A

PROJECT REPORT
ON
MARKET RESEARCH,
RETAILERS SURVEY
AND
SALES PROMOTION

FOR
GITS FOOD PRODUCTS PVT. LTD.
SUBMITTED TO UNIVERSITY OF PUNE
IN PARTIAL FULFILLMENT OF
TWO YEARS FULL TIME COURSE
MASTER IN BUSSINESS ADMINISTRATION (M.B.A.)
SUBMITTED BY
SATISH GAJANAN KUNDOJWAR
ROLL NO. - B522
(BATCH 2006-07)
ACKOWLEDGEMENT
I am profoundly grateful to Mr. P. P. Kondu of Gits Food Products Pvt. Ltd.
Pune, for so kindly giving me this opportunity of doing my summer internship in their
esteemed organisation. I intensely appreciate his keen and constant interest in my
learning experience, which could not have been more fruitful.
I am also thankful towards all the members of the organisation, who showed
their warmth and co-operation, thereby assisting me to know the entire activity
associated with Export marketing.
I would like to express my immense gratitude towards my guide Prof. Mahesh
Halale who helped me at every point of time to develop an insight to think in a more
broader and practical sense.
I am also indebted by our director Dr. Sharad Joshi and rest of the faculty,
who laid the foundation of management aspects in me.
Last but not least I thank my friends and colleagues without whom this
endeavor would not have been possible.
INDEX
1. EXECUTIVE SUMMARY 1
2. INTRODUCTION 2
3. COMPANY PROFILE 7
4. RESEARCH METHODOLOGY 17
5. DATA ANALYSIS 27
6. FINDINGS 44
7. LIMITATIONS 46
8. CONCLUSION 47
9. RECOMMANDATIONS 48
10. BIBILOGRAPHY 50
11. ABREVATIONS 51
ANNEXURE 1: RETAILERS QUESTIONAIRE 52
ANNEXURE 2: CONSUMERS QUESTIONAIRE 55
INDEX OF TABLES
TABLE NO. NAME PAGE NO.

1.1 LEADING PLAYERS 6
2.1 READY MIX 15
2.2 PAPAD 16
2.3 NAMKEEN 16
4.1 MARKET SHARE AND AWARENESS 27
4.2 MOST APPEALING ATTRIBUTES OF
PRODUCTS
28
4.3 OPINION ABOUT QUALITY 29
4.4 PRICES OF DIFFERENT BRANDS 30
4.5 EFFECTIVENESS OF SALES PROMOTION
SCHEME
31
4.6 EFFECTIVENESS OF PROMOTIONAL TOOLS 32
4.7 BRAND AWARENESS 33
4.8 BUYERS OF GITS PRODUCTS 34
4.9 FREQUENCY OF BUYING 35
4.10 PURCHASE OF DIFFERENT BRANDS 36
4.11 MOST CONSUMABLE GITS PRODUCTS 37
4.12 PACKAGING OF GITS PRODUCTS 38
4.13 MOST PREFERABLE PACKAGING 39
4.14 PREFERENCE OF GITS OVER OTHER
BRANDS
40
4.15 RATING OF GITS PRODUCTS 41
4.16 EFFECTIVENESS OF LIVE DEMO 42
4.17 EFFECTIVENESS OF FREE SAMPLE TO
ATTRACT THE CUSTOMERS
43

1. EXECUTIVE SUMMARY
This report constitutes description of the work done by me while doing
summer project in Gits food products Pvt. Ltd.
Primary objective of project is to gain the perspective of overall
marketing activities done in a corporate firm. This was done by gaining
information about the market conditions. Specific attention was provided for
retailers as well as consumer surveys to fathom out the information about
market. Extracted information was in turn utilised for doing market research.
Sales promotion in form of live demonstrations was also done; it was
aided by highlighting different sales promotion scheme.
2. INTRODUCTION
India is the world s second largest producer of food next to china, and
has the potential of being the biggest with the food and agricultural sector. The
total food production in India is likely to double in the next ten years and there
is an opportunity for large investment in food and food processing
technologies, skills and equipment, specially in areas of canning, dairy and
food processing, specially processing, packaging, Frozen/Refrigeration and
Thermo Processing. Foods and vegetables, fisheries, Milk and Milk Products,
Meat and Poultry, Packaged/Convenience Food, Alcoholic beverages and Soft
Drinks and Grains and important sub- Sector of the Food Processing
Industries.
A health Food and Health Food supplement is another rapidly rising
segment of the industry which is gaining vast popularity amongst the health
conscious. India is one of the World s measures Food Producer but Accounts
for less than 1.5 % of international food Trade. This indicates vast scope for
both investors and exporters. Food Exports in 1998 stood at US $ 5.8 Billion
whereas the World total was US $ 438 Billion. The Indian food Industries sale
turnover is 140,000 Crores (1 Crores = 10 million) annually as at the start of
the year 2000. The industry has the number of plants approved by the US
Food and Drug Administration (FDA) outside the USA. India s Food
Processing Sector covers fruit and vegetables; meat and poultry; milk and milk
products, alcoholic beverages, Fisheries, Plantation, Grain Processing and
Other Consumer Product groups like confectionary, Chocolates and Cocoa
products, Soya- Based Products, Mineral Water, High Protein Foods,etc.
We cover an executive database of an array of suppliers,
manufacturers, Exports and Imports widely dealing in sectors like the food
Industry, Dairy processing, Indian beverages, etc. we also cover Sector like
Dairy Plants, Canning, Bottling Plants, Packaging Industries, Process
Machinery, etc.
The promising sub-sector includes Soft-drink Bottling, Confectionary
manufacture, Fishing, aquaculture, Grain-milling and Grain- based Products,
Meat and Poultry Processing, alcoholic beverages, Milk Processing, Tomato
Paste, Fast-food, ready- to-eat breakfast cereals, Food Additives, Flavors etc.
2.1 INDIAN FOOD PROCESSING INDUSTRY SET FOR A MAJOR
THRUST:-
Indian food processing industry is all set for a major thrust, as the rapid
economic growth being achieved in the country will translate into increase
disposable income. With the average Indian pending 52 % of his income on
food, much larger proportion of the increase income will be set aside for
consumption quite comparable to developed countries. Increase in income has
a direct co-relation with the increase in process food consumption.
A recent study has concluded that food processing sector is vital to
India s prosperity and the percent Rs. 70 Billion industry is likely to be double
to Rs. 140 Billion by 2005. The growth potential of India s food industry is
enormous with food habits changing rapidly and moving towards value added
foods. India is the world s second largest food producer with the potential to
be the number one in the future with the Food and Agricultural Sector
contributing to 26 % of India s GDP. The total Food production is likely to
double in the next 10 years and there is an opportunity for large investment in
Technologies, Skills and Equipments. Opportunities also exist in improving
the efficiency level and to reduce the current losses and wastage in the
complete food chain at every stage. In order to inject greater efficiency the
industry needs to adopt the latest technologies that could provide economics of
scale and cost effectiveness. Greater use of radiation technology in food
processing which is being used in over four countries in the world and which
has been permitted in India too and application of biotechnology will go a
long way in increasing productivity and improving varieties of Fruit s and
Vegetables.
The new wave in the food industry is not only about foreign companies
arriving here attached by the prospective size of the market. It is also about the
migration made in India tag on food products traveling abroad. Indian food
brands and Fast Moving Consumer Goods (FMCGs) are now increasingly
finding prime shelf-space in the retail chains of the US and Europe. These
include Cobra Beer, Bikanerwala Foods, MTR Foods, ready-to-eat Food,
Stuff, ITC s Kitchen of India and Satnam Overseas, Basmati Rise. In a bid to
boost the food sector, the government is working on agrizones and the concept
of Mega Food parks. One indication of the importance that the sector received
is the hiking of the present outlay for the sector from Rs. 85 Crores (US $ 19.5
Million) in 2004-05 to Rs. 180 Crores (US $ 41.35 million) the next year,
more than twice the earlier amount.
The government is also considering investing Rs. 100 Crores (US $
22.97 Million) in at least 10 Mega Food Parks in the country beside working
towards offering 100 % foreign investment and income Tax benefit in the
sector.
2.2 CHARACTERSTICS OF INDIAN FOOD PROCESSING
INDUSTRY:-

