A

SUMMER TRAINING PROJECT REPORT

ON
ATTITUDE REGARDING THE USE OF
ORGANICS PRODUCTS "
AT






RAVI ORGANICS LIMITED
G-14, K-46 to 54 Begrajpur Industrial Area, Muzaffarnagar-251003


Submitted by:
Sagun
Roll No.8551629


IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR
THE AWARD OF DEGREE OF
BACHELOR OF BUSINESS ADMINISTRATION
SESSION : 2007-2010


SHRI RAM COLLEGE, MUZAFFARNAGAR









Q U A L I T Y
Now & Forever







RAVI ORGANI CS L I MI TED
CONTENTS
PART 1


ACKNOWLEDGEMENT
I would like to extend my sincere thanks and heart full gratitude to Mr.V. K.
Choudhary (Manager), for his constant encouragement and support during
the entire duration of my project at RAVI ORGANICS LTD., This Project is
profusely illustrated with diagrams, charts, graphs, figures at every stage to
create a deep and long-lasting visual impact on the reader.
I am very great thankful to Dr. B.K. Tyagi, Excutive Direactor (SRC), Dr.
Veenus Jain, Direactor (SRC) Mr. Saurabh Mittal, H.O.D. (B.B.A), Miss.
Shweta Chaudhary (Guidner) and all the faculaty members of BBA (SRC),
they has been guided instrumental in providing valuable input at different
stage, which helped me accomplish my work in a much better way.
In the end I would like to express my appreciation for the encouragement and
guidance provided by company personnel at RAVI ORGANICS LTD during
my entire project.

(SAGUN)
Roll No.8551629
PREFACE
The study was conducted to know the Marketing Strategy for Organic
Pruduct of Ravi Organics Ltd. and suggestions for increasing the marketing
awareness and satisfaction level of customer. The study also helps to know
about the features that would make a bright future prospect for RAVI
ORGANICS LTD.
Every company set of belief and practice is under going challenge and
change.
1. From Developers, designing products alone to involving marketing
and other function as well as customer in products development.
2. From pricing the product by an arbitrary markup over cot to pricing
on the basis of delivered or perceived customer value.
3. From communicating and promoting offering mainly through
persuasion based advertising and sales people to using a much
broader set of communication vehicles and platforms.







INFORMATION ABOUT ORGANISATION
The overall responsibility of the operation of the
laboratory is on the chaiman who is supported by quality
technical manager and the staff the overall technical
functioning which includes quality system of the
laboratory is monitored by the quality manager. The
working of the chemical laboratories us superwised by
quality technical manager who is assest by other staff has par organisational chart.
The performance of the staff is monitored by quality techincal manager the company
is being run and manage by the technical and experienced professionals having a
wide experiance in the various areas of their specialization.
The company employees the qualified staff who work capable enough to test
and supervice the work and realate quality function the company has install the
request equipment to meet the requirement company also perform continuous
research and development activities to meet the requirement of customers as well as
to enhance the capability of organisation.
ILRI is a recognised testing laboratory from national accreditation board for
testing and celebration laboratories. They are providing test service for industrial and
fine chemical pesticides and their formulation Pharmaceuticais, Fertilize, Metals, and
Alloys.
Testing are undertaken under the supervison highly qualified and experienced
staff. The Organization and its management was providingtesting services since 1995
under the name of Ravi Organics Ltd. Which is providing services for chemical
testing. The management of Ravi Organic Ltd. decided in the year 2005 to establish a
unique Laboratory in the state of U.P. to provide chemical testing services for other
organizations also and to be known for its quality and services. With the result of
same the management formed INTERNATIONAL LABORATORY AND
RESEARCH INSTITUTE as a wholly subsidiary unit of RAVI ORGANIC
LTD. in the year 2005. The newly formed Permanent Laboratory started its operation
under the new name from June 2005. The Organization is being run and managed by
the technical and experienced professionals having a wide experience in the Various
areas of their specialization.
The company has a Team of professionals who are capable to test and supervise the
work and related quality functions. The company has installed the requisite
equipments to meet the requirements of Customers. Company also perform
continuous research & development activities to meet the requirement of customer as
well as to enhance the capabilities of the Parent organization.
PRODUCTION FACILITIES

Production facilities of the company are located at G-11, 14, K-46 to 55 UPSIDC
Industrial Area, Begrajpur, Muzaffarnagar-251203 U.P. INDIA, adjacent to National
Highway No. 58, 110 Km from Delhi.
Equipments with latest techniques used for reactions includes Glass Lined Reactors
up to 10 KL Capacity, Stainless Steel Reactors up to 10 KL Capacity, Gas Induction
Reactors, Pressure Reactors, Agitated Nutsche Filters up to 5 KL Capacity, Rotary
Vacuum Dryers up to 5 KL Volume, Brine Chilling Units 140 TR @ -20C,
Distillation Columns, Vacuum pumps, Nitrogen Generators, Boilers up to 4 TPH @
17.5 Kg/cm2, Cooling Towers, Nutsche filters & Centrifuges etc.





