1. Allana Institute of Management Sciences, Pune 1
A
PROJECT REPORT
ON
“TEST MARKETING & CUSTOMER INTERACTION OF
MALA’S JAM IN PUNE CITY”
COMPILED FOR
MALA’S FRUIT PRODUCTS,
PANCHGANI
SUBMITTED TO
UNIVERSITY OF PUNE
IN PARTIAL FULFILLMENT
OF
MASTER IN BUSINESS ADMINISTRATION
SUBMITTED BY,
MUGAL MUNIR YUNUS
M.B.A. – MARKETING
M.C.E. SOCIETY’S
ALLANA INSTITUTE OF MANAGEMENT SCIENCES,
PUNE.
(2007-2009)Allana Institute of Management Sciences, Pune 2
ACKNOWLEDGEMENT
The feeling of gratitude arises from the bottom of the heart. A small, but an
important and timely help can prove to be a milestone‟s in one‟s life. My
experience throughout the completion of the project has been a very pleasant

2. one and has enlightened me in various ways as a student and as a human
being.
The project is dedicated to all the people whom I met, talked, interviewed,
worked and learnt something from them. On this occasion, I want to grab
this opportunity to acknowledge my sincere thanks to all of them while
submitting this report.
To start with the college, I would like to thank our Director of the college
Dr. K.K.Singh, our Course Coordinator Prof. Akhtar Ali Sayyed and project
guide Prof. Sheryl Xavier and all Professors of our college whose help and
guidance has been of immense value throughout the completion of this
project.
Secondly, I would like to thank the Managing Director and team members of
esteemed organization MALA‟S Fruit Products, for their full cooperation
during summer internship program. It has helped me in bringing my best to
make this project successfully.Allana Institute of Management Sciences, Pune 3
Last but not the least, I would like to thank my peers, colleagues, friends and
all those who have helped me in bringing out my best to make this project a
success.
DECLARATION
I, Mugal Munir Yunus, a student of Allana Institute of Management
Sciences, Pune. would like to declare that project title “TEST MARKETING
& CUSTOMER INTERACTION OF MALA‟S JAM IN PUNE CITY” for
the MALA‟S Fruit Products in Pune city, is the result of original research
carried out by me in the partial fulfillment of Master in Business
Administration of University of Pune.Allana Institute of Management Sciences, Pune 4

3. MUGAL MUNIR YUNUS
Date:
Place:
CERTIFICATE
This is to certify that project report titled “TEST MARKETING &
CUSTOMER INTERACTION OF MALA’S JAM IN PUNE CITY” is a
bonafide work carried out by Mugal Munir Yunus, student of M.B.A.-II of our
institute for the fulfillment of Master in Business Administration degree of
University of Pune. He has worked under our guidance and supervision.Allana Institute of Management
Sciences, Pune 5
Dr.K.K.Singh, Prof. Sheryl Xavier,
(Director) (Internal Guide)
Date: Date:
Place: Place:
TABLE OF CONTENTS
Sr. No. Particulars Page No.
1. Executive Summary 1
2. Introduction 3-8
a) Background Of The Study 3
b) Objectives 5
c) Scope 6
d) Limitations 7
e) Significance Of The Study 8
3. Company Profile 9
4. Literature Review 16Allana Institute of Management Sciences, Pune 6
5. Research Methodology 21-29

4. a) Research Design 21
b) Sources Of Information 23
c) Sample Design 27
6. Data Analysis And Interpretation 30
7. Findings 43
8. Conclusions 44
9. Suggestions 46
10. Scope For Future Research 48
11. Annexure 49-52
a) Questionnaire 49
b) Bibliography 51
c) Other Related Materials 52Allana Institute of Management Sciences, Pune 7
1. Executive summaryAllana Institute of Management Sciences, Pune 8
2. IntroductionAllana Institute of Management Sciences, Pune 9
3. Company ProfileAllana Institute of Management Sciences, Pune 10
4. Literature reviewAllana Institute of Management Sciences, Pune 11
5. Research MethodologyAllana Institute of Management Sciences, Pune 12
6. Data analysis and InterpretationAllana Institute of Management Sciences, Pune 13
7. FindingsAllana Institute of Management Sciences, Pune 14
8. ConclusionsAllana Institute of Management Sciences, Pune 15Allana Institute of Management
Sciences, Pune 16
9. SuggestionsAllana Institute of Management Sciences, Pune 17
10. Scope for Future ResearchAllana Institute of Management Sciences, Pune 18
11. AnnexureAllana Institute of Management Sciences, Pune 19
Executive Summary
Project Title: “TEST MARKETING AND CUSTOMER INTERACTION

