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Transcript of organization study of kerafed
A study on Market Potential demand of coconut oil
INTRODUCTION
This project is concerned with the study of the market potential of
coconut oil. This project work is carried out in KERAFED, a public sector
company engaged in the production of coconut oil
Market potential of coconut oil means the maximum possible sales of
coconut oil in the market. The study is an attempt to analyze the market
potential of coconut oil. This study helps to know about the existing market
demand of coconut oil. The study is done to known the various brands of
coconuts oil used by the respondents. This is used to analyze the market
potential of coconut oil. This may help in the marketing and production of
good quality coconut oil of KERAFED LTD. This particular company is
selected for the study because it is a growing company.
1.1 STATEMENT OF THE PROBLEM
Indian coconut oil industry is witnessing a sea change over the last
few years. After the opening up of Indian coconut oil industry, the
competition the market is on high ends. The single most consequence was
the emergence of private sector companies. At this backdrop, it becomes
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A study on Market Potential demand of coconut oil
relevant to study the market potential of KERA oil products in the Kerala
market.
1.2 OBJECTIVES OF THE STUDY
Primary objective
The primary objective is found out market potential of various coconut oil
brands and feedback on the product.
Secondary objective
1. To ascertain the brand preference of coconut oil
2. To collect opinion from various respondents about the quality of
coconut oil manufactured by KERAFED
3. To collect opinion about the pricing of coconut oil.
4. To examine the factors influencing consumer choice
1.3. SCOPE OF THE STUDY
This study helps to ascertain the present market position of the
company and help the company in its efforts of creating demand of the
product. This study helps to collect information about the preference of
respondents and factors which makes them to choose the brand, and the
Company can concentrate more on these factors to increase the brand image.
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A study on Market Potential demand of coconut oil
The company can formulate a price policy by taking into consideration the
opinion of the respondents about the current price.
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A study on Market Potential demand of coconut oil
RESEARCH METHODOLOGY
Research methodology is a process by which the researcher can solve
the research problem systematically. It may be understood as a science of
study how research is done scientifically. A detailed discussion was carried
over with the methodology as part of study market potential of coconut oil.
In this unit the research discussed about the research design, researched
approach, and research instrument and research period.
a) Research design
Research design is a framework that helps in the collection and
analysis of data.
The research chooses for this study is design was used to compare
extensively the different brands of coconut oil available in the market.
b) Research Approach
The survey is conducted with the help of questionnaire for data collection.
C) Research Instrument
The research instrument use for the study is questionnaire. There are
open end and closed end questions.
d) Research Period
The duration of the study was from 08-11-2011 to -07-12-2011
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A study on Market Potential demand of coconut oil
1.5. DATA SOURCE
The data sources used for this study through data collection of primary
and secondary data.
PRIMARY SOURCE
Primary source are those, which are collected afresh and for the first
time, and this happened to be original in character. The data for this study is
collected through survey among peoples in two districts.
SECONDARY SOURCE
It includes those data, which are collected for some earlier work and
are applied or usable in the study. In this study the research has presently
undertaken. The data for collected from the secondary sources are previous
researches, company catalogues, Internet sites, company profile etc.
1.6 SAMPLE DESIGN
a) Sample unit
Sample unit is the element or elements available for selection at some
stages of sample process i.e. a decision has to be taken concerning a
sampling unit before selecting a sample unit may be geographical one such
as state, districts, villages etc. In this research it is considered coconut oil
users from two different districts of Kerala.
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A study on Market Potential demand of coconut oil
b) Sample Size
The sample size is 100 respondents from two districts.
c) Sampling Procedure
In the sampling procedure the research must decide the type of sample
that is the researcher must decide about the techniques to be need in
selecting the item for sampling. Simple random sampling procedure, the
simplest probability sample procedures, is utilized by 90% of businesses.
The technique is preferred because it is a compute objective method for
sampling a population and statistically it is sounder. The probability
procedure also provides more accurate result.
1.7. LIMITATIONS OF THIS STUDY
This study was conducted only in two districts of Kerala owing to time
and cost.
1. Among all respondents surveyed some of the respondents were not
willing to give the details of the product.
2. The opinion of the respondents may or may not be biased.
University Institute of Technology , Kollam 6
A study on Market Potential demand of coconut oil
1.8 CHAPTER SCHEME
The introduction chapter includes statement of problem, objectives of
study, research methodology, data sources, sample unit, sample size,
sampling procedure, and the limitations of the study.
The second chapter consists of industry profile, this help to understand
about the current of the product in world, our country and state.
The third chapter consists of company profile that helps to understand
about the company Kerafed Ltd.
The fourth chapter consists of data analysis and interpretation, analyze
and interpret the data collected from various respondents.
The fifth chapter consists of findings, which provide the result of the
analysis of collected data, and we understood about by interpreting the data.
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A study on Market Potential demand of coconut oil
PROFILE
2.1 INDUSTRY PROFILE
1) GLOBAL SCENARIO
When we talk about industry, we refer to a vast network of different
enterprises making goods providing service for the community. Many large
business houses are producing coconut oil in the world wide. More than
eighty percentage of ten million hectares are under coconut cultivation in the
world is in South and South East Asia .
In showing the country wise area and production of coconut in
different coconut growing countries of the world. It is noted Philippines is
the leading followed by Indonesia and India. These countries account for
eighty percentage of the total area and production under coconut. Available
information shows that India is the third largest coconut producing country
in the world with an area of 1.2 millions hectares, the producing of coconut
oil in India places at around 6.9 millions. Bulks of production are Kerala,
followed by Kama taka, Tamilnadu and Andrapradesh .
