A

Project Report
ON
Ramdev food pvt. Ltd.

Submitted To:

Submitted by:
Hiddarth Saxena
Roll no.241
Div.C
N.R. Institude of business Administration
Ahmedabad : 2013-2014
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 N.R. INSTITUTE OF BUSINESS
ADMINISTRATION
Gls campus, mardia plaza lane, off. C. G. road, Ellis bridge,
ahmedabsd-380006.phone: 6430373

CERTIFICATE

This is to certify that a report based on marketing study

of RAMDEV FOOD PVT LTD is submitted by Mr.
HIDDARTH SAXENA to N.R.INSTITUTE OF
BUSINESS ADMINISTRATION affiliated to THE
GUJARAT UNIVERSITY in the partial requirement
for completion of the “practical study” in the area of
marketing management at the First year of BBA
program for the year 2013-2014.

DIRECTOR PROF. IN-CHARGE EXTERNAL -

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 EXAMINER

ACKNOWLEDGEMENT

I am highly thankful to the management and staff of

(Ramdev food pvt. Ltd.) I am especially thankful to
mr/ms. (
) for helping me in my “Practical Study”. In
addition to allowing me to visit the company and study
the organization, they provide me with many details
which were very useful in preparing this report.
I take this opportunity to thanks our Director DR.
Avani Desai, Professor in-charge (
) for their encouragement and the office staff for
providing us all the facilites for making the visit more
learning oriented .

Name:HIDDARTH SAXENA

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 INDEX

PAGE
CHAPTER SUBJECT NO.

GENERAL INFORMATION OF THE

1 COMPANY 5

2 COMPANY PROFILE 8

3 MARKETING DEPARTMENT 16

4 DISTRIBUTION OF CHANNELS 33

5 MARKETING RESEARCH 40

6 FINANCIAL INFORMATION 42

7 CONCLUSION 44

8 BIBLIOGHRAPHY 45

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 Introduction to Spice Industry

Spices are defined as "a strongly flavored or aromatic substance of vegetable origin, obtained from

tropical plants, commonly used as a condiment". In ancient times, spices were as precious as gold; and as

significant as medicines, preservatives and perfumes. India - the land of spices plays a significant role in the

global spices market. No country in the world produces as many kinds of spices as India with quality spices

come from Kerala, an Indian state. At present, India produces around 2.75 million tones of different spices

valued at approximately 4.2 billion US $, and holds the premier position in the world spices market. Because

of the varying climates in India - from tropical to sub-tropical, 45C to 0 c temperate-almost all spices are

grown in this country. In almost all of the 28 states and seven union territories of India, at least one spice is

grown in abundance.

A spice is a dried seed, fruit, root, bark or vegetative substance used in nutritionally insignificant

quantities as a food additive for the purpose of flavoring. Spices and herbs are good not only for our taste

buds but also for our health. They supply calcium, iron, vitamin B, vitamin C, carotene and other antioxidants.

For instance fresh parsley has been linked with cancer prevention due to its antioxidant content and spicy

food is much more appealing than a vitamin pill. Besides herbs and spices don't have any kilojoules or fact, so

you can eat them to your heart's content.

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 A spice is a dried seed, fruit, root, bark or vegetative substance used in nutritionally insignificant quantities as a food

additive for the purpose of flavoring, and indirectly for the purpose of killing and preventing growth of pathogenic bacteria.

Many of the same substances have other uses in which they are referred to by different terms, e.g. in food

preservation, medicine, religious rituals, cosmetics, perfumery or as vegetables. For example, turmeric is also used as a

preservative; licorice as a medicine; garlic as a vegetable and nutmeg as a recreational drug.

Spices are distinguished from herbs, which are leafy, green plant parts used for flavoring purposes. Herbs, such as

basil or oregano, may be used fresh, and are commonly chopped into smaller pieces; spices, however, are dried and usually

ground into a powder. Salt is a very common seasoning, often mistakenly considered as a spice, but it is in fact a mineral

product.

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 History of spices

Spices have been prominent in human history virtually since their inception. Spices were among the

most valuable items of trade in the ancient and medieval world. The culinary use of spices originated in the

Indian Sub continent and South-East Asia. In the story of Genesis, Joseph was sold into slavery by his brothers

to spice merchants. In the biblical poem Song of Solomon, the male speaker compares his beloved to many

forms of spices. Generally, Egyptian, Chinese, Indian and Mesopotamian sources do not refer to known

spices.

The spice trade developed throughout the Middle East in around 2000 BC with cinnamon, Indonesian

cinnamon and pepper.

A recent archaeolgical discovery suggests that the clove, indigineous to the Indonesian island of

Ternate in the Maluku Islands, could have been introduced to the Middle East very early on. Digs found a

clove burnt onto the floor of a burned down kitchen in the Mesopotamian site of Terqa, in what is now

modern-day Syria, dated to 1700 BC. The ancient Indian epic of Ramayana mentions cloves. In any case, it is

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known that the Romans had cloves in the 1st century AD because Pliny the Elder spoke of them in his

writings.

In South Asia, nutmeg, which originates from the Banda Islands in the Moluccas, has a Sanskrit name.