The ministry of food processing estimates the size of the food processing
industry at Rs. 3,150 Billion (US $ 70 Billion), including Rs. 990 Billion (US
$ 22 Billion) of Value added Products.

The food processing industry is established to grow at 9- 12 %, on the basis of
an estimated GDP growth rate of 6-8 %, during the 10
th
plant period.

Value addition of food product is expected to increase from the current rate 8
% percent to 35 % by the end of 2025. Fruit and Vegetable Processing which
is currently around 2 % of total production will increase to 10 % by 2010 and
to 25 % by 2025.
The industry employees 1.6 Million workers directly. The number of people
employed by industry is projected to grow to 37 million direct and indirect job
workers by 2025.

The total exports of the food processing industry in 2001- 02 were Rs. 136
billion and the target export for 2002-03 was at Rs. 146 Billion. Marine
products export was the single largest constitute of the total export of the
processed foods contributing over 40 % of total process food exports.

Five- year tax holiday for new food processing unit in fruits and vegetable
processing along with other benefits in budget 2004-05 has bolstered the
government s resolution of encouraging growth in this sector.

India is the largest producer of milk in world with an estimated production of
91 million Tones in the year 2002-03. Milk and milk products account for a
significant 17 % of India s total expenditure on food and the popular milk
products are Cheese, Butter, Ghee, Dairy, Whiteners and Ice-creams.

The Indian snacks food market comparing bakery products, ready to it mixes,
curries, Chips, Namkeens and other processed foods in large, diverse and
dominated by the an organize sector.

The total size of the Indian snack food market is at an estimated over 400, 000
Tones in volume turns and Rs. 100 Billions in value term and is growing at
over 10 5 for the last three years (2002-03). The largest consumed categories
of packaged foods are packed Tea, Biscuits and Soft Drinks.
2.3 LEADING PLAYERS IN FOOD INDUSTRY:
Agro Food Pvt. Ltd. HLL Limited Parle Products Pvt. Ltd.
Britannia Industries Ltd. Haldiram Pvt. Ltd. PepsiCo Inc
Dabur India Ltd. (Foods) ITC Ltd. General Mills Pillsbury
Dynamix Dairy Ind Ltd. MTR Food Ltd. Surya Food & Agro Pvt. Ltd.
Gits Food Products Pvt.
Ltd.
Nestle Ltd. Tata Chemicals Ltd.
Godrej Industries Ltd.

