A STUDY ON PRODUCTION PROMBLEMS IN RICE MILL

Submitted as a part of MBA I year Course Requirement By K.RAMESH 3511040145

Under the guidance of

SRM B-SCHOOL FACULTY OF ENGINEERING AND TECHNOLOGY SRM UNIVERSITY (RAMAPURAM II) VADAPALANI, CHENNAI

BONAFIDE CERTIFICATE

This is to certify that _____________________________ is a Bonafide Student of SRM BSchool, SRM University, Vadapalani, Chennai. She / he is in the I year of Masters Degree Program in Business Administration (MBA). She / He has done this project under my guidance and supervision towards part fulfillment of I year MBA course.

Project Guide Date: Place:

HOD

DEPARTMENT SEAL

DECLARATION

I .(Name of the Student with Reg. No.) studying in I year MBA program at SRM B-School, SRM University, Vadapalani, Chennai, hereby declare that this project is an original work of mine and I have not verbatim copied / duplicated any material from sources like internet or from print media, excepting some vital company information / statistics, which are provided by the company itself.

Signature of the Student Date: Place:

ACKNOWLEDGEMENT
I have taken efforts in this project. However, it would not have been possible without the kind support and help of many individuals and organizations. I would like to extend my sincere thanks to all of them. I am highly indebted to S.KUMAR for their guidance and constant supervision as well as for providing necessary information regarding the project & also for their support in completing the project. I would like to express my gratitude towards my parents & member of MOORTHY MODERN RICE MILL for their kind co-operation and encouragement which help me in completion of this project. I would like to express my special gratitude and thanks to industry persons for giving me such attention and time. My thanks and appreciations also go to my colleague in developing the project and people who have willingly helped me out with their abilities.

K.RAMESH

ABSTRACT

The project tells about the brand positioning and production processing stages. In this project there are promblems and also solutions for it. in each stage of the processing a short description is provided for better the machinery processes. From starting to end processes it has been briefly. Many rice mill are been under on man power basis without knowing the knowledge of energy consumption. Paddy husk is used as fuel consumption for pressure boiler unit.it saves Rs. 23,40,0000(twenty three lakhs forty thousand)per annum. Another solution for reducing cost of production is producing a more number of units. It saves Rs.13,92,000(thirteen lakhs ninety two thousand) per annum Processing stages are processed in to 4 stages o Soaking o Cooking o Drying o Hulling Every processing are used to get the better quality rice. Paddy are converted in to rice in different processes to improve further quality in 5 days. Brand positioning have to implement for better promotion of products

