Chirag Kotadiya Project On Kataria Enterprise ( Marketing)

A MARKETING PROJECT REPORT ON

KATARIA ENTERPRISE Prepared by kotadiya chirag j. Class T.Y. B.B.A. Academic year 2009-10 Roll no 26 Seat no

Collage shree gyanyagna collage of science of management, Rajkot Submitted to Saurastra University 1

Guided by prof. chirag erda

2

PREFACE

"Experience is the best teacher." This saying plays a guiding role in our lives and also in

project reports that are an integral part of the B.B.A. program in Saurastra University.

3

In today's life management is very important. Management is the back bone of any organizational or any activity of any organization or any activity done. The real success of any management lies in applying the professional management techniques in all managerial activities. As we move in to an era of intense competitions and high performance expectations. It is important that we develop the winning edge.

Hence toattaion this objectives and to have the out look of all intricate of corporate world. I have undertaken internship at KATARIA ENTERPRISE. I have tried my best and have applied all my efforts, knowledge, and sources available in this internship project report.

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DECLARATION I, undersigned KOTADIYA CHIRAG J. as a management student of T.Y. B.B.A. declare that the project report as per Saurashtra University's paper no.8 in the syllabus of T.Y. B.B.A. which is prepared by me with the valuable guidance of Prof. Chirag Erda. The project report of Kataria Enterprise Submitted to Gyanyagna collage of science and management, B.B.A. department, Rajkot. The project which prepared by me is for our practical study as well as theoretical knowledge which helpful to me in my future and it is our part of study of bachelor of business administration This is my original work and not submitted for the award of any other degree diploma or the similar title or price and any other collage or university.

DATE:

PLACE:

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ACKNOWLEDGEMENT The success full and timely completion of this training would not have been possible without the kind co-operation and support of the various department heads of the KATARIA ENTERPRISE As well as the faculty member of G.Y.C.S.M. and responds who co-operatively provided the honest information through questioners.

Let me begin my acknowledgement by thanking the whole staff of KATARIA ENTERPRISE For their kind co-operation and support during project report guidance.

I also take the opportunity to thank PROF. CHIRAG ERDA (project in charge)with whom this project could not have possible. I am really thanking to every person who gave me valuable guidance and directing towards right path in my project

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INDEX SR.NO.

PARTICULARS

PAGE NO.

1

INDUSTRIAL ANALYSIS

7

2

PROJET AT GLANCE

8

3

Introduction

9

4

History of the Organization

10

5

Current state of the Organization

11

6

VISION,MISSION & VALUES

12

7

MANAGEMENT OF THE COMPANY

13

8

STRUCTURE OF THE ORGANIZATION

14

9

CODE OF CONDUCT

16

10

INTRODUCTION TO OPERATIION MANAGEMENT

17

11

TURN OVER OF THE COMPANY

18

12

MARKETING DEPARTMENT

19

13

ACHIEVEMENTS

79

14

FURURE PLANS

80

15

CONCLUSION

81

16

BIBLIOGRAPHY

82

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Industrial Analysis

India is already a heavyweight globally in the services sector. Manufacturing still makes up only a relatively small proportion of GDP—about 20 per cent compared to China's 45 per cent—but it is growing, both in terms of domestic focus and exports. India's container trade has been growing at around 15 per cent over the past five years. That means the logistics services business will be growing at a multiple of the box trade, probably around 20 per cent and more per year. The growth in demand presents significant opportunities for the logistics industry, as challenges also. Looking ahead, India is going to play an increasingly important role in driving world economic trade, maybe even rivaling the phenomenal growth and transformation of China a manufacturing superpower. India's current trade profile provides important clues about the development of logistics industry.

We have seen in other locations globally that the key driver of demand for world-class logistics services is a critical mass of MNCs whose bottom-line success requires low-cost manufacturing locations, connected to highly efficient supply lines. Secondly, some pieces of hardware are either missing or not up to the global standards. Ports, for example, are for the most part choked up or not set up for increased container transportation. Road and rail connectivity is patchy and waterways, while exciting, are not yet big on the radar screen as far as volumes are concerned. Add to that a lack of capabilities or competition in some segments of the supply chain, absence of common standards for equipment and technology, and intra-provincial barriers.

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The industry also suffers from inadequate infrastructure, complex tax laws and insufficient technological aids. This is partly due to the fragmented nature of the domestic industry. A number of players offer only one or two services out of the gamut of products comprising transportation, warehousing, freight forwarding, express cargo delivery, courier services, container services, shipping services etc.

PROJET AT GLANCE Name of the Organization: -

KATARIA ENTERPRISE

Address:-

Tower Building, Kalawad Road, Vad-Vajdi, Rajkot.

Phone: Mobile: Sms Mobile: Fax: -

0281-2783797/98 9824283794 / 95 9824199663 / 9842176199 0281-2783799

E-mail:Web: Organization Type: -

[email protected] www.katariaenterprise.com Distributor and Marketing

Associated Companies: -

Balaji Wafers Pvt.Ltd. Coca-Cola, Vadilal Ice-Cream

Owner: -

Vallabhbhai Kataria, Paras V. Kataria, Rimal V. Kataria,

General Manager: -

Rupesh K. Patel 9

Area of Marketing: -

Gujarat, Rajasthan, Maharashtra, Madhyapradesh,

Proposed Area: -

Karnataka, Andhrapradesh, Goa

Logo:-

Introduction The art of selling and marketing is more important then production. So I took a decision to be trained in such organization which we can get in KATARIA ENTERPRISE, a sole distributer of the Balaji wafers pvt.ltd. Company at Rajkot. On starting of my project I came to know that KATARIA ENTERPRISE is not a transportation organization but distributor and marketer of the company. And transportation is the part of its distribution service, it also consider the marketing service of the company. KATARIA is a pioneer and leader in the Marketing, Supply Chain and Warehouse Management in India. It was the revolutionary approach adopted by KATARIA that helped launch many path-breaking initiatives in the logistics segment and many were the firsts for the 10

Indian market. In a span of 22 years, KATARIA has consistently explored various ways to bring premium value to the customer, always setting benchmarks in quality of service, Speed and customer satisfaction.

Company, dealers, retailers and customers all are satisfied with service of KATARIA ENTERPRISE.

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History of the Organization

KATARIA ENTERPRISE is the proprietary organization and a distributer associated with food Industry. The owner of KATARIA ENTERPRISE, Mr. Vallabhbhai Kataria has started his business in Electronics components through his own Retail Shop in Junagadh. He has also started his business in FMCG Product line cold drinks and ice-cream as a distributor with Vadilal Ice-cream and Coca-Cola Companies in 1981. Coca-cola Company is the international company considers the large market value. After getting the awareness of expertise in marketing through distribution ship Vallabhbhai has started the distribution relation with Balaji Wafers Pvt.Ltd. in 1992.

In introduction Stage, KATARIA ENTERPRISE has started his distribution only with two vehicles. As time passed on, the needs grew and as we know, “Everything that grows turns growing”. “Development is our benchmark.” “Trade with Tradition.” With this as their motto, they make it their business as specialist in marketing and selling bearings to supply efficient and dependable products that satisfy fully the need of their market. Their principle has been the complete utilization of technology and manpower in the sense of expertise.

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Current state of the Organization KATARIA ENTERPRISE is a multi-services customer focused organization primarily focused on providing world-class customer services in areas of marketing management, supply chain management and warehouse management. Its entrepreneurial spirit, business acumen, sound domain knowledge and Competent team enables it to deliver maximum value, efficiency and improved bottom lines to it corporate clients. KATARIA ENTERPRISE also associated with some of the most renowned business houses like Balaji Wafers, Vadilal Ice-Cream and Coca-Cola.

