1

SUMMER TRAINING PROJECT REPORT

ON

MERCHANDISING AND ROUTE PRODUCTIVITY

IN J.M AGRO PRODUCTS PVT LTD
Submitted in Partial Fulfillment Requirement for the Degree

Master of Business Administration

From Uttar Pradesh Technical University, Lucknow (Session 2009-2011)

S UBMITTED T O :
KARISHMA SETH CHANDRA SHUKLA Faculty MBA Sem.

S UBMITTED B Y :
SHARAD MBA-III

CONTENTS

1. Company Profile 2. Merchandising and route productivity 3. Marketing Strategy of TRINA

4. 5.

Research Objective Data Interpretation and Analysis

6. Findings 7. Field Experience 8. Suggestion & Recommendation 9. Limitation of Research 10. 11. Conclusion Annexure - Questionnaire - Bibliography

ACKNOWLEDGEMENT
This project report bears the imprint of many people who were either directly or indirectly involved in the successful completion of this project work. I wish to accord my sincere gratitude to J.M AGRO PRODUCTS PVT LTD, DIST-GORAKHPUR for accepting me as Summer Trainee in their esteemed organization. I expressed my sincere indebtedness to Mr.C.P.MALIYA the G.M OF TRINA for his able guidance & active association & constructive suggestions, which immensely helped in the preparation of this project at all stages. I am thankful to Mr. MALVIYA SIR & Mr. AAMOD SHUKLA who have given me ample guidance in preparation of this project. I shall always remember the valuable help given to me by all this associates.

Especially Area Sales Manager Mr. AAMOD SHUKLA giving shapes in this report.

in

I am grateful to J.M AGRO PRODUCTS Pvt. Ltd., Authorities for throwing their gates open to all facilities & giving me an opportunity to work in a congenial during the course of my involvement in this project report.

[SHARAD CHANDRA SHUKLA]

DECLARATION
I, SHARAD CHANDRA SHUKLA hereby declare that the project work entitled Merchandising and route Productivity is a

bona fide work done by me in partial fulfillment of the requirement for the award of the MBA Program of Shri Ramswaroop Memorial College Of Engineering & Management during the year 2009-2011.This has not been placed by anybody in any University for any award or any degree or diploma.

Place Date :

PREFACE

S
future.

ummer Training in any organization is an attempt to provide the student a practical Input and Exposure to the Real world situation in which he has to work in

My Training

in TRINA an attempt in this regard. The

project work provided to me was a survey titled based on

E.D.S.-Every Dealer Survey it was to find out the Effect of Merchandising and Route Assessment on Productivity/Sales, Availability of product, MKT. Condition, Demand & supply of product, Distribution Channel. The Extract of the work is presented in this report under various headings as, Introduction, Companys Profile, Project Introduction, Methodology, Data analysis, Suggestions and Conclusions. This report provides me a chance to study and analyses the practical aspects of the topic (Merchandising and Route Productivity). It enhanced my knowledge in the field of marketing. This project also gave me the chance to improve logical thinking and interacting patterns. While working on the project, we came to know about the latest marketing strategies and trends prevailing in the market. The way of selling and distribution network Trina was different. of

EXECUTIVE SUMMARY

This project high lightens the importance of merchandising and route productivity in the packaged drinking water industry. This project also highlights the promotional activities that were carried out during the launching of the new products and to increase the market share of their

existing products. This project deals with the various aspects of marketing and sales. E.D.S. survey, we mean that, other than doing the fresh marketing activities, creating new consumer & customer, doing new promotion and Advertising is done in relation to the 4 P's of marketing that is Product, Price, Place, Promotion. There exist some opportunity in the marketing activity done by the company in the past. In E.D.S.

(EVERY DEALER SURVEY) rather than doing fresh marketing activities gaps are found in the alerting system for product, place, and promotion activities done by the company in the past and corrective actions are taken accordingly .In E.D.S. survey While doing the trade in its present manner, opportunities are found for tilling up the gaps in the existing system, and efforts made in order to remove the deficiency by doing the marketing activities.

Effect of merchandising on sales.

Merchandising as a sales promotion tool. Effect of pre-decided route on productivity/sales.

Comparison of different Brands. Contribution of different Brand in market. Packed wise contribution. Brand wise contribution. To check the Display. To know the relation ship in Demand & Supply condition

To improve in marketing mix To check the cooler purity in outlets and to remove impurity.

To check the POS material display in different outlets across the market.

Trina packaged drinking water is special, because not just any water or any bottle will do. At Trina we understand

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that often people feel dissatisfied with the after taste of packaged water-but have no choice. We believe that purity does not mean compromising taste and freshness. Thats why every drop of Trina passes through a sophisticated multiple step purification process. The result is pure, fresh and delicious water.

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COMPANY PROFILE

Trina-meaning of freshness and purity is a brand owned by house of JM AGRO PRODUCT PRIVATE LIMITED that was established in 2006 with a vision to become the number one corporate in global market, and to be known throughout the country as a diversified socially responsible brand in the field of packaged Drinking Water Soda and flavored Water.

12 Managing Director and founders of JM AGRO PRODUCTS are innovative entrepreneurs and visionaries who have spent over two decades revolutionizing innovation and entrepreneurship in global market and NORTH AMERICA-providing customers with the products they need where they need them. Over several satisfied customers across the globe bear testimony to the fact that at JM AGRO, we breathe excellence. More than just a slogan, this philosophy has been the key to our brand success in building mutually beneficial long-term relationship with all its customers, suppliers and the public, and has helped the company fulfill its commitments over the years---Trina also has export-import license from the ----Ministry Of Commerce, government Of India.

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This is thirst-quenching beverage features fresh the fresh water with the saturated oxygen level.

This is thirst-quenching beverage features a fresh and light orange taste and a lighthearted attitude.

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7.

ADVERTISING AND PROMOTION:

Advertising consists of non-personal form of communications. The communication

is conducted through trade media under player sponsorships. Advertising aims at providing information about the product arouse demand for the product and emphasize on superior features of the advertised product over others. Players have to decide on overall advertisement budget, message and mode of presentation, type of media, timing etc. They invariably do post audit of advertising efficacy. Promotions are of two types viz. pull promotions where consumers are incentivized and push promotion where dealers/ retailers are incentivized. There are several forms of promotion such as distributing free samples, discount coupons, gift offers for consumers and target based incentives and display schemes etc for retailers. Marketers also sponsor charity programmes, sports etc to promote corporate/ brand image.

