rice mill which supply product free from adulteration. 5. First rice mill which has introduced sortex machine from England.
29
6. First rice mill which has introduced SATAKE machineries from Japan. 7. First rice mill which has introduced Bubbar machineries from Buhler in Germany. 8. First rice mill which has received ISO 9002 certification for quality standards. 9. It is the first rice mill which has introduced repacking system. 10. It is the first rice mill which has supplied flours of different varieties of puttu podi, appam podi etc. 11. It is the first rice mill which has marketed food products from Manjeshawaram and parasala. 12. It is the first rice mill which has received ISO certification and still maintaining it.
MAJILAS RICE PLANT

Manjilas group founded in the year 1959 has three rice milling units a) Manjilas Rice Mill, Kottekad, Thrissur b) Manjilas Agro foods Pvt. Ltd., Cheramangalam, Palakkad c) Manjilas Food Tech. Pvt. Ltd. Naripotta, Palakkad. The combined production capacity of these 3 units is 120 tones per day. The company uses the imported technology from Satake Japan, Buhler Germany and Sortex England. Its high processing facilities and hygienic warehouses ensure best quality for all season.
Two generations of experiences have helped Manjilas Group to be the trendsetter in this highly competitive rice industry.
DOUBLE HORSE RICE BRAND

The DHR & Rice products are quiet familiar to the people of Kerala which shows that his brand is positioned as a sign of quality and perception. The unique selling proposition of the company itself is the taste of Keralites.
30
In Kerala, the brand was launched in 1954 since then no other company was in the field till 1956. In 1965 they started a mechanized mill to cater the need of Keralities. There are about 350 retail outlets of Manjilas brand. The retailers are paid as commission of 2.5 per cent on the sales. The marketing network of the company is also elaborated. The retailers can order the commodity through telephone or any other mean and the order will be processed and delivered to the retailers as early as possible. Thus we can see that the company has got strong supply chain management backed by all the modern infrastructure facilities. The companys main objective is to improve the quality from time to time. Their vision is to become the market leader in the industry. Keeping these aspects in mind, Manjilas food products have started to cater the changing taste and appetite of the consumers. Manajilas group have 50 years of experience in rice industry. Their core business is rice and rice based products marketed under the brand name of Double Horse which is the first brand introduced in rice and rice products in Kerala. Double Horse has over 14 varieties of rice. The company with a turnover of Rs. 60 Cr. and with a market share of nearly 20.5 Manjilas currently touches 20 lakh households through 5000 plus retail dealers worldwide.
PRODUCT PROFILE
31
DOUBLE HORSE is celebrateing its "Golden Jubilee Year" in 2009. In 50th Golden year, planned to launch 50 New Food Products by the end 2009. New products includes- Blended Curry Powders, Spice & Condiment Powders, Ready to Eat (RTE), Ready to Cook (RTC), Instant Mix, Vegetables RICE Payasam rice Ponni rice Raw rice meals Jyothi matta Single matta Idli rice Ghee rice Matta broken Cherumani Jaya rice Rose mutta B.T meal in Brine etc.
RICE POWDER
32
White puttu podi Chemba puttupodi Rosted pathri powder Dosa mix Idli mix Roasted white rice powder HEALTH PRODUCTS Double horse health mix is a highly "Nutritious Porridge". Also easy to cook, very healthy as it is enriched of various macro and micro nutrients, it will be a complete break fast and a balanced diet for all age groups. Health puttu podi Samba puttu podi Ragivita Instant giner coffee Banana powder Samba broken wheat Corn puttu podi
INSTANT FOOD VARIENT

