A

SUMMER INTERNSHIP REPORT

ON
MARKET RESEARCH
AT

Project Guide
Mr. Jagan Dave

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DECLARATION
We Dhiraj Bhansali, Mansi Nayak and Suraj Asnani hereby declare that the
research work presented in the thesis entitled Awareness regarding Flourish milk
among Housewives and Market analysis regarding requirement of alternate
source of constant heat for the fulfilment of the award of Post Graduate Diploma
In Management (P.G.D.M.) from Som-Lalit Institute of Business Administration,
Ahmedabad is based on our work during the summer training in the ONE
Advertising & Communications Ltd. The report comprises the result of
independent and original investigation carried out us. The material which obtained
(and used) from other sources has been duly acknowledged in the thesis.

Date:
Place:

Signature of the Student

(Dhiraj Bhansali)
Roll No. 07

(Mansi Nayak)
Roll No. 30

(Suraj Asnani)
Roll No. 04

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Chapter No.

Particulars

Page No.

*
*
*
*
I
1.1
1.2
1.3
1.4

Preface
Acknowledgement
Executive Summary : Project 1 Flourish Milk
Executive Summary : Project 2 Abellon Clean Energy
One Advertising & communications Services Ltd.
Introduction
Hierarchy of the company
About the organization
Clients

4
6
8
10
13
13
14
15
19

II
2.1
2.2
2.3
2.4
2.5
2.6

Advertising
Introduction
Steps involved in advertisement planning
Types of advertising
Objective of advertising
The Advertisement pyramid
Indian advertising industry

20
20
23
25
29
32
35

III
3.1
3.2
3.3

Advertising Agency
Types of advertising agencies
Role and functions of adverting agencies
Functions of advertising agencies

44
45
48
51

IV
4.1
4.2
4.3
4.4
4.5
4.6

Project 1 Flourish Milk

Indian dairy industry
Flourish Milk
Research design
Data Analysis
Findings and conclusion
Questionnaire

53
53
63
69
71
94
96

V
5.1
5.2
5.3
5.4
5.5
5.6
5.7
5.8

Project 2 Abllon Clean Energy

Introduction
Company and leadership
Pellexo
Applications
Research objectives and methodology
Data Analysis
Findings, Conclusion and Suggestions
Que Cards

100
100
111
113
115
120
123
132
134

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PREFACE
The PGDM program is well structured and integrated course of business
studies. The main objective of practical training at PGDM level is to develop skill
in student by supplement to the theoretical study of business management in
general. Summer Internship training helps to gain real life knowledge about the
business environment and practices.

Development of various organizations has changed due to innovation and

modernization after post independence era. So the need arises for managers to be
trained in a professional manner. To get acquainted with the theoretical aspects of
management and the practical implications of theory is greatly valuable for
business administration students.
To experience the corporate world, we were assigned a project on entitled
Awareness regarding Flourish milk among Housewives and Market analysis
regarding requirement of alternate source of constant heat. The beginning and end
of Marketing Management is Market Research. Knowing more about consumers,
dealers, institutions, and the entire marketing mix is the heart of marketing. It
provides a sound alternative solution to the marketing problems.

Learning is a continuous process and the project has indeed been an exhilarating
and a fruitful experience for me.

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In every professional course, training is an important factor. It is only the

training through which we came to know that what an industry is and how it
works. We can learn about various departmental operations being performed in the
industry, which would, in return, help me in the future when I will enter the
practical field.

During this whole training we got a lot of experience and came to know
about the management practices in real that how it differs from those of theoretical
knowledge and the practically in the real life.

In todays globalize world, where cutthroat competition is prevailing in the

market, theoretical knowledge is not sufficient. Beside this one need to have
practical knowledge, which would help an individual in his/her carrier activities
and it is true that Experience is best teacher

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ACKNOWLEDGEMENT
With immense pleasure, I would like to present this project report for ONE
advertising & communication services Ltd . It has been an enriching experience for
me to undergo my summer training at ONE advertising & communication
services Ltd, which would not have possible without the goodwill and support of
the people around. As a student of Som Lalit Institute of Business Studies,
Ahmedabad I would like to express my sincere thanks to all those who helped me
during my training program

At the outset, we would like to place on record my sincere thanks to the

management of ONE advertising & communication services Ltd for their kind
permission to undertake Dissertation work in their organization.

We are very grateful to Mr.Jagan Dave, Mr.Jignesh Nimavat and Mr.Chirag

Amraniya, our company guide who constantly guided us and inspired us in
completion of this study for his kind Co-operation, assistant encouragement and
providing us with all facilities in carrying out our organizational study.

We are also sincerely thankful to all the members of the staff from different
departments who at various instances, in spite of heavy responsibilities and busy
schedules, they always managed time to provide proper guidance.

We also would like to thank Mr. Manish Srivastava, and staff of One
Advertising and Communications Service Ltd for their support and cooperation.
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Last but not the least, I would like to say that my parents and friends for
giving me their constant support and encouragement in completion of my project.

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EXECUTIVE SUMMARY
PROJECT 1
In todays competitive world while entering in the market it is very
necessary to have good knowledge of the potential of a particular market. The
information regarding the activities of competitors existing in the market so that
we can plan our each activity according to that. It is also necessary to retain the
existing customers apart from attracting the new customers.
The project is concerned with the market analysis of Flourish milk in
Ahmadabad city.
Title:Market analysis on awareness regarding Flourish Milk
Organization:Flourish Milk Products
Objective:The primary objective of the study was to find out the awareness of
Flourish Milk among housewives in Ahmadabad. The intention of this study is to
find the awareness and the usage of Flourish Milk among the housewives.
The secondary objective of the study was to find the awareness of tetra
packed milk among the housewives of Ahmadabad. Along with awareness, we also
found the usage of tetra pack milk.

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Research methodology:Research was a descriptive one and was done on consumers. Stratified
random sampling method was used for this purpose. The data is collected through
questionnaires which are filled by housewives. Questions were both open ended
and close ended.
Type of sampling is stratified random sampling.
Findings:The awareness of Flourish Milk is very less among the housewives in
Ahmedabad region. The usage is also very less. It is due to less advertising. The
awareness and usage of tetra pack milk is also very less.
Data Analysis:The data analysis is done differently for all the questions. It gives a clear
view for each of the results.
Conclusion:It was concluded that Flourish Milk is very weak in the market as it is in
its initial stages. The sales should increase with the increase in the awareness.
Lowering its price would bring about a change in the perception of people towards
it. So they can they change their brand and switch to Flourish Milk.

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EXECUTIVE SUMMARY
PROJECT 2

In order to know the usage of cooking fuel in different food shops in

Ahmedabad city, we conducted a research study. We wanted to find out exactly
which type of cooking fuel they are currently using and what factors are important
for using the same. Factors such as price, availability, heat produced, safety etc
which matters a lot to shop keepers are also studied.
The research findings in this report will highlight and explain the current
usage of cooking fuel in different shops according to their convenience and also
want of some new alternative which help them in cost reduction. The main
emphasis of our survey and research was to find out whether the present shop
keepers are satisfied with the cooking fuel they are using or are looking for some
new alternative fuel which is less costly, safe and convenient as compared to Coal,
LPG, PNG and Diesel.
The reports main purpose is to come to a conclusion whether the current
cooking fuel which the shop keepers are using is desirable or Abellons Cook
stove can satisfy the food shopkeepers need of new alternative fuel and can replace
PNG, Coal, Diesel , LPG. Today in this age of modernization where cost is at most
important to everyone, the food shopkeepers are also looking for safe, eco-friendly
and cost efficient fuel. This report will explain the current usage of different types
of cooking fuel in Ahmedabad city, monthly expenditure, per day usage and also
the reasons that why it is more preferred.
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Our research comprised of basic Queue-cards which comprised of some

questions which were to be asked through the personal interview of local food
shopkeepers in Ahmedabad city. Other sources of information were obtained from
the internet. The sample size allotted was 40 shops and we successfully managed
to collect information from 40 shop owners which proved to be a very helpful
source of our research. It is mainly through the questions in form of Queue-cards
which were asked through the mode of personal interview by which we were able
to collect the needed data to present our research findings and relevant comments.
The results from the personal interview may be summarized through the
following few points:
Still LPG is more used as a mode of cooking fuel dominating PNG and
Diesel
The monthly spending of 40% shop keepers is between Rs. 10,000 to 20,000
where as some shop keepers have monthly spending as high as Rs.30, 000 or
more
Per day usage of fuel of 30% of shops is 6-8 hours and it depends on many
factors such as festivals, seasons, vacations, etc
The majority of the respondents were Namkeen shop keepers which
comprised of 40% of the total sample population
84% of the shopkeepers said that the cooking fuel is easily available when it
is needed
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 About 75% of the shopkeepers believe that the cooking fuel they are using is
safe and eco-friendly
70 % of shop keepers will try the new alternative if it is less costly, safe and
convenient to use only 30% said that they wont try any new fuel as they
were satisfied with the current cost of fuel

A detailed analysis of the above and other findings is discussed further in the
report which depicts the necessary information essential for our research project.

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CHAPTER 1
ONE ADVERTISING & COMMUNICATIONS
SERVICES LTD.
Introduction
One Advertising and Communication Services Ltd. provides highly creative
services including a brand ideas and strategies, brand planning, creative
department and production.
ONE is a ten years old communications agency of Gujarat having branch offices
at Mumbai and Baroda.
ONE has grown to acquire the status of a full-fledged communications partner,
ready to serve all communication needs.
ONE is now a complete team of professionals who believe that If it isnt best, it
isnt good enough. At ONE, an endeavor is to establish the credentials through
outstanding quality work, quick delivery and unerring commitment levels.
ONE has advance studio facilities having Mac and High-end IBM machines, a
color laser printer, and a T.P. scanner. They have talent who have been exposed to
the national agencies & have worked on reputed brands. This makes them more
confident to deliver quality of national standards.
In short, they are well equipped to meet the requirements of clients and are
confident to deliver quality at right speed & price.

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Hierarchy of the company

CEO

Copy
Writer

Branch
Head

Business
Head

Manager
Client
Service

Dy.Manager
Client
service

Executive
Client
service

Executive
HR

Creative
Head

Senior
Visulizers

Visulizers

Graphic
Designer

DTP
Operator

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H.R.

