Project on AB Mauri

8/15/2019 Project on AB Mauri

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Over view of the Baking Industry

Baking is a food cooking method that uses prolonged dry heat by convection,rather than by thermal radiation normally in an oven, but also in hot ashes, or onhot stones. The most common baked item is bread but many other types offoods are baked. Heat is gradually transferred "from the surface of cakes,cookies and breads to their centre. As heat travels through it transforms battersand dough’s into baked goods with a firm dry crust and a softer centre . Bakingcan be combined with grilling to produce a hybrid barbecue variant, by using

both methods simultaneously or one before the other, cooking twice. Baking isrelated to barbecuing because the concept of the masonry oven is similar to thatof a smoke pit

Baking has been traditionally done at home by women for domesticconsumption, by men in bakeries and restaurants for local consumption andwhen production was industrialised, by machines in large factories. The art andskill of baking remains a fundamental one and important for nutrition, as bakedgoods, especially breads, are a common food, economically and culturallyimportant. A person who prepares baked goods as a profession is called a baker.

History of Baking

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The first evidence of baking occurred when humans took wild grass grains,soaked them in water, and mi!ed everything together, mashing it into a kind of

broth like paste. The paste was cooked by pouring it onto a flat, hot rock,resulting in a bread like substance. #ater, this paste was roasted on hot embers,

which made bread making easier, as it could now be made any time fire wascreated. The Ancient $gyptians baked bread using yeast, which they had previously been using to brew beer. Bread baking began in Ancient%reece around &'' B(, leading to the invention of enclosed ovens. )*vens andworktables have been discovered in archaeological digs from Turkey to+alestine and these dates from about &''B($ .

Baking flourished in the -oman $mpire. n about /'' B(, the pastry cook became an occupation for -omans. This became a respected profession because pastries were considered decadent, and -omans loved festivity and celebration.Thus, pastries were often cooked especially for large ban0uets, and any pastrycook who could invent new types of tasty treats was highly pri1ed. Around 2A3, there were more than three hundred pastry chefs in -ome. A great selectionof these, with many different variations, different ingredients, and varied

patterns, were often found at ban0uets and dining halls. The -omans baked bread in an oven with its own chimney, and had mills to grind grain into flour. A bakers4 guild was established in 2&5 B( in -ome.

$ventually, the -oman art of baking became known throughout $urope, andeventually spread to the eastern parts of Asia. 6rom the 27th century, alternativeleavening agents became more common, such as baking soda. Bakers often

baked goods at home and then sold them in the streets. n #ondon, pastry chefssold their goods from handcarts. This developed into a system of delivery of

baked goods to households, and demand increased greatly as a result. n +aris,

the first open air caf8 of baked goods was developed, and baking became anestablished art throughout the entire world.

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Baker’s Yeast

9east is the vehicle of fermentation used in the manufacture of several industrialfermented products. 6ermentation of sugars by yeast is the oldest and largestapplication known to man. :any types of yeasts are used for making variedkind of foods; baker4s yeast in bread production, brewer4s yeast in beerfermentation and yeast in wine fermentation.

Baker4s yeast is available in a number of different forms, the main differences being the moisture contents. Though each version has certain advantages overthe others, the choice of which form to use is largely a 0uestion of there0uirements of the recipe at hand and the training of the cook preparing it. 3ryyeast forms are good choices for longer term storage, often lasting severalmonths at room temperatures without significant loss of viability. nited ?tates. t consists of coarse oblong granulesof yeast, with live yeast cells encapsulated in a thick @acket of dry, dead cellswith some growth medium. >nder most conditions, active dry yeast mustfirst be proofed or rehydrated. t can be stored at room temperature for a

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year, or fro1en for more than a decade, which means that it has betterkeeping 0ualities than other forms, but it is generally considered moresensitive than other forms to thermal shock when actually used in recipes.

The Indian Bakery Industry at a glance

An evening out with my friends at a 0uick service bakery, wondered about the

evolution, the si1e and contribution of the bakery industry in our country where

public eating took very little time as compared to other subcontinents.

