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STUDY OF MARKETING
MIX & CONSUMER
SATISFACTION
BY
MANASVI CHAWDA
3RD YEAR
MARKETING
ROLL No.:031-153-
00009
The Leader in Automated Data Coding Page 2

Acknowledgement
The satisfaction and euphoria that accompany the successful

completion of any task is incomplete without the mention of people who
made it possible. Therefore, I take this as a great opportunity to pen down a
few lines about the people to whom my acknowledgement is due.

It is with the deepest sense of gratitude that I wish to place on record
my sincere thanks to My Family and Friends for providing me inspiration,
encouragement, guidance, help and valuable suggestions throughout the
project.
I thank all the faculty members of The Department of Business
Administration of St. Xavier’s College (Autonomous), Kolkata with
special thanks to Prof. Alok Bhattacharya our Marketing professor for
providing me with encouragement and support along with the theoretical
base, which helped me in successful completion of my project.
I would also like to thank Sir VC Srikantan for helping me through
my internship and providing me with every detail that helped me with my
report.
The pearls of learning obtained would surely help me in shaping my future.
Objective of the Study
In this project the objective was to conduct a study regarding the

Marketing Mix for FreshMarx. It was also tried to understand what
customers expects from the product and whether they are getting what
they have been promised by the company.

Marketing mix is a set of marketing tools through which a study on
FreshMarx was conducted. A research regarding the four aspects of marketing mix
was conducted to get information regarding the product, its pricing, its distribution,
and promotional strategy.
FreshMarx is a well-known brand in U.S. and has recently entered the INDIAN
market. The over all market for the product in INDIA has been studies.
A research was also conducted through questionnaire to find out how far the
product have been able satisfy the need of the consumers and how the end users are
benefitted from it.
Respondents were asked to fill the questionnaire on their
experience. The data were also collected from different websites,
journals, articles etc.
Table of Content
I NTRODUCTION TO M ARKETING -M IX 6
T HE F OUR E LEMENTS OF M ARKETING - MIX
P RODUCT
P RICE
P LA CE ( DISTRIBUTION )

P ROMOTION
E LEMENTS OF P ROMOTION -M IX
I NTRODUCTION TO HACCP 18
A B RIEF ON HACCP 19
F OOD M ARKETING I SSUES . 22
T HE “F OUR P” S OF M ARKETING WITH RESPECT TO 23
FOOD
F OOD M ARKETS E FFICIENCY 24
A N O VERVIEW OF MONARCH CORPORATION 27
AN OVERVIEW OF RACHNA ENTERPRICES 29
I NTRODUCTION TO F RESH M ARX 35
FOOD DATE CODING 40
B ENEFITS OF USING F RESH M ARX FOOD SA FETY 42
LABELING
F OOD S AFETY H A ZA RDS 42

R EA SONS FOR USING F RESH M ARX 45
8 G OLDEN R ULES OF F OOD S AFETY
R ETAIL AND F OOD S ERVICE I NDUSTRIES 49
TARGET SEGMENT 50
LABELLING MACHINES 53
TYPES OF LABELLER 66
ESTEEMED C USTOMERS 70
P ROSPECTIVE CUSTOMERS 70
LIST OF MAJOR COMPETITORS 70
M ARKETING MIX OF FRESHMA RX 71
C ONSUMER S ATISFA CTION 77
CONSUMER SURVEY 78
OBJECTIVE 79

METHODOLOGY 79
A NA LYSIS 81
L IMITATIONS O F T HE R ESEA RCH 99
98
CONCLUSION
QUESTIONNAIRE 101
Introduction to Marketing Mix
Marketing-Mix is a major concept in modern marketing and includes

everything that the marketer uses to create a blend that would influence the
demand for its products or services. It is a set of controllable, tactical
marketing tools that the firm uses to achieve its objectives in the target
market. The Marketing Mix refers to the combination of marketing decisions
which are aimed at stimulating sales. The marketing mix denotes a
combination of various marketing tools which together constitute a firm’s
marketing system.
McCarthy classified these tools into four broad groups that he called
the four Ps of marketing. Each P stands for,
 Product
 Price (distribution)
 Place
 Promotion
Thus market mix is tailoring the product, its price, its promotion and
distribution to reach the target customers. The particular marketing variables
under each P are shown in figure 1.

FIG 1: MARKETING MIX
These four elements of marketing mix are closely linked and

interrelated. Because decisions in one area usually affect actions in others,
these four elements constitute the core of a company’s marketing efforts. A

marketing manager implements his marketing policies and strategies through
these instruments and uses them for the achievement of his objective.
Marketing mix decisions must be made for influencing the trade
channels as well as the final consumers. Fig 2 shows the company preparing
an offering mix of products, services, and prices, and utilizing promotion
mix of sales promotion, advertising, sales force, public relations, direct mail,
telemarketing, and internet to reach the trade channels and the target
customers.
Marketing- Mix Strategy
The firm can change its price, sales force size, and advertising
expenditures in the short run. It can develop new products and modify its
distribution channels only in the long run. Thus the firm typically makes
fewer period-to-period marketing –mix changes in the short run than the
number of marketing-mix decision variables might suggest.

The four Ps represent the sellers’ view of the marketing tools
available for influencing buyers. From a buyer’s point of view, each
marketing tool is designed to deliver a customer benefit. Robert Lauterborn
suggested that the sellers’ four Ps corresponds to customers’ four Cs.
Four Ps Four Cs
Product Customer Solution
Price Customer Cost
Place (distribution) Convenience
Promotion Communication
Winning companies will be those that can meet customer needs
economically and conveniently and with effective communication
The Four Elements of Marketing Mix
 Product
In marketing-mix, product or service is the most important element.

There is an old saying in marketing that “without a good product, you have
nothing.”A statement by Howard J Morgens, who was the chairman of
Proctor & Gamble, sums up the importance of the product:
“The only way you can succeed in a business is within a good product. You
can’t do it with advertising. It all gets down to the fact that if you have a
good product, you can be successful with reasonable marketing expenditure,

but if u haven’t got the product, the surest way to go broke is to pour your
money behind it.”
According to Philip Kotler, “A product is anything that can be

offered to a market for attention, acquisition, use, or consumption that might
satisfy a want or need.” A product includes “physical products, services,
person, places, organizations, and ideas.” A product is something both
tangible and intangible. The tangible products can be described in terms of
physical attributes like shape, dimension, components, form, and color etc.
The intangible products include various services like merchant banking,
mutual funds, insurance, consultancy, air travel etc. However both tangible
and intangible are combined to give the total product.
•Product Mix
A product mix is the most powerful instrument in the hands of the
marketing manager. It refers to the activities relating to the product, service
or idea to be offered. It involves planning, developing, and producing the
right type of products or services to be marketed by the firm. Product
strategy includes decisions about quality, size, design, branding, trademarks,
warranties, guaranties, product life cycle, new development etc.
 Price
In a narrow sense the price is the sum that the customer pays in
exchange for the product, or to get a service performed. There is no product
without a price and there is no price without a product. The price is an
integral part of product. Price may be high from the cost stand point of view
and low from demand point of view. Fair price reflects the perceived value of
the product in question.

•Price Mix
Business generates income from price realized on sale. Success of

business and survival depends on its profit earning capacity, on volume of
sales and profit made at a certain price. One of the most difficult tasks for
the management is to fix the right price. Marketing manager has to
consider the following while determining the price of a product:
a) Cost of production
b) Middleman’s margin
c) Cost of distribution
d) Selling expenses
e) Price of competing brands
f) Price elasticity of demand
g) Government regulations
He also has to decide whether he will follow a single or differential
pricing policy, policies regarding credit and discount.
 Place (distribution)
The place (distribution) refers to marketing activities undertaken to

make the product or services available to customer at convenient locations
where they are normally expected to shop for such things. Manufacturers
think their job is done once the product leaves the factory. They should pay

attention to how the products move. They should take a whole channel view
of the problem of distributing products to final users. Thus Place or
distribution is an important element of marketing-mix. It plans out the
channel of distribution that the product will go through before reaching the
customers. It has to be efficient enough so that the customers get the
products as soon as possible and the channel distributors can minimize their
expense during the process.
Retailers are accustomed to saying that the three keys to success are
“location, location, location.”Customers generally choose the nearest bank
and gas station. Department-store chains, oil companies, and fast-food
franchisers exercise great care in selecting locations. The problem breaks
down into selecting regions of the country in which to open outlets, then
particular cities and then particular sites.
In the past, wholesalers were typically located in low-rent, loe tax
areas and put little money into their physical setting and offices. Often the
materials handling system lagged behind the available technologies. Today,
progressive wholesalers have been improving materials handling procedure
and cost by developing automated warehouses and improving their supply
capabilities through advanced information system.
•Place (distribution) mix
A marketing manager has to develop an institutional structure for

making his products available to his customer in the right place in the right
time. Product distribution includes moving products/service from producer
to consumer. Channel distributions are those routes through which various
middlemen reach ultimate customers.
 Promotion