Sanskrit is the language of the sacred Hindu texts, this shows how old the usage of this spice is in this region.

Historians estimate that nutmeg was introduced to Europe in the 6th century BC.

Indonesian merchants went around China, India, the Middle East and the east coast of Africa. Arab

merchants controlled the routes through the Middle East and India until Roman times with the discovery of

new sea routes. This made the city of Alexandria in Egypt the main trading centre for spices because of its

port.

MIDDLE AGES

Spices were among the most luxurious products available in the Middle Ages, the most common

being black pepper, cinnamon (and the cheaper alternative cassia), cumin, nutmeg, ginger and cloves. They

were all imported from plantations in Asia and Africa, which made them extremely expensive. From the 8th

until the 15th century, the Republic of Venice had the monopoly on spice trade with the Middle East, and

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along it with the neighboring Italian city-states. The trade made the region phenomenally rich. It has been

estimated that around 1,000 tons of pepper and 1,000 tons of the other common spices were imported into

Western Europe each year during the Late Middle Ages. The value of these goods was the equivalent of a

yearly supply of grain for 1.5 million people. While pepper was the most common spice, the most exclusive

was saffron, used as much for its vivid yellow-red color as for its flavor. Spices that have now fallen into some

obscurity include grains of paradise, a relative of cardamom which almost entirely replaced pepper in late

medieval north French cooking, long pepper, mace, spikenard, galangal and cubeb. A popular modern-day

misconception is that medieval cooks used liberal amounts of spices, particularly black pepper, merely to

disguise the taste of spoiled meat. Charlemagne was the keeper of thosand different spices.

EARLY MODERN PROJECT

The control of trade routes and the spice-producing regions were the main reasons that Portuguese navigator Vasco

Da Gama sailed to India in 1499. Spain and Portugal were not happy to pay the high price that Venice demanded for spices. At

around the same time, Christopher Columbus returned from the New World, he described to investors the many new, and then

unknown, spices available there.

It was Afonso de Albuquerque (1453–1515) who allowed the Portuguese to take control of the sea routes to India. In

1506, he took the island of Socotra in the mouth of the Red Sea and, in 1507, Ormuz in the Persian Gulf. Since becoming the

viceroy of the Indies, he took Goa in India in 1510, and Malacca on the Malay peninsula in 1511. The Portuguese could now

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trade directly with Siam, China and the Moluccas. The Silk Road complemented the Portuguese sea routes, and brought the

treasures of the Orient to Europe via Lisbon, many of which are coveted spices.

Introduction On

RAMDEV FOODS PVT Ltd.

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Name : Ramdev Food Products Pvt. Limited.

Registered

Office : Spice World,

Sarkhej-Bavla Highway,

Changodar-382213,

Ahmedabad, INDIA.

Type of

Business : Manufacturer, processor and exporter of Instant Mixes, Indian Spices, Indian

groceries, general spices, whole spices, blended spices.

Punch

Line : Lal Yani Tazza.

Logo

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 LOCATION OF COMPANY

The company is located at :

Spice World,

Sarkhej-Bavla Highway,

Changodar-382213,

Ahmedabad, India.

It is spread over a sprawling 37000-sq. yard plot; the unit has the capacity to match the best manufacturing process and

standard in the industry.

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Unit has the cleaning and processing capacity of more than 60000 kg per day.

In house Research & Development laboratory, works in line with a standard set of research institute of repute in India and

abroad a carry out analysis of various products.

Established a Sensory Evaluation Division and a trained panel in their Quality control lab for consumer acceptance of products.

FORM OF THE ORGANISATION

Ramdev is a private limited Company. According to the rules the private company must have minimum members 2 and

maximum members 50. The minimum directors must be 2. Ramdev fulfills the requirement and has 5 directors. As it is a private

company the shares are not listed on stock exchange and transfer of shares also restricted and is prohibited to invite public to

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subscribe for its share. It can start its business after getting incorporation certificate and has to prepare Articles of Association.

There is no need to call first statutory meeting and there is no provision for minimum subscription.

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 History of Company

India, the Queen of Spices, has always attracted the world with her exotic masalas. In fact, the connection goes back

many centuries. To the time when travelers like Vasco da Gamma and Columbus were still exploring the geography of the Earth.

Even then, the mystique of Indian spices magnetized them to India and paved the way for a new chapter to be written in the

annals of time.

‘The Lure of the Unknown’, which repeatedly brought visitors to the Spice Land, was the presence of

nature's rich elements in those fresh and highly aromatic spices. Spelling magic and carrying an enviable aura, they

left people spellbound.

RAMDEV, have preserved the same values in all their products ever since they started as a small unit in 1963, in

Ahmedabad, India. The founder of the Ramdev is Shri Rambhai Chaganlal Patel. A small step became a giant leap in no time. But

there was a binding force, a commitment that helped them to keep their promise of purity and freshness in their products for all

these years.

Their immense belief in the philosophy of 'reaching a customer's heart through quality' has enabled them to spread the rich

Indian heritage to millions of homes all over the globe. And that’s their pride. Indian food. The Indian way.

