1

A

PROJECT REPORT

ON

“BRAND AWARENESS & RETAILERS SATISFACTION

FOR UMIYA TEA” IN RAJKOT CITY.

SUBMITED TO

C.K.SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT

IN PARTIAL FULFILLMENT OF THE

REQUIREMENT OF THE AWARD FOR THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

UNDER

GUJARAT TECHNOLOGICAL UNIVERSITY

UNDER THE GUIDANCE OF

FACULTY GUIDE COMPANY GUIDE PREETI SINGHAL MR. KHIMJIBHAI

(ASSISTANT PROFESSOR) (FINANCE MANAGER)

SUBMITED BY RAVI R.TANK

EN. NO: - 107050592093

MBA- SEMESTER-III

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DECLARATION

I Ravi Tank undersigned the student of M.B.A 2nd

Year. Of

Shree c.k.shah vijapurwala institute of management here by

declares that the project work presented in this reports is my own

work & has been carried out under supervision of Prof. Preety

singhal, Faculty guide at Shree c.k.shah vijapurwala institute of

managemnt, baroda., and it has not been presented before any

authority ever before.

Date:-

Place :- Baroda Mr. Ravi R. Tank

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PREFECE

n today‟s competitive world the practical study forms an

important part in each and every professional course. The MBA

is a course in which the theoretical knowledge is backed by the

practical study. That study is in the form of project. The Summer

Training Project is one of the important parts of the curriculum.

And each and every student has to work for the project. The Grand

project enables the students to know more abou t the application of

practical knowledge. The current situation of the market is made

known to the students when they undertake the project. The project

gives better insides into the application part of the theory &

practical.

As students of management it is learning experience to analysis an

industry. It is the most essentials tools for us to expose our skill as a future

responsible managerial post. So, I decided to FMCG ( Umiya Tea Pvt.Ltd.. It

helps us to develop our skill & confidence to do better in all respect in

management fields.

The project work is required to be undertaking where we get the

opportunity to know about the real information of the area we have selected,

which altogether different from theory. The report contains the detail

information about Umiya tea which is important for management student who

interested in FMCG Sector.

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AKNOWLEDGEMENT

It gives me an immense pleasure to communicate to you through this report.

The project report is humble attempt in this direction, which is dire needed.

However I am indebted to main individuals who have contributed to the

development of this project. I would like to take this opportunity to express our

heartfelt gratitude to several peoples, without their help and encouragement it

would have been impossible for me to carry out the desired work.

First and foremost I am thankful to the GUJRAT TECHNOLOGICAL

UNIVERSITY for putting on industrial training in our syllabus and for giving

me an opportunity to visit it.

I am also thankful to Mr. Dineshbhai Patel, Marketing Manager of

“Umiya Tea Pvt. Ltd.” for providing me an excellent guidance pertaining to my

training and I also thankful to concern officers of the “Umiya Tea Pvt. Ltd.”.

I would like to thank all my friends who directly or indirectly extended

their moral support and help during the project durations well as to all the

Retailers those who have given me their valuable time for this during my survey.

Date :

Place : Rajkot Mr. Ravi R. Tank

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CoMPANY

OVERVIEW…

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CONTENTS

COMPANY OVERVIEW PAGE NO.

1. About Umiya Tea Pvt Ltd 11

2. Introduction to Umiya Tea 12

3. Company Information 14

4. Vision and Strategy of Umiya Tea 16

5. Organization Chart 17

6. Product List 18

7. Departments of Organization 19

8. Production Functional Area 21

9. Marketing Functional Area 29

10. SWOT Analysis 32

11. Future Plans of Umiya Tea 36

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ABOUT UMIYA TEA PVT.LTD.:

Umiya Tea, a unique organization helmed by partners to carter to its, zenith.

Sprawled over 3.04 acres of land. Company is engaged in processing and

packing of teas in consumer packs. The company is setting up most modern

tea/food flavor tea processing plant in District Rajkot.

The infrastructure is in line with the norms related to the Product Quality

acceptable on a global basis. Track strict adherence to production and quality,

and manufacturing is done with the help of state of the art technology; while

giving full consideration to principles of health and proper hygienic conditions.

High graded raw material availability at home town, advanced technology.

creative research and stage-wise quality control system allow it to deliver finest

quality product to meet international standard

Production facility includes an in house laboratory supported with most

sophisticated testing equipments, for conducting regular Microbiological and

Analytic tests on products. Additionally we have well equipped with an on line

stage wise ultra-modern R&D system. Physical, Chemical, and Microbiological

standards are well accepted by the International Market. Our products are tested

on line with principle laid by Food Safety and Hygiene. Ensuring the quality of

our product is a high priority for Umiya Tea Pvt Ltd.

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INTRODUCTION TO UMIYA TEA:

UMIYA TEA PVT. LTD. Started in 1984 KHIMJIBHAI V. PATEL who

is a director of the company. He started selling his product from his own Umiya

shopping center at Neknam (Village). At that time he also worked as a English

Teacher in Neknam Govt. High School. He find out some enthusiastic young

men from his village to sale his product to around the village by transportation

medium of bicycle. After some time for developing his tea packed business he

resigns his Govt. job and give maximum time to his business at that time

UMIYA TEA PVT. LTD. Company worked as sole proprietor named UMIYA

TRADERS.

In 1992 his both brother Rameshbhai and Dineshbhai also join the business

and UMIYA TRADERS converted in UMIYA TEA PVT. LTD. At that time

company‟s average sale per day was Just 500 Kegs. and total capital amounted

Rs. 1,50,000/- only.

