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I thank Mr. BASHARAT AHMAD in particular for assigning me this area of

work and encouraging me to work and perform in the first place. I owe

much to Mr. BASHARAT AHMAD for his helpful comments.

I am indebted to all those who have been helpful throughout the process

of analyzing and gathering facts to write this report.

I solely am responsible for any remaining errors of facts or judgement.

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Mr. BASHARAT AHMAD
rrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrr
MANAGING DIRECTOR

FIL Industries Limited

Srinagar, Kashmir
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r
Acknowledgement
Company Profile 3
Goal of FIL Industries 4
Product and Services 7
Product mix 7
Seeds Division 12
Crop Protection Division 16
Warehousing Division 22
Consumer division 23
Product Life Cycle 26
Pricing 27
Target market 28
Market Segmentation 29
The Market Share of FIL 31
Promotion 32
The BCG Matrix 33
The SWOT Analysis 34
Environmental Analysis 35
Organizational Resources 35
Current Marketing Strategy of FIL Industries Ltd 38

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4

FIL Industries is committed to providing the best protection for a bumper

crop, achieving international standards in food processing, setting up
infrastructure for post harvest management and the provision of quality
and high yielding seeds for the finest crop.

As an agro-focussed business, we at FIL firmly believe that agriculture

has an impact on the lives of everyone - from farmers to consumers. Our
strategic alliance with a wide array of world leaders in our allied
businesses enable us to delve deep in to their repositories of excellence
and expertise for bringing the very latest to the Indian farmer. Our
mainstay is the evolution of a growing and highly motivated team of
experienced professionals spanning diverse fields and relevant
applications. We follow the time tested strategy of selective evolution of
ever going technologies from across the world, followed by innovative

4 4
adaptation of these technologies to meet customer requirements and
provide long term value.

FIL Industries Limited has a strong presence in Crop Protection Industry

in India as well as Apple growing states J&K and HP. It has almost 60%
market share of Crop Protection Chemicals in the state of J&K and
distributing Pesticides through more than 500 Distributors. The Company
Distributor Network is spread across the length and breadth of Kashmir
to source the best Apples for its CA Store. The Company plans to
establish the Farm where new varieties of Apple / Cherries shall be
marketed.

Kohinoor Farm Fresh plans to store for the first ti me in its CA Store ,
billions Pears about 500 Tons. Apple Juice Concentrate Plant Machinery
has been imported from Germany, Austria and CA facilities matches the
best of the international standard. The Company has Automatic Sorting
Line for premium qualit y Apples / Pears. Small Plastics are supplied by
the Company to Small Apple Growers who supplied apples to the
Company¶s Quality Control Department after proper quality checks.

4 4
 Goal of FIL Industries
r
We are engaged in agro-related and allied businesses; and are poised to
grow very rapidly into a profitable transnational corporation. We would
achieve this through:

4 New strategic investments in core and new businesses.

4 Strategic alliances and partnerships with multinational and national
companies.
4 Increased presence in high potential countries.
4 Enhanced market share in key business segments.
4 Competitive edge by continuous quality improvement in our
products and services

4 4
 CORPORATE PHILOSOPHY
4

We continuously work towards:

4 Maximizing customer satisfaction through value addition and quality

improvement in our products and services.

4 Creating a work environment which fosters ethics and integrity,

while supporting individual moral values and personal development.

4 Conducting business in a socially responsible manner that sustains

and protects the environment.

4 Ôpholding the principles and values of product stepwardship that

take care of the health and safety of employees, customers,
suppliers and every community we operate in.

4
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Anything that can be offered to market for attention, acquisition, use or
consumption that might satisfy a want or need.


4 4

Services are the form of product that consist of activities, benefits, or
satisfaction offered for sale that is essentially intangible and do not result
in the ownership of anything.

—4 There is credit card that given to the customer, in presence of these

credit card FIL provide all types of services without getting charges.
—4 When customer of FIL going for purchases then also clean the
transportation that is coming for being filled the juices.
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!-r
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³Product mix is the set of all the products offered for sale by a company.´
The structure of product mix has both breadth and depth. Its breadth is
measured by the number of product line carried and its depth by the
variety of sizes, colors and models offered within each product line..
These have further classifications in various constituents which form the
product line.

  !

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4


Fruitfil mixed fruit juice is a healthy blend of
fruits, packed with the energy and nutrition of
fruits like banana, apple, apricot and
pineapple. Available in 1 Litre packs, the juice
contains the natural goodness of all the fruits.
Bananas ± Which gives an instant, sustained and substantial boost
of energy. They are the nature¶s best source of potassium, which is
known to significantly lower the risk of high blood pressure.

