Tapi

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SV.PATEL COLLEGE OF COMPUTER SCIENCE AND BUSINESS

ADMINISTRATION
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CHAPTER CONTENTS
Topic No. Topic Name

7.1 Introduction to the Marketing Department
7.2 Organization Structure of Marketing Department
7.3 Objectives of Marketing Department
7.4 Strategic Focus of Tapi’s

7.5 Marketing Mix
7.6 Structure of Marketing Mix

7.7 Product
7.8 Pricing
7.9 Place
7.10 Promotion
7.11 Social Involvement
7.12 Market Share
7.13 List of Competitors

7.14 Complain Process step
7.15 Reporting System

7.16 Major Customers
 7.1 Introduction to the Marketing Department

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Marketing is a societal process by which individuals and groups obtain what they
need and want through creating, offering and freely exchanging products and
services of value with others. For a managerial definition, marketing has often been
described as “the art of selling products”, but people are surprised when they
hear that the most important part of marketing is not selling! Selling is not only the tip
of the marketing iceberg.
The marketing concept holds that the key to achieving its organizational goals
consists of the company being more effective than competitors in creating,
delivering, and communicating superior customer value to its chosen target markets.
 In Tapi Food Products, responsibility of marketing manager is given

below.
 Promote sales
 Development of new products
 Getting feedback from customer
 Setting the new target market
 Getting knowledge about new competitors
7.2 Organization Structure of Marketing Department

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Marketing Manager
Mr. Rajnibhai
.
Assistant Manager
Mr. Tarakbhai
Sales Man
 7.3 Objectives

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1. Tapi Food Products trying to achieve the satisfactory level of the customer
2. Every appointing 2-3 agent for easily availability of products in the markets
3. They trying to achieve growth of 10 % in the sale as compare to last year
4. Trying to make changes in the products as compare to previous year
5. Adopting the policy of quality assurance
 7.4 Strategic focus of Tapi’s

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 Customer & market focus : Relationship, Awareness & Product

availability as per their need and time competitors Watch, Own agents
relationship, market research
 Quality Focus : Continuous Improvement in Quality defined according

to Customers
 Organization focus : Think globally and act locally
 7.5 Marketing Mix

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“Marketing mix is a set of marketing tools that the firm uses to peruse it’s marketing
objectives in the target market.”
These four P's are the parameters that the marketing manager can control, subject
to the internal and external constraints of the marketing environment. The goal is to
make decisions that center the four P's on the customers in the target market in
order to create perceived value and generate a positive response.
Marketing mix is divided into four parts in production only otherwise in operation it’s
seven. It’s also known as 4Ps of Marketing. Here we will discuss about 4ps only
because Tapi Food Products is Production base.
4ps are:-
1) Product
2) Price
3) Place (Distribution)
4) Promotion
 7.6 Structure of Marketing Mix

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Marketing
Mix
Product Price Place

Promotion
Brand
Name
Sales
Packaging
Price List Channels Promotion
Size
Allowances Location Sales Force
Service
Discount Inventory Advertising
Features
Credit Transportatio Direct
Design
Terms n Marketing
Quality
Payment Assortment Public
Variety
Terms Coverage Relations
Returns
Labeling
 7.7 PRODUCT

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“A product is any thing that can be offered to a market to satisfy a want or need of
consumer.
The term "product" refers to tangible, physical products as well as services. Here are
some examples of the product decisions to be made:
• Brand name
• Styling
• Packaging
The major competitor companies of Tapi Food Products are Khusboo, Prinkal Food
Products, Milonars, Sibco ltd., etc. In Tapi Food Products different products are
manufactured at the same brand name. I.e. Tapi
So we Compare Products of different competitors with Tapi Food Products.
Tapi Food Products Khusboo
Mum Mum Mukhwas
Syrups ( 18 Flavors ) Sharbat (15 Flavours)
Karonda Cherry - Nil -
Just In Sagar Ras
Tutty Fruity Tutty Fruity
Jelly (Pop. Candy, Cup ) - Nil -
 Brand Name Logo:-

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 Packaging Style (Syrup):-
 Product Packing (Tutty Fruity):-

