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CHAPTER
INTRODUCTION
INTRODUCTION
The world of business is changing very fast. Therefore the
theoretical
OBJECTIVES OF STUDY
PRIMARY OBJECTIVE
To analyze the effectiveness of Brand to create a preference of
Nirapara products with respect to its competitor.
SECONDARY OBJECTIVE
LIMITATIONS
CHAPTER
REVIEW OF LITERATURE
LITERATURE REVIEW
Channel of Distribution
Means used to transfer merchandise from the manufacturer to the end user.
Intermediaries in the channel are called middlemen. Those who actually take title to
the merchandise and resell the goods are merchant middlemen. Those who act as
Broker but do not take title are agent middlemen. Merchant middlemen include
wholesalers
and
retailers.
Agent
middlemen
include
Manufacturer's
Distribution strategy lies at the core of all successful market entry and
expansion strategies. The globalization of manufacturing and marketing
requires the development of exchange relationships to govern the movement
of goods and services.
Long-term, ongoing relationships between channel members are costeffective. (Attracting new customers costs more than ten times more than
retaining existing customers.)
The interactive dialogue between providers and users of goods and services is
based on mutual trust.
CHAPTER 3
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
Research in common parlance refers to a search for knowledge.
One can also define research as scientific search for potential information on
a specific topic.
HYPOTHESIS
A hypothesis generally means a mere assumption or supposition to be
proved or disproved. A researcher conducting this research has to start
somewhere. This point of start is called hypothesis. In developing
hypothesis, the first task is to set up two statements. The first one is null
hypothesis and the second one is the alternative hypothesis. +ve attitude
is denoted by H0 and ve attitude is denoted by H1.
H0- DISTRIBUTION CHANEL and Satisfaction level of NIRAPARA
rice products is independent.
H1- DISTRIBUTION CHANEL and Satisfaction level of NIRAPARA
rice products is dependent.
RESEARCH DESIGN
In this research, the researcher used descriptive research design.
Descriptive research is used to obtain information concerning the
Effectiveness of DISTRIBUTION CHANEL to create a preference of
Nirapara products with respect to its competitor. The methods adopted
PRIMARY DATA
1. Questionnaire: - the questionnaire is the medium for obtaining
information by a list of well framed questions deemed to be answered by
the respondents.
SECONDARY DATA
1. Company manuals
2. Journals
3. Magazines
4. Internet
SAMPLING DESIGN
A sample design refers to the technique or procedure which the
researcher would adopt in selecting same sampling units from the population
for drawing inferences about the population. If proper procedure is followed
to select the sample, definitely the sample will give all dependable
information. Due to the lack of time constraint it is difficult to consider the
overall population with respect to the study. Therefore, we select a sample
from the population and makes studies about the population by studying
these samples.
Sampling is necessary for reasons of feasibility. Samples can increase
accuracy. Methods of selecting samples are random sampling, stratified
random sampling, systematic random sampling, cluster sampling etc.
Random sampling is the process of drawing a sample from a population in
such a way that each member of the population has an equal chance of being
selected sample. For the present study, convenience sampling technique is
used.
POPULATION
Population or universe is the aggregate of all units possessing certain
characteristics on which the sample seeks to draw inferences. Population of
the study is outlets of Nirapara products around 420.
PRESENTATION OF DATA
Simple percentage sampling method was used for analysis of data.
Table, bar diagram and Pie Chart was used to present the data.
VARIABLES UNDER STUDY
THERE ARE TWO TYPES OF VARIABLES:
DEPENDENT VARIABLE
INDEPENDENT VARIABLE
DEPENDENT VARIABLE
EFFECTIVENES OF DISTRIBUTION CHANEL and saLES to
create a preference of Nirapara rice products with respect to its
competitor.
INDEPENDENT VARIABLE
Quality of Product
Brand Image
Price
Customer Satisfaction
Availability
Offer
Past Experience
Media
CHAPTER
Assoc Ham has indicated that FMCG industry will face challenges.
Prices are expected to have impact on profits like never before. The FMCG
sector which was beginning to diversely affected to as the FMCG as it did
not exceed 1.5% of growth rate in the part four years began to witness a
solve revival in 2015.