Apples ± A rich source of potassium, folic acid and Vitamin C,

besides also being a natural source of Niacin and Calcium.

Mangoes ± Are high in fibre, are a rich source of vitamins A, B and

C apart from being exotically sweet and delicious.

Apricots ± They are an excellent source of Beta ± carotene, Vitamin

A, Calcium and Vitamin C

Pineapple - One of the most popular of tropical fruits, it is full of

4 4
 vitamins, minerals, fiber and enzymes that are good for the
digestive system. Pineapple juice has been found to relieve
intestinal disorders and soothe the bile. It contains chemicals that
stimulate the kidneys and aid in removing toxic elements from the
body.

Fruitfil ± Kashmir Apple Juice ± 100% Apple Juice



Kashmir Apple Juice is 100% pure and natural
 apple juice made from the choicest of Kashmiri
Apples. Its is without sugar and has no added
 chemicals or preservatives.

The lack of fat, cholesterol and sodium are just one of the few of
the many reasons that make apple juice an important part of a
healthy dietary regimen.

The fruit sugars found in 100% pure natural apple juice serve as an
immediate source of energy together with providing the essential
fluids for the body¶s needs.

Research has shown that a very moderate intake of apple juice has
the potential to reduce risk factors for heart disease in a fairly short
period of time.
100% apple juice is recommended by pediatrics as the first juice
for infants.

APPLE ± GÔAVA ± 100% pure juice


 Enjoy the tropical sweetness of guava with

apple in thus ready to drink 100% natural
 juice. Available in 1 Litre pack the pure fresh
taste of this juice is ideal for healthy, active
 adults and kids.

 Both apple and guava make the juice cholesterol, and sodium free
besides being low in fat and calories. The fruit sugars found in this

100% juice serve as an immediate source of energy together with
providing essential fluids for the body¶s needs.

It is a rich source of Vitamin A and C and helps in reducing bad
cholesterol. Guavas and apples together are beneficial in reducing

4 4
 cholesterol and protecting the heart.


 ORANGE JÔICE


Juicy, sweet and known for its concentration of

Vitamin C, Orange juice is one of the most
 preferred juices amongst all age groups, and is
a healthy drink option.

It is an excellent source of Vitamin C, which is the primary water
 soluble antioxidant in the body. A good intake of Vitamin C in our
daily diets is known to reduce the risk of colon cancer. Research
has shown that Vitamin C supplements cannot give the sam e
benefit as Vitamin C available in orange juice. Orange juice
naturally contains more than 60 phytonutrients, many of which are
known as flavonoids. Research has proven that these flavonoids are
natural anti-oxidants, that help support a healthy cardiovas cular
and immune system.

The amount of potassium in one glass of orange juice can help

reduce the risk of high blood pressure and stroke by 6%. Orange
juice is the most nutrient-packed fruit juice ± a nutrition
powerhouse in a glass. One glass of orange ju ice contains all the
Vitamin C you need in a day, and is also a good source of
potassium, folate and thiamin.

MANGO-APPLE JÔICE

A unique blend of mango and apple, the juice

has the exotic taste of mango with all the
nutrition packed in.

Mangoes ± beyond being delicious, juicy and rich in vitamins,

minerals and anti-oxidants, mangoes contain an enzyme with
stomach soothing properties, which act as a soothing digestive aid,
which gives a feeling of contentment when you drink orange juice.
It is deliciously rich in anti-oxidants, potassium and fiber.

Apples ± With its rich content of potassium, folic acid and Vitamin C

4 4
 are and are known to lower bad cholesterol levels

LADAKH BERRY

³Ladakh Berry´ from Fruitfil, brings you the

goodness of the wonderfruit Seabuckthorn.
Seabuckthorn is a wonder fruit from the
Himalayas, that contains more than 100
nutrients, alongwith 8 vitamins, 24 minerals
and other vital compounds of good health.
It is a unique fruit endowed with rare food qualities and is widely
used for a variety of food and beverage as well as skin care and
pharmaceutical products

Ladakh Berry ± endowed with the benefits of this wonderfruit,

contains over 100 nutrients, is a rich source of bio -active
substances, cartenoids, flavonoids, amino acids and minerals
required by the body. It improves metabolism, reduces risk of
coronary heart problems and angina, strengthens the body¶s
immune system, and is also known to help in impeding ageing
process and memory loss.


TÔK 3

A fun drink for kids, ³TÔK 3´ is a unique and

refreshing blend of apples, mangoes and
seabuckthorn.

Also available in PET Bottle.

A powerful energy drink, TÔK3 provides nutritional benefits with its

tangy taste that is loved by kids. Mangoes, apples and
seabuckthorn contribute the rich content of Vitamin C in the drink,
together with Vitamin A. Seabuckthorn, the wonderfruit, is itself a
power house of nutrients with over 100 nutrients.



