Ruchi Spices Project

51
Dissertation Report on RETAIL MARKETING STRATEGY OF OM OIL & FLOUR MILLS LTD Submitted in partial fulfillment of the Degree of MASTER OF BUSINESS ADMINISTRATION under BPUT, Rourkela Submitted by: JYOTI RANJAN DASH MBA 2 nd Year (2005-07) Regd.No : 0506278059 Under the guidance of: Dr. S.K. Baral Faculty, Marketing, GIM, Bhubaneswar Mr. C.K. Dash Marketing Manager RUCHI, CUTTACK – 10

description

MBA Pro

Transcript of Ruchi Spices Project

Dissertation Report onRETAIL MARKETING STRATEGY OF

OM OIL & FLOUR MILLS LTD

Submitted in partial fulfillment of the Degree of MASTER OF BUSINESS ADMINISTRATION

under BPUT, Rourkela

Submitted by:JYOTI RANJAN DASH

MBA 2nd Year (2005-07)Regd.No : 0506278059

Under the guidance of:

Dr. S.K. BaralFaculty, Marketing, GIM, Bhubaneswar

Mr. C.K. Dash Marketing Manager

RUCHI, CUTTACK – 10

GLOBAL INSTITUTE OF MANAGEMENT BHUBANESWAR

DECLARATION

I Sri JYOTI RANJAN DASH do here by declare that dissertation

entitles “Retail Marketing strategy of Ruchi Brand of products in twin city”

submitted by me to Global Institute of Management, Bhubaneswar for the

partial fulfillment of the requirements for the degree of Master of

Business Administration under Biju Pattnaik University of Technology,

Orissa is my own work No part of this dissertation has been submitted to

any other university or institution for award of any degree or diploma

whatsoever.

Date: JYOTI RANJAN DASHRegd. No:- 0506278059

ACKNOWLEDGEMENT

I have great pleasure in acknowledging my deep sense

of gratitude to

Dr. S.K. Baral, who has spread his precious time in

furnishing me necessary information and guidance for

the completion of this dissertation.

I am also thankful to the esteem faculty member of

GIM, Bhubaneswar for their benevolent support and

encouragement provided during completion of this

work.

JYOTI RANJAN DASHRegd. No:- 0506278059

INTRODUCTION

Marketing is to derive desired exchange from customers with

purposeful initial gain. Nature my itself is dynamic. We can get all

type of foods and spices from this nature. Spices is one of the man

made product. When it is added to any food items it become more

tasty and delicious food. Mostly it is preferred at the time when we all

are preparing Indian dishes for lunch and dinner at home, hotel and

restaurant or any other functions. Due to these spices we can have a

delicious test in our life.

If we have no spicy news in our daily news paper then we will have

no intention to read, so in he similar way, if we don’t add any spicy

item while preparing food, we will not create taste in it.

It is only the spices item of “Ruchi” brand which is providing at best

quality best taste and with affordable price to national and

international consumers. So Ruchi creates a good image in the mind

of the consumers. Now we can say proudly that, Ruchi is “Born in

Orissa, pride of India”.

The world is changing rapidly. In this changing world there are many

type of competitors in all type of sectors spice market is not out of

the race.

In marketing, there is no such thing as a product itself in space,

independent of the consumer. For a product to amist, it must find a

place in the individual consumers perception. This perception is

subjective, governed by the individual consumers value, belief,

needs, experience and environment.

In modern day FMCG companies are giving more importance in retain

marketing rather than the direct marketing. So Ruchi company has

also preferred the retail marketing due to increase in its sales volume

and to gain a repute in spices industries of India and outside India.

As competition intensifies and brands proliferate consumers trend to

differentiates between brands in their own way, positioning is a

conscious attempt on the part of the marketer to accurate this

natural tendency, and in the process impart a district identify to this

own brand to make it stand out among the competitors. The

marketers, through deliver and co-ordinate actions tries to influence

this process. The subject topic “A study on retail market performance

of “Ruchi” at twin city.

The significance of any research survey lies in its ability to bring the

solutions which can aid in decision making. Any marketing manager

in order to take decision regarding the marketing mix of their product

require factful unbiased information about the existing and potential

market perception for their product and those substitutes without a

systematic research markets will not survive in this dynamic market.