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400 grams 250 grams
500 grams 500 grams
1 Kg 1 kg
 Packing available in Tapi Food Products:-
 Labeling:-
Front Side & Back Side

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 Product Mix

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“The set of all products and items that a particular seller offers for sales to buyer.”
Product Mix of Tapi Food Products
 Products of Tapi Food Products

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1. Tutty Fruity:-
Made from papaya, our Tutty fruity has carved a niche for itself in the market. Its
mostly used as an additive in ice-cream and some sweets but its major consumption
is in paan masala and some fresheners or"Mukhwas". Chewing of paan or paan
masala especially after meals is a typical Indian habit and many non-tobacco pan
eaters like this product very much.
Our customer range varies from Bakery wala to panwala’s, from Mithai-wala's,
chowpati walas to icecream wala's and yes not to forget Housewives who love to add
Tutty fruity to their Pulaos, snacks and sweets.
We are a famous name as Tutty Fruity Manufacturers Company. Our Tutty fruity
provides a wonderful flavor of different fruits which is liked by hundreds of people.
You are in for a treat by purchasing our Tutty Fruity prepared from fresh fruits. We
have a system of total quality control to ensure that the products conform to
established standards of quality and reliability.
We are first in India to produce sachet packs for Tutty fruity for the kids under the
brand name MUMMUM. Guess what? It is a hit with the kids!
And adults they too love to freshen their taste buds with Mum mum! So forget your
Guthka, sweet supari and other mukhwas ….ask for MUM MUM!It’s the only
addiction that comes without any Statutory Warning!!

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Ingredients :- Nutrition Facts

Per 100g Approx. Value
Papaya Fruit
Calories 298 Kcal
Total Fat 0.1 g
Sugar
Saturated Fat 0g
Trans Fat 0g
Acidity Regulator 330
Cholesterol 0 mg
Total 70 g
Permitted Synthetic Food
Carbohydrate
Colours 122, 102, 133,
Dietary Fiber 0g
110, 124 & Natural
Protein 0.4 g
Identical Flavours
Vitamin A 0g
Contains Permitted Class
Vitamin C 2 mg
– II Preservative 211 Sodium 0 mg
Available in 4 Colours i.e. Green, Yellow, Calcium 0 mg
Red and Orange Iron 0 mg
Available in: - 500 gm, 400gm and 200 gm pouch packs and 50p, 1 Re. and 5 Rs.
Sachet Packs.
2. Soft Drink Concentrate: -
Come summers and we all love to relax and have a chilling drink! Why go for a drink
which offers you only a limited flavour range?
Go for Tapi Soft drink concentrates which comes in more than 20 flavours. You will
love to choose your fave flavour from ours.
Next time you are thirsty think of Tapi Soft Drinks we bet to quench your thirst better
than any body else!!
You can also add this to your fave ice creams, lassi, desserts and try out own
recipes at home!

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JUST-IN
Make your soft drinks at home. Just add sugar and chilled water and your drink is
ready.
We have carved a niche as the famed Soft Drink Manufacturer and Exporter from
India. Soft Drink Concentrates are available in a wide flavor range.
 Ingredients and Nutrition Facts of Soft Drinks Concentrate

available in Pet bottles:-
1. Chocolate (with water/milk) Nutrition Facts

Ingredients :- Calories 280 Kcal
Total Fat 0g
Water Saturated Fat 0g
Trans Fat 0g
Sugar Cholesterol 0 mg
Total 68 g
Carbohydrate
Dietary Fiber 0g
Protein 0g
Colours 155 & Natural Vitamin A 0g
Identical Flavours Vitamin C 2 mg
Contains Permitted Class Sodium 0 mg
– II Preservative 211
ADMINISTRATION Calcium 0 mg
Iron 0 mg
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2. Butter Scotch (with water/milk)

Water
Calories 280 Kcal
Total Fat 0g
Sugar
Saturated Fat 0g
Trans Fat 0g
Cholesterol 0 mg
Total 68 g
Carbohydrate
Colours 155 & Natural
Dietary Fiber 0g
Identical Flavours
Protein 0g
Vitamin A 0g
– II Preservative 211 Vitamin C 2 mg
Sodium 0 mg
Calcium 0 mg
Iron 0 mg
3. Kesar Badam Pista (with water/milk)