TABLE OF CONTENTS

CHAPTER 1 INTRODUCTION
1.1
1.2 1.3 1.4

PAGE NUMBER

COMPANY BACKGROUND OBJECTIVES NEED FOR THE STUDY SCOPE & SIGNIFICANCE

CHAPTER 2 PROBLEM & ANALYSIS

2.1
2.2 2.3 2.4

PROBLEM IDENTIFIED IMPLICATIONS OF THE PROBLEM MAJOR OBSERVATIONS SOLUTIONS

CHAPTER 3 SUGGESTIONS & CONCLUSION

3.1
3.2

SUGGESTIONS FOR IMPROVEMENT CONCLUSION

CHAPTER 1

INTRODUCTION

1.1 BACKGROUND Murthy modern rice mill was started a small rice factory with a capacity of very few annual turnovers which covered 13 cents at ARNI. Named as Kadarkari murugan rice mill in 1982 as beginning work was Labour Grinding. Along with share holders they started another rice mill in 1989 and that occupies 1acre and 80 cents at Vellore road in ARNI In another five years next one was privately organized which was about 4 acres and 18 cents on Vandavasi Road. After its venture the company focuses on providing quality with good service. Having great potential Mr.S.KUMAR has proved himself in the field of Rice industries. He organized MOORTHY MODERN RICE MILL who with diplomatic ideas bring success. From those humble beginnings we grew a vision that has converted ours into millions worth enterprise, turning out a wide range of rice varieties to suit diverse needs of its customers around the globe. They have tend to manufacture and supply an enormous range of Boiled rice, Rajabogam rice, Thanjavur Ponni rice, Deluxe Ponni rice, Sona rice, Steamed rice, Raw rice, Idly kaar and Kranthi kaar rice in India . In order to provide the delicious Indian rice varieties to the customers in India and abroad, they have developed own methods and strategies which are helping in producing healthy and nutritious forms of rice Their consistency with regard to QUALITY AND PRICE" is the reason behind of success and ever-growing clients. The other fact behind of success is consistency in quality, ability to satisfy customers needs and requirements and our principals which inspired us to good, best and better. They have wide network in India which is very supportive for the reach of all over India and abroad. Over the years they have developed sophisticated infrastructure facilities for manufacturing, processing and packing.

1.2 OBJECTIVE

The main objective of is marketing a product on standard quality. It mainly depends on

Quality management Monitor on processing stages Supply chain management To Reduce wastage Energy consumption Valuable price for a product To Identify brand

By doing this product will be marketed at standardised Quality at regular intervals .while delivering superior value to customers is critical to marketing success. This task is not at all easy .It seems that Indian consumers today prefer value over brand names. They seem to be less bothered about loyalty to brands and prefer to go by value when a class brand vs value occurs in their minds. They seem to have become more value loyal than brand rice. When however they do go by the brands, they do so because they have looked closely at the value offered by the brand and are satisfied with low cost.

1.3 NEED FOR STUDY

Many business people think branding is a luxury for large corporate companies such as Coca-Cola, Nike and British Airways. One that requires spending thousands of pounds on getting a fancy logo and strapline. But a strong identity is within everyones grasp and can make a real difference to business. And it is much more than a name or logo. It encompasses every part of your company. It represents the values you wish to project in encouraging people to entrust their business to you. Why it is important? In an increasingly competitive environment where consumers are bombarded with choice, the need to brand has never been greater. It allows a company to differentiate itself from the competition and, in the process, to bond with their customers to create loyalty. A loyal customer is much more difficult for the competition to poach. How does it help new business? As well as giving your business an identity and setting apart from your competitors, a robust identity creates the desired perception of business in the minds of customers. One that communicates the personality of company can help grow business, increase market share, improve customer retention and loyalty, and bolster the asset value on balance sheet. As a small business, it can also reassure a discerning public that have the same credentials as better known competitors. It can generate several internal benefits too. By providing a sense of common purpose, it can unite as a team and focus the efforts of employees. How do build identity? You can pay a consultant a fortune to work with you, (which is why many small companies feel it not within their grasp), but you can do this yourself if you have the time to invest in getting it right

1.4 SCOPE AND SIGNIFICANCE

In world paddy production, Asias share is more than 90 percent. Paddy is a primary foodgrain crop of India and occupies about 37 percent of the area under foodgrains and contributed more than 40 percent of foodgrains production in the country during 2000-01. More than 50 percent of countrys population depends fully or partially on rice as it constitutes the main cereal food crop of the diet. During 1999-2000, in the states like Andhra Pradesh, Assam, Kerala, Orissa, Tamil Nadu and West Bengal, rice consumption accounted for more than 80 percent share in total cereal intake. During the year 2001-02, India accounted for 44622 thousand hectare area with production level of 93084.5 thousand tonnes of rice. It has been observed that West Bengal, was the largest rice producer (16.39 percent) during 2001-02, followed by Uttar Pradesh (13.38 percent), Andhra Pradesh (12.24 percent), Punjab (9.47 percent), Orissa (7.68 percent) and Tamil Nadu (7.38 percent). In area, West Bengal ranked first with 13.60 percent of total area followed by Uttar Pradesh (13.17 percent), Orissa (10.08 percent), Andhra Pradesh (8.57 percent), Chhattisgarh (8.37 percent) and Bihar (8.00 percent). Whereas, in productivity, Punjab stood first with 3545 kg/ha followed by Tamil Nadu (3263 kg/ha) and Andhra Pradesh (2978 kg/ha). Area, production and average yield of major rice producing states during 1999-2000 to 2001-2002 a positioning statement is a description of the core target audience to whom a brand is directed, and a compelling picture of how the marketer wants them to view the brand. A well-constructed positioning statement is an invaluable means of bringing focus and clarity to the development of a marketing strategy and tatics How? Because every decision that is made regarding the brand is judged by how well it supports the positioning statement---from the brand name, the product itself, and packaging, to advertising, promotions, etc. There are four elements or components of a positioning statement: 1. TARGET AUDIENCE The attitudinal and demographic description of the core prospect to whom the brand is intended to appeal; the group of customers that most closely represents the brands most fervent users. 2. FRAME OF REFERENCE The category in which the brand competes; the context that gives the brand relevance to the customer. 3. BENEFIT/POINT OF DIFFERENCE The most compelling and motivating benefit that the brand can own in the hearts and minds of its target audience relative to the competition.

