A SUMMER TRAINING PROJECT REPORT

ON

“ ATTITUDE REGARDING THE USE OF ORGANICS PRODUCTS "

AT

RAVI ORGANICS LIMITEDG-14, K-46 to 54 Begrajpur Industrial Area, Muzaffarnagar-251003

Submitted by:Sagun

Roll No.8551629

IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF DEGREE OF

BACHELOR OF BUSINESS ADMINISTRATION

SESSION : 2007-2010

SHRI RAM COLLEGE, MUZAFFARNAGAR

Q U A L I T YNow & Forever

R A V I O R G A N I C S L I M I T E D

CONTENTS

PART – 1

ACKNOWLEDGEMENT

I would like to extend my sincere thanks and heart full gratitude to Mr.V. K.

Choudhary (Manager), for his constant encouragement and support during

the entire duration of my project at RAVI ORGANICS LTD., This Project is

profusely illustrated with diagrams, charts, graphs, figures at every stage to

create a deep and long-lasting visual impact on the reader.

I am very great thankful to Dr. B.K. Tyagi, Excutive Direactor (SRC), Dr.

Veenus Jain, Direactor (SRC) Mr. Saurabh Mittal, H.O.D. (B.B.A), Miss.

Shweta Chaudhary (Guidner) and all the faculaty members of BBA (SRC),

they has been guided instrumental in providing valuable input at different

stage, which helped me accomplish my work in a much better way.

In the end I would like to express my appreciation for the encouragement and

guidance provided by company personnel at RAVI ORGANICS LTD during

my entire project.

(SAGUN)Roll No.8551629

PREFACE

The study was conducted to know the Marketing Strategy for Organic

Pruduct of Ravi Organics Ltd. and suggestions for increasing the marketing

awareness and satisfaction level of customer. The study also helps to know

about the features that would make a bright future prospect for RAVI

ORGANICS LTD.

Every company set of belief and practice is under going challenge and

change.

1. From Developers, designing products alone to involving marketing

and other function as well as customer in products development.

2. From pricing the product by an arbitrary markup over cot to pricing

on the basis of delivered or perceived customer value.

3. From communicating and promoting offering mainly through

persuasion based advertising and sales people to using a much

broader set of communication vehicles and platforms.

INFORMATION

ABOUT ORGANISATION

The overall responsibility of the operation of the

laboratory is on the chaiman who is supported by quality

technical manager and the staff the overall technical

functioning which includes quality system of the

laboratory is monitored by the quality manager. The

working of the chemical laboratories us superwised by quality technical manager

who is assest by other staff has par organisational chart. The performance of the staff

is monitored by quality techincal manager the company is being run and manage by

the technical and experienced professionals having a wide experiance in the various

areas of their specialization.

The company employees the qualified staff who work capable enough to test

and supervice the work and realate quality function the company has install the

request equipment to meet the requirement company also perform continuous

research and development activities to meet the requirement of customers as well as

to enhance the capability of organisation.

ILRI is a recognised testing laboratory from national accreditation board for

testing and celebration laboratories. They are providing test service for industrial and

fine chemical pesticides and their formulation Pharmaceuticais, Fertilize, Metals, and

Alloys.

Testing are undertaken under the supervison highly qualified and experienced

staff. The Organization and its management was providingtesting services since 1995

under the name of Ravi Organics Ltd. Which is providing services for chemical

testing. The management of Ravi Organic Ltd. decided in the year 2005 to establish a

unique Laboratory in the state of U.P. to provide chemical testing services for other

organizations also and to be known for its quality and services. With the result of

same the management formed INTERNATIONAL LABORATORY AND

RESEARCH INSTITUTE as a wholly subsidiary unit of RAVI ORGANIC

LTD. in the year 2005. The newly formed Permanent Laboratory started its operation

under the new name from June 2005. The Organization is being run and managed by

the technical and experienced professionals having a wide experience in the Various

areas of their specialization.

The company has a Team of professionals who are capable to test and supervise the

work and related quality functions. The company has installed the requisite

equipments to meet the requirements of Customers. Company also perform

continuous research & development activities to meet the requirement of customer as

well as to enhance the capabilities of the Parent organization.

PRODUCTION FACILITIES

Production facilities of the company are located at G-11, 14, K-46 to 55 UPSIDC Industrial Area, Begrajpur, Muzaffarnagar-251203 U.P. INDIA, adjacent to National Highway No. 58, 110 Km from Delhi.

Equipments with latest techniques used for reactions includes Glass Lined Reactors up to 10 KL Capacity, Stainless Steel Reactors up to 10 KL Capacity, Gas Induction Reactors, Pressure Reactors, Agitated Nutsche Filters up to 5 KL Capacity, Rotary Vacuum Dryers up to 5 KL Volume, Brine Chilling Units 140 TR @ -20°C, Distillation Columns, Vacuum pumps, Nitrogen Generators, Boilers up to 4 TPH @ 17.5 Kg/cm2, Cooling Towers, Nutsche filters & Centrifuges etc.

