Test Marketing & Customer Interaction of Mala's Jam by Munir Mugal

Allana Institute of Management Sciences, Pune 1

A

PROJECT REPORT

ON

“TEST MARKETING & CUSTOMER INTERACTION OF

MALA’S JAM IN PUNE CITY”

COMPILED FOR

MALA’S FRUIT PRODUCTS,

PANCHGANI

SUBMITTED TO

UNIVERSITY OF PUNE

IN PARTIAL FULFILLMENT

OF

MASTER IN BUSINESS ADMINISTRATION

SUBMITTED BY,

MUGAL MUNIR YUNUS

M.B.A. – MARKETING

M.C.E. SOCIETY’S

ALLANA INSTITUTE OF MANAGEMENT SCIENCES,

PUNE.

(2007-2009)


ACKNOWLEDGEMENT

The feeling of gratitude arises from the bottom of the heart. A small, but an

important and timely help can prove to be a milestone‟s in one‟s life. My

experience throughout the completion of the project has been a very pleasant

one and has enlightened me in various ways as a student and as a human

being.

The project is dedicated to all the people whom I met, talked, interviewed,

worked and learnt something from them. On this occasion, I want to grab

this opportunity to acknowledge my sincere thanks to all of them while

submitting this report.

To start with the college, I would like to thank our Director of the college

Dr. K.K.Singh, our Course Coordinator Prof. Akhtar Ali Sayyed and project

guide Prof. Sheryl Xavier and all Professors of our college whose help and

guidance has been of immense value throughout the completion of this

project.

Secondly, I would like to thank the Managing Director and team members of

esteemed organization MALA‟S Fruit Products, for their full cooperation

during summer internship program. It has helped me in bringing my best to

make this project successfully.


Last but not the least, I would like to thank my peers, colleagues, friends and

all those who have helped me in bringing out my best to make this project a

success.

DECLARATION

I, Mugal Munir Yunus, a student of Allana Institute of Management

Sciences, Pune. would like to declare that project title “TEST MARKETING

& CUSTOMER INTERACTION OF MALA‟S JAM IN PUNE CITY” for

the MALA‟S Fruit Products in Pune city, is the result of original research

carried out by me in the partial fulfillment of Master in Business

Administration of University of Pune.


MUGAL MUNIR YUNUS

Date:

Place:

CERTIFICATE

This is to certify that project report titled “TEST MARKETING &

CUSTOMER INTERACTION OF MALA’S JAM IN PUNE CITY” is a

bonafide work carried out by Mugal Munir Yunus, student of M.B.A.-II of our

institute for the fulfillment of Master in Business Administration degree of

University of Pune. He has worked under our guidance and supervision.


Dr.K.K.Singh, Prof. Sheryl Xavier,

(Director) (Internal Guide)

Date: Date:

Place: Place:

TABLE OF CONTENTS

Sr. No. Particulars Page No.

1. Executive Summary 1

2. Introduction 3-8

a) Background Of The Study 3

b) Objectives 5

c) Scope 6

d) Limitations 7

e) Significance Of The Study 8

3. Company Profile 9

4. Literature Review 16


5. Research Methodology 21-29

a) Research Design 21

b) Sources Of Information 23

c) Sample Design 27

6. Data Analysis And Interpretation 30

7. Findings 43

8. Conclusions 44

9. Suggestions 46

10. Scope For Future Research 48

11. Annexure 49-52

a) Questionnaire 49

b) Bibliography 51

c) Other Related Materials 52


1. Executive summary


2. Introduction


3. Company Profile


4. Literature review


5. Research Methodology


6. Data analysis and Interpretation


7. Findings


8. Conclusions



9. Suggestions


10. Scope for Future Research


11. Annexure


Executive Summary

Project Title: “TEST MARKETING AND CUSTOMER INTERACTION

FOR MALA‟S JAM IN PUNE CITY”.

This project was undertaken at the MALA‟S FRUIT PRODUCTS, one

of the pioneers of the Jam in India. At MALA‟S their jams and crushes are

made from the finest hand-picked fruits from the highly maintained orchards

of India ensuring best quality. They strive to achieve reputation for

excellence in quality of their products by providing the best ingredients and

ensuring their satisfaction.

The research was conducted for a period of 60 days in the distinct

areas of Pune city. I have given the customers to sample the taste of the Jam,

surveyed 500 respondents over there and collected the data. Collected data

was formulated and analyzed using distinct analytical and graphical

methods.

