A RESEARCH PROJECT REPORT on

A ANALYTICAL STUDY OF PROMOTIONAL TOOLS OF MARKETING ADOPTED BY RESEARCH CENTRE OF MAKHANA, DARBHANGA.

SUBMITTED FOR PARTIAL FULFILMENT OF THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION By Asif Zeya Khan (Roll No.: 1168670040) Under the Supervision of Mr.Rajnesh Khare Assistant Professor Accurate Institute of Advanced Management, Greater Noida (Affiliated to MTU and Approved by AICTE)

2013

DECLARATION

I, Asif Zeya Khan Roll No. 1168670040 student of Accurate Institute of Advanced Management, Gr. Noida hereby declare that the facts and figures presented in the report entitled A ANALYTICAL STUDY OF PROMOTIONAL TOOLS OF MARKETING ADOPTED BY RESEARCH CENTRE OF MAKHANA are true to the best of my knowledge & belief and are devoid from any imaginative presentation.

Asif zeya khan

Accurate Institute of Advanced Management (Affiliated to MTU and Approved by AICTE)

Mr.Rajneesh Khare Assistant Professor

Date:.

Certified that the Project Research Report entitled hasA ANALYTICAL STUDY OF PROMOTIONAL TOOLS OF MARKETING ADOPTED BY RESEARCH CENTRE OF MAKHANAbeen prepared by Mr. ASIF ZEYA KHAN under my supervision. Mr. ASIF ZEYA KHAN has prepared the Report during 4th Semester prescribed under MBA Ordinance governing the award of the Degree of MASTER OF BUSINESS ADMINISTRATION, Mahamaya Technical University, NOIDA, and the Report embodies the result of his study and investigation conducted during the period he worked as a regular student. The report is of the standard expected of a candidate for the partial fulfillment of MBA Degree and I recommend that it may be evaluated. (Mr.Rajneesh Khare) Assist.Professor

Plot No. 49, Knowledge Park-3, Greater NOIDA-201306 (UP)

PREFACE

The learning process of classroom is incomplete without any practical field experience. It is because of the reason that our Institute like any other, has provision for practical training, so practical training is vital. Accordingly we did our research to get exposure of real world problems. This 3 weeks of survey gave us an insight into the working of an organization and learn how some of the important concepts that we have been studying as a student of management are applicable in the field. The project is a sincere attempt to focus on the subject in a lucid manner. I sincerely attempted to effort to carry out study in deep on subject. During this period we had the opportunity to observe the companys performance, place in the industry, its products, pricing, advertisement, promotions and its good will through our market survey. It is hoped that this study will provide valuable information in various issues related to the company.

ASIF ZEYA KHAN Roll no.:- 11686700

ACKNOWLEDGEMENT This project has been made possible through the direct and indirect cooperation of various persons for whom I wish to express our appreciation and gratitude. First and foremost, my intellectual debt to our director DR. SEEMA KUMAR who placed me in an organisation to prepare this project on the given topic. I also pay my hearties gratitude to my external guide- Dr. V.K GUPTA. Then my gratitude and regards to my internal guide- Prof. Rajnesh khare Both of my guides have contributed significantly to my thought process and for extending to me their wholehearted cooperation and support. I owe a deep sense of obligation for them, as during my work they encouraged me constantly with their words of appreciation and advice. I am indebted to the people at Research Centre Of Makhana, Darbhanga for their cooperation and providing me with the knowledge and information, which I need for making this project a reality. I am also beholden to my parents for their timely support and encouragement Student Name: Asif Zeya Khan Roll no. : 1168670040 Date:

CONTENT 1. Introduction of the topic 2. Introduction to the organization 3. Research Methodology Title of the study Duration of the study Objective of the study Type of research Sample size &method of selecting sample Scope of study Limitation of study 4. Analysis and description 5. Data analysis with theoretical description 6. Facts & findings 7. Conclusion 8. Bibliography 9. Annexure 9 11 30-34

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50-61 6165 67 72 73-75

LIST OF TABLE&GRAPHS TABLE NO. 1 2 3 4 5 6 7 8 9 10 11 12 PAGE NO TABLE/FIGURE NAME Figure 1.1 Figure.1.2 Figure.1.3 Figure.1.4 Figure.1.5 Figure.1.6 Figure.1.7 Figure.1.8 Figure.1.9 Figure.1.10 Figure.1.11 Figure.1.12 50 51 52 53 54 55 56 57 58 59 60 61

INTRODUCTION TO THE TOPIC

Introduction
Marketing in simple terms can be said to be A human activity directed at satisfied needs and wants through an exchange process. Marketing as a functional area of management is becoming extremely important as compared to other fields. All decisions in modern business organization revolve around information related with marketing decision making situations, which are characterized by Distribution Strategy, Channel members and Product decisions. The Product Decisions, customers assess a products value by looking at many factors including those that surround the product. In a constantly changing business and market scenario, maintaining the channel members becomes more challenging in such a situation only innovative technology, good product and committed people, accompany can take the lead over its competitors Market: The set of all actual and potential buyers of a product or service Marketing: A social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others.

Marketing Management: The art and science of choosing target markets and building profitable relationships with them. Customer Satisfaction: The extent to which a products performance matches a buyers expectations.

Marketing Mix: The set of controllable tactical marketing tools product, price, place, and promotion that the firm blends to produce the response it wants in the target market. Developing the marketing Mix: Once the company have decided on its overall competitive marketing strategy, it is ready to begin planning the details of the marketing mix, one of the major concepts in modern marketing. The marketing mix is the set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the target market.