I take pride to conduct a survey on the retail market performance of

Ruchi at twin city.

Objectives

The receipt has been widely covered the retail markets of spices. The

survey has been conducted in the areas of twin city which has

included the commercial domestic market areas of Cuttack and

Bhubaneswar.

The main objectives behind such survey may be lined as follows :

1. To ascertain the market share, held my Ruchi in twin city

2. To ascertain satisfaction of retailers with Ruchi various products.

3. To ascertain the progress of the Ruchi products in the retail

market.

4. To ascertain the course behind brand image in the market.

5. To ascertain the performance efficiency in the service provided

by the company to retailer.

RESEARCH & DEVELOPMENT

The company is quality conscious. It is the only spice Hour certificate

holder in eastern India for its excellent quality. The company has

opted for adopting ISO-9002. It has its own Research and

Development Wing which is working around the year to develop tasty

and nutritious processed quality food and spices. The company is

working on the technology developed by the Central Food

Technology Research Institute, a wing of CSRI, Govt. of India. It is

also interested in hiring technology from Italy and other European /

tie-ups with European countries are proposed.

RESEARCH METHODLOGY

SAMPLING

In the study of total samples taken is 400. All the samples have bee

drawn from retailer samples are drawn randomly by taking

probabilities method of sampling. All the samples are from twin city.

METHOD OF DATA COLLECTION

All the data have been collected from primary sources. The primary

sources basically the retailer. They are interviewed through one

readymade questionnaire having some structure and closed ended

questions. All he responses from retailers are immediately filled up in

that questionnaire.

TOOL FOR COLLECTING PRIMARY DATA

Questionnaire are the tools for primary data collection. Based on the

objectives of the summer project.

The questionnaire is meant for the retailer. The data collected

through this questionnaire are this remarks on the quality packaging

and price of Ruchi product, complaints against Ruchi product.

SAMPLING PROCEDURE

Sampling procedure is the way through which the respondents are

chosen. The samples are collected by using random sampling

method.

LIMITATION

To achieve the objective of the study a number of limitations came

over our study which hampers the progress of the study. These are :

1. Time and money constraint

2. Biasness of respondents

3. Un-availability of accurate data

4. Lack of co-operation from individuals

5. Less access to secondary sources

6. Unbiased sampling

7. Non availability of particular retail outlets of the company

8. No direct interpretation with consumers

9. Un-awareness of the retailer about such studies

10. Twin city covers a wider retail market area for which

sample study is unmatched.

OM OIL & FLOOR MILLS LTD. – A PROFILE

Spices giant Om Oil & Flour Mill Ltd. is on the undisputed leader in

the confectionery segment. Indian spices makes food delicious and

palatable considering the growing demand of Indian spices in the

domestic and overseas market, the Om Oil and flour mills Ltd. was

promoted as a proprietorship concern and subsequently converted to

partnership privated limited and now a limited company.

Om Oil & Flour Mills Ltd. was established in the year 1976 by its

founder “Shri Sarat Kumar Sahoo”.

The Regd. office, spices and vermicelli divisions are situated over an

area 3 acres with two storied administrative building, guest house,

computer room, laboratory, canteen, recreation club and work shed

with all modern amenities for the workers in a hygienic and healthy

atmosphere and quarters for staff.

Additional land of 2 acres with 8000 sq.ft. of building is ready to

undertake expansion programme in near future. The plant having

750kg short pasta production capacity per hour. The technology

adopted for production of pasta and vermicelli is purely Italian.

The company also developed its own laboratory under latest scientific

technology with guidance of spices board, Govt. of India. The

measuring test equipments / investments, glass apparatus and

chemicals are available to analyse all the parameters for raw

materials finished product under AGMARK, ASTA (American Spice

Trade Association) specifications. The quality control laboratory is

handled by a qualified trained technologist. He is not only testing the

raw materials and finished products but also physically checks the

warehouse sanitation, the areas of automatic packing, manual

packing, production with the sole purpose of supplying hygienic

quality products to the consumer.

