Beruflich Dokumente
Kultur Dokumente
KATARIA ENTERPRISE
Prepared by
kotadiya chirag j.
Class
T.Y. B.B.A.
Academic year
2009-10
Roll no
26
Seat no
Collage
shree gyanyagna collage of science of management, Rajkot
Submitted to
Saurastra University
1
Guided by
prof. chirag erda
2
PREFACE
"Experience is the best teacher." This saying plays a guiding role in our lives and also in
project reports that are an integral part of the B.B.A. program in Saurastra University.
3
In today's life management is very important. Management is the back bone of any
organizational or any activity of any organization or any activity done. The real success of any
management lies in applying the professional management techniques in all managerial
activities. As we move in to an era of intense competitions and high performance expectations. It
is important that we develop the winning edge.
Hence toattaion this objectives and to have the out look of all intricate of corporate
world. I have undertaken internship at KATARIA ENTERPRISE. I have tried my best and have
applied all my efforts, knowledge, and sources available in this internship project report.
4
DECLARATION
I, undersigned KOTADIYA CHIRAG J. as a management student of T.Y. B.B.A.
declare that the project report as per Saurashtra University's paper no.8 in the syllabus of T.Y.
B.B.A. which is prepared by me with the valuable guidance of Prof. Chirag Erda. The project
report of Kataria Enterprise Submitted to Gyanyagna collage of science and management,
B.B.A. department, Rajkot.
The project which prepared by me is for our practical study as well as theoretical
knowledge which helpful to me in my future and it is our part of study of bachelor of business
administration
This is my original work and not submitted for the award of any other degree diploma or
the similar title or price and any other collage or university.
DATE:
PLACE:
5
ACKNOWLEDGEMENT
The success full and timely completion of this training would not have been possible
without the kind co-operation and support of the various department heads of the KATARIA
ENTERPRISE As well as the faculty member of G.Y.C.S.M. and responds who co-operatively
provided the honest information through questioners.
I also take the opportunity to thank PROF. CHIRAG ERDA (project in charge)with
whom this project could not have possible. I am really thanking to every person who gave me
valuable guidance and directing towards right path in my project
6
INDEX
SR.NO. PARTICULARS PAGE NO.
1 INDUSTRIAL ANALYSIS 7
2 PROJET AT GLANCE 8
3 Introduction 9
4 History of the Organization 10
5 Current state of the Organization 11
6 VISION,MISSION & VALUES 12
7 MANAGEMENT OF THE COMPANY 13
8 STRUCTURE OF THE ORGANIZATION 14
9 CODE OF CONDUCT 16
10 INTRODUCTION TO OPERATIION MANAGEMENT 17
11 TURN OVER OF THE COMPANY 18
12 MARKETING DEPARTMENT 19
13 ACHIEVEMENTS 79
14 FURURE PLANS 80
15 CONCLUSION 81
16 BIBLIOGRAPHY 82
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Industrial Analysis
India is already a heavyweight globally in the services sector. Manufacturing still makes up
only a relatively small proportion of GDP—about 20 per cent compared to China's 45 per cent—but it is
growing, both in terms of domestic focus and exports. India's container trade has been growing at around
15 per cent over the past five years. That means the logistics services business will be growing at a
multiple of the box trade, probably around 20 per cent and more per year. The growth in demand presents
significant opportunities for the logistics industry, as challenges also. Looking ahead, India is going to
play an increasingly important role in driving world economic trade, maybe even rivaling the
phenomenal growth and transformation of China a manufacturing superpower. India's current trade
profile provides important clues about the development of logistics industry.
We have seen in other locations globally that the key driver of demand for world-class
logistics services is a critical mass of MNCs whose bottom-line success requires low-cost manufacturing
locations, connected to highly efficient supply lines. Secondly, some pieces of hardware are either
missing or not up to the global standards. Ports, for example, are for the most part choked up or not set
up for increased container transportation. Road and rail connectivity is patchy and waterways, while
exciting, are not yet big on the radar screen as far as volumes are concerned. Add to that a lack of
capabilities or competition in some segments of the supply chain, absence of common standards for
equipment and technology, and intra-provincial barriers.
8
The industry also suffers from inadequate infrastructure, complex tax laws and insufficient
technological aids. This is partly due to the fragmented nature of the domestic industry. A number of
players offer only one or two services out of the gamut of products comprising transportation,
warehousing, freight forwarding, express cargo delivery, courier services, container services, shipping
services etc.
PROJET AT GLANCE
Name of the Organization: - KATARIA ENTERPRISE
Phone: - 0281-2783797/98
Mobile: - 9824283794 / 95
Sms Mobile: - 9824199663 / 9842176199
Fax: - 0281-2783799
E-mail:- contact@katariaenterprise.com
Web: - www.katariaenterprise.com
Organization Type: - Distributor and Marketing
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Area of Marketing: - Gujarat, Rajasthan,
Maharashtra, Madhyapradesh,
Logo:-
Introduction
The art of selling and marketing is more important then production. So I took a
decision to be trained in such organization which we can get in KATARIA ENTERPRISE, a
sole distributer of the Balaji wafers pvt.ltd. Company at Rajkot.
KATARIA is a pioneer and leader in the Marketing, Supply Chain and Warehouse
Management in India. It was the revolutionary approach adopted by KATARIA that helped
launch many path-breaking initiatives in the logistics segment and many were the firsts for the
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Indian market. In a span of 22 years, KATARIA has consistently explored various ways to bring
premium value to the customer, always setting benchmarks in quality of service, Speed and
customer satisfaction.
Company, dealers, retailers and customers all are satisfied with service of KATARIA
ENTERPRISE.
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History of the Organization
KATARIA ENTERPRISE is the proprietary organization and a distributer associated with food
Industry. The owner of KATARIA ENTERPRISE, Mr. Vallabhbhai Kataria has started his business in
Electronics components through his own Retail Shop in Junagadh. He has also started his business in
FMCG Product line cold drinks and ice-cream as a distributor with Vadilal Ice-cream and Coca-Cola
Companies in 1981. Coca-cola Company is the international company considers the large market value.
