SUMMER INTENSHIP TRAINING REPORT OF STERLINGS COCONUT OIL &CAKES (P) LTD submitted in partial fulfillment of the requirements for the award of the degree of MASTER OF BUSINESS ADMINISTRATION ANNA UNIVERSITY (CHENNAI) BY RESHMI MOHAN under the supervision of RVS INSTITUTE OF MANAGEMENT STUDIES (COIMBATORE) 1
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Summer Intenship Training Report of Sterlings Coconut Oil
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SUMMER INTENSHIP TRAINING REPORT OF STERLINGS COCONUT OIL &CAKES
(P) LTD
submitted in partial fulfillment of the requirements for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
ANNA UNIVERSITY (CHENNAI)
BY
RESHMI MOHAN
under the supervision of
RVS INSTITUTE OF MANAGEMENT STUDIES
(COIMBATORE)
1
DECLARATION
I here by declare that this project entitled " SUMMER INTENSHIP TRAINING REPORT OF
STERLINGS COCONUT OIL &CAKES (P) LTD" submitted to ANNA UNIVERSITY
(CHENNAI) in partial fulfillment of the requirements for the award MASTER OF BUSINESS
ADMINISTRATION is a record of original work done by me under the guidance and supervision of
i also declare that this project has not been submitted to any time to any other university or
institution for the award of any degree or diploma.
RESMI.MOHAN
2
ACKNOWLEDGEMENT
I take this opportunity to express my deep sense of gratitude, my wholehearted thanks and my
profound respect to all those who guide and inspired me in the completion of this project work.
With most sincerity extend my thanks to God who give me the opportunity to do this project and his
unfailing support through out the project period.
I owe my sincere thanks to .................................. for supporting & encouraging me through out the
report and his consistent advice & guidance for the successful completion of my project.
I have immense pleasure to expert genuine gratitude to Mr. FAIJU V. RAPHAEL,(marketing-
director) & other staff member of sterling coconut oils &cakes (p) ltd.
RESMI.MOHAN
CONTENTS3
DESIGN OF THE STUDY (CHAPTER 1) 7
Introduction 8
Statement of the problem 9
Scope of the study 11
Objective of the study 12
Limitations of the study 13
RESEARCH METHODOLOGY (CHAPTER 2) 14
Review of literature 17
COCONUT A HISTORY (CHAPTER 3) 21
STERLING COCONUT OIL & CAKES(P)LTD – A PROFILE (CHAPTER 4)
26
FUNCTIONAL AREAS ( CHAPTER 5) 37
DATA ANALYSIS & INTERPRETATION (CHAPTER 6) 41
Swot analysis of Thanima segment 44
Findings 57
Suggestions & recommendations 58
Conclusion 62
LIST OF TABLES
4
TABLE.NO TITLE PAGE.NO
1 FAMILIARITY OF THE BRAND NAME THANIMA 45
2 BRAND PREFERENCE 47
3 THE QUALITY NORMS OF THE CUSTOMERS 49
4 INTRODUCTORY OFFER SCHEMES 51
5 THE PLACE OF PURCHASE 53
6 THE EFFECTIVE TOOL OF ADVERTISEMENT 55
LIST OF DIAGRAMS
5
FIGURE .NO
TITLE PAGE.NO
1 FAMILIARITY OF THE BRAND NAME THANIMA 46
2 BRAND PREFERENCE 48
3 THE QUALITY NORMS OF THE CUSTOMERS 50
4 INTRODUCTORY OFFER SCHEMES 52
5 THE PLACE OF PURCHASE 5
6 THE EFFECTIVE TOOL OF ADVERTISEMENT 55
6
CHAPTER.1
DESIGN OF THE STUDY
Introduction
The organization study undertaken as a part of the curriculum was done at “The Keramitra (p) ltd.
This study provides an opportunity to expose the students to an industry / organization and its
operational conditions. This study also aims at having a better understanding of various
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departments and its functioning. This report consists of a detailed study of the history of the
company, product profile, organizational hierarchy, various departments and their functioning etc.
This study proved to be fruitful by familiarizing us to the organization and at the same time it also
helped us to create practical awareness.
