13-11-2012, 03:53 PM
TEST MARKETING & CUSTOMER INTERACTION OF MALA’S JAM IN PUNE CITY
TEST MARKETING & CUSTOMER.pdf (Size: 514.4 KB / Downloads: 229)
Background of the study:
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.
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.
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.
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.
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.