Promotion plays a vital role in providing information of the product to
the customers. It creates desirability among buyers .promotion includes
marketing activities used to inform, persuade and remind the target market
of An organization, its products, services, and other activities. Promotion
can directly, and indirectly, facilitate exchanges by communicating
information to interest group, current and potential customers and investors,
regulatory authorities and society in general. Promotional activity can help a
firm justify its existence and maintain positive and healthy relationship with
various groups in the marketing environment.
Promotion is the key part of the marketing program and is concerned
with efficiently and effectively communicating the decisions of marketing
strategy to target audiences. For example, price of a product has the potential
to communicate to the target audience a certain image of the product.
Likewise, a company distributing its products through specialty stores or
mass merchandising stores tells the customer a great deal. A camera with
many advanced features and renowned brand name also sends a strong
message. These three examples show that product price, distribution and
product features, which are remaining three elements of marketing mix,
besides promotion, also communicate powerfully to the audience. Though
every element of the marketing mix communicates to audience, promotion
needs to be defined separately to understand what sets promotion apart from
other marketing-mix elements.
Promotion is the marketing function concerned with persuasive
communication of the components of marketing program to target audiences
with the intent to facilitate exchange between the marketer and the customer,
which may satisfy the objectives of both the customers and the organization.
Promotion is directed at the ‘target audience’. For instance, the target
market for refined cooking oils consists of all health conscious customers.
But refined cooking oil marketers also target the promotions to audiences
both within and outside the target market. Target audience for refined
cooking oil may be those who are prone to developing high cholesterol

related diseases, however, audiences outside the target market might
favorably influence the consumption of refined cooking oil, such as doctors
and other health workers. Promotion may be goal oriented and the objectives
may be to create brand awareness, to educate consumers, to create a positive
image, to build preference and the ultimate goal is to sell the product or
service is to sell the product or service to consumers who have a need for it.
Typically, organizations choose one or more of the following methods
to promote their products, services, or ideas. These methods of promotion
are referred to as marketing communications-mix, or promotion-mix.
 Advertising
 Personal selling
 Sales Promotion
 Publicity
 Direct marketing
• Promotion mix
Promotion–mix is made up of the specific group of marketing activities
which are concerned with the communications aspects with existing or
potential consumers and relevant publics. It involves the following activities:

Elements of Promotion-Mix
 Advertizing: This is perhaps the most glamorous element of the

promotion mix.
According to Ulanoff
“Advertising is a tool of marketing for communication of ideas and

information about goods and services to a group; it employs paid space
or time in the media or uses another communication vehicle to carry its
message; and it openly identifies the advertisers and his relationship to
the sales effort.”
Stanley M Ulanoff, Advertising in America, Hastings
House, Publishers
Inc., New
York, 1977,

 Personal selling: Advertising is non personal and directs its
communication to the mass market. Personal selling is the face to face
presentation of a product, service, or an idea to a potential customer or
customers by a representative of a company or an organization. This is
the most effective way of persuading the customers. However, it is most
expensive and impractical to accomplish mass selling. Wherever used,
it is usually employed as follow-up to mass communication to clinch
the sale or develop a long term relationship with customers that will
bring in sales.
Personal selling is present at each marketing level, is costlier than
advertising, sales promotion, direct marketing and commands the
maximum share of promotion money.
 Publicity: This promotion element is an important element of

public relations and plays a significant role in marketing and promotion
mix. By definition, publicity is placing of new stories in the media
without charged fee. Therefore publicity has the advantage of being
presented as news and audiences often consider it as more credible than
advertising.
 Direct Marketing: According to the dictionary of

marketing terms, AMA1995 direct marketing makes use of mails,
telephone, fax email, and other non personal contact tools to
communicate directly with or solicit a direct response from specific
customers and prospects.

 Sales Promotion: Nearly thirty years ago, sales
promotion was looked upon as everything that was left after providing
for advertising, personal selling and publicity. An early definition given
to sales promotion says
“Sales promotion includes those activities, which enhance and support

mass selling and which help compete and/coordinate the entire
promotional mix and make the marketing mix more effective.”
John F Luick and William L
Zeigler
Sales Promotion and Modern
Merchandising
Sales promotion is one of the most powerful and important element of
promotion mix. It requires some careful; planning and strategy development
as other areas of marketing. Companies spend huge amount of money in
sales promotion to generate business leads, stimulate purchase, reward
customers and motivate sales people.
The central idea behind any promotional activity is to communicate

the benefits or reasons why customers should buy a particular product or
service. If the customer cannot identify or are unable to comprehend any
advantage or benefit in the product, which have the potential to their needs
and wants, then it is very unlikely that the product or the service will be
bought. What is important is not the real benefit or advantage but rather the
consumer’s perception about the benefit or advantage.
All the elements of marketing-mix are important. The winning blend of
marketing-mix does not happen by chance. Marketers must have sound
knowledge of the issues and different options involved in each element of
the marketing-mix. With careful analysis, a most appropriate blend has to be
created to prepare a marketing program. These marketing programs vary
considerably when emphasize is laid on different elements in the mix of a

particular company. Some companies emphasize personal selling while
some firms omit it completely and use only advertising as a single
promotional tool. Some other company may include little or no advertising.
Definition of Hazard
A physical, chemical, or biological agent in or condition of food,
with the potential to cause adverse health effect is called a hazard.
Introduction to HACCP
HACCP (Hazard Analysis Critical Control Point) is an

internationally accepted technique for preventing microbiological, chemical
and physical contamination along the food supply chain.
The HACCP technique does this by identifying the risks, establishing

critical control points, setting critical limits, and ensuring control measures
are validated, verified and monitored before implementation.

The effective implementation of HACCP will enhance the ability of
companies to protect and enhance brands and private labels, promote
consumer confidence and conform to regulatory and market requirements.
HACCP Users:
All businesses involved in the food supply chain from producers to retailers
can use HACCP. Enterprises include, but are not restricted to, those linked
with:
• F RUITS &
V EGETABLES
• D AIRY P RODUCTS
• M EAT & M EAT
P RODUCTS
• F ISH & F ISHERY
A Brief • P RODUCTS S PICES &
on • C ONDIMENTS
HACCP • N UTS & N UT
P RODUCTS
• C EREALS
• B AKERY &
• C ONFECTIONARY
• R ESTAURANTS
• H OTELS
The Leader in
• Automated
F AST F OODData Coding Page 20
O PERATIONS ETC .
(Hazard Analysis and Critical Control
Point)
Hazard Analysis and Critical Control Points (HACCP) is a

systematic preventative approach to food safety and pharmaceutical safety
that addresses physical, chemical, and biological hazards as a means of
prevention rather than finished product inspection. HACCP is used in the
food industry to identify potential food safety hazards, so that key actions,
known as Critical Control Points (CCP's) can be taken to reduce or
eliminate the risk of the hazards being realized. The system is used at all
stages of food production and preparation processes including packaging,
distribution, etc.
A forerunner to HACCP was developed in the form of production

process monitoring during World War II because traditional "end of the
pipe" testing wasn't an efficient way to ferret out artillery shells that would
not explode. HACCP itself was conceived in the 1960s when the US
National Aeronautics and Space Administration (NASA) asked Pillsbury
to design and manufacture the first foods for space flights. Since then,
HACCP has been recognized internationally as a logical tool for adapting
traditional inspection methods to a modern, science-based, food safety
system. HACCP was developed by NASA to keep food safe for astronauts
in outer space. Today, HACCP (pronounced HASS-ip) is coming highly
recommended by the Food and Drug Administration (FDA) as a way to
prevent food-borne illnesses in both the production and preparation of foods.
The Food and Drug Administration (FDA) and the United States Department
of Agriculture (USDA) use mandatory juice, seafood, meat and poultry
HACCP programs as an effective approach to food safety and protecting
public health