Food Division
Parle agro Pvt. Ltd. Ashirvad Food Products Pvt.
Ltd.
Table 2.1 Leading Players
3. COMPANY PROFILE
Founded as a small family enterprise in 1963 by partners H.Z. Gilani
and A.K. Tejani, Gits is now at the forefront of the instant foods revolution in
India. Pioneering the ready-to-cook concept with a range of dehydrated soup
mixes such as Tomato, Vegetable and Chicken, Gits moved on to bring
diverse traditional Indian foods from 'Halwais' (sweet makers) and 'Bawarchis'
(chefs) to the home.
Gits has captured India's fast growing market through its quality
products, formidable distribution network and aggressive marketing strategy.
The company now manufactures a whole range of Indian snacks developed
and perfected by rigorous in-house R&D. This has enabled Gits to roll full
steam to a position of brand leadership. Gits has won awards consecutively
over the years for its growing exports. Today, exports to USA, Canada, UK,
Australia, Asia, the Middle East and Europe account for 35% of total revenue.
This unprecedented growth was secured under the leadership of Joint
Managing Directors, M.A. Tejani and R.H. Gilani.
Gits' primary concern is quality: A commitment that necessitates
consistent investment in Technology and modern equipment. Gits products are
manufactured by automatic machines in strictly hygienic conditions at plants
in Pune and Nasik.
The ultra-modern dairy plant at Nandur is supplied and installed by
Alfa-Laval.
Rigorous implementation of strict quality control ensures that Gits
products always match high purity standards. Only farm fresh produce provide
the raw materials for its products. ISO 9000, a systems benchmark of
international standards, is under implementation in the organisation.
Gits' growing national distribution network presently comprises depots
and C&F agents stationed in every major Indian state. Distribution depth is
provided by 600 distributors located across India. A hundred strong sales force
provides the cutting edge to the company's marketing and merchandising
efforts.
In its globalisation effort, Gits is further developing its strong export
market in the Middle East, USA, UK and other European countries. After
achieving successes by focusing export efforts on the South Asian community,
Gits is strategically broadening its target group to include the Non-
Asian, and has flagged off this strategy launching new international style
export packaging.
Streamlining of manufacturing process and strengthening of the
marketing and distribution networks are part of the on-going efforts. R&D
operation are geared to extend product lines while retaining core
competencies. Consumer satisfaction remains Gits' hallmarks as it ventures to
new destinations ahead.
3.1 PRODUCTS
Traversing and integrating the entire country, Gits brings a mouth-
watering range of Indian delights. For the sweet tooth, it offers Gulab Jamun
Mix and Jilebi Mix - universal favorites. Lovers of South-Indian cuisine can
choose from Idli, Rava (Semolina) Idli, Dosa and Sambhar Mix. Gits' Dhokla
Mix and Khaman Dhokla come to you straight from Gujarat in Western India.
Gits Pakoda entertains guests at teatime, another national favorite. Bengali
sweets, an offering from the east, will be launched shortly. Working on the
platform of instant mixes, Gits then targeted the famous Indian Papads, and
was the first to bring to the market fully machine-made papads of all varieties
in standard sizes. A unique line of Mini Papads was launched, and new lip-
smacking varieties of Mini Papads based on Potato, Corn and Rice have been
added to the range.
Exploring new tracks, Gits has diversified into the dairy products
segment. Two companies, namely: Convenience Foods Pvt. Ltd. and Clover
Foods Pvt. Ltd., were set up to manufacture pure ghee, dairy whitener and
milk powder under the trusted Gits brand name. Gits Pure Ghee has been
awarded the Agmark special grade in recognition of its superior quality by the
government of India. Gits Milk Powder bears the ISI quality mark issued by
the Bureau of Indian standards (Govt. of India). Gits will soon unveil Whole
Milk Powder, Skim Milk Powder and other dairy products.
3.2 MISSION STATEMENT
We Believe:-
There is no limit to what a man can do
if he doesn t care who gets the creator.
We make a living by what we get;
We make a life by what we give.
What we give up power;
You gain power.
Attitudes are contagious ..;
Is your work catching?
Sure to win if you think to win.
How True:-
Whatever work you are doing
is worth doing well.
Know your limits but
Try to exceed them.
Goals are just dreams with deadlines.
See the invisible .
Do the impossible.
Abilities not used are abilities wasted.
Inside every difficulty lies an opportunity.
Because the Customer:-
Because the customer has a need,
We have a job to do.
Because the customer has a choice,
We must be the better choice.
Because the customer has sensibilities,
We must be considerate.
Because the customer has an urgency,
We must be quick.
Because the customer has high expectations,
We must excel.
Because the customer is unique,
We must be flexible.
Because the customer has influence,
We have the hope of more customers.
Because of the customer,
We exist.
Great Leader Believe:-
Being number one is easier than
Remaining number one.
You don t pay the price for success,
You enjoy the price for success.
Failure is success,
If we learn from it.
When a man has put a limit on what he will do,
He has put a limit on what he can do.
Nothing in the world can take the place of persistent.
You ve got to give loyalty down,
If you want loyalty up.
No one can make you feel inferior without your
consent.
I don t know the key to success,
But the key to failure is trying to please
everybody.
The measure of power is honesty.
Love truth but pardon errors.
It s great to be grade,
But it s greater to be Human.
Vision is the art of seeing the invisible.
Winning isn t everything it s the only thing.
People ask you for criticism,
But they only want praise.
There are no winners on the survival.
Don t compromise yourself,
You are all you ve got.
Success is the result of perfection, hard-work,
Learning from failure, loyalty to choose
for whom you work and persistence.
Lose an hour is the morning and spend
the rest of the day looking for it.
The trouble with most of us is that we would rather
be rained by praise than saved by
criticism.
Respect your work,
It is the only way to achieve prosperity.
The secret of happiness is not in doing what one
likes,
But in liking what one has to do.
Don t go where the path may lead,
Go instead where there is no path and leave a
trail.
A successful people is one who lay a foundation
With the bricks that other throws at him or
her.
A pessimist sees the difficulty in every opportunity;
And optimist sees the opportunity in every
difficulty.
The most important thing in the communication
is to hear what isn t being said.
The only place where success comes
before work is in the dictionary.
The road is to success is always under construction.
Opportunity is mined by most people because
it is dressed in overalls and looks like work.

3.3 JOURNEY OF GITS FOOD PRODUCT PVT. LTD.
a. Established in 1963 : ISO 9002 Company.
b. Owned, Manufactured Product : Indian Food Specialties, Dairy
Products, Basmati
Cuisine.
c. Plant Locations : Pune, Nashik & Nandur.
d. Corporate Office : At Mumbai (Bombay).
e. National Coverage : Through 600 independent
Distributors covering urban &
rural
Areas .
f. State wise Stock & Sales Depots : In 14 States of India and more
being
Setup.
g. 100 Strong sales force : Spread through the country.
h. Profile of Outlet Covered : General Stores, Grocery Stores,
Markets etc.
3.4 CONTRACT MANUFACTURING AND JOINT VENTURE :
a. Plant Capacities : Indian cuisine mix, Approx, 4000
tones p.a.
b. Dairy Products : Ghee 4000 metric tones. Milk
solids
750 tones p.a.
c. Sheeted Products : Papads 700 tones p.a.
d. Infrastructure : Sufficient land & Building to add
Capacity and new equipments.
3.5 OPPORTUNITY FOR IMPORTERS OF ETHNIC FOODS:
Indian cuisines amongst the fastest growing food segment in the world.
The products manufactured by Gits are amongst the most popular ones
where the recepies have already established and global acceptance

amongst
all nationalities.
Gits products are already exported to Europe, UK, USA, Australia,
Canada, and the Middle East. Its custom base now extends beyond the Indian
immigrants livings in this country.
3.6 Product Range

