EXECUTIVE SUMMARY

This project titled SALES AND PROMOTION OF KHADI FMCG PRODUCTS has been carried out with the permission of Everlight Realcon Infrastructure limited. . The Project has been carried out covering all major areas of Dhanbad. The Khadi products are divided into various segments: . The products of ERIL is categorized primarily into Home Ups , Khadi, Household Electrical Appliances, with market share heavily skewed towards Khadi.

Coming to the learning experience it was a great time to be with the organization. The working environment and the support which were provided by the superiors and the colleagues were appreciable. Before joining the organization, the industry and the working conditions were unknown but very soon It was realized that whatever have been taught in the class room was very much relevant to this industry also. One thing was realized that every day brings new experience in the life and that jobs do not get done on their own, one has to persistently pursue his objectives.

INTRODUCTION

The Concept of Advertising and sales promotion in Marketing:

Marketing is "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. According to Adcock, marketing is all about the right product, in the right place, at the right time, at the right price. According to Kotler, marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. Marketing is not only much broader than selling, it is not a specialized activity at all It encompasses the entire business. It is the whole business seen from the point of view of the final result, that is, from the customer's point of view. Concern and responsibility for marketing must therefore permeate all areas of the enterprise. The important elements of marketing are as follows: Marketing focuses on the satisfaction of customer needs, wants and requirements. The philosophy of marketing needs to be owned by everyone from within the organization. Future needs have to be identified and anticipated. There is normally a focus upon profitability, especially in the corporate sector. However, as public sector organizations and not-for-profit organizations adopt the concept of marketing, this need not always is the case. More recent definitions recognize the influence of marketing upon society.

Advertising: We define Advertising as the paid, public non-personal announcement of a persuasive message by an identified sponsor; the non-personal presentation or promotion by a firm of its products to its existing and potential customers. Advertising is a single component of the marketing process. It is the part that involves getting the word out concerning your business, product, or the services you are offering. It involves the process of developing strategies such as ad placement, frequency, etc. Advertising includes the placement of an ad in such mediums as newspapers, direct mail, billboards, television, radio, and of course the Internet. Advertising is the largest expense of most marketing plans, with public relations following in a close second and market research not falling far behind. Effective ways of Advertising includes the following main steps: It identifies a current problem / opportunity for the product, service or corporate brand It identifies the customers who can best solve / create that problem / opportunity It creates the most relevant and distinctive way of communicating to them in creative & media terms. Sales promotion: It is any initiative undertaken by an organization to promote an increase in sales, usage or trial of a product or service (i.e. initiatives that are not covered by the other elements of the marketing communications or promotions mix). Sales promotions are varied. Here are some examples of popular sales promotions activities: Buy-One-Get-One-Free (BOGOF) It is an example of a self-liquidating promotion. For example if a loaf of bread is priced at $1, and cost 10 cents to manufacture, if you sell two for $1, you are still in profit - especially if there is a corresponding increase in sales. This is known as a PREMIUM sales promotion tactic. Customer Relationship Management (CRM) - Incentives such as bonus points or money off coupons. There are many examples of CRM, from banks to supermarkets.

New media - Websites and mobile phones that support a sales promotion. For example, Nestle printed individual codes on KIT-KAT packaging, whereby a consumer would enter the code into a dynamic website to see if they had won a prize. Consumers could also text codes via their mobile phones to the same effect.

Merchandising additions such as dump bins, point-of-sale materials and product demonstrations. Free gifts e.g. Subway gave away a card with six spaces for stickers with each sandwich purchase. Once the card was full the consumer was given a free sandwich. Discounted prices e.g. Budget airline such as EasyJet and Ryanair, e-mail their customers with the latest low-price deals once new flights are released, or additional destinations are announced.

Joint promotions between brands owned by a company, or with another company's brands. For example fast food restaurants often run sales promotions where toys, relating to a specific movie release, are given away with promoted meals.

Free samples (aka. sampling) e.g. tasting of food and drink at sampling points in supermarkets. For example Red Bull (a caffeinated fizzy drink) was given away to potential consumers at supermarkets, in high streets and at petrol stations (by a promotions team).

