A

Marketing Project Report

On

“To Study the Marketing Insights”

In the partial fulfillment of the Degree ofMaster of

Business Administration
(Affiliated to Savitribai Phule Pune University)

Submitted By: Chaudhari Pankaj Ramesh

MBA-II, Role No. 11

Batch: 2023-24
Under the Guidance of
V.S.Khair

At
Dr. B.V. Hiray College of Management & Reasearch Centre
Malegaon 423203
1
 DECLARATION

I CHAUDHARI PANKAJ RAMESH Student of M.B.A MARKETING (DR. B.V.

HIRAY COLLEGE OF MANAGEMENT & REASEARCH CENTRE MALEGAON,
MALEGAON) hereby declare that the Project Report on To Study the Marketing
Insights at “MB SUGAR & PHARMACEUTICALS LTD.” Is been result of my own work
and has been carried out under supervision of Dr. AJAY PATIL SIR, MARKETING HEAD,
MB SUGAR & PHARMACEUTICALS LTD.

I declare that this submitted work is done solely by me and to the best of my knowledge;
no such work has been submitted by any other person for theaward of post-graduation.
I also declare that all the information collected from various secondary sources has
been duly acknowledged in this project report.

PLACE: MALEGAON

DATE: (CHAUDHARI PANKAJ RAMESH)

2
 CERTIFICATE

This is to certify that PANKAJ RAMESH CHAUDHARI has satisfactory completed

the project work entitled,To Study the Marketing Insights at “MB SUGAR &
PHARMACEUTICALS LTD.” is based on the declaration made by the candidate and me
association as a guide for carrying out this project work, I recommended this project for
evaluation as a part of the MBA programme of Dr.B.V.Hiray College of Management &
Reserch Center.

Place: MALEGAON

Date : PROF : V.S.KHAIR SIR

3
 N.B.SUGARS 8 PflARNACEUTlCALSLTD.
Manufacturers of Sucrose IP, BP, EP, USP, JP
Sucrose - Special particle size, Sugar Spheres / Pallets,
Globules Compressible Sugar (DC) & Spray dried mannitol
Lodha Bhuvan, Malegaon - 423203 Dist.Nasik (M.S.) INDIA
Date 5/10/2023 Tel. : + 91 - 2554 - 251885, 86, 93, 94, 95
CIN : U15420MH 1996PLC096832
http://www.mbsugars.com I e-mail mbho@mbsugars.com
GSTIN : 27AABCM2351 A1Z3

Certificate
TO WHOM SO EVER IT MAY CONCERN
This is to certify that PANKAJ RAMESH CHAUDHARI, a student of Dr.B.V.Hiray College

of Management & Reserch Center Malegaon Pursuing his M.B.A.has under gone his project in
our HR Department on “To Study the Marketing Insights at our M.B.Sugars & Pharmaceuticals
Ltd" , Malegaon ,f'Jashik as a part of his educational curriculum from 1/08/2023 to01/10/2023.
During the above period he was found to be very sincere in his work and his performance was found
to appreciable.We wish him all the best in all his future endeavors.

Malegaon , Nashik (MH)

India

Branch : H-8, APMC Masala Market-I, Phase-II. Vashi, NAVI MUMBAI - 400 705 (MS) INDIA I Tel : 022 - 27881476, 79 I email : mbmum@mbsugars.com
 ACKNOWLEDGEMENT

My debts are many and I acknowledge them with much pride and delight. This project
Report was undertaken for the fulfilment of MBA Programme pursuing at DR.B.V.HIRAY
COLLEGE OF MANAGEMENT & RESERCH CENTER

I would like to thanks my institute and “MB SUGAR & PHARMACEUTICALS

LTD.” which has provided me the opportunity for doing this project work.
Iam extremely grateful to Prof. V.S.KHAIR Sir, CEO & Professor
DR.B.V.HIRAY COLLEGE OF MANAGEMENT & RESERCH CENTER for his
Invaluable help and guidance through hour my work. He kindlyevinced keen interest in my
work and furnished some useful comments, which could enrich the worksubstantially.
In fact it is very difficult to acknowledge all the names and nature of help and
encouragement provided by them. I would never forget the help and support extended directly
or indirectly to me byall.

(PANKAJ R CHAUDHARI)

