Dissertation Report on

RETAIL MARKETING STRATEGY OF

OM OIL & FLOUR MILLS LTD

Submitted in partial fulfillment of the Degree of

MASTER OF BUSINESS ADMINISTRATION
under BPUT, Rourkela

Submitted by:

JYOTI RANJAN DASH

MBA 2nd Year (2005-07)
Regd.No : 0506278059

Under the guidance of:

Dr. S.K. Baral

Faculty, Marketing,
GIM, Bhubaneswar

Mr. C.K. Dash

Marketing Manager
RUCHI, CUTTACK 10

GLOBAL INSTITUTE OF MANAGEMENT

BHUBANESWAR

DECLARATION

I Sri JYOTI RANJAN DASH do here by declare that dissertation

entitles Retail Marketing strategy of Ruchi Brand of products in twin city
submitted by me to Global Institute of Management, Bhubaneswar for the
partial fulfillment of the requirements for the degree of Master of
Business Administration under Biju Pattnaik University of Technology,
Orissa is my own work No part of this dissertation has been submitted to
any other university or

institution for award of any degree or diploma

whatsoever.

Date:

JYOTI RANJAN DASH

Regd. No:- 0506278059

ACKNOWLEDGEMENT
I have great pleasure in acknowledging my deep sense
of

gratitude

to

Dr. S.K. Baral, who has spread his precious time in

furnishing me necessary information and guidance
for the completion of this dissertation.
I am also thankful to the esteem faculty member of
GIM, Bhubaneswar for their benevolent support and
encouragement provided during completion of this
work.

JYOTI RANJAN DASH

Regd. No:- 0506278059

INTRODUCTION
Marketing is to derive desired exchange from customers with
purposeful initial gain. Nature my itself is dynamic. We can get all
type of foods and spices from this nature. Spices is one of the man
made product. When it is added to any food items it become more
tasty and delicious food. Mostly it is preferred at the time when we all
are preparing Indian dishes for lunch and dinner at home, hotel and
restaurant or any other functions. Due to these spices we can have a
delicious test in our life.
If we have no spicy news in our daily news paper then we will have
no intention to read, so in he similar way, if we dont add any spicy
item while preparing food, we will not create taste in it.
It is only the spices item of Ruchi brand which is providing at best
quality best taste and with affordable price to national and
international consumers. So Ruchi creates a good image in the mind
of the consumers. Now we can say proudly that, Ruchi is Born in
Orissa, pride of India.
The world is changing rapidly. In this changing world there are many
type of competitors in all type of sectors spice market is not out of
the race.
In marketing, there is no such thing as a product itself in space,
independent of the consumer. For a product to amist, it must find a
place in the individual consumers perception. This perception is
subjective, governed by the individual consumers value, belief,
needs, experience and environment.

In modern day FMCG companies are giving more importance in retain

marketing rather than the direct marketing. So Ruchi company has
also preferred the retail marketing due to increase in its sales volume
and to gain a repute in spices industries of India and outside India.
As competition intensifies and brands proliferate consumers trend to
differentiates between brands in their own way, positioning is a
conscious attempt on the part of the marketer to accurate this
natural tendency, and in the process impart a district identify to this
own brand to make it stand out among the competitors. The
marketers, through deliver and co-ordinate actions tries to influence
this process. The subject topic A study on retail market performance
of Ruchi at twin city.
The significance of any research survey lies in its ability to bring the
solutions which can aid in decision making. Any marketing manager
in order to take decision regarding the marketing mix of their product
require factful unbiased information about the existing and potential
market perception for their product and those substitutes without a
systematic research markets will not survive in this dynamic market.
I take pride to conduct a survey on the retail market performance of
Ruchi at twin city.

Objectives
The receipt has been widely covered the retail markets of spices. The
survey has been conducted in the areas of twin city which has
included the commercial domestic market areas of Cuttack and
Bhubaneswar.
The main objectives behind such survey may be lined as follows :
1.

To ascertain the market share, held my Ruchi in twin city

2.

To ascertain satisfaction of retailers with Ruchi various products.

3.

To ascertain the progress of the Ruchi products in the retail

market.