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Water
Calories 280 Kcal
Total Fat 0g
Sugar
Saturated Fat 0g
Trans Fat 0g
Cholesterol 0 mg
Total 68 g
Carbohydrate
Colours 102, 133 &
Dietary Fiber 0g
Natural Identical Flavours
Protein 0g
Vitamin A 0g
Vitamin C 2 mg
Sodium 0 mg
Calcium 0 mg
Iron 0 mg
4. Variyali (with water/milk)

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Water
Calories 280 Kcal
Total Fat 0g
Sugar
Saturated Fat 0g
Trans Fat 0g
Cholesterol 0 mg
Total 68 g
Carbohydrate
Colours 102, 133 &
Dietary Fiber 0g
Protein 0g
Vitamin A 0g
Sodium 0 mg
Calcium 0 mg
Iron 0 mg
5. Kesar Elaichi (with water/milk)

Water
Calories 280 Kcal
Total Fat 0g
Sugar
Saturated Fat 0g
Trans Fat 0g
Cholesterol 0 mg
Total 68 g
Carbohydrate
Colours 102, 110 &
Dietary Fiber 0g
Natural Identical Flavours Protein 0g
Contains Permitted Class Vitamin A 0g
Sodium 0 mg
Calcium 0 mg
Iron 0 mg

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6. Shahi Gulab (with water/milk)

Water
Calories 280 Kcal
Total Fat 0g
Sugar
Saturated Fat 0g
Trans Fat 0g
Cholesterol 0 mg
Total 68 g
Carbohydrate
Colours 122 & Natural
Dietary Fiber 0g
Identical Flavours
Protein 0g
Vitamin A 0g
Vitamin C 2 mg
Sodium 0 mg
Calcium 0 mg
Iron 0 mg
7. Masala Soda (with water/soda)

Nutrition Facts
Ingredients :- Per 100g Approx. Value
Calories 280 Kcal
Water Total Fat 0g
Saturated Fat 0g
Sugar Trans Fat 0g
Cholesterol 0 mg
Edible Salt Total 68 g
Carbohydrate
Dietary Fiber 0g
Protein 0g
Vitamin A 0g
Colours 155 & Natural Vitamin C 10 mg
Identical Flavours SodiumAND BUSINESS
6 mg
SV.PATEL COLLEGE OF COMPUTER SCIENCE
– II Preservative 211 Iron 0 mg
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8. Cola (with water/soda)

Water Calories 280 Kcal
Total Fat 0g
Sugar Saturated Fat 0g
Trans Fat 0g
Acidity Regulator 330 Cholesterol 0 mg
Total 68 g
Carbohydrate
Colours 155 & Natural Dietary Fiber 0g
Identical Flavours Protein 0g
Sodium 0 mg
Calcium 0 mg
Iron 0 mg

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9. Green Mango (with water/soda)

Water
Calories 280 Kcal
Total Fat 0g
Sugar
Saturated Fat 0g
Trans Fat 0g
Cholesterol 0 mg
Total 68 g
Carbohydrate
Colours 102, 133 &
Dietary Fiber 0g
Sodium 0 mg
Calcium 0 mg
Iron 0 mg
Nutrition Facts
10. Lemon (with water/soda) Per 100g Approx. Value

Calories 280 Kcal
Ingredients :- Total Fat 0g
Saturated Fat 0g
Water Trans Fat 0g
Cholesterol 0 mg
Sugar Total 68 g
Carbohydrate
Dietary Fiber 0g
Protein 0g
Vitamin A 0g
& Natural Identical Vitamin C 10 mg
Flavours Sodium 0 mg
– II Preservative 211 Iron 0 mg
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11. Lichee (with water/soda)

