You are on page 1of 75


The origin of Sai Prasad Group of Companies was initiated in Pune in the year 2002 with a vision of developing a diverse business domain in the areas of food & beverages, agriculture products, Bio-diesel, Horticulture, petroleum, real estates,construction,hospitality,entertainment & Media etc. & provide employment to a wide section of society meeting the companys requirements and objectives and earn their livelihood.

During my summer training in Sai Prasad Foods Ltd., I completed the project in corporate sale and market share of Zaika Masale product of Sai Prasad Foods Ltd. that are divided into three parts. These are:


A detailed study, consisting of product variety, corporate sale etc. of Masale of Sai Prasad Foods Ltd.


An observational study conducted of Masale and market share of Sai Prasad Foods Ltd.


A detail understanding of all the competitive brands of Zaika Masale.

In my first part, a report is made on a detailed study, comprising the product variety of the masale, the aspects of corporate sale of masale. The product variety of the masale is necessarily to be understood before moving into the market so that one could discuss the plus points of the Zaika masale over the competitors masale. The study is done by surveying the different retail outlets, hotels, restaurants corporate offices located at Pune and nearby. The study is then tabulated, analyzed and result extracted.

In the second part, an observational study is conducted in respect of market share of corporate sale of masales products. This will reflect my views and measures. It also includes the

visits of the places where others competitors similar products were installed to get their performance feedback and identified the hidden opportunities to sell sai prasad products. The study is then tabulated, analyzed and the result extracted.

In the third part, method adopted for competitors analysis involved surveying and observational study of all the competitive brands of Zaika masale such as MDH, Everest, Pravin, Suruchi etc. followed by the comparison of same. To conducting the observational study, a large data has been collected while visiting the various outlets, restaurants, corporate offices by way of discussions. The data collected has further been enhanced with sub categories such as, consumption-wise requirement. The data obtained, are tabulated, analyzed and result and recommendation are worked out.

Basically I have used Non-probability sample design (Quota sampling) which is done by controlled panel sampled. For this research, important areas of Pune like M.G Road, F.C Road, J.M Road, Shivajinagar, Kothrud, Deccan, Pune Station, D.P Road etc. are visited. All the questionnaire is designed keeping in mind the dealers and customers of masale of Pune market. It is considered the factors like area, occupation, consumption of masale, business type, and customer behavior. Data analysis is done on the basis of questionnaire asked to the retailers.



OBJECTIVE The main objective of research is to assess the awareness and find out the market share of Zaika Masale in Pune market through retailers and dealers. Sub Objectives: To collect the information about competing companys performance and marketing efforts in Pune city. To assess competitors marketing performance from the market. To know about the companys image in the eyes of retailers.

SCOPE The study will help in drawing out the certain weak points about the product and services of Sai Prasad Foods Ltd. Facilitates assessment of competitors marketing strategies and provide opportunities to company to take a lesson from it and take an appropriate action against it. It reduces the risk for establishment of dealer for Masale in particular market of Pune by watching the survey report. Scope for the development of company as well as my personal growth parallel by getting practical expose of my skills. This project will fulfill the objective of our college as well as University that is designed to create such a prospective candidates that will fulfill the requirement of todays corporate world.


Broadly speaking this study has been under taken on a detail study, consisting of areas covering all the aspects of retail sale and detail understanding of all the competitive brands of Zaika Masales. In India, Spices market since past few years is flooded with different varieties of Spices of different companies. In such a situation the Consumer is in dilemma in preferring a particular product because different brands of Spices amongst them.

With much competition of different companies producing similar products the study is also aimed at those potential consumers of Spices of different brands and the other companys brands like MDH, Everest, Sahyadri, Suruchi and Pravin Masale etc.


Although this study is conducted at small level (only some part of pune) yet the findings and suggestions of it will help the management of the organization i.e Zaika Masale, in better way to understand the detail study of areas covering all the aspects of retail as well as corporate sale of Zaika Masale and it will also consist the detail understanding of the competitive brands of Masale. The study will also help the organization in making decision regarding promotional schemes and also identified the hidden opportunity in the certain other area other than retail sale. So that, the retail consumer may be find the product more attractive.

FMCG Concept and Definition: The term FMCG (fast moving consumer goods), although popular and frequently used does not have a standard definition and is generally used in India to refer to products of everyday use. Conceptually, however, the term refers to relatively fast moving items that are used directly by the consumer. Thus, a significant gap exists between the general use and the conceptual meaning of the term FMCG. Further, difficulties crop up when attempts to devise a definition for FMCG. The problem arises because the concept has a retail orientation and distinguishes between consumer products on the basis of how quickly they move at the retailers shelves. The moot question therefore, is what industry turnaround threshold should be for the item to qualify as an FMCG. Should the turnaround happen daily, weekly, or monthly? One of the factors on which the turnaround depends is the purchase cycle. However, the purchase cycle for the same product tend to vary across population segments. Many low-income households are forced to buy certain products more frequently because of lack of liquidity and storage space while relatively high-income households buy the same products more infrequently. Similarly, the purchase cycle also tends to vary because of cultural factors. Most Indians, typically, prefer fresh food articles and therefore to buy relatively small quantities more frequently. This is in sharp contrast with what happens in most western countries, where the practice of buying and socking foods for relatively longer period is more prevalent. Thus, should the inventory turnaround threshold be universal, or should it allow for income, cultural and behavioral nuances? Characteristics of FMCG Products: Individual items are of small value. But all FMCG products put together account for a significant part of the consumer's budget. The consumer keeps limited inventory of these products and prefers to purchase them frequently, as and when required. Many of these products are perishable. The consumer spends little time on the purchase decision. Rarely does he/she look for technical specifications (in contrast to industrial goods). Brand loyalties or recommendations of reliable retailer/dealer drive purchase decisions. Trial of a new product i.e. brand switching is often induced by heavy advertisement, recommendation of the retailer or neighbors/friends.

These products cater to necessities, comforts as well as luxuries. They meet the demands of the entire cross section of population. Price and income elasticity of demand varies across products and consumers. Products which have a quick turnover, and relatively low cost are known as Fast Moving Consumer Goods (FMCG). FMCG products are those that get replaced within a year. Examples of FMCG generally include a wide range of frequently purchased consumer products such as toiletries, soap, cosmetics, tooth cleaning products, shaving products and detergents, as well as other non-durables such as glassware, bulbs, batteries, paper products, and plastic goods. FMCG may also include pharmaceuticals, consumer electronics, packaged food products, soft drinks, tissue paper, and chocolate bars. A subset of FMCGs are Fast Moving Consumer Electronics which include innovative electronic products such as mobile phones, MP3 players, digital cameras, GPS Systems and Laptops. These are replaced more frequently than other electronic products. White goods in FMCG refer to household electronic items such as Refrigerators, T.Vs, Music Systems, etc. In 2005, the Rs. 48,000-crore FMCG segment was one of the fast growing industries in India. According to the AC Nielsen India study, the industry grew 5.3% in value between 2004 and 2005.

Indian FMCG Sector The Indian FMCG sector is the fourth largest in the economy and has a market size of US$13.1 billion. Well-established distribution networks, as well as intense competition between the organised and unorganised segments are the characteristics of this sector. FMCG in India has a strong and competitive MNC presence across the entire value chain. It has been predicted that the FMCG market will reach to US$ 33.4 billion in 2015 from US $ billion 11.6 in 2003. The middle class and the rural segments of the Indian population are the most promising market for FMCG, and give brand makers the opportunity to convert them to branded products. Most of the product categories like jams, toothpaste, skin care, shampoos, etc, in India, have low per capita consumption as well as low penetration level, but the potential for growth is huge. The Indian Economy is surging ahead by leaps and bounds, keeping pace with rapid urbanization, increased literacy levels, and rising per capita income. The big firms are growing bigger and small-time companies are catching up as well. According to the study conducted by AC Nielsen, 62 of the top 100 brands are owned by MNCs, and the balance by Indian companies. Fifteen companies own these 62 brands, and 27 of these are owned by Hindustan Lever. Pepsi is at number three followed by Thums Up. Britannia takes the fifth

place, followed by Colgate (6), Nirma (7), Coca-Cola (8) and Parle (9). These are figures the soft drink and cigarette companies have always shied away from revealing. Personal care, cigarettes, and soft drinks are the three biggest categories in FMCG. Between them, they account for 35 of the top 100 brands.

