CHAPTER 1

Introduction

1
Branding has been considered as one of the most important marketing strategies for decades. Brand strategies have traditionally focused on
the functional or utilitarian attributes of product or services. However, the increasing competition within markets makes it difficult for firms
to differentiate their brands on the basis of functional attributes alone.

"... certain characteristics of products come to be taken for granted by consumers, especially those concerned with basic functional
performance or with values like safety. If these values are missing in a product, the user is extremely offended. But if they are present, the
maker or seller gets no special credit or preference, because quite logically every other maker and seller is assumed to be offering equivalent
values. In other words, the values that are salient in decision-making are the values that are problematic- that are important, to be sure but
also those which differentiate one offering from another.”

Due to technological advances, products and services are getting easy to copy based on their attributes, and have become functionally more
similar to each other. Consequently, brands that compete on the product attributes alone have faced severe limitations.

Both academics and practitioners believe that it is not sufficient to understand consumers' perceptions and behaviour using functional
attributes alone, and pay more attention to the aspects beyond product attributes, such as symbolic and emotional benefits. As a core aspect
of symbolic and emotional attributes of a brand, a considerable amount of attention has been given to the concept of brand personality
recently; thus applicationof brand personality in consumer behaviour has increased.

The face validity of brand personality has been accepted by a wider community, including practitioners. Advocates of brand personality
claim that the concept is one of the most universally mentioned features of a brand. Brand personality is considered as an important feature
of brand management, and therefore, a great deal of research has been conducted in order to assess its impact on consumer behaviour.

The hospitality industry such as bakery, where a number of firms that offer nearly identical services, are competing within a small space, is
not an exception. Hospitality firms have more difficulties in distinguishing their brands from competitors. The intangible nature of the
service offered in the hospitality industry makes it more difficult for customers to compare different brands objectively.

According to Lewis, therefore, hospitality firms need to create a unique personality to differentiate their brands from their competitor's
brands. However, although the importance of brand personality has been accepted by a wider community, there is a lack of consensus
among researchers regarding what brand personality is.
Moreover, throughout a large amount of the existing literature, no clear distinction has been made for the concept of brand personality from
other related concepts, such as brand image and users image. It seems likely that most studies have failed to build a rigid conceptual basis of
brand personality and thus it still remains an elusive concept.

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 CHAPTER 2
INDUSTRY PROFILE

3
2.1.INTERNATIONAL BAKERY INDUSTRY
This industry includes companies that primarily manufacture fresh and frozen bread and other bakery products. The industry
acquires raw materials such as flour, starch, sugar, meat, dried fruit, emulsifiers, flavorings, preservatives, additives, gluten, vitamins
and food acids and processes them into consumer food products like bread, doughnuts, cakes, pies and pastries. These are then
sold to supermarkets, convenience stores, food service providers and other retailers.

The Global Bakery Goods Manufacturing industry has risen modestly over the past five years, despite having faced numerous
challenges. The demand for bakery products has risen slowly in the mature markets of Western Europe and North America, causing
manufacturers to seek opportunities in high-growth regions. Higher product prices, driven by increasing input costs, have
somewhat curbed demand for industry goods, but growth in the per-unit price of products sold has driven revenue increases.

2.2. INDIAN BAKERY INDUSTRY

The Indian bakery industry is dominated by the small-scale sector with an estimated 50,000 small and medium-size producers, along
with 15 units in the organized sector. Apart from the nature of the industry, which gravitates to the markets and caters to the local
tastes, the industry is widely dispersed also due to the reservation policies (relating to the small scale industries) of the government.

Biscuits and bread which are considered to be the major bakery product and they account for 82% of all bakery production. The
unorganized sector accounts for about half of the total biscuit production estimated at 1.5 million tons. It also accounts for 85% of
the total bread production and around 90% of the other bakery products estimated at 0.6 million tons. The last includes pastries,
cakes, buns, rusks and others.

Bakery industry in India today has an important place in the industrial map of the country. Bakery products are an item of mass
consumption in view of its low price
and high nutrient value. With rapid growth and changing eating habits of people,
bakery product. The shining star of the sector remains the biscuits industry, which is expected to outperform the growth of the
sector overall.

2.3.Trends in the Industry

i. Retail Bakery
ii. Improved Packaging
iii. Health Foods
iv. Taste & Appeal: No Compromise
v. Technology trends.

Biscuit Bread
Demand Demand

2014-2015 = 27.58 thousand MT 2014-2015 = 26.90 thousand MT

2014-2015 = 6.2% 2014-2015 = 5.0%

[Market review of BAKERY industry]

Table no.2.1

4
 Bakery Products

Figure no 2.1

Bread Pastries

Bagels Pies

Muffins Tarts

Pizza Brownies

Buns Cakes

Table no.2.2
Specialties

Some bakeries provide services for special occasions as weddings, birthday parties, anniversaries, or even business events) or for people
who have allergies or sensitivities to certain foods (such as nuts, peanuts, dairy or gluten).

Commercialization

Grocery stores and supermarkets, in many countries, sell pre packaged or pre-sliced bread, cakes, and other pastries. They can also offer
in-store baking and basic cake decoration. Nonetheless, many people still prefer to get their baked goods from a small artisanal bakery,
either out of tradition, the availability of a greater variety of baked goods, or due to the higher quality products characteristic of the trade
of baking.

5
 CHAPTER 3
ATUL BAKERY PROFILE

6
3.1.GENERAL INFORMATION OF ATUL BAKERY

Figure 3.1
ATUL BAKERY started 26, January, 1991 in piplod, Surat. Atulbhai Vekari ya Owner of ATUL BAKERY. This is Multigrain Food
Pvt. Ltd. Today’s sophisticated consumer expects to enjoy a high quality products, delivered in a friendly manner in convenient
location. Equally is important the food experience to them. The accurately reflects our customer base, and ATUL BAKERY is
uniquely positioned to meet the demand of this target market.

3.2. ATUL BAKERY product

a) Cakes

b) Pastries

c) Cookies

d) Parwadi

e) Bread

f) Mawa cakes

g) Toast

h) Nankhatai

i) Biscuit

j) Our Specialty

k) Chocolate

7
 MULTIGRAIN FOOD PVT.LTD.
Regional office
Address: 131, Bhatpore, G.I.D.C., Opp. I.T.I. Ichhapore, Tal. Choyarsi, Dis.
Surat – 394515, Gujarat, India.
Phone No.: 0261-2907070, Mobile No.: +91 – 9913870005
Email: info@atulbakery.com
Web-site: www.atulbakery.com

Corporate Office
Address: L-1 Suramya App. Dumas Road, Piplod, Surat – 395007
Phone No.: 0261-2220666
Email: info@atulbakery.com
Web-site: www.atulbakery.com

BOARD OF DIRECTORS
Atulbhai Vekariya ( Chairman)
Ashokbhai Vekariya (Financial General Manager and Director) Rameshbhai Vekariya ( Chief Executive
Officer)

3.3. COMPANY INFORMATION

ATUL brand is ATUL’s quality. ATUL recipes have been tested and refined to produce on the very highest quality product. We use
the finest ingredients to make them tastier and healthier. ATUL Brand is ATUL’s Location. Atul Bakeries are typically located in
high profile, high traffic locations throughout city which are easily approachable to the customers.

ATUL Brand is ATUL’s People. ATUL staff goes through intense and comprehensive training. They are knowledgeable in all areas
of ATUL business. Most importantly they are trained to provide extremely high quality service that focuses on meeting the needs of
ATUL’s customers.

ATUL BAKERY is also expanding through Franchising. A wider menu is being developed for these locations to serve better than the
best imagine you are walking around our shop peeking into the shop windows. The aroma wafting from a storefront stops you in your
tracks. You follow your nose into the door and you see rows of golden, delicate sweets and crusty Biscuits.

It all began with two friends in business, a sweet tooth and a dream. In 2007, ATUL BAKERY was founded with the goal of
providing our customers with classic Indian baked goods in a warm & friendly. Having 11 years’ experience of Restaurant Industry
and a goal to serve the best, we started “ATUL BAKERY” on 26th January, 2007. Today we are respected as a leading brand in the
bakery. However, the more things change, the more we stay the same! Each day, we bake everything from scratch using the finest
ingredients, just as you would at home. From Cakes to Cookies, from Breads to Biscuits, our treats are meant to bring you back to a
time when a bite of something sweet could make the world a little brighter. This is what sets us apart and keeps our loyal customers
coming back, again and again.
ATUL Concept: “We make the Best”

The aroma of ATUL fresh bakery products provides you with joy and you enjoy them truly. ATUL "Fresh to You" service
demonstrates the care and quality that goes into all of ATUL fresh made taste temptations.
ATUL Product: “The Perfect Mix”

All ATUL products are founded, developed and perfected by master bakers. ATUL exclusive product line features a contemporary
range of edibles that appeal to contemporary taste. Stop by ATUL stores at Piplod, Magdalla & University Road and let our smiling
staff help you choose from ATUL selection. Whatever the occasion, Atul Bakery is here to make your life a little sweeter.

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3.3.1. Departments in ATUL BAKERY:
Marketing Department
Production Department
HR Department
Assembling Department
Quality Department
Store & Purchase Department
Finance / marketing Department

3.3.2 ORGANISATIONAL STRUCTURE

Table no. 3.1

9
3.3.2.SWOT ANALYSIS

They believe in TTE and these three words define our commitment to both our Internal And External customer.