5
 TABLE OF CONTENTS

Sr. No. PARTICULARS Page

1 EXECUTIVE SUMMARY

2 INTRODUCTION

 SUGAR INDUSTRY

 ABOUT FURURE FUTURE STRATEGIES FOR GROWTH

 OBJECTIVE OF THE STUDY

 SCOPE OF THE STUDY

 STATEMENT OF PROBLME

 DATA COLLECTIONS

 LIMITATION OF THE STUDY

3 REVIEW OF LITERATURE

4 COMPNAY PROFILE

5 RESEARCH DESIGN AND METHODOLOGY

6 DATA ANALYSIS AND DISCUSSION

7 FINDINGS

8 CONCLUSIONS AND RECOMMENDATIONS

QUESTIONNAIRE

BIBLIOGRAPHY

6
 CHAPTER NO.1

EXECUTIVE SUMMARY:
Established in the year 1996, we, M. B. Sugars & Pharmaceuticals
Limited, are engaged in manufacturing, supplying, exporting and
wholesaling broad array of Pharma Grade Sugar (Sucrose), Sachets and
Cubes. Under the offered array, we have Icing Sugar Sucrose, Pearl Sugar
Sucrose, Analytical Reagent Sucrose, Double Refined Icing Sucrose and
Fine Castor Sugar Sucrose. In addition to this, we have Icing Silica Sucrose,
Sugar Spheres Sucrose, Laboratory Reagent Sucrose, Double Refined
Sugar Sachets, Fondant Icing Sugar Sachets and Compressible Sugar
Sachets. The demand of offered sugar is high as these are processed as per
the IP, BP, EP, USP & JP standards. To ensure the same, we make use of
best grade ingredients in the processing of offered sugar. To ensure the
quality of ingredients for offered sugar, we source these from the most
trusted vendors of the industry and check these prior to use. Further, after
the completion of the processing process, we make the offered array of
sugar pass a quality test to ensure it is hygienically processed, pure, have
longer service life and is in crystalline nature.

Moreover, with an aim to meet the varied requirements of patrons,

we provide the offered sugar as per the specifications given by patrons. We
have hired expert professionals who are the experts of their domain. With
an aim to clearly understand the requirements of patrons, they especially
interact with them as they believe in the fact that the growth of the
organization is dependent on customer satisfaction. Moreover, our
professionals also take the responsibility of updating the machines and
technology installed at our infrastructure so as to ensure that production
process is not hampered.

Under the astute guidance of our marketing director, 'Mr. Samyak

V. Lodha', we have been able to scale the heights of success. His visionary
persona, leadership skills and deep industrial knowledge, we have been able
to smoothly gratify the needs of patrons.

7
INTRODUCTION:

I did a market survey on “To study the marketing insights” subject in a

reputed company called MB Sugar. In this job I wanted to go to 100
Medical shops and get information about some specific product. It was there
that I got to learn the overall idea of how moving it is. While conducting
the survey, brief training was given on how to get information from the
chemist and what questions to ask. Based on this training, it became easier
for me to do survey work. I completed the work in ten days and submitted
the survey report to the head of the marketing department of the company,
on the basis of which I was given a certificate of completion.

8
ABOUT FUTURE STRATEGIES FOR GROWTH:

Company growth is always depends on future strategies of the

company. Future strategy is a process that can allow an organization to
concentrate its limited resources on the greatest opportunities to increase
sales and achieve a sustainable competitive advantage. Future strategies
serve as the fundamental underpinning of marketing plans designed to fill
market needs and reach marketing objectives, Plans and objectives are
generally tested for measurable results. Commonly, future strategies are
developed as multi-year plans, with a tactical plan detailing specific actions
to be accomplished in the current year. Time horizons covered by the
marketing plan vary by company, by industry, and by nation, however, time
horizons are becoming shorter as the speed of change in the environment
increases. Future strategies are dynamic and interactive. They are partially
planned and partially unplanned. See strategy dynamics. Future strategy
involves careful scanning of the internal and external environments.
Internal environmental factors include the marketing mix, plus
performance analysis and strategic constraints. External environmental
factors include customer analysis, competitor analysis, target market
analysis, as well as evaluation of any elements of the technological,
economic, cultural or political/legal environment likely to impact success.
A key component of Future strategy is often to keep marketing in line with
a company's overarching mission statement.
Once a thorough environmental scan is complete, a strategic plan can be
constructed to identify business alternatives, establish challenging goals,
determine the optimal marketing mix to attain these goals, and detail
implementation. A final step in developing a Future strategy is to create a
plan to monitor progress and a set of contingencies if problems arise in the
implementation of the plan.

9
OBJECTIVE OF THE STUDY

To study the future strategies of MB Sugar & Pharmaceuticals Ltd.

To study the marketing strategies and brand loyalty of MB Sugar &

Pharmaceuticals Ltd.

To Study the marketing Mix of MB Sugar & Pharmaceuticals Ltd with

respect to attributes such as Brand Loyalty and come up with
recommendations as to what all needs to be considered keeping the
consumer in mind.

To analyze the MB Sugar & Pharmaceuticals Ltd. competitor and compare

their strategies and come up with recommendations for any problem being
faced by it.

To find out the new ways to increase the profit of the company.

10
SCOPE OF THE STUDY

Through this study we can know about the growth of the MB Sugar &
Pharmaceuticals Ltd.

This study will also help to the company to know about their new
concepts position in the market.

This study will also help to the company to know about its promotional
activities.

Through this study company will know about the availability of its
products in the market.

11
STATEMENT OF PROBLME

The main problem of this study is how the company design future
strategy plan for the growth.

How they can implement the designed plan according to company policy.

What kind of marketing activities need to follow for the growth of the
company?

Future strategies for the growth of the company are not properly
implemented.