Some important facts about rice in India scenarios areas:The potential to export is the main source of income for families in
India. Farms cover over-half land and almost three-quarters of that land is
used to grow the two major grains: rice and wheat. India is the second
leading producer of rice produced in the world produced only by China,
Indias annual rice production is around 85-90 million tons. Annual
consumption is around 85 million tons. In Asia rice is cultivated in seasons,
winter and summer.
Food Corporation of India purchases around 20% to 25% of the total
production in the country both under levy from the rice and paddy from he
farmers at minimum support prices announced by the government.
CURRENT SCENARIO
Food is one of the basic necessities of human beings. No one in
the world can survive without food. Rice is one of the important food items
of the people in the world. It is obtained by processing paddy. Rice is
intimately involved in the culture as well as the food ways and economy of
many societies. More than half of the population of the world depends upon
rice for their daily nutrition. At present there are 111 paddy-cultivating
countries in the world including India. Almost 90% of world rice grows in
Asian countries. China, Thailand, India, Japan, Bangladesh and Indonesia
etc are the leading producers of rice in the world. China is the largest
producer of the rice in the world.
food
security
and
support
the
region's
economic
development.
RICE IN INDIA
India has the potential to export one million tons of Basmati rice.
be abolished from the state within no time. The main problems concerning
these cultivators are high cost of cultivation and less return for their
products; the products from other states are also affecting them adversely.
The following table shows the trends in area under paddy
cultivation in Kerala from 1991-1992 to 1999-2000. In the table the
production of rice is declining every year.
In Kerala rice is considered as the best food for Keralites.
Government estimates the average annual production of paddy in Kerala. at
20 lakh metric tones. In this Kuttanad and Palakkad alone produces 30% of
the annual production. Paddy cultivation in Kerala alone has its own
contribution with 26% of cropped area. It works out to more than 99% of the
production of cereals and 91.1% of the seasonal crops in the State. But in the
recent years many small cultivators who has land less than 1 acre has
stopped production of rice due to rise in cost of cultivation and less profit.
COMPANY PROFILE
COMPANY PROFILE
K.K.R Group was set up in 1976 by Mr. K.K. Karnan, a man who
set out with the vision to bring quality rice into the traditional homes of
Kerala in South India. A venture which started out with traditional method
of boiling, sun drying and milling, grew into one of the most modern rice
processing houses in India with the latest world-Class technology today.
KKR Mills boasts of a state- of the-art plant with the highest levels of
technology in the world, ensuring products that meet the most stringent
quality and hygienic standards.
The K.K.R Group is now all set to become a name to reckon within
foods. The group has plans to set up a food park with facilities to process
and manufacture a wide range of food products like spices, pickles and
other products for world markets.
The factory of KKR Mills is located in the green, pollution-free
Okkal Township, near Kochi in Kerala in South India. This facility is
equipped with the latest technology in the world for every aspect of
processing of paddy-right from destoning, cleaning, drying, de-husking,
of rice in the world china, the largest producer of the rice in the world. Rice
is one of the important food items of the people in the world. The average
production of Kerala is estimated by Government at 20 lakhs MT out of
which 30% is being produced in Kuttanadu and Palakkadu. There are about
155 modern rice mills in Kerala and out of which 70 majority of rice mill
located in Ernakulam district, Aluva.
Food is one of the basis necessities of human being no.1 the world
can survive without food. Rice items of the people in the world. It is
obtained by processing paddy. People of Kerala mainly depend upon rice
for their daily meals. In he case of productivity also Kerala contributes a
major part of Indian economy.
FUTURE SCOPE OF THE INDUSTRY
In western countries rice is used primarily in breakfast meals after
native to potatoes. It is used not only as grain but in other forms as well
East Asian people grind it into flour for rice cakes and pastry. The Japanese
ferment the grain to make cakes a strong rice bear in china and India rice
appears in many processed food including certain breakfast cereals, paddy
food, snack foods, frozen foods and flour rice is an excellent source 43 MT
of Carbo Hydrates, nourishing substance that provide the body with energy.
People of Kerala mainly depend upon rice for their daily meals. Most of the
South Indias daily means is rice therefore vast future in industry.
Reasonable Price.
Provision of employment.
Utilization of resources properly.