Right now, company‟s average per day sale is 5,500 K.g.s and total capital

amounted Rs. 2,25,00,000/- and company‟s growth is near about 20% per year.

BACKGROUND OF PROMOTORS :

1. Mr. Khimjibhai Valjibhai Sanandiya, is 52 years of age, the Managing

Director of the Firm. He is B. Com having infinite knowledge Food

processing. He shall be handling the domains of production, planning,

materials, marketing and administration.

He has rich experience of tea processing. He is residing at Umiya 5/7

Royal Park Corner, University Road, Rajkot.

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In 1984 he started selling his product from his own Umiya shopping

center at Neknam (Village). At that time he also worked as a English Teacher

in Neknam Govt. High School. He find out some enthusiastic young men

from his village to sale his product to around the village by transportation

medium of bicycle. After some time for developing his tea packed business

he resigns his Govt. job and give maximum time to his business.

Mr Khimjibhai is rich experience of tea business. He is in this line since

1985. He was previously doing Tea trading business under the name of

Mayur Trading.

This firm was having turnover of about rs 3 crores.

2. Mr. Dineshbhai V.Sanandiya . he is involved in day to day activities

and main person on purchase and maintenance sector. He is experienced

business man and engaged in tea trading business since 1984. he was

operating tea business under the name of Umiya Traders. The annual

turnover of Umiya traders is about rs 18 crores.

3. Mr. Ramniklal V Sanandiya, well established and prominent business

personal with many years of experience in teas processing. He is also

engaged in tea business since 1992.

He is operating Assam Tea depo with annual sale of about Rs. 40lacs.

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COMPANY INFORMATION:

Company Name Umiya Tea Pvt. Ltd.

Establishment year 1984

Reg.Office „UMIYA‟opp.Nilkanth app. b/h

P.P.Fulwala,

Dr. Yagnik road, Rajkot.

Phone no. +91 281 2464417/2465624

Fax +91 281 2464417

Email umiyatea@yahoo.com

Website www.umiyatea.com

Plant Address Nr.Prabhat Solvant ,Targhdi village,

Rajkot-Jamnagar Highway, Rajkot.

Form of the organization Private limited

Type of Unit Medium Scale Unit

Bankers Union Bank of India

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BOARD OF DIRECTORS:

Managing Director: Mr. Khimjibhai V. Sanandiya

Other Directors : Mr. Ramnikbhai V. Sanandiya

Mr. Dineshbhai V. Sanandiya

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VISION & STRATEGY OF UMIYA TEA :

Vision:

At least one product for each occasion is clear cut vision of

Umiya Tea Pvt. Ltd. This vision meets the buying capacity of an

average Indian and it‟s also reflecting the motto to provide best

quality product line. At present company has the Lion‟s share in

Gujarat. To date company get 20% growth per year and marching

towards new horizon of success. Any time and where with Umiya

Tea Group get the fruits of Vision.

Strategy:

“The Real Taste of Life”, this simple mantra rocked and

changed the definition of Tea world, winning the heart by quality

and great taste and distributing sufficient dealers margin is the

winning strategy of Umiya Tea Group . Its value for money strategy

enables even a kid to buy fresh and healthy food. Indeed in the neck

to neck competition era one must implement new ideas and Umiya

Tea Group has developed the think tank who continuously updates

strategy in the right direction.

Think win-win and stay ahead with us.

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ORGANISATION CHARTS:

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PRODUCT LIST:

SR

NO.

UMIYA TEA UMA TEA DHARTI

TEA 1 UMIYA PREMIUM SPECIAL PATTI BLUE

2 PREMIUM PATTI BHUKI ( DUST) PATTI

3 113 NO.

ZINODANO KESRI (GRAMYA

4 13No - KESRI (CITY)

5 SPECIAL BARIK DANO - ZENO DANO

6 HOTEL SPECIAL - -

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DEPARTMENTS OF ORGANISATION:

Department are the entities which are working inter-dependent

and working together to achieve right objectives at right time.

Umiya Tea Pvt. Ltd. having different department in different area to

carry the job in particular way.

Production Department

Marketing Department

Finance Department

Each department is doing their job in a particular way and doing

jobs in efficient way with the help of employee. Each department

having their own head, which is doing their jobs under the General

Manager.

The manufacturing department of the Umiya enjoys special

attention because it is processing a perishable commodity. More

over the hygiene factors are given top priority. We are very

conscious about the quality of foods so they are taking well care

about food products and raw material to complete it.

It is the policy of the Company to accept nothing less than

perfect. Besides, the Company is determined to offer its products in

attractive and weather-resistant packing at affordable prices to all

classes of people in Gujarat.

Finance department is to know how the money can be utilized in

the best way whereas account department has to keep complete notes

of the transaction made by the company and makes necessary

accounts at the ending of the year. But the department has to deal

with money. Finance managers have to take decisions regarding the

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spending, utilizing money in respect of transactions such as

purchase of raw materials, purchase of ready-made spare parts etc.

In Umiya Tea, there is no separate Personnel Department;

General Manager Mr. Dineshbhai takes all the decisions related to

personnel. Umiya Tea pvt ltd gives advertisement on newspapers for

higher-level post otherwise internal resources has been carried out

for lower level post. Experienced employee gives training to

particular jobs to person.

Umiya Tea pvt ltd is providing various loans with less interest,

provident Fund Scheme and various allowances to employee as well

as performance appraisal system to motivate the employee. They are

provide training related to

In-house training program – for permanent employees.