12
DATA COLLECTIONS
Research included collecting both primary and secondary data.

PRIMARY DATA is the first hand data, new data gathered to help solve
the problem at hand. Data is collected personally for the specific project
through research. Questionnaire was prepared to gather information on the
company marketing and services.
SECONDARY DATA is the is the second hand data collected by
someone else with is gathered through internet, publications, articles,
company books, etc.

DATA COLLECTION:
The data collection method used was none other than survey method
which is usually incorporated for collection of raw information. The
survey method is advantageous because it helps to collect a great deal of
information about an individual respondent.
Survey:
The type of survey undertaken was that of sample type keeping in
consideration the time constraint and paraphemalic, besides the viability
of census survey. The sample survey thus being taken to the right path to
reach the desired destination was carefully planned to convert of the
operation by using selected samples.
Statistical Tool:
The tool for obtaining the information was questionnaire. A structured
questionnaire was administered. The questionnaire was designed in the
view both major and minor objective of study.
Sampling:
With the customer being unknown and given the time and resource
constraints random sample was obtained from different people.
Data completion and analysis:
After the data was collected, it was tabulated and findings of the project
were presented followed by analysis and interpretation to reach certain
conclusions.

13
LIMITATION OF THE STUDY

First limitation of this project is the very short time limit.

A portion of the respondents are not cooperative.

The researcher is inexperienced.

Not much of importance was attached to this task by some of the

Respondents.

The sample size of the respondents is very small.

The method of sampling is judgment sampling.

14
 CHAPTER NO.3

REVIEW OF LITERATURE

4P’s of Marketing Mix:

1. Product –

The products Sugar Industry is making or are in the pipeline to

capture potential markets.

2. Price –

Pricing strategy that Sugar Industry is pursuing in various customer

segments it is operating in.

3. Place (Channels of Distribution ) –

Distribution mix of Sugar Industry has taken a new dimension with

the emergence of Online Retailing & domination of players such as
Amazon.

4. Promotion (Communication Strategy of Sugar Industry) –

The emergence of social media and online advertising has changed

the landscape of Sugar Industry communication mix and communication
strategy.

15
4 Stages of Product Management as part of Marketing Process:

Identification of Opportunity –

Market research and customer research is done to identify the needs

of the customers that Sugar Industry can cater to with its present and
acquired resources.

Design and Testing –

Product is designed based on the value proposition that customers

are seeking and one that Sugar Industry can deliver. The key consideration
regarding product design and testing are – customer value proposition,
regulatory requirements, Sugar Industry skills and resources, opportunities
for differentiated positioning, and profitability.

Sugar Industry Product Launch –

It includes decision regarding pricing, communication strategy,

distribution channel management, and building infrastructure to provide
post purchase services.

Product Life Cycle Management of Sugar Industry products –

Once the product is launched the company needs to manage the life
cycle of the product through its various stages such as – introduction,
growth phase, cash cow stage, and finally decline stage.

16
Product Line Planning Decision:
There are three major product line planning decisions that Sugar
Industry can take – Product Line Breadth decision, Product Line Length
decision, and Product Line Depth decisions. Some of the considerations
that marketing managers at company name need to take while making
product line decisions are –

1. Will the product will be viewed completely different from the existing
products of the firm and how much is the risk of cannibalization of the
present brands by a new brand.
2. How the new product brand launch will impact the overall brand equity
of the Sugar Industry present brands and products. For example often
launching a no frill product may end up impacting the image of the
company as an innovator in the field. This is one of the reason why Apple
stopped selling its plastic phones as it negatively impacted the image of
the company as a deliverer of superior hardware products.

3. Does the product launch or product extension launch satisfy potential

customer needs and wants in a way that can deliver profits to the firm.

17
Product Line Breadth Decision for Sugar Industry
As the position of Sugar Industry in its industry well established it can
expand to the adjacent segments where the customers are using
complimentary products from other brands to get the maximum value out
of the products.

Product Line Length of Sugar Industry

The decision regarding product line has to be balanced between
complexity of the present products and service required, and available
niche space available in the market place. From my perspective at present
Sugar Industry should stick with the present merchandise mix rather than
launching new products to expand the product line.

Product Line Depth of Sugar Industry

These are decisions regarding how many different Stock Keeping Units
(SKU) of a given product. For example Apple has its iPhone in various
colors even though the hardware and software is the same.

Product - Broad Recommendations

1. Sugar Industry can stop selling the products that are either not
profitable or not creating enough differentiation from the existing
products.

2. Sugar Industry can try to reposition the products from the existing
brands within one line.

3. Sugar Industry can think of ways - how features and value can be added
to existing brands that help them in consolidating and increasing their
market position.

4. Sugar Industry can introduce a new brand in the existing product line or
it can strive to establish a whole new product line.

18
Pricing –
Pricing is a highly complex activity and we will cover only a very
limited aspect of what goes into pricing decisions. To a large extend
pricing depends upon the other 3Ps of marketing – product, place and
promotion. Conceptually perceived value is the maximum price a customer
is willing to pay for Sugar Industry product in the given competitive
context.

Cost Base Pricing

Under cost based pricing strategy – Sugar Industry can work out what
it takes to produce the product and put a markup based on profit it wants
earn. In a highly competitive strategy with dynamic pricing the strategy
may not be feasible. For example Uber running losses in billions can
provide lower prices and sustain compare to individual taxi service
provider who is not backed by private equity and long term strategy.

