B.V.D.

MBA Programme

Chapter 1

Research Design
Introduction of the Study
Marketing Strategy of Ankur Packaging Industry (Corrugated Boxes)
The word marketing strategy is highly important in todays
competitive business world. Marketing strategy is defined as a
process that can allow an organization to concentrate its resources on
the optimal opportunities with the goals of increasing sales and
achieving a sustainable competitive advantage.
Marketing strategy include all basic and long-term activities in
the field of marketing that deal with the analysis of the strategic initial
situation of a company and the formulation, evaluation and selection
of market-oriented strategies and therefore contribute to the goals of
the company and its marketing objectives.

Importance of the Study

Marketing is the most important idea in business and the most
dominant force in culture. Today mass media encapsulates our lives,
satellite T.V., broadband internet access, and instant communications
via. Web and mobile phone, all of which mean massage can reach you
virtually at any time and place. This means that marketing pervades
society not an a daily basis but on second by second basis.
There several good reason for studying marketing. First of all
marketing issues are important in all areas of the organization.
Customers are the reason for which business exist. In fact marketing
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efforts (including such services as promotion and distribution) often

account for more than half of the price of a product. As an help us
become wiser consumer and better business people.
Objectives of the study
1. To study the marketing strategy of Ankur Packaging Industry with
special reference to Corrugated Boxes.
2. To study the customer relationship of Ankur Packaging Industry in
term of Corrugated Boxes.
3. To provide suggestions if any to enhance customer satisfaction to
Ankur Packaging Industry.

Scope of the study

The scope report is related to the marketing strategy of Ankur
Packaging Industry with special reference to Corrugated Boxes.

Limitation of the study

1. Time:
Due to the non-availability of time i.e. 50 days only this
study is confined to a small universe i.e. Sangli district of total
customer base of Ankur Packaging.
2. Confidential information: In some cases it is not possible to
collect the personal information of firm required for the project.
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Research Methodology
(Methodology adopted for the study)
1. Primary Data:
Primary data are those, which is fresh and personally
collected by research. Primary data are those, which are
collected first time for a particular purpose and thus it is original
in character. In this study the primary data collected in the
following ways:
Primary data was collected from Marketing Manager through
questionnaire.
2. Methodology:
Open ended& close ended questionnaire was prepared for
the research. Questions were asked to the Marketing
Manager&100 clients. Face to face interaction and through social
media survey was done and this facilitated the researcher to
collect the fresh and first hand information i.e. primary data.

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3. Sample size:
The sampling size is 100 clients of AnkurPackaging industry
from Sangli district was considered for the area under study.

4. Sampling design:
Open ended and close ended questionnaires was developed
& administrated through personal units, interview, and social
media through random sampling techniques.

5. Secondary Data:
Secondary data was collected from office to get an overall
idea about the organization the information was also collected
from annual reports of the company and other sources.

Chapter 2

Company Profile
Profile of AnkurPackaging, Sangli.
Ankur Packaging Industries deliver a total specialist boxes. This
company was formed in 1987 with a small plant layout and optimum

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capacity utilization. Company under the expansion plan setup a

modern plant at Sangli spread over total land 115000 sq. Ft.
The company has the latest machinery and technology to
produce more than 5 ton paper crushing on an average day. They
have a dedicated, skilled and trained team of 80+ employees to
create quality packages as per your specific needs. They are proficient
in handling large orders and providing timely deliveries irrespective of
product size, weight and design.
An ISO certified company, they have thorough continual
improvement and constant technological up gradation, meet the
packaging needs of our clients.
They take special care about the environment and as such
provide recycling solutions for all types of corrugated boxes without
compromising on quality.
They work hard to serve our clients with the best packaging
services. Our success lies in the trust placed by our clients who have
repeatedly chosen us for our quality and satisfactory packaging
services.
Motto of the Company:
Increase its manufacturing capacities.
Main objective is not only customers satisfaction but also
customers pleasure.
Excellence in everything.
Long time quality control and provide good service.

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Achievements:
Mr.R.K.Irale who is M.Com
UdyogRatna award in 1997.

/ICWA

and

winner

of

Bharat

Recently org. has achieved an ISO 9001:2000 certification for its

quality management system.

