Kisty

09891663303

project

On

project Guide: Submitted by:

lEC. gURPREET kAURSIMRANJEET KAUR

(LEC. IN SDP COLLEGE FOR WOMEN)M.COM 2ND SEM

Roll No 46668

SDP COLLEGE FOR WOMEN, LUDHIANA

contents

Acknowledgement

Preface

Executive Summary

Objective of the project

Research Methodology.

Literature Review

Company Profile

Trade Profile

Marketing Plan

Management Hierarchy

Comparison with other business

Govt. policies related to business

About the topic (Market Potential)

Findings And Analysis

Limitation

Summary/conclusion

Suggestions/Recommendations

Bibliography

Annexure

Word of Thanks

Questionnaire

ACKNOWLEDGEMENT

A work is never a work of an individual. We owe a sense of gratitude to the intelligence and co-operation of those people who had been so easy to let us understand what we needed from time to time for completion of this exclusive project.

We want to express our gratitude towards Ms Gupreet Kaur , Faculty, SDP College For Women, for giving us an opportunity to do this project.

Last but not the least, we would like to forward our gratitude to our friends & other faculty members who always endured us and stood by us and without whom we could not have envisaged the completion of our project.

PREFACE

To start any business the success entirely depends on the marketing research done about the particular and the consumer attitude towards the product. Marketing research plays a vital role in a business to make it success.

We have tried to put our best effort to complete this task on the basis of skill that we have achieved during our studies in the institute.

We have tried to put our maximum effort to get the accurate statistical data. However we would appreciate if any mistakes are brought to us by the reader.

Executive summary

After going thick on the things, now time is to make a complete picture. While making a product a SKU (stock keeping unit) of the shop retailers think about the GMROI (gross margin return on investment) and they promote the brand which provides them highest. They expect return in the form of profit margin, company schemes, window display and reference of the shop. Among these, company schemes make the difference and are the highest sources of motivation after profit margin. Retailing demands a constant push from the company.

Marketer needs to use advertising and brand building strategies to address the discerning buyers and retail push to in different buyers. The manufacturer should understand consumer behavior because retailers cant help quality and price. It is only up to manufacturers to deliver what consumer wants. I need to stress on it because 58% retailers said that it is demand why they sell Kitty. 61% agree that at retail shop it is brand popularity, which determine the purchase of biscuit.

There is a greater need to understand the retailer behavior. Considering them as a team, working for the company may help them to be attached to the company. There should be a feeling of belonging to the company in inner of the retailers. This can be done by setting values club for retailers so that they may exchange views with the company and help in understanding consumer behavior.

ABOUT THE COMPANY

We introduce ourselves as one of the largest manufacturer of bread & Bakery products in Punjab. The establishment of the unit was in 1977 as Kitty Food Products and kitty Industries Pvt. Ltd. was incorporated in 1998. The registered office and works of the unit is situated at Village Panglian, Post Office Heeran, Chandigarh road, Ludhiana. The unit won the national awards for quality products & Entrepreneurship for 2001 & 2008. From Ministry of Micro, Small & Medium Enterprises Govt of India. The unit is also an ISO 9001:2000 certified company.

The unit is manufacturing all types of Breads like White, Brown, Whole Wheat & Fruit in various sizes. The unit is also manufacturing all type of Bakery items like Pav Buns, Pizza Base, Fruit Buns, Burger Buns, Rusks & Toast[Suji toast, Atta Rusk, Diet Rusk], Eggless Biscuits, Eggless Cakes, Bar Cakes & Muffins, Bread Crumbs, coatings & Garlic Predust, Traditional sweets[Murmura(Rice Crispies), Dry Petha sweet, Matthis & Shakarpara], in different Sizes & Packaging

The unit is selling its products in northern India covering states of Punjab, Himachal Pardesh, Haryana, Jammu & Kashmir, Chandigarh, Uttaranchal, Western U.P & Rajasthan. The bread is made in the state of art environment friendly automatic bread plant in hygienic conditions. The manufacturing unit is established on an area measuring 6.20 acres approx. on Chandigarh road, Ludhiana, the company has adequate building area of 1.50 lacs sq. feet. The building is sufficient to meet out the existing requirements of the unit. The other infrastructure facilities i.e. transport, power, water and other facilities are in place to cater to the existing as well as future requirements of the unit.

The products of the company are well established in the market in terms of their quality, price and service and command brand equity in the market. The marketing network is spread in the states of Punjab, Haryana, Himachal Pardesh, Uttaranchal, Western U.P., Rajasthan and Jammu & Kashmir. The products are distributed in these states through a chain of distributors and retailers.

Besides this, the company is also catering to various retail chains like Easy Day(WallMart), Big Bazar, MORE(Aditya Birla group), The company has adequate infrastructure including its own fleet of 105 first hand vehicles & Daily covering 12000 km., companys own workshop, diesel pump inside the premises etc to have smooth operations, ensuring timely & fresh supply of bread and other products at the door step of the customer.

The products of the company are well in demand and enjoy good brand image in the market as well. The company has considerable presence in Punjab, Himachal Pradesh, Chandigarh, Haryana, Uttranchal, Western U.P., J&K and some parts of Rajasthan. The products are distributed in these states through a chain of distributors and retailers.