Finance

Media

Executive
Accountant

Executive
IT

Account
Assistant

Executive
PR

P&P

Administrative
staff

Executive
Media
Operations

About The Organization

ONES WORK ETHOS
Work towards establishment of the organization and to build its image as a
professional organization.
Contribute to the bottom line of the organization by doing job to perfection.
Help cultivate culture of openness and teamwork in ONE family.
Exercise right balance between time and quality to deliver jobs on time
without compromising on quality standards.
Keep updated on information and knowledge to gain clients respect.
Be innovative, Realistic, Result oriented and committed.
Take initiative and ownership to help the organization perform better.
Be customer oriented and reflect a positive attitude in every function that is
being performed.
Try to avoid unnecessary expenses and lookout for cost effective solution for
cost control.
Work hard and work smart to make ONE a complete (one stop shop)
advertising and Communication Company.

COMPANY PROFILE
Milestones:
This is the One of the fastest growing advertising agency of Gujarat. It is
currently on 2nd position among Advertising Agencies.
The Vision:
To Provide total communication solution to brand.
A creative resource pool to clients and advertising to the consumer in a way
never heard, read or seen before
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The Mission:
To Provide total communication solutions for the brand.
At the Right Place, at the Right Time, at the Right Price
Their Philosophy:
Business is just the survival of the fittest and who knows than us?
ONE believes in giving the best in all our deliverables
A simple pre-briefing, a brainstorming session or a massive media planning
exercise.
We put our best foot forward.
This is philosophy of their core business. They believe that rigorous thinking
and relentless curiosity inspire outstanding creative ideas that find the edge for
their clients brands. They are proud of what this philosophy says about how they
work as a company.
PROCESS:
Traveling on the right path leads to the right destination
There are standard operating procedures for every action,
The result of every action is by and large assured right at the outset.

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ONE WAY
Growth:
There is only ONE way
Right people, right practices, right place and growth are integral to ONE
In just four years, we've gone from a modest one client to an enviable client
list that includes industrial giants,
Together, ONE has created a synergy of growth that in one word reads.
Reason:
Innovation is at times simpler than you think!

ONE is an agency with innovative but cost effective solutions,

ONE takes you away from the routine of pre-conceived solutions,

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 ONE helps to explore simpler and more specific answers to the Marketing
communication issues.
Talent:
To encourage talent is to create it- is the ONE policy,
Recruit with right attitude and extraordinary talent,
From designing a press campaign or media buying, we have a team blessed
with experience, dynamism and skills,
Simply put a team with a WE CAN attitude.
With you:
Working with ONE could be the experience that your organization always wanted.
Our modest working style ensures that clients who walk in never have to walk out.
As we like to put it, 'we are integral to your brands'.

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Clients

CHAPTER 2
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ADVERTISING
Introduction
A wise man once said, "The person who saves money by not advertising is
like the man who stops the clock to save time." In today's fast-paced, high-tech
age, businesses must use some form of advertising to make prospects aware of
their products and services.
Advertising has been defined as any paid form for non-personal
presentation and promotion of ideas, goods or services by an identified and more
narrowly as any human communication intended to persuade or influence buyers
in their purchase decisions . Advertising lies at the juncture where culture and the
economy interact: its primary purpose is to sell products and services by
stimulating purchasing behavior and it does this by using strategies that rework
culture, creating aspirations and new desires for products. The major
environmental factors that impact on advertising are: the economy, demography,
culture, the political and legal system.
Advertising is itself a cultural product which increasingly affects social
attitudes, defines social roles, and influences cultural values. Influenced by these
factors advertising evolved and developed a particular profile in western
industrialized society in the 20th Century as a means of stimulating the
consumption of products generated by new and expanding industries. In recent
decades advertisers from the industrialized nations have increasingly targeted
international markets, expanding the consumption of foreign products and bringing
about widespread cultural change.
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Meaning and Definitions of Advertising

The meaning of word advertising in previous century was limited only to
give notice of but in modern world it is used in specific commercial form. So
advertising means to inform the public about the item or quality and price and and
motivate the public to invest money to help increase the sale of commodity. In
other words it is pictorial salesmanship presented through printed or written words.
The word Advertising can be defined in this manner:
Advertising is a public announcement to inform and persuade people to buy a
product, a service or an idea.
According to Jon Shubin, Advertising is the art of disseminating marketing
information through various media of communication at the expense of the
company for the purpose of increasing or maintaining effective demand.
According to Starch, Advertising may be defined as the presentation of a
proposition usually in print to the people in such a way that they may be
induced to act upon it.
In the words of William. J. Stanton, Advertising consists of all the activities
in presenting to a group, a non-personal, visual, openly sponsored message
regarding a product, service or idea.

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 According to Dr. Burden, Advertisement includes those activities by which

visual or oral messages are addressed to the public for purpose of informing
them either to any merchandise, to act, to inclined favorably towards ideas,
institution or persons featured.
In this manner advertising is an impersonal or non-personal salesmanship in
which through various sources consumers are informed about the products or
services and motivated to purchase the goods.
Advertising involves the process where in a message is designed so as to
promote a product, a thought, an idea or even a service. The concept of advertising
has assumed a dynamic form with the use of the various mediums of
communication. From the newspaper, magazines, posters, neon and fluorescent
signboards, billboards to the commercial on TV, laser shows to inflated high-rise
figures and objects, advertising has come a long way. The work is formidable as it
spearheads a process intended to attract, modify, change and influences public
opinion.
Advertising, as an effective medium, uses a variety of techniques to create
effective advertisements. A basic appeal is at the heart of advertising. Slogans and
product characters are created to catch the attention of the viewers. Most winning
advertisements would encompass factual information with emotional appeal.
From the local business to multinational firm and all need to advertise.
While politicians, social organizations, government special groups need to
advertise their motto, national airlines, auto mobile manufactures, food and
consumer goods manufacturers have to reach the consumer.

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Organizations handle advertising in different ways. In small companies,

advertising is handled by someone in the sales or marketing department, who work
with an ad agency. A large co. will often set up its own advertising department.
The job here is to propose a budget; develop advertising strategy; approve ads and
campaigns etc. Global companies like IBM and Hewlett Packard, use only one
agency that can supply global advertising, public relations, sales promotion and
web consulting.

In developing a program, marketing managers must always start by

identifying the target market and the buyers motives. Then they can make the five
major decisions in developing an advertising program, known as the five Ms, viz.
The above mentioned can be explained by the diagram given below

Steps Involved in Advertisement Planning

Advertisers and advertising agencies believe that customers have needs and
desires, which can be fulfilled through the purchase and use of products and
services. Advertising works largely through appeal of emotions of envy, fear,
anxiety, about ones appearance and lack of status. The formula sums up the
principles of advertising. The name of the formula is derived from the initial letters
of the words: Attention, Interest, Desire, Conviction and Action.

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The formula suggests that the attention and interests of the customers must
be gained first before the process of stimulating desire, imparting conviction and
urging action in advertisements can bring about a change in the buying behaviors.

The Attention part is the banner or headline that makes an impressive benefit
promise.
Interest builds information in an interesting way, usually meaning that this
must relate closely to the way that the reader thinks about the issues
concerned.
If you seek a response you must move then to create Desire, which relates
benefits to the reader so that they will want them.
Finally you must prompt an Action, which may be to call a telephone
number or to complete and send of a reply coupon. Advertising that doesnt
prompt action is a wasted opportunity.

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TYPES OF ADVERTISING
Print Advertising - Newspapers, Magazines, Brochures, Fliers
Print media has always been a popular advertising option. Advertising
products via newspapers or magazines is a common practice. In addition to this,
the print media also offers options like promotional brochures and fliers for
advertising purposes.
Often, newspapers and magazines sell the advertising space according to the
area occupied by the advertisement, the position of the advertisement in the
publication (front page/middle page, above/below the fold), as well as the
readership of the publications.

Outdoor Advertising - Billboards, Kiosks, Trade-shows and

Events
Outdoor advertising is also a very popular form of advertising. It makes use
of several tools and techniques to attract the customers outdoors. The most
common examples of outdoor advertising are billboards, kiosks, and also events
and trade-shows organized by the company. Billboard advertising is very popular.

However it has to be really terse and catchy in order to grab the attention of
the passersby. Kiosks not only provide an easy outlet for the company's products
but also make for an effective advertising tool to promote the company's products.
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Organizing special events or sponsoring those makes for an excellent advertising

opportunity and strategy.

The company can organize trade fairs, or even exhibitions for advertising
their products. If not this, the company can organize several events that are closely
associated with their field. For instance a company that manufactures sports
utilities

can

sponsor

sports

tournament

to

advertise

its

products.

Broadcast Advertising - Television, Radio and the Internet

Broadcast advertising is a very popular advertising medium that constitutes

several branches like television, radio or the Internet. Television advertisements
have been very popular ever since they were introduced. Radio jingles have been
very a popular advertising medium and have a large impact on the audience, which
is evident in the fact that many people still remember and enjoy old popular radio
jingles
.
Covert Advertising - Advertising in Movies

Covert advertising is a unique kind of advertising in which a product or a

particular brand is incorporated in some entertainment and media channels like
movies, television shows or even sports. There is no commercial advertising as
such in the entertainment but the brand or the product is subtly (or sometimes
evidently) showcased in the entertainment show.

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 Surrogate Advertising - Advertising Indirectly

Surrogate advertising is prominently seen in cases where advertising a

particular product is banned by law. Advertisements for products like cigarettes or
alcohol which are injurious to health are prohibited by law in several countries.

Hence these companies come up with several other products that have the
same brand name and indirectly remind people of the cigarettes or alcohol of the
same brand by advertising the other products. Common examples include Fosters
and Kingfisher beer brands, which are often seen to promote their brand with the
help of surrogate advertising.

Public Service Advertising - Advertising for Social Causes

Public service advertising is a technique that makes use of advertising as an

effective communication medium to convey socially relevant messages about
important matters and social causes like AIDS, energy conservation, political
integrity, deforestation, illiteracy, poverty and so on.

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 Celebrity Advertising
Although the audience is getting smarter and smarter and the modern-day
consumer is getting immune to the exaggerated claims made in a majority of
advertisements, there exists a section of advertisers that still bank upon celebrities
and their popularity for advertising their products.

Using celebrities for advertising involves signing up celebrities for

advertising campaigns, which consist of all sorts of advertising including,
television ads or even print advertisements. How effective these ads are, is
something that each consumer himself can determine.