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COMPANY PROFILE

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National Research Centre for Makhana

NRC for Makhana located on a sprawling campus of 25 acres at Basudeopur, Darbhanga (Bihar).where an ultra modern R&D infrastructure has been established. It is a unit of ICAR, PATNA. Presently the Centre is functioning from its camp office located at Central Potato Research Station, Near Civil Aerodrome, Patna. It has all those facilities and departments that are prominent for enhancing and pushing up makhana production. Genesis

The National Research Centre for Makhana, Darbhanga (Bihar) under Indian Council of Agriculture Research was sanctioned by the Department of Agriculture Research & Education, Government of India, as a new scheme during the IX Five Year Plan period for conservation, research & development of the Makhana crop.

The NRC for Makhana came into existence on National Science Day 28th February 2002 with setting up of a camp office at the Central Potato Research station, Patna, from where it is presently striving to address multi-disciplinary and inter-disciplinary researchable issues of Makhana.

The unique, nutritive, organic food crop of wetlands, India is unexploited and under-utilized, having immense development and export. NRC for Makhana is working to relevant to prevailing biophysical and socio-economical Makhana growing regions of our country.

extensively grown in potential of growth, develop technologies environment of the

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It envisages to be a National Centre of Excellence with state of the art research facilities for meeting the agriculture challenges in post WTO scenario as emphasized in ICAR Vision 2020. Mission To explore & develop economic opportunities in aquatic agriculture, natural & community resources through innovative research & development programmed on Makhana that benefit the people involved in Makhana cultivation, post harvest, processing, marketing, export & consumption. Mandate

To conduct basic, strategic, applied and adaptive research for increasing productivity, ensuring sustainability, enhancing profitability of Makhana crop. To develop and standardize the post harvest, processing and value adding technologies. To facilitate and promote co-ordination and dissemination of appropriate agricultural technologies through network/consortia approach involving all stake holders in Makhana. To serve as a repository of the agro-eco-bio-aqua diversity and scientific information/ITK on Makhana. To provide consultancy & advisory support for promoting Makhana based industries. To collaborate with various National and International agencies in liaisons with State and Central Government for achieving the mission of NRC.

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Objective

The objectives of the centre is to generate appropriate agriculture technologies which can help in raising the economic status of poor Makhana growers (downtrodden fisherman community) through higher yield, more and better employment, value adding to the commodity, improving socio-economic condition, efficient marketing and imports. Centre will conduct mission made basic and applied research for overall development of the wetland areas adopting total system approach through enhancing productivity of water. Special emphasis will be laid on minimizing drudgery of downtrodden especially women folks engaged in makhana popping.

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The Indian Council of Agricultural Research (ICAR) The Indian Council of Agricultural Research (ICAR) is an autonomous organisation under the Department of Agricultural Research and Education (DARE), Ministry of Agriculture, Government of India. Formerly known as Imperial Council of Agricultural Research, it was established on 16 July 1929 as a registered society under the Societies Registration Act, 1860 in pursuance of the report of the Royal Commission on Agriculture. The ICAR has its headquarters at New Delhi. The Council is the apex body for co-ordinating, guiding and managing research and education in agriculture including horticulture, fisheries and animal sciences in the entire country. With 97 ICAR institutes and 47 agricultural universities spread across the country this is one of the largest national agricultural systems in the world. The ICAR has played a pioneering role in ushering Green Revolution and subsequent developments in agriculture in India through its research and technology development that has enabled the country to increase the production of foodgrains by 4 times, horticultural crops by 6 times, fish by 9 times (marine 5 times and inland 17 times), milk 6 times and eggs 27 times since 1950-51, thus making a visible impact on the national food and nutritional security. It has played a major role in promoting excellence in higher education in agriculture. It is engaged in cutting edge areas of science and technology development and its scientists are internationally acknowledged in their fields. Organization

Union Minister of Agriculture is the ex-officio President of the ICAR Society Secretary, Department of Agricultural Research and Education, Ministry of Agriculture, Government of India and Director General, ICAR is the Principal Executive Officer of the Council Governing Body is the policy-making authority Agricultural Scientists' Recruitment Board Deputy Directors-General (8) Additional Secretary (DARE) and Secretary (ICAR)
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Additional Secretary and Financial Advisor Assistant Directors-General (24) National Director, National Agricultural Innovation Project Directorate of Information and Publications of Agriculture

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Introduction of makhana

ferox Salibs) of the Family Nymphaeaceae is a highly nutritious, fully organic non-cereal food, which is extensively grown in the stagnant water of wetlands, tanks, ponds lakes and ditches.

plant with large floating leaves and beautiful solitary flowers is cultivated in the state of Bihar, West Bengal and Assam in abundance and to some extent in Orissa, Madhya Pradesh, Rajasthan, Jammu & Kashmir, Tripura and Manipur. 0% of the Makhana production of the country. Madhubani, Darbhanga, Sitamarhi, Saharsha,Katihar,Purnia, Samastipur,Supaul, Kishanganj and Araria Districts are major producer of Makhana. eparation of various kind of delicious sweets and recipes. It contains 9.7% easily digestible protein, 76% carbohydrate, 12.8% moisture, 0.1% fat, 0.5% total minerals,0.9%

