1

INDEX

SR. NO CONTENT PG. NO

1. HIGHLIGHT OF THE COMPANY 3

2. COMPANY PROFILE 5

3. HISTORY AND DEVELOPMENT 6

4. SIZE OF THE UNIT 8

5. FORMS OF ORGANIZATION 9

6. LOCATION 10

7. MISSION AND VISION 11

2
 HIGHLIGHT OF THE COMPANY
 NAME OF THE COMPANY:
RADHE KRUSHNA COTTON GINNING AND PRESSING PVT. LTD

 DIRECTOR:
Mr. Chandreshbhai Jogi
Mr. Dilip Sakhiya

 FORM OF THE UNIT:

Private limited Company

 GROUP:
RADHE KRUSHNA

 SIZE OF THE UNIT:

Large Scale Industry

 DATE OF ESTABLISHMENT:
6th January, 2006

 REGISTER OFFICE:
Gondal-Virpur High Way,
N.H 8B, Gomta,
Dist. Rajkot

3
 FACTORY LOCATION:
Same as above

 PHONE NO. :
9824543443

 FAX NO. :
02825-294999

 E-MAIL ADDRESS:
Sr.gp12@yahoo.com

 BANK:
Dena bank, Gondal

4
 COMPANY PROFILE
RADHE KRUSHNA COTTON GINNING AND PRESSING PRIVATE
LIMITED is incorporated on 6th January at Gondal-Virpur High Way, N.H. 8B,
Gomta, District Rajkot with main object to deal in cotton seed oil cakes, cotton
seed oil extraction mill as well as dealing in cotton seeds, cotton import and export
of the same. The company was formed by well experience promoter engaged in the
business of ginning and pressing since last 20 years. As a matter of forward
integration of ginning and pressing to think beyond that company has proposed to
set up cotton seeds oil extraction plant (i.e. oil mill) with oil cake production of
115 MTPD and cotton seed oil of 15 MTPD. 50% of the production capacity in 1 st
phase expecting to come in commercial production by end of December 2012 and
as well as either spinning mill in future. In short we are proposed to setup fully
integrated cotton unit from raw cotton to cotton in near future.

We do believe that, those who can furnish clients with the best quality,
competitive price and excellent customer services and prompt delivery can only
survive in the market. To do these we are propose to set fully integrated cotton
product.

5
 HISTORY AND DEVELOPMENT
Mr. CHANDRESHBHAI JOGI is the founder of the company and
RADHE KRUSHNA COTTON GINNING AND PRESSING PVT. LTD. is a 12
year old business company in Gujarat and the name is well known for quality
among the consumers. The company was started in 2006 with a vision to be a best
manufacturer of cotton for global buyers at competitive prices. Today RKCG have
developed an enviable reputation not in Gujarat but also in India and have
positioned over selves, well deservingly, as one of Gujarat’s leading cotton
company.

RKCG is the architect of a diverse and endearing network of RADHE

KRUSHNA GROUP, built on values, trust and loyalty in BUYERS OF INDIAN
EXPORTERS. RKCG is a symbol of client satisfaction, professionalism superior
quality and innovation. All in all, they are committed to being a responsible to
dispatch a high quality cotton to our buyers consistency exceeds expectations. A
restless focus on quality at the heart of RKCG is our perseverance.

To offer quality products at each step, beginning from purchase to

ginning, a strict and meticulous inspection is carried out. The result of these tests
provides a quick and clear report on staple length, micron ire, trash content and
spinning values every product distributed by us confirms to the international
standard of purity and functionality. They lay great schedule of the buyers and for
this purpose we have brought about major improvement TIME TO TIME IN OUR

6
TMS APPROVED FACTORIES. Consequently, we are fully equipped WITH
GOOD DISPATCH FACILITIES to meet the tight shipping schedule of our
valuable buyers. The improvement of the grade of cotton, controlled
contamination, better packing material, 100% bale by bale test result, has not only
given tremendous boost to our BUYERS NATIONWIDE, but has increased the
value of our buyers NATIONWIDE.