In the constantly evolving and competitive world of Food Processing

industry RUCHI foresees key changes. As Asia’s foremost food

processing company, it aims to play a key role in changing the nature

of the Food processing and services oriented industry in India. It

believes in high standards of quality for International market and has

therefore become an ISO – 9002 company. The ISO certificate was

presented to Mr. S.K. Sahoo, Managing Director of OFML, Ctc. By Mr.

D.P. Bagchi, Chief Secretary, Orissa in a formal presentation

ceremony held in Hotel Plaza, Bhubaneswar on 19th August’ 2001.

ISO is the short form for International Organization of

Standardization. Its headquarters, which is at Geneva, Switzerland,

has 180 technical committees. It signifies quality at National and

International level by promoting the standardization of products,

services and system. The ISO 9002 model is for quality assurance in

production, installation and servicing and is applicable for all its

clauses.

MARKET DIVISION

Inter State National International

Marketing Manager Branch Office Manager Foreign Buyers

Commission Agent

Branch Manager Super Stockist

Sales Officer Distributors

Sales Executive

Sales Executive

Retailers

The Marketing department is headed by two Marketing Manager one

is for Orissa and another is for Outside Orissa & Export.

In Orissa the marketing channel is two stairs that is Dealer & Retailer.

Company here appoints the dealers and the marketing job is under

the control of the company directly.

Here Marketing Manager is controlling every thing under him one

Sales Executive is there and under the Sales Executive there are

Branch Manager and under them there are Sales Office and Sales

representatives. Company is also doing the institutional sales. Every

year Marketing manager gives the Sale Target and Budget for Sales

Promotion. Accordingly the Sale Planning is made.

Company is doing the Sales Promotional activities

Sales Promotional Activities

Materials that act as a direct inducement, offering added value

orientative for the product to resellers, sales persons or consumers.

Designed for immediate (short term) increase in product sales.

In outside Orissa Market, Marketing Manager is the Head and under

him there are Branch Manager and under him there is Sales Officer.

In outside Orissa market the marketing channel is three stairs

Super Stockist

Distributors / Dealers

Retailers

Here the company appoints the Super Stockist and it is the duty of

the Super Stockist to appoint the Distributors and Distributors are

supplying to the Retailers. Here Marketing Manager controls all the

things. But the marketing works are carried down by the Super

Stockist. Actually company gives percentage to Super stockist for

appointing the Sales representatives. Company sales persons are

doing the surprise visit to the market and help the SS and

Distributors if they get any problem in the market.

In some places company appoints the Marketing Agent on

commission basis, whose duty is to appoint the SS and taking cares

the whole Marketing work.

In outside Orissa we are doing business in Assam, West Bengal,

Andhra Pradesh, Tamilnadu, Karnatak, Punjab, Jammu & Kashmir,

Jharkhad & Chhatishgarh etc.

In outside Orissa market the duty of the SS is to appoint the

Distributors and collect order from them and placed the order to the

Company with advance DD. Here company is giving all the Sales

Promotional activities as per the requirements of the SS in area wise.

The same Sale Promotional activities are made here :

Consumer Sales Promotion

Coupons

Demonstrating

Point of Purchase display

Free samples

Free on purchase

Wholesalers / Retailers

Allowances Discounts

Lifting Scheme

Cash Discount

Rack charges

Other Activities

TV Advertisement

Newspaper

Exhibition

Road Shows

In export we are doing export to different countries like USA,

Singapore, Tanzania, Oman, Kuwait, Middle East & South Korea etc.

We are getting the buyers through internet and through participating

in the Trade Fair and sometimes through the Commission Agent. We

are doing the Export through LC.

Theoretical Background

Indian industry is facing competition nation wide and world wide

because of liberalization and globalization of the Indian economy.

Each Indian Industry is striving to become efficient by curtailing cost

and building brand image. Through ISO, we intend to satisfy the

customers need and expectations by having standardized systems,

producers and work ethics at par with the best in the industry.

Moreover, technical specifications specified in the Standard

guarantees that customer requirements are consistently met.

Ruchi maintains a functioning and effective management system and

that employees comply with this system. The system is served to

maintain the necessary trust and confidence of clients. Regularly held

executive Meetings at various levels, in which issues varying from

corrective action to complaints, internal audit results, definition of

objective and non achievement of objectives, resource provisions and

are reviewed, ensure management system effectiveness. The audit

report further states that the company’s top management laid down

and documented its quality policy, objectives and commitments to

quality. Quality Policy refers to client expectations and requirements.