Company Profile:
Name: AnkurPackaging Industries.
Address:plot no.13 -195/196,Vasantdada industrial estate,
Co- operative society LTD., Sangli: 416416
Telephone No: 0233-2310455.
Proprietorship:Hindu undivided FamilyBusiness.
Establishment: 1987.
Manufacturing:Corrugated boxes.

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Products:

What is Corrugated Boxes?

Cardboard boxes are commonly used for packaging; however it is
corrugated boxes that are mostly used for shipping purposes,
especially when the item in question is fragile. These boxes are more
durable than cardboard boxes elevating the worry that your goods will
be damaged during shipping.
Corrugated boxes are widely used in the food industry due to the
boxes high quality and safety. Also known as brown boxes, these
boxes are eco friendly. They are usually made with fibrous pulp
that is derived from pine tree extract. Corrugated boxes are the best
option since they are made of recycled cardboard boxes. This is both
cost saving and environmental friendly. The boxes handle pressure
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and can be stacked up for easy and economic transporting. They are
also safe and easy to use since they do not have sharp edges.
Corrugated boxes are designed to be very strong. Most of
shipping is done in bundle format meaning that the boxes will have to
handle diverse sizes, shapes and levels of pressure from diverse items
being shipped along with them. Corrugated boxes are made of
corrugated paper which is paper that contains rows of air columns.
The columns make the paper stronger than usual stiff cardboard and
the air acts as a cushion. The ridges that are in the corrugated boxes
are varied to offer varying amounts of strength and flexibility as is
required for the intended use of the package.

AnkurPackaging is the leading manufacturers of best quality

corrugated boxes in Maharashtra.
Their products are,
Corrugated boxes are available in different forms such as, A, B, C
& E flute corrugated boxes.

Regular slotted containers (RSC)

Fully overlap slotted containers
Half slotted containers
Partitions, separators & fittings
Corrugated rolls
Die cut boxes
Double wall boxes
Triple wall boxes
Folding boxes

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Printed corrugated boxes

a) Single colour flexo printed corrugated boxes
b) Two colour flexo printed corrugated boxes
c) Multi colour offset printed corrugated boxes
Corrugated Rolls
Corrugated Boards
Corrugated Boxes
Corrugated Fitments & Supporting Pads

Clients:
National Clients

Emerson Climate Technologies.

Kansai Nerolac Paints Limited.
Schreiber Dynamix Dairy Industries Limited.
HLL Life Care Limited.
Lotus Chocolate Company Limited.
Sangam Health care Private Limited.
M/s. B.G. Chitale

Infrastructure:
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Machines used:
Corrugation machine
32 E flute & narrow flute corrugation machine 1 Nos.
42 E flute & narrow flute corrugation machine 1 Nos.
52 high speed dual flute corrugation machine 1 Nos.
Sheet cutter machine
Flexo printing machine - 52x72 1 Nos.
Pasting machine
42 1 Nos.
72 4 Nos.
Creasing and cutting machine
75 1 Nos.
84 1 Nos.
Sheet press machine
Eccentric slotter machine
75 1 Nos.
84 1 Nos.
Punching machine
36x50 1 Nos.
25x37 3 Nos.
Stitching machine
36 7 Nos.
Box strapping machine 4 Nos.
o TOTAL FINISHED OUTPUT CAPACITY (UTILIZED):
120 tons/month. API
Organization Structure:
Mr. R. K.
Irale

Purchas
e
Manage

Financ
e
Manag

Marketi
ng
Manage

Productio
n
Manager

Printin
g
Manag

Supervi
Assistan
I.M.R.D.A.
Sangli
sor
t
Manage

Sales
Executiv
e

Supervi
10
sor

Supervi
sor

Maintenan
ce
Manager

Supervi
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Labors

Clerks

Labors

Labors

Chapter 3

Theoretical Background
What is strategy?

