INTRODUCTION

An organisational study is the systematic study about how people - as individuals and as groups - act within organizations. It involves the study of the structure and functioning of its departments. Organizing is one of the important functions of Management. Almost all the organizations are different but they have certain common features. All are collection of people, linked together by formal and informal relationships. They have hierarchical orders that are engaged in co-operative activities and they all have identical boundaries. So the study of people in organization is important for future managers.

Structure of an organisation is very important for its functioning and growth. It provides the basic frame work for its progress and expansion. For future managers, it is imperative to study the organisational structure and functioning of successful organisations so that they as future managers may guide organisations towards success and profitable functioning.

OBJECTIVES

TO KNOW ABOUT THE FUNCTIONS THAT CARRIED OUT IN DIFFERENT DEPARTMENTS

TO ACQUIRE THE KNOWLEDGE OF PRACTICAL APPLICATIONS IN THE POINT OF VIEW OF MANAGERIAL ASPECTS

TO LEARN THE WAY HOW THE MANAGEMENT TRIES TO CO ORDINATE ACTIVITIES OF DIFFERENT DEPARTMENTS IN THE ORGANISATION

TO ANALYSE STRENGTH ,WEAKNESS, OPPORTUNITIES AND THREATS OF THE COMPANY

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LIMITATIONS OF THE STUDY

. It was very difficult to collect detailed data on each department

within the limited time allowed.

SOURCES OF DATA COLLECTION

Primary Source

Primary data are collected through discussions and interviews with officials, employees of the company and also includes direct observation.

Secondary Source

Secondary data are collected from:

Annual reports Company documents & Company websites.

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INDUSTRY PROFILE

HISTORY OF THE INDUSTRY

By 3000 B.C, turmeric, cardamom, pepper and mustard were

cultivated in Harappa and Mohenjo-Daro, in the Indus valley, were of

occupied mixed stock somewhat larger in structure than either the Sumerians

of those communities. The bad club wheat barely sheep and goats from the

Iranian plateau and cotton from Southern Arabia or North East Africa but

were held back by their reliance on food water due to lack of knowledge of

irrigation.

Summer bad trade links with the Indus valley via Hindu Kush by

3000 BC and by sea from 2500 BC thus thinking the Harappa’s with both

Sumerians and Egyptian, where cumin, anise and cinnamon were used for

embalming by 2500 BC.

By 1750 BC Harappa civilization had disappeared probably due to

flood and tectonic shift were replaced by the Aryans who invaded via Hindu

Kush by 1500 BC. The Aryans had considerable contact with Babylon from

whence the original flood legend arose o be adopted by both the Aryans and

the Hebrews and several other civilization.

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In Britain the term “curry” has come to mean almost any Indian dish

whilst most from the sub-continent would say it is not a world they use but if

they did it would mean a meat, vegetable or fish dish with spicy sauce and

rise or bread.

The earliest known recipe for meat in spicy sauce with bread

appeared on tablets found near Babylon. In Mesopotamia written in uniform

text discovered by the Sumerians and dated around 1700 BC probably as an

offering to the good Marduk

INDUSTRY PROFILE

. Spices and aromatic vegetables products were used as a flavouring

or condiment normally refer to the derivatives from certain herbs like seed,

Leaves, Bark, root etc. They were used mainly for enhancing taste of the

food. The word spice is derived from the word spices which was applied to

groups of exotic foodstuffs in the middle ages.

Spice term was formerly applied also to pungent or aromatic food,

as ingredient of incense or perfume and to embalming agent. Modern trend

to limit the term to flavouring used in food or drink. Although many spices

have additional commercial uses eg: as ingredients of medicine,

perfumes, incense and soaps.

The earliest literary record in India on spice is the Rig Veda.