FRÔGO APPLE


4 4
 

 A healthy drink option for kids, ³Frugo Apple´

has all the goodness of the apple packed in
 this 200 ml pack.

Apples are one of the most nutritious of fruits. They are fat free,
fibrous and loaded with pectin that aids in digestion and may help
reduce the risk of cancer and heart diseases. Apples provide much
more energy than many of the high sugar snacks.
4
4

SEEDS DIVISION 

4 4
The entry into the seed business was essential for the provision of support
to modern agricultural practices together with the Company¶s crop
protection business. Both the businesses are fundamental to agricultural
productivity and improvement that enables food production to increase
alongside population and economic growth. Seeds remain a critical and
basic input for attaining higher crop yields and contained growth in
agriculture production.

At FIL, with our diverse rage of products and selective sourcing, we aim
to provide high yielding quality seeds with the focus of achieving variety
and diversity simultaneously. Our endeavor is to supply quality and high
yielding seeds to the Indian farmer and create awareness amongst the
farmers of new methods for the introduction of technologically advanced
products.

‘ "#

"#$%‘

1. Sowing: September to November.

2. Climate: Excellent in Cool Climate
3. Plant: Vigour & Ôpright Leaves
4. Maturity: 80- 85 Days after Transplant
5. Curd: Dome Shaped, Compact & Good
Self Covering
6. Colour: Milky White
7. Average Weight : 1.5 to 2.0 KG

!&

"'() 10Gms

*(
Sowing: September to November
Climate : Excellent in cool climate.
Plant: Vigour & upright leaves.
Maturity: 73-78 days after transplanting.
Curd: Dome shaped & compact.
Colour: Milky white.
Av Weight : 1.3 to 1.5 kg

+ ,-

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4
 
"'()10Gms

*(
Plants : Strong with compact leaves.
1st Picking : 40 days after sowing.
Fruits length : 22-26 cm long / 4-5 cm diameter.
Fruit weight : 200-300 gms.
Suitability : All India

/ "--")

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"'()10Gms


*(
Plants : Small frame with high stalk.
Climate: Good results in cool climate.
Maturity: 55 days after transplanting
Spacing: Close spacing ideal.
Head: Green compact round.
Weight: 1 to 1.25 kg.
Suitability : All India

0 "1

"123

Plant : Midium Tall, Shank White

Maturity : Kharif 83- 85 Days, Rabi 95-100 days
Seed Colour : Orange yellow
Yield : 60-80 Qts. / Hectare

2'"

4 4
  
456

"'()100 Gms Tin

*(
Sowing : Rainy and summer season
 Plants : Vigrous, erect with 2-3 branches
Maturity : 45 days after sowing
Inter Node : Short Inter Nodes
Fruits : Attractive green and 4-5 ridges
Suitability : All India

$ "&

77

"'()3 Kg Poly Pack

*(
Plant Height: 95-105 cms
Plant Type: Erect
No. of Trillers/Plant: 16-18 50%
Flowering (Day's): 95-100
Panicle Type: Dense with 300-400 grains.
Seed Shape : Medium Slender
Maturity : 120-125
Yield : High Yield Potential

7 #*


"(8"

"'()10 Gms Pouch

*(
Sowing : In hills (Feb-May-June) in plains (July-
October)
Plants : Erect, Vigrous, Medium internodes.
Maturity: 60-65 days after transplanting.
Spacing : 45x45 cm is ideal
Colour : Dark green, red in ripening
Av Weight : 150 gms

3
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"'()10 Gms

*(
Sowing : Dec to April in hills.
Plants : Vigrous, indeterminate, 6-7 feet long.
Maturity : 65 days after transplanting.
Inter Node : Short inter nodes.
Fruits setting : In bunches (7-9 fruits in one
bunch)
Fruit quality : Flat round deep red, wt 90-110
gms
Suitable : Mainly in hills


6/2

"'()10 Gms

*(
Plants : Vigrous.
Maturity : Medium
Fruit : Square round and deep red Wt 95-100
gms Thick walled fruit with good heat tolerence.

4 4


 

66.66

Since its inception, FIL has been involved in the business of providing
high quality crop protection chemicals to the farmer. In line with our
pledge to serve the agriculture community, we set up a state of the art
manufacturing unit at Jammu, Jammu and Kashmir. The manufacturing
unit has facilities for the formulation of liquid, granules and powder with
an installed capacity of 4500 KL, 4600 KL and 3000 MT respectively.