After getting the awareness of expertise in marketing through distribution ship Vallabhbhai has started
the distribution relation with Balaji Wafers Pvt.Ltd. in 1992.
In introduction Stage, KATARIA ENTERPRISE has started his distribution only with two
vehicles. As time passed on, the needs grew and as we know, “Everything that grows turns growing”.
With this as their motto, they make it their business as specialist in marketing and selling
bearings to supply efficient and dependable products that satisfy fully the need of their market. Their
principle has been the complete utilization of technology and manpower in the sense of expertise.
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Current state of the Organization
KATARIA ENTERPRISE is a multi-services customer focused
organization primarily focused on providing world-class customer services in areas of marketing
management, supply chain management and warehouse management. Its entrepreneurial spirit,
business acumen, sound domain knowledge and Competent team enables it to deliver maximum
value, efficiency and improved bottom lines to it corporate clients.
KATARIA ENTERPRISE also associated with some of the most
renowned business houses like Balaji Wafers, Vadilal Ice-Cream and Coca-Cola.
It provides different types of services to all three companies like sales agency, dealership and
sole distribution ship. Major focuses of the enterprise is on sole distribution ship of Balaji Wafers
Company. So, my project report also mainly contains sole distribution ship of this Enterprise.
From the very first stage, KATARIA ENTERPRISE, started as a Logistics Management
company in 1989, has grown into an organization with more than 250 employees and a turnover of Rs
300 Crore covering 5 State, 56 Districts, 1,25,000 Retailers and reach to over 12 Crore Population in
India. KATARIA has over 100 special closed body containers for timely & safe distribution and world
class mechantronic warehousing facilities across India. Be it flexible point-to-point distribution solutions,
complex end-to-end integrated logistics solutions, supply chain management, KATARIA does it all with
great effectiveness and reliability, and enjoys the trust of a large customer base. In current scenario it is
much developed by its great infrastructure, transportation service, Marketing skill and technology. It has
also developed its new branch at Valsad, near a new plant of the company to expand the market area in
south India.
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VISION, MISSION & VALUES
MISSION
✔ To help our clients win by providing value-added, cost effective and comprehensive
services in marketing, warehouse, supply chain, human resources and talent development
arena worldwide.
✔ Be a globally preferred provider of India-centric supply chain services and solutions, and
a leader in the India
✔ Delight customers with quality service by setting new trends through innovation and
technology
✔ Create service excellence in all business
VISION
✔ To be at the top of the distribution service by prompt, quick and reliable service with
sophisticated technology, to meet and exceed the customer requirements.
VALUES
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MANAGEMENT OF THE COMPANY
Mr. Paras V. Kataria, the elder son of Mr. Vallabhbhai, is the instrumental leader to set-up the
vast Distribution network operations of Kataria Enterprise. He is the key person to actualize Vallbhbhai’s
dream of National Network. He has spread the name of Balaji from Smallest of villages of 1500 people
to the best stores and malls of metros.
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STRUCTURE OF THE ORGANIZATION
Structure of the Organization shows the interrelationship between the company’s staff its
show a clear-cut line of authority responsibility and accountability.
Among the various type of organization structure of KATARIA ENTERPRISE has adopted
Flat type of organization structure.
The founder of the organization is Mr. Vallabhbhai Kataria. Vallbhbhai’s two sons Paras
Kataria and Rimal Kataria are also equally the owner of this organization.
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Owner of the company
Vallabhbhai Kataria
General Manager
executive
s
17
CODE OF CONDUCT
18
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INTRODUCTION TO OPERATION MANAGEMENT
Operation Management is the management of producing a goods or services.
Operation management is the main function of the organization which consist the manufacturing
of goods or services.
In KATARIA ENTERPEISE, The main operation is sales & distribution of goods to all in
different area of Gujarat and other states and marketing of the items of the company which it produces. It
proves its best performance in customer service through different channel like dealers and retailers.
This enterprise is not a manufacturing firm but provides the service of distribution as well as
marketing services to the companies like Balaji Wafers, Coca-cola and Vadilal Ice-cream as we shown
above. We can say that KATARIA ENTERPRISE Operates at different levels in supply chain for all
three companies. In Vadilal ice cream & coca cola products Kataria is a Agency Which provides
distribution service in Junagadh city & saurastra Region only.
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TURN OVER OF THE COMPANY
The turnover refers to the total sales revenue during the year. Every company always
tries to increase the turnover of the company.
KATARIA ENTERPISE is the propertied organization and though it’s turn over on
31/03/2009 was Rs. 300 Crore of Balaji wafers which is 20% more than last year and gradually it
increases its turn over every year.
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MARKETING DEPARTMENT
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Sr. no. Particulars Page no.
1 INTRODUCTION 21
2 STRUCTURE OF ORGANIZATION 22
3 IMPORTANT OF MARKETING 23
4 MARKETING YESTERDAY AND TODAY 24
5 MARKETING STRATEGY 25
6 MARKET RESEARCH 29
7 MARKETING MIX 33
8 PRODUCT MIX 36
9 SERVICE INFORMATION 37
10 PRICE MIX 38
11 PROMOTION MIX 40
12 PLACE MIX 42
13 WEREHOUSEMANAGEMENT 59
14 ROLE OF INFORMATION TECHONOLOGY IN 61
SUPPLY CHAIN MANAGEMENT
15 EXPANSION OF MARKET 68
16 NEW DEALERSHIP 69
17 SALES MAN MEETING 70
18 MOTIVATION TO CHANNEL MEMBER 71
19 TRAINING TO CHANNEL MEMBERS 72
20 EVALUATION OF CHANNAL MEMBERS 73
23
21 MARKETING INFORMATION SYSTEM 74
21 SWOT analysis 75
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INTRODUCTION
Marketing is often dynamic challenging and rewarding. It can be also frustrating and
even disappointing. But it is never dull. It is the part of organization. Where ‘the rubber
meets road’- the place when an organizations ideas planning and executing are given the
avoid test of market acceptance or rejection.
- Philip Kottler
In today’s era at each and every step any sale of business needs marketing tools for
marketing their business fresh and smooth as well as under providing business life cycle. In
today’s consumer marketing serves as a doctor for patient.
