Index

No. Subject Page No.

CERTIFICATE

DECLARATION

ACKNOWLEDGEMENT

SYNOPSIS

OBJECTIVES OF STUDY

LIMITATION OF STUDY

METHODOLOGY

CH.1. COMPANY PROFILE 10

HISTORY

LOCATION

OWNER

AREA

TURNOVER

AWARD

CH. 2. PRODUCT PROFILE 13

PRODUCT

SALES VOLUME

MAJOR CUSTOMER

CH.3. ORGANISATION CHART

15

ORGANISATION CHART

CH.4. MARKETING MIX

17

INTRODUCTION (MARKETING MIX)

CH.5. INDUSTRIAL SCENARIO

20

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CH.6. PRODUCT 28

Product & Product Mix

Product Classification

Product Mix

Product Line Decision

Brand

Packaging & Labeling

CH.7. PRICE

39

Concept of Pricing

Setting the Price

CH.8. PLACE 51

Concept of Place

Channel Levels

Functions of Channel

Channel - Design Decision

Channel – Management Decision

BIBLIOGRAPHY 63

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Certificate

This is to certify that the project entitled ‘Ratio Analysis’ submitted by

Ashish S. Gandhi for the partial fulfillment of the Semester –II in the

Master of Business Economics [M.B.E.] in the subject of RESEARCH

METHODOLOGY is his original work and he carried it out at

Department of Economics, Veer Narmad South Gujarat University- Surat,

under my supervision.

The project or any part of it has not been previously submitted for

any degree.

Subodhra medom

Associate Professor

Department of Economics

Veer Narmad South Gujarat University

Surat

Date:17/06/2010

Place:-SURAT

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DECLARATION

I the undersigned, Mr. Ashish S. Gandhi herby declare that project work

entitled, “Marketing Mix of Sree Mahuva Pradesh Sahkari Khand Udyog Ltd,

Bamania ’’ is my own work and is not submitted to any other university or institution

for any other purpose.

Place :- Navsari Ashish S. Gandhi.

Date :- M.B.E.

Roll No. 10

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ACKNOLEDGEMENT

I felt a great pleasure to prepare this report at this stage which is outcome of

all efforts of our self and many other who helps us through out the preparation.

.

I owe deep gratitude to Mr. RAJESH NAIK - Sales manager and Sree Mahuva

Pradesh Sahkari Khand Udyog Ltd. Who provides me good information’s and

marketing related data.

Ashish S. Gandhi

(M.B.E.)

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Synopsis of project work,

M.B.E. (sem 2)

ACADEMIC YEAR: - 2006 – ‘07

Project: - Marketing Mix of Sree Mahuva Pradesh Sahkari Khand Udyog Ltd,

Bamania ’

Location of the Unit where Project work is to be done:-

P.O. Sugar factory, BAMANIA.

Tal. Mahuva, Dist. Surat, Gujarat – 396246.

Project Work:-

A) Company Profile:

History of company and details of its owner’s area of operation & turn

over .

B) Product Profile:

Type of products, sales volume and major customers of the company.

C) study of the Organization:

Company’s organization structure and study of marketing department

and its function.

D) Study of Marketing Mix:-

Product

Price

Place

E) Sources of Information:

Company’s annual report, marketing mix related book and internet

surfing.

F) Methodology to be used:

Collection of data through primary and secondary sources, analyzing

data, reporting the results.

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OBJECTIVE OF STUDY

The main objective was to study the marketing mix of Mahuva pradesh

Sahkari Khand Udyog Mandal Ltd Mahuva and its product.

To find out the Marketing Mix i.e. Product, Price, Place in Mahuva sugar factory.

LIMITATIONS OF STUDY

There is no activity that can be completed without any limitation. The main

limitation facing during the preparation of this report on “Marketing mix” of Shree

Mahuva Pradesh Sahkari Khand Udyog Ltd.

1. For the preparation of this project report, time limit is the biggest problem.

Because the project report is to be completed within stipulated time.

2. Since the duration of the project is short these may be the chances of some

information may be left out.

3. At the time of training, people concerned with the organization are very

busy in routine work. So we get only brief idea of functioning of

organization.

