A SUMMER TRAINING REPORT ON

Rice industry marketing procedure

For

Project report submitted for the award of

POST GRADUATE DIPLOMA IN MANAGEMENT
(Approved by the AICTE, Ministry of HRD, Government of India,
New Delhi)

SESSION 2016-18
PROJECT GUIDE: SUBMITTED BY:

Mr. Aatish khadse Udit Narayan Singh

(Assistant Professor) (PG/22/70)
SMS, Varanasi PGDM 3rdSem

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 DECLARATION

I Udit Narayan Singh student of School of Management Sciences (SMS),

Varanasi Batch (2016-2018) declare that every part of the Project Report “Rice
industry marketing procedure” that I have submitted is original.

Date of submission: Udit Narayan singh

(PGDM/22/70)

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 ACKNOWLEDMENT
Behind every achievement lies a unfathomable sea of gratitude to those
who have extended their support and without whom it would never have
come into existence. To them we say our words of gratitude.
I would like to express my deepest sense of gratitude to Mr. Pawan
kumar pandey, Sales and Promotion for giving me this opportunity to
undergo Summer training at Santosh Overseas Ltd. I would also like to
extend my heartfelt gratitude to him for his constant encouragement and
valuable insight, guidance and facilities at all phases of the project.
I would also like to acknowledge the support and guidance of
Mr. Rishi Raman Singh, Course Coordinator without his help and
encouragement it would have been practically impossible to complete
this project.

I would like to show my greatest appreciation to Mr.Aatish khadse

faculty guide, I can’t say thank you enough for his tremendous support
and help. Without his encouragement and guidance this project would
not have materialized.
I would also like to extend my deepest gratitude to the college and all
the members of the Training & Placement cell for providing me the
opportunity to learn and grow through this summer training.
Last but not the least I thank my family and friends for their
encouragement and support.

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 Table of Contents Page no.

1. Executive Summary . 1
2. Introduction 2-6
3. Company Overview 7-19
4. SWOT 20-21
5. Literature Review 22-23
6. Job Assignment 24-28
7. Job Description 29
8. Job Process 30
9.Research methodology 31
10. Finding 34
11. Learning 35
12. Recommendation 36
13. Conclusion 37
14.Annexures 38
15. Bibliography 39

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 EXECUTIVE SUMMARY
Student information
Name: Udit Narayan Singh
ROLL NO: PG/22/70 Batch:2016-18
Course registered:PGDM
Institute; School of management Sciences,Varanasi.
Mobile number:8181912925
Permanent address: vill-Bahera,post-khajuri,Teh-Burhanpur,dist-
Azamgarh,223221
Email Id: kaushikudit2412@gmail,com

About the organisation

Name of the Organization: Santosh Overseas Ltd

Address: sector-83, phase 2, Noida, Uttar Pradesh
Website:www.santoshoverseas.com
Business brief: Santosh Overseas Limited, a Company registered under The
Companies Act, 1956 having registered office at G-321, New Delhi-110017. The
company is promoted by Mittal & Associates. The company Chairman &
Managing Director is Mr. Sunil Mittal who has experienced in agro based industry
for more than 25 years. Promoters basically belong to Gurdaspur, Punjab and have
experience in construction industry, textile industry and rice mill industry.
This is an agro based company and has manufacturing facilities in National Capital
Region (NCR). The capacity of the plant is 350 MT per day of Head Rice. The
company produces high quality basmati rice, which is widely accepted in Domestic
markets of India as well as in the International market. Our Rice manufacturing
plant is latest in technology and rice mill machinery is imported from Japan M/s.
Satake Corporation. Satake is the best supplier & manufacturer of the rice mills
machinery with Japanese technology. Company has set up own latest packaging
unit named as Ashish Associates at NCR having seven colored printing machine
through which all printing job of bags are implemented. We have storage capacity
of raw material for 12 months.
.
Title of the internship report
· Rice industry marketing procedure for Santosh Overseas

