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SHIVAJI UNIVERSITY, KOLHAPUR.

Y.C.COLLEGE, ISLAMPUR Page 1

1.1 Introduction to studyIntroduction

There are different viz--- purchase, finance, personal,

marketing, production etc. success of business depends upon all these

departments. Product mix refers all products offered for sales by a

firm or a business unit. In other words product mix is tall list of all

products offered for sale by a company. Product design, brand,

package, label, service etc. are important elements of product mix.The

success of marketing depends up on marketing information, consumers

information on buying activates and marketing mix.

The study of product mix of ADITI foods (India) Pct. Ltd. is

selected practical fulfillment of B.B.A. programmed. Before planning

about marketing, identified its target consumers for project study.

Aditi foods maintained successful track record of always

using best quality raw material which capture and retain the goodness

of the fresh fairs and vegetables.

The mix concept is important of market in product planning

and development. There for, the study of product decision in vital

framing production decision mix as a product mix a product line,

width and depth. etc.

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1.2 Objective of study

Following are the main objectives of the study

1. To study the marketing activities of product mix.2. To know that how organization maintain quality of product and

improve the products.

3. To know and study elements of product mix e.g. Product design,branding, packaging and labeling.

4. The main object of the study of product mix it studying on a actualpractice of product mix decision implemented in an organization.

5.

To study the product planning and development of an organization.6. To make the study of factors affect on sales volume of product.

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1.3 Limitation of the study

For conducting the study researcher faced some

difficulties and these may be treated as limitation as study.

1) Aditi Food ltd. co. is very busy unit so they cant devote much time toresearch which researcher has accepted from them.

2) Easy entry is not possible in an organization.3) The organization is limited concern so it was difficult to collect all the

necessary information and some of the confidential data as and when

necessary for the purpose of study.

4) The customers do not give sincere response to this study.5) The study is limited only for local market.

.

1.4. Scope of the Study

1. The entire study conducted in Aditi Foods pvt. ltd..2. The study based entirely on data collected from company and

customers in local area.

3. The study of product mix limited for Aditi food.pvt. ltd.

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1.5 Methodology of the study

Research Methodology

Researcher used both primary and secondary data to conduct

the study.

I) Primary data :-Primary data refers to the data collected from primary sources e.g.

the data collection and investigation in this case original data as a

primary data. First time research as a collect in researcher primary

source in Islampur town. Survey was made with the help of

questionnaire.

Questionnaire was segmentation on specific consumers in market.

Research was selected consumers in the entire population consumer of

Aditi Foods by using survey method with the help of questionnaire.

II) Secondary data :-The secondary data it is completed by some other the researcher

for purposes not directly related to the research currently under

consideration. It already exists. It is relevant to the research under

study.

It is readily available for processing there are numerous sources of

secondary data. Secondary data has been collect on a company records

and registers purchase record and the purpose of investigation for the

study available source in past years information and company web site

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2.1 Introduction to the organization

Aditi foods pvt. Ltd. company has been established in year 1992.

Salient feature of the organization introduction. Company web or the

salient feature of the organization is the cater. Which includes the

detailed information of the organization this topic gives the history

development and working process of organization.

A division of Aditi group is a trusted and established brand of

Aditi Food processing sector in India since 1992. Over the years

company has implemented state of the art technology is research and

manufacturing which has given it an edge over competition in sector

Aditi Foods has developed a verity of foods products form fruits &

vegetable through world class R & D facility at AFRC, which has

adopted HACCP/ISO standard product from this venture are developed

processes and packaged for both direct as well as industrial

consumption. Thousands of tones fresh fruits and vegetable are

carefully processed at this factory. All raw materials and final product

undergo a strict quality control procedure in the well equipped

laboratory we adopt latest technology and production know how for

the best result.

Aditi Foods maintains successful track record of always using

best quality raw material which capture and retain the goodness of the

fresh fruits and vegetables.

There is great chairperson of Aditi Mr. J.B. Patil (Chairman) and

managing director of Dinkar Patil and as well as staff.

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2.2 GENERAL INFORMATION

NAME OF THE STUDY ADITI FOODS (INDIA) PVT.

LTD.

ADDRESS A/p:- R.S. -655J.B. Patil Industry Estate, Nerla

Pune Benglore highway

Tal. Walwa, Dist. - SangliPin code 415 409

Office:- ADITI UDYOG BHAVANS.T. Stand road Islampur

Tal. Walwa, Dist. Sangli

Maharashtra, India

Contact Details:-Tel: +91 2342 278550

Fax: + 91 2342 278592

E Mail:[email protected]@rediffmail.com

Visit us at:- www.aditifoods.com HACCP Registration No: 2006(NACE15.33) H271

ISO 9001:2000 Registration No. 5394
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]://www.aditifoods.com/http://www.aditifoods.com/http://www.aditifoods.com/mailto:[email protected]:[email protected]

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Establishment:- A plant was establishment on since 1992 orproduced foods product

Location The plant was located at R.S 655 J.B. patil IndustryEstate, Nerla Pune-Benglore highway.

