Study of consumer oriented sales promotion in FMCG sector tushar chole

STUDY OF CONSUMER ORIENTED
SALES PROMOTION IN FMCG
SECTOR

Tushar N. Chole
MGM’s Institute of Management,
Aurangabad, Maharashtra.

© MGM-IOM/MBA/MARKETING

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In-Plant ProjectPage-1

A PROJECT REPORT ON

STUDY OF CONSUMER ORIENTED SALES PROMOTION IN
FMCG SECTOR

Patanjali Ayurveda Kendra Pvt Ltd
SUBMITTED TO
DR.BABASAHEB AMBEDKAR MARATHWADA UNIVERSITY
IN PART OF TWO YEARS FULL TIME COURSE OF
MASTERS IN BUSINESS ADMINISTRATION (MBA)
SUBMITTED BY
TUSHAR N. CHOLE
(MARKETING)
MR13406
UNDER THE GUIDANCE OF
DR.GOUTAM G. SAHA

MGM‟S INSTITUTE OF MANAGEMENT
AURANGABAD- 431001
2012-2014


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DECLARATION

I am TUSHAR N. CHOLE a student of MGM Institute of Management in Dr.Babasaheb
Ambedkar Marathwada University, Aurangabad. Pursuing Master in Business administration
(MBA).
I hereby declare that the project work allowed to in “ Study of consumer oriented sales

promotion in FMCG sector ” of Patanjali Ayurveda Kendra Pvt Ltd. is a real work
done by me and the content with this has not been submitted for the award of other degree or
diploma in the University.

Place: Aurangabad, Maharashtra


TUSHAR NARAYAN CHOLE

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ACKNOWLEDGEMENT
It is my pleasure to present this report. Working on this project was an good experience that will
have great impact on my career. It was really useful period of 45 days working with the
Patanjali Ayurveda Kendra Pvt Ltd.
I like to express my sincere thanks to Dr. Pardeep Kumar Director , Mr.Ashish Gadekar &
Mr.Anil Palve of them support. I like to thanks my project guide Dr.Goutam Saha for regular
follow-up and valuable suggestions provided throughout.
He has always been a source of inspiration and guidance. I also thank all the respondents who
have given their valuable time, views and valid information for this project.
I would like to thanks Mr. Milind S. Shukla (Head of south Province of Patanjali Ayurveda
Kendra Pvt Ltd.), for providing me this chance to work on project in this department.
With this I wish to thanks the entire employees of Patanjali Ayurveda Kendra Pvt Ltd. & special
thanks to Mr. Satish Solunke (Marketing Executive), Mr. S. Shinde (Marketing Executive),
Mr.Tekawade (Marketing Executive) who helped me to complete my training at Patanjali
Ayurveda Kendra Pvt Ltd. Aurangabad, Maharashtra.


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INDEX
Sr.
No.
1

2.1

2.2

3

4

5
6

Page No.

Particular
PART-I (Introduction)
-Preface
-Executive Summary
-Introduction to the concept
-Objectives of the study

2-15

PART-II (Profile of the Company)
-Industry profile(maximum 3 pages)
-History
-Growth
-International and National scenario
-Some prominent companies in the industry, their
performance

16-23

-Company profile(maximum 8 pages)
-Background and inception of the company
-Nature of the business carried
-Vision, Mission and Quality Policy
-Product/Services Profile
-Area of Operation – Global/National/Regional
-Ownership Pattern
-Competitors Information
-Infrastructural facilities
-Financial condition
-Achievement Award if any
PART-III(Research Methodology)
-Research Design
-Data collection Method
-DATA ANALYSIS
-Daily report
PART-IV
-Summary of findings
-Suggestions
-Learning Experience
-Bibliography
-SWOT Analysis
Annexure
Questionnaires


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24-35

36-46

47-50

51
52


[PART-I Introduction ]

PREFACE
In this age of globalization hyper competition has become a regular feature. Todaythe
marketsare no less then battlegrounds and one has to strive very hard for survival and growth.

Due to very rapid industrialization all over the world the demand for the managerial personnel
and the administrative personnel has increased. The perfect study of Management involves both
the theoretical as well as practical aspects. To survive in this highly competitive market
“Practical Knowledge” is as relevant as the Theoretical.
The significance of MBA Degree is that the Theoretical aspects, which a student learns
throughout the year in the class sessions, can be practically applied through different projects,
which one undertakes. Keeping in tune with this doctrine, we have tried to apply theoretical
aspects throughout the project, which we learned under the course of management.
In this project more emphasize given to the various tools of sales promotion and its impact on
consumers buying decisions. Actually in recent trend to some extent this technique also become
victim of clutter, even though it can be eliminated by generating innovative and more attractive
tools to lure the customers.
Now a day most of the FMCG companies considering sales promotion as an important part of
their marketing strategy. From the analysis of survey it becomes clear that consumers do
response to the sales promotion campaign, but there are customers who strongly prefer to stick to
brand name.


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Executive Summary
As a part of our study curriculum it is necessary to conduct a grand project. It provides us an
opportunity to understand the particular topic in depth and which leads to through to that topic.
My topic for the grand project is titled as “STUDY OF CONSUMER ORIENTED

SALES PROMOTION IN FMCG SECTOR”in which emphasis given to the effect of
sales promotion on buying habits of consumers.
To start with we will give brief information regarding FMCG sector then moving to the main
topic we will explain what is topic is all about. Promotion is one of the pillars of marketing mix
and same way sales promotion is also one of the elements of promotion.
With respect to consumer oriented sales promotion there are certain theories narrated as operant
conditioning and projective theory. Based on secondary source certain theoretical aspects are
also included as a part of study.
Then after concentration is given to the primary research. It includes the analysis and results of
survey which was focuses on consumer‟s behavior towards sales promotion campaign. The
survey was conducted with the help of structured questionnaire.
At last conclusion of report, findings and suggestions was given based on study of secondary
source as well as primary research.


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IntroductionConcept

“Study of consumer oriented sales promotion in FMCG sector”
The importance of consumer sales promotion in the marketing mix of the fast moving consumer
goods (FMCG) category throughout the world has increased. Companies spend considerable
time in planning such activities. However, in order to enhance the effectiveness of these
activities, manufacturers should understand consumer and retailer interpretations of their
promotional activities. The study here pertains to consumer‟s perceptions regarding sales
promotion. Some past researches have suggested that promotion itself has an effect on the
perceived value of the brand. This is because promotions provide utilitarian benefits such as
monetary savings, added value, increased quality and convenience as well as hedonic benefits
such as entertainment, exploration and self-expression.
Broadly speaking most of the companies using Marketing Mix which includes…

o Price
o Place (Channel of Distribution)
o Product
o Promotion

These are the four basic pillar of marketing mix. Most of the marketing strategies are built on the
basis of these criteria.