Sterling Coconut Oils & Cakes (P) Ltd. Thrissur, popularly known as‘Thanima’ is a private
enterprise. Thanima was established with an objective to produce, supply and export fresh and
pure coconut oil. The company strictly follows the quality standards prescribed by AGMARK and
ISO 9001:2000 Certification to take on the challenges of globalization and international quality
standards. Thanima focused on a stable and reasonable return to their produce by integrating the
activities of production, processing and marketing. They converted coconut, into value added
products like copra and coconut oil and marketed it. There is better satisfaction emphasis is that
better the marketing, better the return to the company to consumers. Coconut oil is extracted from
the kernel or meat of matured coconut harvested from the coconut palm (Cocos nucifera). It has
various applications in food, medicine, and industry. What make coconut oil different from most of
other dietary oils are the basic building blocks or fatty acids making up the oil.
Being one of the healthiest oilson earth, it is used to treat a wide variety of health problems.
Coconut oil improves immune system and energy level, stabilize blood sugar, improve thyroid
function and it tastes great, too.
Statement of the problem
In today’s competitive environment companies are realizing that marketing is not only the voice of
the company but also tool with which information feedback can be collected from the consumers for
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the marketers. It is important to recognize why and how individuals make their consumption
decisions, Thanima is facing stiff competition from other major brands such as KPL Shudhi oil,
Kera etc. Hence in order to adopt new marketing techniques for increasing sale it is desirable to
study the preference of customers towards coconut oil.The changing food habits and consumer
preference of Keralities have new opportunity for the marketing of coconut oil in the Kerala state.
People may not think much about branded coconut oil vs. unbranded one as they are not aware of
it or they feel that it’s of high price. But once they experience the quality of the branded product,
they will be converted. There are many advantages the branded coconut oil have over unbranded
one – good quality, better packing, healthier, avoiding refined carbohydrates, increased keeping
quality and consuming whole foods etc .The household consumers of Kerala are not only health
conscious but also price sensitive. The propensity among the consumers to shift from the
consumption of coconut oil to other edible oils is high when coconut oil price rise above the price of
other edible oils. Being a product of Kerala itself, Sterling Coconut Oil Cakes & Mills(P) Ltd., have
the responsibility to take adequate measures to sustain and promote the household consumption
of coconut oil. The study explored the product related attributes (fragrance, flavor, durability etc)
and market related attributes (price, size, package, availability, etc) of coconut oil in order to
provide adequate insight for taking future decisions by Thanima.
However the marketing of coconut oil in the state still remains less studied. Some case studies are
mentioned here.“Price behavior of major edible oils consumed in the households of Kerala and
promotional strategies of Coconut Development Board”. The study found that there are fluctuations
in the prices of coconut oil, palm oil, and sunflower oil. Due to various external factors like changes
in the world production and demand of these oils, changes in the climatic conditions in the
producing countries and internal factors namely import duty charged by the government, production
9
of oil seeds etc. “Consumer’s preference towards branded coconut oil”. The study has identified
that the consumers give more importance to the quality of coconut oil, which is the main reason
why they prefer branded one. Brand awareness among the consumer were also found fairly high,
but limited to the geographical availability level.
RESEARCH METHODOLODY
Research methodology is the only way to systematically solve the research problem along with the
logic behind them. The research methodology includes why the research has been undertaken,
how the hypothesis, if any has been defined, what data has been collected and what particular
methods has been adopted. So, by framing a right methodology it is possible to gain a deeper
insight into the research problem and also it gives a full proof action plan for carrying out the project
effectively.
Sample design
The supermarkets in Thrissur City area can be grouped as:
i. Small and medium Super Markets having floor area of less than 2000square feet
ii. Large Super Markets having floor area of more than 3000 square feet
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There are total 60 super markets in Thrissur District (Sourcehttp://www.thrissurkerala.com/).
Out of this, 10 supermarkets are coming in the group of large/major supermarkets. This study
was carried out in all these 10 major supermarkets in the Thrissur City area.
Data collection
Both primary and secondary data were collected for the study.
Primary data
Primary data for the study was collected through interview with the help of prestructued schedule.