4. REASON TO BELIEVE The most convincing proof that the brand delivers what it promises.

Criteria for Evaluating a Positioning Statement 1. Is it memorable, motivating and focused to the core prospect? 2. Does it provide a clear, distinctive and meaningful picture of the brand that differentiates it from the competition? 3. Can the brand own it? 4. Is it credible and believable? 5. Does it enable growth? 6. Does it serve as a filter for brand decisionmaking? Consumers love brands because they offer an extra value, one in addition to the core product or service. That value becomes the major motivation for consumers to buy or use the product. How precisely is this value being added and incorporated into the brand? Advertising professionals say it is advertising. Consumers love the adso theyll love the brand. Other marketing experts are suggesting that a consistent and total brand experience is the key. Brands are not human-like and they do not have a life of their own outside the consumers mind. They are instruments, simply means to achieve ends. Emotions cannot be glued to them. They arouse emotions when they are perceived as a source of something beneficial. The positive emotions are direct outcomes of these anticipations. Their various symbolizations (name, logo, font, emblem and so on) have little impact on their own; their importance is mainly as identifiers of sources of already attributed and anticipated benefits. The act of branding has 10 different meanings, which translate into 10 different ways to create instrumentality or usefulness beyond the tangible benefits of a product/service:

1.CREATING A CONCEIVED LINKAGE TO A TANGIBLE BENEFIT

Creating a conceived linkage between the brand name and other identifiers and a tangible benefit (a result in the physical world or an experience). That benefit is provided by the product itself or any component of the marketing mix.

2.FORMING A MENTAL CONTEXT

A concept or an organizing principle that allows the consumer to connect unrelated facts by guiding intent or by some other common factor. In these cases, the main benefit of the brand to its customers originates in the mental context. 3. Directing an Experience The branding here is the creation of an expectation that allows an experience richer than what the product alone can offer.

4. Creating a Means of Self-Presentation Branding creates a symbol with a meaning that gives a brand image 5.Creating a Means to Deliver a Message The branding role in this approach is to create a symbol of another kind, its meaning widely known as well. That kind of symbol enables the consumer to make a very specific statement and/or express a very specific emotion. 6. Building a Social/Cultural Authority The next branding approach is the creation of an authority that the consumers can use as a guide. That guide helps them to understand whats happening around them and informs them which behavioral ways are normative, what will make them happier and so on. 7. Creating a Long Hand The branding creates means for the consumer and empowering him or her to act for noble objectives and high purposes that she cant achieve by herself. 8. Creating an Alter Ego The brand is a way for the consumer to behave (at least on a fantasy level) in a manner he would like to but doesnt dare, or isnt willing to pay the price for. 9. Building an Emotional Gym Opting for our civilized and protected lifestyle, we compromise a lot of our possibilities as humans. We go to the gym to prevent the degeneration of our bodies, which because of our lifestyles dont get to face the challenges they are otherwise capable of confronting. Similarly, we watch movies to exercise emotional skills that arent legitimate or acceptable in our lifestyles. 10. Facilitating Fantasies This branding approach helps the consumer to fantasize an alternative reality

