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INTRODUCTION
Nepal requires the investment to be increased for the maximum utilization of its
potential resources. The manufacturing as well as non-manufacturing industries are
needed for the economic development of the country. Here non-manufacturing
company refers to the service oriented industry like tourism industry, banking and
insurance, education, communication service, hotels etc. Manufacturing includes all
those who are engaged in producing the goods. Manufacturing industries not only
help the nation in utilizing its unused resources but also it helps in increasing the GDP
as well as increases the job opportunities. Therefore, increase in people’s income
ultimately leads to the increase in saving. This helps to increase the investment.
Therefore, manufacturing industries acts as a catalyst for the development of the
economy and trade.
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Manufacturing industries has main functions of producing goods or the products. But
only producing is not all in all. Different aspects plays vital role for the success. One is
marketing or the marketing strategies of a particular firm.
Marketing strategies involves careful scanning of the internal and external environments
which are summarized in a SWOT analysis. Internal environmental factors include the
marketing mix, plus performance analysis and strategic constraints. External
environmental factors include customer analysis, competition analysis, target market
analysis, as well as evaluation of any elements of the technological, economic, cultural or
political/legal environment likely to impact success. A key component of the marketing
strategy is often to keep marketing in the line with a company’s overarching mission
statement.
Marketing mix to attain these goals, and detail implementation. A final step in developing
a marketing strategy is to create a plan to monitor progress and a set of contingencies if
problems arise in the implementation of the plan.
So marketing occupied the significant space to the overall improvement of any firm as
well as for the profitability of the firm.
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There are many companies especially those in the consumer package goods (CPG)
market that adopt the theory of running their business centered on consumer shopper &
retailer needs. Their marketing departments spend quality time looking for “Growth
Opportunities” in their categories by identifying relevant insights (both mindsets and
behaviors) on their target consumers shoppers and retail partners. These Growth
Opportunities emerge from changes in market trends, segment dynamics changing and
also internal brand or operational business challenges.
Real-life marketing primarily revolves around the application of a great deal of common
sense, dealing with a limited number of factors in an environment of imperfect
information and limited resources complicated by uncertainty and tight time scales. Use
of classical marketing techniques in these circumstances is inevitably partial and uneven.
Thus, for example many new products will emerge from irrational processes and the
rational development process may be used (if at all) to screen out the worst non-runners.
The design of the advertising and the packaging will be the output of the creative minds
employed: which management will then screen often by ‘gut-reaction’ to ensure that it is
reasonable.
For most of their time, marketing managers use intuition and experience to analyze and
handle the complex and unique being faced; without easy reference to theory. This will
be ‘flying by the seat of the pants’ or the ‘gut-reaction’ where the overall strategy
coupled with the knowledge of the customer which has been absorbed at most by a
process of osmosis, will determine the quality of the marketing employed. This almost
instinctive management is what is sometimes called coarse marketing; to distinguish it
from the refined aesthetically pleasing form favored by the theorists.
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1.3 Objective of Study
The main objective of this study is to give an insight about the marketing policies or
strategies of Khajurico food industry.
a. The study of distribution, promotional policies and the market trend would provide
the information to the management of the firm that will help to take corrective
action in the field of marketing.
b. The distributor (new) would get the information about the criteria of the firm for
the distribution of the product.
c. The entire consumer can know the types of products produced by Khajurico food
and industry and the area of its availability.
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b. It doesn’t include other aspect like management, finance, human resource
management.
c. The truth of the research result is based upon the available data from the primary
source.
Chapter one:
It includes background of the study, statement of the problem, objective of the study,
importance of the study, and limitation of the study and organizational of the study.
Chapter two:
Second chapter will deal with review of literature. It includes the review of books,
journals, previous theories, history of food industry, and profit of the organization.
Chapter Four:
chapter.
Chapter five:
And finally, the finding, conclusion and bibliography will be included in chapter five.