Vouchers and coupons, often seen in newspapers and magazines, on packs. Competitions and prize draws, in newspapers, magazines, on the TV and radio, on The Internet, and on packs. Cause-related and fair-trade products that raise money for charities, and the less well off farmers and producers, are becoming more popular. Finance deals - for example, 0% finance over 3 years on selected vehicles.

COMPANY PROFILE EVERLIGHT REALCON INFRASTRUCTURE LIMITED a limited Company ,incorporated under Companies Act 1956, Since birth ERIL ,under the leadership of Mr.Biplab Kumar Dey Chairman Managing Director and a team of highly competitive professionals, set a goal to achieve and working towards it. ERIL believes in results, as the word signifies optimism, growth, achievments, strength ,perfection and rewards. The members of the board of the company are into the field of Real estate since 1995. They have completed no. of projects in West Bengal and Jharkhand. It has started its journey in the field of Real Estate Development, followed by Stone Mines with Crushers unit at Pakur district in Jharkhand, Tea Plantation unit at Alipurduar. It has a Utility Household Electronic Products division. It already has fifteen branches in different parts of India. The company is also engaged in khadi products. Khadi or khaddar refers to varieties of coarse cotton cloth, which have been hand woven using hand spun yarn. Peasants and artisans in pre-industrial India always wore Khadi that had been made from locally grown Organic cotton, harvested by local labourers, spun into yarn by their womenfolk and woven into cloth by men from various specialist weaving castes. The precise technology involved in the production of Khadi would vary from region to region, as would the techniques used for its decoration (dyeing, embroidery, printing etc) Khadi shot into prominence in the early twentieth century when the Indian political and spiritual leader Mahatma Gandhi called for the public burning of British mill-made cloth, and urged patriotic Indians to wear only homespun Khadi.

CHAPTER 2 Growth and present status of the company Project Management

Company are currently into various projects like

Real Estate Tea Plantation Stone Mines Crushers

REAL ESTATE
What is Real Estate: This is a very common term or name to the profession known to people of India, specially to the inhabitant of mega cities, towns and developing area.Now, this is the profession which can provide good generation to the society of our state as because healthy dwelling produces constructive and creative thoughts with better feelings. Now a days, the field of real estate is regarded one of the most powerful industries in the society, as because it is a combination of multifarious trade. Through these industries a huge no. of employments towards the BPL class had been provided, at the same time the professionals like Engineer, Architecture, Lawyers and Chartered Accounts can show their efficiency, skilled and talent through this industry for which they are honoured by this trade.Therefore these professions can be regarded as eminent profession in the society provided the organisation involve in this field should respect and think about the eminence of this trade. Experience: The members of the board of the company are into the field of Real estate since 1995. They have completed no. of projects in West Bengal and Jharkhand. Running Project: A commercial cum residential multi stored complex on the land area having measurement of 14,400 sq ft. in a prime location at Burnpur, under the sub div-.Asansol Dist.- Burdwan, West Bengal. Total constructed area of the project are 40,000 sq ft.(G+4 divided into 2 blocks)Block -B which is located on the front portion of the land had been completed. and the construction work for Block -A Which is located behind is under progress. Incoming Projects: The company has already located 2 prime locations in Dhanbad in state of Jharkhand and Asansol in state of WB respectively for which the legal formalities are under progress. The management had plan to construct A commercial cum residential multi stored complex with all type of modern amenities and facilities at the location selected in Dhanbad in state of Jharkhand. The management also have a plan to promote a small town ship with all modernfacilities in the location selected at Asansol Dist.- Burdwan, West Bengal ( the details will be published shortly through our web site).

TEA PLANTATION PROJECT

Brief about the Tea Plantation Project: Most of us are very much aware about the tea garden and the related industries to it.But many of us are not known about the tea plantation project, which is the only source for the survival of the tea gardens. Usually a vast number of tea tree bushes die every year due to their natural tenure and for the survival transplantation is required. Now for this transplantation new matured tree plants are require. For which a special care and procedure are being taken in a separate project apart from the tea garden. This tea Plantation require a huge quantity of land which cannot be provided by the tea estates. Now to pay the support this huge industry (tea garden) some pvt. organization had come forward with their skill, efficiency and financial assistance by organizing tea plantation project. Location: It is known to all that Duars area in the state of West Bengal is renowned for the tea gardens as because most of the renowned organization related to this industries have got their tea garden in this location. So, company have also taken up our tea plantation projects at Latabari area under Kalchini block in the dist of Jalpaiguri, West Bengal Area of Land and working procedure: Organisation had taken over 3,60,000 Sq ft. of land (approx). The organisation have deputed qualified experienced supervisors to take care of this project and under their direct supervision, cultivation to the land with the support of agricultural machinery had been completed. Production: Plantation work for 15 lacs of matured high quality tea plants are under process and all necessary protective measures had been taken for the steady growth of the plants. Period of 6 to 8 months required for the matured growth of tea plants for the transplantation. The entire cultivated area is being cordoned by fence to fight out the wild animals and theft.