(BC1500). The story Indian spices dates back to BC 7000 years into the past

during the period of gulf of Campattu, which is discovered into the sea shore

of Gujarat. In the modern world major thrust traditionally a country of

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agriculture India leads the trade spices can improve the palatability and the

appeal of dull diets or spoiled food piquant flavours stimulate salivation and

promote digestion in tropical climate. On the other hand they can add sense

of inner warmth when present in cooked foods used in cold climate in India,

traditionally, spice, formed a part of common man’s daily food.

INDIA AND SPICES

India produces 2.5 million tones to 3 million tones of spices annually. India

produces spices of different categories worth around US$ 3 billion. In terms

of volume and value, India accounted for 46 percent and 23 percent in value

of global spice trade. (Source: Spices Board India) India accounts for 25-30

per cent of world’s pepper production, 35 per cent of ginger and about 90

per cent of turmeric production.

Among the Indian Federal states, Kerala tops in pepper (96

percent), Cardamom (53 percent), Ginger (25 per cent) production in the

country. Andhra Pradesh leads in Chilly and Turmeric production in the

country with 49 per cent and 57 per cent. In coriander, cumin and fenugreek

production in the country, Rajasthan emerges as the largest producer with 63

per cent, 56 per cent and 87 per cent. The world spice trade is estimated at

US$ 1.5-2 billion in terms of value and 500,000tonnes in terms of quantity.

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CURRENT SCENARIO

Within the past one decade, the international trade in spices has

grown by leaps and bounds. As estimated 500.000 tone of spice and herbs

values 1500 million US dollars are now imported globally every year. An

impressive 46% of this supply comes from India. India’s exports and spice

extracts have made spectacular growth attaining over 50% of the global

market within a short span.

This remarkable achievement is boon of a sea change in the industry

scenario.

The Indian share

At present India produce around 2.5 million tones of different spice

valued at approximately 3 million US dollar, and hold the premier position

in the world. Because of the varying climate suitable for the spice cultivation

almost all spices are grown in this country. In almost all spices are grown in

this country. In almost all the 28 states and six union territories of India, at

least one spice is grown in abundance. No country in the world produces as

much variety of spices as India.

EXPORTS OF SPICES FROM INDIAIndia can now boast as the monopoly supplier of spice oils and oleoresins the world over.In the case of curry powders, spice powders, spice mixtures and spices in consumerpacks, India is in a formidable position. The consistent effort of the Board during the lastone decade has improved the share of the value added products in the export basket to60%

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COMPANY PROFILE

ABOUT THE COMPANY

The Eastern Group was founded by Mr. M. E. Meeran,

chairman of the group. He started his activities as a business with a

wholesale provision goods shop at Adimali in 1969 named “Eastern trading

company” and it was being called as “E.T.C”. Eastern Coffee and Curry

Powder established in 1983 as a pioneer in the state to produce packed curry

powders, coffee powder and food products. Eastern Condiments was

established in 1991, as expanded form of astern Coffee and Curry Powder,

and employing 150 employees where as Eastern Coffee and Curry Powder

were employing 20 workers.

Today the company has grown in to the favourite in India. Eastern

Condiments Pvt. LTD. is a well established name as Kerala’s largest

manufacturer of condiments and one of the leading brands among the South

India. The company exports its products to Saudi Arabia and the United

Arab Emirates for the past few years and now the company exports its

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products to various parts of the world like Middle East, the U.K, the U.S.A,

Australia, Germany etc.

The production at the initial period was only 100kg per day. In

those days, the process of production was enhanced from grinding to

pulverizing and so the production could also help to preserve the natural

taste of the powder. As Eastern curry powder unit could not meet the

increased demand, establishment of Eastern Condiments with a production

capacity of 20 tones a day was a absolutely necessary. From the initial

production capacity of 100kg per day, now it can produce around 78 tones

per day.

The purity and freshness of Eastern Curry Powders made

“Eastern” a house hold name in India and abroad. Bringing high quality

products every day at affordable prices to the common man for his daily use

is the ultimate goal of Eastern group of companies. Treating the customers

with commitment for quality at the right price in all products is their formula

for success.

