A Project report On

Marketing Mix
Undergone At

Prepared by
.

MORADIYA MANOJ N T.Y.B.B.A..

Academic Year 2006-07

Seat No. : -

Roll No. : - 24

Guided by
Prof.Dr. Manish Thaker

Institute
Smt. M. T. Dhamsania Commerce College, Rajkot.

Submitted to
Saurashtra University, Rajkot.

SMT. M. T. DHAMSANIA COMMERCE & B.B.A. COLLEGE,Rajkot.

Certificate
This is to certify that Moradiya

Manoj N.student of T.Y.B.B.A. carried out his project as per the syllabus of Saurashtra University. He has prepared industrial training report under / over supervision and this is his own contribution for making this report during the academic year 2006 2007 is appreciated.

Place

: Rajkot

Prof.Dr. Manish Thaker

Date : (PRINCIPAL)

Declaration
I, the undersign Moradiya Manoj N.Student of T.Y.B.B.A. here by declare the project work presented is my own work and has been carried out under the supervision of Prof.Dr. Manish Thaker. This work has not been previously submitted to any other university for any examination.

Date: Place: Rajkot Signature: Moradiya Manoj N.

Acknowledgemen t
First of all, I express my gratitude to lecturer Mr. Thaker for his great response and guidance. Then I am greatly obliged to my principal. I would thank to the marketing manager of Priyagold Ceramic Product Ltd., Morbi. Mr.Kishor Bhai, I am very thankful to all the staff kindness and willingness me. I am also very thankful to my friend for their help in preparation of this report.

Date: Place:Rajkot Signature: Moradiya Manoj N.

Preface
In the present world with lots of odds & with decreasing importance of education & the decreasing loyalty towards education. There is a need to revies the method of educated employed one of the method is to accompany practical study with the theoretical method. This would strengthen the principles & concept of theoretical education & would become world applicable. In the present day the business would become a highly complicated faculty which has to undergo staff competitior & has to operated in such an environmental where there is no look back formula to sucess. Thus Saurashtra University has been running a business management faculty under the degree of B.B.A. to keep the student interested in it which has practical study under the subject, Practical Training. This practical study is useful to determine the parameters between the theoretical study and the actual situaltion. It is useful to increase the knowledge and teh foreshight of the student and they provide them actually step into the dynamic. Everchanging, world of business.

I have taken opportuniy to undergo practical training during the year 2006-2007 in Priyagold Ceramic Baroda and I have done my research in Morbi city.

Index
Sr. NO. 1 2 3 4 5 6 7 8 9 10 11 Topic General Information Marketing Yesterday & Today Societal Marketing Concept Marketing Mix Product Range New Product Development Marketing Strategy My Observation SWOT Analysis Conclusion Bibiliography Page NO.

Content
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Priyagold Ceramic At Glance Origin Growth & Development Technology Research & Development After Market Support Present Status Mission of the Company Market Strategy Organization Structure.

Project At Glance
Name Address : : Priyagold Ceramic Ltd. 8-A National Highway, Opp. Atlas Ceramics Lalpar Road,Morbi. Establishment Year Form of Organization Accounting Year Phone Fax E-mail Website Bankers : : : : : : : : 2001 Private Limited 31st March (02822) 241971, 329470 (02822) 241921 sales@Priyagold Ceramicindia.com www.Priyagold Ceramicindia.com Bank Of Baroda.

Origin
Priyagold Ceramic Product was established in 2001. The company offers you Indias most reliable ceramic tiles with world class technology from the worlds leading ceramic manufacturing companies of Italy. Priyagold Ceramic Product Ltd. Was set up in 2001 with the initial investment of 3 crore rupees and since then the company is manufacturing 100% Indigenous Ceramic Tiles.

Growth & Devlopment

Priyagold Ceramic Product started its operatin in India in 2001as a Private firm for the trading of imported Ceramic Tiles. Then after the comapny has think over the 100% Indigenous sanitary ware scale & ultimately it started its operation in India in 2002.

When we take about the products and development is that Priyagold Ceramic is the leader in India. It has various kinds of Tiles and was first to introduce Concept series in Morbi.

