BRAND AWARENESS FINAL

SAJ FOODS PVT LTD

SESHADRIPURAM COLLEGE Page 1

CHAPTER-1

INTRODUCTION

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As the Science and Technology is fast advancing, marketing is becoming more

attractive at the company, state, national and international levels. In the early

days, there was no difference between ‗selling‘ and ‗marketing‘. But today, the

difference between these two terms has been clearly made. Many organizations

have involved in developing marketing activities to satisfy the needs and wants

of a group of customers. This ‗segment‘ concept has helped in the development

of new products and services; specialization in selling is being attained. With

the development new markets and new avenues of selling. A wide variety of

consumers and producer goods has been designed and developed and for many,

the ‗marketing‘ has become a good profession. The developing nations are

giving much importance for marketing, to develop their internal and external

market. Even socialist countries have to start studying the marketing concept in

a scientific way, introduce then actively in their internal distribution system.

Marketing is quite and old profession. But still, by assuming new dimensions, it

looks new and which is attracting many people to this profession. This is a

paradox. With the introduction of ‗barter exchange‘, market activity started

functioning. But the marketing has seen the light of the day only in the early

part of the 20th

century. Although economics, the mother science of marketing,

content all the processes of market, it did not expose the ideas properly.

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Because of this, marketing developed as a new area of study and practice in the

20th century. It has passed to many phases and is aiming to attain new heights.

The goods and services consider being preserving of rich at one time, have

reached the common man today due to unstilted efforts of the marketing

activity.

The role of organization in developing the marketing activity is ignored. Several

institutions are involved in discharging marketing functions. They may be small

or big, good or bad, but they are on there toes o satisfy the human wants.

The marketing organization may develop fast in the initial stages and have a

gradual decline after sometime or they may have a study growth or develop

steadily in the initial stages ad grow fast in the later stages.

MEANING OF MARKETING

Marketing involves all those activities which results in flow of goods and

services from producer to the ultimate consumers.

The goal of marketing is identifying the needs of consumers and finally,

satisfying such needs.

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DEFINITION OF MARKETING

‗Marketing is a business process by which products are matched and through

which transfer of ownership are affected‘.

‗Marketing is the process of discovering and translating consumer needs and

wants into product and service specification, creating demand for the products

and services and then, in turn, expanding the demand‘.

‗Marketing is the economic process by which goods and services are exchanged

and there values determine in terms of money prices‘.

Nature of marketing

1. Consumer oriented process.

2. Starts and ends with customer‘s ---- C2C.

3. It is a dynamic and on-going process.

4. It is a goal oriented process (sales, growth and customers).

5. It is a process of exchange (buying, selling, information exchange).

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Goals of marketing system

1. Creation of utility – time, place, possession and information utility.

2. Identification of consumer wants or preferences, competitive situations,

aspects of the products like (quality, features, size, image, and durability).

3. Create demand in the minds of the consumer for the product of the

company.

4. Cost reduction and price stability.

5. Maximises consumption, choice, life quality.

Concepts of marketing

1. Production oriented concept:-

It is an oldest marketing concept and it advocates that consumer will buy

the products that are widely available and inexpensive.

Organisation focusing on this concept concentrates on achieving high

production efficiency, low cost, mass distribution and maximises profits.

2. Product concept:-

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This concept advocates that consumers will buy the product that is better

in quality, durability and features.

Under this concept, manufacturers have to focus on the product

improvement continuously. But, the manufacturers will not attempt to

Understand the needs and preferences before designing the product or

effecting product improvements.

3. Sales orientation:-

Here, consumers will buy the products only when the manufacturers put

in sufficient amount of selling and promoting efforts. Manufacturers have

to improve advertisement and distribution to bring the product into the

notice of the consumer. But, they will fail to understand the consumer‘s

tastes and preferences.

4. The modern marketing concept:-

This concept advocates that consumers are the king of marketing.

Under this concept, the essential activities of marketing understands

needs, wants, and desires, demands and value of customers.

The following are the 4 basic steps of consumer orientation:-

i. Market research.

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ii. Customer needs assessment.

iii. Product development.

iv. Promotion, advertisement and sales.

5. Social concept :-

This concept of marketing gives importance for society‘s well being and

in-addition to satisfy the consumer wants.

It focuses on production of products and services which do not harm

environment and condition of public health or safety.

E.g.:- Coco-Cola company, HP, DELL etc.

CLASSIFACTION OF MARKETING FUNCTIONS

Function of Exchange

• Buying

• Assembling

• Selling

Functions of Physical Supply

• Transportation

• Storage and warehouse

Facilitating Functions

• Standardisation

• Grading

• Finance

• Risk

• Market information

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FUNCTIONS OF EXCHANGE

1. Buying:-

It is the first step in marketing. It involves purchase of various goods like

raw materials, equipment, plant and machinery, tools etc.

Buying consists of:-

Planning of purchasing.

Preparation of list of goods to be purchased.

Selections of proper source of suppliers.

Receipt of goods.

Negotiation with the suppliers

2. Assembling:-

It is a process of bringing together various goods bought at different

places.

It helps in sorting, grading storing and transportation.

It saves time and cost.

Goods of seasonal nature can be made available.

Larger quantity of goods can be supplied.

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3. Selling:-

It is the function with which every organisation will try to maximize its

profits. It consists of.

Product planning and development.

Inducing demand.

Negotiation.

Contractual establishment of trade relationship.

FUNCTION OF PHYSICAL SUPPLY

1. Transportation:-

It involves the movement of goods from the place of production to the

place of consumption. And creates place as well as time utility.

2. Storage and warehousing:-

This is concerned with storage of goods. It refers to holding and

preserving of goods from the time of their production up to the time of

their consumption.

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FACILITATING FUCTION

1. Standardization and grading:-

Standardization is the process of establishing certain standards for a

commodity.

On the other hand grading is the division of goods of the same quality,

size and features into lots.

2. Finance:-

Financing is the life blood of any business activity. It is the process of

providing adequate working capital and fixed capital to the concern

through various sources. It is vital for regular and smooth flow of

production, supply and sales.

3. Risk :-

The goods are normally produced with expected demand. It involves

financial risks, which may be due to price falls, obsolesce, wear and tear,

organisational conflicts etc. Hence, it is very important to take necessary

steps to safeguard the resources from such risks, through proper control

measures along with insurance coverage.

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4. Market information :-

It refers to collection, analysis, interpretation and communication of

marketing information to the concerned people for efficient marketing.

MARKETING SEGMENTATION

Marketing segmentation means subdividing a market based on similarity,

commonality. Segmentation basically is done to segment the target market and

thus focus on the targets depending on their needs and requirements and also to

get advantage over the competitors of that segment.

http://3.bp.blogspot.com/-o3cZBtiQf4U/VCPVRur31bI/AAAAAAAAAIE/w7GUdjmDTbg/s1600/396933_orig.gif

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Researchers try to define segments on the basis of four factors:

Demographic

Geographic

Psychographic

Behavioural

Segmentation can lead to changes in the organisation such as: supply chain is

changed, new techniques have to be applied to different segments, and it

changes how the industry works. All of this in turn leads to a greater market

share.

Demographic Segmentation

Segmentation according to demography is based on variables such as

age, gender, and occupation and education level.

Demographic segmentation divides markets into different life stage

groups and allows for messages to be tailored accordingly.

Psychographic segmentation

The basis of such segmentation is the lifestyle of the individuals. The

individual‘s attitude, interest, value help the marketers to classify them

into small groups.

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Behavioural Segmentation

The loyalties of the customers towards a particular brand help the

marketers to classify them into smaller groups, each group comprising

of individuals loyal towards a particular brand.

Geographic Segmentation

Geographic segmentation refers to the classification of market into

various geographical areas. A marketer can‘t have similar strategies for

individuals living at different places.

Different Types of Marketing Strategy and Techniques

1. Social Marketing:

It refers to the design, implementation and control of programs to increase the

acceptability of a social cause or practice among people e.g. No Smoking

campaign in Delhi University, publicity campaign for casting vote.

