WASIM KHAN T.Y.

BBA SEAT NO : 825

ABEDA INAMDAR SR. COLLEGE , PUNE.

A PROJECT REPORT ON
A STUDY OF BRAND POSITIONING OF BARAMATI AGRO LTD.

INTRODUCTION
Poultry industry is largely considered as an agro based business. In India

poultry industry is running on big scale by organized and unorganized poultry

enterprises. Organized poultry industry is contributing nearly 70% of the total output and rest 30% in the organized sector. Hyderabad is known as poultry capital of India is in the state of Andhra Pradesh which boasts of highest poultry production in the country is well connected to outside world. Presently 800 Hatcheries are operating in India contributing to a steady production of 1,800 million kg of poultry meat. In Maharashtra alone, Venkys India Ltd, Saguna poultry farm, Godrej Agro Ltd, Hybro and Baramati Agro Ltd. Etc are the organized poultry industries, which growing at a challenging rate in a competitive situation.

In India scientific poultry keeping was initiated and advocated by Christian missionaries. India is the 4th largest producer of eggs and 9th largest producer of poultry meat in the world with a growth of the poultry industry during last few years being more than 15% to 20%. Annual growth rate is 8% to 10% in eggs and 12% to

15% in broiler chicken market. In 2008 poultry production contributed to 3% of total

GNP.

Market potential
Chicken is sold in three forms which are live chicken, frozen chicken and chilled chicken. Till date the local market selling live chicken has the lions share of the countrys overall chicken meat sale. While frozen chicken has proved to be an important foreign exchange earner for the country. Different companies are developing their processing plant, feed meals and dressing plant to the required international standards. In India leading to frozen chicken being used as to profit oriented export product.

OBJECTIVES
To study consumption of different brands of dress chicken in Pune city and to find out market share of Baramati Agro Ltd. In Pune city. To analyze the market opportunities and threats available for BAL and to suggest future course of action To find out potential for newly launched product

To find out and suggest price discrimination for future products of the company
To find out the target market for the company.

DATA ANALYSIS & INTERPRETATION

COMPANY NAME
VENKYS

TOTAL QTY
305

% SHARE
26.99

LOCAL MARKET
GODREJ Amir chicken

574
200 81

49.48
17.24 6.98

COMPANY SHARE

7%

26% 17%

Venkys Local Market Godrej Amir Chicken

50%

DRESS LIVE

600 580 1180

50.85 49.15

LIVE DRESS SHARE ANALYSIS

49% 51% Dress Live

SUGGESTIONS
1. Company should introduce surrogate marketing strategies for gaining and attracting more customers and also retaining the existing customers by advertising through mass media like television. 2. Baramati Agro Ltd should encash there 20 years of good image. 3. Baramati Agro Ltd should come with their exclusive outlets. 4. Baramati Agro Ltd should do sales promotional activities

5. Baramati Agro Ltd should utilize all the available resources supported by
finance and to increase the size of business.

CONCLUSIONS
1. From the above data, we can conclude that Baramati Agro Ltd. Is having huge market coverage of its products. 2. Baramati Agro Ltd has the maximum number of product range i.e. product depth and product width.

3. Because of the existence of Baramati Agro Ltd from past 20 years, most of its customers have become loyal towards the companies products.
4. The target customer for company should be whole market.

THANK YOU