Among the coconut growing states in the country Kerala, Kama taka,
Tamilnadu and Andrapradesh together account for more than ninety
percentage of the total area. The socio-economic development of Kerala is
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A study on Market Potential demand of coconut oil
much for 9.29% of other total income and 26.2% of the total agricultural
income of the state. About the million people depend directly or indirectly
on account cultivation and industry lively hood. During the year 1950-51,
Kerala contributed 65% of India’s total coconut production. But over the
years, its share in the total national output has been declining fast. In 1995-
96 through India’s coconut production touched 136968 million, Kerala
contributed only 40% of this total output. In Kerala there are many coconut
oil extraction industries throughout the state. Edible oil sector has been one
of those commodity sectors that have been in news through out the year. In
fact every now and then the industry has been pleading the government for
protection from cheap imports. The recent duty hike is third such hike in a
year. Every time the duty hike has been concurrent with excess production
and drop in prices of palm oil in the international market thus making and
hike ineffective. Presently Malaysia is the largest producer of CPO (Crude
Palm Oil) in the world followed by Indonesia, while India is largest importer
of edible oil. These two leading palm oil exporters have designed their
export duty structure such that they could retain the Indian market. As India
has following duty structure for edible oil.
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A study on Market Potential demand of coconut oil
2) NATION SCENARIO
Looking back at the history of Indian edible oil industry we find that
we had set a target of achieving self-sufficiency in edible oil and launched
Golden Revolution with much fan fare in 1992-93
But soon after that the countries imports started rising and soon India
became the largest importer of edible oil. From a near self-sufficiency level
of 97% in 1992-93 we have fallen to 55% level last year. Our oil imports
have been constantly increasing since 1992-93.
Some of the main reason has been increase in edible oil consumption,
stagnating oil seeds production and falling international prices. In addition
to this the differential duty structure in favor of refined oil led to an upsurge
in edible oil imports. When the Golden revolution was launched many oil
solvent extractors set up the extraction units as they saw huge potential the
market. But with oil seeds production not catching up with the demand plus
lower per hectare yield of just 850kgs compared to the world average of
1600 Kg s of oil seeds, made the country resort to external sources.
Presently the country has more than 15000 oilseeds crushing units
more than 600 solvent extractors, more than 400 vegetable oil refiners and
more than 190 Vanaspati oil units. All these are working at below 40%
capacity utilization. With such a low capacity utilization the solvent
extraction industry is in doldrums, many of these unites have already shut
down.
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A study on Market Potential demand of coconut oil
The country has been importing mainly from Indonesia and Malaysia.
It started with refined oil, RBD oil as there was need to meet the demand
supply gap. But the imports were so cheap that imports crossed many times
the gap and this lead to the current plight of the solvent extraction industry.
Moreover all these imports led to increase consumption of palm oil its
derivatives, while other oil seeds and oil’s consumption is declining. Most
affected are Soya bean, cottonseed, rice bran, rapeseed etc.
Their demand has not grown in recent years due to these cheap
imports. This is harming oil seed farmers, as they are not able to see these in
the market due to lower realizations. Many have already shifted other crops
and many are planning to do so in the near future.
If these imports continue the oilseed industry is likely to die very
soon. Taking into consideration all these factors plus seemingly a selfish
motive of increase its customs collection, the government has been taking
these duty hikes from time to time. But every time the hikes are more than
offset by drop in international prices.
3) STATE SCENARIO
Available information shows that India is the third largest coconut
producing country in the world with an area of 1.2 millions hectares, the
production are from Kerala, followed by Karnataka, Thailand and
Andrapradesh.
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A study on Market Potential demand of coconut oil
Among the coconut growing states in the country Kerala, Karnataka,
Tamilnadu and Andrapradesh together account for more than ninety
percentage of the total area. The socio-economic development of Kerala is
much dependent on the fortunes of coconut crops. Coconut account for
9.29% of other total income and 26.2% of the total agriculture income of the
state.
During the year 1950-51, Kerala contributed 65% of India’s total
coconut production. But over the years, its share big the total national
output. In Kerala there are many coconut oil extraction industries
throughout the state. Edible oil sector has been one of these commodity
sectors that have been in news through out the year. In fact every now and
then the industry has been pleading the government for protection from
cheap imports.
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2.2 COMPANY PROFILE
The Kerala karshaka sahakarana federation limited(KERALFED)
registered in the year 1987as an Apex body in co operative sector is to
implement as integrated coconut production, procurement, processing and
marketing projects, founded by European Economic Community with a
financial component contributed by the state govt. of Kerala.
The primary objective of KERAFED is to organize coconut grower’s
b bringing them under the co-operative umbrella and to provide them with
supplies and services to augment their income base by increased productivity
and value addition. This is proposed to be achieved through an integrated
system of production, procurement, storage, processing, product
diversification and marketing of coconut and coconut products and
acceptable to consumes on a sustained basis. On the production enhancement
side KERAFED co-ordinate and carries out extension activities such as
laying out demonstration forms, farmers training of officials, exhibition,
seminars, distribution of leaflets and bulletins and ensure supply of
production input.
At present about 50% of the milling copra produced in Kerala is
diverted for milling to units in Bombay, Calcutta and Tamil Nadu. UP
country millers there for decide the price of copra and coconut in Kerala.