2. Services Marketing:

It is applying the concepts, tools and techniques of marketing to services like

banking, insurance, retailing, educational etc.

http://www.publishyourarticles.net/knowledge-hub/business-studies/12-different-types-of-marketing-strategy-and-techniques.html

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3. Direct Marketing:

Marketing through various advertising media that interact directly with

consumers, generally calling for the consumer to make a direct response, e.g.

Catalogue Selling, Mail-order, Tele-calling and TV shopping.

4. Relationship Marketing:

Marketing through creating, maintaining and enhancing strong long-term

relationships with customers in order to win his loyalty e.g. a restaurant can

build relationships with customers by sending him wishes and discount offers

on his birthdays.

5. Person Marketing:

It consists of activities undertaken to create, maintain or change attitudes or

behaviour towards particular people like politicians, sports stars, film stars,

professionals to promote their careers and income.

6. Concentrated Marketing:

A market-coverage strategy in which a firm focuses on only one or few markets.

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7. De-marketing:

Marketing strategies to reduce demand temporarily or permanently, not to

destroy demand but only to shift it e.g. Super stores may offer no

discounts on Saturdays, Sundays and holidays to reduce overcrowd.

MARKETING MIX

Product - The Product should fit the task consumers want it for, it should

work and it should be what the consumers are expecting to get.

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Place – The product should be available from where your target consumer

finds it easiest to shop. This may be High Street, Mail Order or the more

current option via e-commerce or an online shop.

Price – The Product should always be seen as representing good value for

money. This does not necessarily mean it should be the cheapest available;

one of the main tenets of the marketing concept is that customers are usually

happy to pay a little more for something that works really well for them.

Promotion – Advertising, PR, Sales Promotion, Personal Selling and, in

more recent times, Social Media are all key communication tools for an

organisation. These tools should be used to put across the organisation‘s

message to the correct audiences in the manner they would most like to

hear, whether it be informative or appealing to their emotions.

ROLE OF MARKETING IN ECONOMIC DEVELOPMENT

Specialisation n activities of comparative advantage.

Enhanced resource –use, efficiency and trade.

Advances in marketing with economic growth.

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BRANDING

INTRODUCTION TO BRAND

The word ―Brand‖ owes its origin to the Norwegian word ―brand‖ which means

to burn. Farmers used to put some identification mark on the body of the

livestock to distinguish their possession. Products are what companies make,

but customers buy brands. Therefore marketers resorted to branding in order to

distinguish their offerings from similar products and services provided by their

competitors. Additionally, it carries an inherent assurance to the customers that

the quality of a purchase will be similar to earlier purchases of the same brand.

Definition of Brand

According to American Marketing Association, ―Brand is a name, term,

sign, symbol or a design or a combination of them intended to indentify the

goods or services of one seller or group of sellers and to differentiate them

from those of competitors.‖

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FEATURES OF BRAND

1. Product benefit.

2. Easy to pronounce.

3. Distinctive.

4. Product quality.

5. Brand name should be short.

6. Legal protection.

7. Brand name should be original.

8. It should reflect product dimension.

INTRODUCTION TO BRANDING

Brands in the field of marketing, originated in the 19th century with the advent

of packaged goods. Industrialization moved the production of many household

items, such as soap, from local communities to centralized factories. These

factories, generating mass-produced goods, needed to sell their products in a

wider market, to a customer base familiar only with local goods. It quickly

became apparent that a generic package of soap had difficulty competing with

familiar, local products. The packaged goods manufacturers needed to convince

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The market that the public could place just as much trust in the non-local

product.

Many brands of that era, such as Uncle Ben's rice and Kellogg's breakfast cereal

furnish illustrations of the problem. The manufacturers wanted their products to

appear and feel as familiar as the local farmers' produce. From there, with the

help of advertising, manufacturers quickly learned to associate other kinds of

Brand values, such as youthfulness, fun or luxury, with their products. This kick

started the practice we now know as "branding".

Branding is the marketing strategy used by firms to differentiate their products

from similar offerings. It is especially important for small marketers who lack

the promotional resources of big competitors. When a product has a unique

name, appearance and image, it is easier for shoppers to find in a crowded

marketplace. A strong brand identity can also affect consumer behaviour by

building emotional connections and reinforcing buying habits.

DEFINITION OF BRANDING

It is a process of transforming the product, adding value for enhanced

consumer satisfaction

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Branding means the activity of analysing the various aspects of a

product, choosing an appropriate brand name and assigning it to the

product.

According to Advertising Association of Australia, ―Branding is a

generic term encompassing the activity of giving a brand name to a

product, designing a trade mark and establishing and popularising it.‖

ROLE OF BRANDING

1. It is a massive asset: brand is considered as a major intangible asset

because all the physical assets can be duplicated or copied easily.

However, it is almost impossible to duplicate brand name.

2. It is a promotional tool: sales promotion is founded on the idea of

product identification or product differentiation. This difference is made

by a brand.

3. Brand is a weapon to protect the market: once a consumer has tried and

liked a product the brand enables him to identify so well that he is

tempted to levy it again.

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4. Brand is an antidote for middlemens‘ survival: if a product wins

consumer reputation, the manufacturers gain control over product

distribution. The class of middlemen always tends to go in for a

successful brand. That is, without brand identification, these middlemen

find it difficult as to what to buy and sell. In fact, brand names can be so

strong and penetrating that the very survival of the middlemen rests on

their efforts and ability to sell a powerful branded product.

5. Brand is a means of identification for customers: brand is the easiest way

of identifying a product or service that the customer likes. For him, brand

is value, quality, personality, prestige and image.

IMPORTANCE OF BRANDING

1. The marketer can build a bright image of his organisation around

the brand. It enables national advertisement of a specific product

and it is re sold through advertising. The customer in the retail

shop can easily recognise branded product.

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2. Brand enables the firm assured control over the market. Repeat

sales are stimulated and product substitution is not possible. It

creates an exclusive market for the product.

3. Branding by differentiating a product from its rivals enables the

brand owner to establish his own price, which cannot be easily

compared with prices of competing brands. Branding also reduces

price flexibility and price rigidity.

4. If a firm has one or more lines of branded goods, it can add a new

item to its list easily and new item can enjoy all the advantages of

branding immediately.

REASONS FOR BRANDING

The days have gone when the demand was greater than the supply, branding

was not necessary. Earlier, people wanted a product because not enough of it

was available. If they buy it now; where the supply is more than the demand,

companies not only need to create customers, but also keep them, and to keep

customers, one needs to create customer loyalty towards their brand.

To create this loyalty, one needs to project the personality of a brand; to which

the customer will be loyal. This personality is called a “Brand”.

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Branding is the most powerful instrument of sales promotion due to the

following reasons mentioned below:

o Ever increasing competition.

o Importance of packaging as a distinct marketing function, branding

and packaging go hand in hand.

o Need for advertising and publicity; branding alone enables

advertising.

o Development of consumer brand.

Not only branding gives separate identity and easy recognition to the product

but also creates special consumer preference; and the consumer enters the shop

to demand and insist upon a specific brand of the product.

ESSENTIALS OF BRANDING

Brand name selection is a very critical issue for new products, more so for

global brands. Right brand name gets you through more than one forth work

required for management of a successful brand.

It should create pleasant associations.

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A brand should suggest something about the product‘s benefits – its

use, quality, product‘s nature, purpose, performance or action.

The name should be short, simple, easy to pronounce, to spell and

remember, easy to identify and explain.

I should be capable of being registered and protected legally under the

legislation.

It should have a stable life and be unaffected by time.

TYPES OF BRAND

1. Individual Brand Name

Each product has special and unique brand name.

2. Family Brand Name

Family Name is limited to one line of a product i.e. products which

complete the sales cycles. Ex: ―Mohan‘s‖ for Breakfast foods,

―Amul‖ for Milk Products, ―Dipy‖ for Fruit Squashes & Syrups,

―Erasmic‖ for Toiletries, ―ACME‖ or ―Ponds‖ for Cosmetics etc.

Family brand name can help combined advertising and sales

promotion.

