A RESARCH REPORT ON

Marketing strategies of
Priyagold
A report submitted to IIMT COLLEGE OF MANAGEMENT for
the partial fulfillment of Post Graduate Diploma in Management
Submitted To Submitted by:
Mr. Girish Kathuria Tarun SharmaPGDM-IV
th
SemBatch: 2008-2010
IIMT COLLEGE OF MANAGEMENT, GREATER NOIDA
2
DECLARATION

I- ANAND MITRA BAUDH to declare that the research project

report entitled MARKETING STRATEGIES OF
PRIYAGOLD being submitted for the partial fulfillment of the
requirement for Post Graduate Diploma In Management is
my own endeavors and it has not been submitted earlier
MASCOT INSTITUTE OF MANAGEMENT BAREILLY for
any degree.

ANAND MITRA
BAUDH
MBA 4TH SEM
ROLL NO- 1582770004

ACKNOWLEDGEMENTS
My first regards are to almighty God; it was my great trust and belief
on him which enabled me to move on the righteous path. First of all
my whole gratitude towards
Miss. Ritu Singh, Faculty of MASCOT INSTITUTE OF
MANAGEMENT BAREILLY for having given me the opportunity
to do a research on the topic MARKETING STRATEGIES OF
PRIYAGOLD.

I also express thanks to my friends who help me in the successes fully

completion of my research report.

ANAND MITRA BAUDH

 PREFACE
To start any business the success entirely depends on the marketing
research done about the particular product and the consumer attitude
towards the product. Marketing research plays a vital role in a
business to make it success. The topic for research was

MARKETING STRATEGIES OF PRIYAGOLD

I have tried to put my best effort to complete this task on the basis of
skill that I have achieved during my studies in the institute. I have tried to
put my maximum effort to get the accurate statistical data, if any error
or any mistake in collecting the data, please ignore it. In this research
work, a survey was conducted about the prescribing preferences of
consumer, the market share of various brands of biscuits. The survey
was conducted in New Delhi. A sample of 200 retailers had been taken

PRIYAGOLD biscuits then it is found that 360 retailers are having

Classic Cream Milk biscuits So,(a) 90 % retailers are having Classic
Cream Milk biscuit.(b)10 % retailers are not having Classic Cream
Milk biscuit.
PERSONAL OPINION:
The tangy taste of milk cream enveloped in rich cream spread
between two slabs of finely baked biscuits.
(5)
If NO, Reason for non availability of Classic Cream Milk biscuits ?[
] Problem with supply [ ] People dont like it
Ans:
Out of 40 retailers who are not having Classic Cream Milk biscuit.
Reason for it:(a)

80 % retailers are having problem with supply.(b)

20 % retailers say that people dont like it.

(6)
What is the source of procurement?[ ] Distributor [ ] Wholesaler [ ]
Direct
Ans:
In my survey, I covered 368 PRIYAGOLD shops and in on that
PRIYAGOLD, source of procurements are

TABLE OF CONTENTS
SWOT ANALYSIS
(a) Through distributor 84 %
(b) Through wholesaler 14 %
(c) Through direct 2 %
PERSONAL OPINION

In most of the areas, the supply of distributors is very good

thats why 84 % retailers take the PRIYAGOLD biscuits from
distributors.

(7) Which other biscuits brands are available?

Ans:
(a) 90 % retailers are having Britannia biscuits.
(b) 84 % retailers are having Parle-G biscuits.
(c) 69 % retailers are having Anmol biscuits.
(d) 21 % retailers are having Apsara biscuits

(8) What are the average monthly sales of PRIYAGOLD

biscuits?
[ ] Below 1000 [ ] 1000-3000
[ ] 3000-5000 [ ] Above 5000
Ans:
(A) 28 % retailers sale PRIYAGOLD biscuits down the amount
of Rs. 1000.
(b) 47 % retailers sale PRIYAGOLD biscuits between the
amounts of Rs. 1000-3000.
(c) 20 % retailers sale PRIYAGOLD biscuit between
The amount of Rs. 3000-5000.
(d) 5 % retailers sale PRIYAGOLD biscuit more than the
amount of Rs. 5000

MARKET POTENTIAL
Market potential of the PRIYAGOLD is much positive in
competitive era and will sure cover the maximum market share
of biscuit product. Potentiality of any product depends upon the
futuristic performance of the product. It depends that how much
potentiality retailers have to be permanent seller of PRIYA
GOLD.
For great potentiality it is necessary to improve those factors
which are going to affect retailers. In my study, I found some
factors, which can help to cover great potentiality. These factors
are following:

Scheme delivery should in perfect determining time.