THE TOP 10 COMPANIES IN FMCG SECTOR S. NO. Companies 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Hindustan Unilever Ltd. ITC (Indian Tobacco Company) Nestl India GCMMF (AMUL) Dabur India Asian Paints (India) Cadbury India Britannia Industries Procter & Gamble Hygiene and Health Care Marico Industries

The companies mentioned in Exhibit I, are the leaders in their respective sectors. The personal care category has the largest number of brands, i.e., 21, inclusive of Lux, Lifebuoy, Fair and Lovely, Vicks, and Ponds. There are 11 HLL brands in the 21, aggregating Rs. 3,799 crore or 54% of the personal care category. Cigarettes account for 17% of the top 100 FMCG sales, and just below the personal care category. ITC alone accounts for 60% volume market share and 70% by value of all filter cigarettes in India.

The foods category in FMCG is gaining popularity with a swing of launches by HLL, ITC, Godrej, and others. This category has 18 major brands, aggregating Rs. 4,637 crore. Nestle and Amul slug it out in the powders segment. The food category has also seen innovations like softies in ice creams, chapattis by HLL, ready to eat rice by HLL and pizzas by both GCMMF and Godrej Pillsbury. This category seems to have faster development than the stagnating

personal care category. Amul, India's largest foods company, has a good presence in the food category with its ice-creams, curd, milk, butter, cheese, and so on. Britannia also ranks in the top 100 FMCG brands, dominates the biscuits category and has launched a series of products at various prices.

In the household care category (like mosquito repellents), Godrej and Reckitt are two players. Goodknight from Godrej, is worth above Rs 217 crore, followed by Reckitt's Mortein at Rs 149 crore. In the shampoo category, HLL's Clinic and Sunsilk make it to the top 100, although P&G's Head and Shoulders and Pantene are also trying hard to be positioned on top. Clinic is nearly double the size of Sunsilk.

Dabur is among the top five FMCG companies in India and is a herbal specialist. With a turnover of Rs. 19 billion (approx. US$ 420 million) in 2005-2006, Dabur has brands like Dabur Amla, Dabur Chyawanprash, Vatika, Hajmola and Real. Asian Paints is enjoying a formidable presence in the Indian sub-continent, Southeast Asia, Far East, Middle East, South Pacific, Caribbean, Africa and Europe. Asian Paints is India's largest paint company, with a turnover of Rs.22.6 billion (around USD 513 million). Forbes Global magazine, USA, ranked Asian Paints among the 200 Best Small Companies in the World

Cadbury India is the market leader in the chocolate confectionery market with a 70% market share and is ranked number two in the total food drinks market. Its popular brands include Cadbury's Dairy Milk, 5 Star, Eclairs, and Gems. The Rs.15.6 billion (USD 380 Million) Marico is a leading Indian group in consumer products and services in the Global Beauty and Wellness space.


There is a huge growth potential for all the FMCG companies as the per capita consumption of almost all products in the country is amongst the lowest in the world. Again the demand or prospect could be increased further if these companies can change the consumer's mindset and offer new generation products. Earlier, Indian consumers were using non-branded apparel, but today, clothes of different brands are available and the same consumers are willing to pay more for branded quality clothes. It's the quality, promotion and innovation of products, which can drive many sectors.

Industry Category and Products Household Care Personal Wash:The market size of personal wash is estimated to be around Rs. 8,300 Cr. The personal wash can be segregated into three segments: Premium, Economy and Popular. The penetration level of soaps is ~92 per cent. It is available in 5 million retail stores, out of which, 75 per cent are in the rural areas. HUL is the leader with market share of ~53 per cent; Godrej occupies second position with market share of ~10 per cent. With increase in disposable incomes, growth in rural demand is expected to increase because consumers are moving up towards premium products. However, in the recent past there has not been much change in the volume of premium soaps in proportion to economy soaps, because increase in prices has led some consumers to look for cheaper substitutes. Detergents:The size of the detergent market is estimated to be Rs. 12,000 Cr. Household care segment is characterized by high degree of competition and high level of penetration. With rapid urbanization, emergence of small pack size and sachets, the demand for the household care products is flourishing. The demand for detergents has been growing but the regional and small unorganized players account for a major share of the total volume of the detergent market. In washing powder HUL is the leader with ~38 per cent of mar-ket share. Other major players are Nirma, Henkel and Proctor & Gamble. Personal Care Skin Care:The total skin care market is estimated to be around Rs. 3,400 Cr. The skin care market is at a primary stage in India. The penetration level of this segment in India is around 20 per cent. With changing life styles, increase in disposable incomes, greater product choice and availability, people are becoming aware about personal grooming. The major players in this segment are Hindustan Unilever with a market share of ~54 per cent, fol-lowed by CavinKare with a market share of ~12 per cent and Godrej with a market share of ~3 per cent. Hair Care:-

The hair care market in India is estimated at around Rs. 3,800 Cr. The hair care market can be segmented into hair oils, shampoos, hair colorants & conditioners, and hair gels. Marico is the leader in Hair Oil segment with market share of ~ 33 per cent; Dabur occu-pies second position at ~17 per cent. Shampoos:The Indian shampoo market is estimated to be around Rs. 2,700 Cr. It has the penetration level of only 13 per cent in India. Sachet makes up to 40 per cent of the total shampoo sale. It has low penetration level even in metros. Again the market is dominated by HUL with around ~47 per cent market share; P&G occupies second position with market share of around ~23 per cent. Antidandruff segment constitutes around 15 per cent of the total shampoo market. The market is further expected to increase due to increased marketing by players and availability of shampoos in affordable sachets Oral Care:The oral care market can be segmented into toothpaste - 60 per cent; toothpowder - 23 per cent; toothbrushes - 17 per cent. The total toothpaste market is estimated to be around Rs. 3,500 Cr. The penetration level of toothpowder/toothpaste in urban areas is three times that of rural areas. This segment is dominated by Colgate-Palmolive with market share of ~49 per cent, while HUL occupies second position with market share of ~30 per cent. In toothpowders market, Colgate and Dabur are the major players. The oral care market, es-pecially toothpastes, remains under penetrated in India with penetration level ~50 per cent. Food & Beverages Food Segment :The foods category in FMCG is gaining popularity with a swing of launches by HUL, ITC, Godrej, and others. This category has 18 major brands aggregating Rs. 4,600 Cr. Nestle and Amul slug it out in the powders segment. The food category has also seen innovations like softies in ice creams, ready to eat rice by HUL and pizzas by both GCMMF and Godrej Pillsbury. Tea :The major share of tea market is dominated by unorganized players. More than 50 per cent of the market share is capture by unorganized players. Leading branded tea players are HUL and Tata Tea.

Coffee :The Indian beverage industry faces over supply in segments like coffee and tea. However, more than 50 per cent of the market share is in unpacked or loose form. The major players in this segment are Nestl, HUL and Tata Tea..
Oral Care:The oral care market can be segmented into toothpaste - 60 per cent; toothpowder - 23 per cent; toothbrushes - 17 per cent. The total toothpaste market is estimated to be around Rs. 3,500 Cr. The penetration level of toothpowder/toothpaste in urban areas is three times that of rural areas. This segment is dominated by Colgate-Palmolive with market share of ~49 per cent, while HUL occupies second position with market share of ~30 per cent. In toothpowders market, Colgate and Dabur are the major players. The oral care market, es-pecially toothpastes, remains under penetrated in India with penetration level ~50 per cent. Food & Beverages Food Segment :The foods category in FMCG is gaining popularity with a swing of launches by HUL, ITC, Godrej, and others. This category has 18 major brands aggregating Rs. 4,600 Cr. Nestle and Amul slug it out in the powders segment. The food category has also seen innovations like softies in ice creams, ready to eat rice by HUL and pizzas by both GCMMF and Godrej Pillsbury. Tea :The major share of tea market is dominated by unorganized players. More than 50 per cent of the market share is capture by unorganized players. Leading branded tea players are HUL and Tata Tea. Coffee :The Indian beverage industry faces over supply in segments like coffee and tea. However, more than 50 per cent of the market share is in unpacked or loose form. The major players in this segment are Nestl, HUL and Tata Tea.


