Shivaji University, Kolhapur.: Introduction

SHIVAJI UNIVERSITY, KOLHAPUR.
1.1 Introduction
There are different viz--- purchase, finance, personal, marketing, production etc. success of business depends upon all these departments. Product mix refers all products offered for sales by a firm or a business unit. In other words product mix is tall list of all products offered for sale by a company. Product design, brand, package, label, service etc. are important elements of product mix.The success of marketing depends up on marketing information, consumers information on buying activates and marketing mix. The study of product mix of ADITI foods (India) Pct. Ltd. is selected practical fulfillment of B.B.A. programmed. Before planning about marketing, identified its target consumers for project study. Aditi foods maintained successful track record of always using best quality raw material which capture and retain the goodness of the fresh fairs and vegetables. The mix concept is important of market in product planning and development. There for, the study of product decision in vital framing production decision mix as a product mix a product line, width and depth. etc.
Introduction to study
Y.C.COLLEGE, ISLAMPUR
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1.2 Objective of study
Following are the main objectives of the study 1. To study the marketing activities of product mix. 2. To know that how organization maintain quality of product and improve the products. 3. To know and study elements of product mix e.g. Product design, branding, packaging and labeling. 4. The main object of the study of product mix it studying on a actual practice of product mix decision implemented in an organization. 5. To study the product planning and development of an organization. 6. To make the study of factors affect on sales volume of product.
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1.3 Limitation of the study
For conducting the study researcher faced some difficulties and these may be treated as limitation as study. 1) Aditi Food ltd. co. is very busy unit so they cant devote much time to research which researcher has accepted from them. 2) Easy entry is not possible in an organization. 3) The organization is limited concern so it was difficult to collect all the necessary information and some of the confidential data as and when necessary for the purpose of study. 4) The customers do not give sincere response to this study. 5) The study is limited only for local market. .
1.4. Scope of the Study

1. The entire study conducted in Aditi Foods pvt. ltd.. 2. The study based entirely on data collected from company and customers in local area. 3. The study of product mix limited for Aditi food.pvt. ltd.
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1.5 Methodology of the study Research Methodology
Researcher used both primary and secondary data to conduct the study.
I)
Primary data :Primary data refers to the data collected from primary sources e.g. the data collection and investigation in this case original data as a primary data. First time research as a collect in researcher primary source in Islampur town. Survey was made with the help of questionnaire. Questionnaire was segmentation on specific consumers in market. Research was selected consumers in the entire population consumer of Aditi Foods by using survey method with the help of questionnaire.
II)
Secondary data :The secondary data it is completed by some other the researcher for purposes not directly related to the research currently under consideration. It already exists. It is relevant to the research under study. It is readily available for processing there are numerous sources of secondary data. Secondary data has been collect on a company records and registers purchase record and the purpose of investigation for the study available source in past years information and company web site
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2.1 Introduction to the organization
Aditi foods pvt. Ltd. company has been established in year 1992. Salient feature of the organization introduction. Company web or the salient feature of the organization is the cater. Which includes the detailed information of the organization this topic gives the history development and working process of organization. A division of Aditi group is a trusted and established brand of Aditi Food processing sector in India since 1992. Over the years company has implemented state of the art technology is research and manufacturing which has given it an edge over competition in sector Aditi Foods has developed a verity of foods products form fruits & vegetable through world class R & D facility at AFRC, which has adopted HACCP/ISO standard product from this venture are developed processes and packaged for both direct as well as industrial consumption. Thousands of tones fresh fruits and vegetable are carefully processed at this factory. All raw materials and final product undergo a strict quality control procedure in the well equipped laboratory we adopt latest technology and production know how for the best result. Aditi Foods maintains successful track record of always using best quality raw material which capture and retain the goodness of the fresh fruits and vegetables. There is great chairperson of Aditi Mr. J.B. Patil (Chairman) and managing director of Dinkar Patil and as well as staff.
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2.2 GENERAL INFORMATION NAME OF THE STUDY ADITI FOODS (INDIA) PVT. LTD.
ADDRESS A/p:- R.S. -655 J.B. Patil Industry Estate, Nerla Pune Benglore highway Tal. Walwa, Dist. - Sangli Pin code 415 409
Office:-
ADITI UDYOG BHAVAN

