1

A

PROJECT REPORT

ON


BRAND AWARENESS & RETAILERS SATISFACTION
FOR UMIYA TEA IN RAJKOT CITY.

SUBMITED TO


C.K.SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT

IN PARTIAL FULFILLMENT OF THE


REQUIREMENT OF THE AWARD FOR THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

UNDER

GUJARAT TECHNOLOGICAL UNIVERSITY
UNDER THE GUIDANCE OF

FACULTY GUIDE COMPANY GUIDE
PREETI SINGHAL MR. KHIMJIBHAI
(ASSISTANT PROFESSOR) (FINANCE MANAGER)

SUBMITED BY
RAVI R.TANK

EN. NO: - 107050592093
MBA- SEMESTER-III

2



3


DECLARATION


I Ravi Tank undersigned the student of M.B.A 2
nd
Year. Of
Shree c.k.shah vijapurwala institute of management here by
declares that the project work presented in this reports is my own
work & has been carried out under supervision of Prof. Preety
singhal, Faculty guide at Shree c.k.shah vijapurwala institute of
managemnt, baroda., and it has not been presented before any
authority ever before.



Date:-
Place :- Baroda
Mr. Ravi R. Tank














4

PREFECE


n todays competitive world the practical study forms an
important part in each and every professional course. The MBA
is a course in which the theoretical knowledge is backed by the
practical study. That study is in the form of pr oject. The Summer
Training Project is one of the important parts of the curriculum.
And each and every student has to work for the project. The Grand
project enables the students to know more about the application of
practical knowledge. The current situation of the market is made
known to the students when they undertake the project. The project
gives better insides into the application part of the theory &
practical.

As students of management it is learning experience to analysis an
industry. It is the most essentials tools for us to expose our skill as a future
responsible managerial post. So, I decided to FMCG ( Umiya Tea Pvt.Ltd.. It
helps us to develop our skill & confidence to do better in all respect in
management fields.

The project work is required to be undertaking where we get the
opportunity to know about the real information of the area we have selected,
which altogether different from theory. The report contains the detail
information about Umiya tea which is important for management student who
interested in FMCG Sector.

I

5

AKNOWLEDGEMENT

It gives me an immense pleasure to communicate to you through this report.
The project report is humble attempt in this direction, which is dire needed.
However I am indebted to main individuals who have contributed to the
development of this project. I would like to take this opportunity to express our
heartfelt gratitude to several peoples, without their help and encouragement it
would have been impossible for me to carry out the desired work.
First and foremost I am thankful to the GUJRAT TECHNOLOGICAL
UNIVERSITY for putting on industrial training in our syllabus and for giving
me an opportunity to visit it.

I am also thankful to Mr. Dineshbhai Patel, Marketing Manager of
Umiya Tea Pvt. Ltd. for providing me an excellent guidance pertaining to my
training and I also thankful to concern officers of the Umiya Tea Pvt. Ltd..

I would like to thank all my friends who directly or indirectly extended
their moral support and help during the project durations well as to all the
Retailers those who have given me their valuable time for this during my survey.


Date :
Place : Rajkot
Mr. Ravi R. Tank


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CoMPANY
OVERVIEW

10

CONTENTS


COMPANY OVERVIEW
PAGE NO.
1. About Umiya Tea Pvt Ltd 11
2. Introduction to Umiya Tea 12
3. Company Information 14
4. Vision and Strategy of Umiya Tea 16
5. Organization Chart 17
6. Product List 18
7. Departments of Organization 19
8. Production Functional Area 21
9. Marketing Functional Area 29
10. SWOT Analysis 32
11. Future Plans of Umiya Tea 36

























11

. ABOUT UMIYA TEA PVT.LTD.:


Umiya Tea, a unique organization helmed by partners to carter to its, zenith.
Sprawled over 3.04 acres of land. Company is engaged in processing and
packing of teas in consumer packs. The company is setting up most modern
tea/food flavor tea processing plant in District Rajkot.

The infrastructure is in line with the norms related to the Product Quality
acceptable on a global basis. Track strict adherence to production and quality,
and manufacturing is done with the help of state of the art technology; while
giving full consideration to principles of health and proper hygienic conditions.
High graded raw material availability at home town, advanced technology.
creative research and stage-wise quality control system allow it to deliver finest
quality product to meet international standard

Production facility includes an in house laboratory supported with most
sophisticated testing equipments, for conducting regular Microbiological and
Analytic tests on products. Additionally we have well equipped with an on line
stage wise ultra-modern R&D system. Physical, Chemical, and Microbiological
standards are well accepted by the International Market. Our products are tested
on line with principle laid by Food Safety and Hygiene. Ensuring the quality of
our product is a high priority for Umiya Tea Pvt Ltd.







12

INTRODUCTION TO UMIYA TEA:
UMIYA TEA PVT. LTD. Started in 1984 KHIMJIBHAI V. PATEL who
is a director of the company. He started selling his product from his own Umiya
shopping center at Neknam (Village). At that time he also worked as a English
Teacher in Neknam Govt. High School. He find out some enthusiastic young
men from his village to sale his product to around the village by transportation
medium of bicycle. After some time for developing his tea packed business he
resigns his Govt. job and give maximum time to his business at that time
UMIYA TEA PVT. LTD. Company worked as sole proprietor named UMIYA
TRADERS.

In 1992 his both brother Rameshbhai and Dineshbhai also join the business
and UMIYA TRADERS converted in UMIYA TEA PVT. LTD. At that time
companys average sale per day was Just 500 Kegs. and total capital amounted
Rs. 1,50,000/- only.