Ruchi Asia’s foremost food processing company. Its aims to play a

key role in changing the nature the food processing and services

oriented industry in India. The company located at Cuttack, State of

Orissa, India. There is an increasing demand in importing countries

for greater qualities assurance of spices specially in respect of

hygiene and microbiological aspects in relation to spoilage and health

hazards. Our products maintain these aspects under the spice-export

houses and the Agmark authorities.

RUCHI is an ISO 9002 Certified Company which is a model for quality

assurance in production, installation, servicing and applicable for all

its clauses. Through ISO, we intend to satisfy the customers need and

expectations by having standardized system, procedures and work

ethics compared with the best in industry. Ruchi’s achievements

include prestigious Spice House Certificate from Spice Board and

AGMARK from govt. of India also. Special precaution taken to reject

spices showing any harmful/adulterated matter. Ruchi has its own

quality control aspect of the spice products processed and of the

post-control procedures-under AGMARK, ASTHA (American Spice

Trade Association) specification. There is not a single village (apart

from cities) where RUCHI product has not reached, in every kitchen of

rural and urban areas. Our organization exports species and

vermicelli to different European and Asian countries such as

Singapore, Bangladesh, Middle East, Tanzania and Australia also.

EXCERPTS (ABOUT THE PRODUCT)

Ruchi Spices

The hilly Kandhamal district in Orissa is world famous like Turmeric,

Ginger and Mustard, which are in great demand abroad for their

natural taste and nutrices value. It is situated about 200kms away

from urban and polluted area and cultivation is purely on organic and

traditional manner without using any pesticides and chemicals.

For this, Ruchi company has undertake farming in 500 acres land in

Kandhamal district. Out of this forming, the naturally cultivated

spices like turmeric, ginger and mustard are being packed for

marketing in India and abroad.

Ruchi organic farm is situated among hills at a height of 300 to 1100

meters above M.S.L. The climate is temperate – temperature ranging

from 12C to 70C with an annual rainfall of 1500 to 1600mm. Turmeric

Ginger are the main crops of these tribal belt. Out of the spices

naturally cultivated farms belong to curcuma auromatica with 2.36%

curcumin, 12.15% oleoresin, mustard and ginger production in the

district. The cultivation includes turmeric and low bibre content

ginger like 4.4% crude fibre and about 8.9% oleoresin.

High quality produced packed in layered polyster poly packets to seal

in the food properties and flavour.

Ruchi Biriyani pulao masala. For delicious pulao, fried rice and mugha

lai Biriyani a must.

Add taste to tongue, add taste to lite, enjoy recipes with Biriyani

masala.

Range of product.

Powder spices

1. Turmeric (Haldi)

2. Chilli (Lanka)

3. Kashmiri Mirch

4. Coriander (Dhania)

5. Cumin (Jeera)

6. Black pepper

7. Mustard powder

8. Tamarind powder

Blended Spices (Powder Form)

1. Curry powder

2. Dalma powder

3. Sambar Powder

4. Three-in-one (Garlic, Onion, Ginger powder)

5. Sabji Masala

6. Ghungi Masala

7. Biryani Masala

8. Chana Masala

9. Chicken Masala

10. Chat Masala

11. Chicken Masala

12. Dum-dum Masala

13. Fish Masala

14. Garam Masala

15. Meat Masala

Whole Spices

1. Aniseed (Madhuri)

2. Black cumin (Kala Jeera)

3. Fenugreek (Methhi)

4. Juani

5. Poppy seed (Posta)

6. Panch Phutan

Ruchi also supplied masala and minsed by glass jar packaging for

more attractive for long lasting. Same glass jar item are as under :

1. Onion minsed

2. Garlic minsed

3. Ginger minsed

4. Sunday masala

5. Alu Dum Masala

Ruchi launched product different product in different packaging like

Big can items or small can items.