External training programs - for permanent employee.

Induction training program – for graduate Marketing trainees.

Umiya Tea pvt. Ltd. has been providing various gifts, medical

facilities, insurance facility to their employee. Umi ya Tea pvt ltd

maintain good relationship among the industry as well as the

distribution system and the people of Gujarat. They have also

launched a competition among the distributor and their retailers for

selling more products. They have also contributed their helps and

efforts at the time of Earthquake. Umiya Tea pvt. Ltd. is having

very efficient and powerful distribution system/network in Gujarat

state which supplies the products within 48 hours from production

to destination target and also distribution system is following the

rule of the network provided by the Umiya Tea.

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PRODUCTION AT UMIYA TEA :

Production is a very integral part of the business system

“Production means a bundle of utilities by the co. to its customer &

continues process to convert raw materials into final product is

called a manufacturing process”.

Production involves the steps-by-steps conversion of one from of

materials into another chemical processing to create or enhance the

utility of products or services.

“Production is process by which goods and services are created”.

The production or manufacturing department holds the most

important and basic position in any industry or a unit. It is because

the whole progress and goodwill of the company depends upon the

type & quality of products manufactured. For this the production

department should be very keen in manufacturing product.

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PRODUCTION PLANNING & CONTROL:

Planning & Control of production may be referred to as the

planning & org. of manufacturing process & it includes reacting

scheduling inspection & control.

According to Prof, “Gordon B. Garson “Production Planning &

Control inverts generally the org. & planning of manufacturing

process specially it consist of planning of routing scheduling

dispatching & inspection co-ordination & control of materials

methods, machines, looking & preparing times. The ultimate

objective is the organization of the supply & movement of materials

& labor machine utilizations & relative activities in order to bring

about the desired manufacturing result in term of quality time &

place.

In UMIYA TEA. PVT. LTD. The planning & controlling of

production process the following element or techniques or steps are

to be followed, we may also call them production planning &

controlling functions. There are as follows.

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PRODUCTION PROCESS & TECHNOLOGY :

1. Raw – materials cleaning process 2. Blending 3. Flavored adding 4. Distribution of Blended tea 5. Packaging

Production Process

Step – 1

Raw – materials cleaning process

Tea powder received from the gardens contains 0.02% impurities in form

of iron particles and non-magnetic material like wood chips papers rags etc. This

eliminates bitter taste and you can enjoy the natural taste.

Elimination of Magnetic material

Magnetic filters ensure removal of iron particles. Tea is poured in BELT

CONVEYOR through TIPPING HOPPER and lifted by an inclined, canvas

endless belt to VIBRATORY SHIFTER. The Belt is covered with acrylic sheet

for easy opening for visual inspection of tea and to facilitate detection of

damaged tea poured and retrieved if necessary. It is provided with very strong

permanent bar magnet nearest to tea carpet on the belt to remove any ferrous

material from tea. PVC endless belt of food grade quality is used here.

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Elimination of non-magnetic material

Now, tea lifted by BELT CONVEYOR drops in a chute over inclined

vibratory shifter. The shifter is made of 2mm thick MS Sheet. The box is

completely sealed to stop any tea dust leakage. Two Nos mesh of different size

is fitted inside the box on which the tea pours and drops on BUCKET

ELEVATOR placed at the outlet. The vibratory box is mounted on fiber leaf

springs and vibrates reciprocally by eccentric drive shaft. The mesh removes all

extraneous non-magnetic material like wood chips papers rags etc. from tea and

thus makes tea free of contamination.

Elimination of The Dust

Then comes the process of Drum filtering which removes the dust

particles and impurities that may slip off from the first two processes. The dust

removers, with the help of suction pumps, separate the particles, which creep in

along with the tea-leaves. These particles are collected in the dust bags placed in

the isolated dust room. The closed pipes through which they travel assure

cleanliness of the production place. For this treatment the raw material has to

pass through a vertical drum. Movement of the tea-leaves in this drum helps

maximum separation of the dust from the tea.

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Step – 2 Blending

Tea blending describes the process of blending different teas together to

produce a final product. This occurs chiefly with black tea that is blended to

make most tea bags but can also occur with such teas as Pu-erh, where leaves

are blended from different regions before being compressed. The aim of

blending is to create a well balanced flavor using different origins and

characters. This also ensures that variation in quality and from season to season

can be ironed out. The one golden rule of blending is this: Every blend must

taste the same as the previous one, so a consumer will not be able to detect a

difference in flavor from one purchase to the next.

This is the most important process from the point of view of any tea

company. Blending is not just mixing any two grades of tea. The company has a

perfect understanding of the blend and preferences of its target customers. So

the set standards direct a hygienic art of incorporating superior grades of tea

without negotiating on the ultimate freshness and flavor. The establishment

knows & strictly follows machine blending to maintain consistency in quality

and hygiene. Other methods of blending result in unhygienic handling, loss of

flavor and appearance.

Here, tea discharged by VIBRATORY SHIFTER drops on BUCKET

ELEVATOR placed under shifter directly. It is fabricated out angles, channels

& sheet etc. in parts for easy transportation. A pair of chain aligned perfectly

runs on guide, carries buckets to lift tea to STORAGE HOPPER on the top of

blending drum.

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BUCKET ELEVATOR delivers tea to the storage hopper placed on the

top of Blending Drum. Purpose of this hopper is to hold one complete mix and

deliver to blend drum By this arrangement, cycle time of blending operation is

reduced to half as subsequent operations of blending and others can run

concurrently After these all process blended tea is ready for packaging. .

