Project

On
Marketing of liquid glucose in north india
(Bharat starch industries ltd)

Submitted To
Institute Of Management Studies, Kurukshetra
For partially fulfillment of the requirement of the Degree
of Master of Business Administration (MBA)

Session – 2006 – 2011

Submitted By
Mr.Sachit Gambhir
th
A-V year-9 sem
University Roll No. 47

KURUKSHETRA UNIVERSITY
KURUKSHETRA
 CONTENTS

 ACKNOWLEDGMENT.

 COMPANY PROFILE

 HISTORY & LOCATION.

 PRODUCT RANGE

 FEATURES OF BSIL

 PRODUCTION PROCESS

 PRODUCTION CAPABILITY

 ORGANISATION STRUCTURE

 DAY TODAY WORKING OF SALES DEPARTMENT.

 INTRODUCTION TO THE PRODUCT.

 MARKET POLICY OF BSIL.

 OBJECTIVE OF PROJECT.

 RESEARCH METHODOLOGY.

 DATA COLLECTION METHOD.

 LIMITATION OF STUDY.

 DATA ANALYSIS WITH CONCLUSION.

 COMPUTATION OF MARKET SHARE OF BSIL.

 SWOT ANALYSIS.

 FINDINGS.

 RECOMENDATIONS.
 ACKNOWLEDGEMENT

With great pleasure, I extend my heartiest thanks to major advisor, Mr. Navin Vij,
Senior Manager, Marketing, Bharat Starch Industries, Yamuna Nagar for
assigning me such an interesting and challenging work. I extend my indebt ness for
his able guidance, support and valuable suggestions, which encouraged me to
achieve my goals.

I immensely express thanks to Dr. B.S. Bodla, Director

Institute Of Management Studies, Kurukshetra, for giving me inspiration to
attend the job training at Bharat Starch Industries, Industrial Area, Yamuna Nagar.

My sincere thanks are devoted to Mr. B.M.Gupta, sales

Executive, Mr. Raghu Sharma, sales Executive for his suggestion and guidance
to solve some of the basic problem related to my work. I would also like to thanks
to other members of committee who help me during my training period.

Sachit Gambhir
M.B.A 9th Sem (5 year)
Roll No. 47
 COMPANY PROFILE

The Starch business of EICL started out as an agro based Company called “Bharat Starch
Industries”. Bharat Starch Industries (BSI) is a part of “Thapar Group” of companies having
plants in Yamunanagar(Haryana) and Pondicherry. BSI was registered with company law board,
Stock Companies Bengal No.: 4944 AMB/B-2/3152 of 1936-37.Manufacturing unit is located at
Yamunanagar. Unit commenced its production in the year 1938. This company was set up in
1937, with production facility located at Yamuna Nagar (Haryana). It was the first Company in
the organized sector to enter into Starch manufacturing. Bharat Starch Industries started initially
as a Corn Wet Milling Unit with 80 MT per day grinding capacity, manufacturing Native and
Modified products primarily for Food, Paper and Textile Industries. It was subsequently taken
over by English Indian Clays Ltd. in the year 2002. English Indian Clays Ltd., a Company
incorporated in India, was part of the erstwhile Thapar Group. The business maintains
leadership position through product innovation & development, and providing application
support to customers. BSI enjoys leadership position in premium segment in modified starches in
paper industry in India. Company has its own DSIR (Department of Science & Industrial
Research) recognized R & D centre and is ISO 9001:2000 awarded company. Daily operation is
being conducted and recorded by SAP operating system. BSI manufactures starches, modified
starches, corn syrups, refined corn oil and allied products.