Consumer demographics : Get a feel of the Indian consumer markets. Data on population, states, income levels, penetration, media reach and more
PopulationMetropolitan cities States - Rural and Urban Population distribution (Religion-wise) Population distribution- (Language wise) Dispersion by population strata Population distribution age-wise

17 Occupation-wise distribution Population projections Demographic projections (Age-wise)

Indian StatesPopulation - Rural and Urban Number of villages Per capita and net domestic product Literacy

Media ReachPopulation - Rural and Urban Urban Rural State-wise- (Urban & Rural) Demographic Profile Socio-Economic class Education wise (Urban & Rural) Age Group (Urban & Rural) Media Reach - Satellite Penetration (Urban + Rural) Media Reach - Satellite Penetration (By region) Media Reach - Satellite Penetration (State wise)

Penetration of Consumer ExpendablesPenetration rates - Rural & Urban Penetration rates Urban Penetration rates - Rural

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Key statisticsIndicators of economic growth Key statistics of Indian Economy Demographic profile of India Snap shot of India I Private consumption expenditure on foodPFCE: Food, Beverages & Tobacco PFCE: Food PFCE: Cereals & Bread PFCE: Milk & Milk products PFCE: Coffee, Tea & Cocoa PFCE: Beverages, Pan & Intoxicants PFCE: Beverages PFCE: Tobacco and Its Products

Distribution management is a logistics control process that applies situational understanding from both the operational and logistical common operating pictures in order to dynamically control and synchronize the flow of materiel through the distribution pipelines, including retrograde and lateral distribution. The last part of the definition retrograde and lateral distribution - is critical to future

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success and is often overlooked in distribution management schemes. Our ability to move materiel in any direction through the pipelines provides an economy of effort that actually becomes a force multiplier. In this manner, distribution management becomes a key enabler of logistics transformation, by reducing materiel requirements to only those that are needed and by leveraging stockage positioning to reduce the total cost of sustainment. Distribution Management: - When you're operating multiple plants over a large geographical area, knowing exactly what you have and where it's located can be a tremendous competitive advantage. Frontier's Distribution Management components allow you to access real-time inventory and shipping information across your enterprise, as well as historical audits that can help with planning for the future. With Frontier, you'll always know your inventory requirements and availability for every product, at every

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plant. You can instantly find transit status for parts and finished goods. Frontier helps you plan more efficient truck loading and shipping routes. You'll also enjoy shipping and billing that is tightly integrated from the initial sale through Accounts. A definition of dynamic control is also required before we go further. Dynamic control is the distribution manager's ability to rapidly set and change priorities and modes of transportation in response to the war fighter's requirements.

PRODUCTS OF COMPANY

Trina Packaged drinking water comes in variety of sizes.

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1-200ml bottle 2-300ml glasses to 200ml 3-500ml bottle 4-1L bottle 5-2L bottle In addition we have convenient 20L containers for bulk and institutional consumption. Trina glasses and bottles are packed in attractive and well protected cartons.

Our service includes Trust and Safety programs, such as the Trina Standard Purchase Protection Program, Customer Support, Tools and Services, which allow corporate users to receive a report of their purchasing activity on a regular basis.

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At Trina, the entire multistage purification ia done in a brand new complex with the most modern equipment and facilities. We take great care in sourcing the water for purification and the entire process is automated and untouched by hand. The production is monitored under strict quality control guidelines in compliance with the most stringent standards worldwide.

TRINA IS THE TRUST OF CONSISTENT TASTE AND QUALITY

At Trina, the entire process of water purification is done in a brand new the complex with the most modern equipment and facilities. How can you be sure that you will get the same taste and freshness of Trina, whenever you open a bottle? First we test the water at source. Then we test the water at intervals as it goes through the purification process infact .

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quality checks are made severals times every hour at stages of the final bottling process. FINANCE: Finance department performs the activities in

management of Accounts Receivables, Claims and expenses, Fixed Assets management & their depreciation,

Transportation, arrangement of raw material as through supply chain, computer networking management, Taxation, etc. Above all these functions checking authority verifies all these activities and approves it for final actions. HUMAN RESOURCE (HR) HR department works in Recruitment & selection, Training & Development, Performance Appraisals, objective setting leading to management Incentive plan, wages & salary administration, Disciplinary Actions, Statutory

compliance, ISO documentation, assisting in civil & criminal

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litigation, handling of contract labor .And worker related issues, employee welfare, community development projects, policy implementation, internal & external environment etc. PRODUCTION The manufacturing of different types of Brands of soft drink comes under the Production department. It comprises the process of Water Treatment, Syrup preparation, Container Washing, Mixing & Proportioning, Filling & Crowning and then the Final Inspection of the product. SHIPPING This department is also termed as Dispatch Section. Goods are received and dispatched from shipping. It works in receiving of products from other unit, transferring of full from production, Inventory Management of finished

products in First In First Out (FIFO) method, dispatch of

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finished goods to distributors, empty received and dispatch to other units. SALES & MARKETING Sales department takes care of placement of all brands in right proportion in right time at right place. Sales executive always dispatches in proportion of empty receiving and payment terms. The main aim of this department is that all the brands should be at distributor's end and must not be any deficiency of any brand. All the activities that help in enhancing the sales come under marketing. In this, company gives glow sign boards to distributors, Table, chairs & Umbrellas, advertisements, Tshirts, Caps, posters, banners, seasonal schemes, product keeping containers like Fridge, ice-box etc. STORES

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All kinds of material are handled in stores either it can be of raw material for production or materials used in the office. A proper sequence is followed. At very first, Purchase requisition is prepared by each department and then materials are purchased form the fixed vendors after this the material are distributed as per the requirement. In broader terms, we can say that the activities performed in this process are receiving of materials, issuing of materials, rejection handling, scrap handling. QA department ensures the total quality in each and every aspect of the organization. This quality is not only concerned with individual department like production of goods but it is concerned with every functioning of the organization such as hygiene in the organization like providing the nutrias food from the canteen, cleanliness in the bathrooms, not polluting the environment, etc. One of the major functions of QA department is pre and post

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manufacturing tests which ensures zero defect so that consumers can get right quantity and quality of products. All the procured materials have to undergo a rigorous quality check. Even before procurement the quality of the material has been ensured by the sample check of material. OBJECTIVES 1.

Total Cost - The first and foremost objective is to bring down overall cost. The costs involved in Logistics

Operations:a. Transportation of supplies to the plant and distribution of finished goods through distribution system. b. Processing customer orders. c. Packaging. d. Providing customer services. e. Maintaining warehouses.

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These functions are directly not responsible for sales. But they do support the sales activities. So, the total cost approach refers to evaluation of all logistics cost expanded for any given sales revenue. By using the cost approach the manager would try to maintain total logistics cost as compared to the historical performance of the firm and in comparison with other firms of the same industry.
2.

Sub-Optimization - It is a term applied to a situation in which one department's objective or function is optimized without considering the affect of action on other

departments. The goal of logistics is to manage the system to provide designated levels of manufacturing supply service at the least possible cost.
3.

Cost Trade-off- This occur when a change in destination system causes some costs to increase and other cost to decrease.

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Customer Service - Elements of Customer Service are :a. On time delivery. b. Proper handling of merchandise. c. Quantity assembled should be according tie invoice. d. On time service which includes after sales service, etc.