7
 SIZE OF THE UNIT
According to the definition given by government of India, the size of a firm can be
divided into following categories:

Small Scale industry

Medium Scale industry

Large Scale industry

According to traditional concept, “RADHE KRUSHNA COTTON GINNING

AND PRESSING PVT. LTD” is a large scale industry.

8
 FORMS OF ORGANIZATION
On the basis of owner, ownership, a firm can be divided into following once:

Sole partnership

Partnership

Co-operative organization

Joint stock company

RADHE KRUSHNA COTTON GINNING AND PRESSING PVT. LTD is a

company form. It is not a joint stock company but it is Private Ltd. Company.

9
 LOCATION
When a business unit is expanding or when a new industry is to be
established the main decision to be taken is about location of the industry. Location
of the plant is a vital factor deciding the profitability of company. There are many
factors which are to be in mind while selection of the plant. It includes both
internal and external factors. Even if promoters have best ability to invest and
effective managerial skills but if does not take care of location, it will decline
prosperity of the company.

RADHE KRUSHNA COTTON GINNING AND PRESSING PVT. LTD is

located on Gondal-Virpur High Way, Gomta. It is available nearness to market,
access to low cost material, availability of labor, easy and coasted transport, power
supply, etc.

10
 MISSION AND VISION
Mission is type of object to complete the object in future is main mission of the
company that’s why they do efforts on that.

Every company have mission and vision, the main mission of the every company is
to maximize the profits, maintain good quality, cope up with competitors etc.

So, in RADHE KRUSHNA COMPANY their main mission is to develop their

business in nation as well as at international level and also wants to provide
qualitative goods to the customers.

11
12
 INDEX

SR. NO CONTENT PG. NO

1. INTRODUCTION 14

2. ORGANIZATION STRUCTURE 15

3. MARKETING MIX 16

4. PRODUCT MIX 19

5. PRICE MIX 31

6. PLACE MIX 36

7. PROMOTION MIX 44

8. MARKETING RESEARCH 52

9. COMPETITORS 53

13
 INTRODUCTION
Marketing management today is the subject of interest in all types of organization,
within and outside the business sector and in countries throughout the world.

“Marketing is a social and managerial process by which individual and group

obtain what they need and want, creating and exchanging, value and product
with each other.”

- Phillip kotler

“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 organization objectives.”

- American Marketing Association.

Marketing is a comprehensive term and it includes all resources and a set of

activity necessary to direct and facilitate the flow of goods and services from
producers to consumers in the production process. Human efforts, finance and
management constitute the primary resources of marketing. Marketing diminishes
the gap between the producers and consumers.

14
ORGANIZATION STRUCTURE

MARKETING
DEPARTMENT

MARKETING
MANAGER

SUPERVISOR

HELPING AND
ASSISTANT
STAFF

WORKERS

15
MARKETING
MIX

16
 INTRODUCTION
Marketing mix is the bridge that diminishes the gap between the product and
consumers without marketing all production activities would be fulfill. Therefore
more production is not enough. It is equally important to make the consumer aware
of the goods produced. The view and ideas of the consumers are taken into and the
product is to be changed according to the consumer’s needs. Thus the sum total of
all the activities undertaken to satisfy the consumer wants and demands constitutes
the activities of marketing.

Marketing is comprehensive firm and it includes all resources and a set of activities
necessary to direct and facilities to direct the flow of goods and services from
product to utility of consumers in the process of distributing. In other words,
marketing comprises of all the activities involved in the determination and
satisfaction of consumers needs at a profit. Thus marketing encompasses all
activities of exchange conducted by producers and middleman in commerce for the
purpose of satisfying consumer demand.

In marketing planning, marketing information is used to assess the situation.

Specific marketing targets are selected in the form of market segments for each
segment of market a combination of a number of devices or types of marketing
activities are available.