CHAPTER 2 2.1 PROMBLEMS IDENTIFIED

Paddy is the most important and extensively grown food crop in the World. It is the staple food of more than 60 percent of the world population. Rice is mainly produced and consumed in the Asian region. India has the largest area under paddy in the world and ranks second in the production after China. Country has also emerged as a major rice consumer. Rice is primarily a high energy calorie food. The major part of rice consists of carbohydrate in the form of starch, which is about 72-75 percent of the total grain composition. The paddy processing is made more important on rice mill on different stages. Every stage have to monitor carefully for preventing faults. Incase it have not be seen leads to High broken rice Rice smashing Rice colour will appear shade Black rice will be high Machine failure Quality reduced Price leads to low

In every stages a labour is kept to monitor regularly on shift basis.paddy can be classified in to 3 types Long grain paddy WHITE PONNI ADT 36 DELUXE PONNI 0.15

Medium grain paddy KARNATAKA SONA GSONA PAPATALA GBPT

SHORT GRAIN PADDY GUNDU KRANTHI

Paddy processing can be divided in to 4 stages are SOAKING COOKING DRYING HULLING

SOAKING
Soaking is the essential part of paddy processing. Before soaking paddy is cleaned by machine called PADDY CLEANER which purifies the paddy from impurities. It removes DUST STONE PADDY STRAW HUSK PATHAR(layer called husk inside the half rice) MUD

it is done on basis of range and moisture content of paddy. When the moisture content is high, Soaking time will be reduced. This leads to appearance of rice will be shine. New arrivals of paddy will be given less time like 10hrs.soaking can be done from 10hrs to 15hrs. without soaking,paddy is cooked,dried and hulled named as RAW RICERange of paddy on soaking are

12-15 HOURS
WHITE PONNI KARNATAKA SONA GSONA PAPATALA WGBPT DELUXE PONNI O.15

10-13 HOURS

GUNDU ADT 36 GUNDU and ADT 36 appears chalky white colour in colour. Old paddy of these 2 varieties will be less than new on colour appearance

COOKING
There are many advantages of parboiling the paddy. It reduces grain breakage during milling, greatly improves the vitamins content and other nutrients in the polished rice grain, increases the oil content in the bran, changes the cooking and eating quality of the rice and reduces the insect infestation during storage. Gundu and ADT36 are given slight cooking for increase of chalky white At the time of hulling

DRYING
Paddy drying can be divided in to Vibrating fluid bed dryer Port dryer

VIBRATING FLUID BED DRYER.

A perforated tray carrying the wet paddy is gently vibrated. Hot air is introduced from underneath at a suitable temperature for a very uniform and efficient drying. This is designed to operate at near resonance frequency. It helps to consume minimum energy and at the same time provides an almost maintenance free operating life. The paddy is continuously dried in the vibratory fluid bed dryer to the required moisture level using hot air. This process of drying improves quality of rice because of extremely uniform and intimate drying

ADVANTAGE
Simple in construction Continuous system

Uniform moisture removal Lower steam consumption Reduces brokens A long maintenance-free life

DISADVANTAGE
Reluctance of millers in accepting new technology Partial difference in cost

PORT DRYER
PORT dryer is a continuous-flow type dryer. It has a form of large rectangular bin with many inverted V-shaped fins connecting to opposite bin walls. Each inverted V-fin has triangle opening on one wall and closed on the other. This opening is alternated from one fin to the adjacent fin. The working principle is to blow air from one side of the wall. Air will flow into openings of fins through paddy. Distance between adjacent fin is between few inches to one foot depending on capacity & design of the dryer. Paddy is fed to dryer by elevator and out by gravity down flow. Normally hot dry air is used for blowing Paddy in PORT dryer mixes while flowing down the bin and thereby dries the paddy.

