Description
in the intenship period made a report on gopal snakes pvt. ltd. . and developing a project on snakes industry very helpful for all fmcg products nd snakes company. for that also i wil awarded.
A Project Report On
“Customer Satisfaction Level towards the Brand GOPAL NAMKEEN and its Products”
At
In partial fulfillment of the requirements of Summer Internship Programme in the Master’s in Business Administration Programme of Gujarat Technological University Submitted to Asst. Prof. Rakesh Sarvaiya On 25th July 2013 By RAJPUROHIT DIGVIJAY SINGH .G. Enrollment Number - 128200592080 Batch 2012-14
SHAYONA INSTITUTE OF BUSINESS MANAGEMENT,AHMEDABAD
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Declaration
The project report entitled “Customer Satisfaction Level Towards Brand GOPAL NAMKEEN” has been submitted to Gujarat Technological University, Ahmedabad in partial fulfillment for the award of degree of Master of Business Administration. I the under signed here by declare that this report has been completed by me under the guidance of “Mentor Maulik Patel (Marketing Manager,Ahmedabad)” and Assi. Prof. Rakesh Sarvaiya (Faculty Member, Shayona Institute of Business Management, Ahmedabad)
The report is entirely the result of my own efforts and has not been submitted either in part or whole to any other institute or university for any degree.
Name of the Student : Rajpurohit Digvijay .G .
GTU’s Enrollment No : 128200592080 Date: 25th July, 2013 Place: Ahmedabad Signature:
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Certificate
This is to certify that the project titled “CUSTOMER SATISFACTION LEVEL TOWARDS THE BRAND GOPAL NAMKEEN” is a work done by (Rajpurohit Digvijay Singh) of Shayona Institute of Business Management (SIBM). The student has successfully completed this project under my guidance.
I am sure that the experience gained during the project work will enable him to take similar challenging projects in future.
Asst. Prof. Rakesh Sarvaiya (Fuculty Guide)
Date:25th july, 2013 Place: Ahmedabad Dr. B. K. Nirmal (HOD – MBA Programme)
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PREFACE
As per the syllabus of GTU training in M.B.A and a general report is essential. The training plays a vital role in helping the trainee, obtained the lasted managerial information. By visiting such units, we come to know about the working strategies and the working conditions of each staff/department in the organization. Practical knowledge plays a vital role in MBA, no value of theatrical knowledge without practical knowledge. As a part of MBA got for practical knowledge by having an industrial visit in GOPAL SNACKS PVT, LTD. And I am very improving by this project. This project report, which is based on industrial training, gives the MBA students a through preparation for future theoretical as well as practical application. This training has been undergone at GOPAL SNACKS PVT LTD for the knowledge of practical study of unit.
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ACKNOWLEDGEMENT
Many people contribute something or the others, and thus play a significant role in laying the foundation of an effective project that is capable of achieving its purpose. Therefore, we would like to take this opportunity to thank all those people who have helped us in preparation of this project, guiding us towards the achievement of its purpose. I would like to thanks Mr. Maulik Patel (Marketing Manager,Ahmedabad) Gopal Namkeen. Ahmedabad for their continuous support, suggestions and helping me all the time during my project. A special thanks to all members of Gopal Namkeen Limited. Ahmedabad office for always ready to listen and advise to me. I am also greatly indebted to my internal college guide Asst. Prof. Rakesh Sarvaiya who is always there to guide me in the project. And I am grateful to him. He always shared his ideas with me. He is extremely co-operative, and helped me in all the possible ways. I would also like to thank Director of our Institute Dr. B.K Nirmal and all the faculties of SIBM who gave us their valuable time, which inspired us to make the project sound and easy. Finally I would also like to say thanks to our classmates who helped us in every possible way by reviews and in project they have offered suggestions, identified challenges and shared ideas to make this project better.
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EXECUTIVE SUMMARY
The present FMCG industry is highly influenced by snack food industry. Snack food industry have 25% of growth out of it namkeen play a vital role and Gopal Namkeen pvt. Ltd. enjoy highest market share of wafers and namkeen in Gujarat.
With a view to evaluate & study, the market research and potential of the customers and to know the preferences of consumers, a survey was conducted in the town of AHMEDABAD to find out the relationship between Gopal Namkeen and customers.
Survey is conducted for the customers of Gopal Namkeen for knowing the services of gopal. So project was mainly focused to know the exact market situation of the product and knowing the service level which is provided by the gopal to their customers. The town of ahmedabad is quite a lucrative market for snack food because, the people of the town are highly taste conscious & are always ready to try out new varieties of food products and food-items
The main objective of conducting this survey was to find out relationship of company and customers. And to know the expectations of services from the customers & to know who are the major competitors in the market of namkeens.
We undertook a survey of customers at various areas or ahmedabad. One questionnaire is prepared for taking the views of customer’s. Sample size was taken to be 400 for customers.
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TABLE OF CONTENTS
CHAPTER NO PREFACE ACKNOWLEGEMENT EXECUTIVE SUMMARY 1 2 RESEARCH METHODOLOGY INTRODUCTION TO THE INDUSTRY About Major players 3 4 LITERATURE REVIEW INTRODUCTION TO THE COMPANY About Gopal Executive Management Team Product overview Porter’s five force analysis 5 INTRODUCTION TO THE TOPIC Introduction Brand Equity Brand identity 6 7 8 9 1 ANALYSIS FINDINGS CONLUSION AND RECOMMENDATION BIBLOGRAPHY ANNEXURE 9.1 Questionnaire TOPIC
PAGE NO.
IV V VI 9-13 14-16 17-22 23-29 30 30-34 35-36 37-44 45-46 61 62-65 65-68 69-71 72-92 93-95 96-100 101-103 104 104-108
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LIST OF GRAPHS
No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Particulars Are you aware about the brand gopal namkeen ? Have you ever brought gopal namkeen ? If yes; then which of the following products have you purchased? You purchase Gopal Namkeen because of its…….. Which of the following brand do you prefer of gopal namkeen? Rank the factors that influence you the most for the purchase of the gopal namkeen ? (chart-6A,6B,6C,6D,6E,6F) Are you aware of this products available in market ? (7A,7B,7C) Give your perception of taste about GOPAL NAMKEEN ? Are you over all satisfied with GOPAL NAMKEEN ? On the scale of 1 to 5 , match the product overall ? Rank your preferences. (12A,12B,12C,12D) Age : Gender : Income : Page. No. 73 74 75-76 76-77 77-78 79-81 82-84 84-85 86 87 88-89 90 91 92
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CHAPTER-1 INTRODUCTION TO RESEARCH
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RESEARCH METHODOLOGY
TOPIC OF THE STUDY
“To understand Customer Satisfaction Level from the viewpoint of customer preferences in snacks industry” Problem Definition Management Problem “As it is a snacks industry the company wants to know whether the brand is succeeded to make their satisfaction level among peoples by adopting different promotional activities to build up their brand in market.”
OBJECTIVES:
1. To identify the satisfaction level and preference of customer for the Different brand in the market. 2. To get insights into customer satisfaction exercise from the viewpoint of customers of snacks industry.
3. The factors that affecting the customers at the time of purchasing namkeen. 4. To know the effectiveness of promotional activity on customers.
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SCOPE OF THE STUDY
In today’s scenario the snacks market is the market which has too much pottential. Snacks is now a days used very commonly. But there are many players & huge competition in snacks industries. So it is very important to set competitive strategies to beat the competitors, where Marketing plays a vital role. So it is essential to study the effectiveness of promotional activities & to adopt the same to increase the Sales & beat the competitors. The study has covered customers of Ahmedabad city. This topic has helped to know the satisfaction level, Quality, Awareness level & brand image of the company through the respondents. It will help the company to know the factors that influence customers to purchase the namkeen who are the main media for the whole Industry.
RESEARCH DESIGN:
“Descriptive” research design is used in the study. Result is quantified to know the preference
DATA SOURCES:
Primary Data: - Survey of customer satisfaction through questionnaire
Secondary Data: - Collected through company web-site, Journals and Literature Reviews.
FIELD WORK:
Self-administered questionnaire from 400 customers of Ahmedabad city
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SAMPLING:A) Universe:- customers B) Sample unit:- customers of snacks industry in Ahmedabad. C) Sample size:- We have taken a sample of 400 customers of Gopal Namkeen food
products. Confidence Level: 95% Confidence: 5 Population: 12000
METHOD FOR SELECTING THE SAMPLE SIZE:
n= t² x p(1-p) m² Description: n = required sample size t = confidence level at 95% (standard value of 1.96) p = estimated prevalence of malnutrition in the project area m = margin of error at 5% (standard value of 0.05) D) Sampling technique: Convenience sampling E) Research Approach and Tool: -Questionnaire and Scheduling DATA ANALYSIS By using SPSS software, Tables and graphs are prepared to show frequency distribution Statistical tools • Chi-square Test and Correlation
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LIMITATION OF THE STUDY
? The research study is confined only to Ahmedabad city. ? The sample was chosen randomly which might not be the actual representatives of the total population, due to which there may be an error. ? Information is partially based on secondary data & hence authenticity of the study can be visualized & is measurable. ? Time & monetary limitation.
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CHAPTER-2 ABOUT THE INDUSTRY
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INTRODUCTION
This report briefly describes the snack food market, in particular the namkeen segment in India. The size of the Indian Snack food market is currently estimated at approximately US$ 375 million. The total size of the Indian snack food market is at an estimated over 400,000 tons in volume terms and Rs100 bn in value terms and is growing at over 10% for the last three years (2001-2004). Unorganized small companies with a localized presence dominate the snack foods market in India but in recent years the organized branded products market size has grown significantly. Namkeen constitute the major segment among a wide range of local snacks available.
According to industry sources, the market for branded chips has been growing rapidly at approximately 20 % annually. Many major companies have signed up exclusive sourcing agreements with local farmers for procurement of various raw materials. A wide well-established distribution network, attractive packaging, and promotions targeted at children to increase consumption have been some of the main factors for increasing market share of leading players. To increase consumption and encourage first-time purchase, many players have started introducing their products in smaller pack sizes at a lower unit price.
Consumer preferences and tastes vary widely across the different regions of the country. Bhujiya for instance, which are very popular in the southern part of India do not find many takers in other parts of the country. Penetration of snack foods is highest in North India as compared to other parts of the country. With Indian consumers constantly looking for variety, customers becoming increasingly health-conscious and with positive factors being attributed to packaged products, snack food companies are now increasingly emphasizing on newer snack food items and better quality packaging for their products.
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PROFILE OF THE SNACK FOOD INDUSTRY OF INDIA
In the diverse market of packaged snacks, every region has its specialty and each city, its local favorite, which make for high entry barriers. Here are some facts and figures which represents the snack food industry.
1250 million Population of India Growth of Indian market for salted snacks Growth of Indian namkeen market Snack foods market sales Fryms Market Revenue Estimated Market Size Production of Fryms in 2003-2004 Exports Contribution of Sev-Bhujia to industry Contribution of thikha ghatiya Gopal dominates by covering 5.7% (By Volume) 5.9% ( By Volume) 6.3% ( By Value) More than Rs. 1600 crores 85% of the total market for snacks $500 million within 2007. 3730 (in ‘000) tonnes 40 % of the Total market of food industry. 26.4 % in the snacks market 3.1% to total branded sales of namkeen 60% share in dal and fryms market
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ABOUT MAJOR COMPANIES IN THE INDUSTRY BALAJI
The journey of Balaji Group in year 1976 by the member of Virani family. For supplying wafers and namkeens to local brands to the patrons of Astron Cinema, Rajkot. Due to the shore supply of that product they decided to make their own product line in year 1982. By the overwhelming retail success they inspired to set a semi automatic plant. Instead of preparing wafers by the traditional frying method this semi automatic plant boosted the quality, taste and more sales also. The fame of taste reached to the whole Gujarat hence it was time to take over the whole Gujarat so that biggest automatic plant of Gujarat came in to the picture. Quenching the demand of Gujarat, Maharashtra and Rajasthan region Balaji Group is now looking forward to march over India.
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REAL NAMKEEN
The company was founded in 1989 with name “Laxmi Food Products” at Anand under ‘REAL’ brand name with an intention to provide people of Kheda District a quality namkeen, wafers and bakery products with ultimate taste and relishing freshness. After a phenomenal growth in a decade, in 2001 ‘Laxmi Food Products’ had been formulated in ‘Laxmi Snacks Pvt. Ltd’. To meet the requirements, a fully automatic plant was set up at Nadiad in 2008.Today, the products of the company receive wide recognition throughout the state and it nourishes the company’s ambitions to expand its success across a large number of neighboring states with a wider range of products.
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PARLE
Parle Products has been India's largest manufacturer of biscuits and confectionery for almost 80 years. Makers of the world's largest selling biscuit, Parle-G and a host of other very popular brands, the Parle name symbolizes quality, nutrition and great taste. With a reach spanning even to the remotest villages of India, the company has definitely come a very long way since its inception.
Many of the Parle products - biscuits or confectioneries, are market leaders in their category and have won acclaim at the Monde Selection, since 1971. With a 40% share of the total biscuit market and a 15% share of the total confectionary market in India, Parle has grown to become a multi-million dollar company. While to the consumers it's a beacon of faith and trust, competitors look upon Parle as an example of marketing brilliance.
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SAMRAT
The story of samrat namkeen is sweet and simple. It began as a small home-made eatables’ unit at swaminarayana temple, narayana ghat, Ahmedabad, Gujarat, India in 1979. Wafers, sevs, Bhujias, Dal, Chavana, Chevda.Made with delicious secret traditions of India. The taste is irresistible, the products are fresh, and the packing is appealing and hygienic. In the following years, the company has evolving consistently, dictated by customers demands and market trends. Today, samrat is a snake foods’ conglomerate that manufactures 32 popular products. These products reach taste lovers in every nook and corner of india. They are also exported successful. Samrat also produces delicious ready-to-eat sweet bar called chikki which is a traditional Indian sweet. Today, samrat is quoted as one of india’s most inspiring scratch-toriches stories.
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HALDIRAM
Haldiram’s food international limited today is recognized as a star export house, by directorate general of foreign trade, a department working under the ministry of commerce, government of India. The haldiram’s brand goes way back to 1937 when it was just a retail sweets & namkeen shope in Bikaner, Rajasthan,. The small but significant town nestled in that desert in the North West rajasthan. Shrishivkisanagrawal, founder of haldiram’s always cherished the dream of building an empire which catered to the common man. This dream was realized in the embodiment of haldiram’s Nagpur (1970).
PEPSI CO.
PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. It acquired Tropicana in 1998 and further merged with The Quarter Oats Company including Gatorade in 2001. It caters to the beverages and snack food segment having a product portfolio of soft drinks, fruit juices and chips. It’s focus is high volume sales and is planning to raise capacity by setting up of new Greenfield projects as well as appointing new franchisee bottlers.
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ITC
It is ITC's strategic intent to secure long-term growth by synergising and blending the diverse pool of competencies residing in its various businesses to exploit emerging opportunities in the FMCG sector. The Company's institutional strengths - deep understanding of the Indian consumer, strong trademarks, deep and wide distribution network, agri-sourcing skills, packaging know-how and cuisine expertise - continue to be effectively leveraged to rapidly grow the new FMCG businesses. The company is growing at rate of 38% during the last 5 years.
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CHAPTER-3 LITERATURE REVIEW
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DEFINATION Parker and Mathew (2001) expressed that there are two basic definitional approaches of the concept of customer satisfaction. The first approach defines satisfaction as a process and the second approach defines satisfaction as an outcome of a consumption experience. These two approaches are complementary, as often one depends on the other.
Keller,(1993) customer satisfaction effects on customer’s observation and flavor.
Customer satisfaction has always been considered an essential business goal because it was assumed that satisfied customers would buy more. Patterson, Johnson, and Spreng (1997)
Anderson (1973) further developed this theory into assimilation-contrast theory, which means if the discrepancy is too large to be assimilated then the contrast effects occur. The assimilationcontrast effects occur when the difference between expectations and quality is too large to be perceived and this difference is exaggerated by consumers.
Yi (1990) expressed that customers buy products or services with pre-purchase expectations about anticipated performance, once the bought product or service has been used, outcomes are compared against expectations. If the outcome matches expectations, the result is confirmation. When there are differences between expectations and outcomes, disconfirmation occurs. Positive disconfirmation occurs when product or service performance exceeds expectations. Therefore, satisfaction is caused by positive disconfirmation or confirmation of customer expectations, and dissatisfaction is the negative disconfirmation of customer expectations (Yi, 1990).
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While several studies support the disconfirmation paradigm, others do not. For instance, Churchill and Surprenant (1982) found that neither disconfirmation nor expectations had any effect on customer satisfaction with durable products.
Weiner (1980, and 1985); and Folkes (1984) proposed the attribution theory, which stated that when a customer purchases a product or service, if the consumption is below expectation, the customer is convinced that the supplier causes the dissatisfaction. The complaining customer is focused on restoring justice and the satisfaction outcome is driven by perceived fairness of the outcome of complaining.
1. The indicator of customer satisfaction level Hazes (1998) proposed that customer satisfaction could be measured as: ICS =IRCS× 100 [%] IOCS
ICS = increasing customer satisfaction IRCS = the real value of the customer satisfaction index which is used routinely as a tool of customer satisfaction measurement. IOCS = the optimum value of such an index.
2. The index of satisfaction Bhave (2002) proposed that to obtain the index of satisfaction, the satisfaction score is multiplied by the corresponding weighting factor to produce weighting score. The index of
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satisfaction is the sum of the weighting score. The overall satisfaction index of any company is the average of every respondent’s individual satisfaction index.
3. ACSM method of customer satisfaction measurement The American Customer Satisfaction Model (ACSM) method is a set of causal equations that link: ? customer expectations ? perceived quality, ? and perceived value to customer satisfaction (ACSI).