5. FOR MALA‟S JAM IN PUNE CITY”.
This project was undertaken at the MALA‟S FRUIT PRODUCTS, one
of the pioneers of the Jam in India. At MALA‟S their jams and crushes are
made from the finest hand-picked fruits from the highly maintained orchards
of India ensuring best quality. They strive to achieve reputation for
excellence in quality of their products by providing the best ingredients and
ensuring their satisfaction.
The research was conducted for a period of 60 days in the distinct
areas of Pune city. I have given the customers to sample the taste of the Jam,
surveyed 500 respondents over there and collected the data. Collected data
was formulated and analyzed using distinct analytical and graphical
methods.
This research was conducted to find out the level at which this event
has taken place and how it has affected in increasing the awareness about the
product, taste of the product, brand name, advertising, generating sale of the
Jam. I have chosen this project as it is an FMCG Company and I wanted to
interact with the end user so as to learn customer‟s perception and how to
approach and convince them?Allana Institute of Management Sciences, Pune 20
SWOT analysis has studied of the firm that is strengths and
weaknesses of the organization and opportunities and threats in the
environment. Company has fabulous quality as well as range of price of
different packs of products which is required by the Customers. But
Company needs to concentrate on physical distribution and promotion which
would improve the performance of the company.Allana Institute of Management Sciences, Pune 21
a.) Background of the study:

6. This project was undertaken at the MALA‟S FRUIT PRODUCTS, one of the
pioneers of the Jam in India. The research was conducted in order to study
test marketing and customer interaction.
The research was conducted for a period of 60 days in the distinct areas of
Pune city like Sinhgad Road, Paud Road, Model Colony, Koregaon Park,
Eranwade, Vishrantwadi, Shiva Nagar, Yerwada, Vadgaon Sheri, Viman
Nagar, Khadki etc. and I have surveyed 500 respondents over there.
The main ideology behind test marketing and customer interaction is as
follows:
I have given the customers to sample the taste of the Jam when they visited
the canopy of the test marketing and I have sold the Jam to them at
discounted rates.
Hence this research was conducted to find the level at which this event has
taken place and how it has affected in increasing the awareness about the
product, brand name, advertising and generating sale of the Jam.
Afterwards collected data was formulated and analyzed using distinct
analytical and graphical methods and concluded.Allana Institute of Management Sciences, Pune 22
Last but not least, I have chosen this project as it is an FMCG Company and
I wanted to interact with the end user so as to learn customer‟s perception
and how to approach and convince them? I have learnt many other
invaluable things in the summer internship program.Allana Institute of Management Sciences, Pune 23
b.) Objectives:
The objectives of this research are as follows:
‟
 To study the level of awareness and buying behavior of MALAS Jam in
the mind of customers.

7.  To comprehend the sales level of the Jam in distinct areas of the Pune
city.
 To comprehend the
reasons for nil purchases.
 To study the satisfaction level of the customers.
 To study the demand of particular flavor by the consumers.Allana Institut of Management Sciences,
e
Pune 24
c.) Scope:
Scope means area covered. Following things are covered in this
research:
I. The aim of the project is to study test marketing and customer interaction.
II. The survey covered 500 customers from distinct areas of Pune city.
III. At each outlet 25 customers were covered.Allana Institute of Management Sciences, Pune 25
d.) Limitations:
There are many limitations in this research. Following are the major
ones in this research:
I. Lack of time and money:
There was a shortage of time to approach each and every respondent
for survey and the budget of the survey was limited, which was a major
limitation.
II. Lack of cooperation from respondents:
This was the major limitation from the side of the respondents at the
time of inviting for free taste of the jam at the canopy. They were not willing
to spend much time over there.Allana Institute of Management Sciences, Pune 26
e.) significance of the study:
Significance as an organization point of view:
I. In today‟s competitive corporate world it is very essential for an

8. organization to be aware about the market situation and customers
preferences.
II. It will be helpful in fulfilling the information regarding the market.
Significance as an individual point of view:
I. This study has been helpful in gaining knowledge of market research,
In the field of FMCG company.
II. It has given me a valuable experience in the FMCG sector.Allana Institute of Management Sciences,
Pune 27
Company Profile
A Fruitful Journey:
When the British left India, they also left behind their mark on our nation.
They influenced a number of habits including those of food. One of the
many food cultures they impressed is that of today‟s most popular breakfast
accompaniment – The Jam.
In the year 1958, Mr. Taiyab MALA‟S vision and stoic gave birth to India‟s
most sought after fruit-based goodie manufacturing company – MALA‟S.
What started as a hobby in 1958 has slowly & steadily turned the MALA‟S
brand into a household name in the fast moving consumer market.
What keeps the company going is their dedication to quality, the secret
homemade jam & fruit crush recipes and the undying affection, support
offered to their working staff.
The company having started with a production of ½ tonne for the year, today
has a production of 500 tonnes of Jam. Mala‟s has a marketing network in all
major cities of India and has also been exporting its goods to various
countries.Allana Institute of Management Sciences, Pune 28