Value Base Pricing

Value Base Pricing is a pricing strategy which is based on customer
perception of value. It inculcates put the number on both tangible and
intangible benefits with a clear understanding of elasticity of demand and
competitive pressures.

Market Penetration Pricing

Sugar Industry can employ this pricing strategy where it launch a new
product either at loss or at very low margin to get a foothold in the segment.

Market Skimming Pricing

For certain well established brands, Sugar Industry can increase the
prices as customers can pay higher price.

Good Value Pricing

Offering right mix of product features, quality, and service
combination at fair price. For example offering a limited frill option -

19
customers can have initial product experience at an accessible price. GoPro
use this strategy extensively.

Competition Based Pricing

The pricing strategy is based on the competition in the market. Under
this strategy Sugar Industry focus is to match the prices of the competitors
and focus on reducing the cost of operations to increase profitability.

Pricing Recommendation
Based on the evidences at hand – we can choose the following pricing
strategy

High Brand Awareness – The brand of Sugar Industry is well respected

in the market so it can fetch a slight premium over the other competitive
brands.

Innovative Product – With advanced features the product is perceived as

innovative in the current market context. A slight premium price will not
only emphasize the features of the products but also stops other players
entering into the present segment. A high premium price may attract new
entrants and thus lower the profitability.

Designing Channels of Distribution for Sugar Industry

There are two major Channel of Distribution related decision criteria –
1. Channel Design
Sugar Industry needs to choose whether it wants to implement a
distribution system which is – Direct, Indirect, or Both. The channel
design decision involves - understanding of customer value proposition,
current customer convenience points, length breadth and depth of Sugar
Industry product line, and competitors‟ distribution systems.

Direct Distribution System – Sugar Industry putting its own direct

distribution channel and reach directly to the customers. It can be through
opening its own stores or just selling all the products online.

20
Indirect Distribution System – Sugar Industry including channel partners
such as wholesalers, retailers, logistics companies, and distribution
agents.

Hybrid Distribution System – Sugar Industry should implement a hybrid

model where the critical aspect of distribution system are managed by
Sugar Industry, and secondary functions such as logistics, warehousing,
store management etc are delegated to various channel partners.

2. Channel Management
Channel management is about managing various power centers within the
delivery system and managing them based on bargaining power of each
player in the value chain. The channel management from marketing
perspective can be done considering three critical aspects –

Per Unit Cost of Stocking – If the cost is high then Sugar Industry needs
channel partners which can pool in resources. Otherwise Sugar Industry
can do the operations on its own.

Market Development Requirement – One of the most prominent

functions of channel is market development. If Sugar Industry needs
higher market development efforts then it is sensible to include channel
partners who have known how and skills to expand into new markets.

Customer Willingness to Search & Travel to Purchase Good – If the

customer willingness is high then company has a strong brand awareness
and brand loyalty. Sugar Industry can design favorable channel policies
vis a vis channel partners.

21
Promotion - Marketing Communication
Promotion Mix or Integrated Marketing Communication strategy is a
mix of various promotion tools that are at disposal of Sugar Industry.
They are – Advertising, Sales Promotion, Personal Selling, Public
Relations, and Direct Marketing.

Sugar Industry can use all these five communication tools to persuasively
communicate to customer – existence of the product, price of the product,
differentiating features of the product, places where people can buy the
products, and finally how consumers can effectively use the products or
services.

Marketing Communication Strategy:

With the increase importance of online advertising and social media
role in product promotion, marketing communication has become a critical
marketing tool in hands of marketing manager and promotion strategist to
measure marketing efforts impact. Marketing Communication
Strategy Model are –

Market –
The target segment – current or potential, at which the marketing
communication efforts are aimed at.

Mission –
What are the goals and Key Performance Indicators of the marketing
communication strategy?

Message –
What are the specific aspects – brand awareness, product features etc,
that Sugar Industry wants to communicate to its target customers.

22
Media –
Which are the most effective media vehicle that Sugar Industry can
use to convey its message to its target market.

Money –
Like all other organizations, Sugar Industry has limited marketing
resources so it has to figure out how it needs to spend to get the best
outcome based on specified objectives.

Measurement –
How the promotion campaign impact is measured. It can vary from
brand to brand within the organization. For example – new product
campaign can be measured on spreading brand awareness, while existing
product marketing campaign can be measured on repeat purchase or
product recall.

Email Marketing for Sugar Industry

Email Marketing is form a direct marketing approach that Sugar
Industry can take to directly reach out to its potential customers. Email
Marketing can help the Sugar Industry to reach out high probability
prospects based on the data collected by the company using its kiosks,
trade marketing, and customer survey.

Search Engine Marketing

Another popular form of advertising vehicle that has emerged in the
last decade and half is search engine marketing where advertisements are
shown to the customers based on their search history and browsing history.
Like email advertising this can result in relevant advertising to high
potential prospective customers who are already interested into products
and looking for information regarding it.