MARKETING OFFICES
1. DELHI
2. HYDRABAD
3. FARIDABAD
4. LUCKNOW
5. AGRA
6. ZEERAKPUR (PUNJAB)
7. ROORKEE
8. GOA
9. SAMBA (J&K)
10. RAIPUR (CHATTISGARH)
11. JAIPUR (RAJASTHAN)

COMPANY PROFILE
RAVI ORGANICS LIMITED was incorporated in the year 1995 with a goal of
achieving revolution in the area of Agriculture by increasing quantity and
improvement in quality of products by manufacturing the Agrochemical Products in
the Country. The Promoters of the Company setup production facilities of
Agrochemicals at UPSIDC Industrial Area, Begrajpur, Muzaffarnagar 251 203 (U.P.)
INDIA. The Company is a member of RAVI GROUP of India established in 1975
which has now multiactivity industrial units in the fields of Agrochemicals,
Pharmaceuticals, Pesticides, Seeds, Fertilizers, Iron & Steel, Paper Industries,
Surfactants, Detergents, Intermediates, Paper additives, Fine Chemicals. With its
workforce and production capacity, the Company is all set to meet the challenging
needs of valuable customers. Over the years, the Company has developed a wide
range of Technical grades of Pesticides and its formulations as well as formulation of
bought out Technical Concentrates under its Professional Management and highly
qualified and dedicated team of experts.
At RAVI GROUP, we conduct business with ethics and integrity. We are proud of
the products we manufacture, and also the efforts we put into them. Our Research
and Development wing constantly put in great efforts to innovate in the field. Our
Goal is to serve in our country as well as outside the country by setting standards of
quality, services and commitment to customers. We measure our success based on
the satisfaction of our valuable customers.
VISION
ILRI is comited to provide excilent and prompt services in the area of testing.
1. To be a sound all india.
2. Customer centric.
PHILOSOPHY:
(DEVELOPMENT TRUST AND HONESTY)
To provide the active efficent reliable accurate and timely tesitng service.
(CLIENT IS OUR CONCERN)
MISSION OF THE COMPANY:
1. To provide organic product and chemical to farmers and industries.
2. Achiving total customer satisfacion and being reckoned as the best organic
company in the industry on all parameters.
3. To enhance shareholders wealth by ensuring sound growth of business and
make valuable contribution to national economic growtth.

QUALITY POLICY OF THE COMPANY
To provide the costomer acitve efficent reliable accurate and timely testing services.
Excellent and prompt service by emplementing and continualy improving the
quality management system complying to ISO/IEC 17025:2005
Establish good laboratory practice.
Continusually improve the effectiveness of management system through view
and training to all employees.
To make the laboratory for its quality of service and customer focus.



STURUCTURE OF THE ORGANISATION
The structure followed in Ravi Organics is a formal vertical structure. The structure
is as follows

C.M.D.
M.D.
G.M.
D.G.M.
A.G.M
CHIEF MANAGER

SCALE1 SCALE2 SCALE3





PRODUCT OFFERED BY COMPANY
The company offer different products which satisfies the needs of different
sector customers. These are as follows
2, 4- D Acid
2, 4- D Ethyl Ester
2, 4- D Sodium
AKD (Emulsion)
Butachlor
Clodinafop Propargyl
Glyphosate
Hexaconazole
Isoproturon
Metribuzin
Pendimethalin
Pretilachlor
Sulfosulfuron
Tebuconazole



GROWTH OF THE RAVI ORGANIC LTD.
2000 Jun 7, 2000 - His father died when he was two and young Ravi moved around
the country with his mother. She has now settled down as an organic farmer
in Devon while he moves between homes in London and Birmingham. He is
an occasional visiting lecturer in fine art photography at Newcastle
University. ...
2.
2001 Mar 28, 2001 - It probably takes 10 to 15 years of organic growth for a
company that size to move up the four credit notches they just gave
up. ... Ravi Suria: I compare 3G to prior massive capital expenditures
in history like the building of the Interstate Highway System or the electricity
grid or ...
4.
2002 Jan 22, 2002 - Whatever wealth we generate, we will carry our shareholders
with us,'' Mr RaviUppal, President & Managing Director, ABB, said here on
Monday. ... Asked, Mr Uppal said that ABB's reserves would be of use for
the ambitious growth plans envisaged for it that include both the organic ...

6.
2003 Aug 26, 2003 - A DRAFT policy to be formulated soon will aim to make the
entire State fullyorganic (Jaiva Keralam) on the lines of the universal
literacy ... IFOAM, Dr CK George, Advisor, Peermade Development Society,
Dr K Ravi, Advisor to Chief Minister of Kerala on Sustainable
Development, ...

8.
2004 Nov 21, 2004 - Ravi Varma used to give a coat of varnish to his paintings to
preserve them. Over time however, the varnish deteriorated. So, the tone of
the original colours on these paintings changed. During restoration, the team
removed the varnish and using a mix of stableorganic and inorganic ...

10.
2005 Jun 12, 2005 - Once known as Vam Organics, a specialty chemicals
manufacturer, Jubilant Organosys in its new makeover is trying to establish
its presence throughout ... In his interaction with FE's Ravi Krishnan,
chairman and managing director Shyam S Bhartia outlines the company's
strategy to grow. ...