Bharat Starch Industries is a leading manufacturer of Basic & Modified Starches

and has a track record of supplying to elite customers for the past six decades. BSI is ISO
9001:2000 Starch manufacturing Company in India and has created benchmarks in Quality and
adherence to deadlines. Over the years it has expanded its capacities and diversified its product
mix to emerge as the market leader. Our position has been further strengthened by our strong R
& D capabilities. Our manufacturing plant is located in Yamunanagar-Haryana.
BSI offers a wide range of products for various Industries viz.paper, Pharmaceuticals, Beverages,
Food, Dairy, Confectionery, Textile, etc.

Management of the company comprises of a chairman with board of directors under

present chairman Mr. Karan Thapar. Board comprises eminent Industrialists; Professionals;
Executives; and Technocrats which are expert in their respective areas.

Company primarily caters to complex needs of Paper, Food and pharmaceutical

industries located in Northern, Southern, Western and Central regions as per needs of modified
starches & allied products for CUSTOMER COMPANY since inception. Company enjoys a
very high reputation with customers due to its high quality standards. At work, the powerful
quality and improvement tools of Quality Management System of International Standard
ISO9001:2000 are quite evident. Company endeavors to lead the industry as a top quality
supplier through the use of modern Quality Management Techniques & Practices

Infrastructure facilities have been upgraded and made flexible to enable the
manufacturing of diverse products. The main emphasis of BSI is on production and quality. It
has always produced the products well within the agreed specifications.

Company Name : Bharat Starch Industries Limited

Year of Establishment : 1937

Business Owner : Mr. S. K. Singh

Business Type : Manufacture

Products/Services : Modified Starches, Food Starches, Sweeteners

Number of employees : 101-500 people

 HISTORY AND LOCATION

Bharat Starch Mill is one of the most famous companies of Thapar Group of
Industries. It is an ISO-9002 Company. It is situated at Yamuna Nagar, 1 km ahead
from Railway Station, Yamuna Nagar. This company was established in 1937. It is
one of the oldest companies in the manufacturing of starch in India. This company
was established for manufacturing of Starch only but today it is providing whole
range of starches like textiles starch, paper grade starch, Modified starch and also
contributing in the manufacturing of Dextose, Glucose, Sorbital and Refined Oil.

Company has its own research and development center with

complete modern facilities and also a well-equipped laboratory. It has a small
library also, in which books are available for consultation. Its products are of
international standard. The production unit of the company has four plants with
grinding capability of 125 tones of maize per day.

This company has a very fast growth fate of its production. It is

under Thaper Group of Industries, which is the largest starch-manufacturing group.
 PRODUCT RANGE

The company manufacture a wide range of products that have various application,
as given in the table:-

Product Name Applications

Maize Starch Textile, paper, Soap, Detergent, Battery, Dry
cell, Laundry, Refining of ore.
Liquid Glucose Food/ confectionery, Pharmaceutical, leather,
tobacco
Papyrox Paper, Textile, Adhesive, Building Materials
Dextrin (white) Textile, Adhesive, Fire Works, Foundry,
Pharmaceuticals, Cigarettes, Foods
Dextrin Gases, Textile, Dry Distemper, Foundry, Ink,
(Yellow) Grinding Wheels
Thin trite -90 Paper
Synthosize Textile
Maldex Dairy, Bakery, Sauce, Flavor Food, Baby Food,
Breakfast Cereals, Food Drinks, Coffee,
Creamers
 SOME IMPORTANT FEATURES OF BISL

 BISL is the first co. to enter into starch business

 Amongst all other companies in this industry, it is the only co. in organized
sector.

 It is the first co. in this industry to get ISO-9002 certificate (no.9514.99)

 It is the only co. in this industry to have a wide variety of modified starch.

The maximum output of this co. is consumed by the corporate sector

 Production Process

Maize (raw material)

Cleaning (separators)

VATS

S-water
(Steeping at 48-520C for 30-40 hrs)

Grinding

Starch Slurry

Outer covering Germ Starch Gluten protein

(Bran/grit) (Slurry)
Expeller
Settled in
Maize oil Maize oil Dry Glucose settling
Cake plant tank
Filtered
Cattle White Hydraulic
Feed Crude powdered press
Maize oil form
Drier
Refinery

Cattle Refined Native Glucose Modified packing

Feed Corn oil starch section
 PRODUCTION CAPABILITY OF BSIL

The company produce a total of 29000 M.T .p. a out of which: -

Maize starch - 4000 M.T.

