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This is to certify that Mr. / Ms. …..................................…………………,

Roll number / Student ID ………...................….., a student of PGDM in
Asia-Pacific Institute of Management, New Delhi, has carried out the
Summer Internship Project work presented in this report titled
…….' for the award of Post Graduate Diploma in Management for the Academic
Batch 2016-18, under my guidance.

Prof. Ravinder Bhatia


PGDM BATCH .................

ON ………………………



I , Tirthankar Das, hereby declare that the project work entitled " understanding competitor’s
strategy and to increase sales and brand awareness of Mapro products in NCR region”
submitted towards partial fulfillment of requirements for the award of Post Graduate
Diploma in Management is my original work and the dissertation has not formed the basis
for award of any degree, associate ship, fellowship or any similar title to the best of my

Place: Date:

Tirthankar Das
Student ID: 2K16GB046

Prof. Ravinder Bhatia


Every company dreams to become a Big company in terms of profit, revenue and market
shares, for that the most critical things which are required to follow are the steps to increase
sales, improve brand awareness and establish a brand recall value.

Today the market trend has changed, it is the consumer who is the king of the market, and he
is the one who dictates the term to a great extent. So the companies strive to take the
consumers to the stage of consumer delight and do not stop only at consumer satisfaction.
The major issues that the companies have to handle in today’s cut throat competition are
maximization of profits coupled with enhanced customer satisfaction, keeping the profits in
mind; they have to offer to the consumers the best quality products at a reasonable price.
The company has to have a well-developed distribution channel to penetrate the products in
the market. The dealers and retailers are one of the most important elements in the
distribution chain. There has to be a constant communication between the company and the
dealers or retailers so as to know what customer’s requirements are and what they expect
from the company and of course the position of the competitors.

Dealers/retailers can prove to be information hubs which the company can exploit to its
maximum potential. The relationship has to be nurtured with great care by conducting
regular visits to the dealers/retailers and providing full support to them and create an
excellent rapport with them. The information collected from the retailers proves to be
extremely essential to understand the actual market situation and act accordingly to increase
sales of the company.

Working in Mapro India foods Ltd. Has been learning as well as an eye-opening experience
as to why exactly FMCG sector remains the most talked about sector in all of the industries
and the 4th largest economic sector. After practically experiencing how to approach a
shopkeeper to buy our product, how to make sales, inventory management at the distributor,
study the strategies adopted by our competitors, study the buying behavior of customers and
most important of all how to be patient and efficient at the same time. I also had an
opportunity to interact with customers and make them aware of our product by sampling. I
also was able to build a relationship with my distributor who was a great help towards
explaining me the do’s and don’ts of inventory management and how to do stocking.

I hope this experience demonstrates productive to my career and would give me an edge in
the aggressive world. If given the opportunity I would love to work in this sector and use my
insight and experience to it. I might likewise want to upgrade couple of methods and
procedures which I feel have an extent of change.


I would like to heartily thank Mapro Foods Pvt Ltd for giving me this opportunity to display
my skills and learn extensively about the corporate world. It was an extremely rewarding
experience for me both in terms of skills acquired and work attributes imbibed in my first
exposure to the corporate world.
With deep gratitude and humble heart, I would like to thank Mr. Manish Gupta (RSM), Mr.
Harinder Gola (ASM-Haryana), Mr. Bharat Kumar (ASM-Delhi) of Mapro Foods Pvt Ltd
for providing me this opportunity and in giving basic shape to this project, without their help
this project would not have materialized.
I express my sincere thanks to my mentor Prof. Ravinder Bhatia for his invaluable
suggestions and support provided during the course of the project.
I am thankful to all the sales executives with whom I have worked to complete this project.


I dedicate this report to mother Mrs. Gouri Das and my father Mr. Rabindra Nath Das and
thank them for supporting me throughout. Also, I would like to thank my esteemed faculty
for always being there and taking out time from their schedule to help me solve my queries.

Project Title:
“Understanding competitor’s strategy and to increase sales and brand awareness
of Mapro products in NCR region.”
The project has been prepared with focus on improvement of sales and promotion and brand
awareness of Mapro products in Delhi NCR regions and also looking into competitor’s
strategy and to recommend ways to improve the market penetration and brand recall value.

Mr. Kishore Vora founded Mapro Foods Pvt Ltd Panchgani Mahabaleshwar in 1983.
However, the company could not expand much beyond Maharashtra and Gujarat, and had to
be content with modest growth for years.
The rise of modern retail gave Mapro a nationwide network and access to customers with
deep pockets. They now targets North-India as their next big market and within ten years
they have established a fairly prestigious market share in Punjab and NCR regions.
When a company aims in increasing sales it must also consider itself to increase its
marketing, review its pricing strategies, expand its distribution channels, diversify its
offerings and last but not the least develop relationship with its customers.

The project was started on 10th of April 2013 after knowing all the relevant information
related to Mapro products and retail industry, under the guidance of Mr. Manish Gupta
(RSM-North India). The first part of my project involves the study of retailers and dealers in
Delhi/NCR region, then identification of their problem and helping them in order to
increase sale. To complete the project the market was covered intensely promoting at
existing retail shops and potential buyers. Few questions were asked to the retailers to
understand the market perception of the products and to find out ways of improvement. New
retailers were interviewed and observed in an indirect way while trying to place the products
at their outlets. The existing retailers of Delhi, Faridabad, Gurgaon were interview casually
for better understanding of their grievances and to identify the gaps in sales process. For this
around 30 retail shops each day were visited in those areas. New retail stores who are
potential buyers were convinced to buy Mapro foods products by showing them
the opportunity of getting attached with a brand that identifies itself for its quality and how
its products are superior to other products which are available in the market.
The second part of my internship was to observe competitor’s strategy to capture market
share and to find out the factors affecting the sale of products in NCR region.

The third part of the project was to aware customers about the brand Mapro, take feedbacks
and to promote the brand through word of mouth and experiential techniques. For that we did
sampling activity in effective shops and locations.

The research shows that there is a large scope in the market as the market share of Mapro
Foods Pvt Ltd is pretty prestigious considering the fact that many new companies coming
into the picture every year.


Content Title Page No.