Perceived Quality Percieved value Satisfaction
Customer
Customer Expectation
The ACSM model of customer satisfaction measurement by Fornellet al.1996
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CLEAR UNDERSTANDING OF CUSTOMER NEEDS AND EXPECTATIONS The achievement of a strong customer satisfaction is closely related to the understanding customer needs and expectations (William and Bertsch, 1992). According to the Kano Model (2001), customer needs can be divided into: ? Basic needs – obvious needs of customers and if not met, he is dissatisfied, however meeting this needs may not be enough for customer satisfaction. Its satisfaction results in “must be quality”. ? Expected needs – these are important needs that customers are fully aware of and satisfaction is expected in every purchase; their satisfaction creates “expected quality”. ? Excitement needs – these are unconscious and unspoken needs of customers. By identifying and satisfying such needs, companies will have added large value to customers and can win loyal customers. This satisfaction creates “attractive quality”. CONSEQUENCES Several research works have shown that customer satisfaction is positively associated with desirable business outcomes namely; Customer Loyalty, Customer Retention, and Customer Profitability. Gerpott et al. (2001) reported that these consequences are important goals for telecommunications operators to have superior economic success. CUSTOMER LOYALTY Coyne (1989) stated that customer satisfaction has measurable impact on customer loyalty in that when satisfaction reaches a certain level; on the high side, loyalty increases dramatically; at the same time, when satisfaction falls to a certain point, loyalty reduces equally dramatically. Yi (1990) expressed that the impact of customer satisfaction on customer loyalty by stating that “customer satisfaction influences purchase intentions as well as post-purchase attitude”. In other word, satisfaction is related to behavioural loyalty, which includes continuing
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purchases from the same company, word of mouth recommendation, increased scope of relationship.
CUSTOMER RETENTION Several research works have shown that there is positive relationship between customer satisfaction and customer retention; customer satisfaction has a direct effect on customer retention (Rust and Subramaman, 1992); customer satisfaction is positively related to customer retention (Anderson and Sullivan, 1993); to retain a customer, it is necessary to satisfy him. PERCEIVED VALUE Perceived value is defined as “the results or benefits customers receive in relation to total costs (which include the price paid plus other costs associated with the purchase) or the consumers' overall assessment of what is received relative to what is given” (Holbrook,1994 and Zeithaml, 1988). SERVICE QUALITY Another factor that contributes to satisfaction is service quality. Service quality is defined as “the difference between customer expectations and perceptions of service” or “as the customers’ satisfaction or dissatisfaction formed by their experience of purchase and use of the service” (Gronroos, 1984 and Parasuraman et al.1988). INTERNAL SATISFACTION Research works have shown the importance and the link of internal (employee) satisfaction to the external (customer) satisfaction. Hill and Alexander (2000) stated that there is a positive relationship between employee satisfaction and customer satisfaction and this is achieved in companies that practice employee motivation and loyalty.
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CUSTOMER PROFITABILITY Research studies conducted by Gale (1992) and Fornell (1992) showed that higher customer satisfaction translates into higher than normal market share growth, the ability to charge a higher price, lower transaction costs, and a strong link to improved profitability.
DEMOGRAPHICS AND CUSTOMER SATISFACTION The social identity theory proposed that attitudes are moderated by demographic, situational, environmental, and psychosocial factors (Haslam et al., 1993; Jackson et al., 1996; Platow et al., 1997).
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CHAPTER-4 ABOUT THE COMPANY
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ABOUT THE COMPANY
Gopal namkeen is the one of the most prominent company of “Farsan” and “Namkeen” in whole India especially in Gujarat. The success of the company is goes to the hard work, diligence and venture of Mr. Vitthalbhai Haribhai Hadvani.
There were too many problems came into the way of success of the firm till the day. In the year of 1960 Mr. Vitthalbhai started a small shop of farsan at the bhadra village of the Rajkot district. At that time our products was delivered by two-wheelers in around the area. Vitthalbhai was insistent of purity and sanitation so quality of production is the best. Trust of the people was increases day by day though a packing without brand name. In the year of 1990 we moved to the Rajkot and started our production at our home. With new approach we started packing of 50g.m. 100g.m. and 500g.m. We become more famous because of quality of our products to full fill the demand of our customer. We started a new production house with of 400 yards at mawdiplot, Rajkot. In the year of 2007 we started a fully automatic plant with new packaging and brand name with the best quality. Company bought new fully packed and secure trucks to deliver our product out of the station securely and without any wastage with the justice “ONE SUCCESS IS GIVE THE BRETH OF THE SECOND SUCCESS.” We become more and more famous. So started ultra modern fully automatic plant in the place of 20,000 yards at metoda, G.I.D.C. Rajkot in the year of 2009 With test, savor, purity, transparent administration, customer oriented policy and intimate behavior company become the no. 1. The company committed with best quality effective production for our customers.
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MISSION AND VISION OF THE COMPANY
Vision :
We aim at sustainable growth, attaining leadership position in food industry through performance excellence keeping customers’ satisfaction to the core of all our operations.
Thanks to our product concepts, the superior quality of our produCts as well as the strength and potential of our brands, we declare our ambitions for a powerful national presence beyond the borders ofIndia.
Mission :
We are committed to create and market best quality products with an exceptional attention to detail in order to provide our consumers with a pleasant and affordable emotion. We create values by means of best Management practices, empowered workforce and safeguarding corporate social responsibility.
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COMPANY PROFILE
NAME GOPAL SNACKS PVT LTD
ADDRESS
2322-24, G. I. D. C., LODHIKA. METODA ESTATE. RAJKOT-360 021 (02827) 287370
CONTACT NO, E-MAIL [email protected]
FAX NO, CHIEF PROMOTER SIZE OF UNIT FORM OF UNIT BANKERS
(02827) 287377 BIPIN BHAI HADVANI MEDIUM SCALE PRIVATE LIMITED COMPANY BANK OF INDIA STATE BANK OF INDIA 2002 ALL KIND OF NAMKEENS & FRIEMS GIVE SATISFACTION TO CONSUMER GOPAL NAMKEEN 2322-24, G. I. D. C., LODHIKA. METODA ESTATE. RAJKOT-360 021 DOUBLE ENTRY NATIONAL SAB BHOOMI GOPAL KI
YEAR OF ESTABLISHMENT MAIN PRODUCTS MOTTO BRAND NAME REGISTRATION OFFICE
ACCOUNTING SYSTEM MARKET SLOGAN
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LOCATION Location of unit is most important factor for to be consideration for successful working of any organization. It also plays vital role in the development of the unit. The total cost of manufacturing cost of any business unit is higher due to the wrong selection of location of their business. The main object of an industrial concern is to maximum profit through minimum of production cost. The present location of gopal snacks pvt. Ltd. is the lodhika estate G.I.D.C metoda, in Rajkot. In this location all the necessary facilities are easily available like the electricity supply, finance, labor, etc. Company mainly consider following factor of the time of selecting location.
? ? ? ? ? ?
Easy availability of raw materials Transport facility Cheap fuel Loan at cheapest rate Government policy Availability of labor
Above all factors are available to company, so we can say that GOPAL SNACKS location is the best location.
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LOCATION OF THE COMPANY
GOPAL SNACK PVT LTD
INSIDE
R O A D
N O
Kranti gate
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HISTORY & DEVELOPMENT “SUCCESS IS JOURANY NOT DISTINY” A good deal of time, patience and strong determination are pre-requisite to be succeeding, each and every successful companies has glorious history which always work as measurement and guide for the future. GOPAL NAMKEEN is one of the most prestigious companies in Rajkot. GOPAL NAMKEEN was started by Mr. Bipin Bhai Hadvani on, 2002. Managing director Mr. Bipin Bhai Hadvani is one the director also, which already has obtained a prestigious mark of quality ISO 9001:2000 TUS-SUD, and manufacturing different kinds of namkeen and snacks. They have good infrastructure for developing items. They are using most of imported machine, for different types of namkeen, different types of snacks etc. When company is started no more consumer but now GOPAL NAMKEEN is become most popular company and company have more than 70% consumer in the namkeen market.
SIZE OF THE UNIT There are four size of business organization. 1.tiny industry / cottage industry 2.small scale industry 3.medium scale industry 4.large scale industry
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1.tiny / cottage industry The investment of an industry in its fixed assets does not exceed Rs. 5 lakh as is known as tiny or cottage industry. 2.small scale industry The investment of an industry in its fixed assets does not exceed Rs. 3 crores are known as small scale industry. 3.medium scale industry The investment of an industry in its fixed asset is more than Rs. 3 crores but not exceed Rs. 5 crores are known as medium scale industry. 4.large scale industry The investment of any industry in its fixed assets is more than Rs. 5 crores are known as large scale industry. “Gopal snacks pvt. Ltd” is medium scale industry. Its total capital is Rs. 4.5 crores investment in plant and machinery. FORM OF THE UNIT There are three type of organization. ? ? ? Sole proprietorship Partnership Joint stocks company
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SOLE PROPRIETORSHIP: It means a single owner in a firm, in this type of firm all decisions are taken by self. PARTNERSHIP: It means a two or many person together meet for profit objective. And take every decision by all partners. JOINT STOCK COMPANY: It means when the company collect fund with the help of issuing shares, debenture, public deposits etc. GOPAL NAMKEEN is wholly managed by only one owner that is BIPIN BHAI, so we can say that it’s a sole trader.
GENERAL ORAGANIZATIONAL STRUCTURE
General organization chart is a blue print of company organization. Anybody understands a position of employees. General organization structure process is very important and hard process. We can understand an authority and responsibility of officers and employees. And also general structure showed a relationship between officer to officer, employees to employees. And also shown a group activity, so best structure means a best result. According to my observation, authority is in the hand of Top Level Management and responsibility rests with Medium and Low Level Management.
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PEST Analysis
PEST analysis means analysis of political, economic, social and technological factor which affect the company. It is used for external analysis. It should be done for any company before using different strategies. In analyzing the macro environment, it is important to identify the factors that might in turn affect a number of vital variables that are likely to influence the organizations supply and demand levels and its costs. PEST analysisis also known as STEP, PESTLE, PESTEL, SLEPT, PESTLIED, STEEPLE, STEEPLED, LEPEST and LEPEST analysis.
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Political Factors:Given the size of the industry and the nascent development stage, the food processing sector is a key focus area for the Government of India. The importance of the sector is further enhanced by the fact that over 70 per cent of the population depends upon agricultural activity for livelihood. The government has therefore been focusing on commercialization and value addition to agricultural produce, minimizing pre/post-harvest wastage, generating employment and export growth in this sector, through a number of regulatory and fiscal incentives. The industry is largely unorganized, with a small but growing organized sector. The Government has formulated and implemented several schemes to provide financial assistance for setting up and modernizing of food processing units, creation of infrastructure, support for research and development and human resource development in addition to other promotional measures to encourage the growth of the processed food sector. ? ? Zero duty import of capital goods and raw material for 100 per cent export oriented units. Sales of up to 50 per cent in domestic tariff area for agro based, 100 per cent export oriented nits is allowed. ? ? Government grants have been given for setting up common facilities in agro Food Park. Full duty exemption on all imports for units in export processing zones has been done.
Envi ron menta l Facto rs :Environmental factors are things that help reduce the impact of Namkeen production on the environment and might cause someone to choose to buy a product. For example, locally produced food doesn't have to be transported as far, so less CO2 is produced. This means there is less of an impact on the environment .
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Social Factors:Social factors are things that affect lifestyle, such as religion, family or wealth. These can change over time. Namkeen developers need to be aware of these changes to make Namkeen that meet the needs of consumers.
For example, consumers now expect to find a wide range of Namkeen. This is because:
?
communities are more multicultural, meaning they are made up of different races and religions, often with their own traditional cuisines
? ? ?
TV cookery programmes encourage people to try new foods increased travel abroad means exposure to new foods improved transportation and technology means less reliance on local or seasonal produce
Technological Factors:Technology has dramatically improved and reshaped every part of our lives. It has hardly left any aspect of our existence untouched. It has revolutionized the way we work, entertain ourselves and even the things we eat. The Namkeen industry has increasingly developed by adopting more advanced technologies that can deliver us healthier, fresher and more varied food. Currently, the marketplace offers a vast variety of foods we can choose from, at a better quality and lower prices than in the past. By introducing new technologies, businesses can offer better products and services in increasingly larger quantities and thus, satisfy a wider range of clients. The same holds true for the companies in the Namkeen industry. Advanced technologies are used in all the stages of food production. The first step is to help evaluate and improve the quality of the raw ingredients used. Next, they're used in the
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preparation stage, where they aid at shipping and handling the materials. The last stage of processing food will make use of methods like conservation and separation, potentially adding new ingredients to create the final product. The packaging process is now less expensive and more sophisticated, with the rise of new materials that can be used to wrap or seal items. Special machines are used to create the packaging and automate this process to maximize efficiency and reduce costs. Namkeen quality and safety have both increased because new technologies make it easier to follow international standards and regulations regarding the contents of products. Companies
struggle to obtain more raw materials out of crops or find better methods of drying vegetables. They also strive to improve the way they are processing food, by relying on less harmful chemical substances. As of recently, the Namkeen industry has been focusing of new ways to produce healthy, ecological food, based mainly on natural ingredients. Because of the population's interest for additive-free products, the industry is constantly implementing new ways of producing them. Technology benefits us and the Namkeen industry by eliminating limitations in quality, quantity and reducing costs. Its effects over the food we eat are increasingly more pronounced and that can only be for the best.
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SWOT ANALYSIS
The study of this SWOT analysis shows that the ‘strengths’ and ‘opportunities’ far outweigh ‘weaknesses’ and ‘threats’. Strengths and opportunities are fundamental and weaknesses and threats are transitory. Any investment idea can do well only when you have three essential ingredients: entrepreneurship (the ability to take risks), innovative approach (in product lines and marketing) and values (of quality/ethics).
1) Strengths:
Financially sound :
Gopal Namkeen is a family-owned enterprise. two Brothers have started the company with 60% owner’s capital and 40% loan. So they have their own money in the business. So they are financially sound.
Good quality at reasonable price : Gopal Namkeen’s main strength is the best quality at the reasonable price which is affordable by the all the classes of a society. Everyone is capable of buying the best quality food at a reasonable price. Strong Channel of Distribution: Gopal is strong at their channel of distribution. They have sole distributor named “gopal distribution” and under him they have many sales agencies who are operating the whole market at regional , national level. Within 24 hours they can supply fresh product in any corner of Gujarat. Quality of Raw Material : Gopal is importing raw material especially grains from China and Thailand. Excellent peanuts and bananas come from Gujarat and Western India and potatoes are come from the Central India.
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2) Weaknesses:
Raw-Material Cost: Gopal is importing raw materials from the different areas of Gujarat and India for producing different products. The cost of importing and the price at which they are importing the raw materials is higher than what if they will purchase from the local players. Limited production capacity: Gopal Namkeen have only one plant located in rajkot and they have huge market share in Gujarat region i.e. 90% in Fryms market and 70% in namkeen market, due to limited production Gopal is not able to expand there market in other regions of India and overseas. Very less spending on advertisement
3) Opportunities: Gopal Namkeen have an opportunity to make reach their products in some of the areas of the country where they still not reached. At the international level they are exporting null. So they must have to increase the number of countries as their customers.
4) Threat’s: Giant players like Balaji and ITC LTD. are present in the snacks market Gopal’s main threat recently is emerging of new competitors, one is “A-top” from Ajanta Group and the Second is “Oreva” from the Orpat Group. So due to new competitors who also have very strong background Gopal have to take some steps to tackle them.
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MICHAEL PORTER’S FIVE FORCE ANALYSIS
1. Threat of intense segment Rivalry : The threat of competitors is very high because there are only 2 major players in the market namely Balaji and Haldiram, but also the unbranded segment, and the regional players. Also the unorganized sector is almost 60% and it poses a big threat too. New product introductions are difficult and also there are advertising battles between various brands. Hence, there is intense inter-segment rivalry.
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2.Threat of New Entrants : Threat fro m new entrants is high because the entry barriers are low as there and the poor performing firms can leave the industry as and when they want to. Mother dairy and satnam are the few new entrants as of now. And also local regional players keepcoming and going as and when they want to.
3.Threat of Supplier’s growing bargaining power : Threats from suppliers is low because there are many suppli e r s a v a i l a b l e . The supply of namkeens is very easily available.
4.Threat of buyer’s growing bargaining power : The buyer’s bargaining power is high because they are split lo yal. Buyers are also p r ic e c o n s c io u s a n d t h e y h a v e a n u m b e r o f o p t io n s . I f t h e b u y e r s t h i n k t h a t o n e namkeen is more expensive t han the other, unless they are brand lo yal they all do nt really be ready to pay a higher price.
5 . T h re a t o f s u b s t i t u t e s : The threat of substitutes varies from moderate to high depending on each individual’staste. There are many substitutes to namkeen. The substitutes to namkeen are Indian snacks such as biscuits, bhel, sandwich, dhokla.
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ORAGANIZATIONAL CHART
MANAGING DIRECTOR BIPIN BHAI HADVANI
FINANCE DEPARTMENT FINANCE MANAGER BIPIN BHAI
PRODUCTION DEPARTMENT
PRODACTION MANAGER BHARAT BHAI LABORATRY TESTING VISHALBHAI
MARKETING DEPARTMENT
MARKETING MANAGER HANSRAJ BHAI QUALITY CONTROL OFFICER
SALES OFFICER
PESONNEL DEPARTMENT
PERSONNEL MANAGER HETALBEN ADRAJA CLERK
ACCOUNANT SHANTIBHAI
WORKERS
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LOGO OF THE COMPANY
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PRODUCT PORTFOLIO
CHIKI
FERALI CHEVDO
DABELA CHANA
MASALAPEAS
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MUNGDAL
RUGBYBALL
SHAKKARPARA
TIKHA GATHIYA
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PRODUCTS DETAILS The GOPAL NAMKEEN mainly produces a food product related to consumer. The products of company are as under. PRODUCT NAME FRYEMS Cup FRYEMS A B C D FRYEMS Doll FRYEMS Ball FRYEMS Ring FRYEMS NAMKEEN Sev Gathiya Tikha-moraGathiya Tikhachevada BhavnagariGathiya Sabudana 55 GM 5 RS 5 RS 5 RS 5 RS 5RS 150 GM 10RS 10RS 10RS 10RS 10RS 10RS MRP 120GM 10 RS 10 RS 10 RS 10 RS 10 RS
Chana dal
10 RS
Above all are product is food product so it’s use for eating.