1. PRODUCT 3.PLACE
2. PRICE 4.PROMOTION
Marketing is a comprehensive term and it includes all resources and a set of activities necessary
to direct and facilitate the flow of goods and services from producer to consumer in the production
process. Human efforts, finance and management constitute the primary resources of marketing.
Marketing diminishes the gap between the producer and consumer.
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STRUCTURE OF ORGANIZATION
The main aim of marketing department is to translate consumers demand in to physical
product or service. It helps whole organization. It knows demand of consumers through
marketing channels. The organization of marketing department is depended on structure of
marketing department.
General Manager
Sales manager
Sales man
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IMPORTANT OF MARKETING
Marketing is the focus point of all business activities because the objectives of all
business enterprise are to satisfy the needs and wants of the customers. Production and purchase
has no meaning unless a firm is able to market the goods and services. Nothing happens unless
somebody sells something. Marketing is the distinguishing feature of business. A business is
essential part from all other human organization by the fact that it markets the product or
services. Marketing is the basic operative function of all business firms. It serves on the basis of
business planning and generates revenue for the firm. Efficient marketing management is
essential for the survival and growth of every enterprise.
Marketing department of the kinetic is a crucial part of its organization. The company
can achieve its subsidiary objectives along with the primary objectives with the help of
marketing department. It not only helps the company to achieve the goals that are directly
related to marketing department but also helps in achieving the goals that are related to other
departments of the organization.
With the help of the marketing department kinetic as a company has not only been
successful in gaining the sales volume but also earned goodwill for itself. As a result of the
efforts made by the marketing department, Kinetic is enjoying a prestigious position in the
automobile industry.
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MARKETING YESTERDAY AND TODAY
Business is changing at the speed of thought – literally, as across the globe, somewhere
or the other; someone comes up with something that revolutionizes the entire concept of
business, as it is understood then. To keep pace with these developments, marketing has become
more intricate and scientific than ever before. Today no firm can afford to rest on past success
and be satisfied about its market. Competition is more intense and cutthroat than ever before,
and the firm has to meet all these challenges, most in the form of direct or indirect marketing
strategies.
Yesterday was different, in the sense that firms that enjoyed a good market reputation did
not need to market themselves to their consumers again and again. But today, times have
changed. Keep competition poses challenges that have to met and countered, and the customers
are more demanding than they were around 20 years back. Past achievements are no longer a
company’s claim to supremacy.
Earlier, marketing was confined to the narrow scope of selling. But now, marketing is
concerned with all activities aimed at finding wants and filling them. The mantra followed the
world over is “customer is the king”. It is the customer alone who keeps the business going and
provides employment to people. If the current trends were anything to go by, the future would
only add to the misery of unprofessional or pedantic forms. Only firms willing and able to
change according to changing market conditions and consumer demands would thrive in the
market.
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MARKETING STRATEGY
There are main two types of marketing strategy i.e.
The most important factor deriving product or service development should be customer and the
market. Development should reflect the current and future need of customers, potential customer
and the business environment. Basically, companies with successful products and services
development often display.
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finding new audience / use for product or service to new audience
Existing product
By analyzing your current position with your existing products and services you can then
highlight new opportunities and decide on a strategic line.
Here, Kataria enterprise is adopting high risk strategy to diversify the product. The company
is establishing new company that is ‘KATARIA FOOD PVT. LTD.’
Kataria Foods Pvt. Ltd., is set to be the Biggest Automated Flour Mill of Gujarat stated to
roll out 100 MT of flour per day. The plant that would commission by 2010, at Metoda, Nr.
Rajkot, boasts of 6000 sq. Meters of area with 50000 sq ft of built up.
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KATARIA ENTERPRISE is associated with Balaji Wafers Company .so marketing
strategy is the mutual understanding of both company and KATARIA ENTERPRISE. Company believes
in availability of the Snakes at each and every corner that you should be getting the snakes within 100
meters 24 hours. So it has applied Supply Chain to distribute. It has applied Win-Win Strategy to both
production and distributor.
➢ availability
➢ affordability
➢ acceptability
Availability
➢ once the company was entered in the market it was focus on strengthening the distribution
channel
Affordability
➢ it was founded that the price of rs.10 was not affordable to customers to exped for snakes
Acceptability
➢ the initiative of Balaji wafers and Kataria enterprise in distribution and pricing were supported
by extensive marketing through indoor and outdoor publicity
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➢ the company puts up hoardings in villages and painted name Balaji wafers on compounds of
residences in the villages for rural customers
Marketing service of the KATARIA ENTERPRISE is to handle the whole supply chain
and to sell the product at each and every corner with time management and to make aware about the
product through availability because consumer has other option for this type of consumer food product. If
our product is not available at that time he can go for other option.
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MARKET RESEARCH
For any organization the internal analysis and the external analysis is very much
important for survival and growth in market. The internal analysis consists of work environment,
labor force, productivity, source of finance, etc. which can be analyzed through past records
available in organization. But apart from internal analysis, the analyses from market
environment are very much important. But such analysis of market is not an easy task. It
requires a lot of hard work and it is also a time consuming process. But still to survive in the
market, every organization has to go through such research process.
building and fact finding for the purpose of improved decision making and control.”
Marketing research is a systematic gathering, recording, and analyzing the data about marketing
According to American marketing association, “the gathering, recording, and analyses of all facts
about problems related to sales of goods & services and their transfer from producer to customer.
nature, size, profitability of different markets, change in markets, and various factors affecting the
organization likes economical factors, social factors; qualitical factors etc can be studied through
marketing research only. Along with that the future plans & policy, different decisions making are also
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done with the help of finding and recommendation of marketing research. The basic process, which is
followed for marketing research, can be divided into different ten steps. They are as follows:-
1. Formation of Problems.
2. Research design & objectives.
3. Collection of data.
4. Determination of source of data.
5. Gathering of data.
6. Tabulation of data.
7. Analysis of data.
8. Interpretation of data.
9. Drawing conclusion.
10. Preparation of report & submission to top management.
INFORMATION SOURCES
Broadly classifying there are two main sources of data i.e. internal sources and eternal sources.
