project report

Project Report -2010

INTRODUCTION

Retailing consists of the sale of goods or merchandise from a fixed location,

such as a department store or kiosk, or by post, by smaller individual lots for

direct consumption by the purchaser. Retail may include subordinate

services such as delivery and after sale services. Purchasers may individuals

or traders. In commerce, a retailer buys goods or products in large quantities

from manufacturers or importers either directly or through a wholesaler, and

then sells in smaller quantities to the end user. Retail establishments are

often called shops or stores. Retailers are the end of the supply chain.

According to Philip kotler “Retailing includes all the activities involved in

selling goods or services to the final consumers for personal, non business

use. A retailer or retail store is any business enterprise whose sale volume

comes primarily from retailing”.

The retail sector is changing at ever increasing rate and this is leads to

greater competitor activity. Such activity leads to a need to improve the way

companies approach retail marketing. Retailing is not only an integral part of

our economy but also shapes and is shaped by our way of life. While the

trading of goods has always been a part of traditional societies, in recent

times the buying and selling of products has became a much more

formalized and brand dominated activity.

1 Bharathiar University


Marketing has been defined as “the process by which individuals and groups

obtain what they want and need through creating, offering and freely

exchanging products and services of value with others”.

Meaning of marketing is to identify the customer needs and satisfy those

needs as desired by the customer. But every player who is existing in the

market is doing the same. Therefore the companies started wondering what

next, they realized that they need to focus on long term profitable customers.

Only the way is to best of the best action plan and relationship building. For

that purpose every marketer is quoting their own business practices



OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVES: -

The primary objectives of the study are,

1. To know about the product awareness among the shopkeepers.

2. To identify the shop keeper satisfaction.

SECONDARY OBJECTIVES

The secondary objectives are,

1. To know about the company in details with Double Horse meat masala.

2. To assess the findings and to give suggestions



SCOPE OF THE STUDY

This study was conducted in DOUBLE HORSE, THRISSUR on

the topic “Product Awareness and Shopkeepers Satisfaction” with special

reference to “DOUBLE HORSE MEAT MASALA” in Malappuram District.

The study confined for 6 month mainly relies on primary data obtained

from 30 shopkeepers in different parts of Malappuram district were

considered for the sample on the following basis ensuring proper coverage

from all areas.

Changaramkulam

1. Ksccf,Thriveni mega mart

2. Margin free super market

3. Kerala super market

4. Sonas super market

5. Thamarssery Brothers



Edappal

1. Ksccf Thriveni mega mart

2. Margin free

3. Asian super market

Kuttippuram

1. Famous Bakes and super market

2. Margin free

Valanchery

1. Famous Bakes and super market

2. Labham

3. Thriveni

Putthanathani

1. Pulari super market

2. Margin free

Kottakkal

1. Bezzire super market

2. A one stores

3. margin free

Malappuram



1.R.k super market

2. Margin free shop

3.Thriveni

4.St. George traders

5.Labham supply co

6.ANM super market

Ponnani

1. Margin free super market

2.Kalathingal super market

Shanguvetti

1. KVM stores

2. Mangalam stores



RESEARCH METHODOLOGY

The value of any systematic research lies in its methodology which is a way

to systematically solve research problems. Methodology helps the

investigator to conduct the project study in a prescribed manner.

METHOD OF SAMPLING:

“sampling can be defined as the process of selecting a representative

portion of the population understudy for analysis” sampling is in which only

a portion and not the whole population is surveyed. it was selected by a

convenience sampling method.



METHODS OF DATA COLLECTION AND SOURCES

After the research objectives the researcher has to collect the needed

information. In data collection methods, one should know about the variety

and sources of data which may yield the derived results, there are two

sources of data,

Primary data

Secondary data

PRIMARY DATA

Primary data is those data which is collected at first hand either by the

researcher himself or by someone else especially for the purpose of study.

SOURCES OF PRIMARY DATA



o Questionnaires

o Interviews

SECONDARY DATA

In the hand of the researcher the data became secondary if was gathered

earlier for some other purposes from the following.

SOURCES OF SECONDARY DATA

o Journals

o Brochures

POPULATION

It is the aggregate of all the elements defined before selection of

sample. For this analysis researcher, selected Malappuram district.

SAMPLE SIZE

The decision to be taken regarding the number of elements of the

target population to be chosen. For this purpose researcher selected 30

intermediaries as sample size.



VARIABLE UNDER STUDY

The dependent variable in this study is effectiveness of market

segmentation.

They have also some independent variables under the study that are;

Awareness

Availability

Quality

Advertisement

Price

Promotion activities

Preference

Satisfaction



PERIOD OF STUDY

The period of the study is 6 months

LIMITATION OF THE STUDY

1. As the data is collected through questionnaire, respondents may

answer the questions with a bias.

2. The sample survey method has certain limitations

3. The standard of answering the questions by the respondents was not

that high as excepted.

4. The study is undertaken as a part of the project work, for the

academic purpose only.



AWARENESS

Awareness is the state or ability to perceive, to feel, or to be conscious of

events, objects or sensory patterns. In this level of consciousness, sense data

can be confirmed by an observer without necessarily implying

understanding. More broadly, it is the state or quality of being aware of

something. In biological psychology, awareness is defined as a human's or

an animal's perception and cognitive reaction to a condition or event.

SHOPKEEPERS SATISFACTION

Considering the fact that the way in which a dealer is treated by

its manufacturer has decisive influence on the shopkeeper business


http://www.answers.com/topic/cognition

http://www.answers.com/topic/sense

http://www.answers.com/topic/behavioral-neuroscience

http://www.answers.com/topic/understanding

http://www.answers.com/topic/pattern

http://www.answers.com/topic/object-4

http://www.answers.com/topic/consciousness


success. And so an examination of shopkeeper satisfaction or

dissatisfaction has become strikingly important for the manufacturers.

It is necessary to understand that in the complex world of trade

today, shopkeeper would include not only who provide goods but also

service, which may be provided to the end consumer. In an age where

the customer is the king and marketers are focusing on customer

delight shopkeeper may be said as the first point of customer contact.