Eastern Condiments was established in 1991 .100000 Kg of

sales was registered in 1991. The company is the leading brands in India and

second most popularized brad in Kerala .The company hold 75% market

share and it follow cash and carry method. The company follows direct

distribution and it had 86 routes. Now the company had 1500 employees and

the last year turnover was Rs. 450 Cr. The company plan to attain the target

of Rs.1000 Cr by 2012

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Awards Won

The eastern group has won many prestigious awards for its

outstanding performance by Spices Board India for 8 consecutive years from

1998 to 2004-’05. Mr.M.E.Meeran, Chairman of Eastern Group was

awarded as the “Best Business Man Of The Year” by Business Deepika

(leading business journal in Kerala) in 2007-2008. He is also the award

winner of “Best Entrepreneur Of The Year” by Mangalam Publications. The

company has also won the FACT MKK NAIR MEMORIAL

PRODUCTIVITY award for the year 1995-’96.

The company has got ISO 22000 and the HACCP certification.

Eastern was the first company in India to get ISO 22000 certificate. Every

award has been a stepping stone for achieving greater heights and look

forward for higher goals. The foresight of the chairman is the guiding light

for the blazing track of the group.

The Management of the Company

The Eastern group is managed by termed professionals and family

members.

From the very beginning, Mr.M.E.Meeran has been the chairman

and the Manager of the Company.

In addition, Mr.Navas Meeran, Mr Firoz Meeran,

Mr.S.M.Mohammed and Mrs. Nabeesa Meeran hold the Board of Directors.

Besides, there is an administration office working at Ernakulam for its

accurate administration. As head of administration, there is a Chairman and

below a Vice chairman

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 PRODUCT PROFILE

Eastern processes and manufacture Spices

and blended spice powders. Spices are procured from the finest plantations

in Kerala, India.

DIRECT POWDERS

TURMERIC POWDER CHILLI POWDER CORIANDER POWDER BLACK PEPPER POWDER

DIRECT SEEDS

MUSTARD CUMIN BIG JEERA MEETHI

BLENDED CURRY POWDER

RASAM POWDER SAMBAR POWDER PICKLE POWDER FISH MASALA CHICKEN MASALA

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MEAT MASALA BIRIYANI MASALA GHARAM MASALA KABAB MASALA

PICKLE

MANGO TENDER MANGO PICKLE GINGER GARLIC LEMON DATES PRAWN MIXED VEGETABLE

Outsourced product

Company outsource the manufacturing\procurement of the following product.

TAMARIND RICE PALADA COCONUT GINGELLY OIL

The product is tested in the laboratory prior to acceptance.

The outsourced units are inspected based on established parameters annually.

Company vision

To be the preferred supplier catering to the basic needs of the mass

market by providing products and services of outstanding value

through the adoption of global standards and innovative practices.

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To be the preferred employees in the group they are in by providing a

challenging work environment and adding value to our people

through varied exposure and continuous education or shared learning.

To be preferred business partner to the entire stakeholders by

providing them exemplary benefits and shared growth.

Company mission

To provide good quality goods to the present and prospective

customer so that company can prosper more.

To have continuous availability of product of Eastern so that there

shall not be any shortage of goods in the market.

To give the customers delight that is giving more than what is

expected by the customer.

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EASTERN GROUP OF COMPANIES

Eastern Group of Companies is a group of companies with diverse

interests and a world leader in Indian spices. Eastern has ventured into

various areas like tyre retreads, mattresses, garments, packaged foods,

mineral water and public school and has many more projects in its dream.