Modified Starch - 13000 M.T.

Corn Syrup (Liquid Glucose) - 12000 M.T.

Maize Starch

Maize Starch is a white or creamy powder having various direct and indirect applications.

Our Native Starch is manufactured from selected good quality corn with high brightness and low ash content,
which is very desirable in the Food, Pharmaceuticals and Paper Industries. It finds applications in the Food
Industry as a thickener and emulsifier in the manufacture of Sauces, Puddings.

It is used by the Textile/ Jute Industries in wrap sizing, finishing, back filling and printing. In the Paper
Industry Maize Starch is widely used for sizing and increasing the strength.

It finds usage as an adhesive in the manufacture of Corrugation Board and Paper Boxes. It is even used by the
Laundry as a stiffener of clothes after washing.

Packing : It is available in 50 kgs HDPE bags with moisture proof HMLDPE inner liner.

Storage : The product should be stored in ambient conditions, away from damp surfaces.
Modified Starch
A very wide range of Modified Starches are available for numerous applications such as,

Adhesives Coating Starches Coating Binder Starches

Wet end Starches Spray Starches Pharma Starches

Food Starches Textile Starches Oil Well Drilling Starches

Pregel Starches Adhesive Starches

Corn Syrup

Liquid Glucose It is used as a major ingredient in hard/ soft boiled candies/ toffees, used in
jams, jellies, canned fruits, glucose biscuits etc. It also finds use in the
Pharmaceutical Industry for providing body and consistency with mild
sweetness to cough syrups and other syrups or suspensions. It is used to
add softness, weight, flexibility and special texture to leather in the
Tanning Industry.

High Maltose Corn Syrup It is used as a liquid adjunct to brewing Industries. It is also used as major
ingredient in the manufacture of clear candies.

Malto Dextrine Syrup It is used as a bodying agent, thickener and flavour retainer in Food
industry. It does not crystallize or thin down on prolonged storage.

Packing : These products can be supplied in SS tankers. Also available in HDPE/ MS Barrels of 270
kgs, 280 kgs and 300 kgs.
ORGANISATION STRUCTURE AND CO-ORDINATION
BETWEEN DIFFERENT DEPARTMENTS.

MANAGING
DIRECTOR

CHIEF OPERATING OFFICER

VICE PRESIDENT

Bio Polymer Divn Corn Milling Divn

Senior Manager G.M

R&D Marketing Finance Engg. Personal Production

 The Organization Is Run By The Following Hierarchy: -

Managing Director leads to the organization under which Chief

Operating officers are they’re who is to report to the managing
director. Vice president is to report to the chief operating officer
and look after two divisions viz namely Bio-polymer Division
and corn Milling Division. Under Bio-Polymer Division there is
a senior manager and under corn division there is a General
Manager. Next there are six department in a hierarchy viz
Engineering, Personal, Production, R&D, Marketing, & Finance
among which R&D, Marketing, and Finance department report
to the Vice President and Engineering, personal and Personal
department report to the General manager.
 DAY TODAY
WORKING IN SALES
DEPARTMENT
DAY TODAY WORKING

 Working in sales department start immediately after receiving the purchase

order or simply an order by any means like mail or on telephone etc.

 Firstly demand order (DO) is made according to the requirement of the

customers. In which we record following things which are listed below: -

1. Name and address of the consignee.

2. Name of destination.
3. Quality & description of materials, Packing, dispatch schedule.
4. Mode of dispatch
5. Basic rate
6. CST Charged
7. Sales Tax Charged
8. Terns and conditions for Payment
9. Any special instructions.