Thus the coconut farmers, majority of them small and marginal in Kerala are
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A study on Market Potential demand of coconut oil
reeling under the strangle of hold of powerful up country trade cartels that
consistently manipulated market condition and dictate price trades to their
advantage. To overcome this KERAFED aims to procurement of 50 to 60%
of total coconut/ copra produced in the state which will be produced at its
own processing units are marketed. This along with product diversifications
activities will enable KERAFED to become the price setter of coconut and
coconut products in the company.
All of the activates on production enhancement, procurement and
marketing of coconut/ copra from producers are proposed to be carried out
through 900 selected primary agriculture credits. Co-operative societies
which from the grass root level functionaries of KERAFED. Co-operative
Development services from an integral part of the activities of the federation,
Education of co-operative personnel, assistance for processing, storage and
management alone the strengthening of share capitals base to augment
trading capability are some of the co-operative development activities.
For effecting functioning the state standard divided into three regions.
The southern region consists of the revenue districts. Trivandrum, Kollam,
Pathanamthitta and Alappuzha. The northern region consists of Malappuram,
Kozhikkode, wayanad, kannur, Idukki, Eranakulam, Thrissur and palakkad
district. 300 primary agricultural credit co-operative societies in each region
are made members of the federation to undertake production, procurement
and marketing activities at the farmer’s level.
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For processing and product diversification, each region will have
one processing plant with processing capacity of 200 tonnes of copra per
day. The processing plant in the central region will have, beside a solvent
extraction units and vegetable oil refinery.
Vision & mission
Motto
Enlistment of coconut farmers.
Providing healthy coconut oil to consumers
Vision
Being the leader of best quality coconut oil. It has a vision to provide
best value to the coconut farmer’s healthy oil to the consumers.
Mission
Being No.1 producer of best quality coconut oil. It aims the following
areas.
Business
Customer relation
Innovation
Social sector
Business leadership
Attain rapid growth with cost consciousness both in copra & coconut
oil.
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Consumer focus
Focus on quality customer delight at all time.
Innovation
Research on quality customer delight at all time.
Social sector initiatives
It is the leading social organization with commitment to the farmers
as well as consumers.
THE OBJECTIVES OF KERAFED
To reduce edible oil imports.
To provide an impulse effect on internal production of coconut.
To develop the agricultural potential of Kerala state.
To strengthen the co-operative movement.
To secure the marketing of coconut and its by-products. Thereby
assuring economic prices to the growers.
To establish and manage infrastructure facility for production and
supply of inputs and processing, manufacturing and marketing of
products and by products of coconut palm.
To undertake research and development activities on production,
processing and marketing.
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Market share
Kera is proud to be patronized by millions as the tastiest of all cooking
mediums and the most ideas hair oil. Truly the colour of gold and smell of
yore, kera enjoys an undisputed plurality of the market share in Kerala-a-feat
achieved by ultimate customer satisfaction. A permanent place in the hearts
of housewives, chefs and good looking Indians.
Farmer Friendly Organization
For over 29lakh coconut farmers in the state, kerafed has been a
beacon although, offering them attractive support prices for coconut and
copra during unfavorable market condition. Procuring copra under the price
support scheme on behalf of NAFED, Government of India and rendering
value added services to enhance their earnings through improved
productivity, and by assisting them in production and procurement. Apart
from these, the federation organizes periodic extension activities to help
farmers, like publication farms, training campus, exhibitions, seminars and
publication and distribution of bulletins and literature on coconut farming.
Also kerafed reimburses the expenses for establishing copra driers, through
the primary agricultural co-operative societies.
University Institute of Technology , Kollam 17
A study on Market Potential demand of coconut oil
HOW KERAFED FUNCTIONS
For effective and efficiently carrying out the administrative and
operational practice on a day by day basis, Kerafed sees its state of abode as
three –Northern, central and Southern regions. Each region has around 300
primary agricultural credit co-operative societies functioning and marketing
initiative.
Plans for Expansion and Growth
Not resting on the laurels, the thought process is already at work at
Kerafed. How to grow future and expand and diversify and….. Plans are
afoot to enter into the field of producing highly demanded coconut related
products like desiccated coconut, coconut creams, bottled tender coconut
water, coconut milk and confectionery substances, cosmetics like herbal hair
oil; activated charcoals, shell charcoal and shell powder for industrial use;
and coir board and coir pith. The good will of kerafed through kera, it is
hoped can be thus employed to conjure never domains. Also in offing are
plans for setting up a solvent extraction unit an oil refinery in the southern
region.
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A study on Market Potential demand of coconut oil
PRODUCT PROFILE
Kerafed is the single largest procurer of coconut /copra
produced in Kerala .A massive daily effort undertaken at the door
steps of the farmers and involving primary agricultural co-
operative societies , spread all over the state .This direct interaction
eliminating middlemen result in the entire benefits being accrued to the
farmers . And only the very best of the raw material thus sourced goes
into the making of KERA.
The products which are mainly produced in kerafed are:
1. Kera Oil
The oil is packed in a number of tins, cans and bottles .
a. 15kg tin
b. 5 kg can
c. 1 liter PET (poly ekylene teri-thalate)bottle
d. 1 Liter pouch
e. 500ml PET bottle
f. 500ml pouch
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A study on Market Potential demand of coconut oil
2. Kera Gold
This oil is mainly exported in the foreign countries like Dubai .This is
specially processed oil from selected cups of copra which has got below 0.5
FFA(Free Fatty Acid).This is the one factor why it is been exported
3. Kera Kesh
This product is hair oil which is produced by mixing Kera coconut oil
with selected herbal extracts.