Water
Calories 280 Kcal
Total Fat 0g
Sugar
Saturated Fat 0g
Trans Fat 0g
Cholesterol 0 mg
Total 68 g
Emulsion
Carbohydrate
& Natural Identical
Dietary Fiber 0g
Flavours Protein 0g
Sodium 0 mg
Calcium 0 mg
SV.PATEL COLLEGE OF COMPUTERIron
SCIENCE AND BUSINESS
0 mg
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12. Kala Khatta (with water/soda)

Water
Calories 280 Kcal
Total Fat 0g
Sugar
Saturated Fat 0g
Trans Fat 0g
Cholesterol 0 mg
Total 68 g
Carbohydrate
Colours 122, 110, 133 &
Dietary Fiber 0g
Protein 0g
Contains Permitted Class – II
Vitamin A 0g
Preservative 211 Vitamin C 10 mg
Sodium 0 mg
Calcium 0 mg
Iron 0 mg

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13. Falsa (with water/soda)

Total Fat 0g
Trans Fat 0g
Cholesterol 0 mg
Total 68 g
Carbohydrate
Colours 133, 110, 122 &
Dietary Fiber 0g
Contains Permitted Class – II Vitamin A 0g
Preservative 211 Vitamin C 10 mg
Sodium 0 mg
Calcium 0 mg
Iron 0 mg

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14. Mango (with water/soda)

Total Fat 0g
Trans Fat 0g
Total 68 g
Carbohydrate
Colours 110, 102 & Dietary Fiber 0g
Sodium 0 mg
Calcium 0 mg
Iron 0 mg
15. Pineapple (with water/soda)

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Total Fat 0g
Trans Fat 0g
Total 68 g
Carbohydrate
Sodium 0 mg
Calcium 0 mg
Iron 0 mg
16. Orange (with water/soda)

Total Fat 0g
Trans Fat 0g
Total 68 g
Carbohydrate
Sodium 0 mg
Calcium 0 mg
Iron 0 mg

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17. Strawberry (with water/soda)
Nutrition Facts
Ingredients :-
Total Fat 0g
Trans Fat 0g
Total 68 g
Permitted Synthetic Food Carbohydrate
Sodium 0 mg
Calcium 0 mg
Iron 0 mg

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 Ingredients of Just in
Acidity Regulator
Glucose
Lactose
Stabilizers
Salt
Emulsifiers
Class II preservative
Permitted Food Colors & Contain Nature &
Nature Identical Flavouring Substance
 Pet Bottles Available in 20 Flavours:-
Orange, Mango, Pineapple, Green Mango, Lemon, Kala-khatta Strawberry,

Raspberry, Litchi, Water Melon, Shahi Gulab, Khus, Rooh-af-za,Badam Pista, Kesar

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Pista, Kesar Elaichi, Falsa, Cola, Masala Soda , Milk Masala, Ice cream, Chocolate
etc.
 Just in Available In 4 Flavours:-
Orange, Mango, Rose, Pineapple
 Available in:-
Pet Bottles - 700ml
Just in – Powder 12 gm
Liquid 6 ml

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3. Syrup
Occupying a standard
marketplace we are a
famous name as Fruit
Syrups Manufacturer
having a lot of fruit
syrups. We are a well
known name in the
merchandising and
export of many different
kinds of Fruit Syrups.
With wide categorization
we offer varieties of Fruit
Syrups that are good for
health too.

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 Ingredients of Syrup are same as above mentioned in product no. 2.

From 1 to 6 are only including in Syrup.
Available in 6 Flavours i.e. Chocolate, Butter Scotch, Kesar Badam Pista, Variyali,
Kesar Elaichi, Shahi Gulab
Available in: - Pet Bottles of 700 ml
4. Jelly
Jelly Cubes:-
Colorful jelly cubes are in great demand Bakeries and Ice cream manufacturers. Our
jelly cubes add color and flavor to your favorite ice-cream and baked delights. Try
out your own sweet recipes and let everybody keep guessing your secret!
Nutrition Facts
Calories 320 Kcal
Ingredients :- Total Fat 0g
Saturated Fat 0g
Water Trans Fat 0g
Cholesterol 0 mg
Sugar Total Carbohydrate 80 g
Dietary Fiber 1g
Acidity Regulator E330 & Protein 0g
Pectin E440 Vitamin A 0g
Permitted Synthetic Food Vitamin C 8 mg
Colours E - 122, 124, 102, Sodium 0 mg
110, 133 & Natural Calcium 0 mg
Iron 0 mg
Identical Flavours
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– II Preservative E211
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Available in 6 Flavours i.e. Orange, Pineapple, Black Currant, Green Mango,