This all work is done manually, i.e D.O. is hand written

 Then according to the demand order (D.O.) sales officers should check the
availability of demanded product. If the demanded product is no available
then information will be given to the production department that, this
product is needed on this date in that much quantity.

 Then according to the D.O. daily dispatch programme is decided a day

before a dispatch is to be made, so that they can make arrangement for the
transport.

 Then main work starts on the date of dispatch. When vehicle arrive to the
factory, the driver will come to sales department to get noted the vehicle
 number in daily dispatch programme register, and bring the vehicle in side
the factory where security guard at the gate measure the weight of the
vehicle. Then the person maintaining dispatch register will firstly note the
G.R. number in dispatch register.

 Then according to the D.O. and Daily Dispatch Register’s entry, challan
cum gate pass will be made, which has three copies for the following.

1. First for buyer.

2. Second for Loading
3. Third copy is kept for loading Purpose

 In challan we note following things which are listed below: -

1. Name and address of consignee.

2. Challan No.
3. D.O. No.
4. Description & Specification of goods.
5. No. Of packets to Dispatch.
6. It’s Weight.
7. Freight is to pay or paid & How much is to Pay or paid.
8. Transporter name & Vehicle No.

All this Challans are Computerized.

 When the Challan was made, then one will be handed over to the driver so
that loading will be started. At the same time one person start preparing the
invoice. Which also has mainly 3 copies for the following: -

1. Original for buyer (Its co lour is blue).

2. Duplicate for Transporter (Its co lour is red)
3. Triplicate for Acesser (Its co lour is black)

Also there are three extra copies of invoice, these are for following purpose:
-
1. First for Accounts Department.
2. Second for Excise Department.
3. Third for Agent
 In Invoice we note the following things which are listed below: -

1. Name & Address of Consignee.

2. CST, ST, TIN No. of Consignee.
3. Issuing Date & Time.
4. Challan No.
5. D.O. No. & Date.
6. Description of goods, No. of Packets, Its weight.
7. Rate per Unit.
8. Total Amount is to be paid by Consignee.
9. Excise Duty is charged which is 16% on the original Value of the
goods.
10. Then it show total value is to be paid after charging all Taxes,
VAT (4% on total taxable value)
11. Also it shows the Transporter name, Vehicle No.
12. And in Instruction it is written in how much days Consignee have
to give the payment.

 After making the Invoice, if the consignment is for out of station or its total
amount excide Rs.25000, then VAT form will be filled.

 After completing all this procedure the following thing will be handed over
to the transporter: -

1. Duplicate Invoice copy.

2. Challan Cum Gate Pass
3. Copy of G.R.
4. VAT form if required.
5. State Permit if required e.g. For U.P we have form No. 31.
  At last original Bill or other document, which was asked by the buyer, will
be dispatched to him either by courier or by post.

INTRODUCTION TO THE PRODUCT

GLUCOPEP (LIQUID GLUCOSE)

LIQUID GLUCOSE sold under the brand name of Glucopep. It is thick syrup
manufactured by hydrolyzing starch with acid/enzymes followed by
multiple stages of refining. It is used foods, confectionary,
Pharmaceuticals, and other such industries. It is also known as Corn
Syrup in Europe and U.S.A. The product is hygroscopic and helps in
keeping various food products soft and fresh. It does not crystallize
on prolonged storage and also prevents crystallization of sucrose in
combined syrups. Glucose syrup is also an excellent food
preservative.

Product Specification

Glucopep is clear, colourless and faintly yellow syrup. The standard

syrup is extremely viscous a most like honey. Most of liquid glucose
solid is standard syrup with following specification. However, the
product can be given with different Des, different solids and with
other special specification, if required by customers.