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Promotion is one of the important elements of marketing mix. There are so many elements of
promotion such as …
o Advertising
o Direct Marketing
o Public Relations
o Sales Promotion
Traditionally, sales Promotions have been used by marketer to increase sales in the short
term. However, in the last few decades this communication tool has evolved and now is
considered from a strategic point of view. For this reason, it is necessary to realize new studies in
this area and study how consumers evaluate sales promotions.
Sales promotions have grown in both importance and frequency over the past few decades.
Although an accurate estimate for total sales promotions expenditures does not exist, we can be
sure that the trend is up.
Sales promotion serves three essential roles: It informs, persuades and reminds prospective
customers about a company and its products. Even the most useful product or brand will be a
failure if no one knows that it is available. As we know, channels of distribution take more time
in creating awareness because a product has to pass through many hands between a producer and
consumers.
Therefore, a producer has to inform channel members as well as ultimate consumers about the
attributes and availability of his products. The second purpose of promotion is persuasion. The
cut throat competition among different products puts tremendous pressure on their manufacturers
and they are compelled to undertake sales promotion activities. The third purpose of promotion
is reminding consumers about products availability and its potential to satisfy their needs.
From these elements Sales Promotion is the element which is in the focus of this project. Further
Sales Promotion is quite broad term it includes …
1. Consumer Oriented Sales Promotion
2. Trade Oriented Sales Promotion


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Consumer Oriented Sales Promotion
Consumer Oriented Sales Promotion is the main topic of this project. Here emphasize is given to
motivate consumer to increase sales. Consumer Oriented Sales Promotion includes Sampling,
Couponing, Premiums, Contest, Refunds, Rebates, Bonus Pack‟s, Price-off, Event marketing etc.
Definition:
For the purpose of this study, following definitions of sales promotion were kept in mind. Kotler
defines sales promotion as: “Sales promotion consists of a diverse collection of incentive tools,
mostly short-term designed to stimulate quicker and/or greater purchase of particular
products/services by consumers or the trade.”
Roger Strang has given a more simplistic definition i.e. “sales promotions are short-term
incentives to encourage purchase or sales of a product or service.”
Hence, any forms of incentives (price cut or value added nature) offered for short period either to
trade or consumers are considered as sales promotion activities.

Marketer’s uses consumer oriented sales promotion tools for the following reasons:

To increase short term sales
To induce trial
To reduce inventory
To establish a brand name
To make cross selling
To cope up with competition
To avoid advertising clutter


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Tools of Consumer Oriented Sales Promotion:
There are so many tools or technique available to the marketers for achieving objective of sales
promotion. These tools should be used considering all other factors affecting such as cost, time,
competitors, availability of goods etc. These tools are as under…
1. Coupons
2. Price-Off
3. Freebies
4. Scratch Cards
5. Lucky Draws
6. Bundling Offer
7. Extra Quantity
Let‟s have look at each tool…

1. Coupons:
Coupon is the oldest and most widely used way of sales promotion. Coupons have been used
since 1895. It is mostly used by packaged goods. It is worthwhile to use coupon as a promotion
tool because data shows that market for packaged goods increased from 16 billion in 1968 to 310
billion in 1994. To boost up the sales not only manufacturer but retailers personally can also
used. A coupon leads to price reductions so as to encourage price sensitive customers. Non users
can try a product which may leads to regular sales.

2. Price-off:
A price-off is simply a reduction in the price of the product to increase sales and is very often
used when introduction a new product. A reduction in price always increases sales but the use of
this technique should be carefully considered in the current market situation.
Price-off is the most preferred sales promotion technique because consumers response very
positively to this scheme. Not only that but it also cause large increase in sales volume. Price-off
reductions are typically offered tight on the package through specially marked price packs. E.g.
Krack Jack offers 30% Price-off.

3. Freebies


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Freebies are a popular form of modern marketing and are some of the best things about the
internet. The definition of freebies is products or services given away for free at no cost to the
consumer. Well that‟s the definition we came up with. I am a bargain freebie shopper, pretty
much going for any free product and informing everyone about it.
At different times, big and small companies often give away prizes and money which is too good
to be true. Often it‟s in the pursuit of more customers or a larger fan base and it often works.

4. Scratch Cards
A scratch card (also called a scratch off, scratch ticket, scratcher, scratchie, scratch-it, scratch
game, scratch-and-win or instant game) is a small token, usually made of cardboard, where one
or more areas contain concealed information: they are covered by a substance that cannot be seen
through, but can be scratched off.

5. Bundling Offers
Product bundling is a marketing strategy that involves offering several products for sale as one
combined product. This strategy is very common in the software business (for example: bundle
a word processor, a spreadsheet, and a database into a single office suite), in the cable
television industry (for example, basic cable in the United States generally offers many channels
at one price), and in the fast food industry in which multiple items are combined into a complete
meal. A bundle of products is sometimes referred to as a package deal or a compilation or an
anthology.


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Factors Influencing Consumer Oriented sales promotion:
Mainly four factors should be taken into account while determining the sales promotion program.
> Target market
> Nature of product
> Stage of product life cycle
> Budget available for promotion

1. Target Market:
While doing sales promotion, marketer must know who their target market is; otherwise there is
no use of all effort because it leads to nowhere. A target market can be in any of the stages of
buying hierarchy i.e. awareness, knowledge, liking, preferences, conviction and purchase. Each
stage defines a possible goal of promotion.
2. Nature of the product:
There are various product attributes which influence sales promotional strategy. When the unit
price is low the manufacturer as well as the customer has low risk but he can get the benefit of
mass marketing. Therefore, mass marketing requires mass sales promotion schemes. Sales
promotion scheme differ for products like its durability, perishable goods etc.
3. Stage of product Life Cycle:
Sales promotion strategies are influenced by the life cycle of a product. When a new product
introduced, prospective buyers must be informed about its existence and its benefits and
middlemen must be convinced to stock it. Later, if a product becomes successful, competition
intensifies and more emphasis is placed on sales promotion to increase its sales.
4. Budget Available for Promotion:

The funds available for promotion are the ultimate determinant of the promotional programme. A
business with ample funds can make more effective use of sales promotion programme than a
firm with limited financial resources. The budget for sales promotion can be prepared by the
following methods…


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o Percentage of Sales
o Fixed funds available for sales promotion
o Following the competition, and
o Budgeting by objective.

Sales Promotion Strategy

Sales are the lifeblood of a business, without sales there would be no business in the first place;
therefore it is very important that if a business wants to succeed, it should have a sales promotion
strategy in mind. The primary objective of a sales promotion is to improve a company‟s sales by
predicting and modifying your target customers purchasing behavior and patterns.
Sales promotion is very important as it not only helps to boost sales but it also helps a business to
draw new customers while at the same time retaining older ones. There are a variety of sales
promotional strategies that a business can use to increase their sales, however it is important that
we first understand what a sales promotion strategy actually is and why it is so important.
A sales promotion strategy is an activity that is designed to help boost the sales of a product or
service. This can be done through an advertising campaign, public relation activities, a free
sampling campaign, a free gift campaign, a trading stamps campaign, through demonstrations
and exhibitions, through prize giving competitions, through temporary price cuts, and through
door-to-door sales, telemarketing, personal sales letters, and emails.
The importance of a sales promotion strategy cannot be underestimated. This is because a sales
promotion strategy is important to a business boosting its sales.
When developing a sales promotion strategy for your business, it is important that you keep the
following points in mind.
Consumer attitudes and buying patterns
Your brand strategy
Your competitive strategy
Your advertising strategy
Other external factors that can influence products availability and pricing.