TRANSPORTATION LOGISTICS The distribution function has to perform two functions: it has to generate demand for the product and secondly, it has to make sure that demand thus created is matched by adequate and time supply. While all the members of the channel will have to take part in dual functions, the

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transporter has primary responsibility. A logistics plan can be drawn by considering the following points: 1. What are the alternative modes of transport, viz., road, rail, air, etc. available for transporting the goods from the point of manufacture to the point of purchase? 2. What is the mode which is optimal from the standpoint of total distribution cost? 3. Is there any need for warehousing arrangements, keeping in view the product and marketing characteristics'? In fact, the first two points are important enough to be considered even at the time of selection of markets. The nonavailability of required type of transportation facility can outweigh all other marketing advantages that a company may have. The perishable nature of product demands that must reach the consumers within the shortest possible time. Therefore, unless the potential markets are served, delivery of such items cannot be undertaken.

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To consider the second aspect, namely, selection of the appropriate mode of transport, it is necessary first to identify the elements that taken together constitute the total distribution costs. In a study carried out in the US it is found that the total distribution costs are allocated over the various components in the following proportion:

Administration

11.0%

Transportation

29.4%

Receiving and Shipping

7.8%

Packaging

11.9%

Warehousing

17.0%

Inventory carrying costs

17.04%

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Order processing

5.5%

The proportion obviously will vary form product to product, but all the cost components, with the sole exception of warehousing, will have to be considered for determining the total distribution costs of each and every product. It is, therefore, obvious that the selection of the mode cannot be taken only on the basis of the freight element, which at best will be only an important segment of total distribution costs. But the decision will depend on the total incidence of costs for alternative modes of transport. In general, the criteria that should be taken in mind in deciding on the proper modes of transport are: cost, speed, frequency, reliability, safety and appropriateness with regard to the product.

MERCHANDISING 1. The exchange of goods for an agreed sum of money

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2. Engage in the trade of

Definition-A (Webster's) : MerchandisingN. 1. (Commerce) The activities associated with selling products, such as identification of the market, advertising at the right time in the right media, and creating attractive packaging and displays; also, the study of the best methods to accomplish such goals. merchandising - the exchange of goods for an agreed sum of money Synonyms: marketing, selling

Definition-B (Encyclopedia) :

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Merchandising is a marketing practice in which the brand or image from one product or service is used to sell another. It is most prominently seen in connection with films, usually those in current release, and with television shows oriented towards children. Trademarked brand names, logos, or character images are licensed to manufacturers of products such as toys or clothing, who then make items in or emblazoned with the image of the license, hoping they'll sell better than the same item with no such image.

MERCHANDISING STRATEGY (All Services) :

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Assess your company's overall strategy to win customers, from point of discovery to exploration, testing and validation. Make additional recommendations on retail store efficiencies, cost savings, and overall performance. Assess strategic direction and financial plan of

merchandising efforts. Work to develop and implement retail partnering programs (and new product lines), where applicable.

Develop in-store events and vendor co-sponsorship programs.

Create additional awareness and distribution channels through strategic partnerships leveraging print, TV, radio, live events (tours, festivals, etc.) and more.

Where no retention program exists, work with management to rapidly adopt a system to increase repeat purchases, build upon average order size, lower related costs, and maximize customer loyalty.

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MERCHANDISING TYPES:

Retail Merchandising Visual Merchandism

ROUTE PRODUCTIVITY

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Many product distributors find themselves with a delivery route system that has "evolved" over the years into - well, let's just say a state of relative inefficiency. When was the last time your distributor operation completed a thorough, bottom-up review of its route system efficiency? When was the last time the entire company was re-routed?

If the answer to these two questions is years, the business may have considerable room for route efficiency improvement.

In a re-route of a product distributor's delivery system, it is commonly-believed that sales routes need to be developed first - with delivery routes developed later to support sales. The theory driving this approach is that to be a "salesdriven" organization, one must develop sales routes first to ensure the company is matching resources optimally to meet market needs. This approach is unsound and likely results

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in a route system that is: inefficient from an operations standpoint, and does not optimally meet customer demands.

The delivery system is the most expensive component dealt with in an entire company re-route. Therefore, from a strictly financial sense, it is logical to begin the re-routing process with an optimization of this more expensive component. Sales routes, merchandising routes, etc. can be developed secondarily to match the optimized delivery routes.

Does a Focus on Delivery Optimization Compromise the "Sales-Driven" Organization? By definition, the re-routing of an entire distributor operation requires balance and compromise. While at first glance, an initial focus on delivery optimization may seem to be a contradictory objective to developing a true "salesfocused" route system, the analysis is not so simple.

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By ensuring maximum efficiency in the delivery route system, wholesalers free up resources within the organization that can be re-directed into the sales effort. A properly designed and executed re-route can be one of the most important things a wholesaler can do to increase both its delivery system productivity and efficiency measurements - and to provide financial resources to focus on driving increased revenues in the business.

When was your last re-route? Is your business missing opportunities because of route inefficiencies? How do you know if delivery routes, sales routes, merchandising routes, are optimally-designed?

Delivery operations in a distributor operation primarily focuses on the task of "getting the product to market". Delivery can mean different things to different distributor

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environments, however. Some distributors view delivery as just that - nothing more than driving the product from one location to another. In other distributor environments, delivery drivers are expected to provide additional services such as the construction of in-store displays, the putting up of point-of-sale materials, product rotation, product pull-up, and product facing. In some distributor operations, delivery drivers are, in fact, referred to as Customer Service Representatives (C SRs) which conveys the expectation that drivers will, in fact, provide additional services viewed by the customer as having value beyond just the dropping of product at the back door.

The type and level of services expected by the delivery department will, of course, have direct impacts on issues such as the: - type and quality of individual sought for delivery positions;

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- methods used for compensating delivery driver positions; - interaction of the delivery driver with other facets of the distributor operation; - productivity measurements expected and produced.

Delivery Productivity Productivity in the delivery department can be measured in two major ways. One method focuses on asset utilization. A typical measurement providing information on asset utilization is to develop some type of product movement ratio on a per-route basis. The most common product movement ratios are: - unit volume sold per year; - annual revenues; - annual gross profits.

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MARKETING STRATEGY OF TRINA

As millions of rural Indians reach for a Packaged Drinking Water in the hottest summer in years, TRINA India seems to have discovered the consumers who could rescue its dismal sales record. TRINA India totally misjudged rural India, home to two-thirds of the country's 1 billion population, when it re-entered the country a decade ago. Yet as the country side emerges as the fastest-growing source of demand for consumer products, the local arm of the packaged drinking water giant seems to have learnt its lesson. "We were just not addressing the masses, that were the problem," says Mr. AGRAWAL SIR operations chief. The company's new strategy of smaller bottles, price cuts and advertising that straddles cities and villages pushed turnover last year up by a quarter to nearly Rs.5000 crore .