$ven today the custom of honouring guests in ndia, as a mark of affection and

respect, is treating them to a meal cooked at home. Traditions of freshly cooked

food as much as caste and religious restrictions, made eating. n spite of that the

bakery industry is not a newcomer relatively as restaurants, dhabas or roadside

eateries and halwais or sweet meal sellers have been a part of ndian lifestyle

from a very long time.

*ver the years, the fragmented and unorganised bakery industry has

prominently surfaced as a sector that contributes to the economy in terms of

employment and revenue generation, and dependency of other sectors on it as a

buyer of a wide range of goods and services. The significant si1e of the bakery

industry not only provides employment.

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The bakery industry is the largest among the processed food industry the current

estimated market is about -s '' crore in the end of '2 .


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6urther the market can be segmented into cakes, pastries and unpackaged

biscuits. And valued at -s 2/& crore and -s 2'55 crore respectively.

+er capita consumption of an average

2. Bread 2'kgIyear . Biscuit /'kgIyear

C of biscuit is consumed by rural area. /GC of consumption of bread items is by people of monthly income of -sG''' and below.

At present G'C of total bakery products is prepared by small and family scale

units.

Also they are a massively influential element in a society4s economy.

$!ample;

2F They provide @obs for highly trainedIskilled employees EchefsF, e!perience

trained EcooksF and untrained Ebusboys, servers and dishwashers.F

F They are consistent, predictable and active purchasers of both fresh andmanufactured foods used to prepare the products.

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rowth of Baking in India!

The diverse eating habits, wide range of cuisines and the diverse cooking

techni0ues are some of the main factors behind the growth of baking in ndia.


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class areas and working class people who need a 0uick bite @ust too refill their

energy level

This has increased the rate of foreign investments in the country having a

favourable effect on the overall economy of the country. The foreign bakeries

and bakery ingredients are setting up bases to cater to the vast consumer market

in the country.

The growth of the bakeries in ndia has directly led to the growth of fast food

eating outlets in the country. The ndian youth of today is very much inclined

towards fast food and this has become a ma@or factor towards the growth of

these types of bakeries.

The future of the banking industry looks bright.


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(onsumer behaviour is the study of individuals, groups, or organi1ations and

the processes they use to select, secure, and dispose of products, services,

e!periences, or ideas to satisfy needs and the impacts that these processes

have on the consumer and society. t blends elements

from psychology , sociology , social anthropology and economics . t attempts to

understand the buyer decision making process, both individually and in groups.

t studies characteristics of individual consumers such as demographics and

behavioural variables in an attempt to understand people4s wants. t also tries to

assess influences on the consumer from groups such as family, friends,

reference groups, and society in general.

(ustomer behaviour study is based on consumer buying behaviour, with the

customer playing the three distinct roles of user, payer and buyer. -esearch has

shown that consumer behaviour is difficult to predict, even for e!perts in the

field. -elationship marketing is an influential asset for customer behaviour

analysis as it has a keen interest in the re discovery of the true meaning of

marketing through the re affirmation of the importance of the customer or

buyer.

Consumer Behaviour towards a Bakeries

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http://en.wikipedia.org/wiki/Psychologyhttp://en.wikipedia.org/wiki/Sociologyhttp://en.wikipedia.org/wiki/Social_Anthropologyhttp://en.wikipedia.org/wiki/Anthropologyhttp://en.wikipedia.org/wiki/Economicshttp://en.wikipedia.org/wiki/Demographichttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Relationship_marketinghttp://en.wikipedia.org/wiki/Sociologyhttp://en.wikipedia.org/wiki/Social_Anthropologyhttp://en.wikipedia.org/wiki/Anthropologyhttp://en.wikipedia.org/wiki/Economicshttp://en.wikipedia.org/wiki/Demographichttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Relationship_marketinghttp://en.wikipedia.org/wiki/Psychology


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(onsumer or customer behaviour towards a bakery product is basically how a

consumer thinks about bakery items or how he perceives the image of a bakery

in his head, and how he acts towards it. This is based on many factors which

influences a customer’s choice. ?ome factors on which consumer or customer

behaviour towards a restaurant depend on are;

2. Type of bread

. 6ood TasteIKuality

/. Taste of the consumer

. +rice range

. Time of consuming the product

&. Time to consume the product

G. Hygiene.

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Company "rofile

6ormed in '' , AB :auri was born when Associated British 6oods ac0uired

the yeast business of Burns +hilp and merged it with the Bakery ngredients

business of (ereform. *ur motto is to be

'The global leader in developing and growing the baking

business.'