Internal sources of information are those, which are collected within the organization. They are
External sources of information are those, which are collected, form the market.
Further data can be collected through primary and secondary sources. The data which are
collected for the first time is called primary data are those which are collected and compiled by others
Primary Data
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Primary data are vital for any research project. A researcher has to base his research
project on primary data to the extent to which it is allowed.
Through primary data are costly to collect, they are to be used for greater reliabilities in data.
As accuracy is highest in primary data, they are to the used extensively. Different types of methods can
Primary data was made available by personal survey method. The data was collected
with the help of types and well-drafted question, which are designed keeping in view point
of the study. Also the researcher i.e. 100 respondent took the fixed number of user & non-
user survey.
Secondary Data
Sources of secondary data are given below: libraries, literature, periodicals, statistics, trade
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Marketing research is the main operation of KATARIA ENTERPRISE in marketing department.
Due to its marketing expertise and ability company had charged this department to it. It does the
marketing research and gives the periodical information to the company and discuses than suggests the
feedback also.
It is through marketing research that an enterprise plans the appropriate marketing strategies
and implements the marketing concept, and takes a scientific approach to marketing management.
Marketing research is field of experts, requiring special training.
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There are the burning problems in front of marketing executive marketing research helps in
gathering the useful information in this regard. Marketing research is very useful to the organization
because based on facts, decision can be taken promptly.
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MARKETING MIX
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Marketing mix is the bridge that demises the gap between the product and consumes
without marketing all production activities would be fulfill. Therefore more production is not
enough. It is equally important to make the consumer aware of the goods produced. After the
consumer importance to distribute the Goods & Services to all prospective consumers. But the
marketing activities do not here. The view and ideas of the consumers are taken into and the
product is to be changed according to the consumer’s needs. Thus the sum total of all the
activities undertaken to satisfy the consumer’s wants and demands constitutes the activities of
marketing.
Marketing is comprehensive firm and it includes all resources and a set of activities
necessary to direct and facilities to direct the flow of goods and services from product to utility
consumer in the process of distributing. In other words marketing comprises of all the activities
involved in the determination and satisfaction of consumer needs at a profit. Thus marketing
encompasses all activities of exchange conducted by producers and middleman in commerce for
the purpose of satisfying consumer demand.
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Thus marketing mix is the set of marketing goals that the firm used to pursue its
marketing objectives in mix goals can be classified as under down heads. There are.
1. Product
2. Price
3. Promotion
4. Place
5. People
6. Process
7. Physical environment
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PRODUCT MIX
Product mix is the set of all the products line and items that a particular server offers for sale to
➢ Design
➢ Technology
➢ Usefulness
➢ Convenes
➢ Values
➢ Quality
➢ Packaging
➢ Branding
➢ Accessories
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➢ Warranties & guaranties
SERVICE INFORMATION
KATARIA is the preferred distribution solution provider in India today. KATARIA’s customers
include companies from industries such as Foods, FMCG Products and Beverages.
KATARIA offers systematic and effective Service Solution in Supply Chain Management,
Warehousing and Product Promotion
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PRICE MIX
“Price is the only element of marketing mix that produces revenue, all the other
elements i.e. product, place and promotion products costs.”
- Philip
Kotler
Price is the only element of marketing mix that produces revenue. All the other elements that
is product, place and production procedure etc. Pricing composition is the first problem facing
All profit organizations and many non profit organization set their prices and product and service.
Though most of history price were set by buyers and sellers negotiating with each other sellers would
also for higher prices then they expect to receive and the buyers would offer less than their expect to
pay. Through bargaining they would arrive at an acceptable price. Setting one price for all buyers is
In spite of the high degree of importance given to the price mix and the fact that the price mix is only
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revenue earning element, most companies do not handle pricing well price is set independent of rest of
the marketing mix rather than as an interstice element of market positioning strategic and price is not
Companies handle pricing in a variety of ways. In small companies prices are often set by the top
➢ Retail
➢ Wholesale
➢ Male order
➢ Internet
➢ Direct sales
➢ Peer to peer
➢ Multi channel
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PROMOTION MIX
“Promotion compasses all the tools in the marketing mix whose major role is persuasive
communication.”
- Philip Kotler
Promotion has three specific purposes. It communicates marketing information to consumers, users and
reseller. It is not enough to communicate ideas. Promotion persuades and convinces the buyer and
influences his/her behavior to take the desired action. Promotional efforts act as powerful tools of
Broadly speaking promotion means to push forward or to advance an idea in such a way as gain as its
acceptance and approve. Promotion is any communicative, activity whose main objective is to move
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forward a product, service or idea in any channel of distribution. It is an effort by a marketer to inform
and persuade buyers to accept, recommended or uses the article, service or communication with an
additional element of persuasion. The promotional activity always attempts to affect ideas, products
Modern marketing causes for more than developing a good product priding attractively and making it a
accusable to target customers company must also communicate with their present and potential
customers.
➢ Special offers
➢ Advertising
➢ Endorsements
➢ User trial
➢ Direct mail
➢ Free gifts
➢ Competitions
➢ Joint ventures
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➢ Sales promotion
➢ Personal selling
Kataria using a sales orientation focuses primarily on the selling and promotion of a particular
product Consequently, this entails simply selling an already existing product, and using
promotion techniques to attain the highest sales possible.
PLACE MIX
“Marketing channels can be viewed as sets of inter dependent organizations involved in the
process of marketing product or service available for use or consumption.”
- Philip Kotler
More production of commodity is not enough but is must reach to the right man at the right time and at
the right price. In marketing point of view place mist strategy is the second important element of the
1. CHANNEL OF DISTRIBUTION: -
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Channel of Distribution is the best of marketing institution participating in the marketing
activities involved in the movement or the flow of goods or services from the primary producers
to the ultimate consumers. In the field of marketing the channel of distribution indicates roots on
Parth way through which goods and services flow or move from producer to consumers.