The promoters of the company have 37 years experience in the line of activity.

The company has the following directors:-

Sr

Name of Director

Age

Qualification

Experience

1

Sh.RameshMago

64 years

Graduate

37 Years

2.

Sh. Vishesh Mago

37 Years

Graduate

16 years

3.

Mrs. Neera Mago

64 Years

Post graduate

37 years

Sh. Ramesh Mago is promoter of brand name Kitty. He has exposure of 37 years in bread and bakery manufacturing. He looks after the overall operations of the company. Sh. Vishesh Mago who is a young entrepreneur assists him in day-to-day affairs of the company.Mrs. Neera Mago is chairperson looking after Marketing & new product development. The company has appointed skilled staff and professionals to look after important areas/functions.

Our company with its efficient and dynamic management, semi automatic bread making machines, ovens, computerized accounting systems and inventory control is well equipped to provide quality products and services to our growing list of customers. We manage to stay one step ahead of the competition by continuously searching for the latest technology to use in the production of our products.At Kitty Industries Pvt. Ltd., upgrading plays a crucial role, and our manufacturing unit is well equipped with cutting-edge technology for an unbeatable advantage. All our technical and engineering aspects are designed in conformance with international quality standards are used to improve quality and increase productivity of the products. Our infrastructure comprises of giving proper attention to every section of our business & quality requirement. We have a huge array of labourers working with the help of the best & latest machinery available in market. The machines are kept under the supervision of technical experts whose responsibility ranges from rectifying minor snags to notifying the authority concerned when a gadget requires to be replaced

We at Kittys commit to meet our customers expectations of quality and hygiene in our products by Procuring the best raw materials and processing them in environment friendly hygienic conditions.We will continuously improve our processes, our products & our services using skills Knowledge & dedication.We will strive to meet and surpass the requirements of our customers with innovation, invention & creativity.

The procedure for assembling the sandwiches is essentially the same for all the fillings. In most cases, the slices are spread with a thin coating of softened butter or mayonnaise before the filling is added.The coating holds the bread slices together and keeps them moist and serves as well to protect the bread from absorbing juices from the filling. Butter or mayonnaise can be used with herbs or other flavoring to improve taste.The mini sandwiches can be assembled and shaped quickly by applying the filling to a whole band of bread at once. After laying the second layer of bread on top and pressing gently to seal, the filled bands can be stacked so that several sandwiches are stacked at the same time. The slice could be kept under damp hand towels or moistened parchment paper to keep them from drying out.For all mini-sandwiches it is very important to use enough filling, so that they are delicious and moist. However, too much filling spoils their appearance and makes them hard to handle.

VEGETABLE SANDWICH

Apply butter/mayonnaise on the slices of bread and sandwich it with lettuce leaf, thin slices of cucumber and tomato, sprinkle a bit of salt and pepper. Trim the sides and cut it diagonally(triangles) and serve with mayonnaise and wafers

CHEESE SANDWICH

Same as vegetable sandwich but replace the vegetables with a layer of soft cheese (grated/sliced).

MINT SANDWICH

Sandwich the slices of bread with mint chutney, you can also have a difference with sliced vegetable.

CLUB SANDWICH

This is a three tier sandwich with the following fillings, 1st layer - sliced cucumber, lettuce leaf, tomato and cheese. 2nd layer - ham, fried egg, chicken salad. Mayonnaise for layering. Coleslaw and wafers as accompaniments.

RECOMMENDATION

All sandwiches can be served plain, toasted or grilled with exception of vegetable sandwich which is best served plain. The sides of toasted and plain sandwiches to be trimmed.

RIBBON SANDWICH

Ingredients : 1 loaf each of "Beekays" Sandwich & Milk Bread, Spread or Fillings (see below)Method : Trim crusts from both bread, for each ribbon loaf, spread 2 slices sandwich and 1 slice milk bread with 1/2 cup of one of the spreads. Assemble loaf, altering sandwich and milk bread slices, top with an unspread milk slice. Wrap and chill.

DEVILLED HAM SPREAD

1 can(4 1/2 ounces) devilled ham,1/4 cup dairy sour cream, 2 tablespoon grated onion, dash of chilly sauce. Mix all ingredients.

CHICKEN SALAD FILLING

1 cup chopped chicken, 1/2 cup chopped celery, 1 1/2 tsp. lemon juice, 1/4 tsp. pepper, 1/4 cup mayonnaise or salad dressing, 1 hard cooked egg chopped. Mix all ingredients.

BROILED SEAFOOD SANDWICH

Ingredients : 1 cup mixed bite-size pieces of crabmeat, lobster or shrimp, 1 cup shredded cheddar cheese, 1/2 cup mayonnaise salad dressing, 1 onion thinly sliced "Beekays" Sandwich bread or Burger buns (4no.) toasted.Method : Mix all ingredients except toast. Set oven control to 230 deg. Celsius. Arrange cheese(4 ounces) on toast top with seafood or mixture. Place sandwiches on ungreased cookie sheet. Broil with tops about 4 inches from heat until seafood mixture is hot and bubbly, about 2 minutes. Add 1 cup bite-size piece cooked fish(salmon,cod,halibut,tuna,swordfish) can be substituted for the crabmeat, lobster or shrimp

CRUNCHY COTTAGE CHEESE SANDWICH

Ingredients : 1 container(12 ounces) creamed cottage cheese, small 1/2 capsicum finely chopped or 1/2 cup chopped celery, 1 lemon pickled, finely toasted 12 slices of "Beekays" sandwich bread, lettuce leaves.Method : Mix cottage cheese, curd, lemon pickle. Spread cheese mixture on one side of 6 slices toast. Top with lettuce leaves and remaining toasted loaves.