1 Certificate 2
2 Declaration 4
3 Preface 5
4 Acknowledgements 6
5 Dedication 7
6 Executive Summary 8

1 Introduction 11
2 Background 14
3 Need and Relevance of the Study 31
4 Objective of the Study 31

1 Relevant Literature 33
2 Scope of Existing Literature 37

1 Method of Study 39

1 Results 45
2 Discussions 47

1 Summary of findings 50
2 Suggestions 50

1 Reference 52



The project is about how to promote a product through sampling brand awareness increase
sales of Mapro Products which was carried out in General trade market of south Delhi,
Faridabad and Gurgaon. Feedback is taken from the various customers and consumers of the
product. Marketing of the product involves visit to the distributor point to and various retail
counters which are already keeping Mapro products as well as to those stores who are
potential buyers and convince them to keep the product and free sampling on the sampling
counter during sampling days. The data is collected from the various customers who visited
the retail stores and their reviews have been taken about the product. Company provides
special t-shirt and caps printed with product name which are recyclable during days of
Mapro Foods Pvt. Ltd is the manufacturers and resellers of the natural fruit products. It is
one of the growing companies of India which is situated at Panchgani Mahabaleshwar Road.
It produces jams, confectionaries, squashes, jellies and many more fruit products. It is the
fruit processing business over more than forty years and it is known for the innovation and
quality in the industry. The Chief Executive Officer of the company is Mayur Vora. It has its
manufacturing units in Panchgani, Wahi, and Gurgaon. It is most likely to spread its
operation in Delhi and Pathankot. There are more than 500 local employees in the company
and about 100contract laborers. Mapro Foods is a well-known brand in jams and squashes. It
is a family business started in 1959 by the Vora family, making jams from strawberries and
raspberries. Mapro was one of the first to use traditional ingredients to make plant-based
beverage concentrates such as strawberry crush and rose syrup. The company was also the
first in India to introduce pectin jellies and fruit sweets.


FMCG industry, alternatively called as CPG (Consumer packaged goods)industry primarily

deals with the production, distribution and marketing of consumer packaged goods. The Fast
Moving Consumer Goods (FMCG) is those consumables which are normally consumed by
the consumers at a regular interval. Some of the prime activities of FMCG industry are
selling, marketing, financing, purchasing, etc. The industry also engaged in operations,
supply chain, production and general management.


The competition among FMCG manufacturers is also growing and as a result of this,
investment in FMCG industry is also increasing, specifically in India, where FMCG industry
is regarded as the fourth largest sector with total market size of US$13.1 billion. FMCG
Sector in India is estimated to grow 60% by2010. FMCG industry is regarded as the largest
sector in New Zealand which accounts for 5% of Gross Domestic Product (GDP).


Some common FMCG product categories include food and dairy products, glassware, paper
products, pharmaceuticals, consumer electronics, packaged food products, plastic goods,
printing and stationery, household products, photography, drinks etc. and some of the
examples of FMCG products are coffee, tea, dry cells, greeting cards, gifts, detergents,
tobacco and cigarettes, watches, soaps etc.


Some of the merits of FMCG industry, which made this industry as a potential one, are low
operational cost, strong distribution networks, presence of renowned FMCG companies.
Population growth is another factor which is responsible behind the success of this industry.


Top FMCG Companies in World 2016 are

1st Place: Procter & Gamble
2nd Place: Nestle
3rd Place: Johnson & Johnson
4th Place: Philip Morris
5th Place: Pepsi
6th Place: Unilever
7th Place: AB InBev
8th Place: Coca Cola
9th Place: Mondelez
10th Place: L'Oreal


According to the study conducted by AC Nielsen, 62 of the top 100 brands are owned by
MNCs, and the balance by Indian companies. Fifteen companies own these 62 brands, and
27 of these are owned by Hindustan UniLever.

The top ten India FMCG brands are:

1.Hindustan Unilever Ltd.

2. ITC (Indian Tobacco Company)
3. Nestlé India
5. Dabur India
6. Asian Paints (India)
7. Cadbury India
8. Britannia Industries
9. Procter & Gamble Hygiene and Health Care
10. Marico Industries


Mapro Foods Pvt. Ltd is fruit processing company. It was founded by visionary Shri Kishore
Vora. It came into existence in 1959 A. D. The company used to produce jams from
strawberries and raspberries when it was established but later it started manufacturing
various other products like crushes, squash, confectionaries, sweets, jellies and many more
products. The company is one of the leading companies in India. The Managing Director of
the company at present is Mayur Vora.
The company is situated at chesson road, mahabaleshwar, panchgani. The plant is BVQI
certified and provided with facility of state of art Food Park and cold storage.
Mapro Foods Private Limited is the flat organization where management works along with
their technical and sales functionaries to achieve the vision and mission of MFPL.


To harness the growth in the economy and the industry by delivery of true value-added
innovative products and services to our customers


Mapro will develop, produce, package & sell food products, with high regards for safety,
nutrition & taste, which we can confidently give to our customers by implementing and
continually improving Quality Management system & food safety management system to
meet & exceed customers’ expectations.


“Healthy Naturally”



Founded in 1959, the Company had its humble beginnings in the hill-town of Panchgani,
near Mahabaleswar, when a businessman named Kishore Vora a pharmacist by profession,
decided to make some strawberry jam. He then went on to develop innovative products such
as jelly sweets, fruit cubes with fruit juice and rose syrups with rose petals – all for the first
time in country. Today, his ‘hobby’ has borne fruit in the shape of Mapro, one of the most
modern, hygienic, quality-focused fruit product manufacturing units in India. His vision has
been taken forward, thereby transforming the region around Mahabaleshwar and Panchgani,
the erstwhile sleepy hill stations of Maharashtra, into a flourishing fruit processing zone.



Mapro does not use advertising medium like press, radio and television to propagate its
product but the taste of product and nutritional value, and uniqueness result in repeat sales.
Today Mapro is leading supplier of tasty as well as nutritious fruit product to the
International market. It is now in the process of certification under ISO 9000.
Most of Mapro's business is largely concentrated in the Western regions of India. Currently,
Mapro exports its products to about 12 countries through merchant distributors; these
account for less than 10 per cent of its total sales. It has its manufacturing units in Panchgani,
Wahi, Gurgoan. The company is going to open its manufacturing units in Delhi and
Pathankot lately. The main market segment currently is in Maharashtra and Gujarat. It is also
concentrating in expanding its market to the other cities like Kanpur, Lucknow, and in
The rise of modern retail gave Mapro a nationwide network and access to customers with
deep pockets .