The detailed description of each company is given below;

1. Eastern Curry powders

The company has provided their consumers with consistently high quality

powders and blends. Eastern Condiments operates from two modern

factories situated in the Western Ghats of South India

Natural Spice Powders

Eastern turmeric Powders

Eastern Chilly Powder

Eastern Coriander powder

Eastern Black Pepper Powder

Eastern Curry Powder

2. Sunidra Mattresses

Sunidra mattresses Pvt.Ltd. was set up in 1999 to manufacture

rubberized coir mattresses with a state of the art factory in Thodupuzha. The

popular brand of rubberized coir mattress manufactured by Sunidra

Mattresses Pvt.Ltd.is slowly growing to be a market leader in the country.

Sunidra has own the ISO 9001-2000 certificate.

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Sunidra is made of rubberized coir sheets that are produced from 100%

natural latex without any added waste. These rubberized coir sheets are air

permeable and have natural breathing qualities, it doesn’t cause any allergies

and also recyclable.

3. Eastern Aqua minerals

Eastern Aqua Mineral, a recently launched company was set up in the

year 2002.Eastern Aqua Mineral entered the area of packaged drinking water

with the state of srt plant located at Eranakulam district. Eastern packaged

drinking water of highest purity standard, high quality with control, 1286

testing facilities and quality product with international standards. It is

available in convenient sizes. Eastern packed drinking water is also priced

attractively in keeping with Eastern’s view of bringing high quality products

to the common man at the right price.

4. Eastern Public School

The Eastern group entered the area of education with the getting up of

the Eastern Public School. Mrs. Nabeeza Meeran has been the Principal of

Eastern Public School. This school ensures a high quality education from

kindergarten to primary levels with C.B.S.E syllabus providing all the

residential facility residing at the heart of Idukki District

5. Eastern Treads Ltd.

Eastern Treads Ltd. Is a public company engaged in the

manufacturing of quality procured tread, cushion, bonding gum and black

vulcanizing cement. Its branches all over India have been showing consistent

high performance and growth. The factory has annual turnover of 12 crore

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and it is located at Oonnukal, Kothamangalam. The company has a

processing capacity of 12 tonnes of cold rubber per day with nation wide

market network. This company is in the service industry for rethreading

tyres and the service plant is located at Vazhakulam. The company services

by rethreading of used tyres on an average basis of 1500 tyres per month.

6. King Richard Shirts

King Richard, a brand of men's wear from Eastern Clothing

Company was set up in 1999. This brand was targeted at middle class. King

Richard Includes all the trends of colour combinations and designs of

fashion shirts and trousers with a view to meet the aspiration of working

class with a quality ready wear at responsible price in the international

styles.

This factory has the production capacity of 15,000 shirts per month.

Top quality fabrics are used in the manufacture of King Richard brand shirts

(utilizing 100% of cotton from India and European brands like Bergamo,

Brembana, Italian fabric etc.). This brand usually comes out mostly formal

and casual styles; but also makes small numbers of semi-casual styles.

COMPATITORS INFORMATION

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The company has many competitors in the market because the

condiments industry it also small scale industry. So the company faces

competitors mainly from three different states like

Kerala - Melam, Priyam, Saras, Bramins, Ruchi, Double Horse

Karnataka -M T R

Tamilnadu – Shakthi

Food safety management system

Eastern company has established documented , implimented and

maintained an effective food safety management system and update it when

necessary in accordance with the requirements of this international standard

ISO 22000:2005 and HACCP

The company has

Ensured that the food safety hazards that may be reasonable expected

to occur in relation to products within the scope of the system are

identified evaluated and control in such manner that the product of the

organization donot directly or indirectly, harm the consumer,

Communicated appropriate information through out the foood chain

regarding safety issues related to its products,

Communicated information concerning development implementation

and updating of the food safety management system throughout the

organization to the extent necessary to ensure the food safety required

by this international standard, and

Evaluated periodically and update when necessary the food safety

management system to ensure that the system reflects the

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organizations activities and incorporates the most recent information

on the food safety hazards subject to control.

