CHAPTER 1

1.

INTRODUCTION & DESIGN OF THE STUDY

COMPANY PROFILE
Suguna Poultry Group is one of the largest producers of Poultry broiler in the
country. We envisage a growth prospect that would take us from the existing
turnover of over Rs.2800 crores to Rs.13000 crores in the next 5 years. We also seek
to extend our sphere of influence into never markets both wt8ihint he country and
globally. Our product and service encompass the whole gamut of the Poultry
industry from country farms. Broilers operations counters and Poultry feed plants at
TAMILNADU,

KARNATAKA,

ANDHRA

PRADESH,

MAHARASTRA,

PUNJAB, WEST BENGAL, ORISSA, GUJARAT, UTTAR PRADESH AND

RAJASTHANA truly enlightened work culture and a top management team
consisting of professionals from all parts of the country await you.

CONTACT DETAILS CONCELEBRATING A 2000CR

ACHIEVEMENT
Started in the year 1984, Suguna Poultry Farm Limited is Indias largest
Poultry enterprise with a turnover of 2030 crores in 2007-08. Sugunas pioneering
efforts in contract Farming have helped thousands of farmers to grow along with the
company. Managing Director Mr. B. Soundararajan and Joint Managing Director
Mr. G.B. Sundararajan head the group.
Suguna currently operates in 11 states working with 15,000 farmers, 25,000
channel partners and 4,800 employees. At the heart of Sugunas success lies the
vision of energizing rural India.
1

Energizing Rural India

Suguna Poultry Farm Limited has drafted a new success saga with a vision to
strengthen the backbone of the Indian economy. The organization has focused on
reaching out to rural India through its innovative and sustainable buside, reaching
out to the rural segment of the Poultry farming community. Reaching out to embrace
new ideologies that will help Suguna set trends in our areas of expertise. At Suguna,
we firmly believe that in reaching out we will be able to nurture a more holistic
growth.

Sugunas Core business activities

Suguna imports the grandparent birds from Ross in UK best known for their
tenderness and taste and from Lowman in Germany, the best in layers. State of
the art hatcheries, quality feed and best farm management practices ensure the
highest quality broiler chicken. Suguna is the first Poultry company to implement
end to end ERP system for Poultry business management.
Suguna has commissioned own feed mills and soya plants as part of its
integration in the Poultry value chain, Extending its forward integration is Sugunas
entry into retail through its Daily Fresh outlets. Suguna is well known for its range
of high quality products that include chicken, value added eggs and naturally
processed frozen and chilled chicken.

SUGUNA IN BROILERS PRODUCTION

Suguna has become the household name in the broiler chicken industry;
Suguna stands first in broiler production in India (and 4 th in the world by volume).
Suguna Poultry Farm revolutionized the Indian Poultry industry through contract
farming. Suguna Chicken is a highly trusted brand name offering high quality,
nutritious, hygienic and affordable broiler chicken.

SUGUNA IN LAYERS INDUSTRY

Suguna offers day old Layer chicks and pullets to Indian farmers who prefer
more number of savable eggs and layers that are highly efficient in gram feed per
egg, and adaptable to different environmental conditions with high livability. The
chick is a white-egg layer and as such highly suitable for cages, deep litter, aviary
and free-range management.

Global Partners of Suguna

Company Profile Suguna partnered with Ross of UK for importing broiler
grandparent stock and Lowman of Germany for Layer grandparents. Suguna imports
day old grandparent and parent stock chicks from Ross, a subsidiary of Aviagen for
broiler. Lowman is today the worlds Number one Primary Breeding Company for
Layers under the umbrella of Erich Wesjohann Group of Companies headquartered
in Cuxhaven, German.

SUGUNA ANYTIME FROZEN CHICKEN

Suguna exports frozen chicken products, under the Suguna Anytime brand to
Middle East, where they are well received and have a good presence. Sugies
products are processed in a modern processing plant near vayalur which is HACCP
certified and abides the international standards based on Total Quality Management
(TQM) system with strict compliance to hygiene and inspection requirements and
adopting the traditional halal technique. Suguna anytime frozen chicken is also
available domestically in all metros.

