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SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 1
CHAPTER-1
INTRODUCTION
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As the Science and Technology is fast advancing, marketing is becoming more
attractive at the company, state, national and international levels. In the early
days, there was no difference between ‗selling‘ and ‗marketing‘. But today, the
difference between these two terms has been clearly made. Many organizations
have involved in developing marketing activities to satisfy the needs and wants
of a group of customers. This ‗segment‘ concept has helped in the development
of new products and services; specialization in selling is being attained. With
the development new markets and new avenues of selling. A wide variety of
consumers and producer goods has been designed and developed and for many,
the ‗marketing‘ has become a good profession. The developing nations are
giving much importance for marketing, to develop their internal and external
market. Even socialist countries have to start studying the marketing concept in
a scientific way, introduce then actively in their internal distribution system.
Marketing is quite and old profession. But still, by assuming new dimensions, it
looks new and which is attracting many people to this profession. This is a
paradox. With the introduction of ‗barter exchange‘, market activity started
functioning. But the marketing has seen the light of the day only in the early
part of the 20th
century. Although economics, the mother science of marketing,
content all the processes of market, it did not expose the ideas properly.
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Because of this, marketing developed as a new area of study and practice in the
20th century. It has passed to many phases and is aiming to attain new heights.
The goods and services consider being preserving of rich at one time, have
reached the common man today due to unstilted efforts of the marketing
activity.
The role of organization in developing the marketing activity is ignored. Several
institutions are involved in discharging marketing functions. They may be small
or big, good or bad, but they are on there toes o satisfy the human wants.
The marketing organization may develop fast in the initial stages and have a
gradual decline after sometime or they may have a study growth or develop
steadily in the initial stages ad grow fast in the later stages.
MEANING OF MARKETING
Marketing involves all those activities which results in flow of goods and
services from producer to the ultimate consumers.
The goal of marketing is identifying the needs of consumers and finally,
satisfying such needs.
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DEFINITION OF MARKETING
‗Marketing is a business process by which products are matched and through
which transfer of ownership are affected‘.
‗Marketing is the process of discovering and translating consumer needs and
wants into product and service specification, creating demand for the products
and services and then, in turn, expanding the demand‘.
‗Marketing is the economic process by which goods and services are exchanged
and there values determine in terms of money prices‘.
Nature of marketing
1. Consumer oriented process.
2. Starts and ends with customer‘s ---- C2C.
3. It is a dynamic and on-going process.
4. It is a goal oriented process (sales, growth and customers).
5. It is a process of exchange (buying, selling, information exchange).
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Goals of marketing system
1. Creation of utility – time, place, possession and information utility.
2. Identification of consumer wants or preferences, competitive situations,
aspects of the products like (quality, features, size, image, and durability).
3. Create demand in the minds of the consumer for the product of the
company.
4. Cost reduction and price stability.
5. Maximises consumption, choice, life quality.
Concepts of marketing
1. Production oriented concept:-
It is an oldest marketing concept and it advocates that consumer will buy
the products that are widely available and inexpensive.
Organisation focusing on this concept concentrates on achieving high
production efficiency, low cost, mass distribution and maximises profits.
2. Product concept:-
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This concept advocates that consumers will buy the product that is better
in quality, durability and features.
Under this concept, manufacturers have to focus on the product
improvement continuously. But, the manufacturers will not attempt to
Understand the needs and preferences before designing the product or
effecting product improvements.
3. Sales orientation:-
Here, consumers will buy the products only when the manufacturers put
in sufficient amount of selling and promoting efforts. Manufacturers have
to improve advertisement and distribution to bring the product into the
notice of the consumer. But, they will fail to understand the consumer‘s
tastes and preferences.
4. The modern marketing concept:-
This concept advocates that consumers are the king of marketing.
Under this concept, the essential activities of marketing understands
needs, wants, and desires, demands and value of customers.
The following are the 4 basic steps of consumer orientation:-
i. Market research.
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ii. Customer needs assessment.
iii. Product development.
iv. Promotion, advertisement and sales.
5. Social concept :-
This concept of marketing gives importance for society‘s well being and
in-addition to satisfy the consumer wants.
It focuses on production of products and services which do not harm
environment and condition of public health or safety.
E.g.:- Coco-Cola company, HP, DELL etc.
CLASSIFACTION OF MARKETING FUNCTIONS
Function of Exchange
• Buying
• Assembling
• Selling
Functions of Physical Supply
• Transportation
• Storage and warehouse
Facilitating Functions
• Standardisation
• Grading
• Finance
• Risk
• Market information
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FUNCTIONS OF EXCHANGE
1. Buying:-
It is the first step in marketing. It involves purchase of various goods like
raw materials, equipment, plant and machinery, tools etc.
Buying consists of:-
Planning of purchasing.
Preparation of list of goods to be purchased.
Selections of proper source of suppliers.
Receipt of goods.
Negotiation with the suppliers
2. Assembling:-
It is a process of bringing together various goods bought at different
places.
It helps in sorting, grading storing and transportation.
It saves time and cost.
Goods of seasonal nature can be made available.
Larger quantity of goods can be supplied.
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3. Selling:-
It is the function with which every organisation will try to maximize its
profits. It consists of.
Product planning and development.
Inducing demand.
Negotiation.
Contractual establishment of trade relationship.
FUNCTION OF PHYSICAL SUPPLY
1. Transportation:-
It involves the movement of goods from the place of production to the
place of consumption. And creates place as well as time utility.
2. Storage and warehousing:-
This is concerned with storage of goods. It refers to holding and
preserving of goods from the time of their production up to the time of
their consumption.
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FACILITATING FUCTION
1. Standardization and grading:-
Standardization is the process of establishing certain standards for a
commodity.
On the other hand grading is the division of goods of the same quality,
size and features into lots.
2. Finance:-
Financing is the life blood of any business activity. It is the process of
providing adequate working capital and fixed capital to the concern
through various sources. It is vital for regular and smooth flow of
production, supply and sales.
3. Risk :-
The goods are normally produced with expected demand. It involves
financial risks, which may be due to price falls, obsolesce, wear and tear,
organisational conflicts etc. Hence, it is very important to take necessary
steps to safeguard the resources from such risks, through proper control
measures along with insurance coverage.
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4. Market information :-
It refers to collection, analysis, interpretation and communication of
marketing information to the concerned people for efficient marketing.
MARKETING SEGMENTATION
Marketing segmentation means subdividing a market based on similarity,
commonality. Segmentation basically is done to segment the target market and
thus focus on the targets depending on their needs and requirements and also to
get advantage over the competitors of that segment.
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Researchers try to define segments on the basis of four factors:
Demographic
Geographic
Psychographic
Behavioural
Segmentation can lead to changes in the organisation such as: supply chain is
changed, new techniques have to be applied to different segments, and it
changes how the industry works. All of this in turn leads to a greater market
share.
Demographic Segmentation
Segmentation according to demography is based on variables such as
age, gender, and occupation and education level.
Demographic segmentation divides markets into different life stage
groups and allows for messages to be tailored accordingly.
Psychographic segmentation
The basis of such segmentation is the lifestyle of the individuals. The
individual‘s attitude, interest, value help the marketers to classify them
into small groups.
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Behavioural Segmentation
The loyalties of the customers towards a particular brand help the
marketers to classify them into smaller groups, each group comprising
of individuals loyal towards a particular brand.