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"TRINA came in blazing but mishandled itself and KINLEY. That makes its recovery all the more remarkable." says Chairman of business consultant AT Kearney India. "We had to address the 75 percent (that lives in rural areas) and not just the 25 percent (in cities) and that meant using small-pack innovations," says. "The only consumer goods companies that make it in India are those that sell microsized products at low prices." . To achieve a return on this "low margin, high volume" strategy. TRINA had to shrink its ballooning costs, while raising output in a market growing at just 8-9 percent per year. TRINA added 30 assembly lines, including five plants; cut costly staff; revamped transport; shrunk bottles and made them lighter and packed in smaller crates to increase a truck's carrying capacity; added distributors and expanded the number of outlets in towns and villages by a fifth to about 1 m. TRINA aim was to "lock in" retailers in villages of at

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least 1,000 people connected to usable roads. One method was to help those with no savings or access to formal credit to buy their costliest asset: a fridge. The company negotiated big discounts from fridge producers, placing an order equivalent to two months' output of the domestic fridge industry. Discounts were passed on to the retailers, cutting the average purchase price by Rs.3,000 more than three months' wages in a village.

Marketing Mix and Strategy: Marketing mix of any organization consists of 4 P's i.e. product, price, place and promotion having its own significance, which varies from one organization to the other. In TRINA the information about all the 4 P's that can be available to me is given here:

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Product:Product mix of TRINA consists of the various brand packs and flavors given in the table. Product strategy of the TRINA to promote all the brands available in all the brands packs and to introduce the product in new flavors and. Even new product. .. PRICE: Regarding the pricing policy or the price to the distributor is not disclosed to me, but as done for the different product of the company, company has priced the product same as that of its major competitor or the market leader. PLACE:

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The company TRINA in India is governed from its corporate office located at SAHJANWA in GORAKHPUR. Promotion: This part of the marketing is playing a very vital and important role in the current situation in India. Looking at the competition and promotion and advertising budget of both the companies TRINA and Pepsi, one can easily estimate the importance of this.
.

COMPETITORS : Since there are so many competitors of the TRINA i.e. Pepsi. There is some information about the Pepsi Company. Pepsi Cola, Headquartered N.Y., is the refreshment beverage unit of Pepsi Co. Beverages and Foods, a division of Pepsi Co. Inc. Pepsi Co. Beverages and Foods at North America also

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comprise Pepsi Cos Tropicana, Gatorade and Quaker Foods businesses in the United States of America and Canada also. Pepsi-Cola non-carbonated beverage portfolio includes Aquafina , Which is the number one brand of bottled water in the United States, Dole single serve juices and some, which offers a wide range of drinks with herbal ingredients. The company also makes and markets North Americas bestselling, ready to drink iced teas and coffees via joint venture with Lipton and Starbucks, respectively. Pepsi Co, Inc. is one of the worlds largest food and beverage companies. The companys principle business includes: Frito-Lay snacks Pepsi-Cola beverages Gatorade sports drinks Tropicana juices

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Quaker Foods Pepsi Co Inc. was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998. In 21001 Pepsi Co merged with the QUAKER Oats Company, creating the worlds fifth largest food and Beverage Company, with 15 brands-each generating more than $1million in annual retail sales. Pepsi Co's success is the result of superior products, high standards of performance, distinctive competitive strategies and the high level of integrity of their people. Soft drink business is built on two pillars - Brands and Distribution. We present below comprehensive conceptual coverage of these and other key marketing concepts 1. 2. 3. Branding Valuation of brands Distribution

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4. 5. 6. 7.

Marketing Market Research Market segmentation and positioning Advertising and promotions

1.

BRANDING:

What is a brand? A brand is name, term, sign, symbol or design or a combination of them which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors' A Trade mark is "a brand or a part of brand that is given legal protection because it is capable of exclusive appropriation."

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Manufacturers can use their own brands (known as Manufacturers' brands) or brands of their distributors (Distributors' brands). Why branding? Manufacturers/ distributors use brand names for a variety of reasons from simple identification purposes to having legal protection for unique features of the products from imitations and help consumers recognize certain quality parameters. In some cases, brands are just used to endow the product with unique story and character which itself can be a basis for product differentiation. Special importance of brands for packaged drinking water products While brands can represent all types of goods or entities, they have special importance for products. Brand equities are stronger in packaged drinking water products as the

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consumer is reluctant to try unknown brands/ unbranded products for the following reasons These products individually account for a small part of household spending. Most of these products are for personal use. In many cases, it is difficult to differentiate a product on technical or functional grounds and therefore the consumer is reluctant to switch to an unknown brand. Successful brands generate strong cash flows, which enable the owner of the brand to reinvest a part of it in the form of aggressive advertisements/ promotions. This reinforces the perceived superiority of a brand. How a brand is created? Packaged drinking water companies spends enormous sums on building a brand equity by way of - advertisements/publicity

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- free samples -low entry price - promotions (schemes for dealers, consumers etc) Advertisement and promotion can induce trials but for sustained loyalty, the manufacturer has to offer superior quality and value for money. Most successful brands are founded on a chance discovery of a new product/ process or assiduous research and development work. Major players invest in R&D on their existing brands and improve the product quality continuously to maintain their edge over competitors.

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Branding strategies: a) Individual brands Vs Umbrella brandsIndividual brand has its own identity and the corporate or common name is not used to promote its equity. In case umbrella brand, there is a generic brand with association of some values. For instance, Hindustan Lever follows individual branding strategy and has several brands in the same category such as Lux, Liril, Rexona soaps etc. Competitor Nirma has mainly followed the umbrella branding strategy such as Nirma Bath, Nirma Beauty, Nirma Super, Nirma Shikakai soap etc. Only recently, the company for the first time diverted from its strategy of umbrella branding with the launch of Nima. Advantages of Individual branding strategy are

Some of the products which flop in the market do not have negative spill over impact on other brands. For

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example, Nirma is associated with popular end of products, which becomes a major deterrent for its expansion in the premium segment. Consumers looking for a change are offered distinctly new brands by the same manufacturer. But individual branding requires expensive

advertisements and brand building exercises. Also, each new brand does not benefit from the positive perceptions of earlier brands. In umbrella branding, manufacturers have advantage of Establishing a new product quickly with association of quality/ benefits of the mother brand, (a classic case in Indian context has been Godrej) No need for name research, expensive advertisement for creating brand names, recognition and preference.

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b)

Brand extensionsBrand extensions are used for a group of products such

as Clinic Plus Shampoo, Clinic All Clear, Clinic Plus hair oil or Close Up Renew, dose Up Oxyfresh, Close Up Sensation, etc. The brand has some unique USP and there are cosmetic/ functional variations in the extensions. The strategy is to build upon initial success of a brand entry by creating flanker items and minor variants of the basic brand. Brand extensions may be used within product categories (In some products like shampoos, there can be natural variants such as shampoo for normal hair, dry hair or for specific problem solving like anti-dandruff). It may also be used for different product segments (e.g. Suns ilk brand being extended to hair oil) c) Multi brandsMarketer introduces brands mostly in large markets, which compete with each other in almost the same segment.