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*ur capabilities to understand the science involved in the art of baking businessmakes us uni0ue and dependable in this industry. *ur e!pertise cuts across thewhole range of Bakery Applications from ingredient chemistry, technology and

processes to end product attributes. *ur global presence in (ountries L '#ocations helps us offer world class value added bakery ingredients. *ur foodtechnologists have unrivalled knowledge and understanding in the 9east andBakery ngredients ndustry.

Head 0uartered in Bangalore, we are one of the largest producers anddistributors of fresh yeast, bakery ingredients, spices and other functionalingredients in ndia.

n short, your one stop supplier for all your needs in your Bakery.

AB #auri $Banglore%

Corporate "rofile!

Tower is the oldest signature brand every baker uses in ndia. $stablished andnurtured by Burns +hilips and today AB :auri has ensured its constant growthin the ndian market.

Thirst for innovation, habit of thinking out of the bo! and passion for

improvement has resulted in path breaking inventions. *ur signature

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brand &TO'()& is synonymous to loyalty, 0uality and consistency. :anytimes called as the &TO'()& company, stories about our service standards are

popular even in remote ndia.

*ur other brands like +- :$ and #A*)I have delivered high performanceevery time.


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#arketing -trategies of AB #auri

AB :auri follows a simple method for marketing their products. They believe

in a simple set of marketing strategies as they believe that their ingredients and

service sells itself.

-ome of the marketing strategies followed 0y AB #auri are!

12 A comprehensive we0site!

:ore and more, consumers across the nation are turning to the nternet to

decide where they will eat out ne!t. f your business does not have its own

website, you may lose a lot of potential customers and so AB :auri has created

a very attractive yet simple website for their marketing which gives the viewers

the access of viewing the products that they produce and their brands and also

gives them the contact information.

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32 /esign of the product packing!

A product is the best merchandising tool, and a boring, outdated or ugly product

can cause customers to perceive a lower value for your restaurant. AB :auri

has kept this in mind and has designed a fresh, well written and enticing

packing with attractive pictures of how their products.

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42 Implement fre5uency marketing!

-egular survey about their product can get the bakers keep talking about their

product. Jot only do the bakers provide them with feedback but also market AB

:auri through word of mouth.

62 Attend events!

AB :auri turns and takes their products to different kinds of events

compatating with different products and different bakers seeing whose product

is better. This helps them attract new customers and give their regular customers

a reason to keep buying their products back.

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72 *p8selling!

AB :auri bakes in their own back yard trying out new ingredients and new

ways and methods of baking which in turn see which is more successful and

give it to the bakers who produce. This helps them market their product better

by finding new ways and telling the bakers attracts them to use their products.

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-tatement of the pro0lem!

The problem is mainly to understand what factors influence a consumer or

customer’s behavior or perception towards bakery products.

This study was mainly conducted to analy1e which factor influences the bakers

the most and how much does each factor influence the consumer behavior

towards the baking ingredients.

Title of the study!

“An organizational study on AB Mauri (with special referenceto competitive Market analysis of AB Mauri)”

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O09ective of the study!

The main ob@ective of the study is to understand the various competitors.

Another important ob@ective is to study what the bakers need to improve

their products and which are the ingredients which are dominating in the

field.

-cope of the study!

The scope of the study is to study ingredients used by a baker and see what

factors influence and affect a baker’s behavior or perception towards it. The

scope of bakery ingredients in ndia is a country obsessed with food and also the

population of ndia adds to the demand.