It provides different types of services to all three companies like sales agency, dealership and sole distribution ship. Major focuses of the enterprise is on sole distribution ship of Balaji Wafers Company. So, my project report also mainly contains sole distribution ship of this Enterprise.

From the very first stage, KATARIA ENTERPRISE, started as a Logistics Management company in 1989, has grown into an organization with more than 250 employees and a turnover of Rs 300 Crore covering 5 State, 56 Districts, 1,25,000 Retailers and reach to over 12 Crore Population in India. KATARIA has over 100 special closed body containers for timely & safe distribution and world class mechantronic warehousing facilities across India. Be it flexible point-to-point distribution solutions, complex end-to-end integrated logistics solutions, supply chain management, KATARIA does it all with great effectiveness and reliability, and enjoys the trust of a large customer base.

In current scenario it is

much developed by its great infrastructure, transportation service, Marketing skill and technology. It has also developed its new branch at Valsad, near a new plant of the company to expand the market area in south India.

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VISION, MISSION & VALUES MISSION ✔ To help our clients win by providing value-added, cost effective and comprehensive services in marketing, warehouse, supply chain, human resources and talent development arena worldwide. ✔ Be a globally preferred provider of India-centric supply chain services and solutions, and

a leader in the India ✔ Delight customers with quality service by setting new trends through innovation and technology ✔ Create service excellence in all business VISION ✔ To be at the top of the distribution service by prompt, quick and reliable service with sophisticated technology, to meet and exceed the customer requirements. ✔ To be recognized as the most specialized group of professionals providing business

services like Marketing, Supply Chain and warehouse management services based on excellent reputation in quality, cost effectiveness and dependability . VALUES ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

Care for our customers Quality of Services Reliability and Efficiency Ethical and moral conduct Superior Performance Integrity Entrepreneurship Customer Orientation Working Together Respect for People

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MANAGEMENT OF THE COMPANY The management of Kataria enterprise is lead by visionary businessman Mr. Vallabhbhai Kataria, which means they will always be on the path of growth and development. he took the company to 100 Closed Body containers to distribute Balaji Wafers and Namkins to 90% of India. The company is Ranked 5th at National level for such a huge distribution network that sustains on a single product sector. Mr. Paras V. Kataria, the elder son of Mr. Vallabhbhai, is the instrumental leader to set-up the vast Distribution network operations of Kataria Enterprise. He is the key person to actualize Vallbhbhai’s dream of National Network. He has spread the name of Balaji from Smallest of villages of 1500 people to the best stores and malls of metros.

Every huge corporation requires a strong management administrator and a visionary controller. This role is played by Mr. Rimal V. Kataria the younger son of Mr. Vallabhbhai. A chemical Engineer by qualification, he holds the key to smooth functioning of the company as well as Supply chain and nationwide Logistics. As the General Manager of Kataria Enterprise, Mr. Rupesh Vadariya plays multiple roles of Operations and Human Resource Control. As in all great organizations, manpower eventually becomes the main strength. Mr. Rupesh Vadariya is the person responsible to oversee that the right person is recruited for the right job and he is totally socialized to the company Mission and culture. Further, he also is the key person to control all the operations, the major being logistics, as logistics form the core of the company. He also solves dealer challenges and issues to better manage the company’s distribution and marketing network. A committed management team anchors the organization effectively to its goal of providing high quality Logistics, Supply Chain Management and Warehouse Management Services to its clients. Equipped with technical expertise, excellent domain knowledge and extensive cross-functional experience, they nurture interactive relationships with the client community.

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STRUCTURE OF THE ORGANIZATION KATARIA ENTERPRISE is the proprietor organization type. Organization structure is teamwork at the formal relationship that have between established. The purpose of the structure is to assist in regulating and directing the efforts is than organization so that they are coordinated and consistent with organization objectives.

Structure of the Organization shows the interrelationship between the company’s staff its show a clear-cut line of authority responsibility and accountability.

Among the various type of organization structure of KATARIA ENTERPRISE has adopted Flat type of organization structure.

The founder of the organization is Mr. Vallabhbhai Kataria. Vallbhbhai’s two sons Paras Kataria and Rimal Kataria are also equally the owner of this organization.

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Owner of the company Vallabhbhai Kataria

General Manager

Dispatch

logistic

account

Manager manager

manager

manager

Loads

Drivers sales

C.A. & Clark

sales

executive s

17

CODE OF CONDUCT

18

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INTRODUCTION TO OPERATION MANAGEMENT Operation Management is the management of producing a goods or services.

Operation management is the main function of the organization which consist the manufacturing of goods or services.

In KATARIA ENTERPEISE, The main operation is sales & distribution of goods to all in different area of Gujarat and other states and marketing of the items of the company which it produces. It proves its best performance in customer service through different channel like dealers and retailers.

This enterprise is not a manufacturing firm but provides the service of distribution as well as marketing services to the companies like Balaji Wafers, Coca-cola and Vadilal Ice-cream as we shown above. We can say that KATARIA ENTERPRISE Operates at different levels in supply chain for all three companies. In Vadilal ice cream & coca cola products Kataria is a Agency Which provides distribution service in Junagadh city & saurastra Region only.

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TURN OVER OF THE COMPANY

The turnover refers to the total sales revenue during the year. Every company always tries to increase the turnover of the company.

KATARIA ENTERPISE is the propertied organization and though it’s turn over on 31/03/2009 was Rs. 300 Crore of Balaji wafers which is 20% more than last year and gradually it increases its turn over every year.

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MARKETING DEPARTMENT

22

Sr. no.

Particulars

Page no.

1

INTRODUCTION

21

2

STRUCTURE OF ORGANIZATION

22

3

IMPORTANT OF MARKETING

23

4

MARKETING YESTERDAY AND TODAY

24

5

MARKETING STRATEGY

25

6

MARKET RESEARCH

29

7

MARKETING MIX

33

8

PRODUCT MIX

36

9

SERVICE INFORMATION

37

10

PRICE MIX

38

11

PROMOTION MIX

40

12

PLACE MIX

42

13

WEREHOUSEMANAGEMENT

59

14

ROLE OF INFORMATION TECHONOLOGY IN SUPPLY CHAIN MANAGEMENT

61

15

EXPANSION OF MARKET

68

16

NEW DEALERSHIP

69

17

SALES MAN MEETING

70

18

MOTIVATION TO CHANNEL MEMBER

71

19

TRAINING TO CHANNEL MEMBERS

72

20

EVALUATION OF CHANNAL MEMBERS

73 23

21

MARKETING INFORMATION SYSTEM

74

21

SWOT analysis

75

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INTRODUCTION Marketing is often dynamic challenging and rewarding. It can be also frustrating and even disappointing. But it is never dull. It is the part of organization. Where ‘the rubber meets road’- the place when an organizations ideas planning and executing are given the avoid test of market acceptance or rejection. Marketing job is to convert essential needs in to profitable opportunities marketing consist of all activities by which a company adopts it self to its environment relatively and profitability. Before few years ago there was no need for marketing because there was no competition in market and so as compared to supply of product there was more advertisement so there was no used of marketing the products. “Marketing is the process of planning, executing, the competition, pricing, promotion and distribution of ideas, goods and services to create exchange that satisfy individuals and organization goals.” - Philip Kottler Marketing management includes management of demand, promotion, price and place new means distribution channel management etc. promotion include advertisement, publicity, sales promotion and personnel selling etc. price includes strategies of product, place include management of distributions network its cost its effectiveness advertise efficiency etc. In today’s era at each and every step any sale of business needs marketing tools for marketing their business fresh and smooth as well as under providing business life cycle. In today’s consumer marketing serves as a doctor for patient. Marketing is a “Beating Heart” of any business. Thus, it stresses on 4 P’s: 1. PRODUCT

3.PLACE

2. PRICE

4.PROMOTION

Marketing is a comprehensive term and it includes all resources and a set of activities necessary to direct and facilitate the flow of goods and services from producer to consumer in the production process. Human efforts, finance and management constitute the primary resources of marketing. Marketing diminishes the gap between the producer and consumer.