Right now, companys average per day sale is 5,500 K.g.s and total capital
amounted Rs. 2,25,00,000/- and companys growth is near about 20% per year.

BACKGROUND OF PROMOTORS :
1. Mr. Khimjibhai Valjibhai Sanandiya, is 52 years of age, the Managing
Director of the Firm. He is B. Com having infinite knowledge Food
processing. He shall be handling the domains of production, planning,
materials, marketing and administration.

He has rich experience of tea processing. He is residing at Umiya 5/7
Royal Park Corner, University Road, Rajkot.


13

In 1984 he started selling his product from his own Umiya shopping
center at Neknam (Village). At that time he also worked as a English Teacher
in Neknam Govt. High School. He find out some enthusiastic young men
from his village to sale his product to around the village by transportation
medium of bicycle. After some time for developing his tea packed business
he resigns his Govt. job and give maximum time to his business.

Mr Khimjibhai is rich experience of tea business. He is in this line since
1985. He was previously doing Tea trading business under the name of
Mayur Trading.

This firm was having turnover of about rs 3 crores.

2. Mr. Dineshbhai V.Sanandiya . he is involved in day to day activities
and main person on purchase and maintenance sector. He is experienced
business man and engaged in tea trading business since 1984. he was
operating tea business under the name of Umiya Traders. The annual
turnover of Umiya traders is about rs 18 crores.

3. Mr. Ramniklal V Sanandiya, well established and prominent business
personal with many years of experience in teas processing. He is also
engaged in tea business since 1992.

He is operating Assam Tea depo with annual sale of about Rs. 40lacs.











14

COMPANY INFORMATION:














Company Name Umiya Tea Pvt. Ltd.

Establishment year 1984

Reg.Office UMIYAopp.Nilkanth app. b/h
P.P.Fulwala,
Dr. Yagnik road, Rajkot.

Phone no. +91 281 2464417/2465624

Fax +91 281 2464417

Email
umiyatea@yahoo.com

Website www.umiyatea.com

Plant Address Nr.Prabhat Solvant ,Targhdi village,
Rajkot-Jamnagar Highway, Rajkot.

Form of the organization Private limited

Type of Unit Medium Scale Unit

Bankers Union Bank of India




15

BOARD OF DIRECTORS:




Managing Director: Mr. Khimjibhai V. Sanandiya



Other Directors : Mr. Ramnikbhai V. Sanandiya

Mr. Dineshbhai V. Sanandiya



















16

VISION & STRATEGY OF UMIYA TEA :


- Vision:

At least one product for each occasion is clear cut vision of
Umiya Tea Pvt. Ltd. This vision meets the buying capacity of an
average Indian and its also reflecting the motto to provide best
quality product line. At present company has the Lions share in
Gujarat. To date company get 20% growth per year and marching
towards new horizon of success. Any time and where with Umiya
Tea Group get the fruits of Vision.

- Strategy:

The Real Taste of Life, this simple mantra rocked and
changed the definition of Tea world, winning the heart by quality
and great taste and distributing sufficient dealers margin is the
winning strategy of Umiya Tea Group. Its value for money strategy
enables even a kid to buy fresh and healthy food. Indeed in the neck
to neck competition era one must implement new ideas and Umiya
Tea Group has developed the think tank who continuously updates
strategy in the right direction.
Think win-win and stay ahead with us.






17

ORGANISATION CHARTS:












18

PRODUCT LIST:














SR
NO.
UMIYA TEA UMA TEA DHARTI
TEA
1 UMIYA PREMIUM SPECIAL PATTI BLUE
2 PREMIUM PATTI BHUKI ( DUST) PATTI
3 113 NO.

ZINODANO KESRI (GRAMYA
4 13No
-
KESRI (CITY)
5 SPECIAL BARIK DANO
-
ZENO DANO
6 HOTEL SPECIAL
- -


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_ DEPARTMENTS OF ORGANISATION:

Department are the entities which are working inter-dependent
and working together to achieve right objectives at right time.
Umiya Tea Pvt. Ltd. having different department in different area to
carry the job in particular way.
Production Department
Marketing Department
Finance Department

Each department is doing their job in a particular way and doing
jobs in efficient way with the help of employee. Each department
having their own head, which is doing their jobs under the General
Manager.
The manufacturing department of the Umiya enjoys special
attention because it is processing a perishable commodity. More
over the hygiene factors are given top priority. We are very
conscious about the quality of foods so they are taking well care
about food products and raw material to complete it.
It is the policy of the Company to accept nothing less than
perfect. Besides, the Company is determined to offer its products in
attractive and weather-resistant packing at affordable prices to all
classes of people in Gujarat.
Finance department is to know how the money can be utilized in
the best way whereas account department has to keep complete notes
of the transaction made by the company and makes necessary
accounts at the ending of the year. But the department has to deal
with money. Finance managers have to take decisions regarding the

20

spending, utilizing money in respect of transactions such as
purchase of raw materials, purchase of ready-made spare parts etc.
In Umiya Tea, there is no separate Personnel Department;
General Manager Mr. Dineshbhai takes all the decisions related to
personnel. Umiya Tea pvt ltd gives advertisement on newspapers for
higher-level post otherwise internal resources has been carried out
for lower level post. Experienced employee gives training to
particular jobs to person.
Umiya Tea pvt ltd is providing various loans with less interest,
provident Fund Scheme and various allowances to employee as well
as performance appraisal system to motivate the employee. They are
provide training related to

In-house training program for permanent employees.
External training programs - for permanent employee.
Induction training program for graduate Marketing trainees.