Technology
Priyagold Ceramic lists among the top 5 Ceramic

manufactures, with over 18000 customers. We offers one of the widest range of Ceramic Tiles. Priyagold Ceramic are very exited about the launch of our brand new 120k technology. This is a technological break through for Ceramic manufactures.. Noise filters and one of the semiconductor industries in recent time.

Research & Development

When we talk about the research of Priyagold Ceramic product, company has its own department which works for hours & hours & tries to develop a high accuracy with capacity along with low prices and ultimately company has recently launched Concept Series displayed scale which is included of all features i.e. high accuracy, with high capacity at low price. Dedicated the service of the Indian Industry and customers, our research & development is designing innovating and attempting breakthrough in the Ceramic Tiles.

After Market Support

A term of professionals specially assigned to provide product and technical support to our customers through Indias most advanced & fully computerized customers support center at Morbi.

Present Status
Priyagold Ceramic Products is committed to long term growth, has now reached a stage where it can forge a head on the strong foundation it has built. Strong foundation in terms of man power, infrastructure, sales and distribution channels, dealer network, systems integration, all India retail and service presence to deliver absolute customer satisfaction. The company has charted its growth deliberately beginning with infrastructure development and consolidation in the second phase and has now entered market penetration and targets to be among the tops in each product segment by year 2005. B

Mission Of The Company

In fiercely competitive industry, consumer durable markets company mission is to make a difference in the lifestyle and introduce new dimension to enjoyment offer new age technology and digital concepts working hand with domestic industry to produce and sell excellence and come close to the Indian customer through committed service.

Market Strategy
The company has drawn up two prolonged marketing strategy to achieve this. Introducing new Concept Series through importance channels support these with focused promotions. Once the market achieves optimum size, take up the products for local manufacture. To support the popular products which are currently manufactured and marketed in India, including the mega range, with high powered promotions and judicious media mix.

Organization Structure
Organization structure is the diagrammatic representation of authority responsibility relationship. GCMMF have flatten organization structure because it facilities effective co-ordination and communication.

Pillars of management:
Leadership Customer focus Quality People involvement

Values of change management:

S- Self discipline P- Patience O- Openness R- Respect T- Trust GCMMF has established HOSHIN KANRI. It helped to ensure that all employees are aware of short, medium and long term plans and it involves all their employees. The TQM movement is evident in the AMUL quality circle. They have trained their employees with a shaper business perspective which takes into account the complexities of changing market dynamics. To make them ore competitive in the FMCG environment they initiated:

Performance audit programmers Invited expert consultancy group to support competency building for GCMMF.

This help to define each positions roles and responsibilities better along with the required knowledge, skills and attitudes.

Marketing Yesterday & Today

Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchange that satisfy individual and organization goal. Traditional, much importance was given to product rather than needs and wants of consumers. Marketing manager go on design their product without giving through to he needs and wants of consumer. They were trying to sell their product at any cost. Consumers were bombarded with advertisement; in all calls, telephone calls, etc. The aim was to earn profit through high sales volume. Moreover, marketing was considered as buying and selling the product.

But now, time has changed, Marketing is considered to be much more; the focused is given to the needs and wants to consumers. Products are designed according to the specification of consumers. Consumers satisfaction is given much importance. The aim to earn profit through customer satisfaction. Moreover, marketing function has also widened. Marketing includes back warding and forwarding development, marketing research, advertising, and many more. In forwarding functioning it includes post truncation research, after sales service, disposal of the product, <*> use of the product, etc. Nowadays ways of advertising is also changing. Traditional mostly used media was television. Now people started using internet as media of advertising. More and more number of people is turning to development to website and net advertising. Recently new P is introducing in marketing. First there were 5 Ps. Now there are 8 Ps. Last year New P adds is product portfolio management. Nowadays more importance is also given to marketing research also knows the latent needs of consumers. Thus, Marketing yesterday and today is totaling different. One has to adapt the change to survive in this market.

Societal Marketing Concept

Social marketing concept may be defined as, The task of achieving organizational goals is to identifying the needs and wants of consumers and satisfying the needs and wants by delivering the desired goods and service more efficiently and effectively than competitors in a way the preserve or enhance society well being The GCMFF are contributing in their own way to various desirous social changes. They took steps like: Training module of artificial insemination service. Establishment of cattle feed making.