This research was conducted to find out the level at which this event

has taken place and how it has affected in increasing the awareness about the

product, taste of the product, brand name, advertising, generating sale of the

Jam. I have chosen this project as it is an FMCG Company and I wanted to

interact with the end user so as to learn customer‟s perception and how to

approach and convince them?


SWOT analysis has studied of the firm that is strengths and

weaknesses of the organization and opportunities and threats in the

environment. Company has fabulous quality as well as range of price of

different packs of products which is required by the Customers. But

Company needs to concentrate on physical distribution and promotion which

would improve the performance of the company.


a.) Background of the study:

This project was undertaken at the MALA‟S FRUIT PRODUCTS, one of the

pioneers of the Jam in India. The research was conducted in order to study

test marketing and customer interaction.

The research was conducted for a period of 60 days in the distinct areas of

Pune city like Sinhgad Road, Paud Road, Model Colony, Koregaon Park,

Eranwade, Vishrantwadi, Shiva Nagar, Yerwada, Vadgaon Sheri, Viman

Nagar, Khadki etc. and I have surveyed 500 respondents over there.

The main ideology behind test marketing and customer interaction is as

follows:

I have given the customers to sample the taste of the Jam when they visited

the canopy of the test marketing and I have sold the Jam to them at

discounted rates.

Hence this research was conducted to find the level at which this event has

taken place and how it has affected in increasing the awareness about the

product, brand name, advertising and generating sale of the Jam.

Afterwards collected data was formulated and analyzed using distinct

analytical and graphical methods and concluded.


Last but not least, I have chosen this project as it is an FMCG Company and

I wanted to interact with the end user so as to learn customer‟s perception

and how to approach and convince them? I have learnt many other

invaluable things in the summer internship program.


b.) Objectives:

The objectives of this research are as follows:

To study the level of awareness and buying behavior of MALA‟S Jam in

the mind of customers.

To comprehend the sales level of the Jam in distinct areas of the Pune

city.

To comprehend the reasons for nil purchases.

To study the satisfaction level of the customers.

To study the demand of particular flavor by the consumers.


c.) Scope:

Scope means area covered. Following things are covered in this

research:

I. The aim of the project is to study test marketing and customer interaction.

II. The survey covered 500 customers from distinct areas of Pune city.

III. At each outlet 25 customers were covered.


d.) Limitations:

There are many limitations in this research. Following are the major

ones in this research:

I. Lack of time and money:

There was a shortage of time to approach each and every respondent

for survey and the budget of the survey was limited, which was a major

limitation.

II. Lack of cooperation from respondents:

This was the major limitation from the side of the respondents at the

time of inviting for free taste of the jam at the canopy. They were not willing

to spend much time over there.


e.) significance of the study:

Significance as an organization point of view:

I. In today‟s competitive corporate world it is very essential for an

organization to be aware about the market situation and customers

preferences.

II. It will be helpful in fulfilling the information regarding the market.

Significance as an individual point of view:

I. This study has been helpful in gaining knowledge of market research,

In the field of FMCG company.

II. It has given me a valuable experience in the FMCG sector.


Company Profile

A Fruitful Journey:

When the British left India, they also left behind their mark on our nation.

They influenced a number of habits including those of food. One of the

many food cultures they impressed is that of today‟s most popular breakfast

accompaniment – The Jam.

In the year 1958, Mr. Taiyab MALA‟S vision and stoic gave birth to India‟s

most sought after fruit-based goodie manufacturing company – MALA‟S.

What started as a hobby in 1958 has slowly & steadily turned the MALA‟S

brand into a household name in the fast moving consumer market.

What keeps the company going is their dedication to quality, the secret

homemade jam & fruit crush recipes and the undying affection, support

offered to their working staff.

The company having started with a production of ½ tonne for the year, today

has a production of 500 tonnes of Jam. Mala‟s has a marketing network in all

major cities of India and has also been exporting its goods to various

countries.


Here They Are:

Nestled amidst the lush evergreen mountains of Panchgani, in nature‟s very

own basket is India‟s priceless range of fruit-based goodie manufacturer –

MALA‟S.

With an adroit experience of 50 years, MALA‟S has been continually

providing India with unrivalled fruit-based products.

“The belief in them and determination to excel is creating the confidence in

our business partners across all levels of service.”

Mission of the company:

“At MALA‟S they promise to leave customers varied taste-buds as gratified

as their fruitful journey in building the country‟s most sought after brand for

processed fruit products. They are also committed in bringing us processed

fruit products closest to the quality that nature intended. Thus their Berry

good products are equally enjoyed by the young and old alike!”