ADVANTAGE
Simple in construction Easy to operate Less operate

DISADVANTAGE
Batch drying Uneven drying Steam consumption is more

HULLING
HULLING consists of various processing techniques.it is the final part of the paddy processing

CLASSIFIER
CLASSIFIER Cleaning machine can efficiently separate Oversized and Undersized impurities from food grains. The machine can also be used for grading different sizes of a product. The inbuilt Self-Clean system ensures optimum efficiency during the production cycle.

ADVANTAGE
Precise screens ensure High separating efficiency Dust free operation Robust construction with low maintence Angle controller to adjust angle of throw.

DISADVANTAGE
High electric consumption

STONE CLEANER
Stone separator removes stones, foreign Particles, mud lumps, dust from the infeed product. This machine works with a principle of negative pressure in the sieving chamber to separate products having difference in specific gravity

ADVANTAGE
Adjustment made to different applications Assures efficient of stones

SHELLER
De husker removes husk layer of paddy by passing the grains between two counter revolving rubber rolls. A completely automatic system ensures correct feed rate and pressure between rubber rolls which reduces rubber rolls consumption drastically The very high degree of shelling can be obtained with lesser brokens by using pneumatic controls

ADVANTAGE

To reduce broken rice Auto\manual working Feed rate can be controlled electronically.

GRADER
This machine is used to separate different Thickness grains in brown rice/ polished rice. The material is passed through revolving cylindrical screens, for separating overs or unders. Highly efficient for separating admixture of over size or under size grains. This can also be used to separate immature grains, broken etc

ADVANTAGE
accuracy of separation Customized selection Can be fitted with variable speed drive (optional)

WHITENER The rice whitener incorporates advanced techniques for whitening of brown rice. It uses the vertical abrasive grinding wheel top to bottom working principle. The rice is whitened very gently between grinding wheel & screen without distracting the original shape of rice kernel. A specially designed aspiration system takes away the bran produced during whitening process. This vertical rice whitening machine is equipped with a mechanism for adjusting degree of whiteness. The accurate & precise assembly techniques ensure lowest broken content.

ADVANTAGE
Ensures uniform Whiteness on all grains Sturdy rigid and heavy duty construction lowers the maintenance costs Vertically mounted Silicon Carbide grinding wheels assures higher head Rice Yield and reduced broken yield Differential Manometer for precise control of chamber Air pressure

SILKY POLISHER Water Jet (Silky) Polisher machine is used for polishing the rice surface by spraying water through the mixing chamber and by creating friction among rice grains using milling rollers. The weight controlled outlet of the polisher controls the retaining time of kernels inside the milling chamber. The water Jet (Silky) polisher produces rice grains with a shiny surface finish.

ADVANTAGE An automatic control moisture injection system prevents moisture injection into an empty polishing chamber before rice enters the chamber Fool proof system of screen mounting ensures lower broken. Rugged construction for lower maintenance Easy access for cleaning and the highly effective aspiration system ensures highest hygiene standards.

COLOUR SORTER COLOUR SORTER helps to remove brown,black rice.it is based on infrared violet rays

PACKING
After all processing are made,it divided in to Rice Broken rice Half broken rice Black rice Brown rice Black broken rice Rice bran Silky polished rice bran Pathar

PROMBLEMS Different typesof paddy are mixing in batch to batch type Dumping of paddy on processing stage machine depreciation leads to burden on quality rice unskilled labours are not properly monitored pollution uncontrolled non ecofriendly diffcult to control dust free protection high electric consumption cost of production is high demolishing employement oppurtunity

2.2IMPLICATION OF THE PROMBLEM

DIFFERENT TYPES OF PADDY ARE MIXING IN BATCH TYPE

This tells about the paddy processing in different types of paddy are mixing together while in batch type. On 1st day WHITE PONNI paddy-500 bags are processed and packed-LONG GRAIN PADDY On 2nd day ADT 36 paddy-250 bags are processed and packed-MEDIUM GRAIN PADDY On 3rd day GUNDU paddy-250 bags are processed and packed-SHORT GRAIN PADDY In any corner of the machine there is still 100g to 500g of paddy are been stored.3 types of paddy are mixed and processed together