S.T. Stand road Islampur Tal. Walwa, Dist. Sangli Maharashtra, India
Contact Details:Tel: +91 2342 278550 Fax: + 91 2342 278592 E Mail:- [email protected] [email protected] Visit us at:- www.aditifoods.com HACCP Registration No: 2006(NACE15.33) H271 ISO 9001:2000 Registration No. 5394
Y.C.COLLEGE, ISLAMPUR Page 6
Establishment:- A plant was establishment on since 1992 or produced foods product Location The plant was located at R.S 655 J.B. patil Industry Estate, Nerla Pune-Benglore highway.
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2.3 History of the organization
Aditi group has been working last 27 years it so far growing and professionally managed group of companies from Maharashtra (India) The group is engaged in several activates such as fruit and vegetable food products processing trading of agricultures implements and inputs manufacturing corrugated boxes in different grades, trading of Gas & petroleum banking and others service oriented industries. This is by mobilizing rural community and investing in to promising venture and manufacturing fruit and vegetable product of international standards. One of them is fruit and vegetable processing industry running as a dynamic unit under the name and style of ADITI FOODS (INDIA) PVT.LTD. This is one of the largest multi fruits and vegetables processing unit in the state of Maharashtra ( India) and only of its kind in the region. Aditi foods keeps pace with charging market place and manufacturing products throughout year in our modern plant since 1996 and exporting to several countries and major production with a capacity of 3-4 FCL per day is done. The plant is an ISO 9001-2000 and HACCP certified and our own, on sight R & D department maintaining the company competitive market position this is all taking place under the watchful eye our experienced personnel with excellent team of the skilled staff continuously develops new products at all times maintaining a strong focus on client satisfaction at all levels.
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Awards and Certified 1) BHARTYA UDYOG RATAN
Awards presented: Mr. J.B. Patil Chairman, Aditi Foods (I) Pvt. Ltd. Indian Economic Development & Research Association, New Delhi.
2) UDYOG RATAN AWARD

Awards presented to: Mr. Dinkarrao Patil Managing director, Aditi Foods (I) Pvt. Ltd. The Institute of Economic Studies, New Delhi.
Certification 1) Certified of Association Ship By MARATHA CHAMBER OF COMMERCE INDUSTRIES AND AGRICULTURE, PUNE 2) ANAB :Certificate No. 539 By AGA INTERNATIONAL LLC USA ANAB ACCREDITIONNO.010694 3) HACCP BASED FOOD SAFETY SYSTEM CERTIFICATE NO. 2006 (NACE 15.33) H2Y1 BY FOOD CERT. B. V. NETHERLAND.
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2.4 Process: Harvest to supply
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1. Cultivation
Aditi is closely integrated for the selection of cultivated area and verity. The company provides advices to farmers and monitors them personally.
2. Harvest
At the time of harvesting, Aditi foods takes benefits of optimum quality.
3. Transportation
Raw goods are its own production batch, which helps us to document the operational flow, specifications, amount and delivery of raw goods and registration of production details. We have a multi process facility which gives us flexibility to produce multiple product range. Hence we offer our customers various types of product range under the single roof.
4. Sanitation
Hygienic products are key elements and important aspects of any production process. Our specialized sanitary team continuously puts and effort to make our process hygienic. Daily inspection of our employees is monitored so that they are clean and healthy. Routine medical checkups of our employees are carried by health consultants.
5. Storage
Semi processed and finished products are stored as per norm of HACCP & FPO standards.
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6. Quality Control
We have separate division for research and development as well as quality control laboratory With well equipped and efficient modern
7. Supply
Final products are checked and verified by our dispatch division staff. Container loading takes place upon submission of valid certificates and due check list.
Function and Activities

1) 2) 3) Collection of fruits Processing on fruits Manufacturing of different product
2.5 Product of Aditi foods

1 2 3 4 5 6 7 8 Fruit pulp and pure Fruit jar & marmalades Mango pulp and slice Sweet corn and fruit cocktail Rose syrup and synthetic vinegar Fruit slice, chicks and cube Ketchup and chilly sauce Fruit bar and candies
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Product Details
Aditi (I) pvt. Ltd. Co. is a produced to different products and different size, package.
1)
Fruit jam & Marmalades Sweet and natural fruit jams prepared from sound and
selected garden fresh mango fruits jams are available e.g. mango jam, mix fruit jam and pineapple jam. its taste of real fruits available on different jars and weight 200gm to 4kg.
2)
ketchup and chilly sauceAditi ketchup the taste of tomatos. Aditi and hello its a both
product on Aditi ketchup and red and green chilly sauce and soya sauce in a real product on Aditi. Synthetic vinegar rose syrups with rose petals are Aditi products available on different size and weight canned and jars 200 gm to 4 kg.
3)
fruit bar and candies