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CHAPTER TWO
REVIEW OF LITERATURE
From the time that agriculture began about 7,000 years ago to the present there have been
many important developments that are responsible for the state of the industry as it is
today. The following events have had a major impact on where the industry is today.
Event Explanation
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Tinned products came to America in 1822 and allowed
PACKAGING food to be stored for long periods of time. Some packaging
processes were developed to enable Napoleon's armies to
carry war to distant areas and remain well fed.
All of the aforementioned technological developments have played a major role in the
evolution of the food and beverage industry. There have also been some business
developments that have had an impact on the current state of the industry.
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Evet explanation Of Khajuri Product
Event Explanation
Many food manufacturers participate in the future
markets by entering into futures contracts to "hedge"
FUTURE MARKETS
against price fluctuations for their inventories of raw
materials.
OSHA and FDA, have had a dramatic effect on the
GOVERNMENT AGENCIES meat and food processing plants. They have helped
ensure safety in production and consumption.
Branding of products is accomplished by extensive
advertising, in many instances this product advertising
PRODUCT BRANDING costs more than the cost of production. Branding is
partially responsible for the emergence of radio and
television (soap operas).
In the 1950's and 1960's. The concept of franchised
FRANCHISING restaurants was promoted. This enabled franchisers to
expand with limited capital investment.
In the 1980's there were many mergers and
acquisitions of food and beverage companies. This
MERGES AND ACQUISITIONS trend continues today. Many companies are actively
buying and selling brands like baseball teams trade
players.
Source: Field Survey, 2015
Date Event
Conducted study of food industry, 55 cases in 7 regions
1984-1986
included in the program study.
1986
Food industry approved for inclusion in ISP
Coordinated issue papers and appeals settlement
1987-1992
guidelines developed.
Source: Field Survey, 2015
At present there are various food industries in Nepal. Some of them are listed below with
their respective address.
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2.2 Profile Of Khajurico Food Industry
In- house capabilities, strong horizontal integration, and the ability to take decision in
short periods of time, we can change our strategy, modify production layout and process
buy new technology if necessary for the new production process, and go for product
diversification in a matter of days. Khajurico Nepal have an unique labor force because
all production workers are women. It shows that Khajurico believes on women
empowerment for the development of sustainable economic development of the country.
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Pastry
After a years of hard work and passion for our products and consumers are driven by a
history of growth that begin in 1994 and then after the company was registered under the
trademark of KHAJURICO.
Since then the company started its production like breads, pastries and cookies under the
brand name of KHAJURICO. It took no time to gain a popularity of its brand name in the
market and which today is a leading brand in Nepal.
The company is facilitated with the state –of –the –art machinery and advanced quality
facilities. The primary competitive advantages are the customers centric approach, most
competitive prices, hygienically processed products, effective packaging solution, strict
quality control process, upgraded manufacturing facility, and expert team of
professionals.
The company is empowered with the advance processing, quality testing, packaging,
warehousing and allied facilities to meet the requirements of customers in most suitable
way. Quality production is the back bone for any organization. Khajurico Nepal strives to
maintain highest food grade standards. It undertakes stringent quality measures
Today, Khajurico serves customers all over in Nepal. The company is yet constantly
expanding its distribution and product offering to better serve the needs and opportunities
that our competitive market place offers and demands. Recently, Company has opened its
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new factory in India in the name of Khajurico India Pvt Ltd. The company has also
started its export to countries like Australia, Tibet, Ghana etc.
To become a leading world class baking food products manufacturing industry of Nepal.
To produce and market bakery products by developing the value of our brands, we have
committed ourselves to be:
To accomplish its mission, Khajurico Nepal has launched a long-term, mid-term and
short-term strategy for the year 2007 - 2011, based on its experiences gained in the first
15 years of its establishment, which are:
The information for this article was derived from many sources, including Michael
Porter’s book Competitive Advantage and the works of Philip Kotler. Concepts addressed
include ‘generic’ strategies for pricing, distribution, promotion, advertising and, market
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segmentation. Factors such as market penetration, market share, profit margins, budgets,
financial analysis, capital investment, government actions, demographic changes,
emerging technology and cultural trends are also addressed.
