Bharati Vidyapeeth

(Deemed to be University)
Pune, India
Institute of Management and Entrepreneurship
Development, Pune

Impact of Advertisement on Sale of Product

A Summer Training Project Report
Submitted in Partial Fulfillment of the Requirements for the

Award of Degree of
Bachelor of Business Administration
2017 – 2020

Submitted by: Guided by:

Abhay Shukla Dr. Vijay S Phalke
Roll No. 05
Division: A

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2
 Certificate of originality

This is to certify that the project report entitled “Impact of Advertisement on Sale of
Product” submitted to Bharati Vidyapeeth (Deemed to be University), Pune in partial
fulfillment of the requirement for the award of the degree of Bachelor of Business
Administrationis an original work carried out by Abhay Shukla under the guidance of
Dr. Vijay S Phalke The matter embodied in this project is the genuine work done by
Abhay Shukla to the best of my knowledge and belief and has not been submitted before,
neither to this University nor to any other University for the fulfillment of the requirement
of any course of study.

Signature of the Student Signature of the Guide

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 Certificate

This is to certify that the project report entitled “Impact of Advertisement on Sale of
Product” is an academic work done by Abhay Shukla and submitted in the partial
fulfillment of the requirement for the award of the degree of BBA from Bharati
Vidyapeeth (Deemed to be University), Pune. It has been completed under the guidance
of Dr. Vijay S Phalke (Faculty Guide). The authenticity of the project work will be
examined by the viva examiner which includes data verifications, checking duplicity of
information etc. and it may be rejected due to non-fulfillment of quality standards set by
the institute.

Dr. Sachin S. Vernekar

Dean FMS, BVDU
Director IMED

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 Acknowledgement

Apart from my efforts, the success of my project depends largely on the encouragement
and guideline of many others. I take this opportunity to express my gratitude to the people
who have been instrumental in the successful completion of this project.

I am gratefully indebted to our esteemed guide Dr. Vijay S Phalke for her sincere
guidance and priceless support which would have been impossible for us to complete this
project.

I express my gratitude to the staff members of Bharati Vidyapeeth (Deemed to be

University) who directly or indirectly helped me. I would also like to express my sincere
gratitude to all my office colleagues in Mapro Foods Pvt. Ltd.

Finally I thank Institute of Management and Entrepreneurship Development (IMED)

for giving me this golden opportunity to do my summer internship in Mapro Foods Pvt.
Ltd.

Abhay Shukla

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 Preface

In this era of fast changing world, mere classroom teaching is not sufficient to attain
maturity and perfection for application of theory into practice. The dynamic economy,
political and technological environment in which we live continually place demand on us
to change, improve and learn more about jobs, superiors and subordinates. Two years of
continuous teaching is not sufficient for students to implement directly their knowledge in
the market. A practical approach is needed.

The knowledge through the project repot is an essential requirement for BBA students. The
purpose of this project is to study the financial aspects of an organization with the special
reference to Mapro Foods Pvt. Ltd..

I have tried my level best to do justice to the project. And I hope the study which was
conducted will help not only to the organization but also me and the society too.

Abhay Shukla

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 Table of contents
S.No. Chapters Page No.
A Introduction of the topics 8-21
 FMCG 9
 Market Leaders 10
 Methods to launch new product 16
 Sampling or freebie 19
B PROJECT PART
1. Chapter 1: Introduction 22-29
 Overview of organization 23
 Vision 24
 Product offerings 24
 SWOT analysis 29
2. Chapter 2: Research Methodology 30-34
 Statement of the Problem 31
 Objective of the study 31
 Managerial usefulness of study 31
 Type of research and research design 32
 Data collection method 32
 Limitations of study 34
3. Chapter 3: Conceptual Discussions 36
 Review of literature 36
 Current issues 36
4. Chapter 4: Data Analysis 37-41
 Data Analysis 38
 Overview of Data 38
 Overall Overview 41
5. Chapter 5: My Contribution to the Body of Knowledge 42-43
6. Chapter 6: Findings, Conclusion and Suggestions 44-46
7. Chapter 7: Summary of the project 47-50
 Appendix 48
 Bibliography 50

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INTRODUCTION

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Fast moving consumers goods (FMCG)
Fast-Moving Consumer Goods (FMCG) or Consumer Packaged Goods (CPG) are products that are
sold quickly and at a relatively low cost. Examples include non-durable household goods such
as packaged foods, beverages, toiletries, over-the-counter drugs, and other consumables.