The shopkeeper are the only person who comes in direct contact with

the final consumer so he can know the nerves of consumer their

purchasing power, purchasing habit, the taste and preferences of the

customers. In present days where consumer have more product choices

than ever before and also more information about the choices so it’ s

the shopkeeper who can make difference in purchasing of a product

by a customer so every organization must have keen watch on their

shopkeeper and must satisfy their needs.

Functions of a shopkeeper

Anticipates customer wants Stocks product assortment Acquires market information After sale services Ensure satisfaction of consumers

The shopkeeper as we said above is the only person who comes

in contact with the final consumer so the shopkeeper has the capability

of influencing customers in their purchase decision. So the shopkeeper



must be keenly watched and the organization must not only look for

the consumer satisfaction also must give importance for the dealer

satisfaction too. Only by making the shopkeeper satisfied we can have

consumers. So shopkeeper are capable of either increasing or reducing

demand for a particular product.

This study covers the shopkeeper satisfaction and which

product they are indulged in selling. This may further help the

organization for improving their sale and good relation with their

shopkeeper.

INDUSTRY PROFILE

Fast moving consumer goods are the products that are sold

quickly at relatively low cost, though the absolute profit made on FMCG

products is relatively small they generally sell in large quantities, so the

cumulative profit on such products can be large. Examples FMCG generally

include a wide range of frequently purchased consumer products such as

toiletries, soap, cosmetics, teeth cleaning products, shaving products and

detergents, as well as other non-durables such as glass ware, light bulbs,

batteries, paper products and plastic goods. FMCG may also include

pharmaceuticals consumer electronics packaged food products and drinks

although there are often categorized separately.

FUTURE PROSPECTS AND GROWTH PLANS

To achieve 1000 core turn over in 2012 and to achieve an all India market.

PRESENT STATUS OF THE INDESTRY



The Indian FMCG sector with a market size of US $

13.1 billion is the fourth largest sector in the economy a well established

distribution network, increase competition between the organized and

unorganized segments characterize the sector. FMCG sector is expected to

grow by over 60% by 2010 that will translate into all annual growth of 10%

over a 5 year period. it has been estimated that FMCG sector will rise from

around Rs.56,500 cores in 2005 to Rs.92,100 cores in 2010 hair care,

households care, male grooming, female hygiene, and the chocolate and

confectionery categories are estimated to be the fastest growing segments,

says an HSBC report. Though the sector witnessed a slower growth in 2002-

2004, it has been able to make fine recovery since them.

FUTURE SCOPE OF THE INDESTRY

With the presence of 12.2% of the world population in the villages of India,

the Indian rural FMCG market is something no one can overlook. Increases

focus on farm sector will boost rural incomes. Hence providing better growth

prospectus to the FMCG companies. Better infrastructure facilities will

improve their supply chain. FMCG sector is also likely to benefit from

growing demand in the market, because of the low per capita consumption

for almost all the product in the country, FMCG companies have increase

possibilities for growth. And if the companied are able to change the mind

set of the consumers, i.e. if they are able to take the consumers to branded

products and offer new generation products, they would be able to generate



higher growth in the near future, it expected that the rural income will rise in

2007, boosting purchasing power in the country side. The Current Scenario

The change in the social formats has led to the development of modern retail

outlets, mainly in the southern parts of the country. Chennai, Bangalore and

Hyderabad are developing as the hub of organize detail in India. The culture

is spreading to the other parts of the country too, with the western and

northern parts of the country too providing good opportunities currently.

Different players are trying out different formats. A successful fully Indian

or ‘Swadeshi’ model in Indian retailing is yet to be developed. The models,

which are highly successful in certain areas of the country, are able to

achieve only moderate success in certain other areas. The major formats

being followed for organized food retailing in India are:

Supermarket: Relatively larger-low cost, low margin, high volume, self

service operation designed to serve total need for food, laundry, and

household Maintenance products. E.g.: Food World, Nilgiris, Shoppers Stop

Discount Store: Standard merchandise sold at lower prices with lower

margins and higher volumes. True Discount stores regularly sell

merchandise at lower prices and mostly national brands. E.g. Margin Free

Markets, Subhiksha Fresh Product outlets: Outlets selling fruits and

vegetables in value-added packing. These outlets generally cater to the

higher segment of the society.

E.g. Namdhari and Safal

Specialty Stores: Narrow product line of an individual food-processing firm.

E.g. Haldirams, MTR

Convenience Store: Relatively small store located near residential area, open

long hours seven days a week, and carrying a limited line if high-turnover



convenience products at slightly higher prices. E.g. Outlets near petrol

pumps, cinema halls etc.

Off-Price Retailer: Merchandise bought at less than regular wholesale prices

and sold at less than retail.

The change in the social formats has led to the development of modern retail

outlets, mainly in the southern parts of the country. Chennai, Bangalore and

Hyderabad are developing as the hub of organized retail in India. The culture

is spreading to the other parts of the country too, with the western and

northern parts of the country too providing good opportunities currently.

Different players are trying out different formats. A successful fully Indian

or ‘swadeshi’ model in Indian retailing is yet to be developed. The models,

which are highly successful in certain areas of the country, are able to



achieve only moderate success in certain other areas. The major formats

being followed for organized food retailing in India are:

Supermarket: Relatively larger-low cost, low margin, high volume, self

service operation designed to serve total need for food, laundry, and

household maintenance products. E.g.: Food World, Nilgiris, and Shoppers

Stop

Discount Store: Standard merchandise sold at lower prices with lower

margins and higher volumes. True discount stores regularly sell merchandise

at lower prices and mostly national brands. E.g. Margin Free Markets,

Subhiksha

Fresh Product outlets: Outlets selling fruits and vegetables in value-added

packing. These outlets generally cater to the higher segment of the society.

E.g. Namdhari and Safal

Specialty Stores: Narrow product line of an individual food-processing

firm. E.g. Haldirams, MTR

Convenience Store: Relatively small store located near residential area,

open long hours seven days a week, and carrying a limited line if high-

turnover convenience products at slightly higher prices. E.g. Outlets near

petrol pumps, cinema halls etc.



Off-Price Retailer: Merchandise bought at less than regular wholesale

prices and sold at less than retail.