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Objective / Functions of Advertising

According to the marketing plan, the manager decides what problems
of the company must advertising solve, what opportunities and strengths can be
emphasized, what weaknesses and threats can be addressed. When objectives are
set like this, neither advertising agencies nor managers can estimate how much can
it cost, what should they do or how to measure results. Advertising objectives
should be realistic, based on a prior analysis of the companys situation, specific
and measurable.
.
The objectives of the advertising program are very important to determine
the choice of advertising media. The objectives may be introduction of new
product, to increase demand of an existing product, or to avoid competition by the
rivals. The following are the main objectives of advertising:

1. Preparing Ground for New Product

New product needs introduction because potential customers have never
used such product earlier and the advertisement prepares a ground for that
new product.

2. Creation of Demand
The main objective of the advertisement is to create a favorable climate for
maintaining of improving sales. Customers are to be reminded about the
product and the brand. It may induce new customers to buy the product by
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informing them its qualities since it is possible that some of the customers
may change their brands.

3. Facing the Competition

Another important objective of the advertisement is to face to competition.
Under competitive conditions, advertisement helps to build up brand image
and brand loyalty and when customers have developed brand loyalty,
becomes difficult for the middlemen to change it.
4. Creating or Enhancing Goodwill

Large scale advertising is often undertaken with the objective of creating or

enhancing the goodwill of the advertising company. This, in turn, increases
the market receptiveness of the company's product and helps the salesmen to
win customers easily.

5. Informing the changes to the customers

Whenever changes are made in the prices, channels of distribution or in the
product by way of any improvement in quality, size, weight, brand, packing,
etc., they must be informed to the public by the producer through
advertisement.

6. Neutralizing Competitor's Advertising

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Advertising is unavoidable to complete with or neutralize competitor's

advertising. When competitors are adopting intensive advertising as their
promotional strategy, it is reasonable to follow similar practices to neutralize
their effects. In such cases, it is essential for the manufacturer to create a
different image of his product.

7. Barring New Entrants

From the advertiser's point of view, a strongly built image through long
advertising helps to keep new entrants away. The advertisement builds up a
certain monopoly are for the product in which new entrants find it difficult
to enter.
In short, advertising aims at benefiting the producer, educating the consumer
and supplementing the salesmen. Above all it is a link between the producer
and the consumer.

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The Advertising Pyramid

A simple tool for setting advertising objectives correctly

The advertising pyramid is an easy instrument that describes the progressive

effect of advertising over the audience. This can be used to set objectives for a
single campaign on multiple levels or in time for setting objectives for the entire
advertising program.

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Level 1: Getting awareness

If the product or service of the company is new, or after a prior analysis a lack of
Visibility in the market is determined, it is recommended to set an objective to
increase awareness. This means that, the overall goal of the advertising activities
should be focused to make a large number of persons from the audience to hear
about the products/services of the company

Level 2: Comprehension
At this point, much information should be sent to the target market in order for
them to get familiar with the product, to understand its purpose, to recognize its
image, position and characteristics.

Level 3: Conviction
The information should be well sent to the target market, so it can believe in the
Value of the product. This way the product wins a place in the mind of the
consumer and on the options buying list.

Level 4: Desire
A part of the people convinced by the value of the product and about the fact that it
suits their needs will end up wanting the product.

Level 5: Action
After the other steps have been reached, those consumers that identify themselves
with the product and need it will eventually buy it. The pyramid works on 3
dimensions: money, time and people..With time, if a company is constant with its
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advertising program, the number of people that know the product increases. The
more people understand the product, believe in it and want it, the more will act and
buy it.

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Indian Advertising Industry

The Indian advertising industry is talking business today. It has evolved
from being a small-scale business to a full-fledged industry. It has emerged as one
of the major industries and tertiary sectors and has broadened its horizons be it the
creative aspect, the capital employed or personnel involved.

In 2011, the Indian Media & Entertainment (M&E) Industry registered a

growth of 12 percent over 2010, to reach INR 728 billon, says the FICCI-KPMG
report. The growth trajectory is backed by strong consumption in Tier 2 and 3
cities, continued growth of regional media, and fast increasing new media
business. Overall, the industry is expected to register a CAGR of 15 percent to
touch INR 1,457 billion by 2016.

Advertising spends across all media accounted for INR 300 billion in 2011,
contributing to 41 percent of the overall M&E industrys revenues. Advertising
revenues witnessed a growth of 13 percent in 2011, as against 17 percent observed
in 2010.

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Though loosely defined, a line divides the communication mediums into

two categories. Above the Line promotion is done for mass audience and it aims
at establishing brand identity or increase brand awareness. This type of
communication is conventional in nature and is considered impersonal to
customers.
The mediums considered under this category include Television, Radio,
Print Media (newspapers and magazines), Cinema, Internet and Out Of Home
(OOH) advertising. Out Of Home further encompasses street furniture, transit
advertising and hoardings. Currently, TV and Print media occupy more than 80%
of total ATL advertising spends in India (Fig 1).

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Key trends and industry drivers:

Growth in digital content consumption across media
Digital technology continues to revolutionize media distribution be it
the rapid growth of DTH and the promise of digital cable, or increased
digitization of film exhibition - and has enabled wider and cost effective
reach across diverse and regional markets, and the development of
targeted media content.
There has been increased proliferation and consumption of digital media
content be it newspapers and magazines, digital film prints, and online
video and music or entirely new categories such as social media.
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Accordingly, online advertising spends have seen a spurt in growth i.e.

spends on traditional media.

Rise of new age user devices

Smart phones, tablets, PCs, gaming devices, etc. all form the foundation
of a new wave in media usage. This is gradually impacting the way
content is being created and distributed as well. Multiple media including
TV, films, news, radio, music etc are being impacted with this change.
New age consumers adapting themselves to the newer

technologies

As Indian consumers evolve, there is a heightened need to engage

them across platforms and experiences.
There is a greater need for integration and innovation across
traditional and new media, with changing media consumption
habits and preferences for niche content. Media companies today
have no choice but to provide more touch points to engage with
audiences.

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 Regionalization
Regional television and print continued its strong growth trajectory
owing to growth in incomes and consumption in the regional
markets. National advertisers are looking at these markets as the
next consumption hubs and the local advertisers are learning the
benefits of marketing their products aggressively.
An advertising revenue dependant industry
The ARPU (Average Revenue Per User) for television, average
newspaper cost for print and average ticket price for films continue
to be low on account of hyper competition in these industries.
Segments like radio and a significant portion of online content are
available free of cost to consumers.
Owing to this, the Indian consumer is still not used to paying for
content and hence the industry players are sensitive to the impact
of the slowdown which affects the budgets of advertisers.
Awaited regulatory shifts

Lastly, apart from the shifts in consumer preferences, company

strategies and business models, one big change awaited for the
next growth wave is the implementation of recently enacted and
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regulations on digitization for cable, implementation of Phase 3

and copyright for Radio and the roll out of 4G.

These shifts are expected to be game changers in terms of how

business is being done currently and what could be the path going
forward.

Print
Print share in ad pie is expected to shrink from 42.3% to 40.8%
More innovation, rate correction will be the norm in the year 2011
Special Interest magazines will still continue to grow, currently growing at
the rate of 100%
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 TV
TV Revenues are expected to grow by 20%
Advertising revenues to the Channel revenues will continue to be higher
than the subscription revenues
But share of subscription is only likely to grow overall, with growing digital
penetration& increased addressability
With increasing strength of regional channels, big network will focus on
Regional space due to geographic addressability

Radio
Licensing of Phase III & policy changes is expected to drive the growth for
radio
Due to Phase III licensing 700 more FM stations expected to be launched
Radio is expected to witness only 15% rise in overall ad revenues compared
to 30% growth in the year 2010

OOH( Out Of Home)

The Medium is expected to witness 15% growth in Revenues compared to
27% growth
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 Business Interest & Expenses will be high on gaining capabilities , delivery

efficiencies in upcountry & rural market

Internet
Internet is expected to eat into print share.
The Medium is expected to grow by 35%.

Cinema
Revenues on Cinema Medium is expected to witness a healthy 10% growth

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Latest developments
The global Advertising Industry as far as scale of operations and scope is
concerned the turnover is close to USD 450 billion annually. Indian
Advertising Industry contributes less than 1.5% which is next to China and
Russia.
India contributes to 17 % of the world population but is only 0.7% of the
world advertising market so it has huge potential to grow in future.
Experts reveal that total advertisement spending by the political parties
would be around Rs 800 crore.
Worldwide Partner Inc are the Ninth largest global network of more than 90
marketing and communication agencies in about 50 countries which has
recently tied up with Indian Pressman Advertising and Marketing Ltd
following repeated enquires about India .
Indian advertising spends as a percentage of GDP -- at 0.34% which is
comparatively low, as opposed to other developed and developing countries,
where the average is around 0.98%, which requires a lot space for
development and enhancements in the Indian Advertising Industry

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CHAPTER 3
ADVERTISING AGENCY
Advertising agencies are outside companies that provide for the marketing
and advertising needs of other businesses and organizations. Advertising agencies
offer a full range of advertising services and advice based on market studies,
popular culture and advanced sales techniques. Because Advertising agencies
produce logos, creating effective and attractive color schemes to draw the
consumer's attention to their clients' ads.

They also prepare slogans and brochures, and write descriptive copy for
sales materials. They may produce public service announcements for charitable
organizations and social programs as well, and issue press releases for new
programs, events, and products.

Advertising agencies use assorted forms of media to promote their clients'

businesses or organizations, including magazine advertisements, newspaper ads,
radio and TV commercials, websites, and even infomercials. Some also plan
events, provide booths at conventions, and giveaway promotional items. They are
independent from the client company, they can be objective about a client's
promotional

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needs .

The way advertising agencies work is by getting to know their clients'

product or service well and determining which demographic provides the best
audience for promotion

Types of Advertising Agencies

Advertising Agencies can be classified by the range of services that they offer.
Also, advertising agencies range in size from one man shows to large firms that
employ thousands of people. Accordingly, different types of advertising agencies
are:
Full service agencies
Creative boutiques
In-house agencies
Specialized agencies
Media buying services

Full-service agencies- as the name implies, a full service agency is one

that handles all phases of advertising process for its clients: it plan, creates,
produces and places advertisements for its clients. In addition, it might provide
other marketing services such as sales promotion, trade shows, exhibits,
newsletters and annual reports. In short a full service agency will provide four
major functions:
account management,
creative development and production,
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 media planning and

Buying and research services.
One major point that differentiates a full service agency from other is that the
personal work full time and the services provide are extensive. The services
usually provided by a full service agency include collecting and analyzing market
data, proposing strategy, preparing and producing the ads, placing the ads in
approved

media,

verifying

the

advertisements

appearance

(publication,

broadcasting, etc), invoice the client, collect the bills and pay the media and other
suppliers.

