rachana labchem
TRANSCRIPT
-
7/29/2019 Rachana Labchem
1/28
S.V INSTITU OF MANAGEMENT 1
Chapter 1: Industry Analysis
1.1IntroductionFast Moving Consumer Goods (FMCG) goods are all consumable items (other than
groceries/pulses) that one needs to buy at regular intervals. These are items which are used
daily, and so have a quick rate of consumption, and a high return. FMCG can broadly be
categorized into three segments which are:
Household items as soaps, detergents, household accessories, etc, Personal care items as shampoos, toothpaste, shaving products, etc and finally Food and Beverages as snacks, processed foods, tea, coffee, edible oils, soft drinks etc.
Global leaders in the FMCG segment are Nestl, ITC, Hindustan Unilever Limited,
Reckitt Benckiser, Unilever, Procter & Gamble, Coca-Cola, Carlsberg, Kleenex, General
Mills, Pepsi, Gillette etc.
1.2 Overview
The burgeoning middle class Indian population, as well as the rural sector, presents a huge
potential for this sector. The FMCG sector in India is at present, the fourth largest sector with
a total market size in excess of USD 13 billion as of 2012. This sector is expected to grow to
a USD 33 billion industry by 2015 and to a whooping USD 100 billion by the year 2025.This sector is characterized by strong MNC presence and a well established distribution
network. In India the easy availability of raw materials as well as cheap labour makes it an
ideal destination for this sector. There is also intense competition between the organised and
unorganised segments and the fight to keep operational costs low.
-
7/29/2019 Rachana Labchem
2/28
S.V INSTITU OF MANAGEMENT 2
1.3 A look at some factors that will drive growth in thissector
Increasing rate of urbanization, expected to see major growth in coming years. Rise in disposable incomes, resulting in premium brands having faster growth and deeper
penetration.
Innovative and stronger channels of distribution to the rural segment, leading to deeperpenetration into this segment.
Increase in rural non-agricultural income and benefits from government welfareprogrammes.
Investment in stock markets of FMCG companies, which are expected to grow constantly.
1.4 Some of the challenges this sector is likely to face are:
Increasing rate of inflation, which is likely to lead to higher cost of raw materials. The standardization of packaging norms that is likely to be implemented by the
Government by Jan 2013 is expected to increase cost of beverages, cereals, edible oil,
detergent, flour, salt, aerated drinks and mineral water.
Steadily rising fuel costs, leading to increased distribution costs. The present slow-down in the economy may lower demand of FMCG products,
particularly in the premium sector, leading to reduced volumes.
The declining value of rupee against other currencies may reduce margins of manycompanies, as Marico, Godrej Consumer Products, Colgate, Dabur, etc who import raw
materials.
-
7/29/2019 Rachana Labchem
3/28
S.V INSTITU OF MANAGEMENT 3
1.5 Swot Analysis
Strengths:
Low operational costs Presence of established distribution networks in both urban and rural areas Presence of well-known brands in FMCG sector Favorable governmental Policy:
Indian Government has passed the policies aimed at attaining internationalcompetitiveness through lifting of the quantitative restrictions, reducing
excise duties, 100 per cent export oriented units can be set up by
government approval and use of foreign brand names etc.
Foreign Direct Investment (FDI): Automatic investment approval up to 100 per cent foreign equity or 100 per cent for NRI and Overseas Corporate Bodies investment is allowed for most of the food processing sector except malted food, alcoholic beverages and those reserved for small scale
industries (SSI).
Weaknesses:
Lower scope of investing in technology and achieving economies of scale, especially insmall sectors
Low exports levels
-
7/29/2019 Rachana Labchem
4/28
S.V INSTITU OF MANAGEMENT 4
Opportunities:
Untapped rural market, changing life style Rising income levels, i.e. increase in purchasing power of consumers Large domestic market with more population of median age 25 High consumer goods spending India is the largest milk producer in the world, yet only around 15 per cent of the milk is
processed. The organized liquid milk business is in its infancy and also has large long-
term growth potential. Even investment opportunities exist in value-added products like
desserts, puddings etc.