9. Here They Are:
Nestled amidst the lush evergreen mountains of Panchgani, in nature‟s very
own basket is India‟s priceless range of fruit-based goodie manufacturer –
MALA‟S.
With an adroit experience of 50 years, MALA‟S has been continually
providing India with unrivalled fruit-based products.
“The belief in them and determination to excel is creating the confidence in
our business partners across all levels of service.”
Mission of the company:
“At MALA‟S they promise to leave customers varied taste-buds as gratified
as their fruitful journey in building the country‟s most sought after brand for
processed fruit products. They are also committed in bringing us processed
fruit products closest to the quality that nature intended. Thus their Berry
good products are equally enjoyed by the young and old alike!”
Company’s Quality Policy:
They shall strive to achieve reputation for excellence in quality of their
products by providing the best ingredients and ensuring their satisfaction.
MALA‟S is committed to continually improve all its systems through the
process of measuring, monitoring and setting objectives for continual
improvement of all its areas of operations.Allana Institute of Management Sciences, Pune 29
Their Treasure, Their Products:
At MALA‟S their jams and crushes are made from the finest hand-picked
fruits from the highly maintained orchards of India ensuring best quality.
Their factories are equipped with state-of-art-machinery. Their labs and
Food Technologists ensure Quality Control and R&D. So at MALA‟S they

10. have, Nature‟s finest fruits, bottled with love!
MALA’S JAM – 200GM CUP
 Mixed Fruit Jam
 Strawberry Jam
MALA’S JAM – 500GM REFILL PACK
 Mixed Fru Jam
it
 Strawberry Jam
 Orange Marmalade Jam
 Pineapple Jam
 Mango Jam
 Strawberry Jam
 Raspberry
Jam
 Mulberry Jam
 Apple Jam
 Apricot jamAllana Institute of Management Sciences, Pune 30
MALA’S JAM – 500GM JAR
 Mixed Fruit Jam
 Strawberry Jam
 Orange Marmalade Jam
 Pineapple Jam
 Mango Jam
MALA’S JAM – 1KG JAR
 Mixed Fruit Jam
 Strawberry Ja
m
 Pineapple Jam

11.  Mango Jam
MALA’S CRUSH – 700ML PET BOTTLES
 Mulberry crush
 Orange crush
 Mango crush
 Pineapple crush
 Raspbrry crush
e
 Green apple crush
 Kiwi crush
 Butter scotch crush
 Litchi crush
 Black current crushAllana Institute of
Management Sciences, Pune 31
 Custard apple crush
 Guava crush
 Strawberry crush
 Strawberry whole crush
MALA’S SQUASH – 700ML PET BOTTLES
 Orange squash
 Mango squash
 Lime squash
 Ginger cocktail squash
 Mango panha squash
MALA’S CORDIAL – 700ML PET BOTTLES
 Blue Curacao cordial
 Raspberry cordial

12.  Lime cordial
 Kokum cordial
MALA’S SYRUP – 700ML PET BOTTLES
 Rose syrup
 Kesar syrup
 Khus syrupAllana Institute of Management Sciences, Pune 32
MALA’S OTHER PRODUCTS
 Chocolate sauce 400ML
-
 Honey 400ML
–
The Packaging:
Apart from the product MALA‟S has made a lot of innovations in the
packaging. MALA‟S was the first to introduce the lug cups in India in close
association with Larsen & Turbo (L&T). MALA‟S again pioneered the refill
packs for Jams which is very popular today in the market.
The Equipments:
MALA‟S is fully equipped and all the equipments are from reliable and
established companies. MALA‟S has the latest Boilers, Pulpers, Jacketed
Pans, Filling Machines, Capping Machines, Labeling Machines, Ink Jet
Printers, Stirrers and Miscellaneous equipments. MALA‟S has a fully
equipped lab for Quality Control and R&D.
The Technical Force:
MALA‟S apart from having the best equipments is also well equipped with
technical manpower. One of the partners, who is highly qualified controls
the QA ad R&D. Qualified Food Technologists are looking after day to day
production.Allana Institute of Management Sciences, Pune 33

13. The process:
In a particular fruit season bulk quantities of the fruit are purchased, washed,
pulped and stored by the sulphitation.
To make Jam the pulp which is the base is cooked in a pan till the
preservative is brought down to 40ppm. Sugar syrup which is prepared
separately in syrup tanks is then added to the fruit pulp and cooked again.
Pectin which is a derivative from fruit is added as a jellifying agent. Citric
and coloring plus flavoring is added to standardize the batch. Once the batch
is ready it is checked for all parameters and is then sent for filling. Filling
takes place on automatic machines and is untouched by human hand. Jam at
the time of filling is in liquid form and solidifies on cooling.
Achievements:
MALA‟S Ranked No. 1 JAM in INDIA
MALA‟S has the Least quantity of preservative
Consumer VOICE says during 2006, “The Good Buys! - MALA‟S, the littleadvertised brand from
Maharashtra, gets the top position and a score of
86.53. MALA‟S pectin content is low, which is a good sign; and it also has
the least amount of the preservative benzoic acid. Priced at Rs. 52 for a 500
gm jar, it is cheaper in terms of its cost, than some other brands.”
BRANDS TESTED
MALA‟S JAM RANKED #1 in a survey done by Consumer Voice when
compared with other 12 leading Jam brands in India.Allana Institute of Management Sciences, Pune 34
Literature review
Test marketing and customer interaction
What is the meaning of Test Marketing?
The amount of test marketing needed varies with each existing product