Litchi, Strawberry, Imli
Available in: - 200gm, 500gm, 1kg and 5 kg
 Jelly Crystals:-
Are not you tired of

those hard sugar boiled
candies?? Same taste
same flavor, don’t they
bore you??
Ask for Jelly crystals

which are sweet, soft
and smooth inside and
outside! It’s a WOW! So
say NO to candies say
YES to Jelly crystals!
This birthday go for our

Jelly Crystals and treat
your friends with a softy,

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smoothly and sweetie

crystals!
 Ingredients and Nutrition Facts of Jelly Crystals is as same as Jelly pop.
Available in 6 Flavours i.e. Orange, Pineapple, Black Currant, Green Mango,

Litchi, Strawberry, Imli
Available in:- 75 gm gift pack, 105 unit Pet Jar, 210 unit Pet Jar
 JELLY POP
Just open a cup and pop it into your mouth and get lost in the smoothly, sweetie,
softy world of a Jelly Pop!!
Nutrition Facts
Ingredients :-
Total Fat 0g
Trans Fat 0g
Jelling Agent 407 & Cholesterol 0 mg
Acidity Regulator 330 Total Carbohydrate 25 g
Dietary Fiber 0g
Permitted Synthetic Food Protein 0g
Colours 122, 155, 102, 110, Vitamin A 0g
Vitamin C 0 mg
133 & Natural Identical
Sodium 0 mg
Flavours
Calcium 0 mg
Contains Permitted Class – II
Iron 0 mg
Preservative 211

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Available in 6 Flavours i.e. Orange, Mango, Green Mango, Kala Khatta,

Strawberry, and Pineapple
Available in: - 1 Re. Unit
 Jelly Candy:-

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We are a well known name in the export of different types Fruit Jelly, Mixed Fruit
Jelly etc. Our Fruit Jelly is consumed at large by many people. We are a well
established name as fruit jelly manufacturer with a strong belief in providing
products which are best in taste and quality.

Total Fat 0g
Trans Fat 0g
Jelling Agent 440 & Cholesterol 0 mg
Acidity Regulator 330 Total 80 g
Carbohydrate
Permitted Synthetic Food Dietary Fiber 1g
Colours 122, 155, 102, Protein 0g
110, 133 & Natural Vitamin A 0g
Vitamin C 8 mg
Identical Flavours
Sodium 0 mg
Calcium 0 mg
Iron 0 mg

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5. Alma
Amla or aonla we all know is the richest natural source of Vitamin-C.
An amla is equivalent to 2 Citrus fruits in Vitamin C content. It is said to be a wonder

berry in Ayurveda. Ayurvedic compositions are said to incomplete without amla. It
helps in maintaining good health of digestive system, skin and hair. It is rich in
antioxidants and thus has anti-carcinogenic properties too.
Raw amla is not very pleasant because of its bitter taste. We Indians love things
sweet. We at Tapi Food Products have introduced a 100% range of Amla Products
so that you can get the best of healthy food.
 AMLA MURRABBA

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Amla murraba is a most fave with people from all age groups. It is made traditionally
at home by ladies and it’s a delight for everybody. We at Tapi Food Products prepare
Amla Murrabba in the traditional way just like your Mother made it for you in your
childhood.
Available in packs of : 1 kg Jar
 AMLA CANDY
Amla candy rich in Vitamin-C is a favorite with kids and grown ups.Its sweet and
crunchy and 100% natural with no added color and flavors.
Available in packs of : 10 Rs. Pouch
 AMLA SQUASH
It’s cool, tasty and healthy. It is a break from the regular fruit squashes. It is 100%
Natural with no color and flavour added.
Available in packs of : 700ml PET bottle
6. Fruit Jam
Try our jam and you will know why we are different. It is made from fresh hand
picked fruits from the farms across Gujarat and Maharashtra so that you get to taste
real fruit every time you treat your bread, roti and paranthas with our Jam.

