.

CUSTOMER BENEFICIAL & SATISFACTION IDENTIFICATIONMETHODS

Yearly conducting dealers meet
Customer satisfaction details collected from dealers
IDENTIFICATION OF CUSTOMER EXPECTATION
Through SMRI Professional survey team
Through dealers
MARKETING TOOLS & TECHNIQUES
The various sales techniques consist of:1.Route Sales
2.Factory Fresh Outlet
3.Inter Company Sales
4.Export Sales
.
METHODS OF OVERCOMING COMPETITORS
There is no stiff competition faced by the company, thats 70%market share belongs to companies
product. The total number of competitors of local market is 187
MARKET SEGMENTS
The companys product mainly segmented on the basis of geographical, cultural and customer
features.
ADVERTISEMENT & SALES PROMOTION

NEWS PAPER

TELEVISION
DISCOUNT
..
DIRECT SALES
This peculiar feature of Eastern curry powders helped it to vary from order companies. The group
directly distributes the products to retailers in Kerala
By direct distribution the company has achieved a lot of benefits. Some of them are as follows;

 They can deal with the wholesalers and retailers directly at their door step.
The company can contact the dealers and traders continuously and evaluate the business.
The company can avoid the role of intermediaries in the distribution of the product. It helps to
avoid unnecessary commission, brokerage and other related expenses.
The company can maintain a good relationship with the wholesalers and retailers.

BOARD OF
DIRECTORS

DGM
MARKE
TING
MANA
GER
MARKE
TING
ASSIST
ANT

SALES
ADMNI
.STAFF
S

MANA
SR.SAL
GER
ES
Execut
ives
SALES
TEAM
.

FINANCE AND ACCOUNTS

DEPARTMENT

In the accounts department Easternmaintain all the cash, bank receipts and payments. And also
maintain sales and purchase accounting

Eastern dont provide credit sales.

Eastern maintain records of LTI and LTO (location transfer IN and OUT).

Eastern make monthly financial statements and the due date is 5th of every month. As they have tied
up with the McCormack they hold 26% of shares from EASTERN MASALA. The accounting
software used in eastern is ORION-ERP.
The company has a daily working capital of Rs.3 crore and the banking partners is FEDERAL BANK
The monthly profit of the company is around 20 crores and the last year turnover of the company is
RS: 630 crores. Their Audit works are carried out by Deloitte Haskins& Sells International Auditors
SOURCE OF FINANCE
Federal Bank Loan, owners capital and also from sales. Funds transfer from corporate office
ernakulam is the main source of fund used in eastern condiments theni plant.
TAX PAYMENT
A separate department working under finance department called Tax Department. Tax payment
through e-filling is in 15th day of every month. There are 50-60 corers will pay for sales tax by the
company
FRINGE BENEFITS GIVEN TO EMPLOYEES
GRATUITY
BONUS (11%)
PROVIDENT FUND (12%)
MANAGER
FINANCE

ASSISTANT
MANAGER

SENIOR FINANCE
OFFICER

OFFICERS

OFFICERS

..
IT DEPARTMENT
The Eastern is full computerized and every operations on eastern is effectively managed and
controlled by the computer and computer networks. LAN and fiber optic cable is used in eastern for
the data sharing. Microsoft For front client security is used for network protection.
.

QUALITY CONTROL DEPARTMENT

Eastern has also achieved the highest ranked approvals for quality, the Hazard Analysis Critical
Control Point (HACCP), ISO 9002 certification and ISO 22000 certification
There are 3 process of checking:
Incoming inspection (physical checking)
In-process inspection (physical and chemical checking)
Final goods checking (physical checking of weight of the packet
..
TOOLS AND EQUIPMENTS USED IN QC DEPARTMENT
SPECTRO PHOTOMETER
CHEMICAL ANALYSIS
DEPARTMENT CHART

MANA
GER

ASSIST
ANT
MANA
GER

SENIO
R
OFFICE
R
OFFICE
R

LAB
ASSIST
ANTS
..

PURCHASE DEPARTMENT
For ISO 22000 the raw materials used for production should be free from hazardous substances and
chemicals. The raw materials must be free from poisonous substances. For ensuring the quality raw
materials the purchase department makes purchase only from those known dealers and farmers
PURCHASING PROCEDURE
1. Quality Rating
2. Supply Rating
3. Delivery Rating
DIVISION OF PURCHASE
1. Packing division
2. Raw material division
3. Mechanical purchase division
4. Electrical purchase division
5

Automotive purchase division

80% of the chilly are purchased from Andhra pradesh,varankal,hammam etc 15% are purchased
from Karnataka,Bangalore,kupli,bellari etc 5% are purchased locally from Tamilnadu.the 35% of
the coriander purchase are from Rajasthan,35% from Madhya Pradesh,20% from Gujarat and
10% from Tamilnadu. The 15% of turmeric which are purchased locally from Tamilnadu and 25
% of turmeric are purchased from Karnataka. Additional raw materials such as garlic, jeera,
fenugreek,mustard and other spices are purchased from Rajasthan,Bangalore,Gujarat,Kerala etc.