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3. Umbrella Brand

It may be used for all the products, the name of the company or the

manufacturer. All products such as soaps, chemicals, textiles,

engineering goods etc. manufacturers by the ―Tata‖ concerns will

have the “TATAs” as one umbrella brand. Such a device will

obtain low promotion cost and minimize marketing efforts.

4. Combination Device

Tata house is using a combination device. Each product has an

individual name, but it also has the umbrella brand to indicat4e the

business house producing the product. Ex: Tata‘s Tej. Under this

method, side by side with the product image, we have the image of

the organization also.

5. Private or Middleman‘s Brand

Manufacturers or distributors such as wholesalers, large retailers,

can do branding. In India, this practise is popular in the wooden,

Hosiery, sports goods etc.

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Consumers in India have the following benefits of Branding

Right kind of brand advertising and personal selling provides ample

information to the consumer about the branded products.

Rapid sales turnover assures fresher product due to frequent replacement

of stocks with the retailer.

Branded goods have uniform and standardised quality, as the owner of

the registered brand is personally responsible to maintain the quality.

There is considerable saving in time in the selection of goods and also in

making up for orders.

The term “Brand Personality” is a metaphor for the emotional relationship that

exists between a consumer and a brand. A brand personality is shorthand way of

describing the nature and the quality of the consumer‘s response to a brand.

The marketing role of brand personality then, is to create and strengthen a

relationship or the feeling that a consumer nurtures towards a brand.

Understanding brand awareness, though not an easy task is very important for

the marketers because it can be used as a basis for market segmentation.

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MERITS OF BRANDING

I. MERITS TO MANUFACTURERS

Product identity.

Strong demand.

Control on prices.

Easy introduction of new products.

Reduction in advertising.

International trade.

Less commission to the middlemen.

II. MERITS TO WHOLESELLERS AND RETAILLERS

Quicker sales.

Advertising and display of products is rendered easily.

Increases market share and control over market.

Branded products have more stabilised prices.

Absence of complaints.

Economical way of doing business.

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III. MERITS TO CONSUMERS

Brand stands for quality.

Consumer protection against cheating.

Branded products reflect there life styles.

Study and regular supply of products.

Prevalence of stable prices.

Educational value.

LIMITATIONS OF BRANDING

1. Unsuitable for certain products.

2. Unsuitable for small scale businessmen.

3. Burden of responsibility.

4. Loss of personal touch.

5. Higher prices.

6. Spread of disreputation.

7. Misuse of brands.

8. Monopolies.

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CHAPTER-2

RESEARCH DESIGN

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Title of the study

A study on Brand Awareness of ―Bisk Farm‖ with reference to Saj Foods Pvt.

Ltd.

Statement of problem

Today‘s brands have become the essential element by which customers buy

different products and services. Brand‘s builds the trusts and creates confidence

in the minds of the buyers by which people buy commodities.

Brand awareness creation is a very essential task of marketers where in an

organisation can high light their products in comparison to others and there

continuous attract existing and new buyers. Awareness creation also gives an

identity to an organisation in the general societal perception towards a concern.

Since it‘s crucial in light of today‘s business my project has been formulated as

―study on brand awareness of ―Bisk Farm‖ with reference to Saj Foods Pvt. Ltd.

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Objectives of the study

1. To analyse various sources of information which creates brand awareness

among consumers?

2. To determine the brand preference of the customers.

3. To measure the customers brand loyalty towards ―Bisk Farm‖.

4. To enlist the preferred features of ―Bisk Farm‖ products in relation to its

competitors.

5. To know the market potentials for ―Bisk Farm‖ products.

Scope of the study

The study helps to know about the awareness and satisfaction of

customers towards ―Bisk Farm‖.

The study also includes that further improvements as expressed by the

customers through the survey conducted.

Limitations of the study

The time frame was insufficient to carry out the study in greater depth.

The study was restricted only to ―Bisk Farm‖ with reference to Saj foods

Pvt. Ltd.

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The study is time bound and may not be applicable with passage of time.

It is a micro level study and confined to as limited areas in Bangalore

city.

The total respondents are limited to 120.

Because of these limitations, it may not be possible to draw any major

conclusions. However, the conclusion that is drawn in this study can be

considered as indicative and suggestive in nature.

Methodology of the study

The study is based on primary data and secondary data. The primary data is

collected through structured questionnaire and Secondary data is collected from

various sources (internet, newspaper articles).

The questionnaire has been prepared according to the objective of the study.

Before preparing the questionnaire, I have collected little information from the

company web sites, newspapers, periodicals and different textbook of

marketing.

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Here the sample size is 120 and the survey is conducted in Bangalore. In this

study, simple stratified random sampling method is used to select respondents.

However the collected data is summarized by the tabulation sheets according to

the objective of the study. The summarized data is analysed by using graphical

statistical tools and techniques like bar charts and pie charts.

CHAPTER OVERVIEW

1. Introduction

This chapter covers the basic introduction to Brand Awareness.

2. Research Design

This chapter deals with the title of the study, statement of problem,

objectives, scope, collection of data, limitations of the study,

chapter overview.

3. Company Profile

This chapter gives background of the firm, brief history, product

profile etc.

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4. Analysis & Interpretation of Data

This chapter gives the actual study on Brand Awareness of Bisk

Farm using the responses given by the respondents.

5. Summary of Findings, Recommendations & Suggestions

This chapter gives out the findings of the “BISK FARM” WITH

REFERANCE TO SAJ FOOD PRODUCTS PVT. LTD. the

recommendations and suggestions to the firm after analysing.

6. Bibliography & Annexure

This chapter covers name, author and publisher of the books

referred and sample questionnaire.

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CHAPTER-3

COMPANY

PROFILE

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About Us

Since its inception in the year 2000, Bisk Farm has been recognised for its

delectable biscuits, cookies, cakes and rusks. The brand is owned and marketed

by SAJ Food Products (P) Ltd, a part of the Aparna Group of Companies.

It is a fast-moving consumer goods (FMCG) company, headquartered in the city

of Kolkata in the Indian State of West Bengal

Bisk Farm has carved a niche for itself in the market in a fairly short span of

time. It is ranked amongst the top 3 bakery brands in the markets where it

competes.

About The Company

Bisk Farm is presently available throughout Eastern and North Eastern India,

and parts of South, Central and North India. The company eventually aims to

market its delicacies across the country.

Innovation has always been one of Bisk Farm‘s secret ingredients to success.

With its assortment of goodies, ranging from cookies to cakes to a variety of

rusks, it caters to almost every palate.

http://en.wikipedia.org/wiki/Fast-moving_consumer_goods

http://en.wikipedia.org/wiki/Kolkata

http://en.wikipedia.org/wiki/West_Bengal

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In addition, as part of its drive to establish a presence across India, Bisk Farm

has invested in state-of the-art manufacturing facilities in Eastern and South

India.

Bisk Farm Just Baked is another ambitious part of the brand‘s endeavour to

share its goodness directly with the consumer. It showcases the Brand‘s array of

freshly baked Savouries, Danishes, Special Cakes, Pastries, Breads and other

Confectionery items, along with a great ambience.

The company produces a total of 97 products from Biscuits, Cookies, Cakes,

Rusks, Extruded Snacks, Filled Wafers and controls 15% of market share

in East India, Britannia being the major competitor in the region. Some popular

brands are The Top, Googly, Spicy, Just Ginger, Bourbon and Cheese Cream.

At present, Bisk Farm has a presence in West Bengal, Jharkhand, Bihar, Orissa,

the north-eastern states and Bhutan. The most recent entry has been into

Chhattisgarh. what makes this success sweeter is the fact that it comes against

the backdrop that Bisk Farm is a regional player — that too one with a premium

positioning — that competes in a market that has heavyweights like Britannia,

Parle and ITC.

http://en.wikipedia.org/wiki/East_India

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Bisk Farm to launch bakery retail chain

In 2008, The Kolkata-based Rs 200 crore fledgling biscuit brand, Bisk Farm,

launched a chain of retail outlets of bakery products, christened: ―Bisk Farm—

Just Baked‖ close to 100 franchisee outlets in different parts of the country.