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3.4. INTRODUCTION OF HRM DEPARTMENT
Human Resource Management is the Management function concerned with help of motivating and maintaining people in organization. It
focus on people in the organization.
Human Resource Department is the most important function in the organization. HR Department activities include Recruitment, Selection,
Training and Development, Wage and salary, Allowance etc. HR department follow the TQM (Total Quality Management) in ATUL
BAKERY. HR department is responsible for analyze the data. HR department providing infrastructure development for employee.
Maintaining liaison with different government authorities. Ensure proper supply of man power according to company policy. HR department
providing work environment satisfaction. HR department providing industrial safety & legal requirement of organization.
HR department recruit new employee by giving advertisement in newspaper according to requirement.
Philosophy of HR department
Welfare facility
Canteen facility
ATUL BAKERY has legal licensees & Acts
Factory Act – 1948
Industrial Act – 1947
Standing order Act
Payment of bonus Act – 1965
Payment of wages Act – 1956
Employee Gratuity Act – 1972
Minimum wages Act – 1948

Table no. 3.2

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 [Job Specification of various job position in ATUL BAKERY]

HR Manager Marketing Worker at

Manager production
department

Education MBA (HR) MBA (Marketing) 10th, 12th,

B.com pass

Experience 10 years 10 years 2 years

Training 1 or 2 months 1 or 2 months At least 6 months

Physical effort No Little effort for More like proper

company service
in machinery etc.

Physical skills Letter typing fast Maintaining Manage two

customer product process at
And Franchisers. the one time.

Responsibilities Daily New product change Timely work and

supervision to and Innovation of Proper
Our employees market.

Communication Proper and Highly sophisticated Not much as

Skills Meaning full and Proper and Importance
Meaningful

Unusual sensory No No Yes, sometime. At

demand such as time of not proper
sight, smell, Work machine.
hearing

Table no.3.3

3.4.1WAGES, SALARY AND COMPENSATION

ADMINISTRATION
Meanings
Employee Benefits and Service means include any benefits that the employee received in addition to direct remuneration.

Salary means payment on working time basis i.e. only cash payment monthly or quarterly.

Wages means extra benefits given employees by company. Sometimes monetary or Non-monetary benefits given employees.
EX: Insurance Policy.

Compensation means disability and worker’s compensation benefits are also offered to employees. Employees contribute
funds to assist workers who are ill or injured and cannot working owing to occupational injury or ailment. These benefit are
regulated by the Workmen’s Compensation Act

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 SALARY WAGES COMPENSATION

Human Resource 25,000 per Bonus and Monetary Sometimes health is not good so
Manager month festival benefits medical expense
(12000rs. Last year) pay company.

Time to target Sometimes health is not good so

Marketing 21000 per achieved and also medical expense
Manager month Monetary festival pay company.
benefits. (12000rs.
Last year)

Some percentage(%) of
salary on bonus type Sometimes health is not good so
Finance Manager 30000 per month and monetary benefits. medical expense
(12000rs. Last year) pay company.
15% Bonus on salary in
last year

Production 25000 per Bonus and Monetary Sometimes health is not good so
Manager Month festival benefits medical expense
(12000rs. Last year) pay company.

Sometimes health is not good so

Bonus and Monetary
15000 per medical expense
Supervisor(++) festival benefits and
Month pay company.Supervisor death so
Insurance Policy.
all education expenses give
company on worker’s family.

Sometimes health is not good so

Bonus and Monetary as medical expense pay company and
well as Non-monetary some extra money give employee’s
Workers 8000 per month benefits and festival family and worker death so all
banefits and insurance education expenses give company
policy. on worker’s family.

Sometimes health is not good so

Bonus and Monetary as medical expense pay company and
well as Non-monetary some extra money give employee’s
Watchmaen 6500 per month benefits and festival family and worker death so all
banefits and insurance education expenses give company
policy. on worker’s family.

[Wages, Salary, Compensation in different various position in ATUL BAKERY]

Table no.3.4

13
 NOTE

(*) Worker’s salary different because work is different worker to worker.

(**) Watchmen’s salary different because Day duty or Night Duty to different salary payment.
(++) Supervisor’s salary different because to three shift on production part and
supervisor to duty on different time so salary is different payment on work base.

3.4.2. GRIEVANCE HANDLING

Grievance Handling means resolve conflict between Employee and employee, Employers and Employers, Employers and Employees in
organization.
ATUL BAKERY solve the conflict between employees or employers to best method used is called “COOLING TIME” .
“COOLING TIME means any time conflict arise between employees or employers so, both employees to different work, department,
table and location changes and one other is two days leave both employees and not cut the salary. So, fresh mind and happiness on
employees recover the work after two days.”
After two days both employees to come director office and listen both employees matter and solve dispute.
Mostly solve problem Human Resource Manager a nd Director in ATUL BAKERY.

3.4.3. PROVIDENT FUND SCHEME

Employees provident fund organization is a statutory body of the government of the India under the Ministry of labor and employment. It
administrator a compulsory contribute Provident fund scheme, Pension scheme and Insurance scheme.
The EPFO’s apex decision making body is the central Boards of Trustees.
ATUL BAKERY provide Employees Provident Fund on the basis of Government Rules and Regulation.
(Not Full information given by the company).

3.4.4. TIME OFFICE

DESIGNATION OFFICE TIME
Human Resource Manager 10:00am to 5:00pm (7 Hours)
Marketing Manager 10:00am to 5:00pm (7 Hours)
Finance Manager 10:00am to 5:00pm (7 Hours)
Production Manager 10:00am to 5:00pm (7 Hours)
Supervisors (3 shifts and 3 Supervisors) 9:00am to 5:00pm (8 Hours)
Workers (3 shifts) 9:00am to 5:00pm (8 Hours)
Watchmen’s (3 shifts and 9 watchmen) 9:00am to 5:00pm (8 Hours)
[Office Time in ATUL BAKERY]

3.4.5 ALLOWANCES TO EMPLOYEE

Meaning
An allowance is an amount of money given or allocated usually at regular intervals for a specific purpose.
Allowance is one kind of the bonus.
ATUL BAKERY provide allowances to employee is

1. Some extra money given with include salary at every six months. (ATUL BAKERY Rs. 6000 allowance to all managers at six
months).
2. Some Non-monetary allowance also given by the company like, Children’s school dress Notebooks and pen or pencils.
Every years given gift or chocolates to workers.
Every festivals celebrate with company and given some monetary allowance to worker on special festival days.

(ATUL BAKERY given gifts and chocolates of worker or their children’s and Rs.2000 given at every employees work in the
company).

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 3.4.6 WELFARE FACILITIES
Meaning
Welfare means faring or doing well. It is comprehensive term, and refers to the physical, mental, moral and emotional well-being of
an individual. The term welfare is a relative concept, relative in time and space. It, therefore, varies from time to time, region to
region and from country to country.

Types OF Welfare Services

1. Intramural Facilities
These Services are provided within establishment. These include latrines and urinal, washing and bathing facilities, canteens,
uniforms, medical etc. These facilities which provide within a company. It relates all the thing regarding that the employee is
physically as well as mentally, healthy or not, He/she is capable
of doing the entire thing normally as like a normal man /women.
Objectives: TO know the level of physical as well as mental strength of employees.

2. Extramural Facilities
These services are provided outside the establishment. These consist of Transportation, security offices, recreation etc. These
facilities which provides outside the company. It relates Employees safety refers to the protection of workers from dangers of
industrial accident which is unplanned event in which can action and recreation of an object a substance a person or a radiation results
in personal injury.
Objectives: - To protect the employees from danger.

Classification of labor welfare

Intramural Facilities Extramural Facilities
(Statutory) (Non-Statutory)
Washing facilities Educational facilities
Facilities for Storing & Drying Medical facilities
Facilities for sitting Transport facilities
First-aid appliances Recreational facilities
Shelter, restroom & lunch room Maternity benefits
Canteen Housing facilities
Drinking water Social insurance
Creches Workers co-operative
Welfare Officer Vocational training
Occupation Safety Benevolent fund
Latrine & toilets Leave travel facilities
[Classification of Labor Welfare]
Table no. 3.5
Welfare facilities according to the factories act 1948
1. Washing facilities (Section-42)

2. Facilities for storing and dry clothing ( Section-43)

3. Sitting facilities (Section-44)

4. First-aid-facilities (Section-45)

5. Canteens (Section-46)

15
6. Shelter, restroom and lunch room ( saection-47)

7. Crèches (Section-48)

8. Welfare officer (section-49)

3.5. Facilities provided in ATUL BAKERY

1. Washing facilities
There is proper arrangement of washing facilities in every department of Multigrain with such facility like separate rooms, pegs,
lockers and other arrangement. Each department has their separate washing facilities in Multigrain Food Pvt. ltd.
2. Drinking water
Drinking water is the one of the most needed facility for good health of the person, in the Multigrain Food pvt Ltd water coolers are
provided in every department at sufficient distance.
Facilities for storing and drying clothes
There is a good arrangement in the Multigrain Food pvt Ltd for the storing clothes in clean and hygienic condition in the department.
3. Facilities for sitting
According to factories act, for worker who are to work in a standing position, suitable arrangement for sitting shall be provided in the
factories.
In every department to take rest between working hours. Company provides chair to those worker who are working on continue
machine. They provide this facility in every. Department with good furniture interior.
4. Facilities for first-aid box
According to factories act, First-aid box or cupboard equipped with the required. Ambulance facility is also available for employee’s
family members mostly in case of pregnancy or any other emergency.
5. Canteen
According to the factories act, a factory that employing more than 250 workers, there shall be a canteen for the use of workers.
The government may prescribed the rules in respect of this: Food stuff to be served in the canteen Charge to be made Constitution
of the managing committee for the canteen Representation of the worker in management of canteen

In Multigrain Food Pvt. Ltd., In the Multigrain Food Pvt. Ltd. they provide the canteen facilities. The canteen located in the plant and
has one hall with capacity of 50 workers. The canteen is worked by the company. The prime function of the canteen is to extend
catering service at various locations within the plant as decide by their management.