In process of creating a marketing strategy you must consider many factors. Of those
many factors, some are more important than others. Because each strategy must
You begin the creation of your strategy by deciding what the overall objective of your
enterprise should be. In general this falls into one of our four categories:
If the market is very attractive and your enterprise is one of the strongest in the
industry you will want to invest your best resources in support of your offering.
If the market is very attractive but your enterprise is one of the weaker ones in the
industry you must concentrate on strengthening the enterprise, using your offering
as a stepping stone toward this objective.
If the market is not especially attractive, but your enterprise is one of the strongest
in the industry then an effective marketing and sales effort for your offering will
be good for generating near term profits.
If the market is not especially attractive and your enterprise is one of the weaker
ones in the industry you should promote this offering only if it supports a more
profitable part of your business (for instance, if this segment completes a product
line range) or if it absorbs some of the overhead costs of a more profitable
segment. Otherwise, you should determine the most cost effective way to divest
your enterprise of this offering.
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Having selected the direction most be beneficial for the overall interests of the enterprise,
the next step is to choose a strategy for the offering that will be most effective in the
market. This means choosing one of the following ‘generic’ strategies (first described by
Michael Porter in his work, Competitive Advantage).
Pricing
Having defined the overall offering objective and selecting the generic strategy you must
then decide on a variety of closely related operational strategies. One of these is how you
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will price the offering. A pricing strategy is mostly influenced by your requirement for
net income and your objectives for long term market control. There are three basic
strategies you can consider.
A SKIMMING STRATEGY
If your offering has enough differentiation to justify a high price and you desire
quick cash and have minimal desires for significant market penetration and
control, then you set your prices very high.
Promotion
To sell an offering you must effectively promote and advertise it. There are two basic
promotion strategies, PUSH and PULL.
The PUSH STRATEGY maximizes the use of all available channels of distribution to
“push” the offering into the marketplace. This usually requires generous discounts to
achieve the objective of giving the channels incentive to promote the offering, thus
minimizing your need for advertising.
The PULL STRATEGY requires direct interfere with the end user of the offering. Use of
channels of distribution is minimized during the first stages of promotion and a major
commitment to advertising is required. The objective is to “pull” the prospects into the
various channel outlets creating a demand the channels cannot ignore.
There are many strategies for advertising an offering. Some of these include:
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In a market where your offering is one of several providing similar capabilities, if
you’re offering stacks up well when comparing features then a product
comparison ad can be beneficial.
Corporate advertising:
When you have a variety of offering and your audience is fairly broad, it is often
beneficial to promote your enterprise identity rather than a specific offering.
Distribution
You must also select the distribution method(s) you will use to get the offering into the
hands of the customer. These include:
On-premise Sales involves the sale of your offering using a field sales
organization that visits the prospect’s facilities to make the sale.
Direct Sales involves the sale of your offering using a direct, in-house sales
organization that does all selling through the internet, telephone or mail order
contact.
Wholesale Sales involves the sale of your offering using intermediaries or
“middle-men” to distribute your product or service to the retailers.
Self-service Retail Sales involves the sale of your offering using self-service retail
methods of distribution.
Full-service Retail Sales involves the sale of your offering through a full service
retail distribution channel.
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Of-course, making a decision about pricing, promotion and distribution is heavily
influenced by some key factors in the industry and marketplace. These factors
should be analyzed initially to create the strategy and then regularly monitored for
changes. If any of them change substantially the strategy should be reevaluated.
The Environment
Environmental factors positively or negatively impact the industry and the market growth
potential of your product/service. Factors to consider include:
The Prospect
It is essential to understand the market segment(s) as defined by the prospect
characteristics you have selected as the target for your offering. Factors to consider
include:
The potential for the market penetration involves whether you are selling to past
customers or new prospect, how aware the prospects are of what you are offering,
competition, growth rate of the industry and demographics.
The prospects willingness to pay higher price because you’re offering provides a
better solution to their problem.