Geographic Segmentation
Geographic segmentation refers to the classification of market into
various geographical areas. A marketer can‘t have similar strategies for
individuals living at different places.
Different Types of Marketing Strategy and Techniques
1. Social Marketing:
It refers to the design, implementation and control of programs to increase the
acceptability of a social cause or practice among people e.g. No Smoking
campaign in Delhi University, publicity campaign for casting vote.
2. Services Marketing:
It is applying the concepts, tools and techniques of marketing to services like
banking, insurance, retailing, educational etc.
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3. Direct Marketing:
Marketing through various advertising media that interact directly with
consumers, generally calling for the consumer to make a direct response, e.g.
Catalogue Selling, Mail-order, Tele-calling and TV shopping.
4. Relationship Marketing:
Marketing through creating, maintaining and enhancing strong long-term
relationships with customers in order to win his loyalty e.g. a restaurant can
build relationships with customers by sending him wishes and discount offers
on his birthdays.
5. Person Marketing:
It consists of activities undertaken to create, maintain or change attitudes or
behaviour towards particular people like politicians, sports stars, film stars,
professionals to promote their careers and income.
6. Concentrated Marketing:
A market-coverage strategy in which a firm focuses on only one or few markets.
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7. De-marketing:
Marketing strategies to reduce demand temporarily or permanently, not to
destroy demand but only to shift it e.g. Super stores may offer no
discounts on Saturdays, Sundays and holidays to reduce overcrowd.
MARKETING MIX
Product - The Product should fit the task consumers want it for, it should
work and it should be what the consumers are expecting to get.
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Place – The product should be available from where your target consumer
finds it easiest to shop. This may be High Street, Mail Order or the more
current option via e-commerce or an online shop.
Price – The Product should always be seen as representing good value for
money. This does not necessarily mean it should be the cheapest available;
one of the main tenets of the marketing concept is that customers are usually
happy to pay a little more for something that works really well for them.
Promotion – Advertising, PR, Sales Promotion, Personal Selling and, in
more recent times, Social Media are all key communication tools for an
organisation. These tools should be used to put across the organisation‘s
message to the correct audiences in the manner they would most like to
hear, whether it be informative or appealing to their emotions.
ROLE OF MARKETING IN ECONOMIC DEVELOPMENT
Specialisation n activities of comparative advantage.
Enhanced resource –use, efficiency and trade.
Advances in marketing with economic growth.
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BRANDING
INTRODUCTION TO BRAND
The word ―Brand‖ owes its origin to the Norwegian word ―brand‖ which means
to burn. Farmers used to put some identification mark on the body of the
livestock to distinguish their possession. Products are what companies make,
but customers buy brands. Therefore marketers resorted to branding in order to
distinguish their offerings from similar products and services provided by their
competitors. Additionally, it carries an inherent assurance to the customers that
the quality of a purchase will be similar to earlier purchases of the same brand.
Definition of Brand
According to American Marketing Association, ―Brand is a name, term,
sign, symbol or a design or a combination of them intended to indentify the
goods or services of one seller or group of sellers and to differentiate them
from those of competitors.‖
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FEATURES OF BRAND
1. Product benefit.
2. Easy to pronounce.
3. Distinctive.
4. Product quality.
5. Brand name should be short.
6. Legal protection.
7. Brand name should be original.
8. It should reflect product dimension.
INTRODUCTION TO BRANDING
Brands in the field of marketing, originated in the 19th century with the advent
of packaged goods. Industrialization moved the production of many household
items, such as soap, from local communities to centralized factories. These
factories, generating mass-produced goods, needed to sell their products in a
wider market, to a customer base familiar only with local goods. It quickly
became apparent that a generic package of soap had difficulty competing with
familiar, local products. The packaged goods manufacturers needed to convince
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The market that the public could place just as much trust in the non-local
product.
Many brands of that era, such as Uncle Ben's rice and Kellogg's breakfast cereal
furnish illustrations of the problem. The manufacturers wanted their products to
appear and feel as familiar as the local farmers' produce. From there, with the
help of advertising, manufacturers quickly learned to associate other kinds of
Brand values, such as youthfulness, fun or luxury, with their products. This kick
started the practice we now know as "branding".
Branding is the marketing strategy used by firms to differentiate their products
from similar offerings. It is especially important for small marketers who lack
the promotional resources of big competitors. When a product has a unique
name, appearance and image, it is easier for shoppers to find in a crowded
marketplace. A strong brand identity can also affect consumer behaviour by
building emotional connections and reinforcing buying habits.
DEFINITION OF BRANDING
It is a process of transforming the product, adding value for enhanced
consumer satisfaction
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Branding means the activity of analysing the various aspects of a
product, choosing an appropriate brand name and assigning it to the
product.
According to Advertising Association of Australia, ―Branding is a
generic term encompassing the activity of giving a brand name to a
product, designing a trade mark and establishing and popularising it.‖
ROLE OF BRANDING
1. It is a massive asset: brand is considered as a major intangible asset
because all the physical assets can be duplicated or copied easily.
However, it is almost impossible to duplicate brand name.
2. It is a promotional tool: sales promotion is founded on the idea of
product identification or product differentiation. This difference is made
by a brand.
3. Brand is a weapon to protect the market: once a consumer has tried and
liked a product the brand enables him to identify so well that he is
tempted to levy it again.
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4. Brand is an antidote for middlemens‘ survival: if a product wins
consumer reputation, the manufacturers gain control over product
distribution. The class of middlemen always tends to go in for a
successful brand. That is, without brand identification, these middlemen
find it difficult as to what to buy and sell. In fact, brand names can be so
strong and penetrating that the very survival of the middlemen rests on
their efforts and ability to sell a powerful branded product.
5. Brand is a means of identification for customers: brand is the easiest way
of identifying a product or service that the customer likes. For him, brand
is value, quality, personality, prestige and image.
IMPORTANCE OF BRANDING
1. The marketer can build a bright image of his organisation around
the brand. It enables national advertisement of a specific product
and it is re sold through advertising. The customer in the retail
shop can easily recognise branded product.
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2. Brand enables the firm assured control over the market. Repeat
sales are stimulated and product substitution is not possible. It
creates an exclusive market for the product.
3. Branding by differentiating a product from its rivals enables the
brand owner to establish his own price, which cannot be easily
compared with prices of competing brands. Branding also reduces
price flexibility and price rigidity.
4. If a firm has one or more lines of branded goods, it can add a new
item to its list easily and new item can enjoy all the advantages of
branding immediately.
REASONS FOR BRANDING
The days have gone when the demand was greater than the supply, branding
was not necessary. Earlier, people wanted a product because not enough of it
was available. If they buy it now; where the supply is more than the demand,
companies not only need to create customers, but also keep them, and to keep
customers, one needs to create customer loyalty towards their brand.
To create this loyalty, one needs to project the personality of a brand; to which
the customer will be loyal. This personality is called a “Brand”.
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Branding is the most powerful instrument of sales promotion due to the
following reasons mentioned below:
o Ever increasing competition.
o Importance of packaging as a distinct marketing function, branding
and packaging go hand in hand.
o Need for advertising and publicity; branding alone enables
advertising.
o Development of consumer brand.