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phosphorus & 1.4%mg fe/100gm. It also properties.Makhana IndustryIndustry overview:

contains

useful

medicinal

Gorgon nuts AKA Makhana , a unique high protein fat free crop grown in North Bihar area, particularly the Methilanchal districts of Madhubani and Darbhanga. Interestingly this area accounts for 90% of estimated 75,000 tons of its annual production, Other than India, the unique product is grown in China, Nepal and Bangladesh and considered as a delicacy. However the Rs. 500 crore market for Makhana is unorganized and producers have no support. The cluster development programme for Makhana will provide training to the farmers, processors, backward forward linkages with the industry and producers to offer input services like finance from Bank, information for increasing production with the help of the cluster actors. The Cluster Development Programme for Makhana cultivators and processors of Darbhanga and Madhubani Districts will provide a sustainable economic dynamics for the Makhana Micro Family industries of this area. A large of population, about2.3 lakh whose livelihood is solely dependent on Makhana cultivation and processing have main source of employment from it. The magnitude of the

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importance of it can be observed from the fact that profit earned out of this activity is about Rs. 1.02 crore annually and its contribution towards direct employment is1.5 lakh and indirect employment is about 1.8 lakh people of this area. This gives a considerable amount of cushion to withstand the impact of poverty in these districts. The Makhana cultivation and processing as micro family industries of this area has got 60,000 families engaged in these industries. The most important aspect of these two districts is their very rich and fertile land, natural gift of perennial rivers, The climate over here is cooler and damper than that in the adjoining districts. The climate and land both are very suitable for various horticultural activities, such as cultivation of Makhana. But the traditional out look of the people here comes in way of their earning. There is need to bring them into the up to date activities apart from traditional ones. This Cluster Development Programme on Makhana Industries will definitely herald a new era and harness in them a new call to adopt innovation and up gradation in what they have been doing over years so that generation of employment and earnings both may go ahead. The Cluster Development Programme can bring in
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capital and technological up gradation by which the cultivators and processors can increase their yield and production. Keeping in view the high potential of the cluster an integrated package of encouragement to Makhana growers and processors is needed. It may be provided in the form of scientific awareness among them conforming to the buy

Back of market for the produce. Arrangement of credit facilities through Gramin Keshetriya Bank providing also technical support and specific agronomy will provide opportunity to them to increase their yield. Training programme to promote rural enterprises, credit, insurance facilities for Makhana growers and processors will boost their morale to go in for innovation and up gradation of the pattern and technology they have using over years. But what is alarming is that infrastructure facilities in the districts are very poor. Likewise, though the number of bank branches is 148, CD ratio, which is only27%, is far below expectation. Thus happens to entail upon the health of industrial activities. However, in spite of poverty prevalent in the districts, they have optimum potential for industrial growth. There is need of government sponsored programme/schemes. It is believed that the Cluster Development Programme undertaken by the Ministry of MSME, Government of India through MSME Development Institute, Muzaffarpur is sure to make a mark in this direction.

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History of makhana

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Makhana has come into focus due to a project report prepared by the National Bank for Agriculture and Rural Development (Nabard) and approved by the Planning Commission for its large-scale cultivation in Madhubani district. Now, the state government is all set to extend the project to seven more districts of Bihar. The project includes in its ambit giving seeds, financial support and technical assistance as well as purchasing the product from farmers. "Makhana's potential to make inroads into foreign markets as well as into the domestic snack market, which alone must be worth Rs 20,000 crore a year, has remained untapped so far," said T N Jha of Nabard. He said Bihar accounts for 80 per cent of Makhana produced in the country. It is largely used on socio-religious occasions. Until the implementation of the project, makhana farmers were unable to get the due price of their product. "Around 40 per cent of the makhana produced in Madhubani was purchased for providing starch to the textile industry," he observed. Through his venture Shakti Sudha, Singh now purchases makhana worth Rs 6 crore a year from farmers in Madhubani and Darbhanga under the "backward linkage procurement programme" of the project. "We have an agreement with 1,700 farmers in the two districts and help them get loans and technical support from the National Makhana Research Centre at Darbhanga. We procure makhana at a rate ranging from Rs 50 to Rs 125 per kg. Before this programme, the farmers hardly got Rs 40 per kg from local middlemen," he said. 1) We, Mithila Makhana Centre offer a wide variety of Dry Fruits, all of which are epitome of quality and taste. Available in air tight packaging, our products can be consumed as raw or prepared with a variety of cuisines. We are reckoned in the market as a prime producer, supplier and exporter of Dry Fruits, especially Makhana. Implying hygienically processing methods, we develop these Dry Fruits ensuring purity and natural taste. With our huge food processing unit, we are able to process huge quantity at a time that helps in meeting the bulk and immediate requirements of the clients efficiently. 2) Our customer-focused approach and adoption of ethical business practices have earned us a huge clientele base. We serve this clientele efficiently by meeting its end to end requirements and that too within committed time frame. Also, we
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provide after sales services to our clients while making sure to entertain their feedback and suggestion at priority. 3) We provide a range of Dry Fruits that is cherished by one and all for its flavour and aroma. We have earned specialization in offering crispy and crunchy Makhana, hygienically packed in poly bags.

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USAGE of makhana
MEDICINAL

Sweet, astringent in flavour, neutral in nature, Makhana is tropistic to the spleen and kidney channels. It can reinforce the spleen, kidney and as astringent remedy it has effect of preservating body essence and arresting chronic diarrhoea, seminal discharge, spermatorrhea, and leucorrhagia. Being antioxidant, makhana helps in respiratory systems, veins, digestion, frequent urination .It helps in Cardio Protection. Makhana is very useful for women during pregnancy and post natal weaknesses. It is a superior herb highly regarded for restoring sexual vigour and youthful energy in older men. It regulates blood pressure; relieve numbness and aching near waist and knees. It is suitable for arthritis, impotence and premature aging. SNACKS

Being the herbal and medicinal properties Makhana is used in various purposes. Makhana is consumed as dry fruit snacks by roasting. Being roasted & sprinkle spices on it proves a tastier hygienic and digestive health snacks. Home made roasted makhana can get rid of the junk chips and other snacks from the childrens ill habits. In 100gms Makhana has 360 k calorie.