The amount of time it will take the prospect to make a purchase decision is
affected by the prospects confidence in your offering, the number and quality of
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competitive offerings, the number of people involved in the decision, the urgency
of the need of your offering and the risk involved in making the purchase decision.
The prospect’s willingness to pay for product value is determined by their
knowledge of competitive pricing, their ability to pay and their need for
characteristics such as a quality, durability, reliability, ease of use, uniformity and
dependability.
Likelihood of adoption by the prospect is based on the criticality of the prospect’s
need, their attitude about change, the significance of the benefits, barriers that
exist to incorporating the offering into daily usage and the credibility of the
offering.
The Product/Service
You should be thoroughly familiar with the factors that establish product/service as
strong contenders in the marketplace. Factors to consider include:
Whether some or all of the technology for the offering is proprietary to the
enterprise.
The benefits the prospect will derive from use of the offering.
The extent to which the offering is differentiated from the competition.
The extent to which common introduction problems can be avoided such as lack
of adherence to industry standards, unavailability of materials, poor quality
control, regulatory problems and the inability to explain the benefits of the
offering to the prospect.
The potential for the obsolescence as affected by the enterprise’s commitment to
product development, the product’s proximity to physical limits, the ongoing
potential for product improvements, the ability of the enterprise to react to
technological change and the likelihood of substitute solutions to the prospect’s
needs.
Impact on customer’s business as measured by costs of trying out your offering,
how quickly the customer can realize a return from their investment in your
offering, how disruptive the introduction of your offering is to the customer’s
operations and the costs to switch to your offering.
The complexity of your offering as measured by the existence of standard
interfaces, difficulty of installation number of options, requirement for support
devices, training and technical support and the requirement for complementary
product interface.
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The Competition
It is essential to know who the competition is and to understand their strengths and
weaknesses. Factors to consider include:
Your Enterprise
An honest appraisal of the strength of your enterprise is a critical factor in the
development of your strategy. Factors to consider include:
Development
A review of the strength and viability of the product/service development program will
heavily influence the direction of your strategy. Factors to consider include:
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The strength of the development manager including experience with personnel
management, current and new technologies, complex projects and the equipment
and tools used by the development personnel.
Personnel who understand the relevant technologies and are able to perform the
tasks necessary to meet the development objectives.
Adequacy and appropriateness of the development tools and equipment.
The necessary funding to achieve the development objectives.
Production
You should review your enterprise’s production organization with respect to their ability
to cost effectively produce product/services. The following factors are considered:
Marketing/Sales
The marketing and sales organization is analyzed for its strengths and current activities.
Factors to consider include:
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The effectiveness of your distribution channels as measured by history of
relations, the extent of channel utilization, financial stability, reputation, access to
prospects and familiarity with your offering.
Advertising capabilities including media relationships, advertising budget, past
experience, how easily the offering can be advertised and commitment to
advertising.
Sales capabilities including availability of personnel, quality of personnel.
Location of sales outlets, ability to generate sales leads, relationship with
distributors, ability to demonstrate the benefits of the offering and necessary sales
support capabilities.
The appropriateness of the pricing of your offering as it relates to competition,
price sensitivity of the prospect, prospect’s familiarity with the offering and the
current market life cycle stage.
Customer Services
The strength of the customer service function has a strong influence on long term market
success. Factors to consider include:
Experience of the customer service manager in the areas of similar offerings and
customers, quality control, technical support, product documentation, sales and
marketing.
The availability of technical support to service your offering after it is purchased.
One or more factors that causes your customer support to stand out as unique in
the eyes of the customer.
Accessibility of service outlets for the customers.
The reputation of the enterprise for customer service.
