A

PROJECT REPORT PRESENTATION

ON
ROLE OF TRADE PROMOTION

IN BRAND BUILDING
Submitted By:

Project Guide :
Dr. Shurti Joshi

Shivam Nigam
MBA

Executive Summary
This project draws significant information about retailer perception
towards Shagun. This project also gives information about how the
company do their trade promotion and uses which trade promotional
tool .This project also provides information about the areas where
needs to improve in order to achieve maximum market share and have
some competitive edge over their competitors.
I have done these work in my Summer project, first to analysis the
Perception of retailers towards shagun Products and their respective
competitors. Secondly to conduct promotional activities in order to
create awareness about product and provide maximum impact in the
minds of retailers, along with that also to conduct a survey of retailers
satisfaction.

Company Introduction

Kumar Food Corporation Pvt.Ltd. Kumar Food Corporationis a

leading manufacturer and distributors of pickles and masalas originated
in the Pune region of Maharashtra, was founded by the entrepreneur
Neeraj Kumar in 2010.Shagunis the leading brand ofKFC.
KFC includes products categorized underShagun, Shahi, Ching shahi
and Snatchbrand. The products range from different variants
ofmasalas to pickles, sauces and instant mixproducts. All brands
have some unique product category. And the brand name is SHAGUN and
the tag line is Where Quality is Tradition.
KFChas some significant business achievements and day by day growing
business in domestic as well as national market. . The company try
toserve excellent quality, taste, packaging and price

About Company Products

The brand Shagun have products like, Shagun Spices ,Shagun Pickles and Shagun
Papad.The Managing Director and his team started a approach of branded products
like Spices, Pickles,and Papad which were highly competitive advantages against
rivals brand like Shuana in Spices and Pravin in pickles and Lizzat in papad.

His launching in the market has very surprisingly and hit the maximum market. They
have to capture the highly potential market of Shuana and Pravin other competitive
brand. The company try toserve excellent quality, taste, packaging and price. Today
he has launching other brand of the product i.e. Biryani masala ,sambhar masala .

Punch Line of the Company- Where Quality is

Tradition

Products

of Shagun

Product Specification of Shagun brand

Features

Benefits

By serving the best tasting papad our

More Taste

customers will

keep coming back for more!

Peak hours are no longer a problem. With

Shorter delivery Time

quick
turnaround delivered we can increase

efficiency, offering

our customers a better service.

You will pay less and get great quality of our

Best quality affordable price

product.

Hand made

You get hand made papad not machine made

Objectives of the Study

To Evaluate the Taste of our produts as Compared to Competitors

brand.
To Understand the retailers Perception towards the Shagun brand
To understand the types of Trade promotion in Spices industry
To know how Trade promotion attract Retailers for a particular
Brand
To find out Promotional difference between Shagun and other
Brands
To find out 20 suitable Trade promotional tools for shagun Brand.

Scope and Limitations of the Study

To determine the degree of Perception and Satisfaction regarding the various products of Shagun.
The Researcher had to be identifying the satisfaction level of Retailers.
The Researcher was to identify the Retailers perception about Shagun Produts.
The Researcher had to take the Geographical Location on the basis of maximum Demand of the
Retailers.
Kharadi
Chandan nagar
The Researcher had to be identifying the Maximum number of Retailer in this Area.
The Researcher was not considered the all Retailers because of little time duration of training.
The Size of Sample was 70, through which the confidence level of identifying the sample is 95%
along with confidence interval of 6. Hence forth it would be gives to researcher as a sample error
when covered the area of the Pune city.
The Researcher was find out the drawback on the basis of study is -

Minimum Time.
Geographical Area of the Pune City.
Sample Size is 70 Respondents,

Problem Statement

84.28%ofrespondentsandClientsarepreferredtobuyaShagun
Products.

74.28%ofRetailersisawareabouttheproductofShagun..

62.85%clientsaresaysthatthetasteofPickle,Papadandspicesis
goodascomparedtootherbrand.

71.42%ofRetailersaresatisfiedwiththequalityoftheShagunisgood
and14.28%ofretaileraresaysthatproductareverygood.

MostoftheRetailersarechoosingtheProductsofShagunbecauseof
efficientservice.

Research Methodology

Descriptive Research

ResearchDesignisaplan,structure,strategyofinvestigationconceivedsoastoobtain
answerstoresearchquestionandcontrolvariance.
Thereareseveralimplicationsinthisstatement.
Theycanexaminetheavailableinformationintheformofdatatomakeadecision.
Theinformationcanonlybegatheredbydatacollectionandthenanalyzingthe
availabledata.
Thecollectionofadatadescribesthefactsandfigureinqualitativeaswellas
quantitativeterms.Therefore,itcanbesaidthatthedatacollectionisanimportantpart
oftheproject.

Data Source

Therearetwotypesofdata
Primary Data
Secondary Data

1) Primary Data
Inthepreparationofthisprojectitisnecessitytocollecttheprimarydataandsecondarydata.
AccordingtotheprimarydatacollectedinresearchIcametoknowthatthepreferenceoffrieshasincreased
becauseofthedemandofhotelsandrestaurantsbusiness.TotestthisclaiminPuneregionweconductedthe
research.