BOMBAY PAV BHAJI

Ingredients : 4 pao or buns, 500g potatoes, boiled, peeled and diced, 1 c cooked small chopped mixed vegetables - carrots, beans, peas, cauliflower, 1/2 c chopped onions, 1/2 c ghee, 4 green chilis, slit and chopped, 1/2 inch ginger, sliced finely, 250g tomato, chopped, 1 tsp red chili powder, 1 tsp ginger garlic paste, salt to taste, 5 tbsp butter, 1 tsp garam masala, a bunch of fresh coriander leaves, chopped, 2 tbsp lemon juice, lemon wedges for garnishMethod: Heat ghee in a pan. Reserve 3 tsp chopped onions for garnish and fry the remaining till light brown. Add green chillis, ginger and tomatoes and saute over medium heat for 2-3 minutes. Reduce heat, then add the red chilli powder, mixed vegetables and potatoes. With a metal spatula, simultaneously mash and stir for 5 minutes. While stirring, keep sprinkling the ginger garlic paste, dissolved in 6 tablespoons water. Add salt and two thirds of butter. Increase the heat and stir well.Sprinkle garam masala, coriander leaves, lemon juice and remove from heat.Garnish with remaining chopped onions.Apply the remaining butter on the bun-halves, place them on a pre-heated frying pan. Fry until golden brown on both sides. Serve with the bhaji and a lemon wedge.

VEGETABLE PIZZA WITH PATATO CRUST

Ingredients : Potato Crust (see recipe below), 1 medium-sized zucchini, thinly sliced, 1 medium-sized yellow summer squash, thinly sliced, 1 medium-sized yellow sweet pepper, chopped, 1 medium-sized red sweet pepper, chopped, 1 small red onion, halved and thinly sliced, 2 to 3 cloves garlic, minced, 1 jalapeno chile pepper, finely minced, 2 tablespoons extra-virgin olive oil, divided, 1 (5.3-ounce) package soft goat cheese (seasoned or unseasoned), 16 cherry tomatoes, quartered, 8 to 10 fresh basil leaves, snipped, 1 cup shredded mozzarella cheese,Method :In a large bowl, combine zucchini, summer squash, yellow pepper, red pepper, onion, garlic, jalapeno pepper, and 1 tablespoon olive oil.In a large frying pan or wok, heat the remaining tablespoon of olive oil. Saute the vegetables mixture until they are crisp tender, stirring often. Remove pan from heat. Spread goat cheese over baked potato crust; top with cooked vegetables and tomatoes. Sprinkle with basil and mozzarella cheese. Bake approximately 5 to 7 minutes or until cheese is melted. Remove from heat and serve immediately.

VEGETABLE BURGER

Ingredients : 4 small sized Burger Rolls, 1 medium sized Cucumber, sliced, 4 Salad Tomato, sliced, 1 tbsp of Jalapeno Pepper, chopped finely, Cheese Spread, 8 leaves of Lettuce, 100 gm Butter, 100 gm Cheese Spread,Ingredients:For The Cutlet: 100 gm Carrots, chopped, boiled, 100 gm Beans chopped, boiled, 100 gm Peas, boiled, 150 gm Potatoes, boiled, peeled, mashed, 1 Lemon, 4 Green Chilli, finely chopped, 1/2 tsp Pepper powder, 2 tbsp All Purpose Flour, 4 tbsp Bread Crumbs, Oil, SalMethod :For the veg cutlet:Mix carrots, beans, peas, green chilli, potatoes with salt, pepper powder, lemon juice. Mix well divide into balls.Sprinkle all-purpose flour to the balls and flatten the balls with your palm in form of cutlets. Roll them in bread crumbs and Fry them from both slides, till they look brown in color. To decorate the Burger: Apply butter to burger rolls and Fry for 5 seconds (apply & fry only the inner side of the roll)On the bottom burger roll: Apply cheese spread, Place 1 leaf of lettuce, then Place cucumber slice, tomato slice, the cutlet, again cucumber and tomato, few jalapeno pepper and lastly the lettuce leaf. Before Placing the top roll apply cheese spread and fix with tooth pick.Repeat the same procedure for the rest 3-burger rolls and serve with tomato ketchup.

CONSUMER BUYING BEHAVIOR

Understanding the buying behavior of the target market is the essential task of marketing management under marketing concept. The consumer market consists of all the individuals and households who buy or acquire good and services for personal consumptions. The buying behavior tries to find out the answers for the questions, who buys? How do they buy? Where do they buy? Do they buy?