Many fast-moving consumer goods have a short shelf life, either as a result of high consumer demand
or as the result of fast deterioration. Some FMCGs, such as meats, fruits, vegetables, dairy products,
and baked goods are highly perishable. Other goods, such as pre-packaged foods, soft drinks, candies,
and toiletries have high turnover rates. Sales are sometimes influenced by holiday and/or seasonal
periods and also by the discounts offered.

Packaging is critical for FMCGs. To become successful in the highly dynamic and innovative FMCG
segment, a company not only has to be acquainted with the consumer, brands, and logistics, but also, it
has to have a sound understanding of packaging and product promotion. The packaging has to be both
hygienic and customer-attracting. Logistics and distribution systems often require secondary and
tertiary packaging to maximize efficiency. Unit or primary packaging protects products and extends
shelf life while providing product information to consumers.

The profit margin on FMCG products can be relatively small, but they are generally sold in large
quantities; thus, the cumulative profit on such products can be substantial. According to BASES, 84%
of professionals working for fast-moving consumer goods are under more pressure to quickly bring
new products to the market than they were five or ten years ago. With this in mind, 47% of those
surveyed confessed that product testing suffers most when deadlines are accelerated.

The growth of the internet over the past quarter century and the rise of the brand
community phenomenon have contributed greatly to the demand for FMCGs. For example, according
to German research group AGOF's internet facts, 73% of Germany's population is online.
Additionally, 83.7% of internet users claim to use the web to search for information and 68.3% to shop
online. However, most FMCGs are not ordered online as most consumers opt for the convenience of
nearby brick and mortar stores for products in this category.

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Market Leaders
 Hindustan Unilever :-

HUL is a subsidiary of Unilever, one of the world’s leading suppliers of food, homecare, and
personal hygiene products with offices in 190 countries. Hindustan Unilever is one of the best
FMCGs that there is, serving more than 2 billion happy consumers for 85 years.

HUL has over 35 brands across 20 categories such as soaps, detergent, skincare, cosmetics, tea,
toothpaste and some famous names include Surf Excel, Dove, Lux, Lifebuoy, Clinic Plus, Wheel,
Sunsilk, Knorr etc. the Company has sales of INR 34619 crores in year 2017-18.
Corporate Office: Mumbai, Maharashtra
Turnover: 4 Billion Dollars
Employees: 17,000+

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  Colgate-Palmolive :-

Colgate-Palmolive grew from a small toothpaste and candle manufacturing unit in the 19 thcentury
New York and more than 200 years later, a global leader in personal healthcare products.
The popular brands include the Colgate Toothpaste, Colgate Plax Active Salt Mouthwash, Halo
Shampoo, Palmolive Naturals and Protex Soap. Colgate-Palmolive’s core values of caring, global
teamwork and constant improvement makes them a prestigious name not only in the Indian Fast
Moving Consumer Goods industry but globally. According to the Annual Report of 2017-2018, the
Company has roughly 38000 employees and has sales of INR 12045 crores.
Corporate Office: New York, USA
Turnover: 17.08 Billion Dollar
Employees:  37000+

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  ITC

From its humble beginnings in 1910 Calcutta, ITC Limited has flourished into a premium
brand which with a multi-business portfolio that includes FMCG, hospitality, paperboards and
speciality papers, agri-business and information technology.

The Fast Moving Consumer Goods supplied by ITC Limited includes soaps, incense sticks,
apparel, cigarettes and cigars, safety matches and food. ITC Limited has a deep understanding
of the Indian consumer psyche.

Their products boast of high quality in manufacture and packaging. Some of their labels
include old Flake, Classic, Navy Cut, Bingo, Sunfeast, Aashirvaad, Fiama, Vivel, Wills
Lifestyle, Paperkraft and Classmate. Annual report of 2017-2018 states that the company’s
growth is about Rs. 10500 crores within a Financial year.
Corporate Office: Kolkata, West Bengal
Turnover: 7.0 Billion Dollars
Employees: 29000+

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  Nestlé

Nestlé is a transnational food and beverage company, headquartered in Switzerland. Nestle India is a
subsidiary of NESTLE S.A. of Switzerland.