Out of the these products Kera oil is the only product that is been
continuously produced .The customers demand for this product is also high.
4. Kera popular and Agmark
These are to important products of Kerafed. Kera agmark’s can be get in
one litter packs and Kera –popular is available 500ml, 5kg, 1000ml pochers
5. Copra Cause
This is the cake from the oil extraction process .The sale of a cake is
made when the stock reaches at a particular level. The sale is made to a
person who quotes highest price .This is sold in sacks \ bags .
University Institute of Technology , Kollam 20
A study on Market Potential demand of coconut oil
COMPETITORS
The main competitors of Kerafed are KPL Shudhi, KLF Nirmal,
Parachute, Shalimar, TATA products etc.
KPL shudhi
Started in 1941, KPL Oil Mill has a rich tradition in the coconut oil
production and marketing in the country. Always striving hard to maintain
high quality standard in the industry, KPL products undergo strict
verification process before it reaches the end consumers. KPL Oil Mill
captured the coconut oil market with its longstanding brand named KPL
shudhi Coconut Oil and has ever since introduced innovative products in the
market using state -of-art manufacturing facilities .
The company has introduced diverse products in the market like KPL
shudhi gingelly Oil KPL shudhi plus ,KPL shudhi gingelly Oil , KPL
coconut oil milk powder .KPL products have presence in diverse markets in
the country like Kerala , Tamilnadu , karnadaka ,Mumbai ,Delhi and so on.
KLF Nirmal
With a history of more than 60 years in the edible oil industry ,Nirmal
is among the top selling brands of coconut oil in the country .Adhering to the
highest quality parameters from copra procurement through processing to
packaging, Nirmal is synonymous with what’s pure ,whole some and healthy
in edible Oils. With a state-of –the –art extraction and packaging plant
located at Iringalikuda in Thrissur District of Kerala, Nirmal produces high
grade coconut oil and sesame (Gingelly) Oil.
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A study on Market Potential demand of coconut oil
Parachute
Manufactured by Marico Industries Limited ,Bombay has a good
market share in the coconut oil business in India .The annual turn over of
the company is high .In northern states sales is higher when compared to the
southern states .
Shalimar Coconut Oil
Shalimar chemical works Limited was incorporated in may 17 1945 as
private ltd company and in present days it is one of the leading FMCG
organizations in India having range of brands like Shalimar’s coconut oil ,
Shalimar’s chief spices , Shalimar’s mustard oil , Shalimar’s popular
coconut oil etc.
The organization has expanded its sales network all over India through
its sales branches and developed a legend of its quality standard.
Nihar
Nihar was launched in 1950‘s as Tata oil, a product of the Tata oil
mills company Ltd. Nihar coconut oil is a brand of pure coconut oil that has
used the platform of purity to become the market leader in the eastern region.
The brand is particularly strong in the states of Bihar and Jharkhand. Nihar
coconut oil speaks to young mothers whose lives revolve around their
families. Aware and educated, they take great pride in shouldering their
family responsibilities, and want to buy only the best for their family.
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A study on Market Potential demand of coconut oil
Figure 2.1
ORGANIZATION CHART
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Managing Director
PlantManager
Administrative
Officer
ManagerCDS
FinanceManager
MarketingManager
Director project
AssistantManager
AssistantManager
Confidentialassistant
JuniorManager
JuniorManager
Accountant
Area salesManager
StaffStaff
Cashier
Staff
Asst.Manager
(Mechanical &Production
JuniorMangers(QualityControl)
Shift-inCharge(mill)
Supervisor(ProductionMaterial)
SupervisorLab
Shift-inCharge(filling
)
Clerks
Fieldstaff
Salesofficer
Supervisor(Maintenanc
e)
Workers
Technicians
GodownPackingMaterial
assistant
Supervisor( Filling)
Supervisor(Mill) Operator
Analyst
A study on Market Potential demand of coconut oil
DEPARTMENT
KERAFED as whole has got the following departments
Production department
Marketing department
Quality control department
Finance department
Administrative department
Production Department
The actual production of oil takes place only in Karunagappally oil
complexes. This production function is controlled by the plant manager and
by the shift manager. The core of the production lies in KERAFED which is
the single largest procurer of coconut / copra produced in Kerala. A massive
daily effort undertaken at the doorsteps of the farmers and involving
agricultural co-operative societies spread all over the state.
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A study on Market Potential demand of coconut oil
Marketing Department
Figure 2.2
STRUCTURE OF MARKETING DEPARTMENT
KERAFED has it all an aggressive marketing strategy, energetic sales team
with an insight into the future, tremendous confidence gained from the past
and reasonable ambitions for an unprecedented innings.
Ahead. Kera is concurrently part of the biggest retail network-CSD,
Ministry of defense oil seed co-operative like Karnataka Oil federation
(kof ) Tamil Nadu Co-operative.
University Institute of Technology , Kollam 25
MarketingManager
AssistantManager
JuniorManager
Area salesManager
Salesofficer
Fieldstaff
Clerks
A study on Market Potential demand of coconut oil
Human Resource Department
Human resource department refers to a set of programs, activities of
functions designed of carried out in order to maximize both employee and
organisational effectiveness. According to Jucius, “human resource refers to
a whole consisting of interrelated, inter-department and integrity
physiological, psychological, and sociological of ethical components’. Thus
human resource represents the quantitative and qualitative measurement of
work force required in an organisation.