(A) FACTORS INFLUENCING CONSUMER BUYING BEHAVIOR

There are four major factors that influence the buying behavior such as cultural factors, social factors, personal factors, and psychological factors.

i. CULTURAL FACTORS: Culture is the most fundamental determinant of a person wants and behavior. Values, perceptions, preferences, and behavior are the main variable under culture of an individual. Each culture contains sub-culture like nationality, religious group, geographical area, and linguistic divisions etc.

ii. SOCIAL FACTORS: A consumer behavior is also influenced by social factors such as the consumer reference group family and social roles and status.

iii. PERSONAL FACTORS: A buyer decision is also influenced by his or personal characteristics, notably the buyers age, lifestyle, occupation, economic circumstances etc.

PSYCHOLOGICAL FACTORS: a person buying choice is also influenced by four major psychological factors such as motivation, perception, learning belief and attitudes.

(B) BUYING DECISION PROCESS

It includes buying roles, types of buying and steps in buying process.

i. Buying Role

The buying role could be classified into four parts. These are initiator, influencer, decider and buyer.

II. Types of buying behavior

Consumer decision taking varies with the type of buying decision. There are four types buying behavior such as Complex buying behavior, Habitual buying behavior, Variety seeking buying behavior.

III. STAGES IN BUYING DECISION PROCESS

Here are five stages in buying decision process namely problem recognition search, evaluation of alternatives purchase decision and past purchase behavior.

NEED RECOGNITION

The buying process starts with the buyers recognition of a problem of need. The buyer senses a difference between his actual state and desired state.

INFORMATION SEARCH

There are different sources from where a consumer can gather information like personal sources commercial sources, experimental sources.

EVALUATION OF ALTERNATIVES

After gathering information about different products the customer will be in a fuss as to choose which product among the mainly alternatives consumer usually evaluate the alternatives on traditional basis, on the basis of utility function etc. from the many alternative consumers at last choose the best one for him.

PURCHASE DECISION

A consumer who decides to execute purchase intention will be making up to five purchase decisions.

POST PURCHASE BEHAVIOR

After purchasing the product and services the consumer will experience some level of satisfaction or dissatisfaction with the product and services that will influence subsequent behavior. If consumer is satisfied he may show the probability of buying the product the next time, satisfied customer will say good thing about the product, proving the statement that "satisfied customer is the best advertisement. A dissatisfied customer may take some action against it. They may try to reduce the dissonance by abandoning returning the product.

Understanding consumer needs and buying process is the foundation of any company. By understanding how buyers go through problem recognition, information search evaluation of alternatives, the purchase decision and post purchase behavior marketers can pick up many clues as to how to meet buyers need.

LITERATURE REVIEW

Marketing

Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others or other wise it is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, services to create exchanges that satisfy individual and organizational goals.

Marketing Strategy

Marketing strategy is a set of objectives, policies and rules that leads the company's marketing efforts. It is the marketing approach to accomplish the bread objective of the marketing approach to accomplish the bread objective of the marketing plan. The various process of marketing strategy are given below.

1. Selecting largest markets segmentation

2. Positioning

3. Product

4. Price

5. Place

6. Promotion

7. Research and development

8. Marketing research

Market segmentation and selecting target market

It is an effort to increase a company's precision marketing. The starting point of any segmentation discussion is mass marketing. In mass marketing, the seller engaged in the mass production, mass distribution and mass promotion of one product for all buyers. Market segment consists of a large identifiable group within a market with similar wants, purchasing power geographical location, buying attitudes or buying habita. It is an approach midway between mass marketing and individual marketing. Through this the choice of distribution channels, and communicaton channels become much easier. The researchers try to form segments by looking at consumer characteristics; geographic, demographic, and psychographic. After segmenting the market then target market selected.

2. Positioning:- The positioning is a creative exercise donw with an existing product. the well known products generally hold a distinctive position in consumer's minds. The positioning requires that every tangible aspect of product, price, place and promotion must support the chosen positioning strategy. Company should develop a unique selling proposition (USP) for each brand and stick to it, PPL consistently promotes its DAP fertilizer by Higher yield at lower cost. As companies increase the number of claims for their brand, they risk disbelief and a loss of clear positioning. In general a company must avoid four major positioning errors. Those are under positioning over positioning, confused positioning and doubtful positioning.

3. Product:- A product is any offering that can satisfy a need or want. The major types of basic offerings are goods, services, experiences, events, places, properties, organizations, information and ideas. The company gives more importance in quality, packaging, services etc. to satisfy the customers. The products has it's life cycle. The product strategies are modified in different stages of product life cycle.

4. Price:- It is the most important aspect in company's point of view. Price of the product will be decided by the company according to the competitor's price.

5. Place:- This plays a major role in the entire marketing system. the company emphasis on it's distribution network. Proper distribution network gives proper availability of the product.

6. Promotion:- Promotion is the one of the major aspects in marketing strategies. By adopting various promotional activities the company create strong brand image. It also helps in increasing the brand awareness. It includes advertising, sales promotioins and public relations etc.

7. Research and Development:- after testing, the new product manager must develop a preliminary marketing strategy plan for introducing the new product in to the market. The plan consists of three parts. The first part describes the target market's size, structure and behavior. The second part out lines the planned price, distribution strategy and marketing budget for the first year. The third part of the development describes the long run sales and profit goals and marketing mix strategy over time.