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2.3 History of the organization

Aditi group has been working last 27 years it so far growing

and professionally managed group of companies from Maharashtra

(India)

The group is engaged in several activates such as fruit and

vegetable food products processing trading ofagricultures implements

and inputs manufacturing corrugated boxes in different grades, trading

of Gas & petroleum banking and others service oriented industries.

This is by mobilizing rural community and investing in to promising

venture and manufacturing fruit and vegetable product of internationalstandards.

One of them is fruit and vegetable processing industry running

as a dynamic unit under the name and style of ADITI FOODS (INDIA)

PVT.LTD. This is one of the largest multi fruits and vegetables

processing unit in the state of Maharashtra ( India) and only of its kind

in the region.

Aditi foods keeps pace with charging market place and

manufacturing products throughout year in our modern plant since

1996 and exporting to several countries and major production with a

capacity of 3-4 FCL per day is done.

The plant is an ISO 9001-2000 and HACCP certified and our

own, on sight R & D department maintaining the company competitive

market position this is all taking place under the watchful eye our

experienced personnel with excellent team of the skilled staff

continuously develops new products at all times maintaining a strong

focus on client satisfaction at all levels.

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Awards and Certified-1) BHARTYA UDYOG RATAN

Awards presented: Mr. J.B. Patil

Chairman, Aditi Foods (I) Pvt. Ltd.

Indian Economic Development & Research

Association, New Delhi.

2) UDYOG RATAN AWARD

Awards presented to: Mr. Dinkarrao Patil

Managing director, Aditi Foods (I) Pvt. Ltd.

The Institute of Economic Studies, New Delhi.

Certification 1)Certified of Association Ship By

MARATHA CHAMBER OF COMMERCE INDUSTRIES AND

AGRICULTURE, PUNE

2)ANAB :-Certificate No. 539

By AGA INTERNATIONAL LLC USA

ANAB ACCREDITIONNO.010694

3) HACCP BASED FOOD SAFETY SYSTEMCERTIFICATE NO. 2006 (NACE 15.33) H2Y1

BY FOOD CERT. B. V. NETHERLAND.

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2.4 Process: Harvest to supply

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1. CultivationAditi is closely integrated for the selection of cultivated area

and verity. The company provides advices to farmers and monitors

them personally.

2. HarvestAt the time of harvesting, Aditi foods takes benefits of optimum

quality.

3. TransportationRaw goods are its own production batch, which helps us to

document the operational flow, specifications, amount and delivery of

raw goods and registration of production details. We have a multi

process facility which gives us flexibility to produce multiple product

range. Hence we offer our customers various types of product range

under the single roof.

4. SanitationHygienic products are key elements and important aspects of any

production process. Our specialized sanitary team continuously puts

and effort to make our process hygienic. Daily inspection of our

employees is monitored so that they are clean and healthy. Routine

medical checkups of our employees are carried by health consultants.

5. StorageSemi processed and finished products are stored as per norm of

HACCP & FPO standards.

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6. Quality ControlWe have separate division for research and development as well as

quality control laboratory

With well equipped and efficient modern

7. SupplyFinal products are checked and verified by our dispatch division

staff. Container loading takes place upon submission of valid

certificates and due check list.

Function and Activities

1) Collection of fruits2) Processing on fruits3) Manufacturing of different product

2.5 Product of Aditi foods1 Fruit pulp and pure

2 Fruit jar & marmalades

3 Mango pulp and slice

4 Sweet corn and fruit cocktail

5 Rose syrup and synthetic vinegar

6 Fruit slice, chicks and cube

7 Ketchup and chilly sauce

8 Fruit bar and candies

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Product Details

Aditi (I) pvt. Ltd. Co. is a produced to different products and different

size, package.

1) Fruit jam & MarmaladesSweet and natural fruit jams prepared from sound and

selected garden fresh mango fruits jams are available e.g. mango jam,

mix fruit jam and pineapple jam. its taste of real fruits available on

different jars and weight 200gm to 4kg.

2) ketchup and chilly sauce-Aditi ketchup the taste oftomatos. Aditi and hello its a both

product on Aditi ketchup and red and green chilly sauce and soya sauce

in a real product on Aditi. Synthetic vinegar rose syrups with rose

petals are Aditi products available on different size and weight canned

and jars 200 gm to 4 kg.