4.

To ascertain the course behind brand image in the market.

5.

To ascertain the performance efficiency in the service provided

by the company to retailer.

RESEARCH & DEVELOPMENT

The company is quality conscious. It is the only spice Hour certificate
holder in eastern India for its excellent quality. The company has
opted

for

adopting

ISO-9002.

It

has

its

own

Research

and

Development Wing which is working around the year to develop tasty

and nutritious processed quality food and spices. The company is
working on the technology developed by the Central Food Technology
Research Institute, a wing of CSRI, Govt. of India. It is also interested
in hiring technology from Italy and other European / tie-ups with
European countries are proposed.

RESEARCH METHODLOGY
SAMPLING
In the study of total samples taken is 400. All the samples have bee
drawn

from

retailer

samples

are

drawn

randomly

by

taking

probabilities method of sampling. All the samples are from twin city.
METHOD OF DATA COLLECTION
All the data have been collected from primary sources. The primary
sources basically the retailer. They are interviewed through one
readymade questionnaire having some structure and closed ended
questions. All he responses from retailers are immediately filled up in
that questionnaire.
TOOL FOR COLLECTING PRIMARY DATA
Questionnaire are the tools for primary data collection. Based on the
objectives of the summer project.
The questionnaire is meant for the retailer. The data collected
through this questionnaire are this remarks on the quality packaging
and price of Ruchi product, complaints against Ruchi product.
SAMPLING PROCEDURE
Sampling procedure is the way through which the respondents are
chosen. The samples are collected by using random sampling
method.

LIMITATION
To achieve the objective of the study a number of limitations came
over our study which hampers the progress of the study. These are :
1. Time and money constraint
2. Biasness of respondents
3. Un-availability of accurate data
4. Lack of co-operation from individuals
5. Less access to secondary sources
6. Unbiased sampling
7. Non availability of particular retail outlets of the company
8. No direct interpretation with consumers
9. Un-awareness of the retailer about such studies
10.

Twin city covers a wider retail market area for which

sample study is unmatched.

OM OIL & FLOOR MILLS LTD. A PROFILE

Spices giant Om Oil & Flour Mill Ltd. is on the undisputed leader in
the confectionery segment. Indian spices makes food delicious and
palatable considering the growing demand of Indian spices in the
domestic and overseas market, the Om Oil and flour mills Ltd. was
promoted as a proprietorship concern and subsequently converted to
partnership privated limited and now a limited company.
Om Oil & Flour Mills Ltd. was established in the year 1976 by its
founder Shri Sarat Kumar Sahoo.
The Regd. office, spices and vermicelli divisions are situated over an
area 3 acres with two storied administrative building, guest house,
computer room, laboratory, canteen, recreation club and work shed
with all modern amenities for the workers in a hygienic and healthy
atmosphere and quarters for staff.
Additional land of 2 acres with 8000 sq.ft. of building is ready to
undertake expansion programme in near future. The plant having
750kg short pasta production capacity per hour. The technology
adopted for production of pasta and vermicelli is purely Italian.
The company also developed its own laboratory under latest scientific
technology with guidance of spices board, Govt. of India. The
measuring test equipments / investments, glass apparatus and
chemicals are available to analyse all the parameters for raw
materials finished product under AGMARK, ASTA (American Spice
Trade Association) specifications. The quality control laboratory is
handled by a qualified trained technologist. He is not only testing the
raw materials and finished products but also physically checks the
warehouse sanitation, the areas of automatic packing, manual

packing, production with the sole purpose of supplying hygienic

quality products to the consumer.
In the constantly evolving and competitive world of Food Processing
industry RUCHI foresees key changes. As Asias foremost food
processing company, it aims to play a key role in changing the nature
of the Food processing and services oriented industry in India. It
believes in high standards of quality for International market and has
therefore become an ISO 9002 company. The ISO certificate was
presented to Mr. S.K. Sahoo, Managing Director of OFML, Ctc. By Mr.
D.P. Bagchi, Chief Secretary, Orissa in a formal presentation
ceremony held in Hotel Plaza, Bhubaneswar on 19th August 2001.
ISO

is

the

short

form

for

International

Organization

of

Standardization. Its headquarters, which is at Geneva, Switzerland,

has 180 technical committees. It signifies quality at National and
International level by promoting the standardization of products,
services and system. The ISO 9002 model is for quality assurance in
production, installation and servicing and is applicable for all its
clauses.