The annual growth rate of the company is more than 50%. It earns 40%-50% profits from the
sales of its products. The leading product of Mapro is Rose syrup (made from the rose petals
and their extracts) and strawberry crush
For the production of the products the company buys the fruits from both the sectors i.e. the
local farmers and market and import from other countries as well. The machineries and other
raw materials are imported from various countries like Egypt, China, New Zealand,
Australia, etc.


A range of nutritive, lip-smacking products Mapro’s portfolio of products provides a high

quotient of natural fruit in the form of Jams, Fruit bars and chews, Syrups, Crushes,
Squashes, and Dessert Toppings. Its range of premium products such as Thandai crush and
Kesar syrup are made from the finest selection of exotic ingredients. Mapro’s products are
known for their wholesome taste and quality, as also their natural goodness and nutritive

Mapro was the pioneer of fruit-based confectionery in India, with its first jelly sweets being
made from fruit juices and liquid glucose. The ‘Falero’ pulpy fruit chews, which are better
known as ‘pates de Fruit’ in the rest of the world – are excellent exemplars of Mapro’s very
own Innovation Labs. Faleros come in unique indigenous flavours that are suited to the
Indian palate, like Kacchi Kairi (Raw Mango), Alphonso Mango and Strawberry.


Jams are used in various meals courses especially for refreshments and light snacks and they
are found tasty with fresh breads buns and toast, parathas, rotis and puri and also on a variety
of salted biscuits. Mapro jams are made from the respective fruit pulp, pectin, sugar and
citric acid. There are various flavours of the jams that are manufactured. They are:


Crushes gives a refreshing and nourishing drink when prepared in chilled water and cold
milk. Mapro Foods uses sugar, water, citric acid, pectin and the respective fruit juice or
pulp. The various Mapro Crushes are listed in the table below:


Squashes are used in the preparation of Soft drinks in chilled water, soda water and ice
Lollies and slush’s and mock tails. The key ingredients used by the Mapro Foods for
the preparation of the Squash are sugar, water, respective fruit juice or pulp and some
added ingredients like pectin acid depending upon the flavor or fruit.
The different flavors of squashes are:



Syrups have a number of applications such as to make refreshing soft drinks in chilledwater,
Soda water and in milk for milk shakes and add a taste toFaloodas and Shahi Lassi and Mock
tails. Syrup is also used in preparing Ice creams, as dessert topping and to give a taste to
icelollies and Slush’s. It uses the same indegrients as the squashes.
The various syrups available are:


Premium: thandai and keshar


Bars and jellies:



As we mentioned above the company produces jams, confectioneries, crushes, squashes,

jellies, sweets, toppings and many more. So basically they have three sections where there
are ranges of products produced. The sections are Liquid Section, Jam Section and Falero


syrups (Rose, Khus, Thandai, Pineapple, Strawberry, Kesar and Mahakool), crushes
(Strawberry, Litchi, Kiwi, Mango, Kokum and Pineapple) and squashes (Orange, Lemon,
Lemon Barley Water, Strawberry, Lime Juice Cordial, Lemon Ginger, Strawberry Cordial,
and Pineapple cordial) are manufactured. In one day there are 8 lots are manufactured. As
manufacturing of liquid section is a cold process, so, normal temperature is to be maintained.
There is just one working shift in this section.


there are a variety of flavors of jams that are produced. These flavors are mango, pineapple,
strawberry, orange marmalade, raspberry, mix fruit, etc. There are more than 30 flavors
of jams. The production capacity is 10-14 tones. The temperature in this section is very high
as the boiling process is done at more than95ÛC. There is just one working shift in this


the fruity sweet with taste of pure jam is produced. This is the product which earns more than
50% of the profit. The Faleros have a monopoly as they are produced by Mapro only. It is
one of leading product of Mapro as the Rose Syrup. The production capacity in this section

is about 18 metric tons. It has flavors like Strawberry, Raw Mango, and Alphas. In future
Litchi and Guava flavors will also be available in the market. The Mazaana chocolates also
come under this section. Production of Falero is critical and a temperature of 22ÛC is
maintained for its production. The working hours are 24 X 7 i.e., 2 shifts.


We are just showing the production process of jams and jellies just to understand how the
company works in this technical part.

Jams and jellies are made from a variety of fruits, either singly or in combination. Most of
the fruits are harvested in the fall. The level of ripeness varies. Pears, peaches, apricots,
strawberries, and raspberries gel best if picked slightly under ripe. Plums and cherries are
best if picked when just ripe. The fruit is purchased from farmers. Most jam and
jelly producers develop close relationships with their growers in order to ensure quality.
The production plants are built close to the fruit farms so that the time elapsed between
harvest and preparation is between 12-24 hours.



8% to distributor
15% to super stockiest
Retail margins 15-25%
Advertisements- 1-2%
Schemes vary from season to season


Mapro is known to care for its employees. Mapro is a home where there is mutual
understanding between employee and employer like members in the family. It features
a blend of hard work and dedication.
Mapro Foods Pvt. Ltd uses all types of employees i.e. skilled, semi-skilled and unskilled
labor. Skilled Labor means the one who has higher level of qualifications as well as the
experience. Semi-skilled labors means they have less qualifications and the experience is
also comparatively less and the Unskilled labor may not have any qualification or
experience. In the higher level of management highly skilled people work and at the middle
level there may be a combination of skilled as well as the semi-skilled laborers is there and at
the lower level management there are more number of unskilled laborers. However at all
levels of the management there must be a minimum technical as well as conceptual
knowledge about the field.
The structure of the management is shown in the diagram below:










The company has obtained ISO 9001:2008 certification and ISO 22000:2005 certification
from BVQi. The implementation of B. R. C. Standards is being planned in the near future.