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Quality, taste and benefits to health are the important areas which we keep to
maintain a consistent and strong relationships with our esteemed clients. With a well
establishment in the field of merchandise and export for Fruit Jam, we are a very
famous name as Jam Manufacturer.
Ingredients:-
1.Mix Fruit Jam:-

Mix Fruits Calories 288 Kcal
Total Fat 0g
Trans Fat 0g
Pectin E440 & Cholesterol 0 mg
Citric Acid E330 Total 72 g
Carbohydrate
Colours E122, E124 & Protein 1g
Natural Identical Flavours Vitamin A 0g
Contains Permitted Class Vitamin C 6 mg
Sodium 0 mg
Calcium 0 mg
Iron 0 mg

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2. Pineapple:-

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Pineapple Pulp Calories 288 Kcal
Total Fat 0g
Trans Fat 0g
Carbohydrate
Permitted Synthetic Food Dietary Fiber 0.6 g
Colours E102 & Natural Protein 0g

Vitamin A 0g
Identical Flavours
Vitamin C 6 mg
Sodium 0 mg
Calcium 0 mg
Iron 0 mg

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3. Mango:-

Mango Pulp Calories 288 Kcal
Total Fat 0g
Trans Fat 0g
Total 72 g
Citric Acid E330
Carbohydrate
Dietary Fiber 1g
Protein 0.2 g
Colours E110 & Natural
Vitamin A 0g
Identical Flavours
Vitamin C 6 mg
Sodium 0 mg
– II Preservative 211 Calcium 0 mg
Iron 0 mg

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4. Strawberry:-

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Strawberry Pulp
Calories 288 Kcal
Total Fat 0g
Trans Fat 0g
Carbohydrate
Colours E122, E124 & Protein 0g
Natural Identical Flavours Vitamin A 0g
Contains Permitted Class Vitamin C 6 mg
– II Preservative 211 Sodium 0 mg
Calcium 0 mg
Iron 0 mg
Available in 4 Flavours i.e.:- Pineapple, Mango, Strawberry, Mixed Fruits

Available in:-200g, 500g, 1 kg and 4 kg Jar
7. Karonda Cherry

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We all have grown up calling this sweetened fruit as cherry, Come on! It’s not cherry
though, it’s our very own DESI CHERRY!
Everybody loves it. Made from Karonda- an Indian wild berry it’s sweetened and
colorful!
It has a big demand in the bakeries, Ice-creamwalas, Panwalas, Mithaiwalas and

desserts in restaurants.
Available in only 1 Color i.e.:- Red
Available in: - 250g and 500g packaging (Institutional Pack)and also in Rs. 10
sachet packs.
 Pricing

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Price is the one element of the marketing mix that produces revenue; the other
elements produce costs. Price are perhaps the easiest element of the marketing
program to adjust; product features, channels, and even communicates take more
time. Price also communicates to the market the company’s intended value
positioning of its product or brand. A well-designed and marketed product can
command a price premium and reap big profits.
 Understanding Pricing
Price is not just a number on a tag. Price comes in many forms and performs many
functions. Rent , tuition, fares, fees, rates, tolls, retainers, wages and commissions
all may in some way be the price you pay for some good or service. Price still
remains an important factor in determining sales and profitability.
 PRICING POLICY
Deciding the pricing policy is an important decision in any organization. As usual

every firm sets the price for it’s whether it is manufacturing or service firm. Financial
managers with the help of the production and other department set up the price.
Generally, pricing policy is deciding after considering several factors.
Company decides per unit price of product by following formula.
PER UNIT PRICE = VARIABLE COST + FIXED COST