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There are three types of sales promotion strategies:
o

A push strategy

o

A pull strategy or

o

A combination of the two

A Push Strategy:
A „push‟ sales promotion strategy involves „pushing‟ distributors and retailers to sell your
products and services to the consumer by offering various kinds of promotions and personal
selling efforts. What happens here is that a company promotes their product/services to a reseller
who in turn promotes it to another reseller or to the consumer. The basic objective of this
strategy is to persuade retailers, wholesalers and distributors to carry your brand, give it shelf
space, promote it by advertising, and ultimately „push‟ it forward to the consumer. Typical push
sales promotion strategies include; buy-back guarantees, free trials, contests, discounts, and
specialty advertising items.

A Pull Strategy:
A „pull‟ sales promotion strategy focuses more on the consumer instead of the reseller or
distributor. This strategy involves getting the consumer to „pull‟ or purchase the product/services
directly from the company itself. This strategy targets its marketing efforts directly on the
consumers with the hope that it will stimulate interest and demand for the product. This pull
strategy is often used when distributors are reluctant to carry or distribute a product. Typical pull
sales promotion strategies include; samples, coupons, cash refunds or rebates, loyalty programs
and rewards, contests, sweepstakes, games, and point-of-purchase displays.

A Combination of Two Strategies:
A „combination‟ sales promotion strategy is just that; it is a combination of a push and a pull
strategy. It focuses both on the distributor as well as the consumers, targeting both parties
directly. It offers consumer incentives side by side with dealer discounts.

The Short term Impact of Promotions:

Let‟s have look at the impact of promotions on purchase behavior during the promotional period
i.e. the week or the month when the promotion was being run. The majority of the empirical
studies have focused on the impact of promotions in the short term. The key findings across the
studies are discussed below.


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Temporary price reductions (price off) substantially increase sales:

There is ample evidence to show that promotions lead to dramatic increases in sales of promoted
brand in the short term. Studies have consistently reported high sales effects and high price
elasticity of brands which are on promotion. The economic rationale for the promotional
response is clear – temporary price cuts increase the value of the product to the consumer and it
leads to immediate action. Sales boost can be quantified on the basis of brand switching, primary
demand expansion and consumer stockpiling during a promotion.
Sales Promotion leads to brand substitution with the product category:
The sales „bump‟ during the promotional period into sales due to brand switching, purchase time
acceleration and stockpiling. Studies on brand switching have shown that brand switching effects
within a category are asymmetric such that promotions on higher quality brands impacts weaker
brands disproportionately. During a promotion, higher quality brands induce a large number of
consumers to switch to them as compared to lower quality brands. One explanation advanced for
this finding by researchers is that large share brands have higher brand equity and attract
switchers more than low share brands.
Sales Promotion leads to purchase acceleration/stockpiling effects:
In response to a promotion, consumers may buy more quantity of the product category or buy at
an earlier time than usual (purchase acceleration effect). If consumers buy extra quantity during a
promotion or earlier than normal, then they are not in the market to buy products once the
promotion is over. Thus purchase acceleration is demonstrated through
A lengthening of inter purchase times after a promotion. Purchase acceleration was more likely
to be exhibited in increased purchase quantity than in shortened inter purchase times. Results
showed that consumers mostly made up for the large quantity purchased by waiting longer until
purchasing again. Results indicated that heavy users tended to accelerate purchases more than
light users. There was negligible difference in the acceleration propensities of high versus low
income groups.
Sales Promotion leads to primary demand expansion for a category:
While it was traditionally assumed that consumption rates remain fixed during and after a
promotion, but from this project I came to know that promotions also have a primary demand
expansion effect. When a primary demand expansion occurs, promotion induced increase in
purchase quantities does not significantly extend the time till the next purchase in the category
occurs, thus indicating that there has been an increase in consumption promotions induced
consumers to buy more and consume faster. It is found that promotion induced inventory
temporarily increased consumption rates within the category e.g. in categories such as bacon,
salted snacks, soft drinks and yogurt exhibited primary demand expansions as a result of
promotion while bathroom tissue, coffee, detergent and paper towels exhibited stockpiling only.
Sales Promotions affect sales in complementary and competitive categories:


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From this project it is found that promotion not only increases sales of main product but it also
lead to increase in sales of complementary categories. Found strong cross relationships between
products of the promoted product category indicating brand substitution behavior. They stated
that retail price promotions work as a form of implicit price bundling whereby the consumer
surplus is transferred from the promoted item to non promoted items. Also found that retail price
promotions create significant complementary and substitution effects within the store.

The Long term Impact of Promotions:
Strategies are builds to reap the benefits for longer period of time; same is true in sales
promotion strategies. Let us see impact of promotions effort and study the impact over a longer
time period e.g. 4-6 months or even a few years after a sales promotion campaign.
The result showed that consumer promotions for leading brands of established packaged
products had no after-effects on the brand‟s sales or repeat buying loyalty. The extra sales of a
brand while promoted came virtually all from the brand‟s existing long-term customer base for
which the experience of buying the promoted brand was nothing new.
It is found that although the short term effects of promotions are strong; these promotions rarely
exhibit long term effects. It is observed that each sales component generally lacked a permanent
effect and the effect of promotion was short lived and increase in promotions affected
consumers‟ stockpiling decisions in the long run. They found that the combined short and longterm elasticity of promotions was zero. The stockpiling induced by a promotion was essentially
offset by reduced demand in the long term. Thus increased sales were more a result of sales
borrowed from the future than increased consumption


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Objectives of the Project study

1. To study consumer preferences with respect to sales promotion in FMCG sector.
2. To examine tradeoffs, relative importance of different attributes while responding
to a sales promotion offer.
3. To study the effect of sales promotions in FMCG sector .
4. To study consumer behavior in purchase of Patanjali‟s Products.