14. as well as new product. Test marketing cost can be enormous, and test
marketing takes time that may allow competitors to gain advantages. When
the costs of developing and introducing the product are low, or when
management is already confident about the new product, the company may
do little or no test marketing.
“The stage of new-product development as well as existing product
where the product and marketing program are tested in more realistic market
settings.”
Approaches of Test Marketing:
When using test marketing, consumer products companies usually
choose one of three approaches:
1. Standard Test Markets
2. Controlled Test Markets
3. Simulated Test MarketsAllana Institute of Management Sciences, Pune 35
1. Standard Test Markets:
Using standard test markets, the company finds a small number of
representative test cities, conducts a full marketing campaign in these cities,
and uses store audits, consumer and distributor surveys, and other measures
to gauge product performance. The results are used to forecast national sales
and profits, discover potential product problems, and fine-tune the marketing
program.
2. Controlled Test Markets:
Several research firms keep controlled panel of stores that have agreed
to carry new products for a fee. The company with the new product specifies
the number of stores and geographical location it wants. The research firm

15. delivers the product to the participating stores and controls shelf location,
amount of shelf space, displays and point-of-purchase promotions, and
pricing according to specified plants. Sales results are tracked to determine
the impact of these factors on demand.
3. Simulated Test Markets:
Companies also can test existing or new products in a simulated
shopping environment. The company or research firm shows ads and
promotions for a variety of products, including the new product being tested,
to a sample of consumers. It gives consumers a small amount of money and
invites them to a real or laboratory store where there may keep the money or
use it to buy items. The researchers note how many consumers buy the new
product and competing brands. This simulation provides a measure of the Allana Institute of
Management Sciences, Pune 36
trial and the commercial‟s effectiveness against competing commercials. The
researchers then ask consumers the reasons for their purchase or non
purchase. Some weeks later, they interview the consumers by phone or
determine product attributes, usage, satisfaction, and repurchase intensions.
Using sophisticated computer models, the researchers then project national
sales from results of the simulated test market.
For this research, controlled test markets were used for test marketing
of MALA‟S Jam.
Reference: Principles of Marketing, seventh edition, Philip Kotler and Gary
Armstrong, page no. 321.
What do you mean by customer and consumer?
“Customer may be a consumer and consumer may be a
customer”.

16. Customer is the person who buys the products for his personal consumption
or for consumption of others or for resale, while consumer is the person who
is the final user of the product.
Meaning of research:
“Research is a careful & exhaustive investigation of a phenomenon with an
objective of advancing knowledge.”Allana Institute of Management Sciences, Pune 37
“Research is a systematic and objective attempt to study the problem for the
purpose of deriving general principles.”
“It is a contribution to the knowledge. It is an advancement of knowledge. It
is a solution to the problem, throwing a light of old knowledge.”
Meaning of research methodology:
“Research methodology means the scientific logic behind the investigation
and justification for selecting the methods by philosophical base.”
Meaning of the research design:
“Research design is a blue print, it‟s a framework.”
“A research design is the logical and systematic planning and directing a
piece of research.” – P.V.Young.Allana Institute of Management Sciences, Pune 38
Six descriptor of research design:
1. Type of research:
a. Exploratory study
b. Descriptive study
c. Causal study
2. Nature of research:
a. Qualitative study
b. Quantitative study

17. 3. Type of questionnaire:
a. Structured
b. Unstructured
4. Type of questions:
a. Open-ended questions
b. Dichotomous questions
c. Close-ended multiple choice questions
5. Type of analysis:
a. Subjective
b. StatisticalAllana Institute of Management Sciences, Pune 39
a.) Research Design
Introduction:
Research always starts with a question or a problem. It‟s purpose is to find
answers to questions through the application of the scientific method. It is a
systematic and intensive study directed towards a more complete knowledge
of the subject studied.
Following are the descriptors of research design that have been
used for the research:
1. Type of research:
a. Descriptive study:
A descriptive study is undertaken when the researcher wants to know
the characteristics of certain groups such as age, sex, educational level,
income, occupation etc. In contrast to exploratory studies, descriptive studies
are well structured. For e.g., questionnaire filled up through survey.