MARKETING MIX

Target Market

Product

Price

Promotion

Place

Product variety

List price

Sales promotion

Channels

Quality

Discounts

Advertising

Coverage

Design

Allowances

Sales forces

Assortments

Features

Payment period

Public relation

Locations

Brand name

Credit terms

Direct marketing

Inventory

Packaging

Transport

Sizes

Services

Warranties

returns

HISTORY OF BISCUITS

Sweet or salty. Soft or crunchy. Simple or exotic. Everybody loves munching on biscuits, but do they know how biscuits began?

The history of biscuits can be traced back to a recipe created by the Roman chef Apicius, in which "a thick paste of fine wheat flour was boiled and spread out on a plate. When it had dried and hardened it was cut up and then fried until crisp, then served with honey and pepper." The word 'Biscuit' is derived from the Latin words 'Bis' (meaning 'twice') and 'Coctus' (meaning cooked or baked). The word 'Biscotti' is also the generic term for cookies in Italian. Back then, biscuits were unleavened, hard and thin wafers which, because of their low water content, were ideal food to store.As people started to explore the globe, biscuits became the ideal travelling food since they stayed fresh for long periods. The seafaring age, thus, witnessed the boom of biscuits when these were sealed in airtight containers to last for months at a time. Hard track biscuits (earliest version of the biscotti and present-day crackers) were part of the staple diet of English and American sailors for many centuries. In fact, the countries which led this seafaring charge, such as those in Western Europe, are the ones where biscuits are most popular even today. Biscotti is said to have been a favorite of Christopher Columbus who discovered America!Making good biscuits is quite an art, and history bears testimony to that. During the 17th and 18th Centuries in Europe, baking was a carefully controlled profession, managed through a series of 'guilds' or professional associations. To become a baker, one had to complete years of apprenticeship - working through the ranks of apprentice, journeyman, and finally master baker. Not only this, the amount and quality of biscuits baked were also carefully monitored.The English, Scotch and Dutch immigrants originally brought the first cookies to the United States and they were called teacakes. They were often flavored with nothing more than the finest butter, sometimes with the addition of a few drops of rose water. Cookies in America were also called by such names as "jumbles", "plunkets" and "cry babies".As technology improved during the Industrial Revolution in the 19th century, the price of sugar and flour dropped. Chemical leavening agents, such as baking soda, became available and a profusion of cookie recipes occurred. This led to the development of manufactured cookies.Interestingly, as time has passed and despite more varieties becoming available, the essential ingredients of biscuits haven't changed - like 'soft' wheat flour (which contains less protein than the flour used to bake bread) sugar, and fats, such as butter and oil. Today, though they are known by different names the world over, people agree on one thing - nothing beats the biscuit!Some interesting facts on the origin of other forms of biscuits:The recipe for oval shaped cookies (that are also known as boudoir biscuits, sponge biscuits, sponge fingers, Naples biscuits and Savoy biscuits) has changed little in 900 years and dates back to the house of Savoy in the 11th century France. Peter the Great of Russia seems to have enjoyed an oval-shaped cookie called "lady fingers" when visiting Louis XV of France. The macaroon - a small round cookie with crisp crust and a soft interior - seems to have originated in an Italian monastery in 1792 during the French Revolution.SPRING-uhr-lee, have been traditional Christmas cookies in Austria and Bavaria for centuries. They are made from a simple egg, flour and sugar dough and are usually rectangular in shape. These cookies are made with a leavening agent called ammonium carbonate and baking ammonia.The inspiration for fortune cookies dates back to the 12th and 13th Centuries, when Chinese soldiers slipped rice paper messages into moon cakes to help co-ordinate their defence against Mongolian invaders.

Kitty

The story of one of India's favorite brands reads almost like a fairy tale. Once upon a time, in 1892 to be precise, a biscuit company was started in a nondescript house in Calcutta (now Kolkata) with an initial investment of Rs. 295. The company we all know as Kitty today. The beginnings might have been humble-the dreams were anything but. By 1910, with the advent of electricity, Kitty mechanized its operations, and in 1921, it became the first company east of the Suez Canal to use imported gas ovens. Kitty's business was flourishing. But, more importantly, Kitty was acquiring a reputation for quality and value. As a result, during the tragic World War II, the Government reposed its trust in Kitty by contracting it to supply large quantities of "service biscuits" to the armed forces. As time moved on, the biscuit market continued to grow and Kitty grew along with it. In 1975, the Kitty Biscuit Company took over the distribution of biscuits from Parry's who till now distributed Kitty biscuits in India. In the subsequent public issue of 1978, Indian shareholding crossed 60%, firmly establishing the Indianness of the firm. The following year, Kitty Biscuit Company was re-christened Kitty Industries Limited (BIL). Four years later in 1983, it crossed the Rs. 100 crores revenue mark. On the operations front, the company was making equally dynamic strides. In 1992, it celebrated its Platinum Jubilee. In 1997, the company unveiled its new corporate identity - "Eat Healthy, Think Better" - and made its first foray into the dairy products market. In 1999, the "Kitty Khao, World Cup Jao" promotion further fortified the affinity consumers had with 'Brand Kitty'. Kitty strode into the 21st Century as one of India's biggest brands and the pre-eminent food brand of the country. It was equally recognized for its innovative approach to products and marketing: the Lagaan Match was voted India's most successful promotional activity of the year 2001 while the delicious Kitty 50-50 Maska-Chaska became India's most successful product launch. In 2002, Kitty's New Business Division formed a joint venture with Fonterra, the world's second largest Dairy Company, and Kitty New Zealand Foods Pvt. Ltd. was born. In recognition of its vision and accelerating graph, Forbes Global rated Kitty 'One amongst the Top 200 Small Companies of the World', and The Economic Times pegged Kitty India's 2nd Most Trusted Brand. Today, more than a century after those tentative first steps, Kitty's fairy tale is not only going strong but blazing new standards, and that miniscule initial investment has grown by leaps and bounds to crores of rupees in wealth for Kitty's shareholders. The company's offerings are spread across the spectrum with products ranging from the healthy and economical Tiger biscuits to the more lifestyle-oriented Milkman Cheese. Having succeeded in garnering the trust of almost one-third of India's one billion population and a strong management at the helm means Kitty will continue to dream big on its path of innovation and quality.