• Tax Structure: Complicated tax structure, high in direct tax and changing tax policies are
challenges for this sector.
• Infrastructure Issues: Performance of FMCG sector is very much dependent on government
spending on Agricultural, Power, and Transportation Infrastructure. • Regulatory
Constraints: Multiplicity permits and licenses for various states, prevailing outdated labor
laws, cumbersome and lengthy export procedures are major constraints.
• Policy framework: FDI into Retail sector (single-brand & multi-brand retail), License rules
in setting up of Industry, Changes in Statutory Minimum Price of commodities are barriers
for growth of this sector.


• GDP Growth: Growth of FMCG industry is consistent with the Indian economy. It has
grown by 15 % over past 5 years. It shows good scope for this sector in near future.
• Inflation: Inflationary pressures alter the purchasing power of consumer which Indian
economy is facing in recent years. But it has not affected much to Indian FMCG sector.

• Consumer Income: Over the past few years, India has seen increased economic growth.
The GDP per capita income of India increased from 797.26 US dollars in 2006 to 1262.4 US
dollars in 2014 . It resulted in increase of consumer expenditure
• Private Consumption: The Indian economy, unlike other economies, has a very high rate of
private consumption (61%).


• Change in consumer Profile: Rapid urbanization, increased literacy, increase in nuclear

families and rising per capita income, have all caused rapid growth and change in demand
patterns, leading to an explosion of new opportunities. Around 45 per cent of the population
in India is below 20 years of age and the young population is set to rise further.
• Change in Lifestyle : In past decade changes are taking place in consumption pattern of
Indian consumer with more spending on discretionary ( 52%) than necessities ( eg food,
clothings). In last decade the apparel, footwear and healthcare segments have registered
highest growth whereas essentials such as cereals, edible oil, fruits and vegetables shown
decline9 .
• Rural focus: As market is getting saturated, companies are focusing on rural area for
penetration by providing consumers with small sized or single-use packs such as sachets.


• Effective use of technology is seen only in leading companies like HUL, ITC etc.
• E- Commerce will boost FMCG sales in future. More than 150 million consumers would be
influenced by digital by 2020 and they will spend more than $45 billion on FMCG categories


Mapro has successfully led the socio-economic upliftment of people in this region. Besides
men, women have had the means of earning a livelihood too, and there is a focus on
education of the younger generation.
The development of the village of Gureghar, comprising around 70 families, between 1971
and 1985, is a case-study in itself. It started out with 12 persons working as permanent
employees at the Gureghar fruit processing unit, with the rest into subsistence farming.
Today, statistics reveal 100% employment in the village, with none under poverty line, and
100% literacy with a 0% dropout rate. Mapro’s vision does truly extend beyond business.
At Mapro, Corporate Social Responsibility is part of the business.
During the year 2015, the Company contributed towards the Rural Development by
providing water pipe line from Chandak gaon to Gulumb gaon under the scheme "Jalyukt
Shivar Abhiyan" initiated by Government of India.
This will help farmers and local community for supply of water. The contribution made by
the Company will help in rural development of India. Mapro also has its food park in
Mumbai which is a sweet place to visit and it brings refreshment to visitors.
The company has obtained ISO 9001:2008 certification and ISO 22000:2005 certification
from BVQi. The implementation of B. R. C. Standards is being planned in the near future.

Mapro uses Bizom software for its sales force automation and supply chain management.
Bizom is a 360 degree workflow automation solution geared towards Sales force automation
and downstream supply chain automation for enterprises. Bizom does these following works:


Mapro Foods Pvt. Ltd has customers from a wide range of people. Mostly the customers of
the company are children as the products of Mapro are targeted for this group only i.e.
Mapro produces chocolates and jellies and jams and many more which is mostly liked by the
children only. Apart from children Mapro targets lower middle class to upper middle class
for crushes, syrups , restores, coolz, lounges and toppings.

Mapro Foods Pvt. Ltd is in food business which is highly and rapidly growing business &
has few competitors also. Some of them are listed below:-
 Haldiram: Manufactures Syrups & exports of the syrups have increased by 20%
since 2005 touching 18000 bottles in 2009.
 Kissan: In jams, Mapro Foods Pvt. Ltd is close second to Kissan in market share.
 Mala’s: It manufactures jam, crush, crush, squash, syrups which is same as the
manufacturing of Mapro Foods Pvt Ltd.
 Manama: Their range of products consists of cordials, syrups, fruit and chocolate desert


Mr. Kishore was joined by his nephew Mr. Mayur Vora, an IIM Bangalore alum who had
two years' experience at Voltas. However, the company could not expand much beyond
Maharashtra and Gujarat, and had to be content with modest growth for years.
The rise of modern retail gave Mapro a nationwide network and access to customers with
deep pockets. They now targets North-India as their next big market and within ten years
they have established a fairly prestigious market share in Punjab and NCR regions.
When a company aims in increasing sales it must also consider itself to increase its
marketing, review its pricing strategies, expand its distribution channels, diversify its
offerings and last but not the least develop relationship with its customers.

The purpose of the project is to know how customers react to the product and to note
competitors marketing strategies and consequently increase sales. Hence this will help
managers take steps to gain competitive advantage. It will also give an understanding of
customer buying pattern and help in generating steps so as to gain customer awareness. Also,
how sampling would help gain popularity of the product which is utmost important as the
company believes in word of mouth marketing.


 To understand competitor’s marketing strategy
 To increase sales
 Customer awareness

 Promotion through sampling

South Delhi, Faridabad , Gurgaon

The project was carried out from 10th may to 15th july. (66 days)




Brand awareness refers to the extent to which customers are able to recall or recognise a
brand. Brand awareness is a key consideration in consumer behavior, advertising
management, brand management and strategy development. The consumer's ability to
recognise or recall a brand is central to purchasing decision-making. Purchasing cannot
proceed unless a consumer is first aware of a product category and a brand within that
category. Awareness does not necessarily mean that the consumer must be able to recall a
specific brand name, but he or she must be able to recall sufficient distinguishing features for
purchasing to proceed. For instance, if a consumer asks her friend to buy her some gum in a
"blue pack", the friend would be expected to know which gum to buy, even though neither
friend can recall the precise brand name at the time.
Different types of brand awareness have been identified, namely brand recall and brand
recognition. Key researchers argue that these different types of awareness operate in
fundamentally different ways and that this has important implications for the purchase
decision process and for marketing communications. Brand awareness is closely related to
concepts such as the evoked set and consideration set which describe specific aspects of the
consumer's purchase decision. Consumers are believed to hold between three and seven
brands in their consideration set across a broad range of product categories. Consumers will
normally purchase one of the top three brands in their consideration set.