Welfare of the employees.
EXPORTS
The KKR group are mainly involved in the manufacture of quality
rice and rice products. The products are sold under the brand name
NIRAPARA. The capacity of the plants of the KKR group is 225 MT per
day.
NIRAPARA rice and rice products are exported to UAE, USA,
Canada, UK, Switzerland, France, Australia, New Zealand, Singapore etc
MANUFACTURING
The factory of KKR Mills is located in the green, pollution-free
Okkal Township, near Kochi in Kerala in South India. This facility is
equipped with the latest technology in the world for every aspect of
processing of paddy-right from destoning, cleaning, drying, de-husking,
bran-removal, polishing and finally sorting. This infrastructure of around 25
crore of rupees in one of the largest in India.
KKR Mills is the only rice mill in South India to use the Z-sortex
machine capable of optical inspection for quality control. This machine
scans every grain of rice and removes discolored, broken and immature
rice, ensuring that only rice that meets the specification calibrated in the
computer is selected for packaging. The result - beautiful rice of even size,
color and bran that is a feast for the eyes and a wholesome meal.
PRODUCTION UNIT
PRODUCTION UNIT
OKKAL
CHELAMATTAM
The Nirapara rice mills consist of 2 production units. Two units are related to
rice and 1 unit is powder items. Both are situated in Kalady.
ORGANIZATION STRUCTURE
CHAIRMAN
VICE CHAIRMAN
PRESIDENT
HUMAN RESOURCE DEPARTMENT
Account
Finance
Asst.
Manager
Cost
Account
Food &
Rice
Account
Sr.
Accounta
Cashier
QC Dept
Bank
Asst.
Purchase
Vehicles
Export
Assistant
Assistant
Driver
Marketing
Production
North
Quality
Chemist
Micro
Biologist
Account
Data
Entry
Export
Lab
Assist.
Supervisor
Workers
Operators
Accountant
Helpers
Asst.Mgr
Centr
al
Asst.Mgr
Sth
Asst.
Mgr
TSM
TSM
TSM
TSE
TSE
TSE
PRODUCT PROFILE
PRODUCT MIX
PRODUCTS
Rice
Rice Flours
Wheat Flours
Spices
Pickles
PRODUCT LINE
The KKR Group is now all set to become a name to reckon within foods.
The group has plans to set up a food park with facilities to process and
manufacture a wide range of food products like spices, pickles and other products
for world markets.
A. Rice
Single Matta Rice
Idli Rice
Jyothi Rice
Payasam Rice
Jaya Rice
Cherumani Rice
Ponni Rice
Vita Rice.
B. Rice Flours
Idly Powder
Appam/Idiyappam Powder
Dosa Powder
Chemba Puttu Powder
Puttu Powder (White)
Pathiri Powder
Rice Powder
C. Wheat Flours
Broken Wheat
Rava
D. Spices
Red Chilli Powder
Chicken Masala
Coriander Powder
Fish Masala
Turmeric Powder
Meat Masala
Sambar Powder
Curry Powder
Rasam Powder
Pickle Powder
Black Pepper Powder
Garam Masala
E. Pickles
Ginger Pickle
Garlic Pickle
Mango Pickle
Kadumanga Pickle
Goose Berry
Hot Time
Bitter Ground
While Line
Mixed Vegetable
Vadukpuli Line
Wild Mango
Irumbenpuli(Karam Bula)
Hot & Sweet Mango
Tindra Pickle
Lololica
Coconut Chutney
Sweet 17
Coconut Chutney Powder
Promose Chutney Powder
Idli Chutney Powder
MARKET SHARE
Out of the total sales, 95 % in Kerala and in India 75%. Export is about
65%.
COMPETITORS
Double Horse Rice 10%
Periyar Rice- 5%
Pavizham Rice- 10%
Nirapara Rice- 75%
periyar rice
Nirapara Rice
pavizham rice
FUTURE PLAN
The future plan of the company is that they are intended to making new
nutritious food for children and old age people and also special healthy food
product for youth their motive is sale of these product in out of India hence they
prepared to export these items in all countries. For producing the food products
the company collected the raw materials or items from the selected farms only,
that farms in always kept the quality of products and retain the standard of them
moreover they intended to establish one park for food things means all types food
grains is store themselves and cultivated them vide areas in various type of
agriculture.