Our Mission

SAJ has set its primary objective as producing Healthy, Nutritious, Wholesome

and Tasty Food Products for its Consumers. It is putting in all efforts to make its

Products available across the length and breadth of the country.

SAJ aims to expand its presence in the ‗Ready to Eat‘ Category by entering

fields like Extruded Snacks, Ethnic Indian Snacks, Wafers, Chips and various

Confectionery items.

Our Vision

SAJ endeavours to be an OUTSTANDING COMPANY focused on producing

the best QUALITY & most INNOVATIVE Products for its Consumers and in

the process build a Formidable Organization.

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Which, can take on the best in the industry and is focused on the aspirations and

development of its Partners and Associates?

The Spirit of Excellence is the guiding force for the Company.

History

Bisk Farm

Type Private Sector

Industry Manufacturing

Genre Fast Moving Consumer Goods (FMCG)

Found 2000

Founder Krishnadas Paul

Headquarters Kolkata, West Bengal, India

Number of

locations

all over India

http://en.wikipedia.org/wiki/Types_of_business_entity

http://en.wikipedia.org/wiki/Private_Sector

http://en.wikipedia.org/wiki/Kolkata

http://en.wikipedia.org/wiki/West_Bengal

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Area served India, Bhutan, Nepal.

Key people K.D.Paul, Chairman; Arpan Paul, Jt.MD; Vijay Singh, Jt.MD;

Phalguni Chaudhuri Exec Director of SAJ Food Products (P) Ltd

Products Bakery products, including biscuits, cakes, cookies, rusks,

extruded, filled wafers, baked Savouries, Danishes, Pastries, Breads

and other Confectionery items.

Revenue Rs.700 crore ( USD 110 MILLION)

Owner SAJ Food Products (P) Ltd, a part of the Aparna Group of

Companies

Number of

employees

3500

Parent Aparna Group of Companies

Divisions Biscuits, Cookies, Cakes, Rusks, Extruded Snacks, Filled wafers

Subsidiaries Bisk Farm Just Baked

http://en.wikipedia.org/wiki/Bakery

http://en.wikipedia.org/wiki/Biscuits

http://en.wikipedia.org/wiki/Cakes

http://en.wikipedia.org/wiki/Cookies

http://en.wikipedia.org/w/index.php?title=Filled_wafers&action=edit&redlink=1

http://en.wikipedia.org/wiki/Parent_company

http://en.wikipedia.org/wiki/Division_(business)

http://en.wikipedia.org/wiki/Subsidiary

SAJ FOODS PVT LTD


Website www.biskfarm.com

PRODUCT PROFILE

Semi Sweet Biscuit

Marie

Thin Arrowroot

Sweet Biscuit

Sugar Free Biscuit

Top Gold Sweet Biscuit

Googly Sweet Biscuit

Vitamin Marie Biscuit

Sweet Biscuit

Digestive

Champ Sweet Biscuit

Multi Grain ATC Sweet Biscuit

Butter Biscotti

http://www.biskfarm.com/

http://www.indiamart.com/saj-food-products/semi-sweet-biscuit.html

http://www.indiamart.com/saj-food-products/semi-sweet-biscuit.html

http://www.indiamart.com/saj-food-products/sweet-biscuit.html

SAJ FOODS PVT LTD


Crackers

Sugar Free Cream Cracker

Sugar Free Cream Cracker Masala

Cream Cracker

Crispy Cream Cracker

Snacks

Half Crackers

Spicy Crackers

Countlines

Mast Jeera Namkeen

Pack O Cheeze Namkeen

Jungle Bites Biscuit

Tid Bit Namkeen

Choco Biscuit

Namkeen

http://www.indiamart.com/saj-food-products/crackers.html

http://www.indiamart.com/saj-food-products/countlines.html

SAJ FOODS PVT LTD


Creams Products

Orange Cream Biscuit

Cream Biscuit

Cottage Cream Biscuit

Milk Cream

Royal Cream Biscuit

Eliachi Cream

Cheese Cream

Pineapple Cream Biscuit

Peanut Butter Cream

Mini Strawberry Cream Biscuit

Cookies

Butter Cookies

Chocolate Cookies

Coconut Cookies

Cashew Cookies

Butter Scotch Cookies

Nankhatai Cookies

http://www.indiamart.com/saj-food-products/creams-products.html

http://www.indiamart.com/saj-food-products/cookies.html

SAJ FOODS PVT LTD


Cakes

Cup Cakes Plain

Cream Cakes

Jammy Cakes

Sandwich Cake

SEMI SWEET

MARIE THIN ARROWROOT GOOGLY

TOP GOLD GOOGLY SEASME ALMOND THINZ

http://www.indiamart.com/saj-food-products/cakes.html

http://www.biskfarm.com/wp-content/uploads/2014/11/Googly-Sesame_large.jpg

http://www.biskfarm.com/wp-content/uploads/2014/01/Almond-Thinz-small_large.jpg

SAJ FOODS PVT LTD


Sweet Biscuit

JUST GINGER DIGESTIVE MULTI GRAIN

Crackers

Sugar Free Cream Cracker Sugar Free Cream Cracker Masala

Crispy Cream Cracker snakies spicy

http://www.indiamart.com/saj-food-products/sweet-biscuit.html

http://www.indiamart.com/saj-food-products/crackers.html

http://www.biskfarm.com/wp-content/uploads/2012/06/Sugar-Free-Cream-Cracker_large.jpg

http://www.biskfarm.com/wp-content/uploads/2012/06/Sugar-Free-Cream-Cracker-Masala_large.jpg

http://www.biskfarm.com/wp-content/uploads/2012/11/Crispy_Creamcracker_large.jpg

http://www.biskfarm.com/wp-content/uploads/2012/06/Snackies_large.jpg

http://www.biskfarm.com/wp-content/uploads/2012/06/Spicy_large.jpg

SAJ FOODS PVT LTD


Countlines

Mast Jeera Pack O Cheeze Jungle bite

Choco Tid Bit Namkeen

Creams Products

Orange cream Bourbon cottage cream

Royal cream creamy lemon cheese cream

http://www.indiamart.com/saj-food-products/countlines.html

http://www.indiamart.com/saj-food-products/creams-products.html

http://www.biskfarm.com/wp-content/uploads/2012/06/jar_mastjeera_large.jpg

http://www.biskfarm.com/wp-content/uploads/2012/05/jar_packocheeze_large.jpg

http://www.biskfarm.com/wp-content/uploads/2012/06/jar_junglebites_large.jpg

http://www.biskfarm.com/wp-content/uploads/2012/06/jar_choco_large.jpg

http://www.biskfarm.com/wp-content/uploads/2012/06/jar_tidbit_large.jpg

http://www.biskfarm.com/wp-content/uploads/2012/06/jar_namkeenz_large.jpg

http://www.biskfarm.com/wp-content/uploads/2012/06/my_favourite_orange_large.jpg

http://www.biskfarm.com/wp-content/uploads/2012/06/Bourbon_large.jpg

http://www.biskfarm.com/wp-content/uploads/2012/05/my_favourite_cottage_large.jpg

http://www.biskfarm.com/wp-content/uploads/2012/06/my_favourite_royal_large.jpg

http://www.biskfarm.com/wp-content/uploads/2012/08/my_favourite_lemon_large.jpg

http://www.biskfarm.com/wp-content/uploads/2012/06/cheese_cream_large.jpg

SAJ FOODS PVT LTD


Cookies

Butter cookie Choco cookie coconut cookie

Cashew cookie Butter scotch cookie Ocean salt

Cakes

Sandwich fruit fusion chocolate delight

http://www.indiamart.com/saj-food-products/cookies.html

http://www.indiamart.com/saj-food-products/cakes.html

http://www.biskfarm.com/wp-content/uploads/2012/05/Butter_Cookies_large.jpg

http://www.biskfarm.com/wp-content/uploads/2012/05/Chocolate_Cookies_large.jpg

http://www.biskfarm.com/wp-content/uploads/2012/06/Coconut_Cookies_large.jpg

http://www.biskfarm.com/wp-content/uploads/2012/06/Cashew_Cookies_large.jpg

http://www.biskfarm.com/wp-content/uploads/2012/09/Butter_Scotchcookies_large.jpg

http://www.biskfarm.com/wp-content/uploads/2012/09/Ocean_Salt-cookies_large.jpg

http://www.biskfarm.com/wp-content/uploads/2012/06/Sandwich_large.jpg

http://www.biskfarm.com/wp-content/uploads/2012/06/Cake-Bar-Fruit-Fusion_large.jpg

http://www.biskfarm.com/wp-content/uploads/2012/06/Cake-Bar-Chocolate-delight-single-layer_large.jpg

SAJ FOODS PVT LTD


SWOT ANALYSIS

SWOT analysis is the firm should identify its internal Strengths (S) and

Weaknesses (W) and also examine external Opportunities (O) and Threats (T).