18. 2. Nature of research:
a. Quantitative study:
Quantitative study involves generation of data in quantitative form
which can be subjected to thorough quantitative analysis in a formal and
rigid fashion.Allana Institute of Management Sciences, Pune 40
3. Type of questionnaire:
a. Structured:
A structured questionnaire is a formal list of questions framed so as
to get the facts. The interviewer asks the questions strictly in accordance
with a prearranged order.
4. Type of questions:
a. Dichotomous questions:
The dichotomous question has only two answers in the form of „yes‟
or „no‟, „true‟ or „false‟, „use‟ or „do not use‟ etc.
b. Close-ended multiple choice questions:
In this case, the respondent is offered two or more choices. The
marketing researcher exhausts all the possible choices and the respondent
has to indicate which one is applicable in his case.
5. Type of analysis:
a. Statistical:
This is a quantitative data, like numerical data which has been used for
this research. Allana Institute of Management Sciences, Pune 41
b.) Sources of the Data:
There are two sources of data:

19. A. Secondary data
B. Primary data
A. Secondary data:
Any data which have been gathered earlier for some purpose are
secondary data in the hands of the marketing researcher.
Sources of secondary data:
Sources of secondary data are as follows:
a. Internal
b. External
a. Internal:
I. Accounting records
II. Sales force reports
III. Miscellaneous reports
IV Company experts
b. External:
I. Libraries
II Literature
III. Periodicals
IV. Census & registration dataAllana Institute of Management Sciences, Pune 42
V. Trade association
VI. Government department
VII. Private sources
VIII. Syndicated services
IX International organization
X. References & bibliography

20. XI. Volume of statistics
XII. Advertising agencies
From the above these, I have made use of all the internal sources. But I
have made use of some external sources like Libraries, Literature,
Periodicals, Private sources, References & bibliography, Volume of statistics
etc.
B. Primary data:
The marketing researcher should, first of all, explore the secondary
data from various sources and examine the possibility of their use for his
study. In several cases, he may find the data inadequate or unusable and
therefore, he may realize the need for collecting first hand data. As in the
case of every day life, if we want to have first hand information any
happening or event, we either ask someone who knows about it or we
observe it our selves, or we do both. The same is applicable to marketing
research. Thus, the two main methods by which primary data can be
collected are:
a. Observation
b. QuestionnaireAllana Institute of Management Sciences, Pune 43
a. Observation:
Observation is one of the methods of collecting data. It is used to get
the past and current information.
b. Questionnaire:
Researcher or marketer asks to respondents for required data through
pen and paper in a particular format which is called questionnaire.
Types of questionnaire:

21. Basically, the questionnaire can be classified into two:
I. Structured Vs Unstructured questionnaire
II. Disguised Vs Undisguised questionnaire
For this research, the structured-nondisguised questionnaire was
used to collect the primary data. This questionnaire was made so as to collect
facts, opinions, preferences or reasons for buying a particular brand.
Majority of the questions in this questionnaire were multiple-choice
questions. As it helps in getting the exact response from the respondents, the
phrasing of questions was made in such a manner that there was no
ambiguity. In the beginning of the questionnaire, there were general
questions and specific questions in the end. The ordering of questions was Allana Institute of
Management Sciences, Pune 44
made in such a way that the respondents maintain his or her interest up to the
last word. The number of questions was also minimum as far as possible.
The layout of questionnaire was made in an impressive manner in order to
maintain the interest of respondent up to the last word. A copy of
questionnaire is attached in annexure.Allana Institute of Management Sciences, Pune 45
c.) Sample design:
Sample design includes:
1. Population:
Population refers to the total number of respondents those are
applicable for interview purpose. For this survey, population is people of
Pune city.
2. Sample element:
Sample element is the object from which we collect information, and
to whom we interview. It can be any particular human being which is

22. required for survey. For this survey, it can be any customers and
consumers of retail outlets.
3. Sample frame:
Sample frame is the list which includes the name of all the
respondents or details of all respondents. For this survey, it can be
collected through questionnaire.
4. Sample extent:
Sample extent is the geographical area where sample elements are
selected. For this survey, geographical area was distinct areas of pune
city.Allana Institute of Management Sciences, Pune 46
5. Sample duration:
Sample duration is the time for interview with respondents which
means that how long this interview is carried out? For this survey, it was
around 30 days.
6. Sample unit: Sample unit is the body that contains sample element.
For this survey, it was the retail outlet where we approached
respondents at the canopy which was set up by us.
7. Sample size:
Sample size means that how many people will we question? There are
two basic approaches for determining sample size i.e. adhoc or practical
approach and statistical approach. For this survey, it was 500 respondents.
8. Sample technique:
Sample techniques are divided into two:
A. Probability sampling method:
1. Simple random sampling

23. 2. Systematic random sampling
3. Stratified random sampling
4. Cluster sampling
5. Multi-stage sampling
6. Multi-phase sampling
7. Replicated samplingAllana Institute of Management Sciences, Pune 47
B. Non-probability sampling method:
1. Quota sampling
2. Judgmental sampling
3. Accidental sampling
For this survey, Simple random sampling technique was chosen
for consumers’ survey. In the society, many people aging above 6 years
would like to have a taste of the jam.Allana Institute of Management Sciences, Pune 48
1) Consumption of Jam
Response
93%
7%
Yes
No
Table of graph:
Response Yes No
No. of Customers 500 37
Interpretation:
The above graph shows that 500 customers would like to use the Jam and 37
customers would not like to use the Jam as per our sample size. It suggests