PRODUCTS
(Snacks)
NET
WT. /
PACK
(GMS)
NO.
OF
PKTS
/
CTN
Gulab Jamun Mix 100 60
Gulab Jamun Mix 200 60
Gulab Jamun Mix 500 30
Jilebi Mix 100 60
Jilebi Mix with
Maker
135 25
Idil Mix 200 60
Dosai Mix 200 60
Dosai Mix 500 30
Vadai Mix 200 60
Pakora Mix 200 60
Dhokla Mix 200 60
Khaman Dhokla
Mix
200 60
Khaman Dhokla
Mix
500 30
Sambhar Mix 100 60
Sambhar Mix 200 60
Rava Idli Mix 200 60
Rava Dosai Mix 200 60
Vermicelli Kheer
Mix
125 60
Rice Kheer Mix 125 60
Dahi Vada Mix 200 60
Upma Mix 200 60
Ras Malai Mix 150 60
Gota Mix 200 60
Moong Dal Vada 200 60
Mix
Uttappam Mix 200 60
Kulfi Mix 100 60
Rasam Mix 100 60
Table 3.1 Ready Mix
PRODUCTS
(Lentil Mini Papad -
Size 40 mm)
NET
WT. /
PACK
(GMS)
NO.
OF
PKTS
/
CTN
Black Pepper 200 60
Garlic 200 60
Plain 200 60
Moong 200 60
Jeera 200 60
Table 3.2 Papad
PRODUCTS
(Gits Namkeen)
NET
WT. /
PACK
(GMS)
NO.
OF
PKTS
/
CTN
Pudina Alu Bhujia 200 60
Tomato Alu Bhujia 200 60
Cheese Alu Bhujia 200 60
Sev Bhujia .. 200 60
Khatta Meetha . 200 60
Moong Dal ... 200 60
Chana Dal 200 60
Chivda 200 60

Table 3.3 Namkeen
4. RESEARCH METHODLOGY
Research Methodology is a way to systematically solve the research
objective. In this we include the various steps that are adopted by a rescuer in
studying the research objective along with the logic behind it. In this we
include particular techniques so that the research results are capable of being
evaluated either by the researcher himself or by others. In carrying out this
project, I have collected responses from various big & small retail outlets of
Gits from its consumers and retailers in and around Pune. For this exploratory
research was conducted where a sample survey of various dealers in Pune was
carried out. The sample size of the survey was 150 Retailers and 150
Consumers, for the survey a questionnaire was given by the company.
4.1 TYPE OF RESEARCH
The type of research I selected was Descriptive research because the aim of
the research was to get information from the retailers & consumers.
4.2 TYPE OF DATA
The data I collected was both primary & secondary data provided to me by
the distributors of Pune area.
4.3 METHOD OF DATA COLLECTION
For the collection of Data, I have prepared a questionnaire, which
accompanied with personal visits & face-to-face talks with the various
retailers & consumers. The retailers were free to give their own comments
about Gits. So that collection of data involved two-way communication & this
gave better accessibility to the research objective. Primary Data was collected
through questionnaire & secondary data were gathered from Gits food
products Pvt. Ltd.
4.4 MARKET RESEARCH:
Market research can be defined as systematic gathering, Recording and
analyzing of data about a problem relating marketing of goods and services .
4.5 STEPS IN RESEARCH :
Step No 1.
To decide the objective of the study to be carried out project title:
Overall marketing activities related with GITS food products Pvt. Ltd. In this
project survey of the Distributors, Retailers & Customers in the Pune Region
had to be carried out to determine the following objectives.

To find out effect of, Visibility & Availability of product on customers.

To study sales & sales promotional activities.

To study the merchandise activities

To study of sales promotion activities.

To find Consumer s Perception about GITS food products.

To study Retailer s satisfaction level of GITS products.

To carry out the Retailer s survey.
Step No 2.
To decide the Research Design and Research Approach:
Research Design
Research Design is a plan, structure and strategy of Investigation conceived so
as to control variance there are three types of Research Design,

Exploratory Research

Descriptive Research

Casual Research
Step No 3.
To determine the source of data:
There are two sources of data

Primary Data

Secondary Data

Primary Data
Primary Data is that data is collected a fresh and thus happen to be of original
character following are the characteristics of the primary data,

It is expensive mode of collection data

It required lot of time

It gives accurate results
Reason for selected primary data :In terms of primary data a questionnaire has
been used to interview desire sample units that gives accurate and up to data
information as well as better insight to research problems.
Secondary Data
Any other data, which has been collected earlier for some other purpose is
called as secondary data. Following are the characteristics of secondary data.

Economical - Cost collecting original data can be saved

Time saving

save much of the time of researcher

Basis of comparison it provides basis of the comparison with primary data

Better understanding

in the light of secondary data Researcher can improve
the researcher problem and may even change some of his earlier ideas.

Reason for selective secondary data
To Analyse the recent development in the instant food segments.

Sources of secondary Data
I have consulted secondary sources like books, annual Report, Published and
unpublished materials.
Step No 4.
To design data collected forms:
Two common modes of data collection

Observational method

Survey method
Survey method
Survey method can be carried out through interviews that can be,
Personal interview
For this project PERSONAL INTERVIEW is carried out, because
information from different distributors, retailers & consumers are required.
Questionnaire:
A retailer questionnaire was designed to collect the information. For this
project consumer questionnaire was given by the company to collect relevant
information from the retailers and consumers.
Questionnaire used in the projects has 2 types of the Questions,

Open ended Questions

Multiple Choice Questions
Step No 5.
Once the Researcher has formulated and developed a researcher design
including Questionnaire, second thing he has to decide whether he has to
collect the information from all the people comprising population. There can
be two type of survey are possible,

Sample Survey

Census Survey
For this project sample survey is chosen.
Characteristics of the sample survey:-

It is cheaper then census survey

It requires less time also It is economical & more detail information can be
collected
Following decisions is to be made
Sample Unit who is to be surveyed ?
What is Sample ?
Sample is the true representation of the population; by studying the behavior
of the sample we can predict the behavior of the population.