RAW MATERIALS & SOURCES GOPAL NAMKEEN is mainly produces food product which is made with help of besan, oil, mirch powder, etc for namkeen. And company also purchases plastic raw materials for packing a product.
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RAW MATERIALS Besan Oil Wheat Necessary masala
SOURCES Boss besan company Somnath oil mill (shaper) Ahmedabad market Ramdevmirch masalas
Company directly purchases raw materials in bulk from Manufacturer Company, so GOPAL NAMKEEN purchase in low rate
PRODUCTION INTRODUCTION
Production is the heart of any industry. Good products are keys to market success. It is the basic activity of industrial unit. Business includes all those activities concerned with the production of gods and services. Production planning department is a center of the company because the production planning is done according to the demand and requirement of the consumer. Good products are key of success. Production department of every unit must be power full as well as good quality otherwise it unable to produce good quality product for every unit. Consumer is king of market so each and every production process is done as per consumer is very necessary.
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CHART OF DEPARTMENT
MANAGING DIRECTOR
PRODUCTION MANAGER
FITTER
MANUFACTURER REPORTER
ELECTRICTION
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MACHINARY
?
Dough Making Machine To prepare the dough for Namkeen by mixing gram flour with spices, other additives and water it is a very large machine and it is a basic machine.
?
Extruder for Namkeen After mixed floor a materials come to another machine which is extrude the prepared dough for Namkeen into fine strands.
?
Frying Pan with Burner this machine is fry the Namkeen in cooking oil.
?
Oil Extractor Machine during a fry some oil is rest in namkeen so this machine is remove the excess oil from the Namkeen after frying.
?
Semi-Automatic Seasoning Machine After fraying in Namkeen add extra seasoning to the Namkeen with the help of this machine seasoning are added automatically.
?
Automatic Pouch Packing Machine To pack the Namkeen, into suitable printed pouches. All are machinery is very latest and high rate all machinery company export from JAPAN,U.S etc.
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PRODUCATION PROCESS BY CHART
LABORATORY
STOREGE
Dough making process Frying Pan with Burner Oil Extractor
Semi-Automatic Seasoning Automatic Pouch Packing Box packing sent to agency
PRODUCTION PROCESS ? LABORATRY:
First company received raw materials from the wholesaler and checked materials by quality officer, if any problem in the material than company rejects materials and sent back to supplier.
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?
STORAGE
After checked raw materials no use all materials in one time so extra materials are kept in storage. Company has a large place for store bulk materials. Company’s store room is behind the compass. ? DOUGH MAKING PROCESS:
It is a first step for making a product, in this step floor is tight according to production. ? FRYING PROCESS
Second step of the production is frying. In this step company fry all types of frayms and namkeen in frying pan. Company has latest machinery for it process. This process is doing under special supervision because if oil temperature is low or high, than it effect in the product. ? OIL EXTRACTOR:
After fry a product if more oil in the nankeen, than these all is product sent into this machine. In this machine extra oil is removed. ? SEMI AUTO MATIC SEASONING PROCESS:
In this step all namkeen and frayms are mixed a seasoning upon the product. Here include a many seasoning as like sweet, spice, salty, etc. it is also most important step because all taste are made according to consumer demand. ? AUTO-MATIC POUCH PACKING:
In this step all product are packed in proper pack. GOPAL NAMKEEN has an automatic machine for packing a product. Here pouch packed according to grams. And a most important think is right product pack in to right beg.
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?
BOX PACKING:
Box packing is the last step of process. In this process all packed product are pack in the big cartoons according to box size and sent to carriage.
PICTURE OF MACHINARY
DOUGH MAKING MACHINE
SEASONING MACHINE
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OIL EXTRACTOR MACHINE
AUTO MATIC POUCH PACKING MACHINE FRYING MACHINE
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The GOPAL NAMKEEN gets ISO 9001:2000 certificate of quality system, they also have expert production manage and experienced workers manager controller Mr. B.V RAJU. ENVIROMENT PROTECTION POLICY Everybody knows that today become weak environment and we can’t stay in this type of environment so everybody try to remove bad environment. GOPAL NAMKEEN also gives contribution in remove bad environment so companies recycle the plastic bag. And give a suggestion on their product. And suggestion is “KEEP CITY CLEAN”
QUALITY CONTROL
Qualit y co nt ro l means check ing t he qu alit y, size, shape, capacit y and u sefu lness o f so me o f t he samp les select ed fro m lo t o f t he fin ished pro duct . If an y var iat io ns are t here t han t hey are t o be co rrect ed o r t hat useless pro duct is send to scrap yard. A well d efined qualit y ma nagement syst em sat isfying ISO 9001 2000 qualit y st and ard and co nt inual impro ved. Go pal Namk een is main ly pro duce an eat able pro duct so is ver y u sefu l st ep. Because if any pro ble ms in pro duct t han no bo d y use o f it . At last we can s ay t hat Go pal Co mpan y is always maint ain in g his pro duct .
INVENTORY MANAGEMENT Effective management of finished goods inventory is quite essential for required a business efficiently and profitable caring inventories become instable most business because the producing activities and considering activities table place of different time in different location.
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Inventory are make up of several demands like operational stocks kept for meeting the ready demand the inventory management of “GOPAL NAMKEEN” is such that no dealer of the company remain out of stock any current oil which is popular in demand thus in GOPAL NAMKEEN distribution plays an Important role.
DISTRIBUTION NETWORK OF GOPAL
When thinking about channels of distribution arrangements one must always remember that the goals of the various firms in the channels may diverge from one another. This is natural since various members are separate firms with distinct business models.
Take, for example, a manufacturer who sells products through a retailer. While a manufacturer is devoted to its own products, a retailer (and other distribution partners like "distributors") typically sells the products of many manufacturers. A manufacturer may want to educate customers about its own product, while the retailer may not want to bear the costs (or have the expertise) to provide product education. In fact, a retailer may simply be interested in pushing the products of any manufacturer that provides the highest margin. This is not surprising because, again, the manufacturer and retailer are separate firms.
The wheel of network is devised under the ideal distribution channel network. That ensures to supply fresh product in any corner of Gujarat within 24 hours. You can have snack of Gopal in every 100 metres of area in Gujarat. At Gopal it is not just distribution but it is an euphemistic effort of team work.
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CHAPTER-5 INTRODUCTION TO THE TOPIC
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INTRODUCTION
The area of research for this report focuses on empirically studying customer satisfaction level of different Namkeen companies, and check the brand image affect purchase decision or not?. Brand awareness amongst namkeen brands has been studied in Gujarat focusing on the geographical region of Ahmedabad in the context of namkeen brands.
Brand Awareness
Brand awareness refers to the strength of the brand’s presence in the consumer’s mind. The main goal/objective of most businesses is to enhance income and sales volume. Ideally we want to attract new customers to products and encourage repeat purchases. Companies can create brand awareness among their target people through: ? ? ? ? ? Identifying and understanding target audience. Creating a company name, logo, and slogan. Deliver customer value through packaging, location, service, special events. Through repetitive advertising and publicity. After sale follow up and customer relationship management.
The World's 10 most valuable brands are 1. Apple 2. IBM 3. Google 4. McDonald's 5. Microsoft 6. Coco-cola 7. AT&T 8. Verizon 9. China Mobile Limited 10. GE 11. Vodafone
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Brand A brand is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.
Brand Slogans Names Logos
Brand Characters Elements Symbols
URLs
Branding Branding is a endowing products and services with power of a brand. Branding is all about creating differences.
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Marketing advantages of strong brands ? ? ? ? ? ? ? ? Improved perceptions of product performance. Greater loyalty Larger margins Less vulnerability to competitive marketing actions Less vulnerability to marketing crises Greater trade cooperation and support More inelastic consumer response to price increases Additional brand extension opportunities
Brand awareness study Marketers can create brand awareness by, firstly having a huge sales volume and secondly becoming skilled at operating outside the normal media channels. Brand awareness is measured based on the various ways in which customers remember a brand. Which may include? 1. Brand recognition 2. Brand recall 3. Top of the mind 4. Dominant brand
1. Brand recognition The extent to which the general public (or an organization's target market) is able to identify a brand by its attributes. Brand recognition is most successful when people can state a brand without being explicitly exposed to the company's name, but rather through visual signifiers like logos, slogans and colors.
It related to consumer’s ability to confirm prior exposure to that brand when given the brand cue.
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2. Brand recall Brand Recall is the extent to which a brand name is recalled as a member of a brand, product or service class, as distinct from brand recognition. It requires consumers to correctly generate the brand from memory when given a relevant cue. 3. Top of the mind Brand The percent of respondents who, without prompting, name a specific brand or product first when asked. This is the brand name that first comes to mind when a consumer is presented with the name of a product classification. 4. Dominant Brand The ultimate awareness level is brand name dominance. Where in a recall task most consumers can only provide the name of a single brand. BRAND EQUITY Brand equity is the added value endowed to products and services. This value may be reflected in how consumers think, feel and act with respect to the brand, as well as the prices, market share, and profitability that the brand commands for the firm. Brand equity is an important intangible asset that has psychological and financial value to the firm.
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High Brands equity provides a number of competitive advantages
1. The marketers will enjoy decreased marketing cost because consumer awareness and loyalty. 2. The company will have more trade leverage in bargaining with distributors and retailers because consumer expect from them to carry the brand. 3. The marketer can charge a higher price that its competitors because the brand has higher perceived quality. 4. The company can more easily launch intentions because the brand name carries high credibility. 5. The brand offer the company some defense against price competition.
TYPES OF BRAND EQUITY
BRAND EQUITY
COST BASED
PRICE BASED
CONSUMER BASED
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COST BASED Historical cost Replacement cost Market value method Discounted cash flow method Brand contribution method Inter brand method
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•
PRICE BASED Price premium Equalization method Indifferent
•
CONSUMER BASED Brand knowledge Attribute rating Blind test Brand equity models Brand asset valuator According to this model four key components or pillars of brand equity are: ? Differentiation: measures the degree to which a brand is seen as different from others. ? ? ? Relevance: measures the breadth of a brand’s appeal. Esteem: measures how well the brand is regarded and respected. Knowledge: measures how familiar and intimate consumers are with brand.
Differentiation and Relevance combine to determine Brand Strength. These two components point to the brand’s future value. Esteem and Knowledge together create Brand Stature, which is more of a “report card” on past performance.
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AAKER MODEL David Aaker views brand equity as a set of five categories of brand assets and liabilities linked to a brand that add to or subtract from value provided by a product or service to a firm and to firm’s customers. These five categories of brand assets are 1) Brand loyalty 2) Brand awareness 3) Perceived quality 4) Brand associations and 5) Patents, trademarks and channel relationships. BRANDZ MODEL According to BRANDZ model, brand building involves a sequential series of steps, where each step is contingent upon successfully accomplishing the previous step. The objectives at each step, in ascending order are as follows: Presence: do I know about it? Relevance: does it offer me something? Performance: can it deliver? Advantage: does it offer something better than others? Bonding: nothing else beats it. BUILDING BRAND EQUITY Marketers build brand equity by creating the right brand knowledge structures with the right consumers. There are three main sets of brand equity drivers: 1. Brand elements The initial choices for the brand elements or identities making up brand E.g. brand names, logos, symbols etc.
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2. Marketing activities Including supporting marketing programs and activities for building brand equity 3. Other associations indirectly transferred to the brand by linking it to some other entity e.g. a person, place or thing. BRAND IDENTITY Brand identity stems from an organization, i.e., an organization are responsible for creating a distinguished product with unique characteristics. Brand identity comprised of: 1) Pricing: High prices may signify higher quality product to consumer and lower prices may signify decreased value of product. 2) Distribution: Limited availability of a product or service may suggest exclusivity to consumers. 3) Quality: Higher quality product equal to more satisfied customers and more repurchase. 4) Awareness: The higher offering awareness may better sales performance 5) Presence: Products with high class market presence willincreased awareness and sales. 6) Reputation: Enduring people opinion about brand character. 7) Image: Image is difficult to change once established. Perception of brand traits by consumers. 8) Positioning silence: Established by a combination of all components of brand. Differentiation from the competition. 9) Share of market: Enhance in market share is a result into successful branding campaign.
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10) Customer commitment: Loyalty is constructing through long term branding and connection with buyers.
THE IMPORTANCE OF BRAND AWARENESS IN BRAND CHOICE: As further understanding, Brand awareness is the ability of customer to recognize a brand, and there is an association between the brand and the product profile, but the connection does not have to be powerful. Brand awareness is a procedure from where the brand is just known to a point when the consumers have put the brand on a higher rank; the brand has become the “top of mind”.
Familiar
Association Anchor to which other connections can be combined
Brand Awareness Signal of commitment Brand be considered
Brand loyalty is a part of brand equity. Brand loyalty has impact on the consumer’s choice of brand to extent. In short when buyers become loyalty particular brands they buy it a regular basic. Generally loyalty is defined as repeat purchase frequency or relative volume of same purchasing. Brand loyalty gives an advantage to the marketers as they can handle competition in lower price and good quality products. It means:
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Low brand equity High brand equity
if buyer don not serious or care about brand. consumers are care about brand and other components of brand
including logo, slogans, jingle etc. also having some respect of other brand offerings.
Loyalty is basically a measured capacity of how much a buyer can be emotionally attach with a brand. It indicates how much a customer is agreeable to move to another brand, when other brands are offering more than the brand being in use. By time, the loyalty gets higher, the consumers’ platform and the competition against competitors gets stronger. Brand Loyalty indicates the sale which is the future profit of brand equity. Brand awareness, perceived quality, and effective brand identity can result into increased in brand loyalty. More or less facts that brand awareness is very first step in building brand equity as reflected in brand loyalty.
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CHAPTER-6 ANALYSIS
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Q.1 Are you aware about the brand GOPAL Namkeen?
are you aware about brand gopal namkeen? Cumulative Frequency Valid yes no Total 332 68 400 Percent 83.0 17.0 100.0 Valid Percent 83.0 17.0 100.0 Percent 83.0 100.0
CHART-1
17%
yes no 83%
INTERPRETATION : From above chart it can be analyzed easily that Mostly Customer are aware and properly know gopal Namkeen.Out off 400 Responded 332 Customer Aware about Gopal Namkeen. And the least 68 Respondent not properly aware about the Brand Gopal Namkeen. In Percentages 83 % Customer aware about Gopal and least 17% people not aware about Gopal namkeen. The reason of not awaring is Gopal is new comers in Ahmedabad Snackes Market. And also in Snackes market good and well Brand are playing major roles that’s why the least Awareness problem arises.
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Q.2 Have you ever bought gopal namkeen?
Have you ever bought gopal namkeen? Cumulative Frequency Valid yes no Total 332 68 400 Percent 83.0 17.0 100.0 Valid Percent 83.0 17.0 100.0 Percent 83.0 100.0
CHART-2
Frequency
332
68
yes
no
INTERPRETATION :From above chart-2 it can be analyzed that most of the respondend purchase or brought gopal namkeen. Becoz the result of chart-1 also the result of a chart-2. Respondend Frequency was beneficial for the brand gopal namkeen. 332 respondend brought gopal namkeen and only least 68 respondend not brought gopal namkeen and also they are not aware about gopal namkeen. From the percentages 83 % customer brought gopal namkeen and 17 % people not brought
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Gopal namkeen. aspect of same result becoz of those people aware about properly then they use one time and from right and true survey the result beneficial for Gopal Namkeen.
Q.3 If yes, than which of the following product you purchased?
If yes than which of the products have you purchased? Cumulative Frequency Valid Gopal frymes Gopal farsan Gopal namkeen Total Missing Total System 152 104 74 330 70 400 Percent 38.0 26.0 18.5 82.5 17.5 100.0 Valid Percent 46.1 31.5 22.4 100.0 Percent 46.1 77.6 100.0
CHART-3
Frequency
152
104 Gopal farsan
74 Gopal namkeen
Gopal frymes
INTERPRETATION :As per the above graph we show three different products of Gopal Namkeen. Though out respondend to know 152 customers purchase gopal frymes (mini ring,doll) , 104 customers purchase gopalfarsan (papdigathiya,sevthin) and least 74 customers are purchase gopalnamkeen
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(mugdal,dalmth). Highest frequency was gopal frymes becoz in frymes highest quantity provided and quality wise both items are good. Percentage wise 38% respondend brought Gopal frymes, 26% respondend brought gopal farsan. And gopal namkeen only 18.5% respondend purchases.
Q.4 you purchase GOPAL Namkeen because of it’s………
You purchase gopal namkeen because of its? Cumulative Frequency Valid Quality & taste Flavours Price Economic packaging quantity availability Total Missing Total System 82 60 20 20 12 128 12 334 66 400 Percent 20.5 15.0 5.0 5.0 3.0 32.0 3.0 83.5 16.5 100.0 Valid Percent 24.6 18.0 6.0 6.0 3.6 38.3 3.6 100.0 Percent 24.6 42.5 48.5 54.5 58.1 96.4 100.0
140 120 100 80 60 40 20 0 Series1
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INTERPRETATION :As per the above graph correctly says that the result why customer purchases gopal.and in graph respondend mainframe the affecting components. Out of 334 respondend 82 purchases for good quality and test.and 60 respondend purchase for different flavor.20 -20 respondend purchase for price and good economic product variance.12 respondend purchase gopal namkeen for good packaging style. highest 128 respondend purchase gopal namkeen for the high quantity and gopal provide high quality in every produst. And the last 6 respondend purchase for easy availability in market.
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Q.5 Which of the following brand do you prefer of GOPAL NAMKEEN ?
which of the following brand do you prefer of GOPAL NAMKEEN? Cumulative Frequency Valid Gopal frymes Gopal farsan Gopal namkeen Total Missing Total System 124 80 130 334 66 400 Percent 31.0 20.0 32.5 83.5 16.5 100.0 Valid Percent 37.1 24.0 38.9 100.0 Percent 37.1 61.1 100.0
Frequency
Frequency 124 80 130
Gopal frymes
Gopal farsan
Gopal namkeen
INTERPRETATION :-Above analysis shows that gopal snacks product prefrance level. Out of all respondant 124 respondant prefer gopal frymes becoz the quality nd quality level is highest. 80 respondant prefer gopalfarsan. And the 130 respondant prefer gopal namkeen. And also gopal namkeen is on the top level of prefrance level.