STONE MINES
Stone Mines are Located at Pakur district in the state of Jharkhsnd with a vast land of Area of 12 acre.Company have created job for a large number of daily wage labourers. Infrastructure:- Supported by high quality Dozers,Tractors and other heavy duty mining equipments. Safety Measures:- Company strictly follow the safety and security measures set by the Government of Jharkhand. On top of that,company is planning to cover daily wage labourers under accident care insurance which is necessary because of their high risk job profile.It is under process. Ecological Balance:- To Keep an ecological balance ,company have already started planting trees around both mines and crushers project.Company is Co-ordinating with the forest Department of Jharkhand in this regard. Support to the economical development of the area: The Latbari area in Kalchini block is a area for the tribal and it is known to all regarding the financial condition of these peoples. Due to un-employments the development of this area are not observed . which is directly or indirectly is a major factor for the state. Now keeping into the mind the economical condition of the people company puts its effort to pay its heartiest support by providing employments to the local peoples of Latabari area. A large no. of local people had been deputed as daily wages labour with a proper remuneration .The organisation is also thinking deeply to provide these peoples with the benefit of accidental insurance . Though it is a very small organisation but it believes that with this small support it can at least provide happiness to a section of people of the area. CRUSHERS Crushers are located in Pakur District in the state of Jharkhand.Company have selected this location because of its high gradation stone .The quality of stone in Pakur is a name to reckon with. Total land area : 5 acre. Keeping in mind the unemployment of the local tribal people,through this unit,company is providing daily wage job to a huge number of localite. Besides,company is providing employment to the Qualified technicians,mining supervisors and officials staff chosen amongst the local people.It is a keen observer towards the welfare of both groups.Company strictly follow the safety and security measure as per as the rules and regulations of the state of Jharkhand.

Production Capacity Our unit has got a production capacity of 20 to 25 tons per hour,in different grades of chips with a running capacity of eight hours per day. Marketing: As the quality of the production goes beyond any doubt,there is always a ready market like Government department such as Indian Railways,P.W.D,and C.P.W.D and other big organisations who are into civil construction. Company have hired qualified ,experienced marketing professional to promote the products.

CHAPTER 3 ERILS product

Company has various products like

Household Electrical Appliances Home Ups In the current days the people,of almost all the states of our country are very much aware of the crisis of generation of Electrical Power.ERIL is now planning to pay their support to every class of people to come out from this acute crisis by launching own Brand HOME UPS at very reasonable price. The Infra-structural process in progress. KHADI ERIL have joined hands with Meghdoot Gramudyog Sewa Sansthan (a certified unit of KVIC). Government of India ,to promote the 'Khadi Bhabna' , the dream of Mahatma Gandhi to the common people of rural India, company will be doing rural based projects, where their will be employment opportunity to good number of villagers.Since, Khadi has a wide range high quality products in the field of cosmetics, medicinal and toiletries. Company is planning to open a "Khadi Bhandar" in different project development and operational offices of ERIL at different states of India .On may 24th,2011 , a khadi showroom is opened at Kohima , the capital city of Nagaland, which was inaugurated by the Honourable Parliamentary Secretary, Industries & Commerce Govt. of Nagaland, Mr. K.C.Nihotse. Khadi or khaddar refers to varieties of coarse cotton cloth, which have been hand woven using hand spun yarn. Peasants and artisans in pre-industrial India always wore Khadi that had been made from locally grown Organic cotton, harvested by local labourers, spun into yarn by their womenfolk and woven into cloth by men from various specialist weaving castes. The precise technology involved in the production of Khadi would vary from region to region, as would the techniques used for its decoration (dyeing, embroidery, printing etc) Khadi shot into prominence in the early twentieth century when the Indian political and spiritual leader Mahatma Gandhi called for the public burning of British mill-made cloth, and urged patriotic Indians to wear only homespun Khadi. Household Electrical Appliances Products like induction cookers, gas savers are in pipeline
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ROLES AND RESPONSIBILITIES: The major responsibilities handled were: Distributing databases and collecting feedback reports on daily basis. Verification of the reports. Mailing those reports. Alloting week-offs and leaves on rotation basis. To keep a watch if the products are maintained properly or not. To report immediately to higher authorities in case of any problem