Data on family details, income, education status, coconut oil consumption, purchase pattern of oil,
etc. were collected.
Observations made
• Socioeconomic profile of respondents
• Expenditure pattern
• Brand awareness
• Impact of Thanima’s promotional efforts on consumer’s demand
• Quality, Price of coconut oil
• Brand loyalty and switching
• Product attributes.
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• Currently used brand
• Reference groups like, friends, peers, relatives, etc
• Segmentation of consumers into each income group
Study period
The study is based on primary data collected from sample respondents using a prestructured
schedule. The study was carried out during the period of July to December 2012.
secondary data
The secondary data was collected from the published sources such as reports, journals,
periodicals, Internet and other Medias.
REVIEW OF LITERATURE
1) Amit P. Pratab argued that coconut oil is primarily used for edible purpose and also for hair oil. It
is an important source of intermediates like fatty acids. Glycerol and fatty acids, which are used for
the manufacture of wide range of chemicals such as surfactants, emulsifiers, foam booster etc.
These intermediates are used in the formulation of several finished products like soaps, detergents,
and shampoos. Glycerol is used in lot of cosmetics formulations. Palm kernel oil is also has a
similar fatty acid profile. It could be used for the manufacture of all the coco based chemicals.
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However, the coco based products are preferred due to their characteristic odor and mind set of
people (Pratab, 2009).
2) Bhattacharya in their study on “Putting the customer trust” observed that given the rising
demand of customer as well as increasing competition, the need of the hour is to gear itself
positively to the needs of its customers. This would mean rendering the service in an efficient and
effective manner. (Bhattacharya, 1991).
3) According to Balachandran, S in his study on “Customer driven services and management”, for
the same level of service rendered, some customers may be very satisfied depending upon
perception of experience and expectations. Expectations are based on what one has heared from
others, seen in advertisements, its external appearance or what one has been made to believe by
the sales man. (Balachandran, 1999) .
4) Bal Subramanian and Sathyanarayanan explained in their study that the success of any business
lies in maintaining a strong base of loyal costumer. The organization exists for the customers and the
customers are the deciding forces behind the success or failure of a business organization. (Bal
Subramanian and Sathyanarayanan, 2008).
5) Carlo Lovatelli, in his study on “Good potential for using vegetable oils as biofuels” stated that the
potential for using vegetable oils such as Palm oil, and soyaoil as biofuels is increasing considerably
as the petroleum crude price will continue to rule high. “Petroleum price increase tendency is a
strong indication that biodiesel should become more competitive over the next few years” said
Lovatelli in his presentation on “Vision 2020 -Soya”. Various countries such as Malaysia, USA and
13
Brazil are investing heavily in research to gradually make this bio fuel as an alternative to crude oils.
(Lovatelli, 2005).
6) Davish Janin argued that, in a short span of 30 years, India has emerged as the world’s fourth
largest oil seeds economy next only to USA, Brazil and China. The note is that the Indian oil seeds
ad edible oil sector performed well last year. The seed processors of soya been, sunflower, cotton
seed etc have had reasonably good margins .The oil processor also had good processing margins
as price went up (Janin, 2000).
7) Devendra Arora and Loveleon Gavr stated that customer relationship management is a business
strategy to acquire and retain the most valuable customer relationship. It is estimated that the cost of
acquiring a new customer is four times the cost of retaining the existing one. The core concept
behind marketing is the role of exchange. Exchange can take place between buyer and seller and
also not limited to money. (Devendra Arora and Loveleon Gavr 2006).
8) Dipak Kr Ghosh and Arpitha Ghosh suggested that coconut oil is more beneficial to human body
as a dietary fat than the natural or hydrogenated form of unsaturated vegetable oil. The incidence of
coronary heart disease could be better linked with the consumption of cholesterol rich food of animal
origin and these dentary habits associated with a tension ridden mechanical society. (Dipak Kr
Ghosh,and Arpitha Ghosh, 2008).
9) Elumalai pointed out that Brand strategy is an intimate aspect of product planning. A marketer
has to decide which products to be branded, how to brand them and how to manage the Brands. In
developing a brand the manufacturer has to establish the Brands quality levels and other attributes
that will support the brands together position in the market place. (Elumalai, 2003).