Company’s Quality Policy:

They shall strive to achieve reputation for excellence in quality of their

products by providing the best ingredients and ensuring their satisfaction.

MALA‟S is committed to continually improve all its systems through the

process of measuring, monitoring and setting objectives for continual

improvement of all its areas of operations.


Their Treasure, Their Products:

At MALA‟S their jams and crushes are made from the finest hand-picked

fruits from the highly maintained orchards of India ensuring best quality.

Their factories are equipped with state-of-art-machinery. Their labs and

Food Technologists ensure Quality Control and R&D. So at MALA‟S they

have, Nature‟s finest fruits, bottled with love!

MALA’S JAM – 200GM CUP

Mixed Fruit Jam

Strawberry Jam

MALA’S JAM – 500GM REFILL PACK

Mixed Fruit Jam

Strawberry Jam

Orange Marmalade Jam

Pineapple Jam

Mango Jam

Strawberry Jam

Raspberry Jam

Mulberry Jam

Apple Jam

Apricot jam


MALA’S JAM – 500GM JAR

Mixed Fruit Jam

Strawberry Jam

Orange Marmalade Jam

Pineapple Jam

Mango Jam

MALA’S JAM – 1KG JAR

Mixed Fruit Jam

Strawberry Jam

Pineapple Jam

Mango Jam

MALA’S CRUSH – 700ML PET BOTTLES

Mulberry crush

Orange crush

Mango crush

Pineapple crush

Raspberry crush

Green apple crush

Kiwi crush

Butter scotch crush

Litchi crush

Black current crush


Custard apple crush

Guava crush

Strawberry crush

Strawberry whole crush

MALA’S SQUASH – 700ML PET BOTTLES

Orange squash

Mango squash

Lime squash

Ginger cocktail squash

Mango panha squash

MALA’S CORDIAL – 700ML PET BOTTLES

Blue Curacao cordial

Raspberry cordial

Lime cordial

Kokum cordial

MALA’S SYRUP – 700ML PET BOTTLES

Rose syrup

Kesar syrup

Khus syrup


MALA’S OTHER PRODUCTS

Chocolate sauce - 400ML

Honey – 400ML

The Packaging:

Apart from the product MALA‟S has made a lot of innovations in the

packaging. MALA‟S was the first to introduce the lug cups in India in close

association with Larsen & Turbo (L&T). MALA‟S again pioneered the refill

packs for Jams which is very popular today in the market.

The Equipments:

MALA‟S is fully equipped and all the equipments are from reliable and

established companies. MALA‟S has the latest Boilers, Pulpers, Jacketed

Pans, Filling Machines, Capping Machines, Labeling Machines, Ink Jet

Printers, Stirrers and Miscellaneous equipments. MALA‟S has a fully

equipped lab for Quality Control and R&D.

The Technical Force:

MALA‟S apart from having the best equipments is also well equipped with

technical manpower. One of the partners, who is highly qualified controls

the QA ad R&D. Qualified Food Technologists are looking after day to day

production.


The process:

In a particular fruit season bulk quantities of the fruit are purchased, washed,

pulped and stored by the sulphitation.

To make Jam the pulp which is the base is cooked in a pan till the

preservative is brought down to 40ppm. Sugar syrup which is prepared

separately in syrup tanks is then added to the fruit pulp and cooked again.

Pectin which is a derivative from fruit is added as a jellifying agent. Citric

and coloring plus flavoring is added to standardize the batch. Once the batch

is ready it is checked for all parameters and is then sent for filling. Filling

takes place on automatic machines and is untouched by human hand. Jam at

the time of filling is in liquid form and solidifies on cooling.

Achievements:

MALA‟S Ranked No. 1 JAM in INDIA

MALA‟S has the Least quantity of preservative

Consumer VOICE says during 2006, “The Good Buys! - MALA‟S, the little-

advertised brand from Maharashtra, gets the top position and a score of

86.53. MALA‟S pectin content is low, which is a good sign; and it also has

the least amount of the preservative benzoic acid. Priced at Rs. 52 for a 500

gm jar, it is cheaper in terms of its cost, than some other brands.”

BRANDS TESTED

MALA‟S JAM RANKED #1 in a survey done by Consumer Voice when

compared with other 12 leading Jam brands in India.


Literature review

Test marketing and customer interaction

What is the meaning of Test Marketing?