Umiya Tea pvt. Ltd. has been providing various gifts, medical
facilities, insurance facility to their employee. Umi ya Tea pvt ltd
maintain good relationship among the industry as well as the
distribution system and the people of Gujarat. They have also
launched a competition among the distributor and their retailers for
selling more products. They have also contributed their helps and
efforts at the time of Earthquake. Umiya Tea pvt. Ltd. is having
very efficient and powerful distribution system/network in Gujarat
state which supplies the products within 48 hours from production
to destination target and also distributi on system is following the
rule of the network provided by the Umiya Tea.

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PRODUCTION AT UMIYA TEA :

Production is a very integral part of the business system
Production means a bundle of utilities by the co. to its customer &
continues process to convert raw materials into final product is
called a manufacturing process.

Production involves the steps-by-steps conversion of one from of
materials into another chemical processing to create or enhance the
utility of products or services.

Production is process by which goods and services are created.

The production or manufacturing department holds the most
important and basic position in any industry or a unit. It is because
the whole progress and goodwill of the company depends upon the
type & quality of products manufactured. For this the production
department should be very keen in manufacturing product.

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PRODUCTION PLANNING & CONTROL:

Planning & Control of production may be referred to as the
planning & org. of manufacturing process & it includes reacting
scheduling inspection & control.

According to Prof, Gordon B. Garson Production Planning &
Control inverts generally the org. & planning of manufacturing
process specially it consist of planning of routing scheduling
dispatching & inspection co-ordination & control of materials
methods, machines, looking & preparing times. The ultimate
objective is the organization of the supply & movement of materials
& labor machine utilizations & relative activities in order to bring
about the desired manufacturing result in term of quality time &
place.

In UMIYA TEA. PVT. LTD. The planning & controlling of
production process the following element or techniques or steps are
to be followed, we may also call them production planning &
controlling functions. There are as follows.









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PRODUCTION PROCESS & TECHNOLOGY :
1. Raw materials cleaning process
2. Blending
3. Flavored adding
4. Distribution of Blended tea
5. Packaging

Production Process


Step 1

Raw materials cleaning process


Tea powder received from the gardens contains 0.02% impurities in form
of iron particles and non-magnetic material like wood chips papers rags etc. This
eliminates bitter taste and you can enjoy the natural taste.

- Elimination of Magnetic material

Magnetic filters ensure removal of iron particles. Tea is poured in BELT
CONVEYOR through TIPPING HOPPER and lifted by an inclined, canvas
endless belt to VIBRATORY SHIFTER. The Belt is covered with acrylic sheet
for easy opening for visual inspection of tea and to facilitate detection of
damaged tea poured and retrieved if necessary. It is provided with very strong
permanent bar magnet nearest to tea carpet on the belt to remove any ferrous
material from tea. PVC endless belt of food grade quality is used here.





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- Elimination of non-magnetic material

Now, tea lifted by BELT CONVEYOR drops in a chute over inclined
vibratory shifter. The shifter is made of 2mm thick MS Sheet. The box is
completely sealed to stop any tea dust leakage. Two Nos mesh of different size
is fitted inside the box on which the tea pours and drops on BUCKET
ELEVATOR placed at the outlet. The vibratory box is mounted on fiber leaf
springs and vibrates reciprocally by eccentric drive shaft. The mesh removes all
extraneous non-magnetic material like wood chips papers rags etc. from tea and
thus makes tea free of contamination.


- Elimination of The Dust

Then comes the process of Drum filtering which removes the dust
particles and impurities that may slip off from the first two processes. The dust
removers, with the help of suction pumps, separate the particles, which creep in
along with the tea-leaves. These particles are collected in the dust bags placed in
the isolated dust room. The closed pipes through which they travel assure
cleanliness of the production place. For this treatment the raw material has to
pass through a vertical drum. Movement of the tea-leaves in this drum helps
maximum separation of the dust from the tea.









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Step 2 Blending


Tea blending describes the process of blending different teas together to
produce a final product. This occurs chiefly with black tea that is blended to
make most tea bags but can also occur with such teas as Pu-erh, where leaves
are blended from different regions before being compressed. The aim of
blending is to create a well balanced flavor using different origins and
characters. This also ensures that variation in quality and from season to season
can be ironed out. The one golden rule of blending is this: Every blend must
taste the same as the previous one, so a consumer will not be able to detect a
difference in flavor from one purchase to the next.

This is the most important process from the point of view of any tea
company. Blending is not just mixing any two grades of tea. The company has a
perfect understanding of the blend and preferences of its target customers. So
the set standards direct a hygienic art of incorporating superior grades of tea
without negotiating on the ultimate freshness and flavor. The establishment
knows & strictly follows machine blending to maintain consistency in quality
and hygiene. Other methods of blending result in unhygienic handling, loss of
flavor and appearance.

Here, tea discharged by VIBRATORY SHIFTER drops on BUCKET
ELEVATOR placed under shifter directly. It is fabricated out angles, channels
& sheet etc. in parts for easy transportation. A pair of chain aligned perfectly
runs on guide, carries buckets to lift tea to STORAGE HOPPER on the top of
blending drum.



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BUCKET ELEVATOR delivers tea to the storage hopper placed on the
top of Blending Drum. Purpose of this hopper is to hold one complete mix and
deliver to blend drum By this arrangement, cycle time of blending operation is
reduced to half as subsequent operations of blending and others can run
concurrently After these all process blended tea is ready for packaging. .