14
10) Windisch opined that the last two decades have seen a substantial increase in the use of
aromatic herbs and essential oils as feed additives in animal nutrition. One of the main reasons for
this trend is to substitute antibiotic growth promoters, which have been completely banned as feed
additives in the European Union since 2006 because they are suspected of contributing
substantially to increasing resistance among human pathogens. Recent investigations have shown
significant antimicrobial effects of several essential oils and essential oil compounds against enter
pathogenic organisms in farm animals. Porcine proliferative enteropathy caused by specific
Escherichia colistrains could be controlled by in-feed application of carvacrol-rich essential oils, and
the effect of some essential oil components against clostridium perfringens and necrotic enter it is
was confirmed in poultry. In ruminants, an improvement of the digestion was observed, resulting in
reduced methanogenesis and nitrogen excretion. In addition, the anti oxidative activity of aromatic
plants and essential oil compounds contributes to the stability and palatability of animal feed and
has, moreover, resulted in an Improved shelf-life and quality of animal products, due to reduced
oxidation. The 'growth- promoting effect' of essential oils (feed conversion rate, daily weight gain,
etc.) is not as evident, since a large number of publications are (commercial) product-driven, lacking
data on the starting material (Windisch, 2010).
15
COCONUT A HISTORY
16
The English name coconut , first mentioned in English print in 1555, comes from the Spanish and
Portuguese word coco, which means "monkey face." Spanish and Portuguese explorers found a
resemblance to a monkey's face in the three round indented markings or "eyes" found at the base
of the coconut. On the Nicobar Islands of the Indian Ocean, whole coconuts were used as currency
for the purchase of goods until the early part of the twentieth century. Coconuts are the fruit of the
coconut palm, botanically known as ‘cocosnucifera, with nucifera meaning "nut-bearing." The fruit-
bearing palms are native to Malaysia, Polynesia and southern Asia, and are now also prolific in
South America, India, the Pacific Islands, Hawaii and Florida. The light, fibrous husk allowed it to
easily drift on the oceans to other areas to propagate. In Sanskrit, the coconut palm is known as
kalpa vriksha, meaning "tree which gives all that is necessary for living," because nearly all parts of
the tree can be used in some manner or another. The coconut palm can be found as far as Norway
in the north, where the people have for centuries ensured that the seed germinates under the right,
'created 'conditions. It is believed that the fruit and palm made their way into Hawaii on account of
the deliberate efforts made by Polynesian voyagers. The name 'coconut', it is believed, was
awarded to the palm and fruit by Spanish and Portuguese explorers .The name was derived from
the Iberian 'El Coco', which referred to a mythical hairy monster. The kernel and hair around the
fruit probably generated the connection. The suffix 'nut' was added to refer to the seed-bearing
palm, as most other tree seeds are referred to in the English language. The name stuck, and today
the whole world benefits from the presence of the palm and fruit. The coconut fruit has many food
uses for its water, milk, meat, sugar, and oil. It also functions as its own dish and cup. The husk
was burned for fuel by natives, but today a seed fibre called coir is taken from the husk and used to
make brushes, mats,fish nets, and rope. A very potent fermented toddy or drink is also made from
the coconut. Coconut oil, a saturated fat made from dried coconut meat, is used for commercial
17
frying and in candies and margarines, as well as in non-edible products such as soaps and
cosmetics. Although it takes up to a year for coconuts to mature, the trees bloom up to thirteen
times a year. Fruit is constantly forming, thus yielding a continuous harvest year-round. An average
harvest from one tree runs about 60coconuts, with some trees yielding three times that amount.
The coconut's name is a bit of a misnomer, since it is botanically classified as a drupe and not a
nut. It is the largest seed known.