Small Can Items

1. Garam Masala

2. Black pepper

3. Three-in-one

4. Green chilli

5. White pepper

Other than Spices

1. Haldi

2. Jaljira

3. Black salt

4. Kasori mithi

5. Papad

DIET RICE RUCHI VERMICELLI & PASTA

Keeping in the mind the rich traditional and diversified cultural

backgrounds, Om Oil and Flour Mills Ltd., Cuttack, an ISO 9002

certified company has given birth to Ruchi Diet rice (made out of

wheats. The product already made excellent progress in roads in

southern, northern and eastern part of India and is all set to explore

the maximum possibilities in the neighbours western counters within

a short span of time. RUCHI diet rice which has excellent nutrient

values can be used in your institutions as rice (out of paddy)

substitutes and best for diabetic potentials. Manufactured in a

hygienic, state of the art automatic Italian plant backed by twin-

technology from Italy and South Korea. RUCHI diet rice is preferable

because it is to cook, rich in proteins, high on calories, more fibrous

low on fat and starch.

Nasta Ka Pasta (Breakfast Cereal)

Now in this present competitive the sports field, at school or at home.

RUCHI breakfast cereal (Nasta ka pasta) play important role in

building body and yielding energy instantly by the help of

carbohydrates, protein and fats present in the food. So help the

children to perform better than ever through RUCHI breakfast cereal.

Great Taste ! Good Health !!

“Rich in proteins

Low in Fat

High on calories

Low on starch!!

Kheer Mix

Its well known among sweet lovers for the mouth watering taste and

it is really easy to cook. All the essential ingredients of kheer are

added in roasted from (except milk and sugar). Instead of paddy rice

we use vermicelli (made of wheat flour) in it for those health

conscious people who don’t what to compromise in taste also. Now

we introduce three new flavoured kheer mix such as

a. Chocolate

b. Strawberry

c. Pineapple

These products are well appreciated among young people and

children.

RUCHI produce vermicelli for purely Italian pasta loring people also

some of those products are :

1. Macroni

2. Short vermicelli

3. Roasted vermicelli

4. Mine chow-chow

5. Ada-Ada

6. Long vermicelli

7. Fussili

8. Penne

9. Club vermicelli

10. Star vermicelli

Ruchi Planned Food

Ruchi recently introduced its planned food products. Presently it is

available in two types :

Energy Booster

Sattu Atta

Ruchi Energy Booster

Ingredients : Whole wheat, whole Bengal gram, paddy rice, Sugar,

Skimmed milk powder, Almond, Cashew nut, Walnut and Vegetable

extracts.

Ruchi planned food is pure vegetarian diet made by unique

traditional process.

It is a preparation of balanced, easily digestible and appealing meals

which can be easily absorbed by your body. Children as well as adults

irrespective of age enjoy this food for its mouth watering taste and all

essential nutrients.

SATTU ATTA

Ingredients

Whole wheat

Whole corn

Bengal gram

Paddy Rice

It is a natural ready to eat food items contains all the essential

nutrients required for maintaining the essential of immune system. It

is also a diet of the required amount of energy protein.

COLLECTION AND ANALYSIS OF DATA

As my survey 400 consumers are interviewed from twin city. All are

the regular retailer of Ruchi. Many Ruchi retailer satisfied on Ruchi.

From survey many more data collection. These data are :

1. Out of 400 retailers all of them keeping Ruchi band products.

2. Ruchi is an oldest spices company. It is started from 1976. So

most of the retailer keeping Ruchi brand from starting retail

shop.

Some retailer keeping Ruchi products from 20-25 years.

Other retailer keeping Ruchi products from 10-15 years or 15-

20 years.

3. Modern market are very competitive in spices market also

more competitive than other product. Except Ruchi many more

spices company entered into market.

Competitors Name

1. Everest

2. Bharata

3. Swadist

4. Badsaha

5. Sudha

6. Grihsti

7. 777

8. MDH

9. Haldiram

10. Ramdev

11. Merchant

Out of them EVEREST, BHARAT, SWADIST and BADSAHA are

main competitors of Ruchi.

4. Ruchi brand keeping all retailer because

1. Customer demand : Retailer sale product to consumer. So

consumer want Ruchi product. So retailer are keeping

Ruchi product.

2. Better quality : Ruchi product have good quality and good

taste.

