c
 


A well known name among the king of rice exporters, holding the top position
for long time among rice exporter companies.

pp
  c    
 is an   !!!" !!# company,
promoted by
   having more than 37 years of expertise in the rice industry
with his Son
 $  having experience of more than 10 years in the same
industry. The Company took over the running business of
%   c  
 (a 25 year old proprietorship concern of
   ) on 14 January 2005.
Promoters are in business of food grains since 1969.

c
has acclaimed a reputation of a highly professional and trusted company in
the rice manufacturing Industry, which is synonymous with quality at competitive price.
The Company is professionally managed and maintains very cordial relationship with its
employees. A team of highly qualified personnel from the fields of engineering, finance
and administration are the core strength of c
, who assists the top-level
management, to achieve its long term objectives. That¶s why, the company has the
finest human resource in various departments of finance, Corporate Affairs & Legal
research, international trade, management, administration and sales and marketing

&$&  '& is one of the India's most popular brand through the world class
performance, creating growth value for the Indian economy and the Company's
stakeholders. The vision to excel and build lasting relationships brought together men
with the determination to challenge the fate of time. The Company is professionally
managed and has very cordial relationship with all its employees. Highly qualified
personnel from the fields of MBA, Engineering, Chartered Accountants, Company
Secretariat and administration giving c
its core strength assist the top-level
management. The Human Resource empowerment of the c
( infrastructure,
befitting its immense abilities, rejuvenates the vitality of the working environment. Total
work force of the company is more than «.. including every staffs. For entire labor
requirement the Company banks mainly on its labor contractors with whom the
Company has a very long-term relationship.

p
 )
*
++

The Company is working under the supervision and chairmanship of
 
 having dynamic personality and the long experience in the field of rice
manufacturing and exporting. The vision and dynamism of
   is far
excellence, which is proven by the success story of the Company.
   is
a member of the executive committee of all India Rice Exporters Association.

Next to the Chairman is
 $  , Joint managing Director of the Company
having the huge experience in the field of food grains. He is a brilliant entrepreneur
who has been managing promising business relationships and there is no doubt
that Company will achieve all its objective under his powerful leadership. His skills
have added positive and efficient values to the business.

To assist the top- level management there is a team of highly qualified personnel
from the fields of MBA, Engineering, Chartered Accountants, Company Secretariat
and administration. The Human Resource empowerment of the ACJKEL¶s
infrastructure, befitting its immense abilities, rejuvenates the vitality of the working
environment.

p p
 )c, -
+
The c
  *( commitment to quality, infrastructure facilities meeting
stringent quality standards, innovative designs with a universal appeal and timely
execution is evident from their impressive track record. The underlying philosophy of the
group is ³milled rice is only as good as the paddy is procured´ and lasting relationships
bonded with trust and faith. The company works towards fostering the interest of its
customer by achieving their expectations and providing value for money

. /&  & 01&  2  c3  3 &   4 5
''&  .

4"

 Honored by Prime minister of India &  $ 6&  -73&& for on account
of meritorious performance in the field of Exports at function held on 8th May
2000. at Vigyan Bhavan, New Delhi.
 Excellence award by Bank of India for the year 2003-2004.
 Excellence award by Union Bank of India for the year 2005-2006.

,&03/8  ' 0 & 8 '$$

'&&'

''&  "

 ISO 9001:2000 Certification

 HACCP Certification for food Safety Management Standard.
 Recognized as Two star Export House by the Ministry of Commerce & Industry.


6, 

The Membership Scenario of c

are-

 && 8    9 (FIEO),

  '$$  '&&  '  /&1&$&
 3(APEDA), /&$
 c0&8c&'&(DCC)
  +&   9 (ITPO)

Along with this,
 : Chairman of the company is a member of the executive
committee of All India Rice Exporters Association.
 +)c+)

 c 

 has a hi-tech milling plants and factories
which confirms to international parameters of excellence at every stage. Any 'work of
art' is only as good as the expertise and infrastructure provided for its crafting.  
c 
has an excellent infrastructure for procurement,
production, quality control, distribution and shipping of Rice.

The group has set up its own state-of-the-art rice milling and processing units installed
with latest fully automated rice machinery.

The company has the finest human resource in various departments of finance,
research, international trade, management, administration and sales and marketing ,all
operating from one roof...the Head Office, to meet the esteemed Quality policy-"to
supply rice which meets Customers expectations to their entire satisfaction".