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 INTRODUCTION

AN OVERVIEW OF GLOBAL RICE PRODUCTION

Rice is the staple food for over half the world’s population.
Approximately 480 million metric tons of milled rice is produced
annually. China and India alone account of the rice grown and
consumed. Rice provides up to 50% of the dietary caloric supply for
millions living in poverty in Asia and is, therefore, critical for food
security. It is becoming an important food staple in both Latin America
and Africa. Record increases in rice production have been observed
since the start of the Green Revolution. However, rice remains one of
the most protected food commodities in world trade. Rice is a poor
source of vitamins and minerals, and losses occur during the milling
process. Populations that subsist on rice are at high risk of vitamin and
mineral deficiency. Improved technologies to fortify rice have the
potential to address these deficiencies and their associated adverse health
effects. With the rice industry consolidating in many countries, there are
opportunities to fortify a significant share of rice for distribution or for
use in government safety net programs that target those most in need,
especially women and children. Multispectral approaches are needed for
the promotion and implementation of rice fortification in countries.

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 INTRODUCTION
Agriculture plays a vital role in India’s economy. Over 58 per cent of the
rural households depend on agriculture as their principal means of
livelihood. Agriculture, along with fisheries and forestry, is one of the
largest contributors to the Gross Domestic Product (GDP). As per the
2nd advised estimates by the Central Statistics Office (CSO), the share
of agriculture and allied sectors (including agriculture, livestock,
forestry and fishery) is expected to be 17.3 per cent of the Gross Value
Added (GVA) during 2016-17 at 2011-12 prices. India is the largest
producer, consumer and exporter of spices and spice products. India's
fruit production has grown faster than vegetables, making it the second
largest fruit producer in the world. India's horticulture output, is
estimated to be 287.3 million tones (MT) in 2016-17 after the first
advance estimate. It ranks third in farm and agriculture outputs.
Agricultural export constitutes 10 per cent of the country’s exports and
is the fourth-largest exported principal commodity. The agro industry in
India is divided into several sub segments such as canned, dairy,
processed, frozen food to fisheries, meat, poultry, and food grains. The
Department of Agriculture and Cooperation under the Ministry of
Agriculture is responsible for the development of the agriculture sector
in India. It manages several other bodies, such as the National Dairy
Development Board (NDDB), to develop other allied agricultural
sectors.
Market Size India's GDP is expected to grow at 7.1 per cent in FY
2016-17, led by growth in private consumption, while agriculture GDP
is expected to grow above-trend at 4.1 per cent to Rs 1.11 trillion (US$
1,640 billion).$ As per the 2nd Advance Estimates, India's
food grain production is expected to be 271.98 MT in 2016-17.
Production of pulses is estimated at 22.14 MT. India's exports of basmati
rice may rise to Rs 22,000-22,500 crore (US$ 3.42-3.49 billion), with
volume to around 4.09 MT in 2017-18, backed by a rise in average
realizations. Wheat production in India is expected to touch an all-time
high of 96.6 MT during 2016-17. Groundnut exports from India are
expected to cross 700,000 tonnes during FY 2016-17 as compared to
537,888 tonnes during FY 2015-16, owing to the expected 70 per cent
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increase in the crop size due to good monsoons. India’s groundnut
exports rose to 653,240 MT during April 2016-February 2017.@ India’s
export of grapes to Europe and China are expected to increase by 10 to
20 per cent this year on back of higher production on account of good
monsoon and higher demand due to competitors such as Chile shifting
focus to US market. Spices exports from India grew by 9 per cent in
volume and 5 per cent in value year-on-year to 660,975 tonnes and US$
1.87 billion respectively, during April-December 2016.^

Investments
According to the Department of Industrial Policy and Promotion (DIPP),
the Indian agricultural services and agricultural machinery sectors have
cumulatively attracted Foreign Direct Investment (FDI) equity inflow of
about US$ 2,315.33 million from April 2000 to December 2016. Some
major investments and developments in agriculture are as follows:^^ ·
India and Brazil have signed a bilateral investment agreement, aimed at
enhancing cooperation in areas of
agriculture, cattle genomics, ship building, pharmaceuticals, defence
production, ethanol production and oil and gas, between the countries. ·
Zephyr Peacock, the India-focused private equity fund of US-based
Zephyr Management, has invested an undisclosed amount in Bengaluru-
based potato seeds firm Utkal Tubers India Pvt Ltd, which will be used
to produce high-quality mini-tubers in a tissue culture laboratory and
multiply them in its own development farms and through supervised
contract farming in different regions of the country. · Mahindra Agro
Solutions Ltd (MASL), a unit of Mahindra & Mahindra Ltd, has agreed
to purchase 60 per cent stake in OFD Holding BV, a Netherlands-based
fruit distribution company, for Rs 36 crore (EUR 5 million), which will
provide MASL access to European and Chinese markets for Indian
grapes.