Conclusion
After defining your strategy you must use the information you have gathered to
determine whether this strategy will achieve the objective of making your enterprise
competitive in the marketplace. One of the most important assessments is described
below:
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Cost To Enter Market
This is an analysis of the factors that will influence your costs to achieve significant
market penetration. Factors to consider include:
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CHAPTER THREE
RESEARCH METHODOLOGY
3.4 Sampling
The target population of this study is very large. It is almost impossible to include the
whole population in the study. So, out of these population only 100 consumers, and 300
outlets have been taken from different urban areas, and the method used for this study is
judgmental sampling. The logic behind using judgmental sampling is that population
under study is very large, time and resource constraints have compelled the researcher to
adopt judgmental sampling method.
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3.5 Data Collection Procedure
For the purpose of collecting data from consumers one set of structured questionnaires
were developed. The questionnaires were almost carefully designed to support all the
objective of this research and subjective and objective closed and opened question were
included in questionnaires.
All the analysis is made on the basis of the data as presented in the master table data is
analyzed both descriptively with the help of fact and figures.
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CHAPTER FOUR
DATA PRESENTATION, ANALYSIS AND INTERPRETATION
Distributors are given their area by the company, so that they cannot sell product
outside given area. If found doing so, in that case company can dismiss the
distributor.
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4.3 Marketing Policy
a. Distributor shall promote vigorously and effectively the sale of the company.
A product through all channels of distribution prevailing in the territory, in
efforts to sell company’s established marketing policies and programs.
b. Distributor will use its best efforts to sell company’s products to reputable and
financially sound traders or parties providing satisfactory consumer service
throughout the territory.
c. Distributor is authorized to enter into written agreements within the traders
relating to the purchase, resale and service of companies products within the
territory but on formats approved by company for this purpose.
d. In order to provide service and ensure intensive distribution of the company’s
products, the distributor agrees to provide and maintain certain infrastructure
relating to vehicles, godown space, number of staff including cycle sales man
etc. The detail of such requirement will be mutually agreed and communicated
separately and may be revised periodically, keeping in view of the market
needs.
e. Distributor will be entitled to receive support under the distributor support
program, which the company announces from time to time. The details of such
support will be discussed and communicated periodically. The company
reserves the right to announce such program as per the needs of the area of the
distribution.
f. Distributors will be provided R.D facility at the time of new launching.
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d. Company is involving in many promotional camps in many areas, like stall in
mela, display campaign.
e. Company is promoting its product by advertisement in Television and F.M
station.
f. Company basically believes on mouth to mouth advertisement or we can say
direct door to door sampling for the taste of the product.
g. Company has already established its image for the quality of the product and
the taste of the product so that company needs not many advertisements.
According to the field visit different raw data are collected and now some of those data
are shown with help of pie charts and bar graphs. These facts are collected through the
samples and may not represent the same in case of population.
Figure no: 1
70
60
50
40
Aware
30 60
20 40
10
0
Male Female
According to the bar diagram, more number of females are aware or have heard about
khajurico products. Out of 100 percentage only 40 percentage of male has heard about
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khajurico products and 60 percentage out of 100 are female; who are more aware anout
khajurico products.
Figure no: 2
Consuming Age
above 40
10%
30-40 below 20
20% 40% below 20
20-30
30-40
above 40
20-30
30%
Table no: 2
Gender Percentage
Male 40
Female 60
Source: Field Survey, 2015
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According to pie chart, a person whose age is below 20 consumes 40 percentage of
Khajurico products. Most of them are children’s. People whose age groups are from 20-
30 consume 30 percentage of Khajurico products. Older the people lesser the
consumption of Khajurico products is found from the collected data. People whose age
groups are from 30-40 consumes 20 percentages of Khajurico products and people above
40 consume just 10 percentage of Khajurico products.
Figure no: 3
Product Lines
10%
30%
Cookies
Puffino
60% Biscuits
The above pie chart which shows the product line of khajuri product has explained
below the table of consuming age.
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Table no: 3
Cookies 30
Puffino 60
Biscuits 10
Source: Field Survey, 2015
According to the collected data which is presented in pie chart, Puffino is more popular
than any other products of Khajurico industry. Around 60 percentages of people
consumes puffino then any other products of Khajurico. Another popular product among
people of Khajurico is cookies. Around 30 percentages of people consumes cookies. The
least popular product of Khajurico industry is biscuits. According to the collected data
only 10 percentages of people loves Khajurico biscuits.