3) fruit bar and candies Its a popular product Aditi. its made from fresh fruits and

mangoes sweet and natural fruits bars prepared form selected garden

fresh fruits used on a processed fruits and produced product.Nutritional values candies used carbohydrate proteins and jar.

Its product of mango fruit or a candies mix fruit bar candy and

papaya preserve ( Tutty Fruity) etc.

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4) Canned glass jar vegetable Nature of product in prepared form sound and selected farm fresh

tomatoes and bears. Its with product fresh fruits sweet corn, green

peas in brine tomato whole peeled; beetroot slice etc.

Its product available on different glass jar and weight.

5) Mango pulp and sliceMango pulp prepared thick spicy and testy fruits selected garden

fresh mangoes used its a true process and contain to testy flavor used.

Alphonso mango pulp mango pulp totapuri mango pulp etc.

product of mango pulp different size packing its product e.g. 450 gm to

3 kg.

Export products

1) Mango pulp2) Fruit bar and candies3) chutney4)

ketchup and chilly sauce

5) and all over product

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2.6 Details of Employee

Number of Employee is as follows

Manager 07

Supervisor 22

Technicians 51

Workers 575

Total Employee 655

Work shifts

9.00 am to 5.00 pm

5.00 pm to 1.00 am

1.00 am to 9.00 am

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Aditi Mission

To rise in the ofworlds leading and reputed canned foodindustries providing quality products under the strict rules of hygiene.

Secured condition, competitive prices, customers service guaranteed

by well trained and experienced personnel.

To harvestnatures finest product, process them using the besttechnology and make them available across the global market.

to achieve global standard of excellence in our daily operationwith focus on consumers satisfaction, providing consumers real taste

of India.

To have first priority to the customers we seek through efficientmanagement and administration, constant improvement in every

respect and targeting always fulfillment of out customers

requirements.

To setup high standard of quality, productivity, efficiency.

Aditi Vision

To harvest natures finest products, process them using

the best technology and make them available across the globe. To

achieve global standards of excellence in our operations with focus on

consumer satisfaction providing consumers the real taste of India. To

set up high standards of quality, productivity and efficiency.

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Production of fruits and vegetable (Aditi)

Production in product metric tone.

Sr.

No.

Product

Name

2007-

08

2008-

09

2009-

10

1 fruit pulp &

pure

1190 1397 1632

2 Fruit jam and

marmalades

2462 3348 3890

3 Ketchup &

chilly sauce

1994 2500 4498

4 Fruit bar &

candies

734 1035 1244

5 Sweet corn 71 45 95

6 Chutney 139 236 276

7 Mango pulp 1631 1098 1870

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Management Team

Mr. J.B. Patil

Chairman, 91997090065

Email :

[email protected]

Mr. Dinkararao Patil

Managing Director

9822098660

E mail : [email protected]

Mr. Bhagat Patil

CEO-Exports Mkt&

Sale, 9970900860,

9822397007

Email :

exports@aditifood

s.com

Skype :exports_aditifoods

.com

Mr. Devdatta Patil

Domestic Mkt &

Sale (Director)

9730925555

Email :

exports@aditifoods

.com

aditifoods@

rediffmail.com

Mr. G.S. Varute

GM-Exports &

Finance 9970900858

E mail :

[email protected]

Dr. P.B. Patil

DirectorPurchase

9970900855

Mr. J.S.Uthale

Asst.

Manager

(Admin.

Account)

997090085
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]

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Organization Chart

Chairman

Managing Director

Worker

Sales

Manager

Purchase

Manager

Asst. Manager

Supervisor

Production

Engineer

Worker

Production

Master

Supervisor

Chief Executive Officer

Store

Kee er

Production MangerA/C and Finance ControllerMarket Manager

Worker

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3.1 Theoretical Background

Product mix (Product Decision)

Product concept

The product is the most tangible and important single

component of the marketing programmed without product there is

nothing to distribute nothing to promote nothing to price profit which

is the vehicle by which a company provides consumer satisfaction

product decisions are taken by first by the markets an these decisions

are central to all other marketing decisions such price promotion anddistribution (place)

The product is output item of the business organization which is

usually offered for sales. to the customers product is bundle of benefits

that meets his or her needs. to the manufacturer product is the bundle

of attributes which is offered for sales and meets consumers needs.

Definition

Philip kotler defines A product is anything that can be

offered to a market to satisfy a about or need including physical goods

services experience ideas events places properties organization and

ideas.

Wore Alderson defines A product as a bundle of utilities

consisting of various product features and accompanying services.