              

 

MARKETING OFFICES

1. DELHI

2. HYDRABAD

3. FARIDABAD

4. LUCKNOW

5. AGRA

6. ZEERAKPUR (PUNJAB)

7. ROORKEE

8. GOA

9. SAMBA (J&K)

10.RAIPUR (CHATTISGARH)

11.JAIPUR (RAJASTHAN)

COMPANY PROFILE

RAVI ORGANICS LIMITED was incorporated in the year 1995 with a goal of

achieving revolution in the area of Agriculture by increasing quantity and

improvement in quality of products by manufacturing the Agrochemical Products in

the Country. The Promoters of the Company setup production facilities of

Agrochemicals at UPSIDC Industrial Area, Begrajpur, Muzaffarnagar 251 203 (U.P.)

INDIA. The Company is a member of RAVI GROUP of India established in 1975

which has now multiactivity industrial units in the fields of Agrochemicals,

Pharmaceuticals, Pesticides, Seeds, Fertilizers, Iron & Steel, Paper Industries,

Surfactants, Detergents, Intermediates, Paper additives, Fine Chemicals. With its

workforce and production capacity, the Company is all set to meet the challenging

needs of valuable customers. Over the years, the Company has developed a wide

range of Technical grades of Pesticides and its formulations as well as formulation of

bought out Technical Concentrates under its Professional Management and highly

qualified and dedicated team of experts.

At RAVI GROUP, we conduct business with ethics and integrity. We are proud of

the products we manufacture, and also the efforts we put into them. Our Research

and Development wing constantly put in great efforts to innovate in the field. Our

Goal is to serve in our country as well as outside the country by setting standards of

quality, services and commitment to customers. We measure our success based on

the satisfaction of our valuable customers.

VISION

ILRI is comited to provide excilent and prompt services in the area of testing.

1. To be a sound all india.

2. Customer centric.

PHILOSOPHY:

( DEVELOPMENT TRUST AND HONESTY)

To provide the active efficent reliable accurate and timely tesitng service.

( CLIENT IS OUR CONCERN)

MISSION OF THE COMPANY:

1. To provide organic product and chemical to farmers and industries.

2. Achiving total customer satisfacion and being reckoned as the best organic

company in the industry on all parameters.

3. To enhance shareholders wealth by ensuring sound growth of business and

make valuable contribution to national economic growtth.

QUALITY POLICY OF THE COMPANY

To provide the costomer acitve efficent reliable accurate and timely testing services.

Excellent and prompt service by emplementing and continualy improving the

quality management system complying to ISO/IEC 17025:2005

Establish good laboratory practice.

Continusually improve the effectiveness of management system through view

and training to all employees.

To make the laboratory for its quality of service and customer focus.

STURUCTURE OF THE ORGANISATION

The structure followed in Ravi Organics is a formal vertical structure. The structure

is as follows

C.M.D.

M.D.

G.M.

D.G.M.

A.G.M

CHIEF MANAGER

SCALE1 SCALE2 SCALE3

PRODUCT OFFERED BY COMPANY

The company offer different products which satisfies the needs of different

sector customers. These are as follows

2, 4- D Acid

2, 4- D Ethyl Ester

2, 4- D Sodium

AKD (Emulsion)

Butachlor

Clodinafop Propargyl

Glyphosate

Hexaconazole

Isoproturon

Metribuzin

Pendimethalin

Pretilachlor

Sulfosulfuron

Tebuconazole

GROWTH OF THE RAVI ORGANIC LTD .

 200

0

Jun 7, 2000 - His father died when he was two and young Ravi moved around

the country with his mother. She has now settled down as an organic farmer

in Devon while he moves between homes in London and Birmingham. He is

an occasional visiting lecturer in fine art photography at Newcastle

University. ...

1.2.

200

1

Mar 28, 2001 - It probably takes 10 to 15 years of organic growth for a

company that size to move up the four credit notches they just gave

up. ... Ravi   Suria : I compare 3G to prior massive capital expenditures

in history like the building of the Interstate Highway System or the electricity

grid or ... 

3.4.

 200

2

Jan 22, 2002 - Whatever wealth we generate, we will carry our shareholders

with us,'' Mr Ravi Uppal , President & Managing Director, ABB, said here on

Monday. ... Asked, Mr Uppal said that ABB's reserves would be of use for

the ambitious growth plans envisaged for it that include both the organic ... 

5.6.

 200

3

Aug 26, 2003 - A DRAFT policy to be formulated soon will aim to make the

entire State fullyorganic (Jaiva Keralam) on the lines of the universal

literacy ... IFOAM, Dr CK George, Advisor, Peermade Development Society,

Dr K Ravi, Advisor to Chief Minister of Kerala on Sustainable

Development, ... 

7.8.

 200

4

Nov 21, 2004 - Ravi   Varma  used to give a coat of varnish to his paintings to

preserve them. Over time however, the varnish deteriorated. So, the tone of

the original colours on these paintings changed. During restoration, the team

removed the varnish and using a mix of stableorganic and inorganic ... 

9.10.

 200

5

Jun 12, 2005 - Once known as Vam Organics, a specialty chemicals

manufacturer, Jubilant Organosys in its new makeover is trying to establish

its presence throughout ... In his interaction with FE's Ravi   Krishnan ,

chairman and managing director Shyam S Bhartia outlines the company's

strategy to grow. ... 

11.12.