2. PHYSICAL DISTRIBUTION: -
Physical Distribution consists of those marketing activities related to the physical
If you build a better mousetrap the world will beat at your door.’ But too often the
marketing practitioner finds that the customers cut the delivery of that better mouse trap at the
right place at the right time and at the right quantity. The physical distribution function like other
KATARIA is providing the main service supply chain management to the customers and to the
companies associated with it.
Successful SCM requires a change from managing individual functions to integrating activities into
key supply chain processes. Marketing, responding to customer demand, communicates with several
distributors and retailers as it attempts to satisfy this demand. Shared information between supply chain
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partners can only be fully leveraged through Process integration process integration. Supply chain
business process integration involves collaborative work between buyers and suppliers, joint product
development, common systems and shared information
Supply Chain is the important part of the Organization in marketing strategy. It reveals
the distribution of the goods through more than two members.
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There are three types Supply Chain, One Level, Two levels, and Three Level. In
KATARIA ENTERPRISE. Company there is Tree Level Supply chain. In Three Level Supply
Chain there are three members between producer and the final customer. KATARIA
ENTERPRISE is the first level supply member called Sole Distributor of the Company. Supply
chain line of the company and the role of the KATARIA ENTERPRISE is shown in following
figure.
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Production Unit
Sole
Distributor
KATARIA ENTERPRISE
Dealers
Retailers
Final
Consumer
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➢ PROSESS DESIGN FOR DISTRIBUTION
Service organizations needs to incorporate the nature of interactions and the scope of the design.
Design of process in service organization is mostly related to complexity and divergence of the service
offering.
KATARIA ENTERPRISE, As a channel member interact with the production company and large
number of dealers and retailers. The Main Operation of this firm is to distribute the products and
marketing in favor of the production company. Strategy in design of process is decided by company with
the help of KATARIA ENTERPRISE. KATARIA ENTERPRISE operates in FMCG industry and it
provides and distributes food products so their processes are largely determined by the continuance flow
of information or interaction with company and other channel members.
For smooth operation this firm has very easy and effective ordering system, route setting,
dispatch facilities, and information technology availability.
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Manufacturing
Unit
KATARIA ENTERPRISE
Dealers Dealers
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➢ NETWORK CAPACITY
Decision pertaining to how much capacity is required is not addressed just once by an
organization. Firms need to revisit the issue of capacity from time to time, in response to emerging
market scenarios. Capacity can be measured in time, amount, volume, hours.
In KATARIA ENTERPRISE, capacity is pertaining to cover the marketing area for distribution.
Network of distribution area of the firm is the whole Gujarat, and some parts of other states
Like Madhyapradesh, Maharashtra and Rajasthan. And this firm is always try to develop its capacity of
distribution of all the production alone in all parts.
Balaji wafers and KATARIA ENTERPRISE Both together decide the strategy of distribution and new
marketing area.
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GUJARAT
1 AHMEDABAD 2 AMRELI
3 ANAND 4 BANASKATHA
5 BHARUCH 6 BHAVNAGAR
7 GANDHINAGAR 8 JAMNAGAR
9 JUNAGADH 10 KHEDA
11 KUTCH 12 MAHESANA
13 NAVSARI 14 PANCHMAHAL
15 PATAN 16 PORBANDAR
17 RAJKOT 18 SABARKATHA
19 SURAT 20 SURENDRANAGAR
21 VADODARA 22 VALSAD
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MAHARASTRA
1 AKOLA 2 BULDHANA
3 HINGOLI 4 JALANA
5 KALYAN 6 KOLHAPUR
7 LATUR 8 NASHIK
9 PARBHANI 10 PUNE
11 RATNAGIRI 12 SANGALI
13 SINDHUDURG 14 THANE
15 VASHIM 16 YAVATMAL
RAJATHAN
1 BASWADA 2 DUNGARPUR
3 JALOR 4 PALI
5 RAJSAMAND 6 SIROHI
7 UDAIPUR
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MADHYAPRADESH
1 ALIRAJPUR 2 DHAR
3 INDORE
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➢ ORDER SYSTEM
As we know as above that kataria has wide area of distribution and it receive the order of goods
from these all according to their requirement. A perfect order system can make the whole operation of
the distribution firm easy and smooth. KATARIA ENTERPRISE alone capable to handle the huge
demand of the Balaji product in all market due to its order system. Whole order system also consist the
order giving to company according to order receipt from dealers agency.
To Receive the order in a particular way the whole area of distribution is divided in 6 groups.
And dealer agency of a particular group can put its order on a particular day that is decided in order
planning. These six(6) groups are as per particular zone of area as below.
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On a particular day of a week, a particular group of a Agencies only can give the order . Numbers of
dealers as per day are as below.
Dealers agency put their orders as per demand of their market area decided by the company. If in
a particular area there are more dealers agency, order per agency is less and in contrast if the number of
agency in a particular area is less, demand per agency is more.
Orders are receives from agency in three ways by telephone, by mobile sms, or by web mail.
Order system is made easy through technology development. ERP system of computer software and web
order system is made available for order receives and order giving in a firm.
According to above order table all parties have to put their order in particular time period of
05:00 p.m. to 09:30 a.m. on next day. There is a particular reason behind this time schedule is that in
most FMCG sectors business is closed at evening. Dealers are free from their marketing work and can
give order at relax time. To remind the dealers about their order placement turn KATARIA
ENTERPRISE send them SMS three time, at opening time, at night and at early morning
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After receiving this order in enterprise, return massage of receiving order is also send them. So
that dealers can be sure about their order placed.
This company has not dumping policy as per other company. Here fresh goods are sold every
day as per orders placement by distributor.
Whole system works before one day and dispatch of goods occurs on the next day.
➢ ROUTE SETTING
Rout setting is important in distribution of firm to provide the goods on right time at right place.
Rout setting in terms of setting of vehicle, rout centers and drivers. After receive the orders for
items from dealers, rout setting system starts to set the routs. Heavy container vehicles are only the mode
of transportation of KATARIA ENTERPRISE because they consist the large amount of goods.
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This all thing influence the rout setting system. This system is depends on total order quantity in
particular centers. Routes are formed from two centers:
1) RAJKOT 2) VALSAD
Centers nearest to Valsad District are forwarded the goods from there. This is the way to cost
reduction of transportation.