In India, in order to garner an advantage in agricultural production

comparable to any other country in the world, we realize the importance
of good quality crop protection chemicals for minimizing the losses and
improving the overall productivity in Agriculture. Our emphasis on
research and development, as well as quality, has enabled us to introduce
a wide range of new safer compounds and formulations which are more
effective.

The Company today takes pride in its wide range of insecticide, fungicide,
herbicide, and plant growth products.

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 *(( -(#'

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‘ *"


&*Apple, Grapes

*( Dodecylguenidine acetate
fungicide which is protective, curative and
eradicative. Highly compatible
(except with strongly alkaline materials) and
cost effective.
Very effective against scab diseases.

+
9"*


&*Apple, Grapes, Chillies, Citrus,
Coffee, Potato and Tomatoes etc

*( Dicarboximide fungicide which is
highly compatible and protective in action. Safe
to non-target organisms like honey bees etc.
No fungicidal resistance and toxicity if
judiciously used.

/ "**


&*Apple, Grapes

*( This is a broad spectrum,
systemic fungicide which is protective, curative
as well as eradicative in action. Compatible with
most commonly used pesticides. Has no effects
on useful predators and honeybees.

0 5",,


&*Paddy

*( It controls rice blast (Pyricularia
Oryzae), protects crop from Leaf Blast and Neck
Blast. Compatible with commonly used
fungicides and insecticides. It ensures improved
yield and superior grains quality.

2 * 

4 4
 

&*Cotton, Tomato, Banana, Grapes,
Citrus, Tea, Chillies, Potato

*( Highly effective against leaf curl,
downy, mildew, late blight and early blight.Safe
to beneficial organisms. No phytotoxicity on
recommended dosage.

$
9( 02


&*Apple, Potato, Chillies, Oil Seeds,
Vegetables and Paddy

*( This is a Dithiocarbamate and
Broad Spectrum contact fungicide. Highly
compatible and safe to non-target organisms
like honeybees etc. It has no residual toxicity
and have long stable action.

7
"9(


&*Wheat, Cotton, Vegetables, Potato,
Sugarcane, Paddy, Apple, Chilli, Grapes, Tea
and Mango

*( Benzimidazole Carbamate and
Broad Spectrum systemic fungicide which is
protective, curative and eradicative in action.
Highly compatible (except with lime sulphur).
Safer to non target organisms like honeybees
etc. Cost effective.

: (


&*Apple, Paddy, Grapes,
Groundnuts, Pea, Pomegranate and Mango

*( Has excellent control on scab
and powdery mildew, blight and blast
diseases. Curative and protective in action.
Compatible with most of the pesticides.

4 4
 3 ]7:


&*Apple, Grapes, Potato, Tomato
and Beans
*( This fungicide belongs to the
group of Dimethyldithiocarbamate.Contains
Zinc which is an essential micro -nutrient
required by the plants. Non toxic to beneficial
insects and non phytotoxic to plants.

‘% -)"(


&*Apple, Chillies, Peas and Grapes

*( Provides excellent control to
many economically important diseases of
plants. Has protective and curative properties
against several phytopathogens. Compatible
with other pesticides. Has no phytotoxic
effect on crops.

‘‘ ] 


&* Potato, Paddy, Tomato, Apple,
Beans
*( Contact fungicide of
dithiocarbamate group, control downy
mildew, anthracnose, scab, early blights.

‘+ ""9


&*Groundnut and Paddy

*( Systemic, curative and
protective fungicide which controls blast
disease of paddy crop, leaf spot and rust of
groundnut.

‘/ "(  ]



&* Potato, Grapes
*( Protectant and curative action to
control mildew, blight and damping off
diseases with its contact & systemic action.

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 ‘0 9(


&*Maize, Bajra, Opium, Sorghum


*( Highly active systematic
fungicide for control of downy mildew
diseases.

‘2 *


&*Apple, Grapes, Peas, Cumin, Guar,
Mango, Cowpea.

*( Ôsed as fungicide for controlling
powdery mildew, with instant reclamations of
crop losses.

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^ 5466.66

At FIL, we realize the need to

continuously innovate to
operate successfully in the ever
changing competitive global
environment.

Agriculture is a major
contributing factor to the
country¶s economic growth and
while India boasts of being a
major producer of a variety of
fruits and vegetables in the
world, a lot of produce is lost
due to lack of proper post
harvest management
techniques.
In our endeavour to bring such
infrastructure to the Indian
farmer, the Company has set
up the first atmospheric store of
the state of Jammu & Kashmir
with an integrated capacity of
3500 MT. The store is a first
step towards the setting up of a
well organized cold chain which
is a pre ± requisite to
guaranteeing the supply of high
quality and branded fruits and
vegetables to the market.
Our technology is at par with
the one used in controlled
atmosphere stores
internationally. The store in
Jammu & Kashmir has been set
up with technology from ICA,
ÔK who are pioneers in the field
of controlled atmosphere store
since 1937. The store has been
set up with the technical
expertise of David Bishop ±
Ônited Kingdom, who is a
renowned name in this field.