12.
2006 Feb 20, 2006 - In an exclusive interview to Editor Saisuresh Sivaswamy and
Nikhil Lakshman Sri Sri Ravi Shankar discusses terrorism, the spiritual
solution to corruption and what discourages him ... We are not using our
natural way, organic farming. These are some things we can revive in our
country. ...

14.
2007 Jul 18, 2007 - Mr Ravi Naware, Divisional Chief Executive, ITC Ltd - Food
Division, at the launch of Aashirvaad Select organic spices in Bangalore on
Tuesday. Bangalore, July 17 After health biscuits and snacks, ITC Foods is
going organic now. The company has enteredorganic foods retailing with
the ...

16.
2008 Apr 28, 2008 - As a result, organic wastes and toxic chemicals have badly
affected aquatic life both in this drain and in the River Ravi. ... Though views
have been expressed, they seem segments of Mr Yunus 's misunderstanding
and his ignorance of the Jamiat's history. ...

18.
2009 Sep 12, 2009 - After returning from the US over three years ago,
Mr. Ravi along with his father K. Ramesh started organic cultivation of
brown rice in their 20-acre farm at Velpuru in Kankipadu mandal near here.
They make organic manure called Panchgavya with locally available
ingredients. ...





PROBLEM FACED BY THE ORGANISATION
There is no company in this world which do not have any problem so likewise Ravi
Organisation has its own share of problem. These problem are :-
1. The company has no sales, marketting and retail focus.
2. The company has certain human resource problem such as
A) Skill not keeping pace with time
B) Lack of speciliasation
C) Employee demotivation
DEVELOPMENT OF ORGANIC INDUSTRY
The organic industry development progam was established to provide assitance with
project that uncoverage growth in the oraganic sector and yield positive econmic
benefit to the agriculture industry. The program is intent to provide fund to
growthness aliens procedures group and processers to eccelerate the production of
cartified organic production and processing techonology to facilitate growth in the
industry and contribute to own farm profitability and compatitiveness.
This is a comprehensive program design to eccelerate the adopation of certified
organic production and processing techonology and coverage stratgic growth and
marketing development and implement compatativ field and pest management
practice.
Components:
Organic value chain development
Organic product farm advancement programe
Organic agro enviourment program
This programe will help support the innovative capasity of farmers by providing
funds to farmers or group of farmers to support investment in the development of
organic agriculture. This will contribute to own farm profitbality and competiveness
as well as help in dissdminite knowdlege gain through implementation with the
program.
BENEFIT TO CONSUMER
IT IS NO LONGER ENOUGH TO SATISFY CUSTOMER, YOU MUST
DELIGHT THEM
IT IS VERY IMPORTANT TO KNOW THE COMPANY
1. What are Customer Value and Satisfaction, how do the leading Companies
Produce and deliver them?
2. What make high performance business?
3. How can Companies both attract and retain customers?
4. How can Companies Improve Customer Profitability?
5. How Can Companies Practice Total Quality Management (TQM)?
Whether the buyer is satisfied after purchase depends on the offers performance
in relation to the buyers expectation.
SWOT ANALYSIS
STRENGTH
1. Collaboration with the Largest Organic Suppliers i.e. Ravi organic in Western
India.
2. Profit Making Year & Year.
3. Dedicated Employees of the Company.
4. Latest Machines are using in plant to provide the best quality of Organic &
Organic Products to Muzaffarnagar Based Consumers as well as New Delhi
Based Consumers.
WEAKNESS
1. Irregulatory and Delay in Supply of Organic & Organic Products to
Consumer.
2. No Optical Media Advertisement Fund has been provisioned in Companies
Financial Statement.
3. No Sales Target achievement Scheme are Introduced in the Company for
Sales Supervisors.

OPPORTUNITIES
1. To Enter in the field of Various Other new Organic products.
2. To Direct Enter in the Market of
A. National Capital of India: New-Delhi.
B. In the Market of Ambala, Chandigarh, Gurgaon, Rohtak.
C. Small Cities or unrepresented areas i.e. Sonipat, Hisar, Kurukshetra.
3. To Prepare Organic Booth at Prime Location of Muzaffarnagar City for Direct
Selling of Organic and Organic Products at Consumer Price and Earn More
Profits Equivalent to its Distribution Channel.
THREATS
1. All the Raw Organic of Company is depending on the Village Area Organic
Producers, who are not so loyal for company.
2. From the Increasing the Competition in the Organic Products Market and
from exclusive Other Brand Retail Outlets.
AIM OF THE ORGANIZATION
Main aim of the organization is to maxmize the consumer satisfaction and this is
achieved through providing quality organic and organic products, continious
achievement and motivated employee.

In general:
SATISFACTION IS THE PERSONS FEELINGS, of pleasure or
disappointment resulting from comparing products perceived performance in
relation to his or her expectation.