3. Affordable piece : In spices world Ruchi price is more

affordale than other competitors. Ruchi quality more

good as per the price.

4. Good service : Service is main factor for sailing Ruchi

products because retailer want always want in time

delivery of product. So, Ruchi delivery product in timely.

5. Goodwill : Ruchi is an oldest company. By its quality,

price, service Ruchi build a great reputation. So the

retailer keeping Ruchi brand product.

BRAND SHARE

Company

Customer

Demand

BetterQuality

Affordable Price

Good Service

Goodwill

Ruchi 82% 80% 85% 78% 88%

Bharat 8% 5% 5% 11% 4%

Everest 6% 8% 6% 7% 4%

Swadist 3% 5% 3% 3% 2%

Others 1% 2% 1% 1% 2%

Total 100% 100% 100% 100% 100%

5. All are retailer satisfied in quality of Ruchi

6. Ruchi retailer spreaded in every market. Dealer SR visit regular

but very few area Dealer SR or company SR visit very irregular.

7. Ruchi delivery product in timely very few area product delivery

in timely.

In Time 90%

Average 6%

Poor 4%

Total 100%

8. Many retailer unsatisfaction on scheme of Ruchi. Though Ruchi

provide scheme it is not properly implement.

But other competitor provide scheme or offer to retailer like

Bharat, Everest and Swadist etc.

9. Ruchi produced more product than other spices competitor. All

retailer not aware of all the product. Species product are aware

of all retailer. But vermicelli pasta product 85% retailer bitterly

aware rest of retailer not aware of this product.

10. Out of 400 retailers all are keeping piece item. Vermicelli

and pasta item are keeping 70% retailer but Health line product

of Ruchi keeping few retailer.

MARKET SHARE ANALYSIS

400 retail outlets are visited during the project work and the data for

average weekly sales of different spices vermin celli obtained in the

unit of kg. from each of retailers. These data are then thoroughly

analysed to get an overall picture of market share in twin city areas

of different companies.

The main companies for whom the market shares are analysed are

Ruchi, Bharat, Swadist, Everest, MDH, 777, Grihasti, Badsaha and

Ramdev etc. are clubbed together to from the group of others.

FOR TWIN CITY

Market share in East Zone

After analysis the primary data (sales in volume) obtained from retail

outlet in East Zone. East Zone market share for different companies

in the spices category are obtained which is given below :

Table 1

Spice Category

Company Rasulgarh Manchesw

ar

Kalpana Old Town

Ruchi 70% 80% 75% 83%

Bharat 20% 8% 15% 10%

Everest 5% 6% 7% 4%

Swadist 3% 4% 2% 2%

Others 2% 2% 1% 1%

Total 100% 100% 100% 100%

Ruchi market share is the 1st position in spices market. Then Bharat

just compete to Ruchi.

Market share in West Zone.

The result obtained after the analysis of primary data in west zone

giving in the following table.

Table 2

Spice Category

Company Vani Vihar Nayapalli CRP Khandagiri

Ruchi 70% 72% 79% 81%

Bharat 13% 14% 11% 10%

Everest 10% 8% 7% 5%

Swadist 6% 2% 3% 3%

Others 1% 4% 2% 1%

Total 100% 100% 100% 100%

In west zone also Ruhi is well ahead from other co spices company.

Market share in south zone.

The following table shows the market share in south zone.

Table 3

Spice Category

Company Satya

Nagar

Unit – 9 Unit – 4 Unit – 1

Ruchi 77% 80% 76% 84%

Bharat 13% 11% 14% 7%

Everest 5% 2% 5% 2%

Swadist 3% 5% 4% 4%

Others 2% 2% 1% 3%

Total 100% 100% 100% 100%

Market share in North Zone

Table 4

Spice Category

Company C.S. Pur Damana Patia Barang

Ruchi 58% 71% 83% 85%

Bharat 27% 17% 9% 7%

Everest 7% 8% 3% 5%

Swadist 5% 3% 3% 2%

Others 3% 1% 2% 1%

Total 100% 100% 100% 100%

FINDINGS

Marketing is a continues process. The process of marketing does not

end only after sailing but rather it increases relation between the

buyers and sellers. The followings are the findings of the Ruchi

spices, Pasta and vermicelli as per my survey study.