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METHODOLOGY

PRIMARY DATA:-

The primary data that data which are generated or gathered by any person for

his own study or for his own purpose. This type of data are generated for the first

time. This type of data are not generated by any body in the past so this type of data

are called “PRIMARY DATA.”

For the completion of this project I collected primary data so my project report

is partly based on the primary data. For the collection of those primary data met some

officers in the Mahuva sugar factory. Whenever I was confused in any information I

had talk with them personally.

SECONDARY DATA :-

The data which are already generated or gathered by some one else in the past

for his own purpose or study and if such data are collected or used by us for our study

or our purpose then those data are called “SECONDARY DATA.”

I have collected some of the secondary data. For collecting those data I had

used internet and other books related to marketing mix.

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CHAPTER -1

COMPANY

PROFILE HISTORY

LOCATION

OWNER

AUDITORS

TURNOVER

AWARD

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HISTORY :-

Shree NAVSARI MADHYASTH GRAHAK SAHAKARI BHANDAR LTD.,

Dist. Navasri, Gujarat state is registered as a co-operative society under the provision

of the Gujarat state co-operative societies Act 1961, vide the registration No. B-978,

dated 04/12/1968.

Shree Navsari Madhyasth Grahak Sahakari Bhandar Ltd., Navsari, Dist.

Navsari, Gujarat state is located at Dist Navsari at the tail end of the foothills of the

Dang Forest of Gujarat state. It is a notified backward area and majority of people in

the area are advises, small and marginal farmers, having small pieces of land. More

than 40% of the factory companies this group of farmers.

LOCATION :-

Shree Mahuva Pradesh Sahkari Khand Udyog Ltd.

At. & Post. Factory Site,

Bamania, Tal. Mahuva,

Dist. Surat (Gujarat)

Pin. : 394246

OWNER :-

The owners of the society are 6914 No. of members. In which 15 members

are individuals & 6929 are co-operative societies.

Another word we say that the society, which in Gujarat is, registered as a co-

operative society under the provision of the Gujarat state co-operative societies Act.

1961.

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Turnover :-

Year Sales Volume

2006-07 2,04,08,818

2007-08 2,53,29,567

2008-09 2,16,02,020

AWARDS :-

The societies have been awarded The Gujarat Co-Op. Award for achieving

best result in the season 2001-02.

CHAPTER -2

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PRODUCT

PROFILE

PRODUCT

SALES VOLUME

Product:-

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1) Crackers

2) Books

3) Daily item

SALES VOLUME :-

Year 2007-08 2008-09

crackers 3004921 3009127

Books 17998185 13239660

Daily needed item 1226270 1945128

Other item 3100191 3409127

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CHAPTER -3

ORGANISATION

STRUCTURE ORGANISATION CHART

ORGANISATION CHART

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LO

AN

S

CHAPTER - 4- 15

General Body

Board of Directors

Chairman

Managing Director

Finance Department

General Manager

Accountant

Asst. Accountant (Cashier)

Clerk

MARKETING

MIX Introduction

(Marketing mix)

MARKETING DEPARTMENT ORGANISATION CHART

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INTRODUCTION (marketing mix)

The marketing mix approach to marketing is a model of

crafting and implementing marketing strategies. The marketer task is to build a

marketing programme or plan to achieve the company’s desired objectives. The

marketing programme consists of numerous decisions on the mix of marketing tools

to use. The marketing mix is the set of marketing tools of the firm use to pursue its

marketing objectives in the target market. McKarthy classify these tools into four

broad groups that he called the four Ps of marketing i.e. Product, Price, Place, and

Promotion.

The below figure show the each ‘P’:-

MARKETING MIX

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Manager

Assistance manager

ClerkClerk

Marketing mix is created for setting up the activity of trade channels and

satisfying the consumers by providing them satisfactory product in different segment

of market.

The firm can change its price, sales promotion and advertising expenditures in

the short-term. It can develop a new product and modify its distribution channel only

in the long run. Thus the firm can make some period-to-period marketing mix changes

in the short run then the number of marketing mix decision variable might suggest.

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PRODUCT :- product variety, Quality ,Design, Feature, Brand name, Packaging, Size, Services, Warranties.

PRICE: - List price, Discount, Allowances, Payment period, Credit Terms.

PLACE: - Sales promotion, Advertising, sales force, public relations, Direct marketing.

PROMOTION: - Channels, Coverage, Assortment, Location, Inventory, Transport.