NEW TECHNOLOGY
The KKR group is all set to enter the food processing industry on large
scale bringing in the work latest technology and machines. In every new area of
achieving, attention to purring and hygiene that meet the highest world
requirement is the focus of the grow.
NEW PRODUCT
The KKR group is looking at venture in food processing and presenting
with a large scale investment on a food technology park in over 12 crore of land
located in a pollution free environment friendly green area besides spices, rice and
wheat product. The group has plans to manufacture an international product range
like Past presents, source squashes, fruit based foods, pickle, juices, coconut based
food etc.
NEW MARKET
Today NIRAPARA group has centered the Middle East markets and farest
AMERICA and EUROPE. Today is not far before the KKR group makes in food
in the international markets and with the presence and commitment of the group it
is indeed a dream that will true before long.
NEW COMPANY OF KKR GROUP
The KKR group company started in own new firm, known as BIK MAARK
company in 18months ago. They are making imported food products and food
supplements like SWEET SEVENTEEN FOR U.
VISION
DISTRIBUTORS
RETAILERS
CUSTOMERS
DEPARTMENTS
PRODUCTION DEPARTMENT
PURCHASE DEPARTMENT
ACCOUNTS DEPARTMENT
FINANCE DEPARTMENT
MARKETING DEPARTMENT
EXPORT DEPARTMENT
QUALITY CONTROL DEPARTMENT
HUMAN RESOURCE DEPARTMENT
PRODUCTION DEPARTMENT
Production department deals with the process of producing a particular
product that means converting inputs in to output. It is the major functions
involving in the production. It includes all physical commodities to be used to
manufacture the final product.
PURCHASE DEPARTMENT
ACCOUNTS DEPARTMENT
Accounting is a language of business the basis function of accounting is
communicating the result of the business operation to various in it. Accounting
department deals with recording, classifying, and summarizing of business
transactions which are of a financial character and are expressed in terms of
money.
FINANCE DEPARTMENT
Finance department is one of the important in any organization. Finance
department any organization is responsible for all financial activities.
MARKETING DEPARTMENT
Marketing all round us in one form or another is close to every individual.
The activity of marketing is of the people, and by the people. Marketing plays an
important role in society by helping us satisfy our needs and wants and by helping
organizations to determine what to produce.
Product
Rice.
Price
Promotion
EXPORT DEPARTMENT
KKR Group and mainly invaded in the manufacturing of quality rice and
rice product, the products are sold under the brand name NIRAPARA the
capacity of the plant of the KKR group is 225 MT per day 60% of sales in the
NIRAPARA products are in foreign market NIRAPARA products are exported to
14 countries including all middle east countries and Europe, UK, Singapore etc.
Purpose
The purpose of this procedure is to establish a system for the personnel and
administrative activities of the institute.
Scope
This procedure is applicable to the general administration, competency
requirements, selection, induction, training and performance appraisal, of the
employee(manpower planning, recruitment, attendance, leave and salary
administration, registration and recruitment).
Responsibility
HR Manager is responsible for implementation of this procedure.
Personnel Policies
Recruit the right kind of personnel with defined competency and provide
required training to up-to-date them for achieving the mission and quality
objectives set for the institute.
RECRUITMENT AND SELECTION
Man power requirement needed for smooth functioning organization. This
requirement are identified required person is selected for the job. This is done by
personal department.
SOURCE OF RECRUITMENT
1. Internal source
2. Direct Recruitment by advertising in newspapers
3. Employee reference
SELECTION
The job profile is communicated to the consultants and biodatas of
candidates are invited. The screening of biodatas is completed first by the
concerned HR departments and then they concerned Functional Head. The HR
department conducted the preliminary interview. The final interview is conducted
by a panel consisting of the concerned Functional Head and in case of key
position also by the Chairman and MD.
Training
Training is given to all the office, factory and sales staff. Training is
arranged with the help of external training personnel.
Find out the weakness of the staffs from the appraisal from and arrange
training to improve the skill.
Arrange training in time to time in the topics relevant to the performance
requirement changing trend in business and office formalities.