MARKET DIVISION
Inter State

National

Marketing Manager

Branch Office Manager

Branch Manager

Super Stockist

Sales Officer

Distributors

Sales
Executive

Sales
Executive

Retailers

International
Foreign
Buyers

Commissio
n Agent

The Marketing department is headed by two Marketing Manager one

is for Orissa and another is for Outside Orissa & Export.
In Orissa the marketing channel is two stairs that is Dealer & Retailer.
Company here appoints the dealers and the marketing job is under
the control of the company directly.
Here Marketing Manager is controlling every thing under him one
Sales Executive is there and under the Sales Executive there are
Branch Manager and under them there are Sales Office and Sales
representatives. Company is also doing the institutional sales. Every
year Marketing manager gives the Sale Target and Budget for Sales
Promotion. Accordingly the Sale Planning is made.
Company is doing the Sales Promotional activities
Sales Promotional Activities
Materials that act as a direct inducement, offering added value
orientative for the product to resellers, sales persons or consumers.
Designed for immediate (short term) increase in product sales.
In outside Orissa Market, Marketing Manager is the Head and under
him there are Branch Manager and under him there is Sales Officer.
In outside Orissa market the marketing channel is three stairs
Super Stockist
Distributors / Dealers
Retailers
Here the company appoints the Super Stockist and it is the duty of
the Super Stockist to appoint the Distributors and Distributors are
supplying to the Retailers. Here Marketing Manager controls all the

things. But the marketing works are carried down by the Super
Stockist. Actually company gives percentage to Super stockist for
appointing the Sales representatives. Company sales persons are
doing the surprise visit to the market and help the SS and
Distributors if they get any problem in the market.
In

some

places

company

appoints

the

Marketing

Agent

on

commission basis, whose duty is to appoint the SS and taking cares

the whole Marketing work.
In outside Orissa we are doing business in Assam, West Bengal,
Andhra Pradesh, Tamilnadu, Karnatak, Punjab, Jammu & Kashmir,
Jharkhad & Chhatishgarh etc.
In outside Orissa market the duty of the SS is to appoint the
Distributors and collect order from them and placed the order to the
Company with advance DD. Here company is giving all the Sales
Promotional activities as per the requirements of the SS in area wise.
The same Sale Promotional activities are made here :
Consumer Sales Promotion
Coupons
Demonstrating
Point of Purchase display
Free samples
Free on purchase
Wholesalers / Retailers
Allowances Discounts
Lifting Scheme
Cash Discount
Rack charges

Other Activities
TV Advertisement
Newspaper
Exhibition
Road Shows
In export we are doing export to different countries like USA,
Singapore, Tanzania, Oman, Kuwait, Middle East & South Korea etc.
We are getting the buyers through internet and through participating
in the Trade Fair and sometimes through the Commission Agent. We
are doing the Export through LC.
Theoretical Background
Indian industry is facing competition nation wide and world wide
because of liberalization and globalization of the Indian economy.
Each Indian Industry is striving to become efficient by curtailing cost
and building brand image. Through ISO, we intend to satisfy the
customers need and expectations by having standardized systems,
producers and work ethics at par with the best in the industry.
Moreover,

technical

specifications

specified

in

the

Standard

guarantees that customer requirements are consistently met.

Ruchi maintains a functioning and effective management system and
that employees comply with this system. The system is served to
maintain the necessary trust and confidence of clients. Regularly held
executive Meetings at various levels, in which issues varying from
corrective action to complaints, internal audit results, definition of
objective and non achievement of objectives, resource provisions and
are reviewed, ensure management system effectiveness. The audit
report further states that the companys top management laid down
and documented its quality policy, objectives and commitments to
quality. Quality Policy refers to client expectations and requirements.