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Government Initiatives
Given the importance of the agriculture sector, the Government of
India, in its Budget 2017–18, planned several steps for the sustainable
development of agriculture- · Total allocation for rural, agricultural and
allied sectors for FY 2017-18 has been increased by 24 per cent year-on-
year to Rs 1,87,223 crore (US$ 28.1 billion). A dedicated micro-
irrigation fund will be set up by National Bank for Agriculture and Rural
Development (NABARD) with a corpus of Rs 5,000 crore (US$ 750
million). The government plans to set up a dairy processing fund of Rs
8,000 crore (US$ 1.2 billion) over three years with initial corpus of Rs
2,000 crore (US$ 300 million). · The participation of women in
Mahatma Gandhi National Rural Employment Guarantee Act
(MGNREGA) has increased to 55 per cent and allocation to the scheme
has been increased to a record Rs 48,000 crore (US$ 7.2 billion) for
FY2017-18.
· Short-term crop loans up to Rs 300,000 (US$ 4,500) at subsidized
interest rate of 7 per cent per annum would be provided to the farmers.
An additional incentive of 3 per cent is provided to farmers for prompt
repayment of loans within due date, making an effective interest rate for
them at percent.
Some of the recent major government initiatives in the sector are as
follows:
• The NITI Aayog has proposed various reforms in India's
agriculture sector, including liberal contract farming, direct
purchase from farmers by private players, direct sale by farmers to
consumers, and single trader license, among other measures, in
order to double rural income in the next five years. The Ministry
of Agriculture, Government of India, has been conducting various
consultations and seeking suggestions from numerous stakeholders
in the agriculture sector, in order to devise a strategy to double the
income of farmers by 2022.
• The Maharashtra State Agriculture Marketing Board (MSAMB)
has operationalised farmer-to-consumer markets in the state, and
plans to open 100 more such markets in the future, which would

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 facilitate better financial remunerations for the farmers by
allowing them to directly sell their produce in open markets.
• The Ministry of Labour and Employment plans to amend the
Minimum Wage Act to raise the daily minimum wage of unskilled
agricultural labour in C-class towns to Rs 350 (US$ 5.2) in the
central sphere, from the current wage of Rs 160 (US$ 2.4) per day.
• The Central Government plans to open at least one Krishi Vigyan
Kendra in all districts of the country, which will provide advanced
agriculture technical assistance to the farmers near their farms
itself.
• The Government of Karnataka plans to invest around Rs 1 trillion
(US$ 15.1 billion) for developing irrigation projects
across the state to mitigate the impact of deficient rainfall
and resulting drought on agriculture in recent years.
• The Government of India and the Government of Israel have
expressed their commitment to further strengthen bilateral relations
in the field of agriculture and allied sectors, as well as enhance
cooperation at the government-to-government and business-to-
business levels between the two countries, in a bid to further
enhance the relationship.
• According to the Agriculture Ministry, 50,000 hectares of area is
available for coconut cultivation in Bihar, the Coconut
Development Board plans to equip the farmers thus making India
the world leader in production, productivity, processing for value
addition and export of coconut.
Road Ahead The agriculture sector in India is expected to generate
better momentum in the next few years due to increased investments in
agricultural infrastructure such as irrigation facilities, warehousing and
cold storage. Factors such as reduced transaction costs and time,
improved port gate management and better fiscal incentives would
contribute to the sector’s growth. Furthermore, the growing use of
genetically modified crops will likely improve the yield for Indian
farmers. India is expected to be self-sufficient in pulses in the coming