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ORGANIC HERB : Makhana is harvested from the stagnant wetlands. In the whole cultivation and even post harvest no utilization of fertilizers or pesticides is used. After harvesting the leaves and stems remained in the same water bodies which prove as fertilizer for the next crop, hence it is called ORGANIC naturally. Being herb, Makhana is one of the main ingredients of herbal medicines.

FOOD PREPARATION Makhana is one of the most essential ingredient for delicious food prepareation. Makhana Kheer & Sewai made of makhana only is a lazeej itself. It is used in Pudding, milk based sweets. Dal Makhani & vegetable curries prove delicious when makhana is spread for taste and thickening object. Makhana raita is very tastier and it is digestive in nature.

PUJA & HAVAN Being the Gods FOOD, makhana is used in all the worshipping ceremonies, puja, during fasting, havan due to its heavenly nature.
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INDUSTRIAL USE Besides medicines, Makhana is used as Starch for coating in the quality fabrics like Banarasi sarees etc. Thus, there are different uses of makhana according to the need and demand of people. Its just a part of Mithila culture. It is used in each and every house as edibles.

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Developing Marketing Strategies Growth Strategies Growing your business is an imperative not an option to survive. Align your resources and strengths to take advantage of opportunities and solve gaps in your business model that constrain you from achieving better results. We will assist you in identifying opportunities to develop new markets, increase sales in existing markets, develop new products to meet untapped demand and diversify your risks and sources of revenue. Finding ways to increase the size of your pie, or new ways to cut it up, is how we can help you make it to the top! Marketing Innovation Our approach is simple. FormulaOneSolutions works with our clients to find the best solutions to their marketing objectives with an emphasis on the creative use of technology and bottom line results. We are here to help you reach your goals and achieve measurable results. We offer a wide variety of Innovative marketing solutions and customer programs specifically designed to differentiate your products and services, generate leads for new customers, expand your brand awareness in the market place and grow your business beyond your current expectations. Brand Management We create brands that capture peoples attention and hold their glaze. Whether graphic design, corporate identity, re-branding, private labeling, web development, merchandizing or trade shows, we can help make your venture a resounding success! We create & build brands like yours from the outside in, rather than from the inside out. We offer you effective execution of your message and an approach that achieves a singular vision integrated across all channels that will reach your target market Media Services Its much more than a pretty picture! Choosing the right promotional vehicle to properly target your customers is critical to driving bottom line results and crucial
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to grow or maintain your business. Whether direct mail, flyers, web advertising, loyalty programs, in-store merchandizing, brochures or telemarketing, as your partner, we will create the right marketing strategy, advertising campaign, telemarketing program or promotional vehicle for you. Distribution Strategies & Channel Development A distribution strategy defines how you are going to create and satisfy demand for your products, while creating and developing customer loyalty. Tod ays customers shop and buy very differently than ever before. We can help evolve your current distribution strategies that may actually be making it hard for customers to buy your products. We can help you develop an integrated Clicks -to-Bricks strategy, reinvigorate and optimize channels already in place, identify growth opportunities by expanding your distribution model or increase your reach by finding new ways to take your products to market.

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RESEARCH METHODOLOGY

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Research Methodology Research Design: Once the problem is identified, the next step is the research design. Research design is the basic framework of rest of the study. A research design specifies the methods and procedures for conducting particular study. In this project we are following descriptive research design. Source of Data: There are two types of data: 1. Primary data 2. Secondary data Primary Data: The primary data is fresh information collected for a specified study. The primary data can be gathered by observational, experimentation and survey method. Here the entire scheme of plan starts with the definition of various terms used, units to be employed, type of enquiry to be conducted, extent of accuracy aimed etc., The methods commonly used for the collection of primary data are: 1. 2. 3. 4. Direct personal investigation, where the data is collected by the investigator from the sources concerned. Indirect oral interviews, where the interview is conducted directly or indirectly concerned with subject matter of the enquiry. Information received through local agencies, which are appointed by the investigator. Mailed questionnaire method, here the method consists in preparing a questionnaire (a list of questions relating to the field of enquiry and providing space for the answers to be filled by the respondents.), which is mailed to the respondents with a request for quick response with in the specified time.
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In this project mailed questionnaire method is used to collect the primary data. Secondary Data: The secondary data refers to data, which already exists. The secondary data collect from internal records, business magazines, company websites and Newspapers. Research instruments: For the collection of primary data a structured questionnaire was prepared covering various aspects of the study. The questionnaire contains closed-ended and dichotomous questions. Sampling Procedure: It is a procedure required from defining a population to the actual selection of the sample.

Introduction: The precision and accuracy of the survey results are affected by the manner in which the sample has been chosen. Sample: A part of a population, which is provided by some process on other, usually by deliberated selection with the object of investigating the properties of the parent population set. Non probability sampling method is in deterministic method where the sample size in numerous and cant be determined. So for our convenience we take

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convenience-sampling method where all the population in sample is given equal opportunity.