Some places distributors not able to cover his particular
area. That should be improved.
Scheme facility should be regular as much as possible.
Always collect the views of retailers. It gives
psychological effect on the retailers about careens by
manufacturing company. These factors are very important
for the organization. If company is able to improve these
all factors then definitely its market share will more
 increase retailers will take more interest to sell
PRIYAGOLD biscuit and customer will also enjoy for it.
So potentiality is very high of PRIYAGOLD biscuit in
positive direction
STRENGTHS
Leading FMCG product.
Strong market potential.
High demand of the product.
Big budget and willingness to invest in long term phases.
Glamorous attractive and effective advertising company.
Quality maintenance.
Wide brand variety of the competitor and serve the
massage.
Biscuit is becoming a very essential food habit of our
people.
WEAKNESS
Focusing on bulk order rather than the small ones.
Schemes and strategies formulated are national and not
locally adopted.
Inability to retain target consumers.
In effective team of redistribution stockiest.
Lacking to cater the low-income segment
Work marketing policy.

OPPORTUNITY
Further effective utilization of the post distribution network.
Competing companies are not getting due success.
Increase in the target consumers every year.
Increase market share by improving services.

THREATS
Advent of MNCs with their new product.
Lucrative schemes offered by the competitors to the retailers.
 Losing market share due to inefficient work force.
Decline in market reputation due to ineffective and delaying
services

RETAILERS VIEW AND COMPLAINT

Retailer said that due to irregular supply, he does not keep
PRIYAGOLD. He said that people could easily buy
PRIYAGOLD but there is no supply of product.
He added he intent to promote the product that is good in quality
because people are quality conscious.
Retailer said that he keeps PRIYAGOLD because he earns a
good profit margin.
Some retailers ask for the gift like Calendar, Notepad, Diary and
Wall clock etc. with quoting the example of some other
companies, which are not in bakery.
Some retailers say that packaging of PRIYAGOLD biscuit is not
good.
Most of retailer says that salesman of PRIYAGOLD biscuits
does not pay proper attention on replacement and regular
services.
Some retailer says that distributor of PRIYAGOLD biscuits do
not provide goods on credit.
Some retailer very much angry from the distribution system of
scheme. They have achieved the target at the end of March but
yet did not get the scheme.
Scheme facility should be regular.
Always should be taken views of retailers or consumers.

RECOMMENDATION
As a nature of the product is as such, it is always in demand and
demand should be fulfilled at that time itself, following points were
understood to be taken into consideration for making system efficient.

To promote the product range good consideration should be

made to wholesalers and retailers.

To maintain the profit margin logistic mix should be adopted by

the company.

Continuous responses should be taken from the wholesalers

about retailers satisfaction.

Everything should not be left on wholesalers, as time to time

sales person should visit retailers to understand consumer
market.
It should be noted whether whole product range is reaching
retailers or not. More retailers and consumer based schemes
should be introduced and special emphasis should be given
children based schemes, because children mainly consume the
biscuits.

As a researcher, I observed that for making the distribution

channel smooth transfer of goods, the contribution of
middlemen is required. Making all process convenient always
helps in doing so.
LIMITATIONS
Absence of proper co-operation of some retailer during the
research project.

The time causes major hindrances. If the retailer was not willing
to respond at that moment, it was too difficult to meet them
again.

Sometimes the right person was not at place, so it was difficult

to get my information about the product.

The respondents might have shown bias or behaved artificially

so exact picture of sales potential could not be derived.

Money factor was also one of the factors faced by us.

Lack of sufficient data on biscuits industry we had to face allot

of problem about India biscuits industrial profile.
CONCLUSION

After going thick on the thing, now time is to make a complete

picture. While making a product a SKU (Stock Keeping Unit) of the
shop retailers think about the GMROI (Gross Margin Return On
Investment) and they promote the brand which provide them highest.
They expect return in the form of profit margin, company schemes,
window display and references of the shop. Among these, company
schemes make the differences and are the highest source of
motivation after profit margin. Retailing demands a constant push
from thecompany.Marketer needs to use advertising and brand
building strategies to address the discerning buyers and retail push to
in different buyers. The manufacturer should understand consumer
behavior because retailers can't help quality and price. It is only up to
dealers said it is demand they sell PRIYAGOLD 42% agree that at
retail shop it is brand popularity, which determine the purchase of
biscuit. There is a greater need to understand the retailer behavior
considering themes a team working for the company may help them
to be attached to the company. There should be feeling of belonging
to the company in inner of the retailers. Setting values club for
retailers so that they may exchange views with the company and help
in understanding consumer behavior