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In multi branding, there is cannibalization but overall result is greater market share. Net incremental market share is enough to justify the investment in the new brand. For instance Hindustan Lever has several brands (Lux, Breeze, Hamam, Rexona, etc) in the same category i.e. toilet soaps.

Accounting for brand expenses: Expenses incurred by way of advertisements, free samples, promotions etc are treated as revenue expenditure by accountants, as they do not create any tangible assets. The intangible assets created in the form of a brand pays back in the form of repeat buying and pricing power over a long period of time. An established brand is a precious asset and when sold, fetches a price several times the value of tangible assets required to manufacture the product.

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There is no generally accepted methodology for valuing and accounting for brands. Also, all methods recommended for valuing brands suffer from lack of objectivity and

consistency. There is considerable risk as expenses incurred on a unsuccessful brand has to be written off almost entirely. But the same are paid back several times in case of successful brands. In case of FMCG companies, assets are considerably understated as they do not include value of brands. Inclusion of brands in assets will - dilute return on net worth - Reduce gearing ratio. It can be argued that high return on net worth shown by established companies is overstated as assets (i.e. Brands) are understated. Similarly, in case of companies in investment phase, making extensive investment in new brands, would exhibit depressed return on net worth as

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investment in brands is being written off, pulling down the profits. Some companies defer writing off a part of the expenditure for brand building. The expenditure not written off in the year is treated as deferred revenue expenditure. 2. VALUATION OF BRANDS :

Value of a brand is represented by the incremental cash flow resulting from a product with a brand versus a product without a brand name or with weaker brand name. Brand valuation is a complex process and involves a lot of subjectivity. There are no widely accepted techniques of brand valuation. There are several considerations which cannot be standardized or quantified such as To pre-empt competition from taking over a brand Synergy with the company acquiring existing brands/ businesses

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Strategic entry into a new product category Prevent damage to existing brands. Many a times stiff competition results in price cutting, aggressive

promotions, lower margins for all the competing brands. Confidence in the acquirer of the brand to rejuvenate a languishing brand.

Value of an acquired brand: In case of an acquired brand, price paid for the brand over and above the value of tangible assets, represents value of the brand. For accounting purposes consideration paid for the brand is typically broken up as follows: Goodwill Trademark and patents Technology and know-how

60

Non compete agreement Some of the popular methods for valuation of brands are discussed below Bert technique (Intra-brand Pic) values brands based on following factors. It gives scores on each factor and values the brand as multiple of sales/ earnings based on the aggregate score. - USP's of the brand - Stability of the brand - Markets namely the industry in which the brand is in use. - International of the brand commanding a higher weight age than a local brand. - The long term trends of the brands - Brands receiving consistent investment are more valuable.

61

- Legal protection commanded by brands through registration and trade mark laws. - Quality of support received by the brands. Cost basis - The valuation is done by aggregating all costs incurred on a brand from the conception stage. These costs include market survey, research & development, launch and subsequent advertising expenditures. These costs are adjusted for inflation and present values are calculated. Then adjustments are made to provide for discount in case of a declining trend in the product life cycle or premium in case of ascending trend in market share and product life cycle. Market value - Valuation at market price (the best bidder quote) can be at divergence from the fundamental value of the brand. For instance, a large company may pay an abnormally high price to protect its major brand or remove a nuisance from the market or derive synergies in its existing business. Such valuations are subjective.

62

Earnings model - In this method, valuation is done by identifying, separating and quantifying earnings that can be attributed to the brand and capitalizing these earnings at a suitable discounting rate. The multiple would depend on several factors such as category growth prospect, emerging competition and brand's relative position, edge in terms of technology, strength of loyalty to the brand etc.

3. DISTRIBUTION.

Marketing or Distribution channel

refers to the set of marketing intermediaries which manufacturer's link together to reach their products to the ultimate consumers. Depending on the product, nature of market and manufacturers' resources/strategy, there can be one or more links between the manufacturer and consumer. Manufacturer Retailers Manufacturer - Wholesalers Retailers

63

Manufacturer - Stockists - Wholesalers - Retailers.

Why use distribution channelsThere are several benefits for a manufacturer

particularly in case of consumer goods to rely on these marketing intermediaries rather than develop one's own distribution network.

Efficiency in performing the basic marketing task by these intermediaries who through their experience, specialization, knowledge of local conditions, contacts and scale, offer services.

Which manufacturers can scarcely do on their own.

64

Cost advantage most of these intermediaries in India are family owned outfits. Their cost of operations and overheads are substantially lower.

Retailing: In India, there are over 5 million retail outlets dispersed all over the country. The retailing industry provides employment to over 18mn people. 1 out of every 25 families in India is engaged in the business of retailing. Ownership and management are predominantly family controlled. However in sharp contrast to developed countries, unit average size of a retail outlet in India is very small. Organized retailing, however, has been a recent phenomenon and is relatively undeveloped. There are no large super market chains/ shopping malls. Consumers are unwilling to pay a premium for convenience shopping as

65

their counterparts in the western countries do. While small chain stores called Apna Bazaars and Sahakan Bhandaars, which offer products at reasonable prices, have been fairly popular, Department Stores and Food Stores are slowly gaining popularity. A large number of corporates have recently ventured into retailing. The retail outlet in India can be broadly categorized as follows: - Grocery stores - General purpose stores - Food stores - Pan, bidi shops - Chemist/ drug stores - Cold chains

66 Table: Growth in retail outlets (m nos)

Year 2006 2007 2008 2009

Urban 0.58 0.75 0.94 1.80

Rural 1.76 2.02 2.42 3.33

Total 2.35 2.77 3.36 5.13

Composition of urban outlets Grocers Cosmetic stores Chemist Food Stores General Stores Pan stores Others 34.7% 4.0% 6.3% 6.6% 14.4% 17.0% 17.0%

04. MARKETING:: 1. DIRECT MARKETTING; reach the In direct marketing Direct

manufacturers

consumers

directly.

67

marketing can be undertaken in several ways such as mail order, own retail outlets, mobile vans etc. A new innovative approach to direct marketing viz multilevel marketing is becoming increasingly popular. Also gaining ground slowly is E-tailing i.e. selling products through the internet. Multilevel marketing model : Multi level marketing refers to direct marketing through an ever-increasing number of direct distributors. Independent distributors sell products directly to the consumers and appoint new distributors and train them. The distributor earns commission at two levels; one is his/ her own commission and two a proportion of commission earned by other distributors appointed by him/ her. None of these distributors are employees of the company. Distributors are not allowed to sell these products to retailers. The company saves about 25% of realizations by eliminating retail channel, which is shared with distributors.