NET WORTH Year Rs. in Crores 2005-06 754 2006-07 843 2007-08 1061 2008-09 1140 2009-10 1925

TURNOVER Year Rs. in Crores 2005-06 7540 2006-07 8625 2007-08 10903 2008-09 11915 2009-10 13514

BRANDED SALES Year Rs. in Crores 2005-06 1804 2006-07 2226 2007-08 3218 2008-09 3714 2009-10 3315

GROSS BLOCK Year Rs. in Crores 2005-06 1189 2006-07 1308 2007-08 1502 2008-09 1744 2009-10 2511


Index Reach - BSE FMCG

Scripwise Price Movement Scripwise Weightages

Last Updated On 10/29/2010 3:59:53 PM

Value High Low Current/ Close


(BSEFMCG) *As on Friday, October 29, 2010 No. of Trades P/E P/B Yield Market (Rs. Crs) Full


Shares Traded Turnover (In Crs) (Rs. Crs)

0.29 56.77

Capitalization Free Float









* - Updated at end of day

Advances/Decline No. of Scrips Advances Declines Unchanged Not Traded

7 3 0 0

Intraday Graph of BSEFMCG Shares Traded Turnover (In Crs) (Rs. Crs)
0.24 0.05 0.00 0.00 50.25 6.52 0.00 0.00





Prior Period Comparison Previous Close Week 29 Oct 2010 22 Oct 2010 Value Points % Value Points
3,605.10 0.00 0.00 3,630.30 -25.20

Ago Month 30 Sep 2010 % Value Points

-0.69 3,719.54 -114.44

Market Cap for BSEFMCG Ago Year Ago Value 30 Oct 2009 As on (Rs. in (%) 29 Oct 2010 % Value Points % Crores)
-3.08 2,808.97 796.13 28.34 BSE Mkt. Cap 7,224,907.35 100 4.22 -Index Full Mkt. 304,542.45 Cap

High/Low High Value Date

3793.93 04 Oct 2010

52 Week High/Low Low

705.66 24 Apr 2003

3793.93 04 Oct 2010

2646.32 26 Feb 2010

Cap Adj. Market 174,719.70 Cap


INTRODUCTION OF COMPANY The origin of Sai Prasad Group of Companies was initiated in Pune in the year 2002 with a vision of developing a diverse business domain in the areas of food & beverages, agriculture products, Bio-diesel, Horticulture, petroleum, real estates,construction,hospitality,entertainment & Media etc. & provide employment to a wide section of society meeting the companys requirements and objectives and earn their livelihood.

About Group

Under the umbrella of Sai Prasad Group of Companies the diverse units comprise of








Established in the year 2008, Sai Prasad Properties Ltd aims to emerge as a leader in developing residential & commercial properties. As a promoter, builder and developer this company would be involved in diverse activities like acquisition of land, renovation of properties and preparation of layouts (and development), purchase and sale of commercial, industrial & agricultural land etc. The group functions as a self-reliant unit, with in-house architects, engineers and construction crew which provide multidimensional services to the society at large.


The core objective of envisaging our financial services company is to provide loans and financial assistance to our associates, patrons and the general public at large. In addition to this such loan facilities could be extended for any housing loans and business ventures based on its financial viability.


The incorporation of Sai Prasad Media Pvt. Ltd. is an additional feather in the cap of Sai Prasad Group of Companies which aims to highlight the latest updates in the national & global arena pertaining to the news, businesses, entertainment & other informative contents to the general public and business in particular.








This company was launched in mid July 2010 with a vision to develop as a most preferred infrastructural & construction company in the nation building activities with focused area on housing projects, utilities and urban infrastructures, irrigation and water supply projects, pipeline













SAIPRASADENERGYPVTLTD Sai Prasad Energy Pvt. Ltd. is an endeavor to create and maintain optimum standards of environment in context of clean, renewable and sustainable sources of energy and its channelization in the diverse fields to generate green energy which is eco-friendly.

Vision To become the most spirited Entrepreneur Company focusing on developing core segments of development in order to achieve corporate excellence by leveraging competitive advantages in different domains of business.

Mission In consonance of our revered vision, the focus of our mission would be to extend & provide a congenial work environment so that the company can satisfy the enduring customer expectations through quality, delivery & effective cost management in the concerned domain of business.

Objective Through innovation and introduction of new products Company intends to become a dominant player in food product industry. Core Values

Best People Unity of Purpose Corporate governance Meeting societal expectations Executive freedom Transparency Empowerment & Accountability Service Orientation

Our Strengths

Sai Prasad Group Of Companies

Companys strengths can be highlighted as under:Our Employees are committed to accomplish the organizational goals and objectives in a synergized environment.Our field personnel are the core contributors towards the generation & development of business for the company, creating goodwill and understanding in the market & consolidating the brand building process. Our esteemed customers are the integral part of the business domain without whom no business can thrive and prosper in the competitive world through the integration of all the stakeholders of our society at large. In addition to the above, other core strengths can be highlighted as under:

Practicing ethical standards Positive attitude & transparency Peoples participation Common well-being of people Employees Empowerment Culture building Value addition & enrichment

Work Culture
Working Hours: Six Days a week -10.00am to 6.00pm , Late remarks will lead to deduction from salary,No female employees shall be allowed or required to work after 7 P.M, In case of overtime, any extra hours or working on weekends, the company is liable to pay extra amount if granted by the higher authority.

Dress code :
For Monday to Thursday :Men: Formal Shirt & Trousers with formal Shoes Women: Formal dress or Punjabi Dress, For Friday & Saturday: Casual Dress

Motto :- Multitasking ,Anyone and everyone can do everything. Leave Policy:- Leave Application letter is needed to apply for leaves,Break up of Paid Leaves:

Contact Us

Sai Prasad Group Of Companies

Corporate Office: C B 1- Bldg., "Empire Estate", Office No. 202/203, Chinchwad, Pune - 411 019, India. Phone/ Fax : Phone: 020 - 66333100 to 199 Fax: 020 - 66333102.



Sai Prasad Foods Ltd is incorporated under the Companies Act 1956 and is a professionally managed leading FMCG company. It was established on 15th October 2002 with its Corporate Office located at Chinchwad, Pune. SPFL is currently present in about 75 cities and has a network of 86 branches, staffed by more than 300 employees providing services to 4 lakhs of associates. The company stands as a benign manufacturer and distributor of various FMGC commodities under its brand SPFs "JAYAKA" with wide variety of products like ketchup, mango pickle, mix pickle, garam masala, raisins, chili powder, coriander powder, turmeric powder, mixfruit jam, strawberry jam, in addition to premium quality tea under the brand name of Feel Good. The company looks forward to launch new products like syrups of kokum, rose, orange, pineapple and mango in addition to pappad and ginger garlic paste. In compliance to the demands and expectations of customers identified through market research we also plan to introduce instant meals including instant idly rawa, dhokla, instant upma, kurkure & wafers etc. Sai Prasad Foods Ltd is a ISO 9001: 2008 certified company wef 18th May 2010.

Panvel Plant
The company owns a manufacturing unit at Panvel for production of packaged drinking water and soda under the brand - Bagpiper of UB group. The plant has a circulation capacity of more than 10,000 liters per hour i.e. a production capacity of 80,000 liters per shift.






Mumbai -

The plant is located at Panvel over 1 acre of area. Sai Prasad Foods Ltd has entered into an agreement with UB Group for production and marketing of "Bagpiper" brand mineral water and soda for circulation capacity of 10,000 liters per hour production. Reverse Osmosis System -

Ordinary water filters use a screen to separate particles from water streams. The holes that these filters have are fairly large. This allows just about everything that is dissolved in the water to pass through the water being filtered. Reverse Osmosis System employs a semipermeable membrane. The membrane is a thin, multi-layered sheet with pores so small that water molecules

can pass through, but it acts as a barrier to dissolved solids like salts & other chemicals. Thus even bacteria and viruses are trapped & not allowed to pass through.

Hi-tech Nursery
1. Started at jatropha nursery in Chikhli village, Taluka Shridonda in Ahmednagar district, total number of plantation is near around six lakh seeds and similar hi-tech nursery is also being developed at Satara (Kesurdi farm), which is based on modern ire-tech and hi-tech agricultural model farm for developing and planting horticulture crops, floriculture plants utilizing drip fertigation, tissue culture and green house etc. 2. We are also planning to develop ten thousand hectors of land 3. Setting up extraction plant of bio-diesel 4. Bio-fertilizer unit 5. Agricultural training & consultancy of Jatropha plantation and other allied activities 6. Characteristics of Nursery 7. Good quality & high yielding seedings 8. Easy availabilty of seedings 9. Per season 1 to 1.5 lakhs seedings available for plantation 10. Disease free and pest resistant 11. Low water required 12. Stem size is broad 13. Tap root are 15-25 cm 14. More oil percentage (35-40 %)

Export & Import

Export promotion SPFL has procured its own license for exporting agricultural products. It is also registered with APEDA for fruit exporting activities. SPFL currently deals with pomegranate export. The company is having its own production and also procures fruits from different farmers. The pomegranate cultivation farming is carried out at Bohali (Dist: Solapur) having five thousand pomegranate plants ready to cultivate. SPFL occupies two cashew farms at Gopapaur , district: Ganjam, Orrissa. The occupied area is around five hundred five acres (505 acres) which has around 20,200 cashew plants. SPFL has taken an initiative to export cashew nuts, sapota, mango, lemon etc. The pomegranate is exported to different countries like Muscat, Dubai, UK, Europe, Netherland etc. Company aims to export more agricultural products to foreign countries in order to become a market leader.