Its a popular product Aditi. its made from fresh fruits and
mangoes sweet and natural fruits bars prepared form selected garden fresh fruits used on a processed fruits and produced product. Nutritional values candies used carbohydrate proteins and jar. Its product of mango fruit or a candies mix fruit bar candy and papaya preserve ( Tutty Fruity) etc.
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4) Canned glass jar vegetable
Nature of product in prepared form sound and selected farm fresh tomatoes and bears. Its with product fresh fruits sweet corn, green peas in brine tomato whole peeled; beetroot slice etc. Its product available on different glass jar and weight.
5)
Mango pulp and slice

Mango pulp prepared thick spicy and testy fruits selected garden
fresh mangoes used its a true process and contain to testy flavor used. Alphonso mango pulp mango pulp totapuri mango pulp etc. product of mango pulp different size packing its product e.g. 450 gm to 3 kg.
Export products
1) 2) 3) 4) 5) Mango pulp Fruit bar and candies chutney ketchup and chilly sauce and all over product
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2.6 Details of Employee Number of Employee is as follows
Manager Supervisor Technicians Workers Total Employee 07 22 51 575 655
Work shifts
9.00 am to 5.00 pm 5.00 pm to 1.00 am 1.00 am to 9.00 am
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Aditi Mission
To rise in the of worlds leading and reputed canned food industries providing quality products under the strict rules of hygiene. Secured condition, competitive prices, customers service guaranteed by well trained and experienced personnel. To harvest natures finest product, process them using the best to achieve global standard of excellence in our daily operation technology and make them available across the global market. with focus on consumers satisfaction, providing consumers real taste of India. To have first priority to the customers we seek through efficient management and administration, constant improvement in every respect and targeting always fulfillment of out customers requirements. To setup high standard of quality, productivity, efficiency.
Aditi Vision
To harvest natures finest products, process them using the best technology and make them available across the globe. To achieve global standards of excellence in our operations with focus on consumer satisfaction providing consumers the real taste of India. To set up high standards of quality, productivity and efficiency.
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Production of fruits and vegetable (Aditi)
Production in product metric tone. Sr. No.

1
Product Name
fruit pulp & pure
200708
1190
200809
1397
200910
1632
Fruit jam and marmalades
2462
3348
3890
Ketchup & chilly sauce
1994
2500
4498
Fruit bar & candies
734
1035
1244
5 6 7
Sweet corn Chutney Mango pulp
71 139 1631
45 236 1098
95 276 1870
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Management Team
Mr. J.B. Patil Chairman, 91997090065 Email : [email protected] Mr. Dinkararao Patil Managing Director 9822098660 E mail : [email protected]
Mr. Bhagat Patil CEO-Exports Mkt& Sale, 9970900860, 9822397007 Email : exports@aditifood s.com Skype : exports_aditifoods .com
Mr. Devdatta Patil Domestic Mkt & Sale (Director) 9730925555 Email : exports@aditifoods .com aditifoods@ rediffmail.com
Mr. G.S. Varute GM-Exports & Finance 9970900858 E mail : [email protected]
Dr. P.B. Patil Director Purchase 9970900855
Mr. J.S. Uthale Asst. Manager (Admin. Account) 9970900853 aditifoods@re diffmail.com
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Organization Chart
Chairman
Managing Director
Chief Executive Officer
Market Manager
A/C and Finance Controller
Production Manger
Store Keeper Worker
Sales Manager
Purchase Manager
Asst. Manager
Worker
Production Engineer
Production Master Supervisor
Supervisor
Worker
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3.1 Theoretical Background Product mix (Product Decision) Product concept
The product is the most tangible and important single component of the marketing programmed without product there is nothing to distribute nothing to promote nothing to price profit which is the vehicle by which a company provides consumer satisfaction product decisions are taken by first by the markets an these decisions are central to all other marketing decisions such price promotion and distribution (place) The product is output item of the business organization which is usually offered for sales. to the customers product is bundle of benefits that meets his or her needs. to the manufacturer product is the bundle of attributes which is offered for sales and meets consumers needs.
Definition
Philip kotler defines A product is anything that can be offered to a market to satisfy a about or need including physical goods services experience ideas events places properties organization and ideas. Wore Alderson defines A product as a bundle of utilities
consisting of various product features and accompanying services.
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Layers (Levels) of product
The product has get different layer and each of the layers contributes to the total product image according to kotler product has five layer which must be distinguished these layers are i) Core benefit ii) Basic product iii) Expected product v) Potential product
iv) Augmented product
i)
Core benefit
Central level of product as the core product of answer the question what is the buyer really buying? for example a woman buying a washing machine is buying import nut and bolts.
ii)
Basic product
It is the larges packing of core buyer recognize as offer for examwashing machine is recognized as collection of dram heats nuts & bolts.
iii)
External product
Refers as expectation in the mind of customers about the product attributes include by features like, shape, size, space etc. quality, quantity and brand name etc.
iv)
Augmented product
Refers the aggregate to satisfaction or benefits that a buyers receives is getting the formal product.
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v) Potential product
This product is all the changed in technology attributes, features, style, colored grade quality etc
Product mix decision