24. that 93% respondents are user of the Jam and 7% respondents are non-user
of the Jam.Allana Institute of Management Sciences, Pune 49
2) Brand preferred by customers
0
20
40
60
80
100
120
No. of Respondents
Kissan
Mapro
MALA'S
Manama
Surbhi
others
Brand Name
Brand Preferred
Table of graph:
Brand No. of Respondents % of Respondents
Kissan 118 23.6 %
Mapro 107 21.4 %
MALA‟S 95 19 %
Manama 42 8.4 %

25. Surbhi 67 13.4%
Others 71 14.2 %
Interpretation:
The above graph shows that which brand is preferred by customers
specifically for the Jam. Thus, 19% customers preferred MALA‟S Jam
whereas 21.4% & 23.6% customers preferred Mapro and Kissan
respectively. Allana Institute of Management Sciences, Pune 50
3) Persons consume Jam in the family
0
20
40
60
80
100
120
140
160
No. of customers
1 Person 2 Person 3 Person 4person 5 Person
Response
Table of graph:
No. of Persons
Consume
No. of Respondents % of Respondents
1 77 15.4 %

26. 2 104 20.8 %
3 153 30.6 %
4 70 14 %
More than 4 96 19.2%
Interpretation:
The above graph shows that how many persons are consuming the Jam in a
family. Thus, 3 persons in a family are consuming more as per the sample
that is 30.6%. Allana Institute of Management Sciences, Pune 51
4) Consumption in a month
0
50
100
150
200
250
No. of customers
200 gms 500 gms 1 kg More than 1
kg
Quantity
Table of graph:
Quantity Persons % of Respondents
200 Gms. 55 11 %
500 Gms. 245 49 %
1 Kg. 106 21.2 %
More than 1 Kg. 94 18.8 %

27. Interpretation:
The above graph shows that how much consumption of Jam is being
consumed by customers in a month. Thus, pack of 500 gms is being
demanded more as per the sample that is 49%.Allana Institute of Management Sciences, Pune 52
5) Flavor that is used most in the family of respondents
0
20
40
60
80
100
120
140
160
Mix Fruit
Mango
Strawberry
Apple
Orange
Apricot
Pineapple
Raspberry
Flavours
No. of customers
Table of graph:

28. Flavors No. of Respondents % of Respondents
Mix fruit 136 27.20 %
Mango 123 24.60 %
Strawberry 63 12.60 %
Apple 8 1.60 %
Orange 57 11.40 %
Apricot 22 4.40 %
Pineapple 79 15.80 %
Raspberry 12 2.40 %
Mulberry 0 0.00 %
Interpretation:
The above graph shows that which flavor of Jam is most used by customers.
Thus, mix fruit flavor is being preferred most by the customers as per the
sample that is 27.2%.Allana Institute of Management Sciences, Pune 53
6) Flavor that is most or least liked by the respondents (Rate the number
for most to least, 10 for most and 1 for least)
0
1000
2000
3000
4000
5000
6000
7000
8000

29. Mix Fruit
Mango
Strawberry
Apple
Orange
Apricot
Pineapple
Raspberry
Mulberry
Others
Response
No. of
customers
Table of graph:
Flavors Total of Ratings
Mix fruit 5,534
Mango 4,813
Strawberry 6,758
Apple 979
Orange 1,593
Apricot 1,230
Pineapple 4,006
Raspberry 1,056
Mulberry 689
Others 842

30. Interpretation:
The above graph shows that which flavor of Jam is most liked by customers.
Thus, strawberry flavor is being preferred most by the customers as per this
high rate is to be given to it that is 6758.Allana Institute of Management Sciences, Pune 54
7) Customers like the taste of the product
Response
85%
15%
Yes
No
Table of graph:
Options No. of Customers % of Respondents
Yes 423 84.6 %
No 77 15.4 %
Interpretation:
The above graph shows that how many customers like the taste of the
product. Thus, it suggests that 84.6% customers would like the taste of the
Jam and rest of the respondents do not like the taste of the Jam because
everyone does not like to eat each and everything that means rest of the
respondents that is 15.4% don‟t like sweet products.Allana Institute of Management Sciences, Pune 55
8) Respondents responded
Response
59%
36%
5%

31. Satisfactory
Delighting
Unsatisfactory
Table of graph:
Response Satisfactory Delighting Unsatisfactory
Respondents 297 179 24
Interpretation:
The above graph shows that how many customers like the taste as per above
options. Thus, it suggests that 59% customers are satisfied with the taste,
36% customers are delighted, and 5% customers are not satisfied with the
Jam.Allana Institute of Management Sciences, Pune 56
9) Respondents like to buy this product
Response
82%
18%
Yes
No
Table of graph:
Options No. of Customers % of Respondents
Yes 410 82 %
No 90 18 %
Interpretation:
The above graph shows that how many customers would like to buy the Jam.
Thus, it suggests that 82% customers would like to buy this product that is
MALA‟S Jam and rest of the respondents that is 18% would not like to buy