In Multigrain Food Pvt. Ltd., the management is given free fuel to the canteen for cooking. The company provide coupon of canteen.
The amount of one coupon is Rs. 15.00. In Multigrain Food Pvt. Ltd. the canteen facility is in hygienic condition.

Multigrain Food Pvt. Ltd. Menu Of Canteen For vegetarian

Roti 4 to 6 (Depending Weight) Dal

Veg – 2 (One dry and another with gravy) Rice
Papad Pickle Green Salad Curd Sweet Dish

6. Shelter, restroom and lunch room

According to the factories Act, adequately and suitable shelters, restroom, and lunchrooms, with drinking water facility made in
factory employing 150 workers or more.
Rest room and lunch room shall be sufficiently lighted and ventilated. They provide this with lighted, ventilated and clean condition.

3.6Time office management system

In Multigrain Food Pvt. Ltd. the minimum basic working week is 48 hours per week, Monday to Saturday. This is generally based on
the company’s official hours of operation, 09.00am start – 6.00pm finish.

16
 Breaks
Lunch Time 1:00pm TO 2:00pm Tea Time 4:00pm TO 4:15pm

Industrial Relation Policy

3.6.1Objectives of Industrial Relation

1. To promote and develop labor management relation.

2. To regulate the production by minimizing industrial conflicts

3. To provide opportunity to workers to involve in decision making process with management.

4. To encourage and develop trade unions in order to improve the workers' strength.

Health and safety

Multigrain Food Pvt Ltd shall works towards providing a safe and healthy working environment at its service shop, and to take
adequate steps to prevent accidents & injury to health arising out of the course of working by minimizing, as far as is reasonably
practicable, the causes of hazards inherent in the working environment.

17
3.7PRODUCTS AND ITS SPECIAL FEATURES

Cake
What's a party without a cake? Cakes are the centerpiece of most any celebration. No matter what the occasion, Spatula Bakery has the
perfect cake for you! Carefully baked and exquisitely decorated. Choose from more than 400 varieties of Cakes!

Pastries
It’s hard to resist the aroma when you walk into their bakery. Their display case is a feast for the eyes, overflowing with all kinds of pastries.
Their exquisite specialty pastries are unique. Try them all.

Cookies
Their cookies are always fresh, irresistibly soft and luscious! Carefully packaged to preserve their oven-fresh flavor. It can be one
of the loving gift to your loved one!

Flavors & Verities of Cookies

Sesame Duet Ajwain Masti Cumin Bite ChocoDuet
Almond Coconut Munch Butter Katli
Hyderabadi Special Butter Scotch
Fruit Punch Kaju Special Kaju Square
Chocolate Chips Cookies

Parwadi
Crispy, yummy and fresh Parwadi will melt in your mouth! Try it in your Breakfast with tea, coffee or milk and you will love it like
anything.

Flavors & Verities of Parwadi

Special Khari Methi Khari Dil Khari
Cream Roll Breads
All of the breads at Atul Bakery are inspired by traditional recipes. While they are always experimenting with ways to improve their
baking, the basics never change. Hearty breads with full-bodied texture and taste are their USP!

Flavors & Verities of Breads

Sandwich Bread Garlic Loaf
Pizza Bread Garlic Bread

Toast
Their fresh and delicious Toast is the favorite Breakfast for many! Whether it’s tea, coffee or milk their tempting Toast goes best
with any one!

Flavors & Verities of Toast

Jeera Toast Frooti Toast Milk Toast Baby Toast
Nankhatai
Find one of the best and tastiest Nankhatai at Atul Bakery. A smoothing taste every time you eat.

Flavors & Verities of Nankhatai

Nankhatai Pure Ghee Elaichi Nankhatai Chocolate Cashew Nankhatai

Biscuits
A perfect biscuit should have a golden brown crusty top and bottom and when you split it in half it should be soft and flaky!
Experience the taste of real Biscuit at Atul Bakery.

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Flavors & Verities of Biscuits
Surti Sada Butter Jeera Pipar Chili Gajak

Specialties
Festivals are their tradition and so is Farali Food! They have been making Farali Specialties which you can trust and eat in your fast.
Also their other special crispy food items will surely make your day.

Flavors & Verities

Makroom (Farali) Tal Farali
Soup Sticks Kaju Makroom

Puff
Butterly, flaky and rich without being heavy are their Quality Puff. Consider it in daily your Snacks!

Flavors & Verities of Puff

Paneer Puff Veg Puff

Chocolate
A mouth-watering experience you simply can't resist.

19
3.8COMPETITORS ANALYSIS

ATUL Bakery can analysis the competitors’ products & its special features, raw material used, price of products, packaging of
products, quality of products and so on.
It will helps to develop and launch new products and verities of products, setting price of product, improvement of quality and
improvement of effective distribution channel.

3.8.1List of Competitors
Monginis Bakery & Cake Shop
Shital Bakery
Bhagwati Bakery
Surat Bakery
Maruti Bakery
Mazda Bakery
Royal Bakery
Subodh Bakery
Breadliner Bakery & Cake Shop

3.8.2COMPARISON OF 4 P’S OF ORGANIZATION WITH COMPETITORS

ATUL BAKERY Products

Cakes Cookies Breads Mawa Cakes

Pastries Biscuits Chocolate Parwadi

Toast Nankhatai Puff Our Speciality

[Products of ATUL BAKERY]

Table no. 3.6
Compression of 4 P’s of ATUL Bakery with Monginis Bakery

ATUL BAKERY MONGINIS BAKERY

Product
Cake Cake

Pastry Chocolates

Chocolates Pastry

Cookies Packaged Cake

Breads Breads

Namkeen Varity of Snakes

Toast
Biscuits
Mawa Cake
Nankhatai
Puff

20
 Price Price of product is reasonable as
compared to its competitors. Set
pricing to achieve a number of
different objectives. To make a
profit a business must make sure
that its products are priced above
their cost.
Price is reasonable to its
competitors. Price of cakes is
vary on their size and flavors.
On an average a half kg cake
would cost something around
200 and it goes up to a 1000
depending on the size and the
flavor.

Place Atul bakery is present in Surat

city & its nearby areas in south
Gujarat.
Monginis cake shop is
It has 35 retail outlets or present in 12 major
franchises and Products will cities with 500 retail
supplied on daily basis through outlets or franchises all
15 route vehicles. over India.

Table no. 3.7

3.8.3CUSTOMER SEGMENTATION

1. Demographic
Male & Female
All age Groups like children, youngsters, adults.

2. Geographic

Surat city and its nearby area like Bharuch, Ankleshwar, Navsari, Bardoli, Valsad and Mandvi.

3. Behavioral

People who are quality conscious.

3.8.4DISTRIBUTION NETWORK

1. Zero level distribution channel

BAKERY CUSTOMER
(Manufacture)
[Distribution Channel of ATUL BAKERY] Table no.3.8
ATUL BAKERY directly sell their products to their customers only in bulk quantity like cake (up to weight 5kg), nankhatai, biscuit
etc. It has their own 2 outlay which are in direct contact with the customer.
2. One level distribution channel

BAKERY
FRANCHISE CUSTOMER
(Manufacture)
Table no.3.9 [Distribution Channel of ATUL BAKERY]

21
ATUL BAKERY distributes various products like breads, cakes, pastry & other products to its outlets or franchise in Surat, Bharuch,
Ankleshwer, Navsari, Bardoli, Valsad and Mandvi. ATUL BAKERY is handling 35 outlets for selling their bakery and non-bakery
products.

3.8.5PRICING METHODS & STRATEGIES

Cost based pricing
ATUL Bakery set their price on the basis of total cost structure. In order to make a profit a company make sure that its products are
priced above their cost. The total cost of a product includes fixed cost, variable cost, overheads such as investment in equipment,
people and technology, as well as direct costs, such as raw materials and ingredients.

Competition based pricing

ATUL Bakery considers prices of competitors’ products to set prices of their own products. The company charge higher, lower or
equal prices as compare to the prices of its competitors for different products.

Company objectives
ATUL Bakery may set its pricing to achieve a number of different objectives like, Maximize profits Achieve a target return on
investment Achieve a target sales figure Match the competition.

3.8.6PROMOTIONAL ACTIVITIES
ATUL BAKERY has used media such as print media, social media, public relations, local marketing and product development.
ATUL Bakery regularly comes out with offers on festive occasions. ATUL Bakery offers Gift Coupons to their customers. They
facilitate online buying facility and free home delivery. ATUL Bakery maintain relationship with customers and regularly collect
feedback from customers. They launch new products time to time to customers.

3.8.7CONTROL AND REPORTING SYSTEM

ATUL Bakery has regularly collect sales report from its franchises. They also collect information about customers’ expectations and
demand.