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Layers (Levels) of product

The product has get different layer and each of the layers contributes

to the total product image according to kotler product has five layer

which must be distinguished these layers are

i) Core benefit ii) Basic product iii) Expected productiv) Augmented product v) Potential product

i) Core benefitCentral level of product as the core product of answer the question

what is the buyer really buying?

for example a woman buying a washing machine is buying import nut

and bolts.

ii) Basic productIt is the larges packing of core buyer recognize as offer for exam-

washing machine is recognized as collection of dram heats nuts & bolts.

iii) External productRefers as expectation in the mind of customers about the product

attributes include by features like, shape, size, space etc. quality,

quantity and brand name etc.

iv) Augmented productRefers the aggregate to satisfaction or benefits that a buyers receives

is getting the formal product.

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v) Potential productThis product is all the changed in technology attributes, features,

style, colored grade quality etc

Product mix decision

Most companies, whether large or small handle number of product

and product verities to achieve marketing objectives like sales growth

sales stability and profits. All these objective can be achieved by

adopting product mix.

Product mix refers all products offered for sales by a firm or a

business unit. In other words product mix is tall list of all products

offered for sale by a company for example Kodaks cameras,

photographic supplies, chemical plastics Antibes are its product mix.

Structure of product mix

Product mix is composed of product line width and depth.

i) Product lineProduct line is a group of closely related products of a firm. All

products in products line process reasonable similar physical

characteristics.

ii) WidthMean by a number of different product lines found within the

company in other word total number of product line are width of

product mix.

iii) DepthThe depth of product mix refers to the average numbers of items

offered by the company within each product line.

Following is example of product mix in used in Hindustan Lever

Company

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Product life cycle and marketing strategies

It is a very popular and important concept in marketing as it

provides direction for the development of suitable marketing strategies from

time to time product life cycle is similar to the human life cycle. Product life

cycle reflects sales and profit of the product over a period of time. The PLC

indicates that the product is born on introduced grows retain maturity in a

particular market and then sooner it get decline stage.

Following diagram are shows product life cycle and its five stages

Every product moves through a life cycle having five stage

introduction, growth, maturity, satisfaction and decline. These stages

are explained as follows.

1970 1975 1980 1985 1990

salesvolume

Introduction

growth

maturity

satu

ration

decline

Profitmargin

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1. IntroductionIn the early stage the product is introduced in the market

therefore growth rate of sales growth is very low, profits do no arise

during this stage because law sales volume, large production and

distribution cost of price of the product is high because of higher cost.

At this stage the company requires heavy advertising and sales

promotion Strategies Company focuses on those buyers who are most

ready to buy usually in higher income group.

2. GrowthIt is the period during which the product is accepted by

consumers and the traders. During growth stage the rate of increasing

sales very repaid profits also increase at substantial rate. At this stage

competitors enter the market to catch up the profit. Opportunities the

coma by can capture a dominant position in the market by spending a

lot of money on product improvement promotion and distribution.

3. MaturityThis stage is characterized by slowing of growth rates of sales

and profits. During this stage marketing expenditure increases and

prices go down which will reduce profit additional expenditure is

involved in product motivation and improvement of product line low

prices increasing competition, rising marketing cost and decisioning

profits are the features in this stage. Markets have to stimulate demand

and face competition through additional advertising and sales

promotion. Company has to modify either product or market or

marketing mix.

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4. SaturationThis stage are all potential buyers are using the product and

company has only replacement sales. Buyers consume the product at

constant rate and marketers have it fight for market share with higher

reduce cost prices may full repaid and profit margins may becomes

small.

5. DeclineThis stage when sales decline and profits reduce the sales

decline for a numbers of reasons including changes in customers

preferences technological advances and increased domestic and

foreign competitor. As sales and profit decline some firms withdraw

from the market.

New product strategy development Seven steps in the planning by

scientists. etc.

New product Ideas

Ideas may be contributed by scientists, professional designers,

rivals, customers, sales force, and top mgt. dealers etc. There type of

new product -

a) Innovative new product Xerox was a new productb) Emulative new product existing product is copied with somemodifications.

c) Adaptive new product New to the consumer.

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1. Idea screeningEvaluate all ideas and inventions poor or bad ideas are dropped

and through the process of elimination only most promising and

profitability in detail investigation and research. Screening should

avoid two errors i) Rejecting an idea that could become a very

successful product ii) Accepting an idea that later fuels.

2. Concept Development and testing Preliminary investigation will be studied in details concept

testing helps the company to choose the best among the alternative

product concepts comments on the precise written description of the

product concept viz. the attributes and expected benefits.

3. Business analysisCombination of marketing research cost benefit analysis and

assessment of competition business analysis will prove the economic

prospects of the new product concept. It will also prove soundness and

viability of the selected product concept form business point. The

profitability can be determined by break even analysis or discountedcash flow method.