The amount of test marketing needed varies with each existing product

as well as new product. Test marketing cost can be enormous, and test

marketing takes time that may allow competitors to gain advantages. When

the costs of developing and introducing the product are low, or when

management is already confident about the new product, the company may

do little or no test marketing.

“The stage of new-product development as well as existing product

where the product and marketing program are tested in more realistic market

settings.”

Approaches of Test Marketing:

When using test marketing, consumer products companies usually

choose one of three approaches:

1. Standard Test Markets

2. Controlled Test Markets

3. Simulated Test Markets


1. Standard Test Markets:

Using standard test markets, the company finds a small number of

representative test cities, conducts a full marketing campaign in these cities,

and uses store audits, consumer and distributor surveys, and other measures

to gauge product performance. The results are used to forecast national sales

and profits, discover potential product problems, and fine-tune the marketing

program.

2. Controlled Test Markets:

Several research firms keep controlled panel of stores that have agreed

to carry new products for a fee. The company with the new product specifies

the number of stores and geographical location it wants. The research firm

delivers the product to the participating stores and controls shelf location,

amount of shelf space, displays and point-of-purchase promotions, and

pricing according to specified plants. Sales results are tracked to determine

the impact of these factors on demand.

3. Simulated Test Markets:

Companies also can test existing or new products in a simulated

shopping environment. The company or research firm shows ads and

promotions for a variety of products, including the new product being tested,

to a sample of consumers. It gives consumers a small amount of money and

invites them to a real or laboratory store where there may keep the money or

use it to buy items. The researchers note how many consumers buy the new

product and competing brands. This simulation provides a measure of the


trial and the commercial‟s effectiveness against competing commercials. The

researchers then ask consumers the reasons for their purchase or non

purchase. Some weeks later, they interview the consumers by phone or

determine product attributes, usage, satisfaction, and repurchase intensions.

Using sophisticated computer models, the researchers then project national

sales from results of the simulated test market.

For this research, controlled test markets were used for test marketing

of MALA‟S Jam.

Reference: Principles of Marketing, seventh edition, Philip Kotler and Gary

Armstrong, page no. 321.

What do you mean by customer and consumer?

“Customer may be a consumer and consumer may be a

customer”.

Customer is the person who buys the products for his personal consumption

or for consumption of others or for resale, while consumer is the person who

is the final user of the product.

Meaning of research:

“Research is a careful & exhaustive investigation of a phenomenon with an

objective of advancing knowledge.”


“Research is a systematic and objective attempt to study the problem for the

purpose of deriving general principles.”

“It is a contribution to the knowledge. It is an advancement of knowledge. It

is a solution to the problem, throwing a light of old knowledge.”

Meaning of research methodology:

“Research methodology means the scientific logic behind the investigation

and justification for selecting the methods by philosophical base.”

Meaning of the research design:

“Research design is a blue print, it‟s a framework.”

“A research design is the logical and systematic planning and directing a

piece of research.” – P.V.Young.


Six descriptor of research design:

1. Type of research:

a. Exploratory study

b. Descriptive study

c. Causal study

2. Nature of research:

a. Qualitative study

b. Quantitative study

3. Type of questionnaire:

a. Structured

b. Unstructured

4. Type of questions:

a. Open-ended questions

b. Dichotomous questions

c. Close-ended multiple choice questions

5. Type of analysis:

a. Subjective

b. Statistical


a.) Research Design

Introduction:

Research always starts with a question or a problem. It‟s purpose is to find

answers to questions through the application of the scientific method. It is a

systematic and intensive study directed towards a more complete knowledge

of the subject studied.

Following are the descriptors of research design that have been

used for the research:

1. Type of research:

a. Descriptive study:

A descriptive study is undertaken when the researcher wants to know

the characteristics of certain groups such as age, sex, educational level,

income, occupation etc. In contrast to exploratory studies, descriptive studies

are well structured. For e.g., questionnaire filled up through survey.

2. Nature of research:

a. Quantitative study:

Quantitative study involves generation of data in quantitative form

which can be subjected to thorough quantitative analysis in a formal and

rigid fashion.


3. Type of questionnaire:

a. Structured:

A structured questionnaire is a formal list of questions framed so as

to get the facts. The interviewer asks the questions strictly in accordance

with a prearranged order.

4. Type of questions:

a. Dichotomous questions:

The dichotomous question has only two answers in the form of „yes‟

or „no‟, „true‟ or „false‟, „use‟ or „do not use‟ etc.

b. Close-ended multiple choice questions:

In this case, the respondent is offered two or more choices. The

marketing researcher exhausts all the possible choices and the respondent

has to indicate which one is applicable in his case.