Most companies, whether large or small handle number of product and product verities to achieve marketing objectives like sales growth sales stability and profits. All these objective can be achieved by adopting product mix. Product mix refers all products offered for sales by a firm or a business unit. In other words product mix is tall list of all products offered for sale by a company for example Kodaks cameras, photographic supplies, chemical plastics Antibes are its product mix.
Structure of product mix

Product mix is composed of product line width and depth.
i)
Product line
Product line is a group of closely related products of a firm. All
products in products line process reasonable similar physical characteristics.
ii)
Width
Mean by a number of different product lines found within the company in other word total number of product line are width of product mix.
iii)
Depth
The depth of product mix refers to the average numbers of items offered by the company within each product line. Following is example of product mix in used in Hindustan Lever Company

Product life cycle and marketing strategies
It is a very popular and important concept in marketing as it provides direction for the development of suitable marketing strategies from time to time product life cycle is similar to the human life cycle. Product life cycle reflects sales and profit of the product over a period of time. The PLC indicates that the product is born on introduced grows retain maturity in a particular market and then sooner it get decline stage. Following diagram are shows product life cycle and its five stages Every product moves through a life cycle having five stage introduction, growth, maturity, satisfaction and decline. These stages are explained as follows.
Introduction
maturity
saturation
sales volume
growth
1970
1975
Profit margin
1980
1985
decline
1990
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1. Introduction
In the early stage the product is introduced in the market therefore growth rate of sales growth is very low, profits do no arise during this stage because law sales volume, large production and distribution cost of price of the product is high because of higher cost. At this stage the company requires heavy advertising and sales promotion Strategies Company focuses on those buyers who are most ready to buy usually in higher income group.
2. Growth
It is the period during which the product is accepted by consumers and the traders. During growth stage the rate of increasing sales very repaid profits also increase at substantial rate. At this stage competitors enter the market to catch up the profit. Opportunities the coma by can capture a dominant position in the market by spending a lot of money on product improvement promotion and distribution.
3. Maturity
This stage is characterized by slowing of growth rates of sales and profits. During this stage marketing expenditure increases and prices go down which will reduce profit additional expenditure is involved in product motivation and improvement of product line low prices increasing competition, rising marketing cost and decisioning profits are the features in this stage. Markets have to stimulate demand and face competition through additional advertising and sales promotion. Company has to modify either product or market or marketing mix.
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4.
Saturation
This stage are all potential buyers are using the product and
company has only replacement sales. Buyers consume the product at constant rate and marketers have it fight for market share with higher reduce cost prices may full repaid and profit margins may becomes small.
5.
Decline
This stage when sales decline and profits reduce the sales
decline for a numbers of reasons including changes in customers preferences technological advances and increased domestic and foreign competitor. As sales and profit decline some firms withdraw from the market. New product strategy development scientists. etc. Seven steps in the planning by
New product Ideas

Ideas may be contributed by scientists, professional designers, rivals, customers, sales force, and top mgt. dealers etc. There type of new product a) b) c) Innovative new product Xerox was a new product Emulative new product existing product is copied with some Adaptive new product New to the consumer.
modifications.
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1. Idea screening
Evaluate all ideas and inventions poor or bad ideas are dropped and through the process of elimination only most promising and profitability in detail investigation and research. Screening should avoid two errors i) Rejecting an idea that could become a very successful product ii) Accepting an idea that later fuels.
2.
Concept Development and testing