SUGUNA DAILY FRESH

Suguna Daily Fresh is Sugunas latest venture comprising a chain of highquality retail stores which retail fresh hygienic ready to cook chicken and as well as
specialty eggs, mutton and seafood. These stores provide a novel and hygienic
buying experience for our discerning customers. One can get choice portions of
fresh chicken and also ready to cook items at these outlets, which incorporate
hygienic storage and packing, plans are on to open 175 stores across India by the
coming year.

Suguna Branded eggs

Suguna offers a range of value added eggs fortified with special natural
nutrients, catering to the nutritional and health requirements of various groups of
people. suguna Heart enriched with Omega 3 Fatly acids and Vitamin E has up to
50% lower cholesterol than ordinary table eggs and helps maintain a healthy heart
suguna active, enriched with DHA, Organic selenium, and Vitamin E is particularly

good for children and teens as DHA assists in brain development and improving
eyesight Suguna Branded eggs.

Suguna offers a range of value added eggs fortified with special natural
nutrients, catering to the nutritional and health requirements of various groups of
people. Suguna Heart enriched with Omega 3 falty acids and Vitamin E has up to
50% lower cholesterol than ordinary table eggs and helps maintain a healthy heart.
Suguna Active, enriched with DHA, Organic Selenium, and Vitamin E is particularly
good for children and teens as DHA assists in brain development and improving
eyesight. Vitamin E is a powerful antioxidant and is good for the skin and has anti
ageing properties. Omega 3 falty acids cannot be produced by the body and must be
obtained from the diet. Organic selenium is good for maintaining overall health and
preventing certain types of diseases and is more efficiently absorbed by the body
than inorganic sources. Suguna Pro is enriched with protein and vitamins (lutein and
Zeanxthinin) The high protein in Suguna Pro helps build and repair the cells in
muscles and other body tissues. Vitamin A is helpful for healthy skin and good
vision. Additionally Lutein an important pigment in Suguna pro prevents macular
degeneration and cataract of eyes. Calcium & Phosphorus helps in formation of
bones and teeth; Suguna Shakti shares similar nutrients an Suguna Pro and is of
smaller size.

Suguna has enjoyed a strong business growth through its innovative business
model and unstinted efforts at giving high quality products and ensuring value for
the customer. The changing demographic profile of India, increasing urbanization
and the empowerment of rural India will add millions of new families to the
economic mainstream. The company is well positioned to service this ever growing
demand for Poultry products in India and the world.

SUGUNA HOEM BITES HOME MEAL REPLACEMENT

Suguna has recently launched a new category of Home Meal Replacement
foods under the brand name Suguna Home Bites. Starting with a range 8 heat n eat
entre and main meals. Suguna will soon introduce more in this range as well as a
range of dried ready to eat chicken snacks, sausages and salamis.

INDUSTRY PROFILE

SUGUNA CHICKEN YOUNGER TENDER BOTTER

Suguna Chicken, known for its finest quality and taste is already a favorite
among many Indian households. Reared from the finest breed of carefully selected
chicks, Suguna is the leader in the Indian broiler chicken market.
Sugunas innovation and efforts to maintain consistency. Highest quality and
hygiene standards are well appreciated by the many that savor the taste of its good
chicken. A well controlled process ensures you get nothing but the freshest of
chicken straight from the farms. Grown in natural conditions with nutrition rich
feed, you can be assured that every bite is tender and juicy.

This superior quality chicken is now available at affordable prices. Through a

nationwide network of over 25,000 retail outlets. The next time you are out
shopping, look out for the Suguna chicken sign in any of your neighborhood chicken
stores. And always ask your retailer for Suguna chicken.

INDIAN POULTRY AND ITS FUTURE PROSPECTS

It is believed that the Indian Poultry Industry is 5,000 years old, since last 4
decades it began to witness remarkable growth from backyard to Poultry industry.
The organized sector of Poultry industry is contributing nearly 70% of the
total output and the rest 30% in the unorganized sector. The broiler industry is well
domination in southern states in our country with nearly 60-70% total output
coming from these states. The layer industry once again a represented more in
southern states especially, Andhra Pradesh, TamilNadu and Maharashtra producing
nearly 70% of the countrys egg production. Indias 75% of egg produce is
consumed by the 25% population living in urban and semi-urban areas. Presently
about 800 hatcheries are operating in the country.