Balasaheb Bhapkar - CMD's Message


Bhapkar - Chairman

Cum Managing





Never test the ground before taking your next step; only he who keeps his eye fixed on the far horizon will find his right road. As rightly said above, our esteemed customers have always trusted the path of Sai Prasad Group of Companies. I thank & appreciate their trust and assure them that Sai Prasad Group of Companies will always endeavor to exceed their expectations and make them proud of being associated with us. Our company is committed to the values like diligence, honesty, persistence and smart work. All these values, your extended support, commitment, knowledge, transparent policies & most importantly the blessings from the Almighty have helped us to reach our business objectives at towering heights. Further, we assure that the growth and the success story of the company will be repeated in the succeeding years with a high level of enthusiasm and cheers from all corners and sections of the society in particular with reference to our revered customers and employees who are our biggest strengths in all future endeavors.

S. L. Shrivastav - CEO's Message

S. L. Shrivastav Group CEO I am extremely delighted and happy over the growth and development indicated through the various performances and parameters of our company in the diverse sectors of economy undertaken by us in the field of joint venture, FMCG, Manufacturing, Agri - business, Hospitality, Real Estate ,Construction , Media & Entertainment, Energy and Education etc. In fact the journey of the Sai Prasad Group of Companies was initiated on Oct.15, 2002 with the establishment of Sai Prasad Foods Ltd. at Pune with lot of pomp and jubilations involving a large number of employees, associates and a dedicated team of field personnel who have made this company a complete turnaround within span of 7 to 8 years.

Today this group comprises of 6 companies each having different objectives and dimensions and many more to come in due course of time. Thus we are certainly leading to emerge as a global conglomerate.


We are equally concerned with the socio-economic growth of our societies & surroundings too, with an objective of upliftment of mankind in the true sense of, Sarve Bhavantu Sukhinah, Sarve Santu Niramaya. We wish all our Associates, field personnel, staff, clients, suppliers etc a very bright and substantial growth in their respective fields.

Sanjay Roy - VP's Message

Sanjay Roy - Group Sr.Vice President. It is a matter of great pride and utmost satisfaction that we have been successful in our ventures for proliferation and extension of business domain across various frontiers of economy with success and jubilance with effective involvement of our employees, customers and various field personnel posted in different parts of the country for achieving our corporate goals and objectives established in the current financial year. We plan to venture and extend our activities in the international market to compete and attain global leadership in different fields of economy like FMCG sector, real estate business, petroleum, financial services, media & entertainment, agro-based industries, infrastructures, hospitality, energy and educational sector & other allied sectors based on the market research and customers requirements with effective team building process within and outside the company so that the peoples expectations could be rightly fulfilled with joy and enthusiasm in a spirit of cooperation and understanding to reach the desired scale of economy and we wish to be included in the list of fortune 500 companies in the coming years of our ventures. In fact, we believe that problems are opportunities for any business ventures and their lies enough potential for our growth and development with effective participation and involvement of all concerned in the common task of delivering goods and services for our businesses, which will no doubt generate committed growth and satisfaction to all concerned. We shall involve ourselves in all national causes which shall strengthen our economy by ensuring a double digit growth pattern with substantial increase in quality of work life of our people in the national interest and we also wish to emerge as one amongst the top ten industrial houses of the nation, by delivering theBest Quality of products and services in every segment of our endeavor with ISO 9001 certification.


Shashank Bhapkar - Director's Message

Shashank Bhapkar - Director As you are aware that today SAI PRASAD GROUP OF COMPANIES stands at the pinnacle of success,prosperity and jubilance on account of its diverse strengths and opportunities being tapped from a wide horizon of activities and ventures with a very sound and large empowered customers having clear cut vision and commitment for growth and development. I personally feel that this could only be achieved through a very strong bonding between our employees and customers Vis-a-Vis with the corporate management working in tandem with them to fulfill their wishes and expectations from all corners and in their every dream of success. In fact we are going to diversify our major thrust area of activities in the following domain of business:

Hospitality Sector Education Sector Mining Sector Real Estate Business Media & Entertainment Beverages Agri-Business And other offing business sectors

The focus of success in all the business ventures revolves around the basic concept of Thinking Bigand having positivity of mind in order to achieve the desired results with full commitment and dedication to realize the cherished dream of thousands and lakhs of people from all the nook and corners of our society and providing mental solace to our people with due respect and forbearance.










The high price of 1 kg packet Poor after sale services Promotion of product is rare No stress on massive advertisement of the product.

operating since 1857 successfully, so has got a very strong customer loyalty.

Brand image is very high than its competitors, its sales officers has got easy access within the corporate.

Its purification process is very high than its competitors.

The company is having a small sales force with low morale and professionalism.

Bottling for U B GROUP Limited. Company is enjoying the advantage of latest technology of production.

Packaging of the product is not attractive. Poor distribution channels & irregular visit in the market.

Company is serving in all pune . Kingfisher is having its own depot at satara.

High price as compared to the local players.

Low rates as compared to the nearest competitors like Bisleri, Aquafina, and oxyrich.




Wide market still remains unexplored People are getting more health conscious. Strong brand image of Sai Prasad Foods Ltd. also become USP for shops, offices, & institutes






companies are serving packaged drinking water in all over India. Competition from other companies and well-established

brands operating in the market. Consumers are becoming more brand loyal rather than quality conscious. Attractive schemes are provided by the competitors for their brand promotion. Public Relation & Promotional activities are inadequate in pune city. Suruchi and MDH guard are trying to capture the market. Local players like Pravin, Sambhaji, are growing at a very fast rate.

Can increase its market shares by advertisements and aggressive marketing. Company can use more of its production capacity.

Company has license to serve in all over India so company can easily go for other states in order to tap the large

unrepresented market.

New services could be attached e.g. after sales services.

More emphasize should be given to small packing as there is less no. of



Products Category

Mix Pickles
Mix Pickles It is a Mixture of Various Ingredients that gives you the Tangy Taste you require with the food. It adds delicious your food.

Mango Pickles
Mango Pickles - Fresh Mangoes is selected for the preparation of pickle with the traditional taste, and good quality, preferred by consumers. It has similar Taste with your own Homemade Aam ka Achar. Enjoy the Taste.

Mix Fruit Jam

Mix Fruit Jam A mouth watering blend of Tropical fruit that is a mixture of several fruits. It has a pleasant taste that provides healthy nutrition to your Diet.

Strawberry Jam
Strawberry Jam Jam enriched with Strawberry that adds excitement to your Breakfast with its pleasant Taste.


Red Chilly Powder (Lal Mirchi)

Red Chilly Powder (Lal Mirchi) It adds some spice in your life that is prepared from fresh and selected Red Chillies. It offers pleasant aroma and taste to your food.

Premium Garam Masala

Premium Garam Masala A premium blent of carefully selected spices to give you that premium taste every time you use it.

Turmeric Powder (Haldi)

Turmeric Powder (Haldi) - It is a SPFS Jayaka Product that is prepared from fresh and selected Turmeric. It has natural aroma that adds delicious taste to your food.


Coriander Powder (Dhaniya)

Coriander Powder (Dhaniya) - It is a SPFS Jayaka Product that is prepared from fresh and selected coriander seeds. It is carefully selected & blended to give maximum flavor and taste to your food.

Tomato Ketchup
Tomato Ketchup It is prepared with the best selected Tomatos to give you that much extra Taste.

Products Category FEEL GOOD TEA

SPFS Feel Good Chai is selected from the best gardens of Assam & blended with fresh tea leaves. It offers natural & delicious flavor, taste & pleasant color. It is the mixture of the best leaves of Assam gardens. It freshens your feeling in all moments of your life. It is enriched with super flavor of Assam garden.

Dust- Tea Powder

SPFS Feel Good Chai is selected from the best gardens of Assam & blended with fresh tea leaves. It offers natural & delicious flavor, taste & pleasant color. It is the mixture of the best leaves of Assam gardens. It freshens your feeling in all moments of


Family Mixture
SPFS Feel Good Chai is selected from the best gardens of Assam & blended with fresh tea leaves. It offers natural & delicious flavor, taste & pleasant color. It is the mixture of the best leaves of Assam gardens. It freshens your feeling in all moments of your life. It is enriched with super flavor of Assam garden.


1.) REVIEW OF LITERATUTE This chapter brings together the views, ideas and opinion of different authors and professionals in the field of marketing in respect of the research topic. The various information in this chapter is therefore collected from secondary sources like personal reviews of magazines, previous records and textbooks. Modern marketing calls for more than developing a good product, pricing it attractively and making it accessible. Companies must also communicate with present and potentials stakeholders and general public. For most companies the question is not whether to produce products but rather what to produce, how to produce it, to whom and how often. Market research is the process of the gathering of information on a particular market for a product or service. It is the process through which a company can know about the need of customers their behavior or response regarding the products or services. It can be also identified that what is the market share of our product in the market and what should a company to do to capture the whole market by beating their competitors in the market. To achieve this goal I prepared such kind of questionnaires which includes all the ingredients that can collect data from retailers. Below it is mentioned how the overall research has been done on the basis of the questionnaire and what the outcome is of that research. It is also mentioned the process of packaging and labeling. The four Ps of marketing and porters five force of strategic model is also mentioned to know about the other view of this research.