Sample Size How many people to be surveyed Sample Size has to be
determined in light of two factors: -

Monetary Constraints

Time Constraints
I have taken 150 RETAILERS and 150 CONSUMERS as samples.
Sample Frame
Sample frame could be retailers, list of blocks and localities of cities a map or
any other list consisting of sample units.
Method of sampling
It indicates how sample units are selected. Two commonly used techniques are
probability sampling and non-probability sampling.

Probability Sampling

Random sampling

Systematic sampling
Stratifies sampling

Multistage Sampling

Area sampling

Non probability Sampling

Judgment / Purposive sampling

Quota Sampling

Multiphase sampling
For this project RANDOM PROBABILITY SAMPLING is carried out.
Step No 6.
To organize and Conduct Field work:
After analyzing the information collected through Desk Research, the focus
was shifted to collect information from key personal of various industries. The
target area was Pune and number of Retailers covered was 150 and
number of consumers covered was 150, during training period. I have done
extensive survey of the distribution outlets to observe the marketing operation
performed by the organization; dealers responses were conducted with the
help of a prepared schedule sample are taken at different locations that come
under the given distributors. I have done Consumers survey at these retailers
outlets only.
Step No 7.
To process and analyze collected data
After the data was collected it was tabulate, analyzed and interpreted to reach
the conclusion. Techniques Applied:-

Pie Chart
Bar Chart
Step No 8.
To prepare the Research Report
4.6 STATEMENT OF THE PROBLEM: -
The study aims at analysing the retailer s survey, further this study also aims
at understanding the consumer s behavior and brand awareness among the
consumers and retailers.
4.7 OBJECTIVE OF THE STUDY: -

To know the role of retailers in the sale of Gits food products.

To study the brand awareness of Gits food products

To understand the consumers buying pattern of instant mix food.

To asses the market potential of Gits food products.

To carry out sales promotion for Gits products.
4.8 SCOPE OF STUDY: -
The geographical scope of the study is confined to selected area in Pune where
the results desired from these areas can be generalized to whole of the Pune
city.
4.9 SAMPLE SIZE: -
The sample size of study was 150 retailers and 150 consumer s families
4.10 PLAN ANALYSIS: -
Data collected through primary sources were tabulated with help of tables. The
statistical fig. on the tables was used for analyzing the data, analysis were
added up with conclusion, as per the needs of this research suggestion.
4.11 SALES PROMOTIONS TECHNIQUES USED: -

Had given a free sample for customers to test.

Given live demo of products

Given discounts, gifts, cash benefits to retailers for effective sailing

Given discount for customers in shopping malls for Gits products.
5. DATA ANALYSIS
5.1 MARKET SHARE AND AWARENESS
Table 5.1: Market Share & Awareness
This test helps in understanding two concepts;

Brand availability in market

Brand awareness among retailers
From the table it is clear that among 150 respondents who were interviewed
60 stock Gits food products i.e. 40 %, while 17 respondents i.e. 11.33 %
stock MTR, 10 respondents i.e. 6.67 % stock EMAR, 23 respondents i.e. 15.33
% stock Chitley etc.
Graph 5.1: Market Share & Awareness
Sr. No. Brand No. of Respondents Percentage (%)
1.
GITS 60
40
2.
MTR 17
11.33
3.
EMAR 10
6.67
4.
Chitley 23
15.33
5.
Bambino 10
6.67
6.
Ashirwad 20
13.33
7.
Others 10
6.67
Market Share & Awareness
GITS
40%
MTR
11%
EMAR
7%
chitley
15%
Bambino
7%
Ashirwad
13%
Others
7%
5.2 MOST APPEALING ATTRIBUTE OF PRODUCT
Table 5.2: Most appealing attribute of Product
From the table it is clear that 56 respondents i.e. 38 % say that we pay
for quality.
44 respondents i.e. 29% say that it is brand name attract us to stock the
product, 20 respondents i.e. 13 % say that the stock for profit margin etc.
Graph 5.2: Most appealing attribute of Products.
Sr. No. Attribute No. of Respondents Percentage
1.
Product Quality 56
38
2.
Sales Promotion 12
8
3.
Profit Margin 20
13
4.
Distribution 18
12
5.
Brand Name 44
29
Most Appealing Attribute Of Product
Product
Quality
38%
Sales
Promotion
8%
Profit
Margine
13%
Distribution
12%
Brand Name
29%
5.3 OPINION OF VARIOUS RESPONDENTS ABOUT QUALITY
OF THE PRODUCTS
Table 5.3: Opinion about quality of the products
The above table shows that majority of the respondents who were
interviewed are satisfied with the quality of brand or product which they
stock.
Graph 5.3: Satisfaction Level
5.4 PRICES OF DIFFERENT BRANDS
Sr. No. Brands Satisfied Unsatisfied
1.

Gites 64 1
2.

Bambino 7 1
3.

MTR 17 2
4.

EMAR 9 1
5.

Chitley 24 2
6.

Ashirwad 21 1
Satisfaction lavel
64
7
17
9
24
21
1 1
2
1
2
1
0
10
20
30
40
50
60
70
G
i
t
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B
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M
T
R
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A
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w
a
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N
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m
b
e
r

O
f

R
e
s
p
o
n
d
e
n
t
Satisfide
Unsatisfide

Table 5.4: Prices of different brands
From the above table the prices of GITS products are high as
comparatively with
MTR, EMAR, Chitley, Bambino and Ashirwad products.
Graph 5.4: Prices of different Brands
Sr. No. Brand High Price Average Price Low Price Total
1. GITS 18 49 0 65
2. MTR 3 19 0 20
3. EMAR 0 9 1 10
4. chitley 0 24 2 23
5. bambino 0 11 0 11
6. Ashirwad 0 6 18 21
Price Of Different Brandes
18
3
0 0 0 0
49
19
9
24
11
6
0 0
1
2
0
18
65
20
10
23
11
21
0
10
20
30
40
50
60
70
G
I
T
S
M
T
R
E
M
A
R
c
h
i
t
l
e
y
b
a
m
b
i
n
o
A
s
h
i
r
w
a
d
No. of Respodandent
High Price
Avg.Price
Low Pricw
Total
5.5 EFFECTIVE SALES PROMOTION SCHEME
Table 5.5: Effectiveness Sales promotion scheme
The above table shows that 50 respondents are interested in cash benefited,37
respondents are interested in gifts,33 respondents are notsure and 30
respondents are interested in discount benefits.
Graph 5.5: Effective sales promotion
5.6 EFFETIVENESS OF PROMOTIONAL TOOLS
Sr. No.
Scheme No. of respondents
1.
Discount 30
2.
Gift 37
3.
Cash 50
4.
Not Sure