22
3.9INTRODUCTION & OBJECTIVE PRODUCTION DEPARTMENT

Definition
Production is the process of converting the raw material or the other inputs into the product for the further production or the finished
goods or services so at the utility of inputs is created or enhanced and the needs of consumer are satisfied.
The process of converting the raw materials such as raw materials will be wheat flour, sugar, eggs and ghee for which proper
arrangements should be made. Other items like milk powder, yeast, salt, assorted fruits, baking powder, caramel color, vanilla, butter
cream, etc. into finished good bakery products.

Introduction
Bakery products have become very popular throughout the country. Breads and biscuits are the most common products but other
items like cakes, pastries, cream-rolls, cookies etc. are also not lagging far behind. These items are consumed by people of all age
groups across the board. Nature of these products is such that the consumers prefer fresh items. Shelf life of cakes & pastries is
limited and thus local manufacturers enjoy distinct advantage. In spite of continuous increase in the consumption of these items
during last few years, the per capita consumption is still very low compared to the advanced countries. There is, thus, good scope for
these items.

A good pastry is light and airy, easily broken in the mouth (what is called 'short' eating), but firm enough to support the weight of the
filling. The dough must be well mixed but care must be taken not to over mix the pastry. This results in long gluten strands and
toughens the pastry. Thus, the manufacture of good pastry is something of a fine art.

Objective
ATUL Bakery is a leading manufacturer of high quality bakery baked Products. Their products are of the highest quality. They have
excellent Taste and eye appeal. Use the finest ingredients in the products manufacture. Products are produced under strict
supervision.

4. ORGANIZATION STRUCTURE FOR PRODUCTION DEPARTMENT

23
GENERAL PLANT LAYOUT

Table no 3.10

24
 3.10PRODUCTION/ MANUFACTURING PROCESS

It is standardized and simple for all products. To make cakes, wheat flour and baking powder along with cream, sugar and ghee is
mixed thoroughly till it becomes fluffy. Then mixture of beaten eggs is added to it along with caramel color and chopped fruits before
the mixture are poured into cake pans and baked for around 30-40 minutes. Pastries are made in different shapes like square,
rectangular etc. from thick cake sheets. Butter cream, jam etc. is placed between layers of cake. The layered cake is then chilled and
cut with sharp knife in the required shape and size. Sides of the pieces are iced with butter cream or fudge and topped with finely
ground cake crumbs or pieces of fruits or chocolate strips and decorated with proper design, color and garnish.

There are no standard flavors or varieties and preference of local population has to be kept in mind. There is a very good scope to
introduce new varieties palatable to local tastes.

Flavors & Varieties

They manufacture a large variety of Cakes, Pastries & other items as per customer's requirement. Also one can choose the flavor of
their taste.

Ingredients
They use best quality flour, sugar, additives, food colors, butter etc. their eatables are purely vegetarian and made according to
customer's requirement. They procure this raw material from the reputed suppliers and use them only after checking them for quality
and hygiene.

Packing
They offer all the products in various pack sizes (250 gms. 1 kg, 5 kg., etc.) and packing materials such as plastic pack etc. are of best
quality.

Their New Product Development team continually uses its expertise to innovate and develop products and services ideally suited for
the Foodservice market.

3.10.1ANALYSIS OF PLANT LOCATION & LAYOUT

The leading factors affecting plant location are like Selection of Region, Question of Urban and Rural Area, Location of a Factory,
Site Selection, Current Trends in Pant Location and the Design of Factory Plant Building.

Following are some factors which affects the plant location and layout:
1. Availability of Raw Materials
Atul Bakery is located nearby the raw material suppliers. This means that the raw material should be available within the economical
distance. Easy availability of supplies required for maintenance and operation of the plant should also be considered.

2. Proximity to Markets
ATUL Bakery is located near to its target markets and customers. Therefore it is benefit to reduce cost of distribution to the market.
ATUL Bakery is located in Surat City and it is more beneficial to growth of the company.

3. Transport Facilities
Transportation facilities are becoming the governing factor in economic location of the plant. Depending upon the volume of the raw
materials and finished products, a suitable method of transportation like rail, road, water transportation (through river, canals or sea)
and air transport is selected and accordingly plant location is decided. ATUL Bakery is located in Surat City and transportation
facilities are easily available at these location.

4. Availability of Labor

25
5. Potential supply of requisite type of labour governs plant location to major extent. Some industries need highly skilled labour while other
need unskilled and intelligent labour. ATUL Bakery is located nearby industrial area in Surat City where skilled and unskilled labours are
easily available.

3.10.2MATERIAL RECEIPT PROCEDURE

Material receipt procedure begins when the purchase order is placed. The suppliers send the material within a day or two. Thereafter
the material is received and the production manager is informed. The material received is checked whether it is according to the
purchase order. Firstly, the quantity checking is done. Thereafter the quality control manager checks the quality of the material
received and gives information. Sometime there can be material which cannot be taken for production because it’s poor quality.

After the confirmation is received from quality control manager, entries for both accepted and rejected material is done in the register
and thereafter all the material is send to the store. Accepted and rejected material is stored separately. As and when material is
requiring for production it is issued and according the entry is done, rejected material is send back to the supplier and is replaced.
Production manager takes the bill does the signature and after all the process gets completed payment is done.

Purchase order procedure

Purchase function begins with the preparation of purchase order. Production manager prepares this purchase order. This purchase
order is to the authorized person for checking. After the authorized person sign the purchase order, order is placed though mail,
telephone or by fax. After receiving purchase order from company supplier checks it with the availability of material and sends the
material within a day or two and informs the company on sending the material.

On receiving all the material from the supplier, all the material passes through the process of quantity & quality. After all the material
is accepted by the production manager then and then only the payment is done. Payment is done by cash, cheques or by demand draft.
Some suppliers demand the payment along with the purchase order. So, demand draft is send along with the purchase order to the
suppliers.

Material issue procedure

The material issue procedure begins with requirement of production in change. Production in charge tells the production manager the
authorized person and thereafter allows the issue of material. The entry for the material issued is made in the register and that much
stock is deducted from the present stock of materials.

26
 3.11CLASSIFICATION OF INVENTORIES
Inventory is defined as a stock or store of goods. These goods are maintained on hand at or near a business's location so that the firm
may meet demand and fulfill its reason for existence. If the firm is a manufacturer, it must maintain some inventory of raw materials
and work-in-process in order to keep the factory running. In addition, it must maintain some supply of finished goods in order to meet
demand. Generally, inventory types can be grouped into four classifications: raw material, work-in-process, finished goods, and
MRO goods.

1. Raw materials

Raw materials are inventory items that are used in the manufacturer's conversion process to produce components, subassemblies, or
finished products. ATUL Bakery has regularly maintain raw materials such as flour, sugar, additives, food colors, butter etc. for
producing products.

2. Work-in-process

Work-in-process (WIP) is made up of all the materials, parts (components), assemblies, and subassemblies that are being processed or
are waiting to be processed within the system. This generally includes all material—from raw material that has been released for
initial processing up to material that has been completely processed and is awaiting final inspection and acceptance before inclusion
in finished goods.

3. Finished goods

A finished good is a completed part that is ready for a customer order. Therefore, finished goods inventory is the stock of completed
products. These goods have been inspected and have passed final inspection requirements so that they can be transferred out of work-
in-process and into finished goods inventory. From this point, finished goods can be sold directly to their final user or sold to
franchises.

4. Mro goods inventory

Maintenance, repair, and operating supplies, or MRO goods, are items that are used to support and maintain the production process
and its infrastructure. These goods are usually consumed as a result of the production process but are not directly a part of the finished
product. Examples of MRO goods include oils, lubricants, coolants, uniforms, gloves, packing material, tools, nuts, bolts, screws and
key stock. Even office supplies such as staples, pens and pencils, copier paper, and toner are considered part of MRO goods
inventory.

27
3.12MAINTENANCE PLANNING SYSTEM

First of the entire production plan is not prepared very formally but it is prepared on basis of daily sales. Report to the supervisor of
distributor. These include the total number of sold and unsold carats. The supervisor then calculates and total number of carats that
are sold on particular day of all distributors. They are gives that calculation to the plant manager. Plant manager then look after it.

5. Planned maintenance system

Pre planning insures needed parts, materials and skills are available. Multiple trips to the tool rooms or stores room are eliminated.
Crafts re coordinated, avoiding wasted manpower caused by people standing around waiting. Work planned during execution suffers
from false starts, missing parts or information and wasted manpower. Work that is not pre-planned can cost you as 25 times more to
accomplish.

A good planned maintenance system is designed with an optimal mix of preventive and predictive maintenance tasks. As much
corrective maintenance as possible is planned to make best use of manpower and spares.

1. Preventive (time directed) maintenance

Preventive maintenance forms the backbone of a planned maintenance system. Preventive maintenance tasks are either fault
inspection (finding) or preventive replacement. The routine of time directed tasks fosters discipline and focus in the maintenance org.
a well-designed program has a standard daily and weekly routine that encourages systematic planning and performance of
maintenance Task.

2. Predictive (condition directed) maintenance

A good planned maintenance system has a heavy emphasis on condition directed tasks, often called predictive maintenance. Periodic
monitoring of equipment condition will optimize use of manpower, consumables and spears because work on the machine is only
done when it’s needed. Both installed production instrumentation and special technologies are used to monitor and trend equipment
condition. Some of the most technologies are vibration analysis, oil analysis, motor analysis and infrared scanning.

