Summer Internship Project Report

On
Customer Satisfaction Of Mapro Foods Limited
At
Mapro Foods Ltd

In Partial fulfillment of

Post Graduate Diploma in Management

Under the Guidance of:

Faculty Guide Company Guide
Prof. Sandeep Salunkhe Mr. Amey Dumbre (ASM)

Submitted By

Akshay Panwar

MM1820336

Balaji Institute Of Modern Management

Pune, Maharashtra

June 2019

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 Acknowledgement

I am using this opportunity to express my gratitude to everyone who supported me

throughout the course of this MBA project. I am thankful for their aspiring
guidance, invaluably constructive criticism and friendly advice during the project
work. I am sincerely grateful to them for sharing their truthful and illuminating
views on a number of issues related to the project.

I express my warm thanks to Mr. Mahender Singh (Salesperson, South Delhi) and
Mr. Mithlesh Dubey (Senior Sales Officer) for their support and guidance at Mapro
Foods Limited.

I would also like to thank my Professor Mr. Sandeep Salunkhe and all the people
who provided me with the facilities being required and conductive conditions for
my MBA project.

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 Declaration
I, AKSHAY PANWAR, student of PGDM under Balaji Institute of Modern
Management of Sri Balaji Society, Pune hereby declare that all the information
furnished in this desk report is based on my own intensive research and is genuine.

This desk report does not, to the best of my knowledge, contain any part of my
work which has been submitted for the award of degree either of this institute or
any other institute/university without proper citation.

Signature

Akshay Panwar

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 Executive Summary
This is an attempt to know how the classroom theories can be applied to the
practical situation. As a student of PGDM, it is a part of study for everyone to
undergo summer internship at some organization. So for this purpose, I got an
opportunity to do my summer internship at “Mapro Foods Pvt. Ltd.”. In this
comprehensive report, I have discussed about every major aspect of the company
which I have observed and perceived during my internship tenure. The first part
comprises the detail about the company from the time of its incorporation to the
current position. Along with its processes, policies and procedures. During my
internship programme, I have mainly worked in Sales, Sampling and handling the
work of Marketing as well . All the departments have been discussed in detail. The
main purpose of the internship is to learn by working in practical environment and
to apply the acquired during the studies in a real world scenario in order to tackle
the problems using the knowledge and skill learned during the academic process.
This report covers many important aspects which are related with Sales and
Marketing aspects. In the end , learning and observations which I have undergone
during my internship project are mainly as how to deal with the customer and how
to work in the market according to customer preference to achieve their
satisfaction level. This report also contains my perceptions, motivation level and
the working environment of the organization.

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 Table of Contents
Chapter 1: Introduction…………………………………………………...6

1.1 Industry Profile…………………………………………………………..6

1.2 Company Profile…………………………………………………………10
1.3 History……………………………………………………………………12
1.4 Products Category………………………………………………………...14
1.5 Mission and Vision……………………………………………………….16
1.6 Market Strategy…………………………………………………………...18

Chapter 2 Competitors Analysis……………………………………………20

2.1 SWOT Analysis of Mapro…………………………………………………20

2.2 SWOT Analysis of Kissan…………………………………………………23

Chapter 3: Objectives, Scopes and Limitations…………………………….24

Chapter 4: Literature Review……………………………………………….25

4.1 Customer Satisfaction………………………………………………………25

Chapter 5: Research Methodology…………………………………………...33

Chapter 6: Data Analysis and Interpretation………………………………..35

Chapter 7: Observations and Findings……………………………………….45

Chapter 8: Conclusions……………………………………………………….47

Chapter 9: Recommendations………………………………………………..48

Chapter 10: Appendix………………………………………………………...50

10.1 Questionnaire……………………………………………………………….50

Chapter 11: References…………………………………………………………53

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 Chapter 1 Introduction
1.1 Industry Profile

Introduction

Fast-moving consumer goods (FMCG) sector is the 4th largest sector in the Indian
economy with Household and Personal Care accounting for 50 per cent of FMCG
sales in India. Growing awareness, easier access and changing lifestyles have been
the key growth drivers for the sector. The urban segment (accounts for a revenue
share of around 55 per cent) is the largest contributor to the overall revenue
generated by the FMCG sector in India However, in the last few years, the FMCG
market has grown at a faster pace in rural India compared with urban India. Semi-
urban and rural segments are growing at a rapid pace and FMCG products account
for 50 per cent of total rural spending.

Market Size

The Retail market in India is estimated to reach US$ 1.1 trillion by 2020 from US$
840 billion in 2017, with modern trade expected to grow at 20 per cent - 25 per
cent per annum, which is likely to boost revenues of FMCG companies. Revenues
of FMCG sector reached Rs 3.4 lakh crore (US$ 52.75 billion) in FY18 and are
estimated to reach US$ 103.7 billion in 2020. The sector witnessed growth of 16.5
per cent in value terms between July-September 2018; supported by moderate
inflation, increase in private consumption and rural income. @

Investments/ Developments

The government has allowed 100 per cent Foreign Direct Investment (FDI) in food
processing and single-brand retail and 51 per cent in multi-brand retail. This would
bolster employment and supply chains, and also provide high visibility for FMCG
brands in organised retail markets, bolstering consumer spending and encouraging
more product launches. The sector witnessed healthy FDI inflows of US$ 14.42
billion, during April 2000 to December 2018. Some of the recent developments in
the FMCG sector are as follows:
 In FY2019, ITC made more than 60 launches in the Fast Moving Consumer Goods
(FMCG) segment in India.
 In February 2019 India’s leading FMCG Contract Manufacturer Hindustan Foods
Limited received investment of US$ 22 million from Convergent Finance LLP.
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 Patanjali will spend US$743.72 million in various food parks in Maharashtra,
Madhya Pradesh, Assam, Andhra Pradesh and Uttar Pradesh.
 Dabur is planning to invest Rs 250-300 crore (US$ 38.79-46.55 million) in FY19
for capacity expansion and is also planning to make acquisitions in the domestic
market.
 In May 2018, RP-Sanjiv Goenka Group created an Rs 1 billion (US$ 14.92
million) venture capital fund to invest in FMCG start-ups.
 In August 2018, Fonterra announced a joint venture with Future Consumer Ltd
which will produce a range of consumer and foodservice dairy products.