CHAPTER - 5

PRODUCT

Product

Product Level

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PRODUCT :

In marketing, a product is anything that can be offered to a market that might

satisfy a want or need. It is of two types: Tangible (physical) or Intangible (non-

physical). Since services have been at the forefront of all modern marketing strategies,

some intangibility has become essential part of marketing offers. It is therefore the

complete bundle of benefits or satisfactions that buyers perceive they will obtain if

they purchase the product. It is the sum of all physical, psychological, symbolic, and

service attributes, not just the physical merchandise. All products offered in a market

can be placed between Tangible (Pure Product) and Intangible (Pure Service)

spectrum.

A product is similar to goods. In accounting, goods are physical objects that

are available in the marketplace. This differentiates them from a service, which is a

non-material product. The term goods is used primarily by those that wish to abstract

from the details of a given product. As such it is useful in accounting and economic

models. The term product is used primarily by those that wish to examine the details

and richness of a specific market offering. As such it is useful to marketers, managers,

and quality control specialists.

A physical item that is offered for sale should not automatically be considered

a product if it has no market. Like 95% of patents they are at best interesting

diversions and at worst a waste of time.

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PRODUCT LEVEL :-

Product is something more than a mere physical commodity. It has

personality. Products carry certain meanings with them and project certain distinctive

images. In planning its market offer or product, the marketer needs to think through

five product levels:-

1. Core or Basic Benefits :-

The first level is the core or basic benefit level, namely the fundamental

services or product that the customers are really buying.

2. Generic Product:-

The second level is called the generic or basic level. In this level there are core

benefits which are converted in to the basic product. There are three classes in society

the upper class, middle class and the lower class..

3. Expected Product:-

The third level is the expected product level which is provided. The marketer

prepares an expected product. Namely the set of attributes and conditions that buyers

normally expect and agree to when they purchase this product.

4. Augmented Product:-

The fourth level of the product is the augmented product, namely one that

includes additional services and benefits that distinguish the company’s offer from

competitors offer.

5. Potential Product:-

The level which is called the potential level of the product is the very

important and the last and final level of the product. In this level the products category

is high. The innovation in the product is necessary.

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CHAPTER – 6

PRICE

Concept of Pricing

Setting the Price

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PRICE :-

In economics and business, the price is the assigned numerical monetary value

of a good, service or asset.

The concept of price is central to microeconomics where it is one of the most

important variables in resource allocation theory (also called price theory).

Price is also central to marketing where it is one of the four variables in the

marketing mix that business people use to develop a marketing plan.

Price is the amount of money charged for a product or services, or the sum of

the values that consumers exchange for the benefits of having or using the product or

service.

Price has two parts: Utility & Value

Utility is the general \basic property of a product to satisfy a need or want of a

customer.

Value is the worth the consumer attaches to the product for which he is willing to pay

a certain amount of money.

Market price is the price determined by the free play of the demand and

supply. The market price of the product affects the price paid to the factors of

production – rent for land, wages for labour, interest for capital and profit for

enterprise.

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In this way price becomes a prime or basic regulator of the entire economic

system.

Setting the Price

The company must take the price decision for the first time when it introduces

its regular product into a new distribution channel, and when it enters bids on new

contract work. The firm must decide where to position its product on quality and

price.

The following are the price setting steps in detail:-

A)Selecting the Pricing Objective:-

The company first decides where it wants to position its market offering. The

clearer firms objectives, the easier it is to set price. A company can pursue any of five

major objectives through pricing: survival, maximum current profit, maximum market

share, maximum market skimming, or product quality leadership. These are the

objectives which are firstly selected by the company.

Shree Navsari Madhyasth Grahak Sahakari Bhandar Ltd. has made some

objectives for price setting for survival of the company profit. It is major objective

for any company. But Shree Navsari Madhyasth Grahak Sahakari Bhandar Ltd. is a

co-operative society therefore their main objective is no profit no loss. It is non-

profit organization The company is not in total loss but it also think for the profit but

they earn profit to operating expenses .

B) Determining Demand:-

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Each price is lead to a different level of demand and therefore has a different

impact on the company’s marketing objectives. The relation between alternative

prices and the resulting current demand is captured in a demand curve. In the normal

case, demand and price are inversely related: the higher the price, the lower the

demand. In the case of prestige goods, the demand curve sometimes slopes upward.