2.1) REVIEW OF QUESTIONNAIRE DESIGNING My overall project is based on field work by using questionnaire technique. I prepared my questionnaire keeping in mind different kind of retailers and dealer to find out the information which is related to my objective and which will fulfill the requirement of company. All the questions are systematically organized in such a way so that it fulfills all the criteria required by the companys products information and the information related to its rivals. Whenever we go to the field work, first we met a person and give the identification about you. Who are you and from where do you belong to? We answer my name is Mr. X and I belong to Y company. Then after we asked the name of the contact person and tell him about the purpose of coming over there. Such kind of name, name of the shop, contact number etc. increases the database of the researcher as well as the company also. Now we come to the next step and asked about the name of the products which they sell in their stores. This is asked to know the information of all competitors products. It also tells that they sell our project or not. According to that now we take interest and talk to the retailers about our product and services. If they already sell our products then we asked about service quality otherwise convince them to start selling our product in their outlets. Now, I asked about the specification of the product of my company as well as competitors. By this way I knew the total consumption of the masale water in that particular shop.

It is also asked about the MRP of all available brand of packaged drinking water in the shop. This tells about the price of all competitors products. I observed all brand had different price. It ranges from Rs 8 to Rs 60 for 200 gm to 5oogm of packing. I observed that some retailers were price sensitive or some were quality and packaging sensitive. Some shopkeeper wants margin of profit so they talked about less price of the water. But some said that price doesnt matter, customer only demand quality based product. It was questions that, which brand of masale, do you sell more and how much in a week. This shows the demand of our product in the market. Because the more the shopkeeper sells the

product the more will be the demand of the product in the market. If retailers said they sell Zaika Masale more then I asked why and if they said the name of other brand then why and tried to know the reason behind it. I convinced retailers to sell our products and enjoy the benefit of good margin.

It was questions like from which dealer you get the service of our product. In pune we appointed five dealers in different areas of Pune city. Each and every dealer had given some particular areas of the city. So it was necessary to know about the name of dealer, because after closing the deal, we had to place the order of retailers to the dealer. I observed some dealer doesnt provide better service in some particular areas of Pune.

To know the margin one question was asked. As we know all the business is done only for getting profit and customer or retailers are tends towards cheap and best product. I observed retailers are getting margin from 5-11 per packet of masale.

In marketing concept customer satisfaction is very important because customer is the king of the market. So it was asked to the retailer about the service of the company. Some said they are getting good service but most of them are not satisfied with the service of the company. What is the reason behind it? Because the salesperson doesnt visit regularly and the delivery of goods is not on time. Those who are satisfied said product is able to fight with competitors product and it increases sales. It is important; the company should improve the service so that retailers can faith in the company.

During my project I found one important thing i.e. most of the retail shop in some areas was tieup with Everest or MDH or Pravin etc. in the market. By this way a company can make a permanent customer and faith on that. But the reason is that why any retail shop will tie-up with our company. If the company will provide good margin, better services, and the demand of the


product will high in the market then obviously shopkeeper will ready to tie-up their shop with our company. Sometimes retailers asked about credit payment. How many days of credit you will give for payment of your deliver goods. This kind of facility creates such a platform on which company can build a strong relation with retailers for long time. I observed, some retailers said that take the payment of first delivery of goods by giving the delivery of second order of goods. Why they used such kind of method, because they wanted to say that it might be you would never come second time for delivery of goods but you will come again to visit my shop if your payment is delay or not credited.

It was also asked to the retailers about new coming product of SaiPrasad foods limited. They were not aware about the new product. We told them about new coming products in the market. This kind of information is passed to make aware of the coming products so that when the product has been launched then everybody already knows about that and the product is easily accepted by retailers and customers. By this way company can save time and money which they have to spend on another market research when the new product will be launched in the market.

In the end of the research process it was asked about the suggestion of the shopkeepers regarding our product or services. This is asked to know the actual demand of the customers and retailers. Because the retailers can give the real idea of the consumers of Masala. Different retailers gave different kind of suggestions. Some of them said about improve salesperson service and visit the shop regularly. Some said make advertisement of our products. Some said improve the packaging . So many suggestions have been given by the retailers.



Consumer is the sovereign in the market. All economies activity in the market namely, production, distribution, exchange, consumption are governed, regulated and adjusted in accordance with the needs and wishes of the consumers. Analysis of consumer market has considerable importance in marketing management, with the changing in its philosophy. In the early days these was basically sellers market, very few products concentrated in quality and reasonable price structure, with the emergence of the competitors market started flooding with goods and services, so each seller found it difficult to sell products if unable to communicate the consumers in respect of products quality and reasonable price.

With respect to consumers perception regarding product, price, place, promotion etc retailers perception is also changed time to time. So it is necessary to find out the market overview of the current market scenario and get the information about their rivals in the same field of marketing to maximize the market share as well as profit of the company.

Innovation is always required in every walk of life. Todays market is very sensitive. Nobody knows the customer when they switch over to another brand of the company. So always be ready to find out the changing environment of market. And to become regular in market the best way is market research in every span of the year.



To transform marketing strategy into marketing programs, marketing managers must take basic decisions on marketing expenditures, marketing mix, and marketing allocation. First, one must decide what level of marketing expenditure is necessary to achieve its marketing objectives. Companies typically establish their marketing budget at a percentage of the sales goal. A particular company may spend more than the normal percentage ratio in the hope of achieving a higher market share.

Second, the company also has to decide how to divide the total marketing budget among the various tools in the marketing mix. Marketing is one of the key concepts in modern marketing theory.


It is the set of marketing tools that the firm uses to pursue its marketing objectives in the target market.








This is a major concept in traditional marketing. It consists of Product, Price, Place and Promotion. This is known as 4 Ps of marketing mix. It represents the sellers views of marketing tools available for influencing the buyers to opt for their products. Not all marketing-mix variables can be adjusted in the short run. Typically, the firm can changes its price, sales force size, and advertising expenditures in the short run. It can develop new products and modify its distribution channels only in the long run. Thus the firm typically makes fewer period-to-period marketing-mix changes in the short run than the number of marketingmix variables might suggest. Finally, the marketers must decide on the

Allocation of the marketing budget to the various products, channels, promotion media, and sales areas.


The most basic marketing-mix tool is product the firms tangible offer to the market, which includes the product quality, design, features, branding, and packaging. Product can be defined as follows:

A PRODUCT is anything that can be offered to a market to satisfy a want or need. Products that are marketed include physical goods (automobiles, books), services (haircuts, concerts), persons (celebrities and film stars), places (Hawaii), organization and ideas (family planning, safe driving).

Here our product is Zaika Masale.


A) Core benefit-

It is the fundamental service or benefit that the customer is really buying. The customer purchase Masale for tasty food.

B) Basic Product-

The second level the marketers turn the core benefit into a basic generic product. You need basic infrastructure to satisfy your particular need. The basic thing that customer want from any Masale is that the Masale is pure and good for the health at the same time they are conscious about the price.
C) Expected Product-

At the third level the basic product is turned into expected product, a set of attributes and conditions that buyers normally expect and agree to when they purchase this product. Buyer expected that Masale that he purchase is good and out of fresh stock.

D) Augmented Product-

At the fourth level the marketers prepare an augmented product that meets the customers desire beyond their expectations. The Packaging is of good quality and must be long life. It helps the customer to recall the product and that help in Next Time Purchase.
E) Potential Product-

Potential product is that product which company wants to provide their customers in future. We will be planning to provide our customer in future the following features.


1. More different size of Pakaging. 2. Packing of Masale according to customer need requirement. 3. Direct home deliver as and when customer required.



A Critical marketing-mix tool is price, the amount of money that customer pay for the product.

Price is the only element in the marketing mix that produces revenue; the other element produce costs. Price is also one of the most flexible elements of the marketing mix, in that it can be changed quickly, unlike product features and channel commitments. At the same time, pricing and price competition are the number one problems facing many marketing executives. Yet, many companies do not handle pricing well. The most common mistake is these: Pricing is too cost oriented; price is not revised often enough to capitalize on market changes; price is set independent of the rest of the marketing mix.