Ruchi Asias foremost food processing company. Its aims to play a key
role in changing the nature the food processing and services oriented
industry in India. The company located at Cuttack, State of Orissa,
India. There is an increasing demand in importing countries for
greater qualities assurance of spices specially in respect of hygiene
and microbiological aspects in relation to spoilage and health
hazards. Our products maintain these aspects under the spice-export
houses and the Agmark authorities.
RUCHI is an ISO 9002 Certified Company which is a model for quality
assurance in production, installation, servicing and applicable for all
its clauses. Through ISO, we intend to satisfy the customers need and
expectations by having standardized system, procedures and work
ethics compared with the best in industry. Ruchis achievements
include prestigious Spice House Certificate from Spice Board and
AGMARK from govt. of India also. Special precaution taken to reject
spices showing any harmful/adulterated matter. Ruchi has its own
quality control aspect of the spice products processed and of the
post-control procedures-under AGMARK, ASTHA (American Spice
Trade Association) specification. There is not a single village (apart
from cities) where RUCHI product has not reached, in every kitchen of
rural and urban areas. Our organization exports species and
vermicelli to different European and Asian countries such as
Singapore, Bangladesh, Middle East, Tanzania and Australia also.

EXCERPTS (ABOUT THE PRODUCT)

Ruchi Spices
The hilly Kandhamal district in Orissa is world famous like Turmeric,
Ginger and Mustard, which are in great demand abroad for their
natural taste and nutrices value. It is situated about 200kms away
from urban and polluted area and cultivation is purely on organic and
traditional manner without using any pesticides and chemicals.
For this, Ruchi company has undertake farming in 500 acres land in
Kandhamal district. Out of this forming, the naturally cultivated
spices like turmeric, ginger and mustard are being packed for
marketing in India and abroad.
Ruchi organic farm is situated among hills at a height of 300 to 1100
meters above M.S.L. The climate is temperate temperature ranging
from 12C to 70C with an annual rainfall of 1500 to 1600mm. Turmeric
Ginger are the main crops of these tribal belt. Out of the spices
naturally cultivated farms belong to curcuma auromatica with 2.36%
curcumin, 12.15% oleoresin, mustard and ginger production in the
district. The cultivation includes turmeric and low bibre content
ginger like 4.4% crude fibre and about 8.9% oleoresin.
High quality produced packed in layered polyster poly packets to seal
in the food properties and flavour.
Ruchi Biriyani pulao masala. For delicious pulao, fried rice and mugha
lai Biriyani a must.
Add taste to tongue, add taste to lite, enjoy recipes with Biriyani
masala.

Range of product.
Powder spices
1. Turmeric (Haldi)
2. Chilli (Lanka)
3. Kashmiri Mirch
4. Coriander (Dhania)
5. Cumin (Jeera)
6. Black pepper
7. Mustard powder
8. Tamarind powder
Blended Spices (Powder Form)
1. Curry powder
2. Dalma powder
3. Sambar Powder
4. Three-in-one (Garlic, Onion, Ginger powder)
5. Sabji Masala
6. Ghungi Masala
7. Biryani Masala
8. Chana Masala
9. Chicken Masala
10.

Chat Masala

11.

Chicken Masala

12.

Dum-dum Masala

13.

Fish Masala

14.

Garam Masala

15.

Meat Masala

Whole Spices
1. Aniseed (Madhuri)
2. Black cumin (Kala Jeera)
3. Fenugreek (Methhi)
4. Juani
5. Poppy seed (Posta)
6. Panch Phutan
Ruchi also supplied masala and minsed by glass jar packaging for
more attractive for long lasting. Same glass jar item are as under :
1. Onion minsed
2. Garlic minsed
3. Ginger minsed
4. Sunday masala
5. Alu Dum Masala
Ruchi launched product different product in different packaging like
Big can items or small can items.
Small Can Items
1. Garam Masala
2. Black pepper
3. Three-in-one
4. Green chilli
5. White pepper
Other than Spices
1. Haldi
2. Jaljira
3. Black salt
4. Kasori mithi
5. Papad