68

The company insists that the distributors should take prior appointment with the consumer. Personal interaction is not only convenient but adds value as customer get valuable advice on the product and how to use it. This helps in creating awareness and removing

misconceptions like cosmetics are harmful for the skin. Direct marketing (multi level approach) in persona care products is extremely popular abroad. In Brazil, about 60% of personal care products are sold through direct marketing. In India, direct marketing has been slowly growing. Word of mouth has a strong impact on purchase decision of a consumer, specially in personal care and cosmetic products. Direct marketing has mainly been undertaken by the new MNC entrants (notably Oriflame, Avon). Hindustan Lever has also recently launched a new personal product brand Aviance which is sold directly to consumers exclusively by trained beauty specialists. Direct marketing has also been

69

extensively used in marketing of household appliances like Vacuum cleaners. However given the widely spread geographical area in India, direct marketing cannot be easily used to build an extensive national reach and is more likely to be used as a supplementary channel. 5. Market Research : Market research activities encompass studies on - market characteristics - measurement of market potential and size, - market share analysis, - competitive products, - new products acceptance/ product preference, - sales (region wise, consumer wise etc) analysis, - short/ long term sales forecasting, - advertisement effectiveness - post-shipment manufacturers), data (actual shipment by

70

- retail stores audit (actual sales at sample outlets) - trade feedback and distribution, - Brand recall, point of sale material etc. It requires skilled people for data collection as well as analysis. Several large consumer companies have in-house MR department. Most others retain specialized and professional MR agencies. The significance of market research has increased

considerably in the recent times as - Size of operations of major players has increased to national and international markets. - Marketing executives are physically away from the market and hence the need for flow of information. - In the environment of increasing competition and multiple products competing for consumers' preference information about the market has tremendous utility.

71

- Information is required for segmenting the market and appropriate - pricing and positioning of the products.

RESEARCH METHODOLOGY
Operational Setup-

72

The success of any survey is depends upon resources, quality and timing and integrity of the surveyor who compiles the primary data. So it is a very important task is to manage all the available resources which make impact on the quality of survey. ApproachThe approach behind a surveyor the project varies with the purpose of the survey. Under this report, "quantitative" approach is used which is concerned with the objective assessment of the availability and display that is clearly visible and can be easily quantified. assessment is involved in this report. No subjective

PlaceThe survey was conducted at 150 retailer outlet in ( GORAKHPUR) .J.M AGRO PRODUCTS PVT. LTD.

73

GORAKHPUR)

Area of surveyFor performing any survey a sample is selected from the population. All the consumers are chosen from different location of the J.M AGRO PRODUCTS PVT

LTD.GORAKHPUR Planning: For a successful compilation and best result within a limited time the planning was must. In this way the first step was to design an appropriate data form we can say it questionnaire that covers all the mandatory areas of information that is to be analyzed. The data form which I was used to collect data was designed by me and my immediate supervisor.

74

Schedule: To achieve the desired goal it was necessary to make schedule of tasks which were handed over to us. So keeping in view the original objective, the content of the schedule was prepared. Then I and my group members collected data from the desired field. Since the data form distribution and collection was an official work so it was a time taking process. In the meantime it was our work to keep in touch with our fields.

Sampling Design :

75

Design is the plan, structure & strategy of investigation conceived so as to attain answer to questions' to survey and to control the variances. According to this project's / survey's purpose the analytical, interpretive/objective design was chosen.

Data Collection Method:

The two sources for data collection are documentary or secondary and field or primary is used. Because I have to collect the information, which is fickle in nature, the availability and display of the product changes even each and every day, therefore questionnaire is selected as the survey instrument. The forms used for the survey were close-ended questionnaire consisting of various items. I have covered J.M AGRO PRODUCTS PVT LTD &

76

took data of different it was great to visit company like "KINLEY, season like "Summer" and product like "PACKAGED DRINKING WATER", combining all the factors together make the sample design for the project very important for the real extract from the market. According to my judgment and to cover all the major areas the sample was selected. The sample size was 100 consumers. Statistical Tools: Representation of statistical data by diagram, graphs, charts or pictures is more effective than tabular

representation being easily intelligible to a layman, indeed diagrams is most essential whenever it is required to convey any statistical information to the general public. The more important types of diagram which are use in statistical work are:-

77

1. Bar Diagram: Mode of diagrammatic representation of data is the bar diagram. In this method bar of equal width are taken for the different items of the series. The length of the bar represents value of the variables concerned. 2. Pie Chart: It is a circle whose area is divided proportionately among the different components by straight lines drawn from the center to the circumference of the circle. When statistical data are given for a number of categories and we are interested in the comparison of various categories or between a parts of the whole, such a diagram is very helpful in effectively displaying the data. Sample Size Type of Sampling : 100 : Random Sampling.

78

Market research approach : Typically, a market research activity involves the following 5 steps, Problems definition This forms the basis of research and failure to identify the problem precisely will result in finding a correct solution for a wrong problem. Research design: The next step is to set out objectives of research clearly, determined data collection methods to finalize research instruments and sampling plan.

Field work: After finalization of research design, the actual data collection begins. It can be done by the agency on its own or through subcontracting to third parties. Data is collected by questionnaires/ direct interviews, telephonic interviews, simple observation etc.

79

Data analysis: The next step forms the heart of research activity. It involves extracting meaningful information from the data collected and analyzing the information statistically and also from business perspective. Statistical techniques include simple/ multiple linear programming models, time series, exponential series, regression analysis, simulation, Marko chain process etc. Report preparation: The final step is to prepare a report, present major findings in a manner amenable to managerial decision taking. There may be some follow up and revalidation required.

Test marketing : Test marketing refers to testing out product and marketing mix with a small number of well chosen consumers which are representative of the target segment. Test marketing is

80

frequently used by consumer companies, in contrast to industrial companies which prefer feedback through

informal channels. Test marketing improves knowledge of target consumers, potential sales and is an effective tool to pre-test alternative marketing plan. In most products, it is important to check trial rates as well as re-purchase rates. Consumer's panels : Consumer panels refer to a set of consumers with different demographic characteristics (so as to be

representative of target population) who agree to co-operate in market research, typically for a consideration. Market research agencies and companies try to collect information on buyer's characteristics by introducing a new product to the consumer panels. The firm estimates trials as well as the repeat purchasing by this method. There are statistical models to forecast market shares, demand, brand switching

81

Research Objective
Any project work to be carried out in any organization or in any fieldwork in the market has certain per decided and specified objective, which is to be attained. The whole survey or fieldwork is designed in accordance with that objective .The whole survey is broken down in two various parts, which

individually contribute to that project's objective. The objective laid down helps This to solve the problems the that exist in for the the

organization.

problem

provides

foundation

project and the projective.