Preliminary investigation will be studied in details concept
testing helps the company to choose the best among the alternative product concepts comments on the precise written description of the product concept viz. the attributes and expected benefits.
3.
Business analysis
Combination of marketing research cost benefit analysis and
assessment of competition business analysis will prove the economic prospects of the new product concept. It will also prove soundness and viability of the selected product concept form business point. The profitability can be determined by break even analysis or discounted cash flow method. 4. Product Development Programmers Three steps in this stage 1) Prototype development giving visual image of the product. 2) Consumer testing of the model or prototype. 3) Branding packing & labeling.
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5. Test marketing
Entire product marketing programmed is tried out for the first time in a small no of wheel selected test markets. i.e. test cities or areas. Full marketing programmed for national distribution.
6. Commercialization
Once the test marketing gives green signal for product with or without expected modifications the company can processed to finalize all features of the product. Mass production will start and all distribution channels will be duly organized.
Branding
In a world where product are multiplying and becoming more and more similar mgt. of brand is critical for survival of the produces as well as companies, making them. The long-term brand mgt. starts with the brand concept and name selection has never shown any compromise to its original concept Colgate is one word for dental care Many consumer products, besides their basic features, need alternative packaging and a brand name A brand is a symbol or a mark that helps a customer in instant recall. A brand distinguishes a product or services form similar offering on the basis of unique features perceived by the consumers. The best example brand name are Lux, Liril, Rexona, Evila, Hamam are case of soaps surf Ariel and Nirma in case detergent and NIVEA, FEM and Vaseline in case vanishing cream.
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Packaging
Packing is often called as the fifth P of marketing now days attractive and effective packaging has become a marketing necessity A package is used to contain protect and identify a product. A packaging can be defined as all the activities of designing, protecting and producing the containers the pouches jars cans bottles etc, are used for packaging product so it becomes easy to open to handle and to storage product conveniently. Packaging is not only for protection. It is also an important sales tool which makes product attractive and pulls customers attention more effectively. The package provides information about product inner contents, instruction how to use product explanation price etc. It also provides necessary safety and protection to the product form spoilage.
Function of the packaging

Packaging functions are as follows
1) Containment
Packaging provides space in which product is contained e.g. facial powder and cosmetics are packaged in containers of pleasing designs and in a choice of color suitable for use in both or bed-room.
2) Protection
Packaging protect its contents and provides the necessary safety to the product form spoilage If the product is kept in open, it may be adversely effected by weather, temperate, light, water, insects etc. they may spoil, discolor or damage the product or lead to deterioration of quality of product.
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3) Identification
Products need to be identified and are to be dearly distinguished from one brand to another therefore most packages bear the name of the product its maker ingredients instruction for use. Safety warning or limitation etc.
4) Convenience
Products provides the necessary convenience in using the product all the people wholesalers retailers in middlemen and consumers demand convenience in package that means products should be light enough to be hard carried. Easy open and close simple handled easy to storage etc.
5) Attractiveness
Package makes the appearance of product more attractive the design and the label on the package. Printed matter, picture, layout or getup to package. Color combination all are used to attract customers.
6) Promotional appeal
Package is the biggest advertising medium it establishes a product image material used for packaging and decoration part of packaging from the product image.
7) Economy
Economy refers the cost of packaging cot of packaging contributes the sailing price of the product there for package of the products should be economy.
8) Provide Information
Packaging guide to the answer. It provided important information about the product like product contents, price, date of manufacture and packaging but use period low to use and handle, warning etc.

Brand / product positioning
Positioning is what you do to the mind of the prospect that is you create and build up brand equity which is the perceived value of the product position in mind of consumers the idea that your brand/product most a particular space. Continuously in the consumers mind it is called renting mind space i.e. finding a suitable space in that mind and sit on it and do not let someone else to dislodge you. By answering this question marked can clearly differentiate the product brand great shake, soya milk is positioned as a health drink. Complain is positioned as health builder rasna is positioned on economy and convenience surf is positioned on quality.
Labeling
Packages and their labels should give buyers accurate and up-to date information as to the contents and necessary guidance regarding the use of product. Informed customers are essential for the efficient functioning of the free market economy. Labeling will also recognize the consumers right to be informed label is a part of product. In the U.S.A. there is a special act fair packaging and labeling act (1967)
Product warranty Need for product warranty

In modern life we have numerous products with complicated intricate and elaborate mechanism, such as radio, television, motor car, electrical appliances etc. An average consumers is in competent he will be at a loss if the he she is compelled to take his/her own care while

buying care such products. the law has now started to alter the famous maxim Let the Buyer Beware and give due the recognition to its substitute Let the seller beware In many countries law takes. The sales of goods act has given legal protection in the form of implied conditions and warranties. Warranties is a stipulation collateral to the main purpose of the contract. It if broken the victimized party i.e. the buyer can claim for damages but has no right to reject the contract.
Service facilities Product service = competitive advantage today when the customer has a whole array of products laid out before him. It will be the product plus that will lead him to make a choice of right core product. Business to survive beyond the year 2000 A.D. marketing managers will have to create synergy among customer service and satisfaction under synergy we have 1 + 1 = 11 (Not two) Product Plus method is a sustainable marketing strategy offering long term gains not only must companies excel at the physical aspects of production they also need to be skilled providers of services.
After sales services