Unlike the spot checks and random food sampling practices standard
during manufacturing processes, HACCP is much more effective and cost-
efficient in the battle against contamination because it's preventive. The key
is found in the last three letters of the acronym, which stands for Hazard
Analysis and Critical Control Point.
HACCP identifies the "critical control points" where food is most

susceptible to contamination, from its raw state, through processing and
shipping, to consumption. It then establishes measures (in terms of cooking,
cooling, packaging, etc.) to monitor and eliminate the potential for
contamination, as well as ways to correct for mistakes when certain
measures are not met.
For foodservice operators, HACCP offers valuable solutions that

apply to food storage, a critical control point that demands accurate records
keeping. To meet this demand, more and more food safety consultants are
advising their clients to implement a reliable date marking system that uses
food rotation labels.
“Delivering safe food to the dinner table is the culmination of the work of
many people. Producers, shippers, processors, distributors, handlers, and
numerous others perform actions every day that may affect the safety of our
food. Everyone's challenge is to perform these individual actions as well as
possible, so that the food Americans eat is free from physical hazards and
dangerous levels of pathogenic microorganisms and hazardous chemicals.”
While every player in the flow of food from farm to table has some
degree of responsibility for food safety, you are usually the last line of
defense before food reaches the consumer. Because of this, you have a
significant share of the responsibility for ensuring safe food. By voluntarily
developing a food safety management system, you can better ensure that the
foods served or sold in your establishment are safe.
Regulatory food inspection programs provide you with feedback on
how well you are controlling certain conditions in your establishment that
can lead to food borne illness. Although your inspector can offer suggestions

for how you can improve conditions in your establishment, he or she cannot
possibly oversee every activity or function in your day-to-day operation.
Given this limitation, you clearly have the greatest impact on food safety.
Voluntary approaches can complement regulatory programs,

particularly where government actions enhance existing incentives for
individuals to adopt practices that increase food safety. Other approaches
rely on the power of information to influence behavior. Such voluntary,
prevention-oriented approaches will have a greater chance of success if they
are promoted in partnership with the affected stakeholders.
Food Marketing
Food products often involve the general marketing approaches and

techniques applied the marketing of other kinds of products and services. In food
marketing, topics such as test marketing, segmentation, positioning, branding,
targeting, consumer research, and market entry strategy, for example, are highly
relevant. In addition, food marketing involves other kinds of challenges--such as
dealing with a perishable product whose quality and availability varies as a
function of current harvest conditions.
The value chain--the extent to which sequential parties in the marketing

channel add value to the product--is particularly important. Today, processing and
new distribution options provide increasing opportunities available to food
marketers to provide the consumer with convenience. Marketing, services, and
processing added do, however, result in significantly higher costs. In the old days,
for example, consumers might have baked their own bread from locally grown

flour. Today, most households buy pre-manufactured bread, and it is estimated that
the farmer receives only some 5% of the price paid by the consumer for the wheat.
Food Marketing & Consumption Patterns.

Certain foods—such as chicken, cheese, and soft drinks—have experienced
significant growth in consumption in recent years. For some foods, total market
consumption has increased, but this increase may be primarily because of choices
of a subgroup. For example, while many Americans have reduced their intake of
pork due to concerns about fat, overall per capita consumption of pork has
increased in the U.S. This increase probably results in large part from immigration
from Asia, where pork is a favored dish. Consumption of certain other products
has decreased. Many consumers have replaced whole milk with leaner varieties,
and substitutes have become available to reduce sugar consumption. Beef and egg
consumption have been declining, but this may be reversing as high protein diets
gain increasing favor. Some food categories have seen increasing consumption in
large part because of heavy promotional campaigns to stimulate demand.
Food Marketing Issues.

The food industry faces numerous marketing decisions. Money can be
invested in brand building (through advertising and other forms of promotion) to
increase either quantities demanded or the price consumers are willing to pay for a
product. Coca Cola, for example, spends a great deal of money both on perfecting
its formula and on promoting the brand. This allows Coke to charge more for its
product than can makers of regional and smaller brands.
Manufacturers may be able to leverage their existing brand names by

developing new product lines. For example, Heinz started out as a brand for
pickles but branched out into ketchup. Some brand extensions may involve a risk
of damage to the original brand if the quality is not good enough. Coca Cola, for

example, refused to apply the Coke name to a diet drink back when artificial
sweeteners had a significantly less attractive taste. Coke created Tab Cola, but
only when aspartame (NutraSweet) was approved for use in soft drinks did Coca
Cola come out with a Diet Coke.
Manufacturers that have invested a great deal of money in brands may have
developed a certain level of consumer brand loyalty—that is, a tendency for
consumers to continue to buy a preferred brand even when an attractive offer is
made by competitors. For loyalty to be present, it is not enough to merely observe
that the consumer buys the same brand consistently. The consumer, to be brand
loyal, must be able to actively resist promotional efforts by competitors. A brand
loyal consumer will continue to buy the preferred brand even if a competing
product is improved, offers a price promotion or premium, or receives preferred
display space. Some consumers how multi-brand loyalty. Here, a consumer
switches between a few preferred brands. The consumer may either alternate for
variety or may, as a rule of thumb, buy whichever one of the preferred brands are
on sale. This consumer, however, would not switch to other brands on sale. Brand
loyalty is, of course, a matter of degree.
The “Four P”s of Marketing with respect

to food
Marketers often refer to the “Four Ps,” or the marketing portfolio, as a way to
describe resources available to market a product:
 Product
Firms can invest in the product by using high quality ingredients or doing
extensive research and development to improve it. Both McDonald’s and
Burger King, for example, literally spend millions of dollars to perfect their
French fries! In today’s Western markets with varying tastes and

preferences, it has generally been found that products that offer a specific
benefit—e.g., a very tart taste in jam—tend to fare better than “me, too”
products that merely imitate a competitor’s products. Less is known about
Eastern and developing countries.
 Price.
Different strategies may be taken with respect to price. Generically, there
are two ways to make a profit—sell a lot and make a small margin on each
unit or make a large margin on each unit and settle for lesser volumes.
Firms in most markets are better off if the market is balanced—where some
firms compete on price and others on other features (such as different taste
preferences for different segments). The same idea applies at the retail level
where some retailers compete on price (e.g., Food-4-Less and Wal-Mart)
while others (such as Vons Pavillion) compete on service while charging
higher prices
 Distribution (PLACE)
Most supermarkets are offered more products than they have space for.
Thus, many manufacturers will find it difficult to get their products into
retail stores.
 Promotion
It involves the different tools that firms have to get consumers to buy more
of their products, possibly at higher prices. Advertising is what we think of

by default, but promotion also includes coupons, in-store price promotions,
in-store demonstrations, or premiums
Food Markets Efficiency

Food Marketing Efficiency refers to providing consumers with desired
levels of service at the lowest cost possible. This does not necessarily mean
to minimize costs after materials leave the farm. Services added later in the
process may be very valuable to the consumer. Raw wheat would not be
very valuable to most end consumers. The objective, then, is to add the
needed value steps as efficiently as possible. Wal-Mart is extremely
efficient in providing the retail (and effectively wholesale) part of the value
chain even though that service ultimately costs money. Few consumers
would want to drive a long distance to a bakery, and even if they did, the
baker would then have to provide the retail services. The baker would
probably have to spend more money on hiring people and maintaining the
store than Wal-Mart adds to the cost by performing these services.