Per capita consumption

The National institute of Nutrition has recommended 180 eggs and 11kg of
meat per capita consumption for our country. At present,

Per capita availability of meat is 1.6 kg

Per capita availability of egg is 1.8 kg or 42 eggs.

Average consumption of eggs in major cities is 170 eggs

Average consumption of eggs in smaller cities is 40 eggs

Average consumption of developed rural areas is 20 eggs

7

Average consumption of undeveloped rural areas is only 5 eggs.

While 20% of Indian population is vegetarian.

In spite of this, with the rise of middle class and increased urbanization
people prefer to go for non-vegetarian.
About 3 million farmers and 15 million agrarian farmers are employed in the
Poultry industry that grow Poultry ingredients for feed and contribute about
Rs.26,000 crore to the national income. India is the fifth largest producer of egg and
ninth largest producer of Poultry meat, India was positioned 17th in the world
Poultry production. The Indian Poultry production is considered to be the cheapest
in the world leading broiler integrators in India are as follows.

Venkateswara Group, Pune

Suguna Poultry Farms Ltd, Coimbatore

Pioneer Poultry Group, Coimbatore

Godrej Agro vet Ltd, Mumbai

Sky Lark group, North India

Jaffa com feed

These companies account for nearly 40% of broiler industry integrators and
contracts, Pioneer Poultry group introduced the concept of contract farming in the
year 1980 and the concept of integration was introduced by Suguna farms in 1990.
Poultry farming came to be accepted as a viable activity by mid 60s and the real
thrust to development came in 1971 with the establishment of Venkateswara
Hatcheries Pvt. Ltd. The Central Poultry Breeding Farms laid the foundation for the
8

development of Poultry industry during 1959. Other agencies such as ICAR

(CARI) contributed much in the R&D sector.

Commercial Poultry
India has emerged as the only country in the developing world a self-reliant,
technology driven industry, with capability to produce every essential input for
successful Poultry farming including indigenous genetic resource and breeding,
world class Poultry vaccines and medicines, specific pathogen free eggs (SPF),
farms and hatchery automation systems, peileted feed, egg processing, Poultry
processing, nationwide network of disease diagnostic laboratories and facilities for
entrepreneurial development and training in both private and public sectors.

Rural Poultry Production

Rural Poultry production constitutes important component of agricultural
economy in India, small Poultry holder are practically capable of more significant
contribution to alleviate malnutrition, poverty and unemployment. A spectacular
progress has been made from substance to sustainable production system, Indian
backyard population increases is only by 16% in the last 30 years from 60 to 70
million, Chinas 76% of total egg comes from rural backyard production, india
requires both mass production as well as production by message.

Egg scenario
India produces 3.6% of global egg production, i.e., 61 million tones. The
annual growth rate of egg is 5 to 8%. India has the lowest cost of egg production in
the world at 2.55 US cents per egg.

Value added products

The introduction of new Poultry products and perceptible shift in eating
habits are moving people to branded food such as chicken yummiez, codl cuts,
breaded and coated snacks, mennated snacks, chicken nuggets, canned chicken
cury, freeze dried chicken pulao, meat soup, powder omiette and scrambied egg
mixtures, sandwich pizza, burger and dial-a-chicken and fast food joints, Kentucky
Fried Chicken (KPC), McDonalds Wimpy, Pizza Hut all these are going to change
the palatability of the chicken consumer.

Medical uses
Chicken eggs are used to produce source of molecules to treat snakebite.
Duck embryos are used in manufacturing anti-rabies vaccine, diet eggs or designer
eggs are going to boost special eggs for vitamin E substitution. Omega fatty acids
and antioxidant requirements. Poultry eggs and meat have got sensorial, curative,
nutritive and therapeutic potential. Poultry is labour intensive and has a potential to
create 25,000 more jobs on the consumption of one more egg per capita and
similarly 25,000 additional jobs on the consumption of 100 gm more chicken meat.

By the year 2010 India is expected to produce 260 million layers (77700
million eggs) and 3500 million broilers (5.9 million tones). Per capital consumption
of meat will be around 3.5 to 4.5 kg and eggs will be around 65 and it is expected to
contribute Rs. 60,000 crooe. No agriculture sector is growing as fast as the Indian
Poultry, making it the most dynamic rapidly emerging sector of livestock economy.
The export of Poultry meat at present is worth Rs.150 crore and is expected to
reach Rs.1,500 crore by 2010. Indian agriculture contributes 28 per cent to the GDP

10

of which 17% is contributed by Poultry. Poultry is the only industry where modern
technology co-exists with the traditional Poultry keeping because Poultry
technology is appropriate, adaptable accessible available and affordabte both for the
rich and the poor.