1. If the performance falls short of expectation, the consumer is dissatisfied.
2. If the performance matches the expectations, the consumer is satisfied.
3. If the performance exceeds expectations, the consumer is highly satisfied.
4 Consumer who are just satisfied still find it easy to switch when a better offer
comes along.
5. Those who are highly satisfied are much less ready to switch over.
6. High satisfaction or delight creates an emotional bond with the brand but not
the rational preferences.
PERFORMANCE OF COMPANY:
The performance of Ravi Organic Ltd. Can be measured by overall company profit &
loss account and balance sheet, it means financial report of company.
Net current assests of the company:
2008 2009
254,377,563.61 310,845,890.35
Income:
2008 2009
509,005,312 536,315,226
Expenditure:
2008 2009
506,366,102 531,284,466
Profit after Tax:
2008 2009
1,417,532.80 2,905,461.46











INTRODUCTION TO THE TOPIC


To study the attitude regarding the use of organics.
In the present context, marketing strategy of any product has become one of the most
important area of human activity because of increasing rate of large & complex
organisation in the society, because of their increasing role, the organisation have
attracted the attention of both practitioners and academicians to find out the answer
of the question how these organisations can be more effective. Marketing strategy
lead to the development of a new product on field.
The marketing strategy of liquied organic depending on the measurement
criteria used. However is measured by the deeline of profitability and performance, A
shift to a more appropriate organisations structure. However it has been found that in
the most of the cases, there is a positive correlation among these two criteria. It
implies that the number of employers increases with scale of operation which, in
trun, necessitates large amount of investment.
The characterstic of marketing strategy of liquid organic in Ravi Organic ltd. are as
follows.
1. The marketing strategy of liquid organic influnce its coardination, direction,
control and reporting system.
2. The marketing strategy of liquid organic affect the degree of formalisation of
various processes like communication, authority & responsibility delegation,
control system, decision making etc.















RESEARCH METHODOLOGY
Muzaffarnagar city divided into eight parts for the convenience of sample survey.
1. Research Design:
Because research was based on descriptive type, so research problem was
designed in such a way so that a researcher can get more and more accurate
results. Personal interview were conducted to understand the behavior of
Dealer as well as Consumer.
Data Collection Method:
We have two type of Datas;
One is Primary Data &
Other is Secondary Data.

Data Collection is very important part of any research, Accuracy of Research
depends upon the facts which we have collected from the actual data. It means that it
is very important that how much accurate data we have collected.


Primary Data:
In this Research Project, all the Primary Data was Collected from Dealers &
Consumer, dealers which are already selling the Ravi Organics Brand products and
also who are whole-selling the Un-branded organic in the Muzaffarnagar Market,
Here Consumer Refer to the ultimate user of organic who use organic for various
purpose.
For this purpose, we Conduct Personal Interviews & Questionnaires for Dealer
Channel & for Consumer.
Secondary Data:
During the time of Research, we required some secondary data, so that data we have
collected from the company records, i.e. Product Specification, Organic & Organic
Products Manufacturing Process, Tests Conducted by Organization & Aim and
Quality Policy of the Company.
A. Consumer survey :
Scope : Muzaffarnagar city
Sampling : Non Purposive stratified Random
sampling
Size : 100
Instrument : Questionnaire
B. Private Traders :
Scope : Muzaffarnagar city
Sampling : Non Purposive stratified Random
sampling
Size : 10
Instrument : Informal interview with check list.

C. Private Vendors :
Scope :Muzaffarnagar City
Sampling :Judgment /willingness to co-operate
Instrument :In depth formal interview with check list
D. SOURCES OF DATA :
Primary
a) Consumer Survey
b) Private traders survey
c) Private vendors
E. SURVEY DESIGN
For Consumer Survey
For the consumer survey we have adopted the random sampling method,
Muzaffarnagar city divided into 8 zones, 25 respondents were taken from each of
these zones at random. Care was taken to ensure adequate representation across all
income levels.
F. FOR RETAILERS SURVEY
Retailers were also selected using non-purposive sampling. Private vendors, farm
owners and private dairy operators were chosen on judgmental sampling basis for the
purpose of discussions. Members of their associations were also contacted for their
associations were also contacted for further discussions and clarifications.
Apart from this, discussions were also under taken with the concerned company staff.
The data obtained was analyzed on computer for interpretation and analysis of
results.











Objective of Research:
A. To study consumer perception and opinions about Ravi organic.
B. To study the marketing practices of private traders of Muzaffarnagar city.
C. To promote the sales of Ravi organic with the application of marketing
strategy where ever relevant.
D. To study the marketing strategy of Ravi Organic.
































CONSUMER SURVEY FINDING
MUZAFFARNAGAR CITY A PROFILE
Situated in the most fertile belt of the land, Muzaffarnagar is an ideal place
for agriculture . The district has an agro based economy and the population
even in urban areas is well informed about agriculture as an economic
activity has roots in both rural as well as urban key information about the
organics market in Muzaffarnagar city is estimated to be as follows.
Total estimated population of the city 15, 93, 705
Estimated per capita consumption 250.00 ml
SURVEY RESULTS
Estimated daily organics consumption of the: 3, 98, 426 litre.
Private Organics Trader
This includes all those who sell loose organics like private vendors Farm
owners and small size private operators.
Table no-1
ORGANIC CONSUMPTION AS a FACTOR:
Consumer preference ranking of organics quality parameters:

Income slabs Quality Parameters (in percentage)
Good purity safty
Quality

Below-4000 36.83 5.26 15.8
4000-6000 27.10 10.40 12.5
6000-8000 32.80 21.90 3.1
8000-> 16.70 16.70 5.50

Overall preference
Ranking 29.5 15.40 8.10



The above table reveals that good quality, organics is the most important
criteria for organics consumers in judging the quality of organics. While these
two parameters are similar across the consumers of all income groups, the
consumers of higher income slabs look for the safety of organics too.