Parameter Standard Specification Typical Values

Total Solid Min. 85% 85.5-86.5%

PH 4.8-5.2 4.8-5.2

Free Acidity(ml) Max. 1ml 0.5-1.0 ml

5 grams
%Dextrose 42DE 40-44DE

%Ash Max. 0.25% 0.12-0.16%

SO2PPM 400 PPM Max 300-350 PPM

Candy colors and Passes

Inversion test

Starch Presence test Negative

Special SO2 free Glucose for pharmaceutical industry can be provided for specific
request. The standard syrup is made by acid hydrolysis. However, enzyme
converted syrup is available on specific request.

APPLICATION

Food/Confectionary Industry

Liquid Glucose is a major ingredient in hard-boiled confectionary. It is used in conjunction

with sugar for manufacturing various types of flavored candies, chocolates etc. It is also used

in Glucose Biscuits, Jams, Jellies, and canned Fruits etc. Liquid Glucose, in general prevent

crystallization of sugar and this property is extencively used for the canned fruits, syrup and

for pies and cream fillings in bakery industry.

 Pharmaceutical Industry

SO2 free glucose and normal glucose syrup are used in various
Pharmaceutical formulation such as cough syrup etc. where
Mild sweetness is required besides providing body and
Consistency to syrup

 Leather Industry
 Liquid Glucose is used as an important ingredient in lather
tanning. It adds softness,weight, flexibility, and special texture
to leather after tanning.

 Tobaco Industry

Liquid Glucose is used as a flavoring and moistening agent in

Chewing tobacco formulations and cigarettes. It also improves
Keeping quality of tobacco. It also used as a flavouring aid
And preservative in pan masala and other mouth freshning
Formulation.
 Packaging

Standard packaging for liquid glucose is in hygienic and sterile second

hand M.S. barrels with 300 kgs Nett. Weight. If required, product can
be in H.M. HDPE barrels. For bulk user, it can be supplied in tankers
of 9 to 11 MTs capacity with maximum solid contents of around 81%

 Storage

Glucose barrel should be stored in cool and dry environment, away from sunlight to ensure

maximum self-life. On prolonged storage over 3 months, the product tends to turn slightly

yellowish although other chemical parameter remain more or less unchanged

 MARKETING POLICY OF BISL

 Increase sales and thus market share in the long run.

 Seek to capacity expansion and thus reducing price by enjoying economies of scale.

 Improve the debtor’s position by reducing the credit period.

 Strengthen the distribution network by establishing a long-term relationship with the

dealers and customers.

 Implement a coordination effort by regular visit to the dealer and corporate customer in
order to increase the market share.
 OBJECTIVE OF PROJECT

 PRIMARY OBJECTIVE

1. To study the awareness and uses patterns of various customers for liquid Glucose
through demand survey.

 SECONDARY OBJECTIVE

1. Determine the present market share of BISL for Liquid Glucose.

2. Develop appropriate market strategy to increase existing Market

Share.
 RESARCH METHODOLOGY

This research is conclusive one and the design chosen for this research is
case study method.

The conclusive research is chosen to arrive at a rational decision. The study

regarding the customer’s perception about BSIL will help to improve the system as
a whole. In the study, statistical method is used to know the over all customers’
perception and that will be helpful to generalize the result and also give a clear
picture.

Along with statistical method, case method is used which will help in
knowing, individual customers reaction. Individual study is necessary to get
individual customers perception, which will help to take further steps in favor of
them.
 DATA COLLECTION METHOD

Sources of Data

Primary Source: Data has been taken from respondents.

Secondary Data: Collected from the BSIL itself.

In this research customer survey was conducted by administering structured

questionnaire and depth interview

Customer survey was conducted through personal visit to each customer and
helping them to fill the questionnaire. According to the situation depth interview
was used.

SAMPLING

In this study the universe is liquid glucose segment. The sampling units are
dealers (existing or non existing) and corporate customers.
 For this survey northern region is covered. In this region, Delhi, Ghaziabad,
Sahibabad, Gurgaon, Moga, Baddi were covered. Here sample size is 25.