UNIT SALES
Here, variable cost is

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a. Raw materials cost

b. Administration cost
c. Packing cost
d. Distribution cost
Here, fixed cost is

1. Processing cost
2. Machinery cost
Prices are set by input valuation, considering production activity cost, cost of raw
material, buffer margin, other cost and profit margin. Sometimes because of increase
in price of sugar, transportation, cost also increases. To avoid such situation, the
company keeps a margin on its product prices before adding profit margin.
A lot of research regarding prevailing price of the product in market is done before
setting the price competitor’s prices and offers are also considered. Buy on offer or
off price schemes.
 Pricing Method
There is no specific method for setting the price. Complexity of the pricing policy has
led to the development of many approaches for price selling. The following are the
basic method generally recognized for pricing:-
1) Cost based
2) Demand based
3) Competition base
 Cost based

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Tapi food product use Cost based pricing method because Simple system, Socially
fair, No price war among competitors, Safe recovery of cost guaranteed, Reasonable
system in changing situation.
Tapi food product the determination of product under cost-based method, is made on
the basis of cost of production plus an additional margin of cost, i.e..,selling price is
equal to cost production plus anticipated profit.
Example;
Tutty fruity (500gm) Rs. 25.00, the company profit aimed is Rs.2.5 (10% margin),
then Tutty fruity selling price will be Rs. 27.5.
 Price list of Tapi Food Products:

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CATEGORY PRODUCTS QUANTITY MRP (IN RS.)

5 kg 500
500 gm 50
400 gm 40
Tutty Fruity
200 gm 20
Tutty Fruity Mum-Mum
50 Pieces 50
(1 Rs. Pouch)
Jelly 40 No. Pouch 40

Cup 175 No. Jar 175
Jelly Candy 650 No. Jar 325
Jelly Candy Cassette 100 gm 20
Jelly 105 Pieces 52.5
Candy 210 Pieces 105
5 kg Jar 540
1 kg Jar 125
Jelly 500 gm Jar 65
Jelly Crystals
200 gm Jar 30
4 kg 365
1 kg 125
500 gm 65
Jam Mix Fruit Jam
Regular 30
Soft Drink
Concentrate Just In 32 Glass Pouch 15
Syrup Sharabat 700 ml 70
Karonda Cherry 250gm

Cherry (Red) 500gm

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 Comparison with other company’s price:
Commodity
Quality TAPI Khusboo
40 45
400 gm
100 110
1 kg
Tutty fruity
500 550
5 kg
 Place (Distribution)
Meaning of Marketing Channels
Most producers do not sell their goods directly to the final users; between them
stands a set of intermediaries performing a variety of functions. These intermediaries
constitute a marketing channel.(also called a trade channel or distribution channel.)
Marketing channel has two strategies

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1) Push strategy
2) Pull strategy
Tapi food product adopt Push strategy because the manufacturer’s sales force, trade
promotion money or other means to induce intermediaries to carry, promote, and sell
the product to end users. Tapi food product is low brand loyalty in category and
product benefits are well understood.
DISTRIBUTION NETWORK:-
Channel of distribution is the chain through which the product of the company
passes from factory to final consumers. For reaching target market various
companies uses various kinds of channel of distribution shows how faster, easier,
cheaply and with minimum risk the product reaches to the final consumer. Effective
and efficient channel of distribution will time. The company should have flexible
channel of distribution so that in future it can be changed easily according to
requirement. Company uses three particular channels to reach their target market.
1. Communication channel
2. Distribution channel
3. Service channel
1. Communication channel:
In communication channel they deliver and receive message from their target
buyers. If any party order or bulk order that occur then it received through telephone
and fax also. They also receive their suggestion and follow if any important needed.
2. Distribution channel
The producer and the final customer are part of every channel. We will use the
number of intermediary levels to designate the length of a channel. The channel
levels has total four levels.
0-Level 1-Level 2-Level 3-Level

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Manufacturer Manufacturer Manufacturer Manufacturer
Agent-
Middlemen
Dealers Dealers
Retailer Retailer
Retailer
Customers
Customers Customers Customers
Tapi food product has 2-level of distribution channel.
 Channel Level of Tapi food Products:-

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3. Service channel:
Tapi Food Products also uses service channels to carry out transaction with potential
buyers. This service channels include warehouses, transportation, companies, banks
and insurance companies that facilitates transaction. Company also accepts checks
and drafts from the potential buyers.
 Channel Functions and Flows
Functions
1) Tapi gather information about potential and current customers and

forces in the marketing environment.
2) Tapi has no acquire the funds to finance at different levels in the
marketing channel because Tapi has 2-level marketing channels and no credit
system.