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[ PART-II Profile of the Company ]

INDUSTRY PROFILE

History
The Indian economy is changing in profound ways by the onward march of its “consumers”.
Consumer growth has, of course, always been a central engine of economic growth, but what is
significant about the past decade is the acceleration in the pace of change, which in one way
reflects greatly on the growth, character and role of FMCG companies.
Having stated this, even the most prestigious FMCG firms are always under pressure when it
comes to retaining position and growing in the ever competitive scenario. This is a big challenge,
and it is rapidly becoming a strategic imperative.
In order to recognize the contribution of the FMCG sector to the socio-economic growth of
India, to analyze opportunities and challenges over the coming years, and to develop
recommendations to its stake holders (including FMCG companies, retailers and the
Government), FICCI‟s FMCG Committee and Technopak joined hands to produce this first of its
kind research report on the FMCG sector.
This research report dwells into the current state and future outlook of FMCG industry, along
with deliberating on issues, challenges and opportunities facing the FMCG industry.
The report suggests practical strategies and recommendations for policy makers towards
achieving competitive advantage in an increasing competitive scenario
MAJOR SEGMENTS OF THE FMCG INDUSTRY:


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Household Care
The detergents segment is growing at an annual growth rate of 10 to 11 per cent during the past
five years. The local and unorganized players account for a major share of the total volume of the
detergent market. The preference is given to detergents in urban area compared to bars.
Household care segment is featured by intense competition and high level of penetration. With
rapid urbanization, emergence of small pack size and sachets, the demand for the household care
products is booming. In washing powder segment, HUL is the leader with ~38 per cent of market
share. Other major players are Nirma, Henkel and Proctor & Gamble.
Personal Care
Personal care segment includes personal wash products, hair care products, oral care products,
cosmetics etc. The Indian skin care and cosmetics market is valued at $274 million and is
dominated by HUL, Colgate Palmolive, Gillette India and Godrej. The coconut oil market
accounts for 72 per cent share in the hair oil market. The hair care market can be segmented into
hair oils, shampoos, hair colorants & conditioners, and hair gels. In the branded coconut hair oil
market, Marico (with Parachute) and Dabur are the leading players. Sachet makes up to 40 per
cent of the total shampoo sale. Again the market is dominated by HUL with around ~47 per cent
market share; P&G occupies second position with market share of around ~23 per cent. Personal
wash can be further segregated into three segments namely Premium, Economy and Popular.

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Here also, HUL is the leader with market share of ~53 per cent; Godrej occupies second position
with market share of ~10 per cent. Swelling disposable incomes of the Indian consumers, growth
in rural demand and upgrading to the premium products are the key drivers for future demand
growth in major FMCG categories.
Theskin caremarketis ataprimarystageinIndia. Withthechangein lifestyles,increasein disposable
incomes, greater productchoiceandavailability, peopleare becomingmorealertaboutpersonal
grooming. Themajor players inthissegmentareHindustanUnileverwitha marketshareof
~54percent,followedbyCavinKarewithamarket
share
of~12percent
andGodrejwith
amarketshareof~3percent.
Theoralcare
marketcanbesegmentedintotoothpaste60percent;toothpowder-23per
cent;toothbrushes- 17 percent.Thissegmentis dominatedbyColgate-Palmolivewith marketshare
of~49percent,whileHULoccupies
secondpositionwithmarketshareof~30percent.Intoothpowdersmarket,ColgateandDaburarethemajo
r players.
FoodandBeverages
Thissegmentcomprises
of
thefoodprocessingindustry,health
beverageindustry,breadandbiscuits,chocolates&
confectionery,
MineralWaterandicecreams.Thethreelargestconsumedcategories
ofpackagedfoodsarepacked
tea,biscuitsandsoftdrinks.Indianhotbeverage marketisateadominant market.Themajorshare oftea
marketis
dominatedbyunorganizedplayers.LeadingbrandedteaplayersareHULandTataTea.Mjaorplayersinf
ood segment are HUL,ITC,Godrej,NestleandAmul.
INDIAN CONSUMERS SPENDING PATTERN


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Growth

The Indian FMCG sector is the fourth largest sector the economy with a total
market size of Rs. 167,100crs.
The market is estimated to grow to US$ 100 billion by 2025, according to market
research firm Nielsen.
In the last decade the FMCG sector has grown at an average of 11% a year; in the last
five years, annual growth accelerated to 17%.
FMCGs are slowly and gradually positioning and deeply penetrating in the fast growing
rural market. The Rural mindset is open to consumption of newer, more contemporary
food categories and as a result, drive consistent growth. FMCG industry to be Rs.40006000 billion industry by 2020.
Indian rural market currently worth US$ 9 bn is expected to become a US$ 100 bn
opportunity by 2025.
By 2025, total consumption is likely to quadruple making India the 5th largest
consumer market.
Organized retail is expected to grow by 14-18% by 2015 thereby boosting FMCG
Rural India accounts for more than 700 Million consumers or 70% of the Indian
population and accounts for 40% of the total FMCG market.
The Rural market is a large market space with very low organized player penetration.
Across the globe, the Indian rural market is probably the single largest “unit” of
opportunity
Also with changing lifestyle and increasing consumer demand, the Indian FMCG market
is expected to cross $80 billion by 2026 in towns with population of up to 10 lakh
The sector has a tremendous opportunity for growth in India, with the growing
population, the rising incomes, education and urbanization, the advent of modern retail,
and a consumption driven society
According to Nielsen, FMCG growth was 10.7% in the rural market and 10.8% in the
urban market during the quarter ended December 2011; for the quarter ended March
2012, while growth in the urban market improved to 16.5%, it rose even higher, to
17.2%, in the rural market.


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Growth Drivers


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International and National scenario

The Indian FMCG sector is the fourth largest sector in the economy with an estimated
size of Rs.1, 300 billion. The sector has shown an average annual growth of about 11% per
annum over the last decade. Unlike the developed markets, which are prominently dominated by
few large players, India‟s FMCG market is highly fragmented and a considerable part of the
market comprises of unorganized players selling unbranded and unpackaged products. There are
approximately 12-13 million retail stores in India, out of which 9 million are FMCG kirana
stores.
India FMCG sectors‟ significant characteristics can be listed as strong MNC presence,
well established distribution network, intense competition between the organized and
unorganized players and low operational cost. Easy availability of important raw materials,
cheaper labor costs and presence across the entire value chain gives India a competitive
advantage.
Products which have a swift turnover and relatively low cost are known as Fast
Moving Consumer Goods (FMCG). FMCG items are those which generally get replaced within a
year. Examples of FMCG commonly include a wide range of repeatedly purchased consumer
products such as toiletries, soap, cosmetics, oral care products, shaving products and detergents,
as well as other non-durables such as glassware, bulbs, batteries, paper products, and plastic
goods. FMCG may also include pharmaceuticals, consumer electronics, packaged food products
etc.
Penetration level and per capita consumption in many product categories is very low
compared to world average standards representing the unexploited market potential.
Mushrooming Indian population, particularly the middle class and the rural segments, presents
the huge untapped opportunity to FMCG players. Growth is also likely to come from consumer
'upgrading' in the matured product categories like processed and packaged food, mouth wash etc.


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A distinct feature of the FMCG industry is the presence of international players through their
subsidiaries (HLL, P&G, Nestle), which ensures innovative product launches in the market from
their parent's portfolio.
Our country has a varied agro-climatic condition which enables to offer extended raw
material base suitable for many FMCG sub sections like food processing industries etc. India is
the one of the major producer of livestock, milk, sugarcane, coconut, spices and cashew and is
the second largest producer of rice, wheat and fruits & vegetables. Similarly, India has an
abundant supply of caustic soda and soda ash, the chief raw materials required in the production
of soaps and detergents, which enables the household section of the industry to excel and grow.
The accessibility of these raw materials gives India the locational advantage.