 200

6

Feb 20, 2006 - In an exclusive interview to Editor Saisuresh Sivaswamy and

Nikhil Lakshman Sri Sri Ravi   Shankar  discusses terrorism, the spiritual

solution to corruption and what discourages him ... We are not using our

natural way, organic farming. These are some things we can revive in our

country. ... 

13.14.

 200

7

Jul 18, 2007 - Mr   Ravi  Naware, Divisional Chief Executive, ITC Ltd - Food

Division, at the launch of Aashirvaad Select organic spices in Bangalore on

Tuesday. Bangalore, July 17 After health biscuits and snacks, ITC Foods is

going organic now. The company has enteredorganic foods retailing with

the ... 

15.16.

 200

8

Apr 28, 2008 - “As a result, organic wastes and toxic chemicals have badly

affected aquatic life both in this drain and in the River Ravi. ... Though views

have been expressed, they seem segments of Mr Yunus 's misunderstanding

and his ignorance of the Jamiat's history. ... 

17.18.

 200

9

Sep 12, 2009 - After returning from the US over three years ago,

Mr. Ravi along with his father K. Ramesh started organic cultivation of

brown rice in their 20-acre farm at Velpuru in Kankipadu mandal near here.

They make organic manure called “Panchgavya” with locally available

ingredients. ... 

PROBLEM FACED BY THE ORGANISATION

There is no company in this world which do not have any problem so likewise Ravi

Organisation has its own share of problem. These problem are :-

1. The company has no sales, marketting and retail focus.

2. The company has certain human resource problem such as

A) Skill not keeping pace with time

B) Lack of speciliasation

C) Employee demotivation

DEVELOPMENT OF ORGANIC INDUSTRY

The organic industry development progam was established to provide assitance with

project that uncoverage growth in the oraganic sector and yield positive econmic

benefit to the agriculture industry. The program is intent to provide fund to

growthness aliens procedures group and processers to eccelerate the production of

cartified organic production and processing techonology to facilitate growth in the

industry and contribute to own farm profitability and compatitiveness.

This is a comprehensive program design to eccelerate the adopation of certified

organic production and processing techonology and coverage stratgic growth and

marketing development and implement compatativ field and pest management

practice.

Components:

Organic value chain development

Organic product farm advancement programe

Organic agro enviourment program

This programe will help support the innovative capasity of farmers by providing

funds to farmers or group of farmers to support investment in the development of

organic agriculture. This will contribute to own farm profitbality and competiveness

as well as help in dissdminite knowdlege gain through implementation with the

program.

BENEFIT TO CONSUMER

“IT IS NO LONGER ENOUGH TO SATISFY CUSTOMER, YOU MUST

DELIGHT THEM”

IT IS VERY IMPORTANT TO KNOW THE COMPANY…

1. What are Customer Value and Satisfaction, how do the leading Companies

Produce and deliver them?

2. What make high performance business?

3. How can Companies both attract and retain customers?

4. How can Companies Improve Customer Profitability?

5. How Can Companies Practice Total Quality Management (TQM)?

Whether the buyer is satisfied after purchase depends on the offer’s performance

in relation to the buyer’s expectation.

SWOT ANALYSIS

STRENGTH

1. Collaboration with the Largest Organic Suppliers i.e. Ravi organic in Western

India.

2. Profit Making Year & Year.

3. Dedicated Employees of the Company.

4. Latest Machines are using in plant to provide the best quality of Organic &

Organic Products to Muzaffarnagar Based Consumers as well as New Delhi

Based Consumers.

WEAKNESS

1. Irregulatory and Delay in Supply of Organic & Organic Products to

Consumer.

2. No Optical Media Advertisement Fund has been provisioned in Companies

Financial Statement.

3. No Sales Target achievement Scheme are Introduced in the Company for

Sales Supervisors.

OPPORTUNITIES1. To Enter in the field of Various Other new Organic products.

2. To Direct Enter in the Market of

A. National Capital of India: New-Delhi.

B. In the Market of Ambala, Chandigarh, Gurgaon, Rohtak.

C. Small Cities or unrepresented areas i.e. Sonipat, Hisar, Kurukshetra.

3. To Prepare Organic Booth at Prime Location of Muzaffarnagar City for Direct

Selling of Organic and Organic Products at Consumer Price and Earn More

Profits Equivalent to it’s Distribution Channel.

THREATS1. All the Raw Organic of Company is depending on the Village Area Organic

Producers, who are not so loyal for company.

2. From the Increasing the Competition in the Organic Products Market and

from exclusive Other Brand Retail Outlets.

AIM OF THE ORGANIZATION

Main aim of the organization is to maxmize the consumer satisfaction and this is achieved through providing quality organic and organic products, continious achievement and motivated employee.

In general:

“SATISFACTION IS THE PERSON’S FEELINGS, of pleasure or disappointment resulting from comparing products perceived performance in relation to his or her expectation.”

1. If the performance falls short of expectation, the consumer is dissatisfied.

2. If the performance matches the expectations, the consumer is satisfied.

3. If the performance exceeds expectations, the consumer is highly satisfied.

4 Consumer who are just satisfied still find it easy to switch when a better offer comes along.

5. Those who are highly satisfied are much less ready to switch over.

6. High satisfaction or delight creates an emotional bond with the brand but not the rational preferences.

PERFORMANCE OF COMPANY:

The performance of Ravi Organic Ltd. Can be measured by overall company profit &

loss account and balance sheet, it means financial report of company.