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DESCRIPTION OF LIVE EXPERIENCE: Even after having worked for about two months, things were not smooth. It was not only into the operations but also had some difficult targets to achieve. As already been working since two months, seniors had lot of expectations . There was some stiff competition from market competitors. Therefore companys first and foremost priority was to attract customer with the price tags. Customers were given immediate attention and their queries sorted out as quickly as possible. Dealerships made frequent calls to inquiries and the bookings were made as quickly as possible. Strategy worked out and slowly & steadily the sales increased as is evident form the quarterly financial results.

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OBJECTIVES OF THE STUDY:

1. To study the needs of the customers towards khadi products sector 2. To find out the effective ways of Advertisement and sales promotion to create awareness 3. To analyze the expectations of investing customers.
4. To suggest how to rectify the loop holes of the present product

5. To create awareness about khadi products 6. To give the company valuable suggestions.

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RESEARCH DESIGN AND METHODOLOGY

INTRODUCTION: A Research Design is the framework or plan for a study which is used as a guide in collecting and analyzing the data collected. It is the blue print that is followed in completing the study. The basic objective of research cannot be attained without a proper research design. It specifies the methods and procedures for acquiring the information needed to conduct the research effectively. It is the overall operational pattern of the project that stipulates what information needs to be collected, from which sources and by what methods.

SAMPLING:
Random sampling method to select a sample of 100 customers among the customers mentioned in the databases was taken as the sample frame. Sample Unit The sample was considered to be the Customers ( online & tele-calling) of ERIL.

Sample Size Samples size of 100 customers was taken from areas of survey.

Sample Method Non probability sampling i.e. convenient sampling method

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METHODOLOGY:
THE METHOD USED OF DATA COLLECTION IS: Primary Data Secondary Data PRIMARY DATA: Primary data are datas, which are original in nature, and are collected by the researcher. The method used to collect the primary data was Survey Method. The survey method included a structured questionnaire that was given to the respondent. SECONDARY DATA: Secondary data are data, which has been collected and compiled in advance for another needed purpose. Secondary data is an important method to know the present problem faced by the investors investing in diversified portfolio to what extent the organization is success full to bring a arranged set of services for its customers. Newspaper Articles, Books, Magazines etc. have been used to prepare the questionnaire together with the company database.

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PLAN OF ANALYSIS:
Calculations have been done for interpretation such as percentages, averages etc. This report has been covered with various tables, graphs and charts obtained from questionnaires. The data collected from respondents through questionnaire are organized, coded, processed and tabulated in order to create graphs and charts to make the project understandable. TOOLS FOR DATA COLLECTION The tool used for data collection is Primarily Questionnaire method. The questions contained: Close- Ended Questionnaire Where the respondent was given a chance to reply or give suggestions to the Company. This includes limited responses questions where the respondents were not given the freedom to give suggestions. Respondents were given a scale whose positions range from EXCELLENT to POOR.

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LIMITATIONS OF THE STUDY:

The study at the maximum extent represented the views of limited no. of customers from limited no. of areas. Since the study is based on primary data collected, any bias in the sources of the data collected would have affected the outcome. Although the study was conducted comparatively on a large-scale sample, the outcome may not be generalized. This being an academic study suffers from time and cost constraints.