Step – 3 Flavor adding

Flavoring for use in foods and beverages are available in a number of

different formats – oil soluble liquids, water soluble liquids, emulsions, spray-

dried power and extruded or compacted granules – and the different options

each offer advantages and disadvantages in terms of flavor quality, durability,

appearance, price and how easy they are to handle. In tea blending, oils are

generally used in loose leaf blends but are not suitable for tea bag blends since

the oil can seep into the tea bag paper and spoil the look of the product; dry

flavoring granules are perfect for bagged mixtures and mingle happily with the

tea until dipped into hot water when they add their aroma and taste to the brew.

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There are many flavored tea possible like, fruit, flower, herb, spice and seed any

these extras can be added singly or in carefully balanced combination. There

are various teas which have additives and/or different processing than "pure"

varieties. Tea is able to easily receive any aroma, which may cause problems

in processing, transportation or storage of tea, but can be also

advantageously used to prepare scented teas. Tea is usually flavored in large

blending drums with perfumes, flavorings, and essential oils added.

Although blending and scenting teas can add an additional dimension to tea,

the process is often used to cover and obscure the quality of sub-standard

teas.

Step – 4 Distribution of Blended tea

Before packaging there require to distribute the blended tea to all

automatic packaging machines. The blending drum has two output points from

where the blended tea is transferred through a bucket elevator to the mobile

hopper at placed fourteen feet high on a special floor. Now blended tea reach on

a special floor where fully automatic machines placed. Then mobile hopper is

supplied to the fully automatic packaging section through pipes. Each stage is

fully equipped with dust extractors to ensure that the packages contain the purest

form of tea.

Step – 5 Packaging

Fully automatic packaging section placed under the special floor. Fully

automatic machines do the all process for packaging such as Coding on plastic

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material, Filling, weighting and sealing. And then packed master pack manually

for easy moving and transporting.

The original refreshing taste from the Assam tea farms, after removal of

all the adulterations is ready to reach its elite lovers.

PRODUCTION CAPACITY

Overall production capacity is 30 laks k.g. per annum.

DISPATCH DEPARTMENT :

After the final packed & marked according to requirement. They

are dispatch according to requirement of the dealer.

STORE MANAGEMENT:

In storeroom the invent rise. Like raw material, work in progress,

finished goods, etc. Are costs heavily to the Organization there for

an effective system should be employed which will take care.

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That material should not be into excess quanta

That raw material should not be into excess quantity.

To protect stove against damage & theft.

To decide economic order quantity for purchase of raw

material.

MARKETING

What is marketing?

Marketing is the social process by which individuals and groups

obtain what they need and want through creating and exchanging

products and value with others. -Kotler

Marketing is the management process that identifies, anticipates

and satisfies customer requirements profitably.

-The Chartered Institute of Marketing

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Market Segmentation:

Market segmentation is the subdivision of market as based upon

the modern marketing concept. It point out that there are several

demand schedules. Each demand schedule represents a separate

market consisting of a group of buyers with similar needs and

characteristics of demand Umiya tea Pvt. Ltd. is having their

Marketing department to keep watch against the market situation

and control the activity related to marketing. The Marketing

manager control the marketing field related to product, price,

promotion and place. Marketing manager working under General

Manager of the Company. Marketing manager has to carry works

related to sales manager, marketing executives, sales executives and

workers. Umiya Tea Pvt. ltd have concentrate more on consumer

that‟s why decision related to marketing mix is to be taken depend

on consumers.

Channel of Distribution:

Manufacturer -> Distributor -> Dealer -> Retailer -> Consumer

They have very strong and powerful distribution to sent their

products at right time and right place due to their powerful channel

of distribution.

Marketing Mix:

Following four P's are the parameters that the marketing manager

can control, subject to the internal and external constraints of the

marketing environment. The goal is to make decisions that center

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the four P's on the customers in the target market in order to create

perceived value and generate a positive response.

Product

Price

Place

Promotion

Umiya tea pvt. Ltd. is sensitive to marketing mix to provide their

services to customers and they majority focus on their product mix

to satisfy the customer‟s needs and wants.

Product:

Umiya Tea pvt ltd having 19 products in their product portfolio

with different varieties and taste depending on the demand of

customers in which quality is important factor for Umiya. Umiya

Tea Pvt. Ltd. Launches new product constantly according to

customers‟ needs. To know the customers taste and preferences they

made some surveys and different other thing to know what customer

wants and what customer like to eat, which kind of test is customer

want and what is the taste of the customer. Umiya Tea Pvt. ltd

mainly focus on customer test and preferences because customer are

the uncrowned king of the market and they are decided the future of

the any product in the market. All Products of the Umiya is easily

available in the market and they share near to 50 % market of their

available products.

Price:

Umiya consider the related aspects such as competitors price,

cost including production expenses and profit margin and other

related aspects, which decide the price of the products. Umiya also

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consider the price of the competitors and they mainly focus on

customer. They gives customer good quality of product and they

take less amount of the product it means they believes in customer

satisfaction and quality of the product not on profit of company.

Place:

Umiya provide their products to different places with the help of

strong and powerful distribution network. They almost cover whole

Gujarat and their products easily available at any place of Gujarat.

Promotion:

Umiya Tea Pvt. ltd promote their products by personal selling,

advertisement with light boards, banners, wall painting, gifts,

stickers etc.

Product planning:

Umiya Tea Pvt. ltd does not have any specific product planning

but depending on the market environment or the trends they produce

new products in their product portfolio.