+&,& 88 '&  &"

12/14, Libras Road, Samaypur, Delhi - 110 042. India.

VISION
Amir Chand Jagdish Kumar (EXPORTS) Ltd. Is looking for Associates/Partners/Joint Ventures
to expand its horizon and is open to new ideas and thoughts to spread all over European
union/Middle East and eventually globe

VALUES
1) Strict adherence to commitments.
2) Faster learning, Creativity & Team Work.
3) Loyalty and pride in the company.
4) Fairness & integrity in all matters.
5)_ Zeal to excel & Zest for change

p p
 )


The Company has four state of the art mills for processing rice, which have been
specially set up to meet the growing demand of high quality rice in the domestic and
international market. It is equipped with state-of-the-art Polishers, Paddy Cleaners,
Pearl Polishers and other electronic hi-tech lab requirements.

All the mills are located in the heart of Basmati growing areas on the outskirts of Delhi:

;8 
$$"<8  - Jind Road, Safidon (Haryana), District : Jind, Haryana.
India.

c0$
$$" Chhabal . District: Amritsar, Punjab, India .

= 
$$" Ratia, Haryana, India.

>+&&$" 67/9 Alipur, Baholi, Delhi

These are set up for processing and ensuring flawless quality of every grain of rice and
meet the highest international standard, is fully equipped with the latest and most
innovative state of the art machinery. These plants are one of India's finest, confirming
to international standards of excellence in hygiene and quality. These are equipped with
the latest Pearling from Satake (Japan), DeStones from Yanmar (Japan), Gravity
seperators from Cater Day (Canada), length Graders from Carter Day (Canada), Colour
Sortex from Bhuler (Germany) and Satake (Japan) and other Hi-tech equipments and
are also facilitated with a modern lab for stringent quality control. We also have the
latest 16 MT. Per hour colour sortex from Satake (Japan). '

THE LATEST SORTEX 1641 FROM SATAKE (JAPAN) IS ONLY AVAILABLE IN INDIA
WITH US.
&$

  c    
 employs excellent and latest
technology for production and quality control of Aeroplane Rice.In its hi-tech milling
plants and factories, every stage confirms to international parameters of
excellence.The group has set up its own state-of-the-art- rice milling and
processing unit installed with latest fully automated rice machinery.

The &$ set up for processing and ensuring flawless quality of every grain
of rice and meet the highest international standard, is fully equipped with the latest
and most innovative state of the art machinery. This plant is one of India's finest ,
conforming to international standards of excellence in hygiene and quality.It is
equipped with the latest Pearling from Satake (Japan),De Stones from Yanmar
(Japan),Gravity seperators from Career Day(Canada),length Graders from Carter
Day (Canada),Colour Sortex from Bhuler (Germany) and Satake (Japan) and other
Hi-tech Equipments and is also facilitated with a modern lab for stringent quality
control.We also have the latest 16 MT. Per hour colour sortex from Satake
(Japan).It has the sorting capacity of 350 tonnes per day.

The plant has incorporated state-of- the-art technology in terms of machinery and
ensures proper control functioning of the plant to provide the best controlled quality
of rice as required .It is equipped with state-of -the-art Polishers,Paddy
Cleaners,Pearl Polishers and other electronic hi-tech lab requirements.

  c    

produces a variety of rice, all
manufactured to stringent quality standards. Each variety is the finest in its
category.

All plants are equipped with the most modern machinery and advanced laboratories
for extensive testing and Quality control .Quality control processes are religiously
adhered to in order to ensure uniform quality and to be par with ISO 9001.

p p
? +
@&&&8  A$& '&&&:8& 0&4&&&8 8 1&  

The world has always hungered for fine quality premium rice. And this is indeed where
'Aeroplane Rice' has shown its Golden Touch - worth of Basmati and non-Basmati
worldwide.
The Company brand even enjoys a reputed position in the major domestic markets of the
country.In the face of stiff competition, Aeroplane's consistent quality and constant
improvement of grain quality has earned it an impeccable reputation in the international
market. Both for its superb Basmati and non-Basmati varieties as well as its
professionalism and strict adherence to delivery schedules. Worldwide, Aeroplane Rice is
expanding its network to better serve the increasing demand and for quicker and more
efficient service. Marketing and Trading Agents have already been appointed in several
countries around the world.