LIMITATION OF STUDY

In this north region, dealers mainly deal in industrial chemicals and

corporate customers manufacturing confectionery products. During the survey I
found that people are very much conservative and hesitated to give their opinions.
Especially when question, regarding price is asked they don’t want to give any
view from their chairs. Because they think that it will help to quote price by the co.
in future. In spite of these difficulties, effort has been made to extract proper
information through depth interview.
DATA ANALYSIS WITH
CONCLUSION
 1. Awareness about BSIL’s liquid Glucose

Awareness of Liquid Glucose

No. Of Respondent Percentage (%)

Aware 25 100

Not Aware 0 0

Total 25 100
 2. Customer of BSIL’S Liquid Glucose

Purchase of BSIL’S Liquid Glucose

Percentage (%)
No. Of Respondent
12 48
Purchase
13 52
Not Purchase
Total 100 100
FOR EXISTING CUSTOMER

3. Whether Satisfied By The Level Of Services Provided By BSIL.

Factor No. of Respondent Percentage

(%)
Very Satisfied 1 8.33
Satisfied 7 59
Some what satisfied 3 25

Dissatisfied 1 8.33
4. Rate The Quality Of Liquid Glucose Supplied By BSIL

Level No. of respondent Percentage (%)

Excellent 0 0

Good 8 66

Average 2 17

Satisfactory 2 17

Poor 0 0

Total 12 100
 5. Prime Factor For Which BSIL Product Is Not Excellent

Factor No. of Percentage (%)

Respondent
Poor Quality of 5 41.67
liquid Glucose
Poor Quality of 7 58.33
barrel/ Drum
Total 12 100
 6. Whether Respondent Want any improvements in quality

Improvement No. Of respondent Percentage (%)

Want 12 100
Don’t Want 0 0
Total 12 100
7. Whether Quality Improvement Should Be For Drums Or Of Liquid
Glucose Or For Both.

Improvement No. Of Percentage (%)

Respondent
Drum 4 33.33
Quality
Liquid 2 16.67
Glucose
Quality
Both 6 50
Total 12 100
8. Respondent’s Perception About Price Charge By BISL

Price No. Of Percentage (%)

Respondents
High 5 41.67
Moderate 7 58.33
Total 12 100
9.How Frequently Should BSIL’S Marketing Personnel Visit Customer Office

Frequency No. Of Percentage (%)

Respondent
Fortnightly 3 25
Monthly 4 33.33
Quarterly 1 8.33
Don’t require 4 33.33
Total 12 100

10.Whether marketing personnel understand customer’s requirement

effectively.

Understand No. Of Respondent Percentage

Yes 10 83(approx)
No 2 17(approx)
Total 12 100
11. Whether marketing personnel of BSIL help in the Development of new
customer

Marketing Personnel No. Of Respondent Percentage

Help
Yes 10 83(approx)
No 2 17(approx)
Total 12 100
FOR NON- EXISTING CUSTOMERS

12. Why Don’t Take From BSIL

Factor No. Of Respondent Percentage (%)

High Price 13 100
Quality Problem 0 0
Total 13 100
 COMPUTATION OF

MARKET SHARE OF BSIL

FOR LIQUID GLUCOSE

 FOR DEFINING 25

SAMPLES IN NORTH INDIA

Dealer/Corporate Customers Demand (In Tones) Intake From BSIL (In Tones)
Joyoco India Ltd. 190 95
Perfertti India Ltd. 500 400
M/s. K.N. Food India Pvt.Ltd. 200 0
M/s. Pahladrai Confectionery Pvt Ltd. 200 0
Swati Biscuits Manufacturing Co. 150 0
Hindustan Chemicals 10 6
Anil Roop Chemical Co. 12 11
Delhi Petrochemical 200 50
Milan Confectionary 10 2
Milan Foods 20 5
Vijaya Foods 10 1
Mahadeva Traders 200 100
Chemical Links 20 10
Dhingra Sales Corporation 8 2
Aggarwal & Co. 50 15
Seema Chemicals 120 0
Jagjit Singh & Sons 25 0
Atmaram Vijay Kumar 200 0
Vivek Essence Mart 15 0
Sunrise Chemicals 150 0
Laxmi Narayan Rajaram 60 0
M/s Garg Flavour 80 0
Gulati & Co. 70 0
Bansal Ent. 30 0
Aditya Trading Co. 20 0
Total 2550 697
Market share of BSIL for the defined 25 samples is
calcalculated as,
=(697*100)/2550= 27.33%