Promotion is a term used frequently in marketing and is one of the market mix elements. It
refers to raising customer awareness of a product or brand, generating sales, and creating
brand loyalty. It is one of the four basic elements of the market mix, which includes the four
P's: price, product, promotion, and place.[
Promotion is also defined as one of five pieces in the promotional mix or promotional plan.
These are personal selling, advertising, sales promotion, direct marketing, and publicity.A
promotional mix specifies how much attention to pay to each of the five factors, and how
much money to budget.
Promotion covers the methods of communication that a marketer uses to provide information
about it's product. Information can be both verbal and visual.


There are three objectives of promotion. These are:

1. To present information to consumers and others.
2. To increase demand.
3. To differentiate a product.


A customer is an individual or business that purchases the goods or services produced by a

A customer may or may not also be a consumer, but the two notions are distinct, even though
the terms are commonly [by whom?] confused. A customer purchases goods; a consumer
uses them. An ultimate customer may be a consumer as well, but just as equally may have
purchased items for someone else to consume. An intermediate customer is not a consumer
at all. The situation is somewhat complicated in that ultimate customers of so-called
industrial goods and services (who are entities such as government bodies, manufacturers,
and educational and medical institutions) either themselves use up the goods and services
that they buy, or incorporate them into other finished products, and so are technically
consumers, too. However, they are rarely called that, but are rather called industrial
customers or business-to-business customers. Similarly, customers who buy services rather
than goods are rarely called consumers.
Factors Influencing Buying Behavior of customers:

Personal Factors:
The occupation of a person may influence the consumption pattern. The person’s economic
circumstances, as mentioned below, could also be directly related to his/her buying behavior.
Unique to a particular person, Demographic factors, Sex, Race and Age etc.
Who in the family is responsible for the decision making?

Social Factors:
Social factors consist of reference groups – direct or indirect which may be influential.
Consumer wants, learning, motives etc. are influenced by opinion leaders, person's family,
reference groups, social class and culture.
Roles and Family Influences
Role-things you should do based on the expectations of you from your position within a
group. People have many roles like Husband, father, employer/e. Individuals role are
continuing to change therefore marketers must continue to update information.

Cultural factors:
Culture refers to the set of values, ideas, and attitudes that are accepted by a homogenous
group of people and transmitted to the next generation.

Culture also determines what is acceptable with product advertising. Culture determines
what people wear, eat, reside and travel. Cultural values in the US are good health,
education, individualism and freedom.
Psychological factors:
A motive is an internal energizing force that orients a person's activities toward satisfying a
need or achieving a goal. Actions are effected by a set of motives, not just one. If marketers
can identify motives then they can better develop a marketing mix.
What do you see? Perception is the process of selecting, organizing and interpreting
information inputs to produce meaning. That iswe choose what info we pay attention to,
organize it and interpret it. Information inputs are the sensations received through sight,
taste, hearing, smell and touch.
Ability and Knowledge
Need to understand individual’s capacity to learn. Learning, changes in a person's behavior
caused by information and experience. Therefore to change consumers' behavior about your
product, need to give them new information re: product...free sample etc.


Types of consumer buying behavior are determined by:
Level of Involvement in purchase decision. Importance and intensity of interest in a product
in a particular situation.
Buyer’s level of involvement determines why he/she is motivated to seek information about
a certain products and brands but virtually ignores others.
High involvement purchases--Honda Motorbike, high priced goods, products visible to
others, and the higher the risk the higher the involvement.
Types of risk:
 Personal risk
 Social risk
 Economic risk
The four type of consumer buying behavior are:
Routine Response/Programmed Behavior--buying low involvement frequently purchased
low-cost items; need very little search and decision effort; purchased almost automatically.
Examples include soft drinks, snack foods, milk etc.
Limited Decision Making--buying product occasionally. When you need to obtain
information about unfamiliar brand in a familiar product category, perhaps requires a
moderate amount of time for information gathering. Examples include Clothes--know
product class but not the brand.
Extensive Decision Making/Complex high involvement, unfamiliar, expensive and/or
infrequently bought products. High degree of economic/ performance/ psychological risk.
Examples include cars, homes, computers, education. Spend a lot of time seeking
information and deciding. Information from the companies MM; friends and relatives, store
personnel etc. Go through all six stages of the buying process.
Impulse buying, no conscious planning.
The purchase of the same product does not always elicit the same Buying Behavior. Product

can shift from one category to the next.
For example:
Going out for dinner for one person may be extensive decision making (for someone that
does not go out often at all), but limited decision making for someone else. The reason for
the dinner, whether it is an anniversary celebration, or a meal with a couple of friends will
also determine the extent of the decision making.



Problem recognition is that result when there is a difference between one's desired state and
one's actual state. Consumers are motivated to address this discrepancy and therefore they
commence the buying process.
Sources of problem recognition include:
An item is out of stock
Dissatisfaction with a current product or service
Consumer needs and wants
Related products/purchases
New products

Once the consumer has recognized a problem, they search for information on products and
services that can solve that problem. Consumers undertake both an internal (memory) and an
external search.
Sources of information include:
Personal sources
Commercial sources
Public sources
Personal experience
The relevant internal psychological process that is associated with information search is
perception. Perception is defined as 'the process by which an individual receives, selects,
organizes, and interprets information to create a meaningful picture of the world'.

This step is to evaluate the various alternatives available in the market. An individual after
gathering relevant information tries to choose the best option available as per his need, taste
and pocket.All possible alternatives are evaluated with respect to quality, price, performance,
and all other respects. The better one alternative is selected for the use.