Creative boutiques- it is an organization that specializes in the actual creation

of advertisements. In general, boutiques create imaginative and interesting
advertising themes and produce innovative and original advertisements. A
company that uses a creative boutique would have to employ another agency to
perform the planning, buying and administrative functions connected with
advertising.

Creative boutiques are different from freelancers. Freelancers are individuals

who work on their own without any formal attachment with any agency. Clients or
agencies hire these from time to time. The clients also hire creative boutiques.

In-house agencies- Such agencies are owned and supervised by advertisers or

the client organizations. The organizational structure and functioning of in-house
agencies are similar to full service agencies in most cases. The advertising director
of the company usually heads an in-house agency.
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In house agencies are organized according to the needs and requirements of

the company and are staffed accordingly. Some companies solely depend on their
in-house agencies for their advertising needs. Others depend both on their in-house
agency and outside agencies. Some other companies allow their agencies to take
outside jobs.

Specialized agencies- there are many agencies, which take up only

specialized advertising jobs. Certain fields like medicine, finance, outdoor
advertising, social advertising, etc. require specialized knowledge. So there are
agencies, which concentrate only on areas and employ people with the required
talents. These agencies are usually small in size.

Media buying agencies-it is an organization that specializes in buying radio

and television time and reselling it to advertisers and advertising agencies. The
services sells time to the advertisers, orders the spots on the various stations
involved and monitors the stations to see if the ads actually run.

This trend for special media buying agencies started in the 1970s. Such
agencies have a lot of contacts in the media and offer very low commission on
media rates. Media buying agencies complement the creative boutiques. Also large
companies use their specialized negotiating talents for buying media space and
time.

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Role and Functions of Advertising Agencies

Role of Advertising Agency
The major role as advertising agency is to work alongside the clients to
develop and sustain the brands that they mutually serve, through consumer
understanding and insight and through creative and media delivery skills to provide
best advice and the best execution thereof to those clients for the advertising of
those brands.
Buildings age and become diislapidated. Machines wear out. People die. But what
live on are the brands.

Brands are much more than mere products and services. Brands, if
successful, are clearly differentiated entities with which consumers can and do
form a mutually beneficial relationship over time, because of the values rational
and emotional, physical and aesthetic that consumers derive from them. The
importance can be summed up as follows:
A product is something that is made, in a factory: a brand is something that is
bought, by a customer. A competitor can copy a product; a brand is unique. A
product can be quickly out-dated; a successful brand is timeless.

The role of advertising and the advertising agency is to help effect this
transformation from product or service to brand by clearly positioning the offering
48 | P a g e

to the consumer its role and its benefits and by communicating the brands own
personality. In short its role is to provide meaningful differentiation via the
consumer connection.

Most advertisers assign this job of informing the target audience and
creating images to advertising agencies. Thus, the advertising agencies plan,
prepare and place ads in the media. But even an advertiser can do all these things.

The management can do planning of ad campaigns. For preparing ads,

creative personal can be hires. And the advertiser for placing the ads can buy
media space or time. So, why hire an advertising agency?
The reason can be enlisted as follows:

Expertise and experience- An advertising agency brings together

people with the required expertise and experience of the various subdisciplines of advertising. Thus, it has the copywriters, visualizes,
researchers, photographers, directors, planners and people who get business
and deal with clients working in ad agencies.

An agency moulds all these people into a team and gives them a highly
conducive work atmosphere. The agency makes the best use of their talents
and experience to deliver rapidly, efficiently and in greater depth than a
company or organization could do on its own.

Objectivity and professionalism- Advertising agencies are highly

professional. Objectivity is a major virtue of ad agency. They operate in a

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strange way. While they take up advertising for others, agencies hardly
advertise themselves. Ad agencies being outside intermediaries can be
objective. They thus will offer independent and detached viewpoints and
suggestions based on objective analysis.

Cost effective- If an organization wants to hire people to do its

advertising, it cannot provide them work all through the year. Also most
experts in the fields of advertising like directors, musicians, photographers,
charge huge amounts and are often not affordable. Moreover, hiring,
organizing and managing all talents required to produce advertising
campaigns is not an easy thing.

Also the kind of consistent, powerful and compelling advertising that can be
created by using the expertise, experience, objectivity and professionalism of
ad agencies cannot be measured economically.

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Functions of Advertising Agencies

Today advertising agencies are found in virtually every major city on the world
and their role in stimulating economic growth is solidly established. To understand
advertising, we need to examine the functions of an Ad Agency. These are: -

Talent & Creative productions: The basic function of an Ad Agency is

providing talent. The creative efforts of the art director, the detailed analysis of
the research director and the political understanding of the campaign director, are
just a few examples of the many abilities of Ad Agency personal have to offer.

A business organization or person will contract the services of an ad agency to

help market a product. This function involves processing the information

collected from the client and through research and designing communication
material in the form of advertisements and other publicity material. This also
includes planning creative strategies, copy or script writing, visualization,
designing, layout, shooting of films, editing, giving music, etc.

Research: The second function of an Ad agency is research. In order to

distribute the message to the public successfully, the agency must first know all
that it can about the product. One of the first jobs is to research the product and
the company, one must learn, one possibly can about both. The research must
even take one close to the heart of the firms inner operations. Ad agencies use
research as a tool to test consumer reactions to products and services.

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Distribution & Media planning: The third important function of an ad

agency is distribution. Here you decide what type of message you will create for
the company and what media will be most helpful in sending this message to the
public. On the basis of the media habits (access and exposure) of the target
audience, agency people prepare a media plan. This plan includes which media to
be used, which part of the media to be used, when to place the ads and for how
long to place the ads, etc. media planners keep track of the viewer ship, listener
ship and readership of all kinds of media.

Monitoring Feedback: By monitoring consumer feedback, a decision on

whether to revise the message, the medium, the target audience or all of them can
be made. Ad agencies are developing to reach the target audience. As information
is the backbone of all advertising, to prepare ads, one requires information about
the product; its competitors, the market situation and trends, information about
the audiences also need to be collected. Some of the most effective advertising
includes advertisement written in their native language. All of these specialized
campaigns are creating new demands on agencies and are requiring new talents
for people who work in advertising.

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PROJECT 1
FLOURISH MILK
Indian Dairy Industry
India is the largest producer of milk producing more than 100 million tons of
milk per annum. Yet, her per capita milk consumption is around 250 g per
day.India has a population of more than 1 billion with diverse food habits, cultures,
traditions and religions. Regional variations within the country can be mind
boggling.

On one hand, the country has plains with long tradition of milk production
and consumption. On the other hand, there are forest and hilly regions with no
tradition of dairying. Most of coastal belts also do not have much of dairy tradition.
Cow is holy for Hindus who make up more than 80 per cent of the population of
India. Buffalo enjoys no such holy status.

`The Indian dairy sector is also different from other dairy producing
countries as India places its emphasis on both cattle and buffalo milk. In 2010, the
government and the National Dairy Development Board have drawn up a National
Dairy Plan (NDP) that proposes to nearly double Indias milk production by 2020.
This plan will endeavor to increase the countrys milk productivity, improve access
to quality feeds and improve farmer access to the organized market. These goals
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will be achieved through activities that focus on increasing cooperative

membership and growing the network of milk collection facilities throughout
India.

But the next decade will be different. Signs of change are already visible. On
one hand, India is finding it difficult to sustain exports of dairy products due to low
global prices and high domestic prices. On the other hand, some dairy products and
companies from India have been able to make their mark on international markets
leading to increase in their exports even when the overall global market sentiment
has turned negative.

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 Background Information
Dairying has been regarded as one of the activities that could contribute to
alleviating the poverty and unemployment especially in the droughtprone and
rainfed areas. In India, about threefourth of the population live in rural areas and
about 38% of them are poor. Therefore among these people, as well as the large
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vegetarian segment of the countrys population, dairy products provide a critical

source of nutrition and animal protein to millions of people in India.

Milk production in India has developed significantly in the past few decades
from a low volume of 17 million tons in 1951 to 110 million tons in 2009.
Currently, the Indian dairy market is growing at an annual rate of 7%. Despite the
increase in production, a demand supply gap has become imminent in the dairy
industry due to the changing consumption habits, dynamic demographic patterns,
and the rapid urbanization of rural India. This means that there is an urgent need
for the growth rate of the dairy sector to match the rapidly growing Indian
economy.

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 Key Players and Ownership

Production Policy and Regulation of Dairy Products
Dairy production in India runs on a low inputlow output system, in which
individual producers typically own less than five cattle or buffalo and use locally
available feeds. This has resulted in yield levels that are below international
averages but also the worlds lowest production costs. As dairy product prices and
income from milk collection continue to increase, farmers are slowly growing herd
sizes and increasing their specialization. In addition, interests from private sector
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investors have also facilitated construction of larger dairies through partnering with
dairy processors.
Through implementing various incentive schemes, Indian policy makers are
aiming to increase the countrys dairy output. On the other hand, support is also
offered by the private sector through activities such as artificial insemination
services, training for veterinary care and other livestock management skills.
In addition, the new Food Safety and Standards Authority of India has
consolidated various previous policies that set the sanitary requirements for food
safety, machinery, premises, quality control, certification, packing, marking and
labeling standards for all food products, including milk and milk products and aims
to regulating food safety in India through one overarching regulation.
The forthcoming regulation, named The Food Safety and Standards
Regulation, is implemented in 2011. Although the Food Safety and Standards
Authority of India sets the safety standards for both domestically produced and
imported milk and dairy products, the Ministry of Agricultures Department of
Animal Husbandry, Dairying and Fisheries is the entity that is responsible for
issuing sanitary permits for the import of livestock and dairy products into India.

Industry Structure, Production and Consumption

Industry Structure
While it is estimated that around 40 to 50 percent of Indian dairy farmers are
employed by the organized sector, approximately 65 percent of milk in India is
consumed (in fluid or processed forms) on farm or by the unorganized sector
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including local milk vendors, wholesalers, retailers, and the producers themselves.
Of the total milk distributed jointly by both the organized and unorganized sector,
around 46 percent of the milk is consumed in fluid form and the rest is processed
into various milk products such as butter, yogurt and milk powder.
Indias milk processing industry is small compared to the large amount of
raw milk produced every year. Almost 55 percent of the milk produced is
consumed by the producer household. Of the remaining, twothird is sold in
informal markets and 1516 percent of the total milk produced in India is processed
by the organized market, including dairy cooperatives and the private sector.
During 19992000, there were around 770 dairy processing units in the organized
sector.
Vendors and milk dealers dominate the informal market where the former
generally procures milk from producers and sells them to urban households, while
the latter supplies to private processing units. Of the milk that enters the formal and
informal market, almost 45 percent is consumed in the raw form while the
remaining is processed to produce ghee, butter, curd, milk powders, cottage
cheese, etc.