FOOD SAFETY POLICY

Eastern Condiment p ltd is committed to supply safe and hygienic

spice powder, masala powders, pickles rice and coffee powder to our

customers through control of food safety hazards in the raw materials

using greatest process technology maintaining hygiene and sanitation

conditions, practicing personal hygiene system to the expectations of our

customers by complying with statutory and regulatory requirements.

LEGAL FRAMEWORK OF THE ORGANISATION

Eastern Condiments Pvt Ltd is incorporated under THE

COMPANIES ACT 1956 on 26th Feb 1991 having its registered office at P.

B no:15 Eastern Valley Adimali. The Authorized share capital of the

company is Rs 35, 00,000/- divided into 3500 shares of Rs 1000 each.

ROLE OF ISO 22000 IN EASTERN CONDIMENTS PVT LTD

Eastern is the first company in India and second in

Asia to get the ISO 22000 certification issued by Food Cert BV

Netherlands and accredited by RvA, the first body in the world for

food safety accreditation. Eastern got ISO 22000 for food safety in

September 2005.

The organization shall ensure the following basic requirements for

the implementation of ISO 22000.

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The food safety hazards that may be reasonable expected to occur

in relation to product within the scope of the system are identified

evaluated and controlled in such a manner that the product of the

organization do not directly or indirectly harm the consumers

Communicate appropriate information through the food chain

regarding the safety issues related to its products

Communicate information concerning development,

implementation and updating of food safety

Evaluate periodically and update

The ISO gave only the basic documents of the pre – requisite programs and the

company has to work out in its own way for implementing ISO.

DEPATMENT IN EASTERN

Human resource Development

Finance and Accounting

Production

Maintenance

Quality control

Production Planning and control

Marketing

Export

IT Department

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HUMAN RESOURCE DEVELOPMENT DEPARTMENT

DEPARTMENT CHART

RECRUITMENT

Senior manager H R

Senior officer H R & Administration

H R Officers

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Vice President Operations

Recruitment is the process of filling the vacancies in an organization.

It is the first steps in selection process.

In Eastern, direct recruitment method is used frequently for recruitment .The

firm places job advertisement in Malayalam and English newspapers. And in

TV, media and tries to attract as much as calibre people from the outside.

The company also have internal recruitment for filling the post by efficient

and skilled workers from the rank , promotion and panchayat have preferred

local candidates who belongs to surroundings.

SELECTION

In Eastern, the selection process is only through direct interviews.

Employees are transferred to the different departments on the basis of their

skills.

TRAINING AND DEVELOPMENT FOR EMPLOYEES

Senior manager HR and Administration shall be assigned to

facilitate or coordinate training facilities to enter organization as per the

requirement of each requirement. All personal shall be aware of their role

and responsibilities in protecting product from contamination or

deterioration.

TRAINING NEED ANALYSIS

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Training can be evaluated at any of three stages; Input, Throughput,

Output.

The following training need has been identified based on the

competency requirements for ensuring the food safety conditions of the jobs

assigned to the staffs for the year 2009-2010.

Training required to:

Fire and safety

Legal update

Communication skill

ISO documentation

Leadership development

Pollution control

HR concept & welfare

DESIGNING TRAINING PROGRAMME

Training summary

Training feedback

Identification of training need

Training effectiveness analysis report

Training calendar

ASSESSMENT OF TRAINING EFFECTIVENESS

Periodic assessment of the training programme shall be carried out

as well as the routine supervision and checks to ensure that the procedures of

food safety are being practiced. The concerned HOD’s or in the case of

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workers; immediate supervisors will be responsible for measuring the

effectiveness of training according to the form by any of the methods:

Personal/group interview

Questionnaire method

Feedback form in events or practices

Submission of report

INDUCTION AND ORIENTATION

Planned introduction of employees to their jobs, co-workers, and the

organization. Orientation also called introduction is designed to provide a

new employee with the information he/she needs to function comfortably

and effectively in the organization.