An Overview of MONARCH CORPORATION
Monarch Corporation is a global leader in providing innovative merchandising

systems for the retail and apparel industry.
At Monarch designs and manufacturing of tickets, tags and labels takes place, and
the technology—including the printers, software control systems and necessary
supplies is provided —for retail product identification. Customers include the
world's major retailers, branded apparel companies and contract manufacturers.
Company’s focus is on working with customers and adding value for them in
everything : help build their brands, manage their data and distribute their
merchandise throughout the supply chain
Monarch® brand name has long stood for quality, reliability and dependability. All
Monarch printers are covered by our one year limited warranty, so you're assured
of reliable performance.
Monarch brand labels and tags are designed for use in the most demanding
environments. Everything in the Monarch product line is guaranteed to work to

consumer satisfaction, or they receive a full refund—the product has to be returned
within 30 days of purchase.
Monarch brand RFID and bar code tags and labels are produced under ISO
certified processes to stringent quality standards. We offer the widest range of
RFID smart labels, with any of the most popular inlays, and for Monarch and all
other brands of printer/encoders.
Paxar's Monarch brand RFID is specially engineered to help you track and move
merchandise quickly through Y O U R supply chain.
Paxar's line of Monarch brand thermal printers offer high performance in a compact, economical
solution to meet the needs of all sized businesses.
Tough printers for tough environments, Paxar's portables are designed to

withstand the rough and tumble of retail stores, back offices, stockrooms and
distribution centers.
Increase productivity with Paxar's lightweight handheld bar code printers. They're
designed with these features in mind: value, speed, durability and connectivity, for
intensive labeling operations.
These high-speed labeling systems by Paxar provide a cost-effective solution for
automated labeling of products, cartons, cases and pallets in a wide range of
shapes, sizes and configurations
Mobilize your sales associates so they are on the sales floor ready to satisfy the
demands of your customers. Increase selling space, increase customer service
levels and increase store revenue.
MONARCH COPRS. BRANDS
Products

• Variable Data Labels & Tags
• Brand Promotion & Merchandising Tags
• Fabric Labels and Collections
• Brand Protection & Security
• Printers, Accessories, & Supplies
• Monarch Brand
• Bar Code & RFID Products

• Tabletop Bar Code Printers
• Portable Bar Code Printers
• Handheld Bar Code Printers
• Mobile Workstations
AN OVERVIEW OF RACHNA
ENTERPRICES
Rachna Overseas Pvt. Ltd. was incorporated as a privately held Indian Company
on 23rd June, 1988.
The Company has been promoted by Mr. Prem Khanna, joining hands with Mr.
A.S. Shekhawat, both of whom have been closely associated with the introduction
and growth of the Bar Code Systems and Identification & Pricing Solutions
industry in India, since it's inception in the early Eighties.

The Company has full fledged, well staffed, Regional Offices at New Delhi,
Mumbai, Hyderabad, Bangalore, Chennai & Kolkata and a network of Dealers
covering the entire country.
Rachna Overseas has a clearly defined Vision and Mission and is working closely
with all it's publics towards achieving these objectives. It's strong relationship with
it's Principals, the trust placed in it by it's employees and the satisfaction enjoyed
by it's customers are all pointers to greater success in times to come.
SERVICES
 Presale
Rachna Overseas understands that no two customer's

requirements are the same. Therefore, we follow a customized
solutions approach. Our expert team, constituting the industry's
most seasoned professionals, with experience across a broad
spectrum of applications in various industries, will ensure that you
get products that fulfill your requirements, fully and at optimal cost.
Our ranges of services include carrying out a System Study covering

need analysis, site study, systems design & implementation andcost-
benefitanalysis.
We also assist prospective users in getting EAN /GS1 registration and

guidance on adopting international standards.
Rachna Overseas is one of India's largest converters of labels, tags and

thermal transfer ribbons. Our media experts can suggest the most suitable
and cost effective label, tag or thermal transfer ribbon for the prospective
user's application
 Sale
On sale, we ensure that you get the materials when you require them and not
at our convenience. This is made possible by regular inventory analysis and
keeping of stocks at all our locations.
We also have adequate trained software and hardware engineers at all

locations to ensure that the equipments are not just dumped on the customer but
are up and running at the soonest.
Our range of services include host integration, integration with the
customer's existing or preferred host platform, initial programming of Portable
Data Terminals, comprehensive user training and Warranty Service
 After Sales
Our relationship with our customers continues long after the sale is over.
We offer Annual Maintenance Contracts, up-grades for software products,
Buy Backs for equipment on completion of product life and help in re-
programming Portable Data Terminals.

Introduction to FreshMarx
Food safety is a critical issue facing all segments of the food service industry;
consumers will frequent those places they trust to provide the freshest meat, deli
or prepared foods.
FreshMarx is designed based on the principals of HACCP. FreshMarx offers a
date coding solution to help ensure that customers will always receive the freshest
products.
FreshMarx is the innovator and source for the best products today and the
best new product ideas for tomorrow. FreshMarx is the easy, convenient and cost-
effective alternative in food date-coding!
FreshMarx is a supplier of food rotation labels, labeling machines and
information designed to help maintain an organized and reliable date marking
system for food products. FreshMarx presents innovative solutions to ensure
consumer confidence.
Environmental health officers recommend FreshMarx labels. Makeshift
food-rotation systems using markers, pens, or pencils and tape don't cut it.
Inspectors like to see preprinted labels.
The idea for a food safety study within the restaurant population was
brought to light by Joan Giampaoli, M.S., R.D. The study's query began with the
intent to bridge the gap between those restaurant operators who know about food
safety yet do not practice it and those who not only know food safety principles,
but actually put them to use. It was brought to our attention that eliciting truthful
responses to actual restaurant practices would be extremely difficult.

Consequently, the query became "what differences occur between restaurants with
excellent environmental health code records and those having difficulty with food
safety." Due to good timing and luck, the Department of Environmental Health,
Consumer Protection Division of Santa Clara County, California, was in the
process of examining their own inspection procedures and welcomed us as
partners. The data collected from the study was useful to them in assessing the
effectiveness of their current foodservice education program, identifying
additional educational methods for restaurant operators, and in revising their
inspection process. A follow-up study is planned after implementing these
changes.
Food safety and food borne illness prevention are both a high priority with
the Department of Environmental Health, Consumer Protection Division (DEH,
CPD) in Santa Clara County, California. With the rising incidence of food borne
illness outbreaks across the United States it is imperative that restaurant
foodservice operators become not only concerned with the dangers of food borne
illness, but also knowledgeable about how to prevent outbreaks.
To measure attitude and knowledge regarding food safety, three hundred
surveys were mailed to two separate restaurant operator populations in Santa Clara
County, California. The two populations were separated by distinguishing
favorable and unfavorable health code violation records dating between January
1994 and January 1995. Those restaurants with favorable health code records were
hypothesized to be highly concerned and knowledgeable regarding food safety in
comparison to restaurants with unfavorable health code records. Total response
rate for the survey was 20.6%.
Results of the survey indicated that restaurants with favorable health code
records reflected a significantly higher level of concern and knowledge regarding
food safety with a p<0.05. It was concluded that restaurant operators possessing
the necessary knowledge and an appropriate attitude and concern towards food
safety are practicing these principles on a more frequent basis as evidenced by
favorable health code records

Food Labeling:
Use of Symbols to Communicate Nutrition Information, Consideration

of Consumer Studies and Nutritional Criteria; Public Hearing; Request
for Comments
Unlabelled food
Some foods do not have to carry a date mark. These foods are normally bought for
use within a very short period of time and it is clear when the quality is
deteriorating. This applies to fresh fruit, vegetables and some
cakes. Again food which is not pre-packed is unlikely to carry a date mark i.e.
meat from a butchers. Others include alcoholic drinks, sugar, salt and vinegar,
which lasts for such a long time that a date mark is not
necessary.

WHAT IS FOOD DATE CODING
The dates marked on food labels are an important safeguard against food which
may be unfit to eat -or just unpleasant. By reading date codes and knowing what
they mean you will be able to use food safely and eat it at its best.
• USE BY
• BEST BEFORE
• SELL BY
• DISPLAY UNTIL
They each have different meanings and this leaflet aims to clarify them.
BEST BEFORE

This date mark indicated the date before which food I sat its best. It is
applicable to most foods others than highly perishable food. After this date
food may still be edible and no dangerous to eat, but its appearance and
quality may suffer for e.g. crisp may become soft and so no longer be at their
best
The best before date will only be applicable if the food I stored according to
the instructions on the label such as “store in a cool and dry place” or “keep
in fridge once opened”
The best before date will b indicated as follows:
Day, Month and Year (11/12/2007)
Best Before end Month and Year( Best Before November 2008)
Less perishable items, such as frozen food, cakes, cereals and canned food carry a
'best before' date. This code indicates when food is in its best condition. It is not an
offence to sell food beyond its 'best before' date. However, it is against the law to
sell food that has deteriorated to the extent that it has become unfit to eat, and this
can occur with products that have gone beyond their 'best before' date.
The following are examples:

• Frozen food
• Dried Foods i.e. Cereals
• Canned Foods i.e. Soup, Baked Beans
• Crisps and Confectionary
It is not an offence for businesses to sell or use food past its Best Before date,
however, if the food is unfit or of poor quality an offence may have been
committed.