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➢ DISPETCH MANAGEMENT
Dispatch is the place where goods are kept for transfer the goods into the vehicle to transport.
Dispatch area should be large enough to place the whole quantity at a time. Area of dispatch of
KATARIA ENTERPRISE is 25% more than requirement. There are twelve goods vehicle can be load at
a time from dispatch which we can see rarely in other company.
After the order receiving, rout setting, and final order placement done by KATARIA
ENTERPRISE it send to company at noon. Whole goods as per total order quantity are forwarded by
company to KATARIA dispatch within 2 or 3 hours in early morning daily. Enterprise has to load this all
goods before the night daily. This is the dispatch system of both company and KATARIA
ENTERPRISE.
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➢ VEHICAL MANAGEMENT
In supply chain transportation is the main task. To deliver the goods to distributors in market area
vehicles are the main mode of the transportation. How manage the vehicle is depends on mode of
transportation.
KATARIA ENTERPRISE Transports the goods Particular in Large heavy Containers which are
designed as requirement in different seasons like heavy temperature, fire restriction, humidity etc.
To be able to deliver the goods at a time it has enough number of vehicles and in emergency
condition there are extra vehicle to manage the situation without any disturbance.
KATARIA ENTERPRISE has total 80 small, medium and large containers. Average Daily dispatch
of vehicle is 30 from both centers Rajkot and Valsad. Every day it transports average above 15000 km to
distribute the goods at different centers. There is a vehicle auto system to inform the dealers about its
goods dispatch time etc. To control all vehicles there is a VTS (Vehicle Tracking System) in all
containers.
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Vehicle management contains the following things;
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➢ INVENTORY MANAGEMENT
The dictionary meaning of the word inventory is a detailed list of movable goods. But
in accounting or management language, inventory is used to designate the aggregate of those
items of tangible property which are held for sale in the ordinary course of business & goods
which are in process of production for such sale. Thus, inventory means stock of items kept in
reserve for certain period of time. It includes raw materials, WIP & finished goods & spare parts
for the maintenance of equipment etc.
1) Availability of materials.
2) Minimizing the wastage.
3) Promotion of manufacturing efficiency.
4) Control of production level.
5) Optimum level of inventories
6) Economy in purchasing
7) Optimum investment & efficient use of capital.
KATARIA ENTERPRISE can not be related with above inventory management because
there is no stock at the end of the day. They deliver the goods as per total order quantity direcy
from the dispatch of the company. So there is no cost like ordering cost, carrying cost,
opportunity cost etc. expecting the deliver cost regarding inventory.
Inventory like vehicle spar parts carrying least cost because this type of materials are
long term storable are purchased on basis of future needs.
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Warehouse Management
A warehouse management system, or WMS, is a key part of the supply chain and
primarily aims to control the movement and storage of materials within a warehouse and process
the associated transactions, including shipping, receiving, put away and picking. The systems
also direct and optimize stock put away based on real-time information about the status of bin
utilization.
Warehouse management systems often utilize Auto ID Data Capture (AIDC) technology,
such as barcode scanners, mobile computers, wireless LANs and potentially Radio-frequency
identification (RFID) to efficiently monitor the flow of products. Once data has been collected,
there is either batch synchronization with, or a real-time wireless transmission to a central
database. The database can then provide useful reports about the status of goods in the
warehouse.
The objective of a warehouse management system is to provide a set of computerized
procedures to handle the receipt of stock and returns into a warehouse facility, model and
manage the logical representation of the physical storage facilities (e.g. racking etc), manage the
stock within the facility and enable a seamless link to order processing and logistics
management in order to pick, pack and ship product out of the facility.
Warehouse management systems can be stand alone systems or modules of an ERP
system or supply chain execution suite.
The primary purpose of a WMS is to control the movement and storage of materials
within a warehouse – you might even describe it as the legs at the end-of-the line which
automates the store, traffic and shipping management.
In its simplest form, the WMS can data track products during the production process and
act as an interpreter and message buffer between existing ERP and WMS systems. Warehouse
Management is not just managing within the boundaries of a warehouse today, it is much wider
and goes beyond the physical boundaries. Inventory management, inventory planning, cost
management, IT applications & communication technology to be used are all related to
warehouse management. The container storage, loading and unloading are also covered by
warehouse management today. Warehouse management today is part of SCM and demand
management. Even production management is to a great extent dependent on warehouse
management. Efficient warehouse management gives a cutting edge to a retail chain distribution
company. Warehouse management does not just start with receipt of material but it actually
starts with actual initial planning when container design is made for a product. Warehouse
design and process design within the warehouse (e.g. Wave Picking) is also part of warehouse
management. Warehouse management is part of Logistics and SCM.
Warehouse Management monitors the progress of products through the warehouse. It
involves the physical warehouse infrastructure, tracking systems, and communication between
product stations.
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Warehouse management deals with receipt, storage and movement of goods, normally
finished goods, to intermediate storage locations or to final customer. In the multi-echelon
model for distribution, there are levels of warehouses, starting with the Central Warehouse(s),
regional warehouses services by the central warehouses and retail warehouses at the third level
services by the regional warehouses and so on. The objective of warehousing management is to
help in optimal cost of timely order fulfillment by managing the resources economically.
Warehouse management = "Management of storage of products and services rendered on the
products within the four wall of a warehouse"
In short, A warehouse management system, or WMS, is a key part of the Supply chain
supply chain and primarily aims to control the movement and storage of materials within a
warehouse and process the associated transactions, including shipping, receiving, put away and
picking. The systems also direct and optimize stock put away based on real-time information
about the status of bin utilization.
KATARIA provides end-to-end solution with these basic three tools, now KATARIA is
marked as India’s 5th largest Marketing Management, Supply Chain Management and
Warehouse Management Company.
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ROLE OF INFORMATION TECHONOLOGY IN SUPPLY CHAIN
MANAGEMENT
Supply chain management (SCM) is concerned with the flow of products and information
between supply chain members' organizations. Recent development in technologies enables the
organization to avail information easily in their premises. These technologies are helpful to
coordinates the activities to manage the supply chain. The cost of information is decreased due
to the increasing rate of technologies. In the integrated supply chain model (Fig.1) bi-directional
arrow reflect the accommodation of reverse materials and information feedback flows. Manager
needs to understand that information technology is more than just computers. Except computer
data recognition equipment, communication technologies, factory automation and other
hardware and services are included.