Not only branding gives separate identity and easy recognition to the product
but also creates special consumer preference; and the consumer enters the shop
to demand and insist upon a specific brand of the product.
ESSENTIALS OF BRANDING
Brand name selection is a very critical issue for new products, more so for
global brands. Right brand name gets you through more than one forth work
required for management of a successful brand.
It should create pleasant associations.
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A brand should suggest something about the product‘s benefits – its
use, quality, product‘s nature, purpose, performance or action.
The name should be short, simple, easy to pronounce, to spell and
remember, easy to identify and explain.
I should be capable of being registered and protected legally under the
legislation.
It should have a stable life and be unaffected by time.
TYPES OF BRAND
1. Individual Brand Name
Each product has special and unique brand name.
2. Family Brand Name
Family Name is limited to one line of a product i.e. products which
complete the sales cycles. Ex: ―Mohan‘s‖ for Breakfast foods,
―Amul‖ for Milk Products, ―Dipy‖ for Fruit Squashes & Syrups,
―Erasmic‖ for Toiletries, ―ACME‖ or ―Ponds‖ for Cosmetics etc.
Family brand name can help combined advertising and sales
promotion.
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3. Umbrella Brand
It may be used for all the products, the name of the company or the
manufacturer. All products such as soaps, chemicals, textiles,
engineering goods etc. manufacturers by the ―Tata‖ concerns will
have the “TATAs” as one umbrella brand. Such a device will
obtain low promotion cost and minimize marketing efforts.
4. Combination Device
Tata house is using a combination device. Each product has an
individual name, but it also has the umbrella brand to indicat4e the
business house producing the product. Ex: Tata‘s Tej. Under this
method, side by side with the product image, we have the image of
the organization also.
5. Private or Middleman‘s Brand
Manufacturers or distributors such as wholesalers, large retailers,
can do branding. In India, this practise is popular in the wooden,
Hosiery, sports goods etc.
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Consumers in India have the following benefits of Branding
Right kind of brand advertising and personal selling provides ample
information to the consumer about the branded products.
Rapid sales turnover assures fresher product due to frequent replacement
of stocks with the retailer.
Branded goods have uniform and standardised quality, as the owner of
the registered brand is personally responsible to maintain the quality.
There is considerable saving in time in the selection of goods and also in
making up for orders.
The term “Brand Personality” is a metaphor for the emotional relationship that
exists between a consumer and a brand. A brand personality is shorthand way of
describing the nature and the quality of the consumer‘s response to a brand.
The marketing role of brand personality then, is to create and strengthen a
relationship or the feeling that a consumer nurtures towards a brand.
Understanding brand awareness, though not an easy task is very important for
the marketers because it can be used as a basis for market segmentation.
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MERITS OF BRANDING
I. MERITS TO MANUFACTURERS
Product identity.
Strong demand.
Control on prices.
Easy introduction of new products.
Reduction in advertising.
International trade.
Less commission to the middlemen.
II. MERITS TO WHOLESELLERS AND RETAILLERS
Quicker sales.
Advertising and display of products is rendered easily.
Increases market share and control over market.
Branded products have more stabilised prices.
Absence of complaints.
Economical way of doing business.
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III. MERITS TO CONSUMERS
Brand stands for quality.
Consumer protection against cheating.
Branded products reflect there life styles.
Study and regular supply of products.
Prevalence of stable prices.
Educational value.
LIMITATIONS OF BRANDING
1. Unsuitable for certain products.
2. Unsuitable for small scale businessmen.
3. Burden of responsibility.
4. Loss of personal touch.
5. Higher prices.
6. Spread of disreputation.
7. Misuse of brands.
8. Monopolies.
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CHAPTER-2
RESEARCH DESIGN
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Title of the study
A study on Brand Awareness of ―Bisk Farm‖ with reference to Saj Foods Pvt.
Ltd.
Statement of problem
Today‘s brands have become the essential element by which customers buy
different products and services. Brand‘s builds the trusts and creates confidence
in the minds of the buyers by which people buy commodities.
Brand awareness creation is a very essential task of marketers where in an
organisation can high light their products in comparison to others and there
continuous attract existing and new buyers. Awareness creation also gives an
identity to an organisation in the general societal perception towards a concern.
Since it‘s crucial in light of today‘s business my project has been formulated as
―study on brand awareness of ―Bisk Farm‖ with reference to Saj Foods Pvt. Ltd.
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Objectives of the study
1. To analyse various sources of information which creates brand awareness
among consumers?
2. To determine the brand preference of the customers.
3. To measure the customers brand loyalty towards ―Bisk Farm‖.
4. To enlist the preferred features of ―Bisk Farm‖ products in relation to its
competitors.
5. To know the market potentials for ―Bisk Farm‖ products.
Scope of the study
The study helps to know about the awareness and satisfaction of
customers towards ―Bisk Farm‖.
The study also includes that further improvements as expressed by the
customers through the survey conducted.
Limitations of the study
The time frame was insufficient to carry out the study in greater depth.
The study was restricted only to ―Bisk Farm‖ with reference to Saj foods
Pvt. Ltd.
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The study is time bound and may not be applicable with passage of time.
It is a micro level study and confined to as limited areas in Bangalore
city.
The total respondents are limited to 120.
Because of these limitations, it may not be possible to draw any major
conclusions. However, the conclusion that is drawn in this study can be
considered as indicative and suggestive in nature.
Methodology of the study
The study is based on primary data and secondary data. The primary data is
collected through structured questionnaire and Secondary data is collected from
various sources (internet, newspaper articles).
The questionnaire has been prepared according to the objective of the study.
Before preparing the questionnaire, I have collected little information from the
company web sites, newspapers, periodicals and different textbook of
marketing.
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Here the sample size is 120 and the survey is conducted in Bangalore. In this
study, simple stratified random sampling method is used to select respondents.
However the collected data is summarized by the tabulation sheets according to
the objective of the study. The summarized data is analysed by using graphical
statistical tools and techniques like bar charts and pie charts.
CHAPTER OVERVIEW
1. Introduction
This chapter covers the basic introduction to Brand Awareness.
2. Research Design
This chapter deals with the title of the study, statement of problem,
objectives, scope, collection of data, limitations of the study,
chapter overview.
3. Company Profile
This chapter gives background of the firm, brief history, product
profile etc.
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4. Analysis & Interpretation of Data
This chapter gives the actual study on Brand Awareness of Bisk
Farm using the responses given by the respondents.
5. Summary of Findings, Recommendations & Suggestions
This chapter gives out the findings of the “BISK FARM” WITH
REFERANCE TO SAJ FOOD PRODUCTS PVT. LTD. the
recommendations and suggestions to the firm after analysing.
6. Bibliography & Annexure
This chapter covers name, author and publisher of the books
referred and sample questionnaire.
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CHAPTER-3
COMPANY
PROFILE
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About Us
Since its inception in the year 2000, Bisk Farm has been recognised for its
delectable biscuits, cookies, cakes and rusks. The brand is owned and marketed
by SAJ Food Products (P) Ltd, a part of the Aparna Group of Companies.
It is a fast-moving consumer goods (FMCG) company, headquartered in the city
of Kolkata in the Indian State of West Bengal
Bisk Farm has carved a niche for itself in the market in a fairly short span of
time. It is ranked amongst the top 3 bakery brands in the markets where it
competes.