3. Collective maintenance
Collective maintenance must be accomplished in the most cost effective manner possible. Because equipment problems are detected
sooner by preventive maintenance and predictive maintenance tasks, corrective action can be planned. Planned repairs result in much
lower maintenance costs. Labor cost are lower because the crafts people starts the jobs with all the parts and tools they need.

28
Overtime can be reduced or eliminated. Spare cost be lower because they don’t have to be ordered on a crises basis, with the resulting
high fright fees and expediting costs.

3.12.1TYPES & CLASSES OF MATERIAL HANDLING

EQUIPMENT

The company uses different types of material handling equipment like Conveyors, Trolley, Carats and Trucks. It can be further
explained as below:

Conveyor

The company has different types of conveyors to carry the raw material to be processed into different machines. Right from starting
of production process the products are moved to the next process through conveyor. Company has motor driven conveyor that has
one metallic belt on the rolling wheels and those conveyors that works on gravity i.e. no electric motor is needed to run them.

Trolleys

Trolleys are mainly used for transferring heavy carats with products from the store to the trucks. Also when the carats are unloaded
from trucks and moved from one place to another trolley is used. For convenience trolleys are manually run by workers to carry
heavy loads.

Carats

Carats are a very important material handling equipment as it is used to carry the products in the lot of more. Carats are mainly used
for safety purpose so as to prevent the breakage of products. So when the products are to be taken from one place to another it is kept
in carats and then taken. It is also convenient to carry products in group.

Trucks

Trucks can also be considered as the material handling equipment as it is used for transporting finished products. They carry carats
from manufacturing place to the whole sellers and retailers and also to the port for the export through steamers in the foreign
countries.

Lifts

Lifts can also be considered as the material handling equipment as it is used for transporting products to one floor to second floor. To
use of lift to easily transform of product to converted in to finish good. To use of lifts for quantity of more than 80 kg.

Quality Control

Quality control includes various method of controlling the quality of the product. One of the goals of quality control is to present the
consumer with a product and for that clean and sanitized also plays an important role.

Quality Assurance (QA)

Quality Assurance (QA) activities include a planned system of review procedures conducted by personnel not directly involved in the
inventory development process. Reviews, preferably by independent third parties, should be performed upon a finalized inventory
following the implementation of QC procedures.

29
Quality Assurance (QA) can be defined as the set of planned and systematic activities focused on providing confidence that quality
requirements will be fulfilled. It covers a wide range of matters that influence the quality of a product or service.

Field laboratory

A laboratory is required to be provided and maintained at the plant site with the necessary equipment and supplies for conducting
quality control testing.

Test equipment calibration

The equipment furnished for testing is required to be properly calibrated and maintained within the calibration limits described in the
applicable test method.

Diary

The Producer is required to maintain a diary at the Certified Plant. The diary is an open format book with at least one page devoted to
each day mixture is produced. The diary is kept on file for a minimum period of three years

Material sampling

The Producer is required to designate the sampling and sample reduction procedures, sampling location, and size of samples
necessary for testing. Sampling is conducted on uniform increments on a random basis.

Materials testing

The Producer is required to designate the testing procedures to be used for control of the aggregates. Testing is required to be
completed within two working days of the time the sample was taken.

R&D Department

In the quality can be defined as accuracy, reliability, and timeliness of the reported test results as the overall program that ensures that
the final results reported by the laboratory are as correct and accurate as possible.

External quality assurance

Quality assurance can be undertaken by external agencies for a number of purposes, including:
 safeguarding of national academic standards for higher education;
 Accreditation of programs and/or institutions;
 User protection;
 Public provision of independently-verified information (quantitative and qualitative) about programmer institutions;
 Improvement and enhancement of quality.

Finished product quality checking

Finished product includes product checking and packaged quality checking. Once the bottles are filled in the carats it becomes the
finished product.

30
 CHAPTER 4
LITERATURE REVIEW

31
Heine, Klaus. 2010:
They conducted the study on "The luxury brand personality traits." Under this study The objective of this article is to enhance the
existing luxury brand personality concept with a detailed investigation of possible luxury brand personality traits. To that end, the article
outlines a specific approach to the analysis of the luxury brand personality including the repertory grid method (RGM) and a specific
qualitative data analysis procedure. Based on personal interviews with 51 luxury consumers, the five luxury personality dimensions were
differentiated with 49 personality traits. The results offer marketers a detailed framework for the development of a luxury brand personality.

Maehle, Natalia, Cele Otnes, and Magne Supphellen(2011):

They conducted study on. "Consumers' perceptions of the dimensions of brand personality." the purpose of this study is to understand
how consumers form their perceptions of the different dimensions of brand personality identified in Aaker's scale (sincerity, excitement,
competence, sophistication and ruggedness), and what product or brand characteristics influence these perceptions. Sixty‐six interviews
were conducted with graduate students, who were asked to discuss which brands reflected the specific dimensions of brand personality in
Aaker's scale. As a result, they identify the kinds of brands consumers perceive as typical for each personality dimension, discover their
common characteristics and explain the reasons why some brands are strongly associated with a particular dimension and some are not.
Their findings indicate that specific brand personality dimensions are associated with particular product categories. However, brands
mentioned as strong on respective personality dimensions share commonalities beyond just a product category. For instance, sincere brands
share family‐related associations and high morals, exciting brands offer consumers the opportunity to experience exciting feelings and are
related to special ‘exciting’ occasions, competent brands are mostly associated with expertise and quality, sophisticated brands are usually of
feminine nature, whereas rugged brands are of masculine nature. Moreover, they find that brands which consumers perceive as lacking on a
particular personality dimension also share common attributes.

Hede, Anne-Marie, and Torgeir Watne. (2013):

They conducted study on "Leveraging the human side of the brand using a sense of place” under this study they found that In order for
consumers to emotionally connect with brands, brands must be transformed from inanimate entities into the realm of acquiring human
characteristics. Following a review of more than 1000 breweries from online sources and beer companion books, we explore how a sense of
place, derived from myths, folklores and heroes, enables marketers and consumers to co-create narratives that humanise brands. They add to
the theory on brand humanisation as we conclude that a sense of place offers a novel, and different, approach to humanisation strategies
based on anthromorphisation, personification and user imagery, but can also operate in tandem with them. Further research is recommended
to understand how and why consumers respond to branding strategies that use a sense of place to humanise brands.

El-Amir, Ayman, and Steve Burt(2010):

They conducted study on "Towards modeling the retailer as a brand: A social construction of the grocery store from the customer
standpoint." Under this study they utilizes the sociological view of brands to socially construct a conceptual retail brand model from the
customer standpoint. An ethnographic study of grocery retailing revealed that the store has, metaphorically, a tree-shaped culture, which can
organically model the interplay between building the retailer brand as a culture and the phases constituting the social-self concept.

KASWENGI, Joseph(2012).
They conducted study on "Store image dimensions and brand equity: the moderating role of demographic characteristics." This
study examines the relationship between store image dimensions and own brand equity. Based on data from a French test market including
consumers’ own brand choices and their perception on stores patronized, they found that good image stores benefit to brands bearing their
names. Moreover, the effects of store image on own brand equity vary with the demographic characteristics. Assortment variety tends to
attract larger households whereas affluent families are insensitive to price images. Finally, locational convenience appeals to older
households while it does not affect highly educated families.

Deepa, S., and P. Chitramani. (2013):

They conducted study on "Brand building of retail stores." Under this study They focuses on brand building strategies of the retail stores
which fall under the hypermarket format in Coimbatore city. Case study method was adapted to discuss the brand building strategies of
retailers in the city. The major retailers of the Coimbatore city were contacted with a set of questions to find out their initiatives in building
their brands. Based on the findings this paper highlights the various brand building strategies need to be adopted in the retail industry.

32
Tikkanen, Irma, and Mari Hoskonen. (2014).
They conducted study on "Branded bread–customer relationships: This paper aims to explore how the branded bread – customer
relationship is perceived by the customers. The types of relationships are presented. The theoretical framework includes the discussions
concerning the link between the brand and the product, and brand-customer relationships.. Qualitative empirical data were collected from
109 respondents by using a questionnaire with open ended questions. Ten types of branded bread – customer relationships were found as
follows: a phase of a relationship; a trustworthy relationship; an emotional relationship; a relationship related to taste; a brand as a friend; a
brand as a partner; an everyday relationship; and a luxurious relationship. Moreover, both a positive and a negative relationship emerged.

Steven, Andrea, and Mustika Sufiati Purwanegara.(2015):

They conducted study on "Is There Any Possibility for Famous Local Bakery in Indonesia to make Brand Alliance with Air
Asia." This paper examines the projected brand alliance for Kartika Sari and Air Asia brands. The result reveals market awareness,
customer satisfaction, and relationship between satisfaction and brand alliance. Findings show there is no significant difference for customer
satisfaction of each ally brands, satisfaction relate to the successfulness of brand alliance that could make thisprojectedalliancepromising.