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OBJECTIVE OF THE STUDY

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Objective of the study

Objectives: To find out the promotional strategies used for Makhana marketing in Darbhanga. To find out various promotional strategies used by Farmers for marketing of Makhana. To find out the importance of branding of Makhana.

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Sample size & method of selecting sample

Sampling Method: - Convenience sampling method. Statistical Tools Used: Weighted Arithmetic Mean. Weighted Arithmetic Mean is based on the assumption that all the items in the distribution are of equal importance. Here the weights are attached to each item being proportional to the importance of the item in the distribution. Let W1, W2, W3, Wn be the weights attached to variable values X1,X2,X3, Xn respectively then weighted arithmetic means X is given by WX/W where W1, W2 Wn are the respective weights of X1, X2, Xn 1. Population: Retailers in Darbhanga and Madhubani. 2. Source of data: The two important sources of data are the primary data and secondary data. The primary data is collected through survey method with the help of questionnaire and personal interview. The secondary data is been collected from consumer attitude books. 3. The information is collected through survey done in Darbhanga and Madhubani 4. Sample unit: The sample unit consists of retailers in Darbhanga and Madhubani 5. Sample size: The sample size is 120 respondents. 6. The sample taken for the study caters to upper class and middle class of the society. 7. Sample method: the sample method used is non-probability. In nonprobability sampling the chance of any particulars unit in the population being selected unknown.
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a. Procedure: the procedure used for sampling is convenient sampling in this method the sample unit is chosen primarily on the basics of the convenience to the investigator. 8. The survey consists of structured questionnaire. 9. The questionnaire consists of both open and closedended questions

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LITERATURE REVIEWS OF PROMOTION STRATEGY Promotion strategy as one of the four major facets of marketing. We defined promotion strategy as figuring out how to advertise and sell our product. When we discussed promotion strategy in more detail, we learned that it could be divided up into two large sections: mass marketing strategy and personal selling strategy. We learned that the first choice we must make in defining our promotion strategy is whether to concentrate on "personal selling" (selling your product door-to-door) or on "mass marketing" (announcing your product to the world). Although people usually want to do both, we learned that which one we focus on will depend on the product we are trying to sell. We used the example of a multimillion-dollar electronic imaging product as the perfect product for a personal selling strategy. As a scientist, we may be interested in the personal selling part of promotion strategy for two reasons. As the entrepreneur who has invented this multimilliondollar electronic imaging product, we might be interested in figuring out exactly how you would sell it using a personal selling strategy. As the scientist who has worked in the field of electronic imaging and is sick of "the bench" because we want more personal interaction in your job, we might be interested in personal selling as a career choice: What kinds of things do we need to know in order to become an effective salesperson? We're going to tackle both in this series: This month, we'll discuss it from the entrepreneur's point of view; next month, from the salesperson's. Designing an Effective Personal Selling Strategy A personal selling strategy works best for a complex, technical, unique, customized product with a poorly informed client. That's why our multimilliondollar electronic imaging product is perfect. It's so complex and technical we need a trained, informed person to explain it to its highly specialized customer. It's likely to have to be customized for each individual sale, and its client doesn't have the time to read up on all the different ones on the market and why ours is better (and is thus uninformed).

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To address all of these unique needs, we have to design our personal selling strategy to have three key elements: a knowledgeable salesperson or sales team, an understanding of your client, and a sales structure designed to give the salesperson enough power to make an irregular sale but still get rewarded for it. The Salesperson The salesperson is the key to our personal sales strategy. So when we're recruiting salespeople, we should be willing to recruit the best and expect to pay them a premium. There are two routes we can follow: we can hire someone with a good sales background and teach them about the science (or product); or we can hire someone with a good scientific background and teach them about sales. Usually, the choice we make will depend on how complicated our product is and who our are customers . An electronic imaging product is likely to be pretty technical, and our customer will likely be a doctor or a scientist, so we'll want a scientist to be our salesperson, both for credibility reasons and to give the customer what they're looking for. If the person buying our product is a hospital administrator, we might think about hiring someone with sales experience instead, because the administrator will be used to buying from nontechnical people and will likely be more bottom-line oriented. The salesperson is our only link to the client. This means that they need to know the product inside and out, so that when the customer has a question or an issue with the product, it can be addressed immediately and not shuffled off to another staffperson. They also need to know the competitors' products, so they can give accurate representations of why our imaging technology is better. So to allow the salesperson to do their job well, we need to give them lots of information. We also need to give our sales force considerable power. Power to make a deal. Power to say "yes" to needed product customizations. And, of course, the power to say "no" to a deal that won't make the company money. Remember, also, that the salesperson is more than just a sales agent: They're a research and development tool. Their interactions with customers give you more information about what modifications need to be done to your product than any other source. They're market intelligence (because they know what other products
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are being sold, and why) as well as a way of making your own product more customer-oriented. The Client Throughout the marketing section, we've used the phrase "Know your client." It's just as important here as anywhere else. By understanding what our client needs in a product, we can better give the salesperson the tools they can use to fulfill that need. By understanding what a customer wants in a salesperson, you can tune your sales team to be just that. Do they want a half-hour presentation or just a 12-second pitch? A customized product they help design (and maybe write a paper on) or a ready-to-use product, in their lab, tomorrow? Or maybe the purchaser isn't the user at all: A hospital administrator makes the purchase decision, and a doctor uses the machine. Understanding this will help keep you from wasting salesperson time on selling the machine to the doctor, who's not authorized to buy it anyway. The Sales Structure Remember: In a personal selling strategy, your salesperson is your best friend. But, depending on the system you've set up for them, that person can also be our worst enemy. Determining an appropriate incentive system for a sales force can be the most difficult job you'll have as a business person. The key is to keep your sales force motivated, without any loopholes that they can use to take advantage of the system. For example: By giving quarterly sales quota-based bonuses but also giving the salesperson the authority to make big discounts, chances are, you're going to get a lot of sales late in the quarter (as the salesperson desperately tries to make their quota). But you'll also see a cost to those sales: Chances are, they'll be discounted quite significantly, affecting your company's profits. Determining a good incentive system for your sales force is very difficult and depends very much on what we're trying to do and the product you're trying to sell. We can reward the sales team based on short-term sales goals, long-term sales, repeat sales, customer support, number of new prospects, underbudgeted expense reports, or a whole lot of other things, but chances are, you'll have to fine-tune this structure as your business evolves, to emphasize what you want your sales force to do. Above all else, remember that your sales force isn't stupid and that they spend
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about as much time thinking about their paycheck as they do trying to sell your product, so the incentive structure you design will determine the behavior your customer sees. As per looking all the aspect which are discussed above I have got view of all the promotional strategy and the can be used how these strategy useful of the marketing the product of the company