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The word strategy comes from Greek strategies, which refers to a

million general & combines status (the army) & ago (to lead). The
concept & practice of strategy & planning started in the military &
over time, It entered business & management. The key & common
objective of both business strategy & military strategy is the same i.e.
to source competitive advantage over the rivals or opponents.
Definition of strategy
According to author Chandler (1962) the determination of the
basic long-term goals & objectives of an enterprise & the adoption of
the course of action & the allocation of resources necessary for
carrying out these goals.
Lack of strategic management in some companies:
Some companies do not undertake strategic planning &
management. Some other companies do strategic planning, but
receive no support from manager & employees. In some other cases
managers & employees do not get enough support from top
management. A number of such & other reasons explain why certain
companies do not take to strategic planning & management. David
(2003) has mentioned various reason for poor or no strategic planning
& management by companies. These are as discussed below:
Poor reward structure: when an organization achieves success, it
often fails to reward it managers or planners. But when failure
occurs the company may punish the managers concerned. In
such a situation, it is better for individual manager to do nothing
than to risk trying to achieve something, fail & be punished.

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Over confidence: as managers gain experience, they may rely

less on formalized planning & more on individual initiative &
decisions. But that is not appropriate. Over confidence or over
estimating experience leads to complacency and ultimately bring
downfall. For thought and planning are the right virtual and are
sign of professionalism.
Waste of time: some organizations view planning as a waste of
time because no tangible marketable products are produced for
planning. But they forget that time spend on planning is
investment and there would be returns both tangiblean
intangible in due course.
Self interest: when management hasarchived status privilege or
self as time through effectively using an old system often sees a
new plan or a new system as unnecessary or a thread.
Fear of failure: whenever something new of different is
attempted there is a chance of success but there is also a risk of
failure. Many companies and managers may like avoid strategic
planning & management for fear of failure.
Marketing Strategy
Marketing strategy is defined by David Aaker as a process that
can allow an organization to concentrate its resources on the optimal
opportunities with the goals of increasing sales and achieving a
sustainable competitive advantage Marketing strategy includes all
basic and long-term activities in the field of marketing that deal with
the analysis of the strategic initial situation of a company and the
formulation, evaluation and selection of market-oriented strategies

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and therefore contribute to the goals of the company and its

marketing objectives.

Business to Business (B2B)

Business-to-business (B2B) describes commerce transactions
between
businesses,
such
as
between
a manufacturer and
a wholesaler, or between a wholesaler and a retailer. Contrasting
terms are business-to-consumer (B2C) and business-to-government
(B2G). B2B branding is a term used inmarketing.
The overall volume of B2B (Business-to-Business) transactions is
much higher than the volume of B2C transactions.The primary reason
for this is that in a typical supply chain there will be many B2B
transactions involving sub components or raw materials, and only one
B2C transaction, specifically sale of the finished product to the end
customer. For example, an automobile manufacturer makes several
B2B transactions such as buying tires, glass for windscreens, and
rubber hoses for its vehicles. The final transaction, a finished vehicle
sold to the consumer, is a single (B2C) transaction.
B2B is also used in the context of communication and
collaboration. Many businesses are now using social media to connect
with their consumers (B2C); however, they are now using similar tools
within the business so employees can connect with one another. When
communication is taking place amongst employees, this can be
referred to as "B2B" communication.
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Differences between B2B and B2C

The main difference between B2B and B2C is that who is the
buyer of a product orservice. The purchasing process is different in
both cases and the following is a list of key differences between them.

Risks
Approve the purchase of an unknown brand, thus posing a social
risk.
Buying behavior in a B2B environment
Some characteristics of organizational buying / selling behavior in
detail:

For consumer brands the buyer is an individual. In B2B there are

usually committees of people in an organization and each of the
members may have different attitudes towards any brand. In
addition, each party involved may have different reasons for buying
or not buying a particular brand.

Since there are more people involved in the decision making

process and technical details may have to be discussed in length,
the decision-making process for B2B products is usually much
longer than in B2C.

Companies seek long-term relationships as any experiment with

a different brand will have impacts on the entire business. Brand
loyalty is therefore much higher than in consumer goods markets.

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While consumer goods usually cost little in comparison to B2B

goods, the selling process involves high costs. Not only is it
required to meet the buyer numerous times, but the buyer may ask
for prototypes, samples and mock ups. Such detailed assessment
serves the purpose of eliminating the risk of buying the wrong
product or service.