We are exporting to:

1. DUBAI
2. DOHA QATAR
3. MUSCAT
4. BAHRAIN
5. SAUDI ARABIA
6. KUWAIT
7. YEMEN
8. JORDAN
9. ISRAEL
10. EGYPT
11. IRAN
12. GERMANY
13. UK
14. CANADA
15. AZER BAIJIAN
16. AUSTRALIA
17. MAURITIUS
18. SINGAPORE
19. BANGLADESH
20. HONGKONG/MACCAU
21. KENYA

In Basmati, too, we are dominant player - accounting for 8% of India's Basmati

exports.


c,/*/ ,)

BC
? +

+, c? + 92 %
6  '&D$ 3
These processes are meticulously followed to ensure a true Aeroplane Basmati rice with length
exceeding 7.0 mm, perfectly tapered ends, uniformly long grain, pristine white lust re and
appetizing aroma. Aeroplane Rice produces a variety of other rice, all manufactured to stringent
quality standards
Each variety the finest in its category.There's an old trade saying "milled rice is only as good as
the paddy is procured "-That's the reason Amir Chand Jagdish kumar,stresses on procurement
and the most critical step is in ensuring quality.We achieve this by concentrating on the richest
paddy growing areas like Degradable, Haryana Belt and Tehrai Belt.Then we closely monitor
each district from season to season ,so just at the time of the season starts ,paddy starts
arriving in the market. Our brand of rice experts are at hand to sample, test and grade the
harvest. In this way we are able to identify and source the best paddy of the district in a given
season before purchasing the paddy a more thorough examination takes place at our plant.
A special laboratory housing a slew of most sophisticated paddy tester check the paddy sample
for moisture content, head rice yield percentage of broken and admixture,length and breadth of
grain.Only after the confirmation from the quality benchmarks ,are the paddy taken for the
storage and processing.
We have designed a special 30,000 tonne capacity storage system comprising of bins and bags
which ensures maximum protection from ground moisture,rain ,air humidity,birds,rodents and
infestations through micro-organisms and insects.We source paddy from India's high quality
,high yielding paddy growing areas in Punjab and Haryana, the Punjab belt,which includes
Karnal, Nilokheri, Safidon Mandi,Ladwa,Kaithal and Pehowa, and the Purrrai belt ,Amritsar etc.

Our team of rice experts sample, test and grade the harvest.A detailed examination of the
paddy is undertaken at our paddy testing Lab, before we finalize the purchase.
Quality has always been a prime consideration with the Company. Operating as it does in the
premium end of the market, it couldn't have been any other way. Which is why quality
management in the Company starts at the grassroots. And continues till the product finally
reaches the consumer. All plants are equipped with the most modern machinery and advanced
laboratories for extensive testing. Quality control processes are religiously adhered to in order to
ensure uniform quality. This uniformity in quality has resulted in the company getting the
precious ISO 9001 certification. The technology extends to the packaging as well - after all,
packaging forms an important part of the product image in the consumer's mind.
Also, the Company's products have to compete all over the world. Special care is therefore
taken to make the packaging distinctive, attractive and hygienic.

The Company has acquired FFS (firm - fill - seal) machines for poly line-laminated pouch
packaging. The Company's products are also packed in attractive pouch packaging. The
Company's products are also packed in attractive cardboard laminated boxes, polyuliner jute,
polyliner cotton, natural jute, PET jars and polythene, ensuring complete safety against
moisture, pests, insects and dust.We ensure that each grain of rice is long and has its tip
intact.Then we mill it to a whiteness of 40 Kett. And, finally, when all our stringent quality
specifications have been met, we age it under controlled conditions for a period of over one
year.
p




p p
+3&8 '&A
p

*  '&

Long, slender kernel, 4 times longer that it is wide .Cooked grains are separate,
light and fluffy.

& *  '&

Kernel is 2 to 3 times longer that it is wide .Cooked grains are moist, tender and
slightly clingy.

*  '&

Kernel is almost round. Cooked grains cling together.

 ' '&

Brown or white rice with a natural aroma and flavor similar to that of roasted nuts or
popcorn.

4&& '&


An opaque white grain. Cooked grains are very sticky.

3 '&

The kernels are still within the hull .Before rice can be packaged or cooked, the
outer hull or husk must be removed.