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 COMPANY OVERVIEW

Santosh Overseas Limited, a Company registered under The Companies

Act, 1956 having registered office at G-321, Chirag Delhi, New Delhi-
110017. The company is promoted by Mittal & Associates. The
company Chairman & Managing Director is Mr. Sunil Mittal who has
experienced hold in above mentioned markets and approximately 80%
of the production is delivered in these markets.
The domestic Rice industry recognizes the Akash as Akash Basmati
Rice which is a leading name in the Rice Industry of our domestic
markets of all states of India. World’s favorite & India’s pride Akash
Basmati Rice is a brand name that carries 250 years of rich tradition of
excellence.
in agro based industry for more than 25 years. Promoters basically
belong to Gurdaspur, Punjab and have experience in construction
industry, textile industry and rice mill industry.
This is an agro based company and has manufacturing facilities in
National Capital Region (NCR). The capacity of the plant is 350 MT per
day of Head Rice. The company produces high quality basmati rice,
which is widely accepted in Domestic markets of India as well as in the
International market. Our Rice manufacturing plant is latest in
technology and rice mill machinery is imported from Japan M/s. Satake
Corporation. Satake is the best supplier & manufacturer of the rice mills
machinery with Japanese technology. Company has set up own latest
packaging unit named as Ashish Associates at NCR having seven
colored printing machine through which all printing job of bags are
implemented. We have storage capacity of raw material for 12 months.

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We have sesame seed processing plant for Hulled Sesame Seed. The
capacity of plant is 25 MT per day. The plant is latest supplied by Buhler
India Ltd which is the best in this line with German technology.
The company is doing exports in various countries like UAE, Iraq, Saudi
Arabia, Kuwait etc. as per the requirement of buyers. The company has
its associates in Dubai namely M/s. Asia Africa General Trading LLC,
through which all export sales are routed. The company has very strong

Santosh overseas Ltd is one the largest exporting Rice Mill in the
India. Santosh Basmati Rice Mill has a big share in the total revenue and
earns much foreign exchange for the government. The management at
santosh Basmati Rice Mill has gathered valuable experience in Rice
Export through trading to Asia, Europe and Middle East. After assessing
high demand for premium quality Indian Rice, in the international
market, management decided to set-up astate-of-the-art processing plant
of its own .santosh Basmati Rice Mill has one of the finest plants,
conforming to international standards of excellence in hygiene and
quality.

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Company’s Promoters
MR.SUNIIL MIITTAL

Chairman

MR.ASHIISH MIITTAL

(Vice-chairman)
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MR.AMIT SETHI

Director, Asia & Africa General Trading L.L.C

Company’s promoters:
Mr. Sunil Mittal
(Group chairman)
Mr. Sunil Mittal is a dynamic businessman with around 35 years
experience from Gurdaspur, Punjab he has settled in Delhi.
His expertise is in trading & marketing agro products.
He is also known for his administrative & management skills.
His vision has made the Company a recognized name in the domestic
& international markets.
He also has extensive experience in the construction, business,
trading & garment industries.

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Mr. Ashish Mittal is young dynamic businessman with expertise in
marketing rice in the domestic & international markets.
Under his administration, the sales of the Company soared
The Company’s brands have gained great recognition in the market
because of his expertise & leadership.
He has played a pivotal role in marketing products across the world.

Mr. Amit Sethi is a young dynamic businessman with about 15 years’

experience in international business.
He leads the Dubai based company Asia Africa General Trading LLC
which handles export & import of rice.
The corporate office of Asia Africa General Trading LLC is in Dubai
Tower and the sales office is in Al-Ras which is a major agro
commodity hub of middle Asia.

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Vision Statement
To be a Leading Global Commodity Company.

Mission Statement
The company is having significant development extensive Plan to build
the trust & integrity of our products, providing customers’ satisfaction.
The company strives towards diversification and development of the
product portfolio. Bringing our brands at the highest position across the
global market. We are also focusing new commodities like Seaseme,
Chikpeas & Peanuts etc. to be launched very soon.

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Core Values: -

In simple terms, Core values are the set of ideas that we decide to follow
in our life or in a business. They give an understanding to other entities
around us about the way of thinking and livelihood. Core values can be
used in our daily lives, for living a clean and transparent life and
coordinating with other people. Nowadays, core values are the most
crucial aspects of any successful business, as they contribute a lot in the
growth of a company.