B2B brands need to be differentiated

One of the characteristics of a B2B product is that in many cases
it is bought by a committee of buyers. It is important to understand
what a brand means to these buyers. Buyers are usually well-versed
with costing levels and specifications. Also, due to constant
monitoring of the market, these buyers would have excellent
knowledge of the products too. In many cases the purchases are
specification driven. As a result of this, it is vital that brands are
clearly defined and target the appropriate segment.
As explained above, every one product can only be associated
with one brand. Because of this, it is vital that companies find a white
space for their brand, an uncontested category to occupy space in the
minds of the buyer.
In differentiating ones brand, companies can use various
strategies, often referring to the origin of the goods or the processes
used to manufacture the product(s). Some have identified up to 13
such strategies. Depending on the companys history, the competitive
landscape, occupied spaces and white spaces, there could be one or
many strategies that any one company could use.
Ultimately, a strong B2B brand will reduce the perceived risk for
the buyer and help sell the brand.
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Developing a marketing strategy

Marketing strategies serve as the fundamental underpinning of
marketing plans designed to fill market needs and reach marketing
objectives. Plans and objectives are generally tested for measurable
results. Commonly, marketing strategies are developed as multi-year
plans, with a tactical plan detailing specific actions to be
accomplished in the current year. Time horizons covered by the
marketing plan vary by company, by industry, and by nation,
however, time horizons are becoming shorter as the speed of change
in the environment increases. Marketing strategies are dynamic and
interactive. They are partially planned and partially unplanned. See
strategy dynamics. Marketing strategy needs to take a long term view,
and tools such as customer lifetime value models can be very
powerful in helping to simulate the effects of strategy on acquisition,
revenue per customer and churn rate.
Marketing strategy involves careful and precise scanning of the
internal and external environments. Internal environmental factors
include the marketing mix and marketing mix modeling, plus
performance
analysis
and
strategic
constraints.
External
environmental factors include customer analysis, competitor analysis,
target market analysis, as well as evaluation of any elements of the
technological, economic, cultural or political/legal environment likely
to impact success. A key component of marketing strategy is often to
keep marketing in line with a company's overarching mission
statement.
Once a thorough environmental scan is complete, a strategic
plan can be constructed to identify business alternatives, establish
challenging goals, determine the optimal marketing mix to attain
these goals, and detail implementation. A final step in developing a
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marketing strategy is to create a plan to monitor progress and a set of

contingencies if problems arise in the implementation of the plan.
Marketing Mix Modeling is often used to help determine the
optimal marketing budget and how to allocate across the marketing
mix to achieve these strategic goals. Moreover, such models can help
allocate spend across a portfolio of brands and manage brands to
create value.

Functions of Packaging
There are six main reasons why packaging development and is in use
today.
1. To protect a product from damage or contamination by microorganisms and air, moisture and toxins.
The product must be protected against being dropped, crushed,
and the vibration it suffers during transport. Delicate products
such as fruits need to be protected by a rigid package such as a
laminated
container.
The product most also be protected against the climate including
high temperatures, humidity, light and gases in the air.
It must also be protected against micro-organisms, chemicals,
soil and insects.
2. To keep the product together, to contain it (i.e. So that it does
not
spill).
Some shapes cannot be easily packaged, for example, certain
vegetables. However, there are methods of getting around this
problem. Suppliers of canned vegetables such as carrots have
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developed a particular type of plant that yields carrots that are

straight and smaller than the normal variety. These fit into cans.
Some products such as fruit juices and sausages need to be
contained in packages that hold them together and are sealed to
prevent spillage and loss.
3. To identify the product.
Packaging is the main way products are advertised and
identified. To the manufacturer the package clearly identifies the
product inside and it is usually the package that the customer
recognizes
when
shopping.
Advertising is very important when a manufacturer launches a
new or existing product. The package, through its color scheme
or logo, is what is normally identified by the customer.
The package will also contain important information including
ingredients and sell by date.
4. Protection during Transport and Ease of Transport.
A package should be designed to make it easy to transport, move
and lift. A regular shaped package (such as a cuboids) can be
stacked without too much space between each package being
wasted. This means that more packages can be transported in a
container of a lorry. Unusually shaped packages can lead to
space being wasted and this can be costly if thousands of the
same package are been transported.
5. Stacking and Storage.
In supermarkets and shops it must be possible to stack packages
so that space is not wasted on the shelves. Lost space on shelves
is looked up on a lost opportunity to sell to a customer. Also, the
package must be designed in such a way that all the important
information can be seen by a potential buyer, especially the
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product name. The next time you visit the supermarket look
carefully at the shape of the packages. They are usually the
same rectangular / cuboids shape. It is the selection of colors and
shades that determine whether the product inside is regarded as
a quality, sophisticated or cheap item. Often packages are
stacked on top and alongside each other to reduce wasted space.
The shape and form of the package determines how efficiently
they can be stacked or stored.
6. Printed Information.
Information that is useful to consumers and companies such as
Supermarkets, is printed on packaging. This includes,
ingredients, sell by dates, price, special offers, manufacturers
address, contact information, product title, barcode and more.