Net current assests of the company:

2008 2009

254,377,563.61 310,845,890.35

Income:

2008 2009

509,005,312 536,315,226

Expenditure:

2008 2009

506,366,102 531,284,466

Profit after Tax:

2008 2009

1,417,532.80 2,905,461.46

INTRODUCTION TO THE TOPIC

“To study the attitude regarding the use of organics.”

In the present context, marketing strategy of any product has become one of the most

important area of human activity because of increasing rate of large & complex

organisation in the society, because of their increasing role, the organisation have

attracted the attention of both practitioners and academicians to find out the answer

of the question how these organisations can be more effective. Marketing strategy

lead to the development of a new product on field.

The marketing strategy of liquied organic depending on the measurement

criteria used. However is measured by the deeline of profitability and performance, A

shift to a more appropriate organisations structure. However it has been found that in

the most of the cases, there is a positive correlation among these two criteria. It

implies that the number of employers increases with scale of operation which, in

trun, necessitates large amount of investment.

The characterstic of marketing strategy of liquid organic in Ravi Organic ltd. are as

follows.

1. The marketing strategy of liquid organic influnce its coardination, direction,

control and reporting system.

2. The marketing strategy of liquid organic affect the degree of formalisation of

various processes like communication, authority & responsibility delegation,

control system, decision making etc.

RESEARCH METHODOLOGY

Muzaffarnagar city divided into eight parts for the convenience of sample survey.

1. Research Design:

Because research was based on descriptive type, so research problem was

designed in such a way so that a researcher can get more and more accurate

results. Personal interview were conducted to understand the behavior of

Dealer as well as Consumer.

Data Collection Method:

We have two type of Data’s;

One is Primary Data &

Other is Secondary Data.

Data Collection is very important part of any research, Accuracy of Research

depends upon the facts which we have collected from the actual data. It means that it

is very important that how much accurate data we have collected.

Primary Data:

In this Research Project, all the Primary Data was Collected from Dealers &

Consumer, dealers which are already selling the “Ravi Organics” Brand products and

also who are whole-selling the Un-branded organic in the Muzaffarnagar Market,

Here Consumer Refer to the ultimate user of organic who use organic for various

purpose.

For this purpose, we Conduct Personal Interview’s & Questionnaires for Dealer

Channel & for Consumer.

Secondary Data:

During the time of Research, we required some secondary data, so that data we have

collected from the company records, i.e. Product Specification, Organic & Organic

Products Manufacturing Process, Tests Conducted by Organization & Aim and

Quality Policy of the Company.

A. Consumer survey :

Scope : Muzaffarnagar city

Sampling : Non Purposive stratified Random

sampling

Size : 100

Instrument : Questionnaire

B. Private Traders :

Scope : Muzaffarnagar city

Sampling : Non Purposive stratified Random

sampling

Size : 10

Instrument : Informal interview with check list.

C. Private Vendors :

Scope :Muzaffarnagar City

Sampling :Judgment /willingness to co-operate

Instrument :In depth formal interview with check list

D. SOURCES OF DATA :

Primary

a) Consumer Survey

b) Private traders survey

c) Private vendors

E. SURVEY DESIGN

For Consumer Survey

For the consumer survey we have adopted the random sampling method,

Muzaffarnagar city divided into 8 zones, 25 respondents were taken from each of

these zones at random. Care was taken to ensure adequate representation across all

income levels.

F. FOR RETAILERS SURVEY

Retailers were also selected using non-purposive sampling. Private vendors, farm

owners and private dairy operators were chosen on judgmental sampling basis for the

purpose of discussions. Members of their associations were also contacted for their

associations were also contacted for further discussions and clarifications.

Apart from this, discussions were also under taken with the concerned company staff.

The data obtained was analyzed on computer for interpretation and analysis of

results.

Objective of Research : A. To study consumer perception and opinions about Ravi organic.

B. To study the marketing practices of private traders of Muzaffarnagar city.

C. To promote the sales of Ravi organic with the application of marketing

strategy where ever relevant.

D. To study the marketing strategy of Ravi Organic.

CONSUMER SURVEY FINDING

MUZAFFARNAGAR CITY – A PROFILE

Situated in the most fertile belt of the land, Muzaffarnagar is an ideal place for

agriculture . The district has an agro based economy and the population even

in urban areas is well informed about agriculture as an economic activity has

roots in both rural as well as urban key information about the organics market

in Muzaffarnagar city is estimated to be as follows.

Total estimated population of the city 15, 93, 705

Estimated per capita consumption 250.00 ml

SURVEY RESULTS

Estimated daily organics consumption of the: 3, 98, 426 litre.

Private Organics Trader

This includes all those who sell loose organics like private vendors Farm

owners and small size private operators.