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Q.6 Rank the factors that influence you the most for the purchase of the gopal namkeen?
Availability(6A)
100 90 80 70 60 50 40 30 20 10 0 1 2 3 4 5 6
Series1 Series2
CHART-6B(Quality)
Frequency 118 70 66 36 16 5 8 6
1
2
3
4
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CHART-6C(Quantity)
Frequency 146
70 42
28
16 5
12 6
1
2
3
4
CHART-6D(Packaging)
Frequency 100 76 28 26 42 62
1
2
3
4
5
6
CHART-6E(FLAVOUR)
Frequency 72 56 60 32 52
62
1
2
3
4
5
6
80
CHART-6F(Price)
Frequency 130 106
54 8 1 12 24
2
3
4
5
6
INTERPRETATION :- Above the graph analyze factors that influence you the most for the purchase of the gopal namkeen. And highest influence factor is quantity and 143 respondant purchase becoz of quantity. The second influence factor is quality. And 66 respondant influence Quality for purchase. The third factor is flavor. And 62 respondant influence flavors for purchase gopal namkeen. Forth factor is packaging and 28 respondant influence packaging for purchase. Fifth factor is availability and 24 respondant influence availability for purchase. And the last price 8 respondant influence price for purchase gopal namkeen products.
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Q.7 Are you aware about this products available in the market?
GOPAL FRYMS
CHART-7A
72 70
74
mini ring
gear ring
doll
INTERPRETATION :-Above analysis shows that out of all respondant the 70 are aware about mini ring. And the 72 respondant also aware about gear ring. And the last 74 aware about the product doll. And in frymes the three are major sellable in market. And sago ball is a new frymes then zero respondant aware about sago ball.
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GOPAL FARSAN
CHART-7B
Frequency
98 56 54
106
tikha gathiya
phulwadi gathiya
nylon gathiya
papdi gathiya
INTERPRETATION :-Above analysis shows that 98 respondant aware about the tikha gathiya product of gopal farsan. And 56 respondant shows and aware about phulawadi gathiya. And the least 54 respondant aware about nylon gathiya. Highest 106 respondant aware about papdi gathiya. And papdi gathiya is also highest sellable in gopal farsan.
GOPAL NAMKEEN
CHART-7C
Frequency 128 74 62 70
dabela chana
daal muth
mung daal
chana daal
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INTERPRETATION :-Above analysis shows that 74 respondant are aware about dabela chana of gopal namkeen. Least 62 respondant aware about daal muth. The highest preferable and aware product is mang daal and 128 respondant aware about the product. And the last 70 responadant aware about the product chana daal of gopal namkeen.
Q.8 Give your perception of taste about gopal namkeen?
are you aware about brand gopal namkeen? * give your perception on taste of gopal namkeen? Crosstabulation Count give your perception on taste of gopal namkeen? very good are you aware about brand gopal namkeen? Total yes no 52 0 52 Good 164 0 164 very poor 46 0 46 Poor 24 0 24 Natural 46 0 46 332 Total 332
Chart-8
yes no
164
52 0 very good 1 good
46 24 0 very poor poor 0
46 0 natural
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INTERPRETATION :-Above analysis shows that the level of perception of taste. Out of all respondant 52 respondant give very good taste. Highest 164 respondant are give good perception of taste. And the 46 respondant response very poor taste. Least 24 people respond poor perception of taste. 46 respondant give natural perception of taste. Above analysis also shows that cross tabulation of two question. Are u aware about gopal namkeen and give ur perception of taste.
CHI-SQUARE TESTHO-THERE IS NO RELATION BETWEEN BRAND AND PERCEPTION. H1-THERE IS RELATION BETWEEN BRAND AND PERCEPTION.
Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 1.018
a
Df 4 4 1
sided) .907 .843 .663
1.404 .190 167
a. 5 cells (50.0%) have expected count less than 5. The minimum expected count is .07.
Here,
?²cal = 1.018 ?²tab = 9.488 DF=4
So here H0 is accepted and H1 is rejected. That means there is no significant relation between the brand and perception.
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Q.9 Are you overall satisfied with the gopal namkeen?
Are you overall satisfied with the gopal namkeen? Cumulative Frequency Valid Highly satisfied Satisfied Natural dissatisfied highly dissatisfied Total Missing Total System 36 166 66 28 38 334 66 400 Percent 9.0 41.5 16.5 7.0 9.5 83.5 16.5 100.0 Valid Percent 10.8 49.7 19.8 8.4 11.4 100.0 Percent 10.8 60.5 80.2 88.6 100.0
CHART-9
Frequency
166
66 36 28 38
Highly satisfied
satisfied
natural
dissatisfied
highly dissatisfied
INTERPRETATION :- Above chart showing that out of all customer 36 are highly satisfied with the use of gopal namkeen. And the highest 166 are over all satisfied with gopal namkeen. The 66 customer are satisfied natural. And least 28 customer are dissatisfied with gopal namkeen and few 38 customer are highly dissatisfied with gopal namkeen.
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Q.10 on a scale of 1-5 rates the gopal namkeen?
on a scale of 1 to 5, match the product overall Cumulative Frequency 1.00 2.00 3.00 4.00 5.00 Total Missing Total System 64 126 58 66 20 334 66 400 Percent 16.0 31.5 14.5 16.5 5.0 83.5 16.5 100.0 Valid Percent 19.2 37.7 17.4 19.8 6.0 100.0 Percent 19.2 56.9 74.3 94.0 100.0
chart-11
Frequency 126
64
58
66 20
1
2
3
4
5
INTERPRETATION :- Above chart showing that on the scale of 1 to 5 rating product overall. 64 respondent rating 1 number to overall product of gopal namkeen.And the highest 126 customer rating 2 number.and 58 customer respond third number. And the least customer rated 4 and 5 number. 4 number rated 66 customer. And 20 least customer rated for fifth position. Over all review is positive nd help to make a good Brand.
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Q.12 Rank your preference about following companies? GOPAL
Frequency
162
84 46 32
gopal
real
balaji
haldiram
REAL
gopal real balaji haldiram
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BALAJI
gopal real balaji haldiram
HALDIRAM
gopal real balaji haldiram
INTERPRETATION :-Above all chart showing different preferences level . graph-1gopal real namkeen preferences level is highest. And frequency of 162 people prefer real. Real graph-2 balaji namkeen highest preferences level. 102 people prefer balaji in first position.
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And third graph of balaji namkeen 98 people responding to gopal namkeen. Forth graph of haldiram namkeen 46 people respond first to haldiram. And the highest preference level snackes company is balaji and secong is gopal namkeen.
Q.14 AGE:Age Cumulative Frequency Valid 18-25 26-35 36-45 46-60 Total Missing Total System 79 115 81 57 332 68 400 Percent 16.0 29.0 17.0 14.0 73.0 27.0 100.0 Valid Percent 23.0 41.0 24.0 12.0 100.0 Percent 23.0 64.0 88.0 100.0
18-25 26-35 36-45 46-60
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INTERPRETATION :-Above chart showing age frequency out of all respondent 18-25 age of 79 respondent. And the second option 26-35 age people frequency is highest and the survey most of depend on his/her reviews. 115 respondent are 26-35 age. The third option 36-45 age customer. And only 81 respondent are from the age. Forth option 46-60 age option and least 57 respondent are this age. the age frequency level is help to increase customer satisfaction level. Q.15 GENDER :Gender Cumulative Frequency Valid Male Female Total Missing Total System 400 100.0 264 136 400 Percent 66.0 44.0 100.0 Valid Percent 66.0 44.0 100.0 Percent 66.0 100.0
female 23%
male 77%
INTERPRETATION :In the above graph show the sex ratio of the respondents. there are 264 respondent male and 136 respondent are female. Means out of all respondend the percentage level is 66 % is male and 44 % is female. Sex ratio over-all conducting in both the part of survey.
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Q.16 INCOME ?
Income Frequency 97 79 83 73 332 68 400 Percent 21.0 17.0 19.0 15.0 73.0 27.0 100.0 Valid Percent 32.0 23.0 25.0 20.0 100.0 Cumulative Percent 32.0 55.0 80.0 100.0
Valid
0-10000 1000020000 2000030000 >30000 Total
Missing Total
System
120 100 80 60 40 20 0 0-10000 10000-20000 20000-30000 >30000
INTERPRETATION :-Above the graph 97 respondent income is 0-10000 rs. And 79 respondent shows his income between 10000-20000 rs. Third option 83 respondent shows income in 20000-30000. And the least forth option only 73 respondent shows income in > 30000 rs. The income detail are cover under the security becoz the respondent are very important for gopal namkeen.
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CHAPTER-7 FINDINGS
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Important findings are:? Among the total respondents covered maximum were having Gopal namkeen on top of the mind followed by Balaji wafers and Smarat while thereafter some other brand comes. ? Gopal namkeen is the brand about all knows and other namkeen customer directly compare there brand with the gopal when certain question asked regarding test& brand image. ? Also Gopal is having the brand which provides the fastest delivery option to the dealer after placing the order. ? Gopal is the Brand which preferred and marketed by its brand name & image in the market. ? Among the different snackes brands Sales of Balaji is 33%, Gopal 20%, Real 16% and remaining 31% others. ? According to the research while making purchase decision the customer is most sensitive to the Brand Image (popularity) and the Delivery system are for Dealer’s affected the most than comes the Credit limit and support. ? By Brand Image customers means popularity of the company. ? Most common purchaser of namkeen is retailers from the dealers followed by contractors and masons. ? Brand image and the Delivery system is the most important influencing factor for the purchasing of the product. ? Most of the Dealars are very much dissatisfied with the Credit system of the company.They said its not always a good option of providing goods at cash, company should gives goods at credit for certain limit of period. ? When it was said to give rank to the company on the basis of satisfaction promotional activity mostly give Balaji&Gopal as the 1st and 2nd best satisfaction according to them. ? It also been find out that Gopal is the brand which also been marketed as a word of mouth bases. ? Every one using phone calls to place an order when there is a availability of online order placement by all company.
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? Gopal is a brand which does not allowed their dealers to sell any other brand or taking any other brands dealership. ? Dealers’s wanted to put multi brand in the shop so ultimately the customer can’t go back without purchasing. ? Real namkeen provides good awareness about the credit schemes. ? The study reveals many companies are not maintaining good replenishment time period where Gopal score high in all of them. ? Majority of the respondents of Gopal saying that they are getting good promotional Schemes from the company. ? Mainly customer’s & dealers are not satisfied with the companies support. ? Bingo wafers provides tour option where in other company provides Gold as yearly incentive. In Gopal it is based on the Target based.
NECESSITY FOR CUSTOMER SATISFACTION LEVEL Maintaining proper quality and quantity Order replenishment in quick time Attractive schemes Value creation Brand Equity Respond & benefit to customer
SUGGESTION 1) Advertisement is a very poor. So, improve a advertisement. 2) Distribution channel is a very strong. 3) Quality is an excellent. 4) Price is also GOOD most of consumer said price is good, so maintain this price Level. 5) Gopal is a not national or international level gopal only for product produce For Gujarat so, not a brand name, try for make a brand name.
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CHAPTER – 8 RECOMMENDATION
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Conclusion: As this is a a product of its own kind so there is lot of hope that this product will work in the Indian market and capture a larger portion of the Indian market within few years of its launching in the market. Also no such entry barriers are there in this field except some environmental regulations imposed by the government so the entry in the market will not be much difficult. Initial cost of launching the product will be more as huge amount will be required in the research and development for the superior quality, but once product will reach its growth stage it will earn a huge profit for the company. So we can say that this product will be huge success within few years of its launch.
Recommendations: ? ? ? ? Launch this product early to gain the first mover advantage. Maintain the quality standards. Timely feedback from the customer about the quality of the product. Proper supply chain management so that the product reaches the end customers Easily. ? Appropriate promotional strategies.
Future Plans . . .
?
We are a small company with no Brand Equity. We shall break even only after 5
yrs. (approx.). Our future plans are gradual but Big. ? We will increase the capacity of our Rajkot plant in phases so that it can supply
the Western and Central States. ? We will then set our eyes on the Northern and Eastern States, and set up 2 more
manufacturingfacilites to cut on transportation Costs. ? Export of our products, to countries with a significant Indian population, e.g.
UAE, USA, etc.
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?
We will venture into the Southern market and rural markets very late, as the
southern market has a completely different taste, and the rural markets are hard tocrack. ? New product lines such as, Papads, Sweets, will follow as and when we are sure
of such expansion.
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MARKETING PLAN FOR GOPAL NAMKEEN
PRODUCT 1) The qualitative and high technology aspects of Gopal Namkeen like ISO 9001, ISO 14001 and OHSAS 18001 certifications should be highlighted in the product profile.
PRICE 1) Pricing structure plays an important role in brand decision. Thus prices should be
competitive.and help to more improving customer satisfaction level.
PLACE 1) Namkeen purchase decisions are influenced to a large extend by dealers recommendations and since most dealers are multibranded they tend to promote the product for which they get maximum margins. Thus to avoid this situation maximum sales should be achieved through exclusive retail outlets for which opening of a chain of exclusive dealer network is required.
PROMOTION As Company sales and brand awareness is very low in Ahmedabad region. Company should focus on product awareness and advertisement. 1. Company should also start advertising in commercial channels along with news channels. 2. Frequency of advertisement should also be increased. 3. Company should start advertisement in newspapers also as according to findings newspaper is also one of the effective media.
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4. Company should also use intelligent marketing. 5. As company is advertising in radio which is not much effective so company can reduce the frequency of advertisement in radio, which will be helpful in reducing the cost also. 6. Advertisements on vehicles on buses, autos etc. 7. Use of attractive hoardings, banners and wall paintings. 8. Advertisements on Sweet and Fastfood shops. 9. Holiday packages to dealers securing best sales of Gopal Namkeen. 10. Surprise gifts to bulk purchasers.
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CHAPTER - 9
BIBLIOGRAPHY
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BOOKS PHILIP KOTLER-MARKETING MANAGEMENT COOPER & SCHINDLER- RESEARCH METHODOLOGY WEBSITES (2013). Retrieved from http://www.gopalnamkeen.com/
(2009,12). Retrieved 7 2012, from http://casestudy.co.in: http://en.wikipedia.org/wiki/gopal's (2010,june) http://www.business4indian.com/detail/Rajkot/Gopal-Namkeen/110
(2011,11). Retrieved 7 2012, from http://www.kihtmaine.com: http://www.kihtmaine.com/2011/11/customer satisfaction level-startegy-in-t.html (2012). Retrieved 7 2012, from http://www.conversionresults.com: http://www.conversionresults.com/target-audience.php
(2012). Retrieved 7 2012, from http://blog.ribbun.com: http://blog.ribbun.com/enhance-the-businesscustomer-satisfaction-level-and-visibility-through-creative-facebook-page-promotion/ (2012, 7). Retrieved 7 2012, from http://www.digalign.com: http://www.digalign.com/content/increasesatisfaction-level (2012). Retrieved 7 2012, from http://www.namkeen.org: http://indianamkeens.com/ (2012, april 9). Retrieved 7 2012, from http://www.aspdin.net: http://www.aspdin.net/joseph/index.htm B,H.(2010, january 01). Retrieved july 19, 2012, from
http://marketingpractice.blogspot.in/2010/01/balaji-namkeen.html
http://www.raosoft.com/samplesize.html http://www.surveysystem.com/sscalc.htm
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Important links
http://www.digalign.com/content/social-media-integration http://www.digalign.com/content/blogging-platform http://www.digalign.com/content/internet-opportunity-identification http://www.digalign.com/content/creative-campaign-development http://www.digalign.com/content/internet-advertising-marketing (http://www.digalign.com, 2013)
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CHAPTER- 10
ANNEXURES
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CUSTOMERS’ SATISFACTION LEVEL TOWARDS THE BRAND GOPAL NAMKEEN & ITS PRODUCTS
Dear respondents, This questionnaire is a part of survey based on “CUSTOMERS’ SATISFACTION LEVEL TOWARDS GOPAL NAMKEEN” which is been done as summer internship program report for MBA students studying in Shayona Institute of Business Management. So I request you to fill the questionnaire with fair response.
1) Are you aware about the brand GOPALNAMKEEN? Yes No
2) Have you ever bought GOPAL NAMKEEN? Yes No
3) If yes; then which of the following products have you purchased? Gopal frymes(“mini ring, doll”) Gopal farsan (“papdigathiya, sevthin”) Gopal namkeen (“mugdal,dalmuth”) 4) You purchase GOPAL NAMKEEN because of its ………….. Quality & taste Flavors Price Economic
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packaging Quantity Availability
5) Which of the following brand do you prefer of GOPAL NAMKEEN? Gopal frymes (“mini ring, doll”) Gopal farsan (“papdigathiya, sevthin”) Gopal namkeen (“mugdal, dalmuth”) 6) Rank the factors that influence you the most for the purchase of the GOPAL NAMKEEN? (Please give the rank 1 to 6)
GOPAL NAMKEEN
availability quality
Quantity
packaging
flavors
Price
7) Are you aware of this product available in market? A. Gopal frymes Mini ring Doll B. Gopal farsan Tikhagathiya Nylon gathiya Phulavadi gathiya Papdigathiya Gear ring Sago ball
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C. Gopal Namkeen Dabelachana Mug dal D. Not any 8) Give your perception of taste about GOPAL NAMKEEN? Very good Good Poor Very poor Natural Dal muth Chana dal
9) Are you over all satisfied with GOPAL NAMKEEN ? Highly satisfied Satisfied Natural 10) On a scale of 1 to 5 , match the product overall? 1 2 3 4 5 Highly dissatisfied Dissatisfied
11)Which of the following brand you prefer over GOPAL NAMKEEN? Balaji Haldiram Real Samrat
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12) Rank your preferences (1 TO 4). Gopal Real Balaji Haldiram
PERSONAL DETAILS :s NAME : LOCATION :
AGE : 18 – 25 36 – 45 GENDER : MALE INCOME : 0 – 10000 10000 – 20000 20000 - 30000 > 30000 FEMALE 26 – 35 46 – 60
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doc_383870088.pdf
in the intenship period made a report on gopal snakes pvt. ltd. . and developing a project on snakes industry very helpful for all fmcg products nd snakes company. for that also i wil awarded.