Production
The Indian dairy sector is different from other dairy producing countries as
India places its emphasis on both cattle and buffalo milk. Out of all bovine
population in India, 40 percent are indigenous cows, 46 percent are buffaloes and
14 percent are imported European or North American cattle crossbreeds. Out of the
nations total milk production, about 55 percent comes from buffaloes and the
remainder from dairy cows. Traditionally, buffalo milk has been preferred for its
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high milk fat content. However, as the organized sector procures more milk, dairy
cattle becoming more popular due to their increased yields and shorter dry periods.

Top Player
Milk was always manufactured and consumed in bulk in India. But with the
rise in disposable incomes the demand for milk and related items are on a
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continuous rise. Milk is said to be among the most important part of the diets of
Indian after wheat and rice.
The milk market in India does not have many active brands. The one major
brand that has been dominating the dairy industry in India since quite a few
decades is Amul. Since Indians are very peculiar and choosy about the milk that
they consume they do not like to try out other brands. They like sticking to trusted
brands and the brand that has definitely occupied a major mind share of the Indian
population as far as milk is concerned is Amul. It can easily be called the top milk
brand in India.
The undisputed Top Milk Brand in India is Amul. Established in 1946, the
company deserves maximum credit for making India the world's largest milk and
milk products producer. Evolved over the years as the most preferable liquid milk
brand in the Indian subcontinent Amul churns out a turnover of almost ` 8,000
crore annually. According to industry experts the production forecast for the next
year happens to be even better with an estimate turnover of` 10,000 crore. The best
thing about the brand is that it has not only penetrated the urbanized areas but the
rural market as well. Amul apart from milk is the manufacturers of a host of allied
products like Ghee, butter, cheese, powder milk, flavored milk, curd, cold coffee,
Lassi etc.

The Leading Dairy Product Companies in India consist of both government

organizations and private companies which are mostly under the control of
different state governments. The Leading Dairy Product Companies in India are
working together with the National Dairy development Board (NDDB) towards the
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elimination of malnutrition amongst children. These companies offer host of highly

nutritious milk products.
The Leading Dairy Product Companies in India, which are under the control
of different state governments, are generally cooperatives. These cooperatives buy
milk from the dairy farmers at minimum support price. Later these cooperatives
process it to different high nutritious milk products. The leading private milk
product companies of India are more into producing and further processing of
these milks. Most of the Leading Dairy Product Companies in India are well
equipped to handle processing of bulk quantities of cow and buffalo milk. Further,
the technology used by these leading companies of India to process the milk is at
par with international standards.

Amul and Gujarat Cooperative Milk Marketing Federation Ltd

The Orissa State Cooperative Milk Producer's Federation Limited

(OMFED)

Andhra Pradesh Dairy Development Co-operative Federation Limited

Haryana Dairy Development Cooperative Federation Ltd

Dynamix Dairy Industries Ltd

Mother Dairy

Vasudhara Dairy

Modern Dairies Limited

Param Dairy Limited

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Flourish Milk

Vision
To empower, enrich and to build excellence in the most valuable assets - People
At Vivante, we aim to create a sense of wellness through our products. We wish to
touch lives and search out to the modern consumer. Our endeavour is to meet the
growing demand for pure, nutritious food, while contributing to meet larger
economic and social development goals.
Mission

To become a world class organization through value based performance of our

team. We wish to become one of India's leading Pure Foods companies within a
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period of 5 years and one of the best places for young professionals to build their
careers. To establish global presence by building a sustainable model and
community. We wish to work closely with farming communities and reach out to
stakeholders in every corner of the world. To bring a smile of joy and wellness on
every face. We wish to constantly come up with newer and better ideas and
products to fill your life with health and happiness.

Contact Details:Company Name

Vivante Pure Foods Pvt. Ltd.

Telephone

+(+91)-(79)-66092101

Mobile/Cell phone

+(+91)-8980001253

Fax No

+(+91)-(79)-66092102

Address

4th floor 22-23, Shrimali Society,

Opp.Canara bank.Nr. Navrangpura
,Ahmedabad.

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 Company
Flourish is driven by strong ethical values, at the substratum lies
entrepreneurial spirit supported by a team of proficient and experienced
professionals including nutritionists, engineers, researchers and dieticians
committed to integrity, performance and innovation to spread healthy living.

Our passion is to create a youthful, lively, healthy world. Our obsession is to

make it so ourselves. With this hard wired in our minds, we set out to move
mountains. Our team of focused and head strong young entrepreneurs with razor
sharp business acumen love to challenge norms and build new paradigms. We
possess a burning thirst and an ardent hunger for success. We charge at life, head
on.

Focal Points
Focal points here at Flourish are clearly defined and strongly driven by
values. We aim at creating a unique business model that integrates world class
manufacturing technology with sustainable development. We incorporate extensive
and exclusive sales and distribution as well as novel partnering policy initiatives.
We build brands to promote healthy lifestyles, by educating, training and
developing.

Backward integration
Powering this vision is a legacy of entrepreneurship, R&D and technology
led innovation, international focus, a value based organization and team building.
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Our below mentioned backward integration model s aimed at creating shared

values for everyone involved in the chain, from farmer to the consumer. We
believe in prospering collectively with mutual benefits for our stakeholders

and

consumers

Dairy Farms:Welcome to the Dairy Farms at Flourish and know more about how we
revere our animal wealth. For it is the Gangotri* of our business, the ultimate
origin and foundation of everything that emanates and flows at Flourish.

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 Procurement
Flourish follows a milk collection method which involves a group of milk
producers living within a given area near the unit. Extensive collection centres are
established across a large number of potential centres.

Distribution
Distribution channels move products and services from businesses to
consumers and to other businesses. Distribution channels are just one component
of the overall concept of distribution networks, which are the real, tangible systems
of interconnected sources and destinations through which products pass on their
way to final consumers. Flourish distributes its products through intensive,
selective and exclusive distribution channels.

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Flourish Milk Variants

Benefits

SKU

Flourish Milk

Rich in ice cream

500 ml and 1lit. Pouch

Flourish Fit

Balanced cream option

500 ml and 1lit. Pouch

Flourish Slim

Low fat to keep you 500 ml and 1lit. Pouch

slim

Flourish Tea Magic

Ideal for a refreshing 1 lit. Pouch

cup of tea

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Research Design
Research Objective:
To know the awareness level of Flourish Milk among consumers.
The research mainly aims to fulfill the following objectives:
To study the usage pattern and buying behavior of housewives regarding
the available Milk brands in the market.
To study the perception of housewives regarding different attributes of
milk available in the market.
To study the perception of housewives regarding tetra packed milk.

Research Design:
The necessary information for the study was gathered through research and market
survey.
Survey: Personal Interview with the help of structured questionnaire was
conducted to extract primary information from housewives who buy milk.
Type of Survey:
The research was conducted by a structured questionnaire. It is the most effective
and efficient way to conduct the research. The respondents have to give their
answer for the questions asked by the researcher. The close-ended questions
helped the respondents as they could select their answer from the alternatives
provided in the questionnaire.
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Sampling:
For the study the sampling procedure used is that of Straffied Random Sampling.
Under this method our main aim was to know the perception of Housewives.
Housewives using the existing brands of milk were targeted.

Sample Size:
The data collection consisted of a sample size of 100 target audience.

Type of Questionnaire:
The questionnaire designed contained:
Multiple-choice, open and close ended questions
Thus, it was easy for the respondents to select from the alternatives, the one that
suits them the best. The data collected from the respondents were then compiled
into useful information, classified and tabulated for analysis.

Limitations:Every research has certain limitations to it. So also the research conducted had
certain limitations. They are stated as under:People generally hesitate to answer the questionnaire thinking that the
questionnaire is a way to market the new product.
At the time of survey some of the respondents were busy, which had
refrained them from answering 2-3 questions
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Data Analysis
1) Type of family
Answer
Nuclear
Joint

No of respondents
73
27

Percentage
73
27

Interpretation: - Here we have taken sample size of 100, out of which 73 belong
to nuclear family and 27 belong to joint family.

2) Milk consumption among the respondents

Answer
1 Litre
2 Litres
3 Litres
More than 6 Litres
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No of respondents
19
48
27
6

Percentage
19
48
27
6

Interpretation: - Out of the 100 samples, most of the samples belong to nuclear
family so 2 Litres of milk is mostly preferred by them so it has the maximum
percentage.

3) Type of milk used by the samples

Answer

No of respondents

Percentage

Loose Milk

60

60

Packaged Milk

40

40

Tetra Packed

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Interpretation: - Among the 100 samples, 60 use loose milk and 40 use packaged
milk. Tetra pack milk is not used by any of the samples. Loose milk is fresh and is
delivered at home, so it is preferred more.

4) Brand of milk used by the samples

Answer

No of respondent

Percentage

Amul

64

64

Mother dairy

Loose milk

28

28

Sugham

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Interpretation: - Out of 100 samples, majority use Amul. Amul has already set its
brand image as the most favored. Good taste and freshness have been listed as
reasons for using Amul.
5) Reason given by samples for using the selected brand
Answer

No of respondents

Percentage

Quality

11

11

Low fat content

Purity

Low price

Others

11

11

No response

65

65

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Interpretation: - These are the reasons given by the respondents for selecting the
brand that they buy. Others include:

Freshness
Good taste
Brand image
Convenience

6) Influencing factors : 6.1) Price

Answer
1
2
3
4
5

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No of respondents
54
27
6
5
8

Percentage
54
27
6
5
8

Interpretation: - Milk rates are increasing very quickly. So Price influences 54%
samples out of 100.

6.2) Quantity
Answer

No of respondents

Percentage

34

34

34

34

23

23

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Interpretation: - Milk is used several times a day in an Indian family. So quantity

influences to 34% samples out of 100 so that they dont have to buy milk several
times in a day.

6.3) Purity
Answer

No of respondent

Percentage

59

59

26

26

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Interpretation: - Purity resembles cleanliness and transparency so it influences

59% samples out of 100.