64 '&

The kernels of rice have had only the hull removed.rown rice may be eaten as is or
milled into regular-milled white rice. Cooked brown rice has a slightly chewy texture
and a nut-like flavor.The light brown color of brown rice is caused be the presence
of bran layers which are rice in minerals and vitamins, especially the B-complex
group.
 0 $& '&

This rough rice has gone through a steam-pressure process before milling.This
procedure gelatinizes the starch in the grain, and ensures a firmer,more separate
grain. Parboiled rice is favored by consumers and chefs who desire an extra fluffy
and separate cooked rice.

&'2& '&

White or brown rice that has been completely cooked and dehydrated after
milling.This process reduces the time required for cooking.

&$E
$$&@ & '&

Rice that has the hull and bran layers removed.It is sometimes referred to as milled
rice, milled white rice, polished rice, or polished white rice. The hulls, bran layers,
and germ have all been removed. Most white rice is enriched, giving it a nutritional
value similar to brown rice.







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INSTITUTIONS
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9%
4%
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30% !p%p#
57%
?$p?pp&p
& #

AMIR CHAND JAGDISH KUMAR EXPORTS LIMITED (ACJKEL) has a 57% exports covering
almost every part of EUROPE & MIDDLE EAST and also some parts of rest of the world
including USA, AUSTRALIA, SINGAPORE, HONGKONG etc.

The rest is the domestic markets which includes :

1) RETAILERS: ACJKEL has 30% of its sale from the retailers. They have occupied almost
every part of india and have supplies to more than 5000 retailers all over INDIA.

2) INSTITUTIONS: This includes hotels, restaurants, colleges etc. The company caters to
the major players of the institution industry, as they came into institution field 1year back
and they got a satisfactory results by having 4% of its total market share

3) MODERN TRADE: This includes big bazaar, reliance fresh etc. The company have
supplies to these stores all over india and they get 9% of its market share.



 c,
+, /
*


07&' 1&83
p
 The objectives of study is to gain knowledge about the marketing practices by the
company
 The objectives of study are to have an overview of ACJKEL organization.
 The study focuses on ACJKEL and their features.
 The study focus ACJKEL and it¶s competitors
 The study reflects the various marketing strategies adopted by ACJKEL.
 The study give us the comparative analysis between ACJKEL and it¶s
competition.

'&83

 This study gives us the comparative analysis between ACJKEL and its
competitors.
 This study gives a swot analysis of the organization.
 This study provides the comparative analysis of major player in rice production to
the management.
 This study focuses on ACJKEL products and their features.
 This study can assists the mgt in decision making

p p
  8 ''&83

 Through questionnaire and data analysis we get to know about the different
opinions of employees working in ACJKEL, i.e what they think about the brand.

 This study has an overview of ACJKEL Company or organization.

 This study gain knowledge about the company.
 This study focuses on over all industry.
 This study focuses on ACJKEL and its competitors.
 This study gives information about the competitors in the industry.


& $&8$&83

 This study can assist the management in decision making process.

 This study gives information about the competitors in the industry to the
management.
 This study can help management to innovate new ideas regarding products and
services which can further fulfill the need of the existing as well as the potential
customer.
 This study provides the comparative analysis of major players in automobile
sectors to the management.
 This study gives a SWOT analysis of the organization to the management.
p

p
 /+c

c+ 

To determine the appropriate data for research mainly two kinds of data was collected
namely primary & secondary data as explained below:


/+
Primary data are those, which were collected afresh & for the first time and thus happen
to be original in character. However, there are many methods of collecting the primary
data; all have not been used for the purpose of this project. The ones that have been
used are:

; Questionnaire
; Informal Interviews
; Observation 

c //+p
Secondary data is collected from previous researches and literature to fill in the
respective project. The secondary data was collected through:

; Text Books
; Articles
; Journals
; Websites
++ + c
+
)/

The main statistical tools used for the collection and analyses of data in this project are:

; Pie Charts
; Tables

p p

+ *
+ 
  is one of the four elements of marketing mix (product, price, promotion, distribution).
It is the communication link between sellers and buyers for the purpose of influencing,
informing, or persuading a potential buyer's purchasing decision.