PURCHASE MANAGER

ASSISTANT MANAGER

SENIOR MANAGER

OFFICER

STORE
Eastern condiments pvt Ltd have a separate ware house to store the purchased raw materials
for the production process. The raw materials like raw chilly, Kashmiri chilly, coriander and
other spices are purchased, loaded and unloaded in the store
The ware house have a capacity to store 2850 tonnes of chilly and other spices.
The eastern store has 16 chambers which is air conditioned exclusively made for storing the
raw chilly in order to keep in a good condition and to protect it from insects, dust etc
the temperature inside the air conditioned chamber is kept 7 0-90 Celsius to preserve the
natural colour and pungency. fumication is made to the coriander to protect against from
fungus attacks.

..

PLANT MANAGER

SUPERVISORS
WORKERS

.
PACKAGING DEPARTMENT
In eastern the packaging of different curry powders is made systematically inorder to keep the quality
and unique standard of eastern. The packaging of the different powders is made manually as well as
with the help of computer operated machines.
The packing department has both automatic and manual packing. Manual packing is done for export
goods and automatic packing is done for local and ROI (rest of India) sales.
PLANT MANAGER

SENIOR SUPERVISOR

SUPERVISOR

..
Packing Machines:
001 printing machine Video jet
This is used to print out the batch no in the packing cover roll.
002 Nichrome packing

250g ofchilli, coriander, turmeric, Kashmir chilli

003, 004 Nichrome packing
100g of chilli, coriander, turmeric
005 Impact packing
10g, 25g, 50g of chilli, coriander, turmeric, Kashmir chilli
007, 008, 009 Impact packing
50g, 10, 200g of chilli, turmeric, coriander, dry ginger, crushed chilli, greem gram
011 Impact packing
250g, 500g, 1kg of chilli, turmeric, coriander, Kashmir chilli.
010 packing
25g of seeds like Cumin, Mustard, Fennel, Methietc
FG DEPARTMENT
The eastern condiment Theni have a 250 tonnes capacity godown. From production unit the finished
goods are stored and dispatched under good conditions.
The stock depot is separated into 3 segments. 2 are for stocking and the other one is for sales. Local
stocks are only for Kerala and ROI is for other states.Many machines are used in the FG they are.,

BELT CONVEYORS

DF-HAND PALLET TRUCK

FORK LIFT

..
DISPATCH DEPARTMENT
Dispatch is a handing over of finished goods to the customers (Dealers) or the other plant of the
company as per the developed plan established by the planning and control department. It creates a
direct link between production and sales.
The dispatch department allocates the number of vehicles for the dispatched goods transportation. The
dispatch order is prepared for every vehicles reached in the eastern for the finished masala
transportation. The order bill is hand overed to the loading supervisor.

PRODUCTION
ASSISTANT MANAGER

DISPATCH IN CHARGE

SUPERVISOR

Officer

DOCUMENT WRITER

WORKERS

.
MAINTENANCE DEPARTMENT
Maintenance department of Eastern are responsible for keeping the plant and equipments in good
condition. The maintenance department has to keep a check on the entire machine in the production
process unit. To reduce the break down and other stoppages due to technical error, and every Sunday
there is a maintenance check to reduce the break downs.
Maintenance Department of Eastern has four sections
1. Electrical
2. Mechanical
3. Technical
4. Automobile
AVOIDANCE OF ACCIDENTS
For safety conditions, the company sets a safety measure known us C C P:Critical Control Point. The
company pay more attention on most dangerous zones which have a wide possibility of hazards.
SAFETY MEASURES

Workers should wear aprons, masks, caps, gloves while working in the production department. The
company takes necessary steps for preventing fire and natural hazards. The first aid box is also placed
in the each corner of the department.
DEPUTY MANAGER

MECHANICAL
ENGINEERS

MECHANICAL
SUPERVISORS

FITTERS

.
SWOT ANALYSIS
S

STRENGTHS
It is the largest exporter of spice powder in consumer pack from India that export mainly to
Middle East, USA, UK, Australia, and 60% of its products and has presence in 10 countries.
Award for outstanding export performance by spice board India for 8consecutive years(1997
98-2007 08)
Direct sales company owns vehicles undergoing distributive aids to give an important mode
of advertisement.
Fully computerized department so easy handling of transaction and documents.
Ensures high quality in all products through modern lab facility.
Company has HACCP, ISO 9001 2000, and 220000.certification.
Eastern was selected as second among most popular brands in Kerala by the Dhanam
Business Survey in 2008.
In Kerala, Eastern is the market leader with more than 70% market to almost all its products.
First company in India and second company in Asia to get ISO22000.

 About 80% of the workers are women. The company make more concentration on women
empowerment
WEAKNESS
Company doesnt maintain public relation department separately.
Lack of research in marketing level.
Location of factory is not suitable for easy transportation.
While bearing the name Eastern, the consumers are having only the image of curry powder
and they are not aware of other product.
Consumers are not aware about the ISO certificate.
Company not paying much attention making consumers aware of ISO22000
OPPORTUNITIES
Attract foreign investment for further development.
Participation in International exhibitions and food fest.
Possibility of getting listed as a public Ltd, company.
Extend product line (instant gravy mix) like other rivals.
Extent market to other countries also.
Availability of pickles in local markets
Starting of exclusive showrooms in different parts of state.
Starting a spices garden it gives two opportunities :
Can be used for research activities.
Can be promoted as a tourist centre
Vegetable marketing company is already well known among huge, so a branded vegetable
shop is an opportunity.

THREATS
High competition in local national export market.
Each year hundreds of new curry powder companies are arising in whole market.
Upcoming retailers and their product.
Unexpected climate change.

 Appreciation in money value.

Change in consumer attitudes and preferences.