PROJECT REPOT

ON
A Study on Brand Awareness and Customer Satisfaction For Mapro Products.
AT
Mapro Foods Pvt Ltd.
122 Shendurjane wai, Satara
SUBMITTED TO

SAVITRIBAI PHULE PUNE UNIVERSITY

IN THE PARTIAL FULLFILMENT OF

MASTER OF BUSINESS ADMINISTRATION

BY

Satish Jadhav
MBA (MARKETING)
(2016-2018)
Under Guidance of
Prof. Harshada Samudre
 ACKNOWLEDGMENT

I am indeed very grateful mapro foods Pvt. Ltd. for permitting me to do my project studies wish to place
on record my gratitude to Marketing Manager Mr. Nagendra waghmare for his professional guidance
& support.

I would like to thank our Project guide Prof. Harshada Samudre for providing me an opportunity to
undertake the project.

I would like to take this opportunity as privilege to articulate my de sense of gratefulness to Dr.Satish
Warpade, Director of Lotus Business School, Pune for his continuous encouragement and invaluable
guidance for the completion the project.

I wish to express my special thanks to all Faculties of Lotus Business School, Pune for their continuous
support.

Date:

Place: Pune Name: Satish jadhav

 DECLARATION

I do hereby declare that this project work entitled Title of the Project A Study on Brand

Awareness and Customer Satisfaction For Mapro Products submitted by me to the Savitribai Phule

Pune University of for the partial fulfillment of the requirement for the award of Master of

Business Administration (MBA) is a record of my own research work. The report embodies the

finding based on my study and observation and has not been submitted earlier for the award of

any degree or diploma to any Institute or University.

Date: Name: Satish jadhav

Place:
COLLAGE CERTIFICATE
 COMPANY CERTIFICATE (SAMPLE)

This is to certify that Mr. Satish Jadhav student of MBA Marketing from Lotus
Business School, Pune has satisfactorily completed his project work entitled A
Study On Brand Awareness And customer satisfaction for the Mapro Foods Pvt. Ltd.
. from 15th May 2017 To 15th July2017.

Authorized Signature
 Executive Summary

All in my entire project was good and there was so much to learn such as creating product Awareness
,Seeking permissions ,Interaction with people, to make them aware of the products services.

All the data collected primary data, primary data was filtered analyzed, represent in the form of graphs and
charts. Secondary data was aslo used in report such as company profile, product etc. on the basis of analysis
of data, conclusion were drawn. The survey gave knowledge about brand awareness , effectiveness of
promotional tool and perception of customer towards mapro foods ,loyalty and their feel about the product.
INDEX

Sr. No. Content Page no

1 Introduction & Objectives

2 Company/Organization Profile

3 Theoretical Background

4 Research Methodology

5 Data analysis and Interpretation

6 Findings

7 Conclusion

8 Suggestions /Recommendations

9 Bibliography

10 Appendix
Questionnaire, Data Sheets etc
INTRODUCTION
OBJECTIVE:

1. To study the satisfaction level of customer for Mapro Food Products in Jalna City.
2. To understand the customers expectations with respect to quality, taste and preference for
Mapro Food products.
3. To study the market share of Mapro Food Products at Jalna region

LIMITATATIONS OF STUDY:

This study was based purely in Jalna.

Information given by respondents may or may not be correct.

The project was undertaken at MAPRO, the data was confidential so there were certain
barriers in accumulating the data.
The disclosure of data from their side was limited.

Learning through Project:

It has been great pleasure to work on this exciting and challenging project. This project
provide knowledge about the satisfactory level of customer for Mapro Foods Products.
This will provide better opportunity and guidance in future project.
It has helped to conduct the research a scientific way. The researcher has provided the
inputs in designing, the questionnaire which is an important tool of the research.

UTILITY OF STUDY
This research help to know awareness about Mapro Foods Products in Jalna City. The
suggestion given by the researcher to organization to focus more on the promotional tools
to wide business in other areas.
Market penetration through promotional activities to expand market in other parts of
countries.
RATIONALE OF THE STUDY

To know the market for the growth and success of MAPRO PRODUCTS and to understand the
satisfaction level. The study was also conducted to know the market share of Mapro products.

The actual project work consist of market research of A study on brand awareness and customer
satisfaction through personal interview in selected shops and in selected residential areas of
JALNA. There well in all Mapro products assigned to me market study-jams, Jellies, crusher,
squash ,restores, mazanna, falero, bars and jellies, toppings, lounge tomato ketchup.