Nestle India dates back to 1912 when it began operating as the Nestle Anglo-Swiss Condensed Milk
Company. Post independence, Nestle has worked closely with indigenous manufacturing and today
has eight manufacturing facilities in the country for their products. The India offices are in Kolkata,
Mumbai, Chennai, and Delhi.

They cater to the nutritional and wellness requirements of Indian consumers and the popular labels
include Nescafe, Maggi, Milky Bar, Kit Kat, Bar One, Milkmaid, Nestea, Nestlé Milk, Nestlé Slim
Milk, Nestle Dahi and Nestle Jeera Raita. Nestle has truly emerged as the largest manufacturer of food
items globally. The Nestle Annual Report 2017-2018 shows that the company has 328000 workers and
has sales of INR 12045 crores.

Corporate Office: Vevey, Switzerland

Turnover: 87.0 Billion Dollar
Employees: 328000+

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  Parle Agro

Parle Agro has been in the food and beverage industry since 1985. It is India’s largest beverage
company and valued at Rs. 3000 crores According to the Annual Report of 2017-2018. Parle Agro
employs about 5000 people and successfully operates 76 highly developed manufacturing units.

The most well-known labels include Frooti, Frooti Fizz, Appy Fizz, Appy, Bailey, Bailey Soda,
Dhishoom, and Frio. Parle Agro has a strong presence in 50 countries and multiple business verticals
like beverages, packaged drinking water, and PET Preforms.

One of the best FMCG, Parle Agro beverages have achieved a landmark stature in the industry and
they are on their way to becoming India’s first global giant in the food and beverages sector.

Corporate Office: Mumbai, Maharashtra

Turnover: 1 Billion dollar (Approx)
Employees: 2500+

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  Britannia

Britannia Industries is one of the oldest food producing companies in the country with a heritage
spanning more than a hundred years and According to the Annual report of 2017-2018, the annual
revenues exceeding Rs. 9000 crore.
Their products are available in more than five million retail outlets and more than 50% of Indian
homes are proud users of their range of food items.

The Britannia Industries Limited ethic has been encapsulated in their slogan, “Eat Healthy. Think
Better”.  Britannia has successfully removed 8500 tones of Trans Fats from their products and is
India’s first Zero Trans Fat Company. Over 50% of the company’s products are enriched with
nutrients that are important to the body.
The labels include Good Day, Tiger, Milk Bikis, Marie Gold, Cake, Cheese, Milk, and Yoghurt.  The
company is the largest brand in the organized bread market. Britannia’s commitment to health and
taste makes it one of the best FMCGs in the country.

Corporate Office: Kolkata, WB
Turnover: 730 Million Dollar
Employees: 2000+

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 Methods to launch new Product
1. Multibrand Strategy 

´Marketing of two or more similar and competing products by the same firm. A company often
nurtures a number of brands in the same category. There are various motives for doing this. ´The main
rationale behind this strategy is to capture as much of the market share as possible by trying to cover
as many segments as possible, as it is not possible for one brand to cater to the entire market. This also
enables the company to lock up more distributer shelf space.

2. Product Flanking

Refers to the introduction of different combinations of products at different prices, to cover as many
market segments as possible. It is basically offering the same product in different sizes and price
combinations to tap diverse market opportunities.

The idea behind this concept is to flank the core product by offering different variations of size and
price so that the consumer finds some brand to choose from. Shampoos in small sachets and premium
detergents (Tide, Aeriel etc.) in small pouches are examples of this strategy

3. Brand Extension

Companies make brand extensions in the hope that the extensions will be able to ride on the equity of
successful brands, and that the new brand  will stand in its own right in the course of time.A well
respected brand name gives the new product instant recognition and easier acceptance.

It enables the company to enter new product categories more easily. For eg: Lifebuoy Plus & Lifebuoy
liquid.

4. Building Product Line

Some companies add related new product lines to give the consumer all the products he/she would like
to buy under one umbrella. For e.g: Unilever has added product lines one after another starting from
Lifebuoy, Lux, & Dove.

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5. New Product Development

A company can add new products through the acquisition of other companies or by devoting one’s
own efforts on new product development.

With the help of new products a company can enter a growing market for the first time, and
supplement its existing product lines.

6. Innovations in Core Products

The life of a product is short in FMCG market

Marketers continually try to introduce new brands to offer something new and meet the changing
requirements of customer.