32. this product.Allana Institute of Management Sciences, Pune 57
10) Characteristics preferred by respondents from the following when they
buy this product. Rate your preferences from 5 for most to 1 for least.
0
200
400
600
800
1000
1200
1400
1600
1800
Quality Packaging Price Brand name
Characteristics
Ratings
Table of graph:
Options Total of Ratings
Quality 1,675
Packaging 642
Price 1,495
Brand Name 1,188
Interpretation:
The above graph shows that consumers have rated Quality as highest with
1675 ratings and followed by price with 1495 ratings. Thus, it suggests that

33. customers are preferring quality more than any other characteristic. Allana Institute of Management
Sciences, Pune 58
11) If you want to change the brand, which attributes of the other brand
would influence you? Rate your preferences from 5 for most to 1 for
least.
0
500
1000
1500
2000
Quality Packaging Price Brand name
Attributes
Ratings
Table of graph:
Options Total of Ratings
Quality 1,689
Packaging 603
Price 1,522
Brand Name 1,186
Interpretation:
The above graph shows that Quality is the most vital attribute out of other
attributes that influences the customers to change the brand. This spreads the
message that if the company wants to retain their existing customers, then
they should emphasize most on quality and then other attributes those are
Price, brand name, and packaging respectively. Allana Institute of Management Sciences, Pune 59
SWOT ANALYSIS

34. SWOT is the acronym of Strengths, Weaknesses, Opportunities, and Threats.
It is the analysis of strengths and weaknesses of the organization and
opportunities and threats in the environment.
STRENGTHS WEAKNESSES
OPPRTUNITIES THREATS
STRENGTHS:
Following are the strengths stated below:
1. Quality of the product which gives the real taste of the product.
2. Competitive price in order to major players in the market.
3. Adequate financial resources for the modus operandi.
4. Product innovation skills in the products like orange marmalade.Allana Institute of Management
Sciences, Pune 60
WEAKNESSES:
Following are the weaknesses stated below:
1. Lack of managerial depth and talent regarding marketing implementation.
2. Weak distribution network in order to supply products to the distributors
as well as the retail outlet.
OPPORTUNITIES:
Following are the opportunities stated below:
1. Enter in the new market with the new product like ready to drink juice
product in tetra pack which would target the young age people.
2. Enlarge promotional activities which would hike the sale of the products.
3. Come out with a new flavor that is aamla jam as per the customers
demand
THREATS:
Following are the opportunities stated below:

35. 1. Growing bargaining power of retailers and consumers.
2. Rising sales of substitute products. Allana Institute of Management Sciences, Pune 61
Findings
 People attract due to canopy set up over there and approach because of
free tasting counter.
 Display of the products were satisfactory, still need to do proper display
at the retail outlet.
 Ranges of the products satisfied but many customers need aamla jam
are
too. Thus, this is the new product demand in the market which can be run
in the market.
 Make proper distribution to customers at the right time as per their order
and requirement.
 Need to increase pro otional activities for increasing sale, because some
m
people are not aware about the brand.
 Give same schemes to the customers at different places like at super mall
and retail grocery stores.
 Need to hire sales persons who can watch in different ares of Pune city,
a
obtain the order regularly, look at the situation of this brand and visit at
the distinct retail outlets.
 It needs to concentrate on physical distribution and promotion which
would improve the performance of the company which is suggested by
customers.Allana Institute of Management Sciences, Pune 62
Conclusions
 We always interact with distinct people in the market, while I was
interacting with customers of the MALA‟S Jam, customers were happy to

36. taste the product as well as purchase the products.
 The canopy which was set up at the different retail outlet was attracting
maximum amount of customers, but sometimes we had to invite them for
tasting, we interacted with them and gained the experience.
 From the research, I conclude that MAL ‟S have good quality of the
A
product which is giving real fruit taste of the Jam compared to other
brands.
 The customers are price and quality sensitive while purchasing the Jam.
In order to satisfy them, MALA‟S sells at reasonable rates as well as
extraordinary quality of its products.
 The future of any product on this universe depends on pricing. There are
certain factors which hinder a customer that can be quality, price, brand
name and longer lasting product.
 Most of the retail outlets were
asking for more margins as well as
discount or any promotional schemes for the customers which can hike
the sale of the products in the market.Allana Institute of Management Sciences, Pune 63
 Last but not lest, MALA‟S have fabulous quality as well as range of
a
price of different packs which is required by the customers but they need
to focus on promotional activities as well as physical distribution which
are lesser in amount.Allana Institute of Management Sciences, Pune 64
Suggestions
 There are 4 of marketing which are Product, Price, Physical
P‟s
Distribution, and Promotion. Out of these the company has quality
products, Price is also reasonable but what the company is lacking behind
is, the Physical Distribution and Promotion which can be implemented in