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 The year 1963 marked the birth of "Ramdev" under the expert guidance of the late Shri Rambhai Patel. The infancy of

"Ramdev" had spices, Agro commodities and packed food items. Once started, there was no looking back; in no time "Ramdev"

had hit the charts with an ever booming sale with a record growth rate of over 20 to 30 percent, and today it has crossed over

Rs. 60 crores. "Ramdev" as on today has its presence all over India and other major continents like Europe, America, Africa &

Australia. "Ramdev" owes its trajectory of success to Shri Arvindbhai Rambhai Patel, Shri Hasmukhbhai Rambhai patel and Shri

Pravinbhai Rambhai Patel with an active support from Shri Rambhai Chhangandas Patel. The company got incorporated in 1989

with Shri Hasmukhbhai Patel & Shri Pravinbhai Patel leading it, and also they had a powerful team of professionals to back

them.

Branded spices were launched in the year of 1989. Ramdev was the first to launch the branded spices. At the time spice

market was totally controlled by loose products. Almost 98% of total spices were sold through loose market. The objective

behind launching of branded spices was giving superior quality products and to make spices available at each and every retail

counter.

Behind the spectacular success of Ramdev Food Products Pvt. Ltd. lies the genius of Mr. Hasmukhbhai Rambhai Patel.

Hasmukhbhai led his company as managing director from 1989 to 1998, as chairman from 1998 to 2001 and ever since has

been heading the company as chairman-cum-managing director.

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 In 1991 they launch tea, garam masala, pav-bhaji masala etc. and they also started Instant Mix. In 1992 they launch

Hing. First they were only in Gujarat

but after 1995they spread over Rajasthan and till2007 they are spread over 17 states of India and Gujarat. In short they are

spread over 18 states of India like Maharashtra, Chhatisgardh, Madhya Pradesh, Orrisa, Uttranchal, Blagladesh,Punjab,etc.

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 MISSION AND VISION

OF THE COMPANY

MISSIOIN:-

“Reaching a customer’s heart through Quality”

Their main aim is to provide a best quality to their customers.

VISION:-

- Vision of the company is to make available the Ramdev brand at every counter at every center

through increase distribution networks.

- Company’s vision is to be Rs. 100 Crore Turnover Company by 2009.

- To concentrate on new product developments. Launching of newer products will be prime focus.

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- Apart from launching new products Ramdev has also initiated the packaging development process.

The packing of Instant Mix, Garam Masala and Vedam Incense sticks has already

been changed to attractive and hygienic packs.

BUSINESS PHILOSOPHY

“Reaching a customer’s heart through Quality”

“A Promise of Purity and Freshness”

For maintaining a constant demand and for building up a good reputation, it is very essential to maintain the quality

of the products well above average quality of the market samples. Even though, quality control is relatively an old concept, it

has profound influence in their marketing strategy.

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 Ramdev products pass through strict quality control checks before they are allowed to reach the customers. The

company has a team of dedicated food technologists under whose watchful eyes the products are manufactured. They never

forgot their philosophy even if it means a little less profit. In long run, it is the quality that distinguishes the winner from others.

In fact Ramdev is reaching out across the world to strength a bond of affection and trust, with its winning range of

products. Brining the rich Indian tastes to satisfy the customers needs.

ORGANISATIONAL CHART

Chairman

Managing Director

General Manager

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Packing Finance Production Marketing Sales & Personnel New

& Dept. Dept. Dept. Purchase Dept. Product

Printing Dept. Develop’t

Dept. Dept.

Manager Manager Manager Manager Manager Manager Manager

Staff A/ctant Officer Mktg Officer Executive Staff

Executive

Officer Supervisor Sales Sales

Representative Man

Staff

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 A systematic and well-defined organizational structure plays in vital role and provides accurate information to the top

level management. An organization structure define a clear cut line of authorities and responsibilities among the employees of

Ramdev work together shaved a common discipline and contributed to the federation at a higher position.

The organization structure of Ramdev is well arranged structure. At a glance a person can completely come to know

about the organization structure.

Ramdev is leaded by the director under him five branches viz. Factory, Marketing, Accounts, Purchase, Human

Resources Department.

Factory department has a separate general manager under him there are six branches viz. Production, Stores,

Distribution, Quality, Packing and printing, and New product development. This department takes care of the factory work.

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 Marketing department has regional senior marketing manager and under him there is a regional manager. This

department takes care of the marketing aspects of Ramdev.

Accounts department takes care regarding accounts i.e. day to day work. Under the accountant there is one clerk.

Purchase department takes care regarding the purchase of raw materials and may other things. Purchase department

have also various clerks.

ACHIEVEMENT OF ORGANISATION

The achievements of the Ramdev Foods are:-

 Ramdev is the first to get ISO22000 which is for Food Safety Management System.

 Ramdev also got the license to use Agmark mark on their product.

 Ramdev is first to introduce polypacks for spice in India. All the other brands followed suit. Polypacks became the

benchmark and the trend in the spice market.

 Ramdev was the first company to launch price packet Rs. 2/- and Rs. 5/- packs in year 2000. To increases penetration of

Ramdev products down to the lower strata and to make packaged foods available price packets were introduced. In the

very first year over 68 Lac units of Chilli, Turmeric and Garam Masala price packers were sold. Another trend was set.