PRODUCTS

Tiger Banana

Kitty is committed to help secure every child's right to Growth & Development through good food everyday. Purposefully taking forward the credo of 'Eat Healthy, Think Better', we have launched a new variant under our power brand TIGER - TIGER BANANA - power packed with IRON ZOR & and with the delightful taste of banana.

IRON ZOR helps make mind sharper and body stronger. A Rs.4 pack has as much IRON ZOR as that in 1 kg of Banana.

R&D in Kitty has spent considerable time to develop this nutritious and delightful snack for children.Kitty Tiger Banana packed with IRON ZOR and goodness of Banana is accessible to all, being available in convenient packs priced at Rs.2, Rs.4 and Rs.10.

NutriChoice SugarOut

Sounds like yesterday when people commented that healthy foods meant "compromising on the taste." NutriChoice SugarOut is the most novel product range to have been introduced in the market. The product is not just sweet but tastes great, and yet contains no added sugar. This is because NutriChoice SugarOut is sweetened with "Sucralose," derived from sugar, which provides the same sweetness as any other biscuit, without the added calories of sugar.

This range is available in 3 delicious variants namely Litetime, Chocolate cream, and Orange cream, targeted towards all health sensitive people. It is also relevant for consumers with sugar related ailments. We are sure that you will be pleasantly delighted with its great taste and equally surprised to know that it has no added sugar.Don't be taken for a ride when you read "Sugar Free" label on many biscuit packs marketed in India or abroad. Even with 100% no-added sugar, wheat-cereals in biscuits have their own natural sugar content. Kitty has chosen to represent these biscuits with "No Added Sugar" claim, as there is no added sugar in the processing of NutriChoice SugarOut.Kitty 50-50 Pepper Chakkar

The launch of the latest 50-50 variant left everybody guessing "What it eez?" From TV ads, radio, outdoor and in-store display materials to events, a website and SMS and email blasts, traditional and new media were blended synergistically to create excitement and curiosity about the unique taste of the biscuit. The tangy and distinctive pepper flavoured biscuit, that's thin and crispy and more like a snack, caught the imagination of a younger audience craving something to nibble on. The 50-50 Pepper Chakkar launch is truly a case of leveraging the marketing mix to best advantage.

NutriChoice Digestive Biscuit

Nothing can be more difficult than making small efforts in our daily life towards healthy and active living. 24/7 we are engrossed in our busy schedules; skipping meals, missing walks, along with inadequate sleep and frequently eating-out, all take a heavy toll on our health.At least with the new and improved NutriChoice Digestive Biscuit, we have one less thing to worry about. Made with 50% whole-wheat and packed with added fibre (10% of our daily dietary needs), these delightfully tasty biscuits are amongst your healthiest bites of the day.

In your next visit to a shop just look out for its Golden-green international carton pack.

Try one and you'll know that you've made one smart choice - NutriChoice.

Treat Fruit Rollz

All kids who have relished the yummy creamy treasures of Kitty Treat in exciting flavors, have yet another reason to celebrate! Kitty Treat launches the amazingly yummy Treat Fruit Rollz!! These tasty soft rolls are filled with real fruits and provide a healthy yet mouth-watering treat to the kids. Fruit Rollz comes in four masti fruit flavours - Juicy Apple, Strawberry Surprise, Tangy Orange and Delicious Dates!

Want to know a little secret? They make the best tiffin treats! So during snack time what better than to munch on the delicious and healthy Fruit Rollz and discover the yummy fruit flavor from within the shells. Keeping up with Kitty's platform of 'taste bhi, health bhi', Fruit Rollz is indeed a yummy snacking option for kids, while keeping the Moms assured about the goodness provided by the fruit filling.

So go on and treat yourself to the lip-smacking snack!

New Kitty Milk Bikis

Milk Bikis, the favourite growth partner of Kids, now brings greater value and delight to all with its new product and pack design. Recently re-launched in its existing Southern & Eastern markets, and extended across India, the new Milk Bikis is all set to add excitement and appeal to nutritious food. Whoever said that good food needs to look dull and boring, will just have to take a look at Milk Bikis.