Palappam mix East palappam Uppma mix Idiyappam CURRY MIXES Chicken gravy mix chicken biriyani mix Kerala chicken curry mix Sambar mix Kerala fish curry mix Spices Tamrind paste garlic paste Ginger paste READY TO EAT PRODUCT Double horse RTC is 100% Natural & Sterilized. Since RTC are free from bacteria will have a lasting shelf life. No artificial preservatives and chemicals are added. Its completely safe & delicious to consume. Aval Avalose Crunch flakes
34
INSTANT SWEET DISHES Rice palada payasam mix Roasted vermicelli Semiya payasam mIX PICKLE / CHAMMANTHY Coconut chammanthy powder Bitter gour pickle Mango pickle Hot and sweet lime date pickle Dates pickle Gooseberry pickle Ginger pickle Lime pickle Garlic pickle Mixed vegitable pickle Tender mango pickle White lime pickle Prawns chammanthy powder Fish pickle Chicken pickle Mean pickle Prawn pickle Squid cutlet fish pickle
35
OTHER PRODUCTS
DOUBLE HORSE OATS - Launched in the month of February. It is ideal for Quick cooking, Rich in Fiber and Easy to Digest. Double Horse Oats are healthy and a complete break fast to start your day, the right way. DOUBLE HORSE CHAKKA VARATTY -, Double Horse RTE is 100% Natural & Sterilized. Since RTE are free from bacteria will have a lasting shelf life. No artificial preservatives and chemicals are added. Its completely safe & delicious to consume.
36
37
DATA ANALYSIS AND INTERPRETATION

The researcher held thorough interviews with 30 Shopkeepers of various places in malappuram district for the purpose of study. The random sampling . The study respondents were taken on the basis accordingly The data collected was subjected to percentage-wise analysis and presented in tabular form followed by appropriate presentation by graphs and diagrams. The data collection, analysis and interpretation focus on assessing product awareness and shopkeepers satisfaction on this product. Tabulation was held as per, number wise and percentage wise.
conducted by formulating questionnaire so as to accept and reject responses
38
AWARENESS LEVEL OF MEAT MASALA As far as a shop keeper is concerned product awareness has a direct link with dealing a product Table 4.1 Category Not aware Aware TOTAL Number of respondents 0 30 30 Percentage 0 30 100
SOURCE: SURVEY THROUGH QUESTIONNAIRE
39
FIGURE 4.1 BAR DIAGRAM SHOWING AWARENESS LEVEL
30 25 20 15 10 5 0 Number of respondents Not aware Aware
INTERPRETATION On analyzing the above table and bar diagram 4.1 all the 30 respondents are aware of the meat masala of double horse. it means that no respondents is unaware about the double horse meat masala.
40
SOURCE OF INFORMATION ABOUT THE PRODUCT Source of information is a vital factor for taking the, selection of the mode of conducting the business Table 4.2
Category
Number respondents
of Percentage
Television News Prints Radio Company marketing executives
5 3 2 20 30
17 10 7 66 100
TOTAL SOURCE: SURVEY THROUGH QUESTIONNAIRE
41
FIGURE 4.2 BAR DIAGRAM SHOWS SOURCE OF INFORMATION
20 18 16 14 12 10 8 6 4 2 0
Television
News Prints
Radio
Number of respondents
Company marketing executives
INTERPRETATION: Table 4.2 and bar diagram indicates that, out of from the 30 respondents 66% came to know about the product through marketing executives and 17% through television, 7% through radio and 10% through news papers
42
OPINION ABOUT DOUBLE HORSE MEAT MASALA Table4. 3
Category Below average Average Good Very good TOTAL
Number of respondents 0 6 15 9 30
Percentage 0 20 50 30 100
43
OPINION ABOUT DOUBLE HORSE MEAT MASALA FIGURE 4.3