NEED FOR STUDY As retailer, each of has a vast number of perceptions toward products, toward services, toward company or industry, etc. It is difficult to imagine in any research project that does not include the measurement of some aspects of retailers s perceptions. The size of the market is vast and constantly expanding, thus resulting in a vast number of competitors entering the market. Billions of dollars were being spent on goods and services by tens of millions of people. The growth of the retailers movements created urgent need to understand how competitors form strategies and capture the market share and take strategic decisions. For example, in order to discover how retailers respond to the promotional offer, advertisement and distribution or service. (E.g. promotional appeals, package labels, warranties, discounts, etc.). The study of retailers perception and market share would provide the company with necessary insights to develop the product, its pricing strategy, and to design persuasive promotional strategy, distribution system and develop defensive strategies and elimination strategies to remove the competitors product from the market or some promotional strategies to increase the market share of particular products and brands. It would also support the organization to analyze its drawbacks in its various strategies and to take corrective action to remain as market leaders. The study will also reveal the different aspects of retailers perception regarding price, quality, range, availability, and advertisements of the products. The need for
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the study is very essential as the competition in the soft drink and water segment is ever increasing. Competitors are mainly struggling to shutdown the market by capturing its market share. The competitors are coming up with sales promotion and incentives to compete with this Maaza.

OPERATIONAL DEFINITIONS: Retailer: Retailer is a person or business who sells products to the public. Brand: Brand refers to the identification of the product given by the manufacturer. Brand Loyalty: Brand loyalty refers to the continuous and repeated purchase of a particular brand without any wavering purchase pattern. Respondent: Respondent is a person who is being interviewed for the purpose of conducting the study. Market share: The amount that a company sells of its products or services compared with other companies selling the same things Promotional Activities:

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Promotional activities include advertising, personal selling, sales promotion, and publicity, which have their own characteristics and cost but have common objectives of achieving high sales by creating awareness. Incentives: Offer of an article at frees of cost or less price of the market can be termed as incentives.

Interviewee: A person who is answerable to the interviewer of the proposed questions. Interviewer: A person who carries on investigation for the purpose of achieving the objectives of the project. Sample: The selection of set of people from the total population for the purchase of carrying on the investigation. Survey: It refers to the questionnaire administered to the subject who is identified from the population with the help of probability or non-probability sampling. Questionnaire: It refers to the set of questions that are framed to be answered by the respondents for the purpose of achieving the research objectives. In questionnaires there are two types structured and unstructured. There are four types of questions in a questionnaire on open ended questions, closed ended questions, disguised and interrogative questions.

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Brand awareness: Knowing brand; knowing that particular brand exists and is important; being interested in particular brand: brand awareness refers to the consumer awareness of the particular brand. Brand Name: The name given to a product by the company that produces it. brand name is nothing but the name and value of the brand.

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SCOPE FOR STUDY

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SCOPE FOR STUDY

The scope of the study is limited. The study is a very minor contribution to the company as it is only restricted to the twin cities (Darbhanga and Kodapur). The study would only be a drop in the ocean, Can help the distribution in this area. The study can be conducted on a national basic too with a large sample size and interviewing many numbers of respondents.

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LIMITATIONS

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LIMITATIONS

The study was confined to limited consumers only The duration of the study was restricted for 8 weeks only, which is not sufficient to study the entire consumers in the market. The analysis cannot be straight away used in decision making, as simple is very small when compared to the total consumers in the market. The present study deals with Makhana-brand. In some cases biased information was received from respondents. Also at times misleading responses were given. In any cases the project study is not an exact science.It relates to response given by the farmers as against the question pertaining to their behavior and refrences.