6.4) Taste
Answer

No of respondent

Percentage

51

51

35

35

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Interpretation: - Taste influences 51% out of 100 samples because milk with bad
taste cannot be consumed.

6.5) Fat content

Answer

No of respondent

Percentage

28

28

38

38

14

14

13

13

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Interpretation: - Health consciousness is increasing among people these days. So

fat content influences 28% out of 100 samples.

6.6) Availability
Answer

No of respondent

Percentage

33

33

28

28

18

18

17

17

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Interpretation: - Availability influences 33% out of 100 samples because people

buying milk want a brand that is easily available in market so they dont have to
search for it more often.

6.7) Nutrition value

Answer

No of respondent

Percentage

41

41

35

35

10

10

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Interpretation: - Nutrition value of milk enhances milk. So it influences 41% out

of 100 samples.

6.8) Advertisement
Answer

No of respondent

Percentage

14

14

12

12

24

24

37

37

13

13

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Interpretation: - People also tend to trust qualities shown in advertisements. It

influences 14% of samples. Most of the samples are not influenced by the
advertisement of the brand.

6.9) Packaging
Answer

No of respondent

Percentage

14

14

30

30

19

19

23

23

14

14

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Interpretation: - Good Packaging drives people to liking the product. It influences

14% out of 100 samples. Like advertisement it also doesnt influence most of the
samples.

6.10) Offer discounts

Answer

No of respondent

Percentage

27

27

30

30

13

13

20

20

10

10

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Interpretation: - Offers and discounts are seen as bonus attached to the product. It
influences 27% out of 100 samples.

6.11) Brand name

Answer

No of respondent

Percentage

46

46

32

32

10

10

11

11

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Interpretation: - Brand name is important to people as people loyal to a brand

dont leave it. So it influences 46% out of 100 samples. We have seen that samples
are more loyal towards Amul, so it is used by most of them.

7) Awareness regarding Flourish Milk

Answer

No of respondent

Percentage

Yes

27

27

No

73

73

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Interpretation: - Flourish hasnt done much of the advertisement in the radio. So

Out of 100 samples, 27 are aware of Flourish Milk due to fewer advertisements.

8) Medium of awareness
Answer

No of respondent

Newspaper

19

Hoarding

Flourish shop

Family/Friends

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Interpretation: - Flourish has been doing most of its advertisement in the

newspaper. So most of the samples came to know about Flourish Milk through
advertisement in newspaper.

9) Views about advertisement

Answer

No of respondent

Percentage

For kids

Good Advertisement

24

24

Not impressive

11

11

Others

50

50

No response

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Interpretation: - Respondents had different views regarding the advertisement

that we showed them i.e. the newspaper advertisement. Others include:

Shows purity
Less descriptive
Good tag line
No details about price
Picture used not attractive
Good colors used

10) Awareness regarding tetra pack milk

Answer

No of respondent

Percentage

Yes

58

58

No

42

42

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Interpretation: - Tetra pack milk is not much famous among the

respondents. 58 out of 100 samples are aware of tetra packed milk.

11) Preference of usage of tetra packed milk

Answer

No of respondent

Percentage

Yes

12

12

No

88

88

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Interpretation: - Usage of tetra pack milk is very less in Ahmedabad. Only

12% of samples prefer to use tetra pack milk.

12) Reason for not preferring tetra packed milk

Answer

No of respondent

Percentage

Bad taste

11

11

Never used

25

25

Costly

Not fresh

12

12

Others

No response

39

39

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Interpretation: - These are the various reasons stated by the samples for not
preferring tetra pack milk. Others include: Less availability
Avoiding stored milk

13) Milk in one word

Answer

No of respondent

Percentage

Tasty

Healthy

25

25

Necessity

13

13

Others

42

42

No response

12

12

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Interpretation: - These are the words given by the respondents describing

milk in one word. Tasty was the most used word. Others include: Shakti
Energy
Nutrition
Starting of day
Purity
Taste of life
Complete food

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Findings And Conclusion

Findings
Consumers mostly prefer loose milk instead of packaged milk. Loose milk is
considered to be fresher than the packaged milk and is also delivered at
home easily. So it is more preferred.
Among the present milk brands available in the market, Amul is most
famous and is most preferred among the consumers. This is mainly due to
the brand image and quality of Amul.

Among the factors, price and purity influence a consumer the most when
they buy milk in the market. Packaging and advertisement influence the
consumers the least.

Awareness among consumers regarding Flourish Milk is 27% and most of

them came to know about it through newspaper.
Awareness among consumers regarding Tetra pack milk is 58% but still only
12% are consuming tetra pack milk. Bad taste and less freshness are
described as the reasons for not consuming tetra pack milk.

Conclusion
Flourish is an upcoming brand in the milk industry and looking to increase
its share in the market. But in the local market of Ahmadabad, it is not as popular
as compared to other brands like Amul. With the help of this research, company
can find out its weak points and can increase its market share by rectifying those
points.
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The survey resulted into following conclusions and recommendations: Flourish should come up with new promotional activities such that people
become aware about Flourish Milk.
Most of the people in Ahmadabad believe in loose milk more than packaged
milk as it is easily available.
Flourish should increase the availability of its milk by increasing the number
of its outlets or by making available Flourish milk at other small shops also.
The organization should work in such a way so as to reduce the cost of milk
which in turn will reduce the prices.
Low prices will attract the consumers and sales will increase gradually.
The packaging and advertisement of flourish milk is such that people tend to
think that its more for kids, so it should be improved with a all round
prospective.

Advertising should be done on television and radio also.

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APPENDIX- QUESTIONNAIRE
Questionnaire -Awareness regarding FLOURISH MILK among
housewives.
We assure you to that the data given by you will be only used for academic and research purpose
and will be kept confidential
1) Name: ________________________________________________________
2) Age: __________________________________________________________
3) Are you from nuclear family or joint family?
Nuclear Family
Joint Family
4) How many liters of milk does your family consume every day?
1 ltr.
2 ltrs.
3 ltrs.
More than 3 ltrs, please specify_____________________________________
5) Which type of milk form do you use?
Loose Milk
Packaged Milk
Tetra Pack Milk
6) Which brand and type of milk do you consume?

Amul ( Amul Shakti / Amul Taaza / Amul Gold / Amul Slim and Trim)
Mother Dairy ( Token Milk / Toned Milk / Full Cream Milk)
Loose milk ( Cow Milk / Buffalow Milk )
Sugham

Any reasons ____________________________________________________________________

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7) Rate the following factors that influence you while buying milk in the market. Rate them on
the scale of 1 to 5. 1 for most preferred and 5 for least preferred.
Factors
Price
Quantity
Purity
Taste
Fat Content
Availability
Nutrition Value
Advertisement
Packaging
Offer /discounts
Brand Name

Rating

8) Are you aware of the brand Flourish Milk?

Yes
No
(If yes, then answer the questions 8.1 to 8.2)
8.1) how do you came to know about Flourish Milk?
Radio
Newspaper
Hoarding, any location_________________
Flourish shop
Family/Friends
If others than specify: __________________
Can you recall the message or any element __________________________________
8.3) did you try to contact the number mentioned in the advertisement and buy milk using
the home delivery service?
Yes
No
Please mention the reason: - _____________________________________

9) Among the 16 outlets of Flourish Milk in Ahmedabad, Have you visited any?
Yes
No
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(If yes, then answer 9.1 to 9.4)

9.1) which outlet have you visited? Please mention the area
____________________________
Please share your experience _______________________________________
9.2) which of the following variants of Flourish milk are you aware of?
Flourish Rich
Flourish Slim
Flourish Fit
Flourish Tea Magic

9.3) have you ever used Flourish Milk?

Yes
No
9.4) If yes, how was your experience?
____________________________________
If no, what is the reason
____________________________________
10) Out of these advertisements of Flourish Milk which one do you like the most?
__________________________________
Pleases share your views, what you like & dislike about it.
________________________________________________________________
11) Are you aware of Tetra Pack / UHT (Ultra High Temperature)?
Yes
No
12) Do you prefer milk in Tetra pack?
Yes
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 No
12.1) please rank the following benefits of tetra pack?
Protects from spoilage
Protects nutrition level
Protects from degradation
Easy to use
Easy to store
13) If you dont prefer Tetra Pack, Please share the reasons
________________________________________________

14) Describe Milk in one word

________________________________________________

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PROJECT 2
ABELLON CLEAN ENERGY
Introduction

In India, nearly 400 million people (40 % of total population) live in urban
areas. This article provides a broad-based understanding of urban household
energy sources, their supply, scarcity and other problems associated with access to
these fuels in urban areas of India.
Nationally, households energy accounts for 40-45% of the total energy
consumed. Within this household sector, two main activities, cooking and heating,
account for 90% of energy use in rural areas and 50% in urban areas. Of the total
non-biomass energy used (such as liquefied petroleum gas, kerosene, electricity),
15% is used in the household sector.

Two decades ago, most households in urban areas relied on traditional fuels.
Since 1980, substitution of traditional fuels by modern fuels such as Liquefied
Petroleum Gas (LPG) and kerosene has gained momentum. Greater concern for the
environment has led to a new national approach which aims to conserve known
sources such as firewood, agricultural waste, dung, kerosene and oil, and to
promote the use of renewable energy sources such as solar, bioenergy etc.
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Energy choices
Fuel sources used in the urban and rural areas are broadly classified as shown in
Figure 1.

Energy surveys across the world have revealed that the following factors determine
the type and amount of fuels used in domestic sector.
Household income
Household size (persons per household)
Fuel cost
Availability of fuel
End use technology
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 Culture and traditions

Of these factors, household income is seen to be the most important; with

rising income, urban families tend to switch from traditional fuels to more
efficient, convenient and cleaner modern fuels and equipment.

Firewood
Firewood, which accounts for 60% of country's household
requirement (Gusain, 1990), continues to be primary source of energy for
cooking in India. Twigs and brushwood are a more important source of
wood fuel than cut logs which involve felling trees.

Charcoal

Charcoal requires around 4 tons of wood for each tones of charcoal

produced. Some of the energy lost during this conversion of wood to
charcoal can be compensated by using efficient charcoal cooking stoves.
Unlike firewood, it burns slowly and does not produce any smoke. In
countries like India, with surplus labor and lots of wood waste, charcoal
offers a lucrative source of additional fuel. However, it is not a major
domestic fuel, contributing about 3% of the total energy consumption in
urban India. Charcoal is quite popular among cottage industries. Briquettes
made from charcoal have commercial value and are sold at market. In areas

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where they are available, some middle-income households use charcoal

briquettes for cooking and water heating.