About The Company
Bisk Farm is presently available throughout Eastern and North Eastern India,
and parts of South, Central and North India. The company eventually aims to
market its delicacies across the country.
Innovation has always been one of Bisk Farm‘s secret ingredients to success.
With its assortment of goodies, ranging from cookies to cakes to a variety of
rusks, it caters to almost every palate.
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In addition, as part of its drive to establish a presence across India, Bisk Farm
has invested in state-of the-art manufacturing facilities in Eastern and South
India.
Bisk Farm Just Baked is another ambitious part of the brand‘s endeavour to
share its goodness directly with the consumer. It showcases the Brand‘s array of
freshly baked Savouries, Danishes, Special Cakes, Pastries, Breads and other
Confectionery items, along with a great ambience.
The company produces a total of 97 products from Biscuits, Cookies, Cakes,
Rusks, Extruded Snacks, Filled Wafers and controls 15% of market share
in East India, Britannia being the major competitor in the region. Some popular
brands are The Top, Googly, Spicy, Just Ginger, Bourbon and Cheese Cream.
At present, Bisk Farm has a presence in West Bengal, Jharkhand, Bihar, Orissa,
the north-eastern states and Bhutan. The most recent entry has been into
Chhattisgarh. what makes this success sweeter is the fact that it comes against
the backdrop that Bisk Farm is a regional player — that too one with a premium
positioning — that competes in a market that has heavyweights like Britannia,
Parle and ITC.
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Bisk Farm to launch bakery retail chain
In 2008, The Kolkata-based Rs 200 crore fledgling biscuit brand, Bisk Farm,
launched a chain of retail outlets of bakery products, christened: ―Bisk Farm—
Just Baked‖ close to 100 franchisee outlets in different parts of the country.
Our Mission
SAJ has set its primary objective as producing Healthy, Nutritious, Wholesome
and Tasty Food Products for its Consumers. It is putting in all efforts to make its
Products available across the length and breadth of the country.
SAJ aims to expand its presence in the ‗Ready to Eat‘ Category by entering
fields like Extruded Snacks, Ethnic Indian Snacks, Wafers, Chips and various
Confectionery items.
Our Vision
SAJ endeavours to be an OUTSTANDING COMPANY focused on producing
the best QUALITY & most INNOVATIVE Products for its Consumers and in
the process build a Formidable Organization.
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Which, can take on the best in the industry and is focused on the aspirations and
development of its Partners and Associates?
The Spirit of Excellence is the guiding force for the Company.
History
Bisk Farm
Type Private Sector
Industry Manufacturing
Genre Fast Moving Consumer Goods (FMCG)
Found 2000
Founder Krishnadas Paul
Headquarters Kolkata, West Bengal, India
Number of
locations
all over India
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 40
Area served India, Bhutan, Nepal.
Key people K.D.Paul, Chairman; Arpan Paul, Jt.MD; Vijay Singh, Jt.MD;
Phalguni Chaudhuri Exec Director of SAJ Food Products (P) Ltd
Products Bakery products, including biscuits, cakes, cookies, rusks,
extruded, filled wafers, baked Savouries, Danishes, Pastries, Breads
and other Confectionery items.
Revenue Rs.700 crore ( USD 110 MILLION)
Owner SAJ Food Products (P) Ltd, a part of the Aparna Group of
Companies
Number of
employees
3500
Parent Aparna Group of Companies
Divisions Biscuits, Cookies, Cakes, Rusks, Extruded Snacks, Filled wafers
Subsidiaries Bisk Farm Just Baked
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 41
Website www.biskfarm.com
PRODUCT PROFILE
Semi Sweet Biscuit
Marie
Thin Arrowroot
Sweet Biscuit
Sugar Free Biscuit
Top Gold Sweet Biscuit
Googly Sweet Biscuit
Vitamin Marie Biscuit
Sweet Biscuit
Digestive
Champ Sweet Biscuit
Multi Grain ATC Sweet Biscuit
Butter Biscotti
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 42
Crackers
Sugar Free Cream Cracker
Sugar Free Cream Cracker Masala
Cream Cracker
Crispy Cream Cracker
Snacks
Half Crackers
Spicy Crackers
Countlines
Mast Jeera Namkeen
Pack O Cheeze Namkeen
Jungle Bites Biscuit
Tid Bit Namkeen
Choco Biscuit
Namkeen
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 43
Creams Products
Orange Cream Biscuit
Cream Biscuit
Cottage Cream Biscuit
Milk Cream
Royal Cream Biscuit
Eliachi Cream
Cheese Cream
Pineapple Cream Biscuit
Peanut Butter Cream
Mini Strawberry Cream Biscuit
Cookies
Butter Cookies
Chocolate Cookies
Coconut Cookies
Cashew Cookies
Butter Scotch Cookies
Nankhatai Cookies
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 44
Cakes
Cup Cakes Plain
Cream Cakes
Jammy Cakes
Sandwich Cake
SEMI SWEET
MARIE THIN ARROWROOT GOOGLY
TOP GOLD GOOGLY SEASME ALMOND THINZ
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 45
Sweet Biscuit
JUST GINGER DIGESTIVE MULTI GRAIN
Crackers
Sugar Free Cream Cracker Sugar Free Cream Cracker Masala
Crispy Cream Cracker snakies spicy
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 46
Countlines
Mast Jeera Pack O Cheeze Jungle bite
Choco Tid Bit Namkeen
Creams Products
Orange cream Bourbon cottage cream
Royal cream creamy lemon cheese cream
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 47
Cookies
Butter cookie Choco cookie coconut cookie
Cashew cookie Butter scotch cookie Ocean salt
Cakes
Sandwich fruit fusion chocolate delight
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 48
SWOT ANALYSIS
SWOT analysis is the firm should identify its internal Strengths (S) and
Weaknesses (W) and also examine external Opportunities (O) and Threats (T).
Strength , Weakness , Opportunity , and Threats are the four tools for a
individual or group or organisation to grow , improve and polish it‘s skill.
Saj food Pvt. Ltd. has been highlighted below which covers all the
criticality of the project :
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 49
Strengths
Bisk farm Brand.
Diversified product range.
Extensive distribution network.
Better understanding of consumer psyche.
Easily available in various forms.
Widely accepted in all generations.
Good product quality and packaging.
Low and mid price range.
Good advertising and visibility through TVC‘S and print ads.
Weakness
Dependence on retailers & grocery Stores for displaying diversified Bisk
farm Products on shelf, induce impulsive buy.
Many competitors in this segment means limited market share.
Customer loyalty is lesser in food markets and there is high brand
switching.
Industry and technology requires high investment.
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 50
Opportunities
Estimated annual growth of 20%.
Low per capita consumption.
Changing consumer preference.
Increasing demand for sugar free, cheese cream, cakes, top and Marie.
Perfect companion for coffee/tea so can be marketed with coffee chains.
Generate employment opportunity.
Threats
Hike in cost of production due to hike in raw material cost.
Increase distribution cost.
Local bakery product.
Entry of various new entrants.
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 51
CHAPTER-4
DATA ANALYSIS &
INTERPRETATION
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 52
Sample respondents are 120.
Table 1.1
Table showing the NUMBER OF RESPONDENTS
Particulars Respondents Percentage (%)
Male 66 55
Female 54 45
Total 120 100
Analysis
Above table indicates that 55% of respondents are male and 45% of respondents
are female.