DUMPING OF PADDY ON PROCESSING STAGE

When any machine failure occurs dumping of paddy in processing stage Leads to getting quality of rice reduced although paddy bought at high quality

GENERAL PADDY PROCESSING STAGE

MACHINE DEPRECIATION LEADS TO BURDEN ON QUALITY RICE

Any machine failure happens leads in failure of getting quality rice. In each stage paddy gets quality one by one. For example: A DRYER has been depreciated.so it fails to dry the paddy and then goes to hulling stage. It was processed and packed. it leads to getting high broken rice instead of getting a rice

UNSKILLED LABOURS ARE NOT PROPERLY MONITORED

Even though a high quality machines are bought unskilled labours fails to do their work properly on certain time. Most occupations require some kind of training or expertise, such as one obtains in school or as an apprentice to a person who is already skilled. Some kinds of work can be done by anyone without any training other than a few simple instructions from the boss. An example of unskilled labour would be digging ditches (except that now ditch digging is done by operating machinery, which does take training)

POLLUTION UNCONTROLLED
Pollution have been uncontrolled in rice mills in the way of cooking and drying a paddy. Both processes are done by a machine called PRESSURE BOILER. It fuel consumption as wood is 5 TONS/DAY. It contains a water tank. When a wood burns it passes heat to the tank water

NON ECOFRIENDLY
Paddy are cooked and dried in the fields of fuel as wood consumption.it is unavoidable fuel consumption.it plays an essential role in processing stage. Smoke is passed out in to the chimney by the feed motor fan

DIFFCULT TO CONTROL DUST FREE PROTECTION

In paddy processing DUST been plays an major problem in all stage. Whatever precleaned before dust flies in all places. still many machines are installed there will be no complete dust free protection in drying and cooking stage Final stage of paddy processing only purifies the dust and gives the quality rice

HIGH ELECTRIC CONSUMPTION

Every rice mill facing a problem in consuming a high electric consumption average usuage of electric consumption per bag of paddy is Rs.20.every month of electric consumption is Rs.1,50,000.this gives a high cost of production

COST OF PRODUCTION IS HIGH

Implementing a skilled labour is tend to be increase in cost of production. The cost of production on paddy is Rs.193/bag. This are been on increasing level. Every year cost of production will leads to high. Although giving a high salary labours are not satisfied with their salary. In last decade cost of production is low and profit touches at high. But today with high cost of production on low profit

2.3 MAJOR OBSERVATIONS

Paddy are bought at committee or direct from the farmers. Each farmer will put their paddy in committee to get higher rates. When buying at committee there will be sheet provided to all buyers for auction called MARAIMUGA YELA CHEETU (hidden auction sheet). In the committee there will be a thousands of lots containing different types at various quality. Buyers have to put their own rate for their purpose. at last high rates will be announced on marked by buyers. Another method of buying paddy is direct to farmers. This is about giving paddy to direct farmers. By cash/credit will give to buyer. In every processing stage labours are not been do their own work properly itself. It is the major problem of the unskilled labour. While the machines are running without any paddy itself, there are not to be tend in switch OFF the machine. Even though cost of cost of production is high,competitors giving their products at low rate . This made because mixing of different types of paddy are mixing together at lower rate.customers dont know their mixing strategies. They are willing at low price. SONA Rs.900/bag BPT Rs.750/bag

Rs.900+Rs.750 = Rs.1650 Rs.1650/2 = Rs.825 Shop keepers are buying to get at Rs.825 only. They are not tend to buy at Rs.900. this is the major problem facing in the market. Rice have been sold to customers by direct broking agents. It is based on cash/credit basis. Commission will be paid to brokers at Rs.10/bag. Customers will see the samples of rice and ask their price what they willing to buy at selling price Only customers are more than consumers. Broken rice have sold to brokers in Villupuram Tindivanam Kanchipuram chennai