Curry powder is a mixture of spices of widely varying composition based on

South Asian cuisine. Curry powder, and the contemporary English use of the

word curry are Western inventions and do not reflect any specific Indian food.

The word curry is widely believed to be a corruption of the Tamil word Kari,

meaning something like sauce, but it may instead be derived from the French

cuire.

In the western world curry powder mixtures tend to have a fairly

standardized taste though a great variety of spice mixtures are used in Indian

cuisine.

Curry powder was largely popularized during the nineteenth and twentieth

centuries through the mass exportation of the condiment to the western table,

throughout Europe and North and South America. Curry powder did not

become standardized, as many of the original blends of curry powder were

still available throughout the world. The late 1960s and early 1970s saw a

large increase of Indian food consumption in the west and internationally.

This led to an increase of Indian restaurants throughout the world. The tradition

of keeping special blends of curry powder simply became uneconomical, and

curry powder became increasingly standardized outside India.

Indian cooks often have readier access to a variety of fresh spices than their

foreign counterparts. Some curry cooks will have their own specific mixtures

for different recipes. These are often passed down from parent to child

Ingredients


http://en.wikipedia.org/wiki/Recipe

http://en.wikipedia.org/wiki/Spice

http://en.wikipedia.org/wiki/Indian_restaurant

http://en.wikipedia.org/wiki/Condiment

http://en.wikipedia.org/wiki/Tamil_language

http://en.wikipedia.org/wiki/Curry

http://en.wikipedia.org/wiki/South_Asian_cuisine



Most recipes and producers of curry powder usually include coriander, turmeric,

cumin, fenugreek, and red pepper in their blends. Depending on the recipe,

additional ingredients such as ginger, garlic, asafoetida, fennel seed, caraway,

cinnamon, clove, mustard seed, green cardamom, black cardamom, mace, nutmeg, long pepper,

and black pepper may also be added

Masala used in South Asian cuisines (including Indian, Bangladeshi, and Pakistani

cuisines) to describe a mixture of spices. A masala can either be a combination of

dried (and usually dry roasted) spices, or a paste (such as vindaloo masala) made

from a mixture of spices and other ingredients—often garlic, ginger, and onions. It

is used extensively in Indian cooking to add spice and flavor.

SPICES

Chilly

Unlike most other tropical spices, chilies are easy to cultivate and hence are

cultivated in almost all the parts of the world, especially in the regions with tropic

climate. Among the main producers of chilies India has an important standing.

Chilies were first brought to Europe during one of Columbus’ expeditions

but they did not meet much interest because black pepper seemed a much more

promising culinary. However in Spanish and Portuguese colonies chilies did find

a place Chilies were and within a few decades chilies became a fixed part in the

daily diet of nearly all peoples in South and South East Asia.

One of the reasons for chilies being adopted more easily than any other

spice was the difficulty that the farmers had in growing other pungent spices as

they were expensive and difficult to cultivate. Chilies as compared to other spices

were easy to cultivate and hot and humid climate in tropical regions, glowing hot


http://en.wikipedia.org/wiki/Flavor


http://en.wikipedia.org/wiki/Indian_cooking

http://en.wikipedia.org/wiki/Onions

http://en.wikipedia.org/wiki/Ginger

http://en.wikipedia.org/wiki/Garlic

http://en.wikipedia.org/wiki/Ingredients

http://en.wikipedia.org/wiki/Vindaloo

http://en.wikipedia.org/wiki/Paste

http://en.wikipedia.org/wiki/Spices

http://en.wikipedia.org/wiki/Dry_roasted

http://en.wikipedia.org/wiki/Spices

http://en.wikipedia.org/wiki/Mixture

http://en.wikipedia.org/wiki/Cuisines

http://en.wikipedia.org/wiki/Pakistani_cuisine

http://en.wikipedia.org/wiki/Bangladeshi_cuisine

http://en.wikipedia.org/wiki/Indian_cuisine

http://en.wikipedia.org/wiki/South_Asian_cuisine

http://en.wikipedia.org/wiki/Black_pepper

http://en.wikipedia.org/wiki/Long_pepper

http://en.wikipedia.org/wiki/Nutmeg

http://en.wikipedia.org/wiki/Nutmeg

http://en.wikipedia.org/wiki/Black_cardamom

http://en.wikipedia.org/wiki/Cardamom

http://en.wikipedia.org/wiki/Mustard_seed

http://en.wikipedia.org/wiki/Clove

http://en.wikipedia.org/wiki/Cinnamon

http://en.wikipedia.org/wiki/Caraway

http://en.wikipedia.org/wiki/Fennel

http://en.wikipedia.org/wiki/Asafoetida

http://en.wikipedia.org/wiki/Garlic

http://en.wikipedia.org/wiki/Ginger

http://en.wikipedia.org/wiki/Capsicum

http://en.wikipedia.org/wiki/Fenugreek

http://en.wikipedia.org/wiki/Cumin

http://en.wikipedia.org/wiki/Turmeric

http://en.wikipedia.org/wiki/Coriander


desert of Northern India and extreme cold and dry seasons of the Himalayas in

Tibet were perfect for its growth.

Among all the species of chili only five species of genus Capsicum are

cultivated, and the most important species economically is Capsicum Annuum

besides Capsicum frutescent that includes the Tabasco chili and is the most famous

of all hot chilies.

In Northern India, as well as in Central Asia, chilies are used dried mostly.

They are sold whole or ground at the market and the intensively fiery, intensively

colored and intensively aromatic. In India, chilies from Kashmir (in the North

west of India) have the best reputation and chilies are considered to be the

universal spice of India. In India the states of Andhra Pradesh, Orissa,

Maharashtra, West Bengal, Karnataka, Rajasthan and Tamil Nadu are the major

chili producing areas and no country in the world has so much area and production

of chili as India.

Chilies have two important commercial qualities, as some varieties are

famous for red color because of the pigment Capsanthin while others are known

for biting pungency attributed by capsaicin.

While consumption of chili is the highest in India, maximum export is also

from this country and India made the record export of 51,900 tonnes of dry chili in

1996-97.

Indian chili and its products are brought by a number of countries.