The goal of human resource management is to help an organisation to
meet strategic goals by attracting, maintaining employees and also to
manage them effectively. The key word here perhaps it ‘fit’ i.e a HRM
approach seeks to ensure a fit between the management of an organisation’s
employees, and the overall strategic direction of the company.
Human resource management comprises several processes. Together
they are supposed to achieve the above mentioned goal. This process can be
performed in an HR department, but some tasks can also be outsourced or
performed by line managers or other departments
University Institute of Technology , Kollam 26
A study on Market Potential demand of coconut oil
Figure No. 2.3
STRUCTURE
Quality Control Department
Kerafed adheres to quality specification of a global standard
stringently at all stages of production. The extend that only Grade.
I Copra certified by the bureau of Indian Standard (BIS) is set aside
for processing. Kerafed quality control laboratory meet A mark parameters
confirm the purity of Kera. Kerafed employs strict quality control measure to
ensure product superiority and purity.
University Institute of Technology , Kollam 27
HRD Manager
Assistant Manager
Clerk
Peon
A study on Market Potential demand of coconut oil
Finance Department
Kerafed is planning to do cost analysis in the field of procurement
production and marketing. Special drive is made for the maximum
procurement of Copra of goof quality in peak season and when the market
price is lower, so that the more margins are gained. This department aims in
proper management of finance as a resource to result in optimum utilization
of the financial resources of the company.
Functions of Finance Departrment
To ensure prompt payment in terms of
a) Suppliers of equipments, machinery, materials etc.
b) Employees as per wage agreement.
c) Statutory payment like sales tax, income tax, excises duty etc.
2. To receive all income due to company in time
3. To record all transactions as per reluctant Acts, statutes or law ensuing the
Kara’s availability year round is reality. The product of Kerafed the Kera
coconut oil distributes the products to the following area:
University Institute of Technology , Kollam 28
A study on Market Potential demand of coconut oil
MARKET POTENTIAL
Market potential of coconut oil means the maximum possible sales of
coconut oil in the market. The concept of market potential t is defined as the
maximum demand response possible for a given group of customers within a
well defined geographic area for a given product or service over a specified
period of time under well defined competitive environmental conditions.
We will further split up this definition:
1. Market potential is the maximum demand response under certain
assumptions (ultimate demand).
2. Relevant customer for the product and service. It is not merely the
present consumer but also the potential consumer so that maximum
possible demand is achieved
3. The geographic area for which market potential is to be determined
should be well-defined
4. There should be a clear understanding about the product & service for
which the market potential is to be estimated.
5. The time period for which market potential is estimated should be
specific
6. Finally, a clear understanding of environmental & competitive
conditions relevant incase of a particular product or service is also
necessary
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A study on Market Potential demand of coconut oil
It is important to remember that the estimated market potential sets an
upper boundary on the market size and can be expressed in either units
and/or sales.
Market potential consists of the upper limit of total demand which
would theoretically be converged onat (infinite) rise of marketing
expenditures of all relevant providers Estimating the market or market
potential for a new business or business expansion is critical in determining
the economic feasibility of a venture. Estimating the market potential for a
business is critical in evaluating its viability and provides an estimate of the
maximum total sales potential for a given market. Estimating the market
potential will determine if the market is large enough to support your
businesses. Hence we get precise and reliable information in this area after
conducting a market potential analysis
Market Potential Analysis
Understand market potential for a single store, network of
stores or a new market
Deploy resources effectively by ranking markets in priority
order
Forecast total opportunity in terms of number of customers
and revenue potential
Estimate your market share deploy sales and marketing
resources effectively.
University Institute of Technology , Kollam 30
A study on Market Potential demand of coconut oil
ANALYSIS & INTERPRETATIONS
By classification and tabulation, the unwieldy data can be condensed in
to few manageable and purposeful groups and tables so that further analysis,
and interpretation become simple. While analysis, and interpretation of data,
results in observation, analysis, conclusion, induction and deduction.
Analysis of data means critical examination of the data for studying the
characteristics of the object under study and for determining the patterns of
relationships among the variables relating to it using both quantitative and
qualitative methods. An interpretation is the outcome of the analysis in term
of suggestion.
Important statistical tools used in the study are:
1. Tabulation
2. Percentage Analysis
3. Bar Diagram
4. Pie Diagram
Tabulation
Tabulation is an orderly arrangement of data in rows and columns. It is a
method of systematic presentation of data. It is a process between collection
of data and its analysis.
Percentage Analysis
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A study on Market Potential demand of coconut oil
Percentage analysis used to find to the percentage of respondents from
total number of respondents, respondents to each questions.
Bar Diagram
A bar diagram is simple to draw and easy to understand. Bar diagram
consist of a series of bars of equal width. The bar diagram may be either
horizontal or vertical.
Pie Diagram
Pie Diagram are used when the total and their divisions are to be
shows together. The total is shown by means of a circle and the divisions by
the sectors of the circle.
University Institute of Technology , Kollam 32
A study on Market Potential demand of coconut oil
1. Are you a dealer of Kera coconut oil?
Table No. 4.1
DEALERS OF KERA COCONUT OIL
Source: - Primary Data
University Institute of Technology , Kollam
Choice No. of respondent Percentage
Yes 50 100
No 0 0
Total 50 100
33
A study on Market Potential demand of coconut oil
Figure No: 4 .1
DEALERS OF KERA COCONUT OIL
Yes100%
No0%
Inference: All the respondents were dealers of Kera coconut oil.