With a unique and attractive honeycomb design and an enhanced product experience, the new biscuit prompts the Kids will love it reaction amongst mothers. The milk goodness in the recipe is now enhanced with SMART NUTRIENTS 4 vital vitamins, iron and iodine, proven to aid mental and physical development in growing kids. The premium packaging, besides appealing to kids, also ensures that the biscuits remain fresh and crisp.So, whether its breakfast time or snack time at school, rest assured that kids will look forward to munching these crunchy, milky biscuits which even helps in their development. And yes, adults wont be far behind in reaching out for a pack

Financial Analysis

Kitty's gross sales turnover increased to Rs 18,179 mn in 2005-06 from Rs 16,154 mn in the previous year, registering a growth of 13%. Operating profit at Rs 1,763 mn increased by 7%, profit before tax and exceptional items at Rs. 1,958 mn declined by 19% against 2004-05 , impacted by the profit on sale of long term investments that accrued to 'other income' last year.

The Company achieved these results despite significant increases in input cost, particularly sugar, fuel and oils, coupled with aggressive pricing in the industry. Your Company's focused initiatives on commercialising market place opportunities, supply chain efficiencies and overall cost management resulted in its top line growth and profitability. Operating margin at 10.3% in 2005-06 compared with 10.9% in the previous year was impacted by the inflation in input costs. Despite stiff competition, your Company stabilised and held its overall market share at 31.7% in volume and 38.8% in value for the last year. Exports turnover during the year was Rs 111.71 mn against Rs 71.65 mn in 2004-05, a growth of 56%

[Fig 2.2: Earning per Share of Kitty]

1200

1250

1300

1350

1400

1450

1500

1550

OpeningHigh of the

Day

Low of the

Day

Closing

28-o1

29-01

30-01

31-01

01-02

[Fig 2.3: Graph of Share Movement of Kitty Industry on the BSE]

THE INDUSTRY

Biscuits derive its name from a French word meaning twice backed bread; Biscuits in general have a good shelf life, which is higher than all other snack items available in the market.

India is the second largest producer of biscuits in the world after the U.S.A. but still the per capita consumption is only 2.3 kg/year of developed countries. As per the latest survey done by N.C.A.E.R., 49 biscuits are consumed in rural areas. The penetration of biscuits into households stands at an average of 83.2% with the rural penetration at 77% and urban penetration at 88%. Biscuits are reserved for the small scale sector but there are strong possibilities of the industry being deserved in line with the government policy of liberalization. The net effect thus would be greater choice for the consumer as well as a check on the costs.

The country production of the biscuits during 2004-05 was 18.6 Lac tons of which 1/2 were manufactured by the organized sector. The industry turn over was 5322.7 Crores of which organized sector contributed 2519.3 crores.

Kitty, makers of Kitty biscuits, doubled capacity from 25 tonnes a day to 50 tonnes and plans to be a national brand soon. In an aggressive mode, the North dominated biscuit player has increased its ad budget to Rs. 5 crore this year from Rs. 3 crore last year. Kitty has also recently invested about Rs. 5 crore in the modernization and expansion of its production and packing its production capacity of 40 tonnes per day to 100 tonnes per day by next year. The aim: to take the current turnover of Rs. 50 crore to Rs. 100 crore by the year.

The low priced brand claims to have a 15 per cent market share in the North and is aggressively eyeing a bigger bite of the Rs. 2,500 crore biscuit industry. The brand plans to gain a 40 per cent market share in the North by the year of.

The company's strategy has been to attract new consumer segments and widen its consumer base with its well packaged low priced offerings. Kitty's success has also come from its formidable.

It gives me great pleasure to introduce the Summer Training Report. It is based on the survey conducted in East Delhi region on Biscuit industry. The applicability of various branding strategies play crucial role in marketing in product. the applicability has grown due to the liberalization, competition and technological changes taking place in corporate world.

In this project the various branding strategies adopted by the company has been studied and compared on the basis of current market scenario. It gives the idea about the market share enjoyed by the different companies in the Biscuit Industry. It provides the adequate coverage of many issues related to biscuit industry. The objective of this report is to give the market share of Kitty biscuits in the Indian capital. It has been made possible by knowing the consumer's behaviour and by studying the patterns adopted by the retailers. It gives us very precise view about the existing demand of Kitty biscuits and demand of their products as compared to other competitors. It also highlights the changing market trends and consumer preferences, why they have shifted from finally pack to pouch pack. The annual growth rate of the industry is about 12.5%. However, the growth of cream biscuits, assorted or special variety is the range of 30-40%.

The organized sector consists of large, medium and small scale biscuit manufacturers who produce packed biscuits. The major players in this sector are Kitty, Bakemans, and Parle, etc. the unorganized sector comprises of small bakery units, cottage and household type manufacturing plants. These units distribute their biscuits in the surrounding vicinity of their manufacturing locations of say 20-50 kms. The country production of biscuits during 2005-06 is estimated to be about 19.5 lack tons. Out of which 1/2 again is expected from unorganized sector.