The area given to me was JALNA city and the duration of the project was 2 months. I was design
and questionnaire under the guidance of area manager.
COMPANY PROFILE:

Mapro Foods Pvt. Ltd is fruit processing company. It was founded by visionary Shri Kishore Vora.
It came into existence in 1959 A. D. The company used to produce jams from strawberries and
raspberries when it was established but later it started manufacturing various other products like
crushes, squash, confectionaries, sweets, jellies and many more products. The company is one of
the leading companies in India. The Managing Director of the company at present is Mayur Vora.
The company is situated at Chesson Road, Mahableshwar, Panchgani.

The plant is BVQI certified and provided with facility of state of art food park and cold storage.
Mapro Foods Private Limited is the flat organization where management works along with
their technical and sales functionaries to achieve the vision and mission of MFPL.

Mission of MFPL: Mapro will develop, produce, package & sell food products, with high regards for
safety, nutrition & taste, which we can confidently give to our customers by implementing and
continually improving Quality Management system & food safety management system to meet &
exceed customers expectations.
History of MFPL: (Mapro Foods Pvt.Ltd)
Over 40 years ago, in small town of Panchgani, near Mahabaleshwar, a businessman named Kishor
Vora decided to make some Strawberry Jam. Today his 'Hobby' has borne fruit in the shape of
Mapro one of the most modern, hygienic, quality- conscious Jam and Fruit Products
Manufacturing Concerns in Western India.

Mr. Vora could have rested easy on success of his Fruit recipe. But he wanted to on develop
innovative ideas such as Vegetarian Jelly Sweets, Fruit Cubes with Fruit Juice and Rose Syrups
with Rose Petals. All for the first time in country.

Mapro does not use advertising medium like press, radio and television to propagate its product
but the taste of product and nutritional value, and uniqueness result in repeat sales. Today Mapro
is leading supplier of tasty as well as nutritious fruit product to the International market. Mapro is
known to care for its employees. Mapro is a home where there is mutual understanding between
employee and employer like members in the family. It features a blend of hard work and
dedication. It is now in the process of certification under ISO 9000.Most of Mapro's business is
largely concentrated in the Western regions of India. Currently, Mapro exports its products to
about 12 countries through merchant distributors; these account for less than 10 per cent of its total
sales. It has its manufacturing units in Panchgani, Wai, Gurgaon.

The company is going to open its manufacturing units in Delhi and Pathankot lately. The main
market segment currently is in Maharashtra and Gujarat. It is also concentrating in expanding its
market to the other cities like Kanpur, Lucknow, and in Punjab.

The annual growth rate of the company is more than 50%. It earns 40%-50% profits from the sales
of its products. The leading product of Mapro is Rose syrup (made from the rose petals and their
extracts).For the production of the products the company buys the fruits from both the sectors i.e.
the local farmers and market and import from other countries as well.

The machineries and other raw materials are imported from various countries like Egypt, China,
New Zealand, Australia, etc.
 COMPANY PRODUCT

Crush
Jams
Restores Crush
Restores
Toppings
Lounge
Mazaana
Squash
Falero
Coolz
Bars and jellies
Tomato ketchup

.
THEROTICAL BACKGROUND

CUSTOMERS

Mapro Foods Pvt. Ltd has customers from a wide range of people. Mostly the customers of the
company are children as the products of Mapro are targeted for this group only i.e.
Mapro produces chocolates and jellies and jams and many more which is mostly liked by the
children only. But this doesnt It mean that other age groups are not covered.

CONCEPT OF CUSTOMER:
Customer satisfaction represents a modern approach for quality in enterprises and organisations
and serves the development of a truly customer-focused management and culture. Measuring
customer satisfaction offers an immediate, meaningful and objective feedback about client
preferences and expectations. In this way, company performance may be evaluated in relation to
a set of satisfaction dimensions that indicate the strong and the weak points of a business
Organisation.

This project presents an original customer satisfaction survey in the food & beverages sector. The
implemented methodology is based on the principles of multicriteria analysis and preference
disaggregation modelling. The most important results are focused on the determination of the
critical service dimensions and the segmentation to customer clusters with distinctive preferences
and expectations.

CUSTOMER:

A Customer is one who purchases a product or service from a particular organization. One thing
that we are all customer, in fact everybody in this world is a customer. Every day in our life we
buy and consume an incredible variety of goods and services. However, we all have different tasks,
likes& dislikes and adopt different patterns while making purchase decision. Each customer is
unique and this uniqueness is reflected in competitive behaviour and pattern and process of
purchase.
Customer satisfaction:

Customer satisfaction is seen as a key performance indicator within business and is often part of a
Balanced Scorecard. In a competitive marketplace where businesses compete for customers,
customer satisfaction is seen as a key differentiator and increasingly has become a key element of
business strategy.