Only about 10-12 per cent of output is processed and consumed in packaged form, thushighlighting the huge potential.
India is under penetrated in many FMCG categories as shown in below diagram. Withrise in per capita incomes and awareness, the growth potential is huge.
Lower price and smaller packs are also likely to drive potential up trading for majorFMCG products
Rural demand etc.Threats:
Removal of import restrictions resulting in replacing of domestic brands Tax and regulatory structure Rural demand is cyclical in nature and also
-
7/29/2019 Rachana Labchem
5/28
S.V INSTITU OF MANAGEMENT 5
Chapter 2: Company Profile
2.1 About Rachana Group
Rachana Group hed established in the year 1196 with the company name RACHANA
GLOBAL EXCAVATION LTD. Rachana global and its associates are a group dedicated to
development of natural resources and to create infrastructure, in the global arena. The group
undertakes primary investigation, feasibility studies, resources estimation, and project
formulation: extraction, road & Bridges, Port & harbors and requisite services. The group has
full spectrum capability with current operations spanning across Africa, Europe, Asia and
Latin America for Power Generation, Iron ore, Steel, Coal & gas, Gold, Bauxite and others.
Rachana group values and supports the effort of Government of Mozambique in developing
the nation to meet aspiration of Mozambique in developing the nation to meet aspiration of
people of Mozambique by offering its services in this task of nation building. We can identify
opportunities and bring them to reality through preferred business models including
execution of selected enterprise for development. The group can also arrange financing with
innovative to suit local conditions and national priorities.
Through a team of professional managers and technologists, rachana group has made its
presence felt in developed as well as developing nation. We will be honored to participate in
building Mozambique economy for inclusive growth.
-
7/29/2019 Rachana Labchem
6/28
S.V INSTITU OF MANAGEMENT 6
2.2 Rachana labchem pvt. Ltd.
RACHANA GROUP has now made introads into the heart of the Indian industry with their
associate group company, RACHANA LABCHEM PVT. LTD. Looking at the booming
personal health care and hygiene industry in India RACHANA LABCHEM is an ISO 9001-
2008 Company, has ambitious plans to manufacture and market the entire range of products.
Rachana labchem pvt. ltd. Is a sister concern of Rachana global excavation ltd. It deal in
manufacturing and hygiene and health products. It will be dealing in the production and
exporting of the following products:
Company has recently launched this products and company has started the production at
patan. Company is exporting this product. Company has interest to export the all product in
South Africa and Saudi Arabia country.
We are exporting to many countries which includes Ghana, Nepal , Lebanon, America,
Dubai, Singapore , Nigeria & many more.
List of products:
Washing powder Detergent cake Bathing soap Tooth pest & powder Shampoo Dish wash liquid Toilet soap Talcum powder Petroleum jelly Shaving cream
-
7/29/2019 Rachana Labchem
7/28
S.V INSTITU OF MANAGEMENT 7
2.3 Company at Glance
Name Rachana labcham Pvt LtdAddress Rachana Lab Chem Private Limited Building Nos. 4 & 5,
Sigma-1 Corporate Park, Opp. Pakvan-2, Bodakdev, S.G.Highway
Year of the
Establishment
2008
Form of Organization: Private limited unit
Bankers Axis bank Ltd, SBI.
Contact of the Company Phone: + 91 (79) 4006-34-02
Mobile phone: + 91 9099043634Fax: + 91 (79) 40063401
Our Group Rachana Group
Board of Directors
1. Nalinkumar Vasudev Sompura
2. Manojkumar Vasudev Sompura
3. Ashesh D. Vyas
-
7/29/2019 Rachana Labchem
8/28
S.V INSTITU OF MANAGEMENT 8
2.4 Future Project of Rachana Group
Rachana Group now becomes group of many activities. Rachana group has started exercise to
diversify in aviation industries to start airline and probably in next few year. Rachana will
start two flights in Mozambique and South African region. Rachana has also decided to
diversify in banking and finance to fulfill need of the fast growing economy of Mozambique.