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STRUCTURE OF ORGANIZATION The main aim of marketing department is to translate consumers demand in to physical product or service. It helps whole organization. It knows demand of consumers through marketing channels. The organization of marketing department is depended on structure of marketing department.

Owner of the organization

General Manager

Sales manager

Area sales manager

Sales man

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IMPORTANT OF MARKETING Marketing is the focus point of all business activities because the objectives of all business enterprise are to satisfy the needs and wants of the customers. Production and purchase has no meaning unless a firm is able to market the goods and services. Nothing happens unless somebody sells something. Marketing is the distinguishing feature of business. A business is essential part from all other human organization by the fact that it markets the product or services. Marketing is the basic operative function of all business firms. It serves on the basis of business planning and generates revenue for the firm. Efficient marketing management is essential for the survival and growth of every enterprise.

Marketing is a system of integrated business activities designed to develop marketing plans and programs leading to the satisfaction of customer wants.

Marketing department represents an important functional area of business management efforts for the flow of goods and services from the producer to the consumers.

Marketing department of the kinetic is a crucial part of its organization. The company can achieve its subsidiary objectives along with the primary objectives with the help of marketing department. It not only helps the company to achieve the goals that are directly related to marketing department but also helps in achieving the goals that are related to other departments of the organization.

With the help of the marketing department kinetic as a company has not only been successful in gaining the sales volume but also earned goodwill for itself. As a result of the efforts made by the marketing department, Kinetic is enjoying a prestigious position in the automobile industry.

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MARKETING YESTERDAY AND TODAY Business is changing at the speed of thought – literally, as across the globe, somewhere or the other; someone comes up with something that revolutionizes the entire concept of business, as it is understood then. To keep pace with these developments, marketing has become more intricate and scientific than ever before. Today no firm can afford to rest on past success and be satisfied about its market. Competition is more intense and cutthroat than ever before, and the firm has to meet all these challenges, most in the form of direct or indirect marketing strategies.

Yesterday was different, in the sense that firms that enjoyed a good market reputation did not need to market themselves to their consumers again and again. But today, times have changed. Keep competition poses challenges that have to met and countered, and the customers are more demanding than they were around 20 years back. Past achievements are no longer a company’s claim to supremacy.

Earlier, marketing was confined to the narrow scope of selling. But now, marketing is concerned with all activities aimed at finding wants and filling them. The mantra followed the world over is “customer is the king”. It is the customer alone who keeps the business going and provides employment to people. If the current trends were anything to go by, the future would only add to the misery of unprofessional or pedantic forms. Only firms willing and able to change according to changing market conditions and consumer demands would thrive in the market.

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MARKETING STRATEGY There are main two types of marketing strategy i.e. 1) Long term strategy 2) Short term strategy 1) Long term strategy The most important factor deriving product or service development should be customer and the market. Development should reflect the current and future need of customers, potential customer and the business environment. Basically, companies with successful products and services development often display. •

Clear development strategies

•

Well organized product / service teams

•

Cultures of continuous improvement and creative thinking

•

Management commitment to product / service development

•

Well defined product/service development processes

Perhaps most important is a clear product / service development strategy in the marketing plan. This should highlight short and long term opportunities for development and decide a strategic line. There are many options can be considered:USING THE ANSOFF MATRIX Businesses can sell their existing products and services, or develop new ones. With either approach, they can target familiar (existing) or new markets. The Ansoff matrix is a marketing planning model used to map alternative directions for a business, with their associated risk factors. MEDIUM RISK STRATEGY Market Development e.g. exporting to different countries,

HIGH RISK STRATEGY Diversification e.g. introduce completely new

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finding new audience / use for Existing product

product or service to new audience

LOW RISK STRATEGY Increase Market Penetration e.g. reduce price, increase promotion, increase distribution (do not change product or service)

MEDIUM RISK STRATEGY Product / Service Improvement e.g. improve the production, performance, delivery or appearance of existing products or services

By analyzing your current position with your existing products and services you can then highlight new opportunities and decide on a strategic line. Here, Kataria enterprise is adopting high risk strategy to diversify the product. The company is establishing new company that is ‘KATARIA FOOD PVT. LTD.’ Kataria Foods Pvt. Ltd., is set to be the Biggest Automated Flour Mill of Gujarat stated to roll out 100 MT of flour per day. The plant that would commission by 2010, at Metoda, Nr. Rajkot, boasts of 6000 sq. Meters of area with 50000 sq ft of built up. 1) SHORT TERM MARKETING STRATEGY Basically it includes day to day marketing activity. In day to day marketing activity the company will make sales, reporting og sales man, development of customer relationship etc, Every marketing activity undertake should help to achieve at least one of the four results below – which, in turn, will lead to increased profitability. A) Retain existing customers, provided they contribute to your profitability. A poor retention rate means you have to spend heavily on promotion and sales, to replace the customers you have lost. B) Encourage customers to make larger purchases. Replacing two Rs10,000 orders with a single order for Rs 20,000 improves profitability, as the company halve the cost of selling and administration. C) Customers purchase more products from your range. It is generally much easier, and therefore more profitable, to make an additional sale to an existing customer than to make a first sale to a new customer. D) Win new customers. Identify best customers and target new customers with similar profiles.

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KATARIA ENTERPRISE is associated with Balaji Wafers Company .so marketing strategy is the mutual understanding of both company and KATARIA ENTERPRISE. Company believes in availability of the Snakes at each and every corner that you should be getting the snakes within 100 meters 24 hours. So it has applied Supply Chain to distribute. It has applied Win-Win Strategy to both production and distributor. Management of Balaji Wafers company trust on KATARIA ENTERPRISE as it has expertise in selling and marketing. Due to best service of KATARIA ENTERPRISE Company has given the marketing power to it expecting the 4ps Strategy. More over it is based on 3 A’s strategies ➢ availability ➢

affordability

➢ acceptability Availability ➢ it means availability emphasized on the availability of product to customer ➢

once the company was entered in the market it was focus on strengthening the distribution channel

Affordability ➢ affordability was focused on the product pricing ➢

it was founded that the price of rs.10 was not affordable to customers to exped for snakes

➢ They are manufacturing the packets of rs. 2, 5, 8 also. Acceptability ➢ the initiative of Balaji wafers and Kataria enterprise in distribution and pricing were supported by extensive marketing through indoor and outdoor publicity 31

➢

the company puts up hoardings in villages and painted name Balaji wafers on compounds of residences in the villages for rural customers

Marketing service of the KATARIA ENTERPRISE is to handle the whole supply chain and to sell the product at each and every corner with time management and to make aware about the product through availability because consumer has other option for this type of consumer food product. If our product is not available at that time he can go for other option.

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MARKET RESEARCH

For any organization the internal analysis and the external analysis is very much important for survival and growth in market. The internal analysis consists of work environment, labor force, productivity, source of finance, etc. which can be analyzed through past records available in organization. But apart from internal analysis, the analyses from market environment are very much important. But such analysis of market is not an easy task. It requires a lot of hard work and it is also a time consuming process. But still to survive in the market, every organization has to go through such research process. According to Philip Kotler, “Marketing research is a systematic problem analyses, model building and fact finding for the purpose of improved decision making and control.” Marketing research is a systematic gathering, recording, and analyzing the data about marketing problems to facilitate decision making by “Cundiff & Still.” According to American marketing association, “the gathering, recording, and analyses of all facts about problems related to sales of goods & services and their transfer from producer to customer.