It is prudent for a marketer to innovate from time to time both by technological expertise as well as
from the consumer’s or dealer’s feedback.

7. Extending the product life cycle

Economic conditions change, competitors launch new assaults, and the products encounters new types
of buyers and new requirements are situations in which a FMCG company try to extend the PLC.

In the mature stage of the PLC, some companies abandon their weaker products. They prefer to
concentrate their resources on their more profitable products and quickly develop new products.

8. Expanding markets by usage

´A company usually expands the market for its brand in two ways, either to increase the number of
customers or by encouraging more consumption per intake.

The usage rate of the consumers can be increased in 3 ways :

1) It may try to educate or persuade customers to use the product more frequently.

2) The Company can try to induce users to consume more of the product on each occasion.

3) The company can try to discover new product uses and convince customers to use the product in
more varied ways.

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9. Wide Distribution Network

A very simple way of increasing FMCG company’s market share is by developing a strong
distribution network, preferably in terms of more locations. An extensive distribution system can be
developed over time, or the company may acquire another company which has an extensive
distribution network. Coca-Cola and PepsiCo’s wide distribution network systems have made them
market leaders.

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Sampling or freebie
A free sample or "freebie" is a portion of food or other product (for example beauty products) given
to consumers in shopping malls, supermarkets, retail stores, or through other channels (such as via the
Internet). Sometimes samples of non-perishable items are included in direct marketing mailings. The
purpose of a free sample is to acquaint the consumer with a new product, and is similar to the concept
of a test drive, in that a customer is able to try out a product before purchasing it.
Although an expensive method of targeting customers, conversions to sales can be as high as 90%
making it one of the main marketing strategies for certain markets.
 With effective sampling, marketers can create brand loyalty and assist in the launch of a product
through the word of mouth. Many consumer product companies now offer free samples through their
websites, to encourage consumers to use the products regularly, and to gather data for mailing lists of
potentially interested customers. Paint chips are samples of paint colors that are sometimes offered as
free samples.
Product sampling methods generally involves products being given away as freebies to customers to
attract the customer and build trust on the product. There are various kinds of product sampling. Dry
sampling as well as Wet sampling are basically methods which invite a customer to test the product.
Dry sampling mainly addresses the mass market through super markers and events. Wet sampling is
more specific. The below mentioned table will give further classification for Dry and Wet sampling.

TYPE REACH COST DESIRED RESULT

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Super Market Low as desired Cost is reasonably Depends on the
Sampling target Audience may not low as primary product being sampled
be addressed cost is sample for e.g. FMCG
distribution cost product can benefit
from the exercise as it
gives
the opportunity to
redirect customers
from competitors
product or gain
awareness and trial
which can help the
product to be
considered during the
next purchase decision

Event Based Depends on the Cost can be high If the Product,

Sampling relevance of the Event as it may include Context, Role
with the Personality of the sample attributes are matched
the brand for e.g. distribution cost effectively then the
Product Sampling of an along with effectively then the
Energy Drink in a Rock sponsorship cost sampling can offer
Concert satisfies the rich dividends for the
Customer’s Need, company and it can
Product, Context, Role simultaneously
matrix and the effective increase usage and
target audience is find new users for the
reached brand.

Selective Sampling Most effective reach as Cost is very high This form of sampling
the samples are targeted as profiling and has the most effective
towards the desired segmenting cost as it is directed
audience and can for the entire towards the target
initiate a life long population is high, audience and it can
association with the along with this generate the desired
brand but it can often product effect.
ignore the potential distribution cost is
future prospects of the also high as area to
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 brand. be covered is very
high

Guerilla Street Team Very high reach as High cost as an Effective if targeted at
Sampling every possible set of experienced the potential
customers can be distribution team Consumer
addressed is required along
with innovative
package to attract
attention

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 Chapter 1

Introduction
 Overview of the organization
 Vision
 Products offered
 SWOT Analysis

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Introduction
Located around the idyllic hill-town of Panchgani in Western India, Mapro Foods manufactures Fruit
Jams; Fruit beverage concentrates - Crushes and Squashes; and Fruit Bars. With an annual processing
capacity of around 30 thousand MT, Mapro is a market leader in Western India. The company has
grown organically over the last five decades with sustained profitability. Known for its quality and
innovation, Mapro has been built on its founder’s philosophy of developing products that are
wholesome, nutritious, value-for-money, and imaginative.
 