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Integrated supply chain model
Bi-directional arrow reflects the accommodation of reverse materials and information feedback
flows.
Managers need to understand that information technology is more than just computers. Except
computer, data recognition equipment, communication technologies, factory automation and
other hardware and services are included.
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The functioning of KATARIA ENTERPRISE is very important to the success of the business
and the routine process. There should be perfect coordination in the whole process. The supply chain
process will include all activities right from procuring an order and ensuring that it reaches the ultimate
consumer.
It includes the set of tasks that are carried from convincing and canvassing the customer,
communicating the order to the production department and to all dealers. Order placement with both
parties is done through this technology used in enterprise. These main three part of IT department are as
bellow.
➢ ERP system
➢ SMS system
➢ Web system
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➢ ERP SYSTEMS
Enterprise Resource Planning is the latest high-end solution, information technology has lent to
business application. The ERP solutions seek to streamline and integrate operation processes and
information flows in the company to synergies the resources of an organization namely men,
material, money and machine through information. Initially implementation of an ERP package
was possible only for very large Multi National Companies and Infrastructure Companies due to
high cost involved. Today many companies in India have gone in for implementation of ERP
and it is expected in the near future that 60% of the companies will be implementing one or the
other ERP packages since this will become a must for gaining competitive advantage.
What is ERP?
It attempts to integrate all departments and functions across a company onto a single computer
system that can serve all those different departments' particular needs.
Each of those departments typically has its own computer system optimized for the particular
ways that the department does its work. But ERP combines them all together into a single,
integrated software program that runs off a single database so that the various departments can
more easily share information and communicate with each other.
ERP vanquishes the old standalone computer systems in finance, HR, manufacturing and the
warehouse, and replaces them with a single unified software program divided into software
modules that roughly approximate the old standalone systems. Finance, manufacturing and the
warehouse all still get their own software, except now the software is linked together so that
someone in finance can look into the warehouse software to see if an order has been shipped.
Most vendors' ERP software is flexible enough that you can install some modules without
buying the whole package.
ERP can be defined as a " software solution that addresses the enterprise needs taking the
process view of the organization, to meet the organizational goals tightly integrating all
functions of an enterprise " It is an industry term for the broad set of activities supported by
multi-module application software that help a manufacturer or other business manage the all the
parts of its business. ERP facilitates integration of company-wide information systems with the
potential to go across companies.
ERP is an acronym for Enterprise Resource Planning, which is a category of business systems
forming the primary transaction processing across multiple business functions or business units.
Typical functionality may include systems such as, accounting, human resources , customer
order processing, purchasing, inventory management, manufacturing/operations, and order
fulfillment.
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FEATURES OF ERP
• ERP facilitates company-wide Integrated Information System covering all functional
areas like Manufacturing, Selling and distribution, Payables, Receivables, Inventory,
Accounts, Human resources, Purchases etc.
• ERP performs core corporate activities and increases customer service and thereby
augmenting the Corporate Image.
• ERP bridges the information gap across the organization.
• ERP provides for complete integration of Systems not only across the departments in a
company but also across the companies under the same management.
• ERP is the only solution for better Project Management.
• ERP allows automatic introduction of latest technologies like Electronic Fund Transfer
(EFT), Electronic Data Interchange (EDI), Internet, Intranet, Video conferencing, E-
Commerce etc.
• ERP eliminates the most of the business problems like Material shortages, Productivity
enhancements, Customer service, Cash Management, Inventory problems, Quality
problems, Prompt delivery etc.
• ERP not only addresses the current requirements of the company but also provides the
opportunity of continually improving and refining business processes.
ERP provides business intelligence tools like Decision Support Systems (DSS), Executive
Information System (EIS), Reporting, Data Mining and Early Warning Systems (Robots) for
enabling people to make better decisions and thus improve their business processes.
ERP has helped in adding value to the whole process. In addition ERP has ensured that the
errors are minimal. ERP has also enabled enterprise to rectify the flaws without affecting the
schedule or order placement process every in regular operation.
ERP system in KATARIA ENTERPRISE includes logistic, inventory and accounting software.
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ERP software attempts to integrate business processes across departments onto a single
enterprise-wide information system. The major benefits of ERP are improved coordination
across functional departments and increased efficiencies of doing business. The immediate
benefit from implementing ERP systems we can expect is reduced operating costs, such as lower
inventory control cost, lower production costs, lower marketing costs and lower help desk
support costs.
Strategic Planning is "a deliberate set of steps that assess needs and resources; define a
target audience and a set of goals and objectives; plan and design coordinated strategies with
evidence of success; logically connect these strategies to needs, assets, and desired outcomes;
and measure and evaluate the process and outcomes.
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➢ SMS system
SMS Server is a powerful, flexible SMS application designed and developed, that
enable you to send/receive message to mobile devices with your computer. It has an easy to
use user interface, and an excellent internal architecture. The application can use a GSM
mobile phone attached to the PC with a phone-to-PC data cable or IP SMS technology to
transmit and receive the message. Message Server works on Microsoft Windows XP, 2000,
2003 operating systems.
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➢ Web system
Web system is very useful in daily operation. It is also easy to use for all dealers in their
operations. It provides order placement and other report like stock, daily report, infrastructure
report, and payment report etc. facilities. On web site dealers through direct contact they can
solve their problems at a time.
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EXPANSION OF MARKET
To expand the market is the most challengeable task for any firm in industry. Expansion of
market means new area development. After market research the company takes decision of selling the
product in related new area of marketing. In market research information collected like preference and
test of market, availability of transportation, ability of finance, cost budget etc.
In matter of KATARIA ENTERPRISE the main decision of new market area is taken by
company after mutual understanding of KATARIA ENTERPRISE. Company and Enterprise both
together take decision regarding market expansion like in which area how many dealers and retailers
should be etc.