Moreover, project regarding power & generation of wind mill is under process.
Rachana group has sign MOU for their power project. This MOU has been sign in Gujarat
Global Investor Summit 2009. Company has plan for power project and that MOU is of
10500cr for their power project. Company has started acquiring land. This project would be
stared in 2013. As pre management, project capacity would be 1000 mega watt.
-
7/29/2019 Rachana Labchem
9/28
S.V INSTITU OF MANAGEMENT 9
2.5 Rachana Global Excavation ltd.
Rachana Global Excavation Ltd. Is dealing in different mines such as gold mine, coal mine,
iron mine, copper, Tantalum, Fluoride, and semi Precious stone mines. The company
established to provide mining services to other mine owners with $ 60 million and also
established company to make cock oven battery for cock with projected investment of
$1.5billion. it also signed joint venture MOU for $600million with reputed business group of
India, UK south Africa, USA and UAE.
Rachana Global Excavation Ltd. Is also in the business of manufacturers and exporters of
dimensional stones in India. It supplies stone products form the heart of Indias mining and
stone crafting region.
It is actively involve in the construction of temples and other project.
Exploration & Mining
The strength and power come natural to Rachana on account of the long association with
natural resources and their exploration. It doesnt come as surprise when even before theworld could think of it, we sense the growth potential and mine it to our benefit.
After opening avenues in Mozambique in 2003, and realizing the growth potential there,
Rachana Global lad was formed that gave a big turning point to the success of the group.
Through this flagship company, RGL Moz
Auto gas conversion occurred in Mozambique for the first time Prospecting licenses were acquired for various minerals such coal, gold, iron ore, copper,
tantalum, fluorite, limestone, semi precious stones etc.
Mining services to other mine owner are provided.And today Rachana has prospecting and exploration licenses for various natural resources
such as thermal coal, coking Cole, bauxite, iron ore etc. in various countries such as
Mozambique, Colombia, Zambia, congo and indonesisa. The value of its extractible reserves
can conservatively be placed at $2billion.
-
7/29/2019 Rachana Labchem
10/28
S.V INSTITU OF MANAGEMENT 10
2.6 Marketing Department
Company believes that company has to create brand awareness in consumers mind of their
brand name OURO. So they are in a process to create brand name. company has started
their promotion for their washing powder and detergent cake.
Marketing is very important for any organization. If company has not marketing
department so it is not sales its product. This type of organization structure is very
important because when company has marketing department so it can easy to sale its product.
According to Philip Kotler, Marketing Management is the analysis, planning,implementation and control of programs designing to create build and maintain beneficial
exchange with target buyers for the purpose of achieving organizational objectives.
The concepts of market are very important. Marketing is a comprehensive learn. It
includes primary resources such as human resources, finance & management as well as a set
of activities in order to direct the flow of goods & services from producer to consumer in the
process of exchange & distribution.
Marketing may be defined as the process of exchange between seller & buyer. It
involves a number of inter related activities designed to plan promote, distribute & price a
product or service in order to meet the wants & needs of both the parties in exchange.
Marketing is the Creating & delivery of standard of living to the society A total
system of interacting the business activities designed to plan, price promote & distribute want
satisfying products & service to present & potential customers.
According to the committee of American marketing association. Marketing consist of
performance of business activity that direct the flow of good and services from producers or
supplier to the consumer and users.
-
7/29/2019 Rachana Labchem
11/28
S.V INSTITU OF MANAGEMENT 11
Marketing Function Analysis
Marketing is only function, which directly deals with consumer. The heart of modern
marketing is creating customer values and satisfaction. The common definition of marketing
is delivery of customer satisfaction Profit. The main goal of marketing is to attract new
consumer by providing superior values and to keep current customer by delivery satisfaction.
Marketing is so basic that it cant be consider a separate function. It is the whole
business seen from the viewpoint of its final result that is from the customer viewpoint.
Marketing is the analysis planning implementation and control of programmers designed tobring about desired exchanges with target audiences for the purpose of personal mutual gain.
