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INTRODUCTION
India is the world’s second largest producer of food next to China, and has the potential of being the biggest with the food and agricultural sector contributing around 26% of India’s GDP. The total food production in India is likely to double in the next ten years and there is an opportunity for large investments in food and food processing technologies, skills and equipment, especially in areas of Canning, Dairy and Food Processing, Specialty Processing, Packaging, Frozen Food/Refrigeration and Thermo Processing. Fruits & Vegetables, Fisheries, Milk & Milk Products, Meat & Poultry, Packaged/Convenience Foods, Alcoholic Beverages & Soft Drinks and Grains are important sub-sectors of the food processing industry. Health food and health food supplements is another rapidly rising segment of this industry, which is gaining vast popularity amongst the health conscious.
As a result of several policy initiatives undertaken since liberalisation in August 1991, the industry has witnessed fast growth in most of the segments. As per a recent study on the food processing sector, the turnover of the total food market is approximately Rs.250, 000 crores (US $ 69.4 billion) out of which value-added food products comprise Rs.80, 000 crores (US $ 22.2 billion).
Since liberalisation in Aug’91 and up-till Feb 2000 proposals for projects of over Rs.53, 800 crores (US.13.4 billion) have been proposed in various segments of the food and agro-processing industry. Besides this, Govt. has also approved proposals for joint ventures, foreign collaboration, industrial licenses and 100% export oriented units envisaging an investment of Rs.19, 100 crores (US $ 4.80 billion) during the same period. Out of this, foreign investment is over Rs. 9100 crores (US $ 18.2 billion).
Processed food exports were at over Rs.13, 500 crores (US $ 3.2 billion) in 1998-99. Out of these exports, rice accounted for 46%, whereas marine products accounted for over 34%.
Primary food processing is a major industry with lakhs of rice-mills/hullers, flourmills, pulse mills and oil-seed mills. There are several thousands of bakeries, traditional food units and fruit/veg/spice processing units in unorganised sector.
In the organised sector, there are over 820 flourmills, 418 fish processing units, 5198 fruit/veg processing units, and 171 meat-processing units.
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Introduction
Marketing Research
Def: “Marketing research is a systematic & Objective study of problems pertaining to the marketing of goods & services. It s applicable to all phases & aspects of marketing”
“If marketing is a cake then marketing research is thinking of its icing, toppings, baking, flavoring, shaping, thinking about how to eat OR even play with it on your birthday…and the list go on
In simpler words marketing research is a detailed analysis of a process OR problem and the interrelated out come of such process, so as to reach the desired out come or solutions.
Amul pizzas
The product selected for the project is Amul ready to cook pizzas “Utterly Delicious.” Amul, as a company is very well known to all. But the thing it is most associated with is Butter and milk products.
Amul as we all know has always been an innovator as far as its products are concerned. Mostly every year is marked by a new Amul product in the market. It is focused on delighting their customer by developing new products to meet their expectations and delivering the best quality products at the lowest possible prices that they expect. For pizzas, it has not yet made its mark.
The Research Process
1. Formulating the research problem
The problem can be categorized into 3 types:
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