Ideal Climatic Conditions:
The coconut palm basically thrives in the world's tropical regions. The coconut palm requires warm
climatic conditions for successful growth. The natural conditions that best suit the growth of the
coconut palm are:
• Sandy soil, with a high salinity tolerance
• Abundant sunlight, with a mean annual temperature of 27°C
• Regular rainfall of approximately 150 - 200 cm, annually
• High humidity
• Absence of an overhead 'canopy' growth
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GROWING
The coconut palm, Cocos nucifera, is considered a "three generation tree," supporting a farmer, his
children, and his grand children. Some trees, which can grow to a height of 60 to 100 feet, even
survive all three generations Cocos nucifera, nucifera meaning nut-bearing, has only one species
that includes both the tall and the dwarf coconut tree, but many varieties exist within the
species.Though the coconut is commonly considered a nut, botanically it is classified as a drupe
and is the largest of all fruit seeds. The coconut consists of the thin, strong outer layer or skin
called the epicarp, the thick fibrous layer called mesocarp, and the dark brown hard shell called the
endocarp that encases the coconut flesh. Just beneath the end of carp is the testa, the thin deep
brown layer that clings to the white coconut meat. The coconut palm is a striking tree with a tall
slender trunk that keeps its same diameter from the base to the top. Beautiful, lacy fronds, about
25 to 35 of them, for man umbrella-like structure at the tree's zenith. The tree grows taller by
forming new fronds that sprout from the top of the tree as the lower fronds die off. Coconuts grow
from the center of the fronds, close to the trunk. Unique to the coconut palm, each tree blooms
thirteen times a year and produces all stages of growth at the same time, from tiny new green nuts
to fully ripened brown nuts that are ready to fall from the tree.
PROCESSING
After harvesting the nuts and removing the coconut water, workers shell the nuts by hand. The
inner skin, a thin brown layer, is cut away leaving pure white balls of coconut meat. The coconut
ball is cut open, then washed and pasteurized. Next it enters a shredding machine that has
adjustments for creating different size shreds for different customer needs. A confectioner may
prefer a finer or shorter shred than a baker. Hot-air ovens or kilns dry the shreddthat is then
19
packaged into large sacks. When the coconut is finally packaged for retail sale, some moisture is
added along with sugar and propylene glycol.
MAIN PRODUCT OF COCONUT IN INDIA
1. Tender coconut water
2. Copra
3.coconut oil
4.Row kernel
5.Coconut cake
6.Coconut toddy
7 .Coconut shell based product
8.Coconut wood based product
9.Coir pitch
20
STERLING COCONUT OILS & CAKES (P) LIMITED
(THANIMA)
21
A PROFILE
Sterling Coconut Oil & Cakes (P) Ltd was established in the year 1953 with an objective to
produce, supply and export of fresh and pure coconut oil. The founder store for the company laid at
Cherpu, a total remote area in Thrissur District, Kerala. Since its inception the company has
marked un paralleled growth that has definitely helped us to emerge as one of the leading and
most reputed companies in the field of extraction and purification of Coconut oil. The company
originally was established in the year 1983 as a partnership firm popularly known as “United Oil
Mills” with an objective to produce supply and export fresh and pure coconut oil in bulk quantities.
Subsequently it was transformed as private Limited Company as is known at present – Sterling
Coconut Oils and Cakes (P) Limited. Sterling coconut oils & Cakes (P) Ltd, is the creation of an
ancestral business family-vallachirakkaran (house) at cherpu. The family business title is “Raphael
and company “,since its inception the company has earned unparalleled growth that has definitely
helped to emerge as one of the leading and most reputed companies in coconut Oil industry under
the Brand name “THANIMA”.
The company strictly follows the quality standards defined by AGMARK and ISO 9001:2000
Certification to take on the challenges of globalization and international quality standards.
By establishing and implementing a high Quality Management System, the company is
striving hard to achieve excellent ceat all levels. Backed by professional management
experts and strong network, the marketing of company's products is channeled through
distributors and retailers appointed in all the key locations of South India. The silver Jubilee
of Sterling was celebrated by spreading the unique fragrance of their prestigious coconut
oil 'THANIMA' to Northern, Eastern, Western and Southern parts of India. The company has
started a new division to take care of exports and begun to accept the export orders from
different parts of world. THANIMA is now available in Europe and Gulf Countries.
22
Presently the management of Sterling is engaged in working out a strategic plan that aims
an ambitious expansion programmes to diversify and enter into the wide market of cosmetic
products like baby oil and soaps.