Pricing Planning:

Umiya Tea Pvt ltd is more conscious about their price because

people are more sensitive to price that‟s why they providing best

quality at less price again the exact price policy helps customer for

fast transaction.

Advertising:

Umiya Tea Pvt. ltd given their advertisement in different ways.

Since they are not giving advertisement of TV because of market

criteria and availability of products. They give their advertisements

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through calendars, diaries, paperweight, wall paintings, magazines,

newspapers, and stickers etc to communicate with people. On the

other side they are also taking the advantage of Internet which have

unlimited target audience for their products.

Sales promotion:

Umiya Tea pvt ltd promote sales through giving incentives to

their agent and distributors and also by doing competition among

them. They try to keep relationship to the ir network and people by

providing stickers, calendars, gifts and wishing cards. They are

mainly concentrating on their distribution channel. They give extra

incentive to their distributor for sales their product more than their

given target and they also gives them rank by their sales and they

gives them some certificates and trophy for their best performance.

Competitors:

TATA TEA

WAGH BAKRI

THAKARSI

C.SOMABHAI

Innovativeness:

Recently, Umiya Tea pvt ltd have changed the packaging style of

their products, which is really appreciated by the people of Gujarat.

With new concept of packaging and freshness packets. It gives more

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brand loyalty to Umiya Tea pvt ltd because of also, they packed

their products like wafers in nitrogen packing so that they will be

fresh when you eat and tasty,

Brand name

Packaging style

Guaranty and warranty

After sale service

Price and quality

Varieties of products

Others

Quality policy:

Company made a slogan show a good quality that is “Any Time

Crunchy All Time Fresh”.

Quality of the product is to be maintained the demand of the

product. After 26 years it has maintain the super quality of „Umiya

Tea ‟ with 100% replacement to customers in case of poor quality of

product or the any technical fault in packaging. They provide t heir

customer as attractive and good packing like when they will eat.

They think this is made before few minutes and it is fresh every

time when you open packet and eat you are getting fresh think.

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SWOT ANALYSIS- UMIYA TEA :

The consequent SWOT analysis taking in to consideration all aspect detailed

to the units, given below, its various strengths, weakness, opportunities and

threats.

Strengths:

1. The promoters have rich brand image and proven experience of same line.

2. Raw material is abundantly available from several pockets in India. India

is second largest producer of tea in India.

3. Unit is undergoing for HACCP certification and quality system practices.

4. The process does not use Preservatives or chemicals ingredients and the

product have long Shelf life.

Weakness:

1. As being an Agro based industry, have to depend on nature for crop.

2. Price of Raw material is not stable.

Opportunities:

1.Untapped rural market.

2. Rising income levels i.e. increase in purchasing power of consumers.

3. Large domestic market.

4. Export potential.

5. High consumer goods spending.

Threats:

1. Removal of import restrictions resulting in replacing of domestic

Brands.

2. Slowdown in rural demand.

3. Tax and regulatory structure.

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FUTURE PLANS:

In future plan of this company proper management in organization, or steps

are to be taken towards modernization of this firm, this company will progresses

more and it can also earn profit if utilization of finance sources is to made by

management of this firm.

In future the company plan to launch the varieties of tea

like…

Green tea

White tea

Other flavored tea

Other herbal tea

Tea bag (Dip tea)

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RESEARCH

METHODOLOGY…

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RESEARCH METHODOLOGY

RESEARCH METHODOLOGY PAGE NO.

A. Relevance of the study 39

B. Objectives of the study 40

C. Define the Research Problem 40

D. Research Design 40

E. Research Hypothesis 41

F. Scope of the study 43

G. Data Collection 44

H. Limitation of the study 45

I. Data Analysis and interpretation 46

J. Findings & Suggestions 59

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RELEVANCE OF THE STUDY :

Through this Research we can find out lots of things happening in

the markets as well as the going direction of our future prospective

customers and their taste and preference so that we can provide right

things at right time.

When we come to know the identification of Brand Extension of

Umiya Tea Pvt. Ltd. it helps in various things like,

To know the identification of Brand Extension of Umiya Tea

Pvt.Ltd.

To know the perceived risks about the new products of Umiya

Tea Pvt. Ltd.

To know the taste and preference of customers of Umiya Tea

Pvt. Ltd.

To know the consumer behavior/buying pattern of Umiya Tea

Pvt. Ltd.

To know the satisfaction levels among the retailers of Umiya

Tea Pvt. Ltd.

To know the Brand awareness of Umiya Tea Pvt. Ltd.

To know the Brand Image of Umiya Tea Pvt. Ltd.

To know the Brand related terms of Umiya Tea Pvt. Ltd.

To know the satisfaction level of Retailers for Umiya Tea.

To know the Distribution channel is perfect or not.

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1. OBJECTIVES OF THE STUDY:

Research Objective is to study on “Brand awareness & Retailers

Satisfaction for UMIYA TEA” in RAJKOT city.

DEFINE THE RESEARCH PROBLEMS:

Modern definition:

A systematic process of planning gathering recording and analyzing

interpreting and presenting of data relevant to the problem or opportunities faced

by a company for the purpose of decision making

2. RESEARCH DESIGN:

Areas divided into four segments.

- URBAN

- SEMI URBAN

- SEMI RURAL

- RURAL

AREA OF RESEARCH :

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28% 22%

5%

45%

RURAL

SEMI RURAL

SEMI URBAN

URBAN

Here 45% of the respondents are from semi urban area, whereas 28% belongs

to urban area, while remaining 22% & 5% are from rural and semi rural area

respectively.