FMCG Industry in India

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 Government Initiatives

Some of the major initiatives taken by the government to promote the FMCG
sector in India are as follows:
 The minimum capitalisation for foreign FMCG companies to invest in India is
US$100 million.
 The Government of India has approved 100 per cent Foreign Direct Investment
(FDI) in the cash and carry segment and in single-brand retail along with 51 per
cent FDI in multi-brand retail.
 The Government of India has drafted a new Consumer Protection Bill with special
emphasis on setting up an extensive mechanism to ensure simple, speedy,
accessible, affordable and timely delivery of justice to consumers.
 The Goods and Services Tax (GST) is beneficial for the FMCG industry as many
of the FMCG products such as Soap, Toothpaste and Hair oil now come under 18
per cent tax bracket against the previous 23-24 per cent rate.
 The GST is expected to transform logistics in the FMCG sector into a modern and
efficient model as all major corporations are remodeling their operations into larger
logistics and warehousing.

Achievements

Following are the achievements of the government in the past four years:

 Number of mega food parks ready increased from 2 between 2008-14 to 13

between 2014- 18.
 Preservation and processing capacity increased from 308,000 during 2008-14 to
1.41 million during 2014-18.
 The number of food labs increased from 31 during 2008-14 to 42 during 2014-18.

Road Ahead

Rural consumption has increased, led by a combination of increasing incomes and

higher aspiration levels; there is an increased demand for branded products in rural
India. The rural FMCG market in India is expected to grow to US$ 220 billion by
2025 from US$ 23.6 billion in FY18. In FY18, FMCG’s rural segment contributed
an estimated 10 per cent of the total income and it is forecasted to contribute 15-16
per cent in FY 19. ^ FMCG sector is forecasted to grow at 12-13 per cent between
September–December 2018. @
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On the other hand, with the share of unorganised market in the FMCG sector
falling, the organised sector growth is expected to rise with increased level of
brand consciousness, also augmented by the growth in modern retail.
Another major factor propelling the demand for food services in India is the
growing youth population, primarily in the country’s urban regions. India has a
large base of young consumers who form the majority of the workforce and, due to
time constraints, barely get time for cooking.
Online portals are expected to play a key role for companies trying to enter the
hinterlands. The Internet has contributed in a big way, facilitating a cheaper and
more convenient means to increase a company’s reach. It is estimated that 40 per
cent of all FMCG consumption in India will be online by 2020. The online FMCG
market is forecasted to reach US$ 45 billion in 2020 from US$ 20 billion in 2017.
It is estimated that India will gain US$ 15 billion a year by implementing the
Goods and Services Tax. GST and demonetisation are expected to drive demand,
both in the rural and urban areas, and economic growth in a structured manner in
the long term and improve performance of companies within the sector.

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1.2 Company Profile

Located around the idyllic hill-town of Panchgani in Western India, Mapro Foods
manufactures Fruit Jams; Fruit beverage concentrates – Crushes and Squashes; and
Fruit Bars. With an annual processing capacity of around 30 thousand MT, Mapro
is a market leader in Western India. Founded in 1959, The company has grown
organically over the last five decades with sustained profitability.

Mapro Foods Pvt Ltd is a Leader in the fruit Beverage and Fruit Jam market in
Western India. Set up as aFamily business over 45 years ago, it has earned a name
for Quality and consistency. Mapro products enjoy Premium Status in the Indian
market. The Manufacturing facilities are Certified ISO 9001:2000 and HACCP by
BvQi.
The Company has expanded capacity to now produce 30000 MT of proccessed
frozen foods p. A. It is setting up a Frozen and Fresh Food Distribution Chain in
Indian Metros to service the fast growing Modern Organised Retail Supermarkets
being set up in India.

Mapro Foods Pvt. Ltd is a 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.

Mapro is proud to take the responsibility of its employees. The employees are
recognized for their hard work and for their long service with awards. The families
of the employees are a part of all celebrations and the education of their children
are encouraged and supported by Mapro.

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When the farmers in the area were struggling with their living, Mapro held their
hands and gave them a new hope. Today these farmers have regular income and a
ready market at their doorstep.

Company Logo

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1.3 History

Over 40 years ago, in small town of Panchgani, near Mahabaleshwar,

a businessman named Kishore Vora decided to make some Strawberry Jam. Today
his 'Hobby' has borne fruit in the shape of Mapro one of the most modern,
hygienic, quality- conscious Jamand Fruit Products Manufacturing Concerns in
Western India.

Mr. Vora could have rested easyon success of his Fruit recipe. But he wanted to on
develop innovative ideas such as Vegetarian Jelly Sweets, Fruit Cubes with Fruit
Juice and Rose Syrups with Rose Petals . All for the first time in country.