They are coordinated into a single management program to reach a particular target
or market segment is formulated. The combination of these marketing methods or
devices is known as the “marketing mix”. Thus marketing mix is the set of
marketing goals that the firm used to pursue its marketing objectives in mix goals
can be classified as under. They are

17
 PRODUCT MIX

Product variety

Product mix
dimension

Product Design

Product colour

Product Features
PROMOTION PRICE MIX
p
MIX
Price List
productpp
Sales Promotion
Pricing Decision
p
MARKETING
Advertising
Price Objectives
MIX
Sales Force
Pricing Methods
Public Relation
Pricing Policy
Direct Marketing

PLACE MIX

Channels

Coverage

Location

Inventory

Transportation

18
PRODUCT
MIX

19
 INTRODUCTION
According to PHILIP KOTLER :

A product is anything that can be offered to a market for

attention, acquisition, use of consumption that might satisfy a want or a
need. It includes physical objects, services, persons, places, organization and
ideas.

According to EDLERSON :

Product is a bundle of utilities consisting of various product

features and accompanying services.

There are 5 levels of the product which marketer must take into consideration.
Product is the pivot around which all the marketing selectivity revolve, without
product all the marketing activities becomes useless. People satisfy their needs and
wants with products. Product can be defined proudly to cover anything that can be
offered brings to someone to satisfy a need or want normally, the word product
brings to mind a physical object such as an automobile, a television or a soft drink.
We normally use the expression “product and services” but in thinking about
products, their importance lays not so much in owning them as in using them to
satisfy our wants.

20
 “A product is a bundle of physical services and symbolic particulars
expected to yield satisfaction or benefit to the buyers.”
- Philip Kotler

Manufacturers get into a lot of trouble by paying more attention to their physical
product then to the services produced by these products. The marketer’s job is to
sell the benefits or services built into physical products rather than just describe
their physical features.

Product mix is the set of all the product line and items that a particular seller offers
for sale to buyer. The product mix covers the following points.

21
1. PRODUCT VARIETY:

Product variety includes the types of product which a company produces.

They may be for the same consumers or for different consumers. In other
words, the different products may satisfy similar needs or different needs.
For e.g. A company manufacturing soap for both these product satisfy the
same needs e.g. cleaning etc. but if the company starts manufacturing their
oils than this product has a totally different segment of consumer. There for
the company will have to prepare its marketing strategy in order to reach this
particular segment of consumers.

2. PRODUCT DESIGN :

Reflect the outlook of the product. Design reflects the features of the product
which make it different from other products. Designing a product is a
specialist job. Various aspects of the product are to be kept in mind while
designing a product. These may include product differentiation, features,
characteristics, performance, durability, reparability, style etc.

Design is the interacting force with all the features as its parameters. The
design has also to keep in mind the capital allocated to designing from the
companies point of view, a well designed product would be pleasant in look
at easy to open, install learn how to use repair and dispose etc. The designer
has to take all target market and weights the different benefits and costs.

22
3. PRODUCT FEATURES :

The term features refers to those inherent characteristics of the product

which makes it different and unique from the other products. In other words
features means any special point differentiating that particular from other
product.

Features are characteristics that supplement the products basic functioning

most products can be offered with varying features. The starting point is
stripped down or base version by adding extra features has a change of
capturing the taste of additional buyers.

Thus features are the biggest competitive goals in the hands of companies,
features make one company’s product supplier to other companies producing
similar product.

4. BRAND NAME :

Brand name refers to that name through which the products of that company
are recognized. Brand name can be name, term, sign, symbol or design or a
combination of them, intended to identify the goods or services of one seller
or a group of sellers and to differentiate them from those of competitors.

Brand name is the most important of any product because it is the

identification of the product. Brand names may be the company’s name if

23
 sold, or it may be a different as the better known the brand name, the higher
will be the sales.
A powerful brand name is said to have consumer franchise. This is evident
when a sufficient number of customer demand that brand and refuse
substitute even if the price is somewhat lower. Today, branch name is such a
strong force that hardly anything goes understand.