If the price is high, the level of demand may fall.

C) Estimating costs:-

Demand sets ceiling on the price the company can charge for its product.

Costs set the floor. The company wants to charge the price that covers its costs of

producing, distributing, and selling the product, including the fair return for its effort

and risk. Yet, when companies price products to cover full costs, the net result is not

always profitability. There are two types of costs which are there in the company.

1) Fixed Cost:-

Fixed costs (also known as overhead) are costs that do not vary with

production or sales revenue. A company must pay bills for rent, heat, interest, salaries,

and so on, regardless of output. In Mahuva sugar factory fixed costs are interest,

salaries, wages, electricity bills etc are paid as a fixed cost.

2) Variable Cost:-

Variable costs vary with the level of the production. These costs tend to be

constant per unit produced. They are called variable because their total varies with the

number of units produced. In the sugar factory there is transportation which is

necessary to carry the sugar canes from the cultivation (gardening) area to the

production area. The factory hires the trucks. The rent paid by the factory to the truck

owners is called the variable cost. This type of cost is called the variable cost.

D) Selecting a Pricing Method:-

Given the three C’s the customers demand schedule, the cost function, and the

competitors prices – the company is now ready to select a price. Companies select the

pricing methods that include one or more of these three consideration. Two methods

are like Target return pricing and perceived value pricing used by the Mahuva sugar.

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1) Target Return - Pricing:-

In the target-return pricing the firm, determines the price that would yield its

target rate of return on investment.

This method is used by the mahuva sugar factory. They produce the sugar

cane and the cost of the production is there and they think of better return on their

investment in the production because the return on this investment is distributed to the

share holders because they invest their money in the shares of the factory. And the

other hand the farmers who are the raw material provider they are also given the

return of their raw material. The mahuva sugar paid to the farmers on the installments.

The mahuva sugar factory is a co-operative firm therefore the firm not sale the

product in below the cost. This organization is a non-profit organization.

2) Perceived – Value Pricing:-

An increasing number of companies now base their price on the customers

perceived value. They must deliver the value promised by their value proposition, and

customers must perceive this value.

The mahuva sugar factory’s price is decided by the government therefore the

customers are not getting the sugar at their perceived price. They decrease their price

when the price of the sugar is decreased in the market by the government.

E) Selecting the final Price:-

Pricing method narrow the range from which the company must select its final

price. In selecting that price, the company must to considered the addition factors

which are as follows.

1) Cost of the Product:-

Mahuva sugar factory not charged their product below the cost of production

and their prices are normally depends on government so government also not takes

decision that will affect the sugar prices. Because Cost and the prices of the product

are closely related, normally the price not or shall not be fixed below its cost of

production if the price are fixed below the cost of production than company have to

face losses because their target is no profit no loss.

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2) Market Position:-

The market position of the different firms is different. The price of the product

is different because of the market position of the firm. They charged different price by

showing their image in the market. If the product of the mahuva sugar is of best

quality and the image of the firm in customers mind is good then they charged high

price on the basis of their quality product. The price is normally fixed by the

government if the company image is well then they charged that price. The Mahuva

sugar factory has a good reputation in the market therefore they charged high price

than other factories.

3) Economic Environment:-

In the recession period, the price is reducing to maintain the level of turnover.

On the other hand the prices are increase in boom period to cover the increasing cost

of production. In mahuva sugar factory this kind of position is happened when the is

published by the food ministry prices of the sugar are raised or lower by the

government if there is a boom period than the prices are increases and if the market is

going under the recession period than the prices of the sugar are reduced.

4) Government Policy:-

Price decision is also affected by the price control of the government. If the

producer fixes the price high, the govt. may nationalize this concern. Sometimes

government starts selling this product. So price can not be fixed higher due to the fear

of the government action. Sales quota is given by the government to the sugar factory.

The quota includes the fixed price of the product by the government. The quota is

given for specific time period therefore the factory must go through this time period.

If the firm not go through this quota in a given period than they have to sale that quota

at the lower price. But they are not permitted to sale their product at a below the cost

of the production.

Adapting the Price:-

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Company usually do not set a signal price but rather a pricing structure that

reflects variation in geographical demand and cost, market segment requirements,

purchase timing , order level, delivery frequency, services contracts, and other factors.