Strength , Weakness , Opportunity , and Threats are the four tools for a

individual or group or organisation to grow , improve and polish it‘s skill.

Saj food Pvt. Ltd. has been highlighted below which covers all the

criticality of the project :

SAJ FOODS PVT LTD


Strengths

Bisk farm Brand.

Diversified product range.

Extensive distribution network.

Better understanding of consumer psyche.

Easily available in various forms.

Widely accepted in all generations.

Good product quality and packaging.

Low and mid price range.

Good advertising and visibility through TVC‘S and print ads.

Weakness

Dependence on retailers & grocery Stores for displaying diversified Bisk

farm Products on shelf, induce impulsive buy.

Many competitors in this segment means limited market share.

Customer loyalty is lesser in food markets and there is high brand

switching.

Industry and technology requires high investment.

SAJ FOODS PVT LTD


Opportunities

Estimated annual growth of 20%.

Low per capita consumption.

Changing consumer preference.

Increasing demand for sugar free, cheese cream, cakes, top and Marie.

Perfect companion for coffee/tea so can be marketed with coffee chains.

Generate employment opportunity.

Threats

Hike in cost of production due to hike in raw material cost.

Increase distribution cost.

Local bakery product.

Entry of various new entrants.

SAJ FOODS PVT LTD


CHAPTER-4

DATA ANALYSIS &

INTERPRETATION

SAJ FOODS PVT LTD


Sample respondents are 120.

Table 1.1

Table showing the NUMBER OF RESPONDENTS

Particulars Respondents Percentage (%)

Male 66 55

Female 54 45

Total 120 100

Analysis

Above table indicates that 55% of respondents are male and 45% of respondents

are female.

SAJ FOODS PVT LTD


Graph 1.1

Inference: -

From the above analysis it can be inferred that male respondents are more than

that of female.

55%

45%

No. of Respondents

Male

Female

SAJ FOODS PVT LTD


Table 1.2

Table showing AGE GROUP OF RESPONDENTS

AGE NO. OF RESPONDENTS PERCENTAGE (%)

18-25 86 72

26-35 16 13

36-50 16 13

50& above 2 2

Total 120 100

Analysis

Above table indicates that 72% of respondents are aged between18-25 and 13%

of respondents are aged between 26-35 &36-50, whereas only 2% of

respondents are aged 50& above.

SAJ FOODS PVT LTD


Graph 1.2

Inference:-

From the above analysis it can be inferred that most of the respondents belong

to the age group of 18-25. While the minimum percentage of respondents are of

50 & above age group.

72%

13%

13%

2%

Age group

18-25

26-35

36-50

50 & above

SAJ FOODS PVT LTD


Table 1.3

Table showing AWARENESS ABOUT BISK FARM

Particulars No. of Respondents Percentage (%)

YES 100 83

NO 20 17

TOTAL 120 100

Analysis

Above table indicates that 83% of respondents are aware of Bisk Farm products

whereas 17% of respondents are not aware of Bisk Farm products.

SAJ FOODS PVT LTD


Graph 1.3

Inference: -

We could infer that brand popularity is quite high and product is very much

familiar among the target group.

YES NO

83

17

Awareness of Bisk Farm

Awareness of Bisk Farm

SAJ FOODS PVT LTD


Table 1.4

Table showing AWARENESS OF BISK FARM PRODUCTS

PARTICULARS NO OF

RESPONDENTS

PERCENTAGE

(%)

Never heard of it 14 12

I am aware but never consumed

it

28 23

Rarely consumed 46 38

Regular consumption 16 13

Aware of all the products 16 14

Total 120 100

Analysis

Above table indicates that 12% of respondents have never heard of the product

whereas 23% of respondents are aware but never consumed the product and

38% of respondents have rarely consumed the product and 13% of respondents

consume the product oftenly and 14% of respondents are aware of all the

products.

SAJ FOODS PVT LTD


Graph 1.4

Inference

From the above analysis it can be inferred that most (38%) of the respondents

have rarely consumed the products. In addition, a reasonable (23%) percentage

of respondents are aware of the products but never consumed it.

12%

23%

38%

13%

14%

AWARENESS OF BISK FARM PRODUCTS

Never heard of it

I am aware but never consumed it

rarely consumed

regular consumption

aware of all the products

SAJ FOODS PVT LTD


Table 1.5

Table showing OFTEN CONSUMPTION OF BISK FARM PRODUCTS

PARTICULARS NO. OF RESPONDENTS PERCENTAGE (%)

COOKIES 30 25

RUSK & CAKES 46 38

CREAM BISCUITS 16 13

JARS 0 00

NONE OF THEM 28 24

TOTAL 120 100

Analysis

Above table indicates that 25% of respondents often consume cookies while

38% of respondents consumes rusk & cakes oftenly whereas only 13% of

respondents consume cream biscuits.

SAJ FOODS PVT LTD


Graph 1.5

Inference

From the above analysis it can be inferred that a large number of respondents

have oftenly consumed rusk &cakes. While only few number of respondents

have consumed cookies and cream biscuits. And none of the respondents have

consumed Jars.

25%

38%

13%

0%

24%

OFTEN CONSUMPTION OF BISK FARM PRODUCTS

COOKIES

RUSK & CAKES

CREAM BISCUITS

JARS

NONE OF THEM

SAJ FOODS PVT LTD


Table 1.6

Table showing MODE OF AWARENESS ABOUT THE BISK FARM

PRODUCTS


SHOPS 38 32

TV ADVERTISEMENTS 20 17

PAMPLETS 02 2

FRIENDS & FAMILY 40 33

OTHERS 20 16

TOTAL 120 100

Analysis

Above table indicates that that 32% of respondents got to know about the

product through shops whereas 33% of respondents got to know about the

product through friends & family and 17 % through TV advertisements and

16% through others.

SAJ FOODS PVT LTD


Graph 1.6

Inference

From the above analysis it is inferred that majority of the respondents got to

know about the product through friends & family and through shops. Only

small percentage of respondents got to know about the product through others.

32%

17%

2%

33%

16%

MODE OF AWARENESS ABOUT THE BISK FARM PRODUCTS

SHOPS

TV ADVERTISEMENT

PAMPLETS

FRIENDS & FAMILY

OTHERS

SAJ FOODS PVT LTD


Table 1.7

Table showing BUYING BEHAVIOURS OF CONSUMERS IN RESPECT

OF BISK FARM PRODUCTS


EVERY 2-3 DAYS 18 15

ONCE A WEEK 16 13

FORTNIGHTLY 6 5

ONCE A MONTH 48 40

NEVER 32 27

TOTAL 120 100

Analysis

Above table indicates that 40% of respondents buy the product once a month

while15% of them buy every 2-3 days and 13% of them buy once a week.

Whereas 27% of respondents never buy.

SAJ FOODS PVT LTD


Graph 1.7

Inference

From the above analysis it is inferred that most of the respondents buy the

product once in a month. Wherein only few number of respondents buy the

products anywhere between every 2-3 days to a week.