Marketing Mix
Marketing mix is the various marketing tools that marketer use to sell its products. There are 4 Ps of marketing Mix. 4. Products of Marketing Product Price Promotion Place

A list of the relevant market forces and the element of the marketing mix would be helpful in analyzing marketing problems. The main aim of all marketing activities is profitability. The marketing manger should therefore devise such a marketing mix that will give the optimum profit for the product he has to market. By blending this marketer make a proper plan of action to push its products in the market. Definition: According to Phillp Kotler, Marketing Mix is the set of marketing tools that the firm uses to pursue its marketing objectives in the target market.

Element/Tools Of Marketing Mix

The most basic marketing mix tool is product the firm tangible offer to the market, which includes the product quality, design, features, branding, and packing. As part of its product offering, providing after sales services, such support services can provide a competitive advantage in the globally competitive market place.

Product Mix includes following things: Product Variety Quality Brand name Service Design Packaging Warranties Feature Sizes Capacity Returns Readability. Priyagold Ceramic has good product mix. It has long variety of product, with different readability and size of good quality of product which is given next. As far are service is concern, company has given that responsibility to the dealer to give the best quality service.

Product Range
According to PHILIP KOTLER A Product is anything that can be offered to a market for attention, acquisition, use of consumption that might satisfy a want or a need. It includes physical objects, services, persons, places, organization and ideas. According to EDLERSON Product is a bundle of utilities consisting of various product features and accompanying services. There are 5 levels of the product which marketer must take in consideration.

Levels of The Product

Potential Argument

Expected

Generic

Core Benefit

Product

Product mix and length

Product mix is the set of all product line and items that a particular seller offers for sale to the buyer. Product line is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed though same types of outlets of fall within a given price range.

New Product Development

The typical new product development process followed by Priyagold Ceramic is as follows: The following stages are involved in NPD process. 1 IDEA GENERATION: New Products are born from ideas. Before searching ideas, top management should define the products and markets and should also state the objectives for NPD.

Sources of new product ideas: Customers: Loyal customers often recognize the need for improvement in the product before companies can do. Companies can identify customers need through complaint letters, forced group discussion, etc. and can made changes accordingly. Scientists, Employees, Engineers: Company must develop a culture so that employees are encouraged to give new ideas. They should also develop an incentive scheme for those who give best ideas. Competitors: Company can purchase the competitors product to see the functioning and accordingly they can develop new product. Other Sources: Pattern attorneys, university, advertising, agencies, marketing research firms, university, business publication and so on.

2. IDEA GENERATION TECHNIQUE Attribute Listing: It is listing an existing products attributes and then modifying each attributes in the search for an improved product. Forced Relationship: In this several objects are considered in relation to one another to create a new product. Morphological Analysis: It is identifying the structural dimensions of a problem and examining the relationships among them. Need and Problem Identification: Here customers needs and problems are identified. Brainstorming: It is a group activity to stimulate the flow of ideas by discussing a specified problem. Here rule isWe want as many ideas as possible and remember no evaluation.

3. IDEA SCREENING: In this stage new ideas are evaluated to determining the promising ones. The purpose of ideas screening is to drop poor ideas as early as possible because product development cost rises substantially at each successive stage. The committee should avoid two types of errors: Drop error: It occurs when committee drop an idea which is good. Go error: It occurs when committee go with an idea which is poor.

Most of the company uses product idea rating device while screening the idea price performance, quality, customer satisfaction, matches with company resources, strategies, objectives, etc. Then idea is matched with this certain criteria and if it does not match then idea is dropped.

4. CONCEPT DEVELOPMENT AND TESTING: Philip Kotler says, Attractive ideas must be refined into testable product concepts. Consumers do not buy product ideas but product concept. Product Idea : A possible product that the company might offer to the market. Product Concept : Product Image : An elaborated version of ideas expressed in consumer meaningful terms. A particular picture in the minds of customer. Concept Development: A product idea can be turned into a several product concept.

Concept Positioning: Each concept is required to be positioned so that it helps to understand the product competition in relation to cost, time preparation, quality, etc. These comparisons can be used to communicate the product concept to the market.