11

1.2. OBJECTIVES

PRIMARY OBJECTIVES

To study the level of satisfaction of consumers towards Suguna Chicken

products

SECONDARY OBJECTIVE

To study the factors influencing choice of Suguna brand

To study the demography of chicken consumers towards chicken

consumption

To study the level of satisfaction of consumers towards pricing, quality

and service provided Suguna

To study the attitude of consumers towards competing brands

To study the level of awareness possessed by consumers towards

Sugunas consumer strategy

12

1.4.

LIMITATIONS FOR THE STUDY

This study is confined to Palani area only, So the findings cannot be

generalized.

The questionnaire contains closed and open ended type of questions. As a

result there are possibilities for customer bias.

The need and the findings require suitable modifications when the market
conditions change, as this study applied to present market conditions.

The exposure of study is limited because of lack of time and high cost.

13

CHAPTER 2

RESEARCH METHODOLOGY

Business research is a systematic inquiry that provides information to guide

business decisions and aimed to solve managerial problems. Business research is of
recent origin and is largely supported by business organizations that hope to achieve
competitive advantages.
Research methodology is a way to systematically solve the research
problems it may be understood as a science of studying how research in done
scientifically, it includes the overall research design, the sampling procedure data
collection method and analysis procedure.

Research design
Research design stands for advance planning of the methods to be adopted
for collecting the relevant data and the techniques to be used in analysis, keeping in
view the objectives of the research and availability of time.

14

Descriptive research includes surveys and fact-finding enquires of different

kinds. The major purpose of this research is description of state of affairs as it exits
at present.
In this survey the design used is descriptive in nature. The information is
collected from the individuals and analysed with the help of different statistical
tools, for describing the relationship between various types of variables, pertaining
to different investment options, Moreover Cross table Analysis has been done for
processing the date and information is derived to meet the objectives of the study.

METHOD OF DATA COLLECTION

Structured Questionnaire method is used as an instrument for collecting
information from the individuals.

Types of data collection method:

Two types of data are being collected. They are

Primary data

Secondary data

Primary data:
The data that are freshly collected from the consumers, so as to find the level
of satisfaction towards Suguna chicken products. Primary data is collected through
interview schedule method as the researcher found it convenient to meet he
employees at their leisure and data. This increases the reliability of data.

Secondary data:

15

The secondary data was collected from company files, records and books and
from various journals, magazines, and company website.

Sampling design:
In designing the sample the researcher must specify two aspects
1. Sample size
2. Sampling technique

Sampling unit
The number of items selected from the population constitutes the sample
size. The respondents of the study are consumers of Suguna chicken products.

Sampling Method
Sampling design is to clearly define set of objects, technically called the
universe to be studied. This research has finite set of universe and the sampling
design used in the study is probability sampling.
Convenience random sampling method is used for the collection of
data.

STATISTICAL TOOLS
The data has been mainly analyzed using the following methods and tests
simple percentage analysis.

No. of Respondents
16

Simple percentage = ----------------------------------- x 100

Total no of respondents

CHAPTER 3
ANALYSIS AND INTERPRETATION
Table 1.1
Gender-wise Distribution of Respondents

Sex

Respondents

% of respondents

Male

30

60

Female

20

40

Total

50

100

17

Inference
The above table shows that 60% of the respondents are male and 40% of the
respondents are female.

Chart 1.1
Gender-wise Distribution of Respondents

18

Table 1.2
Age group of the Respondents

19

Age

No. of Respondents

% of respondents

20 to 30

20

40

30 to 40

12

40 to 50

14

28

Above 50

04

08

50

100

Total

24

Inference
As per the table 40%of the respondents belong to the age group of (20 to 30),
followed by 28% in the age group of(40 to 50) years. Only 8% belonged to the
age group of above 50

20

Chart 1.2
Age group of the Respondents

Table 1.3
Marital Status of the Respondents

21

Marital status

No. of respondents

% of Respondents

Married

31

62

Unmarried

19

38

50

100

Total

Inference :
The above table shows that 62% of the consumers are married and remaining
38% of the workers are unmarried.