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DATA ANALYSIS

Data Analysis
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1) Which brand sales are more in the Makhana in your retail out let? Brands Open (No Brand) Sweet Makhana Sakti Sudha Phool Makhana Graph: Responses 75 24 6 15 In Percentage 63 20 5 12

75

24 15 6

Open (No Brand)

Sweet Makhana

Sakti Sudha

Phool Makhana

Fig 1.1

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2)

Which Quantity is mostly preferred in Open (No Brand)? Respondents 72 18 30 In Percentage 60 15 25

Quantity s 1 KG 2 Kg 5 Kg Graph :

72

30 18

1 KG

2 Kg

5 Kg

Fig 1.2

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3) Which Brand is mostly preferred in 2 Kg Pack? Brands Open (No Brand) Sweet Makhana Phool Makhana Graph: Respondents 60 42 18 In Percentages 50 35 15

60

42

18

Open (No Brand)

Sweet Makhana

Phool Makhana

Fig 1.3

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4)

Which Brand is mostly preferred in 5 Kg? Respondents 66 36 6 12 In Percentages 55 30 5 10

Brands Open (No Brand) Sweet Makhana Sakti Sudha Phool Makhana Graph:

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36

12 6

Open (No Brand)

Sweet Makhana

Sakti Sudha

Phool Makhana

Fig1.4

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5) Which Brand is mostly preferred in 1 KG Quantity ? Brands Open (No Brand) Sakti Sudha Graph: Respondents 102 18 In Percentages 85 15

102

18

Open (No Brand)

Sakti Sudha

Fig 1.5

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6) Table showing the figures in years about the selling of Open (No Brand)? No. of years selling No. Open (No Brand) 6 months 1 year 2 years More than two years Graph : 15 19 24 42 Percentage% 15% 19% 24% 42%

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24 19 15

6 months

1 year

2 years

More than two years

Fig 1.6

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7) Table showing the distribution of Open (No Brand)? Farmer visit to retailer

No. 5 5 23 0 67

Percentage % 5% 5% 23% 0% 67%

One time Two time Three times Four times Daily Graph :

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23

5 0

One time

Two time

Three times

Four times

Daily

Fig 1.7
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8) Table showing that, which Makhana supply is good in distribution. Brands Open (No Brand) Sweet Makhana Sakti Sudha Phool Makhana Graph : No. 75 17 9 19 Percentage% 70% 12% 4% 14%

75

17 9 Open (No Brand) Sweet Makhana Sakti Sudha

19

Phool Makhana

Fig1.8

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9) Table showing the Farmers communication about schemes with the retailers?

Yes

61

61%

No

39

39%

Graph :

61 39

Yes

No

Fig 1.9

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10) Table showing that, why the retailer does not prefer Open (No Brand). Reason Packaging is not good Price is high Taste is not good Retailer margin Advertisement Graph: 25 19 Respondents 10 33 33 Percentage % 8.10 % 27.02 % 27.02 % 21.62 % 16.21 %

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33 25 19

10

Packaging is not good

Price is high

Taste is not good

Retailer margin

Advertisement

Fig1.10

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11) Table showing that design and style of Open (No Brand) pack Very attractive Medium Unattractive Very un attractive Graph: 12 12 76 0 12% 12% 76% 0%

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12

12 0

Very attractive

Medium

Unattractive

Very un attractive

fig-1.11

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12) Table showing retailers view to increase the sales of Open (No Brand) 2 Kg-pack. Distribution services 6 4% 70% 4% 5% 5% 12%

Trade schemes / Promotional 76 offers More advertisement hoardings. Telecast of ads in TV media Change in flavor Others (packing, boards, etc.,) Graph: display 6 8 8 16

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16

Fig 1.12

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Statistics and Inference

63% of the retailers are selling Open (No Brand) brand, and 24% of Sweet Makhana and 5 % of Sakti Sudha and 12% of Phool Makhana are being sold in the 120 retail outlets on the average we can see Open (No Brand) brand has highest brand loyalty and sales. i.e., 63% of the retailers have no problem in selling Open (No Brand) brand. 60% of the retailers Prefer 1 KG Quantity, 15 % of 2 Kg packing and 25 % of 5 Kg in Open (No Brand) brand are preferred by the retailers We can see that 1 KG is the highest preferred size by most of the retailers 50% of the retailers Prefer Open (No Brand), 35 % prefer Sweet Makhana and 15 % prefer Phool Makhana in 2 Kg Pack. We can see that most of the retailers preferred Open (No Brand).brand in 2 Kg packing 55% of the retailers Prefer Open (No Brand), 30 % prefer Sweet Makhana and 5 % prefer Sakti Sudha and 10% Phool Makhana in 5 Kg. We can see that among 5 Kg the most preferred brand by retailers is open (No Brand). 85% of the retailers Prefer Open (No Brand), 15 % prefer Sakti Sudha in 1 KG Bottles. We can see that the Open (No Brand) brand is most preferred by the retailers in 1 KG bottles. 42% of the retailers are selling Open (No Brand) brand from more than 2 years, and 24% from 2years and 19% from 1 year, and 15% from 6 months.

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We can see Open (No Brand) brand addiction and brand loyalty. i.e., 42% of the retailers have long association in selling the Open (No Brand) brand. Above 67% of the retailers say that Farmers come daily, 23% say that they come three times in a week and 5% say one time, two times in a week respectively. Distribution level of the Sweet Makhana Farmers in twin cities is good and 94%the retailers are satisfied by the distribution of Sweet Makhana. Above 70% of the retailers say that Farmers come daily. And they are satisfied in distribution of Open (No Brand). 12% say that they are satisfied with Sweet Makhana, and 3% say that Sakti Sudha is good in distribution. And 14% retailers say that, Phool Makhana is good in distribution. Distribution level of the Sweet Makhana Farmers in twin cities is good and 70%the retailers are satisfied by the distribution of Sweet Makhana. 61% of the Farmers communicate the schemes of the Farmers and 39% doesnt. This shows the Sweet Makhana has bad communication with retailers. About the schemes of Open (No Brand) 2 Kg- pack. From the analysis the retailers who do not prefer Open (No Brand) is due to high price and low retailers margin. Necessary steps have to be take to guide the retails that the price is not that high compared to the competitive products The above 76% of the retailers are said that the design and style of Open (No Brand) 2 Kg-pack is medium. And 12% of the retailers said design is very attractive. And 12% of retailers said that it is UN attractive. By observing the above table we can know that, the style and design of Open (No Brand) 2 Kg-pack is not satisfied by the retailers. We can see that 70% is for the promotional offers, the next big thing is for the Display boards & packing with 12%, then goes to more advertisement in TV media. With 5% And 5% is for change in flavor. And advertisement hoarding with 4%.