Organic Consumption
Good Quality
Purity
Sefty
ORGANICS USAGE PATTERN
Table no-2
Income wise per capita organics consumption pattern:
Income slab Total no of
Farmers
Total organics
consumption(ltrs)
Per capita
consumption(ml)
Below-4000 25 27.86 200
4000-6000 64 105.23 316
6000-8000 86 201.13 361
8000-10000 25 88.62 427
Total 200 422.84 1304

Thus it is very clear that per capita organics consumption in Muzaffarnagar
city has a direct relation with income of people. The over all per capita
organics consumption for Muzaffarnagar city is 200 ml per day.
CONCLUSION:
These patterns reveals that per capita organics consumption in the city is the
function of income with increase the income then the increase the per capita
consumption is to attributed to the higher proportion of organics for direct
consumption. In such a scenario apart for the consumers to have quality
preference in favor of thicker organics with higher fat content and having
good quality.

Table No-3
PRESENT MARKET SHARE:
S. No Brand Name Total Organics
Sold (Liters)
% Market Share
1. Ravi 27,000 67.5
2 Swega 10000 25
3 Magma 3000 7.5
Total 40,000 100
These brands have captured 10% market share of whole market.



PRESENT MARKET SHARE
Ravi
Swega
Magma
67.5%
25%
7.5%
Table No. 4
COMMISSION STRUCTURE OF RETAILERS:
S.NO BRAND NAME AGENT COMMISSION Rs/liter
1 Ravi 5 Rs
2 Swega 5 Rs
3 Magma 5 Rs
The commission offered by the dairy to its agents compares then the
commission conditions in favourable with that offered by the private
company. It is clear that these private company are following a agents push
strategy like as scheme and service satisfaction to agents.
RAVI is available in Muzaffarnagars market from last 26 years. Ravi brand
name is well known in Muzaffarnagar city so the consumer has famliared to
Ravi brand name but agents are not satisfied to Ravi delivery system.
Consumer is 80% satisfied from quality of Ravi liquid organics but agents are
not satisfied to Ravi service system.






TABLE NO-5
AVAILIBILITY OF AGENTS IN MUZAFFARNAGAR MARKET
S.NO BRAND NAME AVAILIBILITY WITH AGENTS (%)
1 Ravi 60
2 Swega 30
3 Magma 10

While most of the agents/retailers are keeping Ravi Organics the agents
survey reveals that 20% Ravi organics agents are selling other brand.
Reason is this; distribution system is not satisfactory according to agents and
not allowed incentive system.
AGENTS AVAILABILITY IN MUZAFFARNAGAR MARKET









30
%
10%
TABLE NO-6
INCOME WISE MILK SOURCE HOUSEHOLDS
Income slab Organics
vendors
Buffalo farms Private
company
Ravi
LIG 23.6 26.3 23.6 21.1
LMIG 23.0 69.0 4.0 4.0
HMIG 29.7 59.4 4.7 6.2
HIG 39.33 66.7 - -

LIG = Lower Income Group
LMIG = Lower Middle Income Group
HMIG = Higher Middle Income Group
HIG = Higher Income Group
The above pattern reveals that majority of the HIG consumers prefer to buy
organics from buffalo farms. Even majority of the consumers in LMIG and
HMIG categories also patronized buffalo farm organics as their organics
source.
Ravi and private company as organics source are being favoured by LIG
consumers. While none of the HIG consumers has patronized two as regular
organics source.


60%
INCOMEWISE HOUSEHOLD MILK SOURCE

LIG = Lower Income Group
LMIG = Lower Middle Income Group
HMIG = Higher Middle Income Group
HIG = Higher Income Group
0
10
20
30
40
50
60
70
80
LIG LMIG HMIG HIG
MILK VENDORS
BUFFALO FARMS
PRIVATE DAIRY
PARAG
CONSUMER SURVEY FINDING ABOUT RAVI MLIK
Consumers currently using Ravi organics 7.5%
Consumers not using Ravi organics 75%
Consumers not tried Ravi 17.5%
Though 7.5% consumers use the Ravi organics. Majority of the respondents
have tried Ravi organics some time in the past but discontinued for various
reasons. Approximately 17.5% consumers have not tried Ravi organics at all.


Table No -7
REASONS FOR DISCONTINUING RAVI MILK
S.NO REASONS %RESPONDENT
1 Poor service 28%
2 Poor Quality 58.6%
3 High price 6.7%
4 Better option 6.7%

The major reason for discontinuing was the use of Ravi organics reported to
be the poor quality. These respondents defined poor quality in terms of bad
quality like as smell and consumer feel the tea quality as oily. There are
many better options are available for consumer to the purpose of purchasing
organics like as private company, buffalo farms, private traders. While those,
who discontinued for the reasons of poor services and supply system.




