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IN BRAND BUILDING
Submitted By:
Project Guide :
Dr. Shurti Joshi
Shivam Nigam
MBA
Executive Summary
This project draws significant information about retailer perception
towards Shagun. This project also gives information about how the
company do their trade promotion and uses which trade promotional
tool .This project also provides information about the areas where
needs to improve in order to achieve maximum market share and have
some competitive edge over their competitors.
I have done these work in my Summer project, first to analysis the
Perception of retailers towards shagun Products and their respective
competitors. Secondly to conduct promotional activities in order to
create awareness about product and provide maximum impact in the
minds of retailers, along with that also to conduct a survey of retailers
satisfaction.
Company Introduction
The brand Shagun have products like, Shagun Spices ,Shagun Pickles and Shagun
Papad.The Managing Director and his team started a approach of branded products
like Spices, Pickles,and Papad which were highly competitive advantages against
rivals brand like Shuana in Spices and Pravin in pickles and Lizzat in papad.
His launching in the market has very surprisingly and hit the maximum market. They
have to capture the highly potential market of Shuana and Pravin other competitive
brand. The company try toserve excellent quality, taste, packaging and price. Today
he has launching other brand of the product i.e. Biryani masala ,sambhar masala .
Products
of Shagun
Benefits
More Taste
customers will
quick
turnaround delivered we can increase
efficiency, offering
product.
Hand made
To determine the degree of Perception and Satisfaction regarding the various products of Shagun.
The Researcher had to be identifying the satisfaction level of Retailers.
The Researcher was to identify the Retailers perception about Shagun Produts.
The Researcher had to take the Geographical Location on the basis of maximum Demand of the
Retailers.
Kharadi
Chandan nagar
The Researcher had to be identifying the Maximum number of Retailer in this Area.
The Researcher was not considered the all Retailers because of little time duration of training.
The Size of Sample was 70, through which the confidence level of identifying the sample is 95%
along with confidence interval of 6. Hence forth it would be gives to researcher as a sample error
when covered the area of the Pune city.
The Researcher was find out the drawback on the basis of study is -
Minimum Time.
Geographical Area of the Pune City.
Sample Size is 70 Respondents,
Problem Statement
84.28%ofrespondentsandClientsarepreferredtobuyaShagun
Products.
74.28%ofRetailersisawareabouttheproductofShagun..
62.85%clientsaresaysthatthetasteofPickle,Papadandspicesis
goodascomparedtootherbrand.
71.42%ofRetailersaresatisfiedwiththequalityoftheShagunisgood
and14.28%ofretaileraresaysthatproductareverygood.
MostoftheRetailersarechoosingtheProductsofShagunbecauseof
efficientservice.
Research Methodology
Descriptive Research
ResearchDesignisaplan,structure,strategyofinvestigationconceivedsoastoobtain
answerstoresearchquestionandcontrolvariance.
Thereareseveralimplicationsinthisstatement.
Theycanexaminetheavailableinformationintheformofdatatomakeadecision.
Theinformationcanonlybegatheredbydatacollectionandthenanalyzingthe
availabledata.
Thecollectionofadatadescribesthefactsandfigureinqualitativeaswellas
quantitativeterms.Therefore,itcanbesaidthatthedatacollectionisanimportantpart
oftheproject.
Data Source
Therearetwotypesofdata
Primary Data
Secondary Data
1) Primary Data
Inthepreparationofthisprojectitisnecessitytocollecttheprimarydataandsecondarydata.
AccordingtotheprimarydatacollectedinresearchIcametoknowthatthepreferenceoffrieshasincreased
becauseofthedemandofhotelsandrestaurantsbusiness.TotestthisclaiminPuneregionweconductedthe
research.
2) Secondary Data
TheSecondaryDataontheotherhand,basedonthesecond-handinformation.Thedatawhichhave
alreadybeencollected,compiled&presentedeasierbyanyagencymaybeusedforthepurposeof
investigatedsuchdatamaybecalledSecondaryData.
Secondary Sources
Theseincludethe Internet,companyswebsite,Newspapersarticlesetc.
SecondarydatawascollectedfromCompanysSalesreport.
Questionnaire
Questionnaireisapopularmeansofcollectingdata,butrequiresmanyrewritesaredifficult
todesignandoftenbeforeanacceptablequestionnaireisproduced.Thefeaturesincludedin
questionnaireare:
Themeandcoveringletter
Instructionforcompletion
Typesofquestion
Length
openendedandcloseendedalso.
Followingsourcesofthedataaretestedandtherequiredinformationwascollected.
Companymanualsandrecords
MagazinesandNewspapers
WebsitesontheInternet.
Research Instrument
Inresearchinstrumentquestionnairehasbeenused.
QuestionnairewaspreparedtotakefeedbackfromRetailerregardingShagunproductsand
itscompetitors.
Remarks are being collected by Retailer on a sheet in order to know the perception of
Retailertowardstradepromotionofbrandshagun
Sample Description
o
o
o
o
o
o
Sample Size-70Retailers
Area of Research-PuneCity
Area of study Punearea
Sampling Method NonProbability,ConvenientSampling.
Sample design
Population
RetailerswhopurchasesthevariousproductofBrandShagun.
Sampling Method
Afterdecidingontheresearchapproachandinstruments,themarketingresearchmustdesignasamplingplanwhichcomprises
of
a)
b)
c)
d)
Universe
SampleSize
SampleMethod
ContactMethod
Description
Spices
38
28 3 1
Pickles
28 40 2 -
Papad
34 30 6 -
Affordability 19 36 15 -
Taste
23 34 13 -
54.28 40.44
- %
% 4.28% 1%
57.14
- 41%
% 2.85%
48.57 43.85
- %
% 8.57%
27.14 51.42 21.44
- %
% %
32.86 48.57 18.57
- %
% %
-
Total
7
0
7
0
7
0
7
0
7
0
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
Spices
Pickles
1 st Month
2nd Month
Papad
3rd Month
Recommendation:
1) TogiveamorecredittoCompanywithmyeffortsandCapabilities.
2) ToGeneratetheLeadofneworexistingclients.
3) Toconverttheuncontestedmarketedintotheexistingcustomer.
4) ConductedaresearchanalysisdataonthebasisofRetailersVisit.
5) CreatingproductawarenessacrossthePuneRegionfortheCompany.
1) Lead Generation.
5) Promotion Technique
2) Area Mapping.
3) Sales Technique.
7) Clients Closing.
Product
4) Knowledge
Conclusions
From this Research and survey the Researcher has to find out that the Product of Shagun is
stable in the market on Saturation Point of Product Life Cycle .The Researcher is also understood
that the product is good for health to the Customer and its easily accessible in the Market by the
channelofdistribution.
ThepeopleofthePunecustomerareliketheShagunproducts,theproductiswellcapturingthe
marketofshuanaandOtherRivalbrands,BecauseoftheServiceandhisQualityoftheProductand
theyalsohittheotherbrandoftheShagun.
Bibliography
www.kumarfoodcorporation.com
www.google.com
www.tradepromotion.
www.surveysystem.com
RemainingofthesiteareusedofNewspaperlike:-
1)BusinessStandard
2)EconomicTimes
3)Indianexpress
QUETIONNAIRE
ROLE OF TARDE PROMOTION IN BRAND BUILDING
Retailer name-
Buisness name
Contact number-
Mail ID-
No
Add
No
No
No
Do promotional method
works?
Yes
No
Radio
Business Cards
TV Advertisement
No
No
Free gifts
Tickets
Offers
Profit Margin
Discounts
No
..Thank You
Signature