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Organization Structure of the company:-

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Our Products-
The company has very strong hold in exports in the markets of UAE,
Iraq, Saudi Arabia, Kuwait etc. Samad & Mr India Basmati Sella of
1121 is the most popular brand of our export items. To increase the
acceptability of Santosh Overseas products globally, the company has
taken the lead in implementing industry best manufacturing practices &
obtaining internationally acclaimed certifications. Santosh Overseas was
among those in the rice industry who obtained the ISO certification.
The company has a strong distribution network in all major basmati
consuming towns in India with more than fifty distributors & retailers in
hierarchies in each state. The most popular brands of the company in
domestic market are AKASH, 264, SM & WINNER. “Akash” Basmati
Rice is a leading name in the Rice Industry of our domestic markets of
India. The company has sales depot at Alipur in Delhi and at Navi
Mumbai, in Maharashtra state.

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We have the following Unique Products, which are globally accepted :- »

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Akash Basmati Rice:

Santosh Overseas is India’s one of the leading Manufacturer and

exporter of packaged rice foods with the flagship brand “AKASH”. The
brand is among the top players in the domestic branded Basmati Rice
markets.
The domestic Rice industry recognizes the Akash as Akash Basmati
Rice which is a leading name in our domestic markets of all states of
India. World’s favorite & India’s pride Akash Basmati Rice is a brand
name that carries 250 years of rich tradition of excellence. It contains
item wise of individual varieties of Rice having in Bulk pack as well as
in consumer packs in all units of SKU’s.
Akash Basmati Rice is one of the trusted brands in the industry since
years. Although, different people have different tastes but Akash
Basmati Rice have a diversified culture having item wise various
delicious taste & aroma in all grains. It is served across the country &
the globe as well.
Mr India Basmati Sella Rice is a quality product in all aspects of the
Basmati Rice with uniformly long grain, like new white luster and tasty
aroma. This brand is widely accepted by the Biryani makers as having
great taste in its every grain. The company is offering this brand
hygienically packaged nutritious rice in the Premium category of rice

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Samad Basmati Sella

Samad Basmati Sella Rice is an extra-long grain Rice with the white
luster, the charming aroma and an unforgettable taste. It has been
processed with the most Fertilized & cleaned with snow-fed water from
the Himalayas and extremely hygienic. It is the most refined basmati
Rice you’ll ever get. Its raw material is cultivated & procured in special
zone of Himalaya.
We at Santosh Overseas Limited, always strive to achieve the latest, be
it infrastructure for the Rice Milling units, World class Machineries of
Satake, Buhler, sufficient Power backup, own fleet for transportation,
R&D, Packaging - Printing and Production with latest machineries, have
helped in producing world class product. I feel immense proud to share
here that the plant works at its full capacity of 350 MT per day, thus
resulting in increased profitability in terms of financially and socially
w.r.t. noise, pollution, carbon foot print etc.

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SWOT ANALYSIS OF OUTLOOK MAGAZINE:
STRENGTHS:
ØSantosh overseas rice international traders has strong
foundation regarding finances.
ØIn local as well as international markets.
ØGoodwill in term of commitment and delivery on time of
an order
ØHave experts in each department
ØLatest and advanced automated machinery
ØPower bank ups
ØIt has low cost cheaper labour
ØCameras are installed everywhere for monitoring

WEAKNESSES:

·Organizational structure’s nature is not decentralized.

·Only export related document and accounts are
computerized.
·Procurement department has less staff than required

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OPPORTUNITIES:
· More share in export can be captured because still there is
a lot of room
·It can go for related diversification as biscuits can be
made form its by –product
·From its husk tip and bran. Rice canola oil can also be
produced
·Putting the product into own brand. Can created new
market and profits.

THREATS:

Threat of new entrants is really high. Many new units are

being installed and competition is becoming tougher.
Threat from political scenario is very much high. As
exporters are not trusting on Pakistani parties
If river/water issue is not resolved. Then there could be a
shortage in crop due to lack of water and depression ma.