4. Product Development Programmers

Three steps in this stage

1) Prototype development giving visual image of the product.2) Consumer testing of the model or prototype.3) Branding packing & labeling.

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5. Test marketing

Entire product marketing programmed is tried out for the first

time in a small no of wheel selected test markets. i.e. test cities or

areas. Full marketing programmed for national distribution.

6. Commercialization

Once the test marketing gives green signal for product with or

without expected modifications the company can processed to finalize

all features of the product. Mass production will start and all

distribution channels will be duly organized.

Branding

In a world where product are multiplying and becoming

more and more similar mgt. of brand is critical for survival of the

produces as well as companies, making them.

The long-term brand mgt. starts with the brand concept and name

selection has never shown any compromise to its original concept

Colgate is one word for dental care

Many consumer products, besides their basic features, need

alternative packaging and a brand name A brand is a symbol or a

mark that helps a customer in instant recall. A brand distinguishes a

product or services form similar offering on the basis of unique

features perceived by the consumers. The best example brand name

are Lux, Liril, Rexona, Evila, Hamam are case of soaps surf Ariel and

Nirma in case detergent and NIVEA, FEM and Vaseline in case

vanishing cream.

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Packaging

Packing is often called as the fifth P of marketing now

days attractive and effective packaging has become a marketing

necessity A package is used to contain protect and identify a product. A

packaging can be defined as all the activities of designing, protecting

and producing the containers the pouches jars cans bottles etc, are

used for packaging product so it becomes easy to open to handle and to

storage product conveniently.

Packaging is not only for protection. It is also an

important sales tool which makes product attractive and pulls

customers attention more effectively. The package provides

information about product inner contents, instruction how to use

product explanation price etc. It also provides necessary safety and

protection to the product form spoilage.

Function of the packaging

Packaging functions are as follows

1) ContainmentPackaging provides space in which product is contained e.g. facial

powder and cosmetics are packaged in containers of pleasing designs

and in a choice of color suitable for use in both or bed-room.

2) ProtectionPackaging protect its contents and provides the necessary safety

to the product form spoilage If the product is kept in open, it may be

adversely effected by weather, temperate, light, water, insects etc. they

may spoil, discolor or damage the product or lead to deterioration of

quality of product.

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3)Identification Products need to be identified and are to be dearly distinguished

from one brand to another therefore most packages bear the name of

the product its maker ingredients instruction for use. Safety warning

or limitation etc.

4)Convenience Products provides the necessary convenience in using the

product all the people wholesalers retailers in middlemen and

consumers demand convenience in package that means products

should be light enough to be hard carried. Easy open and close simple

handled easy to storage etc.

5)Attractiveness Package makes the appearance of product more attractive the

design and the label on the package. Printed matter, picture, layout or

getup to package. Color combination all are used to attract customers.

6)Promotional appealPackage is the biggest advertising medium it establishes a

product image material used for packaging and decoration part of

packaging from the product image.

7) Economy Economy refers the cost of packaging cot of packaging

contributes the sailing price of the product there for package of the

products should be economy.

8)Provide Information Packaging guide to the answer. It provided important

information about the product like product contents, price, date of

manufacture and packaging but use period low to use and handle,

warning etc.

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Brand / product positioning

Positioning is what you do to the mind of the prospect

that is you create and build up brand equity which is the perceived

value of the product position in mind of consumers the idea that your

brand/product most a particular space. Continuously in the consumers

mind it is called renting mind space i.e. finding a suitable space in that

mind and sit on it and do not let someone else to dislodge you.

By answering this question marked can clearly differentiate the

product brand great shake, soya milk is positioned as a health drink.

Complain is positioned as health builder rasna is positioned on

economy and convenience surf is positioned on quality.

Labeling

Packages and their labels should give buyers accurate

and up-to date information as to the contents and necessary guidance

regarding the use of product. Informed customers are essential for the

efficient functioning of the free market economy. Labeling will also

recognize the consumers right to be informed label is a part of

product. In the U.S.A. there is a special act fair packaging and labeling

act (1967)

Product warranty Need for product warranty

In modern life we have numerous products withcomplicated intricate and elaborate mechanism, such as radio,

television, motor car, electrical appliances etc. An average consumers is

in competent he will be at a loss if the he she is compelled to take

his/her own care while

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buying care such products. the law has now started to alter the famous

maxim Let the Buyer Beware and give due the recognition to its

substitute Let the seller beware In many countries law takes.

The sales of goods act has given legal protection in the

form of implied conditions and warranties.

Warranties is a stipulation collateral to the main purpose of the

contract. It if broken the victimized party i.e. the buyer can claim for

damages but has no right to reject the contract.