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ANALYSIS OF DATA: Q1.TABLE SHOWING DISTRIBUTION OF AGE

(TABLE NO. 1) AGE GROUP 20-30 30-40 NO. OF RESPONDENTS 14 56 30 100 PERCENTAGE 14% 56% 30% 100%

40 AND ABOVE TOTAL

DISTRIBUTION OF AGE
14, 14% 30, 30% 20-30 30-40 56, 56% 40 AND ABOVE

(Graph 1)

INTERPRETATION
The above table shows that 14% of the respondents fall under the age group of 20-30 years, 56% of the respondents fall under age group of 30-40 years and 30% of the respondents belonging to age group of 40 and above years.Hence it clearly shows that the majority of the respondents fall under the age group of 30-40 years i.e. 56% who are our target customers.The age group of 30-40 years i.e. 56%.

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Q2.TABLE SHOWING DISTRIBUTION OF GENDER (TABLE NO. 2) GENDER FEMALE MALE TOTAL NO. OF RESPONDENTS 26 74 100 PERCENTAGE 26% 74% 100%

DISTRIBUTION OF GENDER

26, 26% FEMALE MALE 74, 74%

Figure 2

INTERPRETATION
The table shows that there are 74% of male respondents and 26% of female respondents are contemporary , trendy and are willing to buy the product.Thus the table clearly shows that the majority of the respondents are male i.e. 74%.
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Q 3.TABLE SHOWING THE DISTRIBUTION OF THE MONTHLY HOUSEHOLD INCOME

(TABLE NO. 3)

MONTHLY HOUSEHOLD INCOME LESS THAN RS 10,000 RS 10,000 RS 20,000 MORE THAN RS 20,000 TOTAL

NO. OF RESPONDENTS PERCENTAGE 00 29 71 100 0% 29% 71% 100%

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DISTRIBUTION OF THE MONTHLY HOUSEHOLD INCOME

0, 0%

29, 29% LESS THAN RS 10,000 RS 10,000 RS 20,000 MORE THAN RS 20,000 71, 71%

(GRAPH 3)

INTERPRETATION
The above table shows that there are no respondents who have a monthly household income of less than Rs 10,000; there are 29% of the respondents who fall under Rs 10,000 Rs 20,000 household income and 71% fall under the more than Rs 20,000 household income category, Basic focus is on household income as it impact the no of customers who will be ready to make investment.The table clearly shows that the majority of the respondents have more than Rs 20,000 of monthly household income that is 71%.

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Q 4.Are you aware of ERIL as a company? Yes 40 No Partially 38 22

Are you aware of ERIL as a company

22, 22% 40, 40% yes no partially 38, 38%

Figure 4

INTERPRETATION The table shows that 40% of the customers are aware about ERIL as a company.

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Q 5.Are you aware of different products of ERIL? Yes 36 No Partially 24 40

Are you aware of different products of ERIL

40, 40%

36, 36% yes no partially

24, 24%

Figure 5 INTERPRETATION The data shows that majority of customers dont know all the products of company.

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Q6.Are you planning to continue with ERIL in future? Yes No Partially 53 30 17

Are you planning to continue with ERIL in future?

20, 17%

yes no 64, 53% 36, 30% can't say

Figure 6 INTERPRETATION The data shows that most of the customers want to continue with the company.

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Q7.How do you come to know about different products of ERIL? Electronic Media Print Media Friends and Realatives 24 36 40

How do you come to know about different products of ERIL?

24, 24% 40, 40% Electronic media print media friends and realatives

36, 36%

Figure 7 INTERPRETATION The data shows that most of the customers come to know about the company by their friend and relatives.

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Q 8.What is your view towards the nari shakti prash khadi product?

VARAIBLES EXCELLENT GOOD AVERAGE POOR TOTAL

RESPONDENTS 46 26 22 6 100

PERCENTAGE 46% 26% 22% 6% 100%

What is your view towards the nari shakti prash khadi product?
6 22 46 EXCELLENT GOOD AVERAGE 26 POOR

(GRAPH 8) INTERPRETATION The above table shows that out of 100 respondent 46% feel Nari Shakti Prash product is excellent, 26% of them feel they are good ,22% feel them average, while 6% of them feel they are poor . As per the analysis the customers are satisfied because of the comfort level they exhibit.