OBJECTIVES
Thanima’s Quality Policy starts and ends with the customer as a focal point, understanding the
customer's requirements, building systems and processes in place to ensure quality at every stage,
and achieving our commitments on delivering the quality products. It is their endeavor to create a
culture of Total Quality where continuous improvement of people, processes and products become
a way of life. Believe that the foundation of their success is the satisfaction of customers.
Vision
“Our endeavor is to create a culture of Total Quality where continuous improvement of our people,
our processes and our products become a way of life. We believe that the foundation of our
success is the satisfaction of our customers”.
“Our aim is to serve the best quality product (free from all sorts of adulteration) to their
distinguished customers.”
23
MILESTONES & RECOGNITIONS
1. 1953 COMPANY ESTABLISHED.
2. 1994(RENOVATION) INTRODUCTION OF NEW TECHNOLOGY.
3. 1998 ENTERED OUTSIDE THE KERALA MARKET.
4. 2001 BRAND NAME THANIMA GOT REGISTERED.
5. 2002 RECEIVED AGMARK CERTIFICATION FROM GOVT OF INDIA.
6. 2004 FIRST COMPANY IN INDIA TO RECEIVE 9000-2000 CIRTIFICATION FOR
SUPPLY & PRODUCTION OF COCONUT OIL.
FEATURES
Thanima Coconut Oil is extracted and filtered using latest modern techniques, each bottle before
packing is tested by Agmark Authorities Tested in laboratory set up under Agmark standards to
ensure the superior quality of the product and packed in various types of food grade containers and
pouches under highly hygienic conditions. As it give high priority for quality standards. This help to
focus on high quality extraction and ensure the purest form coconut oil. In spite of the success and
growth of this unique product, still continue the same strategy. To avoid any sort of adulteration of
the product, the Company has introduced 'Holograms' on each and every item of THANIMA
COCONUT OIL sold in the market. 'Thanima' the silver jubilant in the edible oil market and coconut
oil exporters, enjoys appreciation from wide range of customers from national and international
level for its purity, smell, taste and freshness. Being the first and best among the edible oil and
coconut oil Thanima complements a real taste to the
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food. Studies reveal that consumption of Coconut oil is one of the reasons that help Asians and
people from the tropics (whose traditional diet includes coconut oil) maintain their natural health
and body weight. The key to weight loss and vibrant health is in eating the right kind of fats (like
those contained in coconut oil), avoiding refined carbohydrates, and consuming whole foods. The
secret to weight loss is in the chain of molecules that makes up the fat of the coconut oil. Its fatty
acids are known as medium-chain triglycerides (MCTs), which burn up quickly in the body. They're
a lot like adding kindling to a fire, rather than a big, damp log. Coconut oil improves immune system
and energy level, stabilize blood sugar, improve thyroid function and it tastes great, too! Apart from
that, using the oil in its purest form is good for the hair and skin. In the coastal regions most babies
are massaged with the coconut oil in its organic form. This is also being considered as holistic oil.
More and more nations are adopting this oil as part of their lifestyle because of more healthy.
.
PROCESSING OF COCONUT OIL
Coconut palms are grown widely in the coastal tracts of Kerala. Copra, the dried kernel is the chief
commercial product from coconut, which is mainly used for oil extraction. Copra normally has an oil
content varying from 65 to 72 per cent. The quality of an ISO
certified coconut oil is related to the quality of copra for use. Oil can be extracted by: smoke drying,
sun drying, or kiln drying, or derivatives or a combination of these three. Then use most modern
technology and machineries for this purpose. It is well purified, by filtering process and perfectly
refined coconut oils obtained. It is left for natural settling and then filtered in a filter press and then
again subjected to micro filtering and thereafter transferred to storage tanks for packing. It is then
packed in various types of food grade containers and pouches under highly hygienic conditions.