PROCESS OF MARKETING RESEARCH The market research is an important element for any organization. Information regarding the nature, size, profitability of different markets, change in markets, and various factors affecting the organization likes economical factors, social factors; qualitical factors etc can be studied through marketing research only. Along with that the future plans & policy, different decisions making are also

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done with the help of finding and recommendation of marketing research. The basic process, which is followed for marketing research, can be divided into different ten steps. They are as follows:-

1. 2. 3. 4. 5. 6. 7. 8. 9.

Formation of Problems. Research design & objectives. Collection of data. Determination of source of data. Gathering of data. Tabulation of data. Analysis of data. Interpretation of data. Drawing conclusion.

10. Preparation of report & submission to top management.

INFORMATION SOURCES Broadly classifying there are two main sources of data i.e. internal sources and eternal sources.

Internal sources of information are those, which are collected within the organization. They are easily available and accessible. External sources of information are those, which are collected, form the market. Further data can be collected through primary and secondary sources. The data which are collected for the first time is called primary data are those which are collected and compiled by others and are available in published form.

Primary Data

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Primary data are vital for any research project. A researcher has to base his research project on primary data to the extent to which it is allowed. Through primary data are costly to collect, they are to be used for greater reliabilities in data. As accuracy is highest in primary data, they are to the used extensively. Different types of methods can collect primary data.

1. 2. 3. 4.

Personal observation method Personal survey method Telephone survey method Mail survey method

Primary data was made available by personal survey method. The data was collected with the help of types and well-drafted question, which are designed keeping in view point of the study. Also the researcher i.e. 100 respondent took the fixed number of user & nonuser survey.

Secondary Data

Sources of secondary data are given below: libraries, literature, periodicals, statistics, trade association, and public, state government and private sectors. Generally gathering secondary data are very easy. 35

Marketing research is the main operation of KATARIA ENTERPRISE in marketing department. Due to its marketing expertise and ability company had charged this department to it. It does the marketing research and gives the periodical information to the company and discuses than suggests the feedback also. KATARIA ENTERPRISE consists Marketing research in terms of following thing;

➢ Availability product on time in different area ➢ Dealers’ needs and preference ➢ Evaluation of channel members ➢ Consumer preference of new product ➢ Marketing Condition

It is through marketing research that an enterprise plans the appropriate marketing strategies and implements the marketing concept, and takes a scientific approach to marketing management. Marketing research is field of experts, requiring special training. 36

There are the burning problems in front of marketing executive marketing research helps in gathering the useful information in this regard. Marketing research is very useful to the organization because based on facts, decision can be taken promptly.

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MARKETING MIX

38

Marketing mix is the bridge that demises the gap between the product and consumes without marketing all production activities would be fulfill. Therefore more production is not enough. It is equally important to make the consumer aware of the goods produced. After the consumer importance to distribute the Goods & Services to all prospective consumers. But the marketing activities do not here. The view and ideas of the consumers are taken into and the product is to be changed according to the consumer’s needs. Thus the sum total of all the activities undertaken to satisfy the consumer’s wants and demands constitutes the activities of marketing. Marketing is comprehensive firm and it includes all resources and a set of activities necessary to direct and facilities to direct the flow of goods and services from product to utility consumer in the process of distributing. In other words marketing comprises of all the activities involved in the determination and satisfaction of consumer needs at a profit. Thus marketing encompasses all activities of exchange conducted by producers and middleman in commerce for the purpose of satisfying consumer demand. In marketing planning, marketing information is used to assess the situation specific marketing targets are selected in the form market segments for each segment of market a combination of a number of devices or types of marketing activities that are coordinated into a single management programs to reach a particular target or market segment is formulated. The combination of these marketing methods or devices is known as the marketing mix.

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Thus marketing mix is the set of marketing goals that the firm used to pursue its marketing objectives in mix goals can be classified as under down heads. There are.

1.

Product

2.

Price

3.

Promotion

4.

Place

5.

People

6.

Process

7.

Physical environment

These are popularly known as the 7 P's of marketing mix.

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PRODUCT MIX

“A product is a bundle of physical services and symbolic particulars expected to yield satisfaction or benefit to the buyer.” - Philip Kotler Product is the pivot around which all the marketing selectivity revolve without product, all the marketing activities become useless. People satisfy their needs and wants with products. Product can be defined proudly to cover anything that can be offered brings to someone to satisfy a need or want normally, the ward product brings to mind a physical object such as on automobile, a television or a soft drink. We normally use the expression “product and services” but in thinking about products, their importance lies not so much in owning them as in using them to satisfy our wants. Product mix is the set of all the products line and items that a particular server offers for sale to buyer the product mix covers the following points. ➢ Design ➢ Technology ➢ Usefulness ➢ Convenes ➢ Values ➢ Quality ➢ Packaging ➢ Branding ➢ Accessories 41

➢ Warranties & guaranties

SERVICE INFORMATION The focus is on integrated Marketing, Warehousing and Supply Chain Management. Kataria's transport infrastructure, Warehouse Infrastructure and Wide Marketing Network, IT systems, cutting - edge technology solutions and an intensive knowledge of India allows it to tailor its products to meet every customer’s unique needs. Kataria offers a wide range of options and does not waver in its focus on quality, reliability and speed.

KATARIA is the preferred distribution solution provider in India today. KATARIA’s customers include companies from industries such as Foods, FMCG Products and Beverages. KATARIA offers systematic and effective Service Solution in Supply Chain Management, Warehousing and Product Promotion

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PRICE MIX “Price is the only element of marketing mix that produces revenue, all the other elements i.e. product, place and promotion products costs.” - Philip Kotler

Price is the only element of marketing mix that produces revenue. All the other elements that is product, place and production procedure etc. Pricing composition is the first problem facing the marketing executive.

All profit organizations and many non profit organization set their prices and product and service. Though most of history price were set by buyers and sellers negotiating with each other sellers would also for higher prices then they expect to receive and the buyers would offer less than their expect to pay. Through bargaining they would arrive at an acceptable price. Setting one price for all buyers is relatively a modern idea.

In spite of the high degree of importance given to the price mix and the fact that the price mix is only 43

revenue earning element, most companies do not handle pricing well price is set independent of rest of the marketing mix rather than as an interstice element of market positioning strategic and price is not valid enough for different products items and market segments.

Companies handle pricing in a variety of ways. In small companies prices are often set by the top management rather than by the marketing or sales department.

Generally it includes the following things: ➢ Retail ➢ Wholesale ➢ Male order ➢ Internet ➢ Direct sales ➢ Peer to peer ➢ Multi channel

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PROMOTION MIX “Promotion compasses all the tools in the marketing mix whose major role is persuasive communication.”

- Philip Kotler

Promotion has three specific purposes. It communicates marketing information to consumers, users and reseller. It is not enough to communicate ideas. Promotion persuades and convinces the buyer and influences his/her behavior to take the desired action. Promotional efforts act as powerful tools of competition providing the cutting edge of its entire marketing program.

Broadly speaking promotion means to push forward or to advance an idea in such a way as gain as its acceptance and approve. Promotion is any communicative, activity whose main objective is to move

45

forward a product, service or idea in any channel of distribution. It is an effort by a marketer to inform and persuade buyers to accept, recommended or uses the article, service or communication with an additional element of persuasion. The promotional activity always attempts to affect ideas, products services etc. is the heart of promotion

Modern marketing causes for more than developing a good product priding attractively and making it a accusable to target customers company must also communicate with their present and potential customers.