It relies heavily on the adoption and co-ordination of product, price, promotion and place for
achieving effective response.
-
7/29/2019 Rachana Labchem
12/28
S.V INSTITU OF MANAGEMENT 12
2.7 Human resources Department
Rachana labcham has good work force. Company has different employee for different
department. Company has total 115 employees.
55 employees in sales department. 25 employees in marketing department. 20 employees in production department. 15 employees in accounting and administration department.
Recruitment & Selection
Generally Human Resources Department makes recruitment of managerial and non
managerial personnel at registered office Ahmedabad.
Advertising in News paper Internal organization Relatives or friends Casual callers Labor contractor Employee recommendation Manpower at factory gate Campus Recruitment
The organization follows following procedure for selection of candidate.
1. Written test2. Prelim interviews3. Follow-up interviews4. Final interviews & selection.
-
7/29/2019 Rachana Labchem
13/28
S.V INSTITU OF MANAGEMENT 13
Organization Chart
Board of Director
Genral Managere
ProductionManager
Purchase
Manager
MarketingManager
Regional sales
Manager
Area SalesManager
Salas Officer
salesrepresentative
Human ResourceManager Accontong
Manager
-
7/29/2019 Rachana Labchem
14/28
S.V INSTITU OF MANAGEMENT 14
Training & Development
Training is given for providing technical knowledge & skills for a definitepurpose to non- managerial personnel. Development programs are arranged for managerial
personnel to learn conceptual theoretical knowledge for general purpose. On the job training
for trainees in house computer education lectures, Case study & personally development
sessions are arranged by the firm.
Promotion and Transfer
Organization gives promotion by an upward advancement of an employee in the firmby providing better pay responsibility authority, better status. Organization considers criteria
for promotion both performance & subsequently seniority. Transfer is mostly given in the
form of transfer it organization needs.
Personal Records
Organization maintains up-to-date information with respect to personal qualification
special interest, attitude, result of tests & interview, job performance, leave to rewards &punishment so that these may be utilized if need be, at the time of making transfer,
promotions, giving merit pay & sanctioning leave.
Performance Appraisal
Performance appraisal is the process of assessing the performance and progress of an
employees or of a group of employees on a given and his potential for future development. It
consists of all formal procedures used in working organizations to evaluate personalityscontributions and potentials of employees. RACHANA Company adopts this system. It
provides valuable information for personnel decisions such as pay increases, promotions,
demotion, transfers, and terminations. Management gets an objective basis for discussing
salary increases and promotions with the staff. Thus, performance appraisal serves as the
basis suitable personnel policies. It helps to judge the effectiveness of recruitment, selection,
placement, and orientation systems of the company.
-
7/29/2019 Rachana Labchem
15/28
S.V INSTITU OF MANAGEMENT 15
Facility of the Employee
The firm provides following benefits & services to its managerial as well as non-managerial.
1. MEDICAL FACILITY: - It is provides to all the employees & workers in theorganization.
2. INSURANCE: - This facility is provided to all the personnel of the organization. Theperson is Eligible to receive the compensation with respect to nature & Cause of death.
The Firm has adopted E.D.L.I scheme.
3. BONUS: - The Firm provides 20% bonus to every permanent personnel.4. LOAN: - The organization uses to pay loan up to RS 100000.5. PROVIDEND FUND: - 12% P.F is provided out of monthly salary. And 8.33%amount
is deducted form this fund as FAMILITY PENSION SCHEME.
Job Description
Job description is a functional description of what the job entails. It is descriptive in
nature and defines the purpose and scope of a job. Job description is a written record of the
appropriate and authorized contests of a job; it is a factual and organized statement describing
the job in terms of its title, location, duties and responsibility, working conditions, hazards
and relationship with other jobs. RACHANA prepare more then one job description for each
job. A brief version is used in hiring employees while a detailed version is used in training
and evaluating a job. The job analyst first prepare the preliminary draft from the data
obtained though job analyst. The main object of a job description is to differentiate it from
other jobs and to set out its outer limits.