PRIYAGOLD CERAMIC EXPENSIVE Precision Platform Scales Counting Scale Bizerba scale Priyagold Ceramics INEXPENSIVE

HIGH PRICE Suman , Option, And Priyagold Ceramic Precious, Satorious Others LOW PRICE

The major competitors of Priyagold Ceramic are: Deco Rajmoti AND Others Priyagold Ceramic are positioned against them as SCALE OF HIGH QUALITY AT REASONABLE PRICE Concept Testing: Concept testing calls for testing this concept with an appropriate group of target consumers. The concept may be presented symbolically or physically. Consumers are presented with an elaborated version of each concept and they are asked to react to each concept. If company have undertake proper concept development and concept testing then it can avoid any problem that arises in the market place later on in the initially stage only.

5. MARKETING STRATEGY DEVELOPMENT: The new product manager will have to develop a preliminary marketing strategy statement for introducing this product into the market. This strategy will be refined in the subsequent stages. This marketing strategy plan consists of 3 parts. First part describes: Target market, structure, behavior, sales, market share, profit goals sought in the first few years. Second part describes: Products planned price, distribution strategy and the marketing budget for the first year. The Priyagold Ceramic will be offered with lower price . Third part describes: Long run sales and profit goals and marketing mix strategy over time.

6. BUSINESS ANALISYS: Once the product concept and marketing strategy are developing management evaluate the business attractiveness of the proposal. Management evaluates the sales, cost and profit to determine whether they satisfy the companys objectives. If they do them the proposal move into next stage. Estimating Total Sales: Management needs to estimate whether sales will be high enough to yield a satisfactory profit. Total Sales = First time scale + Replacement sales + Repeat Sales. Sales estimation depends on whether a product is one time purchased infrequently purchased or frequently purchased produced. Scale is one time purchased product. Here number of first buyer initially less and then decrease as few buyers are left. Repeat sales will soon occur provided that it satisfies some buyers. The repeat sales curve eventually falls and become steady because by this time, the product is longer a new product. Estimating First time scale: The first task is to estimate the first time sales of a new product in each period.

Estimating Replacement Sales: To estimate replacement sales, management has to research the product survival age distribution. The low end of distribution indicates when the first replacement sales will take place. Since, replacement sales are difficult to measure before actual launch, most of company base their actual decision solely on their estimate of first time sales. Estimating Repeat Sale: For a frequently purchased product one has to estimate the repeat sales. A high rate of repeat purchase indicates that the consumers are satisfied with the product.

Estimating Costs & Profits: After sales forecasting management have to estimate the costs and profits of this venture. The costs are estimate by the R & D, manufacturing department, marketing and finance department together.

7. PRODUCT DEVELOPMENT: I the product pass, the business test, it moves to R&D to be developed into a physical product. Up to now it exist in the form of word description, a drawing, or a prototype. At the stage the company will determine whether the product idea can be translated into a technically and commercially feasible product. The R&D department will develop one or more prototype. The company hopes to find a prototype that satisfies customer requirement; it performs safely and can be produced with the budgeted manufacturing costs. Developing and manufacturing a successful prototype can take days, months or even years. Lab scientists must not only design the products required functional characteristics but also they should know how to communicate its aspects.

At this stage various decisions like: Product Engineering Branding Packaging Patenting Formulating the communication programmes, etc. When prototype is ready they go through functional and consumer test. Functional tests are conducted under laboratory and field condition to make sure that the product performs safely and effectively. Consumer testing can take variety of forms from brining consumers into a laboratory to giving them samples to use in their business.

Consumers are given prototype to taste and their suggestions are taken to make further changes in the product and to improve their product. In short, Priyagold Ceramic undergone consumer test. The final prototype of Priyagold Ceramic scale was available at 33% of a retail price of other scales of company toppings.

8. TEST MARKETING: After management is satisfied with the products functional performance, the product is ready to be dressed up with a brand name, packaging, and preliminary marketing programmes.

The purpose of market testing is to learn how consumer and dealers react to handling, using and repurchasing the actual product and how large the market is?