DIET RICE RUCHI VERMICELLI & PASTA

Keeping in the mind the rich traditional and diversified cultural
backgrounds, Om Oil and Flour Mills Ltd., Cuttack, an ISO 9002
certified company has given birth to Ruchi Diet rice (made out of
wheats. The product already made excellent progress in roads in
southern, northern and eastern part of India and is all set to explore
the maximum possibilities in the neighbours western counters within
a short span of time. RUCHI diet rice which has excellent nutrient
values can be used in your institutions as rice (out of paddy)
substitutes and best for diabetic potentials. Manufactured in a
hygienic, state of the art

automatic Italian plant backed by twin-

technology from Italy and South Korea. RUCHI diet rice is preferable
because it is to cook, rich in proteins, high on calories, more fibrous
low on fat and starch.

Nasta Ka Pasta (Breakfast Cereal)

Now in this present competitive the sports field, at school or at home.
RUCHI breakfast cereal (Nasta ka pasta) play important role in
building

body

and

yielding

energy

instantly

by

the

help

of

carbohydrates, protein and fats present in the food. So help the

children to perform better than ever through RUCHI breakfast cereal.
Great Taste ! Good Health !!
Rich in proteins
Low in Fat
High on calories
Low on starch!!

Kheer Mix
Its well known among sweet lovers for the mouth watering taste and
it is really easy to cook. All the essential ingredients of kheer are
added in roasted from (except milk and sugar). Instead of paddy rice
we use vermicelli (made of wheat flour) in it for those health
conscious people who dont what to compromise in taste also. Now
we introduce three new flavoured kheer mix such as
a. Chocolate
b. Strawberry
c. Pineapple
These products are well appreciated among young people and
children.
RUCHI produce vermicelli for purely Italian pasta loring people also
some of those products are :
1. Macroni
2. Short vermicelli
3. Roasted vermicelli
4. Mine chow-chow
5. Ada-Ada
6. Long vermicelli
7. Fussili
8. Penne
9. Club vermicelli
10.

Star vermicelli

Ruchi Planned Food

Ruchi recently introduced its planned food products. Presently it is
available in two types :

Energy Booster

Sattu Atta

Ruchi Energy Booster

Ingredients : Whole wheat, whole Bengal gram, paddy rice, Sugar,
Skimmed milk powder, Almond, Cashew nut, Walnut and Vegetable
extracts.
Ruchi planned food is pure vegetarian diet made by unique traditional
process.
It is a preparation of balanced, easily digestible and appealing meals
which can be easily absorbed by your body. Children as well as adults
irrespective of age enjoy this food for its mouth watering taste and all
essential nutrients.

SATTU ATTA
Ingredients

Whole wheat

Whole corn

Bengal gram

Paddy Rice

It is a natural ready to eat food items contains all the essential

nutrients required for maintaining the essential of immune system. It
is also a diet of the required amount of energy protein.

COLLECTION AND ANALYSIS OF DATA

As my survey 400 consumers are interviewed from twin city. All are
the regular retailer of Ruchi. Many Ruchi retailer satisfied on Ruchi.
From survey many more data collection. These data are :
1. Out of 400 retailers all of them keeping Ruchi band products.
2. Ruchi is an oldest spices company. It is started from 1976. So
most of the retailer keeping Ruchi brand from starting retail
shop.
Some retailer keeping Ruchi products from 20-25 years.
Other retailer keeping Ruchi products from 10-15 years or 1520 years.
3. Modern market are very competitive in spices market also more
competitive than other product. Except Ruchi many more
spices company entered into market.
Competitors Name
1.

Everest

2.

Bharata

3.

Swadist

4.

Badsaha

5.

Sudha

6.

Grihsti

7.

777

8.

MDH

9.

Haldiram

10. Ramdev
11. Merchant
Out of them EVEREST, BHARAT, SWADIST and BADSAHA are
main competitors of Ruchi.
4. Ruchi brand keeping all retailer because

1. Customer demand : Retailer sale product to consumer. So

consumer want Ruchi product. So retailer are keeping
Ruchi product.
2. Better quality : Ruchi product have good quality and good
taste.
3. Affordable piece : In spices world Ruchi price is more
affordale than other competitors. Ruchi quality more good
as per the price.
4. Good service : Service is main factor for sailing Ruchi
products because retailer want always want in time
delivery of product. So, Ruchi delivery product in timely.
5. Goodwill : Ruchi is an oldest company. By its quality,
price, service Ruchi build a great reputation. So the
retailer keeping Ruchi brand product.