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 inrepeat sales. Today Mapro is leading supplier of tasty as well
as nutritious fruit product to the International market. 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. 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, Wai, 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 inexpanding its
market to the other cities like Kanpur, Lucknow, and in Punjab. 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).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.

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 Mr. Kishore Vora

Mohit Bahl Partner (Transaction Services), KPMG, says companies like Mapro
need strategic investors to grow beyond their limited geographical reach. "Private
equity companies that specialise in consumer business can help them build
processes and a management team, and take their brands to a national level," he
adds.
He cites the example of Paras Pharmaceuticals. In 2006, with a turnover of less
than Rs 300 crore, Paras received a $42 million investment from PE firm Actis. In
2010, Paras was bought by Reckitt Benckiser India for Rs 3,260 crore - eight times
its 2009/10 revenues. But the Voras see no great need for PE investment.
Mayur says he gets proposals from PE firms almost every month. "There's no big
name left who has not approached us: he says." I don't know what they can bring to
the table except money. Sure, we need money to build a national presence, but that
can come from bank borrowing and internal accruals." Mapro revenues have risen
from Rs 25 crore in 2006/07 to more than Rs 100 crore in 2010/11, a compounded
annual growth rate of some 32 per cent.
Success, as they say, is sweet.

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1.4 Product Category

Display of Mapro Products

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15
1.5 Mission and Vision

The organization aims to be a global player in the food processing market. Keeping
this in mind, they have continuously growing market and are currently prevalent in
countries like FIJI, MAURITIUS, OMAN, RUSSIA,UGANDA and, UAE,

Mapro, meanwhile ,is all set to significantly expand business, country . The
expansion will also see production capacities go up from the current 100 tones
perday to to 200 tones by the next fiscal the company, whose product are available
in West Asia , part of Africa and the US in a limited way , is planning to capture
the overseas markets with a range of fruit products , from frozen to ready- to-eat .
“The idea is to become the least-cost producer of certain products in the global
market ,”said the CEO of Mapro food limited.

With the help of this research study, I would like to highlight the working of a
particular manufacturing concern. The company is called as ‘MAPRO
INDUSTRIES’. This industry was chosen because of its reputation and potential
For becoming a world class organization. Over 50 years ago, 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. 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 started with a capacity of 10MT of processed fruit products a year, the
Company today has a processing capacity of about 12,000MT per Year with its
factories in the Shendurjane village of Satara district, Panchgani town, Gureghar
village of Mahabaleshwar tehsil .

The company has shown organic growth over the last four decades
representing sound financials with sustained profitability. Set up as a family
business over 45 years ago, it has earned a name for quality and consistency.
Mapro Products enjoy premium status in the Indian market. The
manufacturing facilities are certified ISO 9001:2000 and HACCP by BVQI.

16
 The company has expanded capacity to now produce 3000MT of processed
frozen foods p.a. It is setting up a frozen and fresh food distribution chain in
Indian metros to service the fast growing modern organized Retail
Supermarket being setup in India.
Today Mapro is leading supplier of tasty as well as nutritious fruit product to the
International market. Mapro is known to care for its employees. It has a turnover
of Rs. 10 crore and is looking at a 50 percent growth annually.

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1.7 Marketing Strategy

1) Demand Drivers:-

MAPRO being a Jam producing company needs to concentrate on the

demand of the consumers. The first thing which an industry should take care of
is the demand of the consumers. Thus, MAPRO also sees to it that what actually
consumers are demanding from them and production process is being carried out
accordingly. Thus, because of demand of the various customer’s the new
products are been introduced by the industry. There is a high amount of
competition which is there in the market, and if consumers’ demands and wants
are not taken into consideration, then growth of any of the industry can be very
much affected out of it.

2) Issues and Concerns:-

The next step which they take for their marketing is that of issue and
concerns. Here MAPRO sees that what actually is needed by the consumers and
thus work accordingly. MAPRO is been concerned only with the demand of the
consumer. MAPRO is the company which has to handle lots of the competition
in the market, MAPRO being Maharashtra based, so there are various other
companies also, which are from Maharashtra . And thus, because of this reason
every company will try to fulfill the customer's wants as soon as possible.
MAPRO being aware of it tries to see each and every customer’s demand and
works accordingly. The various different type of complaints are also been taken
into account.

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3) Focusing on the customers:-

The third step which is been taken by the MAPRO is that to focus on the
consumers. In each and every field, the consumers are been given high
importance. As it is known that customer'sare the King of the market. If the
customers are not been satisfied, then there would be no profit to the firm and
thus, because of this reason the goodwill of any of the industry is very much
affected. Thus, because of this reason a complete attention is been given to the
consumers. For the satisfaction of the consumers various new products are being
introduced.

4.) Social commitments:-

The industry has not forgotten that it is a part of the society and thus
because of that reason various social activities are been taken into consideration.
MAPRO sees to it that because of its production process no harm is been done to
any of the other field.

Thus, there are some of the marketing strategies which are been undertaken by
the MAPRO industry. With the help of these strategies only they try to attract
more consumers and tries to provide full satisfaction to them. They do not
concentrate much on the marketing of their products, but still with this some
marketing strategies only it tries to provide complete satisfaction to their
consumers.
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 Chapter 2 Competitor Analysis

2.1 SWOT Analysis of Mapro

This MAPRO SWOT analysis reveals how an innovative company uses its core
strength to become one of the dominant player in the industry and what are the
major threats faced by Mapro. A brand like Mapro has more strengths than
weakness but this part of report will show the overall analysis of the company
which includes Strengths, Weakness, Opportunities and Threats.