Once the alternatives have been evaluated, the consumer is ready to make a purchase
decision. Sometimes purchase intention does not result in an actual purchase. The marketing
organization must facilitate the consumer to act on their purchase intention.
The provision of credit or payment terms may encourage purchase, or a sales promotion such
as the opportunity to receive a premium or enter a competition may provide an incentive to
buy now. The relevant internal psychological process that is associated with purchase
decision is integration.


1.Falls short of expectations- disappointed (abandon or return the product)
2. Meets expectations- satisfied (probability of buying the product again)
3. Exceeds expectations- delighted.


This study will help company analyse the factors that maybe influential to their
competitors.It will help to understand the consumer buying behavior towards Mapro
It also opens the various factors which a customer analyses to make the purchase.
This Report provides a frame of mind of people, what are the expectations of consumer and
up to how much level these expectations are met.

This Report will be helpful for Retailers and Companies so that they can understand the
customer demands and how to strategise so as to gain competitive advantage.

Promotion will help improve sales and aware them of Mapro products and benefit.’



 To identify the strategies of the competitors
 To create awareness of Mapro products
 Increase sales
 Promotion through Sampling
Data collection was done through two methods:
Observation is the most commonly used method of data collection in the humanities and
social sciences. To some extent this method is also used in natural sciences. In natural
sciences observation is conducted in natural settings while in the social sciences an artificial
situation can also be created where the observer can observe the participants. Observation
can be conducted without the knowledge and awareness of the participant’s even, if the
participants are aware or not aware of the observation the observer should understand the
ethics of the privacy of the participants. In disguise observations, the observer has the best
opportunity to observe the participants, the observer gets true and unbiased results.
In observation chances of personal biases are high as the observer observes the situation in
his/her own way. The observer should observe the situation without any biases or personal
interests. He/ she should become as natural as possible and records the observer’s responses
accurately. In natural sciences observation can be conducted along with the other methods
that the researcher is using. Observation alone cannot suffice in natural sciences.
Practical Approach:
We were sent to various market according to our beat with a salesperson:
I had 6 beats in a week, namely:
In South-Delhi with Mr. Mahesh Kumar
 Monday: Janpura, Bhogal
 Tuesday: Defence colony
 Wednesday: Sant Nagar, Lajpat Nagar
 Thursday: Khan market, Khanna market
 Friday: Sarita vihar
 Saturday: Govind puri

Here we were to visit the stores with the salesperson and note down how the product of the
competitors are being placed. We also had to convert new potential retail stores and look for
the response in the market and according to these observations send a weekly report to the
Regional Sales Manager.
In Faridabad I was with Mr. Suraj Gupta
 Monday: sector 15 market
 Tuesday: sector 16 market
 Wednesday: 1 No. market
 Thursday: sector 23-A market

 Friday: sainik colony market
 Saturday: City market
Same duties here also.
In Gurgaon I was associated in sales in Maruti Suzuki plant in Gurgaon sector 18 with Mr.
Harender Gola (ASM-Haryana). We gave a stall of all mapro products inside the premises.
The demand was huge and our sales crossed our limits. We had direct contact with our
customers and we were very pleased to know good things prestigious comments about our


Interviews are another important method of primary data collection. Interviews are expensive
as compared to other methods of data collection. In the interview, the interviewer collects
information from each respondent independently. Due to this reason, it becomes costly as
well as time consuming. Interview as a research tool can only be used if the researcher has
plenty of time and resources, otherwise it will be wastage of time and money to start
interviewing. Interviews are more reliable as compared to observation. In the interview, the
interviewer not only asks several questions from the interviewee but he/she observes the
respondent too. This facilitates in depth knowledge of the situation, phenomena or
individual. The most important limitation of interview is the time that is required to conduct
it properly. To obtain reliable results interview should be conducted by a single interviewer
rather than having many. Sometimes the interviewees live in distant areas, reaching each
respondent becomes difficult.
The interview is basically conducted in social science studies. In the interview, the
interviewer can make an inventory of questions before starting the interview, in another case
the interviewer asks questions spontaneously. Spontaneous questions are better if the purpose
of the interview is to find out in depth knowledge. The interviewer may ask spontaneous
questions when he has little knowledge of the subject areas. The interviewer records the
responses during the interview or at the end of the interview. To conduct an interview the
interviewer should have command of social skills and he should develop a rapport with the
audience in order to get genuine responses.

Practical Approach:

During sampling, we were supposed to give free samples to customers who enter the store
and ask them few general questions which were not from a script but general:
Do you like the taste?
What product of squash/juice do you buy?
And explain them the benefits of mapro products: (Basically fruit pulp squash) –


Apples may not be the nutritional king of the fruit bowl, but if you eat an apple a day, it will
provide you with adequate amounts of soluble and insoluble fiber, vitamin C, beta-carotene,
potassium and boron.
They grow best in mild climates. There are more than 7,000 cultivators of apples, so whether
you like the sweet or the sour, there’s always an apple for you!

Fresh apricots are notable for their fragrance, delicate flavor and velvety surface. When eaten
fresh, they are exceptionally high in beta-carotene. They are also rich in soluble fibre. The
dried ones are rich in potassium. Although, often thought of as a subtropical fruit, the apricot
is native to a continental climate region with cold winters.


From infants to elders, everyone loves bananas. Bananas contain three natural types of
sugars – sucrose, fructose and glucose combined with fibre. Bananas give instant, sustained
and substantial boost of energy, the reason why many athletes consume them. A banana
contains about 450mg of potassium and only 1 mg of sodium, and is a good addition to your
daily diet. Potassium is essential for maintaining normal blood pressure and good heart


They may be small in size, but the mighty blackcurrants are bursting with more antioxidants
than most other fruit and vegetables. Black currants don't just taste delicious. Eating them
can help protect your body against a myriad of illnesses including cardiovascular disease and
ageing. Blackcurrants are full of health promoting antioxidants. It's these special
antioxidants, called anthocyanins, which give blackcurrants their distinctive dark colour. The
darker the blackcurrants, the more anthocyanins they contain and the better they are for you.
Black currants are also especially rich in vitamin C.


With flavors that range from mildly sweet to tart and tangy, blueberries are nutritional stars
bursting with nutrition while being very low in calories. Blueberries top in several
researches, rating highest in their capacity to destroy free radicals. They neutralize free
radical damage to the collagen matrix of cells and tissues.