35 30 25 20 15 10 5 0 Number of respondents Below average Average Good Very good
INTERPRETATION From the above table 4.3 and diagram it can be seen that 50% of shopkeepers have very good opinion about double horse meat masala, 30% good opinion, 20% rates the product as average.
44
SATISFACTION LEVEL ABOUT DOUBLE HORSE MEAT MASALA Satisfaction of shop keepers place an important role in accepting the product be offered for sale Table 4.4
Category Highly dissatisfied Dissatisfied Satisfied Highly Satisfied TOTAL
45
LEVEL OF SATISFACTION Figure 4.4
25 20 15 10 5 0 Highly dissatisfied Dissatisfied Satisfied Highly Satisfied
INTERPRETATION Satisfaction level data indicates an among the 30 respondents, 73 % shopkeepers are satisfied with the quality of the product, 27 of the shopkeepers are highly satisfied.
46
FACTORS INFLUENCING THE POPULARITY OF THE PRODUCT Popularity of product increases sale for a shop keeper, the popularity of the product is a major item for easy sale Table 4.5
Category Price Quality Availability Advertisement TOTAL
47
FACTORS INFLUENCING THE POPULARITY OF PRODUCT Figure 4.5
18 16 14 12 10 8 6 4 2 0 Number of respondents Price Quality Availability Advertisement
INTERPRETATION In table 4. 5 and Bar Diagram shows that 56% shopkeepers are in the opinion that the quality is the main factor to be considered by the firm, 27%point as advertisement 10% where as price and 7 % as to availability of the product.
48
DOES SUPPLY MEAT THE DEMAND Meeting the demand of the consumers is an important factor to be kept in mind by the shop keepers. Below given table reveals the position of demand fulfillment.
Table 4.6
Category Less Proportionate Excess On demand TOTAL
Percentage 13 67 10 10 100
49
DOES SUPPLY MEAT THE DEMAND FIGURE 4.6
20 15 10 5 0 Less Proportionate Excess On demand
INTERPRETATION As far as the supply of product is concerned, we can see that 67% suggest that the supply of the product must be as far the proportion of the sale. 13% are in the opinion that the supply is less than the demand.10% each opinioned that the supply in excess demand and on demand.
50
SATISFACTION LEVEL OF PROMOTIONAL OFFERS Satisfaction is the strategy of the present marketing. Whether a consumer or dealer or shop keeper, its the MANTRA of the marketing. Table 7
Category Poor Average Good Very good TOTAL
51
SATISFACTION LEVEL OF PROMOTIONAL OFFERS FIGURE 4.7
18 16 14 12 10 8 6 4 2 0 Number of respondents Poor Average Good Very good
INTERPRETATION Table 4.7 and Bar Diagram shows that 60% respondents opinioned that the promotional offers by the firm are good and 20% very good. It is to be noted that 7% represented as poor.
52
OPINION ABOUT TRENDS IN SALE Sales trend is very important for shop keepers. Before selecting a product to be offered to public, sales trend is to be considered before acceptance of sale Table 4.8
Category Stable Increasing Fluctuating Decreasing TOTAL
Percentage 17 50 20 13 100
53
FIGURE 4.8 OPINION ABOUT TRENDS IN SALE
16 14 12 10 8 6 4 2 0 Number of respondents Stable Increasing Fluctuating Decreasing
INTERPRETATION As far as the opinion about the trend in sales concerned 50% of the shopkeepers have informed that there is an increasing trend and 16% as stable. We can also see from the table that 13% are informed a decreasing trend of sales
54
OPINION ABOUT SERVICES PROVIDED BY COMPANY Shop keepers always prefer those product, that are having after sale services provided by the company Table 4.9
Category Highly insufficient Not sufficient Sufficient Highly sufficient TOTAL
55
FIGURE 4.9 OPINION ABOUT SERVICES PROVIDED BY COMPANY
18 16 14 12 10 8 6 4 2 0 Number of respondents Highly insufficient Not sufficient Sufficient Highly sufficient
INTERPRETATION Services provided by the firm to the shopkeepers play a vital role in increasing the sales, from the above table we can see that 60% of 30 respondents given as sufficient and 6% as insufficient
56
DISTRIBUTION NETWORK OF DH MEAT MASALA COMPARED TO OTHER PRODUCT Distribution network is the media through which products are supplied to the shop keeper or consumers Table 10
Category Very bad Bad Good Very good TOTAL
Percentage 10 23 40 27 100
57
DISTRIBUTION NETWORK OF DH MEAT MASALA COMPARED TO OTHER PRODUCT FIGURE 4.10
12 10 8 6 4 2 0 Number of respondents Very bad Bad Good Very good
INTERPRETATION For marketing sufficient sales, distribution network must be prompt. Table 4.10 and Bar Diagram represents that 40% opinioned that as good and 27% as very good . Still 23% have represented as bad.
58
PREFERRED MEDIA FOR ADVERTISEMENT Most effective media for the communication carries importance in the market Table 11
Category
Number respondents
of Percentage
Television Print media Radio Sign board TOTAL
15 5 8 2 30
50 17 27 6 100
FIGURE 4.11
PREFERRED MEDIA FOR ADVERTISEMENT
16 14 12 10 8 6 4 2 0 Television Print media Radio Sign board
INTERPRETATION Most Preferred media is television (50%) than FM radio, print media. 27% told that radio is the next preferred media. press and sign board are 17% and 6% respectively.
60
SATISFACTION LEVEL OF COMMISSION OF THE COMPANY Most of the shop keepers take interest in dealing those products which are having high commission. Table 4.12
Category Highly dissatisfied Dissatisfied Satisfied Highly Satisfied TOTAL
61
FIGURE 4.12 SATISFACTION LEVEL OF COMMISSION OF THE COMPANY
18 16 14 12 10 8 6 4 2 0
Highly dissatisfied Dissatisfied Satisfied Highly Satisfied Number of respondents
INTERPRETATION Most of the shop keepers, respondents have expressed that the commission received from the firm is satisfactory. Still 33% opinioned that they are dissatisfied with the level of commission received from the firm.
FINDINGS ,SUGGESTIONS & CONCLUSION
62
5.1 FINDINGS
The findings of the study are as follows;
o Among the 30 respondents, all the 30 were aware of the product
Double Horse Meat Masala.
o Out of the 30 respondents, 20 come to know about the product through company executives.
o All of the 30 respondents were used to sell this product and 20 respondents have opinioned that this is an average product.
o Price is the least influencing factor as the customers are more concerned about the Quality of the product.
o Most of the shopkeepers opinioned that the supply has to be proportionate as per the demand.
o As far as satisfaction level of promotional offers provided to the
63
shopkeepers is concerned, 60 percentages have remarked as good.
o Out of 30 respondents, 50 percentage shopkeepers suggested that the sale of the product is increasing.
o About the services provided by the firm, even though 60
percentages expressed as sufficient, still 16.67 percentages expressed as insufficient.
o Distribution Network is one of the main elements of the marketing system. Here 40 percentages of the shopkeepers remarked as good. At the same time 23.33 percentages points at that it is bad.
o Majority of the respondents opinioned that Television is the best media for advertisement.
o While considering the commission paid by the firm to its shopkeepers, 33.33 percentages is dissatisfied with the recent rate and 60 percentages is satisfied.
64
5.2 SUGGESTIONS
The project study has given the researcher an opportunity to put forward some suggestions for improvement of the product from the part of shopkeepers. some of them are as follows
o All the 30 shopkeepers are aware about the product, DOUBLE
HORSE should give more attention towards this to increase the goodwill of the product and firm.
o Marketing executives play a very vital role in canvassing the
product. So the executives may be provided with more professional training and incentives.
o Out of 30 respondents ,even though 50 percentages opinioned
that
the product is very good ono,still 20 percentages
represented as average.. so attention must paid towards this.