The bar code is extremely useful to the shop selling the product.
When the barcode is scanned, the computer system
automatically determines if the product needs reordering. Also,
the price of the product appears at the till.

Different Packaging Categories

Sometimes it is convenient for people to categorize the different
types of packaging based on their layer of function, such as primary
packaging, secondary packaging, tertiary packaging and so on and so
forth. In this particular scenario when it comes to identifying
packaging based on its function, primary packaging is described as
the material that is designed to envelope and to the specific product
itself. Primary packaging is usually the absolute smallest possible unit
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of use or of distribution, and it is also commonly regarded as the

packaging that actually comes in a direct level of contact with the
actual contents. Secondary packaging on the other hand is the type of
packaging that is outside of the primary level of packaging and this
level of packaging functionality is often used specifically to group a
number of primary packages together with one another. The third
level of packaging is tertiary packaging, which is especially common
for bulk handling, transport shipping as well as warehouse storage.
The most common form of tertiary packaging is a palletized unit loan
that is packed into tight containers.
When soda pop is poured into aluminum cans and sealed, the
aluminum can is perceived to be the primary form of packaging
because it is the closest form of packaging to the actual product. The
aluminum cans are sold in cases made of cardboard, which are
perceived to be the secondary form of packaging because they are
the packages that contain the primary packages. Finally, the tertiary
form of packaging is perceived as whatever specific form of packaging
is used for the purpose of wide spread distribution, such as a pallet
system for example, where a large number of cases of cans of soda
are wrapped in shrink wrap and carried on large wooden pallets to
their destination.
These broad categories are often viewed as being somewhat
arbitrary in nature. For example, depending on the specific use, shrink
wrap is capable of being considered as primary packaging when it is
being applied directly to the specific product, but it is also considered
secondary packaging when the shrink wrap is used to combine smaller
packages, and in some distribution packs shrink wrap is used as
tertiary packaging as it keeps large pallets of products together in one
place.

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Chapter 4

Data Analysis and Interpretation

Questionnaire for manager:
1. Table showing Average amount of money send for marketing in
last 3 years

Year

Amount

2011-12

10,000-20,000 (Rs.)

2012-13

20,000-40,000 (Rs.)

2013-14

Above 40,000(Rs.)

Average amount

Amount in thousand

45
40
35
30
25
20
15
10
5
0

Amount

2011-12

2012-13
Year

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Interpretation:
The chart shows that the average money spent on marketing of
the product in year 2011-12, 2012-13, 2013-14 was 10,000 to 20,000
(Rs), 20,000 to 40,000 (Rs) & Above 40,000 Rs. respectively. The
average amount spend on marketing of corrugated boxes was found
to be in ascending term i.e. above 40,000.
The average amount spent on marketing of corrugated boxes
was found to be in ascending term i.e. above 40,000.
2. Table showing percentage of respondent came to know about the
product.

Advertisement media

Percentage

Mouth Publicity

60%

Print Media

10%

Electronic media

30%

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Advertisement Media

Mouth Publicity

30%

Print Media
Electronic Media
60%

10%

Interpretation:
The chart shows the percentage of respondents came to know
about the company product. 60% of them by mouth publicity, 30% of
them by electronic media, & 10% of them by print media come to
know about company product.
The mouth publicity is the major source
respondents come to know about the product.

through

which

3. Table showing that what things Ankur Packaging Industry takes

into consider for long term strategy.

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Factors

Percentage

Price

10%

Quality

30%

Service

60%

Long Term Strategy

10%

Price
Quality
30%

Service

60%

Interpretation:
The chart shows the factors company takes into consideration for
long term strategy. Price factor is been consider10%, quality factor is
been consider 60% & service factor is been consider 30%.
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In long term strategy there is more focus on service as compare

to price& quality.