Most grapes grow on woody vines that are not raised from seeds, but are propagated from
cuttings or grafted onto existing rootstocks. They are incredibly rich in vitamin A, C and P
(bioflavonoid) and possess elements such as germanium and selenium. Grapes benefit the
blood system as they purify and enrich it with red globules. Raisins and sultanas are a
concentrated source of calories, sugar and nutrients.


The kiwi fruit looks like a hairy brown egg. On the inside, it has velvety green flesh
sprinkled with tiny edible black seeds. Kiwi fruit is very high in vitamin C and is an
excellent source of potassium. The top producers of kiwis in the world are Italy, New
Zealand and Chile.


The bulk of lemons belong to either of the two varieties - Eurekas or Lisbons. Eurekas may
have a few seeds and a somewhat pitted skin, while Lisbons are commonly seedless, with
smoother skin. Both types have medium thick skins and are extremely juicy. Lemons are
very rich in citric acid and vitamin C. They contain phosphorus, magnesium, potassium,
sodium and calcium.


The inside of a litchi consists of a thick, translucent white fleshy sweet layer that is rich in
vitamin C, with a texture somewhat similar to that of a grape. This fruit has a pink-red,
roughly textured rind that is inedible, and can be easily removed. They particularly grow in
the tropical and sub-tropical regions of South East Asia, China and India.


Mango, the king of all fruit, has a smooth skin and orange yellow flesh, which is rich in
vitamin A and C. When ripe, the flesh is soft and exceptionally juicy, to an extent that eating
a mango can be a fairly messy activity. The taste, however, is matchless. Most mangoes start
off green and develop patches of gold, yellow, or red as they ripen. Their content of vitamin
C varies according to the type of mango. They are a useful source of vitamin E and iron.
Ripe mangoes are rich in beta-carotene.


Oranges contain vitamin C and flavanoids. Orange trees and orange hybrids such as
tangerines and tangelos, are semi-tropical evergreens. Oranges are firm, heavy for their size,
and evenly shaped. Thin-skinned oranges are juicier than thick-skinned specimens; and small
to medium sized fruits are sweeter than the larger ones. India is the fourth largest producer of
oranges in the world, after Brazil, US and Mexico.


Peaches are round and smooth. Their juicy and sweet flesh can range from white to intense
yellow. They provide a good amount of vitamin C. Peach trees grow in a fairly limited range,
since they have a chilling requirement that sub-tropical areas cannot satisfy. Important
historical peach-producing areas are China and Iran and the Mediterranean countries.


Pineapples provide great nutritive value. They contain carbohydrates, proteins, fats and
water, as also calcium, phosphorous, iron, magnesium, potassium, sodium, chlorine, Sulphur
and manganese. They are an excellent source of vitamin C and contain vitamin A, B1 and
B2. Like melons, pineapples have no built-in reserves of starch to convert into sugar – the
starch is stored in the stem of the plant rather than in the fruit itself. Just before the fruit
ripens completely, the starch converts into sugar and enters the fruit.


100 ml pomegranate juice can provide over 15% of your daily vitamin C requirement.
Pomegranate juice is also a good source of vitamin B, pantothenic acid, potassium and
antioxidant polyphenols. Although pomegranate is not an extraordinary source of nutrients, it
contains several antioxidants, which make it worth the bite! Pomegranate is native to the
region from Afghanistan, Pakistan and Iran to the Himalayas in northern India.


Strawberries are a rich source of vitamin C and contain a lot of fibre too. They also provide a
high content of easy assimilative iron. Enough reasons to eat this sweet flavoured fruit!
The strawberry is actually not a real berry, because it grows from the base and not the ovary
of the flower. What is also extraordinary about this popular fruit is that it has it seeds on the



Last month sampling activity brought in this result:


ATTENDED (no. of bottles sold)
1 55 13
2 76 19
3 62 17
4 85 23


 Strength
Wide range of products including fresh fruits, frozen food, juices, processed food, nectars etc
Leading in market share in crushes department
Increase in Customers loyalty
Increase in Profits
Image created in particular region will be carried forward at national level
Mapro's product replacement guarantee operates till the last mile
Expert guidance and best practice awareness for the farmers, improving their quality of life
and providing them with fair price
High quality and fresh product

 Weakness
Have to design new Marketing, supply chain design in new areas
Weak existing supply chain
Problem in Investments
Financial problem
Customers are not aware of the brand
Lack of growth beyond their limited geographical reach

 Opportunity
To explore new market
Can use effective marketing and promotion in this digital age for brand awareness
People are getting health conscious and popularity of fruit products are increasing
To target new customers
To create new products
Increase in disposable income of people
Growing FMCG market in India
Expand in export business
Can approach strategic investors to grow beyond their limited geographical reach

 Threats
Well established national brands are bigger competitors
Regional brands are other competitors
If failed as national brand then loss of huge investment
If failed, it will create negative effect on regional customers and this will hamper the regional
profits also
High dependence on rains and weather


Boosted by rising consumer demand owing to better health awareness and purchasing power,
production of fruits and vegetables across India has increased this year with their total yield
surpassing the production of food grains.
Children, teens and mothers are the prime users of mapro or related products.
Customers are usually of middle class to higher middle class.
Inspite of the demand of these mapro products, some products are yet to do well, like mapro
jams and toppings has little movements. After questioning the retailers, I came to know that
relatively fewer customers are aware of mapro jams and also they prefer kissan. The
retailers also gets good schemes in kissan jams. Toppings and choco spread from harshey’s
are preferred more. All these sectors have opportunity to grow if projected and advertised
Items in lounges and cubicles are also getting increasing focus. Few retailers were asking
about these products. I with my sales officer was successful in explaining them about the
product and also convinced them to take few bottles and packets.


 HITKARI in sharbat
Hitkari have its presence in the market seasonally. They do extensive promotion and give
high schemes and margins to retailers. The packaging is also eye catchy and helps customers
to recall the brand easily.
They are providing flat 23% margin.
Good relationship with storekeepers

 MALA in crushes
Not many mala products I noticed in the market however where they are giving mala they do
not want mapro there

 KISSAN in jams
Good branding
10% margin to shopkeepers
450gms ketchup available so shopkeepers prefer that

 PATANJALI in thandai
Trying to gain market share due to advertisement of being natural etc.