Social Service
Rachanas vision visualizes it self as a vibrant, pro-active and widely admired ethical
corporate citizen. In this role as a responsible part of the society and environment in which
one operates, Rachana has undertaken a host of activities in the education and social
department areas.
-
7/29/2019 Rachana Labchem
16/28
S.V INSTITU OF MANAGEMENT 16
2.8 Production Department
To cover higher market share higher production is required production means creation of
utilization & covers all activities of the procurement allocation & utilization of resources.
To produce senior of commodity which satisfy needs and requirement of customer process
step by process to convert the raw material in finish product in other it is called production.
As company produces more quantity of products their requirement is very high in the market.
To fulfill higher quantity needs of the product of the customer company has to plan.
About The Raw Material
The production department is the department where the final product is made from the raw
material. Rachana used different raw material of from producing different product.
Rachana selects the suppliers of raw materials are depending upon four based.
1 Fatty acid2 Sulphuric acid3 Alpha olipin sulphar4 Coloor balls5 Water6 Fragrance liquid7 Soda s
-
7/29/2019 Rachana Labchem
17/28
S.V INSTITU OF MANAGEMENT 17
Production Process
The raw materials used for toilet soap are distilled fatty acid and caustic soda. distilled fatty
acid on reaction with caustic soda gives soap at temperature range from 90 to 95 C .for
making any soap 63% of DFA is needed i.e. which there is blended DFA + caustic soda +
Trim caustic + water +EDAT
EDAT: Ethylene dim lane Tetra Acetic acid
Then this mixture enters in reactor -1 DRA & caustic soda are the basic raw materials for
producing soap. Brine is used to increase the hardness and to reduce the viscosity. Water is
used as moisture content. Then this mixture enters in reactor-2 then it enters is the reaction
tank after then it enters the feed tank and in feed pump this mixture forms the noodles. And
finally by saponification and complete soap is formed.
Production speed: 200m Tone per day
Maximum Speed per minute: 550 soaps
Minimum speed per minute: 50 soaps
Quality Policy
Policy is to meet consumers expectation and win there confidence with superior quality.
Better products, better value, better living.
OBJECTIVES OF QUALITY POLICY
Manufacturing and supplying consistent quality of product to customer by follow up ofright first time.
Ensure total commitment for customer satisfaction and continue to fulfill theirrequirements by ensuring quality at all level.
Increase our export turnover.
-
7/29/2019 Rachana Labchem
18/28
S.V INSTITU OF MANAGEMENT 18
2.9 Finance Department
Financial is that actively which is concern with planning and controlling the firm financial
resources moreover, financial management means raising of more funds at the minimum cost
using them effectively in the business. The financial management is concerned with the
financial problem of the business organization. The financial manager plays dynamic role in
modern companys development.
Now, a day in any field we see competition so every organization must have to build
its storage financial position in the market.
To expend the business and to reduce the financial problems. Every organization tries
to make good financial policy.
Financial Planning
Planning is pre-requisite for managing any little things too. When we
think about fund, financial planning comes at first. Financial planning
answers the following questions: -
What should be funds requirements?How should procure funds?From where to procure the funds?How to utilize the fund at maximum level?
Head office deals with the arrangement of raising the funds and
provides funds required by any of four plants.
In RACHANA, they make weekly forecast of funds in which
requirement of each department is mentioned. After that the proposal is sent
to head office and got sanction from there.
So, financial planning has a significant place for making decision of
requirement and utilization of funds.
-
7/29/2019 Rachana Labchem
19/28
S.V INSTITU OF MANAGEMENT 19
Chapter 3: Study of Marketing Department
3.1 Introduction
The marketing department in the RACHANA LABCHAME PVT LIMITED has
selected line type organization. Means the authority flows top level to bottom level. The
department is headed by marketing director. He has to look weather the product reaches to
the customers at right time, right place or not. For this matter the marketing director is
supported by transport of marketing
.
The Marketing Offices Look After The Matters Like:
Marketing services Product planning Pricing Distribution Promotion Transportation
-
7/29/2019 Rachana Labchem
20/28
S.V INSTITU OF MANAGEMENT 20
3.2 Organization Structure of Marketing Department
The company is involved Manufactured import & export trading of dice and dice
interpreted.