5. Type of analysis:

a. Statistical:

This is a quantitative data, like numerical data which has been used for

this research.


b.) Sources of the Data:

There are two sources of data:

A. Secondary data

B. Primary data

A. Secondary data:

Any data which have been gathered earlier for some purpose are

secondary data in the hands of the marketing researcher.

Sources of secondary data:

Sources of secondary data are as follows:

a. Internal

b. External

a. Internal:

I. Accounting records

II. Sales force reports

III. Miscellaneous reports

IV Company experts

b. External:

I. Libraries

II Literature

III. Periodicals

IV. Census & registration data


V. Trade association

VI. Government department

VII. Private sources

VIII. Syndicated services

IX International organization

X. References & bibliography

XI. Volume of statistics

XII. Advertising agencies

From the above these, I have made use of all the internal sources. But I

have made use of some external sources like Libraries, Literature,

Periodicals, Private sources, References & bibliography, Volume of statistics

etc.

B. Primary data:

The marketing researcher should, first of all, explore the secondary

data from various sources and examine the possibility of their use for his

study. In several cases, he may find the data inadequate or unusable and

therefore, he may realize the need for collecting first hand data. As in the

case of every day life, if we want to have first hand information any

happening or event, we either ask someone who knows about it or we

observe it our selves, or we do both. The same is applicable to marketing

research. Thus, the two main methods by which primary data can be

collected are:

a. Observation

b. Questionnaire


a. Observation:

Observation is one of the methods of collecting data. It is used to get

the past and current information.

b. Questionnaire:

Researcher or marketer asks to respondents for required data through

pen and paper in a particular format which is called questionnaire.

Types of questionnaire:

Basically, the questionnaire can be classified into two:

I. Structured Vs Unstructured questionnaire

II. Disguised Vs Undisguised questionnaire

For this research, the structured-nondisguised questionnaire was

used to collect the primary data. This questionnaire was made so as to collect

facts, opinions, preferences or reasons for buying a particular brand.

Majority of the questions in this questionnaire were multiple-choice

questions. As it helps in getting the exact response from the respondents, the

phrasing of questions was made in such a manner that there was no

ambiguity. In the beginning of the questionnaire, there were general

questions and specific questions in the end. The ordering of questions was


made in such a way that the respondents maintain his or her interest up to the

last word. The number of questions was also minimum as far as possible.

The layout of questionnaire was made in an impressive manner in order to

maintain the interest of respondent up to the last word. A copy of

questionnaire is attached in annexure.


c.) Sample design:

Sample design includes:

1. Population:

Population refers to the total number of respondents those are

applicable for interview purpose. For this survey, population is people of

Pune city.

2. Sample element:

Sample element is the object from which we collect information, and

to whom we interview. It can be any particular human being which is

required for survey. For this survey, it can be any customers and

consumers of retail outlets.

3. Sample frame:

Sample frame is the list which includes the name of all the

respondents or details of all respondents. For this survey, it can be

collected through questionnaire.

4. Sample extent:

Sample extent is the geographical area where sample elements are

selected. For this survey, geographical area was distinct areas of pune

city.


5. Sample duration:

Sample duration is the time for interview with respondents which

means that how long this interview is carried out? For this survey, it was

around 30 days.

6. Sample unit: Sample unit is the body that contains sample element.

For this survey, it was the retail outlet where we approached

respondents at the canopy which was set up by us.

7. Sample size:

Sample size means that how many people will we question? There are

two basic approaches for determining sample size i.e. adhoc or practical

approach and statistical approach. For this survey, it was 500 respondents.

8. Sample technique:

Sample techniques are divided into two:

A. Probability sampling method:

1. Simple random sampling

2. Systematic random sampling

3. Stratified random sampling

4. Cluster sampling

5. Multi-stage sampling

6. Multi-phase sampling

7. Replicated sampling


B. Non-probability sampling method:

1. Quota sampling

2. Judgmental sampling

3. Accidental sampling

For this survey, Simple random sampling technique was chosen

for consumers’ survey. In the society, many people aging above 6 years

would like to have a taste of the jam.


1) Consumption of Jam

Response

93%

7%

Yes

No

Table of graph:

Response Yes No

No. of Customers 500 37

Interpretation:

The above graph shows that 500 customers would like to use the Jam and 37

customers would not like to use the Jam as per our sample size. It suggests

that 93% respondents are user of the Jam and 7% respondents are non-user

of the Jam.