Promotion includes the following: ➢ Special offers ➢ Advertising ➢ Endorsements ➢ User trial ➢ Direct mail ➢ Free gifts ➢ Competitions ➢ Joint ventures 46

➢ Sales promotion ➢ Personal selling

Marketing or product promotion is an integrated communications-based process of Kataria, through which individuals and communities discover that existing and newly-identified needs and wants may be satisfied by the products and services. Kataria using a sales orientation focuses primarily on the selling and promotion of a particular product Consequently, this entails simply selling an already existing product, and using promotion techniques to attain the highest sales possible.

PLACE MIX “Marketing channels can be viewed as sets of inter dependent organizations involved in the process of marketing product or service available for use or consumption.”

- Philip Kotler More production of commodity is not enough but is must reach to the right man at the right time and at the right price. In marketing point of view place mist strategy is the second important element of the marketing mix. Place mix has two sub divisions.

1.

CHANNEL OF DISTRIBUTION: 47

Channel of Distribution is the best of marketing institution participating in the marketing activities involved in the movement or the flow of goods or services from the primary producers to the ultimate consumers. In the field of marketing the channel of distribution indicates roots on Parth way through which goods and services flow or move from producer to consumers.

2.

PHYSICAL DISTRIBUTION: Physical Distribution consists of those marketing activities related to the physical

handing of goods such as protective packaging, order processing, inventory management, transportation and warehousing. If you build a better mousetrap the world will beat at your door.’ But too often the marketing practitioner finds that the customers cut the delivery of that better mouse trap at the right place at the right time and at the right quantity. The physical distribution function like other half of marketing is responsible for completing the marketing transaction.

KATARIA is providing the main service supply chain management to the customers and to the companies associated with it. Successful SCM requires a change from managing individual functions to integrating activities into key supply chain processes. Marketing, responding to customer demand, communicates with several distributors and retailers as it attempts to satisfy this demand. Shared information between supply chain 48

partners can only be fully leveraged through Process integration process integration. Supply chain business process integration involves collaborative work between buyers and suppliers, joint product development, common systems and shared information

➢ Customer relationship management ➢ Customer service management ➢ Demand Management ➢ Order fulfillment ➢ Physical distribution ➢ procurement

➢ INTRODUCTION TO SUPPLY CHAIN MANAGEMENT Supply Chain is the important part of the Organization in marketing strategy. It reveals the distribution of the goods through more than two members. 49

There are three types Supply Chain, One Level, Two levels, and Three Level. In KATARIA ENTERPRISE. Company there is Tree Level Supply chain. In Three Level Supply Chain there are three members between producer and the final customer. KATARIA ENTERPRISE is the first level supply member called Sole Distributor of the Company. Supply chain line of the company and the role of the KATARIA ENTERPRISE is shown in following figure. Supply chain includes an analysis of the following components of a typical logistics system: customer service, logistics system analysis, network analysis, facility planning, warehouse operations, traffic and transportation management, and distribution planning. Attention is directed toward the establishment of sustainable competitive advantage based on transportation, logistics and distribution activities.

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Production Unit

Sole Distributor KATARIA ENTERPRISE

Dealers

Retailers

Final Consumer

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➢ PROSESS DESIGN FOR DISTRIBUTION Service organizations needs to incorporate the nature of interactions and the scope of the design. Design of process in service organization is mostly related to complexity and divergence of the service offering.

KATARIA ENTERPRISE, As a channel member interact with the production company and large number of dealers and retailers. The Main Operation of this firm is to distribute the products and marketing in favor of the production company. Strategy in design of process is decided by company with the help of KATARIA ENTERPRISE. KATARIA ENTERPRISE operates in FMCG industry and it provides and distributes food products so their processes are largely determined by the continuance flow of information or interaction with company and other channel members.

For smooth operation this firm has very easy and effective ordering system, route setting, dispatch facilities, and information technology availability.

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Manufacturing Unit

KATARIA ENTERPRISE

Dealers

Retailers

Dealers

Retailers

Retailers

Retailers

“Continuous information flow chart”

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➢ NETWORK CAPACITY Capacity planning refers to a systematic approach to three issues pertaining to capacity; estimating the amount, required resources, labour or machines and tools.

Decision pertaining to how much capacity is required is not addressed just once by an organization. Firms need to revisit the issue of capacity from time to time, in response to emerging market scenarios. Capacity can be measured in time, amount, volume, hours.

In KATARIA ENTERPRISE, capacity is pertaining to cover the marketing area for distribution. Network of distribution area of the firm is the whole Gujarat, and some parts of other states Like Madhyapradesh, Maharashtra and Rajasthan. And this firm is always try to develop its capacity of distribution of all the production alone in all parts.

KATARIA ENTERPRISE numbers of dealers are as below.

States

Gujarat

Maharashtra

Madhyapradesh

Rajasthan

No. of Dealers

265

115

15

10

Balaji wafers and KATARIA ENTERPRISE Both together decide the strategy of distribution and new marketing area. 54

GUJARAT

Sr.

Name of District

Sr.

Name of District

1

AHMEDABAD

2

AMRELI

3

ANAND

4

BANASKATHA

5

BHARUCH

6

BHAVNAGAR

7

GANDHINAGAR

8

JAMNAGAR

9

JUNAGADH

10

KHEDA

11

KUTCH

12

MAHESANA

13

NAVSARI

14

PANCHMAHAL

15

PATAN

16

PORBANDAR

17

RAJKOT

18

SABARKATHA

19

SURAT

20

SURENDRANAGAR

21

VADODARA

22

VALSAD

55

MAHARASTRA

1

AKOLA

2

BULDHANA

3

HINGOLI

4

JALANA

5

KALYAN

6

KOLHAPUR

7

LATUR

8

NASHIK

9

PARBHANI

10

PUNE

11

RATNAGIRI

12

SANGALI

13

SINDHUDURG

14

THANE

15

VASHIM

16

YAVATMAL

Sr.

Name of District

Sr.

Name of District

1

BASWADA

2

DUNGARPUR

3

JALOR

4

PALI

5

RAJSAMAND

6

SIROHI

7

UDAIPUR

RAJATHAN

56

MADHYAPRADESH

Sr.

Name of District

Sr.

Name of District

1

ALIRAJPUR

2

DHAR

3

INDORE

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➢ ORDER SYSTEM As we know as above that kataria has wide area of distribution and it receive the order of goods from these all according to their requirement. A perfect order system can make the whole operation of the distribution firm easy and smooth. KATARIA ENTERPRISE alone capable to handle the huge demand of the Balaji product in all market due to its order system. Whole order system also consist the order giving to company according to order receipt from dealers agency. To Receive the order in a particular way the whole area of distribution is divided in 6 groups. And dealer agency of a particular group can put its order on a particular day that is decided in order planning. These six(6) groups are as per particular zone of area as below.

GROUP

AREA / ZONE

1

GUJARAT

2

MAHARASTRA

3

KUTCHH

4

LOCAL AREA

5

MAHARASTRA

6

RAJASTHAN

7

MADHYAPRADESH

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On a particular day of a week, a particular group of a Agencies only can give the order . Numbers of dealers as per day are as below.

groups days Sunday

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Group-1

52

34

41

45

43

40

30

Group-2

1

1

1

1

1

1

1

Group-3

5

0

0

1

4

0

0

Group-4

0

2

3

3

4

3

2

Group-5

0

1

2

1

1

1

1

Group-6

7

10

17

7

2

18

1

Group-7

7

Total Dealer

65

48

64

58

55

70

35

Dealers agency put their orders as per demand of their market area decided by the company. If in a particular area there are more dealers agency, order per agency is less and in contrast if the number of agency in a particular area is less, demand per agency is more. Orders are receives from agency in three ways by telephone, by mobile sms, or by web mail. Order system is made easy through technology development. ERP system of computer software and web order system is made available for order receives and order giving in a firm. According to above order table all parties have to put their order in particular time period of 05:00 p.m. to 09:30 a.m. on next day. There is a particular reason behind this time schedule is that in most FMCG sectors business is closed at evening. Dealers are free from their marketing work and can give order at relax time. To remind the dealers about their order placement turn KATARIA ENTERPRISE send them SMS three time, at opening time, at night and at early morning

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After receiving this order in enterprise, return massage of receiving order is also send them. So that dealers can be sure about their order placed. This company has not dumping policy as per other company. Here fresh goods are sold every day as per orders placement by distributor.