Use-by dates
It is against the law to display or sell food that has gone beyond its 'use-by'
date. This is because 'use-by' dates are placed on highly perishable foods,
such as cooked meat, which could cause food poisoning if eaten after the
date code has expired
The ‘Use By’ date is a clear instruction that food must be used by that date. This
date coding applies to highly perishable foods which could become a food safety
risk over short time periods. Consuming food after this date could put you and your
family at risk from food poisoning.
The Use By date will be indicated as one of the following:
• The day and month(e.g. use by 5 March)
• The day, month and year(e.g. use by 5 March 2005)
The following are examples:
• Cooked Meat
• Pre-packed Sandwiches
• Milk
• Chilled ready prepared meals
It is illegal to sell food at anytime after its ‘Use By’ date or to alter the
date unless the m a n u f a c t u r e r permission has been given
SELL BY/DISPLAY UNTIL
Both ‘Sell By’ and ‘Display Until’ dates are for retailer’s information
only. They are used by some shops to help staff know when they need

to take food products off the shelves. It is the manufacturers or
shops choice if it wants to put a ‘Sell By’ or ‘Display Until’ date
on packaged food. Since the ‘Sell By’ date and the ‘Display Until’ date is
just a guide to shop staff it is not against the law to sell food after it.
NB if a product has both a ‘Sell By / Display Until’ and a ‘Use By’ date
the’ Use By ’date takes priority. Thus,
 a 'date of packing' be permitted to be included on all packaged

foods in addition to a 'best before' or 'use by' date but not instead
of;
 foods that should be consumed before a certain date because of
health or safety reasons be date marked with a 'use by' date; and
 foods date marked with a 'use by' date should be prohibited from
being sold after this date.
Safety after Date Expires
Except for "use-by" dates, product dates don't always refer to home
storage and use after purchase. "Use-by" dates usually refer to best quality
and are not safety dates. But even if the date expires during home storage, a
product should be safe, wholesome and of good quality — if handled
properly and kept at 40° F or below. See the accompanying refrigerator
charts for storage times of dated products. If product has a "use-by" date,
follow that date. If product has a "sell-by" date or no date, cook or freeze the
product by the times on the chart.
Foods can develop an off odor, flavor or appearance due to

spoilage bacteria. If a food has developed such characteristics, you should

not use it for quality reasons.
If foods are mishandled, however, food borne bacteria can grow and
cause food borne illness -- before or after the date on the package. For
example, if hot dogs are taken to a picnic and left out several hours, they
wouldn't be safe if used thereafter, even if the date hasn't expired.
OTHER EXAMPLES OF POTENTIAL MISHANDLING ARE PRODUCTS THAT HAVE BEEN:
DEFROSTED AT ROOM TEMPERATURE MORE THAN TWO HOURS ;
CROSS CONTAMINATED ; OR
HANDLED BY PEOPLE WHO DON ' T USE PROPER SANITARY PRACTICES .
MAKE SURE TO FOLLOW THE HANDLING AND PREPARATION INSTRUCTIONS ON THE
LABEL TO ENSURE TOP QUALITY AND SAFETY.
W HEN G OOD F OOD G OES B AD
If a food is mishandled, it can become unsafe before a date listed on the package.
Mishandling examples include:
• Leaving perishable foods at room temperature longer than two hours.

• Introducing harmful bacteria through cross-contamination. For example, a
cooked hamburger is served from a plate that held a raw hamburger.

• Failing to wash hands before handling food, coughing or sneezing on food,
etc.
A VOIDING P ROBLEMS
Here's a five-step plan for avoiding problems with outdated foods in the future.
1. READ LABELS CAREFULLY when purchasing food for usage dates.

2. Keep a permanent marker pen in your kitchen and put the date, month and
YEAR you purchased the food on the container.
3. Practice "first in, first out," or what foodservice professionals refer to as
FIFO, for foods. If you have purchased several containers of the same type
of food, arrange the containers so you reach for the oldest package first.
4. If you tossed portions of expired foods, buy a smaller container or fewer
packages next time.
5. If you can't use a perishable food by the expiration date, freeze it. A food
kept frozen at 0 F will be safe indefinitely although it will decrease in
quality
Reasons for using FreshMarx

 Reliability: Because FreshMarx labels are easy to
apply and they save time, employees are more likely to use
them. All we need to do is just peel and stick.
 Organization: Color-coded FreshMarx day labels
use a different color for each day of the week, promoting better
organization and quick recognition.

 Consistency: Confusion amongst employees is
minimized since the information on preprinted FreshMarx
labels can't be lost due to poor handwriting, condensation,
smearing or multiple messaging.
 Adhesive Solutions: Environmental health
officers dislike tape. It falls off and worse, if the adhesive is too
strong and the tape can't be removed, bacteria begin to grow
resulting in a greater risk of cross-contamination. FreshMarx
labels are available in assorted label materials which are easily
removed, freezer-ready or completely dissolvable in water.
Fresh Marx is the innovator and source for the best products today and the best
new product ideas for tomorrow. The following are the characteristics of
FreshMarx
 Fresh Marx is easy & convenient to use.

 It is Cost-effective alternative in food date-coding.
 It helps in food safety.
 It offers a date-coding solution to help ensure that the
customers will always receive the freshest products.

 It is more effective in rush time.
 It reduces wastage.
Benefits of using FreshMarx food

safety labeling:
 Meet HACCP compliance requirements.

 Quickly identify where food hazards are likely to
occur.
 Better manage cross contamination issues.
 Labels can be applied to frozen products in
temperatures as low as -10°F (-23°C).
 Service temperature range runs from -65°F to +
200°F (-54°C to +93°C).
 Efficiently manage food rotation, ensuring you
have on hand an inventory of fresh, top quality food.
 Reduce concerns about environmental health
issues by adhering to recognized food safety standards.
 Quickly see what should be used in today's and
tomorrow's menus.
 Avoid freezer burned food.
 Reduce liability issues (and bad press) resulting
from food borne illnesses
 Reduction in production cost through reduced
wastage
 Current and potential hazards can be identified
and removed or minimized
 Facilitates compliance and statutory requirements
 Provides greater confidence to customer
 Enhance food safety and reduce food borne illness
 These FreshMarx labels allow busy chefs and kitchen help to easily
identify food age from a distance. They are color coded for each day
of the week and are ideal for food rotation and FIFO (first in, first out)
compliance.

 Displaying all the information needed for safe rotation of food, It
helps busy chefs to easily:
• Check expiration dates

• Maintain food rotation
• Track employee names
• See 'prep' and 'use by' dates on ready-to-eat foods
• Manage defrosting of food
FreshMarx provides solutions for

common foodservice issues:
Adhesive Residue Buildup - Various
Choices of Residue Free Adhesives Available
Time Consuming Label Removal
• REMOVX® Labels - stick securely to

containers, easily removed with minimal or
no residue adhesives
• DISSOLVX® Labels - dissolve
completely in any water in less than 30
seconds
Operator Training

• Monarch® Crown Series Labelers - are easy
to load and operate
• Labelers take less than 30 seconds to load
Time Spent Hand Writing Labels

• Increase Productivity - handheld labelers
improve legibility, save time and reduce waste
•
8 Identified Major Risk Factors
 Improper holding temperature.

 Preparing food ahead of planed schedule
 Poor personal hygiene
 Inadequate personal hygiene
 Inadequate cooking
 Inadequate cleaning and disinfecting of equipment
 Cross contamination
 Use of left over
 Contaminated raw material
Safe food
 Safe food is food that will not cause harm to the consumer
when it is prepared, stored and/or eaten according to its
intended use.