TYPES OF ORIENTATION

Formal

Informal

Individual

Collective

PERFORMANCE APPRAISAL SYSTEM

Eastern is following a special type of system for appraising the

workers that is the Key Result Area. Here the performance of individual

employees is evaluated by his immediate superior officers. The officers will

evaluate the employee’s performance on the basis of result produced by

them and give a report to the board for a particular period of time. If the

board is satisfied he\she will forward it to the top level management by

recommending on incentive\ promotion.

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WAGES AND SALARY

The wage payments are made into two systems:

PIECE RATE SYSTEM

Under piece rate system of payment, wages are paid on

time production goes up when wages are paid according to piece rate

system. This mode of payment prevails on the packing section.

SALARY SYSTEM

This mode of payment is applicable for the rest of the

workers which also includes the loading and unloading workers.

LABOUR WELFARE FACILITIES

The company provides a lot of non-monitory benefits to their

employees. Some of them are as follows:

1. Transportation

Transportation is provided to the employees to different

destination points @ a subsidized rate.

2. Canteen facilities

All the employees are given free food at Eastern

3. Personal Protective Equipments.

Personal protective equipments like head wears; aprons

and uniforms are provided to the worker.

4. Medical Insurance.

The employees are provided with medi-claim policy, which

gives free medical insurance to the employee and his/her family.

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5. Pension Scheme.

The scheme has been formulated for those employees who

have retired from their job.

6. Annual Medical Check- up.

The employees are provided with free annual medical

check-up

7. Tours and Picnics.

Tours and Picnics are conducting once in a year which

increases the motivation and initiatives of the employees.

PAYROLL PROCESSING

In eastern, payroll processing is done by the process of book

Recording

GRIEVANCES REDRESSAL

Generally, grievances mean any factors involving wages,

hours of work or condition of work environment. In Eastern, all

work as a family and all workers are free to make know his

superior, if he has any grievances. The company has kept some

persons in the company itself where the employees can directly

com and tell his problems in any case and it will slowly reach the

management. For this, the company also conducts some training

programmes and meetings where the employees can speak about

any problem he has in the company.

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FOOD SAFETY OBJECTIVES OF HR DEPARTMENT

To provide at least 12 hrs training to every employee yearly about

food safety..

To ensure provide induction training new employees within two

weeks from date of joining

WOMEN EMPOWERMENT:

Eastern Condiments gives preference for women as their workers. Around

80% of workers are women

.

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FINANCE DEPARTMENT

DEPARTMENT CHART

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COMPANY SECRETARY

ASSISTANT MANAGER

OFFICERS

FINANCIAL CONTROLLER

DEPUTY MANAGER

ASST.GENERAL MANAGER

ASSISTANT MANAGR TAXATION

OFFICER

BOARD OF DIRECTORS

The total number of workers working under finance department is

22. The software used in accounting system is Orion system developed by

ICICI INFOTECH. The company planning to implify INITIAL PUBLIC

OFFERINGS (IPO). The prominent bank of the company is Federal bank,

Adimali. The department makes monthly ledgers checking for expenses

control.

A/C RECEIVABLE & PAYABLE

The company also have credit sales and purchase. They gives bills to

their debtors and receive bills from creditors for credit dealings. The bills are

transferred to cash within short period.

INVESTMENTS

The company invest in FDI last year on the basis of IRR.

SOURCES OF FUND

The main sources of fund from sales, and overdraft from bank

TAX PAYMENT

A separate department working under finance department called Tax

Department. Tax payment through e-filling in 15 th day of every month.

There are 50-60 crores will pay for sales tax by the company.

FRINGE BENEFITS GIVEN TO EMPLOYEES

GRATUITY

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BONUS (11%)

PROVIDENT FUND (12%)

NET PROFIT & GROSS PROFIT

The profit for the year ended 31st march 2009 is

48 crore turnover in last year

20,028.25 Lakhs- Gross profit

Profit After Tax is 591.79 Lakhs

WORKING CAPITAL MANAGEMENT

Working capital managed by the company by using overdraft from bank.