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we can say that, to increase the sales of the Open (No Brand) 2 Kg-pack, They should go with the promotional offers to the retailers, and by giving display boards, and by telecasting of ads on TV is the next best option and we can even go for the advertisement hoarding on the road side is the economical option.

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FACT & FINDINGS

65

FINDINGS
By doing this study we come to the conclusion that most of the retailers sell both Open (No Brand) 2 Kg pack and Open (No Brand) . According to the study most of the retailers are loyal to the brands of Sweet Makhana. A few retailers are not satisfied with the distribution of Sweet Makhana. Some of the retailers are not satisfied with the packaging of the some Sweet Makhana brands. According to the study Open (No Brand) holds good brand image, brand awareness and average market share in Makhana category from the study we can conclude that retailers are showing interest to stock and sell Open (No Brand) but the Farmers has to improve its margin, distribution, promotional strategies, brand building, brand awareness and brand image for some of the products to improve the its market share. By this study we can say that Open (No Brand) holds around 30% of the market share in Makhana segment. Sweet Makhana should consider and formulate some strategies in order to reduce the market share of other domestic and international water and soda brands. Sweet Makhana should concentrate on distribution of the brand. According to the study the retailers want promotional offers to promote and increase the market share of Open (No Brand) 2 Kg pack.

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CONSLUSION

CONSLUSION
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In the present competitive world the success of the Farmers depends on satisfying the customers as well as channel members. This is the area of retail business and to win the race and be on the top companies are out performing by spending more on trade promotions. The channel members play a key role in increasing the sales of FMCG products. So the Farmers has to pay more attention on distribution, promotion and availability of brand to win sales in the market. The study concludes that the Research centre of Makhana of Darbhanga has to strengthen its product line by introducing new flavors and new Quantity s. It also has to increase the stock holding and availability of cock brands through motivating channel members by offering attractive schemes and incentives. I have also derived a conclusion that most of the farmers are satisfied with the extent of promotional tool being provided by the makhana centre of Darbhanga. They are doing well in favour of farmers and I hope that it will go on continuouslybecause the people of makhana centre are making some more plans toorganise more tools for further development.

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SUGGESTIONS

69

SUGGESTIONS

The Farmers should improve the existing sales promotion scheme and introduce new and attractive ones. The Farmers should try to concentrate on advertising and should try to increasing the awareness among consumer build brand image through it. The Farmers should improve the design, style and packaging because retailers are looking at the physical structure of the products. The Farmers should concentrate on the quality, service. Farmers should concentrate on the distribution of the product. Sweet Makhana should concentrate on the pull strategy rather than push strategy. Sweet Makhana should increase the banners and hoardings out side the public areas. The Farmers should also introduce more new flavors

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BIBLIOGRAPHY

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References [1] Berg, H.V., (2004) IPM Farmer Field Schools: A synthesis of 25 impact evaluations. [2] Bryman, A., (1988) Quantity and quality in social research. London:Unwin Hyman. Principles of Marketing Marketing Research Marketing Management Philip Kotler G.C.Berry Kotler

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ANEXXURE

Questionnaire
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1) Which brand sales are more in the Makhana in your retail out let?. a) b) c) d) 2) a) b) c) Open (No Brand) Sweet Makhana Sakti Sudha Phool Makhana ( ( ( ( ) ) ) )

Which Quantity is mostly preferred in Open (No Brand)? 1 KG Bottles 2 Kg pack 5 Kg ( ( ( ) ) )

3) Which Brand is mostly preferred in 2 Kg Pack? a) b) c) 4) a) b) c) d) Open (No Brand) Sweet Makhana Phool Makhana Which Brand is mostly preferred in 5 Kg? Open (No Brand) Sweet Makhana Sakti Sudha Phool Makhana ( ( ( ( ) ) ) ) ( ( ( ) ) )

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5) Which Brand is mostly preferred in 1 KG Quantity ? a) b) Open (No Brand) Sakti Sudha ( ( ) )

6) When the sales target of Open (No Brand) was achieved? a) b) c) d) six months one year two years More than two years ( ( ( ( ) ) ) )

7) Distribution of Open (No Brand)? a) One time b) Two times c) Three times d) Daily ( ( ( ( ) ) ) )

8) Which Makhana supply is good in distribution? a) b) c) d) Open (No Brand) Sweet Makhana Sakti Sudha Phool Makhana ( ( ( ( ) ) ) )

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9) Is there any distributors communication with the retailers? a) b) Yes No ( ( ) )

10) Why the retailer does not prefer Open (No Brand)? a) b) c) d) Packaging is not good Price is high Taste is not good Retailer margin ( ( ( ( ) ) ) )

11) How was the design and style of Open (No Brand) pack? a) b) c) d) Very attractive Attractive Un Attractive Very Un Attractive ( ( ( ( ) ) ) )

12) Retailers view to increase the sales of Open (No Brand) 2 Kg-pack.? a) b) c) d) Distribution Service Trade schemes and Promotional offers More advertisement hoardings Change in flavour ( ( ( ( ) ) ) )

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THANK YOU

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