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U, Pune
A
Project Report
On
Mrs. Q. J. Tamboli.
Through The Director
____________________________________________Institute of Management
Kolhapur
_________________________________________________________B.V.U, Pune
CERTIFICATE
Place: Kolhapur
Date:
Mrs. Q. J. Tamboli.
____________________________________________Institute of Management
Kolhapur
_________________________________________________________B.V.U, Pune
CONTENTS
Chapter
No.
Title
1.
INTRODUCTION
2.
COMPANY PROFILE
3.
THEORETICAL BACKGROUND
4.
5.
6.
ANNEXURE
7.
BIBLIOGRAPHY
____________________________________________Institute of Management
Kolhapur
_________________________________________________________B.V.U, Pune
Introduction
Today the basic needs of human beings are of three types i.e. Food,
Cloth and Shelter. From these three basic needs the most urgent need is food.
For a tasty and healthy food some ingredients are required. It might be some
kinds of oil, spices, cucumber leaf, salt and other types of spices. Oil is one
of these ingredients.
From ancient time human being is using oil for cooking purpose. Such
oil is called as Edible Oil. Extracting oil seeds produces edible oils. These
seeds are of Groundnut, Sunflower, Soya bean seeds etc. This edible oil is of
for cooking tasty and healthy food.
As geographical profile differs, types of cooking oil also differ. In
Southwest states, Coconut oil is used for cooking purpose, but in central
states, Soya oil, Groundnut oil or Saraki oil is used for cooking purpose. The
tastes and preferences are different from person to person and also area to
area.
Now a days people are very much calorie conscious. This had impact
on trend of cooking oil application. In last 5 to 6 years, oils other than
Groundnut oil gaining lot of popularity. Health experts already accepted that
Saraki oil, Soya oil, or Sunflower oil contains low percentage of cholesterol.
Ghodawat Foods International Pvt. Ltd is dealing with production of
edible oil. The study aims to bring out the consumer behaviour towards Star
refined oil i.e. to check the customer preferences towards Star edible oil.
____________________________________________Institute of Management
Kolhapur
_________________________________________________________B.V.U, Pune
Objectives
1. To know about the tastes and preferences of the customers.
2. To identify the consumption pattern of edible oil by customers.
Methodology
The study is based on data collected from the secondary data. In order
to get the information the source used is;
Secondary Data
Secondary data refers to the data which have already been collected
and analyzed by someone else. Secondary data was collected through
internal and external sources.
The internal sources include companys brochures, journals, etc.
____________________________________________Institute of Management
Kolhapur
_________________________________________________________B.V.U, Pune
1. The scope covers the customer behaviour for the Star Refined Oil
in the study area.
2. The subjective scope of study is restricted to the marketing area.
____________________________________________Institute of Management
Kolhapur
_________________________________________________________B.V.U, Pune
Company Profile
The dynamic entrepreneurship and vision of Mr. Sanjay D,
Ghodawat has led Sanjay Ghodawat Group of Industries properly
known as STAR GROUP, to a remarkable success in a short span. He
commenced the activities of the Star Group in 1994 by the
establishing the company Ghodawat Pan Masala Products (I) Pvt.
Ltd. which is manufacturing Pan Masala Products under the brand
name STAR. Mr. Sanjay Ghodawat has guided the Star Group to
achieve a remarkable turnover of Rs.325 corers (used 75 Million) in
span of 10 year.
The key for this success is to provide Uncompromising
Quality at competitive Prices.
The company has strong presence in Karnatka, Andhra, Goa
and Maharastra because of gutkha and pan masala marketing. This
gutkha dealer so had confidence in the company came forward and
started new ventures for the oil business of the company.
To meet the growing demand of Packaged Edible Oil and
Extraction, Star Group has set up a Solvent Extraction and Edible Oil
Refinery plant viz. Ghodawat Foods International Pvt. Ltd. in the year
2003. The manufacturing capacity of Solvent Extraction is 300 MTPD
and that of Edible Oil Refinery is 100 MTPD.
The packaged Edible Oil is sold under brand name STAR555,
in domestic market completely. The Extraction i.e. de-oiled cake
____________________________________________Institute of Management
Kolhapur
_________________________________________________________B.V.U, Pune
Foods
International
Private
Limited
was
_________________________________________________________B.V.U, Pune
____________________________________________Institute of Management
Kolhapur
_________________________________________________________B.V.U, Pune
____________________________________________Institute of Management
Kolhapur
_________________________________________________________B.V.U, Pune
Theoretical Background
Introduction
Marketing is a human activity that takes place in relation to market.
The aim of marketing is to meet and satisfy target customers and wants.
Marketing starts with the identification of the specific needs on the part of
the consumer and ends with the satisfaction of that needs. So the customer is
found both at the beginning and the end of marketing process.
A marketing transaction is one in which the buyer and the seller,
irrespective of the nature of the product. Marketing is a social and
managerial process by which individuals and groups obtain that they need
and want through creating offering and exchanging of values with others.
Consumer behaviour
Consumer behaviour is a study of how individuals make decisions to
spend their available resources on consumption related items. The
heterogeneity among people across the world makes understanding
consumer buying behaviour an intricate and challenging task. The
consumers identify his beliefs, specific needs, attitudes and the kind of
product and brands available in that product category influence his buying
behaviour. The marketing efforts of a firm have a profound impact on the
buying decisions of customers. The success or failure of a product or service
is directly related to the buying behaviour of the customer.