The company is dealing with the federal bank.

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PRODUCTION DEPARTMENT

DEPARTMENT CHART

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Head production

Production manager

Assistant manager M P D

Senior supervisor

Supervisor

Worker

PRODUCTION PROCESS

LOADING AND UNLOADING

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RAW MATERIALS

DESTONING

CLEANING

POWDERING

ROASTING

BLENDING

PACKING

Loading and unloading of raw materials are done by workers in Eastern

itself.

SCHEDULING

By analyzing the demand based on the sales for past three months, they will

schedule the raw materials, working time, number of workers needed, and

product quantity.

INVENTORY MANAGEMENT

As the final product is a food material, the company didn’t manage

inventory. They will sell whatever they produced.

RESEARCH AND DEVELOPMENT

Research and development wing has doing researches about how to improve

taste and the quality of the products.

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 while working in the production

department. The company takes necessary steps for preventing fire and

natural hazards.

MACHINERY MAINTAINANCE

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The company maintains a separate department called MAINTAINANCE

DEPARTMENT for the maintenance of machinery, automobiles, electrical

etc. There are nine workers working under this department. The machineries

are being checked in every week. The company is maintaining entire spare

parts for the machineries, so that if any machinery is break down, they can

replace it immediately.

PRODUCT STANDARDS

. Eastern is the first company in India and the second company in Asia got

ISO 22000 Certification.

Eastern got ISO Certification in the year 2000-20005.The Organization shall

ensure the following basic requirements for the implementation of ISO 2200.

The food safety hazards that may be reasonable expected to occur i

relation to products within the scope of the system are identified, evaluated

and controlled in such a manner that the products of the organisation do not

directly or indirectly harm the consumers.

Communicate appropriate information through the food chain

regarding safety issues related to its products.

Communicate information concerning development, implementation

and updating of food safety

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MARKETING DEPARTMENT

DEPARTMENT CHART

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Senior sales executive

Sales executive

BOARD OF DIRECTORS

SENIOR MANAGER

DEPUTY MANAGER

ASSISTANT MANAGER

SALES ADMINISTRATION

SENIOR SALES EXECUTIVES

MARKETING FUNCTIONS

Developing marketing strategies

Capturing marketing insights

Connecting with dealers & consumers

Building strong brand image

Delivering value to customers

PRODUCT DISTRIBUTION CHANNELS

Factory fresh outlets Whole sellers Retailers

MARKETING STRATEGY

Company follows push and pull strategy in the case of marketing.

Merchandise strategy is also followed.

TARGET ACHIVEMENT METHODS

Increments and spif are given based on the performance of the sales

executives

MARKETING PRODUCT LINE

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DriverStock assistants

Spice powders Pickles & pickle powders Rice flower Tea & coffee

CUSTOMER BENEFICIAL & SATISFACTION IDENTIFICATION METHODS

Yearly conducting dealers meet

Customer satisfaction details collected from dealers

IDENTIFICATION OF CUSTOMER EXPECTATION

Through SMRI – Professional survey team

Through dealers

CUSTOMER ORDER RECEIVE AND FOLLOW UP

The orders receive from dealers in weekly once.

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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DEMAND ANALYSIS

The average percentage of three constitutive months plus 5 % of the

average sales.

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

PRODUCT PUBLICITY

Mainly through advertisement

CUSTOMER RETAIN MANAGEMENT

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Eastern products are already branded. The company give more

importance to quality of the products, so the products already have regular

customers.

PRODUCT SELLING PROCESS

The sales executive for each route gives the order to be dispatched to

each sales depot. He also takes care of the billing and cash transactions.

After making a sale, a sales invoice is made and the summary is given to the

cash department. The sales assistant places the order to different shops. 

      After the delivery of goods, the vans return and by verifying the order

form, the stock is checked. The accounts are maintained on a weekly basis.