Competition also introduced price packets.

 Ramdev opened a new markets outside Gujarat. i.e.Maharastra, Chhatisgarh, Orrisa, Rajasthan, Delhi, Madhya Pradesh,

Punjab, J&K, Ghaziabad, and Uttranchal. Outside Gujarat Ramdev is present in North, East and West India. Ramdev is

catering market through 11 C&F’s, 645d distributors, 78680 calls, 16 states, and 167 sales team persons.

 Ramdev has also initiated the concept of Consignee sales agents in the states of Assam, Bihar and Jharkhand.

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 Total turnover of Ramdev Food Products Pvt. Ltd. is Rs. 55 Crores for the year of 04-05.

 Ramdev has launched its premium range of spices in the month of March, 05. The response of Premium spices can b

drawn from the fact that with 15 days of the launch most of competitors launched the premium range.

 Ramdev has also launch Vedam brand incense Sticks. Customer response of Vedam is very good. Vedam is the only brand

in Incense stick category, which has qualified marketing team who works systematically according to company policies.

 Ramdev is the trendsetter in deciding the prices and schemes.

 Sales of pickle masala have jumped by 350% over last year (02-03) touch a record high of 145 tons.

 Have resurrected the export market and popularized the Ramdev brand amongst the Indians in the US, UK, Gulf and China.

 Ramdev is catering the export market through private labeling concept.

Memberships and Associations

 Rifle Club, Rajpath Club, Karnavati Club, Sun-n-Step Club, Gujarat Cricket Club.

 Gujarat Chamber of Commerce and Industry.

 Tax Payers Protection Council.

 CFTRI, Mysore - Research & Development,

 Ex. Member – Advisory Committee, Labor Board, Gujarat Government.

 Ex. Secretary – FAG.

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 BOARD OF DIRECTORS

Shri Hasmulkhbhai Patel is assisted by his son Ruchirbhai and daughter Ripalben. Shri Hasmukhbhai Patel’s wifr Smt.

Minaxiben Patel heads the R&D wing of the company.

DIRECTORS

Smt. Minaxiben H. Patel

 A hard working woman entrepreneur who helps develops various recipes to satisfy every Indian taste bud.
 She heads the R&D wing of the company.
 She herself is an experienced recipe connoisseur,
 Ensures quality control.
 Loves touring and plays the wonderful host.

Shri Ruchirbhai H. Patel

 A young commerce student with zeal to progress.

 Thinks global. Helped develop brands like ‘Vedam’ and ‘Ripal’ as future mega brands.
 When comes to horsepower Ruchirbhai goes to top of the line with his Honda CR-V.

Miss Ripalben H. Patel

 Ripalben is currently doing her BBA course at GLS Institute Ahmedabad.

 Ripalben will join the business after completing MBA.

Shri Pradipbhai N. Patel

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  Young and Energetic person always willing to learn and adapt new ideas.
 Looks after Marketing, Legal and Administration department of the company.
 Loves Touring.

Shri Gaurangbhai N. Patel

 Young and Energetic person and hard working.

 An Authority to company’s Finance Department.
 Very Kind and Generous and always smiling.

PRODUCTION DEPARTMENT

Introduction

Explosion of the production technology and changes in technical field is going to bring out revolution in the industry

sector which eventually gives stand to study and favor the come backing subject i.e. production and management.

Computers has evolved as a growing force with which operations managers tremendously use for various purposes i.e.

starting from cost reductions purposes management has been enormously up graded to more higher level.

Production and operation management is planning, organizing, staffing, directing and controlling of all the production

system those portions of organization that convert inputs into products and services. In the general production system take

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raw-materials, personnel, machines, buildings and other resources and produce products and services. Moreover outputs i.e.

products and services which generate revenues and perpetuate the system are not only the concentrated things but also the

over looked indirect outputs like axes, wages, and pollution, technological advances, wages and salaries and community are

today looked over as important output.

The core of production system is its conversion subsystem where in workers materials are to convert inputs in to

products and services. This production department is at heart of the firm’s workers and capital sets are engaged and it is able to

produce low cost products and superior quality in timely manners.

Thus there arises enormous need of giving rise to this department as whole and function as an individual with strong

concrete base being foundation pillars of a manufacturing organization if the intention is to succeed nationally and

internationally.

Sources of Raw Materials

Mirchi Guntur

Haldi Sangli

Dhana Rajasthan – Kota

Jeeru Unja

Hing Afghanistan - Kabul

All the raw materials are kept on the panel made before the walls so that the dust particles of walls do not enter into it. Raw

materials are tested before it is loaded and till it gets checked and ok stamp is not attested till than that raw materials are not

taken into production. There are different sacks for different raw materials and finished products and name of the product is

written on the sack so that the raw material does not get mix up and does not get into production of different product.

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Production process

CHILLI

The raw material of chilli is brought from Guntur and when it comes it is dried in sun light in the truck in the ground of

factory and it is checked there.