5. AFTER SALES SERVICE :

Services are activities, benefits or satisfaction that is offered after sale. In

other words a service is any act or performance that one party can offer to
another that is essentially intangible and does not result in the ownership of
anything.

Farms Hilt provides high quality services for performing their lowering
services. For e.g. the manufacturers could make an arrangement with
distributors and dealers to provide these services. Thus the customer’s
durable market is highly competitive in terms of after sales services.

It sometimes so happens that the company increases a high cost burden in

terms of after sales services. But the company which provides a better after
sales services inspire of its cost burden, benefits in the long run. Thus many
companies prefer to incur high cost rather than losing their potential
customers.

24
6. WARRANTIES :

Product warranties are an important promotional tool especially as

consumers because more quality sensitive warranty means authority or
justification that the thing sold is fit for use and the producers accepts
reproducibility for repairs over a period of time.

The company can promote sales by adding a free warranty offer or service
contract. Instead of changing for the warranty or services contract it offers it
free or at a reduced price if the customers but that product. Thus, warranty
forms an important part of customer durables customers always except a
longer period of warranty. But the cost burden on the company is very high
and the company has to perform cost benefit analysis while deciding the
period and scope of warranty only that policy should be selected where the
benefits cut run the costs. But it is very difficult to calculate and maintain
balance by cost and benefits.

The warranty period of RADHE KRUSHNA COTTON GINNING AND

PRESSING PVT. LTD is one year, or two year depending on RADHE
KRUSHNA COMPANY’s policy. The company replaces all the goods and
movement’s period is over the retailer.

25
26
27
28
 PRODUCT PLANNING :

A product in the context of marketing is anything that a purchaser gets in

exchange for money. Thus according to ALDERSON,

“PRODUCT IS A BUNDLE OF UTILITIES CONSISTING OF VARIOUS

PRODUCT FEATURES & ACCOMPLISHMENT SERVICES.”

The product planning signifies 3 important considerations.

a) DEVELOPMENT & INTRODUCTION OF NEW PRODUCTS.

b) DISCONTINUE OR ELIMINATION OF NON-PROFITABLE

PRODUCTS.

c) MODIFICATION OF EXISTING LINES AS MAY BE NEEDED IN

TERMS OF CHANGING CONSUMER NEEDS.

29
 PRODUCT PACKAGING

Packaging is very important aspects of any product. The main purpose of

packaging is to protect its content in transit, in storage & in use. In recent years
packaging has become a potential marketing tool. Consumer is willing to pay a
little more for the convenience appearance, dependability & prestige for better
packaging.

Decorated packaging adds beauty to the product so it leads to the consumer to

impress for buying.

IMPORTED :
 It protects the commodity from loss and damages in a quality.
 It keep contain pure and clean.
 It reduces chances of brokerage in transfer.
 Packaging helps branding and advertising and point of purchase
display.

30
PRICE MIX

31
 INTRODUCTION
Price is the only element of marketing mix that produces revenue. All the other
elements that is product, place and production procedure etc. pricing composition
is the first problem facing the marketing executive.

All profit organization and many nonprofit organization set their prices and
product and service. Though most of history price were set by buyers and sellers
negotiating with each other sellers would also for higher prices then they expect to
receive and the buyers would offer less than their expect to pay. Through
bargaining they would arrive at an acceptable price. Setting one price for all buyers
is relatively a modern idea.

“Price is the only element of marketing mix that producers revenue, all
the other elements i.e. product, place and promotion products cost”.
- Philip Kotler

In spite of the high degree of importance given to the price mix and the fact that
the price mix is only revenue earning element, most companies do not handle
pricing well price is set independent of rest of the marketing mix rather than as an
interstice element of market positioning strategic and price is not valid enough for
different products items and market segments.

Companies handle pricing in a variety of ways. In small companies prices are often
set by the top management rather than by the marketing or sales department.

32
 THE PRICING OBJECTIVE
The objectives of pricing are as under:

1. GROWTH IN SALES :
A low price can achieve the objective of increasing sales volume. A low
price is not always necessary. A right price can also increase sales volume
competitive price if used wisely, can secure faster increase in sales than any
other marketing weapon.