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Competitor’s information
Top FMCG Companies in India - 2012

Sr. No.
1
2
3
4
5
6
7
8
9
10

Companies Name
ITC Ltd.
Hindustan Unilever
Nestle India
Dabur India
Godrej Consumer Products
Proctor and Gamble India
Colgate-Palmolive
GlaxoSmithKline Consumer Healthcare
Marico
Emami


III SEM 2013-2014

Market Cap (Rs. Cr.)
151,078.
67,858.
39,819.
18,632.
13,335.
12,838.
12,764.
9,842.
9,078.
6,836.


Company profile of Patanjali Ayurveda Kendra Pvt
Ltd

BACKGROUND & INCEPTION OF THE COMPANY:
Patanjali Ayurveda Kendra Pvt Ltd was officially inaugurated by ParamPujyaYogRisi Swami
Ramdevji Maharaj& Ayurveda ShiromaniRishikalpaAcharya Shree BalkrishnajiMaharaj on 27
September 2007 (2064/6/10 B.S.) and started its operation as an Patanjali Ayurveda Kendra Pvt
Ltd at swoyambhu, Katmandu, Nepal with the ultimate aim of providing holistic, natural and
effective Ayurveda treatment
Patanjali Ayurveda Kendra Pvt Ltd. has registered in 2006 to company Registar, Government of
Nepal. The company has authorized to operate sales of Ayurvedic Medicines and publication. It
was established with the main purpose of curing and preventing common ailments by Ayurveda
and importing all kind of Ayurvedic medicines, audio-visual materials and literatures of Divya
Pharmacy, DivyaYogSadhana and DivyaPrakashan, Haridwar, India to distribute in Nepal.
The Kendra was committed in taking guidance of all the advanced methods of effective
treatment procedures of Ayurveda. The Center was equipped with Ayurvedic Doctors, Pathology
Department, Pharmacy, Counseling Department and many more facilities. The Ayurvedic
doctors were trained from Haridwar and in-house for a minimum period of 2-3 months before
being put into professional practice.
Patanjali Ayurveda Kendra had made achievements in treating thousands suffering from diseases
like osteoarthritis, rheumatoid arthritis, osteoporosis, low back ache, cervical spondylsis,
psoriasis, allergic respiratory disorders, multiple sclerosis, age related mental stress and
rheumatic diseases. Ayurveda is a holistic healing science. Going beyond just curing an ailment,
Ayurveda aims at total well being of the individual – his mind, body and spirit.


III SEM 2013-2014


Company Profile
Estd. Date

27 September2007

Company

Patanjali Ayurveda Kendra Pvt.Ltd.

Promoters

Mr. BabukajiShrestha, President
Mr. RajuShrestha, Managing Director
Mr. PawmanSubedi, Director

Type of Business

Sole Distributor of Ayurvedic Product of Divya Pharmacy ,
DivyaYogSadhana, Divya Prakashan& Patanjali Ayurveda
Ltd., Haridwar, India

Head Office

Patanjali Ayurveda Kendra Pvt.Ltd
Swotantramargh,Swoyambhu
Chakrapath, Kathmandu,Nepal
Tel: +977-1-4674666 / 4674777
Fax No.: +977-1-4033557
Email: patanjali@wlink.com.np / Patanjali@mail.com.np
www.patanjaliayurveda.com

Number of employees
Kathmandu Office
Butawal Office
Suppliers

Bank Details
Name
Address
Swift code

25 Nos.
7 Nos.
Divya Pharmacy , Haridwar,India
DivyaYogSadhana, Haridwar,India
DivyaPrakashan, Haridwar, India
Patanjali Ayurveda Ltd., Haridwar,India

Bank of Katmandu
Head Office / Thamel Branch
BOKLNPKA


III SEM 2013-2014


Beneficiaries Details
Name
Address
A/C Number
Govt. Register

Patanjali Ayurveda Kendra Pvt.Ltd
Swoyambhu, Kathmandu
470000061438 / 060100061438
Company Registrar Office Tripureshower
on 2063.08.15 BS. Reg No. 42691.
Tax office on 2063.08.25 BS.
PAN/VAT No. 302445329.
Department Of Drug Administration
on 2063.10.19 BS. Reg No. 17243.
Department Of Ayurvedic Administration
on 2065.01.30 BS. Reg.No. 1789

Mission:
The basic mission of the Company is “Quality Consumer Products at affordable prices” and in
the process delivering long-term value to all stakeholders in the Company.

Vision:

The Company envisions being a dominant global player in the Ayurvedic Product
category and the leading Branded Player in the Ayurvedic Product segment in the IndianMarket
and thus occupying a place of pride in the Indian Ayurvedic Market. This shall be
achieved through Customer Centric Processes, People Development and Operational Excellence


III SEM 2013-2014


Product profile

SR.NO
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27

Product name
AAROGYA APPLE JUICE -1000 ML-PAL
AAROGYA APPLE JUICE -200ML-PAL
AAROGYA ATTA (WHEAT)-10KG-PAL
AAROGYA ATTA NAVRATNA -2KG-PAL
AAROGYA ATTA NAVRATNA -5KG-PAL
AAROGYA BASMATI RICE-5KG-PAL
AAROGYA BISCUITS-10GM
AAROGYA DALIA (PUSHTAHAR)-500GM-PAL
AAROGYA DALIA (WHEAT)-500GM-PAL
AGARBATTI-ALAKHNANDA -PAL
AGARBATTI-AMBER-PAL
AGARBATTI-JASMINE-PAL
AGARBATTI-KONARK-PAL
AGARBATTI-LAVENDER-PAL
AGARBATTI-MEDITATION-PAL
AGARBATTI-OUDH-PAL
AGARBATTI-ROSE-PAL
AGARBATTI-SANDAL-PAL
AGARBATTI-UTSAV-PAL
AGARBATTI-VANGANDHA-PAL
AGARBATTI-WHITE FLOWER-PAL
AGARBATTI-YAJNA SUGANDHAM-PAL
ALOE VERA GEL-150ML-PAL
ALOE VERA JUICE (FIBER & O/F)-1LT-PAL
ALOE VERA JUICE (FIBER)-1LT-PAL