Aaker, David (2009):

They conducted study on Managing brand equity under this study they have focuses on customer satisfaction at restaurant. this present
study aims (1) to examine the relationship between brand personality and customer satisfaction and (2) to determine which brand personality
attribution that highly influence customers’ satisfaction. A quantitative study was conducted and a set of questionnaire was developed. The
data was collected through surveyed and completed by 400 respondents who had experiences dined-in at the Local Premium Coffee Shops
in Klang Valley, Selangor Malaysia. The findings revealed that brand personality correlate with customers’ satisfaction and ruggedness
attribute is the most influence to customer satisfaction. This implies that the owners and managers need to enhance their brand personality
through sincerity, competence, sophistication and ruggedness to improve customers’ satisfaction.

Wang, felicia, and evo sampetua hariandja. (2016):

They conducted study on . "The influence of brand ambassador on brand image and consumer purchasing decision: a case of tous
les jours in indonesia." Under this study they communicate about the product offerings to the customers, The aim of this research is to see
the influence of brand ambassador on brand image and consumer purchasing decision of Tous Les Jours in Indonesia. There are 3
hypotheses that stated in the beginning of research and to prove the hypotheses, 109 questionnaires are distributed to conduct this research.
The questionnaires are tested by Smart-PLS 3 and using path analysis. The result of this study will show the influence of brand ambassador
on brand image and consumer purchasing behavior of Tous Les in Indonesia and show the effectiveness of Kim Soo
Hyunasabrandambassador.

Dixit, Kavaldeep, Tanjul Saxena, and Bharti Sharma.Brown (2017):

They conducted study on "BRAND RESONANCE: A CASE OF BROWN SUGAR-BAKERS, CAFÉ AND LOUNGE, JAIPUR,
INDIA." Under this study they launched the concept of designer cakes , unconventional bakery items like live ice-creams , frozen desserts ,
international flavours of bread and bakery items in Jaipur. The chain with an annual turnover of six crores was expanding into catering and
had on cards, outlet formats, that redefined ease and swift of street munching and exclusivity of fine dining. Vishal hailed from a business
family with a history of four generations in film distribution and a royal lineage of sweet makers (Raj Halwai) for the kings of Jodhpur.

Tikkanen, Irma, and Mari Hoskonen. (2015).

They conducted study on Personalities of Branded Bread: purpose of this study describes the personalities of the case branded bread as
perceived by the customers. The brand as a product is introduced, and studies on brand personalities are presented. Qualitative empirical
data were collected from 109 respondents by using a questionnaire with open-ended questions. Findings - The findings indicated that eleven
types of personalities exist as follows: historical persons; persons of southern ethnic background; craftsmen; artistic personalities; educated;
wealthy; middle aged persons; urban and farmhouse people; green persons; persons with a stylistic outward appearance; and persons with
special characteristics. Practical implications - The results offer a great deal of new information on the personalities of the case bread as
perceived by the consumers.

33
Nguyen Thi Hong, Yen. (2012).
They conducted study on "Brand and branding strategy in food industry: case: Kinh Do Corporation and Solite brand."The main
objective of this study is to assist Case Company to achieve higher brand equity for Solite packaged cake by providing theoretical measure
and applicable approach to build its brand in Vietnam. Therefore, the author deals with different stages in the branding process: brand
identity, brand meaning, brand response and brand relationship. The thesis is structured by deductive approach together with a combination
of qualitative and quantitative research method. Data is collected from focus group interviews with target consumers, published materials,
market research reports and the author’s personal observation in natural settings. Inferred from external and internal analysis, conclusions on
core consumer segment are drawn to be the central consideration in branding strategy. Based on the theoretical framework, the writer
suggests core values appropriate for Solite brand and conducts a practical branding process in ascending level of development. The
implication of the thesis findings and consultative propositions can be employed in real life. Case Company is also suggested to cooperate
with media agencies in a further idea generation process to activate communicationcampaigns.

Al Saud, Abeer Abdullah, and Muhammad Rahatullah Khan. (2013).

They conducted study on "Role of social media in brand development in Saudi Arabia." This article based on a survey of 200 social
media users on www.surveymonkey.com evaluates the role of social media in brand development in Saudi Arabia. The results from this
Saudi example show that social media including Facebook and Twitter are among the most effective tool to develop a brand as compared to
traditional promotional methods. It has also been found that these media are more successful in Saudi Arabia to develop the brand
recallandimage.

Lipinski, John, Michael F. Walsh, and Laura M. Crothers (2011):

They have conducted study on "Brand communities: influencing organisations’ identities and their perception of the business
environment." Under this study Companies strive to be in step with the marketplace. An organisation’s identity shapes how it perceives the
business environment and affects its market orientation. As media and entertainment choices multiply and evolve, it becomes more complex
for companies to easily reach a broad audience. One solution to this problem is for companies to interact more directly with brand
communities; specialised, non-geographically bound communities based on a structured set of social relations among admirers of a brand.
Integrating and interacting with brand communities and allowing them to influence an organisation’s identity will help companies to become
more market-oriented and influence their perception of the business environment to more accurately reflect actual market conditions.

Cejda, Sam, et al. "ADPR 283

They conducted study on Strategic Development Final Project." This study on based on 503 consumer surveys, 15 interviews,
background research and analysis, we were able to identify insights and problems Chipotle faces. From the collected data,
the key problem we found was that our target market--college aged adults living an active and cost conscious lifestyle--are becoming more
concerned with health and quality of food, yet are not willing to sacrifice the associated costs. We found this to be more prevalent than other
underlying problems such as prior E. coli breakouts, lack of internet presence, and a negative stigma within the agricultural community. To
address this problem, we chose a strategy that focuses on the idea of satisfaction by emphasizing areas of importance among consumers we
found–portion size, health, quality, and price. To do this we will make use of physical advertisements (bus and billboard ads) and
social media platforms (Snapchat, Facebook, and Twitter), which were found to be the most effective in our target market.

Loukusa, Milla, and Susanna Suutari. (2006).

They conducted study on Brands and Branding-Brand Images in Kainuu." The purpose of this thesis was to study brand images in
Kainuu. The aim was to find out if the target group of the research associates local produts, services and companies as brands. The
theoretical part of the thesis consists of brand and branding theory. The study was conducted as a qualitative research. The research
material was gathered in personal interviews, either face to face or by phone. The target group of the research included young people from
the age of 18 to 25, both men and women and from different backgrounds. All together 40 persons were interviewed. On the basis of the
results it was concluded that the local products, services and companies are not generally associated as brands because of the lack of wider
knowledge and recognition of them. The images of the local products, services and companies are all in all quite positive and they are
locally respected. Some future improvement suggestions were also given by the interviewees. The most common one of them was increasing
marketing and advertising to make the local produtcs, services and companies more widely known.

34
Singh, arun kumar, and vinay jha. (2013):
They conducted study on "Understanding personality characteristics and behviour of consumers towards private labels in indian
retail." Under this study They understand the behaviour of consumers towards private labels is changing drastically, personality plays an
important role in this change, The behviour is dependent on the personality trait, whether the consumer is inner directed or outer directed.
Outer directed consumers are achievement oriented, and emulate others with whom they identify in some manner. Inner directed are
concerned with getting the maximum out of any investment, hence heavy private label purchasers, as they see the private labels as value for
money what consumers think about private labels It all depends on consumer perception and attitude towards emerging private labels. They
carried out a survey of 126 respondents who are aware of private labels. The results showed that perception, education, income, family size,
occupation, marital status, earning members in the family and family size significantly influence their behaviour towards private labels. Our
study provides insights to the buyer behaviour in the Indian retail context.

Agusta, michael, and thomas stefanus kaihatu (2015):

They conducted study on. "The influence of product quality, brand image and price towards intention to buy buttersub." This
Research is written to determine the influence of Product Quality, Brand Image dan Price with quantitative method. Research variabel used
is Product Quality (X1), Brand Image (X2) dan Price (X3) quality as independent variable, while the dependent variabel is Intention to Buy.
Research methods used is non probability sampling with purposive sampling technique. Questionnaire with likert scale is used as the data
collection technique. According to the data analysis, variabel Product Quality (X1) and Price (X3) gives positive effects partially towards
Intention to Buy on Buttersub, but variabel Brand Image (X2) gives negative effects partially towards Intention to Buy on Buttersub.

Tae-hwan yoon (2004):

He conducted study on “An empirical study of the concept of brand personality: the case of restaurants.” The objective of this
research was to establish the validity of brand personality and its influence on consumers' brand choice. To achieve this goal, the research
comprised two complementary studies. The first study (Study I) aimed to achieve the above goal by validating the brand personality scale in
the context of hospitality branding, namely restaurant brands. The specific objectives of the first study were 1) to assess the validity of
Aaker's (1997) Brand Personality Scale (BPS) in the context of restaurant brands, 2) to identify the dimensions of restaurant brand
personality and 3) to investigate the relationship between brand personality and brand image. The first study resulted in several significant
findings. The results of the study confirmed that brand personality is a valid concept and used for consumers' evaluation of restaurant brands.
However, of the five brand personality dimensions suggested by Aaker (1997), only two ('sincerity' and `excitement') were confirmed in this
study. In addition, the findings of the first study revealed that the brand personality component and non-personality component of brand
image are not the same construct although there exists a certain degree of overlap between these two components.

35
 CHAPTER 5
RESEARCH METHEDOLOGY

36
5.1 Problem Statement:
To study the brand personality of Atul Bakery in Surat city
5.2 Research Objective:
The main objective of the study is to examine the validity of brand personality in the evaluation of bakery brands. The specific objectives of
the study are:
i) To assess the validity and reliability of Aaker's Brand Personality Scale (BPS) in the context of bakery brands.
ii) To identify the dimensions of brand personality in the context of bakery brands.
iii) To investigate the relationship between brand personality and brand image.