Service facilities -

Product service = competitive advantage today when the

customer has a whole array of products laid out before him. It will be

the product plus that will lead him to make a choice of right core

product. Business to survive beyond the year 2000 A.D. marketing

managers will have to create synergy among customer service and

satisfaction under synergy we have 1 + 1 = 11 (Not two)

Product Plus method is a sustainable marketing strategy offering

long term gains not only must companies excel at the physical aspects

of production they also need to be skilled providers of services.

After sales services

Benefits of after sales service

1) It can build up and maintain sellers goodwill.2) Mass distribution of costly consumer durables is possible only through

after sales service and customer credit e.g. installment sale.

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3) Complaints and grievances regarding servicing and maintenance inservice satisfaction to customer.

4) Will achieve remarkable success if after sales services in included insales promotion.

5) Free services during guarantee period are the best selling point. In thesale of machinery and appliance.

Many co. provide extensive service facilities in support their

marketing programmed lack of adequate service after sale in India is

a real challenge to marketers from consumer.

Product line decision

A brand group of products which have similar uses and process

reasonable similar physical characteristics, constitute product line,

thus product line is a group of products that are closely related.

Products in this group either satisfy a class of need, or used together

are sold to the same customers group.

p

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Product line strategies

1. Expansion of product mix Expansion in the present product mix may be done by increasing the

number of lines or the depth within a line such new line may be related

or unrelated to the present products. Expanding the line may be good

decision, it is in area in which consumers enjoy a wide variety of

brands to choose from one to another product.

2. Dropping the productDropping the product form product line is difficult decision because

much money has already being invested in producing exist product.

There for product is dropped when it generates loss. There are various

alternatives are available for dropping the product to the marketers

product may be consolidated with several others in the line so that

fewer styles, size or benefits are offered.

3.Alteration of existing products Sometimes improving on existing product may be more profitable and

less risky them developing and launching a new product. Alteration

may be made either in the design, size, color or packaging or in the use

raw materials or in the advertising appeal or a quality may be changed.

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4. Development of new uses for existing productThe company may find out new uses for existing products. For

example surf may be used not only for washing clothes but also for

clearing the floor and glass product.

5. Trading up and trading dawn Trading up refer to adding a higher priced prestige product to the

existing lines with the intention of increasing sales of the existing law

priced product.

Trading dawn refers to the adding of the law priced products to its

line of prestige products law priced. Products are added with the

expectation that the people who can not buy the original product may

buy these new ones because these carry some of the status of the

higher priced goods.

6. Product differentiation Product differentiation involves developing and prompting an

awareness of difference between the our product and the product ofcompetitors.

7. Market segmentation

Under market segmentation strategy the secures divide total market

into similar homogenous units each it units has different wants, needs,

motivations etc. To meet these different demands, different products

are developed.

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4.1 Data Analysis and Interpretation

The consumer survey was conducted in Islampur town to

the study of product mix ofAditi foods. For collecting the informationresearcher adopted the survey method and goes through questionnaire

Table No. 01

Showing consumer awareness of various brands in Islampur city.

Sr.

No.

Brand Name

( Foods

products)

No. of

customers

Percentage

1 Aditi 22 37%

2Kissan 10 17%

3 Surbhi 14 23%

4 Morton 8 13%

5 Swadist 6 10%

Total 60 100%

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Brand Name (Fruits Product)

Above graph and table shows that Aditi foods are

consuming by 37% customers out of 60. Then the 17% respondents

are of kissan and 23% of surbhi, 13% of Mortons product and 10% of

swadist .

About data shows that awareness of Aditi foods is more in

Islampur city than other brands. So it is clear that Aditi foods has

created and build up brand equity which is the perceived value of the

product position in mind of consumers in Islampur

0

5

10

15

20

25

30

35

40

Aditi Kissan Surbhi Morton Swadist

% of Respondents customer

% of Respondents

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Table No 2

Table showing customers reasons to consume Aditi

products.

Reasons to

choose

No. of

customers

% of

customersGood quality

20 33

Attractive

packaging13 22

Brand name11 18

Attractive

packaging

16 27

Total60 100

Reason to Choose

0

5

10

15

20

25

30

35

Good Quality Attractive

Packing

Brand Name Easily

Available

% of consumer

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Above Graph & table shows that Analysis of reasons for

consumption of Aditi foods product. 33% consumers purchase Aditi

foods products because of good quality thats a consumers are a more

respondents to qualitative product. Very few consumers. (18%) are

buying Aditi foods products due to its Brand loyalty. Others are 22%and 27% due to Attractive packaging and

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Table No 3

Showing consumers response to various products of Aditi

products.