The various things that are to be done in any survey, the various components of the problem and the project objective provide the base for deciding the scope of the project. The scope of the project varies from project to project, the scope are the limit with in which the person carrying out the project has to work. It provides the person various things that are to be done. Under project it is basically the subdivision of the project objective. The project provided me by the company is titled as:

82

"Merchandising and Route Productivity"

By E.D.S. survey, we mean that, other than doing the fresh marketing activities, creating new consumer & customer, doing new promotion and Adventuring is done in relation to the 4 P's of marketing that is Product, Price, Place, Promotion. There exist some opportunity in the marketing activity done by the company in the past. In E.D.S. (EVERY DEALER SURVEY)

rather than doing fresh marketing activities gaps are found in the alerting system for product, place, and promotion activities done by the company in the past and corrective actions are taken accordingly .In E.D.S. survey While doing the trade in its

present manner, opportunities are found for tilling up the gaps in the existing system, and efforts made in order to remove the deficiency by doing the marketing activities.

Effect of merchandising on sales. Merchandising as a sales promotion tool. Effect of route on productivity/sales. Comparison of different Brands.

83

Contribution of different Brand in market. Packed wise contribution. Brand wise contribution. To check the Display. To know the relation ship in Demand & Supply condition

To improve in marketing mix To check the cooler purity in outlets and to

remove impurity.

To check the POS material display in different outlets across the market.

etc.

Table- I Prefer to have packaged drinking water

84

Response Yes No Total

No of Respondent 100 00 100

Percentage ( %) 100% 00% 100%

Analytical Interpretation:

The given Chart & Table show that the most no. of respondent like to take cold drink because it gives the full satisfaction in the hot and humid day. It was found that 100% of respondent likes to take the soft drinks and 00% respondent dont want to take packaged drinking water. The people who donts prefer are because of their taste and preference. They are of the perception that Lassie and Nimbu

85

pani are beneficial than the carbonated packaged drinking water.

GRAPH-1

Prefer to have packaged drinking water

100%

0%

Yes No

86

Table- II

Consumption of packaged drinking water in a day

Response (Time a day) Less than 2 24 More than 4 + Total

No of Respondent 54 35 11 100

Percentage (%) 54% 35% 11% 100%

Analytical Interpretation:

87

The given diagram & table show the frequency of taking packaged drinking water in a day. It was found that 54% of respondent takes the less than 2 cold drink a day, 35% of respondent takes 2 4 packaged drinking water a day. And 11% of the respondent likes to takes more than 4 packaged drinking water in a day. The people who consume more than two cold drinks have a habit of a high consumption. For them a change in price doesnt changes their demand to a great extent. They also maintain a brand loyalty in the brand they are regularly consuming.

Graph II

88

Consumption of packaged drinking water in a day

60 50

54

35 40 30 20 10 0 11

Less than 2

24

More than 4 +

89

Preference of Brand name

Response Yes No Cant Say Total

No of Respondent 56 39 05 100

Percentage (%) 56% 39% 05% 100%

Analytical Interpretation:

The graph & table clear view regarding the importance given to a brand name while choosing the packaged drinking water . It was found that the 56% of Respondent says Yes and 39% of respondent say No and the only 5% of respondent not in a position to say anything.
5%

39%

Yes

Preference of Brand name56%

No Cant Say

90

Factors Influences choosing particular Brand

91

Response Brand Flavor Advertisement Chilled Total

No of Respondent 28 48 06 18 100

Percentage (%) 28% 48% 06% 18% 100%

Analytical Interpretation:

The chart and diagram shows that the way respondent likes the particular brand of packaged drinking water . It was found that 48% of respondent likes the because of flavor, 28% respondent likes the packaged drinking water because of brand, 18% of respondent likes because of chilled and only 6% of respondent likes because of advertisement.

Opinion towards Popular Brand

92

Brands Pepsi Trina Others Total

No of Respondent 58 21 21 100

Percentage (%) 58% 21% 21% 100%

Analytical Interpretation:

The given diagram gives the view regarding the most popular and demanded brand. It was found that the 58% of respondent preferred the pepsi as most popular brand, 21% of respondent say trina as most popular brand, 16% of respondent referred the as the popular brand and the only 21% of respondent say others was a the most popular brand.

Availability in College 5% Canteen/Locality/Colony

C o ke 15% 80% P e p si O th e rs

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Opinion towards Taste

Trina, fruit enriched flavored water is a unique drink that has no crabs , no calories no sugar ,no artificial colors ,no preventatives and to caffeine. it is lightly sweetened with splenda to provide a water alternative without calories or carbohydrates.

Trina flavored water is offered in 3 tantalizing fresh flavors; Lemon lime, passion fruit and orange each bottle contains essentials with up to 125% vitamin C in some flavores . it is one of the few beverages enriched with calcium.

94

Opinion towards Taste

(II) IN CITRIC FLAVOURED?

10% 80% Sprite

Mountain Dew 10% 7`Up

95

Cause of Choosing Brand

Subject Blend Brand Image Availability Advertisement Total

No of Respondent 20 38 26 16 100

Percentage (%) 20% 38% 26% 16% 100%

Analytical Interpretations: The graph & table above say that why the respondent like their favoured brand. It was found that 38% of respondent likes his brand because of brand Image, 26% of respondent likes because of availability, 20% of because of Blend and only 16% of advertisement. Brand image refer to the perception of the customers regarding the choice of a particular brand. It comes with the kind of advertisement 40%
35% brought by the company. Blend over here refers to the taste 26% 30% 38%

of the flavour 20% demanded. 25%

20% 15% 10% 5% 0% Blend Brand Image Availability

16%

Cause of Choosing Brand

Advertisement

96

Most appealing Brand advertisement

48% Coke 52% Pepsi

97

Opinion towards product, which is promoted by celebrity

Response Yes No Cant say Total No of Respondent 40 32 28 100 Percentage (%) 40% 32% 28% 100%

Analytical Interpretations: The group & table show that the people like the product of it promoted by a celebrity. It was found that 40% of respondent said that they the product because of the celebrity shown in the advertisement consuming it, 32% of respondent says No about the celebrity promotion, 28% respondent not in a position to say anything. In India people have a great craze for their favorite celebrities They have a lot of love for their favorite celebrities they want to imitate by doing what they do as shown in the advertisement.

98

Opinion towards product, which is promoted by celebrity

28% 40% Yes No 32% Cant say

99

Opinion towards Pricing Strategy

Response Yes No Cant Say Total No of Respondent 64 22 14 100 Percentage (%) 64% 22% 14% 100%

Analytical Interpretations:

The given table & diagram shows that how effective the companies facility the consumer. It was found 64% of respondent says yes. 22% of respondent says No and 14% respondent cant say anything. India is a mass market for the consumer product but at the same time it is also a very Price Sensitive Market. So with a small decrease in price results in a drastic increase in the demand. Since soft drink is a consumer product, the price has a great influence on the demand of the product.

Opinion towards Pricing Strategy

100

14%

Yes 22% 64% No Can`t Say

FINDINGS

101

SWOT ANALYSIS
STRENGTH:

Trina Potential brands position in the market.

Good quality and innovation of product for long term customer relationship. Good advertising campaign, and brand ambassador. Advertisement campaign more effective and change punch line make. Emotional touch with customer and retail. High investment in research and development.

Trina has a good market share.