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 Literature Review

In recent Years, organic trade experienced an outstanding expansion,

mainly driven by consumers concerns regarding safe food and
environmentally- friendly production moisture and nutrients. Just as
falling leaves gives nutrients to forest soil, composing replenishes the
soil.
Preventing illness and maintaining strong animals through good
nutrition and minimal stress is key to successful organic animal
livestock farming 2002 National Organic standards
required that all products labeled as organic meet stringent standards
established by the US Department of Agriculture (USDA) noted above.
The USDA allows for three categories of
labeling Organic products.
100% organic- Products must be made with 100% organic ingredients.
Organic- Products must be made with at least 95% organic products,
with strict restrictions on the remaining 5%, including no GMO’s.
Made with Organic ingredients- Products must be made with a
minimum of 70% of organic ingredients with strict restrictions on
remaining 30% including no GMO’s. Products with less than 70%
Organic ingredients may list specific organically produced ingredients
on the side panel of the package, but Health Organization (WHO) and its
Member states to recognize food safety as an essential public health
factor. The resolution also called on WHO to develop a global strategy
for reducing the burden of food borne diseases Building capacity in food
safety is essential in most countries, especially in developing ones. Both
positive and negative experiences from countries with well-developed
food safety systems could be used as means to improve systems
globally. Forborne disease has impact on not only on health but also
development. More, over globalization of the food trade and
development of international food standards have raised awareness of
the interaction between food safety and export potential for developing
countries. Putting food safety on political agenda is the

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First step in reducing food borne illness; however with this in place,
many developing countries lack the technical expertise and financial
resources to implement food safety policies. Support from donors for
capacity building in order both to protect health and to improve food
trade, would help to build up a framework for sustainable development
country and encourage them to continue with organic farming. Not that
the initiatives have not begin- they have but now an awareness and
communication programme should be taken by both as Government
information and Education programme at farm level while corporate
Body should aggressively carry out mass media awareness on
Development of Organic food .
The small scale farmers should have contractual relationship with the
large organizations. Collaboration between public and private agencies
is beneficial to support technical and financial activities. The
development of managerial and business skills to implement business
and marketing plans together with measures for enhancing farmer’s
capacities to ensure the organic quality attribute of their produce are
essential such may vary according to the certification schemes and
characteristics of the supply chain.

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Job Assignment
Objectives of this project
1. To study the working of all the functional department.
2. To understand the current market situation of Santosh Overseas.
3. To understand the current Promotional strategy of Santosh overseas.

PURPOSE OF THIS PROJECT

The main purpose of this project is to understand the consumer base of
Santosh Overseas. In order to do so the target customer needs to be
analyse thoroughly so as to understand what exactly the customer is
looking for in the product that will satisfy his/her needs and
requirements. After converting prospect into customers it is essential to
retain these customers so as to create brand loyalty. This can be done by
using various promotional schemes. This research has also been
conducted to understand where Santosh stands few years from now and
also finding out ways and methods to improve the sales of Santosh
Overseas and also increase the number of customers

CONSUMER BASE The customer base is the group of customers

and/or consumers that a business serves. In the most situations, a large
part of this group is made up of repeat customers with a high ratio of
purchase over time. These customers are the main source of consumer
spending. In many cases, the customer base is considered the business's
target market, where customer behaviors are well understood through
past experience. All actions the company takes would be through
consideration of its customer base.

BUILDING CONSUMER BASE

All businesses begin with no customers. These start-ups begin with an

abstract idea that slowly evolves into something someone will buy. As
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these products evolve from abstract ideas into primitive objects that are
then further refined, the business that created the product begins to gain
customers. The satisfied customers become the repeat buyers and core
customer of the company. Most often, successful start-ups begin with
low-end or down market customers with low income and low costs. As
the products or services that are being bought are polished and remade, a
company gains higher-end customers who gain interest in the product as
it reaches higher levels of functionality, use, and/or value of some kind.
As the shift to these higher priority customers continue, they begin to be
a larger source of income for the company, and slowly become the main
base whom the business lends the most importance. This process, of
moving

from low-end customers to more expensive and more profitable

customers, is known as up streaming. Businesses work very
competitively to keep their core market intact. The sellers will research
their buyers to increase customer awareness. Keeping products customer
oriented has become so huge a priority, in fact, that it has become a large
focus of business schools to teach all types of business administrators,
from manager to marketer, to keeping the customer in mind for the
improvement and creation of sellable products. It is very rare for an
established company to lose its core customers to incumbents, and it has
been stated that when an established company loses their consumer base
via sudden and straightforward methods, it was not an ingenious move
of the incumbent that allowed this to happen, but rather a result of the
established company “dropping the ball”.