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NEW DEALERSHIP
As we have seen above about market share expansion. To make a new dealer is important task
after deciding the market area. For making new dealers there are particular norms decided by both
company and Enterprise.
Terms and Condition to join the Company are decided by Enterprise are important for new
dealers to know and apply throughout.
➢ Location of storage place of product should be such that the large container can
be park for unloading.
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➢ They have to unload the goods at on the time whenever it comes as per area of
entry restriction.
➢ They have to pay the all payment at the time of unloading.
➢ No credit policy in payment.
➢ Twice delivery is compulsory in market.
➢ They can not sell same product of other company.
SALESMEN MEETINGS
Salesmen are the main persons of marketing as they provide the real information of the market.
As Enterprise consist the large market area, there is division of area among these salesmen. There are two
divisions of area are
➢ GUJARAT REGION
➢ OUTSTATE REGION
Salesmen have report whatever they came to know during research at the end of the every month.
In this report meeting, owner of the company and enterprise and general manager of both company and
enterprise are also being present. In this meeting many topics are discussed as below;
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➢ No of dealers visited in month
➢ Godown stock of these dealers
➢ Sales service to end retailer
➢ Reload vehicle as per requirement
➢ Delivery of the goods
➢ Sales of POP items
As KATARIA ENTERPRISE is the sole distributor of the company it also provides supply
channel member service. They motivate the channel members as per their performance. Company and
KATARIA ENTERPRISE both held a dealer meeting at every year. There is promotion activity done this
meeting to motivate the channel members. In promotion activity is done in a particular way.
➢ Infrastructure
➢ Best service
➢ Sale performance
Whole dealers are divided in five groups as per monthly turn over and in each group according to
all three categories.
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In short, Motivation is offered to channel members in following ways
➢ Legitimate power
➢ Expert power
➢ Reward power
➢ Referent power
To get best performance of the channel member it is important to train them as company wish.
Channel member like dealers and retailers are the main component of the supply chain.
➢ Make them totally aware of the company, products, and technical aspects of the organization.
➢ To grow the confidence level of marketing intermediaries.
➢ To create more customer in market.
To get these all aim KATARIA ENTERPRISE arranges the meeting for training in every state or
zone wise. They don’t force but create an environment such the channel member feels enthusiastic for
best performance.
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Training and Development Objectives
The principal objective of training and development division is to make sure the availability of a skilled
and willing workforce to an organization. In addition to that, there are four other objectives: Individual,
Organizational, Functional, and Societal.
Individual Objectives – help employees in achieving their personal goals, which in turn, enhances the
individual contribution to an organization.
Organizational Objectives – assist the organization with its primary objective by bringing individual
effectiveness.
Functional Objectives – maintain the department’s contribution at a level suitable to the organization’s
needs.
Societal Objectives – ensure that an organization is ethically and socially responsible to the needs and
challenges of the society.
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EVALUATION OF CHANNAL MEMBERS
Evaluation of channel members is a one type of control the performance of the members. To
evaluate the channel member there should be a periodically inspection in any ways like direct meeting
and market research. This job is done by marketing personnel of the Enterprise.
To evaluate the performance in terms of selling, marketing, on time delivery etc. sales executive
go for visit in approximately at one and half month to each dealers. This regular and periodical
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evaluation is helps to get new idea of development, performance improvement of both side dealers as
well as of enterprise itself.
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Marketing information system in KATARIA ENTERPISE is developed from
internal reporting system, marketing research system and marketing intelligence
system. Marketing personnel Study the market on defined problem, collect the
data, analysis it and report it to the manager. Marketing information system
requires large data collected from various sources internal as well as external. In
this Enterprise mostly the data are collected form external source like dealers,
retailers, consumers etc. so, manage data in database Enterprise uses the
Database Management system (DBMS).
KATARIA ENTERPRISE also use the marketing information sub system like
Sales Information System, Market Research And Intelligent Information System
Distribution Information System, New product Development Information System.
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SWOT analysis
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Strength
Weakness
➢ KATARIA ENTERPRISE has no More Weakness but It’s most of the operation is done through
IT software so some times whole operation is disturbed due to defect in it.
➢ It has to also west its time to solve the unexpected event like road accidents. But it is true that it
is the part of business.
➢ The main weakness is that as they are using WAB as it’s day to day activities solution, so, any
competitor company may hack he web site of the company and may leak confidential
information
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Opportunity
➢ KATARIA ENTERPRISE can cover more area of market than in current situation.
➢ As it has enough experience in distribution at different level it can apply it in its own
manufacturing.
➢ It can reduce its transportation cost by using other mode of transportation.
Threats
➢ Government rules of transportation in states and outside the state like taxes, VAT, CST and other
to apply drastic changes government revolution is the major challenge to the Enterprise.
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ACHIEVEMENTS
➢ No. of Retailers: More than 1, 25,000 (One Lac Twenty Five Thousand Only)
➢ No. of K.M. (Kilometer) Transport Movement Every Day : 19,000 (Nineteen Thousand Only)
➢ No. of K.M. (Kilometer) Every Hour: 792 K.M. (Kilometer) /Hour Working (24 x 7)
➢ More than 100 special closed body container for timely & safe distribution
➢ Kataria provides end-to-end solotuon With this basic three tools, now kataria is marked as
india's 5th largest Markeintg Managment, Supply Chain Managment and Warehouse
Managment Company.
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FUTURE PLANS
➢ Kataria Foods Pvt. Ltd., is set to be the Biggest Automated Flour Mill of Gujarat stated
to roll out 100 MT of flour per day. The plant that would commission by 2010, at
Metoda, Nr. Rajkot, boasts of 6000 sq. Meters of area with 50000 sq ft of built up.
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It was a good experience in my life ever had to visit industry. I am very thankful to the whole
All the workers are good and kind. The company has bright future ahead. The remarkable future
of this company in respect Of,It has managing skill. It has personal relations with its personnel supplies
and distribution.
At the end I conclude my report with good wishes and bright future to kataria enterprise.
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➢ www.katariaenterprise.com
➢ Marketing management -Philip Kotler
➢ www.indianmba.com
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