 Suitable food is food that:
(a) having regard to the intended use of the food:
 (i) is not damaged, decomposed, deteriorated or perished; or
(ii) does not contain a damaged, decomposed, deteriorated or
perished substance; and
 (b) does not contain any biological or chemical agent, or
matter foreign to the nature of the food, that is not
intentionally added to food; and
 (c) is not wholly or partly the product of a diseased animal or
one that has died otherwise than by slaughter.
Food Safety Hazards

Hazards are biological, physical, or chemical properties that may
cause food to be unsafe for human consumption. The goal of a food safety
management system is to control certain factors that lead to out-of-control
hazards. Because many foods are agricultural products and have started their
journey to your door as animals and plants raised in the environment, they
may contain microscopic organisms. Some of these organisms are pathogens
which mean that under the right conditions and in the right numbers, they
can make someone who eats them sick. Raw animal foods such as meat,
poultry, fish, shellfish, and eggs often carry bacteria, viruses, or parasites
that can be harmful to humans. Food can become contaminated by toxic
chemicals or toxins in your establishment or in the environment. Physical
objects may also contaminate food and cause injury. Food may become
naturally contaminated from the soil in which it is grown or from harvest,
storage, or transportation practices. Some foods undergo further processing
and at times, despite best efforts, become contaminated. These inherent
hazards, along with the hazards that may be introduced in your

establishment such as metal fragments from grinding can lead to injury,
illness, or death. Hazards are a huge threat to your business. Think of
hazards as ticking bombs in your establishment.
Unless they are kept under control, they could result in financial ruin
for your business.
Hazards include
 Biological agents
• Bacteria and their toxins
• Parasites
• Viruses
Biological Hazards

 Physical Objects
• Bandages
• Jewelry
• Stones
• Glass
• Bone and metal fragments
• Packaging materials
Physical Hazards

 Chemical Contamination
• Natural plant and animal toxins

• Unlabeled allergens (allergen-causing protein)
• Nonfood-grade lubricants
• Cleaning compounds
• Food additives
• Insecticides
Chemical Hazard

8 Golden Rules of Food Safety
 Choose processed raw material

 Cook food thoroughly
 Serve cooked food as soon as possible
 Store cooked food at temperatures beyond danger zone
 Reheat cooked food thoroughly
 Avoid cross contamination
 Be clean, keep clean, serve clean
 Avoid pest control
 Use potable water for cooking
Retail and Food Service Industries
Unlike many food processing operations, the retail and food service
industries are not easily defined by specific commodities or conditions.
These establishments share the following characteristics:

 These industries have a wide range of employee
resources, from highly trained executive chefs to entry-level
front line employees. Employees may have a broad range of
education levels and communication skills. It may be difficult
to conduct in-house training and maintain a trained staff
because employees may speak different languages or there may
be high employee turnover.
 Many are start-up businesses operating without the

benefit of a large corporate support structure. Having a
relatively low profit margin means they may have less money
to work with than other segments of the food industry
 There are an almost endless number of production

techniques, products, menu items, and ingredients used.
Suppliers, ingredients, menu items, and specifications may
change frequently.
The following is a partial listing of the types of businesses that are

usually considered part of the retail and food service industries:
 Back-country guided trips for groups

 Bakeries
 Bed and breakfast operations
 Cafeterias
 Camps
• Recreational,
• Children’s, etc.
 Casinos, bares, and taverns
 Child and adult day care
 Church kitchens

 Commissaries
 Community fund raisers
 Convenience stores
 Fairs
 Food banks
 Grocery stores with specialized departments

• deli
• in-store prepared foods
• produce
• meat and seafood
 Health care facilities

 Interstate conveyances
 Markets
 Meal services for home-bound persons
 Mobile food carts
 Penal institutions
 Restaurants
• Chains
• International specialties
• Fast food
• Full service
• Independent operations
• Road-side stands
• Schools
 Temporary outdoor events
 Vending machines
 Snack bars

TARGET SEGMENT
 SWEET SHOPS
There are en numbers of Sweet Shops with prominent names like Bikaner,
Aggarwal & Haldiram. All being existing users of this solution we believe this is
the segment with most potential.
 DAIRY INDUSTRY
In this segment Fresh Marx plays a very vital role as it is important to sell the
products as fresh as possible & it helps to differentiate between the products being
put in display on the day it is produced.
 MEAT & BUTCHERY

This is one segment with huge potential; the labels can be used for marking
& ensuring freshest pre packed or half cooked products to customer.
 BAKERY & GROCERY ITEMS

Fresh Marx is useful here for labeling all locally packed day to day products with
manufacturing & expiry dates.
 HOTELS & RESTAURENTS

FreshMarx here is useful in labeling all day to day food products used in
daily cooking to ensure freshness

LABELLING MACHINES
Single Line Labelers for Basic Data
Monarch 1110 Labeler
 Prints up to 8 characters
 Lightning fast can mark an 18
items case in five seconds.
 Increased accuracy, fewer errors
with easy dial in.
 Label anything, anywhere
 Simple operation just Click &
Stick
 Lightweight portability
 Small, efficient space-saving
labels.
Sample Label layout:
Monarch Crown Series 1131

Labeler

 Prints up to 8 characters
 Improved productivity with more
labels per roll
 Fast, easy labeling capabilities
 Maintenance-free design
 Print crisp, clear labels for
excellent legibility and reduced
errors.
 Easy, fast troubleshooting�
open "total view" access to
inside.
 Smooth operation, fits
comfortably in your hand.
 Drop tested for assured
durability.
Two Line Labelers for Increased Tracking

Ability
Monarch 1115
Labeler
 Prints up to 16 characters in 2
lines of 8 digits each.
 Provides important print option
such as comparison pricing, SKU
code,
shelf date etc.
 Improves productivity, fast Click
& Stick operation.
 Easy portability.

Monarch Crown Series
1136 Labeler
 Makes labeling simple, fast and
hassle-free.
 Increase your productivity,
experience at least 75% time
saving, changing label rolls &
ink rollers.
 Neat & clean snap-in/pop-out ink
roller.
 Covered labels holder to keep
labels clean.
 Fast trouble-shooting with an
"open view" to the inside.

Monarch 1142 Labeler
 Flexible marking with 20-
positions print capacity.
 Easy-to-read labels for important
codes & dates.
 Lower repair cost with Monarch
legendary toughness.
 Handy application with easy-
squeeze trigger.
 Portable, carry it anywhere.

1155 Labeler
 Enjoy easy-to read labels �
large prints on 2 lines.
 Not just a pricier prints vital day
to day information such as SKU,
date, vendor code and more.
 Easy-squeeze trigger.
 Built for dependability-lasts
years and years.
 Fast, easy loading of labels.
Three Line Labelers for Maximum

Flexibility & Productivity
1153 Labeler
 Prints upto 36 characters in 3
 Loads of room for product, date
and inventory information.
 Clear, highly legible print-
eliminates customer confusion
and clerical errors.
 Easy, fast trouble-shooting�
open "total view" access to
inside.
 Built for dependability- lasts
years & years.
 Covered label holder to keep
labels clean.
Specialized Labelers
Monarch 1152

Promotional Labeler
 Easy loader range
 Prints 12 characters on the top
line and 7 characters, 7mm high
in the bottom line
 Label size 25mm x 31mm
 Jumbo, bright, and eye-catching
labels boost sales
 Fast operation, just click & stick
 Ideal for promotions
Monarch 1159
Applicator
 Easy loader range
 Pre-print Label applicator
 Label size 31mm x 25mm
 Merchandising tool for in-store

promotions such as special offers
& Mark Downs
 Industrial applications include

applying quality check and
hazard warning labels
Sample Label layouts:
Sequential Labeller
These labellers have specially been
developed for the textile industry.
Uses are in:
 Identification of different pieces

of the pattern after the cut &
before tying up into bundles
(shade labeling).
 Labeling of master rolls &
length.
 Dye bath marking: identifying
each layer after lay to ensure
even dye shade on complete

garments.
 Quality checking of garments.
H ANDHELD L ABELERS , L ABELS AND T AG A TTACHERS

Avery Dennison's Monarch® brand of user-friendly, handheld labelers and tag
attaches are renowned for their lightness, durability and ease of use.
Our labelers require the absolute minimum of training and, thanks to their sturdy
construction, they will provide years of trouble-free service. Plus, Paxar offers an
unrivaled selection of labels and consumables to ensure a truly cost-effective one-
stop labeling solution
Lightweight labeling systems for printing price, promotional

and date coding labels

M ONARCH ® L ABELS
When running Monarch brand labels through your Monarch labeler, you are
assured of the highest quality and long lasting performance.

M ONARCH ® T AG A TTACHERS
Monarch brand tag attachers require just one squeeze to secure a tag to your
product. Along with a wide selection of attacher tags, you'll find plastic
fasteners including tagger tails, loops and J-hooks to meet all your tagattaching
needs.

F RESH M ARX ™ F OOD S AFETY L ABELING
Customer deserves the very freshest foods handled in the safest manner -
FreshMarx is the way to help ensure the safety of food.
TYPES OF LABELLER

SINGLE LINE LABELLER
 1131 Labeler Prints 08 Characters in single line.

 Can be used to mark Date of Pkg. or Date of Exp.
TWO LINE LABELLER

 1136 Labeler prints 16 Characters
 Suitable for Printing Date of Pkg., Date of Exp. with Time,
DOT MATRIX/PRODUCT LABELS:

 These labels can be used as Product Labels or DMP Labels.