2) Brand preferred by customers

020

4060

80100120

No. of Respondents

Kis

san

Map

ro

MALA

'S

Man

ama

Surbhi

other

s

Brand Name

Brand Preferred

Table of graph:

Brand No. of Respondents % of Respondents

Kissan 118 23.6 %

Mapro 107 21.4 %

MALA‟S 95 19 %

Manama 42 8.4 %

Surbhi 67 13.4%

Others 71 14.2 %

Interpretation:

The above graph shows that which brand is preferred by customers

specifically for the Jam. Thus, 19% customers preferred MALA‟S Jam

whereas 21.4% & 23.6% customers preferred Mapro and Kissan

respectively.


3) Persons consume Jam in the family

0

20

40

60

80

100

120

140

160

No. of customers

1 Person 2 Person 3 Person 4person 5 Person

Response

Table of graph:

No. of Persons

Consume

No. of Respondents % of Respondents

1 77 15.4 %

2 104 20.8 %

3 153 30.6 %

4 70 14 %

More than 4 96 19.2%

Interpretation:

The above graph shows that how many persons are consuming the Jam in a

family. Thus, 3 persons in a family are consuming more as per the sample

that is 30.6%.


4) Consumption in a month

0

50

100

150

200

250

No. of customers

200 gms 500 gms 1 kg More than 1

kg

Quantity

Table of graph:

Quantity Persons % of Respondents

200 Gms. 55 11 %

500 Gms. 245 49 %

1 Kg. 106 21.2 %

More than 1 Kg. 94 18.8 %

Interpretation:

The above graph shows that how much consumption of Jam is being

consumed by customers in a month. Thus, pack of 500 gms is being

demanded more as per the sample that is 49%.


5) Flavor that is used most in the family of respondents

020406080

100120140160

Mix

Fru

it

Man

go

Straw

berry

Apple

Ora

nge

Apric

ot

Pinea

pple

Ras

pberry

Flavours

No. of customers

Table of graph:

Flavors No. of Respondents % of Respondents

Mix fruit 136 27.20 %

Mango 123 24.60 %

Strawberry 63 12.60 %

Apple 8 1.60 %

Orange 57 11.40 %

Apricot 22 4.40 %

Pineapple 79 15.80 %

Raspberry 12 2.40 %

Mulberry 0 0.00 %

Interpretation:

The above graph shows that which flavor of Jam is most used by customers.

Thus, mix fruit flavor is being preferred most by the customers as per the

sample that is 27.2%.


6) Flavor that is most or least liked by the respondents (Rate the number

for most to least, 10 for most and 1 for least)

010002000300040005000600070008000

Mix

Fru

it

Man

go

Straw

berry

Apple

Ora

nge

Apri

cot

Pin

eapple

Ras

pberry

Mulb

erry

Oth

ers

Response

No. of

customers

Table of graph:

Flavors Total of Ratings

Mix fruit 5,534

Mango 4,813

Strawberry 6,758

Apple 979

Orange 1,593

Apricot 1,230

Pineapple 4,006

Raspberry 1,056

Mulberry 689

Others 842

Interpretation:

The above graph shows that which flavor of Jam is most liked by customers.

Thus, strawberry flavor is being preferred most by the customers as per this

high rate is to be given to it that is 6758.


7) Customers like the taste of the product

Response

85%

15%

Yes

No

Table of graph:

Options No. of Customers % of Respondents

Yes 423 84.6 %

No 77 15.4 %

Interpretation:

The above graph shows that how many customers like the taste of the

product. Thus, it suggests that 84.6% customers would like the taste of the

Jam and rest of the respondents do not like the taste of the Jam because

everyone does not like to eat each and everything that means rest of the

respondents that is 15.4% don‟t like sweet products.


8) Respondents responded

Response

59%

36%

5%

Satisfactory

Delighting

Unsatisfactory

Table of graph:

Response Satisfactory Delighting Unsatisfactory

Respondents 297 179 24

Interpretation:

The above graph shows that how many customers like the taste as per above

options. Thus, it suggests that 59% customers are satisfied with the taste,

36% customers are delighted, and 5% customers are not satisfied with the

Jam.


9) Respondents like to buy this product

Response

82%

18%

Yes

No

Table of graph:

Options No. of Customers % of Respondents

Yes 410 82 %

No 90 18 %

Interpretation:

The above graph shows that how many customers would like to buy the Jam.