23
 CHAPTER NO.4

COMPANY PROFILE:

Established in the year 1996, we, M. B. Sugars & Pharmaceuticals

Limited, are engaged in manufacturing, supplying, exporting and
wholesaling broad array of Pharma Grade Sugar (Sucrose), Sachets and
Cubes. Under the offered array, we have Icing Sugar Sucrose, Pearl Sugar
Sucrose, Analytical Reagent Sucrose, Double Refined Icing Sucrose and
Fine Castor Sugar Sucrose. In addition to this, we have Icing Silica Sucrose,
Sugar Spheres Sucrose, Laboratory Reagent Sucrose, Double Refined
Sugar Sachets, Fondant Icing Sugar Sachets and Compressible Sugar
Sachets. The demand of offered sugar is high as these are processed as per
the IP, BP, EP, USP & JP standards. To ensure the same, we make use of
best grade ingredients in the processing of offered sugar. To ensure the
quality of ingredients for offered sugar, we source these from the most
trusted vendors of the industry and check these prior to use. Further, after
the completion of the processing process, we make the offered array of
sugar pass a quality test to ensure it is hygienically processed, pure, have
longer service life and is in crystalline nature.

Moreover, with an aim to meet the varied requirements of patrons,

we provide the offered sugar as per the specifications given by patrons. We
have hired expert professionals who are the experts of their domain. With
an aim to clearly understand the requirements of patrons, they especially
interact with them as they believe in the fact that the growth of the
organization is dependent on customer satisfaction. Moreover, our
professionals also take the responsibility of updating the machines and
technology installed at our infrastructure so as to ensure that production
process is not hampered.

Under the astute guidance of our marketing director, 'Mr. Samyak V.

Lodha', we have been able to scale the heights of success. His visionary
persona, leadership skills and deep industrial knowledge, we have been
able to smoothly gratify the needs of patrons.
24
Management Team:

Shrimant Karmayogi Bhagchand Motilal Lodha.

Chairman
The root of MB Group, fostering the entrepreneurship.
(The MB Master Mind)

Mr. Vijaykumar B. Lodha (B.Com)

Managing Director
A self–starter, visionary approach, leadership qualities and good team
building ability, excellent motivation, man management and interpersonal
skills.
(The MB Power)

"Mr. Dinesh Kumar B. Lodha ( B.E. Chem.)

Director Technical
A personality with skills to diagnose problems and customize solutions to
reduce their operating cost, maximize their profit and productivity.
(The MB Brain)"

"Mr. Anil kumar B. Lodha ( B.E. M Tech.)

Director Finance & Marketing
A person of strong communication and analytical skills, ability to manage
unstructured situation with commercial and financial acumen.
(The MB Economy)"

Mr. Samyak. V. Lodha ( B.Com , M.B.A.)

Director Marketing
Young enthusiastic Director, working hard with ultra-marketing concepts.
(The MB Vigour Personality)

25
PRODUCTS:

 Refined Sugar
We are a reliable organization engaged in manufacturing, supplying,
exporting and wholesaling a broad array of Pharma Grade Sugar (Sucrose),
Sachets and Cubes. The offered sugar is processed as per the globally laid
quality norms by utilizing high grade ingredients that are sourced from
most trusted vendors of the industry. Prior to dispatch, we make the offered
sugar pass a quality test to ensure it is able to meet the expectations of
patrons. Overview of the products is given below:
 Specialty Sugars

Providing you the best range of icing sugar, white sugar cubes, refined
sugar sachets, demerara sugar sachets (brown), castor sugar and roll n
mould (sugar paste) with effective & timely delivery.
 Icing Sugar
MB Icing Sugar is a product that meets international standards. Use of
it enhances the taste of cakes & pastries. Sparkling white & free flow
powder. MB Double refined Icing sugar adds transparency to icing, giving
it a smooth look.
 White Sugar Cube

A step ahead of breakfast sugar for enjoying calculated sweetness. It

has the same purity, quality and hygiene standards. Being in cubes, usage
is precise and sophisticated. It is a lifestyle statement that reflects good
taste. Cubes have firm edges & are easily soluble.
 Refined Sugar Sachets

Easy to use MB Sugar Sachets are filled with double refined sugar. It's
an unbeatable combination of purity, hygiene and convenience.
Easy to handle in transit and quickly soluble than ordinary sugar. One
sachet gives sweetness to one cup of tea or coffee. Customized sachets can
enhance the status of your organization.

26
 Demerara Sugar Sachets(Brown)
MB Demerara sachet contains natural light brown sugar which is
completely free flow. This sugar is not only rich in nutrients but it adds
colour and flavour to your coffee & other beverages.

 Castor Sugar
Leveraging on the support of our sound infrastructure, we are engaged
in offering Castor Sugar, which is white and in the form of fine crystal. The
offered castor sugar is widely demanded as it is free from moisture &
bacteria free, melts easily, soluble and has a longer shelf life. Offered castor
sugar is used for Cakes, Biscuits, Cookies and other desserts.