Table no-1

ORGANIC CONSUMPTION AS a FACTOR:

Consumer preference ranking of organics quality parameters:

Income slabs Quality Parameters (in percentage)

Good purity safty

Quality

Below-4000 36.83 5.26 15.8

4000-6000 27.10 10.40 12.5

6000-8000 32.80 21.90 3.1

8000-> 16.70 16.70 5.50

Overall preference

Ranking 29.5 15.40 8.10

Organic Consumption

Good QualityPuritySefty

The above table reveals that good quality, organics is the most important

criteria for organics consumers in judging the quality of organics. While these

two parameters are similar across the consumers of all income groups, the

consumers of higher income slabs look for the safety of organics too.

ORGANICS USAGE PATTERN

Table no-2

Income wise per capita organics consumption pattern:

Income slab Total no of Farmers

Total organics consumption(ltrs)

Per capita consumption(ml)

Below-4000 25 27.86 200

4000-6000 64 105.23 316

6000-8000 86 201.13 361

8000-10000 25 88.62 427

Total 200 422.84 1304

Thus it is very clear that per capita organics consumption in Muzaffarnagar

city has a direct relation with income of people. The over all per capita

organics consumption for Muzaffarnagar city is 200 ml per day.

CONCLUSION:

These patterns reveals that per capita organics consumption in the city is the

function of income with increase the income then the increase the per capita

consumption is to attributed to the higher proportion of organics for direct

consumption. In such a scenario apart for the consumers to have quality

preference in favor of thicker organics with higher fat content and having

good quality.

Table No-3

PRESENT MARKET SHARE: S. No Brand Name Total Organics

Sold (Liters)% Market Share

1. Ravi 27,000 67.5

2 Swega 10000 25

3 Magma 3000 7.5

Total 40,000 100

These brands have captured 10% market share of whole market.

PRESENT MARKET SHARE

Ravi Swega

Magma

67.5%

25%

7.5%

Table No. 4

COMMISSION STRUCTURE OF RETAILERS:S.NO BRAND NAME AGENT COMMISSION Rs/liter

1 Ravi 5 Rs

2 Swega 5 Rs

3 Magma 5 Rs

The commission offered by the dairy to its agents compares then the

commission conditions in favourable with that offered by the private

company. It is clear that these private company are following a agents push

strategy like as scheme and service satisfaction to agents.

RAVI is available in Muzaffarnagar’s market from last 26 years. Ravi brand

name is well known in Muzaffarnagar city so the consumer has famliared to

Ravi brand name but agents are not satisfied to Ravi delivery system.

Consumer is 80% satisfied from quality of Ravi liquid organics but agents are

not satisfied to Ravi service system.

TABLE NO-5

AVAILIBILITY OF AGENTS IN MUZAFFARNAGAR MARKET

S.NO BRAND NAME AVAILIBILITY WITH AGENTS (%)1 Ravi 60

2 Swega 30

3 Magma 10

While most of the agents/retailers are keeping Ravi Organics the agents’

survey reveals that 20% Ravi organics agents are selling other brand.

Reason is this; distribution system is not satisfactory according to agents and

not allowed incentive system.

AGENTS AVAILABILITY IN MUZAFFARNAGAR MARKET

TABLE NO-6

INCOME WISE MILK SOURCE HOUSEHOLDSIncome slab Organics

vendors

Buffalo farms Private

company

Ravi

LIG 23.6 26.3 23.6 21.1

LMIG 23.0 69.0 4.0 4.0

HMIG 29.7 59.4 4.7 6.2

HIG 39.33 66.7 - -

LIG = Lower Income Group

LMIG = Lower Middle Income Group

HMIG = Higher Middle Income Group

HIG = Higher Income Group

The above pattern reveals that majority of the HIG consumers prefer to buy

organics from buffalo farms. Even majority of the consumers in LMIG and

HMIG categories also patronized buffalo farm organics as their organics

source.

Ravi and private company as organics source are being favoured by LIG

consumers. While none of the HIG consumers has patronized two as regular

organics source.

60%

INCOMEWISE HOUSEHOLD MILK SOURCE

LIG LMIG HMIG HIG0

10

20

30

40

50

60

70

80

MILK VENDORSBUFFALO FARMSPRIVATE DAIRYPARAG

LIG = Lower Income Group

LMIG = Lower Middle Income Group

HMIG = Higher Middle Income Group

HIG = Higher Income Group

CONSUMER SURVEY FINDING ABOUT RAVI MLIK

Consumers currently using Ravi organics 7.5%

Consumers not using Ravi organics 75%

Consumers not tried Ravi 17.5%

Though 7.5% consumers use the Ravi organics. Majority of the respondents

have tried Ravi organics some time in the past but discontinued for various

reasons. Approximately 17.5% consumers have not tried Ravi organics at all.

Table No -7

REASONS FOR DISCONTINUING RAVI MILKS.NO REASONS %RESPONDENT1 Poor service 28%

2 Poor Quality 58.6%

3 High price 6.7%

4 Better option 6.7%

The major reason for discontinuing was the use of Ravi organics reported to

be the poor quality. These respondents defined poor quality in terms of bad

quality like as smell and consumer feel the tea quality as oily. There are

many better options are available for consumer to the purpose of purchasing

organics like as private company, buffalo farms, private traders. While those,

who discontinued for the reasons of poor services and supply system.