Important among them are Sri Lanka, Bangladesh, South Korea and USA for dry

chili and USA, Germany, Japan, UK and France for oleoresin.

Originated in central Asia, garlic is today one of the famous spice of the

world and after being cultivated all over the world it met enthusiastic approval.

Garlic finds its mention in the Bible and in the ancient Egyptain times when they

were fed to the pyramid builders daily and as food for the Hebrews during their

sojourn in Egypt. Even the Roman period had garlicas a common spice and it was

extensively used from India to East Asia even before the Europeans arrived there.

After the Age of Exploration, garlic spread rapidly to Africa and both Americas.



Garlic is hardy bulbous annual, with narrow flat leaves a pungent and acid

flavor and acknowledged medicinal value. The entire blub (‘cloves’) is without

odor but once cut or bruised, they produce an intensely strong odor.

In parts of Austria, salads are prepared with vinegar, oil and minced garlic. In the

Mediteranean sauces raw garlic has wide usage. In Greece, Greek Skordalia, a

paste made from cooked potatoes and raw garlic whereas in Turkey, Turkish Cacik

sauce is made from plain yogurt, shredded cucumber, peppermint and garlic. In

Vietnam garlic is served with almost all preparations. Garlic is taken as pickles

and as important ingredient vinegar. Herbal vinegar is commonly made with one

or two garlic cloves per liter vinegar. Usage of fried or cooked garlic is, however,

much more common. Garlic is used in vegetable, meat and poultry dishes,

especially in casserole, stew and marinade. Garlic oil finds use in readymade spice

– mixes, pharmaceuticals and disinfectants.

It is believed that garlic is used for keeping away vampires and has its

mention in the famous novel of Count Dracula.

Garlic is cultivated in India in the states of Poona, Nasik, Madurai and

Jamnagar. Besides garlic powder and dehydrated flakes, India also exports oil

and oleoresin with all constituents intact but without its pungent odor.

Ginger

Serving the purpose of a taste-maker, an appetizer and a drug, ginger is

known as one of the earliest Oriental spice in Europe and has been cultivated in

India as a fresh vegetable and marketed as a dried spice since time immemorial.

Ginger was an important spice during the Roman times. During the last centuries

of the Middle Ages and the Renaissance, ginger was used to flavor true beer. i.e.

the alcoholic beverage obtained by fermenting malt.

Originally from Central Asia, today ginger is cultivated in all the tropical

and subtropical Asian regions, Brazil, Jamaica and Nigeria. Raw ginger is popular

in South East Asia. In India ginger tea prepared by cooking slices of fresh ginger

for a few minutes, is taken as a spicy and healthy drink to get relieved form cold

and cough.



The fresh, dried or powdered rhizome of a slender perennial herb, Indian

ginger is acclaimed worldwide for its characteristic taste, flavor & texture. Ginger

is cultivated as a cash crop in Africa and Latin America and its drink known as

Ginger ale is very popular in USA. Like root beer the ginger soft drink is not

fermented beer but simply sugar, ginger extract and carbonated water.

India offers ginger in a variety forms like, oils, oleoresins, fresh ginger in

brine, pickles, candies and syrups, garbled/ungarbled, bleached/unbleached and

powder form. Though grown all over India, the finest quality ginger is grown in

Kerala. Indian dry ginger is known in the world market as ‘Cochin Ginger’

(NUGC) & ‘Calicut Giner’ (NUGK).

India has a predominant position in ginger production and export. The

principal buyers are the Middle East, USA, the UK and the Netherlands.

Tamarind

Literally meaning the Arabic tamr hindi of “date of India”, this spice is

originally from Eastern Africa, but now is being cultivated all over the tropics and

is a much-valued food ingredient in many Asian or Latin American recipes. The

fruit of a tropical tree, tamarind is an indispensable spice in most south Indian

kitchens.

Tamarind is actually the fruit pod produced by tall, semi-evergreen tree

grown primarily in India. The beans and pulp within the food are virtually no

smell, but is has an extremely sour taste. Tamarind is available in whole pods, a

compressed block, paste or concentrates and is most likely to be found in Asian

markets.

The pulp is sold dry and needs to be soaked before usage. Tamarind is

taken as basis for spicy and sometimes sweet used to marinade meat or soybean

cheese before frying. In peninsular Southeast Asia (Vietnam and Thailand), the

pods are preferred unripe and used in tart soups or stews. These cannot be dried

without aroma change.



India is the only producer of tamarind on a commercial scale. A large part

of India’s production of tamarind is exported to West Asia, Europe and America,

where it is used for food specialties like Worcestershire sauce. It is used as the

equivalent to lemon juice in India cuisine, but is also used extensively in Asian

cooking. It is often used to make juices, soups, chutneys and bean dishes.

Available in the form of pulp and juice concentrates it is used mainly for the

preparation of cool drinks, seafood and a range of sophisticated cuisine. Fresh

tamarind can be stored at room temperature, but should be used within a few days

of purchase. Tamarind concentrate can be kept in an airtight container in the

refrigerator for several months.

Turmeric

The use of turmeric dates back nearly 4000 years, to the Vedic culture in

India, when turmeric was the principal spice and also of religious significance.

Turmeric is also sometimes called ‘Indian saffron’ because of its brilliant yellow

color and Indian turmeric is considered the best in the world.

India alone produces nearly the whole world’s crop of turmeric and uses

80% of it. In today’s India, turmeric is added to nearly every dish be it non-

vegetarian or vegetables. Turmeric is part of all Indian curry powders and due to

Indian influence, turmeric made its way to the cuisine of Ethiopia. In South East

Asia, the fresh spice is much preferred to the dried.

Turmeric root is very similar in appearance to gingerroot, except that, once

peeled, is bright yellow in color. Turmeric is more commonly found and used in

powdered form and is often used in place of saffron, more for it’s color than flavor

which is earn and peppery. Turmeric is most often used in curries, but is also used

in chutneys, rice and vegetables dishes.

Turmeric powder should be kept in an airtight container and stored in a cool

dry place. It is not advisable to make fresh turmeric powder or paste as it is

extremely hard to grind. India today is the largest exporter of turmeric to countries

like the Middle East, the UK, USA and Japan.