Step 3 Flavor adding

Flavoring for use in foods and beverages are available in a number of
different formats oil soluble liquids, water soluble liquids, emulsions, spray-
dried power and extruded or compacted granules and the different options
each offer advantages and disadvantages in terms of flavor quality, durability,
appearance, price and how easy they are to handle. In tea blending, oils are
generally used in loose leaf blends but are not suitable for tea bag blends since
the oil can seep into the tea bag paper and spoil the look of the product; dry
flavoring granules are perfect for bagged mixtures and mingle happily with the
tea until dipped into hot water when they add their aroma and taste to the brew.

27

There are many flavored tea possible like, fruit, flower, herb, spice and seed any
these extras can be added singly or in carefully balanced combination. There
are various teas which have additives and/or different processing than "pure"
varieties. Tea is able to easily receive any aroma, which may cause problems
in processing, transportation or storage of tea, but can be also
advantageously used to prepare scented teas. Tea is usually flavored in large
blending drums with perfumes, flavorings, and essential oils added.
Although blending and scenting teas can add an additional dimension to tea,
the process is often used to cover and obscure the quality of sub-standard
teas.


Step 4 Distribution of Blended tea

Before packaging there require to distribute the blended tea to all
automatic packaging machines. The blending drum has two output points from
where the blended tea is transferred through a bucket elevator to the mobile
hopper at placed fourteen feet high on a special floor. Now blended tea reach on
a special floor where fully automatic machines placed. Then mobile hopper is
supplied to the fully automatic packaging section through pipes. Each stage is
fully equipped with dust extractors to ensure that the packages contain the purest
form of tea.

Step 5 Packaging

Fully automatic packaging section placed under the special floor. Fully
automatic machines do the all process for packaging such as Coding on plastic

28

material, Filling, weighting and sealing. And then packed master pack manually
for easy moving and transporting.

The original refreshing taste from the Assam tea farms, after removal of
all the adulterations is ready to reach its elite lovers.













- PRODUCTION CAPACITY

Overall production capacity is 30 laks k.g. per annum.

- DISPATCH DEPARTMENT :

After the final packed & marked according to requirement. They
are dispatch according to requirement of the dealer.

- STORE MANAGEMENT:

In storeroom the invent rise. Like raw material, work in progress,
finished goods, etc. Are costs heavily to the Organization there for
an effective system should be employed which will take care.



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- That material should not be into excess quanta
- That raw material should not be into excess quantity.
- To protect stove against damage & theft.
- To decide economic order quantity for purchase of raw
material.














: MARKETING


What is marketing?

Marketing is the social process by which individuals and groups
obtain what they need and want through creating and exchanging
products and value with others. -Kotler

Marketing is the management process that identifies, anticipates
and satisfies customer requirements profitably.
-The Chartered Institute of Marketing



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- Market Segmentation:
Market segmentation is the subdivision of market as based upon
the modern marketing concept. It point out that there are several
demand schedules. Each demand schedule represents a separate
market consisting of a group of buyers with similar needs and
characteristics of demand Umiya tea Pvt. Ltd. is having their
Marketing department to keep watch against the market situation
and control the activity related to marketing. The Marketing
manager control the marketing field related to product, price,
promotion and place. Marketing manager working under General
Manager of the Company. Marketing manager has to carry works
related to sales manager, marketing executives, sales executives and
workers. Umiya Tea Pvt. ltd have concentrat e more on consumer
thats why decision related to marketing mix is to be taken depend
on consumers.
- Channel of Distribution:
Manufacturer -> Distributor -> Dealer -> Retailer -> Consumer
They have very strong and powerful distribution to sent their
products at right time and right place due to their powerful channel
of distribution.
Marketing Mix:
Following four P' s are the parameters that the marketing manager
can control, subject to the internal and external constraints of the
marketing environment. The goal is to make decisions that center

31

the four P' s on the customers in the target market in order to create
perceived value and generate a positive response.
Product
Price
Place
Promotion
Umiya tea pvt. Ltd. is sensitive to marketing mix to provide their
services to customers and they majority focus on their product mix
to satisfy the customers needs and wants.
- Product:
Umiya Tea pvt ltd having 19 products in their product portfolio
with different varieties and taste depending on the demand of
customers in which quality is important factor for Umiya. Umiya
Tea Pvt. Ltd. Launches new product constantly according to
customers needs. To know the customers taste and preferences they
made some surveys and different other thing to know what customer
wants and what customer like to eat, which kind of test is customer
want and what is the taste of the customer. Umiya Tea Pvt. ltd
mainly focus on customer test and preferences because customer are
the uncrowned king of the market and they are decided the future of
the any product in the market. All Products of the Umiya is easily
available in the market and they share near to 50 % market of their
available products.
- Price:
Umiya consider the related aspects such as competitors price,
cost including production expenses and profit margin and other
related aspects, which decide the price of the products. Umiya also

32

consider the price of the competitors and they mainly focus on
customer. They gives customer good quality of product and they
take less amount of the product it means they believes in customer
satisfaction and quality of the product not on profit of company.
- Place:
Umiya provide their products to different places with the help of
strong and powerful distribution network. They almost cover whole
Gujarat and thei r products easily available at any place of Gujarat.

- Promotion:
Umiya Tea Pvt. ltd promote their products by personal selling,
advertisement with light boards, banners, wall painting, gifts,
stickers etc.
- Product planning:
Umiya Tea Pvt. ltd does not have any specific product planning
but depending on the market environment or the trends they produce
new products in their product portfolio.
- Pricing Planning:
Umiya Tea Pvt ltd is more conscious about their price because
people are more sensitive to price thats why they providing best
quality at less price again the exact price policy helps customer for
fast transaction.