ESTEEMED CUSTOMERS
 TAJ RESIDENCY
 TAJ EXOTICA
 GATEWAY OF TAJ RESIDENCY
 GRAND ASHOKA
 PIZZA CORNER
 U S PIZZA
 HYATT GROUP OF HOTELS
Prospective customers
 G RAND HOTELS
 HOTEL GOLDENPARK
 ITC SONAR BANGLA
 PARK HOTELS
LIST OF MAJOR COMPETITORS

 BLITZ LABELLER
 METO LABELLER
 SATO LABELLER
 OTHER CHINESE LOW COST LABELLERS

Marketing mix of freshmarx
Price
The following strategy is used to price the product.
The machine is imported from Singapore
The label comes from Every Davinson in roles to gurgoan. The roles are converted
to labels of different specification according to the need of the customers. The
might want the name of the company and any other specification that they
mention. The cutting and shaping is done in Gurgoan. Gurgoan to pay the import
price plus the custom duty. They are then transferred to the regional centers at a
transfer pricing. At the end of the year the have to provide an F-Form to show what
transaction has taken place.
Pl ace (distribution)
TIER DISTRIBUTION
We understand that each reseller has his own strength in certain areas. Some may
have very good reference clientele base in retail segments, while other may have a
good network built up for low-end hand held product distribution. Moreover, every
reseller may have different resource commitment to promote our products. We
wish to develop a closer relationship with those companies who wish to invest in
market and commit to further expand our Business. We will try to protect the

interest of these Business Partners, and provide the best product and support for
them to sell. However, since the market is growing and getting more sophisticated,
we also wish to build up enough channels to capture all opportunities. Therefore,
Rachna Overseas will implement a multi reseller policy with the following
category of resellers:
 Business Partner
 Value Added reseller
 Customer Finder
 Direct Sale to end user/special projects
CRITERIA
 BUSINESS PARTNER
 Committed to selling an agreed amount of products during Jan-Dec’2006

 Committed to investing in minimum demonstration products
 Committed to stocking an agreed minimum quantity of consumables for fast
turnaround to customer request.
 Committed to having trained software and hardware engineers
 Committed not to sell competitive products
 Committed to an on time payments against an agreed security deposit
 VALUE ADDED RESELLER
 Committed to book orders for an agreed amount of products during Jan-

Dec’2006
 Committed to having trained manpower to sell our products

 CUSTOMER FINDER
 Comes in touch with any customer and direct him to Rachna

Overseas
DIRECT SALE TO END USER/SPECIAL

PROJECTS
 Direct sales by companies sales force in Delhi, Mumbai, Chennai, Hyderabad,

Bangalore, Kolkata & Gurgaon and immediate vicinity
 Corporate accounts with complex installation or multi- locational
 Prefer to deal directly with the company
 Refer to company by Business Partner as a special bid ( Rachna Overseas will
decide the bid price and the Business Partner will receive a fixed service
fee/commission)
SUPPORT

BUSINESS PARTNER
 1% Target Achievement Incentive on achieving the committed sale of products

during Jan-Dec’2006
 Sale on Dealer Prices
 2% Cash Discount
 Credit period of 30 days against security deposit
 Inclusion of name & address in company’s advertisements and brochures
 50% cost sharing on one exhibition in the Business Partner’s territory
 redirection of sales leads received by the company
 Free, once a year, software, service and sales training programs for the
Business Partner’s personnls ( accommodation & meals at Rachna Overseas
expenses )
 Free Product sales/promotion kits, brochures, labels, tags & sample rolls and
ribbons.
 5% special discount of demonstration products.
VALUE ADDED RESELLERS
 1% Target Achievement Incentive on achieving the committed on Rachna

Overseas Private limited during Jan-Dec’2006
 a. 8% commission on sales booked after receipt of payment if booked at
 b. 6% commission on sales booked after receipt of payment if booked between
MRP & DP
 c. 3% commission on sales booked after receipt of payment if booked at DP
 Sales & Product training
 Free Brochures & pamphlets

CUSTOMER FINDER
 No Support
 3% Customer Finding fees after receipt of full payment
Promotion
The following promotional method are used

 Advertisement in yellow pages
 Advertisement in news papers
 Mailers are send to specific database found out from directories
 Trade fairs
 Tele marketing
 Corporate tele marketing
 Segment mailing
Consumer Satisfaction
Customer satisfaction, a business term, is a measure of how products and

services supplied by a company meet or surpass customer expectation. It is seen as
a key performance indicator within business and is part of the four perspectives of
a Balanced Scorecard.

In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key
element of business strategy.
Knowing who your customers are, and what, why, when and where they
consume your product/service is an essential task for every marketer. Obtaining
consumer intelligence can help companies better understand and anticipate
consumers’ behavior, and thus formulate the most effective marketing mix.
Formulating the right marketing mix mandates that one must constantly monitor
consumers’ perceptions, preferences, purchases and satisfaction.
Getting to know your customer has become increasingly important in an age

where the consumer’s every move can be closely monitored. In order to gain a
competitive advantage, many companies are now committed to building long-term
relationships with their clientele. Indeed, some scholars argue that one-to-one
marketing – an advanced form of relationship marketing with an emphasis on
customization - is a key strategy that can set an organization apart from its
competitors (Peppers and Rogers, 1997).
Organizations are increasingly interested in retaining existing customers

while targeting non-customers;\ measuring customer satisfaction provides an
indication of how successful the organization is at providing products and/or
services to the marketplace.
Customer satisfaction is the individual’s perception of the perception of the

performance of the product or service in relation to his or her expectation. As noted
earlier, customers will have drastically different expectations of an expensive
French restaurant and a McDonald’s, although both are a part of the restaurant
industry. The concept of customer satisfaction is a function of customer
expectation. A customer whose experience falls below expectation (e.g., used
dishes not cleared quickly enough at an expensive restaurant of cold fries served at
a McDonald’s) will be dissatisfied. Diners whose experience matches expectations
will be satisfied. And customers who is expectation exceed (e.g., by a small sample
of delicious food from the chef served between courses at the expensive restaurant,

or well designed play are for children at the McDonalds outlet) will be very
satisfied and delighted.
A widely quoted saying that linked customer levels of satisfaction with customer
behavior identified several types of customers who are either
 Loyalist who kept purchasing or
 Apostles who’s experiences exceed their expectations and who provide very
positive word of mouth about t the company to others
 Defectors who feel neutral of merely satisfied and are likely to stop doing
business with the company;
 Consumer Terrorist who have negative experiences with the company and
who spread negative word of mouth ;
 Hostages who are unhappy customers who stay with the company because
of the monopolistic competition or low prices or who are difficult and costly
to deal with because of their frequent complaints ;
 Mercenaries who are very satisfied but have no real loyalty to the company
and may defect because of a lower price elsewhere or on impulse, defying
the satisfaction-loyalty rationale.
The researchers propose that the company should strive to create apostles, raise
the satisfaction of defectors and turn the into loyalists , avoid having terrorist or
hostages , and reduce the numbe vof mercenaries.
M EASURING CUSTOMER SATISFACTION
Customer satisfaction is an ambiguous and abstract concept and the actual

manifestation of the state of satisfaction will vary from person to person and
product number of both psychological and physical variables which correlates with
satisfaction behaviors such as returns and recommend rate. The l 'Quality Values'

which influence satisfaction behavior, further expanded on a of satisfaction
include: Quality, Value, Timeliness, Efficiency, Ease improvement and
organizational change measurement and are most often utilized to develop the
architecture for satisfaction between the customer's being measure when an
organization can fulfill customer expectation and perception about their needs
Increasing competition (whether for-profit or nonprofit) is forcing businesses to

pay much more attention to satisfying customers. (It may help the reader to notice
the role of customer satisfaction in the overall context of product or service
development and management. See Product/Service Management. Also notice the
Related Info (including customer service) in the library.
With increased level of competition, happy and satisfied customers should

become your raving fans and allowing them to be part of the process as well as
improve performance with the information will result in greater market and
customer share and drive more dollars to the bottom line.
Get answers to some of the very important questions that you need access to:
• How satisfied are my customers with my product?

• How satisfied are my customers with the service they receive from me?
• How likely are the customers going to purchase from me again?
• How likely are the customers going to recommend my product and service?
CHECKLIST
• Always check date codes whilst shopping and at home.

• Follow manufacturer’s instructions on storage (should it be stored in
the fridge or the freezer).
• Follow manufacturers instructions once packaging is opened e.g. eat within 2
days.