4

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The benefit of a controlled
atmosphere store over a
conventional cold store is as
follows:
4 A firmer product

4 Longer display life

4 Less core flush, scald &

bitter pit

4 Decreased ethylene
production and ethylene
sensibility

4 Reduced decay sensibility

4  6.66

FIL diversified from ³Crop Protection´ to

³Crop Processing´ and the consumer
division was set up which is primarily
engaged in the manufacturing and export
of fruit juice concentrate.

The geographical advantage of the

location of our manufacturing unit in
Srinagar, Jammu & Kashmir near the fruit
growing areas is the availability of a
diverse range of fruits, which further
helps us source the best quality fruits for
processing. This, together with the
modern state-of-art technology from
Austria installed in our manufacturing
unit has allowed us to reach the highest
quality standards. The manufacturing unit
in Srinagar is India¶s largest fruit juice
concentrate unit and the plant is well
equipped to manufacture concentrates for
fruits like apple, pears, cherry, apricot
and plum.

4
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 The plant is a hallmark of
technological excellence,
commissioned with state of
the art advanced machinery
procured from the best
sources worldwide. The
salient features of the plant
include:

4 A Bellmer double
wrinkle fruit press
from Germany with a
crushing capacity of
20 MT per hour.

4 India¶s first
Ôltrafiltration Plant
from PCI Membrane of
Ônited Kingdom.

4 A separate aroma
recovery unit from
Schmidt Bretten of
Germany that extracts
the aroma of each
fruit in order to
restore the original
flavor to the end
product.

4 A 4 stage Schmidt
bretten Sigmaster
plate evaporator that
ensures the desired
degree of juice
concentration.

FIL is the largest exporter of apple juice

concentrate from India. Our commitment
to quality and product knowledge has
enabled us to reach the principal markets
in the world for apple juice concentrate
and has allowed us to operate with
premium clients in India as well as
abroad. Quality has been our platform for
business development and growth. Our

4
4
unit is HACCP and ISO 9001:2000
certified with regular GMP audits to
ensure quality and commitment to the
highest hygiene standards globally.

Our current product range

includes:

4 Apple Juice
Concentrate

4 Apple Aroma

4 Seabuckthorn
Concentrate

4 Apricot Pulp

4 Cherry Concentrate

4 Plum Concentrate

44 44 44

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!-r 0r%12r
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 &")
Product Life Cycle means the changes in the sales volume of the product
over the life the product. In market there is always ups and downs are
present because this is a dynamic world. Every thing will have to finish
after certain time period, by finishing their life, so the life cycle of FIL is.

We define a product as anything that is capable of satisfying

customer needs. This definition includes both physical products e.g. Cars,
Washing machines, DVD players as well as services e.g. insurance,
banking, private health care. Business should manage their products
carefully over time to ensure that they deliver products that continue to
meet customer wants. The process of managing groups of brands and
product lines is called portfolio planning. The stages through which
individual products develop over time are called Product Life Cycle. The
classic product life cycle has four stages.

6((")
At the introduction stage market size and growth is slight. It is possible
that substantial research and development cost have been incurred in
getting the product to this stage. In addition, marketing costs may be
high in order to test the market, undergo launch promotion and set up
distribution channels. It is highly unlikely that companies will make profits
on products at the introduction stage. Products at this stage have to be
carefully monitored to ensure that they start to grow. Otherwise the best
option may be to withdraw or end the product.

#9")
The growth stage is characterized by rapid growth in sales and profits.
Profits arise due to an increase in output [economies of sales] and
possibly better prices. At this stage, it¶s cheaper for business to inset in
increasing their market share as well as enjoying the overall growth of the
market. Accordingly, significant promotional resources are traditionally
invested in products that are firmly in the growth stage. FIL introduction
stage is successfully done because it comes from the India market and
enters in international market

"&")
The maturity stage is perhaps the most common stage; it is in this stage
that competition is most intense as companies fight to maintain their
market share. Here both marketing and finance becomes key activities.
Marketing spend has to be monitored carefully, since any significant
moves are likely to be copied by competitors. The maturity stage is the
time when most profit is earned by the market as a whole. Fil industries
have not yet entered in maturity stage.

4
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(")
In the decline stage the market is shrinking, reducing the overall amount
of profit that can be shared amongst the remaining competitors. At thus
stage great care has to be taken to manage the product carefully. It may
be possible to take out some prod uction cost, to transfer production to
cheaper facility, sell the product into other cheaper market. Care should
be taken to control the amount of stocks of the product. FIL is a brand
name and company is not in decline stage because their sale increases
day by day.

