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CUSTOMER BENEFICIAL & SATISFACTION IDENTIFICATIONMETHODS

Yearly conducting dealers meet

Customer satisfaction details collected from dealers

IDENTIFICATION OF CUSTOMER EXPECTATION

Through SMRI – Professional survey team

Through dealers

 MARKETING TOOLS & TECHNIQUES

The various sales techniques consist of:-

1.Route Sales

2.Factory Fresh Outlet

3.Inter Company Sales

4.Export Sales

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METHODS OF OVERCOMING COMPETITORS

There is no stiff competition faced by the company, that’s 70%market share belongs to companies product. The total number of competitors of local market is 187

MARKET SEGMENTS

The company’s product mainly segmented on the basis of geographical, cultural and customer features.

ADVERTISEMENT & SALES PROMOTION

NEWS PAPER

TELEVISION

DISCOUNT

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DIRECT SALES

This peculiar feature of Eastern curry powders helped it to vary from order companies. The group directly distributes the products to retailers in Kerala

By direct distribution the company has achieved a lot of benefits. Some of them are as follows;

They can deal with the wholesalers and retailers directly at their door step.

The company can contact the dealers and traders continuously and evaluate the business.

The company can avoid the role of intermediaries in the distribution of the product. It helps to avoid unnecessary commission, brokerage and other related expenses.

The company can maintain a good relationship with the wholesalers and retailers.

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FINANCE AND ACCOUNTS DEPARTMENT

In the accounts department Eastern maintain all the cash, bank receipts and payments. And also maintain sales and purchase accounting

Eastern don’t provide credit sales.

Eastern maintain records of LTI and LTO (location transfer IN and OUT).

Eastern make monthly financial statements and the due date is 5th of every month. As they have tied up with the McCormack they hold 26% of shares from EASTERN MASALA. The accounting software used in eastern is ORION-ERP.

BOARD OF DIRECTORS

DGM MARKETING

MANAGER MARKETING

ASSISTANT

MANAGER

SR.SALES

Executives

SALES

ADMNI.STAFFS

SALES TEAM

The company has a daily working capital of Rs.3 crore and the banking partners is FEDERAL BANK

The monthly profit of the company is around 20 crores and the last year turnover of the company is RS: 630 crores. Their Audit works are carried out by Deloitte Haskins& Sells International Auditors

SOURCE OF FINANCE

Federal Bank Loan, owner’s capital and also from sales. Funds transfer from corporate office ernakulam is the main source of fund used in eastern condiments theni plant.

TAX PAYMENT

A separate department working under finance department called Tax Department. Tax payment through e-filling is in 15th day of every month. There are 50-60 corers will pay for sales tax by the company

FRINGE BENEFITS GIVEN TO EMPLOYEES

GRATUITY

BONUS (11%)

PROVIDENT FUND (12%)

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IT DEPARTMENT

The Eastern is full computerized and every operations on eastern is effectively managed and controlled by the computer and computer networks. LAN and fiber optic cable is used in eastern for the data sharing. Microsoft For front client security is used for network protection.

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QUALITY CONTROL DEPARTMENT

Eastern has also achieved the highest ranked approvals for quality, the Hazard Analysis Critical Control Point (HACCP), ISO 9002 certification and ISO 22000 certification

MANAGER FINANCE

ASSISTANT MANAGER SENIOR FINANCE OFFICER

OFFICERS OFFICERS

There are 3 process of checking:

Incoming inspection (physical checking)

In-process inspection (physical and chemical checking)

Final goods checking (physical checking of weight of the packet

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TOOLS AND EQUIPMENTS USED IN QC DEPARTMENT

SPECTRO PHOTOMETER

CHEMICAL ANALYSIS

DEPARTMENT CHART

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PURCHASE DEPARTMENT

For ISO 22000 the raw materials used for production should be free from hazardous substances and chemicals. The raw materials must be free from poisonous substances. For ensuring the quality raw materials the purchase department makes purchase only from those known dealers and farmers

OFFICER

MANAGER

ASSISTANT MANAGER

SENIOR OFFICER

LAB ASSISTANTS

PURCHASING PROCEDURE

1. Quality Rating

2. Supply Rating

3. Delivery Rating

DIVISION OF PURCHASE

1. Packing division

2. Raw material division

3. Mechanical purchase division

4. Electrical purchase division

5. Automotive purchase division

80% of the chilly are purchased from Andhra pradesh,varankal,hammam etc 15% are purchased from Karnataka,Bangalore,kupli,bellari etc 5% are purchased locally from Tamilnadu.the 35% of the coriander purchase are from Rajasthan,35% from Madhya Pradesh,20% from Gujarat and 10% from Tamilnadu. The 15% of turmeric which are purchased locally from Tamilnadu and 25 % of turmeric are purchased from Karnataka. Additional raw materials such as garlic, jeera, fenugreek,mustard and other spices are purchased from Rajasthan,Bangalore,Gujarat,Kerala etc.

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STORE

PURCHASE MANAGER

ASSISTANT MANAGER

SENIOR MANAGER

OFFICER

Eastern condiments pvt Ltd have a separate ware house to store the purchased raw materials for the production process. The raw materials like raw chilly, Kashmiri chilly, coriander and other spices are purchased, loaded and unloaded in the store

The ware house have a capacity to store 2850 tonnes of chilly and other spices.