Some of the well-accepted varieties are ‘Alleppey Finger’ and ‘Erode

turmeric (from Tamil Nadu), ‘Rajapore’ and Sangli turmeric’ (from Maharashtra)

and ‘Nizamabad Buld’ (from Andhra Pradesh).

COMPANY PROFILE

Manjilas rice saga began from the humble environs of the rice bazaar,

Thrissur which is the cultural capital of Kerala. It was here late Sri. M.O. John

started his rice vending outlet in the year 1959. He was a visionary who brought



about a great revolution in the rice industry. He was the founder general secretary

of Vyapari Vyasai Ekopana Samithi, as association of the business community of

Kerala. He was also president of Chamber of Commerce, Thrissur (1993-2000).

Thanks to the wide vision of this great man, Manjilas make about 14

varieties of rice and about 50 varieties of food products under the famous brand

name Double Horse.

Today Manjilas is the first ISO 9001:2000 which has 6 manufacturing units,

employing 450 people. These units use the state of the art imported technology. A

strong R & D department and special development kitchen has helped to launch

many innovative products giving novelty to the customers taste and appetite.

HISTORY OF THE COMPANY

When M.O John started Manjilas mill in 1959, he had the only intention of

providing the pure rice to malayalees.

Years ago the ancestors of M.O John were dedicated to deliver rice for the

Royal family. They were doing these processes through buying raw rice from

agriculture farms and making transform raw rice to rice. They gave importance to

quality because they have to deliver the rice to the royal family. Now, there were

no ruling and Manjilas give that much importance to quality.

In the ancient time M.O. John’s father commenced rice trading and started it as a

business. By starting his own rice mill M.O. John gave an introduction to the rice

industry in Kerala. By starting a modern rice mill in 1976 he brought up his

business in a new turning point. Innovation should brought up in the business but

don’t be over aggressive. This was his concept about business. Rice being an

inevitable food item he had the vision that rice should be available in at ordinary

rate and for the growth of business he was not ready to raise the price.

Manjilas introduced branded rice in the market. By introducing rice powder

in 1994 they started differentiation of products. In the olden days the keralites

have been buying rice from the shop and after washing it they gave it to the mill



for getting rice powder. Because of these, all market analysts were having the

doubts regarding the success of the rice powder from Manjilas group. But within 6

months Manjilas got a favourable reply from customers. After rice powder, by

introducing idli mix, dosa mix, easy palappam and instant idiayappam, Double

Horse can lead the market according to the needs of the society.

Food processing industry is one of the fast changing industry in the world.

To utilize the opportunities out of the changes. Manjilas used product innovation

and regular research. The children of M.O John implemented the new

technologies in rice industry and they brought at rice industry into new meaning.

Now they are leading with their father M.O John’s long perceptiveness and insight.

After the death of M.O John, Double Horse products entered into diversification

under the able guidance of his sons. Now, the research and developments

department are working continuously for developing new products.

ESTABLISHMENT

Manjilas food products were founded in the year 1995. As today’s life style

has changed tremendously, there has been a wide change in the eating habits of

people. Keeping this aspects in mind Manjilas food products has entered to the

cater the changing taste and appetite of the consumers. The unit produces various

rice based value added products, instant mixes, ready to eat products etc. in the

famous brand name ‘Double Horse’.

Manjilas has 6 manufacturing units employing 450 people. The unit used

the state of art imported technology. A strong R & D department and special

developed kitchen had helped to launch many innovative products giving novelty

to the customers taste and appetitive. The unit has a capacity of 10 tones per day

and has 45 dedicated staff who are always on the look out to give the best quality

products throughout. The unit uses state of art packaging technologies to maintain

the freshness and aroma of the products.



VISION

To be the leader in the food industry.

MISSION

To make every malayalee in India a Double Horse customer by the year

2008.

To make every malayalee in the world Double Horse customer by the year

2010.

MANJILAS PERSONNEL POLICY AND OBJECTIVES

The intention of the company is to provide a suitable, safe and healthy

working environment to each employee of Majilas group.

As the policies are the plan of actions, organization needs to evolve

personnel polices as they ensure consistency and uniformity in treating people.

They help to motivate and build loyalty. Policies become benchmark to compare

and evaluate performance. A policy is more specific and commits the

management to definite course of action.

QUALITY POLICY

Manjilas is committed to give total satisfaction to their customers through

continuous improvement of products, processes and distribution.

QUALITY ASSURANCE

Right from the purchase point to the sales there are quality checks. They

also believed that “a good output depends up on good input”. Company

personnels travel extensively through the paddy fields during the harvest season



and great care is taken to see that only the best available paddy is purchased. The

paddy purchased is properly dried and stocked in paddy go downs.

CERTIFICATIONS

Manjilas is the first ISO 9001:2000 certified rice mill in Kerala. The

company has also been certified with ISO 9002.

RECENT DEVELOPMENTS

In today’s throat competition it’s a great note that Manajilas group is

shining brighter day to day. Even though they have started building their selves in

the overseas market. Slowly they are on the fastest track of development. Now

the time is not far away for Double Horse to gallop in the very near future, the

export development will get the utmost concentration from management as well as

from the production department.

Now, just have a look at the overseas market, they had representations in

Bahrain, Jeddah & Dammamm (KSA) Kuwait, Qatar and UAE. They appointed

distributors for unrepresented areas such as Riyadh (KSA) and Muscat. They were

able to introduce a number of products in the over seas market. Last year they

made a sale of Rs. 60 crore and now their target is Rs.20 crore and 70 percent of it

has been achieved.

MILE STONES

1. Kerala’s modern rice mill

2. It is the first rice mill which has branded rice product.

3. It is the first rice mill which has implemented LSU driver from USA.

4. It is the first rice mill which supply product free from adulteration.

5. First rice mill which has introduced sortex machine from England.



6. First rice mill which has introduced SATAKE machineries from Japan.

7. First rice mill which has introduced Bubbar machineries from Buhler in

Germany.

8. First rice mill which has received ISO 9002 certification for quality

standards.