Strengths:

1. High Quality and Fresh Products: One of the key strengths of Mapro‟s products
is its high quality products and the belief it has in its products. Mapro ensures the
utmost quality and standard products starting from raw materials till the final
output.

2. High Customer Loyalty: With high dependency on its quality, Mapro has been
able to sustain its customers. Hence able to maintain high customer loyalty. This is
also the reason the company has been able to expand from Maharashtra and
Gujarat to the northern part of the country.

3. Wide Product Range: Mapro has more than 35 flavors in the form of Squash,
Crushes, Lounge, coolers and restore. Such high number of different flavors is
offered by no other brand which gives it an edge against its competitors.

4. Increasing Profits: Increasing profits has allowed Mr. Vora managing director,
to invest huge amount into expanding business in northern part of the country.
Image created in particular region will be carried forward at national level, this is
what helps Mapro in its steady growth.

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Weakness:
1. Limited Presence: Mapro does not rely on print or electronic media. Hence the
lack of advertisements is somehow affecting Mapro‟s rapid growth and has limited
its presence to Northern and Western part of the country.

2. Weak Supply Chain: Limited presence in different parts of the north-west part
has forced Mapro to not to invest much on its distribution network. Thus having a
weak supply chain especially in the urban areas.

3. No Visibility in New Market: Mapro lack it visibility in new market this is

because the retailers and wholesalers are themselves not aware about the product
and hence lacks confidence. Thus refusing to keep Mapro‟s products on display
and therefore Mapro lacking visibility.

Opportunities

1. Explore New Market: Mapro has the opportunity to explore newer market
because of the fact that at present it is concentrated at the north-west part of the
country.

2. Advertised Through Electronic Media: Mapro has an opportunity of expanding

into new market and increase its presence in current market through advertisements
and electronic media.

3. Increasing Disposable Income: Increasing disposable income is another

opportunity for Mapro to grow its sales. Since Mapro is dependent only on its
quality, purity and taste so its products are a little costlier than its competitors. So
increasing income and spending power will help Mapro in its growth.

4. Target New Customers: Mapro has a wide range of fruit flavors and many of its
flavors have health benefits too. Mapro can use its wide variety of flavors and
health benefits to attract new customers. This provides a great opportunity to
increase customer base.

Threats

1. Bigger Competitors at National Level: National Brands post a bigger and

tougher competition to Mapro which is a big reason Mapro gets sidelined many a

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times. Also people‟s trust on already existing and popular brands is difficult to
penetrate.

2. High dependence on Rain: Mapro depends on local farmers for most of its raw
materials. These farmers further depend on the rain for their growth. Hence this
overdependence affects the production and operations of Mapro whenever
monsoon is late in India or it receives less rainfall.

3. Regional Brands: Local brands possess a tough competition to Mapro and are a
huge threat which does not allow Mapro to penetrate their market. This hinders the
growth of Mapro into newer markets.

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2.2 SWOT Analysis of Kissan

STRENGTHS
1. Popularity of Brand: Kissan is a well-established brand in the Indian market.
Hence people have trust on the brand and its products. This makes it difficult for
new brands to enter into the Indian market.

2. Core products: Kissan does not believe in bringing or advertising with new
products. So it focuses only on its core products i.e. Kissan Jam, Orange & Lemon
Squash and Tomato Ketchup.

3. Capturing attention: In order to capture the attention and retain customers,

Kissan came up program where its product packaging consists of different recipes
made kissan products which are being recommended by its customers. This has
also helped in gaining trust of mothers who are the major buyers of its products.

WEAKNESS
1. Over dependence: Kissan has been over dependent on its mix fruit jam and
orange squash. This is the reason why other flavors of its own brand are at loss.

2. No new launch and innovation: With rivals like Mapro, Nestle and local players
coming with new products, kissan lacks the innovation. This lack of innovation
may result in customers getting bored from the same products and flavors.

OPPORTUNITIES
1. Increasing demand of quick breakfast: With increasing demand for a quick meal
breakfast kissan has a great opportunity to expand its portfolio of products.

THREATS
1. Existing and New Entrants: Major competitors of kissan are Amul, Mapro,
Britannia and other local players. The competitors attract a large percentage of
sales.

23
 Chapter 3 Objectives, Scopes and Limitations
3.1 Objective of the Study

1. To study the Level of Customer Satisfaction for Mapro food products.

2. To understand the customer requirements.

3. To provide suggestions to the management regarding customer satisfaction.

4. To provide suggestion to improve the service for Mapro products.

3.2 Scope of the Study

From this Study, the various reasons due to which customer buy or don’t buy
Mapro products can be identified. Customers Preferences towards Mapro products
can be understood. The percentage of selling of Mapro products will increase. The
customers buying tendency can be understood.

3.3 Limitations of the Study

1. The project was undertaken at MAPRO, the data was confidential so there
were certain barriers in accumulating the data.
2. The disclosure of data from their side was limited.

24
 Chapter 4 Literature Survey
4.1 Customer Satisfaction
CONCEPT OF CUSTOMER:

Customer satisfaction represents a modern approach for quality in enterprises and

organisations and serves the development of a truly customer-focused management
and culture. Measuring customer satisfaction offers an immediate, meaningful and
objective feedback about client preferences and expectations. In this way, company
performance may be evaluated in relation to a set of satisfaction dimensions that
indicate the strong and the weak points of a business Organisation.

This project presents an original customer satisfaction survey in the food &
beverages sector. The implemented methodology is based on the principles of
multi criteria analysis and preference disaggregation modelling. The most
important results are focused on the determination of the critical service
dimensions and the segmentation to customer clusters with distinctive preferences
and expectations.

