A MULTIDISCIPLINARY ACTION PROJECT REPORT ON

“TO ANALYZE THE PRODUCT POSITIONNING FOR THE NAMKEEN PRODUCT OF AVADH NAMKEEN WITH
REFRENCE TO RAJKOT REGION”

AT

AVADH NAMKEEN

SUBMITTED TO:

INSTITUTE CODE: 123

NAME OF INSTITUTE: KUM. M.H. GARDI SCHOOL OF MANAGEMENT

UNDER THE GUIDANCE OF

PROF.VIRAL RAVAL (ASST.PROF.)

IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF THE AWARD OF THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION (MBA)

OFFERED BY:

GUJARAT TECHNOLOGICAL UNIVERSITY

AHMADABAD.

PREPARED BY:

CHUDASAMA PRAGATI -187270592007

CHUHAN SACHIN - 187270592008

DHOLAKIYA HIMANSHU-187270592010

DOSHI HEENA - 187270592011

DOSHI PRIYANKA - 187270592012

 INTRODUCTION OF FMCG INDUSTRY

• Fast moving consumer goods (FMCG) also known as consumer packaged goods (CPG) it is sold at relatively
low cost. If FMCG products sell in large quantity then earn more profile. FMCG is the 4th largest sector in the
Indian economy.

• The FMCG industry is highly competitive due to branding and product advertising the manufactures
continues to develop and enhance their products. Similarly there search for strategies and to keep up with
the market and consumer trends. FMCG manufacturer and producers continuously set their sights for sales
venues and outlets for their products in order to achieve their targeted sales goal. There are scores of FMCG
vacancies and worldwide owe to the industry‘s and growing participation in the market.

• By 2020 the revenue of the sector are forecasted to reach US $ 104 billion. The Indian market for salted
snack is growing at 5.7% by volume and market experts estimate that the industry is worth at least RS.1600
cr. Sales.

• FMCG industry in India is approximately worth US $ 13.1 billion and it is the country’s fourth largest sector.
 WORLD MARKET

• The launching of latest new products with a center on well-designed ingredients has been
observed as the key development in the snack food industry market in the previous five years. As
main product introduce, Mediterranean Snacks Company has launched Beanstalks, Boulder
Canyon Foods launched Protein Crisps, and General Mills launched Gluten-Free Snack Bars. Giving
the foremost breakthroughs in conditions of product innovations and variety, the international
market for snacks food is probable to arrive at USD 621 billion by 2021, increasing at a CAGR of
5.8%.

• The international market of snack food industry is segmented by variety of into salted snacks,
bakery snacks, confectionery, specialty & frozen snacks. The bakery snacks segment possesses the
highest market coverage, while the salted snacks including potato chips, corn chips, tortilla chips,
popcorn, pretzels, etc. are estimated to have the highest market growth during the estimate
period.
 INDAIN MARKET

• The Indian food industry is balanced for vast development, growing its contribution to world food
trade every year. In India, the food industry has combined as a high-development and high-
revenue generated sector due to its enormous probable for value adding up, mainly within the
food processing sector.

• The Indian food & snacks and grocery market is the world’s 6th largest, with retail it provide 70 %
of the sales to in Indian market. The Indian food processing sector has accounts 32 % of the
country’s total food market, it is one of the biggest industries in India and is ranked fifth in
requisites of production, consumption, export and probable development.

• It contributes approximately 9 and 8.40 per cent of Gross Value Added (GVA) in Manufacturing
and Agriculture in that order, 14 per cent of India’s exports and 6 per cent of total industrial
investment. The Indian gourmet food market is at present valued at US$ 1.3 billion and is rising at
a Compound Annual Growth Rate (CAGR) of 21 per cent. India's organic food market is probable
to rise by three times by 2020.
 GROWTH OF INDUSTRY

• According to information given by the Department of Industrial Policies and Promotion (DIPP), the food
processing industry in India has received around US$ 7.54 billion worth of Foreign Direct Investment
(FDI) during the period April 2000-March 2017. The Confederation of Indian Industry (CII)
approximated that the food processing industry have the probably to catch the attention of as much as
US$ 33 billion of investment over the next 10 years and also to create employment of nine million per-
days for person.

• The International e-commerce company, Amazon has planned to come in the Indian food retailing
industry by invest US$ 515 million in the next five years, as per Mr Harsimrat Kaur Badal, Minister
of Food Processing Industries, Government of India.

• Parle Agro Pvt Ltd has launched Frooti Fizz, a running of the original Mango Frooti, which will be
retail across 1.2 million store across in the country as its aim growing its annual returns from Rs
2800 crore (US$ 0.42 billion) to Rs 5000 crore (US$ 0.75 billion) by 2018.

• US-based food company Cargill Inc, targeted to expand twice its branded consumer business in
India by 2020, by increasing its retail reach to about 800,000 stores and add-on to market share to
become domestic level leader in the sunflower oil category which facilitate the company to be
the top in three foremost brands in India.
 HISTORY OF AVADH

• The introduction of the any company is play very important role. This company “AVADH
NAMKEEN” was established in the year 2012.

• Avadh Namkeen's is the one of the very famous company of "Namkeen" in All India and in
Gujarat. The success of the company is goes to the hard work of its staff member and Venture of
Mr. Rajeshbhai Savani. In the year of 2012 the company established with full automatic plant
with new packing and brand name with the best quality. With taste, purity, transparent
administration, customer oriented policy and Good Behaviour Company become Reach to in
numerous customers with their taste of product

• Today, the Avadh Namkeen plant, situated in the Nikava Tal, Kalavad is an automated, new
generation snacks manufacturing unit. Directors of the group, some of them with more than 25
years of experience in the field, directly handle the quality control department. Mr. Rajeshbhai
Patel is the chairman & founder of the AVADH NAMKEEN. AVADH NAMKEEN well-known for
manufacturing all kinds of Namkeens & Fryums.
 COMPANY OVERVIEW
Name Of Company Avadh Food Products

Address Opp. Super Tech, Survey No-128,

Plot No-1,Rajkot Kalavad Road,

Village: Nikava, District:Jamanagar,

Pin no:361162 Gujarat, (India)

Year of establishment 2012

Chief Promoter Rajeshbhai Savani

Size of unit Medium Scale

Products All kind of Namkeens & Fryums

Slogan “Naye swad ke sath….”

No of Employees 155 Employees

Brand name Avadh Namkeen

Bankers HDFC Bank LTD.

Registration office 1/2 road: K, G.I.D.C, Lodhika, Rajkot-360021

  PRODUCT PROFILE

 NAMKEENS
 FRYUMS
 OBJECTIVES OF STUDY

• To study and analysing brand positioning of AVADH NAMKEEN in Rajkot District, Gujarat.

• To study the Consumer satisfaction level towards AVADH NAMKEEN.

• To know the Consumer opinion towards the AVADH NAMKEEN.

• To know current method and strategy the company uses in creating its brand positioning.
 RESEARCH DESIGN
Sampling method:

1.population size of the study General public

2.sampling size of the study 100 respondents

3.sampling method Convenience sampling method

4. sample area Rajkot

5. Data collection instrument Questionnaire

6. Data collection method Primary & Secondary