()

Price is the amount of money for which a product is offered in the market.
The amount of money charged for the product of services of sum of the
value that consumer exchange for the consumers exchange for the
benefits for having or using the product of services price is only which
brings revenue in the market, so it plays a tremendous role in the market.

")()
There is to types of strategies present in marketing. 
4 Market skimming price
4 Market penetration price

"'',,()*

This is high price settings for a new product to skim maximum revenue
layer by layer from the segments willing to pay the high price the
company makes favor but more profitable sales marketer prefer to this
type of price strategies because there is every product that comes in the
market will have to go out from the market every product that comes in
the market will have to go out from the market every product have its
limited life and after spending certain period of time product leave from
the market like the computer software program that comes in the market
has the time period of 6 or 3 months in the past but now there is soft
ware programs that have limited life period of eighteen days, and after
eighteen days there strategy because there point of view is that product
have to go out from the market then they comes up with high prices to
earn profit that minimizes the cost that spends when it was made and
finally out of the market.


"'*("(*
Settings a low price for a new product in order to attract a large number
of buyers and large market shares. Companies also adopt this strategy
when they enter in the market. Fil industries limited also comes up with
the penetration strategy because it is an international market and they

4
4
just want to enter this market now this company enjoying the high profit
and continues in the product life cycle.

 "-8()


"
Now days companies pursue survival as there major objective of pricing
especially when they are plagued by intense competition and changing
consumer wants. Fil Industries Limited also tends to its Fruit Juices in
order to survive the tough competition Crop Processing Division. The
pricing of juices is not in the bands of Fil industries limited or any other
such company. The price of fruits is in the hands of the government.

"(("((*

The next objective of pricing is the maintenance of current profits. At the
moment Fil industries limited is the leader in Fruit and agro industry and
there for tends to maintain its profits through appropriate pricing.

;"&"9*

Fil Juices have been especially formulated to meet the demanding
requirements of a wide range of customers in most countries.

(() 9
Companies usually select the price of their products in accordance to the
following three: customer demand schedule, the cost function and
competitors price. However companies adopt various strategies in order
to price their products.

The strategies adopted by the FIL India ltd are:

1: Price of competitor¶s product

2: Price premium for high quality
3: Price premium for high purity
4: Price premium for better services

()*"

³Going price rate means that a company bases the price of its product in
accordance to the price offered by its competitors.´

") "'

A target market is the market segment which a particular product is

marketed to. It is often defined by age, gender socio-economic grouping.

4
4
Targeting strategies is the selection of the customers u wish to service.
Including;
—4 How many segments to targets
—4 Which segment to target
—4 How many product to offer
—4 Which product to offer in which segments

9"9*")()

—4 Market quality
—4 Target choice
—4 Product positioning

")()")&(((-&


—4 Market maturity
—4 Diversity of buyers need
—4 The companies size
—4 Strength of the competition
—4 The volume of sales requires for profitability

"'
")()

It is the process of evaluating each market segment¶s attractiveness and
selecting one or more segments to enter. Market targeting depends upon
the financial positioning of company. If company is strong financially then
he must go for market targeting. Fil in India produces verities of products. 


"'),("(

Market is the processing which dividing a market in to distinct group of
buyers on the basis of needs characteristics or behave who might requires
separate products or marketing mixing.
Market consist of buyers and buyers differs in one or more ways they may
differing their wants, resources, locations, buying attitude and buying
practice.
Fil india ltd. Divide his market in to following segments:

—4 Demographic segmentation
—4 Geographic segmentation
—4 Psychographic segmentation



4
4
,)"*9),("(
Demographic segmentation is dividing the market in to groups based on
demographic variables such as:

—4 Age
—4 Gender Education
—4 Income
—4 Family size
—4 Occupation
—4 Social class
Fil introduces their product for upper class, upper middle class and middle
class. In other words Fil produces its products for everyone .
)"*9),("(
Geographic segmentation is dividing the market in to different
geographical units such as.
—4 Region
—4 Density
—4 Cities

 "'),("(


There are three levels of market segmentations
—4 Mass marketing
—4 Segment marketing
—4 Niche marketing

" "'()
Fil industries limited go for the mass marketing because its distribution is
very extensive. Internationally its products are goes into international
market.

(()
The process of arranging of product to occupy clear distinct and desirable
place related to competing products in the minds of target consumer. Fil
India company lies its growth stage in the market and enjoys 60%
shares. Now gradually with the increase of growth rate is expands its
products line and also its distributions.