CUSTOMER:
A “Customer” is one who purchases a product or service from a particular
organization. One thing that we are all customer, infact everybody in this world is
a customer. Every day in our life we buy and consume an incredible variety of
goods and services. However, we all have different tasks, likes& dislikes and adopt
different patterns while making purchase decision. Each customer is unique and
this uniqueness is reflected in competitive behaviour and pattern and process of
purchase.

Customer satisfaction
Customer satisfaction is seen as a key performance indicator within business and is
often part of a Balanced Scorecard. In a competitive marketplace where businesses
compete for customers, customer satisfaction is seen as a key differentiator and
increasingly has become a key element of business strategy.

25
"Within organizations, customer satisfaction ratings can have powerful effects.
They focus employees on the importance of fulfilling customers’ expectations.
Furthermore, when these ratings dip, they warn of problems that can affect sales
and profitability. . . . These metrics quantify an important dynamic. When a brand
has loyal customers, it gains positive word-of-mouth marketing, which is both free
and highly effective.

Therefore, it is essential for businesses to effectively manage customer satisfaction.

To be able do this, firms need reliable and representative measures of satisfaction.

"In researching satisfaction, firms generally ask customers whether their product or
service has met or exceeded expectations. Thus, expectations are a key factor
behind satisfaction. When customers have high expectations and the reality falls
short, they will be disappointed and will likely rate their experience as less than
satisfying. For this reason, a luxury resort, for example, might receive a lower
satisfaction rating than a budget motel—even though its facilities and service
would be deemed superior in 'absolute' terms.

Purpose:
Customer satisfaction provides a leading indicator of consumer purchase intentions
and loyalty. Customer satisfaction data are among the most frequently collected
indicators of market perceptions. Their principal use is twofold.

"Within organizations, the collection, analysis and dissemination of these data send
a message about the importance of tending to customers and ensuring that they
have a positive experience with the company’s goods and services.

"Although sales or market share can indicate how well a firm is performing
currently, satisfaction is perhaps the best indicator of how likely it is that the firm’s
customers will make further purchases in the future. Much research has focused on
the relationship between customer satisfaction and retention. Studies indicate that
the ramifications of satisfaction are most strongly realized at the extremes." On a
five-point scale, "individuals who rate their satisfaction level as '5' are likely to
become return customers and might even evangelize for the firm. (A second
important metric related to satisfaction is willingness to recommend. This metric is
defined as "The percentage of surveyed customers who indicate that they would

26
recommend a brand to friends." When a customer is satisfied with a product, he or
she might recommend it to friends, relatives and colleagues. This can be a
powerful marketing advantage.) "Individuals who rate their satisfaction level as '1,'
by contrast, are unlikely to return. Further, they can hurt the firm by making
negative comments about it to prospective customers. Willingness to recommend is
a key metric relating to customer satisfaction.

Definition:
“Customer satisfaction, is defined as a businessterm, itis the measurement of
how products and services supplied by a company meet or surpass customer
expectation

Measuring Customer satisfaction:

Managing customers’ satisfaction efficiently is one the biggest challenge an
organization face. The tools or methods to measure customer satisfaction needs to
be defined sophisticatedly to fulfill the desired norms. There are following
methods to measure customer satisfaction:

Direct Methods: Directly contacting customers and getting their valuable

feedback is very important. Following are some of the ways by which customers
could be directly tapped:

Getting customer feedback through third party agencies.

Direct marketing, in-house call centers, complaint handling department could be

treated as first point of contact for getting customer feedback. These feedbacks are
compiled to analyze customers’ perception.

Getting customer feedback through face to face conversation or meeting.

Feedback through complaint or appreciation letter.

Direct customer feedback through surveys and questionnaires.

Organizations mostly employ external agencies to listen to their customers and

provide dedicated feedback to them. These feedbacks needs to be sophisticated and

27
in structured format so that conclusive results could be fetched out. Face to face
meetings and complaint or appreciation letter engages immediate issues. The
feedback received in this is not uniformed as different types of customers are
addressed with different domains of questions. This hinders the analysis process to
be performed accurately and

consistently. Hence the best way is to implement a proper survey which consists of
uniformed questionnaire to get customer feedback from well segmented customers.
The design of the prepared questionnaire is an important aspect and should enclose
all the essential factors of business. The questions asked should be in a way that
the customer is encouraged to respond in a obvious way/. These feedback could
received by the organizations can be treated as one of the best way to measure
customer satisfaction.

Apart from the above methods there is another very popular direct method which is
surprise market visit. By this, information regarding different segment of products
and services provided to the customers could be obtained in an efficient manner. It
becomes easy for the supplier to know the weak and strong aspects of products and
services.

Indirect Method: The major drawback of direct methods is that it turns out to be
very costly and requires a lot of pre compiled preparations to implement. For
getting the valuable feedbacks the supplier totally depends on the customer due to
which they lose options and chances to take corrective measure at correct time.
Hence there are other following indirect methods of getting feedback regarding
customer satisfaction:

Customer Complaints: Customer’s complaints are the issues and problems

reported by the customer to supplier with regards to any specific product or related
service. These complaints can be classified under different segments according to
the severity and department. If the complaints under a particular segment go high
in a specific period of time then the performance of the organization is degrading
in that specific area or segment. But if the complaints diminish in a specific period
of time then that means the organization is performing well and customer
satisfaction level is also higher.