Table 1.4

22

Marital Status of the Respondents

Education

No. of respondents

% of the respondents

Illiterate

10

20

High school

12

24

Higher secondary

10

20

Degree/diploma

18

36

Total

50

100

Inference
From the above table shoes that 36% of the respondents are degree holders,
followed by 24% for higher secondary of satisfaction

Chart 1.4
Marital Status of the Respondents

23

Table 1.5
Monthly Income of the Respondents

Monthly income

No. of respondents

24

% of the respondents

Below 8000

20

30

8001 to 10000

10

40

10001 to 15000

10

Above 15000

15

20

Total

50

100

Inference
The table show that 30% of the respondents earn below 8000 and 40% of the
respondents earn 8001 to 10000 10% of the respondents earn 10001 to 15000 and
20% of the respondents earn above 15000.

Chart 1.5
Monthly Income of the Respondents

25

26

Table 1.6
Factor influencing choice of chicken brand by consumers
Prefer

No. of the respondents

% of the respondents

Price

15

30

Quality

20

40

Service

10

Others

10

20

Total

50

100

Inference
The table show that 40% of the respondents are inflenced by the quality 30%
of the respondents with price and 20% of the respondents by other factor like band
image, advertisement.And 10% of the respondents by service.

Chart 1.6
27

Factor influencing choice of chicken brand by consumers

Table 1.7
28

Response for Suguna product being the best compared to the other
brands

Product is best

No. of the respondents

% of the respondents

Yes

35

70

No

15

30

Total

50

100

Inference:
70% of the respondents feel Suguna brand of chicken is the best compared to
others.

Chart 1.7
29

Response for Suguna product being the best compared to the other
brands

30

Table 1.8
Level of satisfaction about Suguna service

Identification

No. of respondents

% of respondents

Highly satisfied

25

50

Satisfied

20

40

Dissatisfied

10

Total

50

100

Inference
From the above table shows that 50% of the respondents are highly satisfied
and 40% of the respondents are satisfied, 10% of the respondents are not satisfied
about Suguna Chickens service.

31

Chart 1.8
Level of satisfaction about Suguna service

32

Table 1.9
Respondents for easy Identification of Suguna chicken products

Identification

No. of respondents

% of respondents

Yes

35

70

No

15

30

Total

50

100

Inference
From the above table shows that 70% of the respondents say yes category
and 30% of the respondents say no for easy identification of Suguna products.

33

Chart 1.9
Respondents for easy Identification of Suguna chicken products

34

Table 1.10
Quality of chicken normaly bought

Type of packing

No. of respondents

Percentage of
respondents

500g

25

50

1 kg

15

30

1.5kg

08

2kg & above

12

Total

50

100

Inference
From the above table shows that 50% of the respondents buy 500g, category
and 30% of the respondents buy 1kg 08% of the respondents buy 1.5kg 12% of the
respondents buy 2kg or more..

35

Chart 1.10
Quality of chicken normaly bought

50
50
45
Percentage

40
30

35
30
25
20

08

15

12

10
5
0

500g

1 kg

1.5kg

2kg & above

Type of packing
500g

1 kg

1.5kg

36

2kg & above

Table 1.11
Opinion about other sellers in area

Identification

No. of respondents

% of respondents

Highly satisfied

18

36

Satisfied

20

40

Dissatisfied

12

24

Total

50

100

Inference:
The above table shows that 36% of the respondents are highly satisfied and
40% of the respondents are satisfied and 24% of the respondents are not satisfied
about.other sellers in the area

37

Opinion about other sellers in area

38

Table 1.12
Opinion towards the bird flu problem

Opinion

No. of respondents

% of respondents

Eqully

30

60

Lesser

20

40

Total

50

100

Inference:

39

The above table shows that 60% of the respondents say that bird flu problem
affect Suguna chicken equally,while 40% of the respondents say Suguna products
are less affected because of the care takes.

Chart 1.12
Opinion towards the bird flu problem

40

Table 1.13
Satisfaction towards the quality

Identification

No. of respondents

% of respondent

HS

25

50

Satisfied

21

42

ds

08

Total

50

100

41

Inference :
The above table shows that 50% of the respondents are Highly satisfied,
category and 42% of the respondents are satisfied while 8% is dissatisfied about the
quality of Suguna products.