The following are two types of Promotion:

Above the line promotion: Promotion in the media (e.g. TV, radio, newspapers, Internet,Mobile
Phones, and, historically, illustrated songs) in which the advertiser pays an advertising
agency to place the ad

Below the line promotion: All other promotion. Much of this is intended to be subtle enough for
the consumer to be unaware that promotion is taking place. E.g. sponsorship, product
placement, endorsements, merchandising, direct mail, personal selling,public relations, trade
shows

The specification of five elements creates a promotional mix or promotional plan. These
elements are personal selling, advertising, sales promotion, direct marketing, and publicity. A
promotional mix specifies how much attention to pay to each of the five subcategories, and how
much money to budget for each. A promotional plan can have a wide range of objectives,
including: sales increases, new product acceptance, creation of brand equity, positioning,
competitive retaliations, or creation of a corporate image. Fundamentally, however there are
three basic objectives of promotion. These are: 1.) To present information to consumers as well
as others 2.)To increase demand 3.)To differentiate a product.

There are different ways to promote a product in different areas of media. Promoters use
internet advertisement, special events, endorsements, and newspapers to advertise their
product. Many times with the purchase of a product there is an incentive like discounts, free
items, or a contest. This is to increase the sales of a given product.

The term "promotion" is usually an "in" expression used internally by the marketing company,
but not normally to the public or the market - phrases like "special offer" are more common.

+, / 
+ *
+ / +/6c

There are many consumer sales promotional techniques available, summarised in the
table below:

 '& "

Price promotions are also commonly known as´ price discounting´

These offer either :

(1) a discount to the normal selling price of a product, for eg. Rs 10 off or purchase of 1
kg packet of LA-TASTE or,

(2) more of the product at the normal price.eg. 25% extra on 1 kg packet.

Increased sales gained from price promotions are at the expense of a loss in profit ± so
these promotions must be used with care.

c"

Coupons are another, very versatile, way of offering a discount offered by ACJKEL.
Consider the following examples of the use of coupons:

- On a pack to encourage repeat purchase

- In coupons, whether in magazines or newspapers allowing customers to redeem
the coupon at a retailer.

The key objective with a coupon promotion is to maximise the redemption rate ± this is
the proportion of customers actually using the coupon.

One problem with coupons is that they may simply encourage customers to buy what
they would have bought anyway. Another problem occurs when retailers do not hold
sufficient stocks of the promoted product ± causing customer disappointment.

Use of coupon promotions is, therefore, often best for new products or perhaps to
encourage sales of existing products that are slowing down.

* 84 '&"

The ³gift with purchase´ is a very common promotional technique. It is also known as a
³premium promotion´ in that the customer gets something in addition to the main
purchase. This type of promotion is widely used by ACJKEL:

p p
- Giving a 1 kg rice packet free with a 5 kg bag, or sometimes giving a 5 kg bag of rice
free with a 5 kg bag or rice by simply paying an amount for 1 bag.
- Free 3 kg rice with a 10 kg rice bag etc.

&3&8"

Here, a customer receives a money refund after submitting a proof of purchase to the
manufacturer.These schemes are often viewed with some suspicion by customers ±
particularly if the method of obtaining a refund looks unusual or onerous.

&F&&%$3$3 '& 1&"

This type of promotion is applied to those customers who are frequent consumers of
³AEROPLANE RICE´. This is applied in stores where there is computerized system,
through this company sends free rice packets to their frequent customers as loyalty
incentives.

 E8E$& $3"

Research into customer buying behaviour in retail stores suggests that a significant
proportion of purchases results from promotions that customers see in the store.
Attractive, informative and well-positioned point-of-sale displays are, therefore, very
imortant part of the sales promotional activity in retail outlets.

&&$&"

We have received free samples of shampoo, washing powder, coffee powder, etc. while
purchasing various items from the market. Sometimes these free samples are also
distributed by the shopkeeper even without purhasing any item from his shop.These are
distributed to attract consumers to try out a new product and thereby create new
customers. Similar with the case of AEROPLANE RICE they also distributes free
samples of rice through retailers or directly from the company.

  0  "

Fairs and exhibitions organized at domestic and international level to introduce new
products, demonstrate the products and to explain specialty usefulness of the products.
Goods are displayed and demonstrated and their sale is also conducted at a reasonable
discount. AERO[LANE RICE takes part in INTERNATIONAL TRADE FAIR held in
Europe, USA & MIDDLE EAST.