A Project Report On
“Customer Satisfaction Level towards the Brand GOPAL NAMKEEN and its Products”
At
In partial fulfillment of the requirements of Summer Internship Programme in the Master’s in Business Administration Programme of Gujarat Technological University Submitted to Asst. Prof. Rakesh Sarvaiya On 25th July 2013 By RAJPUROHIT DIGVIJAY SINGH .G. Enrollment Number - 128200592080 Batch 2012-14
SHAYONA INSTITUTE OF BUSINESS MANAGEMENT,AHMEDABAD
i
Declaration
The project report entitled “Customer Satisfaction Level Towards Brand GOPAL NAMKEEN” has been submitted to Gujarat Technological University, Ahmedabad in partial fulfillment for the award of degree of Master of Business Administration. I the under signed here by declare that this report has been completed by me under the guidance of “Mentor Maulik Patel (Marketing Manager,Ahmedabad)” and Assi. Prof. Rakesh Sarvaiya (Faculty Member, Shayona Institute of Business Management, Ahmedabad)
The report is entirely the result of my own efforts and has not been submitted either in part or whole to any other institute or university for any degree.
Name of the Student : Rajpurohit Digvijay .G .
GTU’s Enrollment No : 128200592080 Date: 25th July, 2013 Place: Ahmedabad Signature:
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Certificate
This is to certify that the project titled “CUSTOMER SATISFACTION LEVEL TOWARDS THE BRAND GOPAL NAMKEEN” is a work done by (Rajpurohit Digvijay Singh) of Shayona Institute of Business Management (SIBM). The student has successfully completed this project under my guidance.
I am sure that the experience gained during the project work will enable him to take similar challenging projects in future.
Asst. Prof. Rakesh Sarvaiya (Fuculty Guide)
Date:25th july, 2013 Place: Ahmedabad Dr. B. K. Nirmal (HOD – MBA Programme)
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PREFACE
As per the syllabus of GTU training in M.B.A and a general report is essential. The training plays a vital role in helping the trainee, obtained the lasted managerial information. By visiting such units, we come to know about the working strategies and the working conditions of each staff/department in the organization. Practical knowledge plays a vital role in MBA, no value of theatrical knowledge without practical knowledge. As a part of MBA got for practical knowledge by having an industrial visit in GOPAL SNACKS PVT, LTD. And I am very improving by this project. This project report, which is based on industrial training, gives the MBA students a through preparation for future theoretical as well as practical application. This training has been undergone at GOPAL SNACKS PVT LTD for the knowledge of practical study of unit.
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ACKNOWLEDGEMENT
Many people contribute something or the others, and thus play a significant role in laying the foundation of an effective project that is capable of achieving its purpose. Therefore, we would like to take this opportunity to thank all those people who have helped us in preparation of this project, guiding us towards the achievement of its purpose. I would like to thanks Mr. Maulik Patel (Marketing Manager,Ahmedabad) Gopal Namkeen. Ahmedabad for their continuous support, suggestions and helping me all the time during my project. A special thanks to all members of Gopal Namkeen Limited. Ahmedabad office for always ready to listen and advise to me. I am also greatly indebted to my internal college guide Asst. Prof. Rakesh Sarvaiya who is always there to guide me in the project. And I am grateful to him. He always shared his ideas with me. He is extremely co-operative, and helped me in all the possible ways. I would also like to thank Director of our Institute Dr. B.K Nirmal and all the faculties of SIBM who gave us their valuable time, which inspired us to make the project sound and easy. Finally I would also like to say thanks to our classmates who helped us in every possible way by reviews and in project they have offered suggestions, identified challenges and shared ideas to make this project better.
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EXECUTIVE SUMMARY
The present FMCG industry is highly influenced by snack food industry. Snack food industry have 25% of growth out of it namkeen play a vital role and Gopal Namkeen pvt. Ltd. enjoy highest market share of wafers and namkeen in Gujarat.
With a view to evaluate & study, the market research and potential of the customers and to know the preferences of consumers, a survey was conducted in the town of AHMEDABAD to find out the relationship between Gopal Namkeen and customers.
Survey is conducted for the customers of Gopal Namkeen for knowing the services of gopal. So project was mainly focused to know the exact market situation of the product and knowing the service level which is provided by the gopal to their customers. The town of ahmedabad is quite a lucrative market for snack food because, the people of the town are highly taste conscious & are always ready to try out new varieties of food products and food-items
The main objective of conducting this survey was to find out relationship of company and customers. And to know the expectations of services from the customers & to know who are the major competitors in the market of namkeens.
We undertook a survey of customers at various areas or ahmedabad. One questionnaire is prepared for taking the views of customer’s. Sample size was taken to be 400 for customers.
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TABLE OF CONTENTS
CHAPTER NO PREFACE ACKNOWLEGEMENT EXECUTIVE SUMMARY 1 2 RESEARCH METHODOLOGY INTRODUCTION TO THE INDUSTRY About Major players 3 4 LITERATURE REVIEW INTRODUCTION TO THE COMPANY About Gopal Executive Management Team Product overview Porter’s five force analysis 5 INTRODUCTION TO THE TOPIC Introduction Brand Equity Brand identity 6 7 8 9 1 ANALYSIS FINDINGS CONLUSION AND RECOMMENDATION BIBLOGRAPHY ANNEXURE 9.1 Questionnaire TOPIC
PAGE NO.
IV V VI 9-13 14-16 17-22 23-29 30 30-34 35-36 37-44 45-46 61 62-65 65-68 69-71 72-92 93-95 96-100 101-103 104 104-108
7
LIST OF GRAPHS
No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Particulars Are you aware about the brand gopal namkeen ? Have you ever brought gopal namkeen ? If yes; then which of the following products have you purchased? You purchase Gopal Namkeen because of its…….. Which of the following brand do you prefer of gopal namkeen? Rank the factors that influence you the most for the purchase of the gopal namkeen ? (chart-6A,6B,6C,6D,6E,6F) Are you aware of this products available in market ? (7A,7B,7C) Give your perception of taste about GOPAL NAMKEEN ? Are you over all satisfied with GOPAL NAMKEEN ? On the scale of 1 to 5 , match the product overall ? Rank your preferences. (12A,12B,12C,12D) Age : Gender : Income : Page. No. 73 74 75-76 76-77 77-78 79-81 82-84 84-85 86 87 88-89 90 91 92
8
CHAPTER-1 INTRODUCTION TO RESEARCH
9
RESEARCH METHODOLOGY
TOPIC OF THE STUDY
“To understand Customer Satisfaction Level from the viewpoint of customer preferences in snacks industry” Problem Definition Management Problem “As it is a snacks industry the company wants to know whether the brand is succeeded to make their satisfaction level among peoples by adopting different promotional activities to build up their brand in market.”
OBJECTIVES:
1. To identify the satisfaction level and preference of customer for the Different brand in the market. 2. To get insights into customer satisfaction exercise from the viewpoint of customers of snacks industry.
3. The factors that affecting the customers at the time of purchasing namkeen. 4. To know the effectiveness of promotional activity on customers.
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SCOPE OF THE STUDY
In today’s scenario the snacks market is the market which has too much pottential. Snacks is now a days used very commonly. But there are many players & huge competition in snacks industries. So it is very important to set competitive strategies to beat the competitors, where Marketing plays a vital role. So it is essential to study the effectiveness of promotional activities & to adopt the same to increase the Sales & beat the competitors. The study has covered customers of Ahmedabad city. This topic has helped to know the satisfaction level, Quality, Awareness level & brand image of the company through the respondents. It will help the company to know the factors that influence customers to purchase the namkeen who are the main media for the whole Industry.
RESEARCH DESIGN:
“Descriptive” research design is used in the study. Result is quantified to know the preference
DATA SOURCES:
Primary Data: - Survey of customer satisfaction through questionnaire
Secondary Data: - Collected through company web-site, Journals and Literature Reviews.
FIELD WORK:
Self-administered questionnaire from 400 customers of Ahmedabad city
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SAMPLING:A) Universe:- customers B) Sample unit:- customers of snacks industry in Ahmedabad. C) Sample size:- We have taken a sample of 400 customers of Gopal Namkeen food
products. Confidence Level: 95% Confidence: 5 Population: 12000
METHOD FOR SELECTING THE SAMPLE SIZE:
n= t² x p(1-p) m² Description: n = required sample size t = confidence level at 95% (standard value of 1.96) p = estimated prevalence of malnutrition in the project area m = margin of error at 5% (standard value of 0.05) D) Sampling technique: Convenience sampling E) Research Approach and Tool: -Questionnaire and Scheduling DATA ANALYSIS By using SPSS software, Tables and graphs are prepared to show frequency distribution Statistical tools • Chi-square Test and Correlation
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LIMITATION OF THE STUDY
? The research study is confined only to Ahmedabad city. ? The sample was chosen randomly which might not be the actual representatives of the total population, due to which there may be an error. ? Information is partially based on secondary data & hence authenticity of the study can be visualized & is measurable. ? Time & monetary limitation.
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CHAPTER-2 ABOUT THE INDUSTRY
14
INTRODUCTION
This report briefly describes the snack food market, in particular the namkeen segment in India. The size of the Indian Snack food market is currently estimated at approximately US$ 375 million. The total size of the Indian snack food market is at an estimated over 400,000 tons in volume terms and Rs100 bn in value terms and is growing at over 10% for the last three years (2001-2004). Unorganized small companies with a localized presence dominate the snack foods market in India but in recent years the organized branded products market size has grown significantly. Namkeen constitute the major segment among a wide range of local snacks available.
According to industry sources, the market for branded chips has been growing rapidly at approximately 20 % annually. Many major companies have signed up exclusive sourcing agreements with local farmers for procurement of various raw materials. A wide well-established distribution network, attractive packaging, and promotions targeted at children to increase consumption have been some of the main factors for increasing market share of leading players. To increase consumption and encourage first-time purchase, many players have started introducing their products in smaller pack sizes at a lower unit price.
Consumer preferences and tastes vary widely across the different regions of the country. Bhujiya for instance, which are very popular in the southern part of India do not find many takers in other parts of the country. Penetration of snack foods is highest in North India as compared to other parts of the country. With Indian consumers constantly looking for variety, customers becoming increasingly health-conscious and with positive factors being attributed to packaged products, snack food companies are now increasingly emphasizing on newer snack food items and better quality packaging for their products.
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PROFILE OF THE SNACK FOOD INDUSTRY OF INDIA
In the diverse market of packaged snacks, every region has its specialty and each city, its local favorite, which make for high entry barriers. Here are some facts and figures which represents the snack food industry.
1250 million Population of India Growth of Indian market for salted snacks Growth of Indian namkeen market Snack foods market sales Fryms Market Revenue Estimated Market Size Production of Fryms in 2003-2004 Exports Contribution of Sev-Bhujia to industry Contribution of thikha ghatiya Gopal dominates by covering 5.7% (By Volume) 5.9% ( By Volume) 6.3% ( By Value) More than Rs. 1600 crores 85% of the total market for snacks $500 million within 2007. 3730 (in ‘000) tonnes 40 % of the Total market of food industry. 26.4 % in the snacks market 3.1% to total branded sales of namkeen 60% share in dal and fryms market
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ABOUT MAJOR COMPANIES IN THE INDUSTRY BALAJI
The journey of Balaji Group in year 1976 by the member of Virani family. For supplying wafers and namkeens to local brands to the patrons of Astron Cinema, Rajkot. Due to the shore supply of that product they decided to make their own product line in year 1982. By the overwhelming retail success they inspired to set a semi automatic plant. Instead of preparing wafers by the traditional frying method this semi automatic plant boosted the quality, taste and more sales also. The fame of taste reached to the whole Gujarat hence it was time to take over the whole Gujarat so that biggest automatic plant of Gujarat came in to the picture. Quenching the demand of Gujarat, Maharashtra and Rajasthan region Balaji Group is now looking forward to march over India.
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REAL NAMKEEN
The company was founded in 1989 with name “Laxmi Food Products” at Anand under ‘REAL’ brand name with an intention to provide people of Kheda District a quality namkeen, wafers and bakery products with ultimate taste and relishing freshness. After a phenomenal growth in a decade, in 2001 ‘Laxmi Food Products’ had been formulated in ‘Laxmi Snacks Pvt. Ltd’. To meet the requirements, a fully automatic plant was set up at Nadiad in 2008.Today, the products of the company receive wide recognition throughout the state and it nourishes the company’s ambitions to expand its success across a large number of neighboring states with a wider range of products.
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PARLE
Parle Products has been India's largest manufacturer of biscuits and confectionery for almost 80 years. Makers of the world's largest selling biscuit, Parle-G and a host of other very popular brands, the Parle name symbolizes quality, nutrition and great taste. With a reach spanning even to the remotest villages of India, the company has definitely come a very long way since its inception.
Many of the Parle products - biscuits or confectioneries, are market leaders in their category and have won acclaim at the Monde Selection, since 1971. With a 40% share of the total biscuit market and a 15% share of the total confectionary market in India, Parle has grown to become a multi-million dollar company. While to the consumers it's a beacon of faith and trust, competitors look upon Parle as an example of marketing brilliance.
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SAMRAT
The story of samrat namkeen is sweet and simple. It began as a small home-made eatables’ unit at swaminarayana temple, narayana ghat, Ahmedabad, Gujarat, India in 1979. Wafers, sevs, Bhujias, Dal, Chavana, Chevda.Made with delicious secret traditions of India. The taste is irresistible, the products are fresh, and the packing is appealing and hygienic. In the following years, the company has evolving consistently, dictated by customers demands and market trends. Today, samrat is a snake foods’ conglomerate that manufactures 32 popular products. These products reach taste lovers in every nook and corner of india. They are also exported successful. Samrat also produces delicious ready-to-eat sweet bar called chikki which is a traditional Indian sweet. Today, samrat is quoted as one of india’s most inspiring scratch-toriches stories.
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HALDIRAM
Haldiram’s food international limited today is recognized as a star export house, by directorate general of foreign trade, a department working under the ministry of commerce, government of India. The haldiram’s brand goes way back to 1937 when it was just a retail sweets & namkeen shope in Bikaner, Rajasthan,. The small but significant town nestled in that desert in the North West rajasthan. Shrishivkisanagrawal, founder of haldiram’s always cherished the dream of building an empire which catered to the common man. This dream was realized in the embodiment of haldiram’s Nagpur (1970).
PEPSI CO.
PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. It acquired Tropicana in 1998 and further merged with The Quarter Oats Company including Gatorade in 2001. It caters to the beverages and snack food segment having a product portfolio of soft drinks, fruit juices and chips. It’s focus is high volume sales and is planning to raise capacity by setting up of new Greenfield projects as well as appointing new franchisee bottlers.
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ITC
It is ITC's strategic intent to secure long-term growth by synergising and blending the diverse pool of competencies residing in its various businesses to exploit emerging opportunities in the FMCG sector. The Company's institutional strengths - deep understanding of the Indian consumer, strong trademarks, deep and wide distribution network, agri-sourcing skills, packaging know-how and cuisine expertise - continue to be effectively leveraged to rapidly grow the new FMCG businesses. The company is growing at rate of 38% during the last 5 years.
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CHAPTER-3 LITERATURE REVIEW
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DEFINATION Parker and Mathew (2001) expressed that there are two basic definitional approaches of the concept of customer satisfaction. The first approach defines satisfaction as a process and the second approach defines satisfaction as an outcome of a consumption experience. These two approaches are complementary, as often one depends on the other.
Keller,(1993) customer satisfaction effects on customer’s observation and flavor.
Customer satisfaction has always been considered an essential business goal because it was assumed that satisfied customers would buy more. Patterson, Johnson, and Spreng (1997)
Anderson (1973) further developed this theory into assimilation-contrast theory, which means if the discrepancy is too large to be assimilated then the contrast effects occur. The assimilationcontrast effects occur when the difference between expectations and quality is too large to be perceived and this difference is exaggerated by consumers.
Yi (1990) expressed that customers buy products or services with pre-purchase expectations about anticipated performance, once the bought product or service has been used, outcomes are compared against expectations. If the outcome matches expectations, the result is confirmation. When there are differences between expectations and outcomes, disconfirmation occurs. Positive disconfirmation occurs when product or service performance exceeds expectations. Therefore, satisfaction is caused by positive disconfirmation or confirmation of customer expectations, and dissatisfaction is the negative disconfirmation of customer expectations (Yi, 1990).
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While several studies support the disconfirmation paradigm, others do not. For instance, Churchill and Surprenant (1982) found that neither disconfirmation nor expectations had any effect on customer satisfaction with durable products.
Weiner (1980, and 1985); and Folkes (1984) proposed the attribution theory, which stated that when a customer purchases a product or service, if the consumption is below expectation, the customer is convinced that the supplier causes the dissatisfaction. The complaining customer is focused on restoring justice and the satisfaction outcome is driven by perceived fairness of the outcome of complaining.
1. The indicator of customer satisfaction level Hazes (1998) proposed that customer satisfaction could be measured as: ICS =IRCS× 100 [%] IOCS
ICS = increasing customer satisfaction IRCS = the real value of the customer satisfaction index which is used routinely as a tool of customer satisfaction measurement. IOCS = the optimum value of such an index.
2. The index of satisfaction Bhave (2002) proposed that to obtain the index of satisfaction, the satisfaction score is multiplied by the corresponding weighting factor to produce weighting score. The index of
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satisfaction is the sum of the weighting score. The overall satisfaction index of any company is the average of every respondent’s individual satisfaction index.
3. ACSM method of customer satisfaction measurement The American Customer Satisfaction Model (ACSM) method is a set of causal equations that link: ? customer expectations ? perceived quality, ? and perceived value to customer satisfaction (ACSI).