33

Effective Sales Promotion Scheme
30
37
50
33
0
10
20
30
40
50
60
Discount Gift Cash Not Sure
Table 5.6: Effectiveness of promotional tools
The above Table shows that 101 respondents are aware of GITS
products through advertisements, 28 respondents are aware of products
through special offer and 21 respondents are aware of GITS products through
discount.
Graph 5.6: Effectiveness of Promotional Tools
5.7 BRAND AWARENESS
Sr. No. Awareness No. of Respondents Percentage
Sr. No. Promotional tools No. of respondents
1.
Advertisement 101
2.
Direct Marketing 0
3.
Special Offer 28
4.
Discount 21
Effectiveness Of Promotional Tools
Advertisement
67%
Direct
Marketing
0%
Spacial Offer
19%
Discount
14%
Advertisement
Direct Marketing
Spacial Offer
Discount
1. Aware 141 94
2. Unaware 9 6
Table 5.7: Brand Awareness.
From the above table it is clear that out of 150 respondents, the rate of
awareness of GITS products is high. 141 respondents i.e. 94 % are aware of
GITS products
Graph 5.7: Brand Awareness.
5.8 BUYERS OF GITS PRODUCTS
Sr. No. Buyers No. of Respondents Percentage
1. Buys 114 76
2. Don t Buys 36 24
Brand Awareness
Aware
94%
Unaware
6%
Table 5.8: Buyers of GITS Products.
The above table shows that 114 i.e. 76 % out of 150 respondents buy the GITS
products.
Graph 5.8: Buyers of GITS Products.
5.9 FREQUENCY OF BUYING THE GITS PRODUCTS
Table 5.9 Frequency Of Buying .
Sr. No.
Frequency of Buying No. of Respondents
Percentage
1.
Daily 0
0
2.
Weekly 6
15
3.
Monthly 34
85
Buyers Of Products
Buyes
76%
Don t Buyes
24%
The table shows that 0 % of respondents buy GITS products daily. 15 % of
respondents buy GITS products weekly and 85 % of respondents buy GITS
products monthly.
Graph 5.9: Frequency of Buying
5.10 PURCHASE OF DIFFERENT BRANDS
Table 5.10: Purchase of Different Brands
Sr. No. Brands No. of Respondents Percentage
1. Gits 59 39
2. MTR 19 13
3. Chitley 31 21
4. Priya 14 9
5. Bambino 14 9
6. Ashirwad 13 9
Frequency of buying

Monthly
85%
Daily

0%
Weekly

15%
1 Daily
2 Weekly
3 Monthly
From the table it is clear that 39% of respondents purchase GITS Food
Products. 13% MTR, 21%Chitley, 9% Priya 9% Bambino & 9% respondents
purchase Ashirwad products.
Graph 5.10: Purchase of Different Brands.
5.11 NUMBER OF RESPONDENTS OF MOST CONSUMIBAL
PRODUCTS
Sr. No. Products No. of Respondents
1. Gulab Jamun 43
2. Idli 22
3. Dosa 8
4. Medu Wada 4
5. Jilebi 8
6. Samber 11
7. Dhokla 16
8. Khree 5
9. Kulfi 4
10. Rasmalai 3
11. Rava Idli 9
12. Rava Dosa 5
13. Dhai Wada 12
Purchace of Different Brandes
Gits
39%
MTR
13%
Chitley
21%
Priya
9%
Bambino
9%
Ashirwad
9%
Table 5.11: Most Consumable GITS Products.
It is clear from the Table that out of 150 respondents 43 buy Gulab Jamun, 22
buy Idli, 12 buy Dahi Wada etc.
Graph 5.11: Most consumable Products.
5.12 OPINION OF VARIOUS RESPONDENTS ABOUT THE
PACKAGING OF THE GITS PRODUCTS
Table 5.12: Packaging of GITS Products
From the Table, it is revealed that Packaging of the Product is Attractive.
Out of 150, 62Respondents said that Packaging of Products is Attractive,
31 Respondents say it is handy, 35 Respondents say it needs Improvement &
22 Respondents say it should be changed.
Sr. No. Perception About Packaging No. of Respondents
1. Handy 31
2. Attractive 62
3. Need improvement 35
4. Should be Changed 22
Most consumable Product
43
22
8
4
8
11
16
5
4
3
9
5
12
0
5
10
15
20
25
30
35
40
45
50
G
u
l
a
b

J
a
m
u
n
I
d
l
i
D
o
s
a
M
e
d
u

W
a
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a
J
i
l
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b
i
S
a
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b
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r
D
h
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a
K
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K
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i
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a
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a

I
d
l
i
R
a
v
a

D
o
s
a
D
h
a
i

W
a
d
a
Graph 5.12: Packaging of GITS Products.
5.13 OPINION OF VARIOUS RESPONDENTSABOUT THE
TYPE OF PACKAGING THEY MOSTLY PREFERRED
Table 5.13: Most Preferable Packaging.
The above table shows that46.67%of Respondents prefers refill
packaging. The other 32.67% & 20.67% of respondents prefer Carton &Jar
packaging respectively.
Sr. No. Type of Packaging No. of Respondents Percentage
1. Refill 70 46.67
2. Carton 49 32.67
3. Jar 31 20.67
Packaging of Products
31
62
35
22
0
10
20
30
40
50
60
70
Handy Attractive Need
improvement
Should be
Changed
Most Preferred Packaging
46.67%
32.67%
20.67%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
P
e
r
c
e
n
t
a
g
e

o
f

P
a
c
k
a
g
i
n
g
Graph 5.13: Most Preferred Packaging
5.14 THE NUMBER OF RESPONDENTS PREFERRING GITS
OVER OTHER BRAND
Table 5.14: Preference GITS over other Brands.
From the above table it is clear that out of 150, 93 respondents i.e.
(62%) prefer GITS over the other Brands. 57 Respondents (i.e.38%) do not
prefer GITS.
No. of Respondents