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 53
Graph 1.1
Inference: -
From the above analysis it can be inferred that male respondents are more than
that of female.
55%
45%
No. of Respondents
Male
Female
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 54
Table 1.2
Table showing AGE GROUP OF RESPONDENTS
AGE NO. OF RESPONDENTS PERCENTAGE (%)
18-25 86 72
26-35 16 13
36-50 16 13
50& above 2 2
Total 120 100
Analysis
Above table indicates that 72% of respondents are aged between18-25 and 13%
of respondents are aged between 26-35 &36-50, whereas only 2% of
respondents are aged 50& above.
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 55
Graph 1.2
Inference:-
From the above analysis it can be inferred that most of the respondents belong
to the age group of 18-25. While the minimum percentage of respondents are of
50 & above age group.
72%
13%
13%
2%
Age group
18-25
26-35
36-50
50 & above
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 56
Table 1.3
Table showing AWARENESS ABOUT BISK FARM
Particulars No. of Respondents Percentage (%)
YES 100 83
NO 20 17
TOTAL 120 100
Analysis
Above table indicates that 83% of respondents are aware of Bisk Farm products
whereas 17% of respondents are not aware of Bisk Farm products.
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 57
Graph 1.3
Inference: -
We could infer that brand popularity is quite high and product is very much
familiar among the target group.
YES NO
83
17
Awareness of Bisk Farm
Awareness of Bisk Farm
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 58
Table 1.4
Table showing AWARENESS OF BISK FARM PRODUCTS
PARTICULARS NO OF
RESPONDENTS
PERCENTAGE
(%)
Never heard of it 14 12
I am aware but never consumed
it
28 23
Rarely consumed 46 38
Regular consumption 16 13
Aware of all the products 16 14
Total 120 100
Analysis
Above table indicates that 12% of respondents have never heard of the product
whereas 23% of respondents are aware but never consumed the product and
38% of respondents have rarely consumed the product and 13% of respondents
consume the product oftenly and 14% of respondents are aware of all the
products.
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 59
Graph 1.4
Inference
From the above analysis it can be inferred that most (38%) of the respondents
have rarely consumed the products. In addition, a reasonable (23%) percentage
of respondents are aware of the products but never consumed it.
12%
23%
38%
13%
14%
AWARENESS OF BISK FARM PRODUCTS
Never heard of it
I am aware but never consumed it
rarely consumed
regular consumption
aware of all the products
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 60
Table 1.5
Table showing OFTEN CONSUMPTION OF BISK FARM PRODUCTS
PARTICULARS NO. OF RESPONDENTS PERCENTAGE (%)
COOKIES 30 25
RUSK & CAKES 46 38
CREAM BISCUITS 16 13
JARS 0 00
NONE OF THEM 28 24
TOTAL 120 100
Analysis
Above table indicates that 25% of respondents often consume cookies while
38% of respondents consumes rusk & cakes oftenly whereas only 13% of
respondents consume cream biscuits.
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 61
Graph 1.5
Inference
From the above analysis it can be inferred that a large number of respondents
have oftenly consumed rusk &cakes. While only few number of respondents
have consumed cookies and cream biscuits. And none of the respondents have
consumed Jars.
25%
38%
13%
0%
24%
OFTEN CONSUMPTION OF BISK FARM PRODUCTS
COOKIES
RUSK & CAKES
CREAM BISCUITS
JARS
NONE OF THEM
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 62
Table 1.6
Table showing MODE OF AWARENESS ABOUT THE BISK FARM
PRODUCTS
PARTICULARS NO. OF RESPONDENTS PERCENTAGE (%)
SHOPS 38 32
TV ADVERTISEMENTS 20 17
PAMPLETS 02 2
FRIENDS & FAMILY 40 33
OTHERS 20 16
TOTAL 120 100
Analysis
Above table indicates that that 32% of respondents got to know about the
product through shops whereas 33% of respondents got to know about the
product through friends & family and 17 % through TV advertisements and
16% through others.
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 63
Graph 1.6
Inference
From the above analysis it is inferred that majority of the respondents got to
know about the product through friends & family and through shops. Only
small percentage of respondents got to know about the product through others.
32%
17%
2%
33%
16%
MODE OF AWARENESS ABOUT THE BISK FARM PRODUCTS
SHOPS
TV ADVERTISEMENT
PAMPLETS
FRIENDS & FAMILY
OTHERS
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 64
Table 1.7
Table showing BUYING BEHAVIOURS OF CONSUMERS IN RESPECT
OF BISK FARM PRODUCTS
PARTICULARS NO. OF RESPONDENTS PERCENTAGE (%)
EVERY 2-3 DAYS 18 15
ONCE A WEEK 16 13
FORTNIGHTLY 6 5
ONCE A MONTH 48 40
NEVER 32 27
TOTAL 120 100
Analysis
Above table indicates that 40% of respondents buy the product once a month
while15% of them buy every 2-3 days and 13% of them buy once a week.
Whereas 27% of respondents never buy.
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 65
Graph 1.7
Inference
From the above analysis it is inferred that most of the respondents buy the
product once in a month. Wherein only few number of respondents buy the
products anywhere between every 2-3 days to a week.
Every 2-3 days Once a week Fortnightly Once a month Never
15%13%
5%
40%
27%
BUYING BEHAVIORS
BUYING BEHAVIORS
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 66
Table 1.8
Table showing the PROSPECTIVE BUYING IN FUTURE
PARTICULARS NO. OF RESPONDENTS PERCENTAGE (%)
YES 74 62
NO 00 00
MAY BE 46 38
TOTAL 120 100
Analysis
Above table indicates that 62% of respondents will buy the products in future
whereas 38 % of respondents may or may not buy.
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 67
Graph 1.8
Inference
From the above analysis it is inferred that most of the respondents are sure to
buy the products in near future. Whereas only few number of respondents may
or may not buy the products in the near future.
0%
10%
20%
30%
40%
50%
60%
70%
Yes No May Be
Prospective buying in future
Prospective buying in future
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 68
Table 1.9
Table showing HOW WOULD YOU RATE THE QUALITY OF THE
PRODUCTS? (5-highest and 1- lowest)
RATING NO. OF RESPONDENTS PERCENTAGE (%)
5 14 12
4 56 47
3 26 22
2 8 6
1 16 13
TOTAL 120 100
Analysis
Above table indicates that 47% of respondents rate the quality of the product as
4 whereas 22% of them rate as 3 and only 12% of them rate the product quality
as 5 while other respondents rates the quality as 1 and 2.
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 69
Graph 1.9
Inference
From the above analysis it is inferred that most of the respondents rate the
quality of product as 4 which is very good.
12%
47%
22%
6%13%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
5 4 3 2 1
Quality of the Products
Quality of the Products
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 70
Table 1.10
Table showing WHICH TYPE OF PRODUCT CAN BE ADDED TO THE
EXIXTING PRODUCT LINE
PARTICULARS NO. OF RESPONDENTS PERCENTAGE (%)
Ragi Biscuits 88 73
Jaggery biscuits 18 15
Soya biscuits 14 12
Total 120 100
Analysis
Above table indicates that 73% of respondents would want Ragi biscuits to be
added to the existing product line while 15% of respondents would want
Jaggery biscuits to be added whereas 12% of them would want Soya biscuits to
be added.