REASONS FOR DISCONTINUING RAVI MILK

POOR QUALITYPOOR SERVICESHIGH PRICEBETTER OPTIONS

58.6%

28%

6.7%6.7%

Table No-8

Expectation of present non- users from Ravi:S.NO EXPECTATIONS %RESPONDENTS

1 Improve quality 60

2 Reduce price 18

3 Improve availability 12

4 Nearness of source 10

Consumers want to purchase Ravi liquid organics if the given conditions

those consumers are not uses Ravi organics they expect to Ravi that improve

organics quality and they want availability. They also expect price to be

reduced.

% Respondents

Improve QualityReduce PriceImprove AvailabilityNearness of source

12 %

10%

60 %18 %

REASON FOR NONUSE OF RAVI LIQUID MILK:

Table no-9

s. no Reasons %Respondent1 No preference/liking for

packed organics

47

2 Not available 33

3 Not interested 20

Total 100

% Respondent

No PreferenceNot AvailabeNot interested

20 %

33 %

47%

While 42% of the respondents did not give any particular reason for not

trying, 58% of the respondents could come out with the reasons. In this

category 2/3 of the respondents expressed they are not interest for the for the

packed organics and 1/3 states non availability. Its reasons states that the

Ravi distribution channel can not cover entire city.

TABLE -10

RAW MATERIAL CONSUMED:

CURRENT YEAR PREVIOUS YEARQTY(M.T) AMOUNT QTY(M.T) AMOUNT

Chemicals (Ind.) 3,902.77 1,737.86 6,642.24 2,508.25

Chemicals (Imp) 600.48 935.80 1,095.46 587.79

LICENSED AND INSTALLED CAPACITIES:

In Metric TonesPRODUCT NAME CURRENT YEAR PREVIOUS YEAR

LICEENSED INSTALLED LICENSED INSTALLEDPesticides Formulations N.A 4000 N.A 4000

2,4-D Ethyl Ester (T) N.A 500 N.A 500

2,4-D Sodium Ester (T) N.A 1000 N.A 1000

Butachlore (T) N.A 1000 N.A 1000

Isoproturon (T) N.A 1500 N.A 1500

Atrazine (T) N.A 200 N.A 200

Pretilachlor (T) N.A 500 N.A 500

Parafin/AKD Wax N.A 2000 - -

Other N.A 200 - -

RETAILERS SURVEY FINDINGS:

More than 50% retailers said that marketing supervisions visit them once a

month only. This explains the kind of supervision in the company exercisers

on its organics sales. Further 78% retailers said that these company officials

during they visit, listen to their complaints while 22% said otherwise. But of

these only 28% retailers said that the action taken them each generally to

their satisfaction. Ravi organics agents are not satisfied from organics

replacement because some time organics packed to be leakage then the

replacement is not allowed so agents are not satisfied with Ravi organics.

Agents also complaints about delivery system and want increase the

advertisement whose consumer will know about Ravi liquid organics. During

the agents, 70% agents are satisfied to Ravi organics quality but some minor

complaint about smell in organics. Agents want pump let for the purpose of

advertisement. According to agents point of view the complaints redressal

system has very low efficiency of 22%.

This finding clearly shows that company officials do not take liquid

organics sales seriously and operate in lackadaisical fashion.

DISTRIBUTION ASPECT1. The network of retailers is not uniform in the Muzaffarnagar city. There

are pockets of concentration of the retailers while there are some areas

‘location as such type where retailers can not operate.

2. The roads are the interior parts of the city so the roads are very narrow

and congested. The vehicles of the Ravi organics can not pass through

these.

3. Presently company has 400 retailers on its rolls and 95% of them are

generally at any point of the time.

PRIVATE COMPANY

Private dairies are one of the smallest segments of unorganized sector in

marketing and spreading their operation in the thickly populated areas of the

city. Private company has crucial role in marketing of liquid organics in city of

Muzaffarnagar. The source of organics collection them self or through private

vendors. After collection the liquid organics they do the pasteurization of

organics with best facilities. After pasteurization the marketing staff gives the

instruction for distributing the organics in the selected areas. Others are

selling organics raw or chilled in loose sales. Through marketed as whole

organics, they never give more than 5% fat in organics, which allows them

additional profit. The selling process of organics as like Ravi organics selling

and they are provide extra facilities in selling process like as door to door

selling of organics through the particular person.

These private dairies target LIG group for the purpose of selling the liquid

organics in this segment because reason behind this is the LIG group

persons are interested in this type organics. Apart from organics supply, the

private dairies produce products like cream, butter, pesticides and curd etc, in

different packs and sizes which are most suitable to the different income

groups of consumers. The organics products of private dairies are not best

quality but in case of service facilities, these dairies provide best service to

consumers. These dairies keep their products price slight lesser than the

‘RAVI’ products and other organized sector products.

They claim their products are fresh, pure and hygienic and also economical.

Additionally they build good report with the customers and bind them.

CONCLUSION

Ravi is a well known Organics Industry in entire U.P., Every Consumer &

Every Retailer is aware about Ravi Poly-Pack Organics, Organics Products

and Indigenous Organics Products of Ravi.

Consumer are willing to buy Ravi Organics Indigenous Product and they also

show Interest in launching of the “Ravi Organics” in Muzaffarnagar Market,

but due to non-regular availability of their existing products like: Shortage of

Ravi Pesticides and Table Butter they are not assured about the proper

availability of Organics in Muzaffarnagar Market.