Segment of coke product to every age group. To satisfy of retail or through schemes SGA, display.

102

WEAKNESS:
Lack of proper distribution in many areas. Lack availability 1 it & 1.5 it product pack.

Lack supply of Kinley water in the market.

Rising No. of date dealers that will wrong effect in market condition. Retailers are not getting schemes at the time. No distribute enough signage to retailers.

OPPORTUNITY:

Trina is able to capture large mkt. Share.

More monopoly counters of coke brand. To improve market mix (Product, price, promotion, place).

To increase the sale of Kinley water.

103

THREATS:
Pepsi is the major competitors, that means watch myopia in the market every time.

Pepsi have captured major market of 500 ml, 1.5 & 2 lt. Retailers divert to Pepsi because they are getting good schemes and SGA signage. Increase local brand in the market.

FIELD EXPERIENCE
The success of any survey depends upon the quality and integrity of the surveyor who collect the basic data by expressing the subject under the study and on the respondents who provides the data required by filling up the questionnaire .The accuracy of the data collected solely depends upon the cooperation and truthfulness of the person who is being interviewed. Keeping this in mind i have tried

104

my best to collect the reliable data. During this process I came across a Variety of experiences some interesting and some bitter ones . After knowing the utility of the survey some of the respondents filled up the questionnaire sincerely whereas some of the other were not interested in it . How ever, most of respondents were friendly and cooperative and willingly filled up the questionnaire with utmost sincerity and to best of their knowledge.

105

SUGGESTIONS & RECOMMENDATIONS

Doing a survey on consumers market provided a lot of insight into the dynamics of the market place and with it valuable insights were also gained into the psyche of consumer and owners. 1. SUPPLY The demand of Kinley up & Pepsi far exceed the supply especially in case of 1L and pet bottles. Few shop owners clamed that many a times no supply is made for 3 days and some times even more. Sometimes the delivery vans of Trina starts late from the distribution point and that of rivals reach early .so eateries, which generally serve soft drinks in the glass, buy the soft drinks from the delivery van which arrives first.

106

Salesman at the delivery van to be inconsistent on certain meters likes the concept of broken bottles. When dealing with the shop and the eatery owners some salesman do exchange bottles while some do not? All flavors and all size of bottles are kindly available in the market.

2. COMPANY REPRESENTATION Owners confirmed that Company representatives DONT COME WHEN CALLED REPEATEDLY. The Company must ensure that the representatives do visit an outlet at least once in 3 days to listen and to attained to complaints, if any.

3. SALES PUSH BY EAT & DRINK OUTLET The Company easily influenced many eatery owners, which provide them with better facilities. There was a tendency to

107

push the product of the Company which ever offered them better scheme or benefits.

CONCLUSION
From this summer training and project titled

"Merchandising and route productivity" in Trina I have learned a lot about real practical work being done in the market I have also watched & learned the practical applicability of the various things that we have studied theoretically. I observed on the basis of survey in The J.M AGRO PRODUCTS Pvt. Ltd. Sahjanwa, Distt. Gorakhpur city that Trina lay emphasis on merchandising in order to become the good brand in soft drink industry the report was finds out the availability of different flavor and packs. Trina adopt a good customer relationship management,

108

it is focus on the, segment of the product because each segment is affected by different sets of factor which hamper or enhance sales. Each segment had its own Pros & Cons As we know till now since ill packaged drinking water industry the concept of brand loyalty is not in that shape in which it is in countries. So company could take some steps to be to have a good report with the retailers why supply them regularly and provide them with other monetary benefit.

LIMITATION OF RESEARCH
1. The area of study is limited to the merchandising and route productivity aspects of the system, while the marketing has other crucial areas too which were left uncharted.

2. The study is limited to eastern region of Trina which is a multinational company, so the area plays as a constraint in the study.

109

3. The time period allotted for the study was only of two months, which may provide a deceptive picture in comparison of the study based on long run.

4. The study was based on both primary and secondary data but the relevance of the secondary data may not be justified.

5. The success of any survey depends upon the quality and integrity of the surveyor who collect the basic data by expressing the subject under the study and on the respondents who provides the data required by filling up the questionnaire .The accuracy of the data collected solely depends upon the cooperation and truthfulness of the person who is being interviewed. 6. Interaction skills as well as the behaviour of the respondents also played as a constraints during the research.

110

QUESTIONNAIRE
1. Name of the Respondent: 2. Address: 3. Age group: -

(a) Below 15 (d) 25 35

(b) 15 20 (e) 35 45

(c) 20 25 (f) Above 45

1. Demographic characteristics:

(a) (b) (c) (d)

Matric & Below Intermediate Graduation Post Graduation

2. Do you prefer packaged drinking water? (a) Yes (b) No

3. If yes how frequently? (Daily) (a) Less than 2 (b) 2 4 (c) More than 4

111

4.

Do you think that the pricing strategy adopted by the J.M AGRO company fascinate the consumer? (a) Yes (b) No (c) Cant Say

5. Which brand you prefer most? (a) (d) Coke Others (b) Pepsi (c) Trina

6. You like the particular brand of packaged drinking water because of ? (a) (d) Brand Chilled (b) Flavor (c) Advertisement

7. In your opinion which brand of packaged drinking water is most demanded or popular? (a) Trina 8. (c) Pepsi (d) Others.

Which brand is more available in your retailers shops? (a) Trina (b) Citric (c) Fruit Flavored.

9. Which brand of packaged drinking water do you find most in your college canteen/colony/locality? (a) Trina Brand (b) Pepsi Brand (c) Others.

10. In your opinion which packaged drinking water is better taste? (i) In Trina Flavor (a) Trina (c) Pepsi

11.

Why do you like your brand? (a) (d) Blend Advertisement (b) Brand Image (c) Availability

112 12. Which brand advertisement appeals you most? (a) 13. Trina (b) Pepsi (c) Others.

Most effective punch line in your opinion of? (a) Trina (c) Pepsi (d) (b) Others. Thumps up

14.

You like the product which is promoted by the celebrity? (a) Yes (b) No (c) Cant Say

15.

Do you think that the pricing strategy adopted by the cola companies fascinate the consumer? (a) Yes (b) No (c) Cant Say

16.

Any Suggestion:-

... .......

Thank You,

BIBLIOGRAPHY

113 1.

Research

Methodology,

C.R.

Kothari.,

Research

Methodology Methods & Techniques, New-Delhi, Wishwa Prakashan, edition 2003.

2.

Multi Level & Direct Marketing, Branding, Philip Kotler, Marketing Management, Delhi, Pearson Education

(Singapore) Pte . Ltd, 11th edition.

3.

Marketing Strategy, Varshney , R.L. & Bhattacharya, B., International Marketing Management, New-Delhi, Sultan Chand & Sons edition 2003.

4. 5.

Company Profile, Web-Site:- www.jmagro.com Merchandising & Route Productivity, www.askjeeves.com, www.distributing-company.com.

6.

Retailing, Company Souvenirs.