Benefits of after sales service 1) It can build up and maintain sellers goodwill. 2) Mass distribution of costly consumer durables is possible only through after sales service and customer credit e.g. installment sale.
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3) Complaints and grievances regarding servicing and maintenance in service satisfaction to customer. 4) Will achieve remarkable success if after sales services in included in sales promotion. 5) Free services during guarantee period are the best selling point. In the sale of machinery and appliance. Many co. provide extensive service facilities in support their marketing programmed lack of adequate service after sale in India is a real challenge to marketers from consumer.
Product line decision

A brand group of products which have similar uses and process reasonable similar physical characteristics, constitute product line, thus product line is a group of products that are closely related. Products in this group either satisfy a class of need, or used together are sold to the same customers group.
p

Product line strategies 1. Expansion of product mix
Expansion in the present product mix may be done by increasing the number of lines or the depth within a line such new line may be related or unrelated to the present products. Expanding the line may be good decision, it is in area in which consumers enjoy a wide variety of brands to choose from one to another product.
2. Dropping the product

Dropping the product form product line is difficult decision because much money has already being invested in producing exist product. There for product is dropped when it generates loss. There are various alternatives are available for dropping the product to the marketers product may be consolidated with several others in the line so that fewer styles, size or benefits are offered.
3. Alteration of existing products

Sometimes improving on existing product may be more profitable and less risky them developing and launching a new product. Alteration may be made either in the design, size, color or packaging or in the use raw materials or in the advertising appeal or a quality may be changed.
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4. Development of new uses for existing product
The company may find out new uses for existing products. For example surf may be used not only for washing clothes but also for clearing the floor and glass product.
5. Trading up and trading dawn

Trading up refer to adding a higher priced prestige product to the existing lines with the intention of increasing sales of the existing law priced product. Trading dawn refers to the adding of the law priced products to its line of prestige products law priced. Products are added with the expectation that the people who can not buy the original product may buy these new ones because these carry some of the status of the higher priced goods.
6. Product differentiation
Product differentiation involves developing and prompting an awareness of difference between the our product and the product of competitors.
7. Market segmentation
Under market segmentation strategy the secures divide total market into similar homogenous units each it units has different wants, needs, motivations etc. To meet these different demands, different products are developed.
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4.1 Data Analysis and Interpretation
The consumer survey was conducted in Islampur town to the study of product mix of Aditi foods. For collecting the information researcher adopted the survey method and goes through questionnaire
Table No. 01
Showing consumer awareness of various brands in Islampur city.
Sr. No.
1 2 3 4 5
Brand Name ( Foods products)

Aditi Kissan Surbhi Morton Swadist Total
No. of customers
Percentage
22 10 14 8 6 60
37% 17% 23% 13% 10% 100%
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% of Respondents customer
40 35 30 25 20 15 10 5 0 Aditi Kissan Surbhi Morton Swadist
% of Respondents
Brand Name (Fruits Product)
Above graph and table shows that Aditi foods are consuming by 37% customers out of 60. Then the 17% respondents are of kissan and 23% of surbhi, 13% of Mortons product and 10% of swadist . About data shows that awareness of Aditi foods is more in Islampur city than other brands. So it is clear that Aditi foods has created and build up brand equity which is the perceived value of the product position in mind of consumers in Islampur
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Table No 2
Table showing customers reasons to consume Aditi products.
Reasons to choose
Good quality Attractive packaging Brand name Attractive packaging Total
No. of customers
20 13 11 16 60
% of customers
33 22 18 27 100
35 30 25 20 % of consumer 15 10 5 0 Good Quality Attractive Packing Brand Name Easily Available
Reason to Choose
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Above Graph & table shows that Analysis of reasons for consumption of Aditi foods product. 33% consumers purchase Aditi foods products because of good quality thats a consumers are a more respondents to qualitative product. Very few consumers. (18%) are buying Aditi foods products due to its Brand loyalty. Others are 22% and 27% due to Attractive packaging and
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Table No 3
Showing consumers response to various products of Aditi products.
Product Name
Ketchup & Sauce Jam & marmalades Bar & candies Mango pulp Total
No. of customers
20 16 10 14 60
% of customers
33 27 17 23 100
35 30 25 20 15 10 5 0 Ketchup & Sauce Jam & Marmalades % of Consumer
Bar & candies
Mango Pulp
Product Name (Main product of Aditi)
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Above Graph & Table Shows Aditi foods produces varieties of product according to consumers needs and demand. Out of which only main products are taken for research. Above table shows which products are mostly preferred by consumers 33% consumer are consuming ketchup & sauce. Jam & marmalades are consumed by 27% consumers, 17% consumer like bar & candies as well as 23% consumers like mango pulp. From the analysis of above table it is clear that Ketchup & Sauce is more famous product of Aditi foods. Bar & candies are not mostly preferred by customers.
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Table No 4
Table showing customers feelings about price of Aditi products.
Consumers feelings (Aditi product price)