1. As my study most are the regular retailer Ruchi spices, Pasta and

vermicelli.

2. Most of the retailer influenced by its customer demand and better

quality.

3. Many retailers given important in the price and in time delivery.

4. Most important is given by most of the retailer in the taste factor.

5. Consumer satisfaction is given most important by majority of the

retailer.

6. In the degree of new most retailer are given moderately important

on the product.

7. Majority retailers are keeping Ruchi spices, pasta and vermicelli.

SUGGESTIONS

Based on the survey from the relatives in twin city some suggestions

are given below for consideration by Ruchi.

1. Brand Extension

Ruchi is a high brand equity in the market. Ruchi product line has

touched the market segment and is every product is running in every

market. So Ruchi can introduce more brand and it can cover itself

against any form of attack from other companies and capture market

shares in every possible segment.

2. Quality

The quantity of supply Ruchi spices should increase accordingly to

high demand of the product in market.

3. Advertisement

Advertisement is required to maintain its brand awareness. The

company is pursuing awards and advertisement also.

So that the survey has realized that there is a vast lack of media

coverage as it has not reached to rural areas.

Company name and product name should be visible in all retailer

outlets, displays hoardings, banners, glow sign boards and roadshows

etc. should be there in frequently.

4. Distribution

Ruchi distribution channel is good. However few irregular dealers are

creating some problem for retailer or dealer for solve the irregular

distribution problem. The problem is limited in few areas of the city.

Therefore the retailers are not satisfy.

5. Scheme

Ruchi may be providing scheme or offer to retailer. But it is not being

implemented properly. Schemes or offers are not reaching to

retailers in time. So the company can provide special scheme for

retailers. It has more sale on marriage season and in other festival

period. So Ruchi can provide special scheme or offer for marriages or

function to encourage more buyers and retailers.

6. Awareness of Product

Some of the retailers are not aware of all the products. Ruchi has

launched different kind of products. Company can promote dealer for

awareness of the product and push the products to retailer.

7. On Retailer

Retailer are interviewed from all over twin city. All are keeping

spices. Out of them 60% retailer keeping vermicelli and pasta. So the

company offered special scheme on the vermicelli and pasta product

and special to retailer. Because retailers can push them to consumers

directly.

CONCLUSION

The report has taken all its effort to provide the most reliable data on

retail market of Ruchi.

The company has given a landmark to the spices industries of Orissa.

It has given all its growth to the market for all such development of

its own. It has expanded its turnover. Variety, area of operation and

manpower opportunity at large.

As a conclusion Ruchi has achieved all the uncomparable hold on the

Orissa market. But the problem has arised with a question mark that,

whether the company can maintain the position or not.

BIBLIOGRAPHY

1. Marketing Management by Phillip Kotler

2. Marketing Management by Ranjan Saxena

3. www.google.com

4. www.ruchispices.com

CONTENTS

CHAPTER - 1

INTRODUCTION

OBJECTIVE OF THE STUDY

RESEARCH METHODOLOGY

LIMITATION

CHAPTER-2

ORGANISATIONAL PROFILE

THEORITICAL BACKGROUND

RESEARCH &DEVLOPMENT

EXCERPTS(ABOUT THE PRODUCT)

COLLECTION ANALYSIS OF DATA

MARKET SHARE ANALYSIS

CHAPTER-3

SUMMARY OF FINDING

SUGGESTIONS

CONCLUSION

ANNEXURE

UNFILLED SAMPLE COPY OF

QUESTIONNAIRE

CHAPTER - 1

INTRODUCTION

OBJECTIVE OF THE STUDY

RESEARCH METHODOLOGY

LIMITATION

CHAPTER-2

ORGANISATIONAL PROFILE

THEORITICAL BACKGROUND

RESEARCH & DEVLOPMENT

EXCERPTS(ABOUT THE PRODUCT)

COLLECTION ANALYSIS OF DATA

MARKET SHARE ANALYSIS

CHAPTER-3

SUMMARY OF FINDING

SUGGESTIONS

CONCLUSION

ANNEXURE

UNFILLED SAMPLE COPY OF QUESTIONNAIRE