2. MARKET SHARE :
Price is typically one of those factors that carry the heaviest responsibility
for improving or maintaining market share a sensitive indicator of customer
& trade acceptance.

3. PREDETERMINED PROFIT LEVEL :

Return on investment is a common decision in marketing. Pricing for profit
is the most logical of all pricing objectives.

4. MEET OR FOLLOW COMPETITION :

It is the price through which the producer can meet the competition or he
can follow the competition.

33
5. CONTROL CASH FLOW :
The principal pricing objective is to return cash as much as possible with in
the given period. Investment in research & development, market
development, promotion etc. should pay back within a specified period.
Capital expenditure on any project must be recovered within a certain
period pay back or cash flow objectives fits in easily with other corporate
objectives.

a) PRICING :

Pricing policy is the standing answer of the firm to requiring problem of

pricing. It provides guidelines to marketing manager to solve appropriate
pricing decision. If competition is mainly on price basis than each marketer
generally prices their product at the same time level their competition.

b) DISCOUNTS :

The term discounts means a deduction from the nominal value or price or
amount of the product. In other words, discount is the amount, which is
taken off the full price of the product. Most companies modify their basic
price to reward the customer from such acts as early permanent, volume
purchases and off-season buying.

34
 These price adjustments are called discounts. Discounts are very popular
tool in the hands of top level management to increase their sales. The
companies make efficient use of this tool to expand their market. Discount
being a reduction in the original price of the product are relatively cheap
from of attracting new customers and sustaining old owned.

c) CREDIT TERMS :

Credit term refers to the rules and regulations in the form of an agreement
between the producer and the customer in relation to the credit facility which
the producer gives to their customers. In other word credit terms are the
terms and conditions which are mutually agreed upon by the customers and
producers and relates to the benefits which each will provide to other party.

Depending on the policy of the management of the company, credit terms

may be remains the same from consumers to consumers or may services
from consumers to consumers. It also depends on how good relations are
between the producer and the consumer. Credit terms may also change when
the policy of the company changes over a period of time. It is a basic fact
that each company has to give a short or long term of credit facilities if it
wants to survive in the market and in the cut throat competition. If company
does not give credit facilities, the customer turns to its competitor’s product
in costlier. Thus credit facility is must for all companies in order to survive.

35
PLACE MIX

36
 INTRODUCTION
More production of commodity is not enough but is must reach to the right man at
the right time and at the right price. In marketing point of view place mist strategy
is the second important element of the marketing mix. This is the forth important
point of the marketing mix i.e. place mix it gives place utility to the function. A
proper channel of distribution should be selected so that product of the company
can easily reach into the hands of its final consumer. Of course the selection of
channel of distribution depends on the nature of product, financial resources,
business transaction etc. but it must be selected in combination with other element
of marketing mix.

The place mix also include physical distribution i.e. through which way the
product should be send to the market place e.g. through road transport, air
transport, rail transport or water transport should also to decide about the
warehousing facility where they can store the inventory.

Thus the place mix includes all the aspects of storing & dispatching the product in
the market so that the final consumers can get the product easily.

37
 DISTRIBUTION OF CHANNEL
In the field of marketing, channels of distribution indicate routes or pathways
through which goods and services flow, or move from producers to consumers.

We can define formally the distribution channel of the set of interdependent

marketing institutions participating in the marketing activities involved in the
movement or the flow of goods or services from the primary producers to the
ultimate consumers.

Marketing institutions considered as channel components are:

1. All kinds of merchant middleman such as wholesalers and retailers.

2. All kinds of agent middleman such as commission agents, factors, brokers
warehouse-keepers etc.
3. All other facilitating agencies such as common carriers, bankers, advertising
agencies, and so on.

The route of channel includes both the manufacturer and the ultimate
consumers well as all intermediates by one or more of the marketing flows,
such as transfer of title or ownership, physical movement of merchandise,
transmission of marketing information and the flow of money in the form of
payment of prices and other ones.