ProductName

No. ofcustomers

% ofcustomers

Ketchup &

Sauce20 33

Jam &

marmalades16 27

Bar &

candies10 17

Mango pulp14 23

Total60 100

Product Name (Main product of Aditi)

0

5

10

15

20

25

30

35

Ketchup &

Sauce Jam &

Marmalades Bar & candiesMango Pulp

% of Consumer

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Above Graph & Table Shows Aditi foods produces

varieties of product according to consumers needs and demand. Out of

which only main products are taken for research. Above table shows

which products are mostly preferred by consumers 33% consumer are

consuming ketchup & sauce. Jam & marmalades are consumed by 27%consumers, 17% consumer like bar & candies as well as 23%

consumers like mango pulp.

From the analysis of above table it is clear that Ketchup &

Sauce is more famous product of Aditi foods. Bar & candies are not

mostly preferred by customers.

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Table No 4

Table showing customers feelings about price of Aditi

products.

Consumers feelings(Aditi product price)

No. of customers% of

customers

High cost 12 20

Medium 13 22

Reasonable 30 50

Affordable 5 8

Total 60 100

Feeling of Consumers (Price of Products)

20%

22%50%

8%

% of Customers

High Cost

Medium

Resonable

Affordable

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Above Graph & table show consumer feeling of Aditi product

price. Total 60 consumers survey and reaction about products price have

been taken. 50% consumers gave feedback that price of Aditi product is

reasonable. 22% consumers reacted on medium price of Aditi products, 8%

consumers said affordable price and 20% consumers reaction felt that Aditiproducts price is high.

Thus, from above analysis we can say that price of Aditi

products is reasonable.

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Table No 5

Table showing customers opinion about quality of Aditi

product

ParticularNo. of customers

% ofcustomers

Very good 15 25

Good 8 13

Satisfactory 31 52

Bad 6 10

Total60 100

Quality measurement of Aditi product

0

10

20

30

40

50

60

Very Good Good Satisfactory Bad

% of Consumers

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Above Graph & table showing the consumers opinion

about Aditi products. 25% consumers are experienced with very good

quality & 13% consumers with good quality. 52% consumers are

satisfied with the quality of Aditi product but 10% consumers are

dissatisfied with the quality of Aditi product. So, we can say that qualityof Aditi foods products is satisfactory.

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Table No 6

Following table showing customer satisfaction with Aditi

products.

Response of

Consumer

No. of

customers

% of

customers

Yes 42 70

No 18 30

Total 60 100

Customer Satisfaction

0

5

10

15

20

25

30

35

40

45

Yes No

No. of Customer

No. of Consumer

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Above table and graph shows the customer satisfaction with

Aditi products. It is seen than 70% customer are satisfied and 30%

customer are dissatisfied. Maximum customers are satisfied with Aditi

products because of better quality.

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Table No 7

Table showing are percentage of opinion about designing of

packages

Opinion aboutdesigning &

packaging

No. of

customers

% of

customers

Protective 18 30

Convenience 14 23

Attractive 24 40

Reusable 4 7

Total60 100

Opinion of Consumer (Designing of Packaging)

Protective

30%

Convenience

23%

Attractive

40%

Reusable

7%

Opinion of consumer

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Above Graph & table are showing consumer opinion about

designing & packaging. 30% customers prefer Aditi products due to

protective packaging. Maximum number of customers buy Aditi

products because of attractive packaging. i.e. - 40%. 23% customers

say that designing and packaging of Aditi product is convenient. Veryfew customers (i.e. -7%) say that packaging is reusable. So, it is clear

that packaging of Aditi products is attractive. This leads to create

positive effect on customers. Printed matter, picture, layout etc. are

found more attractive.

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Table No 8

Table showing customers feelings about color & style of

packaging.

Feel about color& style (Aditi)

No. ofRespondent

%ofRespondent

Good36 60

Bad 24 40

Total 60 100

Feel about color & style (Aditi)

0

10

20

30

40

50

60

70

Good Bad

Column1

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Above Graph & Table showing customers feeling about color

& style of packaging. 60% customers feel that color & style of packaging is

good and remaining 40% indicates negative response so, we can say that

packaging is attractive and provides information about the product

contents, prices, date of manufacture and other instruction.

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Table No 9

Table showing easy pronounce of Aditi brand.

Pronounce of

Brand (Aditi)No. of

customers

% of

customers

Yes35 58

No25 42

Total 60 100

Pronounce of Aditi brands

0

5

10

15

20

25

30

35

40

Yes No

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A good brand is an important tool for effective and efficient

advertising. So brand name should be easy to pronounce. Above table and

graph shows easy pronounce of Aditi brand. 58% customers say that Aditi

brand is more easy to pronounce. Where as 42% customers say it is

reasonably difficult to pronounce Aditi brand.

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Table No - 10

Table showing are opinion of Aditi brand.