Sales comprises of import about 50% to 68% Export 50% to 20% through merchant
export and balanced to the merchant.
MarketingDirector
Execcutive
Director
Genaral Manager
Marketing
&
Service Manager
-
7/29/2019 Rachana Labchem
21/28
S.V INSTITU OF MANAGEMENT 21
3.3 Product Planning
.Identification of marketing opportunity and top about product according to need of
market has four alternatives ways for growth in sales and profit product planning and
development.
Market Penetration.
It involves expansion of sales of sales product in exiting product in existing market by
selling more for present to customer or new growing customer. This is done through more
aggressive market mix.
Market Development.
In market development a present is introduced to new market or segment market
development is the creation of new market by discovering new application for existing good.
Product Development.
This is opted when company introduced new product. Product development is
introducing of new product in the present market. It consists of various stages. Generation of
new idea, creating of idea, concept development, and business analysis. This department
presently is working on development of wide quality and strength of cement.
Diversification.
Diversification occurs when a company seeks to enter a new market with a new product.
This is a risky alternative as compared to other alternatives.
-
7/29/2019 Rachana Labchem
22/28
S.V INSTITU OF MANAGEMENT 22
3.4 Pricing Policy
Price is the only element in the marketing mix that creates sales revenue. The other
elements are costs. Price is the very critical decision in marketing management. What price
should be charged for the product is a crucial question. Several feature economy social
political and other factors influence the pricing decision.
Pricing is one of the most important council areas in the marketing of any product
or services, as determines not only profit margin but also the sales volume. Pricing may be
Price + Profit, on the capacity to supply, on the market demand as well as competitors
pricing.
Price behavior in both domestic as well as international market is influence by the
demand supply gap. However due to excellent quality of the companys product. Companys
gap 5 to 10 % product on the prices.
The pricing objectives of RACHANA LABCHAM PVT LIMITED are to:
Quality of product Competition Behavior of the consumer Target of the consumer
In this way RACHANA LABCHAM PVT LIMITED has determined the price of
the product.
-
7/29/2019 Rachana Labchem
23/28
S.V INSTITU OF MANAGEMENT 23
3.5 Market Segmentation
Market segmentation means to divide a market into different group of customer.
There can be a various criteria of market segmentation. The concept of market segmentation is
based on the fact that markets of commodities are not homogeneous but they are heterogeneous.
If a market is divide into three groups such as child buyers, younger buyers and old buyers.
Company Interest Area
Domestic MarketRachana labchame is FMCG Sector Company. Company wants enter in Indian market with
the brand name ouro. Company believes that company would be able to grab the market
share in FMCG product. Today company has business in Gujarat vary well. Company has
interest in other stats also company wants super stockiest in other mega city. In Mumbai
company has appointed super stockiest. Rajasthan, Hariyana both state super stockiest are in
negotiation.
International MarketRachana Labcham main interest is to get more market share in international market.
Company has started doing job work for international market. Company is interested
mainly in developing ouro market in South Africa and Saudi Arabia.
-
7/29/2019 Rachana Labchem
24/28
S.V INSTITU OF MANAGEMENT 24
3.6 Channel of Distribution
Any sequence of institution from the producer to the consumer including one or any
no of the middleman is called as channel distribution. After the production the next problem
faced by a producer is that of selling and distributing.
There are different channel of distribution. Goods may be passed on to the
consumer through wholesaler or directly by the producer to the consumer. The producer may
choose any one of the channel available considering various factors.
Agents, middleman, facilitators are the channels by which a company candistribute its product and make easy to reach the same to its consumers in time.
The company chosen the channels intimately affects all the other marketing
decision. Company mainly direct exports to the market however it involve agents having
network in overseas market so far as indirect export and sales in domestic market. Domestic
markets are concerned company deal throw reputed agents.