The eastern store has 16 chambers which is air conditioned exclusively made for storing the raw chilly in order to keep in a good condition and to protect it from insects, dust etc

the temperature inside the air conditioned chamber is kept 70-90 Celsius to preserve the natural colour and pungency. fumication is made to the coriander to protect against from fungus attacks.

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PACKAGING DEPARTMENT

In eastern the packaging of different curry powders is made systematically inorder to keep the quality and unique standard of eastern. The packaging of the different powders is made manually as well as with the help of computer operated machines.

The packing department has both automatic and manual packing. Manual packing is done for export goods and automatic packing is done for local and ROI (rest of India) sales.

PLANT MANAGER

SUPERVISORS

WORKERS

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Packing Machines:

001 printing machine – Video jet

This is used to print out the batch no in the packing cover roll.

002 Nichrome – packing

250g ofchilli, coriander, turmeric, Kashmir chilli

003, 004 Nichrome – packing

100g of chilli, coriander, turmeric

005 Impact – packing

10g, 25g, 50g of chilli, coriander, turmeric, Kashmir chilli

007, 008, 009 Impact – packing

50g, 10, 200g of chilli, turmeric, coriander, dry ginger, crushed chilli, greem gram

011 Impact – packing

250g, 500g, 1kg of chilli, turmeric, coriander, Kashmir chilli.

010 – packing

25g of seeds like Cumin, Mustard, Fennel, Methietc

FG DEPARTMENT

The eastern condiment Theni have a 250 tonnes capacity godown. From production unit the finished goods are stored and dispatched under good conditions.

The stock depot is separated into 3 segments. 2 are for stocking and the other one is for sales. Local stocks are only for Kerala and ROI is for other states.Many machines are used in the FG they are.,

PLANT MANAGER

SENIOR SUPERVISOR

SUPERVISOR

BELT CONVEYORS

DF-HAND PALLET TRUCK

FORK LIFT

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DISPATCH DEPARTMENT

Dispatch is a handing over of finished goods to the customers (Dealers) or the other plant of the company as per the developed plan established by the planning and control department. It creates a direct link between production and sales.

The dispatch department allocates the number of vehicles for the dispatched goods transportation. The dispatch order is prepared for every vehicles reached in the eastern for the finished masala transportation. The order bill is hand overed to the loading supervisor.

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MAINTENANCE DEPARTMENT

Maintenance department of Eastern are responsible for keeping the plant and equipment’s in good condition. The maintenance department has to keep a check on the entire machine in the production process unit. To reduce the break down and other stoppages due to technical error, and every Sunday there is a maintenance check to reduce the break downs.

PRODUCTION ASSISTANT MANAGER

DISPATCH IN CHARGE

SUPERVISOR

Officer

WORKERSDOCUMENT WRITER

Maintenance Department of Eastern has four sections

1. Electrical

2. Mechanical

3. Technical

4. Automobile

AVOIDANCE OF ACCIDENTS

For safety conditions, the company sets a safety measure known us C C P:Critical Control Point. The company pay more attention on most dangerous zones which have a wide possibility of hazards.

SAFETY MEASURES

Workers should wear aprons, masks, caps, gloves while working in the production department. The company takes necessary steps for preventing fire and natural hazards. The first aid box is also placed in the each corner of the department.

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SWOT ANALYSIS

S STRENGTHS

It is the largest exporter of spice powder in consumer pack from India that export mainly to Middle East, USA, UK, Australia, and 60% of its products and has presence in 10 countries.

Award for outstanding export performance by spice board India for 8consecutive years(1997 98-2007 08)

DEPUTY MANAGER

MECHANICAL ENGINEERS

MECHANICAL SUPERVISORS

FITTERS

Direct sales company owns vehicles undergoing distributive aids to give an important mode of advertisement.

Fully computerized department so easy handling of transaction and documents.

Ensures high quality in all products through modern lab facility.

Company has HACCP, ISO 9001 2000, and 220000.certification.

Eastern was selected as second among most popular brands in Kerala by the Dhanam Business Survey in 2008.

In Kerala, Eastern is the market leader with more than 70% market to almost all its products.

First company in India and second company in Asia to get ISO22000.

About 80% of the workers are women. The company make more concentration on women empowerment

WEAKNESS

Company doesn’t maintain public relation department separately.

Lack of research in marketing level.

Location of factory is not suitable for easy transportation.

While bearing the name Eastern, the consumers are having only the image of curry powder and they are not aware of other product.

Consumers are not aware about the ISO certificate.

Company not paying much attention making consumers aware of ISO22000

OPPORTUNITIES

Attract foreign investment for further development.

Participation in International exhibitions and food fest.

Possibility of getting listed as a public Ltd, company.

Extend product line (instant gravy mix) like other rivals.

Extent market to other countries also.

Availability of pickles in local markets

Starting of exclusive showrooms in different parts of state.

Starting a spices garden it gives two opportunities :

Can be used for research activities.

Can be promoted as a tourist centre

Vegetable marketing company is already well known among huge, so a branded vegetable shop is an opportunity.

 

THREATS

High competition in local national export market.

Each year hundreds of new curry powder companies are arising in whole market.

Upcoming retailers and their product.

Unexpected climate change.

Appreciation in money value.

Change in consumer attitudes and preferences.