o As quality remains the selection criteria, and 56 percentages
opinioned that the quality is the main variable for influencing the purchase, the firm should keep up the quality standards o Satisfaction level of promotional offers must be maintained at higher level.
65
o 50 Percentages of shop keepers reported that the sale is getting increased and so proper and effective measures must be introduced for further increase of sale o When we consider the efficiency of the distribution network, as 23 percentages reported against of it ,proper attention and care must be taken for enforcing it.
o There is a high percentages (33.33) of shop keepers against the
rate of commission paid by the firm..As trade commission is an important element in the world of competition, the firm should maintain the commission rate above the competition level.
66
CONCLUSION
The project titled product awareness and shop keepers satisfaction with special reference to Double horse meat masala reveals a rosy picture about the progress. As the product is introduced recently in the market ,the role played by the shopkeepers is very very important. The sale of the product is directly related with the psychology of the shopkeepers.
From the analysis, Double horse meat masala has a wider acceptability by the shoppers along with satisfaction. Positively the market will accept the products as number one by competing with other Meat Masala in Malappuram District of Kerala.
67
QUESTIONNAIRE QUESTIONNAIRE FOR SHOP KEEPERS Personal information Name : Shop name: Place : 1. Are you aware about DOUBLE HORSE meat masala ? Yes [ ] No [ ]
i. If yes, how do you come to know about this product? [ ] Television [ ] News prints [ ]Others(mention)
[ ] Company marketing executives ii. If no, why? (mention)
2. Have you ever sold this product? Yes [ ] No [ ]
I. If yes, what do you feel about this product? [ ] Below average [ ] average [ ] Good [ ] very good
II. If no, out of the following, what could be reason for not selling?
[ ] Not interested [ ] Lack of product awareness [ ] L a c k o f a v a i l a b i l i t y [ ] others (mention)
68
3. Are you satisfied with quality of the product?
[ ] Highly dissatisfied [ ] Not satisfied [ ] Satisfied [ ] highly satisfied
4. Which is the most influencing factor that increase the popularity of the
product? [ ] Quality [ ] Price [ ] Advertisement [ ] Other (mention) 5. Whether the promotional offers are satisfactory? [ ] poor [ ] good [ ] [ ] average [ ] very good
6. Does supply meet the demand? [ ] Excess [ ] Proportionate [ ] Less [ ] On demand
7. Please indicate your opinion about trends in sales?? [ ] Stable [ ] Fluctuating [ ] Increasing [ ] decreasing
8. What is your opinion about service provided by company? [ ] Highly insufficient [ ] Not sufficient [ ] sufficient [ ] highly sufficient
69
9. Opinion about distribution network compared to other brands? [ ] Very bad [ ] good [ ] bad [ ] very good
10.Preferred media for advertisements? [ ] Television [] Print media [ ] Radio [ ] (mention)
11.Are you satisfied with commission offered by company? [ ] Highly dissatisfied [ ] Not satisfied [ ] Satisfied [ ] highly satisfied
12.Would you line to provide some suggestions for improvement?
70
BIBLOGRAPHY
Book: Philip kotler marketing management, 10th edition. Kothari,C.R- Research Methodology, 2nd editon. Rajan Saxena Marketing Management, 9th edition. S.Jayachandran Marketing management, 8th edition.
News Papers
Business Line, Various issues Economics Time, Various issues
Websites
www.indiainfoline.com
www.yahoo.com www.google.com
71
72