Every 2-3 days Once a week Fortnightly Once a month Never

15%13%

5%

40%

27%

BUYING BEHAVIORS

BUYING BEHAVIORS

SAJ FOODS PVT LTD


Table 1.8

Table showing the PROSPECTIVE BUYING IN FUTURE


YES 74 62

NO 00 00

MAY BE 46 38

TOTAL 120 100

Analysis

Above table indicates that 62% of respondents will buy the products in future

whereas 38 % of respondents may or may not buy.

SAJ FOODS PVT LTD


Graph 1.8

Inference

From the above analysis it is inferred that most of the respondents are sure to

buy the products in near future. Whereas only few number of respondents may

or may not buy the products in the near future.

0%

10%

20%

30%

40%

50%

60%

70%

Yes No May Be

Prospective buying in future

Prospective buying in future

SAJ FOODS PVT LTD


Table 1.9

Table showing HOW WOULD YOU RATE THE QUALITY OF THE

PRODUCTS? (5-highest and 1- lowest)

RATING NO. OF RESPONDENTS PERCENTAGE (%)

5 14 12

4 56 47

3 26 22

2 8 6

1 16 13

TOTAL 120 100

Analysis

Above table indicates that 47% of respondents rate the quality of the product as

4 whereas 22% of them rate as 3 and only 12% of them rate the product quality

as 5 while other respondents rates the quality as 1 and 2.

SAJ FOODS PVT LTD


Graph 1.9

Inference

From the above analysis it is inferred that most of the respondents rate the

quality of product as 4 which is very good.

12%

47%

22%

6%13%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

5 4 3 2 1

Quality of the Products

Quality of the Products

SAJ FOODS PVT LTD


Table 1.10

Table showing WHICH TYPE OF PRODUCT CAN BE ADDED TO THE

EXIXTING PRODUCT LINE


Ragi Biscuits 88 73

Jaggery biscuits 18 15

Soya biscuits 14 12

Total 120 100

Analysis

Above table indicates that 73% of respondents would want Ragi biscuits to be

added to the existing product line while 15% of respondents would want

Jaggery biscuits to be added whereas 12% of them would want Soya biscuits to

be added.

SAJ FOODS PVT LTD


Graph 1.10

Inference

From the above analysis it is inferred that most of the respondents would want

Ragi biscuits to be added to the existing product line of Bisk Farm.

Ragi biscuits73%

Jaggery biscuits15%

Soya biscuits12%

What type of new product can be added

SAJ FOODS PVT LTD


Table 1.11

Table showing AREAS FOR DIVERSIFICATION OF BISK FAR004D


Chocolates 96 80

Ice Creams 18 15

Others 06 05

Total 120 100

Analysis

Above table indicates that 80% of respondents want the company to diversify in

chocolates while 15% of respondents want the company to diversify in ice

cream.

SAJ FOODS PVT LTD


Graph 1.11

Inference

From the above analysis it is inferred that most of the respondents would want

the company to diversify in chocolates.

Chocolates80%

Ice Creams15%

Others5%

Areas of Diversification

SAJ FOODS PVT LTD


Table 1.12

Table showing THE LEVEL OF SATISFACTION


Highly satisfied 18 15

Satisfied 62 52

Average 30 25

Dissatisfied 10 8

Highly dissatisfied 00 00

Total 120 100

Analysis

Above table indicates that 52% of respondents are satisfied with the product

using in present while 25% of respondents say the product is an average

whereas 15% of respondents are highly satisfied with the products while 8% of

respondents are dissatisfied by the product.

SAJ FOODS PVT LTD


Graph 1.12

Inference

From the above analysis it is inferred that most of the respondents are satisfied

with the Bisk farm products. Where in only limited number of respondents are

dissatisfied with the product.

15

52

25

8

0

highly satisfied satisfied average dissatisfied highly dissatisfied

0

10

20

30

40

50

60

Level of satisfaction

Level of satisfaction

SAJ FOODS PVT LTD


Table 1.13

Table showing THE MOST IMPORTANT FACTOR THAT MOTIVATES

THE CONSUMER TO BUY THE BISK FARM PRODUCTS (REASON FOR

BUYING)


Quality 30 25

Price 10 8

Packing 8 7

Taste 50 42

Never purchased 22 18

Total 120 100

Analysis

The above table states that 42% of respondents buy the product due to its taste

while 25% of respondents buy for its quality whereas 8% and 7% of

respondents buy for its price and packing.

SAJ FOODS PVT LTD


Graph 1.13

Inference

From the above analysis it is inferred that majority of the respondents buy the

product for its taste. And some of the respondents have never purchased the

products.

25%

8%

7%42%

18%

Motivational factor of purchase

quality

price

packaging

taste

never purchased

SAJ FOODS PVT LTD


Table 1.14

Table showing THE ROLE OF PROMOTION TOOLS IN INCREASING

THE BRAND AWARENESS AND POPULARITY


Strongly agree 26 22

Agree 74 62

Disagree 2 1

Strongly disagree 00 00

Can‘t say 18 15

Total 120 100

Analysis

The above table states that 62% of respondents ‗agree‘ on the role of promotion

increasing the brand awareness and popularity of ‗Bisk Farm‘. Whereas 1% of

respondents ‗disagree‘ on this point of discussion. None of the respondents

‗strongly disagree‘ on this point. And the remaining 15% of respondents are not

sure on this point of discussion.

SAJ FOODS PVT LTD


Graph 1.14

Inference

From the above analysis it can be inferred that most of the respondents agree on

the role of promotion increasing the brand awareness and popularity of Bisk

Farm.

22%

62%

1% 0% 15%

Role of promotion in Brand awareness

Strongly agree Agree Disagree Strongly disagree Can't say

SAJ FOODS PVT LTD


Table 1.15

Table showing THE IMPACT OF PROMOTION ACTVITIESON THE

BUYING BEHAVIOUR



Agree 64 53

Disagree 00 00


Can‘t say 06 05

Total 120 100

Analysis

From the above table, we can understand that 42% of respondents strongly

agree on the impact of promotion activities on the buying behaviour of

customers. 53% of respondents agree on this point of discussion. While the

remaining 5% of respondents are not sure about the impact of the promotion

activities on buying behaviours.

SAJ FOODS PVT LTD


Graph 1.15

Inference

From the above analysis, it can be inferred that approximately half of the

sample respondents i.e., 42% agree on the point that the promotion activities

impact the behaviours of the customers.

42

53

0 0

5

Strongly agree Agree Disagree Strongly Disagree Can't say

Impact of promotion on buying behavior

Imact of promotion on buying behavior

SAJ FOODS PVT LTD


Table 1.16

Table showing LEADERSHIP POSITION IN THE MARKET


Bisk Farm 06 05

Britannia 58 49

Parle-G 22 18

Sun feast 18 15

Unibic 16 13

Total 120 100

Analysis

The above table shows that 49% of respondents say that “BRITANNIA” enjoys

the leadership position in the market. While only 15-20% of respondents say

that the other brands i.e., Parle-G, Sun feast and Unibic enjoy the leadership

position. And 5% of respondents say that Bisk Farm enjoys market leadership

position.

SAJ FOODS PVT LTD


Graph 1.16

Inference

As per the table, it can be said that highest percentage (49%) of respondents are

in favour of BRITANNIA and the least percentage (5%) of respondents are in

favour of BISK FARM.

Bisk Farm5%

Britannia49%

Parle-G18%

Sunfeast15%

Unibic13%

Leadership Position in Market

SAJ FOODS PVT LTD


Table 1.17

Table showing OPINION ABOUT THE PRODUCTS VARIANTS OF BISK

FARM


Very good 24 20

Good 78 65

Satisfactory 00 00

Poor 00 00

Don‘t know 18 15

Total 120 100

Analysis

The above table shows that 20% of respondents say Bisk Farm has a very good

opinion about its product variants. 65% of respondents say the product variants

of Bisk Farm are ―Good‖. The remaining 15% of respondents do not know

about the product variants range of Bisk Farm.

SAJ FOODS PVT LTD


Graph 1.17

Inference

From the above analysis, it can be inferred that 65% of respondents have a good

opinion about the product variants of Bisk Farm.