38
 VARIOUS CHANNEL OF DISTRIBUTIONS

The most common routs or channels used for bringing the products in the market
from producers to consumers are as follow.

 Manufacturer – consumer (Direct sale)

 Manufacturer – retailer – ultimate consumer
 Manufacturer – wholesalers – retailer – consumer
 Manufacturer – agent – wholesaler – retailer – consumer
 Manufacturer – wholesaler – consumer / User

TYPES OF DISTRIBUTION CHANNEL:

 Direct channel
 One level channel
 Two level channel
 Multi level channel

From above channels the “RADHE KRUSHNA COMPANY” is using direct

channel, one level channel & two level channels.

39
1. DIRECT CHANNEL :
It is the shortest channel through which transfer of goods take place. It is
also called zero level channels because there is no middleman with direct
channel.

2. ONE LEVEL CHANNEL :

This channel is preferred when there is large number of retailer. In this
channel wholesalers are omitted.

3. TWO LEVEL CHANNEL :

This is the normal channel of distribution used in many products. This
channel is satisfied able when the producer has narrow production line.
I.e. manufacture wholesaler retailer consumer.

40
1. CHANNEL OF DISTRIBUTION :
Channel of distribution is the best of marketing institution participating in
the marketing activities involved in the movement or the flow of goods or
services from the primary producers to the ultimate consumers. In the field
of marketing the channel of distribution indicates roots on path way through
which goods and services flow or move from producer to consumers.

2. PHYSICAL DISTRIBUTION :
Physical distribution consists of those marketing activities related to the
physical handling of goods such as protective packaging, order processing,
inventory management, transportation and warehousing.

41
 SELECTION OF CHANNEL
The problem of selection the best distribution channel is the most complex one.
There are many factors affecting the channel choice as like natures of the product
marketing environment etc. these all are the very important factors or determinants
of the distribution channel. Every marketer has to consider all these factors at the
time of selection the distribution channel while selecting the channel member.
“RADHE KRUSHNA COMPANY” takes the following factors into consideration.

1. FINANCIAL CONDITION:
Before appointing a dealers or agents or retailers “RADHE KRUSHNA
COTTON GINNING AND PRESSING PVT LTD”, Finds out the financial
condition. If the financial condition is sound then RADHE KRUSHNA
COTTON GINNING AND PRESSING PVT. LTD. Looks other aspects
also.

2. LOCATION :
Location is the most important for wide market coverage RADHE
KRUSHNA PVY. LTD. Industry is mostly located nearer to the
competitor’s showroom and in the centre of the city.

42
3. REPUTATION IN THE MARKET :
This is considered as the “GOODWILL” of any dealer agent or retailer of
RADHE KRUSHNA COTTON GINNING AND PRESSING PVT LTD and
also RADHE KRUSHNA COMPANY takes care to select the candidate
who has some reputation in market.

43
PROMOTION
MIX

44
 INTRODUCTION
Promotion has three specific purposes. It communicates marketing information to
consumers, users and resellers. It is not enough to communicate ideas. Promotion
persuades and convinces the buyer and influences his/her behavior to take the
desired action. Promotional efforts act as powerful tools of competition providing
the cutting edge of its entire marketing programmed.

“PROMOTION COMPASSES ALL THE TOOLS IN THE MARKETING

MIX WHO’S MAJOR ROLE IS PERSUASIVE COMMUNICATION.”

- Philip Kotler

Broadly speaking promotion means to push forward or to advance an idea in such a

way as gain as its acceptance and approve. Promotion is any communicative
activity whose main objective is to move forwards a product, service or idea in any
channel of distribution. It is an effort by a marketer to inform and persuade buyers
to accept, recommended element of persuasion. The promotional activity always
attempts to affect ideas, products services etc. is the heart of promotion.

Modern marketing causes for more than developing a good product providing
attractively and making it accusable to target customers, company must also
communicate with their present and potential customers.