 CREMICA in crushes
Cremica is also creeping into the crushes market. Though their market presence is very low
ut still mapro should consider them.



 ALPENLIEBE JUZT JELLY in jelly toffees

Market leader




Customers are looking for offers and discounts but they are very much satisfied with the
varients. Customers are happy with the quality and taste of mapro products.
Some customers are unaware of the products and how they are consumed and providing
information on how to make on the back side of the label might help in increasing sales
Customers are not able to recall the brand in case of jams. Customers only recall kissan.
Jelly toffees are not preferred due to summer weather conditions and local brands in this
Customers Appreciate the thickness of chocolate syrup


The end customers are people from every age group. Basically, children and mothers are
focused for crushes and lucrative offers are designed in such a way that the parents buy it for
their children.
The customers are of middle class to higher middle-class category. The rise of modern retail
gave Mapro a nationwide network and access to customers with deep pockets.Retail shop
Owners are also the customers as the company needs to attract them so as to effectively
penetrate in the market.

The philosophy is not to push sales, instead provide demand-based assistance in the form of
sampling, advice on where and how to use products, etc. The consistent superior quality and
value of our products leads to consumer loyalty.


Brand switching is when a consumer or group of consumers switches their allegiance from
one brand of a certain type of product to another.
This brand switching may be temporary, (example: if Pantene is not available at the shop a

consumer may buy Dove as their next preference) or it may be longer lasting, perhaps for
example in the case of products that last longer or from which switching away is harder.
It is possible to research consumers in a marketplace to determine their attitude to brands and
their likelihood to switch from a brand they are using at the moment, and in particular to
which other brand they might switch. This allows the building of a picture of likely brand
switching behavior. If consumer propensity to switch is known the market can be modeled to
indicate future market share. Such modeling could also indicate the relative positioning of
the competing brands on some variable asked in the research.
Brand switching research shows that if a particular competitor was most likely to steal
customers away from any particular company and the company could then focus their
creative attention on that particular threat to their business.

A simple indicator of consumer satisfaction in a competitive market is the buyers’ repeat

purchase rate over time. Brand switching analysis is also useful to forecast the brand
dynamic evolution. This approach is based on the analysis of purchase sequences.
Consumers or the Customers are valuable assets for any organization as they are the ultimate
destination of any products or services. Since, they are the ultimate end users of any product
or services, thus, the success of any organization depends upon the satisfaction of the
consumers, if not they will switch to other brands.
Due to this reason, the satisfaction of the consumers becomes priority for any organizations.
For satisfying the consumers, one has to know about what consumer buy, why they buy it,
when they buy it, how and how often they buy it and what made them to switch to other

Higher margin and also offers of 12+1 and 24+2 i.e. if you buy 12 bottles you will get 1 free
and if you buy 24 bottles you will get 2 free.
Wide range of product and selection which helps them to find their favorite flavor.
Discounts which is dependent on the retailer. Tasting of product which helps them determine
the quality and helps them in their decision making.

8% margin to distributor
15% to super stockiest
Price to retailer= rs. 112 (after 12+1 scheme) i.e. 22% margin to retailers.
Price to retailer= rs.118 (without 12+1 scheme) i.e. 18% margin to retailers.
Price to distributor= 112 - 8%(of rs.112) = rs. 103.04 (during scheme)
Cost to company= rs. 90
Advertisements margin of 1-2% to few selected retailers
Schemes vary from season to season



From the above data analysis, interpretation and findings, it can be concluded that:

 Most of the customers were satisfied but changes are required according to the
changing scenario as advertisement has a great impact in the working of the company
 More advertising is required to increase the brand recognition which will in turn
promote more selling of the products
 Most of the customers were satisfied with the taste of the Mapro products
 Mapro Company has to come up with new products so that company can attract more
customers and retain existing customers
 Price can be comparatively lower making it feasible for the middle class stratus to
purchase the products more often
 Promotions and promotional offers should be taken up in order to gain customers
 Overall good review of all the products based on satisfaction scale.


1. Company should focus on the advertisement other than Mahabaleshwar so that it

helps to increase their sales
2. Company should focus on the replacement policy
3. Company should focus on the packaging of the product after certain period of time it
should come up with something refreshing and new attractive ideas
4. Promotional activities should be well planned and conducted in prominent areas such
as markets, schools and colleges, outside supermarkets, inside office premises etc.
5. Introductory offers and promotional perks can be provided
6. Sampling in effective places or in retail outlets should be done to increase sales.
7. Benefits should be given to certain retailers to give better shelf space.
8. Promotion of the brand in retail outlets should be done through displays, small posters
and leaflets, pamphlets, banners.
9. High value purchaser should be retained through instant supply of orders.
10.Low value purchaser should be retained through trust and effective supply.




References from Journals
T Newholm, D Shaw - Consumer Behaviour, 2007 - Wiley Online Library
Reference from Articles
Caruana, Robert (October 2017) A sociological perspective of consumption morality

David E. Sprott, Terence A. Shimp (2014) Using product sampling to augment the
perceived quality of store brands


Marketing Management-13thedition (Kotler, kellar, koshey)

Marketing Research-Vanishree Pabalkar, (Nirali Prakashan)

C.R.Kothari, Research Methodology, Wishwa Prakashan, New Delhi, Second Edition,1998

Marketing Management: 1.Philip Kotler, Person Education,

Singapore, 11th Edition, 2003

Business world
Business today

Mapro Date Retrieved (1st July 2017) http://www.maprofoods.com/

Nair, Sulekha (Feb, 11 2014) Mapro's sweet success: Being happy more important than
being the biggest Retrieved(27th August 2017) http://www.firstpost.com/startups-

Kumar, Sanjay (August 11 2016) Mapro Garden: Hitting the sweet spot in confectionery
retail Retrieved(21st august 2017) http://www.indiaretailing.com/2016/08/11/food/food-

Mapro Foods brings its flagship event ‘Mapro Strawberry Festival’ Retrieved ( 2nd july
2017) http://www.indiainfoline.com/article/news-business/mapro-foods-brings-its-flagship-