The amount of test marketing is influenced by investment cost, risk factors, time pressure and research cost, so, not all the companies choose the route of market testing.

TECHNIQUES OF TEST MARKETING

CONSUMER GOODS 1. Sales wave research 2. Simulated test marketing 3. Controlled test marketing 4. Test Marketing

INDUSTRIAL GOODS 1. Product use test 2. Trade show 3. Distributors & dealers display 4. Controlled test marketing

Priyagold Ceramic scale is a consumer good. Technique used by Priyagold Ceramic for test marketing is Test Market. It is a technique where company usually selects few representative cities in which the company sales force will try to sell the product with full exposure of advertising, promotion campaign, etc.

Priyagold Ceramic selected cities like Morbi, Ahemdabad, Surat, Baroda, etc. for test marketing with a discount of rupees.

This method gives several benefits like: More reliable forecast of future sales. Company may deliver fault that escaped in product

development stage.

Limitation of this method: equivalent. There is problem of obtaining a set of market that reasonably There is difficulty in converting National media plans into local

represents the country as a whole.

9. COMMERCIALISATION: Market testing gives idea to management whether to launch the product or not. If company goes for product launch it calls for high investment because to launch a new product into the national market requires heavy spending on advertisement and promotion in the first year. Commercialization involves the following aspects: When (Timings): In launching a new product company has to think whether it is a right time to launch the new product. The company faces 3 choices First entry Parallel entry Late entry Priyagold Ceramic scale was launched on July 2002 to grab the expanding market of scale range.

Where: The company must decide whether too launch the product in single locality, region, national market or the international market. Financial sound company may launch their product into full national market. While small company first select one cities and slowly they into other cities and they distribute in whole nation. Priyagold Ceramic scale was initially launched in Surat, Ahmedabad, and Baroda and then they enter other cities and now it is available in the whole nation.

To Whom: The company must target its distribution and promotion to the best prospect groups. Companies best prospect group is one:

Who are early adopters? Who are heavy users? Who would be opinion leaders? Who could be reached at a low cost? Priyagold Ceramic scale target market is low budget customer, ruff users, etc.

How: The company must develop action plan for introducing the new product into the markets. Priyagold Ceramic scale was launched at a discount of 15% initially and now no discount is given to customers. Thus, the entire process of new product development was completed in around 1 or 1.5 year. Adopters of Priyagold Ceramic scale are in the trial and adoption stage. Main factors which affect the adoption of Priyagold Ceramic scale are: Beliefs of customers Traditional habits

Marketing Strategy
The product life cycle is an important concept that provides insight into a products competitive dynamic.

Product life cycle is an attempt to recognize the distinct stages in the sales history of the product. By identifying the stage of product life cycle company can formulate better marketing plans and strategies.

Most of the product life cycle portrays typical bellshaped curve or S-shaped product life cycle, which is as follows:

Marketing Strategy

30 25 20 15 Sales & pro 10 5 0 Introduction Maturity

Time

There are other forms of product life cycle also. They are: Cycle-Recycle pattern Scalloped pattern Style pattern Fashion pattern Fad pattern

STAGE OF PRODUCT LIFE CYCLE The different stages of product life cycle are:
1.

Introduction Stage: This stage starts when the product is newly launched. In this stage profit are negative or low. Main objective of the markets is to create product awareness. So, promotional expenditure are at their highest ratio to sales. 2, Marketing Strategies: Considering price and promotion marketing can pursue one of the strategies in the introduction stage: PROMOTION HIGH Rapid skimming strategy Rapid penetration strategy LOW Slow skimming strategy Slow penetration strategy

Priyagold Ceramics LCD scale which is under their SNOWCAPs frozen scale division is in the introduction stage. As far as its marketing strategies are concerned it is as follows: Price: It is priced very reasonably i.e. 33% of a retail

price of other scale of company. Distribution: It is distributed through their distribution

Gold chain. They are given free training, advertising allowance; they were given 10 t0 15% of margin. Quality: It is placed as high quality product. Promotion: They spend heavily on promotion to compete

with scale companys like Sansui, Atoc, AND, etc.

In short, as far as marketing strategies in introduction stage is concerned Priyagold Ceramic follows Rapid Penetration Strategy.