Project Report

Uploaded by

Copyright:

Available Formats

Project Report

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Project Report

Uploaded by

Copyright:

Available Formats

Project Report -2010

Project Report -2010

Project Report -2010

OBJECTIVES OF THE STUDY

The secondary objectives are,

2. To assess the findings and to give suggestions

Project Report -2010

SCOPE OF THE STUDY

Project Report -2010

Valanchery 1. Famous Bakes and super market

2. Margin free Kottakkal

Project Report -2010

Project Report -2010

Project Report -2010

METHODS OF DATA COLLECTION AND SOURCES

Primary data Secondary data

Project Report -2010

SOURCES OF PRIMARY DATA

SOURCES OF SECONDARY DATA

Project Report -2010

Awareness Availability Quality Advertisement Price Promotion activities Preference Satisfaction

Project Report -2010

PERIOD OF STUDY The period of the study is 6 months

LIMITATION OF THE STUDY

1. As the data is collected through questionnaire, respondents may

answer the questions with a bias.

3. The standard of answering the questions by the respondents was not

that high as excepted.

Project Report -2010

Project Report -2010

dissatisfaction has become strikingly important for the manufacturers.

Project Report -2010

Project Report -2010

FUTURE SCOPE OF THE INDESTRY

Project Report -2010

Project Report -2010

Project Report -2010

Supermarket: Relatively larger-low cost, low margin, high volume, self

Discount Store: Standard merchandise sold at lower prices with lower

Fresh Product outlets: Outlets selling fruits and vegetables in value-added

Specialty Stores: Narrow product line of an individual food-processing

Convenience Store: Relatively small store located near residential area,

Project Report -2010

Off-Price Retailer: Merchandise bought at less than regular wholesale

of widely varying composition based on

Curry powder, and the contemporary English use of the

are Western inventions and do not reflect any specific Indian

food. The word curry is widely believed to be a corruption of the

to the western table,

throughout the world. The tradition

These are often passed down from parent to

Project Report -2010

in their blends. Depending on the recipe,

additional ingredients such as

and black pepper may also be added

to describe a mixture of spices. A masala can either be a combination of

dried (and usually

masala) made and onions. It

from a mixture of spices and other

ingredientsoften garlic, ginger,