5.3 Research Design:

Descriptive research design is used.

5.3.2 Sampling:
Sampling: Non probability sampling
Sampling techniques: Convenience sampling technique
Sample size: 300 respondents.

5.3.3 Data collection method: There are two types of sources of data:
 Primary data sources: Primary data will be collected through structured questionnaire.
 Secondary data sources: The secondary data is obtained from the following sources: Journal, Reports, Research organization and
publication of professional, Books, Internet.

5.3.4 Tools of analysis: Mann square whitney, kruskal walis, Microsoft Excel and SPSS software were used in analysis.

5.3.5 Limitation:
 The possibility of respondent's responses being biased cannot be ruled out.
 Due to small sample size the study may not be generalized.

37
 CHAPTER 6
DATA ANALYSIS AND
FINDINGS

38
Data Analysis
Demographic profile:

Frequency Total

Male 126

Gender
Female 174

16-24 159

25-34 97

Age
35-44 24

45-54 15

55-65 5

Student 110

Salaried 93

Occupation Self employed 64 300

House wife 30

Retired 3

Less than 25000 142

25000-50000 90

Family Income
(yearly) 50000-100000 39

More than 100000 29

Table no. 6.1

39
Q1) On average, how often have you visited this Atul Bakery outlet over the last 6 months?

Particulars Frequency

Once a Day 23

Once a week 50

Once a month 111

Once every six month 116

Table no. 6.2

Figure no. 6.2

Source: Primary Data

From the above graph it can be analyzed that customers are aware about the Atul Bakery and do purchase from the Atu Bakery 38.7% visits
once in six month, 37.0% visits once in a month, 16.7% visits once a week and 7.7% visits once a day.
So from this it can be concluded that mostly customer visited in a month or in six month.

40
The Dimension: Sincerity

Down Family
to earth Oriented Honesty Sincere Real Wholesome original cheerful sentimental friendly
Not at all
descriptive 52 29 26 25 32 30 35 32 30 28
61 71 57 68 55 64 63 57 85 69
88 86 96 80 73 93 67 94 73 71
74 74 85 84 106 84 93 85 87 100
Extremely
Descriptive 25 40 36 42 34 29 42 32 25 32
Table no. 6.3

120
106

100 96
88 86 85 84
80
80 74 74 73
71 Not at all descriptive
68
61
60 57 55
52

40 42
40 36 34 Extremely Descriptive
32
29
25 26 25

20

0
Down to earth Family Oriented Honesty Sincere Real

120

100
100 93 93 94
85 85 87
84
80 73
67 69 71 not at all descriptive
64 63
60 57

42
40 35 extremely descriptive
30 32 32 30 32
29 28
25

20

0
wholesome original cheerful sentimental friendly

Figure no. 6.3

Source: Primary Data

From the above graph it can be analyzed that the all factors of dimensions: Sincerity shows how people want personality of Atul Bakery, IF
Atul Bakery will be a person. Down to earth is important for 74 respondents out of 300 respondents, Original is important for 93 respondent,
Real, Original, Sentimental and Friendly are the important features for respondents.

41
The Dimension: Excitement
Up to
Daring Trendy Exciting sprinted cool Imaginative Unique Date Independent
Not at all
descriptive 55 34 34 36 33 26 30 30 25
58 63 66 76 71 75 62 65 53
102 89 92 85 81 92 96 82 96
69 88 86 83 91 79 95 88 94
Extremely
Descriptive 16 26 22 20 24 28 17 35 32
Table no. 6.4

120
102
100 92 91
89 88 86 85 83
81
80 76 Not at all descriptive
69 71
63 66
60 55 58

40 34 34 36 33
26 24
22 20 Extremely Descriptive
20 16

0
Daring Trendy Exciting sprinted cool
.

120

100 96 95 96 94
92
88
79 82
80 75 Not at all descriptive
62 65
60 53

40 35 32
28 30 30
26 25 Extremely Descriptive
17
20

0
Imaginative Unique Up to Date Independent

Figure no. 6.4

Source: Primary Data

From the above graph it can be analyzed that the respondents give more importance to the coolness of the brand the brand must be Cool,
Unique, Up to Date, and Independent. The features of Dimension Excitement in which Daring is neutral 102 respondents out of 300 think it
as descriptive and also as non descriptive. Trendy is 88neutral and 87important. 91respondents want it as cool, 95 want it as unique, 88 want
it must be up to date, and 94 want it must be independent.

42
The Dimension: Competence

Hard
Reliable Working Secure Intelligent Technical Successful Leader

Not at all descriptive 39 24 26 20 27 26 25

64 78 63 70 67 55 73
103 99 103 107 109 93 83
58 82 83 74 73 87 90
Extremely Descriptive 36 17 25 29 24 39 29

Table no. 6.5

120
107 109
103 103
99
100 93
90
87
82 83 83
78
80 74 73 73
70 Not at all
67
64 63 descriptive
58
60 55

39 39
40 36
29 27 29
24 26 25 24 26 25
20
20 17 Extremely
Descriptive

0
Reliable Hard Working Secure Intelligent Technical Successful Leader

Figure no. 6.5

Source: Primary Data

From the above graph it can be analyzed that the features of Dimension Competence are likely to be neutral except the quality of successful
and leadership.
103 respondents out of 300 wants reliability as neutral, In hard working 82 respondents want it as important, 103 think secure to be neutral,
74 think intelligent is important, 109 wants technical as important, 87 respondents want successful as important, 90 wants it as leader.

43
The Dimension: Sophistication

Upper Class Glamorous Good Looking Charming Feminine Smooth

Not at all descriptive 53 23 30 21 39 25
55 86 71 79 76 66
97 112 107 101 85 103
77 67 70 77 71 71
Extremely Descriptive 18 12 22 22 29 35
Table no. 6.6

120 112
107
101 103
97
100
86 85
77 79 77 76
80 71 70 71 71 Not at all
67 66 descriptive
60 53 55

39
40 35
30 29
23 22 22 25
18 21
20 12

0 Extremely
Upper Class Glamorous Good Looking Charming Feminine Smooth Descriptive
Figure no. 6.6

Source: Primary Data

From the above it can be analyzed that the features of Dimension Sophistication are likely to be neutral as compared to other dimensions in
this except Upper Class. In Sophistication the most important feature is Upper Class 95 respondents want the brand must be upper class, 112
respondents feel neutral for glamorous, 107 feel neutral for good looking, 101 feel neutral for charming, 85 respondents feel neutral for
feminine, 103 feel neutral for smooth.

44
The Dimension: Ruggedness

Outdoorsy Masculine Western Tough Rugged

Not at all descriptive 46 43 42 34 37
66 84 83 94 88
102 110 101 105 112
64 57 53 58 43
Extremely Descriptive 22 6 21 9 20
Table no. 6.7

120 110 112

102 105
101
100 94
88
84 83
80 Not at all descriptive
66 64
57 58
60 53
46 43 43
42
34 37
40
22 21 20
20 Extremely Descriptive
6 9

0
Outdoorsy Masculine Western Tough Rugged

Figure no. 6.7

Source: Primary Data

From the above graph it can be analyzed that the Dimension Ruggedness is not so important feature for brand like Atul Bakery so every
respondents feel it as neutral for every feature. Outdoorsy 102, Masculine 110, Western 101, Tough 105, Rugged 112 all feel as neutral.

45
 Statistics

Mean Reliability

2.86
Dimension Sincerity: Down to Earth

3.08
Dimension Sincerity: Family Oriented
Dimension Sincerity: Honesty 3.16

Dimension Sincerity: Sincere 3.17

3.18 3.09 0.958
Dimension Sincerity: Real
Dimension Sincerity: wholesome 3.06

Dimension Sincerity: Original 3.15

Dimension Sincerity: Cheerful 3.09

Dimension Sincerity: Sentimental 2.97

Dimension Sincerity: Friendly 3.13

Dimension Excitement: Daring 2.78

Dimension Excitement: Trendy 3.03

Dimension Excitement: Exciting 2.99

Dimension Excitement: Sprinted 2.92

Dimension Excitement: Cool 3.01

3.01 0.943
3.03
Dimension Excitement: Imaginative
Dimension Excitement: Unique 3.02

3.11
Dimension Excitement: Up to date

3.18
Dimension Excitement: Independent

2.96
Dimension Competence: Reliable

2.97 2.96
Dimension Competence: Hard Working
Dimension Competence: Secure 3.06

3.07 3.05 0.938

Dimension Competence: Intelligent

3.00
Dimension Competence: Technical

3.19
Dimension Competence: Successful

Dimension Competence: Leader 3.08

2.84
Dimension Sophistication: Upper Class

2.86
Dimension Sophistication: Glamorous

2.94
Dimension Sophistication: Good Looking
2.94 0.936
3.00
Dimension Sophistication: Charming

2.92
Dimension Sophistication: Feminine

3.08
Dimension Sophistication: Smooth

2.83
Dimension Ruggedness: Outdoorsy

2.66
Dimension Ruggedness: Masculine

Dimension Ruggedness: Tough 2.71 2.74 0.908

2.74
Dimension Ruggedness: Rugged

2.76
Dimension Ruggedness: Western

Table no. 6.8

Source: Primary Data

46
Nonparametric Tests
Mann Whitney U test: Gender on features of Dimension: Ruggedness
Ho: There is no difference in sum of ranks between two independent groups, male and female.
H1: There is difference in sum of ranks between two independent groups, male and female.