Agricultural residues

If wood is scarce and costly, more abundant or accessible fuels such as

crop stalks, wheat and rice straw, coconut shells, maize and jowar (sorghum)
cobs, jute sticks, rice husks etc. are used. Woody crop residues such as
coconut shells and jute sticks make the best cooking fuel, while other crop
residues such as wheat and rice straw burn quickly, making cooking a more
time-consuming and tedious activity.
As many as 800 million people all over the world rely on crop residues as
the principal cooking fuel. The most widespread use of agricultural residues
occurs in the densely populated plains of northern India. Agricultural
residues provide as much as 90% of household energy in rural areas
(Barnard, 1985) but contributed to just 1.7% of total household energy
consumption in urban areas.
Dungcake

Cow and buffalo dung are considered the best types of dung in India.
When made into cakes and dried, they light easily and burn for a long time.
Attitudes towards dung as a fuel vary. Urban people who are unfamiliar with
dung, regard it as dirty and smelly, as the dungcake produces smoke,
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especially when the fire is lit. Despite the problems, a considerable amount
of dung is used in the towns, where there is a large livestock population.

In northern Indian households, it is common to find cowdung cakes being

used for heating milk. Many people feel that chapatis or rotis, and some
special dishes, taste better when cooked on a dung fire. Even town people
who use kerosene and LPG for the rest of their cooking, prefer to
make rotis on a dung fire.

Coal and coke

Coal (commonly called koyla in Hindi) is widely used in industry. In
some areas where there are coal mines, households use coal for cooking and
water heating. Away from the coal-mining regions, people do not use coal
for household energy. Of the total coal consumption in India, 7.3% is used in
the household sector. With the availability of other fuels, such as kerosene
and LPG, the consumption of coal and coke for cooking and heating is
declining.

Kerosene
Kerosene is the major alternative to biomass fuels which is used by all
income groups. As kerosene is recognized as a fuel for poor people, the
Indian government subsidises kerosene fuel prices and maintains good price
104 | P a g e

control (Figure 2). Urban consumers find kerosene a convenient fuel for
cooking and heating.

(Figure 2: Kerosene is used by poor people for cooking)

Poor families sometimes avoid using of kerosene for cooking, although it

very cost-effective, not because kerosene stoves are costly, but because it is
difficult to buy it in the right quantities. Shortages of kerosene, long queues at
ration shops and other supply difficulties are other major deterrents to its use for
cooking.
Liquid petroleum gas (LPG)

Liquid Petroleum Gas (LPG) is clean, convenient to use and is easily

transported. These factors have made it the preferred fuel among many urban
households. LPG has become today a major fuel in many middle to upper-income
households in urban areas. An LPG stove has good controllability; it wastes less
energy than a wood stove, and produces less harmful emissions (Smith, 1994). As
105 | P a g e

biomass fuels are substituted, mainly with LPG, the use of LPG in urban
households is steadily increasing.

Due to government policy, LPG cylinders are subsidized and are available at
reduced prices. However, they are not easily available. Some private firms are
authorized to market LPG cylinders and these are easily available, but are
relatively costly.

India also displays a striking rural-urban dichotomy in its choice of cooking

fuels (Figure 1). An overwhelming majorityabout 80% of rural homes in India
continue to use biomassfirewood, crop residue or cow dungas their primary
cooking fuel1. This resource is available at almost no out-of-pocket costa factor
that explains its high usage rate, even though firewood and cow dung are
cumbersome to obtain and use. Notwithstanding the health hazards of the resultant
smoke pollution, the free factor appears to override all other considerations.
Many rural homes lack a closed kitchen and cooking is often done in an open area,
which, to some extent, mitigates the impact of the smoking chulha (local parlance
for cooking stove).

Urban India, on the other hand, opts for cleaner and convenient cooking
fuels. Liquefied petroleum gas (LPG), marketed in portable cylinders lights the fire
in over 59% of urban Indian kitchens. Many more are using cleaner fuel each year,
thereby moving away from kerosene stoves and firewood or cow dung fuelled
chulhas.
106 | P a g e

Several factors further explain this urban rural dichotomy. Urban areas
report higher per capita incomes, larger per capita household expenditures, higher
average levels of education, and greater ecological consciousness. As a result,
more urban homes opt for cleaner fuels like LPG or piped natural gas (PNG), in
comparison to their rural counterparts.

Factors influencing consumer behavior

Affordability appears as a major factor driving consumer choice. Data from
households support this finding, as the monthly per capita consumption
expenditure (MPCE) rises, so does the adoption of LPG in rural and urban homes
(Figure 2).
107 | P a g e

This also corresponds to a decline in traditional fuels, namely firewood and

cow dung. However, the susbstitution of fuels is typically partial and rarely
absolute.

Data suggests that in rural areas, a significant number of households, even in

the higher expenditure category, still use firewood as their primary cooking fuel. In
the top three expenditure percentiles, 50% 77% of households reported firewood
as their primary fuel. This behavior suggests that affordability is not the sole
determinant and other factors, such as tradition, lure of free fuel, education, and
ecological awareness are strong influences.

Yet, we strongly believe that among the higher income groups of rural
population lies the consumer group that can be early adopters of LPG as primary
108 | P a g e

fuel, thereby serving as change agents for others, and catalyzing the climb towards
cleaner fuels placed in the upper rungs of the energy ladder.

Pattern of cooking fuel across states

Indian states show variation in the mix of fuels used for cooking. Not
unexpectedly, states with higher per capita income generally tend to have higher
proportion of families opting for convenient and cleaner fuels. A case in point is
Punjab, an economically prosperous state with per capita income of `50, 558
(200809)3 that predictably has a lower usage of traditional fuels in rural homes
(65% of the fuel used comes from biomass-based sources) than Bihar (83% of the
fuel used comes from biomass-based sources), which has a per capita income of
`9,586 (200809).

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We also mapped the fuel mix of states against their index of infrastructure.
The Government of Indias (GoIs) Eleventh Finance Commission had constructed
this index based on economic, social, and administrative infrastructure indicators
like agriculture, banking, electricity, transport, communications, health, and civil
administration. Figure 3 reveals that states, which rate high on the index of
infrastructure also show greater use of LPG and relatively lower reliance on
traditional biomass fuels. This trend again supports the notion that the choice of
fuels is driven by a combination of factors, such as affordability, acceptability,
availability, and awareness, all of which are indirectly reflected in the composite
index of infrastructure.

Fuel prices and affordability

The price of fuel greatly influences the demand for particular types of fuel.
The poor are the first to suffer the effects of fuel shortage and rising costs. Most
poor families in rural and urban areas rely on traditional fuels, so that the urban
household energy sector is at the centre of the multiple problems of poverty, land
use and biomass productivity. Some of the poorest households are forced to use
very low quality fuel such as weeds and grasses. The members of poor families
expend great effort, time and labour in collecting low-grade fuel.

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Company & Leadership

Abellon Clean Energy is an integrated sustainable energy solutions provider
with a vision to contribute to clean energy generation through focus on bio energy,
including bio pellets, bio fuels, bio power, and other forms of clean energy
generation.

Abellon has a portfolio of low-carbon energy technologies and a range of

products and services, which together can meet the demands from the industrial,
public and commercial sectors, as well as the community on a large scale.

Focus:Driven by a set of core values Abellon is charting its course in the global
renewable energy sector with a strong focus and presence in the bio energy
segment.

Reason for Being:Abellon's core purpose is to increase energy access globally in a sustainable
manner. Energy access is a key driver to create economic growth and helps
people emerge from poverty into the mainstream economy. This objective needs to
be achieved in a manner that is environmentally and financially sustainable,
111 | P a g e

promotes energy independence and is good for local communities. Abellons

mission is to find innovative solutions achieving all these objectives by combining
knowledge from diverse disciplines and aligning efforts with local stakeholders.

Abellon's integrated bio energy model has been carefully developed in line with
the triple bottom line approach, and emphasizes on TBL benefits of environmental
protection, social development and economic prosperity. We achieve this through
the following paradigms of business
Creating a model capable of holistically addressing larger developmental
issues, generating income and employment opportunities
Generating value and opportunities out of waste
Maintaining Food/Fodder

Vs

Fuel

agricultural and land use patterns

R&D and technology led innovation
A focus on long-term sustainability

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balance, harmony

with

existing

Pelloxo
Abellon Clean Energy is an integrated sustainable energy solutions provider
with a vision to contribute to clean energy generation through focus on bio energy,
including solid bio-fuel, biofuels, bio-power, and waste management, as well as
other forms of clean energy generation. Pellexo our eco friendly carbon neutral
solid biofuel brand is a green and sustainable alternative to fossil fuels being used
in industrial, community and residential markets across the globe.

As one of the fastest growing economies of the world, India is poised on the
threshold of an exponential growth trajectory. Energy is a key driver for achieving
this economic growth, as well as the countrys larger social development and
environmental objectives.
Indias status as a primarily agrarian economy makes it the perfect candidate
for a bio energy led model of energy generation and sustainable development,
utilizing the countrys large volumes of leftover agricultural and forest residue as
well as civic waste, and generating income and employment opportunities
especially at grassroots rural community level.

Abellon Clean Energy has evolved a model of pellets manufacturing and

bio-power generation that would help the country achieve the above objectives
while making a significant contribution to GDP, and ensuring investments and
benefits within the nation. The company is also working towards making India a
113 | P a g e

global research hub in bio energy through international research collaborations and
development of a series of intellectual property in the bio energy domain.

Through its agri-sciences initiative, Abellon is focusing on social forestry

and wasteland redevelopment through cultivation of high-yield energy crops.

Pellexo:Pellexo, our brand of eco friendly, carbon neutral, Solid Bio-Fuel, is a

refined and densified biomass fuel allowing remarkable consistency and burn
efficiency at substantially lower particulate emissions.

Made from leftover farm and forest residue, Pellexo is a powerful

replacement to conventional solid fuels, capable of addressing a multitude of issues
including energy dependence, global warming, and larger global social
development concerns. Pellexo is a versatile product that can be used across
industries, community heating, and residential segments.

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APPLICATIONS
Community Heating
Pellexo is a perfect fuel for heating needs at community level and in large spaces
such as malls, educational institutions, and similar locations. A wide variety of
pellet boilers are available in the market for using pellets for community heating
purpose. A clean fuel with low ash content Pellexo completely matches the market
requirement for this segment.
Residential

Globally, pellets are widely utilized in the residential sector for heating
purposes. A range of heating appliances is also available in the market to enable
use of pellets. Pellexo provides a carbon free and safe fuel for residential heating.

