Study on Candle Market of Europe

Company: Primacy Industries Limited.

Student Detail: Suradev

4SX12MBA75 Marketing Management Specialisation Sahyadri College of Engineering & Management 9741530750 Suradev.mba12@sahyadri.edu.in

Internal Guide Detail: Ms Sushma V

Assistant Professor, Sahyadri College of Engg & Mgt Sushma.mba@sahyadri.edu.in

External Guide Detail: Mr. Ankur

General Manager, Primacy Industries Limited, Bykampady, Mangalore

INTRODUCTION
Primacy Industries is one of the largest manufacturers of premium scented in the world. Operating out of Mangalore, India, they cater to some of the biggest stores in the US, Europe and the Middle East, including 1 Wal-Mart, Pier, Candle Artisan, Dollar Store, and Bill Blass and so on. For our Indian customers, they exclusively design and produce fragrance candles which are sold under the Ekam brand. With over 200 fragrances and a variety of shapes, sizes and packages, they are delightful to bring light to our customers lives. Primacy Industries Limited is located in Bykampady Industrial area. The 80% of the produced candles are manufactured to USA and the rest of the 20% of the manufactured candles are exported to Europe. Here the company is planning to improve their market share in European countries.

PROBLEM STATEMENT
The main study of this project is To understand the customer potentiality in European countries. To understand STP Process [Segmentation, Targeting & Positioning] of Candles in Europe. To develop the product export of the company.

OBJECTIVES
The main objective of the study is: To analyse the European candle market. To understand the customer potentiality. To understand brand positioning & Targeting of Primacy candles.

METHODOLOGY OF STUDY
1. Source Of Information: This study mainly comprises of two data i.e. I. Primary Data: It is the data which is collected for the first time. In this study it will be conducted by :A). Interaction with the general manager B). Interaction with Marketing Department. C). Mode of product sale, any middle-men involved. D). Existing and future Government /institutional support required

2. Secondary Data: It is the data where it is already available. A). Internet B). Magazines C). Articles D). previously collected data

3. Scope: To study the existing status of the company To study the current design resource, marketing linkages of candles in Europe.

4. Literature Review:

Decorative Candles call to mind the ancient or traditional source of household lighting that, in current times, no longer holds water. Older candles were made of tubes that were filled with oil or animal fat wherein wicks that were made of cloth provided the material for lighting candle with fire. Candles were mainstays in altars, during regular church rites and also during fiestas, when masses were held to celebrate the occasion. There was a great demand for candles then, because electricity was often scarce. In the course of time, candles came in demand for varied purposes aside from its traditional usage as a source of light. Decorative Candles became available in varied shapes and sizes. Slowly, candle making has become a thriving industry and one can observe the mushrooming of candle shops selling ready-to-make candles, molds, wax, wick, essential oils and other requirements of the enterprise.

Time Activity Chart Sl no 1 2 3 4 5 6 7 8 9 Time 1 week

st

2nd week 3rd & 4th week 5th week 6th& 7th week 8th week 9th week 10th& 11th week 12th week

Particulars Understanding structure, culture and functioning the organization. To study and analyse the Market conditions Preparation of research instrument for data collection Collecting data Coding & tabulating data Presenting to the guide for suggestion Analyzing the report Finalizing report Submission of report.

Reference:Mayukhi Basak, (2013), DAS REPORT- DECORATIVE CANDLE CLUSTER, MARGHERITA, http://www.eca-candles.com/index.php?rubrik=3&sprach_id=en