Overview of the organization

Founded in 1959, the Company had its humble beginnings in the hill-town of Panchgani, near
Mahabaleswar, when a businessman named Kishore Vora a pharmacist by profession, decided to make
some strawberry jam. He then went on to develop innovative products such as jelly sweets, fruit cubes
with fruit juice and rose syrups with rose petals –  all for the first time in country. Today, his ‘hobby’
has borne fruit in the shape of Mapro, one of the most modern, hygienic, quality-focussed fruit product
manufacturing units in India. His vision has been taken forward, thereby transforming the region
around Mahabaleshwar and Panchgani, the erstwhile sleepy hill stations of Maharashtra, into a
flourishing fruit processing zone Mapro’s portfolio of products provides a high quotient of natural
fruit in the form of Jams, Fruit bars and chews, Syrups, Crushes, Squashes, and Dessert Toppings. Its
range of premium products such as Thandai crush and Kesar syrup are made from the finest selection
of exotic ingredients. Mapro’s  products are known for their wholesome taste and quality, as also their
natural goodness and nutritive value.

Name of C.E.O Mayur vora

Establishment year 1959
Primary Business Type FMCG
Market Covered Within India

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Vision
Mapro Foods Private Limited is the flat organization where management works along with their
technical and sales functionaries to achieve the vision and mission of MFPL.
“Mapro will develop, produce, package & sell food products, with high regards for safety,
nutrition & taste, which we can confidently give to our customers by implementing and continually
improving Quality Management system & food safety management system to
meet & exceed customers’ expectations.”

Product offerings

As FMCG products are the basic needs of day to day life so offering various product lines to their
customers are the main aim of any company who is offering FMCG products with maximizing profits.
Mapro Foods Pvt. Ltd. offers various variety of products to their customers.

Crush
A wonderful and delicious combination of mangoes, papayas pineapples, apples, strawberries, grapes
and oranges, the MaproMix Fruit Crush is irresistible and scrumptious in taste along with the health
benefits of all the fruits it is made up of. Blend it with chilled milk or water to enjoy this tasty crush.

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Jams
Delicious combination of fruits by Mapro for jams includes 5 different flavors for competing their
competitors in this competitive market .

Restores
Restore are drinks which are basically drinks recommended by doctor’s to patient’s those who cannot
drink drinks containing larger quantity of sugar. There are 6 different flavors of restore drinks.

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Toppings & ketchup
Mapro Toppings can perk up just any dessert. Chocolate was first used over 2,500 years ago in Central
America, and then widely popularised after being introduced to Europe in the 16th century. Its special
exotic flavour, which was incidentally considered a ‘divine gift’ by the ancient Mayan civilisation,
makes it unique and highly appreciated by people from all ages alike. It is by far the most popular
confectionery flavour worldwide, and is used for making a variety of exotic desserts, puddings,
cookies, sundaes, biscuits, cakes and pastries. Mapro’s Chocolate Topping is the perfect top-up on any
dessert or even beverage. Mapro Ketchup is also giving tuff competition in market to the market
leaders like Maggie, Kissan, Tops, Chingz

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Lounge
The Lounge range from Mapro comprises of fun fruit mixers for mocktails and cocktails. Citrus
Blue has a tangy, sweet-bitter flavour of oranges and sweet lime. Its blue colour makes it great with
fruit juices, mixers, water or soda. Mix one part of Citrus Blue with five parts of water or soda and
give your party that extra ‘punch’. Citrus blue flavor is one of the most selling lounge by Mapro.
There are 5 flavors available. Areas where these drinks are mostly consumed are Clubs, Family Parties
etc.

Mazaana
Mazaana chocolates contains the finest Nuts, rose petals, Dates and coated with layer of dark
chocolate or Milk Chocolate. Mazaana chocolate adds the perfect finishing touch to your special
celebration. Available in different varieties.