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Pellexo delivers the triple-bottom line benefits of economic prosperity,

environmental protection, and larger social development, making it a sustainable
product in the long term for nations of the world to achieve energy independence
while keeping investments and benefits within and mitigating the threat of climate
change.

A product made out of left over farm and forest residue, Pellexo generates
value out of waste. Driven by Abellons Poor nakumbha model of decentralized
biomass collection, Pellexo helps to create opportunities for income generation and
employment at the level of grassroots rural communities, and resultant
improvement in standards of health & hygiene, education, and other social
development parameters.

As a carbon neutral, environment friendly replacement to conventional fossil

fuels, Pellexo is a source of clean, green, energy that helps to nurture and protect
the environment, and can effectively respond to the challenge of global climate
change.

Pellexo is a versatile, adaptable, and user friendly product that can replace
fossil fuels with minimal technological changes, and deliver high cost efficiency,
significant improvement in productivity, the economic benefits of going green
through CERs, and a range of softer advantages such as improved health, hygiene
and cleanliness, and a safe working environment.

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 Pellet Burner
Pellet burner is designed to convert FO, Diesel or Gas based system into a
solid bio-fuel based system which is economical, carbon neutral, clean and
sustainable. These burners are fully automatic and need only periodic maintenance.
The burning chamber made of heat resistant cast-ceramic tiles ensures extra clean
burning

The pellet burner has automatic control for pellet input according to the
required capacity. The output capacity of the burner is also chosen automatically
according to heating load. The controller is also equipped with an alarm that
detects and rings upon any kind of burner faults.

Features
One point ignition
Internal augur for dosing
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 Precise Air control

Fuel Level control
Safety Thermostat
Automatic control according to the heat load
Temperature sensor for Boiler can be added

Benefits
Reduces fuel cost without changing the complete system
Reduced emissions
Safe and convenient fuel handling
Less modification required to replace the burner
Easy to operate

Eco-Chulha

Eco-Chula is a community cooking stove, uniquely designed for large scale

cooking applications. It is a viable, versatile and energy efficient appliance to
address critical issues such as human health, hygiene in the kitchen, and safety
118 | P a g e

concerns. In India, community cooking set-ups currently use three different types
of cook stoves viz, LPG, Kerosene and biomass based.

These cooking stoves come with a series of issues including

1. Economics, efficiency and availability

2. Health and safety of users

3. Environmental hazards such as unorganized cutting of trees for fuel

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RESEARCH OBJECTIVES AND METHODOLOGY

Objective of the study

As desired by company, research study of usage of cooking fuel in different
eatable shops were conducted in Ahmedabad. In this study as personal interview of
snacks shops, dairy shops, bakery shops and Namkeen shop owners from different
areas of Ahmedabad was done by using Queue Cards.

The main objectives of market research are:-

1. To know about usage of fuel in Namkeen shops, Bakery shops and Snack bars.
2. Perception of usage, availability and other aspects of the fuel they are using.
3. Are they looking for any alternative Fuel?

Data Sources
The analysis is an output of primary data which is collected through the
questions of que cards asked by medium of personal interview with different food
shop owners. And secondary data was taken from internet.

Research methodology
Research methodology is a way to systematically solve the research
problem, collecting the facts or data, analyzing the fact and reaching certain
120 | P a g e

conclusion either in the form of solutions towards the concerned problems. Thus
methodology not only talks about the research methods but also consider the logic
behind the method we use behind the context of our research study. We used
Stratified Sampling because our main targets were food shop owners and then a
simple random sample from each strata is selected. Stratified sample can provide
greater precision than a simple random sample of the same size. Because it
provides greater precision, a stratified sample often requires a smaller sample,
which saves money.

Sampling Design
Sample design is definite plan for obtaining a sample from a given
population. Sample design is determine before data are collected .We have
collected a data from a food shop owners population and sampling units were
selected from 40 Shops

Source of fuel

No. of Sops

Namkeen

17

Dairy

Sweet shops

Bakery

Snacks Shop

10

Total

40

Our sample size was 40 respondents from which 12 were from Maninagar area , 10
were from Navrangpura and 10 were from Gurukul road and remaining 8 were
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from drive-in road in Ahmedabad. Quantitative survey was carried out in a random
manner by taking the interview of food shop owners. Approximately 10-15mnts
was devoted to each shop owner for the interview.

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Data Analysis

Q1.

No of shops surveyed for the research.

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Source of fuel

No. of Shops

Namkeen

17

42.5

Dairy

15

Sweet shops

15

Bakery

2.5

Snacks Shop

10

25

Total

40

100

Q2.

Type of fuel used in different shops in Ahmedabad?

Mode of usage

No. of Shops

Diesel

16.27907

PNG

15

34.88372

LPG

21

48.83721

Total

43

100

Interpretation:

Among 40 shops surveyed we came to know that 21 shops are using LPG as
a fuel and remaining are using PNG and Diesel. By this we came to know
that LPF is mostly used.

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Q3.

What is the monthly spending of the cooking fuel?

Monthly Spending on fuel

No. of Shops

Less than 5000

7.5

5000-10000

10

25

10001-20000

16

40

20001-30000

17.5

More than 30000

10

Total

40

Interpretation:

Monthly expenditure of 16 out of 40 shops is between Rs10,001 - Rs20,000,

Whereas only 3 shops have monthly usage of less than 5,000.

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Q4.

What is the per day usage of fuel in the shops?

Usage of fuel(Per Day)

2-4 hours

17.5

4-6 hours

10

25

6-8 hours

12

30

8-10 hours

10

More than 10 hours

17.5

Total

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No. of shops %

40

 Interpretation:

Among all the 40 shops that were surveyed, we found that in 12 shops per
day usage of fuel is 6 to 8 hours, whereas the least usage of fuel is 2 to 4
hours per day.

Q5.

What is the perception of shop owners regarding the ease in availability of

fuel?

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Ease Of Availability

No. of Shops

Yes

33

82.5

No

12.5

No response

Total

40

100

 Interpretation

In terms of availability, among 40 shops that were surveyed , 33 shop

owners responded Yes, 5 shops said No and 2 shops did not responded.
So we can say that there is an ease in availability as maximum number of
shop owners said yes.

Q6.

What is the perception of shop owners in terms of ease of storage of LPG

users ?

Ease Of Storage

No. of shops

Yes

16

84.21053

No

15.78947

19

100

Total

Interpretation

Among 19 Diesel and LPG users that we have surveyed, 16 users have
positively responded for ease in storage.
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Q7.

Is the fuel they are using is Eco friendly or not?

Eco Friendly

No. of Shops

Yes

30

75

No

10

25

Total

40

100

Interpretation:

30 shop owners believe that the cooking fuel they are currently using is eco
friendly in nature. And only 10 shop owners believe that the smoke
generated damages the environment .

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Q8.

Is the fuel they are using is safe or not?

Safety

No. of Shops

Yes

30

75

No

10

25

Total

40

100

Interpretation:

Here, the 30 shop owners believe that the cooking fuel they are currently
using is safe in nature. And only 10 shop owners believe that the it is
dangerous or risky in usage.

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Q9.

Will you try any other alternative if you find it cost reducing?

Cost Storage

No. of shops

Yes

28

70

No

12

30

Total

40

100

Interpretation:

28 shop owners responded positively responded that they would try to look
for alternative if it is cost reducing. It clearly shows that the fuel they are
using is costly and are looking for new alternatives.

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FINDINGS, CONCLUSION AND

SUGGESTIONS
In urban areas, diesel is still used as a cooking fuel because of its attritube
of giving high temprature in less time as compared to LPG and PNG.
LPG dominates the other cooking fuel modes as it is used more than Diesel
and PNG though being more costly
Apart from having PNG in the city which is less costly as compared to LPG,
still PNG is not able to take over LPG fuel because of its mobility
factor.LPG has a mobility factor attached with it whereas PNG lacks in
mobility factor
Looking to the availability factor, 82% of the shop owners responded
positively that there is proper availability for the cooking fuel as and when
needed. By this we can say that the supply of fuel is good as it is available
when it is needed.
75% of the shop owners believed that the cooking fuel they are using is ecofriendly and is also safe in nature. Whereas 25% shop owners believed that
the cooking fuel the use generates smoke which pollutes the environment
and is also not safe to use it as it carries a risk of blast or fire.

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 Finally we concluded that 70% of the shop owners are looking for the new
alternative of cooking fuel which is cost effective. The reason is that the
price of LPG and PNG is increasing day by day. Whereas sometimes there is
less availability of LPG. The shop owners are ready to opt for a change of
using new alternative if it is convenient in use, less costly and give good heat
as compared to LPG and PNG

Conclusions
It was concluded that the fuel which they are currently using are becoming
costly day by day and they are ready to adopt or use alternative fuel which can is
good source of heat,

less costly and easily available as and when needed.

Abellons cook stove (Pellet burner) is less costly and doesnt pollute the
environment. So if it is properly marketed and if all the needs of the shop keeper
are satisfied, it can have a good scope in future sales. So from this we can conclude
that Abellons cook stove (Pellet burner) can be a good alternate of other cooking
fuels available in the market.

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Que Cards
1
SOURCE
1

WEEKLY USAGE ON
FUEL

WEEKLY SPENDING
ON FUEL

MODE OF FUEL

EASE OF AVBLTY OF
FUEL

4M WER DO U GET
DE FUEL

COST REDUCING

EASE OF MOBILITY
AND STORAGE

LOOKING FOR
ALTERNATIVES

RECOMMENDATION
OF CONSTANT
HEATING

10

SAFETY OF HEALTH

11

ECO FRNDLY

12

WASTAGE

13

RISK OF FIRE AND

LEAKAGE

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10

BIBILIOGRAPHY
Books & Articles
Kotler, Philip. Marketing Management;13th Edition, New Delhi: Pearson Education
Pt. Ltd
Business Research Methods, 9th Edition, New Delhi: Tata McGraw-Hill Education
Private Ltd

Websites
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http://www.greenstone.org/greenstone3/nzdl?a=d&d=HASHccfdd31939fdb768095efb.13
&c=fnl2.2&sib=1&dt=&ec=&et=&p.a=b&p.s=ClassifierBrowse&p.sa=
Retrieved from http://www.unicef.org/india/Policy_Brief_3-cooking_fuels_in_India.pdf
Retrieved from http://www.abelloncleanenergy.com/
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