- Advertising:
Umiya Tea Pvt. ltd given their advertisement in different ways.
Since they are not giving advertisement of TV because of market
criteria and availability of products. They give their advertisements

33

through calendars, diaries, paperweight, wall paintings, magazines,
newspapers, and stickers etc to communicate with people. On the
other side they are also taking the advantage of Internet which have
unlimited target audience for their products.

- Sales promotion:
Umiya Tea pvt ltd promote sales through giving incentives to
their agent and distributors and also by doing competition among
them. They try to keep relationship to their network and people by
providing stickers, calendars, gifts and wishing cards. They are
mainly concentrating on their distribution channel. They give extra
incentive to their distributor for sales their product more than their
given target and they also gives them rank by their sales and they
gives them some certificates and trophy for their best performance.

- Competitors:
TATA TEA
WAGH BAKRI
THAKARSI
C.SOMABHAI


- Innovativeness:
Recently, Umiya Tea pvt ltd have changed the packaging style of
their products, which is really appreciated by the people of Gujarat.
With new concept of packaging and freshness packets. It gives more

34

brand loyalty to Umiya Tea pvt ltd because of also, they packed
their products like wafers in nitrogen packing so that they will be
fresh when you eat and tasty,
Brand name
Packaging style
Guaranty and warranty
After sale service
Price and quality
Varieties of products
Others

- Quality policy:
Company made a slogan show a good quality that is Any Time
Crunchy All Time Fresh.
Quality of the product is to be maintained the demand of the
product. After 26 years it has maintain the super quality of Umiya
Tea with 100% replacement to customers in case of poor quality of
product or the any technical fault in packaging. They provide t heir
customer as attractive and good packing like when they will eat.
They think this is made before few minutes and it is fresh every
time when you open packet and eat you are getting fresh think.






35



l SWOT ANALYSIS- UMIYA TEA :

The consequent SWOT analysis taking in to consideration all aspect detailed
to the units, given below, its various strengths, weakness, opportunities and
threats.

Strengths:

1. The promoters have rich brand image and proven experience of same line.
2. Raw material is abundantly available from several pockets in India. India
is second largest producer of tea in India.
3. Unit is undergoing for HACCP certification and quality system practices.
4. The process does not use Preservatives or chemicals ingredients and the
product have long Shelf life.


Weakness:

1. As being an Agro based industry, have to depend on nature for crop.
2. Price of Raw material is not stable.



Opportunities:
1.Untapped rural market.
2. Rising income levels i.e. increase in purchasing power of consumers.
3. Large domestic market.
4. Export potential.
5. High consumer goods spending.

Threats:

1. Removal of import restrictions resulting in replacing of domestic
Brands.
2. Slowdown in rural demand.
3. Tax and regulatory structure.

36



FUTURE PLANS:

In future plan of this company proper management in organization, or steps
are to be taken towards modernization of this firm, this company will progresses
more and it can also earn profit if utilization of finance sources is to made by
management of this firm.

In future the company plan to launch the varieties of tea
like

Green tea
White tea
Other flavored tea
Other herbal tea
Tea bag (Dip tea)





















37




















































RESEARCH
METHODOLOGY


38














RESEARCH METHODOLOGY



RESEARCH METHODOLOGY
PAGE NO.
A. Relevance of the study
39
B. Objectives of the study
40
C. Define the Research Problem
40
D. Research Design
40
E. Research Hypothesis
41
F. Scope of the study
43
G. Data Collection
44
H. Limitation of the study
45
I. Data Analysis and interpretation
46
J. Findings & Suggestions
59












39



RELEVANCE OF THE STUDY :


Through this Research we can find out lots of things happening in
the markets as well as the going direction of our future prospective
customers and their taste and preference so that we can provide right
things at right time.

When we come to know the identification of Brand Extension of
Umiya Tea Pvt. Ltd. it helps in various things like,

To know the identification of Brand Extension of Umiya Tea
Pvt.Ltd.
To know the perceived risks about the new products of Umiya
Tea Pvt. Ltd.
To know the taste and preference of customers of Umiya Tea
Pvt. Ltd.
To know the consumer behavior/buying pattern of Umiya Tea
Pvt. Ltd.
To know the satisfaction levels among the retailers of Umiya
Tea Pvt. Ltd.
To know the Brand awareness of Umiya Tea Pvt. Ltd.
To know the Brand Image of Umiya Tea Pvt. Ltd.
To know the Brand related terms of Umiya Tea Pvt. Ltd.
To know the satisfaction level of Retailers for Umiya Tea.
To know the Distribution channel is perfect or not.



40




1. OBJECTIVES OF THE STUDY:


Research Objective is to study on Brand awareness & Retailers
Satisfaction for UMIYA TEA in RAJKOT city.

DEFINE THE RESEARCH PROBLEMS:

Modern definition:
A systematic process of planning gathering recording and analyzing
interpreting and presenting of data relevant to the problem or opportunities faced
by a company for the purpose of decision making

2. RESEARCH DESIGN:


Areas divided into four segments.
- URBAN
- SEMI URBAN
- SEMI RURAL
- RURAL

AREA OF RESEARCH :


41

28%
22%
5%
45%
RURAL
SEMI RURAL
SEMI URBAN
URBAN

Here 45% of the respondents are from semi urban area, whereas 28% belongs
to urban area, while remaining 22% & 5% are from rural and semi rural area
respectively.