Than all the dried chilli are put in the machine for removing its petiole. Than it is put in the machines for crushing and

chillies are crushed 2 times. 2% edible oil – refine rapseed oil is put in the machine so that the powder of chilli does not spread

anywhere and it appears more red when oil is mixed with it. Machine is polished regularly by the maintenance dept. of the

company for breaking lumps. At last the powder is filled in the sack on which chilli or marchu is written and while filling it there

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is a magnet in the machine so that if there are any iron particles in the powder it is found and given for testing in the lab. At a

stretch 250kg of chilli powder is made and production of chilli is 900 to 1000 kg is made in one hour.

CCTV camera are placed in the production dept. so that they can see in the office how the work is done by the workers.

Drying

Crushing

Crushing

Adding Oil

Polishing

Filing

Production Capacity

Total Mirchi : 25 lac kg per year

Chilli/Mirchi powder : 900 to 1000 kg per hour

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Turmeric/Haldi powder : 500 kg per hour

Coriander/Dhania powder : 500 to 600 kg per hour

Coriander-cumin/Dhania-jeera powder : 500 kg per hour

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 FINANCE DEAPRTMENT

Introduction

Financial management is that managerial activity which is concerned with the planning and controlling of the firm’s

financial resources. Finance is nothing to other but the money. Money is necessary input for economic actives. In the other

words “Finance is the common denominator the vast range of corporate objectives. The major part of any corporate plant must

be expressed in financial term”.

This unit is a private limited company and this department is managed by Shri Gaurangbhai N. Patel. In the year 2005-06

the turnover of the company is 68 Crores and this year 2006-07 turnover is 87 crore. So there is 28% of growth.

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 HUMAN RESOURCE DEPARTMENT

Introduction

The success to any industrial unit, depend upon their personnel department. Personnel department is basically

commercial with human resource of an enterprise and it also continue procurement, development, non monetary comparison,

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integration and maintenance of the personnel purpose of contribution towards the accomplishment of the organization’s major

goal and objectives.

Personnel management in opinion of many authors is true management. So sometimes it’s told that management means to

manage human behavior. Personnel management is that phase of management which deals with effective control of use of

manpower as distinguished from other source of power.

The management includes all aspects of works such as recruitment, selection, medical checkup, various types of

training, transfers, welfare activities, union activities factory all provision and industrial dispatch.

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Recruitment

Recruitment forms the first stage in the process which continues with selection and cased with placement of the

candidate recruitment makes it possible to acquire the number and types of people necessary to ensure to continues operation

of the organization requirement has, been regarded as the most important function of personnel administration.

Selection

Selection process is concerned with screening relevant information b\about an applicant. The objective of selection

process is to determine whither an applicant meets the qualification for a specific job and to choose the applicant who is most

likely to perform well in that job.

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Training and Development

Training and management development are the two separate things. Training is required for persons working at

operative level and it is required for increasing the knowledge and skills of employees. So that they can perform their tasks in

the best manner while management development refers to the activities which take place in order to improve the performance

o the managerial levels personnel’s. Training and management development contribute a lot in increasing the productivity.

For providing to newly selected person at operative level, he is places at the work under supervision of the senior

worker who gives guidance and instruction about the particular work. For the managerial level personnel, they select only those

people who are having an experience of at least three year in the same fields. Then a newly selected person is assigned such

tasks as are of less important and his performance is observed for three months.

There are two types of training methods:

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 On the job Training Methods: Off the job Training Methods

On Specific Job Special Course & Lecture

Experience Conference

Coaching Case Studies

Understood Role Playing Method

Position Rotation Management Games

Special Projects

Selective Reading

Apprenticeship

Promotion and Transfer Policy

Promotion

A promote on the transfer of an employee do a job, which play more money are one that caries some preferred status.

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Transfer

Transfer is the pre-relative right of the mgt. transfer is done if it is necessary for the organization.

Transfer is generally affected to build up a more satisfactory work team and to achievement some purpose.

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Wage and Salary Administration

Attendance is considered to be one of the major and important factors responsible for the Wage and Salary

Administration.

Common method is followed for the Wage and Salary Administration the present catalogue record received from the

time keeping office. The present record is maintained to each 3employee in the register, which is known as master roll.

Performance Appraisal

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 The performance appraisal system is a process of evaluation of employees’ performance on jobs in loans of its

recruitment. It is also known as assessment of behavior performance and attitude of employees

The value, excellence, spirit, qualities of status of some subjects of performance appraisal is quite useful in various

administrative decisions s training, transfer, promotion etc.

Social & Welfare Activities

Every units success depends upon the regulatory and sincerity of the employees. The Ramdev is already regular in

paying amount of salaries to employees satisfactorily for their contribution in unit. The Ramdev has taken many efforts in the

welfare activities provided to their staff and employees are as mentions.

 Canteen facility

 Uniform facility

 Leave facility

 Accident Scheme

 Light music during working hours

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  Garden for small function

 Every religious function is celebrated

Safety Measures

Safety of the worker and employees are the responsibility of the company. The company must take care of the health of

their employees and workers.