45
 PERSONAL SELLING
Personal selling refers to oral presentation in conversation with one or more
prospective customer for purpose of making sales. No other tool of promotion is as
strong as personal selling.

Personal selling is highly distinctive and the only form of promotion involving
face-to-face relationship or inter personal interaction or communication between a
sales person & one or more prospective customers. It should be noted that personal
selling two-way rather than one-way.

DEFINITION:

“Personal selling is ability to pursued people to buy goods & services at a profit to
the seller & with benefit to buyer. It is ability to induce other to accept at a fair
price.”

- AMERICAN MARKETING ASSOCIATION

46
FEATURES OF PERSONAL SELLING:

 Personal selling is personal contact with face to face communication.

 Personal selling is flexible process with change in presentation.

 It is the only medium which results in to quick outcome.

 There is minimum waste of sales efforts.

 It is the most complicated & difficult task with compare to other medium.

As far as “RADHE KRUSHNA COTTON GINNING AND PRESSING PVT

LTD.” is concerned they are not involved in personal selling because there is no
need to contact personally.

47
 ADVERTISEMENT
Now a day’s marketing plays an important role for the entire organization.
Marketing is very much important for all the products as without marketing the
consumer will have lack of information about the products. Thus to make the
consumers aware of product marketing is done.

Advertising is one such form of impersonal mass communication. It is a major

promotional tool in the hands of the organization. It is used to direct persuasive
communication to target buyers and general public. Advertising is also a measure
of growth of civilization and indication of the striving of the human race for
betterment and perfection.

Advertising is paid communication presentation and promotion because the

advertiser has to pay for the space of time in which his advertisements appears.
Advertisement appears in the recognized media, such as newspaper, magazines,
radio, television, cinema, outdoor, hoarding and posters, direct mail and transit.

It is paid for by a sponsor (sellers) who wants to communicate about his product or
services to his customer. The sponsor wants to persuade and include the readers,
viewers or listeners to take some action viz. we should buy the advertised product
so that the advertisers should have maximum sales.

48
THE 5 M’s OF ADVERTISING:

In developing a program marketing manager must always start by identifying the

target market and buyer motives. The aim of the market is the five major decisions
in developing an advertising program which is known as the 5 M’s.

 Mission – what are the advertising objectives?

 Money – how much money is to be spent?

 Message – what message should be used?

 Media – what media should be used?

 Measurement – how the rejection should be evaluated?

49
 1. MISSION:
- Objective of advertising

2. MONEY :
- Factors to be considered
- Competitions clutter
- Advertisement frequency
- Product substitutability
- Market share and consumer bases

3. MESSAGE :
- Message Evaluation and Selection
- Message Exertion
- Social Responsibility Review
- Message Generation

4. MEDIA :
- Major media types
- Specific media venires
- Geographical media allocation

5. MEASUREMENT :
- Sales impact
- Communication impact

RADHE KRUSHNA GROUP does not need of any kind of advertisement.

50
 MEDIA OF
ADVERTISING

A. D.
C. Direct
PRINT B. BROAD E. F. OTHER
mail
MEDIA OUTDOOR CAST TRANSIST FORM
news MEDIA MEDIA
railways window
paper poster radio display
hoarding circular television point of
sky ads sales purchase
letter material

price list

catalogues/
pamplets

other
direct
mail

51
 MARKETING RESEARCH
Market research is one of the most important parts of the marketing management.
Market means actual and potential customer market research is the systematic and
intelligent investigation or study of who, what, where, when, why and how of
actual and potential buyer. If deals with research on customer demand e.g.
behavior and attitudes of customers and dealers at the market place, analysis of
sales data, analysis of market share of firm etc.

The following items of study and analysis are included in market research:

1. Size of the unit

2. Market segmentation
3. Analysis of market demand
4. Sales analysis
5. Consumer needs and wants
6. Dealer’s wants & preferences
7. Degree of competitions and the market trend.