Perceived Quality Percieved value Satisfaction
Customer
Customer Expectation
The ACSM model of customer satisfaction measurement by Fornellet al.1996
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CLEAR UNDERSTANDING OF CUSTOMER NEEDS AND EXPECTATIONS The achievement of a strong customer satisfaction is closely related to the understanding customer needs and expectations (William and Bertsch, 1992). According to the Kano Model (2001), customer needs can be divided into: ? Basic needs – obvious needs of customers and if not met, he is dissatisfied, however meeting this needs may not be enough for customer satisfaction. Its satisfaction results in “must be quality”. ? Expected needs – these are important needs that customers are fully aware of and satisfaction is expected in every purchase; their satisfaction creates “expected quality”. ? Excitement needs – these are unconscious and unspoken needs of customers. By identifying and satisfying such needs, companies will have added large value to customers and can win loyal customers. This satisfaction creates “attractive quality”. CONSEQUENCES Several research works have shown that customer satisfaction is positively associated with desirable business outcomes namely; Customer Loyalty, Customer Retention, and Customer Profitability. Gerpott et al. (2001) reported that these consequences are important goals for telecommunications operators to have superior economic success. CUSTOMER LOYALTY Coyne (1989) stated that customer satisfaction has measurable impact on customer loyalty in that when satisfaction reaches a certain level; on the high side, loyalty increases dramatically; at the same time, when satisfaction falls to a certain point, loyalty reduces equally dramatically. Yi (1990) expressed that the impact of customer satisfaction on customer loyalty by stating that “customer satisfaction influences purchase intentions as well as post-purchase attitude”. In other word, satisfaction is related to behavioural loyalty, which includes continuing
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purchases from the same company, word of mouth recommendation, increased scope of relationship.
CUSTOMER RETENTION Several research works have shown that there is positive relationship between customer satisfaction and customer retention; customer satisfaction has a direct effect on customer retention (Rust and Subramaman, 1992); customer satisfaction is positively related to customer retention (Anderson and Sullivan, 1993); to retain a customer, it is necessary to satisfy him. PERCEIVED VALUE Perceived value is defined as “the results or benefits customers receive in relation to total costs (which include the price paid plus other costs associated with the purchase) or the consumers' overall assessment of what is received relative to what is given” (Holbrook,1994 and Zeithaml, 1988). SERVICE QUALITY Another factor that contributes to satisfaction is service quality. Service quality is defined as “the difference between customer expectations and perceptions of service” or “as the customers’ satisfaction or dissatisfaction formed by their experience of purchase and use of the service” (Gronroos, 1984 and Parasuraman et al.1988). INTERNAL SATISFACTION Research works have shown the importance and the link of internal (employee) satisfaction to the external (customer) satisfaction. Hill and Alexander (2000) stated that there is a positive relationship between employee satisfaction and customer satisfaction and this is achieved in companies that practice employee motivation and loyalty.
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CUSTOMER PROFITABILITY Research studies conducted by Gale (1992) and Fornell (1992) showed that higher customer satisfaction translates into higher than normal market share growth, the ability to charge a higher price, lower transaction costs, and a strong link to improved profitability.
DEMOGRAPHICS AND CUSTOMER SATISFACTION The social identity theory proposed that attitudes are moderated by demographic, situational, environmental, and psychosocial factors (Haslam et al., 1993; Jackson et al., 1996; Platow et al., 1997).
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CHAPTER-4 ABOUT THE COMPANY
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ABOUT THE COMPANY
Gopal namkeen is the one of the most prominent company of “Farsan” and “Namkeen” in whole India especially in Gujarat. The success of the company is goes to the hard work, diligence and venture of Mr. Vitthalbhai Haribhai Hadvani.
There were too many problems came into the way of success of the firm till the day. In the year of 1960 Mr. Vitthalbhai started a small shop of farsan at the bhadra village of the Rajkot district. At that time our products was delivered by two-wheelers in around the area. Vitthalbhai was insistent of purity and sanitation so quality of production is the best. Trust of the people was increases day by day though a packing without brand name. In the year of 1990 we moved to the Rajkot and started our production at our home. With new approach we started packing of 50g.m. 100g.m. and 500g.m. We become more famous because of quality of our products to full fill the demand of our customer. We started a new production house with of 400 yards at mawdiplot, Rajkot. In the year of 2007 we started a fully automatic plant with new packaging and brand name with the best quality. Company bought new fully packed and secure trucks to deliver our product out of the station securely and without any wastage with the justice “ONE SUCCESS IS GIVE THE BRETH OF THE SECOND SUCCESS.” We become more and more famous. So started ultra modern fully automatic plant in the place of 20,000 yards at metoda, G.I.D.C. Rajkot in the year of 2009 With test, savor, purity, transparent administration, customer oriented policy and intimate behavior company become the no. 1. The company committed with best quality effective production for our customers.
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MISSION AND VISION OF THE COMPANY
Vision :
We aim at sustainable growth, attaining leadership position in food industry through performance excellence keeping customers’ satisfaction to the core of all our operations.
Thanks to our product concepts, the superior quality of our produCts as well as the strength and potential of our brands, we declare our ambitions for a powerful national presence beyond the borders ofIndia.
Mission :
We are committed to create and market best quality products with an exceptional attention to detail in order to provide our consumers with a pleasant and affordable emotion. We create values by means of best Management practices, empowered workforce and safeguarding corporate social responsibility.
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COMPANY PROFILE
NAME GOPAL SNACKS PVT LTD
ADDRESS
2322-24, G. I. D. C., LODHIKA. METODA ESTATE. RAJKOT-360 021 (02827) 287370
CONTACT NO, E-MAIL [email protected]
FAX NO, CHIEF PROMOTER SIZE OF UNIT FORM OF UNIT BANKERS
(02827) 287377 BIPIN BHAI HADVANI MEDIUM SCALE PRIVATE LIMITED COMPANY BANK OF INDIA STATE BANK OF INDIA 2002 ALL KIND OF NAMKEENS & FRIEMS GIVE SATISFACTION TO CONSUMER GOPAL NAMKEEN 2322-24, G. I. D. C., LODHIKA. METODA ESTATE. RAJKOT-360 021 DOUBLE ENTRY NATIONAL SAB BHOOMI GOPAL KI
YEAR OF ESTABLISHMENT MAIN PRODUCTS MOTTO BRAND NAME REGISTRATION OFFICE
ACCOUNTING SYSTEM MARKET SLOGAN
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LOCATION Location of unit is most important factor for to be consideration for successful working of any organization. It also plays vital role in the development of the unit. The total cost of manufacturing cost of any business unit is higher due to the wrong selection of location of their business. The main object of an industrial concern is to maximum profit through minimum of production cost. The present location of gopal snacks pvt. Ltd. is the lodhika estate G.I.D.C metoda, in Rajkot. In this location all the necessary facilities are easily available like the electricity supply, finance, labor, etc. Company mainly consider following factor of the time of selecting location.
? ? ? ? ? ?
Easy availability of raw materials Transport facility Cheap fuel Loan at cheapest rate Government policy Availability of labor
Above all factors are available to company, so we can say that GOPAL SNACKS location is the best location.
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LOCATION OF THE COMPANY
GOPAL SNACK PVT LTD
INSIDE
R O A D
N O
Kranti gate
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HISTORY & DEVELOPMENT “SUCCESS IS JOURANY NOT DISTINY” A good deal of time, patience and strong determination are pre-requisite to be succeeding, each and every successful companies has glorious history which always work as measurement and guide for the future. GOPAL NAMKEEN is one of the most prestigious companies in Rajkot. GOPAL NAMKEEN was started by Mr. Bipin Bhai Hadvani on, 2002. Managing director Mr. Bipin Bhai Hadvani is one the director also, which already has obtained a prestigious mark of quality ISO 9001:2000 TUS-SUD, and manufacturing different kinds of namkeen and snacks. They have good infrastructure for developing items. They are using most of imported machine, for different types of namkeen, different types of snacks etc. When company is started no more consumer but now GOPAL NAMKEEN is become most popular company and company have more than 70% consumer in the namkeen market.
SIZE OF THE UNIT There are four size of business organization. 1.tiny industry / cottage industry 2.small scale industry 3.medium scale industry 4.large scale industry
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1.tiny / cottage industry The investment of an industry in its fixed assets does not exceed Rs. 5 lakh as is known as tiny or cottage industry. 2.small scale industry The investment of an industry in its fixed assets does not exceed Rs. 3 crores are known as small scale industry. 3.medium scale industry The investment of an industry in its fixed asset is more than Rs. 3 crores but not exceed Rs. 5 crores are known as medium scale industry. 4.large scale industry The investment of any industry in its fixed assets is more than Rs. 5 crores are known as large scale industry. “Gopal snacks pvt. Ltd” is medium scale industry. Its total capital is Rs. 4.5 crores investment in plant and machinery. FORM OF THE UNIT There are three type of organization. ? ? ? Sole proprietorship Partnership Joint stocks company
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SOLE PROPRIETORSHIP: It means a single owner in a firm, in this type of firm all decisions are taken by self. PARTNERSHIP: It means a two or many person together meet for profit objective. And take every decision by all partners. JOINT STOCK COMPANY: It means when the company collect fund with the help of issuing shares, debenture, public deposits etc. GOPAL NAMKEEN is wholly managed by only one owner that is BIPIN BHAI, so we can say that it’s a sole trader.
GENERAL ORAGANIZATIONAL STRUCTURE
General organization chart is a blue print of company organization. Anybody understands a position of employees. General organization structure process is very important and hard process. We can understand an authority and responsibility of officers and employees. And also general structure showed a relationship between officer to officer, employees to employees. And also shown a group activity, so best structure means a best result. According to my observation, authority is in the hand of Top Level Management and responsibility rests with Medium and Low Level Management.
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PEST Analysis
PEST analysis means analysis of political, economic, social and technological factor which affect the company. It is used for external analysis. It should be done for any company before using different strategies. In analyzing the macro environment, it is important to identify the factors that might in turn affect a number of vital variables that are likely to influence the organizations supply and demand levels and its costs. PEST analysisis also known as STEP, PESTLE, PESTEL, SLEPT, PESTLIED, STEEPLE, STEEPLED, LEPEST and LEPEST analysis.
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Political Factors:Given the size of the industry and the nascent development stage, the food processing sector is a key focus area for the Government of India. The importance of the sector is further enhanced by the fact that over 70 per cent of the population depends upon agricultural activity for livelihood. The government has therefore been focusing on commercialization and value addition to agricultural produce, minimizing pre/post-harvest wastage, generating employment and export growth in this sector, through a number of regulatory and fiscal incentives. The industry is largely unorganized, with a small but growing organized sector. The Government has formulated and implemented several schemes to provide financial assistance for setting up and modernizing of food processing units, creation of infrastructure, support for research and development and human resource development in addition to other promotional measures to encourage the growth of the processed food sector. ? ? Zero duty import of capital goods and raw material for 100 per cent export oriented units. Sales of up to 50 per cent in domestic tariff area for agro based, 100 per cent export oriented nits is allowed. ? ? Government grants have been given for setting up common facilities in agro Food Park. Full duty exemption on all imports for units in export processing zones has been done.
Envi ron menta l Facto rs :Environmental factors are things that help reduce the impact of Namkeen production on the environment and might cause someone to choose to buy a product. For example, locally produced food doesn't have to be transported as far, so less CO2 is produced. This means there is less of an impact on the environment .
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Social Factors:Social factors are things that affect lifestyle, such as religion, family or wealth. These can change over time. Namkeen developers need to be aware of these changes to make Namkeen that meet the needs of consumers.
For example, consumers now expect to find a wide range of Namkeen. This is because:
?
communities are more multicultural, meaning they are made up of different races and religions, often with their own traditional cuisines
? ? ?
TV cookery programmes encourage people to try new foods increased travel abroad means exposure to new foods improved transportation and technology means less reliance on local or seasonal produce
Technological Factors:Technology has dramatically improved and reshaped every part of our lives. It has hardly left any aspect of our existence untouched. It has revolutionized the way we work, entertain ourselves and even the things we eat. The Namkeen industry has increasingly developed by adopting more advanced technologies that can deliver us healthier, fresher and more varied food. Currently, the marketplace offers a vast variety of foods we can choose from, at a better quality and lower prices than in the past. By introducing new technologies, businesses can offer better products and services in increasingly larger quantities and thus, satisfy a wider range of clients. The same holds true for the companies in the Namkeen industry. Advanced technologies are used in all the stages of food production. The first step is to help evaluate and improve the quality of the raw ingredients used. Next, they're used in the
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preparation stage, where they aid at shipping and handling the materials. The last stage of processing food will make use of methods like conservation and separation, potentially adding new ingredients to create the final product. The packaging process is now less expensive and more sophisticated, with the rise of new materials that can be used to wrap or seal items. Special machines are used to create the packaging and automate this process to maximize efficiency and reduce costs. Namkeen quality and safety have both increased because new technologies make it easier to follow international standards and regulations regarding the contents of products. Companies
struggle to obtain more raw materials out of crops or find better methods of drying vegetables. They also strive to improve the way they are processing food, by relying on less harmful chemical substances. As of recently, the Namkeen industry has been focusing of new ways to produce healthy, ecological food, based mainly on natural ingredients. Because of the population's interest for additive-free products, the industry is constantly implementing new ways of producing them. Technology benefits us and the Namkeen industry by eliminating limitations in quality, quantity and reducing costs. Its effects over the food we eat are increasingly more pronounced and that can only be for the best.
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SWOT ANALYSIS
The study of this SWOT analysis shows that the ‘strengths’ and ‘opportunities’ far outweigh ‘weaknesses’ and ‘threats’. Strengths and opportunities are fundamental and weaknesses and threats are transitory. Any investment idea can do well only when you have three essential ingredients: entrepreneurship (the ability to take risks), innovative approach (in product lines and marketing) and values (of quality/ethics).
1) Strengths:
Financially sound :
Gopal Namkeen is a family-owned enterprise. two Brothers have started the company with 60% owner’s capital and 40% loan. So they have their own money in the business. So they are financially sound.
Good quality at reasonable price : Gopal Namkeen’s main strength is the best quality at the reasonable price which is affordable by the all the classes of a society. Everyone is capable of buying the best quality food at a reasonable price. Strong Channel of Distribution: Gopal is strong at their channel of distribution. They have sole distributor named “gopal distribution” and under him they have many sales agencies who are operating the whole market at regional , national level. Within 24 hours they can supply fresh product in any corner of Gujarat. Quality of Raw Material : Gopal is importing raw material especially grains from China and Thailand. Excellent peanuts and bananas come from Gujarat and Western India and potatoes are come from the Central India.
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2) Weaknesses:
Raw-Material Cost: Gopal is importing raw materials from the different areas of Gujarat and India for producing different products. The cost of importing and the price at which they are importing the raw materials is higher than what if they will purchase from the local players. Limited production capacity: Gopal Namkeen have only one plant located in rajkot and they have huge market share in Gujarat region i.e. 90% in Fryms market and 70% in namkeen market, due to limited production Gopal is not able to expand there market in other regions of India and overseas. Very less spending on advertisement
3) Opportunities: Gopal Namkeen have an opportunity to make reach their products in some of the areas of the country where they still not reached. At the international level they are exporting null. So they must have to increase the number of countries as their customers.
4) Threat’s: Giant players like Balaji and ITC LTD. are present in the snacks market Gopal’s main threat recently is emerging of new competitors, one is “A-top” from Ajanta Group and the Second is “Oreva” from the Orpat Group. So due to new competitors who also have very strong background Gopal have to take some steps to tackle them.
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MICHAEL PORTER’S FIVE FORCE ANALYSIS
1. Threat of intense segment Rivalry : The threat of competitors is very high because there are only 2 major players in the market namely Balaji and Haldiram, but also the unbranded segment, and the regional players. Also the unorganized sector is almost 60% and it poses a big threat too. New product introductions are difficult and also there are advertising battles between various brands. Hence, there is intense inter-segment rivalry.
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2.Threat of New Entrants : Threat fro m new entrants is high because the entry barriers are low as there and the poor performing firms can leave the industry as and when they want to. Mother dairy and satnam are the few new entrants as of now. And also local regional players keepcoming and going as and when they want to.
3.Threat of Supplier’s growing bargaining power : Threats from suppliers is low because there are many suppli e r s a v a i l a b l e . The supply of namkeens is very easily available.
4.Threat of buyer’s growing bargaining power : The buyer’s bargaining power is high because they are split lo yal. Buyers are also p r ic e c o n s c io u s a n d t h e y h a v e a n u m b e r o f o p t io n s . I f t h e b u y e r s t h i n k t h a t o n e namkeen is more expensive t han the other, unless they are brand lo yal they all do nt really be ready to pay a higher price.
5 . T h re a t o f s u b s t i t u t e s : The threat of substitutes varies from moderate to high depending on each individual’staste. There are many substitutes to namkeen. The substitutes to namkeen are Indian snacks such as biscuits, bhel, sandwich, dhokla.
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ORAGANIZATIONAL CHART
MANAGING DIRECTOR BIPIN BHAI HADVANI
FINANCE DEPARTMENT FINANCE MANAGER BIPIN BHAI
PRODUCTION DEPARTMENT
PRODACTION MANAGER BHARAT BHAI LABORATRY TESTING VISHALBHAI
MARKETING DEPARTMENT
MARKETING MANAGER HANSRAJ BHAI QUALITY CONTROL OFFICER
SALES OFFICER
PESONNEL DEPARTMENT
PERSONNEL MANAGER HETALBEN ADRAJA CLERK
ACCOUNANT SHANTIBHAI
WORKERS
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LOGO OF THE COMPANY
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PRODUCT PORTFOLIO
CHIKI
FERALI CHEVDO
DABELA CHANA
MASALAPEAS
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MUNGDAL
RUGBYBALL
SHAKKARPARA
TIKHA GATHIYA
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PRODUCTS DETAILS The GOPAL NAMKEEN mainly produces a food product related to consumer. The products of company are as under. PRODUCT NAME FRYEMS Cup FRYEMS A B C D FRYEMS Doll FRYEMS Ball FRYEMS Ring FRYEMS NAMKEEN Sev Gathiya Tikha-moraGathiya Tikhachevada BhavnagariGathiya Sabudana 55 GM 5 RS 5 RS 5 RS 5 RS 5RS 150 GM 10RS 10RS 10RS 10RS 10RS 10RS MRP 120GM 10 RS 10 RS 10 RS 10 RS 10 RS
Chana dal
10 RS
Above all are product is food product so it’s use for eating.