The company provides the following safety measures

 Proper hand sanitizing system

 A cap to cover workers head and hair

 A handkerchief

 A mask so that the dust particles do not enter their mouth during production

 A system to wash the workers leg so before entering into the production department so that the dust particles

do not enter the into product

MARKETING DEPARTMENT

Introduction

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 Introduction is very vital function in any industry. Every company has to handle its marketing function with care. As the

whole world is turning in to a global market, marketing function is getting more and important in every company. The term

marketing is changing in the world. Now selling product by advertising. It is not only the function of marketing. But in this new

world marketing puts weightage on satisfying consumer needs. If the market does a good job understanding consumer needs,

develops product that provides superior value and price, distributes and promotes them effectively. This product will be sold

very easily.

Definitions of Marketing

Marketing deals with identifying and meeting human and social needs.

The American Marketing Association offers the following formal definition: Marketing is an organizational function and

a set of process for creating, communicating, and delivering value to customers and for managing customer relationships in

ways that benefits the organization and its stake holders.

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.

PRODUCT

What is product?

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 A product in simple words means a set of tangible physical and chemical attributes assembled in an identifiable and

recently reorganized form.

Anything that can be offer to a market for attention acquisition use for consumption that might satisfy a want or need.

Product is a bundle of utilizes consisting of various product features and accompanying service.

Soap, Shampoo, Powder, etc. are some example of product.

Product mix is the set of all products and items that a particular seller offers for a sell. A product mix consists of all the

product lines and item that are sold by the company.

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Product Range:

Ramdev food products

___________________________________________________

Basic Spices Instant Mixes Blended Spices

Chilli powder Gota Compounded Asafoetida

Turmeric powder Khaman Super Garam Masala

Coriander powder Dalwada Super Tea Masala

Coriander cumin powder Dahiwada Premium Garam Masala

Idli Premium Tea Masala

Dhokla Premium PavBhaji Masala

Dhosa Premium Chhole Masala

Pizza Premium Panipuri Masala

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Gulab Jamun Premium Shambhar Masala

Methi Gota Premium Chat Masala

Handvo Achar Masala

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 Quantity

10g 15g 25g 35g 50g 100g 200g 500g 1kg

Hing - Hing - Hing Hing - - -

SGM - SGM - SGM SGM SGM SGM -

- STM STM - STM STM - - -

- - - - PGM PGM - PGM -

- - - - PTM - - - -

- - - - Pavbhaji - - - -

- - - - P Chhole - - - -

- - - - Panipuri - - - -

- - - - Sambhar - - - -

- - - - Chat - - - -

- - - - - Aachar Aachar Aachar -

- Chilli - Chilli Chilli Chilli Chilli Chilli Chilli

Page | 45
- Turmeric - Turmeric Turmeric Turmeric Turmeric Turmeric Turmeric

- - - - Coriander Coriander Coriander Coriander -

- - - - Coriander- Coriander- Coriander- Coriander- -

Cumin Cumin Cumin Cumin

- - - - - - - Gota(chutney) -

- - - - - - - Khaman -

- - - - - - - Dalwada -

- - - - - - - Dahiwada -

- - - - - - - Idli -

- - - - - - - Dhokla -

- - - - - - - Dhosa -

- - - - - - - Pizza -

- - - - - - - Gulab Jamun -

- - - - - - - Methi Gota -

- - - - - - - Handvo -

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How they develop a new product?

Ramdev has a new product development department. They do research and than develop a new product. There is a

team of 180 members which work upon the development of the new product.

They have developed 80 new product and they give this product to the 400 ladies at home for testing. A form is given to

them and then they work upon the feed back form and make some changes in the product according to the suggestions given

in it. And after making changes again the product is given for testing and when it is 80% ok than only the product is ready for

production. They give is product to the management.

When the top management gives them the order for launching a new product than and than only they can put the

product in the market.

A small lot is given in the market and than the feedback is taken and suggestions are taken into consideration and then

the big lot is put in the market.

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 The product which they have developed but didn’t put in the market are fafla, jalebi, upma, coconut chuntey, Punjabi

Damalu gravey etc.

In last one year they have launched a Vedam Chilli in the states out of Gujarat.

Branding

A brand is something that resides in the minds of consumers. A brand is a perceptual entity that is rooted in reality but

reflects the perceptions and perhaps even the idiosyncrasies of consumers.

Branding is endowing products and services with the power of a brand. Branding is all about creating differences. To

brand a product, it is necessary to teach consumers “who” the product is – by giving it a name and using other brand elements

to help identify it –as well as “what” the product does and “why” consumers should care. Branding involves creating mental

structures and helping consumers organize their knowledge about products and services in a way that clarifies their decision

making and, in the process, provides value to the firm.

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 Ramdev Food Products Pvt. Ltd. has developed a brand called Ramdev as an international brand. It can be seen that

Ramdev is at driving position in pure spices category all over India. Ramdev brand is popularized amongst the Indians in the US,

UK, Gulf and China.

They have also developed a brand called Vedam. It is not in Gujarat but it is out of Gujarat state. They have launched a

Vedam chilli but it is not available in Gujarat. There are Vedam incense sticks also.

They are developing brands like “Vedam” and “Ripal” as their future mega brands.