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 COMPETITORS
Today world in competition is come in every field in business world; competition
is increasing day to day. Without competition business is so uninterested &
undeveloped because competition teaches to accept the new challenges in business
& a businessman can learn this from competitive market.

Name of the Competitors:

1. RAGHUVANSHI COTTON AND GINNING MILL PVT. LTD

2. BANSHI COTTON AND GINNING MILL PVT. LTD

3. JAGNATH COTTON AND GINNING MILL PVT. LTD

4. RIDHDHI SIDHDHI COTTON AND GINNING MILL PVT. LTD

5. NARENDRA COTTON AND GINNING MILL PVT. LTD

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 SALES PROMOTION
This is one of the constituent of promotion news. This is concerned with extra
efforts for increasing sales. Today, sales promotion is necessary and not merely a
luxury or fashion. It is not expenditure; it is an investment, which can pay rich
dividend. This is one of the constituents or promotion mix, which is concerned
with extra efforts for increasing sales.

Sales promotion is referred to activities other than personal salesmanship,

advertising and publicity. Which stimulate dealer effectiveness and consumer
purchasing? In a broader sense, the terms refer to almost all activities of marketing
organization. Proper selection of salesman, Payment of reasonable salaries to them,
provision of their attempts to improve relations with distributors etc.

Sales promotion includes tools for:

1. TRADE PROMOTIONS:
E.g. buying allowances, free goods, machinery allowances, cooperative
advertising, push money dealers sales contents.

2. SALES FORCE PROMOTION :

E.g. bonus, sales retailers

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 LAST FIVE YEAR DATA

YEAR PURCHASE FIGURE SALES FIGURE

2012-13 Rs. 11 crore Rs. 15 crore

2013-14 Rs. 14 crore Rs. 19 crore

2014-15 Rs. 16 crore Rs. 21 crore

2015-16 Rs. 17 crore Rs. 25 crore

2016-17 Rs. 21 crore Rs. 27 crore

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56
 SWOT ANALYSIS
The overall evaluation of the company’s strengths, weaknesses, opportunities and
threats is called SWOT analysis. It is a way of monitoring the external and internal
marketing environment.

“After gaining an entry in the customers’ home, marketers aim for a space in the
customers’ heart too.”

To reach at the consumers’ heart RADHE KRUSHNA COTTON GINNING AND

PRESSING PVT. LTD goes through SWOT analysis, so that they can add value to
the customers.

“Feedback is the breakfast of champions”

SWOT Analysis means the analysis of:

S = Strength

W = Weakness

O = Opportunity

T = Threat

The S.W.O.T Analysis of the Bharat foods is as following:

1. Strength:-
 Qualitative staff and workers
 Law shortage of staff
 Time keeping
 Employee services

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2. Weakness:-
 Old machinery
 No exporting
 Not created a website

3. Opportunities:-
 national market
 Better financial procurement
 Advertisement in machines and thus increasing production
 Give a vehicle service to employee

4. Threats:-
 Competitors
 Government policies
 Monsoon / floods

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59
 FUTURE PLANS
Established business develops every year. RADHE KRUSHNA COTTON
GINNING AND PRESSING PVT LTD. has determined certain goals to achieve.
The firm wants to widen its market at national. Any successful units always have
its future plans. RADHE KRUSHNA GROUP also has various future plans. They
are as follows:

 To decrease the cost of production.

 To purchase imported machinery for quick and smooth production.
 To improve trade relationship between traders.
 To make working environment cordial, friendly and harmonious.
 To start exporting products in short periods of time.

To purchase new machinery for making production process fully automatic.

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61
 SUGGESTION
My suggestions for the improvement of the company are:

1. They should do more advertisement.

2. They should participate in industrial trade fares.

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63
 BIBLIOGRAPHY
For preparing this industrial training report on RADHE KRUSHNA COTTON
GINNING AND PRESSING OVT. LTD for different departments, I have taken
information from the following references:

SR. NO. BOOK NAME AUTHOR

1. Principle and practices of management L.M Prasad

2. Marketing management Philip kotler

3. Financial management L.M Pandey

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