Companies Market Share

27%(Approx)
BSIL
73%(Approx)
Other Companies
100
Total
Market Share For Liquid Glucose For BSIL For The Defined 5
Corporate Customers In North India
 Name Demand (in Intake from BSIL
Tons) (In Tones)
Joyoco India Ltd. 190 95

Perfertti India Ltd. 500 400

M/s. K.N. Food India Pvt.Ltd. 200 0

M/s. Pahladrai Confectionery Pvt Ltd. 200 0

Swati Biscuits Manufacturing Co 150 0

Total 124 495
0

Thus the market share of BSIL for % corporate customer is Calculated as

= (495*100)/1240=40% (Approx)
 Market Share For Liquid Glucose Of BSIL For The Defined 20 Dealers In
North India

Name Demand (in Intake from BSIL

Tons) (In Tones)
Hindustan Chemicals 10 6
Anil Roop Chemical Co. 12 11
Delhi Petrochemical 200 50
Milan Confectionary 10 2
Milan Foods 20 5
Vijaya Foods 10 1
Mahadeva Traders 200 100
Chemical Links 20 10
Dhingra Sales Corporation 8 2
Aggarwal & Co. 50 15
Seema Chemicals 120 0
Jagjit Singh & Sons 25 0
Atmaram Vijay Kumar 200 0
Vivek Essence Mart 15 0
Sunrise Chemicals 150 0
Laxmi Narayan Rajaram 60 0
M/s Garg Flavour 80 0
Gulati & Co. 70 0
Bansal Ent. 30 0
Aditya Trading Co. 20 0
Total 1310 202

Thus The Market share For Liquid Glucose of BSIL For The Defined 20 Dealers Is
Calculated As
=(202*100)/1310=15.41%
 SWOT ANALYSIS

STRENGTH
 BSIL product has 100% awareness.

 BSIL has an excellent service network

WEAKNESS
 BSIL product price is slightly higher than competitors’ product through the
quality of liquid glucose is more or less at par with competitors’

OPPORTUNITY
 BSIL is providing a wide variety of modified starches, which has a good
demand in the corporate sector.

THREATS
 An increasing number of competitors are selling the same quality product at
cheaper cost.
FINDINGS

 There is 100% awareness of BSIL Liquid Glucose.

 Out of total 25 customers Surveyed, 48% is existing customers.

 Out of 12 existing customers, 42% (approx) believe price Charged by BSIL

is high.

 66% existing customers rate the BSIL Liquid Glucose as good.

 67% (approx) existing customers are satisfied with current level of services
provided by BSIL.

 Out of 12 existing customers, 50% want improvement in the quality of drum

and Liquid Glucose as well.

 Out of 13 non-existing customers, 100% don’t buy BSIL Liquid Glucose for
the reason for high price.
 RECOMENDATIONS

In line with the marketing policies of BSIL, the recommendations to increase the
market share are: -

 Company should be very careful of further price increase of liquid glucose

to sustain in market
.

 There must be 100% quality consistency both in term of drum and liquid
glucose.

 Regular visit to dealers and corporate customers and prompt reaction, in case
of any problem, from the co. need to be improved.

 The company personnel should show customer friendly attitude towards

dealers and corporate customers.

 The Company must have there own Godowns in different cities so that there
delivery will be fast.