Rice have been sold in Chennai and Coimbatore region

COIMBATORE REGION
M.CHINNASAMY Rice mundy,Ramanathapuram Vinayaka Traders,pappampatty A.P.S Super market,Singanallur

TIRUPUR REGION
P.S&CO N.Nachimuthu udayar Rice Mundy Sathyam super market

CHENNAI REGION
M.S Traders , Tambaram MANI Rice Mundy , Tambaram K.V.T Traders Company , Old washermenpet Sri Venkateswara Traders,Old washermenpet Rathna traders,Vadapalani Grace super market, 13 branches(Vadapalani) A.Gurusamy rice mundy,Alandur

2.4 SOLUTION
In the rice mill there will be defintite solutions in major promblems. Every problem has a definite solution. "Some problems are so complex that have to be highly intelligent and well-informed just to be undecided about them." Again and again, the impossible decision is solved when see that the problem is only a tough decision waiting to be made".

COST OF PRODUCTION
Cost of production is set to be major problem of any firm. Here is the solution of all firms changing to these solution. Cost of production on one bag Rs.192. it based on calculation of 10,000 units. When producing a 20,000 units automatically a cost of production will surges to low. 10,000 units = Rs.192/bag 20,0000 units = Rs.134/bag This calculation is based on average units.when producing more units it gives to supply products at lower market rate. But implementing this method needs a capital

NON ECO-FRIENDLY
The solution for implementing a ECO-FRIENDLY product as rice is the easiest way. Instead of wood as fuel consumption another way as PADDY HUSK can be used as fuel in bolier. By using this, cost of production will be reduced. This method is called ENERGY CONSERVATION. 1 TON WOOD = Rs.2800 1 TON HUSK = Rs.1500

BUYING SELLING

2800-1500 = 1300 1300*5 = 6500/day

This ables to reduce the cost of production as well as eco-friendly. Instead of selling a bye product can be saved as fuel consumption.

Dumping of paddy in processing stage Dumping of paddy leads to burden of rice quality. This happens due to machine failure,depreciation, and production going apart than planned This can be solved by Spare parts must be regularly changed

Service should be made periodically Only planned production will be followed Monitoring of machine usuage to increase their capacity Seprate staff should be kept for checking

UNSKILLED LABOURS
Various scheduling processes will be checked regularly. they have asked to maintain the regular basis note .this system is called JOB SHEET

CHAPTER 3 3.1 SUGGESTIONS FOR IMPROVEMENT

Suggestions are made to improvement of existing work. In this various alternative ways have to implement to move in a strategic way. o Prepare a proper schedule o Divide in to number of deparments to monitor periodically o Identify a best market promotions like improving quality,offers,getting feedback from consumers,suggestions to do better o Move along with proper schedule o Activity of machineries should be periodically checked o Produce at more units to give at lower prices in a market o Motivate the employees to do better o Satisfy the customer o Every machineries spare parts should be changed regularly o Quality testing department should be maintained o Try to produce high quality rice

This is the general suggestions made to the rice mill for promotion of product. These suggestion are not be made easy. But when these suggestions are made, product can be marketed easily.

3.2 CONCLUSION
Neither innovation or quality are, by themselves, sufficient to guarantee that a brand will achieve all that it is capable of in the market place As a result, marketers too often come to strategic conclusions after a process that kills off all original strategic ideas. We find ourselves in a predictable (although statistically defensible) place where we have to ask designers and agency creatives to differentiate an un-original strategy through execution. But if your fundamental brand premise your brand theme is not original, then an ad that reflects that theme is not likely to be original either. Americas strength has always been in its ability to invent and create new ideas on all levels. Its time that brand strategists stop being satisfied with strategic conclusions and start having strategic ideas. No more should ideas be the exclusive domain of copywriters, designers and R&D people. In truth, great brand strategy requires a great idea, not just a logical conclusion. Brand strategists need to get back in the game.

REFERENCES
1.marketing management Philip kottler 2. ARNI TALUK PADDY & RICE ASSOCIATION -2006