III SEM 2013-2014


28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68

ALOE VERA JUICE (PLAIN)-1LT-PAL
ALOE VERA JUICE .(ORANGE)-1000 ML-PAL
AMLA AMRIT-65ML-PAL
AMLA CANDY -500GM-PAL
AMLA CHATPATA -500GM-PAL
AMLA JUICE-1000ML-PAL
AMLA MURRABA-1000GM-PAL
AMLA PICKLE-1KG-PAL
AMRIT RASAYAN -1KG-PAL
AMRIT RASAYAN -500GM-PAL
BADAM PAK -500GM-PAL
BEL CANDY -500GM-PAL
BEL MURRABA -1000GM-PAL
CRACK HEAL CREAM-50GM-PAL
DANT KANTI PASTE (JUNIOR)-100GM-PAL
DRISHTI EYE DROP-20ML-PAL
DANT KANTI PASTE-40GM-PAL
GAJAR MURRABA-1KG-PAL
HARAD MURRABA -1000GM-PAL
HERBAL GULAL GREEN-100GM-PNCPL
HERBAL GULAL ORANGE-100GM-PNCPL
HERBAL GULAL PINK-100GM-PNCPL
HERBAL GULAL YELLOW-100GM-PNCPL
HERBAL HAND WASH -250ML-PAL
HERBAL HAND WASH REFILL PACK-200ML-PAL
HERBAL SHUDDHI FLOOR CLEANER-1LT-PGN
HERBAL MEHANDI-100GM-PAL
JALJEERA-200GM-PAL
KANTI ALOE VERA SOAP-75GM-PAL
KANTI NEEM SOAP -75GM-PAL
KANTI PANCHGVYA SOAP-75GM-PAL
KESH KANTI HAIR CLEANER (POUCH)-8ML-PAL
KESH KANTI HAIR CLEANER-100ML-PAL
KESH KANTI HAIR CLEANER-200ML-PAL
KESH KANTI MILK PROTEIN -200ML-PAL
KESH KANTI REETHA HAIR CLEANER-200ML-PAL
KESH KANTI ANTI-DANDRUFF HAIR CLEANER-200ML-PAL
LICHI HONEY -500GM-PAL
MADHURAM SUGAR -1KG-PAL


III SEM 2013-2014


69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
100
101
102
103
104
105
106
107
108
109

MADHURAM SUGAR -2KG-PAL
MARIE BISCUITS -120GM-PAL
MARIE BISCUITS -300GM-PAL
METHI PACHAK-PAL
MIXED FRUIT JAM-500GM-PAL
MUSTARD OIL-1LT-PAL
NAMKEEN BISCUIT-100GM-PAL
NAMKEEN BISCUIT-50GM-PAL
NARIYAL BISCUIT-100GM-PAL
NEEM TULSI FACE WASH -60ML-PAL
OJAS AQUAFRESH SOAP -75GM-PAL
OJAS MINT TULSI SOAP-75GM-PAL
OJAS MOGRA SOAP-75GM-PAL
OJAS MULTANI MITTI SOAP-75GM-PAL
PACHAK AJWAN (ALOE)-100GM-PAL
PACHAK ANARDANA -100GM-PAL
PACHAK HARAD VATI -100GM-PAL
PACHAK HING GOLI -100GM-PAL
PACHAK HING PEDHA -200GM-PAL
PACHAK JEERA K.M GOLI-PAL
PATANJALI BALM -25GM-PAL
PATANJALI BASEN-500GM-PAL
PATANJALI KESHAR-1GRM-PAL
PATANJALI NAMAK -1KG-PAL
PATANJALI POPULAR CAKE-125GM-PAL
PATANJALI POPULAR CAKE-250GM-PAL
PATANJALI POPULAR DETERGENT POWDER-1 KG-PAL
PATANJALI POPULAR DETERGENT POWDER-250GM-PAL
PATANJALI POPULAR DETERGENT POWDER-500GM-PAL
PATANJALI PPURE COW GHEE-1LTR-PAL
PATANJALI TOOTHBRUSH (ACTION)-PAL
PATANJALI TOOTHBRUSH (ACTIVE CARE)-PAL
PATANJALI TOOTHBRUSH (CURVY)-PAL
PATANJALI TOOTHBRUSH (JUNIOR)-PAL
PATANJALI TOOTHBRUSH (SOFT)-PAL
PATANJALI TOOTHBRUSH-PAL
PEEDANTAK PAIN RELIEVER -50GM-PAL
PINEAPPLE JAM -500GM-PAL
PURE HONEY (MULTIFLORA)-250GM-PAL
PURE HONEY -250GM-PAL
PURE HONEY -500GM-PAL


III SEM 2013-2014


110
111
112
113
114
115
116
117
118
119
120
121
122
123
124
125
126
127
128
129
130
131
132
133
134
135
136
137
138
139
140
141
142
143
144
145
146
147
148
149
150

ROSE BODY CLEANSER-75GM-PAL
SADA CHYAWANPRASH -1KG-PAL
SAUNDARYA FACE WASH 60ML
NEEM TULSI FACE WASH 60ML
SATAVARI CHURNA -100GM-PAL
SEB MURRABA -1KG-PAL
SHARBAT- BURANSH-750ML-PAL
SHARBAT-BEL-750ML-PAL
SHARBAT-KHUS-750ML-PAL
SHARBAT-KESHAR BADAM-750ML-PAL
SHARBAT-BRAHMI-750ML-PAL
SHARBAT-MANGO-750ML-PAL
SHARBAT-GULAB-750ML-PAL
SHARBAT-MANGO PANNA-750ML-PAL
SHILAJEET (STRIP)-5GM-PAL
SHWET MUSALI CHURNA-100GM-PAL
SOMYA HALDICHANDAN SOAP-75GM-PAL
SP. CHYAWANPRASH -1KG-PAL
SP. CHYAWANPRASH -500GM
SPECIAL THANDAI -750ML-PAL
SPICE- BLACK PEPPER POWDER -100GM-PAL
SPICE- BLACK PEPPER WHOLE-100GM-PAL
SPICE- CAROM SEEDS -100GM-PAL
SPICE- CHANA MASALA -100GM-PAL
SPICE -CHAT MASALA-100GM-PAL
SPICE- CORIANDER POWDER -100GM-PAL
SPICE -CUMIN SEEDS-100GM-PAL
SPICE- FENUGREEK SEEDS-100GM-PAL
SPICE- GARAM MASALA -100GM-PAL
SPICE- SABZI MASALA-100GM-PAL
SPICE- TURMERIC POWDER-100GM-PAL
SQUASH- LEMON-750ML-PAL
SQUASH- MANGO -750ML-PAL
SQUASH- ORANGE-750ML-PAL
TEJUS ANTI WRINKLE CREAM -50GM-PAL
TEJUS BEAUTY CREAM-50GM-PAL
TEJUS BODY LOTION-100ML-PAL
TEJUS COCONUT OIL (BOTTAL)-210ML-PAL
TEJUS COCONUT OIL (JAR)-210ML-PAL
UJJWAL DETERGENT CAKE-125GM-PAL
UJJWAL DETERGENT CAKE-250GM-PAL


III SEM 2013-2014


151
152
153
154

UJJWAL DETERGENT POWDER-1KG-PAL
UJJWAL DETERGENT POWDER-2KG-PAL
UJJWAL DETERGENT POWDER-250GM-PAL
UJJWAL DETERGENT POWDER-500GM-PAL

Infrastructural facilities
 Centralized Office space available in the Administrative Building

 Dry Warehouses with a capacity of 20000 MT.