"'() 9"((
³Marketing channels are set of interdependent organizations involved in
the process of making a product or service available for use or
consumption´
The entities involved in the distribution of Fil products in India are:

—4 Supply Chain Department

—4 Exporters

4  4
 —4 Distributors
—4 Domestic Market
—4 Consumer

9 "'9"

At the moment FIL India has a market share of about 50% to 65% in
India. It is trying hard to become the market leader in India. For this
purpose it is taking the following steps.

<"") "'"


,
(#)
Fil India is fully committed to achieve excellence in customer services and
product quality. This can only be done by having complete knowledge of
the needs and wants of their customers.
()
,"((()
. India¶s largest Apple Juice Concentrate producer and pioneer of
Controlled Atmospheric Store in J&K, India with three CA Ônits in
Srinagar (Kashmir). The Company plans to process 30,000 MT of Apples
in its Apple Juice Concentrate Plant and is a ll set to procure another
30,000 MT premium quality Apples 
( ((
³Line extension means including new products in the product line.´
Fil has recently extended the product by introducing TÔK 3 fruit juice


5"&^()
Another feature of a good market leader is to heavily advertise in order to
compete with the competitors and to create more awareness amongst
already existing and new customers.
Fil also adopts the same strategy. It advertises both on electronic and
print media to keep its customers well informed.
("(^#"(
. Fil Industries limited offers different kinds of discounts to its customers.

"9(
³A cash discount is a price reduction offered to buyers to pay their bills
promptly.´
Fil offers such discounts to its distributors. The distributors take the
products from the depots and have to pay in a certain time period.

4  4
<"(&(
=A quantity discount is a reduction in price on the basis of quantity
purchased or consumed.´
There is no set pattern according to which Fil offers quantity discounts,
however it keeps on introducing certain schemes in order to keep its
customers and consumers satisfied and intact.

,(

^()
³Advertising is any paid form of non-personal presentation and promotion
of ideas, goods or services by an identified sponsor.´


(^,(
There are differentkinds of advertisements which a company may adopt
during the PLC.
Fil also requires advertising its products in order to crea te awareness
about the new or already existing products.
The types of advertisements which Fil Industries Ltd. Has adopted are as
follows:

6(,"^,(
³The type of advertising which is done during the introduction stage of a
product is known as informative advertising.´
Fil adopted this strategy when it launched its TÔK 3. It adopted all kinds
of media to inform the public about the new product. Fil Advertised
through News Papers, billboards, etc.to build a good product image in the
minds of the customers.

"^()
³The advertising done to compete with the competitors and to create
more demand of the product in comparison to the competitor¶s products,
is known as persuasive advertisement.´
Fil India Ltd. also adopts such strat egy to compete with its competitors.

( "-4^()


³Media is basically a carrier which carries a message or any kind of
information from the sender to the receiver.´
The different kinds of media used by Shell Pak .Ltd. are:
4 Radio
4 Internet
4 Telephone Service (0194 -2474543 / 2455161)
4 Newspapers
4 Magazines

4 
4

9   " 

The business portfolio is the collection of business and products that make
up a company. The best portfolio is the one that fits the company¶s
strengths and helps to exploit the most attractive opportunities.
The company must:
4 Analyze its current business portfolios and decide which should need
more or less investment.
4 Develop growth strategies for adding new products and businesses to
the portfolio while, at the same time, deciding which products and
businesses should no longer be retained.
An SBÔ is a unit of the company that has a separate mission statement
and objectives and that can be planned independently from the other
businesses. An SBÔ can be a company division, a product line or
individual brands.

"
Stars are high growth businesses competing in the market. Often they
need heavy investment to sustain their growth. 

"9 #
Cash cows are low growth businesses with relatively high marke t share.
These are mature successful businesses with relatively little need for
investment.

<( "'
These are the SBÔs with low market share but which operate in higher
growth market.

)
Dogs refer to businesses that have relatively low share in unattractive low
growth markets. Organizations prefer to divest from dogs.

6(   " 
We put FIL in Stars in the BCG Matrix because shell has a good market
share and it has the opportunities to grow more.

4 4

9
^("&

SWOT stands for Strengths, Weaknesses,Opportunities &Threats. In

which, Strengths and weaknesses are related with internal environment of
the organization and opportunities and threats are related with external
environment of the organization.


()9

Fil strengths mean what are the positive points of the organization. The
strengths of shell Pakistan Ltd are:

—4 The managers regard their sub ordinates.

—4 Main focus of the organization to increase their customers.
—4 Managers use participative approach.
—4 Their employees are highly motivated.
—4 They hire local employees.
—4 No clash with GOVT. or any agency.
—4 They care about the hygienic factor.
—4 Fil is using effective means for the promotion of its products.
—4 Fil provides in time deliver to their distributors.
—4 Incentive based policies for motivating employees.
—4 Fil has international Standard warehouses.