REASONS FOR DISCONTINUING RAVI MILK










POOR QUALITY
POOR SERVICES
HIGH PRICE
BETTER OPTIONS
58.6%
28%
6.7%
6.7%
Table No-8

Expectation of present non- users from Ravi:
S.NO EXPECTATIONS %RESPONDENTS
1 Improve quality 60
2 Reduce price 18
3 Improve availability 12
4 Nearness of source 10

Consumers want to purchase Ravi liquid organics if the given conditions
those consumers are not uses Ravi organics they expect to Ravi that improve
organics quality and they want availability. They also expect price to be
reduced.


% Respondents
Improve Quality
Reduce Price
Improve Availability
Nearness of source
12 %
10%
60 %
18 %
REASON FOR NONUSE OF RAVI LIQUID MILK:
Table no-9

s. no Reasons %Respondent
1 No preference/liking for
packed organics
47
2 Not available 33
3 Not interested 20
Total 100






While 42% of the respondents did not give any particular reason for not
trying, 58% of the respondents could come out with the reasons. In this
category 2/3 of the respondents expressed they are not interest for the for
the packed organics and 1/3 states non availability. Its reasons states that
the Ravi distribution channel can not cover entire city.





% Respondent
No Preference
Not Availabe
Not interested
20 %
33 %
47%
TABLE -10
RAW MATERIAL CONSUMED:

CURRENT YEAR PREVIOUS YEAR
QTY(M.T) AMOUNT QTY(M.T) AMOUNT
Chemicals (Ind.) 3,902.77 1,737.86 6,642.24 2,508.25
Chemicals (Imp) 600.48 935.80 1,095.46 587.79
LICENSED AND INSTALLED CAPACITIES:

In Metric Tones
PRODUCT NAME CURRENT YEAR PREVIOUS YEAR
LICEENSED INSTALLED LICENSED INSTALLED
Pesticides Formulations N.A 4000 N.A 4000
2,4-D Ethyl Ester (T) N.A 500 N.A 500
2,4-D Sodium Ester (T) N.A 1000 N.A 1000
Butachlore (T) N.A 1000 N.A 1000
Isoproturon (T) N.A 1500 N.A 1500
Atrazine (T) N.A 200 N.A 200
Pretilachlor (T) N.A 500 N.A 500
Parafin/AKD Wax N.A 2000 - -
Other N.A 200 - -













RETAILERS SURVEY FINDINGS:
More than 50% retailers said that marketing supervisions visit them once a
month only. This explains the kind of supervision in the company exercisers
on its organics sales. Further 78% retailers said that these company officials
during they visit, listen to their complaints while 22% said otherwise. But of
these only 28% retailers said that the action taken them each generally to
their satisfaction. Ravi organics agents are not satisfied from organics
replacement because some time organics packed to be leakage then the
replacement is not allowed so agents are not satisfied with Ravi organics.
Agents also complaints about delivery system and want increase the
advertisement whose consumer will know about Ravi liquid organics. During
the agents, 70% agents are satisfied to Ravi organics quality but some minor
complaint about smell in organics. Agents want pump let for the purpose of
advertisement. According to agents point of view the complaints redressal
system has very low efficiency of 22%.
This finding clearly shows that company officials do not take liquid
organics sales seriously and operate in lackadaisical fashion.
DISTRIBUTION ASPECT
1. The network of retailers is not uniform in the Muzaffarnagar city. There
are pockets of concentration of the retailers while there are some areas
location as such type where retailers can not operate.
2. The roads are the interior parts of the city so the roads are very narrow
and congested. The vehicles of the Ravi organics can not pass through
these.
3. Presently company has 400 retailers on its rolls and 95% of them are
generally at any point of the time.
PRIVATE COMPANY
Private dairies are one of the smallest segments of unorganized sector in
marketing and spreading their operation in the thickly populated areas of the
city. Private company has crucial role in marketing of liquid organics in city of
Muzaffarnagar. The source of organics collection them self or through private
vendors. After collection the liquid organics they do the pasteurization of
organics with best facilities. After pasteurization the marketing staff gives the
instruction for distributing the organics in the selected areas. Others are
selling organics raw or chilled in loose sales. Through marketed as whole
organics, they never give more than 5% fat in organics, which allows them
additional profit. The selling process of organics as like Ravi organics selling
and they are provide extra facilities in selling process like as door to door
selling of organics through the particular person.
These private dairies target LIG group for the purpose of selling the liquid
organics in this segment because reason behind this is the LIG group
persons are interested in this type organics. Apart from organics supply, the
private dairies produce products like cream, butter, pesticides and curd etc, in
different packs and sizes which are most suitable to the different income
groups of consumers. The organics products of private dairies are not best
quality but in case of service facilities, these dairies provide best service to
consumers. These dairies keep their products price slight lesser than the
RAVI products and other organized sector products.
They claim their products are fresh, pure and hygienic and also economical.
Additionally they build good report with the customers and bind them.






















CONCLUSION
Ravi is a well known Organics Industry in entire U.P., Every Consumer &
Every Retailer is aware about Ravi Poly-Pack Organics, Organics Products
and Indigenous Organics Products of Ravi.