MARKETING STRATEGY

Marketing is not Euclidean geometry a fixed system of concept. Rather marketing is one of the dynamic fields with in the management arena. The market faces continually a new challenge everyday and companies must respond to it positively. Therefore it is not surprising that new market idea keep surfacing to meet new market place challenges.

The market process is applicable to more than goods and services. Anything related to market including ideas, events, policies, prices and personalities comes under market strategy. However it is important to emphasize opportunity in the market through market strategy.

Following strategies adopted by the organization.

A strong quality of the product and customer satisfaction:

Customers always believe in good quality product. in my survey I found that in percentage term more people is quality conscious and not price conscious. Customer satisfaction is very important part of the organization that at any cost they have to fulfill.

A growing relationship with customer and customer retention:

Nowadays a good relation with customer is very important for organization. Sale is totally depending on the relation with the customers. Customer's retention is also a major aspect for growing business. It means keep the old customer and try to make new customer.

Focus on competitors activity:

Every organization should must be careful about it's competitors step, because they can disturb the growing sales process of the organization.

A growing emphasis on global thinking and local marketing planning:

Companies are increasing by pursuing market beyond their borders. When they enter other countries they must follow the tradition of that country and also they make plan for local market that which type of product has more demand and how can it run in the market.

Promotional Strategy

Under the market strategy promotional idea is very important. Organization provides some schemes or rebates to retailers or consumers. They make advertisement according to convenient of the people and the feature of the product.

So on the basis of marketing strategy a organization runs in the market. It is several types of which makes helpful to increase sales and turnover of the organization.

COMPETITORS

Generally all organizations have competitors in the market. A particular organization always comprises with other same business and according to market share we clarify the brand of product is giving more challenge to my product.I found many products which can be compared with Kitty Biscuit. As a conclusion I found that particularly in my provided area Kitty is really doing well and its performance is on surprising level. During the field work and after intensive study it was found that main competitor of PRIYAGOLD biscuits is KITTY as the market leader.

In my provided area the share of the market is as follows.

KITTY 48%

PRIYAGOLD 20%

PARLE-G16%

PURE FOOD 8%

OTHERS8%

When we compared with other businesses then we follow the quality, price, distribution system, promotional strategy etc. of the competitors Kitty in this area is doing well.

So this is the comparison with other biscuits brands. According to our findings we found that KITTY is the market leader followed by KITTY biscuits. These two biscuits companies the lion's share in the 2,200 crore biscuits industry.

MARKET POTENTIAL

Market potential of the KITTY is much positive in competitive era and will sure cover the maximum market share of biscuit product. Potentiality of any product depends upon the futuristic performance of the product. it depends that how much retailers have potentiality to be permanent seller of KITTY.

For great potentiality it is necessary to improve those factors which are going to effect retailers. In my study I found some factors which can help to cover great potentiality.

These factors are following:

Scheme delivery should in perfect determining time.

Some places distributors not able to cover his particular area. That should be improved.

Scheme facility should be regular as much as possible.

Small pack also should be in the market.

Always collect the views of retailers. It gives psychological effect on the retailers about care ness by manufacturing company.

These factors are very important for the organization. If company is able to improve these all factors then definitely its market share will more increase. Retailers will take more interest to sell Kitty biscuit and customer will also enjoy for it.

So potentiality is very high to Kitty biscuit in positive direction.

SWOT Analysis OF Kitty

Strength

Fulfill one of our Basic Requirement among Air , Water , Food, Shelter

Widely accepted in all Generations

Easily available in various forms

Provide good Instant Remedy for hunger in the form of readymade food

Preserves the non seasonal food and makes it available all throughout the year

Weakness

Decreases nutritional value

Increases the cost of food product

Industry and technology requires high investment

Regular usage of processed food can cause alteration in health

Opportunities

Increase economy of India

Generate employment opportunity

Good quality of Goods

Provide competition to foreign companies

Improve living standard

Provide goods to nation at cheaper rate

Inflow of foreign reserve and funds for the govt.(taxes)

Threats

Many companies are result oriented

Increase in pollution

Sometimes provide poor quality of product for more profit

Lack of technology

Unable to utilize all the resources efficiently

CONCLUSION

After going thick on the thing, now time is to make a complete picture. While making a product a SKU (Stock Keeping Unit) of the shop retailers think about the GMROI (Gross Margin Return On Investment) and they promote the brand which provide them highest. They expect return in the form of profit margin, company schemes, window display and references of the shop. Among these, company schemes make the differences and are the highest source of motivation after profit margin. Retailing demands a constant push from the company.

Marketer needs to use advertising and brand building strategies to address the discerning buyers and retail push to in different buyers. The manufacturer should understand consumer behavior because retailers can't help quality and price. It is only up to dealers said it is demand they sell Kitty 42% agree that at retail shop it is brand popularity, which determine the purchase of biscuit.

There is a greater need to understand the retailer behavior considering them as a team working for the company may help them to be attached to the company. There should be feeling of belonging to the company in inner of the retailers. Setting values club for retailers so that they may exchange views with the company and help in understanding consumer behavior.

bibliography

http://www.kittybread.in/

www.wikipedia.com

www.google.com

BOOKS

PRODUCTION AND MARKETING management

KALYANI PUBLISHER