 Roll & Mould(Sugar Paste)

MB takes pride to introduce Roll n Mould Sugar Paste , an edible icing
used to decorate or sculpt cakes and pastries. This Sugar paste is also known
as rolled fondant or ready to roll icing. MB Roll n Mould tastes great and
works like a dream .It is firm and elastic, and makes rolling it out for
covering your cake effortless. Furthermore, it can be made in any
imaginable shape or form to be used as decorations such as flowers, bows
or action figures.
Ideal for-
Roll n Mould is ideal for cake decorating professionals as well as home
bakers. It can be used to cover cakes, to mold features, and create
decorations for cakes. . Its ideal for wedding cakes , theme cakes and party
cakes. It is also useful to decorate a myriad of desserts including cupcakes,
butter cookies or biscuits.

27
 Fondant iceing sugar

Fondant is a thick, creamy white sugar mass used in different forms
for decorating cakes and cookies with; it can be rolled and draped over a
cake, poured as a glaze or sculpted with. Fondant is also the basis of many
candies -- it is the center of a piece of a chocolate buttercream candy or
pecan logs. It can also be used as a thick creamy, sugary filling that gushes
out of a chocolate-covered cherry when bitten into. Fondant originates from
the word "fondre" which means to melt named so because it melts in your
mouth when eaten. So it is applicable to Bakery & Food Industry.

Description
Very fine white powder, free flowing and free from lumps and foreign
material
80% passing through 200 mesh ASTM (75 Mic)

Applications in food & bakery and confectionery

 Fondant is a thick, creamy white sugar mass used in different forms for
decorating cakes and cookies
 It can be rolled and draped over a cake, poured as a glaze or sculpted
 Fondant is also the basis of many candies -- it is the center of a piece of
a chocolate butter-cream or candy or pecan logs
 It can also be used as a thick creamy, sugary filling that gushes out of a
chocolate-covered cherry when bitten

 Calcon Sachets(Sugar Free Sachets)

For calorie conscious and diabetic people, MB offers a healthier
alternative to sugar. MB Lo-Cal is made from Aspartame- a protein
derivative. MB Cal-con contains Sucralose which is a new molecule made
from sugar but has no calories. Both are ideal low calorie substitutes which
gives you taste of sugar without any calories. So enjoy the sweetness. Don't
worry about calories and remain healthy and fit.

28
Pharma Products:

Sugar Globule
Sugar Globule that we provide are prepared from 100% pure Sugar.
These Globules are round in shape and white in color. The Sugar Globules
are provided in high-quality packaging materials. These Homeopathic
Globules are chemical free and unmedicated.
Technical Documentation Supplied
Each product batch with COA (Certificate of Analysis) accompanied by
any of the following declarations demanded Free from GMO, OVI, Gluten,
Latex, Dioxin, antioxidant & preservative declaration.BSE / TSE
Compliance declaration, declaration that no ionizing rays used.

Sugar Spheres
With firm commitment to quality, we are engaged in offering high grade
array of Sugar Spheres. We make use of optimum quality ingredients,
sourced from reliable vendors of the industry in the processing of offered
sugar sucrose to to ensure it is in-line with international quality norms.
Sugar Spheres/ Pallets
 Neutral micro granules based on sugar & cornstarch
 Used in pharmaceutical industry

Sugar Globules (100% Sugar)

 100% Sugar granules for pharmaceutical & homeopathic industries
 Available in standard & special sizes (from 250 to 1700 m)

29
Sucrose Powder
To ensure the satisfaction of patrons, we are engaged in offering
premium quality Sucrose Powder as per the given details. By carrying out
the continuous screening of crystal sucrose, we ensure that the offered
sucrose conform to USP, EP, BP & IP standard.
Features: Pure, Dry, Coarse, Clear

Pharma Sugar
With sincerity and hard work, we have carved a niche for ourselves in
this domain by offering high grade array of Pharma Sugar. Our
professionals carefully process the offered reagent sucrose to ensure these
are pure, crystalline, have perfect texture and can be used for analytical
preparations in laboratory where purity is demanded. Features:
 Safe for consumption
 Excellent quality
 Hygienically processed

Compressible Sugar
We are widely recognized for offering premium quality Compressible
Sugar (D C Grade). Offered sachets have quality assured sugar that is
processed by using best grade ingredients with the assistance of quality
controllers by co-crystallizing and drying, followed by screening.
Description
Compressible Sugar is a sweet tasting, white crystalline powder
Features
 Free flow
 Non-hygroscopic & non-reactive with most of fine chemicals
 Rapid solubility
 Lubricating quality
 Facilitating desired hardness

30
Mannitol Spheres
We are offering our reputable clients, high quality Mannitol Spheres
that is widely used in various applications like medical, food and many
more. Our trusted vendors process this product at their production unit
using finest quality chemical compounds under the observation of their
experts. Our clients can avail this product in various packaging options as
per their requirements. The offered Mannitol Powder can be purchased at
industry leading prices.
Features:
 Purity
 High effectiveness
 Long self life

Sucrose A R
With sincerity and hard work, we have carved a niche for ourselves in
this domain by offering high grade array of Sucrose A R. Our professionals
carefully process the offered reagent sucrose to ensure these are pure,
crystalline, have perfect texture and can be used for analytical preparations
in laboratory where purity is demanded.

