20-08-2013, 02:38 PM
SUMMER INTENSHIP TRAINING REPORT OF STERLINGS COCONUT OIL &CAKES (P) LTD
INTENSHIP TRAINING.docx (Size: 91.19 KB / Downloads: 26)
Introduction
Marketing is the process used by an organization to develop an overall product market strategy. Modern marketing concept lies in the fact that the business should be directed towards the satisfaction of the consumers. Now the consumer has become the key factor that determines the success or failure of any organization. A satisfied customer is the biggest asset of the organization. The success or failure of the production, the market often depends on the ability of the markets to correctly perceive and predict the dynamic nature of the consumers. So modern marketing requires a thorough understanding of consumer behavior and buying motivations. Consumer behavior reflects the totality of consumer decision with respect to acquisition, consumption, and disposition of goods, services, time and ideas by decision -making units. It also include whether, why, when, were, how, how much and how often and how long consumer will use or dispose of an offering. To understand the consumers are not early jobs as his behavior is mostly unique and unpredictable. This has made the terms to step in to the shoes of the consumers and understand from the point of view selection and purchase of products and services. Marketers need to identify the end-users of the product, services and frame marketing plans than considering the wholesalers and retailers who actually are the intermediaries in the process of purchase. Marketers therefore should consider the consumers and then develop their plans of action. Here lies the essence of marketing. Consumer is the king and all actions should start with this notion in mind. Sterling Coconut Oils & Cakes (P) Ltd. Thrissur, popularly known as‘Thanima’ is a private enterprise. Thanima was established with an objective to produce, supply and export fresh and pure coconut oil.
Statement of the problem
In today’s competitive environment companies are realizing that marketing is not only the voice of the company but also tool with which information feedback can be collected from the consumers for the marketers. It is important to recognize why and how individuals make their consumption decisions, Thanima is facing stiff competition from other major brands such as KPL Shudhi oil, Kera etc. Hence in order to adopt new marketing techniques for increasing sale it is desirable to study the preference of customers towards coconut oil.The changing food habits and consumer preference of Keralities have new opportunity for the marketing of coconut oil in the Kerala state. People may not think much about branded coconut oil vs. unbranded one as they are not aware of it or they feel that it’s of high price. But once they experience the quality of the branded product, they will be converted. There are many advantages the branded coconut oil have over unbranded one – good quality, better packing, healthier, avoiding refined carbohydrates, increased keeping quality and consuming whole foods etc .
SCOPE OF THE STUDY
The findings of the study will help Sterling Coconut Oils, Cakes and Mills (P)Ltd. as well as its dealers to develop and expand their operational problems and to take appropriate steps to improve their marketing activities by considering customer tastes and preferences. This study will also help the organization to improve their profit position. It is relevant to examine the consumption pattern of coconut oil in a distinctive market to evaluate the present market activities of Thanima and the essential measures to be taken to penetrate these markets. Hence the subject of study brings out a key to forward planning for the next operating period. The marketers can use the result of the study for improving the brand awareness as well as brand image among customers. Based on that, they can adopt better marketing strategies for making themselves competitive. The study of customer preference is important for its marketing developments. The findings of the study can be used to improve the oil sales of the company by adopting appropriate marketing measures either by penetrating the existing market of its branded sales or by exploiting new markets. In addition, helps to identify the market potential of coconut oil over the other brands. The customer preference towards branded oils, buying motives, their loyalty towards a particular brand and switching from one brand to another would be taken into account. The analysis based on the needs and wants will help to add value to existing products and also to measure customer satisfaction. Thus marketers can utilize the results of the study by positioning the attributes according to the consumers’ as well as customers’ preference.
COCONUT A HISTORY
The English name coconut , first mentioned in English print in 1555, comes from the Spanish and Portuguese word coco, which means "monkey face." Spanish and Portuguese explorers found a resemblance to a monkey's face in the three round indented markings or "eyes" found at the base of the coconut. On the Nicobar Islands of the Indian Ocean, whole coconuts were used as currency for the purchase of goods until the early part of the twentieth century. Coconuts are the fruit of the coconut palm, botanically known as ‘cocosnucifera, with nucifera meaning "nut-bearing." The fruit-bearing palms are native to Malaysia, Polynesia and southern Asia, and are now also prolific in South America, India, the Pacific Islands, Hawaii and Florida. The light, fibrous husk allowed it to easily drift on the oceans to other areas to propagate. In Sanskrit, the coconut palm is known as kalpa vriksha, meaning "tree which gives all that is necessary for living," because nearly all parts of the tree can be used in some manner or another. The coconut palm can be found as far as Norway in the north, where the people have for centuries ensured that the seed germinates under the right, 'created 'conditions. It is believed that the fruit and palm made their way into Hawaii on account of the deliberate efforts made by Polynesian voyagers. The name 'coconut', it is believed, was awarded to the palm and fruit by Spanish and Portuguese explorers .The name was derived from the Iberian 'El Coco', which referred to a mythical hairy monster. The kernel and hair around the fruit probably generated the connection. The suffix 'nut' was added to refer to the seed-bearing palm, as most other tree seeds are referred to in the English language. The name stuck, and today the whole world benefits from the presence of the palm and fruit. The coconut fruit has many food uses for its water, milk, meat, sugar, and oil. It also functions as its own dish and cup. The husk was burned for fuel by natives, but today a seed fibre called coir is taken from the husk and used to make brushes, mats,fish nets, and rope.
GROWING
The coconut palm, Cocos nucifera, is considered a "three generation tree," supporting a farmer, his children, and his grand children. Some trees, which can grow to a height of 60 to 100 feet, even survive all three generations Cocos nucifera, nucifera meaning nut-bearing, has only one species that includes both the tall and the dwarf coconut tree, but many varieties exist within the species.Though the coconut is commonly considered a nut, botanically it is classified as a drupe and is the largest of all fruit seeds. The coconut consists of the thin, strong outer layer or skin called the epicarp, the thick fibrous layer called mesocarp, and the dark brown hard shell called the endocarp that encases the coconut flesh. Just beneath the end of carp is the testa, the thin deep brown layer that clings to the white coconut meat. The coconut palm is a striking tree with a tall slender trunk that keeps its same diameter from the base to the top. Beautiful, lacy fronds, about 25 to 35 of them, for man umbrella-like structure at the tree's zenith. The tree grows taller by forming new fronds that sprout from the top of the tree as the lower fronds die off. Coconuts grow from the center of the fronds, close to the trunk. Unique to the coconut palm, each tree blooms thirteen times a year and produces all stages of growth at the same time, from tiny new green nuts to fully ripened brown nuts that are ready to fall from the tree.
PROCESSING
After harvesting the nuts and removing the coconut water, workers shell the nuts by hand. The inner skin, a thin brown layer, is cut away leaving pure white balls of coconut meat. The coconut ball is cut open, then washed and pasteurized. Next it enters a shredding machine that has adjustments for creating different size shreds for different customer needs. A confectioner may prefer a finer or shorter shred than a baker.