4. Table showing that what things Ankur Packaging Industry takes

into consider for short term strategy.

Factors

Percentage

Price

10%

Quality

60%

Service

30%

Short Term Strategy

10%

Price

30%

Quality
Service

60%

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Interpretation:
The chart shows the factors company takes into consideration for
Short term strategy. Price factor is been consider10%, quality factor is
been consider 30% & service factor is been consider 60%.
In short term strategy there is more focus on quality as compare
to price & service.
5. Table showing Percentage of respondents approach to company
by themselves.

Respondents
Approach

Percentage

Respondents them self

10%

Other Factors

90%

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Respondents Approach

10%
Customer them self
Other factor

90%

Interpretation:
The chart shows the percentage of respondents approach to the
company by them self. Only 10% of the respondents approach to the
company by them self and the rest of them come through some other
factors like marketing person and some other media.
The respondents approach towards the company by themselves
is less compare to the other factors.
6. Table showing Percentage of respondents company need to
approach

Company Approach
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Marketing Person

60%

Other Factors

40%

Company Approach

Marketing Person
40%

Other factors
60%

Interpretation:
The chart shows the percentage of respondents company need to
approach. Company needs to approach almost 60% of the
respondents with the help of marketing person and the rest of them
come through some other factors.
Maximum no. of respondents are been approached towards the
company with the help of marketing person.
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7. Table showing what strategy company use for the old clients

Factors

Percentage

Price

10%

Quality

30%

Service

60%

Strategy for Old Clients

10%

Price
Quality
30%

Service

60%

Interpretation:
The chart shows the factors company takes into consideration to
maintain the customer relationship with old clients. Price factor is
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been consider10%, quality factor is been consider 30% & service

factor is been consider 60%.
For the old clients the company has its focus on service as
compare to price& quality.

8. Table showing how much percentage of clients company have

lost in last 3 years

Year

Percentage

2011-12

10%

2012-13

20%

2013-14

10%

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Clients Lost
25%
20%
15%
Percentage of customer

Customer Lost
10%
5%
0%

2011-12 2012-13 2013-14

Year

Interpretation:
The chart show that the company had lost 10% of clients in the
year 2011-12, 20% in 2012-13 & 10% in 2013-14.
In the year 2012-13 the company lost the maximum no. of
customers as compare to last 3 years.
9. Table showing how much percentage of new clients in last 3
years

Year

Percentage

2011-12

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2012-13

30%

2013-14

40%

New Clients
45%
40%
35%
30%
25%
Percent of customer

New Customer's

20%
15%
10%
5%
0%

2011-12

2012-13

2013-14

Year

Interpretation:
The chart show that new clients joined to the company were 10%
of customer in the year 2011-12, 30% in 2012-13 & 40% in 2013-14.
There is a frequent increase of the clients in last 3 years.

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Questionnaire for customers:

10.
Table showing opinion of the respondents about how they
come to know about AnkurPackaging.

Reason

No. of

Percentage

Respondents

(%)

Marketing Person

60

60

Mouth publicity

25

25

Print Media

10

10

100

100%

Electronic media

Total

Reason behind respondents knowing about company

70%
60%
50%
40%
30%
20%
10%
0%

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Respondents

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Interpretation:
This chart shows that 60% of the respondents came to know
about AnkurPackaging products by marketing person where as 25% of
them are through mouth publicity, 10% of them are through print
media and 5% of them by Electronic media.
Majority of the respondents came to know about Ankur Packaging
through marketing personnel.
11.
Table showing that from last how many years they have
been the clients of AnkurPackaging.

Year

No. of Clients

Percentage
(%)

1 to 3 years

50

50

3 to 5 years

10

10

More than 5
years

40

40

100

100%

Total

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No. of Clients
60%
50%
40%
No. of clients
30%
20%
10%
0%
1 to 3 years

3 to 5 years

More than 5 years

Interpretation:
The chart shows that 50% of the clients are from the last 3years,
10%of the clients are from last 3 to 5 years &40%of the clients are
from more than 5 years.
Majority of the respondents are the clients of Ankur Packaging
from last 3 years.
12.
Table showing opinion of respondents why do they make
purchase of product from AnkurPackaging.