Whole system works before one day and dispatch of goods occurs on the next day.

➢ ROUTE SETTING Rout setting is important in distribution of firm to provide the goods on right time at right place. Rout setting in terms of setting of vehicle, rout centers and drivers. After receive the orders for items from dealers, rout setting system starts to set the routs. Heavy container vehicles are only the mode of transportation of KATARIA ENTERPRISE because they consist the large amount of goods.

Rout setting system consider the following things;

1) Which centers are close to each other? 2) How many centers can be included in a one vehicle? 3)

How much time will consume the particular rout for delivery?

4) Which centers should be taken in a rout so that the transportation cost can be less? 5) Which drivers are to send in which container? 6) How many total goods vehicle will require for all routs and how many goods vehicle we have?

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This all thing influence the rout setting system. This system is depends on total order quantity in particular centers. Routes are formed from two centers: 1) RAJKOT

2) VALSAD

Centers nearest to Valsad District are forwarded the goods from there. This is the way to cost reduction of transportation.

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➢ DISPETCH MANAGEMENT Dispatch is the place where goods are kept for transfer the goods into the vehicle to transport. Dispatch area should be large enough to place the whole quantity at a time. Area of dispatch of KATARIA ENTERPRISE is 25% more than requirement. There are twelve goods vehicle can be load at a time from dispatch which we can see rarely in other company.

Dispatch management includes the following data information. 1) How many total vehicles are in a day? 2) How many loaders are available to carry the goods in container? 3) Time taken to load the goods in container. 4) Carrying cost of goods in monsoon season. 5) To unload the goods as per centers sequences in rout setting. 6) Replacement and company fault management.

After the order receiving, rout setting, and final order placement done by KATARIA ENTERPRISE it send to company at noon. Whole goods as per total order quantity are forwarded by company to KATARIA dispatch within 2 or 3 hours in early morning daily. Enterprise has to load this all goods before the night daily. This is the dispatch system of both company and KATARIA ENTERPRISE.

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➢ VEHICAL MANAGEMENT In supply chain transportation is the main task. To deliver the goods to distributors in market area vehicles are the main mode of the transportation. How manage the vehicle is depends on mode of transportation.

Different types of mode of transportation are 1) Four wheel vehicle/large heavy vehicle 2) Goods train transportation 3) Large ships 4) Cargo

KATARIA ENTERPRISE Transports the goods Particular in Large heavy Containers which are designed as requirement in different seasons like heavy temperature, fire restriction, humidity etc. To be able to deliver the goods at a time it has enough number of vehicles and in emergency condition there are extra vehicle to manage the situation without any disturbance.

KATARIA ENTERPRISE has total 80 small, medium and large containers. Average Daily dispatch of vehicle is 30 from both centers Rajkot and Valsad. Every day it transports average above 15000 km to distribute the goods at different centers. There is a vehicle auto system to inform the dealers about its goods dispatch time etc. To control all vehicles there is a VTS (Vehicle Tracking System) in all containers.

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 Vehicle management contains the following things;

➢ Purchase decision of vehicle ➢ Repairing and Maintenance of vehicle ➢ Fuel and oil purchasing ➢ Spar parts purchasing decision

➢ accident and scrap management

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➢ INVENTORY MANAGEMENT The dictionary meaning of the word inventory is a detailed list of movable goods. But in accounting or management language, inventory is used to designate the aggregate of those items of tangible property which are held for sale in the ordinary course of business & goods which are in process of production for such sale. Thus, inventory means stock of items kept in reserve for certain period of time. It includes raw materials, WIP & finished goods & spare parts for the maintenance of equipment etc.

Objectives of Inventory Management : 1)

Availability of materials.

2)

Minimizing the wastage.

3)

Promotion of manufacturing efficiency.

4)

Control of production level.

5)

Optimum level of inventories

6)

Economy in purchasing

7)

Optimum investment & efficient use of capital.

KATARIA ENTERPRISE can not be related with above inventory management because there is no stock at the end of the day. They deliver the goods as per total order quantity direcy from the dispatch of the company. So there is no cost like ordering cost, carrying cost, opportunity cost etc. expecting the deliver cost regarding inventory.

Inventory like vehicle spar parts carrying least cost because this type of materials are long term storable are purchased on basis of future needs. 65

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Warehouse Management A warehouse management system, or WMS, is a key part of the supply chain and primarily aims to control the movement and storage of materials within a warehouse and process the associated transactions, including shipping, receiving, put away and picking. The systems also direct and optimize stock put away based on real-time information about the status of bin utilization. Warehouse management systems often utilize Auto ID Data Capture (AIDC) technology, such as barcode scanners, mobile computers, wireless LANs and potentially Radio-frequency identification (RFID) to efficiently monitor the flow of products. Once data has been collected, there is either batch synchronization with, or a real-time wireless transmission to a central database. The database can then provide useful reports about the status of goods in the warehouse. The objective of a warehouse management system is to provide a set of computerized procedures to handle the receipt of stock and returns into a warehouse facility, model and manage the logical representation of the physical storage facilities (e.g. racking etc), manage the stock within the facility and enable a seamless link to order processing and logistics management in order to pick, pack and ship product out of the facility. Warehouse management systems can be stand alone systems or modules of an ERP system or supply chain execution suite. The primary purpose of a WMS is to control the movement and storage of materials within a warehouse – you might even describe it as the legs at the end-of-the line which automates the store, traffic and shipping management. In its simplest form, the WMS can data track products during the production process and act as an interpreter and message buffer between existing ERP and WMS systems. Warehouse Management is not just managing within the boundaries of a warehouse today, it is much wider and goes beyond the physical boundaries. Inventory management, inventory planning, cost management, IT applications & communication technology to be used are all related to warehouse management. The container storage, loading and unloading are also covered by warehouse management today. Warehouse management today is part of SCM and demand management. Even production management is to a great extent dependent on warehouse management. Efficient warehouse management gives a cutting edge to a retail chain distribution company. Warehouse management does not just start with receipt of material but it actually starts with actual initial planning when container design is made for a product. Warehouse design and process design within the warehouse (e.g. Wave Picking) is also part of warehouse management. Warehouse management is part of Logistics and SCM. Warehouse Management monitors the progress of products through the warehouse. It involves the physical warehouse infrastructure, tracking systems, and communication between product stations.

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Warehouse management deals with receipt, storage and movement of goods, normally finished goods, to intermediate storage locations or to final customer. In the multi-echelon model for distribution, there are levels of warehouses, starting with the Central Warehouse(s), regional warehouses services by the central warehouses and retail warehouses at the third level services by the regional warehouses and so on. The objective of warehousing management is to help in optimal cost of timely order fulfillment by managing the resources economically. Warehouse management = "Management of storage of products and services rendered on the products within the four wall of a warehouse"

In short, A warehouse management system, or WMS, is a key part of the Supply chain supply chain and primarily aims to control the movement and storage of materials within a warehouse and process the associated transactions, including shipping, receiving, put away and picking. The systems also direct and optimize stock put away based on real-time information about the status of bin utilization.