Arranging training on the basis of the recommendation given by the staff in
the appraisal form.
Induction
9.00 AM to 5.00 PM
For Workers
8.00 AM to 5.00 PM
CHAPTER
number
42
34
20
4
100
percentage
42%
34%
20%
4%
100%
STATUS
NIRAPARA
EASTERN
BOTH
NONE
number
Percentage
Below 1 year
1-5 years
6-10 years
above 10 years
Total
15
40
20
15
100
15%
40%
20%
15%
100%
40
35
30
25
20
15
10
5
0
1 YEAR
1 TO 5
6 TO 10
ABOVE10
period
Daily
Alternativ
e days
Weekly
above a week
Irregularly
Total
Number
0
19
Percentage
0
19%
70
1
0
100
70%
1%
0%
100%
80
70
60
50
40
30
20
10
0
DAILY
ALTERNATIVE
WEEKLY
number
32
43
20
3
2
100
Percentage
32%
43%
20%
3%
2%
100%
Opinion
Yes
Neutral
No
Total
Number
74
25
1
100
Percentage
24%
25%
1%
100%
45
40
35
30
25
20
15
10
5
0
VERY GOOD
GOOD
AVERAGE
BAD
VERY BAD
80
70
60
50
40
30
20
10
0
YES
NEUTRAL
NO
Opinion
Very high
High
Average
Low
Very low
Total
Number
30
50
12
8
0
100
Percentage
30%
50%
12%
8%
0
100%
Opinion
ye
s
Neutral
No
Total
Number
15
Percentage
15%
5
80
100
5%
80%
100%
90
80
70
60
50
40
30
20
10
0
YES
NEUTRAL
NO
Opinion
Highly
satisfied
Satisfied
Average
Dissatisfie
Numbe
r
0
Percentag
e
0
40
20
28
40%
20%
28%
d
highly
dissatisfied
Total
12
12%
100
100%
40
35
30
25
20
15
10
5
0
H.S
AVE
D.S
H.DS
8%
48%
Highly satisfied
24%
Satisfied
20%
Average
Dissatisfied
highly dissatisfied
ITEM
OVERALL
RANK
RP
CP
PICKLE
RICE
6
5
4
3
2
1
0
RP
CO
PICKLE
RICE
Opinion
Highly
satisfied
Satisfied
Average
Dissatisfie
d
highly
dissatisfied
Total
Numbe
r
50
Percentag
e
50%
30
14
6
30%
6%
6%
100
100%
50
45
40
35
30
25
20
15
10
5
0
HS
SA
CHAPTER
AVE
DS
HS
FINDINGS
The study reveal that majority of the consumers perception that recognition of brand
is not an important thing only the price and quality is important.
Availability of the product in the shop is the major criteria while selecting a brand
if it is not available customer will chose another one and may be stick on in that
product
The study reveals the majority of the customers know about nirapara products and
the logo of the company.
SUGGESSIONS
CONCLUSION
CONCLUSION
The marketing study helps to have an overall idea about
marketing. It helps to identify the functions of Marketing. Also it enables the
researcher to know about the effectiveness of distribution chanel, companys
position and competitors in the market. It is very useful to the researcher to know
about the future of rice industry. Nowadays brand image is vital part in every
business. Many of the organization spend a huge amount of money for brand
building. In this competitive world, the organization believes that effectiveness of
distribution channel is the main factor to determine the sale of their product. The
study has reveal that Nirapara is having great demand and an they are in the top
market.
BIBLIORAPHY
BIBLIORAPHY
ANNEXURE
Questionnaire
Outlet name:
Owner name:
Address:
Phone no:
1) What is the status of your outlet
a) nirapara
b) eastern
c) Shared
if B Why
a) Supply problem of nirapara
b) Any other
problem
b) 1-5 years
d) above 10 years
b) Alternative days
c) Weekly
d) above a week
b) Good
d) Bad
c) Average
e) Very Bad
b) High
d) Low
e) Very low
c) Average
b) neutral
c) no
b) satisfied
c) average
d) Dissatisfied
e) highly dissatisfied
c) CURRY POWEDER
d) RICE
b) satisfied
d) Dissatisfied
e) highly dissatisfied
c) Average
11)Suggestions..........................
........................................................................................