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 71
Graph 1.10
Inference
From the above analysis it is inferred that most of the respondents would want
Ragi biscuits to be added to the existing product line of Bisk Farm.
Ragi biscuits73%
Jaggery biscuits15%
Soya biscuits12%
What type of new product can be added
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 72
Table 1.11
Table showing AREAS FOR DIVERSIFICATION OF BISK FAR004D
PARTICULARS NO. OF RESPONDENTS PERCENTAGE (%)
Chocolates 96 80
Ice Creams 18 15
Others 06 05
Total 120 100
Analysis
Above table indicates that 80% of respondents want the company to diversify in
chocolates while 15% of respondents want the company to diversify in ice
cream.
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 73
Graph 1.11
Inference
From the above analysis it is inferred that most of the respondents would want
the company to diversify in chocolates.
Chocolates80%
Ice Creams15%
Others5%
Areas of Diversification
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 74
Table 1.12
Table showing THE LEVEL OF SATISFACTION
PARTICULARS NO. OF RESPONDENTS PERCENTAGE (%)
Highly satisfied 18 15
Satisfied 62 52
Average 30 25
Dissatisfied 10 8
Highly dissatisfied 00 00
Total 120 100
Analysis
Above table indicates that 52% of respondents are satisfied with the product
using in present while 25% of respondents say the product is an average
whereas 15% of respondents are highly satisfied with the products while 8% of
respondents are dissatisfied by the product.
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 75
Graph 1.12
Inference
From the above analysis it is inferred that most of the respondents are satisfied
with the Bisk farm products. Where in only limited number of respondents are
dissatisfied with the product.
15
52
25
8
0
highly satisfied satisfied average dissatisfied highly dissatisfied
0
10
20
30
40
50
60
Level of satisfaction
Level of satisfaction
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 76
Table 1.13
Table showing THE MOST IMPORTANT FACTOR THAT MOTIVATES
THE CONSUMER TO BUY THE BISK FARM PRODUCTS (REASON FOR
BUYING)
PARTICULARS NO. OF RESPONDENTS PERCENTAGE (%)
Quality 30 25
Price 10 8
Packing 8 7
Taste 50 42
Never purchased 22 18
Total 120 100
Analysis
The above table states that 42% of respondents buy the product due to its taste
while 25% of respondents buy for its quality whereas 8% and 7% of
respondents buy for its price and packing.
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 77
Graph 1.13
Inference
From the above analysis it is inferred that majority of the respondents buy the
product for its taste. And some of the respondents have never purchased the
products.
25%
8%
7%42%
18%
Motivational factor of purchase
quality
price
packaging
taste
never purchased
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 78
Table 1.14
Table showing THE ROLE OF PROMOTION TOOLS IN INCREASING
THE BRAND AWARENESS AND POPULARITY
PARTICULARS NO. OF RESPONDENTS PERCENTAGE (%)
Strongly agree 26 22
Agree 74 62
Disagree 2 1
Strongly disagree 00 00
Can‘t say 18 15
Total 120 100
Analysis
The above table states that 62% of respondents ‗agree‘ on the role of promotion
increasing the brand awareness and popularity of ‗Bisk Farm‘. Whereas 1% of
respondents ‗disagree‘ on this point of discussion. None of the respondents
‗strongly disagree‘ on this point. And the remaining 15% of respondents are not
sure on this point of discussion.
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 79
Graph 1.14
Inference
From the above analysis it can be inferred that most of the respondents agree on
the role of promotion increasing the brand awareness and popularity of Bisk
Farm.
22%
62%
1% 0% 15%
Role of promotion in Brand awareness
Strongly agree Agree Disagree Strongly disagree Can't say
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 80
Table 1.15
Table showing THE IMPACT OF PROMOTION ACTVITIESON THE
BUYING BEHAVIOUR
PARTICULARS NO. OF RESPONDENTS PERCENTAGE (%)
Strongly agree 50 42
Agree 64 53
Disagree 00 00
Strongly disagree 00 00
Can‘t say 06 05
Total 120 100
Analysis
From the above table, we can understand that 42% of respondents strongly
agree on the impact of promotion activities on the buying behaviour of
customers. 53% of respondents agree on this point of discussion. While the
remaining 5% of respondents are not sure about the impact of the promotion
activities on buying behaviours.
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 81
Graph 1.15
Inference
From the above analysis, it can be inferred that approximately half of the
sample respondents i.e., 42% agree on the point that the promotion activities
impact the behaviours of the customers.
42
53
0 0
5
Strongly agree Agree Disagree Strongly Disagree Can't say
Impact of promotion on buying behavior
Imact of promotion on buying behavior
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 82
Table 1.16
Table showing LEADERSHIP POSITION IN THE MARKET
PARTICULARS NO. OF RESPONDENTS PERCENTAGE (%)
Bisk Farm 06 05
Britannia 58 49
Parle-G 22 18
Sun feast 18 15
Unibic 16 13
Total 120 100
Analysis
The above table shows that 49% of respondents say that “BRITANNIA” enjoys
the leadership position in the market. While only 15-20% of respondents say
that the other brands i.e., Parle-G, Sun feast and Unibic enjoy the leadership
position. And 5% of respondents say that Bisk Farm enjoys market leadership
position.
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 83
Graph 1.16
Inference
As per the table, it can be said that highest percentage (49%) of respondents are
in favour of BRITANNIA and the least percentage (5%) of respondents are in
favour of BISK FARM.
Bisk Farm5%
Britannia49%
Parle-G18%
Sunfeast15%
Unibic13%
Leadership Position in Market
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 84
Table 1.17
Table showing OPINION ABOUT THE PRODUCTS VARIANTS OF BISK
FARM
PARTICULARS NO. OF RESPONDENTS PERCENTAGE (%)
Very good 24 20
Good 78 65
Satisfactory 00 00
Poor 00 00
Don‘t know 18 15
Total 120 100
Analysis
The above table shows that 20% of respondents say Bisk Farm has a very good
opinion about its product variants. 65% of respondents say the product variants
of Bisk Farm are ―Good‖. The remaining 15% of respondents do not know
about the product variants range of Bisk Farm.
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 85
Graph 1.17
Inference
From the above analysis, it can be inferred that 65% of respondents have a good
opinion about the product variants of Bisk Farm.
20
65
0 0
15
VERY GOOD GOOD SATISFACTORY POOR DON’T KNOW
OPINION ABOUT THE PRODUCTS VARIANTS OF BISK FARM
OPINION ABOUT THE PRODUCTS VARIANTS OF BISK FARM
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 86
Table 1.18
Table showing OPINION ABOUT PRODUCT ENDORSEMENT BY a
BRAND AMBASSADOR
PARTICULARS NO. OF RESPONDENTS PERCENTAGE (%)
Yes 54 45
No 06 05
May be 60 50
Total 120 100
Analysis
The table explains that 45% of respondents believe that endorsing the product
by a brand ambassador will help in better brand awareness about Bisk Farm.
Whereas, 5% and 50% of respondents do not and may be believe in the concept
of product endorsement by a brand ambassador, respectively.
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 87
Graph 1.18
Inference
Approximately 50% of respondents say that product endorsement by a brand
ambassador may increase the brand awareness of Bisk Farm.