37. the market effectively.
 Concentrate more on promotional activities like Tele Vision Commercial
(TVC), Hoardings, Bus Shelter Ques (BSQs), Radio Jingle, Print Media,
Danglers at retail shops, Kiosk, Sales Promotion etc. Out of these,
company can do promotional activities through print media, BSQs,
Danglers at retail shops, and Sales promotion which are most effective
and efficient for the company to focus .
 Use di
fferent ways to arrange and display the products so that it will
make it easier for the customers to see it. Also continue with the free
tasting counter throughout the year at different locations as we did, which
can be an economic mode of promotion.
Concentrate on physical distribution channel, which is not effective as
recommended by the customers.
 Increase the sales persons for selling and marketing who can approach
retailers on weekly basis and can obtain order to make sale for the
company.Allana Institute of Management Sciences, Pune 65
 Test different aspects of promoting business like price off, discount
scheme, etc. so that the company can come to know about its effect in the
market.
 Most of the customers who buy the Jam are those whos age is above 30
e
years. So the company has the opportunity to target youngsters who are
between the age of 16 to 30 years and who require the product which are
ready to drink, by launching new products for them.
 New product idea has come due to the
free tasting counter that is aamla

38. jam which can be produced and launched in the market efficiently.Allana Institute of Management
Sciences, Pune 66
Scope for Future Research
 This research has covered the different areas of Pune city. Thus it can be
helpful in the future to know which flavor of the Jam is most used in a
particular area so that the company can estimate the production of
different flavors in a particular location efficiently and effectively.
 Company can forecast the sale of the diff
erent flavors in the different
areas of Pune city which can be placed at the retail outlet by convincing
retailers that different flavors have been demanded during the Test
Marketing of the Jam.
 It can be hel for the sales person in getting orders easily where we did
pful
the test marketing and it can be helpful for marketing people for
promoting particular flavors in particular areas.Allana Institute of Management Sciences, Pune 67
a.)Questionnaire
Consumer Questionnaire
Q.1 Do you consume the jam?
Yes No
If yes, so please fill up following questions:
Q.2 Which brand do you prefer from the following? (Tick it)
MALA‟S Mapro Kissan Manama Surbhi,
Others (specify) ________
Q.3 How many persons consume jam in your family? (Tick it)
1 Person, 2 persons, 3 persons, 4 Persons

39. More than 4 persons (specify) _______.
Q.4 How much quantity of jam does your family consume in a month? (Tick it)
200gms, 500gms, 1kg. More than 1kg .(Specify)_______
Q.5 Which flavor is used most in your family? (Tick it)
Mix fruit, Mango, Strawberry, Apple, Orange marmalade,
Apricot, Pineapple, Raspberry, Mulberry, Others _______
(Specify).
Q.6 Which flavor would you like most to least (Rate the number for most to least, 10 for
most and 1 for least).
Mix fruit, Mango, Strawberry, Apple, Orange marmalade,
Apricot, Pineapple, Raspberry, Mulberry, Others _______
(Specify).Allana Institute of Management Sciences, Pune 68
Now, please taste our product and help us to fill the following questions:
Q.7 Do you like the taste?
Yes No
Q.8 How much do you like the taste?
Satisfactory Delighting Satisfactory
Q.9 Would you like to buy this product?
Yes No
Q.10 Which characteristics do you prefer from the following when you buy this
product? Rate your preferences from 5 for most to 1 for least.
_____ Quality, _____ Packaging, _____ Price, _____ Brand name, Others

40. (Specify)_________.
Q.11 If you want to change the brand, which attributes of the other brand would influence
you? Rate your preferences from 5 for most to 1 for least.
_____ Quality, _____ Packaging, _____ Price, _____ Brand name, Others
(specify)_________.
Suggestion for our products: ________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
Name: _______________________, Age: _______, Area: _______________________
Business / Profession: _____________________________________________________
Yearly income: _______________ , Family members: _ ________________________
Signature: _______________________, Date: ________/_______/2008.
Thank youAllana Institute of Management Sciences, Pune 69
b.) Bibliography
Reference books:
1. G.C.Beri; Marketing Research; 3
rd
edition; Tata McGraw-Hill; Page
no.1,13,41,51,79,92,118,138,162,179,209,220,233,260,339.
2. Philip Kotler & Gary Armstrong; 7
th
edition; Prentice Hall of India; Page

41. no. 321,322,323.
3. C.R. Kothari, Research Methodology, 2
nd
edition; New Age International
Publishers; Page no. 34,35,38,145,146.
Websites:
1. www.malasfruitproducts.com
2. www.google.com
3. www.answer.comAllana Institute of Management Sciences, Pune 70
c.) Other Related Materials:
1. Pamphlet of MALA‟S Fruit Products.
2. Magazines