Reason
Low price
I.M.R.D.A. Sangli

No. of
Respondents

Percentage
(%)

5
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Better Quality

45

45

Better Service

50

50

100

100%

Total

Reason Behind Preferring Ankur Packwell

60%
50%
40%
Clients
30%
20%
10%
0%
Low Price

Better Quality

Better Service

Interpretation:
The above Chart shows the reason behind preferring
AnkurPackaging products. 5% of the respondents consider low price,
45% of the respondents consider better quality & 50% of the
respondents consider better service.
Ankur Packaging Industry products are known for its better
quality and service.
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13.
Table showing opinion of respondents about the
performance of AnkurPackaging as compare to other companies
in the market.

Performance

No. of
Respondents

Percentage
(%)

Good

50

50

Normal

30

30

Not Good

15

15

100

100%

Poor

Total

Performance as compare to other Companies

60%
50%
40%

Clients

30%
20%
10%
0%
Good

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Normal

Not Good

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Poor

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Interpretation:
The above chart show that 50% of the respondents feel the
performance of AnkurPackaging is good as compare to other
competitors, 30% feels normal, 15% feels not good, & 5% feels poor.
Ankur Packaging Industry has good reputation in the market.
14.
Table showing the opinion of respondents that do
AnkurPackaging provide quality products.

Performance

No. of
Respondents

Percentage
(%)

Yes

85

85

No

15

15

100

100%

Total

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Quality Product

15%
Yes
No

85%

Interpretation:
The above chart shows that 85% of the respondents are satisfied
with quality of the product, & 15% of the respondents are not satisfied
with the quality of the product.
Maximum no. of respondent are satisfied with the Quality of the
product.
15.
Table showing the buying criteria provided for respondents
by AnkurPackaging.

Payment
Criteria
I.M.R.D.A. Sangli

No. of
Respondents
40

Percentage
(%)

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Full One Time

Payment

75

75

Half Credit
Payment

15

15

Full Credit Payment

10

10

Total

100

100%

Payment Criteria

10%

Full one time payment

15%

half credit payment

Full credit payment

75%

Interpretation:
The above chart shows that AnkurPackaging Provide only full
credit payment for only 10% of the respondents, half credit payments
for 15% of the respondents, & rest of them have to pay full payment
for the purchase of the product.
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Ankur Packaging Industry mostly has full payments from the

clients for their purchase of product.

Chapter 5

Findings and Observation

Findings
1. Every year there is an increase in the amount of budget for
marketing purpose. Which mostly consider the electronic &
printing media, but still company get more advantage of mouth
publicity make by the people due to the good quality of service
and product.
(Refertable no. 1 & 2)
2. There are different types of strategies used for long term and
short term customer relationship. For long term company prefer
to give good service to the customer and for the short term
company prefer to give quality products. And the price factor
remains the same in both the terms.
(Refertable no. 3 & 4)
3. In most of the cases company need to approach to the customer
to make the business. It is very rare that customers themselves
approach to the company.
(Refertable no. 5 & 6)
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4. The company has a low average record for losing the old
customer but has a constant increment in the new clients for the
business in last 3 years.
(Refertable no. 8 & 9)
5. Majority of the respondents come to know about Ankur
packaging through the marketing person of the company. And
the rest of them came to know through mouth publicity and other
Medias.
(Refer table no. 10)
6. As the track record of maintain customer relationship is good of
AnkurPackaging. Maximum no of customers are buying the
product for more than 5 years.
(Refertable no. 11)

7. Maximum no. of the respondents prefersAnkurPackaging for its

better quality of product and services. Whereas price factor
remains far away.
(Refertable no. 12)
8. As compare to other competitors in the market maximum no. of
respondents prefer to the AnkurPackaging.
(Refertable no. 13)
9. Ankur Packaging industry mostly prefers to make their clients to
pay full payment at a time, they provide very less credit facilities.
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(Refertable no. 15)

Suggestions
1. There are many other competitors in the market but still
AnkurPackaging is known for its quality product and services.
Hence they should maintain it forever which will help them to
create a Brand name.
2. Every company needs a specific budget for the marketing
purpose. But in some cases like in a B2B marketing strategy
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there are very less expenses for advertisement, all thing that the
company has to do is keep good customer relationship. And
mouth publicity is the best advertisement for the company.
3. In the field of marketing/advertisement the best platform for
AnkurPackaging is to participate in the trade fare. Where the
market world come to know about the company and their
products.
4. AnkurPackaging is doing very well on the platform of customer
satisfaction and relationship. Hence now there is time for them to
focus on the price factor.
5. The company should increase their product price as compare to
the competitive market price and on the other hand company
should provide more credit payment facilities for the clients.