2) Secondary Data
TheSecondaryDataontheotherhand,basedonthesecond-handinformation.Thedatawhichhave
alreadybeencollected,compiled&presentedeasierbyanyagencymaybeusedforthepurposeof
investigatedsuchdatamaybecalledSecondaryData.

Secondary Sources

Theseincludethe Internet,companyswebsite,Newspapersarticlesetc.

SecondarydatawascollectedfromCompanysSalesreport.

Questionnaire

Questionnaireisapopularmeansofcollectingdata,butrequiresmanyrewritesaredifficult
todesignandoftenbeforeanacceptablequestionnaireisproduced.Thefeaturesincludedin
questionnaireare:
Themeandcoveringletter
Instructionforcompletion
Typesofquestion

Length
openendedandcloseendedalso.
Followingsourcesofthedataaretestedandtherequiredinformationwascollected.

Companymanualsandrecords
MagazinesandNewspapers
WebsitesontheInternet.

Research Instrument

Inresearchinstrumentquestionnairehasbeenused.
QuestionnairewaspreparedtotakefeedbackfromRetailerregardingShagunproductsand
itscompetitors.

Remarks are being collected by Retailer on a sheet in order to know the perception of
Retailertowardstradepromotionofbrandshagun

Sample Description

o
o
o
o
o
o

Sample Size-70Retailers
Area of Research-PuneCity
Area of study Punearea
Sampling Method NonProbability,ConvenientSampling.
Sample design
Population

RetailerswhopurchasesthevariousproductofBrandShagun.

Sampling Unit- Everysinglerespondentwhohasfilledthequestionnaire.

Sampling Method

Afterdecidingontheresearchapproachandinstruments,themarketingresearchmustdesignasamplingplanwhichcomprises
of
a)
b)
c)
d)

Universe
SampleSize
SampleMethod
ContactMethod

Retailers Satisfaction Parameters for Shagun?

Description

Spices

38

28 3 1

Pickles

28 40 2 -

Papad

34 30 6 -

Affordability 19 36 15 -

Taste

23 34 13 -

Percentage On Rating Scales

54.28 40.44
- %
% 4.28% 1%

57.14
- 41%
% 2.85%

48.57 43.85
- %
% 8.57%

27.14 51.42 21.44
- %
% %

32.86 48.57 18.57
- %
% %
-

Total

7
0

7
0

7
0

7
0

7
0

Retailer satisfaction on the basis Of Products In 3 Months

60.00%

50.00%

40.00%

30.00%

20.00%

10.00%

0.00%

Spices

Pickles
1 st Month

2nd Month

Papad
3rd Month

Recommendation:

Contributions to the Host Organizations

1) TogiveamorecredittoCompanywithmyeffortsandCapabilities.

2) ToGeneratetheLeadofneworexistingclients.

3) Toconverttheuncontestedmarketedintotheexistingcustomer.

4) ConductedaresearchanalysisdataonthebasisofRetailersVisit.

5) CreatingproductawarenessacrossthePuneRegionfortheCompany.

Learning from the Project

1) Lead Generation.

5) Promotion Technique

2) Area Mapping.

6) Practical Learning from the Market.

3) Sales Technique.

7) Clients Closing.

Product
4) Knowledge

8)Make new distributor

Conclusions

From this Research and survey the Researcher has to find out that the Product of Shagun is
stable in the market on Saturation Point of Product Life Cycle .The Researcher is also understood
that the product is good for health to the Customer and its easily accessible in the Market by the
channelofdistribution.

ThepeopleofthePunecustomerareliketheShagunproducts,theproductiswellcapturingthe
marketofshuanaandOtherRivalbrands,BecauseoftheServiceandhisQualityoftheProductand
theyalsohittheotherbrandoftheShagun.

Bibliography
www.kumarfoodcorporation.com
www.google.com
www.tradepromotion.
www.surveysystem.com
RemainingofthesiteareusedofNewspaperlike:-
1)BusinessStandard
2)EconomicTimes
3)Indianexpress

QUETIONNAIRE
ROLE OF TARDE PROMOTION IN BRAND BUILDING
Retailer name-

Buisness name

Contact number-

Mail ID-

Area Do you know brand

Shagun?
Yes

No

How do you know brand

Shagun?
Pemplates

Add

Do you sale brand

Shagun to your
customer?
Yes

No

 Do you think promotional

method used by this
business are effective?
Yes

No

Do you like promotional

activity of brand Shagun?
Yes

No

Do promotional method
works?
Yes

No

Which method would best

promote?
Flex
Posters

Radio
Business Cards

TV Advertisement

Do you think Trade Promotion is

good for spices industry?
Yes

No

Does Trade Promotion affect your

buying design or not?
Yes

No

Which is the most preferred trade

promotion used by Shagun?
Free goods
Trips

Free gifts
Tickets

Which is most important trade

promotion in Consumer?
Trade Allownces

Offers

Profit Margin

Discounts

Is the Shelf-Life of our product effects to your bussinesss?

Yes

No

What other improvements you would like to Shagun and suggestions

which you would share in our panel?

..Thank You

Signature