Figure no: 4
70
60
50
40
30 Consumption
20
10
0
1 Packet 1-5 Packet 5-10 Packets above 10 Packets
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Table no: 4
From the bar graph shown above, percentage of people who consumes 1 packet of
Khajurico product at a time is 60. Large numbers of people are found satisfied from
the single packet of Khajurico product form the collected data. 25 percentages of
people consumes 1-5 packets at a time whereas 5-10 packets of Khajurico products
are consumed by 12 percentages of people at a time. Above 10 packets are consumed
by a very less percentage of people, which is just 3 percentage.
Figure no: 5
Expenses
70
60
50
40
Expenses
30
20
10
0
Rs 0-20 Rs 20-30 Rs 30-40 Rs 40-50 Above 50
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Table no: 5
Expenses Percentage
Rs 0-20 5
Rs 20-30 10
Rs 30-40 20
Rs 40-50 60
Above 50 5
Source: Field Survey, 2015
From the table and bar graph, we came to know that a Khajurico product which price is
around Rs. 40-50 is more popular among its consumers. Products from price Rs. 40-50 is
sold in higher quantity then other products.
Figure no: 6
Consumption Purpose
12% 15%
10% Breakfast
Lunch
3% Parties
Get together
Gifts
60%
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Table no: 6
Khajurico products are mainly consumed or used for launch. From the collected data
from various sources we came to know that 60 percentage of people from various age
groups consumes Khajurico products at lunch.
Figure no: 7
Buying Outlet
Departmental store
Groceries
General stores
Teashop
Groceries
General stores
Teashop Departmental store
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7.1. Table Showing Buying Outlet
Outlets Percentage
General store 65
Teashop 3
Groceries 32
Departmental store 0
Most of the people buy Khajurico cookies from general stores. According to the pie chart
and our collected data from various sources, 65 percentage of people buy khajurico
cookies from general stores. Groceries are the second place people buy khajurico cookies.
About 32 percentage buy cookies from groceries. Least percentage of people who buys
khajurico cookies from teashop is 3.
Figure no: 8
Role of Advertisement
80
70
60
50
40
30
20
10
0
Strongly Agree Agree Disagree Strongly Disagree
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Figure no: 8
Strongly Agree 25
Agree 70
Disagree 5
Strongly Disagree 0
Source: Field Survey, 2015
Percentage of people who agree that advertisement plays an important role in buying
decision is 70. According recent collected data, we came to know that advertisement
plays vital role for the popularity of products.
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Chapter Five
Finding And Conclusion
This study is basically concerned with the marketing policies of Khajurico food and
industry pvt. Ltd. This is the last chapter which presents the findings and conclusion of
the project. It includes the findings and conclusion of the study.
Retailer’s Feedback
Awareness
Brand awareness is very high; everyone is familiar with the khajurico products.
Puffs are available and known by almost every customers as well as retailers.
Premium cookies with five flavors were known by few.
Most of the retailers did not have any idea or any kind of information on this new
product of Khajurico.
New advertisement aired by the company were viewed by only few retailers,
consumers seem to be clueless.
A new scheme which is provided by the company i.e. of returning the cartoons and
saving the extra charge is unknown. And where the scheme has been applied,
retailers are not being able to understand the full advantage of the scheme.
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Problems
Irregular supply.
Cookies packaging is transparent due to which inner cookies is seen from outside,
Customers can see if a cookie is broken or mislead.
Vehicles transportation unavailable for distributors.
Irregular distribution, Supervision over market is weak.
Target customers are not reached as per the vision.
Traditional type of selling is still in the market.
Proper brand outlet for direct selling is missing.
Customer survey and feedback research should be conducted for the betterment of
the industry.
Attitude of the distributer with the retailers and their irresponsibility in providing
the full information regarding any new scheme and new products.
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