3. RESEARCH HYPOTHESIS:

TESTING OF HYPOTHESIS USING CHI-SQUARE TEST:

. The Null Hypothesis (H
0
): There is no a relation between
satisfaction level of retailers and recommendation to others.


2) Alternative Hypothesis (H1): There is relation between satisfaction
level of retailers and recommendation to others.


42

- OBSERVED FREQUENCY TABLE:

YES NO Total
Satisfied with distributors service 340 10 350
Aware about the new schemes of the Umiya
Tea
336 14 350
Total 676 24 700


- EXPECTED FREQUENCY TABLE:

SATISFACTION RECOMMENDATION YES NO Total
Satisfied with distributors service 330 20 350
Aware about the new schemes of the Umiya
Tea
346 4 350
Total 676 24 700





- CHI-SQUARE TABLE:
Sr no. Observed
Frequency
Oi
Expected
Frequency
Ei
(Oi-Ei) (Oi-Ei) (Oi-Ei)/Ei
1 340 330 10 100 0.3030
2 10 20 -10 100 5.00
3 336 346

-10 100 0.289
4 14 4 10 100 25
Total(Chi-squ Value) 30.592

43


Degree of freedom:
=(C-1) (R-1)
=(2-1)(2-1)
= 1
5% LEVEL OF SIGNIFICANT:

Table value = 3.84

Statistical conclusion: Table value is less than the calculated value so
null hypothesis is rejected.

Table value = 3.84< 30.592 Calculated


Conclusion: There is relation between satisfaction level of retailers and
recommendation to others.

4. SCOPE OF THE STUDY:

This Market Research involves the study of

o Brand Extension of Umiya Tea Pvt. Ltd.
o Brand preference of Umiya Tea Pvt. Ltd.
o Brand Awareness of Umiya Tea Pvt. Ltd.
o Consumer Buying behavior




44

Which features are most prominent in consumers brand preference is also
answered by this Market Research.

Research also involves the influence of promotional and advertising
activities on the consumers buying behaviors.


Market Research also tries to find out the identification of acceptance of
new brand extension or line extension.









5. DATA COLLECTION:


SOURCE OF DATA:

a) Primary Data:
Primary Data collected on the basis of Questionnaire
and the observation of the retailers.

b) Secondary Data:
Secondary Data is been gathered from Newspaper,
Magazine and previous report prepared by other
students.


45

RESEARCH INSTRUMENT:
Structured Questionnaire

SAMPLING PROCESS

The population for this study is Rajkot.
Sampling Technique (Random Stratified Technique)

The Sample is divided among the one strata, and it only
consists the Retailers of Rajkot.

Sample Size
The sample size shall be of 350 individuals (Retailers).

DATA COLLECTION
Personnel

6. LIMITATION OF THE STUDY:

Conclusion is derived by oneself (Decision Maker)


Sampling technique used is Random stratified convenient sampling; it
may result in personal bias.

Even the respondents may give biased answers.

Resource and cost constraints
Rajkot



46


7. ANALYSIS & INTERPRETATION :

Que 1. How many UMIYA TEA Products do you sell?






0
50
100
150
200
250
300
350
Total 283 42 25
Umiya Uma Dharti


12%
7%
81%
Umiya
Uma
Dharti

Analysis:
This question is been asked to all the Umiya Tea Retailers that how many
product of Umiya Tea do they sell and thus on that basis out of 350 respondent
and thus on that basis or information given by them chart has been prepared,
thus we can conclude that the market share of Umiya is more compare to Uma
& Dharti Tea in the market.




UMIYA UMA DHATRI TOTAL
283 42 25 350


47


Que 2. Do you know about whole product packet range of the company?

250gms 500gms 1kg 2/5/10/20/50/Rs. 5kg 21kg Total
84 77 133 31 14 11 350




3%
24%
22% 38%
9%
4%
250gms
500gms
1kg
2/5/10/20/50
Rs.
5kg
21kg

0
50
100
150
200
250
300
350
Total 84 77 133 31 14 11
250 500 1kg 2/5/ 5kg 21k



Analysis:
The above given chart shows that Umiya Tea is been sold different-
different product range in the market so all the retailers knows about each
product range of the Umiya Tea which is 38%, 24%, 22%, 9%, 4%, 3%
respectively.






48

Que 3. Do you sell Products other than Umiya Tea?


12%
10%
5% 3% 3%
67%
Tata Tea
Wagh Bakri
Umiya Tea
C.Somabhai
Thakarshi
Other

0
50
100
150
200
250
300
350
Total 10 42 235 35 18 10
Tata Wag Umiy C.So Tha Othe


Analysis:
The above given chart shows that Umiya Tea is been sold most as
compare to other Products. The other is Tata Tea, WaghBakri, C.Somabhai, and
Thakarshi & Others.
Out of the 350 Retailers, 235 Retailers have said that Umiya is been
sold most out of other tea products and remaining 115 Retailers have said that
WaghBakri, C.Somabhai, Tata Tea and Thakarshi compete with Umiya
respectively.


Tata Tea Wagh Bakri Umiya Tea C.Somabhai Thakarshi Other Total
10 42 235 35 18 10 350


49

Que 4. Which Product is been sold Maximum?