KATARIA Warehouse Management System adopted hi-technology such as High end Servers, SMS Mobile technology, Barcode Scanners, IVRs Systems, Web Based tools and Logistics Management Software to efficiently monitor the flow of products. Once data has been collected, there is either batch synchronization with, or a real-time transmission to a central database. The database can then provide useful reports about the status of goods in the warehouse.

KATARIA provides end-to-end solution with these basic three tools, now KATARIA is marked as India’s 5th largest Marketing Management, Supply Chain Management and Warehouse Management Company.

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ROLE OF INFORMATION TECHONOLOGY IN SUPPLY CHAIN MANAGEMENT Supply chain management (SCM) is concerned with the flow of products and information between supply chain members' organizations. Recent development in technologies enables the organization to avail information easily in their premises. These technologies are helpful to coordinates the activities to manage the supply chain. The cost of information is decreased due to the increasing rate of technologies. In the integrated supply chain model (Fig.1) bi-directional arrow reflect the accommodation of reverse materials and information feedback flows. Manager needs to understand that information technology is more than just computers. Except computer data recognition equipment, communication technologies, factory automation and other hardware and services are included.

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Integrated supply chain model Bi-directional arrow reflects the accommodation of reverse materials and information feedback flows. Managers need to understand that information technology is more than just computers. Except computer, data recognition equipment, communication technologies, factory automation and other hardware and services are included. KATARIA ENTERPRISE operates as a logistic organization; it uses different information technology system in its operation. The effective utilization of information technologies cannot be without good understanding of structure of business, bases of its functioning, it uses the following technology.

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The functioning of KATARIA ENTERPRISE is very important to the success of the business and the routine process. There should be perfect coordination in the whole process. The supply chain process will include all activities right from procuring an order and ensuring that it reaches the ultimate consumer. It includes the set of tasks that are carried from convincing and canvassing the customer, communicating the order to the production department and to all dealers. Order placement with both parties is done through this technology used in enterprise. These main three part of IT department are as bellow.

➢

ERP system

➢ SMS system ➢

Web system

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➢ ERP SYSTEMS Enterprise Resource Planning is the latest high-end solution, information technology has lent to business application. The ERP solutions seek to streamline and integrate operation processes and information flows in the company to synergies the resources of an organization namely men, material, money and machine through information. Initially implementation of an ERP package was possible only for very large Multi National Companies and Infrastructure Companies due to high cost involved. Today many companies in India have gone in for implementation of ERP and it is expected in the near future that 60% of the companies will be implementing one or the other ERP packages since this will become a must for gaining competitive advantage.

What is ERP? It attempts to integrate all departments and functions across a company onto a single computer system that can serve all those different departments' particular needs. Each of those departments typically has its own computer system optimized for the particular ways that the department does its work. But ERP combines them all together into a single, integrated software program that runs off a single database so that the various departments can more easily share information and communicate with each other. ERP vanquishes the old standalone computer systems in finance, HR, manufacturing and the warehouse, and replaces them with a single unified software program divided into software modules that roughly approximate the old standalone systems. Finance, manufacturing and the warehouse all still get their own software, except now the software is linked together so that someone in finance can look into the warehouse software to see if an order has been shipped. Most vendors' ERP software is flexible enough that you can install some modules without buying the whole package. ERP can be defined as a " software solution that addresses the enterprise needs taking the process view of the organization, to meet the organizational goals tightly integrating all functions of an enterprise " It is an industry term for the broad set of activities supported by multi-module application software that help a manufacturer or other business manage the all the parts of its business. ERP facilitates integration of company-wide information systems with the potential to go across companies. ERP is an acronym for Enterprise Resource Planning, which is a category of business systems forming the primary transaction processing across multiple business functions or business units. Typical functionality may include systems such as, accounting, human resources , customer order processing, purchasing, inventory management, manufacturing/operations, and order fulfillment. 72

FEATURES OF ERP •

ERP facilitates company-wide Integrated Information System covering all functional areas like Manufacturing, Selling and distribution, Payables, Receivables, Inventory, Accounts, Human resources, Purchases etc.

•

ERP performs core corporate activities and increases customer service and thereby augmenting the Corporate Image.

•

ERP bridges the information gap across the organization.

•

ERP provides for complete integration of Systems not only across the departments in a company but also across the companies under the same management.

•

ERP is the only solution for better Project Management.

•

ERP allows automatic introduction of latest technologies like Electronic Fund Transfer (EFT), Electronic Data Interchange (EDI), Internet, Intranet, Video conferencing, ECommerce etc.

•

ERP eliminates the most of the business problems like Material shortages, Productivity enhancements, Customer service, Cash Management, Inventory problems, Quality problems, Prompt delivery etc.

•

ERP not only addresses the current requirements of the company but also provides the opportunity of continually improving and refining business processes.

ERP provides business intelligence tools like Decision Support Systems (DSS), Executive Information System (EIS), Reporting, Data Mining and Early Warning Systems (Robots) for enabling people to make better decisions and thus improve their business processes.

ERP has helped in adding value to the whole process. In addition ERP has ensured that the errors are minimal. ERP has also enabled enterprise to rectify the flaws without affecting the schedule or order placement process every in regular operation. ERP system in KATARIA ENTERPRISE includes logistic, inventory and accounting software. Main benefits of this system are as below

Help reduce operating costs

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ERP software attempts to integrate business processes across departments onto a single enterprise-wide information system. The major benefits of ERP are improved coordination across functional departments and increased efficiencies of doing business. The immediate benefit from implementing ERP systems we can expect is reduced operating costs, such as lower inventory control cost, lower production costs, lower marketing costs and lower help desk support costs. Facilitate Day-to-Day Management The other benefit from implementing ERP systems is facilitation of day-to-day management. The implementations of ERP systems nurture the establishment of backbone data warehouses. ERP systems offer better accessibility to data so that management can have up-tothe-minute access to information for decision making and managerial control. ERP software helps track actual costs of activities and perform activity based costing.

Support Strategic Planning Strategic Planning is "a deliberate set of steps that assess needs and resources; define a target audience and a set of goals and objectives; plan and design coordinated strategies with evidence of success; logically connect these strategies to needs, assets, and desired outcomes; and measure and evaluate the process and outcomes.

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➢ SMS system SMS Server is a powerful, flexible SMS application designed and developed, that enable you to send/receive message to mobile devices with your computer. It has an easy to use user interface, and an excellent internal architecture. The application can use a GSM mobile phone attached to the PC with a phone-to-PC data cable or IP SMS technology to transmit and receive the message. Message Server works on Microsoft Windows XP, 2000, 2003 operating systems.

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➢ Web system Web system is very useful in daily operation. It is also easy to use for all dealers in their operations. It provides order placement and other report like stock, daily report, infrastructure report, and payment report etc. facilities. On web site dealers through direct contact they can solve their problems at a time.

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EXPANSION OF MARKET

To expand the market is the most challengeable task for any firm in industry. Expansion of market means new area development. After market research the company takes decision of selling the product in related new area of marketing. In market research information collected like preference and test of market, availability of transportation, ability of finance, cost budget etc.

In matter of KATARIA ENTERPRISE the main decision of new market area is taken by company after mutual understanding of KATARIA ENTERPRISE. Company and Enterprise both together take decision regarding market expansion like in which area how many dealers and retailers should be etc.