Companies handle pricing in a variety of ways. In small companies, Prices are often set by top management rather by marketing or salespeople. In large companies, pricing is typically handled by division and product-line managers. Even here, top management sets the general


pricing objectives and policies and often approves the prices proposed by lower levels of management. In industries where pricing is a key factor (aerospace, railroads, oil companies), companies will often establish a pricing department to set prices of assist others in determining appropriate prices.

This department reports to the marketing department, the finance department, or top management. Others who exert an influence on pricing include sales managers, production managers, finance managers, and accountants.



Place, another key marketing- mix tool, includes the various activities they company undertakes to make the product accessible and available to target customers. One must identify, recruit, and link various marketing facilitators to supply its products and services efficiently to the target market. A businessman must understand the various types of retailers, wholesalers, and physical distribution firms and how they make their decision.




Promotion, the fourth marketing- mix tool, includes all the activities the company undertakes to communicate and promote its product to the target market. In today world where everyone ready to cut the throat of everyone else, it is important to prepare for the starting because today you have run faster to stay in the same place. Modern marketing calls for more than a developing a good product, pricing it attractively, and making it accessible to target customers. Companies must also communicate with their present and potential customers, retailers, suppliers, other stakeholders, and the general public. The marketing communications mix consists of five major modes of communication: advertising, sales promotion, public relations and publicity personal selling, and direct marketing.


Packaging, Which is considered to be another very important element of the marketing-mix, is defined as follows:

Packaging includes the activities of designing and producing the container or wrapper for a product.

The container or wrapper is called the package. The package might include up to three levels of material. Thus, Old spice After-Shave Lotion is in a bottle (Primary package) that is in a cardboard box (Secondary package) that is in a corrugated boxing (shipping package) containing six dozens boxes of Old Spice. In recent times, packaging has become a potent marketing tool. Well designed packages can create convenience value for the consumer and promotional value for the producer. Various factors have contributed to packaging growing use as a marketing tool:

Self-Service: An increasing number of products are sold on a self-service basis in supermarkets and discount house. In an average supermarket, which stocks 15,000 items, the typical shopper passes by some three items per minute. Given that 53% of all purchases are made on impulse, the effective package operates as a five second commercial. The package must perform many of the sales tasks. It must attract attention, describe the products features, create consumer confidence, and make a favourable overall impression.

Consumer affluence: Rising consumer affluence means consumers willing to pay a little more for the convenience, appearance, dependability, and prestige of better packages.

Company and brand image: Companies are recognizing the power of well designed packages to contribute to instant recognition of the company or the brand.

Innovation opportunity: Innovative packaging can bring large benefits to consumer and profits to producers. The first companies to put their soft drinks in pop-ton cans and their liquid sprays in aerosol can attracted many new customers. Even the company which first

Introduces sachets in the Indian market attracted many customers and formed and important medium of reaching the Indian rural market where the purchases are based on daily wages.

Developing an effective package for a new product requires several decisions. The first task is to establish the packaging concept. The packaging concept defines what the package should basically be or do for particular product. Should the package main function (s) be to offer superior product protection, introduce a novel dispensing method, suggest certain qualities about the product of the company, or something else?


Therefore, once the packaging concept has been determined, decision must be made on additional packaging elements- size, shape, materials, colour, text, and brand mark. Decision must be made on how much or little text, cell phone or other transparent films, a plastic or a laminated tray, and so on. Where a product safety issue is involved, decision must be made on tamperproof devices. The various packaging elements must be harmonized. Size interacts with materials, colors, and so on. The packaging elements must also be harmonized with decisions on pricing, advertising, and other marketing elements.

After the packaging is designed, it must be tested. Engineering tests are conducted to ensure that the package stands up under normal condition; visual tests, to ensure that the script is legible and the colors harmonious; dealer tests, to ensure that the dealers find the packages attractive and easy to handle; and consumer testes, to ensure favorable consumer response.

Developing effective packaging may cost several hundred thousand rupees and take from a few months to a year. The importance of packaging cannot be overemphasized, considering the functions it performs in attracting and satisfying customers. Companies may pay attention, however, to growing environmental and safety concerns about packaging. Shortages of paper, aluminum, and other material suggest that marketers should try to reduce their packaging. The growth of non-returnable glass containers has resulted in using up to 17 times as much glass as with returnable containers. Many packages end up as broken bottles and crumpled cans littering the streets and countryside. All of this packaging creates a major problem in solid waste disposal, requiring huge amount of labour and energy. Fortunately, many companies have gone green in their packaging. Companies must take decisions that serve societys interests as well as immediate customer and company objectives


LABELING Labeling is a subset of packaging. Sellers must label their products. The label may be a simple tag attached to the product or an elaborately designed graphic that is a part of the package. The label might carry only the brand name or a great deal of information. Even if the seller prefers a simple label, the law may require additional information. Labels perform several functions. First, the label identifies the product or brand- for instance, the name Maggie stamped on packet of noodles. The label might also grade the product; thus the Dabur honey small glass containers are grade labeled A. The label might describe the product: who made it, where it was made, when it was made, what it contains, how it is to be used, and how to use it safely. Finally, the label might promote the product through its attractive graphics. Labels eventually become outmode and need freshening up. The label on Orange Crush soft drinks was substantially changed when its competitor labels began to picture fresh fruits, thereby pulling in more sales. Orange Crush developed a label with new symbols to suggest freshness and with much stronger and deeper colors. Note that the 4Ps represent the sellers view of the marketing tools available for influencing buyers. From a buyers point of view, each marketing tool is designed to deliver a customer benefit. Robert Lauterborn suggested that the sellers 4Ps correspond to the customers 4Cs. Table-3 4Ps Product Price Place Promotion 4Cs Customer needs and wants Cost to the customer Convenience Communication

Thus, winning companies will be those who can meet customer needs economically and conveniently and with effective communication.

Michael E-Porters five-force industry analysis

Potential entrants Suppliers bargaining power Big target population High profitability Very few players High growth prospect of industry due to increase in awareness related to health. 0)

Availability of many Buyers bargaining competitors in this power field. Low price offered by local competitors Additional value added services offered by competitors to retailer.

Industry Competitors Fast technological changes Rising demand of safe and pure drinking water

Intense price war Superior technologies of competitors More profit margin given by local producer Loyalty towards competitors brand

Threat of substitute products Conventional methods to save cost Local player providing solution with unhygienic water Other drinks like Cola, Juice etc.





Research design is the specification of methods and procedure for acquiring information needed. The choice of research design will depend essentially on the nature of the problem on which the research is to be undertaken. Another factor that is also relevant in this respect is the scope of the proposed study. If the scope is wide enough covering a number of aspects, then the research design will be very different from a study having an extremely limited scope.

Steps of research design:-

Decide the objective or problem of research. Determine the most suitable method of research. Determine appropriate research instrument for data collection. Determine suitable sampling design and sample size. Conduct the field survey for data collection. Process and analyze data. Prepare research reports




The advanced learners dictionary of current English lays down the meaning of research as a careful investigation or inquiry especially through search for new facts in any branch of knowledge. The project was to involve a detail study of the market based on the retailers. The markets available for the study were the retail shops, hotels, clubs etc. For estimating the competitors market and our own brands market share different methods of primary data collection were employed in the form of questionnaire, interviews and telephonic methods for establishing facts about building marketing insights for packaging margins etc, were used. When sorted and used properly, the data collected in the field can form the backbone of later marketing

There are different research approaches and the research instruments that were employed during the research work. The common research approach for collecting the primary data are observations, focus group, surveys and experiments. In this case, a general survey to gain knowledge about the market, commonly known as the pilot survey was and undertaken where particularly information was gathered With respect to the brands, peoples / consumers perception so that it serves as a foundation to prepare the questionnaire for collecting primary data and that it helps in deciding other methods to be adopted which may be useful in gathering the necessary information.



Descriptive method:-

When the researcher is interested in knowing the characteristics of certain groups such as age, sex, educational level, occupation or income, a descriptive study may be necessary. Other cases when a descriptive study could be taken up re when he is interested in knowing the proportion of people in a given population who have behaved in a particular manner, making projections of a certain thing; or determining the relationship between two or more variables. The objective of such a study is to answer the who, what, when, where, and how of the subject under investigation. Descriptive studies are more complex, demanding a high degree of scientific skill on the part of the researcher. The studies are well-structured. The approach of this study cannot be changed every now

and then. It is, therefore, necessary that the researcher gives sufficient thought to framing research questions and deciding the types of data to be collected and the procedure to be use for this purpose. If he is not careful in the initial stages, he may find that either the data collect are inadequate or the procedure used is cumbersome and expensive.

The research design used for study is Descriptive in nature. Questionnaire and survey study would be conducted of own walk in different companies with the reference of Sai Prasad Foods Ltd, PUNE was descriptive in nature. A questionnaire consists of a set of questions presented to respondent for their answers. Because of its flexibility, the questionnaire by far the most common instrument used to collect the primary data.