Conclusion
The company has maintained good relationship with the
customers. Maximum no. of customers are satisfied with the quality
products and services provided by the company. But still from the
entire project the researcher has come to a conclusion that most of
the respondents are not aware with the advertisements made by
the company.
Ankur
Packaging
should
practice
their
Marketing/Advertisement in Different types of Trade Fare Where
the market world will come to know about their company and
product.

Bibliography
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KotlerPhilip Marketing management(13th edition)

Publisher:Prentice Hall Pg.no. 3
to 9, 33,34.
WhalleyAndrew: Strategic Marketing (1st edition)
Publisher: Bookboon
Pg. no. 1, 86 to 100.
Baran Roger: Customer Relationship Management (1 st edition)
Publisher: Bookboon
Pg no. 16,17,18.

Internet links connected website

1. www.wikipidia.com
2. www.ankurpackaging.com

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Questionnaires
Questionnaire forMarketing Manager
1. Name
Age

:
:

Designation :
Experience :
2. Average amount of money send for marketing in last 3 years?
10,000-20,000(Rs.) 20,000-40,000(Rs.) Above 40,000(Rs.)
Year 2013-14:
Year 2012-13:
Year 2011-12:

3. Percentage of peoples come to know about your product through different media?
(10% to 30%)

(30% to 60%)

100%)
Mouth publicity
Print media

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Electronic media

4. Companies focus towards the services offered to the client?

(10% to 30%)

(30% to 60%)

(60% to

100%)
Price
Quality
Service
5. What things you take into consider for long term strategy?
(10% to 30%)

(30% to 60%)

100%)
Price
Quality
Service

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6. What things you take into consider for short term strategy?
(10% to 30%)

(30% to 60%)

(60% to

100%)
Price
Quality
Service

7. Percentage of customers approach to you by themselves?

10 to 30(%)

30 to 60(%)

60% and above

8. Percentage of customer you need to approach?

10 to 30(%)

30 to 60(%)

60% and above

9. What strategy you use for the old clients?

(10% to 30%)

(30% to 60%)

100%)
Price
Quality
Service

10.What strategy you use for the new clients?

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(10% to 30%)

(30% to 60%)

(60% to

100%)
Price
Quality
Service

11.How much percentage of customers you have lost in last 3 years?

Less than 10 %

10 to 20(%)

20 to 30(%)

Year 2013-14
Year 2012-13
Year 2011-12
12.How much percentage of new customers in last 3 years?
10 to 20(%)

20 to 30(%)

Year 2013-14
Year 2012-13
Year 2011-12

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Questionnaire for customers
1. How did u come to know about AnkurPackaging?
Marketing person

Mouth publicity

Print media

Electronic media

2. From last how many years you have been the customer of AnkurPackaging?
1 to 3 years

3 to 5 years

More than 5 years

3. Why do make purchase of products from AnkurPackaging?

Low price

Better Quality

Better Service

4. Is AnkurPackaging maintain product QUALITY & SERVICE compare to other

companies in the market?
Good

Normal

Not good

Poor

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5. Do u think that AnkurPackaging provide quality products?.
Yes

No

6. Do you agree that the company allow change in the packaging pattern according to the
customers needs?
Strongly agree
Neutral

Agree
disagree

7. Is the price of product offered by AnkurPackaging reasonable?

Yes

No

8. How is the customer Service department, is it effective, why?

Fast service

Slow service

Not sufficient service

Not good service

9. What is your opinion regarding supply & distribution of Ankur Packaging?

Regular

Irregular

10.What buying criteria does AnkurPackaging provide?

Full onetime payment

Half credit payment

Full credit payment

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11.How would you rate the AnkurPackaging in term of its competitors?

Good

Average

Very Good

Excellent

12.Suggestion for improvement?

Ans._______________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
__________________________________________________________________

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