Preface

The importance of the Summer Internship Programme (SIP) which every

management student has to undergo as a part of his/her course curriculum
can never be overemphasized. The SIP provides a student with a golden
opportunity to have a first hand nowledge and e!perience of the manner in
which the corporate world functions" apart from providing the student
with a platform to apply the concepts learned in the classroom in a practical
set up. It also enables a student to e!perience the comple!ities of the real
business world" and the practical survival strategies in the marets. #nd
finally" summer placement can be very instrumental in securing for one self a
$ob in one%s dream sector.
I must admit that it has indeed been a matter of privilege for me to have
undergone our SIP at &arico 'td. The pro$ect which I was ased to
undertae" was interesting and challenging" and provided me with ample
scope for learning. The pro$ect basically dealt with all the aspects of
marketing. &y areas of study were two distributors of &arico" out of the total
four.
I have tried to do full $ustice to the faith shown on me by our institution as
well as the organization. I invite the readers of this report to indly
bring the mistae to notice . .
Sukanya Medhi
63/D/2007
#cnowledgement

I wish to place on record, my deep sense of gratitude to The Director of
Assam Institute of Management, Sri Shantikam Hazarika for forwarding my
name to Marico Ind. td., for my Summer Internship !rogramme. I offer my
sincere gratitude to Mr. "ishant #upta, Area Sales Manager "$%, Marico
ltd, Mr. "ishant #upta, for his e&pert ad'ice and 'alua(le guidance
throughout the preparation of the pro)ect. In spite of ha'ing a 'ery (usy
schedule Mr. "ishant #upta has contri(uted immensely to my pro)ect at
e'ery stage. His 'alua(le guidance has (een a source of inspiration. I am
e&tremely grateful to Mr. "ishant #upta, for pro'iding me an e&ecuti'e
training of * weeks, and I am sure that this training as well as the pro)ect will
definitely add much credence to my pro)ect.
I take the pleasure of e&pressing my heartfelt gratitude to Mr. +hittaran)an
!athak, Territory Sales ,fficer -TS,., Marico td., for (eing my constant
#uide throughout the entire pro)ect. I would like to thank Mr Sofik /l Islam,
Depot Manager, Marico imited, #uwahati for pro'iding knowledge at
e'ery stage of our pro)ect.
astly, I am grateful to all the other employees of Marico ltd, Sati Agency
and Hiralal !rakash +hand, for their kind help and cooperation. Their
friendly and hum(le nature made me feel 'ery comforta(le while
communicating.
I offer my sincere gratitude to my institutional pro)ect guide Md. Irfan /llah,
0aculty, Assam Institute of Management, for his all throughout guidance and
support.
Suanya &edhi
(!ecutive Summary
TIT'( )* T+( P,)-(.T / # study on the mareting activities of
&arico Industries 'imited in the 0uwahati
maret 1 2ew Product Installation"
Infrastructural 0ap #nalysis" Physical
3elivery System" .ompetition &apping"
&edia &i! Selection and .onsumer
Switching 4ehavior.
2#&( )* T+( ),0#2IS#TI)2 : &arico Industries 'imited" 0uwahati
P,)-(.T 35,#TI)2 : 67
th
#pril" 899: to 6:
th
-une" 899:
(8 months and 6 day)
P+;SI.#' T(,,IT),; ST53I(3 / 2arengi" <alapahar" =oo Tiniali" #thgaon"
,ehabari" 5lubari" ,upnagar" 'alganesh"
0aneshguri" <hanapara" .handmari"
Silpuhuri" *atasil" 0&." 0.S. ,oad"