High cost Medium Reasonable Affordable Total
No. of customers
12 13 30 5 60
% of customers
20 22 50 8 100
% of Customers
8%
20% 22% High Cost Medium Resonable Affordable
50%
Feeling of Consumers (Price of Products)
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Above Graph & table show consumer feeling of Aditi product price. Total 60 consumers survey and reaction about products price have been taken. 50% consumers gave feedback that price of Aditi product is reasonable. 22% consumers reacted on medium price of Aditi products, 8% consumers said affordable price and 20% consumers reaction felt that Aditi products price is high. Thus, from above analysis we can say that price of Aditi products is reasonable.
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Table No 5
Table showing customers opinion about quality of Aditi product
Particular
Very good Good Satisfactory Bad Total
No. of customers
15 8 31 6 60
% of customers
25 13 52 10 100
60
50
40
30
% of Consumers
20
10
0 Very Good Good Satisfactory Bad
Quality measurement of Aditi product
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Above Graph & table showing the consumers opinion about Aditi products. 25% consumers are experienced with very good quality & 13% consumers with good quality. 52% consumers are satisfied with the quality of Aditi product but 10% consumers are dissatisfied with the quality of Aditi product. So, we can say that quality of Aditi foods products is satisfactory.
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Table No 6
Following table showing customer satisfaction with Aditi products.
Response of Consumer
Yes No Total
No. of customers
42 18 60
% of customers
70 30 100
No. of Customer
45 40 35 30 25 20 15 10 5 0 Yes No No. of Consumer
Customer Satisfaction

Above table and graph shows the customer satisfaction with Aditi products. It is seen than 70% customer are satisfied and 30% customer are dissatisfied. Maximum customers are satisfied with Aditi products because of better quality.
Page 46

Table No 7
Table showing are percentage of opinion about designing of packages
Opinion about designing & packaging

Protective Convenience Attractive Reusable Total
No. of customers
18 14 24 4 60
% of customers
30 23 40 7 100
Opinion of consumer
Reusable 7% Protective 30%
Attractive 40% Convenience 23%
Opinion of Consumer (Designing of Packaging)
Page 47

Above Graph & table are showing consumer opinion about designing & packaging. 30% customers prefer Aditi products due to protective packaging. Maximum number of customers buy Aditi products because of attractive packaging. i.e. - 40%. 23% customers say that designing and packaging of Aditi product is convenient. Very few customers (i.e. -7%) say that packaging is reusable. So, it is clear that packaging of Aditi products is attractive. This leads to create positive effect on customers. Printed matter, picture, layout etc. are found more attractive.
Page 48

Table No 8
Table showing customers feelings about color & style of packaging.
Feel about color & style (Aditi)

Good Bad Total 36 24 60
No. of Respondent
%of Respondent
60 40 100
70 60 50 40 30 20 10 0 Good Bad Column1
Feel about color & style (Aditi)
Page 49

Above Graph & Table showing customers feeling about color & style of packaging. 60% customers feel that color & style of packaging is good and remaining 40% indicates negative response so, we can say that packaging is attractive and provides information about the product contents, prices, date of manufacture and other instruction.
Page 50

Table No 9
Table showing easy pronounce of Aditi brand.
Pronounce of Brand (Aditi)

Yes No Total
No. of customers
35 25 60
% of customers
58 42 100
40 35 30 25 20 15 10 5 0 Yes No
Pronounce of Aditi brands
Page 51

A good brand is an important tool for effective and efficient advertising. So brand name should be easy to pronounce. Above table and graph shows easy pronounce of Aditi brand. 58% customers say that Aditi brand is more easy to pronounce. Where as 42% customers say it is reasonably difficult to pronounce Aditi brand.
Page 52

Table No - 10 Table showing are opinion of Aditi brand. Opinion about ( Aditi brand)
Suggest use of performance Attractive Unique Distinctive Total
No. of Consumer
9 24 17 10 60
% of Consumer
15 40 28 17 100
% of Consumer
Suggest use of performance attractive Attractive Unique Distinctive
17%
15%
28% 40%
Opinion about Aditi brand
Page 53