 Advanced warehousing and material handling system for grains


III SEM 2013-2014


 World class central laboratory for in-house testing

 Over-head Water Tanks

 Sewage Treatment Plant-Capacity 60 MT/day
 Water Treatment Plant Capacity


III SEM 2013-2014


 ETP Capacity 550 MT/day
 15 T + 6 T steam Boilers available

 Weigh-bridge (Capacity 60 MT)

 Multi commodity automated washing and grading unit
 Parking for commercial vehicles


III SEM 2013-2014


 Inhouse packaging units

 Internally connected metalled roads through all units/sheds

 Excellent drainage system
 Transportation facilities for employees
 Dedicated wi-fi and leased-line Broadband connectivity in the campus
 Dedicated internal security force


III SEM 2013-2014


Board of Directors
Name: Mr. BabukajiShrestha
Chairman
Phone: +977-1-4674666 (Ext. 113)
Email: patanjali@wlink.com.np

Name: Mr. RajuShrestha
Managing Director
Phone: +977-1-4674666 (Ext . 113)

Name: Dr. PawamanSuvedi
Director- Operation
Phone: +977-1-4674666 (Ext . 114)

Name: Mr. HariPradhan
Post: Manager
Phone: +977-1-4674666 (Ext .112)
Email: admin@patanjaliayurveda.com


III SEM 2013-2014


[ PART-IIIResearch Methodology ]

Research Methodology

Research Objectives:

1. To study consumer preferences with respect to sales promotion in FMCG sector.
2. To examine tradeoffs, relative importance of different attributes while responding
to a sales promotion offer.
3. To study the effect of sales promotions in FMCG sector
4. To study consumer behavior in purchase of Patanjali Products.


III SEM 2013-2014


Research Design
Research design selected for this project is Descriptive.
Data collection Method:
(a) Primary Data Collection Method:
o Survey method was used for primary data collection.
o We used questionnaire as an instrument for survey method.
Structured questionnaire.
o Type of questionnaire: Open ended and closed ended.

(b) Secondary Data Collection method:
Published Sources such as Journals, Internet, and Books etc.
Unpublished Sources such as Company Internal reports prepare by them.
Websites of Patanjali&, some other sites are also searched to find Data.

Sampling Detail
1. Target population:

The population for this research study consists of the residence of

Aurangabad &Jalana.
2. Sampling unit:

In this study the sampling unit is individual consumer.

3. Sample size:

1000 consumers.

4. Sampling method:
method.

The sample is selected by using convenience-sampling


III SEM 2013-2014


DATA ANALYSIS

Q 1] Which category PTANJALI PRODUCTS do you use?

Medicine
Food Products
Super foods
Ayurvedic Body Care
Ayurvedic Publications

900
950
700
800
350

1000
900

950
900

800
800
700
700
600
500
400
300

350

200
100
0
Medicine

Food Products


Super foods

Ayurvedic Body
Care

III SEM 2013-2014

Ayurvedic
Publications


Q 2] How often do you use PTANJALI PRODUCT?

Daily
once/week or more
2 to 3 times a month
once/month
every 2-3 months

800
162
23
10
5

900
800
800
700
600
500
400
300
200
162

100

23

10

5

2 to 3 times a
month

once/month

every 2-3 months

0
Daily

once/week or more


III SEM 2013-2014


Q 3] Overall, how satisfied are you with PTANJALI PRODUCT ?

Very Unsatisfied
Unsatisfied
Somewhat Satisfied
Very Satisfied
Extremely Satisfied

2
45
953

1200

1000
953
800

600

400

200
2

45

Somewhat
Satisfied

Very Satisfied

0
Very Unsatisfied

Unsatisfied


III SEM 2013-2014

Extremely Satisfied


Q 4] How likely are you to use/purchase PTANJALI PRODUCT again?

969
26
5

Definitely
Probably
Might or might not
Probably not
Definitely not
Never used

1200

1000
969
800

600

400

200
26

5

Probably

Might or might
not

0
Definitely


Probably not

Definitely not

III SEM 2013-2014

Never used


Q 5] Would you recommend PTANJALI PRODUCT to others?

974
22
4

Definitely
Probably
Might or might not
Probably not
Definitely not

1200

1000
974
800

600

400

200
22

4

Probably

Might or might
not

0
Definitely


Probably not

III SEM 2013-2014

Definitely not


Q 6] Price of the PTANJALI PRODUCT is suitable to the quality of product company
provide?

1000

Less price high quality
high price low quality
low price low quality
high price high quality

1200

1000
1000
800

600

400

200

0




Q 7] What recommendations would you offer for improving PTANJALI PRODUCT?
= Most of the Patanjali‟s consumer are facing problem like; products are not available
regularly. So, they suggested increasing Stock and making sure that products are available
inmarket regularly


III SEM 2013-2014


LIST OF DAILY WORK

No.
1

Date
17-05-13

2

18-05-13

3

19-05-13

4

20-05-13

5

21-05-13

6

22-05-13

7
8

23-05-13
24-05-13

9

25-05-13

10
11

26-05-13
27-05-13

12

28-05-13

Work
1. Over-View of Broacher of Patanjali.
2. Reference list Over-View.
3. Discussion of Project with Mr.Milind S. ShuklaSir .
1.Discussion with Mr. SatishSolunke (Marketing Executive), Mr.
S. Shinde (Marketing Executive),Mr.Tekawade (Marketing
Executive).
2. Over-View of Infrastructure of office.
1. Visit to Bajajnagar in Waluj area (new area ).
2. Open10 new outlets.
3.Discussion about day work.
1.Visit to Chavni area.
2. Open new 11 outlets.
1. Discussion of Project with my project guide Dr.GoutamSaha
Sir.
1. Visit to 3 outlets in Phulambri area.
2. Discussion with the outlet oweners.
1. Delivery of order in Bajajnagar in Waluj area
1.Visit to Nandanvan colony.
2.Open 5 new outlets and took orders from 7 old outlets.
1. Visit to Sultanpur to meet a person who want to open Swadeshi
Kendra in that area.
2.Vist to Khultabad to Discuss the problems facing bye the outlet
owners.
1. Delivery of order in Chavni area.
1. Visit to N-1 area and Ambedkarnagar.
2. Open 8 new outlets.
3. Discussion about day work.
1. Delivery of order in Nadanvan colony.