+*
++ 
Market segmentation is a concept in economics and marketing. A 2&&& is a
sub-set of a market made up of people or organizations sharing with one or more
characteristics that cause them to demand similar product and/or services based on
qualities of those products such as price or function. A true market segment meets all of
the following criteria: it is distinct from other segments (different segments have different
needs), it is homogeneous within the segment (exhibits common needs); it responds
similarly to a market stimulus, and it can be reached by a market intervention. The term
is also used when consumers with identical product and/or service needs are divided up
into groups so they can be charged different amounts. These can broadly be viewed as
'positive' and 'negative' applications of the same idea, splitting up the market into
smaller groups.

Examples:

— Age
— Gender
— Price
— Interests

p p
  
 c
TOTAL SALES GRAPH
(YEAR 31st MAR-2006 TO 31st MAR-2010)

YEAR 2005-06 2006-07 2007-08 2008-09 2009-10

TOTAL 132.63 265.91 437.92 563.78 686.87

SALES in cr

SALES GRAPH OF TOTAL SALES

800

700

600

500

400
p$p
300

200

100

0
31p?'p 31p?'p 31p?'p 31p?'p 31p?'p
06 07 08 09 10
p

GRAND TOTAL 2087.11 cr

p
? +
Amir Chand Jagdish Kumar Exports Ltd. are traditional rice millers and exporters for over 25
years, exporting basmati rice and manufacturer of the world famous AEROPLANE basmati rice.

In the face of stiff competition, Aeroplane's consistent quality and constant improvement of grain
quality has earned it an impeccable reputation in the international market. Both for its superb
Basmati and non-Basmati varieties as well as its professionalism and strict adherence to
delivery schedules. Worldwide, Aeroplane Rice is expanding its network to better serve the
increasing demand and for quicker and more efficient service. Marketing and Trading Agents
have already been appointed in several countries around the world.

Our brands are available in countries like:

1. DUBAI
2. DOHA QATAR
3. MUSCAT
4. BAHRAIN
5. SAUDI ARABIA
6. KUWAIT
7. YEMEN
8. JORDAN
9. ISRAEL
10. EGYPT
11. IRAN
12. GERMANY
13. UK
14. CANADA
15. AZER BAIJIAN
16. AUSTRALIA
17. MAURITIUS
18. SINGAPORE
19. BANGLADESH
20. HONGKONG/MACCAU
21. KENYA






p p
 
 
 c
TOTAL SALES GRAPH OF EXPORTS
(YEAR 31st MAR-2006 TO 31st MAR-2010)

YEAR 2005-06 2006-07 2007-08 2008-09 2009-10

TOTAL 82.40 154.54 248.30 323.66 390.28

SALES in cr
p

SALES GRAPH OF TOTAL EXPORTS

450

400

350

300

250

200
p$p
150

100

50

0
31p?'p 31p?'p 31p?'p 31p?'p 31p?'p
06 07 08 09 10
p

GRAND TOTAL 1199.18 cr

p
p
p
p
/
+ c
+

ACJKEL¶S domestic market includes:

1) +  $
2&%& $&: They have occupied almost every part of india
and have supplies to more than 5000 retailers all over INDIA.

2)   $
2&: The company came to the institution field one year back
and has find a better position in this industry, by catering to major players like:

 -++, +


1. THE ASHOK
2. TRIDENT
3. THE HANS HOTEL
4. METROPOLITON
5. THE CANNAUGHT HOTEL
6. CITY PARK HOTEL
7. THE SAMRAT HOTEL
8. THE JANPATH

*

1. LOVELY PROFESSIONAL (JALANDHAR)
2. LADY SHRI RAM COLLEGE
3. PROFESSIONAL CATERING SERVICES

+/

1. A.R TRADER

+)+

1. CASTLE NINE RESTAURANT
2. ANITED COFFEE HOUSE
3. ALL HEAVENS
4. 361
5. CHUNGWA
6. MANRE
7. MOETS BARBEQUE
8. LIQUID KITCHEN
9. OLIVE BAR AND KITCHEN
10. HABITAT CENTRE
11. FOOD WORLD HOSPITALITY (LOTUS POND)
12. GRAND PLAZA

p p
 13. ROCKMAN BREWERIES
14. PVR BLUO ENTERTAINMENT
15. THE GREAT KEBAB FACTORY

,  +
+

1. FOOD WORLD HOSPITALITY
2. APOLLO HOSPITAL
3. PAN INDIA FOOD SOLUTION
4. CITY MAX HOSPITALITY
5. VAPOUR (A UNIT OF WONDER) HOSPITALITY