3. RESEARCH HYPOTHESIS:

TESTING OF HYPOTHESIS USING CHI-SQUARE TEST:

The Null Hypothesis (H0): There is no a relation between

satisfaction level of retailers and recommendation to others.

2) Alternative Hypothesis (H1): There is relation between satisfaction

level of retailers and recommendation to others.

42

OBSERVED FREQUENCY TABLE:

YES NO Total

Satisfied with distributor‟s service 340 10 350

Aware about the new schemes of the Umiya

Tea

336 14 350

Total 676 24 700

EXPECTED FREQUENCY TABLE:

SATISFACTION RECOMMENDATION YES NO Total

Satisfied with distributor‟s service 330 20 350

Aware about the new schemes of the Umiya

Tea

346 4 350

Total 676 24 700

CHI-SQUARE TABLE:

Sr no. Observed

Frequency

Oi

Expected

Frequency

Ei

(Oi-Ei) (Oi-Ei)² (Oi-Ei)²/Ei

1 340 330 10 100 0.3030

2 10 20 -10 100 5.00

3 336 346

-10 100 0.289

4 14 4 10 100 25

Total(Chi-squ Value) 30.592

43

Degree of freedom:

=(C-1) (R-1)

=(2-1)(2-1)

= 1

5% LEVEL OF SIGNIFICANT:

Table value = 3.84

Statistical conclusion: Table value is less than the calculated value so

null hypothesis is rejected.

Table value = 3.84< 30.592 Calculated

Conclusion: There is relation between satisfaction level of retailers and

recommendation to others.

4. SCOPE OF THE STUDY:

This Market Research involves the study of –

o Brand Extension of Umiya Tea Pvt. Ltd.

o Brand preference of Umiya Tea Pvt. Ltd.

o Brand Awareness of Umiya Tea Pvt. Ltd.

o Consumer Buying behavior

44

Which features are most prominent in consumers‟ brand preference is also

answered by this Market Research.

Research also involves the influence of promotional and advertising

activities on the consumers‟ buying behaviors.

Market Research also tries to find out the identification of acceptance of

new brand extension or line extension.

5. DATA COLLECTION:

SOURCE OF DATA:

a) Primary Data:

Primary Data collected on the basis of Questionnaire

and the observation of the retailers.

b) Secondary Data:

Secondary Data is been gathered from Newspaper,

Magazine and previous report prepared by other

students.

45

RESEARCH INSTRUMENT:

Structured Questionnaire

SAMPLING PROCESS

The population for this study is Rajkot.

Sampling Technique (Random Stratified Technique)

The Sample is divided among the one strata, and it only

consists the Retailers of Rajkot.

Sample Size

The sample size shall be of 350 individuals (Retailers).

DATA COLLECTION

Personnel

6. LIMITATION OF THE STUDY:

Conclusion is derived by oneself (Decision Maker)

Sampling technique used is Random stratified convenient sampling; it

may result in personal bias.

Even the respondents may give biased answers.

Resource and cost constraints

Rajkot

46

7. ANALYSIS & INTERPRETATION :

Que 1. How many UMIYA TEA Products do you sell?

0

50

100

150

200

250

300

350

Total 283 42 25

Umiya Uma Dharti

12% 7%

81%

Umiya

Uma

Dharti

Analysis:

This question is been asked to all the Umiya Tea Retailers that how many

product of Umiya Tea do they sell and thus on that basis out of 350 respondent

and thus on that basis or information given by them chart has been prepared,

thus we can conclude that the market share of Umiya is more compare to Uma

& Dharti Tea in the market.

UMIYA UMA DHATRI TOTAL

283 42 25 350

47

Que 2. Do you know about whole product packet range of the company?

250gms 500gms 1kg 2/5/10/20/50/Rs. 5kg 21kg Total

84 77 133 31 14 11 350

3% 24%

22%38%

9% 4%

250gms

500gms

1kg

2/5/10/20/50

Rs.

5kg

21kg

0

50

100

150

200

250

300

350

Total 84 77 133 31 14 11

250 500 1kg 2/5/ 5kg 21k

Analysis:

The above given chart shows that Umiya Tea is been sold different-

different product range in the market so all the retailers knows about each

product range of the Umiya Tea which is 38%, 24%, 22%, 9%, 4%, 3%

respectively.

48

Que 3. Do you sell Products other than Umiya Tea?

12%10%5% 3%3%

67%

Tata Tea

Wagh Bakri

Umiya Tea

C.Somabhai

Thakarshi

Other

0

50

100

150

200

250

300

350

Total 10 42 235 35 18 10

Tata Wag Umiy C.So Tha Othe

Analysis:

The above given chart shows that Umiya Tea is been sold most as

compare to other Products. The other is Tata Tea, WaghBakri, C.Somabhai, and

Thakarshi & Others.

Out of the 350 Retailers, 235 Retailers have said that Umiya is been

sold most out of other tea products and remaining 115 Retailers have said that

WaghBakri, C.Somabhai, Tata Tea and Thakarshi compete with Umiya

respectively.

Tata Tea Wagh Bakri Umiya Tea C.Somabhai Thakarshi Other Total

10 42 235 35 18 10 350

49

Que 4. Which Product is been sold Maximum?

0

50

100

150

200

250

300

350

Total 10 42 235 35 18 10

Tata Wag Umiy C.So Tha Othe

10%5% 3% 3% 12%

67%

Tata Tea

Wagh Bakri

Umiya Tea

C.Somabhai

Thakarshi

Other

Analysis:

The above given chart shows that Umiya Tea is been sold most as

compare to other Products. The other is Tata Tea, WaghBakri, C.Somabhai, and

Thakarshi & Others.