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Q9.What products did you like from the various segment of the khadi

products ?
VARAIBLES NARI SHAKTI PRASH YOWAN SHAKTI PRASH AAMLA JAM KESHRI BADAM PRASH TOTAL RESPONDENTS 58 31 8 3 100 PERCENTAGE 58% 31% 8% 3% 100%

What products did you like from the various segment of the khadi products
3, 3% 8, 8% NARI SHAKTI PRASH YOWAN SHAKTI PRASH 31, 31% 58, 58% AAMLA JAM KESHRI BADAM PRASH

Figure 9

INTERPRETATION As per the above table it can analyzed that 58% of the respondents find NARI SHAKTI PRASH to be excellent , 31% of them find YOWAN SHAKTI PRASH good, 8% of them findAAMLA JAM good 3% of them find KESHARI BADAM PRASH good .
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Q10. Did you find the khadi products to be economic?

VARIABLES YES NO RESPONDENTS 77 7 PERCENTAGE 77% 7%

WAIT & WATCH

16

16%

TOTAL

100

100%

Economy of Khadi Product

16, 16%

7, 7%

YES NO WAIT & WATCH 77, 77%

Figure 10 INTERPRETATION The above table shows that 77% of the customers find the products to be economic compared to its market competitors whereas 16% would like to adopt the wait & watch policy.
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Q11.What are the different promotion technique adopted by ERIL? A) Discount offer B) Buy one Get one free C) Free Samples Discount Offer Buy One Get One free Free Samples 64 20 16

What are the different promotion technique adopted by ERIL?

16, 16%

Discount offer Buy one Get one free 20, 20% 64, 64% Free Samples

Figure 11 INTERPRETATION 64% of people think that Discount Offers is a good way for promotion of ERIL products.

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Q12.Are the technique Effective Enough? A) Yes B) No Yes No 55 45

Are the technique Effective Enough?

45, 45% 55, 55%

yes no

Figure 12 INTERPRETATION From the above chart we can say that 55% thinks that promotion strategies adopted by ERIL are Effective.

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FINDINGS
It is found that most of the respondent belongs to the age group of 30-40. It is found that most of respondents are males. It is found that most of the respondent choose to rank the products on the basis of their knowledge and experience of handling products. 64% of people think that Discount Offers is a good way for promotion of ERIL products. The data shows that most of the customers come to know about the company by their friend and relatives.

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CONCLUSIONS
Khadi FMCG products as a whole are very competitive because of presence of numbers of competitive players. This makes it very important for the company to enhance its product quality and customer awareness too. In prestige segment company is facing a tough competition with other FMCG products,. As a company it has done quite well, but customer awareness is still required. For holding better market share in prestige segment, innovative promotional tools and activities are required. Company can emphasize on the additional features of the product so as to override its competitor products.

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Recommendations:
Evaluating the perception level of customers by analyzing customer feedback and rectification of error in service process. The company can start some new finance schemes specially for certain category of customers. The organization can provide schemes at lower price. Acquire efficient manpower in organization so that service can be provided in speedy manner. Enhancing promotional strategies by giving free gift hampers (like family health insurance pack). Apart from mailing to customers the company can collect customers feedback by telecalling.

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BIBLIOGRAPHY:
MAGAINES. BOOKS: 1. Marketing Management - by Kotler KELLER and Koshy Jha (12th edition) Publisher - Pearson Education 2. Business Research Methodology - by T N Srivastava Publisher 3. Marketing - Tata Mc-Graw Hill (1st Edition)

-by Dhruv Grewal and Michael Levy (Indian Edition) Publisher - Tata Mc-Graw Hill

MAGAZINES:

INTERNET

http://www.erils.in http://www.ayurvedicmeghdoot.com/ http://www.meghdootherbal.com/

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APPENDIX QUESTIONNAIRE:

1. Name ______________________________________ 2. Age

20-30 30-40 40>

3. Gender

Male Female

4. Marital Status

Married Single

5. Income Level

<Rs.10, 000 Rs.10, 000-Rs.20, 000 >Rs.20, 000

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6. Are you aware of ERIL as a company

YES NO Partially

7.Are you aware of different products of ERIL YES NO Partially

8.Are you planning to continue with ERIL in future? YES NO Cant Say

9.How do you come to know about different products of ERIL? Electronic media Print media Friends and realatives

10.What is your view towards the nari shakti prash khadi product?

Excellent Good Average Poor

11. What are the different promotion technique adopted by ERIL? A) Discount offer B) Buy one Get one free C) Free Samples 12. Are the technique Effective Enough? A) Yes B) No

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