The following are the price adapting strategy in the Mahuva sugar factory.

a) Discriminating Pricing:-

Companies will often modify their basic price to accommodate differences in

customers, products locations and so on. Discriminatory pricing occurs when a

company sells a product or service at two or more prices that do not reflect the

proportional difference in costs. Discriminating pricing takes several forms:-

1) Customer segment Pricing:-

Here different customer groups are charged different prices for the same

product or services. In mahuva sugar factory this kind of pricing is done. The share

holders, staff members, raw material providers are charged the less price on the

purchase of the sugar than others.

2) Product-form Pricing:-

Here different versions of the product charged different prices but not

proportionately to their respective cost. Here in factory there are three types of sugar

produced like M-30, S-30 and L-30. Each of these types charged different price.

3) Location Pricing:-

Here locations are priced differently even though cost of offering each

location is the same. There are two things which are there in location pricing the levy

sugar market and the open market. In the levy sugar market the Mahuva sugar factory

levy sugar’s customers are those customers who are nominees which are selected by

the government i.e. Gujarat, Maharashtra, Punjab etc. They charged different prices.

And in the open market which is in local area they charge different prices too. If the

customers are far from the company therefore they paid tax to the govt. therefore the

prices are charged differently to theses customers.

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CHAPTER - 8

PLACE

Concept of Place

Channel Levels

Functions of Channel

Channel - Design Decision

Channel – Management Decision

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PLACE :-

Place is a term that has a variety of meanings in a dictionary sense, but which

is principally used in a geographic sense as a noun to denote location, though in a

sense of a location identified with that which is located there.

For instance, much has been written about the "sense of place", a well-known

phenomenon in human society in which people strongly identify with a particular

geographical area or location. Another instance of its use is as an identifier of a

location that is noted for a particular characteristic.

In Marketing, place refers to one of the so-called 4 P's, defined as "the

market place". It can mean a geographic location, an industry, a group of people (a

segment) to whom a company wants to sell its products or services.

The distribution channel can be defined as a set of interdependent institutions

participating in the marketing activities involved in the flow of goods or services from

manufacturer to consumers.

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CHANNEL LEVEL :-

The producer and the final customer are part of every channel. We will use the

number of intermediary levels to designate the length of a channel. When the product

is reached from the manufacturer to its customer there are intermediary which are

there in between the manufacturer and the customers. Which are as follows:-

FUNCTIONS OF CHANNEL OF DISTRIBUTION :-

The distribution channel brings together the marketer and buyers in an

efficient and economic manner. It overcomes the time, place, and possession gaps the

separate goods and services from those who need or want them members of marketing

channel perform numbers of key functions:-

1) Increase Distribution Efficiency:-

The distribution channel brings together the marketer and buyers in an

efficient and economic manner. It will not be practical for any manufacturer to

organize a network of his own selling points throughout the market and sell products

directly to customers totally avoiding outside distribution channels. Marketing

intermediaries minimize the number of contacts. Firm has to make to sell its

production.

In the mahuva sugar factory there are many intermediaries are working for the

channel of distribution of their product. The main intermediary is the agents who are

working there and handle all the customer contacts and transactions on behalph of the

sugar factory. And the work of the agent is only on the distribution of the goods and

the relationship with the customers and the contacts with the big industries is there

therefore the distribution efficiency is increase there.

2) Provide Information:-

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Provide information to the principals (producers). They provide marketing

intelligence feed-back to their producers. The channels are in position to do

authentically since they are in direct contact with custom and competitors and feel the

pulse of market all time.

The mahuva sugar factory is based on the distribution channels. In which the

agents are working for the selling of the product and they are providing the

information regarding the current market conditions to the factory. The agents are

directly contacted with the customs and the competitors therefore the current issue of

the market is provided by the agent.

3) Help in Production Function:-

The producer can concentrate on the production function leaving the

marketing problems to the middleman who specializes in the profession. Their

services can be best utilized for selling the product.

The agent who working as a middleman in the Mahuva sugar factory help in

the production function because by that agent company does not have to search for the

customers in the market the agent procure customers to the company and because of

the agent company can easily concentrate on its production function.