Above table and graph shows the opinion of about Aditi brand. More customer (i.e-40%) say that Adtit brand is more attractive. Very few customer (i.e-15%) say that Aditi brand suggest use of performance. 28% and 17% customers say Aditi brand is unique and distinctive respectively. So it is clear that Aditi brand attractive and unique.
Page 54

Table No 11
Showings are consumer response to continue with the Aditi brand.
Response of continuity (Aditi brand)

Yes No Total
No. of Consumer
45 15 60
% of Consumer
75 25 100
% of Consumer
Yes No
Response of Continuity (Aditi brand)
Page 55

A brand distinguishes a product or service from similar offering on the basis on unique feature perceived by the customer further, it is powerful tool of sales promotion. Above table and graph customer response to continue with the Aditi brand. 75% customers are ready to continue response with Aditi brand. Only 25% customers are not ready to continue. Hence, we can say that there is good feature to Aditi food product in Islampur and local market.
Page 56
SHIVAJI UNIVERSITY, KOLHAPUR. FINDINGS
1. The organization having the separate research & development department 2. The main competitor of Aditi foods product are Kissan & Surbhi. 3. The prices of Aditi foods product are competitive in market. 4. Aditi foods (India) pvt. Ltd. produces a different verity of products to meet consumers demands. 5. Aditi foods a awarded by different certificate & awards of Economic goodwill & provides healthy or fresh product. 6. Quality of Aditi foods products is satisfactory which indicates that the good quality of product has played vital role in creating brand loyalty. 7. It is found that maximum number of customer are satisfied with Aditi foods products in Islampur city. 8. Packaging of Aditi foods products is attractive. Now days attractive packaging has become a marketing necessity to pull customer, so package of Aditi products has made the appearance of product more attractive. 9. Aditi brand is found to be easy for pronouncing, so it has become popular in rural area. This brand is also more attractive and unique. 10. Maximum number of customer are ready to continue with Aditi foods product, because of its unique features and good quality. 11. Company uses product differentiation strategy. 12. It is found that maximum products are at maturity stage.
Page 57
SHIVAJI UNIVERSITY, KOLHAPUR. Suggestions
1. Organization can produce products according to the middle income group because there are more customers comes from this group in local market. 2. Organization can provide different promotional strategies to increase their sales growth. 3. The companys Bar and candies product are not more famous so company can produce this product according to consumers requirements and expectations. 4. Packaging of product is not more usable, hence company can produce more usable packaging to the products which will lead to increase sales. 5. Company can use alteration product line strategy and dropping product line strategy to take more products at growth stage.
Page 58
SHIVAJI UNIVERSITY, KOLHAPUR. Conclusion

1. Aditi foods (India) pvt.Ltd produces a varieties of products as per customer demand hence, product line of this company is more reliable. Further company follow product differentiation strategy to fight with its competitors.
2. Company has created its brand loyalty in local market by improving quality of products and attractive packaging.
3. Company has achieved suitable product positioning in local market by giving perceived value of products to customers. So, company has great future in islampur market.
Page 59
SHIVAJI UNIVERSITY, KOLHAPUR. Questionnaire

Name Address
1) Why do you consume Aditi foods product?

a) Easy available b) Good quality c) Attractive Packaging d)Brand Name
2) Which products would you like about Aditi products?

a) Ketchup/sauce b) Jam & Marmalades c) Bar & candies d) Mango Pulp
3) How do you feel about price of Aditi product?

a) High Cost b) Medium c) Reasonable d) Affordable
4) How do you think about quality of Aditi foods?

a) Very good b) Good c) Satisfactory d) Bad
5) Are you satisfying with Aditi products & services?

a) Yes b) No
6) What is your opinion about designing of package?

a) Protective b) Convenience c) Attractive d) Reusable
7) Do you feel Aditi brand is easy to pronounce?

a) Yes b)No
Page 60

8) What is your opinion about Aditi Brand?
a) Suggest Use & Performance b) Attractive c)Unique d) Distinctive
9) Do you want to continue with the Aditi Brand?

a) Yes b) No
10)
What do you feel abut color and style of package?

b)Bad
a) Good
11)
Which of the following brand do you prefer?

B) Kissan C) Surbhi D)Morton E)Swadist
a) Aditi
12)
Any suggestion?
Page 61
SHIVAJI UNIVERSITY, KOLHAPUR. BIBLIOGRAPHY

S.R
1.
Reference Book
Marketing Management
Name Of Authour
S.A.Sherlekar
2.
Marketing Management
Philip kotler
3.
Principle of marketing management
Dr. A.K Gavai
Company web site - www.aditifoods.com
Page 62

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