Shop-keepers are selling another companies products due to lack of

availability of Ravi Organics Products thus consumer have to buy another

company product.

According to Research about the “Potential of Organics in Muzaffarnagar

Market”, the Present Un-branded sale of Organics is Approx. 800-1000 Kg.

per day, covering small Caterers, Banquet Halls, Sweet Shop, Consumer

etc., Buyer as well as Seller both are willing to sell and buy the branded

organics respectively if available, thus “Launching of Ravi organics in

Muzaffarnagar Market” will be a very aggressive step by the Ravi and they

can easily hold up-to 50% - 60% market initially.

But they have to make some efforts for regular availability of their Organics

and all the Organics Products because in existing products of Ravi Brand like

Pesticides, Table Butter, Panner they first prefer “Ravi” Brand but in case of

non-availability they go for another company Product.

In Pesticides at the time of non-availability they go for Godhan, Krishna, or

pack provide by Retailer etc.

In Table Butter they are likely to buy “Amul” Brand because it is readly

available, “Ravi” Butter is generally not available at every shop-keeper.

Consumer are likely to buy “Ravi” Product, and they trust on “Ravi”.

Limitation of Research:

In every research there are always some limitations, so no research can

be perfect. In this research we also have some limitations.

Which are as following:-

1. Some Dealers who are bulk seller of Organics are hesitating to giving

the appropriate data, i.e. Approx Margin they are presently earning,

Quantity they are presently selling etc., Some dealer are not interested

to providing the accurate information and some are not interested to

filled up the questionnaires thus we can say that the collected data in

this survey is not 100% perfect.

2. Some Consumers have no criteria to purchase Branded/Un-branded

Organics, they are willing to buy organics just due to the reason of

requirement of their family purpose. They also aware that due to lack of

availability of Branded Organics in Market they have to but from the

available Un-branded Organics only.

RECOMMENDATIONS1. The existing channel of distribution is not effective and needs to be

reorganized. Therefore it is proposed that the ‘RAVI’ company should

adopt a two point for distribution approach to cover entire

Muzaffarnagar city for the selling the liquid organics.

2. Firstly it should dispatch organics 3 or 4 selected points of old city in

light commercial vehicles from these points it can then be distributed in

the city using three wheelers and light commercial vehicles etc in

additional to the existing distribution system in the entire

Muzaffarnagar city.

3. As findings reveal that consumers of the Muzaffarnagar city prefer high

fat organics. Therefore the company should continue permanently with

full cream organics, standard organics and janata organics, toned

organics are being sold by the company, majority of consumers can

not differenciate the types of organics for sold by the company.

4. The complaint redressal system to be toned up the complaints

received from the consumers and retailers then the action should be

taken about the retailers and consumers problems, it is necessary that

company must give the feed to retailers and consumers.

5. The commission offered by the company to its retailers, but retailers

are not satisfied to the commission of company so retailers

commission should be increase.

6. The demand of retailers is that the organics products of Ravi Company

should supply with poly pack organics supply.

7. Improvements are necessary in organics quality like as smell and

taste.

8. Advertisement channel should be selected by the company and

pamphlets, sign board are necessary to advertisement of company.

9. The visit is to be must by the company marketing staff for retailers

satisfactions some complaints can be easily solve by face to face

communication.

10. Company has been irregular in organics supply. The most

convenient timing for consumers to buy organics between 6 am to 8

am in the morning and 5pm to 7pm in the evening. The company must

ensure that organics is available in the city before 6am in the morning

and before 5pm in evening. Also the organics supply to retailers

should be sufficient so that he does not run out of stock.

11. Consumers of the city still have some misconceptions about

organics. Therefore an educative sales promotion kind of campaign is

needed fore increase the sale of Ravi organics. Marketing personnel

have to be suitably trained to follow marketing approach so that image

and services of the company improve.

12. Delivery Schedule should be Properly Maintain, i.e. It’s

Indigenous Products Should be Available at all possible Maximum

Retail Stores of the City.

13. Delivery Complaints should be undertaken more quickly.

14. Behavior of Staff/Team Involve in Distribution, Feedback from

Retailer & Consumer is Essential.

15. Quality Standard should keep Maintain.

16. Company should make a meeting time to time with dealers and

launches different Gift’s & Incentives Scheme to Promote the Sale of

Products.

17. Packing and Labeling of Organics should be Attractive as there

packing of Table Butter & Pesticides.

18. Company should start Publicity Campaign for promote and

awareness of its indigenous products to the ultimate consumer.

BIBLIOGRAPHY

Books: 1. Marketing Research (Kotler Philip)

2. Research Methodology (Kothari CR)

3. Sampling & Sampling Distribution (S.P. Gupta)

4. Principle of Mangement (L.M. Prasad)

5. Organisational Effectiveness & Change (Dr. P.C. Tripathi)

Website:1. www.yahoo.com

2. www.google.com

3. www.raviorganics.com

REFERENCES

1. Kotler, Philip Marketing

New Delhi, Prentice-Hall of India Pvt. Ltd. 2001

2. Kothari, CR, Research Methodology,

New Delhi, Vikas Publishing House Pvt. Ltd. 1995

3. Gupta, S.P. & Gupta M.P., “Sampling and Sampling Distribution”.

New Delhi, Sultan Chand & Sons. 1995

4. Manual’s of Gangol D.U.S.S. Ltd., Gangol Road, Partapur,

Muzaffarnagar.