45
5
50
opinion about product endorsement
yes no may be
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 88
Table 1.19
Table showing DOES COMPETITIVE PRICING AFFECT BRAND
LOYALTY
PARTICULARS NO. OF RESPONDENTS PERCENTAGE (%)
Definitely not 26 22
Probably 50 42
Probably not 22 18
Definitely 12 10
Not sure 10 8
Total 120 100
Analysis
26% of respondents do not agree on competitive pricing strategy affecting the
brand loyalty towards Bisk Farm. While 42% of respondents say competitive
pricing can ―probably‖ affect the brand loyalty. And nearly 8-10% of
respondents say that competitive pricing can ―probably not‖, ―definitely‖ affect
the brand loyalty.
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 89
Graph 1.19
Inference
As per the above table, it is inferred that most of the respondents say that
competitive pricing can ―Probably‖ affect the brand loyalty of customers
towards Bisk Farm.
22%
42%
18%
10%
8%
Does competitive pricing affect brand loyalty
definitely not
probably
probably not
definitely not
not sure
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 90
Table 1.20
Table showing EASY AVAILABILITY OF BISK FARM PRODUCTS
PARTICULARS NO. OF RESPONDENTS PERCENTAGE (%)
Strongly agree 08 6
Agree 50 42
Disagree 36 30
Strongly disagree 12 10
Can‘t say 14 12
Total 120 100
Analysis
The above table indicates that 42% of respondents ―Agree‖ on easy availability
of Bisk Farm products. 30% of them ―Disagree‖, 10% of them ―Strongly
Disagree‖ and 12% of them ―Can‘t Say‖ on this point of discussion. Whereas,
only 6% of respondents ―Strongly Agree‖ on easy availability of Bisk Farm
products in the market.
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 91
Graph 1.20
Inference
It can be inferred that a higher percentage (42%) of respondents ―Agree‖ and a
very minimum (6%) percentage of respondents ―Strongly Agree‖ about the
product availability.
strongly agree agree disagree strongly disagree
not sure
6.67
41.67
30
10 11.66
Easy availability of Bisk Farm products
Easy availability of Bisk Farm products
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 92
Table 1.21
Table showing OPINION ABOUT THE PACKING OF PRODUCT
AFFECTING THE CHOICE OF PURCHASE
PARTICULARS NO. OF RESPONDENTS PERCENTAGE (%)
Strongly agree 46 38
Agree 62 52
Disagree 06 05
Strongly disagree 00 00
Can‘t say 06 05
Total 120 100
Analysis
Above table shows 38% of the respondents ―strongly agree‖, 52% of them
―agree‖, 5% of them ―disagree‖ & ―can‘t say‖, while none of the respondents
―strongly disagree‖ on the point that packing of product affects the choice of
purchase.
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 93
Graph 1.21
Inference
It is inferred that most of the respondents ―Agree‖ and none of the respondents
―Strongly Disagree‖ on this point of discussion.
38%
52%
5%
0%
5%
Opinion about packing of product
strongly agree
agree
disagree
strongly disagree
can't say
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 94
Table 1.22
Table showing OUT OF LAST FIVE BISCUIT PURCHASE, HOW MANY
OF THEM WERE BISK FARM PRODUCTS
PARTICULARS NO. OF RESPONDENTS PERCENTAGE (%)
All of them 14 12
Most of them 16 13
Few of them 36 30
One of them 26 22
None of them 28 23
Total 120 100
Analysis
According to the table, 30% of respondents say that out of last five purchases of
biscuits ―few‖ of them were Bisk Farm products. While, only 12% of them
purchased ―all‖ of the biscuits of Bisk Farm. 13% of them say ―most‖ of them.
22% of them say ―one of them‖ and 23% of them say ―none‖ of the last five
purchases of biscuits belonged to Bisk Farm.
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 95
Graph 1.22
Inference
It can be inferred that a large percentage of respondents have never purchased
any Bisk Farm product in respect of their last five purchases. And only 12% of
respondents have purchased all of the Bisk Farm products in their last five
purchases.
12%13%
30%
22%23%
0%
5%
10%
15%
20%
25%
30%
35%
all of them most of them
few of them
one of them
none of them
last five purchases of bisk farm
last five purchases of bisk farm
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 96
Table 1.23
Table showing PRODUCT RECOMMENDATION TO A FRIEND OR
ASSOCIATE
PARTICULARS NO. OF RESPONDENTS PERCENTAGE (%)
Definitely 46 38
Probably 52 43
Not sure 22 19
Total 120 100
Analysis
Above table shows that 38% of respondents would ―Definitely‖ recommend
Bisk Farm products to their friend/associate. 43% of them would ―Probably‖
recommend Bisk Farm products. While, the remaining 19% of them are ―Not
Sure‖ about this point of discussion.
SAJ FOODS PVT LTD
SESHADRIPURAM COLLEGE Page 97
Graph 1.23
Inference
It is inferred that 43% of respondents will ―Probably‖ recommend Bisk Farm
products to a friend/associate in the future.
38%
43%
19%
product recommendation
definitely
probably
not sure
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CHAPTER-5
SUMMARY OF FINDINGS AND
CONCLUSIONS
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FINDINGS
It is found that most the respondents are aged between 18-25. While the
minimum number of respondents are of 50 & above age group.
It is found that brand popularity is quite high and product is very much
familiar among the target group.
It is found that most of the respondents have rarely consumed the
products. In addition, a reasonable number of respondents are aware of
the products but never consumed it.
A large number of respondents have oftenly consumed rusk &cakes.
While only few number of respondents have consumed cookies and
cream biscuits. And none of the respondents have consumed Jars.
Majority of the respondents got to know about the product through
friends & family and through shops. Only small percentage of
respondents got to know about the product through others.
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Most of the respondents buy the product once in a month. Wherein only
few number of respondents buy the products anywhere between every 2-3
days to a week.
Most of the respondents are sure to buy the products in near future.
Whereas only few number of respondents may or may not buy the
products in the near future.
Most of the respondents rate the quality of product as 4 which are very
good.
Most of the respondents would want Ragi biscuits to be added to the
existing product line of Bisk Farm.
Most of the respondents would want the company to diversify in
chocolates.
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Most of the respondents are satisfied with the Bisk farm products. Where
in only limited number of respondents are dissatisfied with the product.
Most of the respondents agree on the role of promotion increasing the
brand awareness and popularity of Bisk Farm.
Approximately half of the sample respondents i.e., 42% agree on the
point that the promotion activities impact the behaviours of the
customers.
It can be said that highest percentage (49%) of respondents are in favour
of BRITANNIA and the least percentage (5%) of respondents are in
favour of BISK FARM.
65% of respondents have a good opinion about the product variants of
Bisk Farm.
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Approximately 50% of respondents say that product endorsement by a
brand ambassador may increase the brand awareness of Bisk Farm.
Most of the respondents say that competitive pricing can ―Probably‖
affect the brand loyalty of customers towards Bisk Farm.
A higher percentage (42%) of respondents ―Agree‖ and a very minimum
(6%) percentage of respondents ―Strongly Agree‖ about the product
availability.
Most of the respondents ―Agree‖ and none of the respondents ―Strongly
Disagree‖ on the opinion of packing of product affecting the buying
behaviour of customers.
A large percentage of respondents have never purchased any Bisk Farm
products in respect of their last five purchases. And only 12% of
respondents have purchased all of the Bisk Farm products in their last
five purchases.
