SHAYONA INSTITUTE OF

BUSINESS MANAGEMENT
AT. GHATLODIYA AHMEDABAD.

PREPARED BY: Guided By:

• Anik Nayak Professor . Nilrajsinh Vaghela
 ABOUT COMPANY
 Establish : 1972
 Headquarter : Pune , India
 Sector : Fast moving consumers goods[FMCG]
 Industry : Food Industry[Family Business]
 Founded by : Ramesh Gupta
 MD : Nirav Gupta
 Family Business
 Revenue : 50 crore
 Numbers of employees : 32-50
PRODUCTS OF COMPANY
Competitors against Marketing
Strategy
 Types of competition
1. Brand competition
2. Industry competition
3. Form competition
4. Generic competition

1. Brand competition :
Brand competition include other companies offering similar
product service to the same customer at similar prices. Here, the
brand competition would be all the companies selling Mukhvas
along the same line as Kashmiri’s. Because of this brands like
Anand Mukhvas , Premchand , Sir-g , etc… and the unorganized
sector are considered as Brand competitor.
Industry Competition
The Mukhvas industry is essentially made up of a few players
producing the same products partially differentiated along the
lines of quality , styling and services. This means that the Mukhvas
industry follows the pattern of ‘differentiated oligopoly’.

Form competition
Form competition essentially means that competitors who
produce products that supply the same service. In case of
Kashmiri Products , it faces stiff competition from other Mukhvas
like Surili Variyari , Passpass , etc…and other items as people tend
to substitude Mukhvas very easily with this products.
Generic competition
Generic competition essentially includes those companies
competing for the same amount consumer money. In case of
Kashmiri’s, it includes all edible products in the same price
rang.
Kashmiri Products
Company structure of kashmiri
product
Director of Director of
finance [Manoj human resource
Gupta] [Swapnil]

Senior HR
Accountant [Workers]

HR
Accountant
[Employee]
 Director of
. Marketing
[Nirav Gupta]

. Sales executive Sales executive

. Distributers Workers Retailers

 Action Plan
1) Inventory given on first day by company or collect
from distributers
2) Sold it in market to customers and make new
customers.
3) Developed new product like ; Kashmiri pan,
mukhvas.
4) Write customer problem and take feedback about
product.
5) Made daily selling report and sent to external
matter with all daily information.
 SWOT ANALYSIS
Strengths :

 Huge market potential

 Flexible products design
 Cheap labor
 Need less investment
 Well known Company
 Kashmiri mitha sweetener does not contain sugar
Weakness :

 Low involvement products

 People preferring tobacco may not prefer
 Covered less graphical area [Only Maharashtra]
 Unorganized beat plan
 Dependence on retailers and distributers
Opportunity’s :

 Product for people who want to give up tobacco

 Products for young Indians
 Expand their business in out of Maharashtra
 Diversification of business
 Demand is increasing so this is a time to earn maximum profit
Threats :

 Increasing distribution cost

 Entry of various entrants
 Young people may prefer chewing gum
 Adults may prefer traditional paan or supari as mouth
freshener
 Presence of the large unorganized sector in the mouth
freshener segment
• Research Methodology

 Research design: Descriptive

 Type of sampling: Convenience
 Sample size: 100
 Sampling area: Ahmedabad
 Type of Data: Primary and secondary
 Data collection tool: Questionnaire

Age

20
25 To 35
35 To 50
Above 50
Help In Digesion

yes
no
 The Influence

Self

Neighbours

Ads
The Influence
Family

Friends

0 5 10 15 20
 Comparison of Quality over the
period of use
45
40
35
30
25
20
15
10
5
0
Feature Preference

Variety
price
packing
Quality
• Outcomes from SIP.

 Hardcore sales of 1400 within ONE months

To know about the retailer satisfaction level towards
kashmiri products.

Tried to apply new approach of distributing samples to

end customer for promoting Kashmiri products and to
make aware about its various
On the basics of analysis and observations suggested
improvement areas to increase business.
Free sampling to the retailers and to the end users
 Findings
• Differentiated market for kashmiri product
• Good brand image and have a potential market
with more competitor
• Conflict between Company and Distributers
• Customer always look for offers
• Impact of GST and inflation on price & sale
• Got knowledge about billing & discount
• High competition
• Experience of sales executive and market stretagy
• Team work can work better deals
 Learning
 Consumer need ,customer relationship effect the market
 How distributer channel work
 How to make deal with customer
 Market and Competitor analysis
 Understanding about retailers behavior consumers behavior
and FMCG market
 Importance of demand and supply
 Personal selling
 Purchasing power and investment strategy
 Knew about packing pricing and margin strategy
 Marketing strategy

Target
market

Marketing
strategy
Marketing
Mix
 Target Market
Customers of unorganized
market

Youth section of the market

Families
THANK YOU