III SEM 2013-2014


13
14

29-05-13
30-05-13

15

31-05-13

16
17

01-06-13
02-06-13

18
19
20
21

03-06-13
04-06-13
05-06-13
06-06-13

22

07-06-13

23

08-06-13

24

09-06-13

25

10-06-13

26

11-06-13

27
28

12-06-13
13-06-13

29

14-06-13

30

15-06-13

31
32
33

16-06-13
17-06-13
18-06-13

1. Holidy
1. Discussion of Project with my project guide Dr.GoutamSaha
Sir.
1. Visit to Kumbharwad ,Gulmandi , RangarGalli area.
2. Open13 new outlets.
1. Delivery of order in N-1 area and Ambedkarnagar.
1. Visit to Bajajnagar in Walujarea
1. Delivery of order inKumbharwad ,Gulmandi , RangarGalli area.
1. Delivery of order inBajajnagar in Walujarea .
1. Holidy
1. Visit to Ranjangaon inWalujarea
1. Visit to Palashi&Adgaonsarakto meet a people who want to
open SwadeshiKendra in that area
1. Visit to Ladsawangi&Karmadto meet a people who want to
open SwadeshiKendra in that area
1. Visit to Warudkazi, Golatgaon&Gadejalgaonto meet a people
who want to open SwadeshiKendra in that area
1. Visit to Khodpura&rajabajar.
1. Visit to Harsul&Jatwada Area.
2. Open 5 new outlets& reopen 8 dead outlets
1. Holiday
1. Work in main office.
1. Work in office.
2. Discussion with Mr. SatishSolunke (Marketing Executive), Mr.
S. Shinde (Marketing Executive), Mr.Tekawade (Marketing
Executive) about market.
1. Discussion of Project with my project guide
Dr.GoutamSahaSir.
1. Delivery of order in Khodpura&rajabajar.
1. Delivery of order in Ranjangaon inWaluj area
1. Visit to N-6, N-7, N-9 area.


III SEM 2013-2014


34
35

19-06-13
20-06-13

36

21-06-13

37

22-06-13

38

23-06-13

39
40

24-06-13
25-06-13

41
42
43

26-06-13
27-06-13
28-06-13

44

29-06-13

45

30-06-13

1. Holiday
1. Visit to N-11, N-12 area.
1.Work in godown of kalda corner.
1. Delivery of order in Harsul&Jatwada Area
1. Visit to Bajajnagar in Waluj area (new area ).
1. Holidy
Discussion withMr.Milind S. Shukla Sir .
1. survey ,Questionnaire& interview wid Customer.

My Achievements during the Project
-During the Project I open 93 new outlets
-Regain 33 Dead outlets
-Generate business of Rs12 lakhs


III SEM 2013-2014


[ PART-IV ]

Findings
Sales Promotion, a short-term inducement, offered to a consumer or trade has gained momentum
as a promotional tool world over. It represents nearly three fourth of the marketing budget at
most consumer product companies. Sales promotions can enhance consumers‟ self-perception of
being “smart” or a “good” shopper
Quality as the most influencing factors in the purchase decision while price is also an
important for purchase decision.
Schemes always attract more and more consumers towards particular brand.
Simultaneously it gives idea about the factors which consumers look most in the product
before they make final decision
Price off and extra quantity is the two main offers/schemes which consumers have came
across at the time of purchase
People are ready to buy products of brand which suits their budget means more quantity
+ less cost + quality.
Extra quantity with less or same price, more satisfaction, quality and other factors
influence consumers to switch over to other brands.
People are more quality and price oriented.
Consumer remember that name of the product by the company name and also from the
past performance of that company
Demand is too much for Patanjali‟s products in market, because of that shortage problem
occurs in market regularly.


III SEM 2013-2014


Suggestion
Patanjali Product has less price and high quality so more and more consumer buy Patanjali‟s
products. Demand is too much for Patanjali products in market, because of that shortage problem
occurs in market regularly.
So, I suggest that Patanjali should increase the productivity and make sure that there will be no
shortage of product in market.


III SEM 2013-2014


LEARNING EXPERIENCE

 Image1-Me, working in the main office.
 Image 2- Me, Tushar&siddhesh (fellow student) Visiting Patanjali‟s best selling outlet in
Aurangabad.
 Image 3-Me, checking stock in godown.

In 45 days of training period at Patanjali Ayurveda Kendra Pvt Ltd., has enhanced my
corporate experienced.
During my training period, I have gone through various aspects of corporate world and I
found higher authorities are always too busy.
In few days, the environment made me feel like a part of the organization.
I got an opportunity & small task to observe the production line of Patanjali Ayurveda
Kendra PvtLtd..
I learnt the importance of maintaining the discipline in work and being on time for that.
I also learnt that Marketing professional need to do every job that comes to his/her table.
I learnt how the company works with group task and the meaning of coordinating among
all employees.
How time is important in corporate life is a basic observation of mine.
Our skills and knowledge are a key of your fast growing future, and other hand lazy
employee always blaming on company‟s work.
This project is as my first step in corporate world and it was really very helpful and a
landmark for my future career.


III SEM 2013-2014


SWOT Analysis

Strengths:
• Low operational costs
• Presence of established distribution networks in both urban and rural areas
• Presence of well-known brands in FMCG sector
Weaknesses:
• Lower scope of investing in technology and achieving economies of scale,
especiallyin small sectors
• Low exports levels
• "Me-too” products, which illegally mimic the labels of the established brands.
These products narrow the scope of FMCG products in rural and semi-urban
market.
Opportunities:
• Untapped rural market
• Rising income levels, i.e. increase in purchasing power of consumers
• Large domestic market- a population of over one billion.
• Export potential
• High consumer goods spending
Threats:
• Removal of import restrictions resulting in replacing of domestic brands
• Slowdown in rural demand
• Tax and regulatory structure


III SEM 2013-2014


Bibliography

BOOKS
Philip Kotler, “Marketing Management”, 11th edition, Pearson
education Asia Publication.
C.R.Kothari, “Research Methodology methods &techniques”, New
Age International (p) ltd.publishers, 2nd edition.
Website

www.patanjaliayurveda.com
www.nielsen.com
Newspapers
Times of India
Hindustan Times

Journals
Sales & Marketing Management
Strategic Entrepreneurship Journal
Journal of Consumer Research


III SEM 2013-2014


Annexure
Questionnaire

Patanjali Ayurved Ltd.
CUSTOMER SURVEY FORM
Dear Customer,
As the Marketing Executive of PATANJALI AGENCY, I want to thank you for giving us the
opportunity to serve you. Please help us serve you better by taking a couple of minutes to tell us
about the service that you have received so far. We appreciate your cooperation and want to
make sure we meet your expectations.
Sincerely,
TusharChole
Marketing Executive
1] Which category PTANJALI PRODUCTS do you use?

Medicine
Food Products
Super foods
Ayurvedic Body Care
Ayurvedic Publications
2] How often do you use PTANJALI PRODUCT ?
Daily
once/week or more
2 to 3 times a month
once/month
every 2-3 months
3] Overall, how satisfied are you with PTANJALI PRODUCT ?
Very Unsatisfied
Unsatisfied
Somewhat Satisfied
Very Satisfied
Extremely Satisfied


III SEM 2013-2014


4] How likely are you to use/purchase PTANJALI PRODUCT again?
Definitely
Probably
Might or might not
Probably not
Definitely not
Never used
5] Would you recommend PTANJALI PRODUCT to others?
Definitely
Probably
Might or might not
Probably not
Definitely not
Never used
6] Price of the PTANJALI PRODUCT is suitable to the quality of product company

provide?


7] What recommendations would you offer for improving PTANJALI PRODUCT?

THANK YOU


III SEM 2013-2014


Study of consumer oriented sales promotion in FMCG sector tushar chole

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