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 Falero
Mouthwatering pulpy fruit chews made from real fruit juice give an instant spurt of energy. Their
delectable taste and bursting pulpiness make Faleros unique.
Exotic range of fruity flavours are:-

1. Strawberry
2. Mango
3. Kacchi Kairi
4. Orange
5. Guava
6. Litchi
7. Imli
8. Jamun
9. Pineapple

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SWOT Analysis
Strength
 Reputation of the company
 Excellent customer service
 Strong relationship with existing customers
 Wide network of branches

Weakness
 Limited financial capacity
 Lack of experienced personnel
 Few employee motivation schemes
 Lack of job commitment of the employees

Opportunity
 Increase more branch office to grab more market share
 Increase the number of company’s exclusive distributorship.
 Customer become more concern regarding the quality of product rather than price
 Can use advertisement for promoting its products

Threats
 Tax and regulatory structure
 Seasonal dependency of company
 Less experienced staff

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 Chapter 2

Research methodology
 Statement of the Problem
 Objectives of the study
 Managerial usefulness of study
 Type of research and research design
 Data collection method
 Limitations of study

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Statement of the Problem
Advertising is used as a tool of marketing for a very long time now. Over the period, a shift in the
factors determining the consumer decisions has also been observed. The marketing gurus have to be
very thorough with their research. This study intends to bring forth the impact of advertising in
consumer buying decisions. The biggest problem which I saw in Mapro Foods Pvt. Ltd. is while
working with Mapro, organization do not advertise their products through digital media as well as by
social media in result of which even the quality product cannot reached to the customers to whom
product targets directly. So by doing internship with Mapro I came to know the importance of
advertisement of any type of product or services, if advertisement work properly and reached to the
customers can benefit the organization very positively.

Objective of the study

The major objectives of this study are:

 To know about the main targeted customers.

 To retain the existing customers again from the competitive market.
 The object includes studying the challenges faced for launching the new product in market.
 To suggest the comprehensive solution to have a better control and easier compliance.

Managerial usefulness of study

Throughout the internship period working as an intern under Area Sales Manager gave on field an
experience for selling new product with different tactics used by marketers in market i.e. convincing
skills. It is worth to mention that; the members of the office were very informative. Moreover,
studying in university course, course text book and search engine was helpful to accumulate
theoretical knowledge with practical.

Type of research and research design

1. Descriptive Research: Descriptive research includes surveys and fact-findings enquiries of
different kinds. The major purpose of descriptive research is description of state of affairs as it
exists at present.
2. Questionnaire method was followed for the research
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 3. Primary Data: In some cases, the researchers may realize the need for collecting the first hand
information. As in the case of everyday life, if we want to have firsthand information on any
happening or event, we either ask someone who knows about it or we observe it ourselves, we
do the both. Thus, the two methods by which primary data can be collected is observation.
Those data collected first hand, either by the researcher or by someone else, especially for the
purpose of the study is known as primary data.

4. Secondary Data: Any data, which have been gathered earlier for some other purpose, are
secondary data in the hands of researcher through various articles and websites.
5. Information was collected through both primary and secondary sources.

Research Design
The research design took for the study was “Descriptive Research Design”.

Data collection methods

In this study, both the primary data collection method and secondary collection method have been
used to collect data.

Primary Data Collection

Research approach Survey method

Research instrument Questionnaire
Method of Contact General customers
Sample size 104 Respondents

Survey method was used in the study because of its :

 Extreme Flexibility
 Reliability
 Easy Understand ability

The main purpose of survey is to understand views about the product of MAPRO by customers as well
as the consumers.

Secondary Data Collection

Secondary data has been collected from the data available on the internet i.e. from Wikipedia and
other internet websites.

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Sampling:-

A sample is a part of population. The sample should be representative of the population and the
information obtained must be reliable. In any survey where reliability is desired, the errors and
variances have to be controlled, measured and interpreted.

Sample Unit: Mapro Product Customers

Sample Frame: Pune City

Sampling Method: Convenient sampling Method was Used as it was suitable for the survey carried out
to calculate certain number of samples (people/ customers) and this method was easy to understand the
percentage of satisfaction and other data.

Sample Size: Total 104 respondents were conveniently selected, who are the customers of Mapro
food products

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Limitations of study
There are certain limitations in this report; otherwise the report including the analysis might be more
accurate and beneficial. At first, it was difficult to get an order from retailer as an internee like me. As
a BBA student working under Area Sales Manager, it was difficult for them to give the trusted retail
shops for orders as they usually gives big orders and cannot give all the information regarding market
in which dealing with to the new intern about . There were a lot of learnings made but that was not that
much sufficient to maintain a report and do a deep analysis of the organization. The data is analyzed
and represented in accordance to the reviews obtained through questionnaires; the result may slightly
vary if a different interpretation method is used. In spite of, all these limitations, all the best possible
ways are made for this research.