28
Customer Loyalty: It is necessarily required for an organization to interact and
communicate with customers on a regular basis to increase customer loyalty. In
these interactions and communications it is required to learn and determine all
individual customer needs and respond accordingly. A customer is said to be loyal
if he revisits supplier on regular basis for purchases. These loyal customers are the
satisfied ones and hence they are bound with a relationship with the supplier.
Hence by obtaining the customer loyalty index, suppliers can indirectly measure
customer satisfaction.

Customer Satisfaction:
As organizations become increasingly focused and driven by demand the need to
get customers loyalty and retain their loyalty is critical. Customer satisfaction is the
most effective way to achieve customer loyalty .Customer satisfaction and
customer loyalty share many traits. Customer value is customer perception of the
ratio of benefits to what he\she gives to obtain these benefits. The customer value
trait is framework used to understand what is that customer wants.

1. Perceived product quality

2. Value based pricing

3. Perceived service quality

Customers are satisfied when value satisfied meets or exceed expectations. If their
exceptions of value are not met, there is no chance of satisfying them. Finding out
what customer wants however difficult and complex process. To be able to create
and deliver customer value, it is important to understand its components. The
benefits customers expect are shaped primarily by how they perceive product and
service quality and whether or not their perceptions are valid. Unfortunately
customers don’t know to draw a distinct line between product and service and
quality. Customers tend to combine product and service attributes together as apart
of a total package to which they attach some individual perceived value. Most
companies products fall somewhere between pure product and pure service.

29
Managers in charge decide which attributes or tangibles or more important than
other according to the needs of their customers.On the risk side of the education,
the customers perception and exceptions become the determining factors.
Transaction price, life cycle costs and the actual degree of the risk being taken
constitutes the three components involved in the risk of buying. The actual price
being paid for the product or service at the time of purchase represents the
transaction cost. Life cycle costs are the total cost of ownership, which includes
operating and service expenses.

Importance of Customer Satisfaction in an Organization:

With the increase in customers demand and competition it has become lot more
importance to base your entire company on customer service. When doing this
one must first realize that every member of your organization plays an active role
in customer service. This includes both external and internal customers within your
company. In these organizations, top management frequent contacts with external
customers. The top management uses consultative participative and supportive
management styles to get through the customers. The staff focuses on of its
attention on satisfying the customers need. According to Michel N. Bamber CEO,
of Marks and Associates Business Growth Specialist, there are six critical steps in
establishing and maintaining quality customer service viz:

1) Senior management commitment

2) Measurement and feedback

3) Communication and training

4) Core standards

5) Customer friendly system

6) Reward and recognition

These six stages can be applied to any company in growth stage at its life cycle.
The process of building your company around customer service is on going and no
matter and how good one quality of Customer Satisfaction and Loyalty Customer
satisfaction is worthless; this statement was made by Jeffery Gitomer, in his recent
book Customer Satisfaction Is Worthless, Customer Loyalty Is Priceless. Gitomer
30
researches and examines the differences between customer satisfaction and loyalty.
According to him, loyal customers are happy with their purchase that, they will
proactively refer someone to you. The customer walks away with feeling of
WOW!! People everywhere in today business world are trying to figure out what
is more important customer satisfaction or customerloyalty. Both, practitioners and
academics understand that customer loyalty and satisfaction both are linked in
extricable. Even through, loyal customer is most typically satisfied; satisfaction
does not always translate into loyalty.

Marketing concept has been designed by product and service providers in an effort
to maximize customer satisfaction. Reported date in 1993 showed that customers
satisfaction accounted for 1/3 of revenue received by largest US Research firms.
Recently there has been a shift in a research dynasty from satisfaction to loyalty.
People are starting to see satisfied customers as being only mediocre. Even through
satisfaction and loyalty are linked together and loyal customers seen typically
satisfied, satisfaction still represents and unreliable precursor to loyalty. As result
of this, Oliver raises two questions.

1) What aspect of the satisfaction response has implications for loyalty?

2) What fraction of the loyalty response is due to this satisfaction component?

For these question satisfaction and loyalty must be clearly defined in the post
satisfaction study as an evaluation or the perceived discrepancy between prior
expectations and actual performance of theproduct.Recentdefinition of satisfaction
according to Oliver is, the consumer senses that consumption moves out comes
again a standard of pleasure versus displeasure.

Oliver defines loyalty as a deeply held commitment to re-by or re-patronize

preferred product or service consistently in the future there by causing reputed
some brand set purchasing despite situation influences and marketing effects
having the potential to cause switching behavior.After extensive amount of
research, Oliver concludes that satisfaction is necessary step in loyalty. However
satisfaction becomes less significance as loyalty begins to set through other
mechanisms. In the conclusion to these studies Oliver stakes, the disparity between
the pursuit of satisfaction versus loyalty as well as the fundamental contents of the

31
loyalty response, poses several investigates direction for the next wave of post
consumption research.

All these concepts combine provide the basic model customer value. Customers
value the products or services more if the expected benefits seem greater than the
expected risks being taken. Ifexpected benefits do not overweight the expected
risks.This customer will perceive the product to have a low customer value.

32
 Chapter 5 Research Methodology

Definition:

“A Research is a careful investigation or inquiry, especially through search for new

facts in any branch of knowledge”.

Meaning:
Research is an active, diligent, and systematic process of inquiry aimed at
discovering, interpreting, and revising facts. This intellectual investigation
produces a greater knowledge of events, behaviors, theories, and laws and makes
practical application possible. The term research is also used to describe an entire
collection of information about a particular subject, and is usually associated with
the output of science and the scientific method.