Packing and Labeling Strategy

It refers to wrapping, filling or compressing of goods to protect them from spoilage, pilferage, breakage, leakage etc.

various kinds of goods are placed of packed into appropriate containers for protection and convenient handling. Bulky materials

like cotton and jute are compressed into bales. Liquid material like oil and milk are put into bottles and cans. Heavy goods are

orated and fragile products are placed in boxes, tins or special containers. The packing implies placing products in suitable

package for safe and easy handling. Packing involves designing and producing appropriate package for products. It is concerned

with the determination of convenient size lots in which the products is to be put on the market and creation of proper package

for different lot sizes, a package is a case container, wrapper or other receptive used in packing products.

PRODUCT PACKING

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SPICES

Chilli Powder Plastic polythenes

Turmeric Powder Plastic Polythenes

Coriander Powder Plastic Polythenes

Coriander – Cumin Plastic Polythenes

INSTANT MIXES

Gota, Methi Gota Cardboard

Dalwada, Dahiwada Cardboard

Idli, Dhosa, Dhokla Cardboard

Pizza, Handvo Cardboard

Gulab Jamun, Khaman Cardboard

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 BLENDED SPICES

Hing Powder, Aachar Plastic Bottle

SGM, STM, Plastic Polythenes

PGM, PTM Plastic Bottle

Pav Bhaji, Chhat, Panipuri Plastic Bottle

Premium Chhole, Sambhar Plastic Bottle

Labeling

Label is a subject of packing. Labeling helps in

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- Identifying the Product

- Describe the Products

- Promoting the Product through attractive graphics.

Ramdev Food Products Pvt. Ltd. products are market through a label – the brand name ‘Ramdev’. Moreover it carries all

necessary details like Co.’s name, address, date and year of manufacturing, batch no., lot no., job card no., M.R.P., punch line

etc.

All the products are laminated with plastic so that it can remain for a long time.

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 PRICING

What is pricing?

The amount of money charged for a product or service, on the sum of the values that consumer exchange for the

benefit of having the product or service.

In general, price is the amount of money charged for a product or service. Historically price has been the major factor

affecting buyer choice. Price is one of the flexible elements of the price mix.

Ramdev price policy is 100% cost effective. Price is depending on the cost of raw materials. There is no competitive

price policy. According to them when there is change in price of their product there is also change in price of other competitors

product, means when they change price seeing them the competitors also make change in the price of their product.

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 Their prices are different in different states, means their selling price in Gujarat is not same as in Mumbai and Delhi.

Their price will be Rs. 10/- more in Mumbai than what it is in Gujarat. And it is Rs. 10/- more in Delhi than what it is in Mumbai,

means Rs. 20/- more in Delhi than what it is in Gujarat.

There is no change in price made by the company in last six months.

COMPARATIVE ANALYSIS

The comparison of the product and price of the Ramdev is done with other company and it is as follows:

Basic Spices

Product Weight Prices

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 Ramdev Everest

Chilli 500gm Rs. 60/- Rs. 70/-

Turmeric 500gm Rs. 46/- Rs. 55/-

70

60

50

40
Ramdev
30 Everest
20

10

0
chilli

we can see that the prices of the Ramdev is comparatively less than Everest prices.

Instant Mix

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Product Weight Prices

Ramdev Gits

Khaman 500gm Rs. 38/- Rs. 46/-

Dalwada 500gm Rs. 45/- Rs. 42/-

Dokhla 500gm Rs. 30/- Rs. 46/-

Dhosa 500gm Rs. 40/- Rs. 42/-

Handvo 500gm Rs. 40/- Rs. 54/-

60

50

40

30 Ramdev
Gits
20

10

0
Khaman Dalwada Dhokla Dhosa Handvo

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 Here we can see that there is very little variation in the price of Gits and Ramdev in Dalwada, Dhosa. There is much

variation in the prices of the Handvo, Dhokla and Khaman.

PROMOTION

Segment Marketing

A market segment consists of a group of consumers who share a similar set of needs and wants. A process of dividing

entire market into different parts as per unique feature of consumer, expectation, requirement of different marketing mix.

Ramdev has divided his market segment into three parts rich, middle, and poor. They have targeted the rich and middle

people through quality chilli powder and their other products. And they have also targeted poor people through their sachet

packs of Rs. 2/- so that they can buy in small quantity as they have less money.

Advertisement

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 Advertising can be traced back to the very beginning of recorded history.

Any paid form of non personal, presentation and promotion of ideas goods or services by an identified sponsor is known as

advertising. Advertising is very important tool to combat competition.

Ramdev has done advertising and promotes its brand through press, TV, radio, pop and through various schemes. Mudra

and identity are advertising agency. As per their budgets and strategy they plan the brand promotion activities.

Currently they are more shifted to TV and press ads. In the past the company’s ad campaign was done through hoarding

and press ads. But now they are more focused on TV ads and press ads.

One of their most successful campaign was of press ad campaign of magalsutra scheme, which was operated during 1993

to 1998.

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 The company’s this year advertisement budget is Rs. 2.0 Crore. The celebrities which have worked in their ad campaign

are Archna Joglakar, Natasha (Kavyaanjali fame) and Gayatri Joshi (Swades fame).

Sales promotion

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 Sales Promotion is a key ingredient in marketing campaigns. Where advertising offers a reason to buy, sales promotion

offers an incentive to buy.