BRAND SHARE
Compan
y
Ruchi
Bharat
Everest
Swadist
Others
Total

Custome
r
Demand
82%
8%
6%
3%
1%
100%

Better
Quality

Affordab
le Price

Good
Service

Goodwill

80%
5%
8%
5%
2%
100%

85%
5%
6%
3%
1%
100%

78%
11%
7%
3%
1%
100%

88%
4%
4%
2%
2%
100%

5. All are retailer satisfied in quality of Ruchi

6. Ruchi retailer spreaded in every market. Dealer SR visit regular
but very few area Dealer SR or company SR visit very irregular.
7. Ruchi delivery product in timely very few area product delivery
in timely.
In Time
Average

90%
6%

Poor
Total

4%
100%

8. Many retailer unsatisfaction on scheme of Ruchi. Though Ruchi

provide scheme it is not properly implement.
But other competitor provide scheme or offer to retailer like
Bharat, Everest and Swadist etc.
9. Ruchi produced more product than other spices competitor. All
retailer not aware of all the product. Species product are aware
of all retailer. But vermicelli pasta product 85% retailer bitterly
aware rest of retailer not aware of this product.
10.

Out of 400 retailers all are keeping piece item. Vermicelli

and pasta item are keeping 70% retailer but Health line product
of Ruchi keeping few retailer.

MARKET SHARE ANALYSIS

400 retail outlets are visited during the project work and the data for
average weekly sales of different spices vermin celli obtained in the
unit of kg. from each of retailers. These data are then thoroughly
analysed to get an overall picture of market share in twin city areas
of different companies.
The main companies for whom the market shares are analysed are
Ruchi, Bharat, Swadist, Everest, MDH, 777, Grihasti, Badsaha and
Ramdev etc. are clubbed together to from the group of others.

FOR TWIN CITY

Market share in East Zone
After analysis the primary data (sales in volume) obtained from retail
outlet in East Zone. East Zone market share for different companies
in the spices category are obtained which is given below :

Table 1
Spice Category
Company
Ruchi
Bharat
Everest
Swadist
Others
Total

Rasulgarh

Manchesw

Kalpana

Old Town

70%
20%
5%
3%
2%
100%

ar
80%
8%
6%
4%
2%
100%

75%
15%
7%
2%
1%
100%

83%
10%
4%
2%
1%
100%

Ruchi market share is the 1st position in spices market. Then Bharat
just compete to Ruchi.
Market share in West Zone.

The result obtained after the analysis of primary data in west zone
giving in the following table.

Table 2
Spice Category
Company
Ruchi
Bharat
Everest
Swadist
Others
Total

Vani Vihar
70%
13%
10%
6%
1%
100%

Nayapalli
72%
14%
8%
2%
4%
100%

CRP
79%
11%
7%
3%
2%
100%

Khandagiri
81%
10%
5%
3%
1%
100%

In west zone also Ruhi is well ahead from other co spices company.

Market share in south zone.

The following table shows the market share in south zone.

Table 3
Spice Category
Company
Ruchi
Bharat
Everest
Swadist
Others
Total

Satya

Unit 9

Unit 4

Unit 1

Nagar
77%
13%
5%
3%
2%
100%

80%
11%
2%
5%
2%
100%

76%
14%
5%
4%
1%
100%

84%
7%
2%
4%
3%
100%

Patia
83%

Barang
85%

Market share in North Zone

Table 4
Spice Category
Company
Ruchi

C.S. Pur
58%

Damana
71%

Bharat
Everest
Swadist
Others
Total

27%
7%
5%
3%
100%

17%
8%
3%
1%
100%

9%
3%
3%
2%
100%

7%
5%
2%
1%
100%

FINDINGS
Marketing is a continues process. The process of marketing does not
end only after sailing but rather it increases relation between the
buyers and sellers. The followings are the findings of the Ruchi
spices, Pasta and vermicelli as per my survey study.
1. As my study most are the regular retailer Ruchi spices, Pasta and
vermicelli.
2. Most of the retailer influenced by its customer demand and better
quality.
3. Many retailers given important in the price and in time delivery.
4. Most important is given by most of the retailer in the taste factor.
5. Consumer satisfaction is given most important by majority of the
retailer.
6. In the degree of new most retailer are given moderately important
on the product.
7. Majority retailers are keeping Ruchi spices, pasta and vermicelli.