Research Methodology is a systematic method of discovering new facts or

verifying old facts, their sequence, inter-relationship, casual explanation and the
natural laws which governs them. Research Methodology explained by Redman
and Mory are as follows: “systematized effort to gain new knowledge.”

Research Methodology is original contribution to the existing stock of knowledge

making for its advancement. It is the purest of truth with the help of study,
Observation, comparison and experiment. In short also covers the systematic
method of finding solution to a problem is research. It also covers the systematic
approach concerning generalization and the formulation of the theory.

Different stages involved in research consists of enacting the problem, formulating

a hypothesis, collecting the facts or data, analyzing the facts and reaching certain
conclusion either in the form of solution towards the concerned problem or in
generalization for some theoretical formulation.

33
Sources of Data:
In Research Methodology mainly Data plays an important role.

This study is conducted by collecting and analyzing the data from primary and
secondary sources.

a) Primary Data.

b) Secondary Data.

Primary Data:

Primary Data is the data, which is collected with the help of typed questionnaires.

Primary data was collected by administering the questionnaire to the marketing

advisors of Mapro Foods Ltd.

Secondary Data:
Secondary Data is the data, which is collected from the various books ,magazine
and material, reports, etc. The data which is stored in the organization and provide
by the marketing people are also secondary data. The various informationis taken
out regarding that subject as well other subject from various sources and stored.
The last years data stored can also be secondary data. This data is kept for the
internal use of the organization..

Secondary data was collected from the books ,websites and through the interaction
with the individuals in the organization.

34
 Chapter 6 Data Analysis and Interpretation

Q.1) Do you purchase Mapro food products?

Purchase Mapro People

Yes 100
No 4

DO YOU PURCHASE MAPRO PRODUCTS

YES NO

4%

96%

Interpretation: From this pie chart it is observed that majority people purchases
Mapro products over other products. As we can see that MAPRO is widely
consumed and known.

35
Q2)How will you rate quality of Mapro products?

Quality of mapro People

Average 37
Good 42
Excellent 21

How to Determine quality of Mapro product?

AVERAGE GOOD EXCELLENT

21%

37%

42%

Interpretation: 42% respondents says that the quality of Mapro products is Good,
while 37% respondents say that it is average, while 21 % say that its excellent.
Here in general the review of quality of MAPRO GOODS is good.

Q3). How would you rate the price of the mapro product?

Price rating People

Low 21
Moderate 62
High 17

36
 . How would you rate the price of the mapro
product?
LOW MODERATE HIGH

17%
21%

62%

Interpretation: 62% respondents say that the price of the mapro products is
moderate, while 21% say it is low and 17% say its high. Hence this helps in price
controlling.

Q4).Are you satisfied with the taste of mapro products?

Satisfaction People
Yes 70
No 30

37
 40

35

30

25

20
70
15

10

30
5

0
YES NO

Are you satisfied with the taste of mapro products?

Interpretation: 70% people are satisfied with the taste of Mapro products, while
30% are not satisfied. By this result steps should be taken in order to improvise the
taste and meet consumers expectations.

Q5).How will you rate the packaging of the products?

Packaging People
Average 21
Good 58
Excellent 21

38
 How will you rate the packaging of the products?

EXCELLENT AVERAGE
21% 21%

GOOD
58%

Interpretation: 58% respondents say that the packaging of the Mapro product is
good and 21% agree that its excellent. Measures can be taken to develop
innovative and more attractive packaging or packaging can be changed every four
months to attract consumer.

Q6).Do you find any defect in the packing?

Defects in packaging People

Yes 10
No 90

39
 Do you find any defect in the packing?
YES NO

10%

90%

Interpretation: 10% respondents say that they find defect in the packing. Packaging
can be modified as per customers expectations and market needs.

Q7).Which product of Mapro do you prefer the most? (Select any 1)

Product preference People

Jam 25
Fruitcrush 31
Bars and jellies 27
Desert topping 17

40
 Which product of mapro you like to prefer?
JAM FRUITCRUSH BARS & JELLIES DESERT TOPPING

17%
25%

27%

31%

Q8).Are you satisfied with the different range of Mapro product?

Range satisfaction People

Yes 92
No 8

41
 Are you satisfied with the different range of
Mapro product?

YES NO
8%

92%

Interpretation: 92% respondents are satisfied with the different range of products
and would continue using them due to the quality and taste of the product.

Q9).Are you satisfied with the promotion activities done by Mapro?

Promotions satisfaction People

Yes 60
No 40

42
 Are you satisfied with the promotion activities
done by Mapro?
YES NO

40%

60%

Interpretation: 60% respondents are satisfied with the promotion activities done by
the mapro.Improvisation in the marketing and promotion strategies in order to
make the product known to customer and capture majority market.

Q10). How will you rate the advertisement done by the Mapro?

Advertisement
Average 52
Good 31
Excellent 17

43
 . How will you rate the advertisement done by
the Mapro?
AVERAGE GOOD EXCELLENT

17%

52%
31%

Interpretation: 52% respondents say that the advertisement of Mapro products is

average. This can be changed by making innovations in the marketing and
promotion of the product. Local mass medias should be used widely.

44
 Chapter 7 Observations and Findings

Observations and Findings:

1. 71% respondents are satisfied with the different range of products.