Opinion about

( Aditi brand)

No. of

Consumer % of ConsumerSuggest use of

performance 9 15

Attractive 24 40

Unique 17 28

Distinctive 10 17

Total 60 100

Opinion about Aditi brand

15%

40%

28%

17%

% of Consumer

Suggest use of performance attractive Attractive Unique Distinctive

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Above table and graph shows the opinion of about Aditi

brand. More customer (i.e-40%) say that Adtit brand is more attractive.

Very few customer (i.e-15%) say that Aditi brand suggest use of

performance. 28% and 17% customers say Aditi brand is unique and

distinctive respectively. So it is clear that Aditi brand attractive andunique.

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Table No 11

Showings are consumer response to continue with the Aditi

brand.

Response ofcontinuity

(Aditi brand)

No. of

Consumer

% of

Consumer

Yes 45 75

No 15 25

Total 60 100

Response of Continuity (Aditi brand)

% of Consumer

Yes

No

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A brand distinguishes a product or service from similar offering

on the basis on unique feature perceived by the customer further, it is

powerful tool of sales promotion. Above table and graph customer response

to continue with the Aditi brand. 75% customers are ready to continue

response with Aditi brand. Only 25% customers are not ready to continue.Hence, we can say that there is good feature to Aditi food product in Islampur

and local market.

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FINDINGS

1. The organization having the separate research & developmentdepartment

2. The main competitor of Aditi foods product are Kissan & Surbhi.3. The prices of Aditi foods product are competitive in market.4. Aditi foods (India) pvt. Ltd. produces a different verity of products to

meet consumers demands.

5. Aditi foods a awarded by different certificate & awards of Economicgoodwill & provides healthy or fresh product.

6. Quality of Aditi foods products is satisfactory which indicates that thegood quality of product has played vital role in creating brand loyalty.

7. It is found that maximum number of customer are satisfied with Aditifoods products in Islampur city.

8. Packaging of Aditi foods products is attractive. Now days attractivepackaging has become a marketing necessity to pull customer, so

package of Aditi products has made the appearance of product moreattractive.

9. Aditi brand is found to be easy for pronouncing, so it has becomepopular in rural area. This brand is also more attractive and unique.

10.Maximum number of customer are ready to continue with Aditi foodsproduct, because of its unique features and good quality.

11.Company uses product differentiation strategy.12.It is found that maximum products are at maturity stage.

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Suggestions

1. Organization can produce products according to the middle incomegroup because there are more customers comes from this group in

local market.

2. Organization can provide different promotional strategies to increasetheir sales growth.

3. The companys Bar and candies product are not more famous socompany can produce this product according to consumers

requirements and expectations.

4. Packaging of product is not more usable, hence company can producemore usable packaging to the products which will lead to increase

sales.

5. Company can use alteration product line strategy and droppingproduct line strategy to take more products at growth stage.

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Conclusion

1. Aditi foods (India) pvt.Ltd produces a varieties of products asper customer demand hence, product line of this company is

more reliable. Further company follow product differentiation

strategy to fight with its competitors.

2. Company has created its brand loyalty in local market byimproving quality of products and attractive packaging.

3. Company has achieved suitable product positioning in localmarket by giving perceived value of products to customers. So,

company has great future in islampur market.

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Questionnaire

Name

Address

1) Why do you consume Aditi foods product?a) Easy available b) Good quality c) Attractive Packaging d)Brand Name2) Which products would you like about Aditi products?a) Ketchup/sauce b) Jam & Marmalades c) Bar & candies d) Mango Pulp

3) How do you feel about price of Aditi product?a) High Cost b) Medium c) Reasonable d) Affordable

4) How do you think about quality of Aditi foods?a) Very good b) Good c) Satisfactory d) Bad

5) Are you satisfying with Aditi products & services?a) Yes b) No

6) What is your opinion about designing of package?a) Protective b) Convenience c) Attractive d) Reusable

7) Do you feel Aditi brand is easy to pronounce?a) Yes b)No

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8) What is your opinion about Aditi Brand?a) Suggest Use & Performance b) Attractive c)Unique d) Distinctive

9) Do you want to continue with the Aditi Brand?a) Yes b) No

10) What do you feel abut color and style of package?a) Good b)Bad

11) Which of the following brand do you prefer?a) Aditi B) Kissan C) Surbhi D)Morton E)Swadist

12) Any suggestion?

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BIBLIOGRAPHY

S.R Reference Book Name Of Authour

1. Marketing Management S.A.Sherlekar

2. Marketing Management Philip kotler

3. Principle of marketing

management

Dr. A.K Gavai

Company web site -www.aditifoods.com
http://www.aditifoods.com/http://www.aditifoods.com/http://www.aditifoods.com/http://www.aditifoods.com/

project 100

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