Questionnaire had to be carefully developed, tasted and debugged before they are administered on large scale. The questionnaire should use simple, direct, unbiased wording and should be pre tested before it is actually used. Questionnaire method was followed to collect primary date with respect to the project. The purpose of this study is to insure about the which type of Masale is sold in the market.




I used survey research using structured questionnaire. Generally field surveys are commonly used to collect primary data from the respondents. Survey can be different type like personal, telephonic, by mail and by diary. In contrast, surveys based on personal interviews are suitable when detailed information is to be collected. Sometimes a combination of two or more methods could also be used. It is common practice to use structured questionnaires prepared in advance, to elicit the necessary information from the respondents. In case the enumerators are to fill up the questionnaires, the survey is a personal one. Questionnaire had to be carefully developed, tasted and debugged before they are administered on large scale. The questionnaire should use simple, direct, unbiased wording and should be pre tested before it is actually used. Questionnaire method was followed to collect primary date with respect to the project.



The various sources of information can be broadly divided into two categories.

Primary data: In order to have first hand information to know the perception, preference and liking of the customers / consumers visiting various retail shops. All these persons are also interviewed to know their feelings and attitudes about the facilities (margins, discount) and the services (promotional and other benefits) that the company people provide them. The data collected from primary sources are more authentic than the data collected form secondary sources. There is very less chances of defects in primary data. But to collect a primary data is time consuming and very costly, because it is not easy to collect primary data by a single people. More people are required for this purpose so more money has to spend on that. Primary data for the project collected from:

Retail stores Dealers Company visit Colleagues

Secondary data: The source of information, already gathered for some other purpose from other sources such data are called secondary data. These data can be available from different magazines, journals, books, websites and company profiles. Secondary data for the project were collected from:

1. Various publications of books on related subject.


2. Various publications on the area of work.

3. Various websites.


Marketing researchers have a choice of two main research instruments in collecting primary data questionnaire and mechanical devices. Mechanical Devices are used frequently in marketing research. Mechanical devices hold no relevance for this study and thus only questionnaire was used.

A questionnaire consists of a set of questions presented to respondent for their answers. Because of its flexibility, the questionnaire by far the most common instrument used to collect the primary data.

Questionnaire had to be carefully developed, tasted and debugged before they are administered on large scale. The questionnaire should use simple, direct, unbiased wording and should be pre tested before it is actually used. Questionnaire method was followed to collect primary date with respect to the project. Each and every question is designed on the basis of objective of the project. It was asked to retailers and gathered information in such a way so that the purpose of the research can be fulfilled.



The process of collecting observation from the element form the element of a large population may be expensive, time consuming and difficult. It will be cheaper and quicker to collect information from a sample plan and population. A sample is fraction of subset of population through a valid statistical procedure so that it is regarded as a representative of entire population. The valid statistical procedure of drawing sample from population is called Sampling. Sampling must consists of following elements:

The first step in developing any sample design is to clearly define the set of objects, technically called the Universe, to be studied. The universe can be finite or infinite. In finite universe the number of items is certain, but in case of an infinite universe the number of items if infinite, i.e., we cannot have any idea about the total number of items. Here total retailers or dealers of the pune city are our finite universe.

Sample Unit: Sample Unit was retailers. So it is clear that Sampling Unit is nothing but the variable to be studied. Sample Frame: The entire list, which contains the sample unit, is known as sample frame. In this case the sample frame was Pune City. Sample Size: The larger the sample the more accurate the result would be. But, it is not feasible to survey the entire target population and even the substantial portion of it. In this project, being aware of time and constraints sample size was 200 retail outlets. Sample Method: The research process used non-probability sampling (Quota sampling), which involves a sample, which represents the universe. In this type of sampling, the items for the sample are selected deliberately by the researcher; his choice concerning the items remains supreme.


Quota Sampling:
I used quota sampling which is very similar to stratified random sampling. The first step of deciding on the strata, or segments which the population is divided into, is actually the same. The second step, of calculating a total sample size, and allocating it to the various strata, is also the same. More liberty is given to the field work to select enough respondents to complete the segment wise quota. Quota sampling is used to save time. The total Pune region is divided into different strata like different area. For example D.P Road, M.G Road, F.C Road, Kothrud, J.M Road, Pune Station. Etc.I did area wise survey by asking different questions to retailers in restaurants, hotels, retail stores etc and collect data as much possible to collect. On the basis of this took sample size. I have taken total sample size 200 and done data analysis on the basis of that data.

All the questionnaire is designed keeping in mind the retailers and the company also. Because company needs all the information from market and the information can be collected from retailers by asking questions to them. So questionnaire is designed simply and based on company wants. It is helpful to achieve the objective in every walk of the study. By the help of questionnaire I got all the market knowledge regarding our products and competitors products, their price differentiation, their offers and benefits etc.



All the data collected from primary sources as well as secondary sources has been analyzed by formulating table and chart. Following steps have been taken for analysis of data.

Collection of data from its sources. Evaluation of all collected data. Selection and rejection of data. Tabulation of data. Formulation of data chart. Data interpretations.

All the data taken is authentic and relevant to the project objective. So it was easy to me make conclusion and give recommendations and suggestions to the company.


1) How much boxes of masala are you selling per week TABLE NO 1 boxes 0-20 20-60 Answer 140 80

60-100 160

Above 100 20


boxes of masala selling per week

45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 0-20 20-60 60-100 above 100 boxes of masala selling per week


Maximum consumption came under the range of 60-100 boxes per week. Because MASALE is sold by retail stores in Pune.


2) Maximum selling brand of masale. This question helps us to find out the strong market share of the brand of the company. By this way we can easily understand the market position of our product in the market. Table -10 Answer MDH Everest Suruchi jaika suhana Pravin Others Total No of answer 132 92 64 70 19 18 5 400 % of selling brand 33.3 23 16 17.5 4.75 4.5 1.25 100


maximum selling brand

4.75% 4.50% 1.25% MDH Everest 17.50% 33.30% Suruchi jaika suhana 16% 23% Pravin others

INTERPRETATION: Based on the analysis MDH is being sold by maximum number of outlets. Then EVEREST is more in demand.

1.) Per bottle profit margin by selling of all brands of PDW. By asking this question, we come to know that weather the retailer is getting already good margin or we could offer them good margin. Table -11 Answer Rs 50-70 Rs 70-90 Rs 90-110 Others Total No of answer 98 158 64 80 400 % of profit margin 24.6 39.3 16 20.1 100

margin of profit


24.6 50-70 70-90


90-110 others



This pie-chart shows that retailers are getting good profit margin 70-90 rupees per box by selling masale.


1.) Satisfaction level of our companys services. To find out the perception of retailers regarding companys service. Weather retailers are satisfied or want something else, this analysis was required. Table -12 Answer Satisfied Not satisfied Total No of answer 51 19 70 % of answer 73.07 26.93 100

satisfaction level


satisfied 73.07 not satisfied


Most of the retailers are satisfied with companys services. Because dealers are providing regular service to the retailers and salespersons are visiting regularly

3) Satisfied retailers response, how. To understand the reasons behind retailers satisfaction regarding companys services. By this way we come to know the reasons why retailers are happy with companys services. Table-13 Answer Increase in sales Survival of products Regular visit of salespersons All above Total No of answer 16 10 20 05 51 % of answers 31.7 21 36.8 10 100

Series 1
40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% increase in sales survival of products regular visit of salesperson all above 10% 21% Series 1 31.70% 36.80%

INTERPRETATION: After analysis of data, we come to know that more satisfied retailers gave answers in of regular visit of salespersons in their area. respect


10.) Willingness of Tie-up the shops with our product.

In most of the cases, I found that retailers said that they are tie-up with other company. Therefore, to know how many of them are willing to tie-up with our product this is asked. Table-14 Answer YES NO Total No of answer 24 46 70 % of answers 34.6 65.4 100

tie-up with company

100% 80% 60% 40% 20% 0% yes no 34.6 65.4 tie-up with company


A very few of them were willing to tie-up with us. Because most of them are already tieup with other company and some of them are independent retailers,


11.) Reasons of tie-up the shop with our companys product. The given table shows the data of reasons so that shopkeepers would like to tie-up their shop with the companys products. Table-15 Answer No of answer % of answer

Better service Good margin More demand All of above Total

5 7 4 8 24

22.3 26.6 17.8 33.3 100


22.30% 33.30% Better service good margin more demand 26.60% 17.80% all oo above


The chart shows that 33.3% of the shopkeepers are willing to tie-up their shop due to the reasons of better services; good margin and more demand all of them.