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43% of respondents will ―Probably‖ recommend Bisk Farm products to a
friend/associate in the future.
CONCLUSION
The study was done to analyze the brand awareness of Bisk farm with reference
to Saj Foods Pvt. Ltd. in Bangalore city. Primary and secondary data were
analyzed in the light of objective set for the study. It was found that Bisk farm
has been rated the best with regards to the satisfactory level among the
consumers.
The study has been conducted to bring out the quality of Bisk Farm products
when compared to other brands in the market. And also to measure the
preference consumers are giving to Bisk Farm products, and to what extent
customers are aware of Bisk Farm products.
It can be conclude that Bisk farm is one such brand which has entered the daily
life of the consumer. The taste and quality of Bisk farm product is an important
aspect, which has to be improved more, and this should be made known to the
consumers through more advertisement.
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This project at the end gives some of the suggestions, if one adopted can lead to
much higher development in sales, awareness of product line.
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CHAPTER -6
RECOMMENDATIONS
AND SUGGESTIONS
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Recommendation & Suggestions
The company should increase sales of those products which are fast
moving in the market.
The company should produce goods in accordance with changes in tastes
and preferences of consumers.
All age groups must be considered.
No doubt the company‘s advertisements are through as it is the fastest
approach, but still when compared to other brand it still has to improve.
The company has to see that their products must be preferred by all areas
not only urban, but also sub-urban and rural areas.
Based on the findings, it can be suggested that Bisk farm should
formulate strategies to diversify in different sectors i.e., CHOCOLATES
AND ICE CREAMS.
In order to cope up with the present scenario, Bisk farm should take
actions to add new products to its existing product line i.e., RAGI
BISCUITS, JAGGERY AND SOYA BISCUITS.
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ANNEXURES
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QUESTIONNAIRE
I JAYESH L. AWASTHI pursuing Final year B.B.M. in Seshadripuram
Degree College is conducting a survey on “Brand Awareness of BISK
FARM” as a part of my curriculum. Your valuable feedback will be a
source of data for my survey. Hence, please fill-in the below enquired
details and answer the questions given thereafter.
PART - A
1) NAME- __________________________________.
2) GENDER:
a) Male
b) Female
3) AGE:
a) 18-25
b) 26-35
c) 36-50
d) 50 and above
4) OCCUPATION: _____________________________.
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PART-B
1) ARE YOU AWARE OF “BISK FARM” PRODUCTS?
a) Yes
b) No
2) HOW MANY PROUCTS OF “BISK FARM” ARE YOU AWARE OF?
a) never heard of it
b) I am aware but never consumed it
c) Rarely consumed
d) Regular consumption
e) Aware of all the products
3) WHICH OF THESE PRODUCTS HAVE YOU CONSUMED OFTENLY?
a) Cookies
b) Rusk & cakes
c) Cream biscuits
d) Jars
e) None
4) HOW DID YOU FIRST HEAR ABOUT BISK FARM BISCUITS?
a) Shops
b) TV advertisements
c) pamphlets
d) Friend/family
e) Others
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5) HOW OFTEN DO YOU BUY BISK FARM PORDUCTS?
a) Every two-three days
b) once a week
c) Once a month
d) Once a week
e) Never
6) WOULD YOU BUY OUR PRODUCTS IN FUTURE?
a) Yes
b) no
c) may be
7) HOW WOULD YOU RATE THE QUALITY OF THE PRODUCTS? (5-highest
and 1- lowest)
a) 5
b) 4
c) 3
d) 2
e) 1
8) ACCORDING TO YOU, WHICH TYPE OF PRODUCT CAN BE ADDED TO
THE EXISTING PRODUCT LINE OF “BISK FARM”?
a) Ragi Biscuit
b) Jaggery Biscuit
c) Soya Biscuit
9) ACCORDING TO YOU, WHICH IS THE AREAS IN WHICH BISK FARM CAN
DIVERSIFY?
a) Chocolates
b) Ice creams
c) Others, specify __________
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10) HOW WOULD YOU RATE THE LEVEL OF SATISFACTION?
a) Highly satisfied
b) satisfied
c) average
d) Dissatisfied
e) highly dissatisfied
11) WHAT IS THE MOST IMPORTANT FACTOR THAT MOTIVATES YOU
TO BUY OUR PRODUCTS?
a) Quality
b) price
c) packing
d) taste
e) never purchased
12) DO YOU AGREE UPONROLE OF PROMOTIONIN INCREASING
BRAND AWARENESS AND POPULARITY OF BISK FARM?
a) Strongly agree
b) agree
c) disagree
d) strongly disagree
e) cant’ say
13) DO YOU AGREE PROMOTION ACTIVITIES IMPACT THE BUYING
BEHAVIOUR OF CUSTOMERS?
a) Strongly agree
b) agree
c) disagree
d) strongly disagree
e) cant’ say
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14) ACCORDING TO YOU, WHICH BRAND ENJOYS LEADERSHIP
POSITION IN THE MARKET?
a) Bisk farm
b) Britannia
c) Parle – G
d) sun feast
e) Unibic
15) WHAT IS YOUR OPINION ABOUT THE PRODUCT VARIANTS OF
BISK FARM?
a) Very good
b) satisfactory
c) poor
16) DO YOU THINK ENDORSING THE PRODUCT WITH THE HELP OF A
BRAND AMBASSADOR WOULD INCREASE THE BRAND AWARENESS OF
BISK FARM IN THE FUTURE?
a) Yes
b) No
c) May be
17) IF THE COMPETITORS PRODUCTS ARE AVAILABLE AT A PRICE
LESSER THAN BISK FARM PRODUCTS, WILL IT AFFECT YOUR BRAND
LOYALTY TOWARDS BISK FARM?
a) Definitely not
b) Probably
c) Probably not
d) definitely
e) not sure
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18) DO YOU FIND BISK FARM BISCUITS EASILY AVAILABLE IN THE
MARKET COMPARED WITH COMPETING BRAND?
a) Strongly agree
b) agree
c) disagree
d) strongly disagree
e) can’t say
19) DO YOU THINK PACKAGING OF THE PRODUCT AFFECTS THE
CHOICE OF PURCHASE OF PRODUCT?
a) Strongly agree
b) agree
c) disagree
d) strongly disagree
e) can’t say
20) OUT OF THE LAST FIVE BISCUITS PURCHASES, HOW MANY OF
THEM WERE BISK FARM PRODUCTS?
a) All of them
b) most of them
c) few of them
d) one of them
e) none
21) WOULD YOU RECOMMEND OUR PRODUCT TO A FRIEND OR
ASSOCIATE?
a) Definitely
b) Probably
c) Not Sure
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BIBLIOGRAPHY
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www.managementparadise.com
www.studychahcha.com
www.linkedin.com
www.biskfarm.com
www.businessdictionary.com
www.marketingteacher.com
http://en.m.wikipedia.org/wiki/Brand_awareness
Books Referred
SL.NO. NAME OF AUTHOR TITLE OF BOOK PUBLICATION YEAR
01. Prof. H.R. Appannaiah
Dr. P.N. Reddy
H.R. Ramanath
Marketing
Management
Himalaya
Publishing
House
2005
02. C. N. Sontakki Marketing
Management
Kalyani
Publishers
2010