20

65

0 0

15

VERY GOOD GOOD SATISFACTORY POOR DON’T KNOW

OPINION ABOUT THE PRODUCTS VARIANTS OF BISK FARM

OPINION ABOUT THE PRODUCTS VARIANTS OF BISK FARM

SAJ FOODS PVT LTD


Table 1.18

Table showing OPINION ABOUT PRODUCT ENDORSEMENT BY a

BRAND AMBASSADOR


Yes 54 45

No 06 05

May be 60 50

Total 120 100

Analysis

The table explains that 45% of respondents believe that endorsing the product

by a brand ambassador will help in better brand awareness about Bisk Farm.

Whereas, 5% and 50% of respondents do not and may be believe in the concept

of product endorsement by a brand ambassador, respectively.

SAJ FOODS PVT LTD


Graph 1.18

Inference

Approximately 50% of respondents say that product endorsement by a brand

ambassador may increase the brand awareness of Bisk Farm.

45

5

50

opinion about product endorsement

yes no may be

SAJ FOODS PVT LTD


Table 1.19

Table showing DOES COMPETITIVE PRICING AFFECT BRAND

LOYALTY


Definitely not 26 22

Probably 50 42

Probably not 22 18

Definitely 12 10

Not sure 10 8

Total 120 100

Analysis

26% of respondents do not agree on competitive pricing strategy affecting the

brand loyalty towards Bisk Farm. While 42% of respondents say competitive

pricing can ―probably‖ affect the brand loyalty. And nearly 8-10% of

respondents say that competitive pricing can ―probably not‖, ―definitely‖ affect

the brand loyalty.

SAJ FOODS PVT LTD


Graph 1.19

Inference

As per the above table, it is inferred that most of the respondents say that

competitive pricing can ―Probably‖ affect the brand loyalty of customers

towards Bisk Farm.

22%

42%

18%

10%

8%

Does competitive pricing affect brand loyalty

definitely not

probably

probably not

definitely not

not sure

SAJ FOODS PVT LTD


Table 1.20

Table showing EASY AVAILABILITY OF BISK FARM PRODUCTS


Strongly agree 08 6

Agree 50 42

Disagree 36 30


Can‘t say 14 12

Total 120 100

Analysis

The above table indicates that 42% of respondents ―Agree‖ on easy availability

of Bisk Farm products. 30% of them ―Disagree‖, 10% of them ―Strongly

Disagree‖ and 12% of them ―Can‘t Say‖ on this point of discussion. Whereas,

only 6% of respondents ―Strongly Agree‖ on easy availability of Bisk Farm

products in the market.

SAJ FOODS PVT LTD


Graph 1.20

Inference

It can be inferred that a higher percentage (42%) of respondents ―Agree‖ and a

very minimum (6%) percentage of respondents ―Strongly Agree‖ about the

product availability.

strongly agree agree disagree strongly disagree

not sure

6.67

41.67

30

10 11.66

Easy availability of Bisk Farm products

Easy availability of Bisk Farm products

SAJ FOODS PVT LTD


Table 1.21

Table showing OPINION ABOUT THE PACKING OF PRODUCT

AFFECTING THE CHOICE OF PURCHASE



Agree 62 52

Disagree 06 05


Can‘t say 06 05

Total 120 100

Analysis

Above table shows 38% of the respondents ―strongly agree‖, 52% of them

―agree‖, 5% of them ―disagree‖ & ―can‘t say‖, while none of the respondents

―strongly disagree‖ on the point that packing of product affects the choice of

purchase.

SAJ FOODS PVT LTD


Graph 1.21

Inference

It is inferred that most of the respondents ―Agree‖ and none of the respondents

―Strongly Disagree‖ on this point of discussion.

38%

52%

5%

0%

5%

Opinion about packing of product

strongly agree

agree

disagree

strongly disagree

can't say

SAJ FOODS PVT LTD


Table 1.22

Table showing OUT OF LAST FIVE BISCUIT PURCHASE, HOW MANY

OF THEM WERE BISK FARM PRODUCTS


All of them 14 12

Most of them 16 13

Few of them 36 30

One of them 26 22

None of them 28 23

Total 120 100

Analysis

According to the table, 30% of respondents say that out of last five purchases of

biscuits ―few‖ of them were Bisk Farm products. While, only 12% of them

purchased ―all‖ of the biscuits of Bisk Farm. 13% of them say ―most‖ of them.

22% of them say ―one of them‖ and 23% of them say ―none‖ of the last five

purchases of biscuits belonged to Bisk Farm.

SAJ FOODS PVT LTD


Graph 1.22

Inference

It can be inferred that a large percentage of respondents have never purchased

any Bisk Farm product in respect of their last five purchases. And only 12% of

respondents have purchased all of the Bisk Farm products in their last five

purchases.

12%13%

30%

22%23%

0%

5%

10%

15%

20%

25%

30%

35%

all of them most of them

few of them

one of them

none of them

last five purchases of bisk farm

last five purchases of bisk farm

SAJ FOODS PVT LTD


Table 1.23

Table showing PRODUCT RECOMMENDATION TO A FRIEND OR

ASSOCIATE


Definitely 46 38

Probably 52 43

Not sure 22 19

Total 120 100

Analysis

Above table shows that 38% of respondents would ―Definitely‖ recommend

Bisk Farm products to their friend/associate. 43% of them would ―Probably‖

recommend Bisk Farm products. While, the remaining 19% of them are ―Not

Sure‖ about this point of discussion.

SAJ FOODS PVT LTD


Graph 1.23

Inference

It is inferred that 43% of respondents will ―Probably‖ recommend Bisk Farm

products to a friend/associate in the future.

38%

43%

19%

product recommendation

definitely

probably

not sure

SAJ FOODS PVT LTD


CHAPTER-5

SUMMARY OF FINDINGS AND

CONCLUSIONS

SAJ FOODS PVT LTD


FINDINGS

It is found that most the respondents are aged between 18-25. While the

minimum number of respondents are of 50 & above age group.

It is found that brand popularity is quite high and product is very much

familiar among the target group.

It is found that most of the respondents have rarely consumed the

products. In addition, a reasonable number of respondents are aware of

the products but never consumed it.

A large number of respondents have oftenly consumed rusk &cakes.

While only few number of respondents have consumed cookies and

cream biscuits. And none of the respondents have consumed Jars.

Majority of the respondents got to know about the product through

friends & family and through shops. Only small percentage of

respondents got to know about the product through others.

SAJ FOODS PVT LTD


Most of the respondents buy the product once in a month. Wherein only

few number of respondents buy the products anywhere between every 2-3

days to a week.

Most of the respondents are sure to buy the products in near future.

Whereas only few number of respondents may or may not buy the

products in the near future.

Most of the respondents rate the quality of product as 4 which are very

good.

Most of the respondents would want Ragi biscuits to be added to the

existing product line of Bisk Farm.

Most of the respondents would want the company to diversify in

chocolates.

SAJ FOODS PVT LTD


Most of the respondents are satisfied with the Bisk farm products. Where

in only limited number of respondents are dissatisfied with the product.

Most of the respondents agree on the role of promotion increasing the

brand awareness and popularity of Bisk Farm.

Approximately half of the sample respondents i.e., 42% agree on the

point that the promotion activities impact the behaviours of the

customers.

It can be said that highest percentage (49%) of respondents are in favour

of BRITANNIA and the least percentage (5%) of respondents are in

favour of BISK FARM.

65% of respondents have a good opinion about the product variants of

Bisk Farm.

SAJ FOODS PVT LTD


Approximately 50% of respondents say that product endorsement by a

brand ambassador may increase the brand awareness of Bisk Farm.

Most of the respondents say that competitive pricing can ―Probably‖

affect the brand loyalty of customers towards Bisk Farm.

A higher percentage (42%) of respondents ―Agree‖ and a very minimum

(6%) percentage of respondents ―Strongly Agree‖ about the product

availability.

Most of the respondents ―Agree‖ and none of the respondents ―Strongly

Disagree‖ on the opinion of packing of product affecting the buying

behaviour of customers.