),0#2I=#TI)2#' 05I3(S / &r. 2ishant 0upta,
#rea Sales &anager" 2(,"
&arico Industries 'td." 0uwahati
&r. .hittaran$an Patha"
Territory Sales )fficer"
&arico Industries 'td." 0uwahati
)4-(.TI>(S 1
i) To study the 2ew Product 'aunch Process (2P'P) of two new products of &arico?
Saffola #ctive and ,evive 'i@uid" and place them in the maret.
ii) To assess the status of penetration level of the company%s products and ensure
cent percent penetration.
iii) To identify any gap in the present maret infrastructure of &arico" and suggest
measures to increase the same.
iv) To select the best possible media mi! for advertising 2ihar hair oil" and
preparing a monthly budget for launching the advertisement campaign.
v) To map the competitors of &arico in the hair oil and refined oil segment.
vi) To study the consumer switching behavior in purchasing hair oils and refined
oils.
vii) To study the physical delivery system of the company%s products from a specified
distributor" and suggest measures to improve the same system.
&#-), *I23I20S /
i) 3ue to geographical constraints" the 3S, doesn%t pay regular visit to all the
outlets. The delivery units do not deliver to all the scheduled parties on time. This
result in baclog or frustration of the retailer" in turn the outlets turn inactive.
ii) There is a wide gap of A99 outlets as far as the infrastructure of &arico is
concerned.
iii) #n agency named .houdhury #gency" which earlier was a distributor of &arico"
now taes advantage of this Bsipping overC by the 3S, and the delivery units" and
they fulfill the already placed orders" which were not fulfilled by the distributor.
iv) &any retailers as well as consumers don%t recognize the other brands of &arico
by the company name. ,ather they call other products as one from Parachute
company.
v) The biggest competitor of &arico in the coconut hair oil segment is 3abur >atia"
in the perfumed hair oil segment is 4a$a$ almond 3rops" and amongst refined oils
are *ortune (from price point of view).
&#-), ,(.)&&(23#TI)2S /
i) The punch line for 2ihar advertisement was suggested by me as Bhula sulir $aduC
and Bhula suli" sundar suliC" and these were implemented by the company.
ii)The 3S, should be properly trained about the newly launched products before
placing them. They should be given (ffective coverage target along with the 'ines
Per 3ay. #lso" giving monthly infrastructure e!pansion targets would be great.
iii) The TS) should pay surprise visits to the 3S, and the delivery units in the
maret. The tolerance level on part of the .ompany for distributor turnover" TS)
performance" 3S, and delivery unit output should be reduced.
iv) &ore promotional activities need to be done for new as well as e!isting products.
v) &arico should go for e!pansion in the instant food segment" as the prospects are
very good there.
Table of .ontents
+hapter "um(er +hapter "ame !age "um(er
3eclaration
.ertification on (!ecutive
Training
Preface
#cnowledgement
(!ecutive Summary
6 Introduction 23*
2.2 Marico4s 5usiness !rofile 2
2.* !roduct !ortfolio *
8 ,esearch )b$ective and
&ethodology
6322
*.2 "eed for the pro)ect 6
*.* ,()ecti'e 637
*.6 Methodology and Sampling
!lan
839
*.7 $&plaining the :uestionnaires 2;322
*.8 imitations 22
D #nalysis and *indings 2*389
6.2 Installation of "ew !roducts
De'eloped
2*327
6.2.2 Introduction 2*
6.2.* 0indings after installation 2*326
6.2.6 +ase e&periences 26327
6.* Serviceability of &arico 283**
6.*.2 Defining Ser'icea(ility 28
6.*.* Aspects to (e pro(ed 2832<
6.*.6 +ase e&perience and 0indings 2<32=
6.*.7 Analysis on Marico +o'erage 2=3**
6.6 Physical 3elivery System *63*>
6.6.2 Defining !hysical System *6
6.6.* Analysis and findings *73*<
6.6.6 +ase $&periences *<3*>
6.7 .ompetition &apping *=37*
6.7.2 Defining +ompetition Mapping *=
6.7.* Identifying the competitors in
the hair oil and refined oil
segment
*=372
6.7.6 Display related findings 7237*
6.8 &edia &i! Selection 7*386
6.8.2 Defining media mi& 7*
6.8.* +riteria for selection of media
mi&
7*
6.8.6 Analysis and findings3
A. %adio, 5. Tele'ision,
+. !rint Media
7*37=
6.8.7 Analysis3 pros and cons 79382
6.8.8 +onclusion on media mi& 8*
6.8.< Aspects to (e pro(ed for
monthly (udget preparation
8*386
6.< .onsumer Switching
4ehavior
86389
6.<.2 Defining +onsumer Switching
5eha'ior
86
6.<.* Aspects to (e pro(ed while
studying +onsumer Switching
5eha'ior for refined oil and
hair oil
86
6.<.6 Analysis and findings 87389
6.<.7 %etailer4s inputs 89
E ,ecommendations and
suggestions
<;3<9
7.2 %ecommendations <;3<>
7.* My contri(ution to Marico <=3<9
#nne!ure I? ?uestionnaire for
retailers
>;3>6
#nne!ure I? ?uestionnaire for
+onsumers
>63>7
%eferences >7
ist of outlets 'isited >83
A STUDY ON THE MARKET ACTIVITIES OF MARICO IN THE
GUWAHATI MARKET- NEW PRODUCT INSTALLATION,
INFRASTRUCTURAL GAP ANALYSIS, PHYSICAL DELIVERY
SYSTEM, MEDIA MIX SELECTION, COMPETITION MAPPING AND
CONSUMER SWITCHING BEHAVIOR
(AT MARICO INDUSTRIES LIMITED)
A report
Submitted in partial fulfllment of te
!o"t #raduate Diploma in $u"ine"" Mana%ement
A""am In"titute of Mana%ement
Submitted b&'
Su(an&a Medi
Roll No' )*+D+,--.
Organizational Guide: Institutional
Guide:
Mr/ Ni"ant #upta Md/ Irfan Ulla
Area Sale" Mama%er0NER, 1a2ult&0
&arico Ind. 'td."0uwahati #I&
.+#PT(, E
,(.)&&(23#TI)2S and S500(STI)2S
E.6 ,ecommendations
E.8 &y contribution to &arico
.+#PT(, D
#nalysis and *indings

.+#PT(, 8
,esearch )b$ectives and &ethodology
8.6 2eed for the pro$ect
8.8 )b$ectives
8.D &ethodology and sampling plan/
8.E (!plaining the @uestionnaires
8.F 'imitations
.+#PT(, 6
I2T,)35.TI)2
6.6 &arico%s 4usiness Profile
6.8 &arico%s Product Portfolio