4) Financing the Producer:-

Middleman collects the huge orders and purchase product in bulk from the

manufacturer in cash. This enables the producers to under-take large scale of

production and adapting better techniques for production because they have problem

for finance.

The mahuva sugar factory done the large scale production because the agents

are giving the huge order of the product. They purchase the goods in cash therefore

the problem of finance is not there in the company.

5) Pricing:-

Channels help in implementing price mechanism. Distribution channel also

help implement the price mechanism in the market, they assist in arriving of price

level that is acceptable to the marketer as well as the user. They provide the

- 32

suggestions about the customers who are capable to pay that amount which offer in

the market. The mahuva sugar factory depends on the agent for deciding the price.

The agent collect the information from the market regarding the price and give to the

factory. The agent also collects the price details made by the government.

6) Matching Demand and Supply:-

This is the very important for the Mahuva sugar factory to match the demand

and supply because they have to sale according to the realizing of the government

quota they have to finish the quota which is given by the government in the given

time period. If they do not match the demand and supply than they may loose the

sales. So for that company always have to make a contact with the agent.

CHANNEL DESIGN DECISION :-

The channel is designed there in the new company for selling its product first

time in the market. At the first time they select the limited market for selling their

product. For this the designing of the intermediaries is necessary for the firm. In

managing the intermediaries in the market there is two types of marketing strategy are

used by the manufacturer that is push strategy and the second one is the pull strategy.

In the push involves manufacture using its sales and trade promotions money to

induce intermediaries to carry promote and sale to end users. In the pull strategy the

whole promotion and sales expenses are occurred by the manufacturer.

In mahuva sugar factory there is push strategy used in which they pay the

commission to the hired agents and that agent brings customers to the company and

for the company has the promotion cost is decrease.

Identifying the major channel alternatives:-

There are many channel alternatives in the whole market. Each channel has

unique strength as well as weaknesses. The problem is further complicated by the fact

that most companies now use a mix of channels. Each channel hopefully reaches a

different segment of buyers and delivers the right product to each at the least cost. If it

does not exist then the channel conflict and excessive cost is there.

In the mahuva sugar factory there is agent who are the intermediaries foe the

sugar factory. The sugar factory is highly depending on the agents. Then the other

intermediaries are also there in the channel of distribution like wholesaler, big

retailers etc.

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CHANNEL MANAGEMENT DECISION :-

There are many intermediaries which are exist in the distribution channel after

selecting the channel alternatives the selection, training, motivation and evaluation is

necessary.

1) Selecting the Channel members:-

Selecting the suitable channel members is necessary in the company for

marketing their goods properly. For selecting the channel members the mahuva sugar

factory prepare some rules and regulation and if the agents are accepted the rules and

regulations then they are invited in the factory to do marketing of the product.

2) Training the Channel members:-

Company need to plan and implement training programmes for

their intermediaries because they will be viewed as the company by end user. In the

mahuva sugar training is not given to the intermediaries but when they select the

channel members they select very carefully. If channel members have any difficulty

or any problem than company will solve that problem and give a proper suggestion to

them but they never provide any training or training programmers to the channel

members.

3) Motivating the Channel members:-

A company needs to see its intermediaries in the same way it view its

end users. It need to determined intermediaries need and construct a channel

positioning such that it channel offering is tailored to provide superior value to these

intermediaries. In the mahuva sugar factory to motivate the channel members the co

give extra commission to the agent for their higher selling than other agents.

4) Evaluating the Channel members:-

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Producers must periodically evaluate intermediaries performance ageist such

standards as sales quota attainment average inventory level customers delivery time

etc. In the mahuva sugar factory they evaluate their channel members in which they

see that the channel members are working in the proper way or not if they find any

difficulty or fault by them than they does not give him a more involvement for the

sale.

5) Modifying Channel arrangements:-

Producers must periodically review its channel arrangements.

Modification is necessary when the distribution channel is not working properly. The

mahuva sugar the also doing modification in their channel if they find any agent not

follow their rules and conditions than they warn that agent for their misbehave. The

sugar factory want to start export of the sugar in future for this they are going to

modify their distribution channel.

BIBLIOGRAPHY

- 35

Information sources for this project report:

Book: Philip Kotler (12th edition) Marketing Management.

Internet : www.google.co.in

Other: annual report of mahuva sugar factory.

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