____________________________________________Institute of Management
Kolhapur
_________________________________________________________B.V.U, Pune
Social Factors
Family, friends, formal social groups, colleagues at work and
consumer action groups influence the consumers buying behaviour
significantly. An individuals family greatly influences the buying
patterns of the individual.
Personal Factors
There are different personal factors, which affect the buying
decision process. These factors, such as age, sex, lifecycle stage,
occupation, economic conditions, personality, etc. are unique to every
individual.
____________________________________________Institute of Management
Kolhapur
_________________________________________________________B.V.U, Pune
factors
that
influence
consumer-buying
____________________________________________Institute of Management
Kolhapur
_________________________________________________________B.V.U, Pune
Need Recognition
Information Search
Evaluation of alternatives
Purchase decision
____________________________________________Institute of Management
Kolhapur
_________________________________________________________B.V.U, Pune
Need Recognition
The buying process starts when the buyer recognizes a problem
or need. By gathering information from a number of consumer marketers
can identify the problems or the needs of the consumers.
Information Search
In this stage, person starts to collect information about the
product.
Evaluation of alternatives
The person starts to evaluate different alternatives available in
the market. He will accept the most suitable product according to price,
quality, availability and such other factors.
Purchase decision
The actual purchase decision is carry out in this stage. Here the
person will buy the product after the evaluation.
Post purchase behaviour
After purchasing the product the consumer will experience
some level of satisfaction or dissatisfaction. The marketers job does not
end when the product is bought. Marketers must monitor post purchase
satisfaction, post purchase actions and post purchase product uses.
____________________________________________Institute of Management
Kolhapur
_________________________________________________________B.V.U, Pune
Marketing Strategy
Marketing is the process of planning and executing the conception,
pricing promotion and distribution of ideas, goods and services to create
exchanges that satisfy individual and organizational goals. In order to deliver
the product more efficiently and effectively to the target customer, company
formulates marketing strategy. This marketing strategy has four components
which are adjusted in order to get competitive advantage. These four
variables are ---1. PRODUCT
Quality of Star refined oil is too good as compared to
other brands available in market.
Brand name plays a very important role in market. Star
has a very popular brand name in market. For the oil products,
packaging also plays vital role. For the purpose of packaging
Star uses poly thin bags, bottles, cans, etc.
2. PRICE
The manufacturers of the star refined oil sets or
determine oil prices for the distributor, dealer and the ultimate
consumer.
Different variety of the oil may have different prices that
are Soya oil and Ground-nut oil may be priced higher than the
Sunflower oil, Pamolin oil, etc.
While determining the prices, they also think about
discount or coupon scheme for the customers compare to other
producer like Saffola, Gemini, SunFlower & etc.
____________________________________________Institute of Management
Kolhapur
_________________________________________________________B.V.U, Pune
3. PROMOTION
The important promotion methods which are used by STAR are ;
1 Advertising
2 Personal selling
3 Sales promotion
4 Publicity and public relations
STAR uses some of the promotional activities include
advertising,
gift
vouchers,
coupons
and
various
sales
promotional schemes.
Star refined oil uses T.V., Banners, News-papers, etc. as a
tools or Medias for advertising their brands.
4. PLACE
Place refers to purchase point of the customer. This
broadly includes distribution channels. Distribution is made up
of two components ---a) Physical distribution
b) Channels of distribution
Physical distribution consists of the activities involved in
moving good or services from producer to consumers.
STAR distributes there product or oil directly to the
dealers at different places.
____________________________________________Institute of Management
Kolhapur
_________________________________________________________B.V.U, Pune
Company
Dealer
Retailer
Customer
____________________________________________Institute of Management
Kolhapur
_________________________________________________________B.V.U, Pune
Competitors
Gemini
Samrat
Suffola
Sunflower
Dhara
Sunrise
Rohini
Safflower
Tiger
The below mentioned data gives us the % share of STAR OIL in West
Maharashtra.
____________________________________________Institute of Management
Kolhapur
_________________________________________________________B.V.U, Pune
Sr.no
Brands
%Share
Gemini
20
2
3
4
5
6
7
8
9
10
Sunflower
Suffola
Suffola
Safflower
16
13
12
10
9
7
5
5
3
STAR
Sunrise
Rohini
Samrat
Tiger
SOCIAL TOUCH
Sou. Sushila Danchand Ghodawat Charitable Trust
Is providing social, medical and educational help since its
inception. Acharya Shree Tulsi Blood Bank, one of the best
Blood Banks in India, is run by this Trust. The Trust also
provides 'Ambulance Service' for rural areas round the Clock.
One hand in Charity is worth thousand hands in prayer
____________________________________________Institute of Management
Kolhapur
_________________________________________________________B.V.U, Pune
_________________________________________________________B.V.U, Pune
____________________________________________Institute of Management
Kolhapur
_________________________________________________________B.V.U, Pune
_________________________________________________________B.V.U, Pune
____________________________________________Institute of Management
Kolhapur
_________________________________________________________B.V.U, Pune
2. Company Manuals
3. Company Website
www.ghodawatindustries.com
____________________________________________Institute of Management
Kolhapur