2. GROWTH STAGE: This stage is marked by rapid climb in the sales. Prices remain where they are or fall, promotional expenditure is maintain or raised, sales increases, profit also increases.

Marketing Strategies: The company uses several strategies to sustain market growth as long as possible. The company uses strategies like: Add new features to the product Enter new segment Improve product quality Lower the price of the product, etc.

In this stage company spends heavily on product improvement, promotion and distribution but they forgo current profit in the hope of making it in the future.

Priyagold Ceramic most of the product series are in growth stage like Gold, Silver, Diamond, Industrial, retailer etc. product. To sustain their market growth Priyagold Ceramic is: Adding new features to their product. Developing new varieties of existing product Trying to enter new market segment by introducing new

3. MATURITY STAGE: At this stage the product rate or growth will down. This stage lasts longer than the previous stages. Maturity stage can be divided into 3 phase: Growth Maturity Stable Maturity Decaying Maturity

Marketing Strategies: In this stage company feels they can do very little. But marketers can consider strategies of: Marketing modification strategies: The company should try to expand their market either by increasing the number brand users or by increasing usage rater per users. Product modification: They can also increase their sales either by improving the quality, features or style. Marketing mix modification: They can also stimulate sales by modify prices, distribution, advertising, sales promotion, services, personal selling strategies.

Priyagold Ceramics scale of Gold series is in the maturity stage. To increase the sale they are:

Trying to enter new segment by introducing with high

accuracy and high capacity.

advertisement.

Trying to increase more usage per occasion by

contest, etc.

Introducing sale promotion scheme like gifts, discount,

Improve their quality of product.

4. DECLINE STAGE: In this stage sales of the product decline. Due to fall in sales production decreases, price cuts and profit erosion. Some firms withdraw from the market, while some withdraw form the smaller segment. Marketing Strategies: Identifying weak product Determining the marketing strategies Drop decision No products of Priyagold Ceramic are in the decline stage. Competitors: Sansui ATCO AND OTHERS

My Observation
Priyagold Ceramic Product Ltd. is a unique unit in itself. Through establishment of DPL Public Ltd. movement is started which led to standard of living. I feel glad that I have been the part of it for few days. The unit is well equipped with latest technology and modern machines and equipments. Self discipline is followed by employees. As it is weighing industry accuracy plays a very important role because it affects the quantity of product. The unit is kept very accurate capacity. The staff and workers were well organized and co-operative. It has its unique name in the industry and it is one of the well known units. When I was under going training along with methodology many students were was under going training. I sincerely, wish Priyagold Ceramic all the best for its future and hope that it succeeds in achieving all the goals that it has set for itself.

SWOT Analysis
The SWOT analysis just a nut sells view of all the important aspects of the product. SWOT stand for S Strength, W Weakness, O Opportunity and T Threat. The SWOT analysis of the LCD screen displayed scale.

Strength of the company Technically innovative product Better brand name Better brand preference Good distribution channels Good after sales service. Weakness of the company Low end product No scheme allowed Specifically dealer scheme And consumers scheme

 Opportunity of the company

Increase market share Aiming to be 3rd by 2005 Increase the sell of new

product company

Threat

of

the

Low

end

product may take over the market their by in market share in sales volume. Decrease Decrease

Conclusion
Priyagold Ceramic today is one of the leading company in the scale and now its aiming to become a entire scale company. With its newly added tag of the electronic weighing people and clever formulation of price and product it targets virtually all segments of the market. Priyagold Ceramic LCD screen displayed scale is also one such product with low price, high capacity and high accuracy added more value to the company targeting the price sensitive consumers in the market. This scale is facing some problem in the market and it not showing any growth trends. But it found to be showing some negative trends instead. But with proper consideration and some required changes like aggressive promotion, re-positioning, and better packaging the product can make it big into the market, provided there is no increase in its price levels and it remain at part with its local counter parts.

I wish Priyagold Ceramic Product Ltd. & its LCD screen displayed scale all the truck for a progressive future.

Bibliography
Name of book 1. Marketing Management 2. Marketing Management 3. Companys website Authors name S.A. Sherlekar J. C. Gandhi www.delerindia.com