@c+

1. RAJASTHANI CATERERS
2. R.K. CATERER
3. DEEPAK AND CO.
4. DOONS CATERER

6  @


1. KARIM MUGHAL
2. NIZAM KATHI KABAB
3. D¶S BIRYANI
4. MOHD. TAFIU
5. KALIM KEBAB
6. RAHIM MUGHAL
7. OBEROI BIRYANI

c
)6

1. GOUMENT CLUB
2. PITAMPURA CLUB


*,+c+

1. SKY CATERER

6D)+

1. D MARKS
2. SYMPHONY
3. REGAL FOOD
4. GOLA FIVE STAR
5. MH1 RESORTS
+&'3$&38 $&&&&8"

1. MERIDIAN HOTEL (C.P, NEW DELHI)

2. TAJ HOTEL (MUMBAI)
3. THE LEELA (GURGAON)
4. RADISSON HOTEL (GURGAON)

3)
&+&: The company have supplies to these stores all over india.

Our brands are available in:

1. BIG BAZAAR
2. SPENCERS
3. BIG APPLE
4. RELIANCE FRESH
5. SABKA BAZAAR
6. KB¶S FAIR PRICE SHOP
7. SALASAR BHANDAR
8. MORE
9. VISHAL RETAIL

p p
  
 c
TOTAL SALES GRAPH OF DOMESTIC SALE
(YEAR 31st MAR-2006 TO 31st MAR-2010)

YEAR 2005-06 2006-07 2007-08 2008-09 2009-10

TOTAL 50.23 111.37 189.62 240.12 296.59

SALES in cr

SALES GRAPH OF TOTAL DOMESTIC SALE

350

300

250

200
p1
150  (1
 (2
100

50

0
31p?'p 31p?'p 31p?'p 31p?'p 31p?'p
06 07 08 09 10
p

GRAND TOTAL 887.93 cr

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TOTAL SALES GRAPH OF INSTITUTION SALE
(MONTH APRIL-2009 TO MARCH-2010)

NAME APRIL MAY JUNE JULY AUG SEPT OCT NOV DEC JAN FEB MARCH TOTAL
OF
MONTH

TOTAL 2651801 2584909 2745424 3378704 3715408 3669141 3882201 3139157 3702785 3852831 3552773 2517613 39392747
SALES

SALES GRAPH OF TOTAL INSTITUTIONAL SALE

4500000
4000000
3500000
3000000
2500000
2000000
1500000 

1000000
500000
0

GRAND TOTAL 3.9 cr

AVG. PER MONTH 32.83 lakhs

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+*+
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A target market or target audience is a group of customers that the business has
decided to aim its marketing efforts and ultimately its merchandise. A well-defined target
market is the first element to a marketing strategy. The target market and the marketing
mix variables of product, place (distribution), promotion and price are the two elements
of a marketing mix strategy that determine the success of a product in the marketplace.
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‡ geographic segmentations (their location)

‡ demographic/socio-economic segmentation (gender,age, income occupation,
education, sexual orientation, household size, and stage in the family life cycle)
‡ psychographic segmentation (similar attitudes, values, and lifestyles)
‡ behavioral segmentation (occasions, degree of loyalty)
‡ product-related segmentation (relationship to a product

A principal concept in target marketing is that those who are targeted show a strong
affinity or brand loyalty to that particular brand. Research has shown that racial
similarity, role congruence, labeling intensity of ethnic identification, shared knowledge
and ethnic salience all promote positive effects on the target market. Research has
generally shown that target marketing strategies are constructed from consumer
inferences of similarities between some aspects of the advertisement (e.g., source
pictured, language used, lifestyle represented) and characteristics of the consumer (e.g.
reality or desire of having the represented style. Consumers are persuaded by the
characteristics in the advertisement and those of the consumer

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The choice of location is crucial because of the complex decision making involved, high
costs Immobility after site selection and its possible impact on the retailer strategy.
Selecting location for selling their product is not so easy. management personnel has
take into consideration number of aspects before finalzing the area where they have to
sell their product. Wrong decision regarding selection of area may led to huge losses for
the company. As in today competitive world product positioning place a equal dominant
role. Company has to into consideration the markets where the products of their
competitors are sold. Company has also to consider that whether they will be able to
supply their product to their customer. The officials of aeroplane rice have decided to
sell their product in different locations covering almost every part of Delhi. This doesn¶t
mean that the company is only making their product sold locally, they are also acquiring
external markets i.e. EXPORTS. A company can also make their product acceptable by
the customers by making their product available at right time and at right place.