Finding From Consumer:

80% Consumer Use Organics occasionally, 13% rarely & Rest 7%

Consumer Uses organics generally.

84% Consumer use Organics for Sweet Purpose i.e. Rasgulla, Barfi,

Gunjia, Laddu’s and Rest 16% Consumer generally use organics for

Halwa purpose i.e. Gazar ka Halwa, Moong Ki Daal ka Halwa etc.

39% Consumer use Organics 01 to 02 kg. at a time, 33% Consumer use

0.5 to 01 kg. Organics at a time and 28 % Consumer use 02 to 03 kg.

Organics at a time.

In Festival Season 45% Consumer use 01 to 02 Kg. Organics, 30 %

Consumer use 02 to 03 Kg. Organics & 25 % Consumer use 03 to 04

Kg. Organics at a time.

33 % Consumer buy organics from Whole Sale Shop of Organics, 24%

Consumer buy organics from near by halwai, 12% arrange organics

from organics man and Rest 31% from other sources, (i.e. Self

Preparation, Village Joint Family Procurement etc.)

91% Consumer are satisfied with the quality of the available Un-branded

Organics, because they intimate clearly that they Firstly check the

quality attributes (i.e. Freshness & Good taste) of the available organics,

then they told shopkeeper to pack it, but in the festival season they

generally face problems for the good quality of Organics due to its

shortage in market, Secondly consumer don’t have any choice (I.e.

Branded Product) then definitely they have to select from the available

one only, while they are satisfied or not, Rest 9% Consumer Clearly

intimate that but obvious they are un-satisfied with the quality of

available Un-branded Organics but they’ve to buy it only because no

other option is available at present.

In the present market scenario 33% Consumer are buying @76-80/- per

kg. Organics, 21% Consumer are buying @71-75/- per kg. Organics,

15% Consumer are buying @66-70/- per kg. Organics, Rest 31%

Generally Procure Organics from other sources i.e. Home Preparation &

etc, thus they haven’t calculate the costing of Prepared Organics.

100% Unbranded Organics is available in Market, Branded Organics is

not available in Market, thus “Ravi Organics“ haven’t any Branded

Competitor but they have to face Challenges with Un-branded organics.

Some Consumer i.e. 7% are also aware that Ravi is Preparing

Organics, but they think that it is Prepared only for there Staff Personnel

Only.

43% Consumer Prefer to Freshness for Subject of Quality Attributes in

Ravi Organics, 26% Prefer for Good Taste, 11% Prefer for Good

Flavour, 11% and 9% Votes for Good Fat Contents & Prefer to all the

attributes respectively.

40% Consumer Prefer for Publicity Campaign, 31% Prefer for News-

Paper Advt., 23% for Cable T.V. & Rest 6% Votes for Handbills for

Promote the Sale of Ravi Organics & Other Organics Products.

91% Consumer Prefer for ½ Kg. Pack for Organics, they think that it

may be become more beneficiary for consumer.

47% Consumer Prefer for Plastic Container Packing & 46% Prefer for

Poly Pack & Rest 7% Prefer to Carton Pack of Ravi Organics.

94% Consumer are likely to buy the Organics @85-90/- per kg.,

because they are ready to pay some higher cost for branded Organics,

but not so higher from un-branded.

Finding From Organics Whole-seller & Ravi Organics Agents:- Whole-seller located at Lala Ka Bazar, Sadar Bazar-Muzaffarnagar are

selling Approx. 800-1000 Kg. Un-Branded Organics per day.

50% Wholeseller sold organics within the price range of Rs.76-80 per

Kg., 30% Wholeseller sold organics between the price range of Rs.71-

75 per kg. and 20% Wholeseller sold organics between the price range

of Rs.66-70 per Kg, with taking a margin of Rs. 11-15 per kg. & are

ready to sell “Ravi Organics” between the Price Range of Rs. 85-90 per

kg. with-in-built Margin of Rs. 11-15 per kg. as they were taking in Un-

branded Organics.

100% Ravi organics agent are ready to sell “Ravi Organics” and the

approx quantity is 05-06 Kg. by 51% Agent, 22% agent are ready to sell

approx 03-04 kg. per Day, Rest 10% and 6% are ready to sell approx.

01-02 kg. & 07-10 kg. per day respectively.

82% Whole-seller and Ravi organics agent are likely to sell Ravi

Organics in 0.5 Kg. Pack & Rest 18% are in 01 kg. pac.

44% Whole-seller and Ravi organics agent are likely to sell Ravi

Organics in Plastic Containner, 42 % Whole-seller and Ravi organics

agent are likely to sell Ravi Organics in Poly-Carry Bag & Rest 14%

Preffered Carton Pack of Ravi Organics.

56% Preffered to promote the “Ravi Organics” by Advt. at TV/Cable

Advt., 24% by Publicity Campaign, 14% by News Paper & 6 % by Hand

Bills/Pamplets etc.