19-12-2012, 06:55 PM
A Project report On Study of Marketing Mix Of CHOICE LABORATORIES
ABOUT FMCG
Fast Moving Consumer Goods (FMCG), are products that have a quick turnover, and relatively low cost
FMCG products is relatively small, they generally sell in large numbers and so the cumulative profit on such products can be large.
In the rural and semi-urban areas, FMCG market penetration is currently less than 1 percent in general as against its total growth rate of about 6.2 per cent.
Companies in the sector to benefit will include known names such as Nirma, HLL, Dabur, ITC, Godrej, Britannia and many more.
HISTORY
Choice Laboratories is a leading manufacturer of Personal hygiene products from India.
Established in 1982, all its products are exported to over 25 countries across the globe.
Choice's ISO-9001 - 2000 certified manufacturing facilities ensure quality adherence in all products.
Aspiring to achieve highest level of customer satisfaction, the management of Choice Laboratories is committed to providing all its customers quality and value, always.
The company has made most of the export in U.S.A. & France. The firm has made 80% of export of total production out of which 50% to 60% of payment is receive in foreign currency and remaining is collected in India currency.
Because of the exports the firm has won some of the export awards from Government of Gujarat constantly in 1991, 1992 and 1993.
VISION
To be recognized as a leading player in the global.
To be a strategic supply partner to leading super markets, chain stores, importers, distributors and private labels.
MARKETING MIX
Marketing mix is the set of marketing tools that the firm uses to pursue its marketing objective in the target market.
McCarthy classified marketing mix in to four broad groups that he called the four Ps of marketing: Product, Price, Place, and Promotion.
PACKAGING
Most physical products have to be packed and labeled.
Called packaging a fifth P along with product, price, place, promotion.
Most marketers treat packaging and labeling as an element of product strategy.
Packaging includes all the activities of designing and producing the container for a product. Well designed packaging can create convenience and promotional value.
Packaging helps in achieving the following objective.
Identify the brand
Convey descriptive message
facilitate product transportation and protection
Labeling
40 private labels for different customers across the globe
All quality certificates, product specification, formulation etc. can be provided for processing Local Health Ministry clearance to customers.
size
PUBLIC RELATION
“Public relation involves a variety of agenda designed to promote or protect a company’s image or its individual products.” The main tools of public relation are publications, events, news, speeches, public services activities, and identity media.
Creative public relation can affect public awareness at a fraction of the cost of advertising, and is often much more credible.
CONCLUSION
As per my conclusion the duration of training is not sufficient for getting optimum information about an organization. But due to constrain of time I have finished my project work in time.
However, CHOICE LABORATORIES has good market opportunity point view of profit margin in comparison with other competitors. However they should have to maintain quality of product and should have to increase strength of sales personnel by different promotional activities.
I feel proud by saying that the company is running on the path of success.