25
To avoid any sort of adulteration of the product, the Company has introduced 'Holograms' on each
and every item of "THANIMA" made available in the market. The oil cake obtained as a by-product
will find a ready market as a cattle feed and in the manufacture of mixed cattle feeds or as a raw
material for the extraction of remaining oil by solvent extraction method. For health reasons
nutritionists and dieticians unanimously promote a best coconut oil diets. They recommend foods
fried in this oil, rather than the usual cooking oil. In fact, in Kerala food is commonly cooked in oil
from the coconuts. Researchers from the medical field are studying the benefits of the organic form
of un refined coconut oil. Initial trials have confirmed that unrefined coconut oil or monolaurin has
an anti-viral effect. A minimum of 50ml of unrefined coconut oil would contain 20 to 25 grams of
lauric acid, which indicates that the oil is metabolized in the body to release monolaurin which is an
antibiotic and an antiviralagent. Among the saturated fatty acids, lauric acid has the maximum
antiviral activity. Thanima coconut oil is a quality product of an ISO certified coconut oil suppliers
with Agmark standards. Each bottle is tested by Agmark Authorities before packing. It is tested in
laboratory set up under Agmark standards to ensure the superior quality of the product and packed
under highly hygienic conditions. As it give high priority for quality standards. This helps Thanima to
focus on high quality extraction and ensure the purest form coconut oil.
Rhythm of Process
The process starts with the selection of copra from vendors from reputed areas best known for the
quality and percentage of yield. The copra from unripe fruits is hand picked before being fed into
the drier to eliminate the moisture content to the maximum extent possible so as to give the product
maximum shelf life.It is then automatically fed into the cutter for breaking into small pieces to be
crushed in the expellers for extracting oil using best modern technology and machineries.
26
The extracted oil then transferred to tanks for filtration process. The oil is then again stored in tanks
for further elimination of unwanted particles if any by natural setting. Then under goes filtering in a
high frequency centrifugal filter and transferred to tanks ready for packing.
The most significant factor in the whole process is that from the point of extraction to packing is
wholly automatic and untouched so as to avoid any sort of contamination of the product.
Production Capacity
The unit is having a production capacity of 60 Mt per day and storage tank scan hold up to about
250Mt of oil. Every care is taken by their lab our force keeping the product, factory and
surroundings neat, clean and hygienic. Thanima play a vital part in our activities of all sorts and
contribute their might for smooth running of all day to day activities. The administrative wing also
deserves special mention for their contribution in all fields of production, packing and distribution of
the product.
Quality Control Lab
Quality control, lab is located inside the Thanima, This Lab is started functioning from 1963. The
Lab function starts with quality assurance of incoming raw materials, assurance finished product
quality considering customers needs. The department lab equipped with latest and most modern
analytical instrument for analyzing the samples of raw material in process product and finished
product.
27
Quality Policy
THANIMA,s quality policy is to produce and distribute good quality coconut oil in fresh from, and
distribute materials through a quality system, which registers continual improvement by setting and
reviewing functional quality objectives aimed to create enhanced customer satisfaction. The quality
policy is communicated to all and is viewed periodically for continual suitably. The management
and staff are determined and committed to achieve this quality policy and try to work for achieve
the goal.
AGMARK Standard
The AGMARK standard was set up by the Directorate of Marketing and Inspection of the
Government of India by introducing an Agricultural produce Act in1937. The word 'AGMARK' seal
ensures quality and purity. Agmark is an a cronym for Agricultural Marketing. This organization
used to certify the food products for their quality. This has been super ceded or dominated by other
quality standards including the non manufacturing standard ISO 9000.The Department of
Agriculture Marketing and Agribusiness has the facilities available at its laboratories for testing food
items mainly for the convenience of food and edible oil manufacturers and exporters. THANIMA
coconut oil is packed in various types of food grade containers and pouches under highly hygienic
conditions. THANIMA the silver jubilant in the edible oil market enjoys appreciation from wide range
of customers from national and international level for purity, smell, taste and freshness.
28
Marketing Mix
Product
Price
Place
Promotion
The company has adopted a planned approach for implementing in product, promotion programs
based on the market department follows a scientific approach and customers are taken into
confidence before implementing any changes in this field.
Product
The company has designed the product is such a variety that it differentiated from its competitors
products. The quality that the company is following is according to the ISI standard i.e.
ISO 90001-2000 standard type 1, Agmark standards. The company maintains the standard from
the raw materials up to the finished products standard.
Product profile
ISO 9001-2000 certified management with Agmark quality products