Purpose:

Customer satisfaction provides a leading indicator of consumer purchase intentions and loyalty.
Customer satisfaction data are among the most frequently collected indicators of market
perceptions. Their principal use is twofold.

Definition:

Customer satisfaction, is defined as a business term, it is the measurement of how product and services
supplied by a company meet or surpass customer expectation.

Measuring Customer satisfaction:

Managing customers satisfaction efficiently is one the biggest challenge an organization face. The
tools or methods to measure customer satisfaction needs to be defined sophisticatedly to fulfill the
desired norms. There are following methods to measure customer satisfaction.
1. Direct Methods:

Directly contacting customers and getting their valuable feedback is very important. Following
are some of the ways by which customers could be directly tapped:

a. Getting customer feedback through third party agencies.

b. Direct marketing, in-house call centers, complaint handling department could be treated as first
point of contact for getting customer feedback. These feedbacks are compiled to analyze
customers perception.
c. Getting customer feedback through face to face conversation or meeting
d. Direct customer feedback through surveys and questionnaires.

Organizations mostly employ external agencies to listen to their customers and provide dedicated
feedback to them. These feedbacks needs to be sophisticated and in structured format so that
conclusive results could be fetched out. Face to face meetings and complaint or appreciation letter
engages immediate issues. The feedback received in this is not uniformed as different types of
customers are addressed with different domains of questions. This hinders the analysis process to
be performed accurately and consistently.

2. Indirect Method: The major drawback of direct methods is that it turns out to be very costly
and requires a lot of pre compiled preparations to implement. For getting the valuable feedbacks
the supplier totally depends on the customer due to which they lose options and chances to take
corrective measure at correct time. Hence there are other following indirect methods of getting
feedback regarding customer satisfaction:

a. Customer Complaints: Customers complaints are the issues and problems reported by
the customer to supplier with regards to any specific product or related service. These complaints
can be classified under different segments according to the severity and department. If the
complaints under a particular segment go high in a specific period of time then the performance of
the organization is degrading in that specific area or segment. But if the complaints diminish in a
specific period of time then that means the organization is performing well and customer
satisfaction level is also higher.
b. Customer Loyalty: It is necessarily required for an organization to interact and
communicate with customers on a regular basis to increase customer loyalty. In these interactions
and communications it is required to learn and determine all individual customer needs and
respond accordingly. A customer is said to be loyal if he revisits supplier on regular basis for
purchases. These loyal customers are the satisfied ones and hence they are bound with a
relationship with the supplier. Hence by obtaining the customer loyalty index, suppliers can
indirectly measure customer satisfaction.

Customer Satisfaction:

As organizations become increasingly focused and driven by demand the need to get customers
loyalty and retain their loyalty is critical. Customer satisfaction is the most effective way to achieve
customer loyalty .Customer satisfaction and customer loyalty share many traits. Customer value
is customer perception of the ratio of benefits to what he\she gives to obtain these benefits. The
customer value trait is framework used to understand what is that customer wants.

1. Perceived product quality

2. Value based pricing

3. Perceived service quality

RESEARCH METHODOLOGY

Definition:
A Research is a careful investigation or inquiry, especially through search for new facts in any
branch of knowledge.

Meaning:
Research is an active, diligent, and systematic process of inquiry aimed at discovering,
interpreting, and revising facts. This intellectual investigation produces a greater knowledge of
events, behaviors, theories, and laws and makes practical application possible. The term research
is also used to describe an entire collection of information about a particular subject, and is usually
associated with the output of science and the scientific method.

Research Methodology is original contribution to the existing stock of knowledge making for its
advancement. It is the purest of truth with the help of study, Observation, comparison and
experiment. In short also covers the systematic method of finding solution to a problem is research.
It also covers the systematic approach concerning generalization and the formulation of the theory.

Different stages involved in research consists of enacting the problem, formulating a hypothesis,
collecting the facts or data, analysing the facts and reaching certain conclusion either in the form
of solution towards the concerned problem or in generalization for some theoretical formulation.

Sources of Data:

In Research Methodology mainly Data plays an important role.

This study is conducted by collecting and analyzing the data from primary and secondary sources.

a) Primary Data.

b) Secondary Data.

Primary Data:

Primary Data is the data, which is collected with the help of typed questionnaires.
Primary data was collected by administering the questionnaire to the marketing advisors of
Mapro Foods Ltd.