A large percentage of respondents have never purchased any Bisk Farm

products in respect of their last five purchases. And only 12% of

respondents have purchased all of the Bisk Farm products in their last

five purchases.

SAJ FOODS PVT LTD


43% of respondents will ―Probably‖ recommend Bisk Farm products to a

friend/associate in the future.

CONCLUSION

The study was done to analyze the brand awareness of Bisk farm with reference

to Saj Foods Pvt. Ltd. in Bangalore city. Primary and secondary data were

analyzed in the light of objective set for the study. It was found that Bisk farm

has been rated the best with regards to the satisfactory level among the

consumers.

The study has been conducted to bring out the quality of Bisk Farm products

when compared to other brands in the market. And also to measure the

preference consumers are giving to Bisk Farm products, and to what extent

customers are aware of Bisk Farm products.

It can be conclude that Bisk farm is one such brand which has entered the daily

life of the consumer. The taste and quality of Bisk farm product is an important

aspect, which has to be improved more, and this should be made known to the

consumers through more advertisement.

SAJ FOODS PVT LTD


This project at the end gives some of the suggestions, if one adopted can lead to

much higher development in sales, awareness of product line.

SAJ FOODS PVT LTD


CHAPTER -6

RECOMMENDATIONS

AND SUGGESTIONS

SAJ FOODS PVT LTD


Recommendation & Suggestions

The company should increase sales of those products which are fast

moving in the market.

The company should produce goods in accordance with changes in tastes

and preferences of consumers.

All age groups must be considered.

No doubt the company‘s advertisements are through as it is the fastest

approach, but still when compared to other brand it still has to improve.

The company has to see that their products must be preferred by all areas

not only urban, but also sub-urban and rural areas.

Based on the findings, it can be suggested that Bisk farm should

formulate strategies to diversify in different sectors i.e., CHOCOLATES

AND ICE CREAMS.

In order to cope up with the present scenario, Bisk farm should take

actions to add new products to its existing product line i.e., RAGI

BISCUITS, JAGGERY AND SOYA BISCUITS.

SAJ FOODS PVT LTD


ANNEXURES

SAJ FOODS PVT LTD


QUESTIONNAIRE

I JAYESH L. AWASTHI pursuing Final year B.B.M. in Seshadripuram

Degree College is conducting a survey on “Brand Awareness of BISK

FARM” as a part of my curriculum. Your valuable feedback will be a

source of data for my survey. Hence, please fill-in the below enquired

details and answer the questions given thereafter.

PART - A

1) NAME- __________________________________.

2) GENDER:

a) Male

b) Female

3) AGE:

a) 18-25

b) 26-35

c) 36-50

d) 50 and above

4) OCCUPATION: _____________________________.

SAJ FOODS PVT LTD


PART-B

1) ARE YOU AWARE OF “BISK FARM” PRODUCTS?

a) Yes

b) No

2) HOW MANY PROUCTS OF “BISK FARM” ARE YOU AWARE OF?

a) never heard of it

b) I am aware but never consumed it

c) Rarely consumed

d) Regular consumption

e) Aware of all the products

3) WHICH OF THESE PRODUCTS HAVE YOU CONSUMED OFTENLY?

a) Cookies

b) Rusk & cakes

c) Cream biscuits

d) Jars

e) None

4) HOW DID YOU FIRST HEAR ABOUT BISK FARM BISCUITS?

a) Shops

b) TV advertisements

c) pamphlets

d) Friend/family

e) Others

SAJ FOODS PVT LTD


5) HOW OFTEN DO YOU BUY BISK FARM PORDUCTS?

a) Every two-three days

b) once a week

c) Once a month

d) Once a week

e) Never

6) WOULD YOU BUY OUR PRODUCTS IN FUTURE?

a) Yes

b) no

c) may be

7) HOW WOULD YOU RATE THE QUALITY OF THE PRODUCTS? (5-highest

and 1- lowest)

a) 5

b) 4

c) 3

d) 2

e) 1

8) ACCORDING TO YOU, WHICH TYPE OF PRODUCT CAN BE ADDED TO

THE EXISTING PRODUCT LINE OF “BISK FARM”?

a) Ragi Biscuit

b) Jaggery Biscuit

c) Soya Biscuit

9) ACCORDING TO YOU, WHICH IS THE AREAS IN WHICH BISK FARM CAN

DIVERSIFY?

a) Chocolates

b) Ice creams

c) Others, specify __________

SAJ FOODS PVT LTD


10) HOW WOULD YOU RATE THE LEVEL OF SATISFACTION?

a) Highly satisfied

b) satisfied

c) average

d) Dissatisfied

e) highly dissatisfied

11) WHAT IS THE MOST IMPORTANT FACTOR THAT MOTIVATES YOU

TO BUY OUR PRODUCTS?

a) Quality

b) price

c) packing

d) taste

e) never purchased

12) DO YOU AGREE UPONROLE OF PROMOTIONIN INCREASING

BRAND AWARENESS AND POPULARITY OF BISK FARM?

a) Strongly agree

b) agree

c) disagree

d) strongly disagree

e) cant’ say

13) DO YOU AGREE PROMOTION ACTIVITIES IMPACT THE BUYING

BEHAVIOUR OF CUSTOMERS?

a) Strongly agree

b) agree

c) disagree


e) cant’ say

SAJ FOODS PVT LTD


14) ACCORDING TO YOU, WHICH BRAND ENJOYS LEADERSHIP

POSITION IN THE MARKET?

a) Bisk farm

b) Britannia

c) Parle – G

d) sun feast

e) Unibic

15) WHAT IS YOUR OPINION ABOUT THE PRODUCT VARIANTS OF

BISK FARM?

a) Very good

b) satisfactory

c) poor

16) DO YOU THINK ENDORSING THE PRODUCT WITH THE HELP OF A

BRAND AMBASSADOR WOULD INCREASE THE BRAND AWARENESS OF

BISK FARM IN THE FUTURE?

a) Yes

b) No

c) May be

17) IF THE COMPETITORS PRODUCTS ARE AVAILABLE AT A PRICE

LESSER THAN BISK FARM PRODUCTS, WILL IT AFFECT YOUR BRAND

LOYALTY TOWARDS BISK FARM?

a) Definitely not

b) Probably

c) Probably not

d) definitely

e) not sure

SAJ FOODS PVT LTD


18) DO YOU FIND BISK FARM BISCUITS EASILY AVAILABLE IN THE

MARKET COMPARED WITH COMPETING BRAND?

a) Strongly agree

b) agree

c) disagree


e) can’t say

19) DO YOU THINK PACKAGING OF THE PRODUCT AFFECTS THE

CHOICE OF PURCHASE OF PRODUCT?

a) Strongly agree

b) agree

c) disagree


e) can’t say

20) OUT OF THE LAST FIVE BISCUITS PURCHASES, HOW MANY OF

THEM WERE BISK FARM PRODUCTS?

a) All of them

b) most of them

c) few of them

d) one of them

e) none

21) WOULD YOU RECOMMEND OUR PRODUCT TO A FRIEND OR

ASSOCIATE?

a) Definitely

b) Probably

c) Not Sure

SAJ FOODS PVT LTD


BIBLIOGRAPHY

SAJ FOODS PVT LTD


www.managementparadise.com

www.studychahcha.com

www.linkedin.com

www.biskfarm.com

www.businessdictionary.com

www.marketingteacher.com

http://en.m.wikipedia.org/wiki/Brand_awareness

Books Referred

SL.NO. NAME OF AUTHOR TITLE OF BOOK PUBLICATION YEAR

01. Prof. H.R. Appannaiah

Dr. P.N. Reddy

H.R. Ramanath

Marketing

Management

Himalaya

Publishing

House

2005

02. C. N. Sontakki Marketing

Management

Kalyani

Publishers

2010

http://www.managementparadise.com/

http://www.studychahcha.com/

http://www.linkedin.com/

http://www.biskfarm.com/

http://www.businessdictionary.com/

http://www.marketingteacher.com/

http://en.m.wikipedia.org/wiki/Brand_awareness

Documents

BRAND AWARENESS FINAL