In today¶s scenario, time is money for the masses. Consumers are not ready to buy the
product of which they are not aware or the brand which is not easily available.
p
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p
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p Identify in which Identify the most Selected the best
p to operate attractive sites site(s)
that are available
p Eg.- DELHI within each
p MUMBAI market
Eg-
p KOLKATA Eg- DELHI

GK I &II GK I &II
p CHENNAI
SAKET SAKET
KAROL BAGH PITAMPURA
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JANAKPURI
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$
16%

Y
84%

FINDING

This is very well depicted from the above diagram that 84% of the consumers consume
rice and their are only 16% who does not consume rice reason being it depends upon
the taste of the person.
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$p$pp Y
$' 17%
13%

$p$pp15p
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33% 37%

FINDING

This is very well depicted from the above diagram that every consumer has its own like
and dislikes as there is only 13% who consume once in the month and more over their
are 37% consumers once in a week.

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24% ?$p?
28%

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30%




FINDING

This diagram clearly shows that there is only 18% of the consumer who consume
Daawat Rice ,as it is notice that Kohinoor Rice,Aeroplane Rice and Lalquilla basmati
rice are having almost more or less consumption as 30%,28% and 24%.
>&34&8&'&$& '&G

$
16%

Y
84%

FINDING

The above diagram shows that 84% of the consumers are aware of the product
Aeroplane rice and only 16% are not aware of this,because it depends on the person
location that how is the promotion of the product their done or going on.

p p
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$
32%

Y
68%

FINDING

The above diagram shows that 68% of the consumers like the product Aeroplane rice
and there is only 32% who does not like Aeroplane rice.
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22%
20%

$
26%
G
32%

 / *

The above diagram shows that it depends upon the taste and preference of the
consumer because different consumer has different opinion some rate as fair or good
or excellent or average .

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$
34%

Y
66%

 / *

The above diagram shows that consumers are willing to buy the aeroplane rice again as
66% of the consumers says yes while 34% says no.
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$
38%

Y
62%

FINDING

The above diagram shows that 62% of the consumers says that airplane rice is easily
available to the market nearby whereas 38% says no its not available

p p
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$
42%

Y
58%

FINDING

The above diagram shows that 58% of the consumers says that price of the aeroplane
rice is fair as compared to the other similar products whereas 42% says no its prices
are not fair.
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46%
$?p*
54%

 / *

The above diagram shows that 54% of the consumers says that they want it in the
Consumer pack and 46% says that they want in a Open bag

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?p$,
36%

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$,
64%

 / *

The above diagram shows that 64% of the consumers are Quality Sensitive whereas
36% of the consumers are Price Sensitive.


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$
16%

Y
84%

 / *

The above diagram shows that 84% of the consumer like with the packaging of the
aeroplane rice whereas 16% says no.

p p
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$
48%
Y
52%

 / *

This diagram clearly shows that 52% of the consumers says that aeroplane is
sufficiently advertised whereas 48% says it does not advertised.


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p
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p 8%
,$
8%
12%

$)?
16%

G-$
56%

 / *

This diagram clearly shows advertisement of the aeroplane rice is done in every field
where it can be view by the consumer as Television,Newspaper,Magazines,Public
Places and Public Transport(Metro,Bus).

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$
12%

Y
88%

FINDING

This diagram clearly shows 88% of the consumers says that brand is important for
agricultural products whereas 12% of the consumers says no.
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The study of this company has made aware that in terms of sales the company has
good figures, but these figuresp are mainly composite of exports. But this does¶nt mean
that company has not captured local market badly. Company is having good reputation
in the market but the study has shown that the company is not utilizing its capacity to
the optimum level. The major problem that is finded from the study is company do not
give more importance to the marketing practices as per domestic market market is
concerned.

Marketing plays one of the dominant role in increasing the sales of the company.
Company can increase its profits by just concentrating over its marketing practices. until
or unless customers are not aware about the product, how will they purchase that? It is
the only and only company¶s responsibility to make brand awareness among the
customers.