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 Chapter 3

Conceptual Discussions

 Review of Literature
 Current Issues

35
Review of Literature
Literature review is indispensable part of this article because it represents whole range of research in
the past on the topic selected on the basis of which research design of a study is formulated. Literature
review gives better insight and helps to bridge gap for the research to be undertaken.

CONCEPT OF CUSTOMER 
Customer satisfaction represents a modern approach for quality in enterprises and organization’s and
serves the development of a truly customer -focused management and culture. Measuring customer
satisfaction offers an immediate, meaningful and objective feedback about client preferences and
expectations. In this way, company performance may be evaluated in relation to a set of satisfaction
dimensions that indicate the strong and the weak points of a business organization. This project
presents an original customer satisfaction survey in the food & beverages sector. The implemented
methodology is based on the principles of multi criteria analysis and preference disaggregation
modeling. The most important results are focused on the determination of the critical service
dimensions and the segmentation to customer clusters with distinctive preferences and expectations.

CUSTOMER 
A "Customer" is one who purchases a product or service from a particular organization. One thing that
we are all customer, infect everybody in this world is a customer. Every day in our life we buy and
consume an incredible variety of goods and services. However, we all have different tasks, likes&
dislikes and adopt different patterns while making purchase decision. Each customer is unique and this
uniqueness is reflected in competitive behaviour and pattern and process of purchase.

Current issues
Talking about the current issues in Mapro are not to big as all the issues which I observed are related to
the distribution channel & product packaging, while working with them I observed that retailers are
facing problems for timely delivery of the products, company replacement policy, irregular visits of
salemen for order taking . While doing sampling many of the customers are facing problems regarding
packaging of product as Mapro offers variety of flavors in same product lines so because of similar
packaging style they find difficulty to choose their choices.

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 Chapter 4

Data analysis
 Data analysis
 Overview of data
 Overall overview

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Data analysis

In this chapter, effort shave been made to analyze and interpret the collective data towards the impact
of advertisement on sales of products through questionnaire.

First of all, the collected data have been presented in tabular form and thereafter it is analyzed with the
help of percentage and pie charts.

Overview of data

Table 2: Showing the feedback from respondents for the following questions

Yes No
Questions
No. % No. %

09 90% 01 10%
1. Do you purchase Mapro food products?

2. How will you rate quality of Mapro product? 07 70% 03 30%

02 20% 08 80%
3. Do you find any defect in the packing?

4. Are you satisfied with the different range of Mapro 08 80% 02 20%

product?

5. Will you suggest other to buy the Mapro 09 90% 01 10%

product?

Data analysis through pie charts:-

Figure 1: Figure 2:
38
 Do you purchase Mapro How will you rate quality of
Products ? Mapro product?

10% Good
YES Average
NO 30%

70%
90%

Interpretation:
In both above mentioned figures mostly customers are favoring Mapro and its products.

Figure :- 3

Do you find any defect in the packing?

20%

No Yes

80%

Interpretation:
Around 20% of customers gives suggestions to be more innovative for packing where as 80%
customers don’t find any defect in packing.

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Figure:-4

Are you satisfied with the different range of Mapro

product?

20% Yes
No

80%

Interpretation:
By above pie chart it is very clear that Mapro is success to satisfy its customers but some are also
their who are not that much satisfied so they need to work for them as well.

Figure:-5

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 Will you suggest other to buy the Mapro product?

10%

Yes
No

90%

Interpretation:
By above pie chart it is clearly understood that company has maintained satisfaction of his customers
because around 90% of customers are referring their well beings to consume Mapro products where as
there are also 10% of customers those who are not going to refer Mapro products to anyone.

Overall overview:

We witnessed hundreds of hurdles at the initial days of the introduction of new products named
Coconata & RTD. As product was new in market so making retailers trust on those products was the
biggest task, but using the Mapro brand image in market was after sometime helps use to introduce in
many shops. With any type of advertisement of product it become more tuff task to perform but
company used SAMPLING as a marketing tool for promoting their product. In this the retailer whose
used to order in bulk we as a sales & marketing interns use to do sampling by installing canopy on
those stores. Their we use to give free samples to taste the new launched beverages.