9. It is the first rice mill which has introduced repacking system.

10. It is the first rice mill which has supplied flours of different varieties of

puttu podi, appam podi etc.

11. It is the first rice mill which has marketed food products from

Manjeshawaram and parasala.

12. It is the first rice mill which has received ISO certification and still

maintaining it.

MAJILAS RICE PLANT

Manjilas group founded in the year 1959 has three rice milling units

a) Manjilas Rice Mill, Kottekad, Thrissur

b) Manjilas Agro foods Pvt. Ltd., Cheramangalam, Palakkad

c) Manjilas Food Tech. Pvt. Ltd. Naripotta, Palakkad.

The combined production capacity of these 3 units is 120 tones per day. The

company uses the imported technology from Satake Japan, Buhler Germany and

Sortex England. Its high processing facilities and hygienic warehouses ensure best

quality for all season.

Two generations of experiences have helped Manjilas Group to be the trendsetter

in this highly competitive rice industry.

DOUBLE HORSE RICE BRAND

The DHR & Rice products are quiet familiar to the people of Kerala which

shows that his brand is positioned as a sign of quality and perception. The unique

selling proposition of the company itself is ‘the taste of Keralites’.



In Kerala, the brand was launched in 1954 since then no other company was

in the field till 1956. In 1965 they started a mechanized mill to cater the need of

Keralities.

There are about 350 retail outlets of Manjilas brand. The retailers are paid as

commission of 2.5 per cent on the sales. The marketing network of the company is

also elaborated. The retailers can order the commodity through telephone or any

other mean and the order will be processed and delivered to the retailers as early as

possible. Thus we can see that the company has got strong supply chain management

backed by all the modern infrastructure facilities.

The company’s main objective is to improve the quality from time to time.

Their vision is to become the market leader in the industry.

Keeping these aspects in mind, Manjilas food products have started to cater

the changing taste and appetite of the consumers. Manajilas group have 50 years

of experience in rice industry. Their core business is rice and rice based products

marketed under the brand name of ‘Double Horse’ which is the first brand

introduced in rice and rice products in Kerala.

Double Horse has over 14 varieties of rice. The company with a turnover of Rs.

60 Cr. and with a market share of nearly 20.5 Manjilas currently touches 20 lakh

households through 5000 plus retail dealers worldwide.

PRODUCT PROFILE



DOUBLE HORSE is celebrateing its "Golden Jubilee Year" in 2009. In

50th Golden year, planned to launch 50 New Food Products by the end

2009.

New products includes- Blended Curry Powders, Spice & Condiment

Powders, Ready to Eat (RTE), Ready to Cook (RTC), Instant Mix,

Vegetables in Brine etc.

RICE

Payasam rice

Ponni rice

Raw rice meals

Jyothi matta

Single matta

Idli rice

Ghee rice

Matta broken

Cherumani

Jaya rice

Rose mutta

B.T meal

RICE POWDER

White puttu podi



Chemba puttupodi

Rosted pathri powder

Dosa mix

Idli mix

Roasted white rice powder

HEALTH PRODUCTS

Double horse health mix is a highly "Nutritious Porridge". Also easy to

cook, very healthy as it is enriched of various macro and micro nutrients,

it will be a complete break fast and a balanced diet for all age groups.

Health puttu podi

Samba puttu podi

Ragivita

Instant giner coffee

Banana powder

Samba broken wheat

Corn puttu podi

INSTANT FOOD VARIENT

Palappam mix

East palappam



Uppma mix

Idiyappam

CURRY MIXES

Chicken gravy mix chicken biriyani mix

Kerala chicken curry mix

Sambar mix

Kerala fish curry mix

Spices

Tamrind paste garlic paste

Ginger paste

READY TO EAT PRODUCT

Double horse RTC is 100% Natural & Sterilized. Since RTC are free

from bacteria will have a lasting shelf life. No artificial preservatives and

chemicals are added. Its completely safe & delicious to consume.

Aval

Avalose

Crunch flakes

INSTANT SWEET DISHES

Rice palada payasam mix



Roasted vermicelli

Semiya payasam mIX

PICKLE / CHAMMANTHY

Coconut chammanthy powder

Bitter gour pickle

Mango pickle

Hot and sweet lime date pickle

Dates pickle

Gooseberry pickle

Ginger pickle

Lime pickle

Garlic pickle

Mixed vegitable pickle

Tender mango pickle

White lime pickle

Prawns chammanthy powder

Fish pickle

Chicken pickle

Mean pickle

Prawn pickle

Squid cutlet fish pickle

OTHER PRODUCTS

DOUBLE HORSE OATS - Launched in the month of February. It is



ideal for Quick cooking, Rich in Fiber and Easy to Digest. Double Horse

Oats are healthy and a complete break fast to start your day, the right

way.

DOUBLE HORSE CHAKKA VARATTY -, Double Horse RTE is

100% Natural & Sterilized. Since RTE are free from bacteria will have a

lasting shelf life. No artificial preservatives and chemicals are added. Its

completely safe & delicious to consume.



DATA ANALYSIS AND INTERPRETATION



The researcher held thorough interviews with 30 Shopkeepers of

various places in malappuram district for the purpose of study. The

respondents were taken on the basis random sampling . The study conducted

by formulating questionnaire so as to accept and reject responses accordingly

The data collected was subjected to percentage-wise analysis and

presented in tabular form followed by appropriate presentation by graphs and

diagrams. The data collection, analysis and interpretation focus on assessing

product awareness and shopkeepers satisfaction on this product.

Tabulation was held as per, number wise and percentage wise.

AWARENESS LEVEL OF MEAT MASALA



As far as a shop keeper is concerned product awareness has a direct link with dealing a product

Table 4.1

Category Number of respondents Percentage

Not aware 0 0

Aware 30 30

TOTAL 30 100

SOURCE: SURVEY THROUGH QUESTIONNAIRE

FIGURE 4.1



BAR DIAGRAM SHOWING AWARENESS LEVEL

INTERPRETATION

On analyzing the above table and bar diagram 4.1 all the 30 respondents are

aware of the meat masala of double horse. it means that no respondents is

unaware about the double horse meat masala.