2. 81% people say that they will suggest mapro products to others to buy.
3. 63% respondents says that the quality of Mapro products is Good.
4. 10% respondents say that they find defect in the packing.
5. Fruit crush is the most preferred product in the Mapro product range.
6. 70% people are satisfied with the taste of Mapro products
7. 94% people are not satisfied with the replacement policy of the mapro
products.
8. Around 71% of the retailers are aware of the Mapro products and of the
remaining 29% who are not aware of the products, the main reason is their
market location i.e. people living in and around have less spending income.
Hence retailers does not carry Mapro products in their shops
9. Of the retailers and customers who are not aware of the Mapro products,
another major reason for this has been lack of advertisements in print and
electronic media while those who are aware of the products are either those
who came to know about the product from friends/family or are those who
visited Mahabaleshwar (Not to mention Some have tried on their own)
10.Major factors affecting the purchase decision of retailers are
o Profit margin against the product
o To keep variety of products at store
o Quality and Taste
o Customer Demand
o Old distribution relation
o Variety of flavors offered my Mapro
o Depend on the salesperson‟s offering
o Mapro crushes‟ compatibility with Milk, Water and Soda
o Competition in market

45
11. Main reason for retailer buying Mapro products is the customer demand
which accounts for 50% of the retailers surveyed followed by variety of
flavors to be kept at stores and the variety of flavors offered by Mapro
12. Apart from Mapro, other major competitor in fruit crushes and syrups is
Harmdard which accounts for most of its sales from “Roohafza”. But the
reduction in supply of roohafza has affected the sales of Mapro as the sales
of Mapro Rose Sharbat increased by 34%
13. Mala‟s products are thicker than that of Mapros‟ which is why it is most
popular product among Juice and Shake shops
14. Though among those who are user of Mapro products around 70% are
neutral to highly satisfied with the Mapro product with Rose and Khas as the
most preferred product apart from falero candies
15. It was seen that some consumers wanted to try and sample different flavors
during the sampling process before making the purchase decision and
suggested the company to sample two to three flavors at a time to give a
better idea of the product range.
16. Higher prices of the products are also somewhat affecting the sales of
Mapro and is another reason why customers don‟t buy the product
17. It has been found that if a customer know the use and benefit of product
then that customer later on prefers to buy Mapro products so it matter of
bringing new customers to Mapro.

46
 Chapter 8 Conclusions

1. 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 .
2. More advertising is required to increase the brand recognition which will
intern promote more selling of the products.
3. Most of the customers were satisfied with the taste of the mapro products.
4. Maprocompany has to come up with new products so that company can
attract more customers and retain existing customers.
5. Price can be comparatively lowered making it feasible for the middle class
strata to purchase the products.
6. Promotions and promotional offers should be taken up in order to gain
customers attention.
7. Overall good review of all the products based on satisfaction scale.

47
 Chapter 9 Recommendations

1. Company should focus on the advertisement other than Mahabaleshwar

(which is its producing area) so that it helps to increase their sales.
2. Company should focus on the replacement policy .i.e. tampered; expired or
defective products should be replaced immediately.
3. Company should focus on the packaging of the product i.e. it can change its
packaging after certain period of time and come up with new attractive
ideas.
4. Promotional activities should be well planned and conducted in prominent
areas such as
 Markets.
 School and colleges.
 Public places.
 Outside super markets.
5. Introductory offers or promotional perks can be inculcated.
6. Medias like local newspapers (Pudhari, Sakaal), radio (Radio mirchi, etc.),
and TV channels must be used.
7. Eye catching banners, hoardings, pamphlets, slogans should be introduced.
8. Mapro company has to come up with new products so that company can
attract more customers and retain existing customers.

9. More advertising is required to increase the brand recognition which will

promote more selling of the products.

10. 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.

48
11.Price can be comparatively lowered making it feasible for the middle class
strata to purchase the products.

12.Promotions and promotional offers should be taken up in order to gain

customers attention.

49
 Chapter 10 Appendix
10.1 Questionnaire
Q1. Personal detail:

Name: ---------------------------------------------

Age :

Address :

Q2. Do you purchase Mapro food products?

YES NO

Q3. How will you rate quality of Mapro product?

AVERAGE GOOD EXCELLENT

Q4. How would you rate the price of the mapro product?

LOW MODERATE HIGH

Q5. Are you satisfied with the taste of mapro products?

YES NO

Q6. How will you rate the packaging of the products?

AVERAGE GOOD EXCELLENT

Q7. Do you find any defect in the packing?

YES NO

Q8. Which product of mapro do you prefer the most? (Select any 1)

50
JAM FRUITCRUSH BARS & JELLIES DESSERT
TOPPING

Q9. Are you satisfied with the different range of Mapro product?

YES NO

Q10. Are you satisfied with the promotion activities done by Mapro?

YES NO

Q11. How will you rate the advertisement done by the Mapro?

AVERAGE GOOD EXCELLENT

Q12. Are the products replaced if they are damage or expired?

YES NO

Q13. If yes then in how many days the product has been replaced?

ON THE SPOT 5Days 10 DAYS

Q14. Please rate your level of satisfaction for the Mapro product & service?

VERY SATISFIED

SATISFIED

DISSATISFIED

VERY DISSATISFIED

Q15. Will you suggest other to buy the Mapro product?

51
YES NO

Q16. Any suggestions?

________________________________

________________________________

52
 Chapter 11 References

1. www.mapro.com
2. www.wikipedia.com
3. Research Methodology by C.R. Kothari, Tata McGraw – Hill, New – Delhi,
2000, 3rd Edition.
4. Marketing Management by Philip Kotler, Pearson education, New – Delhi,
2009, 13th Edition.
5. Business Todaymonth.
6. Business Standard.
7. www.bseindia.com
8. m.businesstoday.in/maprofood
9. wap.business-standard.com/management
10.www.martifersolar.com/case_studies

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