Consumer are willing to buy Ravi Organics Indigenous Product and they also
show Interest in launching of the Ravi Organics in Muzaffarnagar Market,
but due to non-regular availability of their existing products like: Shortage of
Ravi Pesticides and Table Butter they are not assured about the proper
availability of Organics in Muzaffarnagar Market.

Shop-keepers are selling another companies products due to lack of
availability of Ravi Organics Products thus consumer have to buy another
company product.

According to Research about the Potential of Organics in Muzaffarnagar
Market, the Present Un-branded sale of Organics is Approx. 800-1000 Kg.
per day, covering small Caterers, Banquet Halls, Sweet Shop, Consumer
etc., Buyer as well as Seller both are willing to sell and buy the branded
organics respectively if available, thus Launching of Ravi organics in
Muzaffarnagar Market will be a very aggressive step by the Ravi and they
can easily hold up-to 50% - 60% market initially.
But they have to make some efforts for regular availability of their Organics
and all the Organics Products because in existing products of Ravi Brand like
Pesticides, Table Butter, Panner they first prefer Ravi Brand but in case of
non-availability they go for another company Product.

In Pesticides at the time of non-availability they go for Godhan, Krishna, or
pack provide by Retailer etc.

In Table Butter they are likely to buy Amul Brand because it is readly
available, Ravi Butter is generally not available at every shop-keeper.

Consumer are likely to buy Ravi Product, and they trust on Ravi.


Limitation of Research:

In every research there are always some limitations, so no research can
be perfect. In this research we also have some limitations.
Which are as following:-

1. Some Dealers who are bulk seller of Organics are hesitating to giving
the appropriate data, i.e. Approx Margin they are presently earning,
Quantity they are presently selling etc., Some dealer are not interested
to providing the accurate information and some are not interested to
filled up the questionnaires thus we can say that the collected data in
this survey is not 100% perfect.

2. Some Consumers have no criteria to purchase Branded/Un-branded
Organics, they are willing to buy organics just due to the reason of
requirement of their family purpose. They also aware that due to lack of
availability of Branded Organics in Market they have to but from the
available Un-branded Organics only.
RECOMMENDATIONS
1. The existing channel of distribution is not effective and needs to be
reorganized. Therefore it is proposed that the RAVI company should
adopt a two point for distribution approach to cover entire
Muzaffarnagar city for the selling the liquid organics.
2. Firstly it should dispatch organics 3 or 4 selected points of old city in
light commercial vehicles from these points it can then be distributed in
the city using three wheelers and light commercial vehicles etc in
additional to the existing distribution system in the entire
Muzaffarnagar city.
3. As findings reveal that consumers of the Muzaffarnagar city prefer high
fat organics. Therefore the company should continue permanently with
full cream organics, standard organics and janata organics, toned
organics are being sold by the company, majority of consumers can
not differenciate the types of organics for sold by the company.
4. The complaint redressal system to be toned up the complaints
received from the consumers and retailers then the action should be
taken about the retailers and consumers problems, it is necessary that
company must give the feed to retailers and consumers.
5. The commission offered by the company to its retailers, but retailers
are not satisfied to the commission of company so retailers
commission should be increase.
6. The demand of retailers is that the organics products of Ravi Company
should supply with poly pack organics supply.
7. Improvements are necessary in organics quality like as smell and
taste.
8. Advertisement channel should be selected by the company and
pamphlets, sign board are necessary to advertisement of company.
9. The visit is to be must by the company marketing staff for retailers
satisfactions some complaints can be easily solve by face to face
communication.
10. Company has been irregular in organics supply. The most
convenient timing for consumers to buy organics between 6 am to 8
am in the morning and 5pm to 7pm in the evening. The company must
ensure that organics is available in the city before 6am in the morning
and before 5pm in evening. Also the organics supply to retailers
should be sufficient so that he does not run out of stock.
11. Consumers of the city still have some misconceptions about
organics. Therefore an educative sales promotion kind of campaign is
needed fore increase the sale of Ravi organics. Marketing personnel
have to be suitably trained to follow marketing approach so that image
and services of the company improve.

12. Delivery Schedule should be Properly Maintain, i.e. Its
Indigenous Products Should be Available at all possible Maximum
Retail Stores of the City.

13. Delivery Complaints should be undertaken more quickly.

14. Behavior of Staff/Team Involve in Distribution, Feedback from
Retailer & Consumer is Essential.

15. Quality Standard should keep Maintain.

16. Company should make a meeting time to time with dealers and
launches different Gifts & Incentives Scheme to Promote the Sale of
Products.

17. Packing and Labeling of Organics should be Attractive as there
packing of Table Butter & Pesticides.

18. Company should start Publicity Campaign for promote and
awareness of its indigenous products to the ultimate consumer.







BIBLIOGRAPHY
Books:
1. Marketing Research (Kotler Philip)
2. Research Methodology (Kothari CR)
3. Sampling & Sampling Distribution (S.P. Gupta)
4. Principle of Mangement (L.M. Prasad)
5. Organisational Effectiveness & Change (Dr. P.C. Tripathi)
Website:
1. www.yahoo.com
2. www.google.com
3. www.raviorganics.com
REFERENCES
1. Kotler, Philip Marketing
New Delhi, Prentice-Hall of India Pvt. Ltd. 2001
2. Kothari, CR, Research Methodology,
New Delhi, Vikas Publishing House Pvt. Ltd. 1995
3. Gupta, S.P. & Gupta M.P., Sampling and Sampling Distribution.
New Delhi, Sultan Chand & Sons. 1995
4. Manuals of Gangol D.U.S.S. Ltd., Gangol Road, Partapur,
Muzaffarnagar.