MARKET RESEARCH

Throughout the lifespan of one company, the people that are being sold
to are studied so that they can be provided with more attractive products
or services. The main market doing the buying is, of course, that
company’s consumer base. Analyzing and understanding such customers
is the main method of keeping them, and is why most assets are poured
into Research and Development (R&D). R&D is the process by which
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old products and new ideas become refined into better, more profitable
packages. It consists of a lot of customer data: interviews, observation,
product testing, and plenty of questions. Innumerable details are dug up
to gain an insight into who the core customers are, and what they want
or need. This is where brand creation, market consideration, and market
testing comes into play. Anything that the customer base will not buy
will not be made. How a company listens to their customers is vital.
Listening to what they say they want and providing that is a sure-fire
means to failure. It turns out that it’s not as simple as just listening,
because customers often do not know what they want or why they want
it. Customers do not really understand the creation process, and should
only be asked concise questions that a company's R&D team can make
into something their customers would value. It is through this careful
insight into customer minds that a business improves their product and
gains more buyers and more revenue.

BUILDING RELATIONSHIPS

Relationship marketing focuses on using customer service and quality of

service as benchmarks in a company’s marketing activities. Relationship
marketing campaigns are developed by looking at the lifetime
relationship with customers rather than the individual dealings in order
to increase profit. In relationship marketing, the goal is to satisfy and
retain clients in order to create long-term profitable relationships.
It’s obvious that there is a lot to be gained by marketing to your existing
client base. Here are some of the positive results: · Happier clients who
trust you and your business · Repeat and new business from existing
clients means more profitable relationships · Client-provided feedback
and quality insight into your business · A boost in word of mouth
referrals and recommendations · A willingness to pay more for your
services · Brand engagement and loyalty Plus, studies have shown that
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it costs less to keep an existing customer than it does to acquire a new
customer, both in terms of marketing and the new-relationship learning
curve. There are also benefits from relationship marketing to the client.
Because their needs become a primary focus in your business, they get
better service, quicker responses and have to do less work to make sure
their needs are being met.

Marketing Department

Marketing is indeed an ancient art and it emerges as a management

discipline and it can be further defined as an integrated communication –
based process through which individuals and communities discover that
existing and newly identified needs and wants may be satisfied by the
products and services of other.
The activities of a company associated with buying and selling a product
or service includes advertising, selling and delivering product to people.
People who work in marketing department of companies try to get the
attention of target audiences by using slogans packaging design celebrity
endorsement and general media exposure. The four ‘Ps’ of marketing are
product ,price,place and promotion.

Domestic marketing

A company marketing only a within its national boundaries only has to

consider domestic competition. Even if that competition include
companies from foreign markets, it still only has to focus on the
competition that exists in its home market. Products and services are
developed for customers in the home market without thought of how the
product or service be used in other markets. All marketing decision are
made at headquarters.
The biggest obstacle these marketing face is being blindsided by
emerging global marketing. Because domestic marketing do not
generally focus on the changes in the global marketplace they may not
be aware of a potential competitor who is a market leader on three
continents until they simultancously open 20 stores in the North eastern
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u.s. these marketplace can be considered ethnocentric as they are most
concerned with how they are perceived in their home country.

Export marketing

Generally , companies began exporting , reluctantly to the occasional

foreign customer who sought them out. At the beginning of this stage ,
filling these orders was considered a burden , not an opportunity. If there
was enough internet , some companies because passive or secondary
exporters by hiring an export management company to deal with all the
customs paperwork and language barriers. Other became direct exporters
, creating exporting department at headquarters. Product development at
this stage is still focused on the needs of domestic customers. Thus these
marketers are also considered ethnocentric.

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 Job Description
v Designation : Marketing intern
v Reporting Manager : : Pawan kumar pandey
v Location : sector-83, phase 2, Noida, uttar Pradesh
v Timing : 10A.M to 5;30P.M
v Key Responsibilities : As a intern in a sales & marketing department
I am liable to get more & more subscription (Sale) & renewal of various
magazine from the existing as well as new customer/ consumer via E-
mail marketing.
Intract with target customer and educate them about company product
and services through e-mail.
process for creating product and product stock communicating
delivering and exchange affairs that have value of customers by e-mail.

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Job Process
q In the beginning of my summer internship I m going through
induction process in which I got the software tanning, product
knowledge along with the sales promotion tool.
q Data Base:- Every day I got the data base of 400 existing or new
customer/consumer from the supervisor. On which I need to send all the
price offer via e-mail.
qObjection Handling:- Many of the existing consumer shows their
various issues at the time of Re-Subscription at that time I need to assure
him/her that problem can be resolve as soon as possible & also not
happen in upcoming period.