41
 Chapter - 5
My contribution to the body
of knowledge
42
43
“Knowledge without practice makes only half an artist”. Knowledge is best effective when it is both
learnt & practiced. We get better clarity on the concepts when we directly apply it to practical work
environment.
As an intern in Mapro Foods Pvt. Ltd. For 50 days, I learnt a lot of things which helped me to gain a
great experience of sales and marketing as well as of corporate world. I learnt a basic knowledge of
how to place any new product in market without the help of any type of advertisement. Here I also
groomed myself in convincing skills.

The most important part and best experience of the internship was giving me opportunity to be the part
of launching 7 different new products. My contribution to the body of knowledge was to be a
hardworking and sincere intern in that organization.

I learnt a basic knowledge of how distributors used to manage the fresh edible products and nearby
expire or expiry products by segregating them through batch code and barcode in particular products.

44
 Chapter 6

Findings, Suggestions and

Conclusions

45
Findings

Mapro takes special care of

hygiene and quality. We found all
the labour
 Mapro takes special care of hygiene and quality. We found all the labour directly involved in the
production were wearing gloves and hair caps. To take care of hygiene outsiders or visitors were not
allowed to enter the production area.
 There is more than 118000 metric tonnes of consumption of the strawberry throughout the year.
 They manufacture luxury chocolates like Mazaana. It is found inn special stores as this chocolates is
not preferred by the normal people due to its cost. It is sold at the price of Rs.20 to Rs.50 per piece.
Mazaana is generally exported. Falero has a monopoly type of market and this product earns more
than 60% profits on sales.
 There are 500 local employees. There are 100 contract labourer employed as well.
 This comapany grew without the help of any kind of advertisement. It is
known by its product and quality and not because of the external advertisements.

Suggestions

 Company should focus on the advertisement other than Mahabaleshwar (which is its producing area)
so that it helps to increase their sales.

 Company should focus on the replacement policy .i.e. tampered; expired or defective products
should be replaced immediately.

 Company should focus on the packaging of the product i.e. it can change its packaging after certain
period of time and come up with new attractive ideas.

 Promotional activities should be well planned and conducted in prominent areas such as

Markets, School and colleges, Outside super markets.

 Introductory offers or promotional perks can be inculcated.

46
 Medias like local newspapers ( Pudhari, Sakaal ), radio (Radio mirchi, etc.), and TV channels must
be used.

 Eye catching banners, hoardings, pamphlets, slogans should be introduced.

Conclusion
Though the Summer Internship Program was conducted for 50 days we the interns had a best
experience as a marketing executives for the organization which is going to be an added
advantage to future career growth. We had an induction training where we were taught how to
approach a customer and what all are to informed in terms of selling process and thankfully we
could do it on a very mannerly way to get impressed from our superiors. We understood about the
supply chain of food products from the production to the end customers and we were able to
analyze and interpret the findings and given suggestion to the reporting officer about the buying
behavior of our products in the market.

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 Chapter 7

Summary of the Project

 Appendix
 Reference

48
Appendix

QUESTIONNAIRE

A STUDY ON IMPACT OF ADVERTISEMENT ON SALE OF

PRODUCT

Name:

Contact No.:

Email:

Tick the appropriate option

Part A

Questions Yes No
1. Do you purchase Mapro food products?

2. Are you satisfied with the taste of Mapro products?

3. Do you find any defect in the packing?

4. Are you satisfied with the different range of Mapro product?

5. Are you satisfied with the promotion activities done by Mapro?

Part B
49
Q1. Are the products replaced if they are damage or expired?

o YES
o NO

Q. 2. If yes then in how many days the product has been replaced?

o ON THE SPOT
o 5 Days
o 10 DAYS

Q3. Please rate your level of satisfaction for the Mapro product & service?

o VERY SATISFIED
o SATISFIED
o DISSATISFIED
o VERY DISSATISFIED

Q4. Will you suggest other to buy the Mapro product?

o YES
o NO

Q. 5 Any suggestions?

________________________________

________________________________

50
Bibliography

New articles:-

 https://www.businesstoday.in/magazine/cover-story/small-brands-in-india-mapro-foods/story
 https://www.business-standard.com/article/management/mapro-spreads-the-jam

Websites:-

 https://www.marketing91.com/product-sampling-methods
 https://www.investopedia.com
 https://www.academia.edu
 https://www.scribd.com
 https://www.wikipedia.com
 https://www.mapro.com




51
Remarks

52