For sales promotion with 50 g of Premium Garam Masala of Rs. 35/- , Kurkure worth of Rs. 5/- is absolutely free. There

was a scheme of Titan Watch in Instant Mix and Aggarbati. Mirchi is free with a pack of Gulab Jamun, and aggarbati is free with

mirchi.

They have taken part in the exhibition Vacation 2007 and in that for their sales promotion they are domostrating their

product means they are preparing Gulab Jamun, khaman and giving people for testing at free of cost and if they like it they can

buy. They sometime send door to door their sales man and they demonstrate their product.

During our visit they made us eat their Khaman (Instant mix) and they gave three packets of Instant Mix and Premium

Chilli Powder, Premium Turmeric Powder, Hing Powder with kukure free, and Premium Garam Masala and it all costs more than

Rs. 200/- and they gave it to 40 student.

Their next December scheme is with a pack of 50 g of Hing Powder kurkure worth Rs. 5/- is free.

They also give dummies to the retailer for advertisement. During winter there is more sale of garam masala and during

Diwali there is more sale of Instant Mix.

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 Monday

_____________

Surat Local

Tuesday

______________________________________

Bhuj Saurashtra Sabarkatha

Wednesday

_____________

Ambaji Mehsana

Thursday

_________________________________

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 Panchmahal Bhavnagar Vapi

Friday

___________

Baroda Kheda

Saturday

Local

PLACE

Place is marketing tool which includes the various activities the company undertake to make the product accessible

and available to the target customers.

There are total 725 distributors in India of Ramdev and 87000 retailers.

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Distribution Channel

Most producers work with marketing intermediaries to bring their products to market. The marketing intermediaries

make up a marketing channel also called distribution channel.

Distribution channels are sets of interdependent organizations involved in the process of making a product or service

available for use or consumption.

A zero level of channel also called a direct marketing channel consists of a manufacturer selling directly to the final

customers.

A one level channel, contain one selling intermediary such as retailor to the final customers.

A two level channel, two intermediaries are typically wholesaler and retailer.

A three level channel, are typically wholesaler, retailer, and jobber in between.

Ramdev has a one level distribution channel. That is there is only retailer between the company and the consumer.

Product

Agent

Retailers

Consumers

Agents

Page | 63
 Agency States

Domestic

Ramdev Food Products Pvt. Ltd. Mumbai

M/S Parth Enterprises Thane

M/S Mauli Agency Pune

M/S Kishan Puria Tradelinks Nagpur

M/S Gurudev Sales Raipur

M/S Maa Santoshi Associates Bhubneshwar

M/S Laxmi Narayan H Saboo Jaipur

Ramdev Food Products Pvt. Ltd. New Delhi

Laxmi Enterprise New Delhi

M/S Shivani Agency Indore

M/S Shivam Enterprises Chandigarh

M/S Mayur Enterprises Haryana

M/S Shrum Enterprises Ghaziabad

International

Taj Mahal Video, Inc. Decatur

Taj Imports Austin

Page | 64
 Dhanraj San Le an dro

Deep Foods, Inc. (NJ) Union

Deep Foods, Inc. (CA) Hayward

Deep Foods, Inc. (IL) Bensenville

Deep Canada Inc. Canada

RWS Enterprises Ltd. Uganda

Marketing department obtain the information from the retailers. They regularly meet after 24 days and this way there is

regularly feed back obtain from the retailers.

The general commission or margin to the retailer and distributor is as per the understanding between the company and

them.

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 MARKET RESEARCH

Market research is very important for the company. Ramdav has a separate department for the research.

Quality check department

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 There is a separate department for the research and quality checking. They do research by their own. They burn their

product so that if there are any dust they can come to know and if there are any iron particles they can take it and quality of the

product can be improve. They also do research on the products of their competitors like Kamdhanu, Kitchen Express, Spyram,

etc. If they find any good thing in their product or in their packing than they take it and inform that to the management.

CONCLUSION

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 Our overall impression about the unit is inexpressible. In this report after analyzing we can conclude that Ramdev is

progressive very rapidly in the Indian and as well as International market. The performance of the unit is very impressive in the

past year. Though there is tough competition with Everest, Gits, MTR, etc. it is difficult to get the certificate of ISO22000 the

food safety management. Ramdev is the first company to get it. It was the first company to launch the masala in sachet. The

market share of the Ramdev is 40% to 60%.

At present Ramdev is popular. 24 years is a very big time for any brand to establish itself successfully in the market.

This gives us golden opportunity to know all the functional area of Ramdev. We had known about the products of Ramdev, their

quality, packaging, and price. Ramdev is leader in the Spice industry.

Hope and wise that the success story of Ramdev going forever and other industries should take inspiration from this

successfully story.

We are sure and confident that successor capable and innovative my best wishes for future success of the industry is

an important part of our visit.

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 BIBLIOGRAPHY

1. Books:

 Marketing Management – twelfth edition – Indian edition

 K. Aswathappa, Human Resource And Personnel Management

4th edition.

2. Websites:

 www.ramdevfoods.com

3. Search Engine

 www.google.com

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