Finding From Consumer:

80% Consumer Use Organics occasionally, 13% rarely & Rest 7%
Consumer Uses organics generally.

84% Consumer use Organics for Sweet Purpose i.e. Rasgulla, Barfi,
Gunjia, Laddus and Rest 16% Consumer generally use organics for
Halwa purpose i.e. Gazar ka Halwa, Moong Ki Daal ka Halwa etc.

39% Consumer use Organics 01 to 02 kg. at a time, 33% Consumer use
0.5 to 01 kg. Organics at a time and 28 % Consumer use 02 to 03 kg.
Organics at a time.

In Festival Season 45% Consumer use 01 to 02 Kg. Organics, 30 %
Consumer use 02 to 03 Kg. Organics & 25 % Consumer use 03 to 04
Kg. Organics at a time.

33 % Consumer buy organics from Whole Sale Shop of Organics, 24%
Consumer buy organics from near by halwai, 12% arrange organics
from organics man and Rest 31% from other sources, (i.e. Self
Preparation, Village Joint Family Procurement etc.)

91% Consumer are satisfied with the quality of the available Un-branded
Organics, because they intimate clearly that they Firstly check the
quality attributes (i.e. Freshness & Good taste) of the available organics,
then they told shopkeeper to pack it, but in the festival season they
generally face problems for the good quality of Organics due to its
shortage in market, Secondly consumer dont have any choice (I.e.
Branded Product) then definitely they have to select from the available
one only, while they are satisfied or not, Rest 9% Consumer Clearly
intimate that but obvious they are un-satisfied with the quality of
available Un-branded Organics but theyve to buy it only because no
other option is available at present.

In the present market scenario 33% Consumer are buying @76-80/- per
kg. Organics, 21% Consumer are buying @71-75/- per kg. Organics,
15% Consumer are buying @66-70/- per kg. Organics, Rest 31%
Generally Procure Organics from other sources i.e. Home Preparation &
etc, thus they havent calculate the costing of Prepared Organics.

100% Unbranded Organics is available in Market, Branded Organics is
not available in Market, thus Ravi Organics havent any Branded
Competitor but they have to face Challenges with Un-branded organics.

Some Consumer i.e. 7% are also aware that Ravi is Preparing
Organics, but they think that it is Prepared only for there Staff Personnel
Only.

43% Consumer Prefer to Freshness for Subject of Quality Attributes in
Ravi Organics, 26% Prefer for Good Taste, 11% Prefer for Good
Flavour, 11% and 9% Votes for Good Fat Contents & Prefer to all the
attributes respectively.

40% Consumer Prefer for Publicity Campaign, 31% Prefer for News-
Paper Advt., 23% for Cable T.V. & Rest 6% Votes for Handbills for
Promote the Sale of Ravi Organics & Other Organics Products.

91% Consumer Prefer for Kg. Pack for Organics, they think that it
may be become more beneficiary for consumer.

47% Consumer Prefer for Plastic Container Packing & 46% Prefer for
Poly Pack & Rest 7% Prefer to Carton Pack of Ravi Organics.

94% Consumer are likely to buy the Organics @85-90/- per kg.,
because they are ready to pay some higher cost for branded Organics,
but not so higher from un-branded.

Finding From Organics Whole-seller & Ravi Organics Agents:-
Whole-seller located at Lala Ka Bazar, Sadar Bazar-Muzaffarnagar are
selling Approx. 800-1000 Kg. Un-Branded Organics per day.
50% Wholeseller sold organics within the price range of Rs.76-80 per
Kg., 30% Wholeseller sold organics between the price range of Rs.71-
75 per kg. and 20% Wholeseller sold organics between the price range
of Rs.66-70 per Kg, with taking a margin of Rs. 11-15 per kg. & are
ready to sell Ravi Organics between the Price Range of Rs. 85-90 per
kg. with-in-built Margin of Rs. 11-15 per kg. as they were taking in Un-
branded Organics.
100% Ravi organics agent are ready to sell Ravi Organics and the
approx quantity is 05-06 Kg. by 51% Agent, 22% agent are ready to sell
approx 03-04 kg. per Day, Rest 10% and 6% are ready to sell approx.
01-02 kg. & 07-10 kg. per day respectively.
82% Whole-seller and Ravi organics agent are likely to sell Ravi
Organics in 0.5 Kg. Pack & Rest 18% are in 01 kg. pac.
44% Whole-seller and Ravi organics agent are likely to sell Ravi
Organics in Plastic Containner, 42 % Whole-seller and Ravi organics
agent are likely to sell Ravi Organics in Poly-Carry Bag & Rest 14%
Preffered Carton Pack of Ravi Organics.
56% Preffered to promote the Ravi Organics by Advt. at TV/Cable
Advt., 24% by Publicity Campaign, 14% by News Paper & 6 % by Hand
Bills/Pamplets etc.