0
50
100
150
200
250
300
350
Total 10 42 235 35 18 10
Tata Wag Umiy C.So Tha Othe


10%
5%
3% 3%
12%
67%
Tata Tea
Wagh Bakri
Umiya Tea
C.Somabhai
Thakarshi
Other

Analysis:
The above given chart shows that Umiya Tea is been sold most as
compare to other Products. The other is Tata Tea, WaghBakri, C.Somabhai, and
Thakarshi & Others.
Out of the 350 Retailers, 235 Retailers have said that Umiya is been
sold most out of other tea products and remaining 115 Retailers have said that
WaghBakri, C.Somabhai, Tata Tea and Thakarshi compete with Umiya
respectively. So I can found that 67% market covered by Umiya tea &
remaining 33% market covered by all Other. Thus from the survey we can come
to the conclusion that Umiya is having a Hugh impact in the mind of customer.
Tata Tea Wagh Bakri Umiya Tea C.Somabhai Thakarshi Other Total
10 42 235 35 18 10 350


50

Que 5. How many times in a week Distributor gives you services on prefix
day?





0
50
100
150
200
250
300
350
Total 283 42
1 Time 2 Times

5%
95% 1 Time
2 Times


Analysis:
This survey is done for to know that within a week how many times the
distributor will give services to the retailers and on which day. Thus from the
above given chart we can conclude that within the week the distributor will
provide services to the retailers 2 times a week and after that we can see from
that chart that most of the retailers get service from the distributor only once in
the week.
Thus the distributor should give more and more time to all the retailers
and should meet at least twice a week so that he can solve the problems of
distributors.


1 Time 2 Times TOTAL
283 42 350


51


Que 6. Are you facing any problem in receiving delivery of Umiya Tea
products?





13%
87%
Yes
NO



0
50
100
150
200
250
300
350
Total 45 305
Yes No




Analysis:
From the above given chart we can conclude that about 87% of the
retailers are not having problem in receiving delivery of Umiya Tea Product
from the distributors but 13% are still there who are having problem in receiving
delivery of Umiya Tea Products thus we can say that Umiya Tea should
concentrate on those 13% of area where retailers are having problem is receiving
delivery of Umiya Tea Products.



Yes No TOTAL
45 305 350


52


Que 7. Are you facing any problem regarding the packing of product?






0
50
100
150
200
250
300
350
Total 7 343
Yes No


98%
2%
Yes
NO




Analysis:
From the above given chart we can conclude that about 98% of the
retailers are not having problem in receiving delivery of Umiya Tea Product
from the distributors Only 2% are still there who are having problem regarding
the packing of the products. So they have to concentrate on the same.








Yes No TOTAL
7 343 350


53



Que 8. Are you satisfied with distributors services?







0
50
100
150
200
250
300
350
Total 340 10
Yes No



97%
3%
Yes
NO



Analysis:
This Question relates with whether all the retailers are been satisfies with
the services of distributors or not and from the above given chart we can
conclude that about 97% retailers are satisfied with the services of distributors
services and 3% are still there who are not been satisfied with the services of
Distributors.



Yes No TOTAL
340 10 350


54



Que 9. Does Distributor is giving all the necessary information about the
New Product of Umiya Tea?





96%
4%
Yes
NO

0
50
100
150
200
250
300
350
Total 336 14
Yes No


Analysis:
This question relates with whether the distributors are giving all the
necessary information to the retailers or not. Out of 350 respondents, 336
retailers says that they are receiving all the necessary information from the
distributors and 14 retailers are there who say that they are not getting any
information from the side of distributors.
Thus about 96% of retailers are there who are receiving all the necessary
information from the distributors and 4% of retailers are not getting all the
necessary information from the distributors.

Yes No TOTAL
336 14 350


55




Que 10. On which basis Customers prefer to purchase Umiya Tea?






0
50
100
150
200
250
300
350
Total 301 49
Quality Price/Other


86%
14%
Quality
Price

Analysis:
This question relates with customers that on which basis the customers
use to purchase the products of Umiya Tea. About 95% of retailers says that
customers use to purchase on the basis of Quality of Umiya Tea and 5% of
retailers says that there are other preference such as Brand Name of Umiya Tea
and Services of Umiya Tea and only 8% of retailers says that customers use to
purchase Umiya Tea on the basis of Taste and 1% of retailers say that they
purchase on the basis on Price.



Quality Price/Other TOTAL
333 17 350


56



Que 11. Is Umiya Tea enough competitive with other available products in
Market?



94%
6%
Yes
No


0
50
100
150
200
250
300
350
Total 329 21
Yes No




Analysis:
This question is been asked to retailers that if Umiya Tea is been enough
Competitive with other Product in the market and from the Chart we can
conclude that about 94% of retailers are in the favor of the Umiya Tea that it is
enough competitive with other product in the Market and only 6% are not in the
favor of Umiya Tea.
Thus we can say that Umiya Tea has covered the whole market in Rajkot.


Yes No TOTAL
307 43 350


57



Que 12. Is there a need of Innovation in any product of Umiya Tea?





0
50
100
150
200
250
300
350
Total 329 21
Yes No


94%
6%
Yes
No



Analysis:
This Question is been asked to know whether there is a need of innovation
in the product of Umiya Tea or not. Out of 350 retailers 94% of retailers told
that there is no need of innovation in Umiya Tea and only 6% of Retailers told
that there is a need of innovation in umiya Tea.
Thus we can say that most of the retailers are been satisfied with the
Umiya Tea services which they are providing to the Retailers.






Yes No TOTAL
329 21 350


58


Que 13. Should Umiya Tea introduce new product in market?