By hiring a good chef and a good management staff, a wonderful bakery can be

created. The hiring of a good and talented chef who is familiar with many

bakery ingredients ensures great diversity and 0uality in food, which results in

great business. But you need some good marketing strategies to beat the

competition because today the Baking ndustry is booming and the competition

is increasing day by day. The ingredients of a perfect bakery are a talented chef,

smiling and helping staff, a great ambience, and reasonable prices.

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/ata Collection

The data in the study is collected in 2 form ;

• +rimary data• ?econdary data

"rimary source!

+rimary data is the data which is collected at source. t is first hand information

which is not influenced or manipulated by e!ternal factors.

The primary data was collected by the means of a structured 0uestionnaire

which was administered to the bakers. The 0uestionnaire consisted of close

ended and open ended 0uestion for any suggestions or complaints.

• Bakers of Bangalore

-econdary source

?econdary data is the data which is collected at source. t is second hand

information which is influenced or manipulated by e!ternal factors.

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The secondary data was collected by the means of website which was

administered by the company. The website considered of all the baisic

information which was then taken over.

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of independent observations from the same probability distribution, without

involving any real population. The sample usually is not a representative of the

population of people from which it was drawnN this random variation in the

results is termed as sampling error . The random sampling will be used in the

study as the number of customers is very high in number.

-tatistical tool for collecting /ata!

The study was conducted via 0uestionnaire method which was asked out to a

sample of && respondents. The 0uestionnaire consisted of a few simple

0uestions to the bakers regarding the ingredients they use.

"lan of Analysis!

At first suitable data related to the problem area are collected from the primary

sources.

• The data is collected from the 0uestionnaire sampling method and is then

analysed and later interpreted.

• The classified data is then tabulated by using tables.

• The graphical presentation of the data is done to analyse the data.

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http://en.wikipedia.org/wiki/Sampling_errorhttp://en.wikipedia.org/wiki/Sampling_error


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• The inference is given based on the tables and graphs.

• Based on the analysis the summary of the findings is drawn.

• The suitable recommendations are stated based on the findings.

• 6inally conclusions are derived for the overall pro@ect.

)eference period2

The research was conducted for appro!imately 2 month during the period

of G :ay '2/ to & Oune '2/

,imitations of the -tudy!

• Time constraint ; Time given to conduct the study was sufficient but

travelling to different areas took a lot of time.• "lace constraint! As the restaurant is situated in different areas and the

bakeries are spread wide off the research work was difficult to cover on

time.

Chapter -cheme!

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Chapter 1 ; Introduction!

(hapter 2 consists of ndustry +rofile EBaking ndustry, Baking ndustry at a

glance, %rowth of Baking ndustry in ndiaF, ntroduction to the topic

(ompetitive analysis of market.

Chapter 3 ; Company "rofile!

(hapter consists of the (ompany +rofile of AB :auri E-ole of the

company in various fields, Baking, ?ervices, *rgani1ational (hart,

:arketing strategies.

• Chapter 4 ; #ethodology of -tudy!

(hapter / consists of the methodology of study E?tatement of the +roblem,

*b@ective of the study, ?cope of the study, 3ata collection, ?ample si1e,

?ampling methods, ?tatistical tools, +lan of analysis and #imitations of

studyF.

Chapter 6 ; /ata analysis and Interpretation!

(hapter consists of the 3ata collection and nterpretation through the

Kuestionnaire :ethod. $ach 0uestion from the Kuestionnaire is analy1ed

and interpreted.

Chapter 7 ; -ummary of +indings< -uggestions and Conclusion!

(hapter of the study consists of the summary of the findings of the study,

suggestions and conclusion to the study.

/ata Analysis and Interpretation

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The purpose of the data analysis and interpretation phase is to transform the

data collected into credible evidence which will help us understand the topic

better to come to a conclusion.

Analysis can help answer some key 0uestions;

• Has the survey helped in understanding what the bakers are looking for

while baking their productsP• Has the survey helped us in reaching the conclusionP

This process usually involves the following steps;

• *rgani1ing the data for analysis.• Analy1ing the data.• nterpreting the data

Bakers re5uirements and 0ehavior towards AB #auri products2

To analy1e the consumer behavior towards :ulti cuisine -estaurants, a

structured 0uestionnaire of few simple 0uestions was prepared and given out to

a sample of && people.