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 RESEARCH METHODOLOGY

It includes Research Design, data sources and collection production,

sampling method, size and data analysis procedures.

Type of research : Descriptive Research

Data collection Method : Secondary Data

Universe of the study : Santosh Overseas Ltd

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Top Ten largest rice producing states in India.
1. WEST BENGAL- 146.05 Lakh tons:
2. UTTAR PRADESH- 140.22 Lakh tons:
3. ANDHRA PRADESH- 128.95 Lakh tons:
4. PUNJAB- 105.42 Lakh tons:%
5. TAMIL NADU- 74.58 Lakh tons:
6. BIHAR- 71.62 Lakh tons:
7. CHHATTISGARH- 60.28 Lakh tons:
8. ODISHA- 58.07 Lakh tons:
9. ASSAM- 45.16 Lakh tons:
10. KARNATAKA- 39.55 Lakh Tons:
18%
12%

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Major rice producers of the world.
china, 28.8
india , 21.6
indionesia, 8.6
bangladesh, 6.9
vietnam, 5.7
thailand, 4.6
myanamar, 4
philippines , 2.4
brazil, 1.8
japan, 1.7
usa, 1.4
pakistan, 1.3

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 FINDING

· The industry dose not pay attention towards the advertising of its
product.
· During the period of study it has been found that, the company
continuously for the two years had made the losses.
· Number of the workers in the industry has been reduced because of
the financial problem in the company.
· The industry dose not have sufficient amount of promotional policies,
clear cut long term marketing strategies and product positioning.
· There monetary and non-monetary benefits for the employees, when
they have been asked to take up additional responsibilities.
· The rice milling industry has got enough growth potential especially
in term of its currently adopted Japanese technology in the whole
process of production.

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 MY EXPERIENCE & LEARNING

Acceptance:-
There is a acceptance that the level of work, responsibility and pressure
are very high as in the cooperate world as compared to the school and
the colleges.
Punctuality:-
One should be enough punctual otherwise the work assigned will not be
accomplished in the time, and that may lead to a great loss to
organization and to the employee.
Individuality:-
At school and colleges all students study same theories, gives same
examination but at cooperate different works are assigned to different
employees and the method of working and thinking will also be different
among the employees.

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 Recommendation
1. During my training I got to know that the motivating factors
are the gifts provided along with the subscriptions and according
to most of the consumers a good gifts are one which have good
brand value associated with it and those which offer better utility
therefore outlook should concentrate on this promotional tool.
2. From the information obtained from Santosh Overseas, it was
identified that Santosh does nothing for customer retention.
Santosh needs to formulate and implement customer retention
and loyalty programs to retain the customers.
·Greet the customers with exciting gifts during special
occasions.
·Sell the subscription renewal at discount.
·Auto renewal of subscription.
·Allow grace period for subscription expiry.
·Send loyalty gifts.
3. During my training it was revealed that the strengths of
Santosh overseas are Promotional Schemes and unbiased
reporting. Its weaknesses are its Content quality, Delivery
System and Coverage so it should work on it to increase the
customer’s satisfaction. If the product is able to satisfy
customers in its core product attributes, then the customer will
be tend to be loyal as their expectations are fulfilled.
4. Company should appoint some executives to make strong
relationships with customer.

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 Conclusion
As the industry does have sufficient amount of promotional policies,
clear cut long term marketing strategies and product positioning, this
may results as a bigger psychological disadvantage for the industry and
even the company has been bearing the continues losses for the last two
years.
Hence it is better to find out the alternatives for the same.
Santosh Overseas mill is having the capacity and the potential for
succeeding in its vision much sooner thereby producing and enhancing
the quality of the products by utilizing the currently adopted Japanese
technology in a better way.

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 Annexures

·Marketing management – Philip Kotler. 12editio

·TQM – Total Quality Management.
·ISO – International Standards Organization.
·IRRI – International Rice Research Institute.

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 Bibliography
Test books:
· Marketing
Management – Philip Kotlar12edition
·Human resource Management – K.D.Basava
Website:

www.google.com
www.santoshoverseas.com

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