SUGGESTIONS
Based on the survey from the relatives in twin city some suggestions
are given below for consideration by Ruchi.
1. Brand Extension
Ruchi is a high brand equity in the market. Ruchi product line has
touched the market segment and is every product is running in every
market. So Ruchi can introduce more brand and it can cover itself
against any form of attack from other companies and capture market
shares in every possible segment.
2. Quality
The quantity of supply Ruchi spices should increase accordingly to
high demand of the product in market.
3. Advertisement
Advertisement is required to maintain its brand awareness. The
company is pursuing awards and advertisement also.
So that the survey has realized that there is a vast lack of media
coverage as it has not reached to rural areas.
Company name and product name should be visible in all retailer
outlets, displays hoardings, banners, glow sign boards and roadshows
etc. should be there in frequently.
4. Distribution
Ruchi distribution channel is good. However few irregular dealers are
creating some problem for retailer or dealer for solve the irregular
distribution problem. The problem is limited in few areas of the city.
Therefore the retailers are not satisfy.

5. Scheme
Ruchi may be providing scheme or offer to retailer. But it is not being
implemented properly. Schemes or offers are not reaching to retailers
in time. So the company can provide special scheme for retailers. It
has more sale on marriage season and in other festival period. So
Ruchi can provide special scheme or offer for marriages or function to
encourage more buyers and retailers.
6. Awareness of Product
Some of the retailers are not aware of all the products. Ruchi has
launched different kind of products. Company can promote dealer for
awareness of the product and push the products to retailer.
7. On Retailer
Retailer are interviewed from all over twin city. All are keeping spices.
Out of them 60% retailer keeping vermicelli and pasta. So the
company offered special scheme on the vermicelli and pasta product
and special to retailer. Because retailers can push them to consumers
directly.

CONCLUSION
The report has taken all its effort to provide the most reliable data on
retail market of Ruchi.
The company has given a landmark to the spices industries of Orissa.
It has given all its growth to the market for all such development of
its own. It has expanded its turnover. Variety, area of operation and
manpower opportunity at large.
As a conclusion Ruchi has achieved all the uncomparable hold on the
Orissa market. But the problem has arised with a question mark that,
whether the company can maintain the position or not.

BIBLIOGRAPHY

1. Marketing Management by Phillip Kotler

2. Marketing Management by Ranjan Saxena
3. www.google.com
4. www.ruchispices.com

CONTENTS
CHAPTER - 1
INTRODUCTION
OBJECTIVE OF THE STUDY
RESEARCH METHODOLOGY
LIMITATION
CHAPTER-2
ORGANISATIONAL PROFILE
THEORITICAL BACKGROUND
RESEARCH &DEVLOPMENT
EXCERPTS(ABOUT THE PRODUCT)
COLLECTION ANALYSIS OF DATA
MARKET SHARE ANALYSIS

CHAPTER-3
SUMMARY OF FINDING
SUGGESTIONS
CONCLUSION

ANNEXURE
UNFILLED SAMPLE COPY OF
QUESTIONNAIRE

CHAPTER - 1
INTRODUCTION
OBJECTIVE OF THE STUDY
RESEARCH METHODOLOGY
LIMITATION

CHAPTER-2

ORGANISATIONAL PROFILE

THEORITICAL BACKGROUND

RESEARCH & DEVLOPMENT

EXCERPTS(ABOUT THE PRODUCT)

COLLECTION ANALYSIS OF DATA

MARKET SHARE ANALYSIS

CHAPTER-3

SUMMARY OF FINDING

SUGGESTIONS

CONCLUSION

ANNEXURE
UNFILLED SAMPLE COPY OF QUESTIONNAIRE