University Institute of Technology , Kollam 34
A study on Market Potential demand of coconut oil
2. What is your opinion about the pricing of Kera coconut?
Table No. 4.2
TO KNOW ABOUT PRICING OF KERA COCONUT OIL.
Opinion No. of respondent Percentage
Very high 31 62
Slightly High
17 34
Reasonable 2 4
Slightly Low
0 0
Very Low 0 0
Total 50 100
Source: - Primary Data
University Institute of Technology , Kollam 35
A study on Market Potential demand of coconut oil
Figure No: 4 .2
TO KNOW ABOUT PRICING OF KERA COCONUT OIL.
004
34
62
0
10
20
30
40
50
60
70
Very h
igh
Slight
ly High
Reasona
ble
Slight
ly Lo
w
Very L
ow
Opinion
Percentage
Inference: -
It is observed from the above figure that 62 % of the respondents
opined that pricing of Kera is very high, 34 % opined that pricing of Kera is
slightly high.
University Institute of Technology , Kollam 36
A study on Market Potential demand of coconut oil
3. Are you satisfied with selling of the Kera coconut oil?
Table No.4.3
TO KNOW THE SATISFACTION OF DEALERS OF KERA COCONUT OIL.
Opinion No. of Respondent Percentage
Highly Satisfied 5 10
Satisfied 18 36
Nuetral 1 2
Dissatisfied 21 42
Highly Dissatisfied 5 10
Total 50 100
Source: - Primary Data
University Institute of Technology , Kollam 37
A study on Market Potential demand of coconut oil
Figure No: 4. 3
TO KNOW THE SATISFACTION OF DEALERS OF KERA COCONUT OIL.
10
42
2
36
10
0
5
10
15
20
25
30
35
40
45
HighlySatisfied
Satisfied Nuetral Dissatisfied Highly Dissatisfied
Opinion
percentage
Inference: -
Majority of the respondents opined that they are not satisfied with
dealing dealing of the kera coconut oil is low. 36 % of the respondents
opined that they are satisfied with dealing of dealing of kera coconut oil.
University Institute of Technology , Kollam 38
A study on Market Potential demand of coconut oil
4. Do you agree suppliers replace the damaged product?
Table No.4.4
TO KNOW REPLACEMENT OF DAMAGED PRODUCT
Opinion No. Of respondent
Percentage
Strongly Agree 13 26
Agree 15 30
Disagree 16 32
Strongly Disagree 6 12
Neither Agree Nor Disagree
0 0
Total 50 100
Source: - Primary Data
University Institute of Technology , Kollam 39
A study on Market Potential demand of coconut oil
Figure No.- 4.4
TO KNOW REPLACEMENT OF DAMAGED PRODUCT
0
12
3230
26
0
5
10
15
20
25
30
35
StronglyAgree
Agree Disagree StronglyDisagree
NeitherAgree NorDisagree
Opinion
Perc
enta
ge
Inference :-
It is observed from above figure that 32 % of the respondents
were disagreed that suppliers are not replacing damaged products, 30 %
agreed that suppliers are replacing damaged products.
University Institute of Technology , Kollam 40
A study on Market Potential demand of coconut oil
5. Which company is the main competitor of Kera according to your opinion?
Table No. 4.5
To identify main competitors
Brands No. Of respondent Percentage
Nirmal 17 34
Gold 0 0
Kpl 0 0
Sabari 33 66
Other 0 0
Total 50 100
Source: - Primary Data
University Institute of Technology , Kollam 41
A study on Market Potential demand of coconut oil
Figure No: - 4.5
To identify main competitors
34
0 0
66
00
10
20
30
40
50
60
70
Nirmal Gold Kpl Sabari Other
Brands
Per
cent
age
Inference: -
In above figure 4.5, 66 %of the respondents opined that sabari is the
main competitor of kera coconut oil.
University Institute of Technology , Kollam 42
A study on Market Potential demand of coconut oil
6. Do you give promised sales after service to kera coconut oil users?
Table No. 4 6
To know about promised sales after service
Opinion No. Of respondent Percentage
Yes 38 76
No 12 24
Total 50 100
Source: - Primary Data
University Institute of Technology , Kollam 43
A study on Market Potential demand of coconut oil
Figure No: - 4 .6
To know about promised sales after service
76
24
Inference:-
It is observed from above figure that 76 % of the respondents
opined that, they were give sales after services to customers.
University Institute of Technology , Kollam 44
A study on Market Potential demand of coconut oil
7. Which is the most selling brand?
Table No. 4.7
To identify most selling brand.
Brands No of Respondents Percentage
Nirmal 6 12
Kera 28 56
Kpl 0 0
Sabari 16 32
Other 0 0
Total 50 100
Source: - Primary data
University Institute of Technology , Kollam 45
A study on Market Potential demand of coconut oil
Figure No: - 4.7
To identify most selling brand.
00
32
56
12
0
10
20
30
40
50
60
Nirmal Kera Kpl Sabari Other
Brands
perc
enta
ge
Inference:-
Majority of the respondents opined that Kera is the most selling brand,
32 % of the respondents opined that Sabari is the most selling brand.