After analysing the 0uestionnaire filled by the sample population, have prepared a table and a chart so that we can get a clear picture of the result

Ta0le 621 showing how old the 0akery has 0een there for2

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-esponse +ercentage

CaF #ess than 9ears 2'

bF to 2' 9ears &'

cF :ore than 2' 9ears /'

Analysis!

Based on table .2, it can be inferred that most of the respondents were bakeries

which were in between to 2' years old.

Chart 621 showing the age group of the 0akeries as to how old the

0akeries are2

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10%

60%

30%

less than 5 years 5 to 10 years more than 10 years

Inference!

6rom chart .2 it was analysed that 2'C are bakeries which are less than year

old, &'C are bakeries which are between to 2' year old and the reaming /'C

are bakeries which are more than 2' year old. This analysis gives us an idea asto which are the bakeries using what products to understand the market study.

Ta0le 623 shows us if the 0akers have herd of the TO'()

product2

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-esponse +ercentage

CdF 9es &'

eF Jo '

Analysis!

*n the basis of table . , it can be inferred that a ma@ority of the respondents

know about the T*


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40%

60%

Don’t Know Know

Inference!

6rom chart . , it was analysed that &'C of the respondents said that they have

heard about the T*


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Ta0le 624 shows us if the 0akers have used TO'() product

or no2

-esponse +ercentage

CaF >sed '

bF Jot >sed &'

Analysis!

Based on table ./, it can be inferred that not many bakers have heard about the

products from T*


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Used Not Used

Inference!

6rom chart ./ it is analysed that 'C of the bakers have used the T*


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Ta0le 626 shows us which 0aking yeast production is high2

+roduct +ercentage

CaF Tower 2'

bF %loripan G

cF 6abo

dF ?af

eF Angel

Analysis!

6rom table . , it can be inferred that a ma@ority of the bakers yeast which is

being used in the market is %loripan and with a very high margin Tower coming

in nd with @ust 2'C of the bakers.

Chart 626 shows us which 0aking yeast production is high2

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Tower Gloripan Fabo Saf Angel0%

10%

20%

30%

40%

50%

60%

70%

80%

10%

75%

5% 5% 5%

Inference!

Based on chart . , it was analysed that 2'C of the respondents said that they

are using T*


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-esponse +ercentage

CaF 3iamond G' bF Tower 2

cF ?af

dF -ock6ort

eF Angel

Analysis!

*n the basis of table . , it can be inferred that a ma@ority of the respondents are

ready to use only 3iamond (ake %el for baking their cakes where the

percentage is clearly very high where second place are Tower with @ust 2 C.

Chart 627 shows us the price which a person is ready to pay for a

meal8for8two2

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Tower Diamond Saf Ro !for" Angel0%

10%

20%

30%

40%

50%

60%

70%

15%

70%

5% 5% 5%

Inference!

*n the basis of chart . , it was analy1ed that G'C of the respondents chose

3iamond (ake %el to be used whereas 2 C chose Tower and the remaining

2 C was divided among ?af, -ock6ort and Angel e0ually with C each.

Ta0le 62= shows us if the 0akers use any other ingredients to

improve their 0read and cakes2

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-esponse +ercentage

CaF 9es '

bF Jo 2''

Analysis!

*n the basis of table .&, it can be inferred that no bakers use anything other

than bakers yeast everything else is been made from scratch.

Chart 62= shows us the 0akers who use other ingredients

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100%

Yes No

Inference!

*n the basis of chart .&, it was analysed that no bakers use artificial ingredients

to improve their breads other than bakers yeast everything else that they use are

made from scratch.

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Ta0le 62> shows us the promotion of Tower products if the

Tower people approached the 0akers or not2

-esponse +ercentage

CaF Approached '

bF Jot Approached &'

Analysis!

*n the basis of chart .G, it can be inferred that a ma@ority of the respondents

said that they were not approached by the Tower company people and they did

not know about the benefits of the products.