MCC Pellets
Our prominence in this domain has helped us come up with quality
MCC Pellets. These products are prepared by the experienced professionals
following the sucrose coating process. Our offered range of these products
are drug-free and are processed using quality ingredients.
Features
 High mechanical stability
 Narrow particle size distribution within the requested size
 Good sphericity
 Excellent flow ability
Advantages
 Using the coating technology, a specific quantity of drug is sprayed on
the pellets
 The final product assures uniformity of dosage

31
Sugar Free
For calorie conscious and diabetic people, MB offers a healthier
alternative to sugar. MB Lo-Cal is made from Aspartame- a protein
derivative. MB Cal-con contains Sucralose which is a new molecule made
from sugar but has no calories. Both are ideal low calorie substitutes which
gives you taste of sugar without any calories. So enjoy the sweetness. Don't
worry about calories and remain healthy and fit.

Salt & pepper sachets

MB also offers salt, pepper & mouth freshener sachets. You can delight
your customers with the refreshing taste of MB Mouth freshener.

32
 CHAPTER NO.5

RESEARCH DESIGN AND METHODOLOGY

Research Design:
Research design means adopting that type technique of research
which is most suited for the research and study of the problem. For the
study and the research of the problem proper material has to be selected and
collected for the investigation.
“A research design is the arrangement of conditions for collection and
analysis of data in a manner that aims to combine relevance to the research
purpose with economy in procedure.”
It was necessary to interact with the Marketing Managers and Strategy
Planners of the company. A questionnaire had to be designed to collect
valuable information from the different groups. The questionnaire which
was designed suitably to
meet the objective of research work.

Nature of Research:
In this project report I have undertaken quantitative type of study.

Type of the questions:

The questions in the questionnaire asked to the Marketing team and
Strategy Planners of
MB Sugar & Pharmaceutical Ltd.

Type of the Questionnaire:

The questionnaire in this project report is straight forward and formalized.

Sampling Size
101 to 500 People Employees of MB Sugar & Pharmaceutical Ltd.

33
 CHAPTER NO.6

DATA COLLECTION:
Sector Importance:
The sugar industry is a sector of significant importance to the national
economy. While sugar consumption has been growing over the years, the
production has been cyclical. Currently, the sugar industry is regulated
across the value chain from production to end consumer. Investments to
generate by-products are at a nascent stage, and the sector has struggled to
generate a return on invested capital in excess of its cost of capital in most
years, primarily due to a high mandated fixed cane price and a volatile sugar
price.
Sugarcane is primarily grown in nine Indian states: Andhra Pradesh,
Bihar, Gujarat, Haryana, Karnataka, Maharashtra, Punjab, Uttar Pradesh
and Tamil Nadu. More than 50 million farmers and their families are
dependent on sugarcane produce for their livelihood. The sugar industry
caters to an estimated 12% of rural population in these nine states through
direct and indirect employment. Effectively, each farmer contributes to the
production of 2.9 metric tonnes of sugar every year.
The sugar industry is a green industry and is largely self-sufficient in energy
needs through use of bagasse for generating electricity and steam. In fact,
the sugar industry generates surplus exportable energy through
cogeneration and contributes in reducing the energy deficit that India is
currently facing. The sugar industry is also the primary source of raw
material for the alcohol industry in India. The annual economic
contribution of the sugar industry to the exchequer through indirect taxes
amounts to more than INR 2800 Crores.
The sugarcane price accounts for approximately 70% of the ex-mill sugar
price. However, fundamental changes in the consumer profile and the
demonstrated ability of the sector to continuously ensure availability of
sugar for domestic consumption has diluted the need for sugar to be
considered as an essential commodity. According to a recently conducted
nation-wide survey, nearly 75% of the total non-levy sugar is consumed by
industrial, small business and high income household segments.
34
International Scenario:

Sugar is produced in 115 countries across the world. It is extracted from

different raw materials such as sugarcane and sugar beet. Sugarcane is
cultivated in tropical climate, while sugar beet is grown in temperate
regions. Of the 115 sugar producing countries, 67 produce sugar from cane,
39 from beet and 9 from both cane and beet. Brazil, India, Thailand,
Australia and Cuba are the largest sugarcane producers. The beet sugar
producing countries include the US, Turkey, Ukraine, Poland and Russia.

The Indian sugar industry also has a significant standing in the global
sugar space. Like in Brazil and Thailand, the sugar sector is highly
regulated in India too. Since 1993, the regulatory environment has
considerably eased, but sugar still continues to be listed as an essential
commodity under the Essential Commodity Act. There are regulations
across the entire value chain, which includes land demarcation, sugarcane
price, sugarcane procurement, sugar production and sale of sugar by mills
in domestic and international markets.