University Institute of Technology , Kollam 46
A study on Market Potential demand of coconut oil
8 In your opinion what is the main reason for increasing sale of kera?
Table No. 4.8
Reason for increasing sale of this brand
Factors No. of respondents Percentage
Best quality 33 66
Fair price 3 6
Attractive commission 5 10
Availability 9 18
Other 0 0
Total 50 100
Source: - Primary data
University Institute of Technology , Kollam 47
A study on Market Potential demand of coconut oil
Figure No: - 4. 8
Reason for increasing sale of this brand
0
18
106
66
0
10
20
30
40
50
60
70
Best quality Fair price Attractivecommission
Availability Other
Factors
Per
cent
age
Inference:-
It is observed from the above figure 4.8 that 66 % of the
respondents opined that best quality is the main reason for increased sales.
University Institute of Technology , Kollam 48
A study on Market Potential demand of coconut oil
18 % opined that availability of Kera coconut oil. 10 % opined that attractive
commission.
9 .do you agree that the advertisement affect the purchase decision of Kera coconut oil?
Table No. 4. 9
Influence of advertisement
Option No of respondents Percentage
Agree 26 52
Strongly agree 13 26
Disagree 11 22
Strongly disagree 0 0
Neither Agree Nor Disagree0 0
Total50 100
Source: - Primary data
University Institute of Technology , Kollam 49
A study on Market Potential demand of coconut oil
Figure No: - 4 .9
Influence of advertisement
00
22
26
52
0
10
20
30
40
50
60
Agree Stronglyagree
Disagree Stronglydisagree
NeitherAgree NorDisagree
Option
Per
cent
age
Inference: -
It is observed from above figure that 52 % of respondents agreed that
advertisement affect the purchase decision of Kera coconut oil.
University Institute of Technology , Kollam 50
A study on Market Potential demand of coconut oil
10. Do you use coconut for consumption?
Table No. 4. 10
Coconut oil users
Features NO. Of respondents Percentage
Yes 150 100
NO 0 0
Total 150 100
Source: - primary data
University Institute of Technology , Kollam 51
A study on Market Potential demand of coconut oil
Figure No: - 4 .10
Coconut oil users
100
0
Inference: -
All the respondents were coconut oil users.
University Institute of Technology , Kollam 52
A study on Market Potential demand of coconut oil
11. Which brand you mostly preferred
Table No 4.10
Most commonly used brand
Source: - Primary data
University Institute of Technology , Kollam
Brands No. Of respondents Percentage
Kera 86 57.33
Sabari 34 22.66
Nirmal 20 13.33
Kpl 10 6.66
Other 0 0
Total 150 100
53
A study on Market Potential demand of coconut oil
Figure No: - 4 .11
Most commonly used brand
57.33
22.6613.33 6.66
00
10
20
30
40
50
60
70
Kera Sabari Nirmal Kpl Other
Brands
Perc
enta
ge
INFERENCE: -
Kera is the most commonly used brand, 22.66% of the respondents
using SABARI,
University Institute of Technology , Kollam 54
A study on Market Potential demand of coconut oil
12. What is the monthly consumption of Kera coconut oil?
Table No.4.12
Estimated consumption
Opinion No. Of respondents Percentage
Less than 2 Kg 33 22
2 – 3 Kg 21 14
3 – 4 Kg 80 54
4 -5 Kg 12 8
5 above 4 2
Total 150 100
Source: - primary data
.
University Institute of Technology , Kollam 55
A study on Market Potential demand of coconut oil
Figure No : - 4 .12
Estimated consumption
28
54
14
22
0
10
20
30
40
50
60
Lessthan 2
Kg
2 – 3 Kg 3 – 4 Kg 4 -5 Kg 5 above
Opinion
Per
cent
age
Inference: - Most of the respondents use 3-4 kg and less than 2 kg of
coconut oil per month. Only 14 % respondents consumed 2 -3 kg of the
Products. Approximately 8 % of respondents used 8 % kg per month
University Institute of Technology , Kollam 56
A study on Market Potential demand of coconut oil
13. Do you agree advertisement helps in building brand popularity?
Table No. 4. 13
Influence of advertisement
Opinion NO. Of Respondents Percentage
Agree 88 59.6
Strongly agree 62 41.3
Disagree 0 0
Strongly disagree 0 0
Neither Agree Nor
Disagree
0 0
Total 150 100
Source: -Primary data
University Institute of Technology , Kollam 57
A study on Market Potential demand of coconut oil
Figure No : - 4 .13
Influence of advertisement
000
41.3
59.6
0
10
20
30
40
50
60
70
Agree Stronglyagree
Disagree Stronglydisagree
NeitherAgreeNor
Disagree
Opinion
Per
cent
age
Inference: -
It is observed from the above figure 4.13 that 59 % of respondents agree
that the advertisement helps in building brand popularity and remains 43 %
strongly agreed that advertisement helps in building brand popularity.
University Institute of Technology , Kollam 58
A study on Market Potential demand of coconut oil
14. Do you influence any of the following before making purchase decision?
Table No. 4 .14
Come to know from
Service NO. OF respondents Percentage
Retailer Display 67 44
Printed media 21 14
Well wishers 16 11
TV advertisement 43 29
Other 3 2
Total 150 100
Source: - primary data
University Institute of Technology , Kollam 59
A study on Market Potential demand of coconut oil
Figure No: - 4 .14
Come to know from
2
29
1114
44
05
101520253035404550
Service
Per
cent
age
Inference:-
Most of the respondents come to know about Kera coconut oil through
retailers display, also TV advertisement play an important role in promotion.