Secondary Data:

Secondary Data is collected from the various books, magazine, reports, company manual,
company site, etc. The data was also collected from the organization and sales representatives. The
various information is taken out regarding that subject as well other subject from various sources.

Secondary data was collected from the books, websites and through the interaction with the
individuals in the organization.

Sampling:-

A sample is a part of population. The sample should be representative of the population and the
information obtained must be reliable. In any survey where reliability is desired, the errors and
variances have to be controlled, measured and interpreted.

Sample Unit: Mapro Product Customers

Sample Frame: household customers and store walk-in customers Jalna District

Simple Random sampling:

Sample Size: Total 100 respondents were conveniently selected, who are the customers of
Mapro food products

Contribution to the Organization:

This research help to know awareness about Mapro Foods Products in Kolhapur City. The
suggestion given by the researcher to organization to focus more on the promotional tools
to wide business in other areas.
Market penetration through promotional activities to expand market in other parts of
countries.
DATA ANALYSIS AND INTERPRETATION
FINDINGS
 CONCLUSION

Conclusion:

Most of the customers were satisfied but changes are required according to the changing
scenario as advertisement has a great impact in the working of the company.
More advertising is required to increase the brand recognition which will intern promote more
selling of the products.
Most of the customers were satisfied with the taste of the Mapro products.
Mapro Company has to come up with new products so that company can attract more
customers and retain existing customers.
Price can be comparatively lowered making it feasible for the middle class strata to purchase
the products.
Promotions and promotional offers should be taken up in order to gain customers attention.
Overall good review of all the products based on satisfaction scale

.
1. Introduction & Objectives: Introduction should provide the context and scope of the report.
It should include the objectives, specifying its limitations, methods of enquiry and collecting
data, and main finding / conclusion. This serves as a background to the subject of the report that
subsequently follows. The reader should be able to get a fair idea about the project/research.

2. Company Profile: In this section you have to write the brief introduction of the company
including organization chart & product profile.

3. Theoretical Background: Detailed view of related work did in the past by others

4. Research Methodology: This section brings out how the enquiry was carried out, interviews
were carried out or if any questionnaire were given. It also looks at how the respondents of the
interview were chosen. The data should be presented in an organized and logically sequenced
method. Usually it has several sections grouped under different headings and sub-headings. The
analysis of the data and description of the activities leading to certain conclusions are contained
in this section.

5. Data Analysis: For developing and using analytical skills, the intern should reach to some
findings/inferences.

The results should be presented as simply as possible. There are a number of ways:

Tables

Graphs

Pie charts

Bar charts

Diagrams

6. Findings: In this section you can brief about the overall findings of the research work done by
you in SIP based on the data analysis & interpretation.

7. Conclusions: The conclusions are the most important part of the project/research that is of
interest to the reader. These are to be substantiated by the study done during the project period
through the analysis and interpretation of the data gathered. It would be helpful to the reader if
alternatives, other than the stated conclusions and/or recommendations are projected.

8. Suggestions/ Recommendations: once if the findings are over by a research/intern their

suggestions should be made for the betterment of enterprise.

9. Bibliography: In this section all the references should be given in alphabetical order by the
authors last name or, when the author is unknown, by the title of the reference. For instance:
Example for writing References /Bibliography

Book reference:

Oliver, N., & Wilkinson, B. (1992), The Japanization of British Industry, Oxford, UK:
Basil Blackwell.

Journal reference:

Makino, S., & Delios, A. (1996), Local knowledge transfer and performance, Journal
of International Business Studies, Vol. 27, pp. 905-928.

Conference:

Darnall, N. (2003), Why firms adopt ISO 14001: An institutional and resource based
view, Paper presented at the conference of the Academy of Management, Seattle, WA.

Website:

www.iupindia.org, available online on 1st March 2017.

10. Appendix: The contents of an appendix are essentially those which support or elaborate the
matter in the main report. The matter which is not essential to the main findings but related to the
main report is generally presented in the appendix. The report should not depend on this. Given
below are items, which normally form part of the appendix:

(a) flow charts, (b) the questionnaire, (c) computations, (d) glossary of terms etc.

Standard Formatting:

Page Size: A4
Page Margin: Left-1.5 Other-1
Line spacing: 1.5 for Text 1 for Table
Font Style: Times New Roman
Font size: 12 regular
Heading: 14 Bold
Sub heading: 12 Bold

The student shall submit TWO hard copies & one soft copy (CD) of the project report