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Chart 62> shows us how man 0akers have 0een approached 0y the

Tower company people2

Approa #ed $o" Approa #ed0%

10%

20%

30%

40%

50%

60%

40%

60%

Inference!

*n the basis of chart .G, it was analysed that 'C of the respondents said that

Tower company people have approached them about their products but the

remaining &'C were not approached.

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Ta0le 62? shows us the importance price over 5uality of the

yeast2

-esponse +ercentage CaF +rice 7'

bF Kuality 2'

Analysis!

*n the basis of table .5, it can be inferred that the bakers see price over 0uality

even if the 0uality is not high and the price is low they are willing to use that

product in their baking not seeing the 0uality of the produced item.

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Chart 62? shows us the importance of price and 5uality2

r!"e #$al!ty

Inference!

*n the basis of chart .5, it can be analysed that 7'C of the respondents say that

price of the yeast plays an important role in bakers buying the yeast the higher

the cost the bakers tend not to buy the product and 2'C of the respondents say

that irrespective of the price they see the 0uality of the yeast while buying the

yeast.

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Ta0le 62@ shows us how many 0akers are influenced 0y their

distri0utor to 0ut the ingredients2

-esponse +ercentage C

aF 9es 5'

bF Jo '

Analysis!

*n the basis of table .7, it can be inferred that a ma@ority of the respondents

feel that the distributors have a better knowledge about the product after

listening to all the other bakers so that they prefer buying what the distributor

suggests and not buying what they think is right and needed.

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Chart 62@ shows us how many 0akers are influenced 0y their

distri0utor to 0ut the ingredients2

oi'e

$&&l!ear 'a(er

Inference!

*n the basis of chart .7, it can be analysed that 5'C of the respondents are

influenced by their distributors to buy and use the ingredients where the bakers

listen to what the distributor has to say about the product and then buy it only

'C of the bakers buy the ingredients that they prefer.

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-ummary of +indings< -uggestions and Conclusion

-ummary of +indings!

The above set of tables and charts show us the competitive and market analysisof the baking ingredients.

Based on table .2, it can be inferred that most of the respondents were

bakeries which were in between to 2' years old.*n the basis of table . , it can be inferred that a ma@ority of the

respondents know about the T*


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*n the basis of table .5, it can be inferred that the bakers see price over

0uality even if the 0uality is not high and the price is low they are willing

to use that product in their baking not seeing the 0uality of the produced

item.*n the basis of table .7, it can be inferred that a ma@ority of the

respondents feel that the distributors have a better knowledge about the

product after listening to all the other bakers so that they prefer buying

what the distributor suggests and not buying what they think is right and

needed.

-uggestion

would like to suggest that the marketing towards suppliers should be

more stronger as they hold the key to sell the product cause they can

manipulate the bakers mind and get the baker to buy what he suggests.A few sample products to be given to the bakers to show that the

product is been increasing in the 0uality and not only the price. The bakers have a thought that only the price of the AB :auri

products is been increasing and not the 0uality.

Conclusion

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6rom the above study we get to know that Bakers look out for price over 0uality

and that ma@ority of the bakers depend on the suppliers for their product and are

influenced by what they suggest for the baking of the product and that a lot of

bakers have not heard about the product produced from the A: :auri.

Bi0liography

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niversityF doing a minor pro@ect in

AB :auri nd +vt #td i kindly re0uest to give your valuable feedback.

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http://www.wikipedia.org/http://www.encyclopedia.com/http://www.abmauri.com/http://www.abmauri.in/http://www.slideshare.com/http://www.wikipedia.org/http://www.encyclopedia.com/http://www.abmauri.com/http://www.abmauri.in/http://www.slideshare.com/


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2. How old is the bakeryPo #ess than yearso to 2' yearso :ore than 2' years

. Have you heard about the Tower yeastPo 9eso Jo

/. Have you used Tower productPo 9eso Jo

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5. 3o you give importance to price or 0ualityPo +riceo Kuality

7. 3ose the 3istributor influence youPo 9eso Jo

Documents

Project on AB Mauri