Chart 1.13
Satisfaction towards the quality

Percentage

50
50
45
40
35
30
25
20
15
10
5
0

42

08

Good

Satisfied

Poor

Identification
Good

Satisfied

42

Poor

Table 1.14
Response for Suguna in all over in world

Identification

No. of respondents

% of respondents

Yes

30

60

No

20

40

Total

50

100

43

Inference:
The above table shows that 60% of the respondents are aware that suguna is
present all over the world, while 40% is not aware of it.

Chart 1.14
Response for Suguna in all over in world

60

Percentage

60
50

40

40
30
20
10
0

Yes

No
Identification

Yes

No

44

CHAPTER 4
4.1. FINDINGS

Most of the respondents (60%) are male and 40% of the respondents are
female.

Most of the respondents (40%) are in the age of 20 to 30, and remaining
24% are age group of 30 to 40, and 28% are in the age group of 40 to
50,and remaining 8% are age group of above 50.

Most of the respondents (80%) are educated and remaining respondents

are illiterate..

Most of the respondents (92%) are satisfied with the quality in the
product.

Most of the respondents (60%) are says that compare to other product
suguna product is best.

90% of the respondents are satisfied with the quality of suguna product
and 10% of the respondents are not satisfied.
45

50% of the respondents are dissatisfied about the packaging of the

product.

4.2 SUGGESTION
1.

It is suggested that the respondents are highly convinced through

service quality, and price.

2.

It is suggested to give more importance for advertising in other to

increase quality awareness.

3.

It is suggested to open a shop for selling for Suguna products to

improve brand image.

4.

The companies concentrate on package of product and the quality of

package depends upon the customer needs.

46

CONCLUSION
From the training it is concluded that the Suguna Company has got many
competitors and even though it is maintaining best before. Now it is not able to
maintain is position as before.

Hence the company must concentrate and competition and their growth and
complete with them by differing more quality of the product.

Development of marketing strategy being with defining an organization,

mission, planning of a firms final marketing strategy must include an examination of
the market environment as well as SWOT analysis understanding the nature of the
competition allows a health care organization the develop the appropriate response
to face the challenges of a changing health care market.

47

BIBLIOGRAPHY

1. Marketing management books Philip kotler, Kavene lane keller, Abram

Kashy
2. Website source www.sugunaPoultry.com
3. Company person reference
4. Animal physiology
5. Organic cellbiology

48

APPENDIX
QUESTIONAIRE
1.

Name

2.

Sex

: Male / Female

3.

Age group :

4.

a. 20 to 30

b. 30 to 40

c. 40 to 50

d. above 50

b. Unmarried

a. Literate

b. High school

c. higher secondary

d. Degree or Diploma

e. Other

Marital status
a. Married

5.

6.

7.

Educational Qualification

Monthly income ?
a. Below 3000

b. 3001 to 4000

c. 4001 to 5000

d Above 5001

Which factor influences you to prefer Suguna product?

49

8.

a. Price

b. quality

c. service

d. others

b. No

Do you feel Suguna brand is the best?

a. Yes

9.

10.

11.

What is the quantity of chicken you normally buy?

a. 500g

b.1kg

b. 1.5kg

d.2kg above

b. Local outlet

Where do you buy chicken normaly?

a. Suguna outlet

c. not particular

Do you know the strategy adopted by Suguna poultry for supplying quality
chicken product?
a. Yes

b. No

b. To some extent
12.

13.

14.

Your level of satisfaction about Suguna chicken pricing

a. High satisfaction

c. Dissatisfaction

b. satisfied

b. No

You opinion about Sugunas service

a. Good

c. Dissatisfied

If Suguna brand easy to identity?

a. Yes

15.

b. Satisfaction

What is your level of satisfaction about the towards the Sugunas quality?
50

16.

17.

a. Highsatisfied

c. Dissatisfied

What is your opinion about the other sellers in the near by area?
a. Highsatisfied

b. Dissatisfied

b. Satisfied

What is your opinon about the bird flu problem affecting Suguna product?
a. Equally

18.

b. Satisfied

b.Lesser

Do you know Suguna brand is spread all over the world?

a. Yes

51

No