Yes

%

No

%

Preference of GITS over Brands

93 62

57 38

Preference for Other Brands
62%
38%
10%
20%
30%
40%
50%
60%
70%
P
e
r
c
e
n
t
a
g
e

o
f

R
e
s
p
o
n
d
e
n
t
s
Graph 5.14: Preference of other Brands.
5.15 OPINION OF RESPONDENTS ABOUT THE OVERSLL RATING
OF GITS FOOD PRODUCTSGITS FOOD PRODUCTS
Table 5.15: Rating of GITS Products
The above table shows that 69 respondents rank the products (GITS) as
satisfactory, 42 respondents as excellent, and 30 respondents ranked GITS
food products as good.
Sr. No. Brand No.of Respondents
1. Excellent 42
2. Good 30
3. Satisfactory 69
4. Poor 9
Rating of Product
42
30
69
9
0
10
20
30
40
50
60
70
80
Excellent Good Satisfactory Poor
Graph 5.15: Rating of GITS product
5.16 EFFCTIVENESS OF LIVE DEMO TO CUSTOMERS
Table 5.16: Effectiveness of Live Demo to Customers
The above Table shows that 109 Respondents i.e.73% are satisfied with Live
Demo, where 41 Respondents i.e. 27% are Unsatisfied.
Sr. No. Customers No. of Respondents
1. Satisfied 109
2. Unsatisfied 41
Effectiveness Of Live Demo To Customers
Satisfied
73%
Unsatisfied
27%
Satisfied
Unsatisfied
Graph 5.16: Effectiveness of Live Demo to costumers

5.17 EFFECTIVENESS OF FREE SAMPLE TO CUSTOMERS
Table 5.17: Effectiveness of Free Sample to Attract the Customers
The above Table shows that 10% of the Respondents are Purchase the
Products through Free Sampling
Graph 5.17: effectiveness of free sample
Sr. No.
Attraction No. of Respondents
1.
Purchased 15
2.
Not Purchased 135
Effectiveness of Free Sample To attract The
Customers
Purchased
10%
Not Purchased
90%
Purchased
Not Purchased
6. FINDINGS
6.1 FINDINGS (RETAIL SURVEY)

The availability of Gits food products is very good 84% of the retailers stock
Gits food products.

The majority of retailer s stock Gits food product because of its quality
(45%) and existing brand name (36%).

When effectiveness of different promotional tools was surveyed.
Advertisements happened to be most effective none i.e. (96%) respondents.

As for as factors influencing most before the customer chooses product is
concern. The retailer was found to be most influential i.e. (56%) of
respondent. Where as advertisements also influences according to some of
the respondents.

When asked about product quality 98% of total retailers were satisfied with
the quality of product.

When asked about product packaging 63%of respondent perceives
packaging as excellent.

In case of pricing 75% of respondent said that prices of emgee reasonable as
compared to Gits food products.

75% of respondents said distribution strategy of Gits is good.
6.2 FINDINGS (CONSUMER SURVEY)
Out of 150 respondents who were interviewed 141 i.e. 94 % are aware
of Gits food products that show the excellence brand awareness level.
1. 76 % of respondents who are aware of Gits food products actually buy the
products.
2. Majority of the customers (90 %) buy instant mix food products monthly.
3. When compared with other competitive brands, majority of the respondents
(70 %) buy Gits food products
.
4. The majority of respondent s i.e. (72 %) say that appealing attribute which
attract towards product is the quality of Products .
5. As far as buying a different products from existing product line all the
respondents who were interviewed i.e.( 100 % )buy Gulab Jamun,(45 %) buy
idli, (32 %) buy Dhokala & Kulfi. The rest of the products get very less
consumers.
6. When asked about product packaging (90 %) said that product packaging is
attractive.
7. A study was conduced on the introduction of Direct to consumer (DTC)
services 64% said, they will buy through DTC. 70%said they will buy more
than they currently buy.
8. When asked about the price they pay through DTC 86% respondents said they
would pay MRP and less than MRP.
9. When preference of Gits products over their competitors was surveyed, 66%
said they prefer to buy Gits food products.
10. Response towards overall ranking of Gits is satisfactory with majority of a
consumer rating it has satisfactory and excellent.
7. LIMITATIONS

The response from respondent was mainly for there memory recalls
which might lead to memory bias. However, cross checking at every
stage has lead to reduction in bias to some extent.

The generalization of study can be made to Pune city.

Lack of proper cooperation from retailers and consumers.

Data collected may have response error.
8. CONCLUSIONS

Availability of Gits was studied and it was found to be easily available.

Visibility of Gits was studied, there is scope of improvement.
.

Sales of Gits was studied, there is vast market potential yet to be tapped.

Consumer s perception was studied and was satisfactory.

Retailer s survey was carried out.

Sales and sales promotion activities were studied and found out to be
effective.
.

Retailer s satisfaction level about Gits food product was studied and very high
level of satisfaction was found out.
9. RECOMMANDATIONS
9.1 RECOMMENDATION (Retailers survey)

The market coverage of Gits food product is quite good, but at the same time
only retailers stock some selected products. Hence company should some
steps to enhance the availability of the other product not stocked by the
retailers.

Advertisements are very effective in promoting the product, and also it is
revealed that retailer is the most influential factor when customer chooses
product.

As far as Gits is concerned their advertisement is very poor. Emphasis
should be given to advertisement and special consideration (schemes,
discounts etc) to retailers.

The price of Gits product is higher as compared to other brand. This
indicates the competitive advantage of other brands and therefore should be
taken in consideration. If certain cost is curtailed in packaging and incurred
into advertisement or price product can be placed lower.
9.2 RECOMMENDATIONS (CONSUMERS SURVEY)

Gits food products have quite high brand awareness, but at the same time
sales are decreasing hence company should take some steps to enhance its
sales.