"'(

—4 They are not offering any package to their regular customers.

—4 They are not offering any bonus package scheme.
—4 Fil has less retail managers
—4 They have no proper shades and sitting arrangement at the filling
stations.
—4 There is no proper drainage system at filling station.

**(

—4 Fil is an international company so it should introduce packages.
—4 Company has an opportunity to give special packages to i ts
employees.

9"

Threats are actually competitors.
—4 Tropicana fruit juice
—4 Real fruit juice.
—4 Entry of new companies in this industry.

4 4
 ((,("^("&

 ("((,(

For the analysis of external environment following are important factors
(PEST).

j4 Political forces
j4 Economic forces
j4 Socio cultural forces
j4 Technological forces

"

In kashmir there are rapid changes of Government since poison. Each
government that came in power condemned the planning work done by
the precious government. The slow development due to political instability
but now the preset government is very stable to grow beca use govt. is
providing incentives to different industries.

(,

The new Kashmir government has vowed to meet the grievances of
Kashmiris by restoring peace, restraining the security forces, preventing
human rights abuses, and reviving an economy devastated by war. So the
industry has difficulties coping with external issues
.


9()"

Kashmir environment regarding the technology is not very advance due to
the lack of resources..Horticulture industry has not boomed because of
disputed condition of the state. so Fil is facing many problems in tackling
various issues.

)"(1"(" 

THE Rs 100-crore FIL Industries Ltd has jumped on to the packaged fruit
juice bandwagon with the `Kohinoor' brand and plans to invest Rs 20
crore in the new venture within the first year.

Launched in three flavours initially, Kohinoor will see five more variants
by the end of this year.

And in a bid to further expand the Kohinoor portfolio, FIL has signed a
technology transfer agreement with the Defence Research and
Development Organisation (DRDO) to develop products from the

4 4
seabuckthorn berry, found mainly in the Ladakh region of Jammu &
Kashmir. The company plans to add `Ladakh berry juice' to the Kohinoor
portfolio soon.

&* 

1)4 Marketing
2)4 Financial
3)4 Research and Development
4)4 Human Resource
5)4 Operation
6)4 Information System

"'()

Fil has strong distribution channels. Their market size is very large.
Therefore, marketing staff is very efficient and their main objective is
satisfying the customer and people have the brand loyalty.

"'"9*(("(


Fil is considered to be the market leader in innovation. It was the first
company to get legal approval to operate mini-market.. It provides
suggestive literatures to its customers while launching a new product
such as TÔK3 and LADAKH BERRY etc.

6(("(9'&**(&


And in a bid to further expand the Kohinoor portfolio, FIL has signed a
technology transfer agreement with the Defence Research and
Development Organisation (DRDO) to develop products from the
seabuckthorn berry, found mainly in the Ladakh region of Jammu &
Kashmir

"9"(*,(


Research and development strategy deals with product and process
innovation and improvement. Fill spends on research and development
more than most in the other companies to differentiate the performance
of its products to its competitors.

5,"( 

FIL provides the training facilities to their labo ur and management to
create the good relation to their employees. Fill Company also motives its
employees and provides different incentive on their good pe rformance.

4 4
*"(

Operation of the company is based on continues improvement is the
acknowledgement that workers experience and knowledge can help to
shoe production problem and contribute towards tightening variances and
reducing error.

6(,"(&,

FIL design and manage high-class information system that improves the
productivity and decision -making. In organization information may be
collected, stored and synthesized in such manner that answers important
operational and strategic questions. 
Information system is one of the strength of the organization. It provide
aid in environmental scanning and in controlling activities, it can also used
as a weapon in gaining competitive advantage.































4 4
 ( "'()")&66(

The current strategy of Fil is concentrate on its business and selected
market areas. By using this strategy company expands its business by
upgrading its warehouse facility in state
Especially they are concentrating in the following three areas:

—4 Customer Services
—4 Brand Image
—4 Quality and quantity

,

Fil Industries Ltd is working for customer satisfaction because customers
play a very vital role in the prosperity or failure of a particular company.
That is the reason that Fil is operating with the basic aim to satisfy its
customers and provide better and better service to its customer. In brief
it can be said that Fil gives a strong emphasis on customer services.

 "(6,")

The Second strategy of Fil is creating a strong Brand image of the
company in the customer mind.. In addition, new sites are being acquired
in strategic locations.

<"&"(<"(&

The third strategy of the company is to set standards for reliability and
honest dealing because it is fundamental to the company¶s reputation. For
the improvement of quality and quantity following points are important.

ë4 Quality and Quantity Control Ônits

4 4