89%
11%
Yes
No


0
50
100
150
200
250
300
350
Total 312 38
Yes No


Analysis:
This question relates with the innovation part that whether there is the
need of introducing new product in the Umiya Tea or not. Only 11% are there
who says that there is the need to introduced new product in the Umiya Tea and
89% of retailers said that now there is no need to introduce any new product in
the market.






Yes No TOTAL
312 38 350


59


8. FINDINGS AND RECOMMENDATIONS:


Findings:


Company should improve their other products in the market so the people
have other options to buy the same products from the market.
Sometimes the retailers faced the problem regarding the packing so the
company has to focus on the same.
There are no any specific services to check the satisfaction level among
the retailers in the Rajkot.
Many Retailers are Brand Loyal and thus they are changing their
preference from Umiya to others.
Umiya Tea is playing top of the mind in people while talking about Tea
they are well satisfied by the quality, packaging, and price of Umiya Tea
pvt ltd.
Because of availability of Umiya Tea people do not find any difficulty to
buy Umiya Tea this is good way to deal with people.
In future the Umiya Tea introduces the new flavor Tea in the market.












60

Recommendations:

Umiya Tea should be checked properly while the delivery of the product
so at that time finds any packing related problem they remove the same.

Umiya Tea should produce health related food products because of future
demand and people becoming more health conscious.

Umiya Tea should involve with people relationships but with particular
target like providing gifts to children in school.

Umiya Tea should do specific research activities to check the market
situation about people, retailers etc and their suggestions.

Umiya Tea should give some gifts, coupon etc inside the packets for sales
promotion schemes particulars for housewife only.

Umiya Tea should introduce some new product such Flavor tea which
compete in the market with other brands.

Umiya Tea should change the outlooks of packets because first glance
would be playing the major role in the mind of the people.

Umiya Tea should take the feedback of particulars audience about the
food products for their taste and preference so that they can get the idea
about the market & products.











61



















































CONCLUSION


62

CONCLUSION :

Brand extension is playing important strategy at corporate level to satisfy
the niche market segmentation and give new face to existence products or
services. Launching new products can be an attractive growth strategy Brand
extension has their own advantage as well as disadvantage those are:

Line extension Benefits
Expand company shelf space presence
Gain more potential customers
Offer customers more variety
Greater marketing efficiency
Greater production efficiency
Lower promotional costs
Increased profits

Line extension Threats
Potential for failure which may damage products within the brand
Possible intra-firm competition
More preference to the health concise products

Brand extension refers to the use of a successful brand name to launch a new
or modified product in a same broad market. By understanding some of the
variables that influence consumers perceptions about the acceptability of brand
extensions, marketers should be better able to develop more effective strategies.
The findings suggest that managers should consider perceived similarity, brand
reputation, perceived product category risk, and consumer innovativeness as key
factors influencing the success of their planned brand extensions. Make sure the
long-term impact of any and all introductions is consistent with your longer-
term brand strategy.

63



















































BIBLIOGRAPHY


64


BIBLIOGRAPHY :


Website
www.google.com
www.indianmba.com
www.umiyatea.com

Books

Research Methodology methods & techniques, by C.R.Kothari, wishwa
prakashan
Kotler, Philip. Marketing Management: Analysis, Planning, Implementation
and control.
Foundation of the advertising : S.A. Chunawalla, K.C. Sethia


























65












































APPENDIX


66

Appendix
Questionnaire on Study for Brand Awareness & Retailers Satisfaction for
Umiya Tea Pvt. Ltd.
[Please give correct information as this questionnaire will be used for the study purpose.
Information provided by you will not be misused.]

* Retailers Name: _____________________________________
*. Shop Name: _____________________________________
*. Shop Address: ______________________________________
*. Phone No: ________________ (M) _________________
*. Are you aware about the Products of Umiya Tea Pvt Ltd?
Yes No
If yes Tick Appropriate Box (es) Umiya Uma Dharti
. Who is coming at your shop on behalf of company? _____________________________
7. How many Umiya Tea Product do you sell?
UMIYA UMA DHARTI
Premium Pati Uma Pati Dharti Bhuki (kesari)
113 No. Uma Bhuki

8. Do you know about whole product packet range of the company? Tick Appropriate Box(es)
50gms 100gms 250gms 500gms 1kg
Rs.2 Rs.5 Rs.10 Rs.20 Rs.50
5kg. 21kg.

9. Do you sell tea other than Umiya Tea?
Yes No
If Yes, then please tick the below given options.
Tata Tea Wagh Bakri C. Somabhai Thakarshi Other
If other then Please Specify _________________

10. Which Product is been sold Maximum?
Please Specify _________________
11. How many times in a week Distributor gives you services ?
1 times 2 times 3 times as on call
12. Are you facing any problem in receiving delivery of Umiya Tea products?
Yes No

67

If Yes, then why __________________________________

13. Are you facing any problem regarding the packging of product?
Yes No

15. Are you satisfied with distributors services?
Yes No
If No, then why __________________________________

16. Does Distributor is giving all the necessary information about the new Product of
Umiya Tea?
Yes No

17. On which basis Customers prefer to purchase Umiya Tea?
Price Quality Other
If other please Specify: ____________________________________

18. Is Umiya Tea enough competitive with other available products in Market?
Yes No
If yes, then please specify: _________________________________
19. Is there a need of Innovation in any product of Umiya Tea?
Yes No
If yes, then please specify: _________________________________

20. Should Umiya Tea introduce new product in market?
Yes No
Which type of product________________________________________
21. Any suggestion
__________________________________________________________________________
_________________________________________________________________________

Thanks for Co-operation