Thus, it suggests that 82% customers would like to buy this product that is

MALA‟S Jam and rest of the respondents that is 18% would not like to buy

this product.


10) Characteristics preferred by respondents from the following when they

buy this product. Rate your preferences from 5 for most to 1 for least.

0

200

400

600

800

1000

1200

1400

1600

1800

Quality Packaging Price Brand name

Characteristics

Ratings

Table of graph:

Options Total of Ratings

Quality 1,675

Packaging 642

Price 1,495

Brand Name 1,188

Interpretation:

The above graph shows that consumers have rated Quality as highest with

1675 ratings and followed by price with 1495 ratings. Thus, it suggests that

customers are preferring quality more than any other characteristic.


11) If you want to change the brand, which attributes of the other brand

would influence you? Rate your preferences from 5 for most to 1 for

least.

0

500

1000

1500

2000

Quality Packaging Price Brand name

Attributes

Ratings

Table of graph:

Options Total of Ratings

Quality 1,689

Packaging 603

Price 1,522

Brand Name 1,186

Interpretation:

The above graph shows that Quality is the most vital attribute out of other

attributes that influences the customers to change the brand. This spreads the

message that if the company wants to retain their existing customers, then

they should emphasize most on quality and then other attributes those are

Price, brand name, and packaging respectively.


SWOT ANALYSIS

SWOT is the acronym of Strengths, Weaknesses, Opportunities, and Threats.

It is the analysis of strengths and weaknesses of the organization and

opportunities and threats in the environment.

STRENGTHS

WEAKNESSES

OPPRTUNITIES

THREATS

STRENGTHS:

Following are the strengths stated below:

1. Quality of the product which gives the real taste of the product.

2. Competitive price in order to major players in the market.

3. Adequate financial resources for the modus operandi.

4. Product innovation skills in the products like orange marmalade.


WEAKNESSES: Following are the weaknesses stated below:

1. Lack of managerial depth and talent regarding marketing implementation.

2. Weak distribution network in order to supply products to the distributors

as well as the retail outlet.

OPPORTUNITIES:

Following are the opportunities stated below:

1. Enter in the new market with the new product like ready to drink juice

product in tetra pack which would target the young age people.

2. Enlarge promotional activities which would hike the sale of the products.

3. Come out with a new flavor that is aamla jam as per the customers

demand

THREATS: Following are the opportunities stated below:

1. Growing bargaining power of retailers and consumers.

2. Rising sales of substitute products.


Findings

People attract due to canopy set up over there and approach because of

free tasting counter.

Display of the products were satisfactory, still need to do proper display

at the retail outlet.

Ranges of the products are satisfied but many customers need aamla jam

too. Thus, this is the new product demand in the market which can be run

in the market.

Make proper distribution to customers at the right time as per their order

and requirement.

Need to increase promotional activities for increasing sale, because some

people are not aware about the brand.

Give same schemes to the customers at different places like at super mall

and retail grocery stores.

Need to hire sales persons who can watch in different areas of Pune city,

obtain the order regularly, look at the situation of this brand and visit at

the distinct retail outlets.

It needs to concentrate on physical distribution and promotion which

would improve the performance of the company which is suggested by

customers.


Conclusions

We always interact with distinct people in the market, while I was

interacting with customers of the MALA‟S Jam, customers were happy to

taste the product as well as purchase the products.

The canopy which was set up at the different retail outlet was attracting

maximum amount of customers, but sometimes we had to invite them for

tasting, we interacted with them and gained the experience.

From the research, I conclude that MALA‟S have good quality of the

product which is giving real fruit taste of the Jam compared to other

brands.

The customers are price and quality sensitive while purchasing the Jam.

In order to satisfy them, MALA‟S sells at reasonable rates as well as

extraordinary quality of its products.

The future of any product on this universe depends on pricing. There are

certain factors which hinder a customer that can be quality, price, brand

name and longer lasting product.

Most of the retail outlets were asking for more margins as well as

discount or any promotional schemes for the customers which can hike

the sale of the products in the market.


Last but not least, MALA‟S have fabulous quality as well as range of

price of different packs which is required by the customers but they need

to focus on promotional activities as well as physical distribution which

are lesser in amount.


Suggestions

There are 4 P‟s of marketing which are Product, Price, Physical

Distribution, and Promotion. Out of these the company has quality

products, Price is also reasonable but what the company is lacking behind

is, the Physical Distribution and Promotion which can be implemented in

the market effectively.