Out of the 350 Retailers, 235 Retailers have said that Umiya is been

sold most out of other tea products and remaining 115 Retailers have said that

WaghBakri, C.Somabhai, Tata Tea and Thakarshi compete with Umiya

respectively. So I can found that 67% market covered by Umiya tea &

remaining 33% market covered by all Other. Thus from the survey we can come

to the conclusion that Umiya is having a Hugh impact in the mind of customer.

Tata Tea Wagh Bakri Umiya Tea C.Somabhai Thakarshi Other Total

10 42 235 35 18 10 350

50

Que 5. How many times in a week Distributor gives you services on prefix

day?

0

50

100

150

200

250

300

350

Total 283 42

1 Time 2 Times

5%

95% 1 Time

2 Times

Analysis:

This survey is done for to know that within a week how many times the

distributor will give services to the retailers and on which day. Thus from the

above given chart we can conclude that within the week the distributor will

provide services to the retailers 2 times a week and after that we can see from

that chart that most of the retailers get service from the distributor only once in

the week.

Thus the distributor should give more and more time to all the retailers

and should meet at least twice a week so that he can solve the problems of

distributors.

1 Time 2 Times TOTAL

283 42 350

51

Que 6. Are you facing any problem in receiving delivery of Umiya Tea

products?

13%

87%

Yes

NO

0

50

100

150

200

250

300

350

Total 45 305

Yes No

Analysis:

From the above given chart we can conclude that about 87% of the

retailers are not having problem in receiving delivery of Umiya Tea Product

from the distributors but 13% are still there who are having problem in receiving

delivery of Umiya Tea Products thus we can say that Umiya Tea should

concentrate on those 13% of area where retailers are having problem is receiving

delivery of Umiya Tea Products.

Yes No TOTAL

45 305 350

52

Que 7. Are you facing any problem regarding the packing of product?

0

50

100

150

200

250

300

350

Total 7 343

Yes No

98%

2%

Yes

NO

Analysis:

From the above given chart we can conclude that about 98% of the

retailers are not having problem in receiving delivery of Umiya Tea Product

from the distributors Only 2% are still there who are having problem regarding

the packing of the products. So they have to concentrate on the same.

Yes No TOTAL

7 343 350

53

Que 8. Are you satisfied with distributor‟s services?

0

50

100

150

200

250

300

350

Total 340 10

Yes No

97%

3%

Yes

NO

Analysis:

This Question relates with whether all the retailers are been satisfies with

the services of distributors or not and from the above given chart we can

conclude that about 97% retailers are satisfied with the services of distributor‟s

services and 3% are still there who are not been satisfied with the services of

Distributors.

Yes No TOTAL

340 10 350

54

Que 9. Does Distributor is giving all the necessary information about the

New Product of Umiya Tea?

96%

4%

Yes

NO

0

50

100

150

200

250

300

350

Total 336 14

Yes No

Analysis:

This question relates with whether the distributors are giving all the

necessary information to the retailers or not. Out of 350 respondents, 336

retailers says that they are receiving all the necessary information from the

distributors and 14 retailers are there who say that they are not getting any

information from the side of distributors.

Thus about 96% of retailers are there who are receiving all the necessary

information from the distributors and 4% of retailers are not getting all the

necessary information from the distributors.

Yes No TOTAL

336 14 350

55

Que 10. On which basis Customer‟s prefer to purchase Umiya Tea?

0

50

100

150

200

250

300

350

Total 301 49

Quality Price/Other

86%

14%

Quality

Price

Analysis:

This question relates with customers that on which basis the customers

use to purchase the products of Umiya Tea. About 95% of retailers says that

customers use to purchase on the basis of Quality of Umiya Tea and 5% of

retailers says that there are other preference such as Brand Name of Umiya Tea

and Services of Umiya Tea and only 8% of retailers says that customers use to

purchase Umiya Tea on the basis of Taste and 1% of retailers say that they

purchase on the basis on Price.

Quality Price/Other TOTAL

333 17 350

56

Que 11. Is Umiya Tea enough competitive with other available products in

Market?

94%

6%

Yes

No

0

50

100

150

200

250

300

350

Total 329 21

Yes No

Analysis:

This question is been asked to retailers that if Umiya Tea is been enough

Competitive with other Product in the market and from the Chart we can

conclude that about 94% of retailers are in the favor of the Umiya Tea that it is

enough competitive with other product in the Market and only 6% are not in the

favor of Umiya Tea.

Thus we can say that Umiya Tea has covered the whole market in Rajkot.

Yes No TOTAL

307 43 350

57

Que 12. Is there a need of Innovation in any product of Umiya Tea?

0

50

100

150

200

250

300

350

Total 329 21

Yes No

94%

6%

Yes

No

Analysis:

This Question is been asked to know whether there is a need of innovation

in the product of Umiya Tea or not. Out of 350 retailers 94% of retailers told

that there is no need of innovation in Umiya Tea and only 6% of Retailers told

that there is a need of innovation in umiya Tea.

Thus we can say that most of the retailers are been satisfied with the

Umiya Tea services which they are providing to the Retailers.

Yes No TOTAL

329 21 350

58

Que 13. Should Umiya Tea introduce new product in market?