India is the largest consumer and second largest producer of sugar in

the world only next to Brazil. India accounted for about 14.75% of the total
world sugar production
Sugar policy and regulations in India

India does not have a reasonable degree of predictability in its

production and trade policy with respect to sugar. The sector is
characterized by controls across the entire value chain of sugar production
and sale, which not only hampers its efficiency but also exacerbates the
cyclicality in sugar and sugarcane production. This characteristic of
unpredictability in sugarcane production, coupled with the controls, does
not allow the sugar sector to tap its full potential and thereby adversely
impacts the interests of stakeholders (sugarcane growers, sugar mills and
consumers) across the value-chain. Some important policies in sugar
industry include the following:

Trade policy for sugar

Depending on mill-wise monthly production and stocks, local
production levels and world market conditions, quantitative controls on
both exports and imports are common in the sector. This is an avoidable
source of uncertainty for the industry.

Regulations relating to by-products

There are several regulatory hurdles with respect to the by-products of
the sugar industry. With respect to the molasses, these are decisions at the
state government level related to fixation of quotas for different end uses of
molasses, restrictions on movement (particularly across state boundaries),
etc. With respect to co-generation from bagasse, there are regulatory and
implementation issues relating to freedom of selling power to consumers
other than the local power utility. The state governments or their electricity
boards resort to restriction on open access sale by frequent or routine
invocation of statutory provisions meant to deal with emergencies.
Other policies related to Indian sugar industry include (i) cane sugar
area and bonding, (ii) sugarcane pricing, (iii) levy sugar obligation and
(iv) regulated release of free sale (non-levy) sugar).

36
 CHAPTER NO.7

FINDINGS
As per the above data analysis the findings are as below:-

 Objective of the company is very clear and most of the employees are
agree with this.

 M. B. Sugars & Pharmaceuticals Limited is exactly know their

audience.

 M. B. Sugars & Pharmaceuticals Limited is trying for the maximum

conversions.

 M. B. Sugars & Pharmaceuticals Limited is promoting their products

very aggressively.

 M. B. Sugars & Pharmaceuticals Limited is successful in winning the

attention marathon of their buyers.

 M. B. Sugars & Pharmaceuticals Limited is focusing regularly on the

Pricing, Positioning and Branding of the company

 M. B. Sugars & Pharmaceuticals Limited is successfully identifying the

target marketing.

 M. B. Sugars & Pharmaceuticals Limited is very well known about their

competitors in the market.

 M. B. Sugars & Pharmaceuticals Limited is successful in spreading

awareness about their products in the market.

 M. B. Sugars & Pharmaceuticals Limited is growing as compare to last

year in terms of manufacturing and revenue of the company.

37
 CHAPTER NO.8

RECOMMENDATIONS

M. B. Sugars & Pharmaceuticals Limited is doing in growing way.

I would like to recommend some points.

1. Company should launch employee incentive policy for the employees

for the fast growing of the company.

2. Regular incentive policy should be launch by the company.

3. Service and delivery of the company is as per the SLA agreements.

4. Company should launch regular workshops of their buyers to vacillate

extra benefits.

38
QUESTIONNAIRE:

1. Is the objective of company is clearly defined?

Yes
No
Not Aware

2. Is the company Know Exactly Who Your Audience Is?

Yes
No
Not Aware

3. Is company is Optimize for Maximum Conversion?

Yes
No
Not Aware

4. Is the company is promoting their products aggressively?

Yes
No
Not Aware

5. Is company is winning the Attention Marathon of the buyers.

Yes
No
Not Aware

39
6. What do you think about the Pricing, Positioning and Branding of
the company?

Very Good
Good
Average

7. Is the company is successfully Identifying target market?

Yes
No
Not aware

8. Is the company is knowing about their competitors?

Yes
No
Not aware

9. Is the company developing awareness about their products in the

market?

Yes
No
Not aware

10. Is the company growing as compare to last year in terms of

Manufacturing and Revenue?

Yes
No
Not aware

40
MY PERSONAL EXPERIENCE _ WHILE DOING THE MARKE SURVEY ,I EXPERINCED THE REAL MARKET. WHEN
WE FEEL DOING MARKETING IS EASY JOB OR ANY EASY TASK BUT THE FACT IS MARKETING TEACHES YOU
EVERYTHING ABOUT THE PRACTICAL LIFE AND REAL STRUGGGLERS.WHEN WE ACTUALLY STAND N THE
MARKETING FIELD WE ARE JUST A SIMPLE EMPLOYEE SERVING THE WORLD AND DOING OUR DUTY TO DO
THE RESEARCH . THE MAIN THING WHICH COMES IS INTERACTION AND COMMUNICATION WITH THE REAL
CUSTOMERS DOING THIS WHILE SITTING IN THE OFFICE AND DIGITALLY IS WAY DIFFERENT THAN BEING IN
THE ACTUAL MARKET AND INTERACTING WITH AUDIENCE .THAT‟S WHAT I EXPERINCED IN THIS 60 DAYS
INTERNSHIP PROGRAMME TO STUDY THE MARKETING INSIGHTS AND DEMOGRAPHY.

BIBLIOGRAPHY:

Websites:

http://www.mbsugar.com/
https://en.wikipedia.org/wiki/Sugar_industry
https://embapro.com/frontpage/marketing4pcase/21546-sugar-industry
https://en.wikipedia.org/wiki/Marketing_strategy

*************Thank you ************

41
42