RAW MATERIALS & SOURCES GOPAL NAMKEEN is mainly produces food product which is made with help of besan, oil, mirch powder, etc for namkeen. And company also purchases plastic raw materials for packing a product.
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RAW MATERIALS Besan Oil Wheat Necessary masala
SOURCES Boss besan company Somnath oil mill (shaper) Ahmedabad market Ramdevmirch masalas
Company directly purchases raw materials in bulk from Manufacturer Company, so GOPAL NAMKEEN purchase in low rate
PRODUCTION INTRODUCTION
Production is the heart of any industry. Good products are keys to market success. It is the basic activity of industrial unit. Business includes all those activities concerned with the production of gods and services. Production planning department is a center of the company because the production planning is done according to the demand and requirement of the consumer. Good products are key of success. Production department of every unit must be power full as well as good quality otherwise it unable to produce good quality product for every unit. Consumer is king of market so each and every production process is done as per consumer is very necessary.
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CHART OF DEPARTMENT
MANAGING DIRECTOR
PRODUCTION MANAGER
FITTER
MANUFACTURER REPORTER
ELECTRICTION
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MACHINARY
?
Dough Making Machine To prepare the dough for Namkeen by mixing gram flour with spices, other additives and water it is a very large machine and it is a basic machine.
?
Extruder for Namkeen After mixed floor a materials come to another machine which is extrude the prepared dough for Namkeen into fine strands.
?
Frying Pan with Burner this machine is fry the Namkeen in cooking oil.
?
Oil Extractor Machine during a fry some oil is rest in namkeen so this machine is remove the excess oil from the Namkeen after frying.
?
Semi-Automatic Seasoning Machine After fraying in Namkeen add extra seasoning to the Namkeen with the help of this machine seasoning are added automatically.
?
Automatic Pouch Packing Machine To pack the Namkeen, into suitable printed pouches. All are machinery is very latest and high rate all machinery company export from JAPAN,U.S etc.
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PRODUCATION PROCESS BY CHART
LABORATORY
STOREGE
Dough making process Frying Pan with Burner Oil Extractor
Semi-Automatic Seasoning Automatic Pouch Packing Box packing sent to agency
PRODUCTION PROCESS ? LABORATRY:
First company received raw materials from the wholesaler and checked materials by quality officer, if any problem in the material than company rejects materials and sent back to supplier.
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?
STORAGE
After checked raw materials no use all materials in one time so extra materials are kept in storage. Company has a large place for store bulk materials. Company’s store room is behind the compass. ? DOUGH MAKING PROCESS:
It is a first step for making a product, in this step floor is tight according to production. ? FRYING PROCESS
Second step of the production is frying. In this step company fry all types of frayms and namkeen in frying pan. Company has latest machinery for it process. This process is doing under special supervision because if oil temperature is low or high, than it effect in the product. ? OIL EXTRACTOR:
After fry a product if more oil in the nankeen, than these all is product sent into this machine. In this machine extra oil is removed. ? SEMI AUTO MATIC SEASONING PROCESS:
In this step all namkeen and frayms are mixed a seasoning upon the product. Here include a many seasoning as like sweet, spice, salty, etc. it is also most important step because all taste are made according to consumer demand. ? AUTO-MATIC POUCH PACKING:
In this step all product are packed in proper pack. GOPAL NAMKEEN has an automatic machine for packing a product. Here pouch packed according to grams. And a most important think is right product pack in to right beg.
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?
BOX PACKING:
Box packing is the last step of process. In this process all packed product are pack in the big cartoons according to box size and sent to carriage.
PICTURE OF MACHINARY
DOUGH MAKING MACHINE
SEASONING MACHINE
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OIL EXTRACTOR MACHINE
AUTO MATIC POUCH PACKING MACHINE FRYING MACHINE
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The GOPAL NAMKEEN gets ISO 9001:2000 certificate of quality system, they also have expert production manage and experienced workers manager controller Mr. B.V RAJU. ENVIROMENT PROTECTION POLICY Everybody knows that today become weak environment and we can’t stay in this type of environment so everybody try to remove bad environment. GOPAL NAMKEEN also gives contribution in remove bad environment so companies recycle the plastic bag. And give a suggestion on their product. And suggestion is “KEEP CITY CLEAN”
QUALITY CONTROL
Qualit y co nt ro l means check ing t he qu alit y, size, shape, capacit y and u sefu lness o f so me o f t he samp les select ed fro m lo t o f t he fin ished pro duct . If an y var iat io ns are t here t han t hey are t o be co rrect ed o r t hat useless pro duct is send to scrap yard. A well d efined qualit y ma nagement syst em sat isfying ISO 9001 2000 qualit y st and ard and co nt inual impro ved. Go pal Namk een is main ly pro duce an eat able pro duct so is ver y u sefu l st ep. Because if any pro ble ms in pro duct t han no bo d y use o f it . At last we can s ay t hat Go pal Co mpan y is always maint ain in g his pro duct .
INVENTORY MANAGEMENT Effective management of finished goods inventory is quite essential for required a business efficiently and profitable caring inventories become instable most business because the producing activities and considering activities table place of different time in different location.
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Inventory are make up of several demands like operational stocks kept for meeting the ready demand the inventory management of “GOPAL NAMKEEN” is such that no dealer of the company remain out of stock any current oil which is popular in demand thus in GOPAL NAMKEEN distribution plays an Important role.
DISTRIBUTION NETWORK OF GOPAL
When thinking about channels of distribution arrangements one must always remember that the goals of the various firms in the channels may diverge from one another. This is natural since various members are separate firms with distinct business models.
Take, for example, a manufacturer who sells products through a retailer. While a manufacturer is devoted to its own products, a retailer (and other distribution partners like "distributors") typically sells the products of many manufacturers. A manufacturer may want to educate customers about its own product, while the retailer may not want to bear the costs (or have the expertise) to provide product education. In fact, a retailer may simply be interested in pushing the products of any manufacturer that provides the highest margin. This is not surprising because, again, the manufacturer and retailer are separate firms.
The wheel of network is devised under the ideal distribution channel network. That ensures to supply fresh product in any corner of Gujarat within 24 hours. You can have snack of Gopal in every 100 metres of area in Gujarat. At Gopal it is not just distribution but it is an euphemistic effort of team work.
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CHAPTER-5 INTRODUCTION TO THE TOPIC
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INTRODUCTION
The area of research for this report focuses on empirically studying customer satisfaction level of different Namkeen companies, and check the brand image affect purchase decision or not?. Brand awareness amongst namkeen brands has been studied in Gujarat focusing on the geographical region of Ahmedabad in the context of namkeen brands.
Brand Awareness
Brand awareness refers to the strength of the brand’s presence in the consumer’s mind. The main goal/objective of most businesses is to enhance income and sales volume. Ideally we want to attract new customers to products and encourage repeat purchases. Companies can create brand awareness among their target people through: ? ? ? ? ? Identifying and understanding target audience. Creating a company name, logo, and slogan. Deliver customer value through packaging, location, service, special events. Through repetitive advertising and publicity. After sale follow up and customer relationship management.
The World's 10 most valuable brands are 1. Apple 2. IBM 3. Google 4. McDonald's 5. Microsoft 6. Coco-cola 7. AT&T 8. Verizon 9. China Mobile Limited 10. GE 11. Vodafone
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Brand A brand is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.
Brand Slogans Names Logos
Brand Characters Elements Symbols
URLs
Branding Branding is a endowing products and services with power of a brand. Branding is all about creating differences.
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Marketing advantages of strong brands ? ? ? ? ? ? ? ? Improved perceptions of product performance. Greater loyalty Larger margins Less vulnerability to competitive marketing actions Less vulnerability to marketing crises Greater trade cooperation and support More inelastic consumer response to price increases Additional brand extension opportunities
Brand awareness study Marketers can create brand awareness by, firstly having a huge sales volume and secondly becoming skilled at operating outside the normal media channels. Brand awareness is measured based on the various ways in which customers remember a brand. Which may include? 1. Brand recognition 2. Brand recall 3. Top of the mind 4. Dominant brand
1. Brand recognition The extent to which the general public (or an organization's target market) is able to identify a brand by its attributes. Brand recognition is most successful when people can state a brand without being explicitly exposed to the company's name, but rather through visual signifiers like logos, slogans and colors.
It related to consumer’s ability to confirm prior exposure to that brand when given the brand cue.
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2. Brand recall Brand Recall is the extent to which a brand name is recalled as a member of a brand, product or service class, as distinct from brand recognition. It requires consumers to correctly generate the brand from memory when given a relevant cue. 3. Top of the mind Brand The percent of respondents who, without prompting, name a specific brand or product first when asked. This is the brand name that first comes to mind when a consumer is presented with the name of a product classification. 4. Dominant Brand The ultimate awareness level is brand name dominance. Where in a recall task most consumers can only provide the name of a single brand. BRAND EQUITY Brand equity is the added value endowed to products and services. This value may be reflected in how consumers think, feel and act with respect to the brand, as well as the prices, market share, and profitability that the brand commands for the firm. Brand equity is an important intangible asset that has psychological and financial value to the firm.
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High Brands equity provides a number of competitive advantages
1. The marketers will enjoy decreased marketing cost because consumer awareness and loyalty. 2. The company will have more trade leverage in bargaining with distributors and retailers because consumer expect from them to carry the brand. 3. The marketer can charge a higher price that its competitors because the brand has higher perceived quality. 4. The company can more easily launch intentions because the brand name carries high credibility. 5. The brand offer the company some defense against price competition.
TYPES OF BRAND EQUITY
BRAND EQUITY
COST BASED
PRICE BASED
CONSUMER BASED
•
COST BASED Historical cost Replacement cost Market value method Discounted cash flow method Brand contribution method Inter brand method
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•
PRICE BASED Price premium Equalization method Indifferent
•
CONSUMER BASED Brand knowledge Attribute rating Blind test Brand equity models Brand asset valuator According to this model four key components or pillars of brand equity are: ? Differentiation: measures the degree to which a brand is seen as different from others. ? ? ? Relevance: measures the breadth of a brand’s appeal. Esteem: measures how well the brand is regarded and respected. Knowledge: measures how familiar and intimate consumers are with brand.
Differentiation and Relevance combine to determine Brand Strength. These two components point to the brand’s future value. Esteem and Knowledge together create Brand Stature, which is more of a “report card” on past performance.
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AAKER MODEL David Aaker views brand equity as a set of five categories of brand assets and liabilities linked to a brand that add to or subtract from value provided by a product or service to a firm and to firm’s customers. These five categories of brand assets are 1) Brand loyalty 2) Brand awareness 3) Perceived quality 4) Brand associations and 5) Patents, trademarks and channel relationships. BRANDZ MODEL According to BRANDZ model, brand building involves a sequential series of steps, where each step is contingent upon successfully accomplishing the previous step. The objectives at each step, in ascending order are as follows: Presence: do I know about it? Relevance: does it offer me something? Performance: can it deliver? Advantage: does it offer something better than others? Bonding: nothing else beats it. BUILDING BRAND EQUITY Marketers build brand equity by creating the right brand knowledge structures with the right consumers. There are three main sets of brand equity drivers: 1. Brand elements The initial choices for the brand elements or identities making up brand E.g. brand names, logos, symbols etc.
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2. Marketing activities Including supporting marketing programs and activities for building brand equity 3. Other associations indirectly transferred to the brand by linking it to some other entity e.g. a person, place or thing. BRAND IDENTITY Brand identity stems from an organization, i.e., an organization are responsible for creating a distinguished product with unique characteristics. Brand identity comprised of: 1) Pricing: High prices may signify higher quality product to consumer and lower prices may signify decreased value of product. 2) Distribution: Limited availability of a product or service may suggest exclusivity to consumers. 3) Quality: Higher quality product equal to more satisfied customers and more repurchase. 4) Awareness: The higher offering awareness may better sales performance 5) Presence: Products with high class market presence willincreased awareness and sales. 6) Reputation: Enduring people opinion about brand character. 7) Image: Image is difficult to change once established. Perception of brand traits by consumers. 8) Positioning silence: Established by a combination of all components of brand. Differentiation from the competition. 9) Share of market: Enhance in market share is a result into successful branding campaign.
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10) Customer commitment: Loyalty is constructing through long term branding and connection with buyers.
THE IMPORTANCE OF BRAND AWARENESS IN BRAND CHOICE: As further understanding, Brand awareness is the ability of customer to recognize a brand, and there is an association between the brand and the product profile, but the connection does not have to be powerful. Brand awareness is a procedure from where the brand is just known to a point when the consumers have put the brand on a higher rank; the brand has become the “top of mind”.
Familiar
Association Anchor to which other connections can be combined
Brand Awareness Signal of commitment Brand be considered
Brand loyalty is a part of brand equity. Brand loyalty has impact on the consumer’s choice of brand to extent. In short when buyers become loyalty particular brands they buy it a regular basic. Generally loyalty is defined as repeat purchase frequency or relative volume of same purchasing. Brand loyalty gives an advantage to the marketers as they can handle competition in lower price and good quality products. It means:
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Low brand equity High brand equity
if buyer don not serious or care about brand. consumers are care about brand and other components of brand
including logo, slogans, jingle etc. also having some respect of other brand offerings.
Loyalty is basically a measured capacity of how much a buyer can be emotionally attach with a brand. It indicates how much a customer is agreeable to move to another brand, when other brands are offering more than the brand being in use. By time, the loyalty gets higher, the consumers’ platform and the competition against competitors gets stronger. Brand Loyalty indicates the sale which is the future profit of brand equity. Brand awareness, perceived quality, and effective brand identity can result into increased in brand loyalty. More or less facts that brand awareness is very first step in building brand equity as reflected in brand loyalty.
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CHAPTER-6 ANALYSIS
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Q.1 Are you aware about the brand GOPAL Namkeen?
are you aware about brand gopal namkeen? Cumulative Frequency Valid yes no Total 332 68 400 Percent 83.0 17.0 100.0 Valid Percent 83.0 17.0 100.0 Percent 83.0 100.0
CHART-1
17%
yes no 83%
INTERPRETATION : From above chart it can be analyzed easily that Mostly Customer are aware and properly know gopal Namkeen.Out off 400 Responded 332 Customer Aware about Gopal Namkeen. And the least 68 Respondent not properly aware about the Brand Gopal Namkeen. In Percentages 83 % Customer aware about Gopal and least 17% people not aware about Gopal namkeen. The reason of not awaring is Gopal is new comers in Ahmedabad Snackes Market. And also in Snackes market good and well Brand are playing major roles that’s why the least Awareness problem arises.
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Q.2 Have you ever bought gopal namkeen?
Have you ever bought gopal namkeen? Cumulative Frequency Valid yes no Total 332 68 400 Percent 83.0 17.0 100.0 Valid Percent 83.0 17.0 100.0 Percent 83.0 100.0
CHART-2
Frequency
332
68
yes
no
INTERPRETATION :From above chart-2 it can be analyzed that most of the respondend purchase or brought gopal namkeen. Becoz the result of chart-1 also the result of a chart-2. Respondend Frequency was beneficial for the brand gopal namkeen. 332 respondend brought gopal namkeen and only least 68 respondend not brought gopal namkeen and also they are not aware about gopal namkeen. From the percentages 83 % customer brought gopal namkeen and 17 % people not brought
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Gopal namkeen. aspect of same result becoz of those people aware about properly then they use one time and from right and true survey the result beneficial for Gopal Namkeen.
Q.3 If yes, than which of the following product you purchased?
If yes than which of the products have you purchased? Cumulative Frequency Valid Gopal frymes Gopal farsan Gopal namkeen Total Missing Total System 152 104 74 330 70 400 Percent 38.0 26.0 18.5 82.5 17.5 100.0 Valid Percent 46.1 31.5 22.4 100.0 Percent 46.1 77.6 100.0
CHART-3
Frequency
152
104 Gopal farsan
74 Gopal namkeen
Gopal frymes
INTERPRETATION :As per the above graph we show three different products of Gopal Namkeen. Though out respondend to know 152 customers purchase gopal frymes (mini ring,doll) , 104 customers purchase gopalfarsan (papdigathiya,sevthin) and least 74 customers are purchase gopalnamkeen
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(mugdal,dalmth). Highest frequency was gopal frymes becoz in frymes highest quantity provided and quality wise both items are good. Percentage wise 38% respondend brought Gopal frymes, 26% respondend brought gopal farsan. And gopal namkeen only 18.5% respondend purchases.
Q.4 you purchase GOPAL Namkeen because of it’s………
You purchase gopal namkeen because of its? Cumulative Frequency Valid Quality & taste Flavours Price Economic packaging quantity availability Total Missing Total System 82 60 20 20 12 128 12 334 66 400 Percent 20.5 15.0 5.0 5.0 3.0 32.0 3.0 83.5 16.5 100.0 Valid Percent 24.6 18.0 6.0 6.0 3.6 38.3 3.6 100.0 Percent 24.6 42.5 48.5 54.5 58.1 96.4 100.0
140 120 100 80 60 40 20 0 Series1
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INTERPRETATION :As per the above graph correctly says that the result why customer purchases gopal.and in graph respondend mainframe the affecting components. Out of 334 respondend 82 purchases for good quality and test.and 60 respondend purchase for different flavor.20 -20 respondend purchase for price and good economic product variance.12 respondend purchase gopal namkeen for good packaging style. highest 128 respondend purchase gopal namkeen for the high quantity and gopal provide high quality in every produst. And the last 6 respondend purchase for easy availability in market.
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Q.5 Which of the following brand do you prefer of GOPAL NAMKEEN ?
which of the following brand do you prefer of GOPAL NAMKEEN? Cumulative Frequency Valid Gopal frymes Gopal farsan Gopal namkeen Total Missing Total System 124 80 130 334 66 400 Percent 31.0 20.0 32.5 83.5 16.5 100.0 Valid Percent 37.1 24.0 38.9 100.0 Percent 37.1 61.1 100.0
Frequency
Frequency 124 80 130
Gopal frymes
Gopal farsan
Gopal namkeen
INTERPRETATION :-Above analysis shows that gopal snacks product prefrance level. Out of all respondant 124 respondant prefer gopal frymes becoz the quality nd quality level is highest. 80 respondant prefer gopalfarsan. And the 130 respondant prefer gopal namkeen. And also gopal namkeen is on the top level of prefrance level.