Margin in distribution channel:
Margin rate
Super Stockiest 7%
Distributor/Wholesaler 7%Retailer 13%
Super
Stockiest
Distributor/Wholesaler
Retailer
-
7/29/2019 Rachana Labchem
25/28
S.V INSTITU OF MANAGEMENT 25
3.7 Sales Promotion
Sales promotion is a key ingredient in marketing. Sales promotion consists of a
diverse collection of incentive tools. Mostly short term designed to simulated greater and
quicker purchase of particular product by consumer or trade. Advertisement offers to reasons
to by and sales promotion offers incentive to buy. Sales promotion include tools for consumer
may be samples, coupons, cash refund offers price, premium, prizes. reward etc. For the
consumers. There are price off, display allowance and free goods convention, tradeshows,
contests for sales representatives and specialty adverting.
Sales promotion tools are used most organization. They have specific objectives.
Sellers use incentives-types promotion to attract new tries to reward loyal customer
promotion yield faster and more measurable response in sales than advertising does.
RACHANA LABCHAM PVT LIMITED. also uses promotion tools for training
higher sales. It uses both kind of sales promotion i.e. customer and dealers to traders.
Promotion consists of those activities that are designed to bring a company goodsor services to the favorable attention of customer. Sales promotion and personal selling are
parts of promotional selling are parts indirect and non-personnel while personnel selling are
quite direct and personnel.
The main purpose of sales promotion activities to stimulate consumer and dealer
efficiency. Sales promotion directed at consumer may be done with a view to increase the
products rate of use among existing consumer or to attract new consumer to the companys
product.
-
7/29/2019 Rachana Labchem
26/28
S.V INSTITU OF MANAGEMENT 26
3.8 Advertising
Advertising plays vital role in the field of sales promotion. Advertising is often called
psychological pressurization and is any form of non-personnel presentation and promotion of
ideas goods and services by an identified sponsor and is characterized by public pervasiveness
amplified expressiveness, impersonality and monologue. The means and modes for advertising by
RACHANA LABCHAM PVT LIMITED are briefly mentioned below.
Fairs and exhibitions organized by the area office from the budget for advertisementfrom the head office.
Company gives advertisement in news paper, journal, etc. Bill-board & hoardingRACHANA does promotional expense as under
Among all tools of Promotion advertising is given prime importance by the company
that can be seen from above chart. More stress is put on television press media is also give
importance.
Total promotional
expenses(3% of sales)
Advertising
&
Sales promotion
Outdoor(45%) Cinema(10%) Press(45%)
-
7/29/2019 Rachana Labchem
27/28
S.V INSTITU OF MANAGEMENT 27
3.9 Marketing Research
Marketing research is systematic gathering recording and analyzing the data about
marketing problems to facilitate decision-making.
The marketing manager has to take various regarding the activities of marketing.
The decision is combination of judgment and actual introduction the correct decision can be
the customer of the analysis of the actual data. Thus market research serves the single
purpose of providing information to access better decision.
The company has to fulfill the responsibility to satisfy the needs of enumerableand varied consumer and therefore, it undertake marketing research.
Marketing research is concerned with all those factors, which have a direct impact upon the
marketing of product and services. It is the study of any part of the total marketing process
and entire area of buyer behavior and attitudes in the market place.
RACHANA LABCHAM PVT LIMITED is a special consult officer is in the market.
They are go to market and see to his competitors, competitors product and customer
requirement and give to information to the company.
Define the problem
Research objectives
Develop research plan
Collect information
Analyze the information
Present the findings
-
7/29/2019 Rachana Labchem
28/28
Chapter 4: Conclusions
4.1 Conclusion
This is my remember able to have training in RACHANA GROUP. This company
is growing in fmcg industry. The members of management are very efficient and co
operative. It is medium scale industry. I am very well familiar with all the aspect and
operation of the company. The management of the company has kindly provided me all the
necessary information for preparing the project report.The supervision unit co-ordination is
simply versatile which a result of bright future is. There is co-ordinate between workers and
staff. The future is clear of the unit because of its effective management increasing turn over
and high quality of its product so after observing such matters. I hope it would remain for
long period of time as twinkle stars, remain in the sky.