Concentrate more on promotional activities like Tele Vision Commercial

(TVC), Hoardings, Bus Shelter Ques (BSQs), Radio Jingle, Print Media,

Danglers at retail shops, Kiosk, Sales Promotion etc. Out of these,

company can do promotional activities through print media, BSQs,

Danglers at retail shops, and Sales promotion which are most effective

and efficient for the company to focus .

Use different ways to arrange and display the products so that it will

make it easier for the customers to see it. Also continue with the free

tasting counter throughout the year at different locations as we did, which

can be an economic mode of promotion.

Concentrate on physical distribution channel, which is not effective as

recommended by the customers.

Increase the sales persons for selling and marketing who can approach

retailers on weekly basis and can obtain order to make sale for the

company.


Test different aspects of promoting business like price off, discount

scheme, etc. so that the company can come to know about its effect in the

market.

Most of the customers who buy the Jam are those whose age is above 30

years. So the company has the opportunity to target youngsters who are

between the age of 16 to 30 years and who require the product which are

ready to drink, by launching new products for them.

New product idea has come due to the free tasting counter that is aamla

jam which can be produced and launched in the market efficiently.


Scope for Future Research

This research has covered the different areas of Pune city. Thus it can be

helpful in the future to know which flavor of the Jam is most used in a

particular area so that the company can estimate the production of

different flavors in a particular location efficiently and effectively.

Company can forecast the sale of the different flavors in the different

areas of Pune city which can be placed at the retail outlet by convincing

retailers that different flavors have been demanded during the Test

Marketing of the Jam.

It can be helpful for the sales person in getting orders easily where we did

the test marketing and it can be helpful for marketing people for

promoting particular flavors in particular areas.


a.) Questionnaire

Consumer Questionnaire

Q.1 Do you consume the jam?

Yes No

If yes, so please fill up following questions:

Q.2 Which brand do you prefer from the following? (Tick it)

MALA‟S Mapro Kissan Manama Surbhi,

Others (specify) ________

Q.3 How many persons consume jam in your family? (Tick it)

1 Person, 2 persons, 3 persons, 4 Persons

More than 4 persons (specify) _______.

Q.4 How much quantity of jam does your family consume in a month? (Tick it)

200gms, 500gms, 1kg. More than 1kg .(Specify)_______

Q.5 Which flavor is used most in your family? (Tick it)

Mix fruit, Mango, Strawberry, Apple, Orange marmalade,

Apricot, Pineapple, Raspberry, Mulberry, Others _______

(Specify).

Q.6 Which flavor would you like most to least (Rate the number for most to least, 10 for

most and 1 for least).

Mix fruit, Mango, Strawberry, Apple, Orange marmalade,

Apricot, Pineapple, Raspberry, Mulberry, Others _______

(Specify).


Now, please taste our product and help us to fill the following questions:

Q.7 Do you like the taste?

Yes No

Q.8 How much do you like the taste?

Satisfactory Delighting Satisfactory

Q.9 Would you like to buy this product?

Yes No

Q.10 Which characteristics do you prefer from the following when you buy this

product? Rate your preferences from 5 for most to 1 for least.

_____ Quality, _____ Packaging, _____ Price, _____ Brand name, Others

(Specify)_________.

Q.11 If you want to change the brand, which attributes of the other brand would influence

you? Rate your preferences from 5 for most to 1 for least.

_____ Quality, _____ Packaging, _____ Price, _____ Brand name, Others

(specify)_________.

Suggestion for our products: ________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

Name: _______________________, Age: _______, Area: _______________________

Business / Profession: _____________________________________________________

Yearly income: _______________ , Family members: _ ________________________

Signature: _______________________, Date: ________/_______/2008.

Thank you


b.) Bibliography

Reference books:

1. G.C.Beri; Marketing Research; 3rd

edition; Tata McGraw-Hill; Page

no.1,13,41,51,79,92,118,138,162,179,209,220,233,260,339.

2. Philip Kotler & Gary Armstrong; 7th edition; Prentice Hall of India; Page

no. 321,322,323.

3. C.R. Kothari, Research Methodology, 2nd

edition; New Age International

Publishers; Page no. 34,35,38,145,146.

Websites:

1. www.malasfruitproducts.com

2. www.google.com

3. www.answer.com

http://www.malasfruitproducts.com/

http://www.google.com/


c.) Other Related Materials:

1. Pamphlet of MALA‟S Fruit Products.

2. Magazines

Documents

Test Marketing & Customer Interaction of Mala's Jam by Munir Mugal