• At home, stock rotate food in the fridge and in your cupboard, using earliest dates
first.
• Food should always be eaten before the end of its ‘Use By’ date. Should you
want to keep food longer cook and/or freeze it.
• If in doubt - throw it out.
CONSUMER SURVEY
Marketing mix has always contributed greatly to consumer satisfaction. The four
elements of marketing mix adds to consumer satisfaction or dissatisfaction. In
order to see how marketing mix influences consumer satisfaction a survey was
conducted.
The respondents all belonged to food industry(Hotels)
OBJECTIVE OF THE STUDY
 TO FIND OUT HOW FAR CONSUMERS ARE SATISFIED WITH THE

PRODUCT AND THE SERVICES RENDERED BY THE COMPANY
 TO KNOW THE LOYALTY TOWARDS THE BRAND
 TO FIND OUT THOSE QUALITIES LIKED BY THEM
 TO FIND OUT TH EDIFFICULTY FACED BY THEM
 TO GET FEEDBACK AND SUGGESTIONS REGARDING THE SAME
Research Methodology
 Research Design:-Exploratory and Conclusive And descriptive

 Sample size -80 Nos of Respondents
 Sample profile – Hotel Chefs
 Sample selection - Convenient and Judgmental
 Data source (P R I M A RY D ATA )
The respondents were .
S E C O N D A RY D ATA – Secondary data collected from various websites and company’s

C&F agents, distributors.
Questionnaire was made after reviewing various articles on food freshness, food
safety and food date coding system from various journals and industry experts, and
food and health websites and articles.
Survey was done by telephonic interview and personal interview and mails a large
part of the questionnaire was send through mails to Bangalore where the product is
widely used in reputed hotels.

Analysis
Percentage of user of FRESHMARX

65% OF USRES USE FRESHMARX
35% OF USERS DO NO USE ANY DATE CODING TECHNIQUE
PERCENTAGE OF PERPLE WHO HAVE USED DATE

CODING PRODUCT BEFORE
64% said no

36%said yes
SATISFACTION LEVEL
68% FRESHMARX
32%OTHERS

ASPECTS THEY LOOK FOR IN A FOOD DATE CODING
PRODUCT

REASONS THEY USE FRESHMARX FOR

ADVANTAGES OF USING FRESHMARX EXPERIENCED
BY USRES

DISADVANTAGE OF USING FRESHMARX

PROBLEMS FACED DURING PRODUCT INSTALLATION

71% no
29% yes
ARE U SATISFIED WITH THE AFTER SALES SERVICE

70% yes
30%no
WILL U RECOMMEND IT TO ANY ONE ELSE?

80% SAID YES
20%SAID NO OR WILL THINK ABOUT IT
WHAT FONT COLOR DO U PREFER

50%said black
32%red
10%green
5%green
3%orange
WILL U PREFER CUSTOMISED OR NORMAL

LABLES

78% CUSTOMISED
22% NORMAL
WHAT EXTRA INFORMATION U PREFER

DO U WANT A BIGGER SIZE LEBELS ?

35%YES
65%NO
WHAT LANGUAGE DO U PREFER on labels

67%ENGLISH
28%OTHER
5%BOTh

Experience of using FreshMarx
73% said good
20%said ok
7% said bad
Is it easy to use FreshMarx?

88% said yes
12% said no
CONCLUSION

 PEOPLE ARE AWARE OF THE PRESENCE OF
DATE CODINGPRODUCTS
 THEY ARE READY TO USE DATE CODING
PRODUCTS TO INCREASE FOOD SAFETY
 FRESHMARX IS A NEW PRODUCT IN INDIA SO
IT HAS TO GAIN MORE AWARENESS AND
CUSTOMERS
 PEOPLE WHO R USING FRESHMARX ARE VERY
SATISFIED WITH THE PRODUCT
 FOR VARIOUS REASONS SOME ARE NOT HAPPY
WITH THE PRODUCT THEY TRUST THEIR OWN
JUDGEMENT
 IMPROVEMENT REGARDING THE LOOKS AND
INFORMETION WERE SUGGESTED
 USERS ARE SATISFIED WITH THE WAY THE
PRODUCT HALP THEM IN ENSURING FOOD
FRESHNESS
 FRESHMARX HAS TO GAIN MORE MARKET
SHARE AND COVER MORE HOTELS AND
RESTAURENTS
Limitations Of The Research

 Survey was done by telephonic interview and personal interview.

 Few questionnaires were sent by postal mail. There was
unwillingness of respondents to disclosing age and income.
 Some income group may also be reflected, as people do not
disclose their actual income.
 Few respondents did not give right answers so they have not been
included in the survey report and their sheet has been rejected.
 A certain group of senior staff avoided change in system

F RESH M ARX UNVEILS NEW FRESHNESS - DATING SYSTEM
MIAMISBURG, OHIO -- FreshMarx, a maker of automated date coding

and the supplier of Monarch products and services based here, recently
introduced the FreshMarx XL PRO 29FFS three-line labeler and supply
system. The new system is designed to reduce the amount of labeling
stock and labelers that operators need on hand and improve the accuracy
of their date-coding systems.
XL PRO does the date-coding work of seven different labels all with one
labeling system," said Richard Masartis, senior director for FreshMarx.
"There is no longer a need for our customers to stock seven separate
day-of-the-week labels and multiple labelers in order to clearly mark
prep-and-discard information. These labels clearly indicate prep date and
time, employee initials and discard date and time, as well as a color-
coded discard day of the week, all with one label supply formulated with
adhesive appropriate for the application."

QUESTIONNAIRE
T HIS IS THE QUESTIONNAIRE MEANT FOR THE ACADEMIC STUDY . A LL THE
INFORMATION WILL BE KEPT CONFIDENTIAL .
1. Do you use fresh Marx?

a) Yes b) no
1. Have you used date coding product before?

a) Yes b) no
2. If Yes, which brand were you using earlier?
3. Were u satisfied with that product?
a) Yes b) no
4. Why are you using this brand?

5. For how long have you been using fresh Marx?
1. a) 0-6 months b) 6months-1yr c) > 1yr
6. How was the experience of using fresh Marx?

1. a) Bad b) average c) good
7. What according to you are the biggest advantages of using fresh
Marx?
8. What according to you are the disadvantages of using fresh Marx?
9. Any changes you think should be incorporated in the product?
10. Did you face any problems with the product during
installation/operation?
a) Yes b) no
11. Are you satisfied with the after sales service etc offered by
the company?
a) Yes b) no

12. Would you recommend the product to people who aren’t
using it right now?
a) Yes b) no c) not sure
13. How likely are the customers going to purchase from me

again
14. How likely are the customers going to recommend my

product and service?
15. Is it easy to use FreshMarx
a) Yes b) no
.

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The satisfaction and euphoria that accompany the successful

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The pearls of learning obtained would surely help me in shaping my future.

Objective of the Study

In this project the objective was to conduct a study regarding the

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F OOD S AFETY H A ZA RDS 42

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Introduction to Marketing Mix

Marketing-Mix is a major concept in modern marketing and includes

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These four elements of marketing mix are closely linked and

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Marketing- Mix Strategy

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The Four Elements of Marketing Mix

In marketing-mix, product or service is the most important element.

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According to Philip Kotler, “A product is anything that can be

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Business generates income from price realized on sale. Success of

The place (distribution) refers to marketing activities undertaken to

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•Place (distribution) mix

A marketing manager has to develop an institutional structure for

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 Advertizing: This is perhaps the most glamorous element of the

“Advertising is a tool of marketing for communication of ideas and

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 Publicity: This promotion element is an important element of

 Direct Marketing: According to the dictionary of

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“Sales promotion includes those activities, which enhance and support

The central idea behind any promotional activity is to communicate

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HACCP (Hazard Analysis Critical Control Point) is an

The HACCP technique does this by identifying the risks, establishing

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Hazard Analysis and Critical Control Points (HACCP) is a

A forerunner to HACCP was developed in the form of production

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HACCP identifies the "critical control points" where food is most

For foodservice operators, HACCP offers valuable solutions that

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Voluntary approaches can complement regulatory programs,

Food products often involve the general marketing approaches and

The value chain--the extent to which sequential parties in the marketing

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Food Marketing & Consumption Patterns.

Food Marketing Issues.

Manufacturers may be able to leverage their existing brand names by

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The “Four P”s of Marketing with respect

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Food Markets Efficiency

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Monarch Corporation is a global leader in providing innovative merchandising