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Q.6 Rank the factors that influence you the most for the purchase of the gopal namkeen?
Availability(6A)
100 90 80 70 60 50 40 30 20 10 0 1 2 3 4 5 6
Series1 Series2
CHART-6B(Quality)
Frequency 118 70 66 36 16 5 8 6
1
2
3
4
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CHART-6C(Quantity)
Frequency 146
70 42
28
16 5
12 6
1
2
3
4
CHART-6D(Packaging)
Frequency 100 76 28 26 42 62
1
2
3
4
5
6
CHART-6E(FLAVOUR)
Frequency 72 56 60 32 52
62
1
2
3
4
5
6
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CHART-6F(Price)
Frequency 130 106
54 8 1 12 24
2
3
4
5
6
INTERPRETATION :- Above the graph analyze factors that influence you the most for the purchase of the gopal namkeen. And highest influence factor is quantity and 143 respondant purchase becoz of quantity. The second influence factor is quality. And 66 respondant influence Quality for purchase. The third factor is flavor. And 62 respondant influence flavors for purchase gopal namkeen. Forth factor is packaging and 28 respondant influence packaging for purchase. Fifth factor is availability and 24 respondant influence availability for purchase. And the last price 8 respondant influence price for purchase gopal namkeen products.
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Q.7 Are you aware about this products available in the market?
GOPAL FRYMS
CHART-7A
72 70
74
mini ring
gear ring
doll
INTERPRETATION :-Above analysis shows that out of all respondant the 70 are aware about mini ring. And the 72 respondant also aware about gear ring. And the last 74 aware about the product doll. And in frymes the three are major sellable in market. And sago ball is a new frymes then zero respondant aware about sago ball.
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GOPAL FARSAN
CHART-7B
Frequency
98 56 54
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tikha gathiya
phulwadi gathiya
nylon gathiya
papdi gathiya
INTERPRETATION :-Above analysis shows that 98 respondant aware about the tikha gathiya product of gopal farsan. And 56 respondant shows and aware about phulawadi gathiya. And the least 54 respondant aware about nylon gathiya. Highest 106 respondant aware about papdi gathiya. And papdi gathiya is also highest sellable in gopal farsan.
GOPAL NAMKEEN
CHART-7C
Frequency 128 74 62 70
dabela chana
daal muth
mung daal
chana daal
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INTERPRETATION :-Above analysis shows that 74 respondant are aware about dabela chana of gopal namkeen. Least 62 respondant aware about daal muth. The highest preferable and aware product is mang daal and 128 respondant aware about the product. And the last 70 responadant aware about the product chana daal of gopal namkeen.
Q.8 Give your perception of taste about gopal namkeen?
are you aware about brand gopal namkeen? * give your perception on taste of gopal namkeen? Crosstabulation Count give your perception on taste of gopal namkeen? very good are you aware about brand gopal namkeen? Total yes no 52 0 52 Good 164 0 164 very poor 46 0 46 Poor 24 0 24 Natural 46 0 46 332 Total 332
Chart-8
yes no
164
52 0 very good 1 good
46 24 0 very poor poor 0
46 0 natural
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INTERPRETATION :-Above analysis shows that the level of perception of taste. Out of all respondant 52 respondant give very good taste. Highest 164 respondant are give good perception of taste. And the 46 respondant response very poor taste. Least 24 people respond poor perception of taste. 46 respondant give natural perception of taste. Above analysis also shows that cross tabulation of two question. Are u aware about gopal namkeen and give ur perception of taste.
CHI-SQUARE TESTHO-THERE IS NO RELATION BETWEEN BRAND AND PERCEPTION. H1-THERE IS RELATION BETWEEN BRAND AND PERCEPTION.
Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 1.018
a
Df 4 4 1
sided) .907 .843 .663
1.404 .190 167
a. 5 cells (50.0%) have expected count less than 5. The minimum expected count is .07.
Here,
?²cal = 1.018 ?²tab = 9.488 DF=4
So here H0 is accepted and H1 is rejected. That means there is no significant relation between the brand and perception.
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Q.9 Are you overall satisfied with the gopal namkeen?
Are you overall satisfied with the gopal namkeen? Cumulative Frequency Valid Highly satisfied Satisfied Natural dissatisfied highly dissatisfied Total Missing Total System 36 166 66 28 38 334 66 400 Percent 9.0 41.5 16.5 7.0 9.5 83.5 16.5 100.0 Valid Percent 10.8 49.7 19.8 8.4 11.4 100.0 Percent 10.8 60.5 80.2 88.6 100.0
CHART-9
Frequency
166
66 36 28 38
Highly satisfied
satisfied
natural
dissatisfied
highly dissatisfied
INTERPRETATION :- Above chart showing that out of all customer 36 are highly satisfied with the use of gopal namkeen. And the highest 166 are over all satisfied with gopal namkeen. The 66 customer are satisfied natural. And least 28 customer are dissatisfied with gopal namkeen and few 38 customer are highly dissatisfied with gopal namkeen.
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Q.10 on a scale of 1-5 rates the gopal namkeen?
on a scale of 1 to 5, match the product overall Cumulative Frequency 1.00 2.00 3.00 4.00 5.00 Total Missing Total System 64 126 58 66 20 334 66 400 Percent 16.0 31.5 14.5 16.5 5.0 83.5 16.5 100.0 Valid Percent 19.2 37.7 17.4 19.8 6.0 100.0 Percent 19.2 56.9 74.3 94.0 100.0
chart-11
Frequency 126
64
58
66 20
1
2
3
4
5
INTERPRETATION :- Above chart showing that on the scale of 1 to 5 rating product overall. 64 respondent rating 1 number to overall product of gopal namkeen.And the highest 126 customer rating 2 number.and 58 customer respond third number. And the least customer rated 4 and 5 number. 4 number rated 66 customer. And 20 least customer rated for fifth position. Over all review is positive nd help to make a good Brand.
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Q.12 Rank your preference about following companies? GOPAL
Frequency
162
84 46 32
gopal
real
balaji
haldiram
REAL
gopal real balaji haldiram
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BALAJI
gopal real balaji haldiram
HALDIRAM
gopal real balaji haldiram
INTERPRETATION :-Above all chart showing different preferences level . graph-1gopal real namkeen preferences level is highest. And frequency of 162 people prefer real. Real graph-2 balaji namkeen highest preferences level. 102 people prefer balaji in first position.
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And third graph of balaji namkeen 98 people responding to gopal namkeen. Forth graph of haldiram namkeen 46 people respond first to haldiram. And the highest preference level snackes company is balaji and secong is gopal namkeen.
Q.14 AGE:Age Cumulative Frequency Valid 18-25 26-35 36-45 46-60 Total Missing Total System 79 115 81 57 332 68 400 Percent 16.0 29.0 17.0 14.0 73.0 27.0 100.0 Valid Percent 23.0 41.0 24.0 12.0 100.0 Percent 23.0 64.0 88.0 100.0
18-25 26-35 36-45 46-60
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INTERPRETATION :-Above chart showing age frequency out of all respondent 18-25 age of 79 respondent. And the second option 26-35 age people frequency is highest and the survey most of depend on his/her reviews. 115 respondent are 26-35 age. The third option 36-45 age customer. And only 81 respondent are from the age. Forth option 46-60 age option and least 57 respondent are this age. the age frequency level is help to increase customer satisfaction level. Q.15 GENDER :Gender Cumulative Frequency Valid Male Female Total Missing Total System 400 100.0 264 136 400 Percent 66.0 44.0 100.0 Valid Percent 66.0 44.0 100.0 Percent 66.0 100.0
female 23%
male 77%
INTERPRETATION :In the above graph show the sex ratio of the respondents. there are 264 respondent male and 136 respondent are female. Means out of all respondend the percentage level is 66 % is male and 44 % is female. Sex ratio over-all conducting in both the part of survey.
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Q.16 INCOME ?
Income Frequency 97 79 83 73 332 68 400 Percent 21.0 17.0 19.0 15.0 73.0 27.0 100.0 Valid Percent 32.0 23.0 25.0 20.0 100.0 Cumulative Percent 32.0 55.0 80.0 100.0
Valid
0-10000 1000020000 2000030000 >30000 Total
Missing Total
System
120 100 80 60 40 20 0 0-10000 10000-20000 20000-30000 >30000
INTERPRETATION :-Above the graph 97 respondent income is 0-10000 rs. And 79 respondent shows his income between 10000-20000 rs. Third option 83 respondent shows income in 20000-30000. And the least forth option only 73 respondent shows income in > 30000 rs. The income detail are cover under the security becoz the respondent are very important for gopal namkeen.
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CHAPTER-7 FINDINGS
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Important findings are:? Among the total respondents covered maximum were having Gopal namkeen on top of the mind followed by Balaji wafers and Smarat while thereafter some other brand comes. ? Gopal namkeen is the brand about all knows and other namkeen customer directly compare there brand with the gopal when certain question asked regarding test& brand image. ? Also Gopal is having the brand which provides the fastest delivery option to the dealer after placing the order. ? Gopal is the Brand which preferred and marketed by its brand name & image in the market. ? Among the different snackes brands Sales of Balaji is 33%, Gopal 20%, Real 16% and remaining 31% others. ? According to the research while making purchase decision the customer is most sensitive to the Brand Image (popularity) and the Delivery system are for Dealer’s affected the most than comes the Credit limit and support. ? By Brand Image customers means popularity of the company. ? Most common purchaser of namkeen is retailers from the dealers followed by contractors and masons. ? Brand image and the Delivery system is the most important influencing factor for the purchasing of the product. ? Most of the Dealars are very much dissatisfied with the Credit system of the company.They said its not always a good option of providing goods at cash, company should gives goods at credit for certain limit of period. ? When it was said to give rank to the company on the basis of satisfaction promotional activity mostly give Balaji&Gopal as the 1st and 2nd best satisfaction according to them. ? It also been find out that Gopal is the brand which also been marketed as a word of mouth bases. ? Every one using phone calls to place an order when there is a availability of online order placement by all company.
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? Gopal is a brand which does not allowed their dealers to sell any other brand or taking any other brands dealership. ? Dealers’s wanted to put multi brand in the shop so ultimately the customer can’t go back without purchasing. ? Real namkeen provides good awareness about the credit schemes. ? The study reveals many companies are not maintaining good replenishment time period where Gopal score high in all of them. ? Majority of the respondents of Gopal saying that they are getting good promotional Schemes from the company. ? Mainly customer’s & dealers are not satisfied with the companies support. ? Bingo wafers provides tour option where in other company provides Gold as yearly incentive. In Gopal it is based on the Target based.
NECESSITY FOR CUSTOMER SATISFACTION LEVEL Maintaining proper quality and quantity Order replenishment in quick time Attractive schemes Value creation Brand Equity Respond & benefit to customer
SUGGESTION 1) Advertisement is a very poor. So, improve a advertisement. 2) Distribution channel is a very strong. 3) Quality is an excellent. 4) Price is also GOOD most of consumer said price is good, so maintain this price Level. 5) Gopal is a not national or international level gopal only for product produce For Gujarat so, not a brand name, try for make a brand name.
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CHAPTER – 8 RECOMMENDATION
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Conclusion: As this is a a product of its own kind so there is lot of hope that this product will work in the Indian market and capture a larger portion of the Indian market within few years of its launching in the market. Also no such entry barriers are there in this field except some environmental regulations imposed by the government so the entry in the market will not be much difficult. Initial cost of launching the product will be more as huge amount will be required in the research and development for the superior quality, but once product will reach its growth stage it will earn a huge profit for the company. So we can say that this product will be huge success within few years of its launch.
Recommendations: ? ? ? ? Launch this product early to gain the first mover advantage. Maintain the quality standards. Timely feedback from the customer about the quality of the product. Proper supply chain management so that the product reaches the end customers Easily. ? Appropriate promotional strategies.
Future Plans . . .
?
We are a small company with no Brand Equity. We shall break even only after 5
yrs. (approx.). Our future plans are gradual but Big. ? We will increase the capacity of our Rajkot plant in phases so that it can supply
the Western and Central States. ? We will then set our eyes on the Northern and Eastern States, and set up 2 more
manufacturingfacilites to cut on transportation Costs. ? Export of our products, to countries with a significant Indian population, e.g.
UAE, USA, etc.
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?
We will venture into the Southern market and rural markets very late, as the
southern market has a completely different taste, and the rural markets are hard tocrack. ? New product lines such as, Papads, Sweets, will follow as and when we are sure
of such expansion.
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MARKETING PLAN FOR GOPAL NAMKEEN
PRODUCT 1) The qualitative and high technology aspects of Gopal Namkeen like ISO 9001, ISO 14001 and OHSAS 18001 certifications should be highlighted in the product profile.
PRICE 1) Pricing structure plays an important role in brand decision. Thus prices should be
competitive.and help to more improving customer satisfaction level.
PLACE 1) Namkeen purchase decisions are influenced to a large extend by dealers recommendations and since most dealers are multibranded they tend to promote the product for which they get maximum margins. Thus to avoid this situation maximum sales should be achieved through exclusive retail outlets for which opening of a chain of exclusive dealer network is required.
PROMOTION As Company sales and brand awareness is very low in Ahmedabad region. Company should focus on product awareness and advertisement. 1. Company should also start advertising in commercial channels along with news channels. 2. Frequency of advertisement should also be increased. 3. Company should start advertisement in newspapers also as according to findings newspaper is also one of the effective media.
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4. Company should also use intelligent marketing. 5. As company is advertising in radio which is not much effective so company can reduce the frequency of advertisement in radio, which will be helpful in reducing the cost also. 6. Advertisements on vehicles on buses, autos etc. 7. Use of attractive hoardings, banners and wall paintings. 8. Advertisements on Sweet and Fastfood shops. 9. Holiday packages to dealers securing best sales of Gopal Namkeen. 10. Surprise gifts to bulk purchasers.
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CHAPTER - 9
BIBLIOGRAPHY
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BOOKS PHILIP KOTLER-MARKETING MANAGEMENT COOPER & SCHINDLER- RESEARCH METHODOLOGY WEBSITES (2013). Retrieved from http://www.gopalnamkeen.com/
(2009,12). Retrieved 7 2012, from http://casestudy.co.in: http://en.wikipedia.org/wiki/gopal's (2010,june) http://www.business4indian.com/detail/Rajkot/Gopal-Namkeen/110
(2011,11). Retrieved 7 2012, from http://www.kihtmaine.com: http://www.kihtmaine.com/2011/11/customer satisfaction level-startegy-in-t.html (2012). Retrieved 7 2012, from http://www.conversionresults.com: http://www.conversionresults.com/target-audience.php
(2012). Retrieved 7 2012, from http://blog.ribbun.com: http://blog.ribbun.com/enhance-the-businesscustomer-satisfaction-level-and-visibility-through-creative-facebook-page-promotion/ (2012, 7). Retrieved 7 2012, from http://www.digalign.com: http://www.digalign.com/content/increasesatisfaction-level (2012). Retrieved 7 2012, from http://www.namkeen.org: http://indianamkeens.com/ (2012, april 9). Retrieved 7 2012, from http://www.aspdin.net: http://www.aspdin.net/joseph/index.htm B,H.(2010, january 01). Retrieved july 19, 2012, from
http://marketingpractice.blogspot.in/2010/01/balaji-namkeen.html
http://www.raosoft.com/samplesize.html http://www.surveysystem.com/sscalc.htm
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Important links
http://www.digalign.com/content/social-media-integration http://www.digalign.com/content/blogging-platform http://www.digalign.com/content/internet-opportunity-identification http://www.digalign.com/content/creative-campaign-development http://www.digalign.com/content/internet-advertising-marketing (http://www.digalign.com, 2013)
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CHAPTER- 10
ANNEXURES
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CUSTOMERS’ SATISFACTION LEVEL TOWARDS THE BRAND GOPAL NAMKEEN & ITS PRODUCTS
Dear respondents, This questionnaire is a part of survey based on “CUSTOMERS’ SATISFACTION LEVEL TOWARDS GOPAL NAMKEEN” which is been done as summer internship program report for MBA students studying in Shayona Institute of Business Management. So I request you to fill the questionnaire with fair response.
1) Are you aware about the brand GOPALNAMKEEN? Yes No
2) Have you ever bought GOPAL NAMKEEN? Yes No
3) If yes; then which of the following products have you purchased? Gopal frymes(“mini ring, doll”) Gopal farsan (“papdigathiya, sevthin”) Gopal namkeen (“mugdal,dalmuth”) 4) You purchase GOPAL NAMKEEN because of its ………….. Quality & taste Flavors Price Economic
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packaging Quantity Availability
5) Which of the following brand do you prefer of GOPAL NAMKEEN? Gopal frymes (“mini ring, doll”) Gopal farsan (“papdigathiya, sevthin”) Gopal namkeen (“mugdal, dalmuth”) 6) Rank the factors that influence you the most for the purchase of the GOPAL NAMKEEN? (Please give the rank 1 to 6)
GOPAL NAMKEEN
availability quality
Quantity
packaging
flavors
Price
7) Are you aware of this product available in market? A. Gopal frymes Mini ring Doll B. Gopal farsan Tikhagathiya Nylon gathiya Phulavadi gathiya Papdigathiya Gear ring Sago ball
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C. Gopal Namkeen Dabelachana Mug dal D. Not any 8) Give your perception of taste about GOPAL NAMKEEN? Very good Good Poor Very poor Natural Dal muth Chana dal
9) Are you over all satisfied with GOPAL NAMKEEN ? Highly satisfied Satisfied Natural 10) On a scale of 1 to 5 , match the product overall? 1 2 3 4 5 Highly dissatisfied Dissatisfied
11)Which of the following brand you prefer over GOPAL NAMKEEN? Balaji Haldiram Real Samrat
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12) Rank your preferences (1 TO 4). Gopal Real Balaji Haldiram
PERSONAL DETAILS :s NAME : LOCATION :
AGE : 18 – 25 36 – 45 GENDER : MALE INCOME : 0 – 10000 10000 – 20000 20000 - 30000 > 30000 FEMALE 26 – 35 46 – 60
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