SOURCE OF INFORMATION ABOUT THE PRODUCT



Source of information is a vital factor for taking the, selection of the mode of conducting the business

Table 4.2

C a t e g o r y N u m b e r o f

r e s p o n d e n t s

P e r c e n t a g e

T e l e v i s i o n 5 1 7

N e w s P r i n t s 3 1 0

R a d i o 2 7

C o m p a n y m a r k e t i n g

e x e c u t i v e s

2 0 6 6

T O T A L

3 0 1 0 0




FIGURE 4.2

BAR DIAGRAM SHOWS SOURCE OF INFORMATION

INTERPRETATION:

Table 4.2 and bar diagram indicates that, out of from the 30 respondents

66% came to know about the product through marketing executives and 17%

through television, 7% through radio and 10% through news papers



OPINION ABOUT DOUBLE HORSE MEAT MASALA

Table4. 3


Below average 0 0

Average 6 20

Good 15 50

Very good 9 30

TOTAL 30 100




OPINION ABOUT DOUBLE HORSE MEAT MASALA

FIGURE 4.3

INTERPRETATION

From the above table 4.3 and diagram it can be seen that 50% of

shopkeepers have very good opinion about double horse meat masala, 30%

good opinion, 20% rates the product as average.



SATISFACTION LEVEL ABOUT DOUBLE HORSE MEAT MASALA

Satisfaction of shop keepers place an important role in accepting the product be offered for sale

Table 4.4

Category Number of respondents

Percentage

Highly dissatisfied 0 0

Dissatisfied 0 0

Satisfied 22 73

Highly Satisfied 8 27

TOTAL 30 100


LEVEL OF SATISFACTION



Figure 4.4

INTERPRETATION

Satisfaction level data indicates an among the 30 respondents, 73 %

shopkeepers are satisfied with the quality of the product, 27 of the

shopkeepers are highly satisfied.

FACTORS INFLUENCING THE POPULARITY OF THE PRODUCT



Popularity of product increases sale for a shop keeper, the popularity of the product is a major item for easy sale

Table 4.5


Percentage

Price 3 10

Quality 17 56

Availability 2 7

Advertisement 8 27

TOTAL 30 100


FACTORS INFLUENCING THE POPULARITY OF PRODUCT



Figure 4.5

INTERPRETATION

In table 4. 5 and Bar Diagram shows that 56% shopkeepers are in the

opinion that the quality is the main factor to be considered by the firm,

27%point as advertisement 10% where as price and 7 % as to availability of

the product.

DOES SUPPLY MEAT THE DEMAND



Meeting the demand of the consumers is an important factor to be kept in

mind by the shop keepers. Below given table reveals the position of demand

fulfillment.

Table 4.6


Percentage

Less 4 13

Proportionate 20 67

Excess 3 10

On demand 3 10

TOTAL 30 100


DOES SUPPLY MEAT THE DEMAND

FIGURE 4.6



INTERPRETATION

As far as the supply of product is concerned, we can see that 67% suggest

that the supply of the product must be as far the proportion of the sale. 13%

are in the opinion that the supply is less than the demand.10% each

opinioned that the supply in excess demand and on demand.

SATISFACTION LEVEL OF PROMOTIONAL OFFERS

Satisfaction is the strategy of the present marketing. Whether a consumer or dealer or shop keeper, it’s the MANTRA of the marketing.



Table 7


Poor 2 7

Average 4 13

Good 18 60

Very good 6 20

TOTAL 30 100


SATISFACTION LEVEL OF PROMOTIONAL OFFERS

FIGURE 4.7



INTERPRETATION

Table 4.7 and Bar Diagram shows that 60% respondents opinioned that

the promotional offers by the firm are good and 20% very good. It is to be

noted that 7% represented as poor.

OPINION ABOUT TRENDS IN SALE



Sales trend is very important for shop keepers. Before selecting a product to be offered to public, sales trend is to be considered before acceptance of sale

Table 4.8


Stable 5 17

Increasing 15 50

Fluctuating 6 20

Decreasing 4 13

TOTAL 30 100


FIGURE 4.8

OPINION ABOUT TRENDS IN SALE



INTERPRETATION

As far as the opinion about the trend in sales concerned 50% of the

shopkeepers have informed that there is an increasing trend and 16% as

stable. We can also see from the table that 13% are informed a decreasing

trend of sales

OPINION ABOUT SERVICES PROVIDED BY COMPANY

Shop keepers always prefer those product, that are having after sale services provided by the company

Table 4.9




Highly insufficient 2 6

Not sufficient 5 17

Sufficient 18 60

Highly sufficient 5 17

TOTAL 30 100


FIGURE 4.9

OPINION ABOUT SERVICES PROVIDED BY COMPANY



INTERPRETATION

Services provided by the firm to the shopkeepers play a vital role in

increasing the sales, from the above table we can see that 60% of 30

respondents given as sufficient and 6% as insufficient

DISTRIBUTION NETWORK OF DH MEAT MASALA COMPARED

TO OTHER PRODUCT



Distribution network is the media through which products are supplied to the shop keeper or consumers

Table 10


Very bad 3 10

Bad 7 23

Good 12 40

Very good 8 27

TOTAL 30 100


DISTRIBUTION NETWORK OF DH MEAT MASALA COMPARED TO OTHER PRODUCT

FIGURE 4.10



INTERPRETATION

For marketing sufficient sales, distribution network must be prompt.

Table 4.10 and Bar Diagram represents that 40% opinioned that as good

and 27% as very good . Still 23% have represented as bad.

PREFERRED MEDIA FOR ADVERTISEMENT

Most effective media for the communication carries importance in the market



Table 11

C a t e g o r y N u m b e r o f

r e s p o n d e n t s

P e r c e n t a g e

T e l e v i s i o n 1 5 5 0

P r i n t m e d i a 5 1 7

R a d i o 8 2 7

S i g n b o a r d 2 6

T O T A L 3 0 1 0 0


FIGURE 4.11

PREFERRED MEDIA FOR ADVERTISEMENT



INTERPRETATION

Most Preferred media is television (50%) than FM radio, print media.

27% told that radio is the next preferred media. press and sign board are

17% and 6% respectively.