Table no 6.9
Source: Primary Data
From the above it can be seen that for 2 items Outdoorsy and Rugged there is significant difference across the respondents of Gender. For
remaining items there is no significant difference across gender

47
Nonparametric Tests
Kruskal-Wallis Test: Age and Dimension Competence
Ho: There is no difference in response across the Age category.
H1: There is difference in response across the Age category.

Table no 6.10
Source: Primary Data
From the above it can be seen that for 3 items Hardworking, Secure, Successful there is significant difference across the respondents with
different age groups. For remaining items there is no significant difference across Age group.

48
Nonparametric Tests
Kruskal-Wallis Test: Occupation and Dimension Sophistication
Ho: There is no difference in response across the Occupation category.
H1: There is difference in response across the Occupation category.

Table no 6.11
Source: Primary Data
From the above it can be seen that there is no significant difference in response across the Occupation Group

49
Nonparametric Tests
Kruskal-Wallis Test: Income and Dimension Sincerity
Ho: There is no difference in response across the Income category.
H1: There is difference in response across the Income category.

Table no 6.12
Source: Primary Data
From the above it can be seen that for 7 items Down to Earth, Honesty, Family Oriented, Sincere, Real, Wholesome, Original there is
significant difference across the respondents with different Income groups. For remaining items Cheerful, Sentimental, friendly there is no
significant difference across Income group.

50
Nonparametric Tests
Kruskal-Wallis Test: Income and Dimension Excitement
Ho: There is no difference in response across the Income category.
H1: There is difference in response across the Income category.

Table no 6.13
Source: Primary Data
From the above it can be seen that for 4 items Sprinted, Unique, Up to Date, Independent there is significant difference across the
respondents with different Income groups. For remaining items there is no significant difference across Income group.

51
 FINDINGS
 According to our research we found that majority respondents are aware of ATUL Bakery and its products. It is found that majority
of respondents visits Atul Bakery Once in a month or Once in six month

 It is found that out of 300 respondents 24.4% respondents feel Down to Earth as important feature.

 It is found that out of 300 respondents 20.3% feels down to earth as not so important feature.

 It is found that 24.7% feels family oriented to be important and 23.7% feels it as not at all important.

 According to my research found that various factors affects while purchasing bakery and food products. Majority of respondents are
looks quality of product and brand name while purchasing products.

 In our research we found that most people can imagine brand atul bakery in Dimension Sincerity and Dimension Excitement.

 We found that sincere brands share family‐related associations and high morals, exciting brands offer consumers the opportunity to
experience exciting feelings and are related to special ‘exciting’ occasions, competent brands are mostly associated with expertise
and quality, sophisticated brands are usually of feminine nature, whereas rugged brands are of masculine nature.

 It was found that Reliability test was performed to check reliability of scale and Cronbach’s alpha for each construct. The overall
reliability of all the dimensions are excellent as the value of cronbach’s alpha is more than 0.9.

 From the mann whitney test, it can be seen that for 2 items Outdoorsy and Rugged there is significant difference across the
respondents between Gender. For remaining items there is no significant difference across gender

 From the kruskalwallis test, it can be seen that there is no significant difference in response across the Occupation Group with
Ruggedness

 From the kruskal wallis test, it can be seen that for 3 items Hardworking, Secure, Successful there is significant difference across the
respondents with different age groups. For remaining items there is no significant difference across Age group.

 From the kruskal wallis test, it can be seen that for 7 items Down to Earth, Honesty, Family Oriented, Sincere, Real, Wholesome,
Original there is significant difference across the respondents with different Income groups. For remaining items Cheerful,
Sentimental, friendly there is no significant difference across Income group.

 From the kruskal wallis test, it can be seen that for 4 items Sprinted, Unique, Up to Date, Independent there is significant difference
across the respondents with different Income groups. For remaining items there is no significant difference across Income group.

52
 CHAPTER 7
CONCLUSION AND
RECOMMENDATIONS

53
Completing this study we found that, majority respondents are aware of ATUL Bakery and Its products. Majority of the respondents give
more importance to sincerity and excitement dimensions compared to other dimensions.
the importance of brand personality has been accepted by a wider community, there remains a lack of consensus amongst researchers as to
what the concept really is.
Moreover, research has found only limited research for the premise that brand personality influences consumers' attitude and behaviour. This
research was concerned with establishing the validity of brand personality in the context of the bakery industry.
Following the provision of theoretical backgrounds of the concept, the present research study attempted to validate measurements of brand
personality and brand image in the context of Atul Bakery brand.

54
Bibliography

55
Websites

http://www.ibisworld.com/industry/global/global-bakery-goods-manufacturing.html

https://en.wikipedia.org/wiki/Bakery

http://www.niir.org/information/content.phtml?content=179

http://www.atulbakery.com/

Journals

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Maehle, Natalia, Cele Otnes, and Magne Supphellen. "Consumers' perceptions of the dimensions of brand personality." Journal of
Consumer behaviour 10.5 (2011): 290-303.

Hede, Anne-Marie, and Torgeir Watne. "Leveraging the human side of the brand using a sense of place: Case studies of craft
breweries." Journal of Marketing Management 29.1-2 (2013):207-224.

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standpoint." Journal of brand management 17.6(2010):429-445.

KASWENGI, Joseph. "Store image dimensions and brand equity: the moderating role of demographic characteristics." Journal of Marketing
10.8(2012).

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Steven, Andrea, and Mustika Sufiati Purwanegara. "Is There Any Possibility for Famous Local Bakery in Indonesia to make Brand Alliance
with AirAsia." Procedia-Social and Behavioral Sciences 169 (2015): 170-177.

Aaker, David A. Managing brand equity. simon and schuster, 2009.

Wang, Felicia, and Evo Sampetua Hariandja. "THE INFLUENCE OF BRAND AMBASSADOR ON BRAND IMAGE AND CONSUMER PURCHASING
DECISION: A CASE OF TOUS LES JOURS IN INDONESIA." Universitas (2016).

Dixit, Kavaldeep, Tanjul Saxena, and Bharti Sharma. "BRAND RESONANCE: A CASE OF BROWN SUGAR-BAKERS, CAFÉ AND LOUNGE, JAIPUR,
INDIA." International Journal of Management Research and Reviews 7.7 (2017): 744.

Tikkanen, Irma, and Mari Hoskonen. "Personalities of Branded Bread: Case Artesaani." (2015).

Nguyen Thi Hong, Yen. "Brand and branding strategy in food industry: case: Kinh Do Corporation and Solite brand." (2012).

Al Saud, Abeer Abdullah, and Muhammad Rahatullah Khan. "Role of social media in brand development in Saudi Arabia." European Journal
of Business and Economics 8.1 (2013).

56
Lipinski, John, Michael F. Walsh, and Laura M. Crothers. "Brand communities: influencing organisations’ identities and their perception of
the business environment." International Journal of Business Environment 4.4 (2011): 363-377.

Cejda, Sam, et al. "ADPR 283: Strategic Development Final Project."

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PRIVATE LABELS IN INDIAN RETAIL." International Journal of Management Research and Reviews 3.2 (2013): 2429.

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57
Annexure

58
Dear Respondent,
We, Vibha Agrawal and Urvashi Atodariya, the Students of S. R. Luthra institute of management are doing research as a part of MBA
curriculum. This research is undertaken to “To study the Brand Personality of Atul Bakery in the surat city.” We ensure that response
provided by you will be used for research process only and will be kept confidential. Please devote your valuable time.

Questionnaire

On average, how often have you visited this Atul Bakery outlet over the last 6 months?
o once a day
o once a week
o once a month
o once every 6 months

Please read following personality traits on different dimensions and give your opinion as to what extent they describe brand Atul
Bakery. [1= Not at all Descriptive, 5= Extremely Descriptive]

The Dimension: Sincerity

Traits 1=Not at all 2 3 4 5=Extremely
Descriptive Descriptive
Down to earth
Family Oriented
Honest
Sincere
Real
Wholesome
Original
Cheerful
Sentimental
Friendly

The Dimension: Excitement

Traits 1=Not at all 2 3 4 5=Extremely
Descriptive Descriptive
Daring
Trendy
Exciting
Sprinted
Cool
Imaginative
Unique
Up to Date
Independent

59
The Dimension: Competence
Traits 1=Not at all 2 3 4 5=Extremely
Descriptive Descriptive
Reliable
Hard
Working
Secure
Intelligent
Technical
Successful
Leader

The Dimension: Sophistication

Traits 1=Not at all 2 3 4 5=Extremely
Descriptive Descriptive
Upper Class
Glamorous
Good
Looking
Charming
Feminine
Smooth

The Dimension: Ruggedness

Traits 1=Not at all 2 3 4 5=Extremely
Descriptive Descriptive
Outdoorsy
Masculine
Western
Tough
Rugged

Personal details
Name _________________________

Mobile no._________________________

Gender: Female Male

Age Group: 16 - 24 25- 34

35-44 45-54

55-64 65 and over

60
Occupation:
( ) Student ( ) Salaried
( ) Self Employed ( ) Housewife
( ) Retired
Monthly Income (in Rs):
( ) <25000 ( ) 25000 to 50000
( ) 50000 to 75000 ( ) 75000 to 100000
( ) >100000

61