12.) Do you want credit period of payment. Sometimes shopkeepers asked about credit period of payment. So the given table shows how many of them needed credit for payment. Table-16

Answer Yes No Total

No of answer 40 30 70

% of answer 57.7 42.3 100


42.30% 57.70%


INTERPRETATION: Since Pune is developed market, apart from that retailers need credit period for payment. 57.7% retailers said yes and 42.3% retailers said no.


13.) Days of credit period needed for payment. So many times retailers asked about credit period of payment. How many days of credit will you give me. So this is used to know about the retailers point of view regarding credit of payment. Table-17 Answer No of answer % of answer

3 days 1 week More than one week Total

15 18 07 40

34.7 46.7 18.6 100





In Pune a very few retailers need credit of payment. Because most of them are big retailers and well establish. Those who need credit want mostly for 7 days or more than one week of credit. A very few of them need 3 days of credit.

16.) The benefit of offers given by company. This question is asked to know about the offers given by company and among them, how many of them are enjoyed by retailers.


Answer Relief in Credit Banners Free goods delivery All above Total

No of answer 20 08 13 26 70

% of answers 29.2 11.5 18.5 40.8 100




Retailers are getting benefits of offers in terms of so many ways. Most common among them are shown in the chart. 26 retailers told that they got its benefit by banners, free goods delivery and relief in credit period.


Pune market is a big scope for the development of Masale product. This is a big city and the population of this city is huge. Most of the people belong to high class. Most of them are either employee or students or businessman. So the requirement of Readymade masale in this city makes the good sense to capture more and more market share. The project on market research gives the deep understanding of all the aspect of market, which covers all the key area of selling along with all the features such as brand reflecting, customer response in the eyes of retailers, Product improvement, Promotion, Offers etc to provide all the comfort required by the customers. I have tried my level best to cover all the aspect of retail marketing of Zaika Masale along with the competitors analysis of the Sai Prasad product. In spite of some limitations, the project is completed covering the detail study of marketing. Really, this project was like a challenge for me, I have accepted and completed with the best of my efforts, knowledge and skills. The study gives some of the conclusions, which are as follows:-

Zaika Masale is growing in the market. There is a big competition among its competitors in the market. The market share of Zaika Masale is very less but it is growing rapidly in Pune market. Since Zaika Masale is new in Pune market so it will take some time to capture the market. Need to spend money on advertising and sales promotion to attract more and more customers and retailers. MRP of Zaika Masale is less than other competitors so retailers are not getting good profit margin.

Dealers are not in such numbers to provide regular delivery of goods at right time.

SPFL is not providing display to retailers but other competitors are providing display to all the retailers. Due to this retailers cant keep other brand of product. SPFL has modified its packaging of Masale so now retailer as well as consumers is giving more response than it was earlier. Most of the retailers said, give us your own display I would keep your product because they cant keep our product in the display of other company. Profit margin of the retailers by selling of Zaika Masale is more than the other brand of the masale in the market. At last I would like to say that, since the company Sai prasad foods limited is new in the Pune market so they shouldnt worry about its market share and popularity of its product. They should focus on some small but important things and then it will capture the whole Pune market very soon. But for achieving this goal company should improve some part of its four Ps and service also. Because without improving these things nobody can move towards the zaika masale. These days, customers are more sensitive and they easily switch over to other brand of products because every day competitors used some new tactics to attract the customers. So company should remain always active and pay attention to small things and try to remove barriers in the path of success of the company.


All questionnaires were not applicable to each and every retailers because it depends upon the objective of the survey. Some retailers were not ready to give answers eagerly of all questionnaires. Some of the retailers were not ready to co-operate while conducting the market survey Most of the retailers were not willing to share their experiences about competitors price, offers, schemes and strategies. Time span of the project was limited for only 2 months so, the outcome of the results of this project may not be 100 percent positive. Selected sample may not be perfectly representing entire population. Most of the time, it was found that, the owner of the hotel or restaurant was not present at their shop, so it was the wasting of time and had to come again to meet that person next time. The target area was fixed so it was not allowed to go to any other area for survey myself. The target given by team leader or boss was fixed so sometimes it create problem to do the research systematically. We didnt have full power or authority to do the research or sell the product as the permanent sales executive of Sai Prasad Foods Ltd. used to sell. Our area sales manager and dealer had given a rate list. It was not allowed to any summer trainee to go beyond that rate list and make price negotiation and close the deal. The weather and climate of the pune is not certain. So when it is raining nobody knows. So it was the barrier during my project.


Sometimes conflict arouse in the team due to communication gap. It happened two or three times, two summer trainee visited same outlets in same day. This kind of activity creates problem to convince the retailers and got the order.

Sometimes the traffic of Pune created problem to reach to suitable place at right time and meet the retailers or dealers or the team members also. Sometimes the vehicle which I used to the time of summer internship made problem. Unfortunately my motor bike got punctured and made me late to attend the meeting of my boss as well as the dealers and retailers. The instructions of the team leader and the area sales manager and rules of the company made my area of work limited so it was not possible to utilize my all efforts in the market.



After sale services should be improved. Regular visit of salesperson as well as dealer should be maintained for proper supply. Company should Increase number of distributors in pune region. More and more schemes should be launched by the company and organization for retailers and dealers.

One week credit facility or one bill due system should be introduced. Sales promotion tools such as key chains, pens, banners, racks, note pads, stickers should be given to the retailers..

Packaging should be standardized & made attractive. More experienced candidates should be appointed as sales officers. Company should adopt new strategy and provide Display to every retailers to capture the more market share.

Company should organize some advertising campaign to spread awareness of the product and clearing the doubts of the customers.

Company should provide some points on the basis of target selling of products to the retailers and at the end of the month or year they should be given prize according to points achieved by retailers.

Sai Prasad Foods Ltd. should give new offers to retailer as well as dealers so that they would ready to keep stock of Zaika Masale.



If company adopts these above mentioned recommendations and suggestions definitely the company will grow with full of speed and in a short span of time Zaika Masale will capture whole the market of pune. During summer internship I found that most of the retailers complained about weak service of SPFL. So by improving service and some other things we can achieve our objective easily.


After completion of my research, I found so many things missing which is the barrier in the path of development of the company. So I suggests above mentioned recommendation. These are helpful for the company in future growth. If company applies all these suggestions then this will help them in long run growth because, to make customer relationship for long period it is necessary to provide them after sale services.

The data collected from market will be useful for next year also when company suppose to introduce new product in the pune market



1. What is your name? ______________________________________________________________________________ __________________________________________________

2. How many outlets you are having? ______________________________________________________________________________ __________________________________________________

3. Which all brands of Masale are available for sale? MDH Everest Suruchi Pravin Suhana Zaika Others

4. What is the specification of your products?


a. 50gm c. 200gm

b. 500gm d. 1 kg

5. How much boxes of Masale are you selling per week?

a. 5-20 boxes c. 60-100 boxes

b. 20- 60 boxes d. others

6. Which brand of masale do you sell more? MDH Everest Suruchi Pravin Suhana Zaika Others

7. How much margin do you get by selling per box of all brands? a. Rs.50-70 b. Rs.70-90 c. Rs 90-110 d. Others

8. Are you satisfied with companys services?







If yes, how? Increase in sales. Survival of products. Regular visit of salespersons. All of above.

10. Would you like to tie-up your shop with our product?

a) Yes 11. If yes, why? Better service. Good margin. More demand in market. All of above.

b) No

12. Do you want credit period for payment?

a) Yes

b) No

13. If yes, how much days of credit do you want? 3 days One week.

More than one week.

14. Do you ever have the benefit of offers given by the company? a) Yes 15. If yes, how? Credit period in payment. Free samples. Banners Free goods delivery All of above b) No

16. Do you have any idea about our new coming products in the market?

a) Yes

b) No

17. What is your observation about branded and non-branded products? ______________________________________________________________________________ ________________________________________________________________________

18. Do you have any suggestion for our products and services? ______________________________________________________________________________ ________________________________________________________________________

Thanking you Date: Signature:-


BIBLIOGRAPHY BOOK REFERENCE 1. Beri G. C., (1989), Marketing Research, Tata McGraw-Hill Company Ltd., (4th Edition).

2. Kotler Philip & Keller Lane Kevin(1994), Marketing Management, Dorling Kindersley (India) Pvt. Ltd., licensees of Pearson Education in South Asia., (12th Edition). 3. Kothari C.R., (1985), Research methodology, New Age International (P) Ltd. Publisher, (2nd Edition).

4. Sherlekar S.A.(1981), Marketing Management, Himalaya Publishing House Pvt. Ltd., (14th Edition).

5. Wehmeier Sally, (2005), Oxford Advanced Learners Dictionary of Current English, Oxford University Press, (7th Edition).


WEBSITES, available online on 1st July to 27th October 2009., available online on 10th August 2009., available online on 10th August 2009.