SATISFACTION LEVEL OF COMMISSION OF THE COMPANY



Most of the shop keepers take interest in dealing those products which are having high commission.

Table 4.12


Percentage

Highly dissatisfied 2 7

Dissatisfied 10 33

Satisfied 18 60

Highly Satisfied 0 0

TOTAL 30 100


FIGURE 4.12

SATISFACTION LEVEL OF COMMISSION OF THE COMPANY



INTERPRETATION

Most of the shop keeper’s, respondents have expressed that the commission

received from the firm is satisfactory. Still 33% opinioned that they are

dissatisfied with the level of commission received from the firm.

FINDINGS ,SUGGESTIONS & CONCLUSION

5.1 FINDINGS



The findings of the study are as follows;

o Among the 30 respondents, all the 30 were aware of the product

‘Double Horse’ Meat Masala.

o Out of the 30 respondents, 20 come to know about the product

through company executives.

o All of the 30 respondents were used to sell this product and 20

respondents have opinioned that this is an average product.

o Price is the least influencing factor as the customers are more

concerned about the Quality of the product.

o Most of the shopkeepers opinioned that the supply has to be

proportionate as per the demand.

o As far as satisfaction level of promotional offers provided to the

shopkeepers is concerned, 60 percentages have remarked as good.



o Out of 30 respondents, 50 percentage shopkeepers suggested that

the sale of the product is increasing.

o About the services provided by the firm, even though 60

percentages expressed as sufficient, still 16.67 percentages

expressed as insufficient.

o Distribution Network is one of the main elements of the marketing

system. Here 40 percentages of the shopkeepers remarked as good.

At the same time 23.33 percentages points at that it is bad.

o Majority of the respondents opinioned that Television is the best

media for advertisement.

o While considering the commission paid by the firm to its

shopkeepers, 33.33 percentages is dissatisfied with the recent rate

and 60 percentages is satisfied.

5.2 SUGGESTIONS



The project study has given the researcher an opportunity to put

forward some suggestions for improvement of the product from the part of

shopkeepers. some of them are as follows

o All the 30 shopkeepers are aware about the product, DOUBLE

HORSE should give more attention towards this to increase the

goodwill of the product and firm.

o Marketing executives play a very vital role in canvassing the

product. So the executives may be provided with more

professional training and incentives.

o Out of 30 respondents ,even though 50 percentages opinioned

that the product is very good ono,still 20 percentages

represented as average.. so attention must paid towards this.

o As quality remains the selection criteria, and 56 percentages

opinioned that the quality is the main variable for influencing

the purchase, the firm should keep up the quality standards

o Satisfaction level of promotional offers must be maintained at

higher level.



o 50 Percentages of shop keepers reported that the sale is getting

increased and so proper and effective measures must be

introduced for further increase of sale

o When we consider the efficiency of the distribution network, as

23 percentages reported against of it ,proper attention and care

must be taken for enforcing it.

o There is a high percentages (33.33) of shop keepers against the

rate of commission paid by the firm..As trade commission is an

important element in the world of competition, the firm should

maintain the commission rate above the competition level.



CONCLUSION

The project titled product awareness and shop keepers

satisfaction with special reference to Double horse meat masala

reveals a rosy picture about the progress. As the product is introduced

recently in the market ,the role played by the shopkeepers is very very

important. The sale of the product is directly related with the

psychology of the shopkeepers.

From the analysis, Double horse meat masala has a

wider acceptability by the shoppers along with satisfaction. Positively

the market will accept the products as number one by competing with

other Meat Masala in Malappuram District of Kerala.



QUESTIONNAIRE

QUESTIONNAIRE FOR SHOP KEEPERS

Personal informationName : Shop name:Place :

1. Are you aware about DOUBLE HORSE meat masala ?

Yes [ ] No [ ]i. If yes, how do you come to know about this product?

[ ] Television [ ] News prints

[ ] Company marketing executives [ ]Others(mention)

ii. If no, why? (mention)

2. Have you ever sold this product?

Yes [ ] No [ ]

I. If yes, what do you feel about this product?

[ ] Below average [ ] average [ ] Good [ ] very good

II. If no, out of the following, what could be reason for not selling?

[ ] N o t i n t e r e s t e d [ ] L a c k o f p r o d u c t a w a r e n e s s

[ ] L a c k o f a v a i l a b i l i t y [ ] others (mention)



3. Are you satisfied with quality of the product?

[ ] Highly dissatisfied [ ] Not satisfied

[ ] Satisfied [ ] highly satisfied

4. Which is the most influencing factor that increase the popularity of the product?

[ ] Quality [ ] Price

[ ] Advertisement [ ] Other (mention)

5. Whether the promotional offers are satisfactory?

[ ] poor [ ] [ ] average [ ] good [ ] very good

6. Does supply meet the demand?

[ ] Excess [ ] Less

[ ] Proportionate [ ] On demand

7. Please indicate your opinion about trends in sales??

[ ] Stable [ ] Increasing

[ ] Fluctuating [ ] decreasing

8. What is your opinion about service provided by company?

[ ] Highly insufficient [ ] Not sufficient [ ] sufficient [ ] highly sufficient



9. Opinion about distribution network compared to other brands?

[ ] Very bad [ ] bad

[ ] good [ ] very good

10.Preferred media for advertisements?

[ ] Television [ ] Radio

[ ] Print media [ ] (mention)

11.Are you satisfied with commission offered by company?

[ ] Highly dissatisfied [ ] Not satisfied

[ ] Satisfied [ ] highly satisfied

12.Would you line to provide some suggestions for improvement?



BIBLOGRAPHY

Book: -

Philip kotler marketing management, 10th edition.

Kothari,C.R- Research Methodology, 2nd editon.

Rajan Saxena Marketing Management, 9th edition.

S.Jayachandran Marketing management, 8th edition.

News Papers

Business Line, Various issues

Economics Time, Various issues

Websites

www.indiainfoline.com

www.yahoo.com

www.google.com


http://www.indiainfoline.com/

project report

Documents

margin free super market

sources of data

project study

super market ponnani

kerala super market

sonas super market

pulari super market

bezzire super market