The company has around 40000 retailers. Mainly, cash transactions are

undertaken and credit facilities is entitled to only around 200 parties.

      On every Monday following the production week, the products are

distributed from the group’s sales depot to every retailer by company’s own

vehicles. A string of vans carrying freshly powdered spices is a common

sight on the mountains. This is one of the important advertisement

techniques of the company. The advertisements through these vehicles have

no additional cost. There are hundreds of vehicles carrying freshly powdered

spices distributing the various products across the state. It gives maximum

publicity and advertisement to the company and the brand.

      A meeting of the sales executives are held every week after they return

from their different routes. Here, every aspect of the weekly sales will be

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discussed and any problems arising can be brought to the notice of the

management.

 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.

The company’s own vehicles undergoing distribution aids to give

an important mode of advertisement in addition to the other media

advertisements. This incurs no additional cost.

      Eastern Condiments has entered into World market in the recent years.

In India it is capturing both urban and rural markets. In Kerala it is the

market leader with more than 60% market share to almost all its products. In

Tamil Nadu and Karnataka the company holds a 20% share and it is gaining

strength. It is also to be noted that 50% of the market is still using

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homemade products, 50% of the market is still untapped. So there is lots of

growth potential for the company.

EXPORT DEPARTMENT

Exporting of products are done under a separate department in the

company.60% of the total production are exported to various countries.90 %

of goods are exporting to gulf countries and 10% to Australia, UK etc.

Pickles are exported in bottles and chilli and chilli powder in boxes.

Every year, an average of 40 % growth in exporting are acquired by the

company.

Money transaction is in dollars and exporting is by the way of direct

exporting

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IT DEPARTMENT

DEPARTMENT CHART

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IT MANAGER

SENIOR OFFICER

OFFICERS

BOARD OF DIRECTORS

SYSTEM CONFIGURATION

RAM 512mb

HD 80 gb

SYSTEM ANALYSIS & DESIGN

The centralized software that is ERP ORION is developed by ICICI

INFOTECH. And other three softwares that is -ECPL software for

accounting department, another home developed software is fuel

management software, It is used in the workshop of eastern pump

management

FRONTEND & BACKEND TOOLS

frontend-devoloper

Backend-oracle

IDENTIFICATION OF ERROR

Full centralized scanning from the corporate office.

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SYSTEM PROTECTION

MS fore friend Antivirus used for system protection.

SWOT ANALYSIS

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 8

consecutive years(1997 98-2007 08)

Direct sales company owns vehicles under going distributive aids to

give an important mode of advertisement.

Fully computerized dept 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.

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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 ISO

22000.

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 ISO

22000.

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.

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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.

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CONCLUSION

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The study conducted at Eastern Condiments Pvt. Ltd., which is one of

the pioneer in Condiment industry and the market leader in variety of

packaged curry powders in South India. It was a general study

regarding all functions and aspects of Eastern Condiments Pvt. Ltd.,

and giving more importance to Human Resource, Marketing, Finance,

Production, and Export & E.D.P. It is found that a cordial relationship

is maintained between all departments for the smooth functioning and

achievement of the organizational goal of maintaining the market

leadership and company’s image. Eastern has achieved these enviable

heights mainly due to the hard work and commitment of quality besides

bringing a good product at right prices to the consumers.

The study helped me to understand that how the company identifies

the right taste of the consumers and how it became the leading brand in

south India and largest exporter of spice powders in consumer pack

from India. I was also able to understand some of the opportunities and

threats of the company. . In the organization study the researcher had

gone through a detailed study on the implementation of ISO 22000

Certification.

Being a student of MBA, the internship entitled ‘An organizational

study at Eastern Condiments Pvt. Ltd.’ has benefited me with so much

of confidence and awareness, so as to be capable of myself to work in a

firm. The study gave me an opportunity to experience and improves my

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practical knowledge besides my theoretical knowledge about an

organization.

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