University Institute of Technology , Kollam 60
A study on Market Potential demand of coconut oil
15. State frequency of buying of Kera coconut oil?
Table No. 4 15
Frequency of purchasing Kera coconut oil
Frequency NO. OF respondents Percentage
Regular 123 82
Occasionally 15 10
Seasonal 12 8
Total 150 100
Source: - primary data
University Institute of Technology , Kollam 61
A study on Market Potential demand of coconut oil
Figure No: - 4 .15
Frequency of purchasing Kera coconut oil
810
82
0102030405060708090
Regular Occasionally Seasonal
Frequency
Per
cent
age
Inference: -
In the above figure 4.15, 82 % of the respondents opined that they
used Kera coconut oil regularly. 10 % of the respondents opined
occasionally.
University Institute of Technology , Kollam 62
A study on Market Potential demand of coconut oil
16. What is the quality perception about the Kera?
Table No.4.16
Quality perception
Opinion NO. Of
respondents
Percentage
Very Good 42 28
Good 97 64
Average 11 7.3
Poor 0 0
Very poor 0 0
Total 150 100
Source: - Primary data
University Institute of Technology , Kollam 63
A study on Market Potential demand of coconut oil
Figure No: - 4 .16
Quality perception
00
7.3
64
28
0
10
20
30
40
50
60
70
VeryGood
Good Average poor VeryPoor
Opinion
Percentage
Inference:-
Majority of respondents agreed that the quality of KERA is good.
University Institute of Technology , Kollam 64
A study on Market Potential demand of coconut oil
17. Why do you depend other brands?
Table No.4 .17
Reason for choosing other brands
Opinion No. Of respondents Percentage
Lack of availability 72 48
Poor satisfaction 18 12
Depend on usage 18 12
Unaffordable price 40 26.5
Other 2 1.3
Total 150 100
Source: - Primary data
University Institute of Technology , Kollam 65
A study on Market Potential demand of coconut oil
Figure No: - 4 .17
Reason for choosing other brands
1.3
26.5
1212
48
0
10
20
30
40
50
60
Lack ofavailability
Poorsatisfaction
Depend onusage
Unaffordableprice
Other
Opinion
Percentage
Inference:-
Majority of the respondents using other brands mainly due to non
availability .26.5 % due to unaffordable price and 13.33 prefer other brand
because of its depend on usage.
University Institute of Technology , Kollam 66
A study on Market Potential demand of coconut oil
FINDINGS
All the respondents were the regular dealer of Kera.
Most of the respondents opined that pricing of Kera coconut oil
is very high.
Majority of the respondents were not satisfied with selling of
Kera coconut oil.
It is found that suppliers were not replacing damaged products.
66 % respondents opined that Sabari is main competitor of Kera
coconut Oil.
It is found that 76 % respondents were gave sales after services
to Kera coconut oil customers.
University Institute of Technology , Kollam 67
A study on Market Potential demand of coconut oil
Most of the respondents opined that Kera is most selling brand.
It is found that 66% of respondents opined that best quality is
the main reason for increasing sales of Kera coconut oil
In this study it is clear that the advertisement play very vital role
on purchase decision of kera coconut oil.
Most of the respondents prefer kera branded products
Majority of the respondents were using 3 – 4 kg and less than 2
kg of the product per month.
Majority of the respondent agreed that advertisement helps in
building brand popularity of Kera.
Most of the respondents come to know about the brand through
retail displays and TV, advertisement also playing an
important role in the promotion of the product.
University Institute of Technology , Kollam 68
A study on Market Potential demand of coconut oil
Most of the respondents buying Kera coconut oil regularly.
Majority of the respondents opined that quality of kera is good
Majority of the respondents opined that lack of availability is
the main reason for purchasing of other brands.
University Institute of Technology , Kollam 69
A study on Market Potential demand of coconut oil
SUGGESTIONS
Most of the respondents were dissatisfied with the exchange of
damaged product. Thus the company must provide facility of
exchange of damaged products.
Most of the respondents were not satisfied with dealing of Kera
coconut oil. Because of they won’t enough profit by selling of Kera
coconut oil. So the company must provide more commission to the
dealers of the kera coconut oil.
Today there is tough competition existing in the coconut oil industry,
Sabari, Nirmal is the leading competitors of KERA. In order to
improve the position it is better to give more discounts, reduction or
any other offers.
The company must take necessary steps to increase the availability of
products.
University Institute of Technology , Kollam 70
A study on Market Potential demand of coconut oil
CONCLUSION
From this study it is observed that KERA coconut oil is apart from
other brand but the respondent have a strong feeling that the KERA over
priced . So the company can make the price more competitive by reducing it.
In order to improve the position it is better to give more discounts,
price reduction or any other offers and the company must ensure the timely
availability of the product. The dealers are not satisfied to sell kera because
of them wont get enough profit by selling of kera coconut oil.
KERA shall be concentrated in advertisement and other promotional
activities, which may help the company to get the top in the market priced.
Today there is a tough competition existing in the coconut oil industry ,
Sabari ,Nirmal, are the leading competitors of kera coconut oil.
University Institute of Technology , Kollam 71
A study on Market Potential demand of coconut oil
BIBLIOGRAPHY
Philip Kotler, Marketing Management,Eleventh EditionPearson
Education, First Indian Reprint, 2003.
Kotler Philip & Armstrong Gary, Principles of Marketing,
Publisher – Pearson Education, Tenth Edition, 2004.
Kothari C.R, Research Methodology – Methods and
Techniques, New Age International Publisher,New Delhi,
Reprint Edition, 2004.
Websites
www.kerafed.com
University Institute of Technology , Kollam 72