The attribute for products purchases are, product quality and taste. The
quality of the product is quite good but at the same time its price was
reported high when compared with other brands. So the company should try
to maintain the competitive advantage of quality and take into consideration
the local brands.

All the respondents buy Gulab Jamun but at the same time other products
have very low buying response from customers. The company should take
steps to increase the sales of other products also.

Direct to costumer service got a quite good response from consumers. So the
company should think about the introduction about this concept.

Gits has a very poor communication with its consumers, in order to
overcome consumer complaints about the non promotion, and to stay ahead
of competition and create loyal and growing customer base the following
measure are recommended.

ADVERTISING: Because of advertisings public nature, consumers find
to view advertised products as more legitimate.

PERSONAL SELLING: Presentation by the firm s sales for the purpose
of making sales and building customer relationship.

SALES RELATION: Short-term incentives to encourage the purchase or
sale of a product or service e.g.; coupon s contests, cent- off debts
premiums, trade show.

PUBLIC RELATION: A well thought-out public relations campaign
used with over promotion mixed elements can be very effective and
economical.

DIRECT MARKETING: Direct communication with carefully targeted
individual consumers to obtained an immediate response, and cultivates
customer s relationships.
10. BIBILOGRAPHY
Research Methodology, Methods and techniques
Prof. C. R. Kothari
Marketing research
Prof. K.L.Malhotra
Principles of marketing
Kotler and Armstrong
Marketing research
Prof. G.C. Beri
www.gits.com
11. ABREVATIONS
FDA Food and Drug Administration
USA United States of America
US United states
GDP Gross Domestic Profit
FMCG Fast Moving Consumer goods
ITC Indian Tobacco Corporation
UK United Kingdom
ISO International Standard Organisation
PVT. Private
LTD. Limited
ISI Indian Standard Institute
ANNEXURE1: RETAILERS QUESTIONAIRE
Name:-
Area:-
1) Which companies instant mix food products do you have?
i. GITS ii. MTR
iii. Chitley iv. Priya
v. Bambino vi. EMAR
vii. Other, Please Specify:
2) What is the most appealing attribute about the product you have?
i. Product Quality ii. Sales Promotion
iii. Profit Margin iv Distribution
v. Other, Please Specify :
3) What is the total sale of instant mix products per month? (Take last month
in consideration.)
i. GITS ii. MTR
iii. Chitley iv. Priya
v. Bambino vi. EMAR
vii. Other, Please Specify:
4) Which promotional tool do you feel effective for these types of products?
i. Advertisement ii. Direct Marketing
iii. Special Offers iv Discount
5) Which factor influences most before the customer chooses the product?
i. Retailer ii. Adevertisement
iii. Availability
iv. Other, Please Specify:
6) How frequently Sales personnel of the company visit you?
BRANDS Weekly

Fortnightly

Monthly

More than a month

GITS
Priya
Bambino

MTR
EMAR
Chitley

7) What is your opinion the packing of these products?
BRANDS Average Good Excellent
GITS
Priya
Bambino
MTR
EMAR
Chitley

8) What is your opinion about the price of these products?
BRANDS High Price Average
Price
Low Price
GITS
Priya
Bambino
MTR
EMAR
Chitley

9) What is the opinion about the distribution of these products?
BRANDS Poor Average

Good Excellent
GITS
Priya
Bambino
MTR
EMAR
Chitley

10) Are you satisfied or unsatisfied with the profit margin of these products?
BRANDS Satisfied Unsatisfied
GITS
Priya
Bambino
MTR
EMAR
Chitley

11) Do you want to make any comment? If yes, please specify.
By: Signature of Respondent
Management Trainee
Satish Kundojwar(MBA)
Thanking you.
Dear Respondent,
I am a student of MBA ( Pune university, Pune). I am working
with GITS FOOD Products (Hadapsar Industrial Estate). As a management
trainee, I have to prepare a project based upon this survey. I expect your kind
co- operation in this respect.
Name:-

Address:-
Contact No.:
ANNEXURE 2: CONSUMERERS QUETIONANAIRE
1) Are you aware of the products of GITS?
i. Yes ii. No
2) Do you buy the products of GITS?
i. Yes ii. No
If yes, then how frequently?
i. Daily ii. Weekly iii. Monthly
3) How did you come to know about GITS products?
i. TV Advertisement ii. Newspaper
iii. Hoardings iv Internet
v. Other, Please Specify :
4) Which products of food products do you purchase?
i. GITS ii. MTR
iii. Chitley iv. Priya
v. Bambino vi. EMAR
vii. Other, Please Specify:
5) What is the reason for you to prefer the above brand?
i. Taste ii. Quality
iii. Price iv Easily Available
6) Which of the following brand of GITS food products do you buy most
frequently?
i. Gulab Jamun ii. Idli
iii. Dosa iv Medu Wada
v. Jilebi vi. Sambhar
vii. Dhokala viii Kheer
ix. Rava Idli x. Kulfi
xi. Dahi Wada xii Rava Dosa
7) How do you perceive the product packaging? Is it
i. Handy ii. Attractive
iii. Need Improvement iv Should be changed
8) Generally, which kind of size pack do you prefer?
i. Refill ii. Carton
iii. Jar
iv. Other, Please Specify:
9) If company authorized person comes to your doorstep along with products.
Are you ready to buy? (Direct to Customer)
i. Yes ii. No
10) If direct to customer (DTC) services are provided to you, will you buy
more than you currently buy?
i. Yes ii. No
11) Are you ready to buy at MRP price or below it through DTC services?
i. Yes ii. No
12) Do you prefer GITS brands over other brands?
i. Yes ii. No
If no, which brand do you prefer?
13) How frequently do you buy Instant mix products?
i. Daily ii. Weekly
iii. Quarterly iv Monthly
14) What is your monthly household income?
i. 1,000- 10,000 ii. 10,000- 20,000
iii. 20,000 30, 000 iv Above 30,000
15) How do you rate GITS FOOD PRODUCTS?
i. Excellent ii. Very Good
iii. Satisfactory iv.Poor
16) Do you want to make any comments?
If yes, please specify:
By: Signature of Respondent
Management Trainee,
Satish Kundojwar(MBA)
Thanking You!
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