89%

11%

Yes

No

0

50

100

150

200

250

300

350

Total 312 38

Yes No

Analysis:

This question relates with the innovation part that whether there is the

need of introducing new product in the Umiya Tea or not. Only 11% are there

who says that there is the need to introduced new product in the Umiya Tea and

89% of retailers said that now there is no need to introduce any new product in

the market.

Yes No TOTAL

312 38 350

59

8. FINDINGS AND RECOMMENDATIONS:

Findings:

Company should improve their other products in the market so the people

have other options to buy the same products from the market.

Sometimes the retailers faced the problem regarding the packing so the

company has to focus on the same.

There are no any specific services to check the satisfaction level among

the retailers in the Rajkot.

Many Retailers are Brand Loyal and thus they are changing their

preference from Umiya to others.

Umiya Tea is playing top of the mind in people while talking about Tea

they are well satisfied by the quality, packaging, and price of Umiya Tea

pvt ltd.

Because of availability of Umiya Tea people do not find any difficulty to

buy Umiya Tea this is good way to deal with people.

In future the Umiya Tea introduces the new flavor Tea in the market.

60

Recommendations:

Umiya Tea should be checked properly while the delivery of the product

so at that time finds any packing related problem they remove the same.

Umiya Tea should produce health related food products because of future

demand and people becoming more health conscious.

Umiya Tea should involve with people relationships but with particular

target like providing gifts to children in school.

Umiya Tea should do specific research activities to check the market

situation about people, retailers etc and their suggestions.

Umiya Tea should give some gifts, coupon etc inside the packets for sales

promotion schemes particulars for housewife only.

Umiya Tea should introduce some new product such Flavor tea which

compete in the market with other brands.

Umiya Tea should change the outlooks of packets because first glance

would be playing the major role in the mind of the people.

Umiya Tea should take the feedback of particulars audience about the

food products for their taste and preference so that they can get the idea

about the market & products.

61

CONCLUSION…

62

CONCLUSION :

Brand extension is playing important strategy at corporate level to satisfy

the niche market segmentation and give new face to existence products or

services. Launching new products can be an attractive growth strategy Brand

extension has their own advantage as well as disadvantage those are:

Line extension Benefits

Expand company shelf space presence

Gain more potential customers

Offer customers more variety

Greater marketing efficiency

Greater production efficiency

Lower promotional costs

Increased profits

Line extension Threats

Potential for failure which may damage products within the brand

Possible intra-firm competition

More preference to the health concise products

Brand extension refers to the use of a successful brand name to launch a new

or modified product in a same broad market. By understanding some of the

variables that influence consumers‟ perceptions about the acceptability of brand

extensions, marketers should be better able to develop more effective strategies.

The findings suggest that managers should consider perceived similarity, brand

reputation, perceived product category risk, and consumer innovativeness as key

factors influencing the success of their planned brand extensions. Make sure the

long-term impact of any and all introductions is consistent with your longer-

term brand strategy.

63

BIBLIOGRAPHY…

64

BIBLIOGRAPHY :

Website

www.google.com

www.indianmba.com

www.umiyatea.com

Books

Research Methodology methods & techniques, by C.R.Kothari, wishwa

prakashan

Kotler, Philip. Marketing Management: Analysis, Planning, Implementation

and control.

Foundation of the advertising : S.A. Chunawalla, K.C. Sethia

65

APPENDIX…

66

Appendix

Questionnaire on Study for Brand Awareness & Retailer‟s Satisfaction for

Umiya Tea Pvt. Ltd.

[Please give correct information as this questionnaire will be used for the study purpose.

Information provided by you will not be misused.]

* Retailer‟s Name: _____________________________________

*. Shop Name: _____________________________________

*. Shop Address: ______________________________________

*. Phone No: ________________ (M) _________________

*. Are you aware about the Products of Umiya Tea Pvt Ltd?

Yes No

If yes Tick Appropriate Box (es) Umiya Uma Dharti

. Who is coming at your shop on behalf of company? _____________________________

7. How many Umiya Tea Product do you sell?

UMIYA UMA DHARTI

Premium Pati Uma Pati Dharti Bhuki (kesari)

113 No. Uma Bhuki

8. Do you know about whole product packet range of the company? Tick Appropriate Box(es)

50gms 100gms 250gms 500gms 1kg

Rs.2 Rs.5 Rs.10 Rs.20 Rs.50

5kg. 21kg.

9. Do you sell tea other than Umiya Tea?

Yes No

If Yes, then please tick the below given options.

Tata Tea Wagh Bakri C. Somabhai Thakarshi Other

If other then Please Specify _________________

10. Which Product is been sold Maximum?

Please Specify _________________

11. How many times in a week Distributor gives you services ?

1 times 2 times 3 times as on call

12. Are you facing any problem in receiving delivery of Umiya Tea products?

Yes No

67

If Yes, then why __________________________________

13. Are you facing any problem regarding the packging of product?

Yes No

15. Are you satisfied with distributor‟s services?

Yes No

If No, then why __________________________________

16. Does Distributor is giving all the necessary information about the new Product of

Umiya Tea?

Yes No

17. On which basis Customer‟s prefer to purchase Umiya Tea?

Price Quality Other

If other please Specify: ____________________________________

18. Is Umiya Tea enough competitive with other available products in Market?

Yes No

If yes, then please specify: _________________________________

19. Is there a need of Innovation in any product of Umiya Tea?

Yes No

If yes, then please specify: _________________________________

20. Should Umiya Tea introduce new product in market?

Yes No

Which type of product________________________________________

21. Any suggestion

__________________________________________________________________________

_________________________________________________________________________

Thanks for Co-operation