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NEW DEALERSHIP

As we have seen above about market share expansion. To make a new dealer is important task after deciding the market area. For making new dealers there are particular norms decided by both company and Enterprise.  Search of Dealers in market area through ➢ Advertising for new dealership ➢ Direct inquiry from business people.  Selection Norms For New dealers though ➢ According view of market personnel after research ➢ Application norms fulfill ➢ Financial condition ➢ Business Experience

Terms and Condition to join the Company are decided by Enterprise are important for new dealers to know and apply throughout.

➢ Location of storage place of product should be such that the large container can be park for unloading.

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➢ They have to unload the goods at on the time whenever it comes as per area of entry restriction. ➢ They have to pay the all payment at the time of unloading. ➢ No credit policy in payment. ➢ Twice delivery is compulsory in market. ➢ They can not sell same product of other company.

SALESMEN MEETINGS Salesmen are the main persons of marketing as they provide the real information of the market.

In KATARIA ENTERPRISE the main activities of Salesmen are as below.

➢ To check the availability of the product in all area. ➢ To check the performance of the Dealers and Retailers.

As Enterprise consist the large market area, there is division of area among these salesmen. There are two divisions of area are

➢ GUJARAT REGION ➢ OUTSTATE REGION

Salesmen have report whatever they came to know during research at the end of the every month. In this report meeting, owner of the company and enterprise and general manager of both company and enterprise are also being present. In this meeting many topics are discussed as below; 79

➢ No of dealers visited in month ➢ Godown stock of these dealers ➢ Sales service to end retailer ➢ Reload vehicle as per requirement ➢ Delivery of the goods ➢

Sales of POP items

MOTIVATION TO CHANNEL MEMBER

As KATARIA ENTERPRISE is the sole distributor of the company it also provides supply channel member service. They motivate the channel members as per their performance. Company and KATARIA ENTERPRISE both held a dealer meeting at every year. There is promotion activity done this meeting to motivate the channel members. In promotion activity is done in a particular way.

There are three category to give them prize and gift. ➢ Infrastructure ➢ Best service ➢ Sale performance

Whole dealers are divided in five groups as per monthly turn over and in each group according to all three categories.

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In short, Motivation is offered to channel members in following ways ➢ Legitimate power ➢ Expert power ➢ Reward power ➢ Referent power

TRAINING TO CHANNEL MEMBERS

To get best performance of the channel member it is important to train them as company wish. Channel member like dealers and retailers are the main component of the supply chain. Orientation and training is given in order to ➢ Make them totally aware of the company, products, and technical aspects of the organization. ➢ To grow the confidence level of marketing intermediaries. ➢ To create more customer in market.

To get these all aim KATARIA ENTERPRISE arranges the meeting for training in every state or zone wise. They don’t force but create an environment such the channel member feels enthusiastic for best performance.

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Training and Development Objectives

The principal objective of training and development division is to make sure the availability of a skilled and willing workforce to an organization. In addition to that, there are four other objectives: Individual, Organizational, Functional, and Societal.

Individual Objectives – help employees in achieving their personal goals, which in turn, enhances the individual contribution to an organization.

Organizational Objectives – assist the organization with its primary objective by bringing individual effectiveness.

Functional Objectives – maintain the department’s contribution at a level suitable to the organization’s needs.

Societal Objectives – ensure that an organization is ethically and socially responsible to the needs and challenges of the society.

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EVALUATION OF CHANNAL MEMBERS

Evaluation of channel members is a one type of control the performance of the members. To evaluate the channel member there should be a periodically inspection in any ways like direct meeting and market research. This job is done by marketing personnel of the Enterprise.

To evaluate the performance in terms of selling, marketing, on time delivery etc. sales executive go for visit in approximately at one and half month to each dealers. This regular and periodical 83

evaluation is helps to get new idea of development, performance improvement of both side dealers as well as of enterprise itself.

Marketing Information System

A marketing information system consist of people, equipment and procedure together, sort analysis, evaluate and distribute needed, timely and accurate information to marketing decision makers.

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Marketing information system in KATARIA ENTERPISE is developed from internal reporting system, marketing research system and marketing intelligence system. Marketing personnel Study the market on defined problem, collect the data, analysis it and report it to the manager. Marketing information system requires large data collected from various sources internal as well as external. In this Enterprise mostly the data are collected form external source like dealers, retailers, consumers etc. so, manage data in database Enterprise uses the Database Management system (DBMS).

KATARIA ENTERPRISE also use the marketing information sub system like Sales Information System, Market Research And Intelligent Information System Distribution Information System, New product Development Information System.

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SWOT analysis

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Strength

➢ This Enterprise has excellent power in distribution and selling. ➢ Financial management enterprise is strong. It doesn’t need any borrowed finance. ➢ It has enough capacity to cover the whole area of network. ➢ It can handle the on the way situation means all transportation issues. ➢ It uses more technology to run the operation smoothly. ➢ The most valuable strength is that It has excellent order system on website and other services on web for dealers retailers and consumer. ➢ Owner of the KATARIA ENTERPRISE is the No.1 Tax payer in propertied organization in saurastra region.

Weakness

➢ KATARIA ENTERPRISE has no More Weakness but It’s most of the operation is done through IT software so some times whole operation is disturbed due to defect in it. ➢ It has to also west its time to solve the unexpected event like road accidents. But it is true that it is the part of business. ➢ The main weakness is that as they are using WAB as it’s day to day activities solution, so, any competitor company may hack he web site of the company and may leak confidential information 87

Opportunity ➢ KATARIA ENTERPRISE can cover more area of market than in current situation. ➢ As it has enough experience in distribution at different level it can apply it in its own manufacturing. ➢ It can reduce its transportation cost by using other mode of transportation.

Threats

➢ Government rules of transportation in states and outside the state like taxes, VAT, CST and other to apply drastic changes government revolution is the major challenge to the Enterprise.

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ACHIEVEMENTS

➢ No. Of State: 4 (Gujarat, Maharashtra, Rajasthan, Madhya Pradesh) ➢ No. of District Covering: 56 (Fifty Six) ➢ No. of Dealers: 331 (Three Hundred Thirty One Only) ➢ No. of Retailers: More than 1, 25,000 (One Lac Twenty Five Thousand Only) ➢ No. of Route Covered Every Day: 40 (Forty Only) ➢ No. of Transport Vehicle Moving Every Day: 70 (Seventy Only) ➢ No. of K.M. (Kilometer) Transport Movement Every Day : 19,000 (Nineteen Thousand Only) ➢ No. of K.M. (Kilometer) Every Hour: 792 K.M. (Kilometer) /Hour Working (24 x 7) ➢ Population Coverage: More than 12 Crore ➢ More than 100 special closed body container for timely & safe distribution ➢ Marketing to the smallest town having population under 1500 people. ➢ Kataria provides end-to-end solotuon With this basic three tools, now kataria is marked as india's 5th largest Markeintg Managment, Supply Chain Managment and Warehouse Managment Company.

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FUTURE PLANS

➢ Kataria Foods Pvt. Ltd., is set to be the Biggest Automated Flour Mill of Gujarat stated

to roll out 100 MT of flour per day. The plant that would commission by 2010, at Metoda, Nr. Rajkot, boasts of 6000 sq. Meters of area with 50000 sq ft of built up.

Kataria Foods Pvt. Ltd.

➢ It is going to expand the market and network of distribution to Karnataka, Andhrapradesh, Goa.

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It was a good experience in my life ever had to visit industry. I am very thankful to the whole organization of KATARIA ENTERPRISE for giving me information.

All the workers are good and kind. The company has bright future ahead. The remarkable future of this company in respect Of,It has managing skill. It has personal relations with its personnel supplies and distribution.

At the end I conclude my report with good wishes and bright future to kataria enterprise.

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www.katariaenterprise.com ➢ Marketing management ➢ www.indianmba.com ➢

-Philip Kotler

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