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3) Assume risks connected Tapi with carrying out channel work like, delay
in payments, problem in transport, etc…
4) Tapi provide for buyers’ payment of their bills through banks and other
financial institutions.
5) Place orders with manufacturers.
Other functions (physical, title, promotion) constitute a forward flow of activity from
the company to the customer; other functions (ordering and payment) constitute a
backward flow from customers to the company. Still others (information, negotiation,
finance and risk taking) occur in both directions.
Flow illustrated
1) Title Flow
Suppliers
Manufacturer Dealers Customers
2) Payment Flow
Suppliers Manufacturer Dealers Customers
4) Promotion
Definition of Promotion mix:
Marketing communication are the means by which firms attempt to inform and
remind consumers directly or indirectly about the products of the firm.

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In the context of the marketing mix, promotion represents the various aspects of
marketing communication, that is, the communication of information about the
product with the goal of generating a positive customer response.
 Marketing communication mix consists of eight major modes of

communication:
1. Advertising
2. Sales promotion
3. Events & experiences
4. Public relations & publicity
5. Direct marketing
6. Personal selling
7. Word of mouth marketing
8. Interactive marketing
From above all the mixes Tapi uses two type of communication modes:
1) Advertising: they usually give advertising in magazine, name of the

magazine are “Food Samachar” and “Tambul”. One time they also uses television
advertising as a mode of promotion. Channel name “Real Network” Surat local
channel.

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2) Direct marketing: Tapi has an own distribution store to sell their products directly
to their customers.
 Social Involvement:
We work hard with a philanthropic approach to be a good corporate citizen. Our

commitment to our people's health, safety and careers is reflected in a wider

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responsibility to the communities, in which we all live and work. It's about living with
our corporate values not just inside the workplace but outside it too.
We actively participate in a number of occasions ranging from Charity Shows,

Educational Activities and various other social activities. We have been proactive in
safeguarding the environment as a mark to respect our communities. We give an
attention to Pollution Control Activities to produce minimum waste, recycle the waste
and disposal of waste at proper location.
 Market Share:
We are the market leader in all most each food product in south Gujarat.
Products Share
Tutty fruity 80%
Jelly 85%
Syrup 30%
In south Gujarat the market size of tutty fruity is 1.5 cr. In that Tapi has turnover of
1.125 cr. In south Gujarat. In jelly, the company has just 15 lakes turnover but is 80
% of total turnover of south Gujarat which is 19 lakes. Company’s major focus is on
tutty fruity market in which it is the leader of the whole market.
 List of Competitors:

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Following are some of the food product companies from the south Gujarat:
1) Prinkal food products

2) Milonars
3) Sibco ltd.
4) Kohinoor food
5) Khusboo
6) Star
 Complain Process Steps:
1) Receive the complain.

Complains are received either by the letter or telephone.
2) Complaints are entered in to the customer complaint resister
3) After the proper evaluation of complains the necessary steps or action
are taken by the marketing department.
 Reporting System:
There is a well-documented reporting structure for each department. Each employee

known well what and whom he has to report to. It is more stringent at the higher level
than at lower level. It almost follows the hierarchy structure of the organization, with
each employee reporting to his next senior. Nevertheless, Tapi also give freedom to
employee to directing to his next senior. Nevertheless, Tapi also give freedom to
employee to directly access to MD or department head. In case of emergency
 8.10 Major Customers:
The major customer of the company is the local market and other dealers in different
parts of Gujarat state. And it has a major dealer in most of the cities.

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Distributors in Gujarat:-
SR. Distributors Location

1 Tapi Food Products Surat
2 Jayesh Stores Vadodara
3 Sankarlal Thakordas Godhara
4 New Umiya Sales Navasari
5 Trushna Valasad
6 Bhavik Asses Vapi
7 Dimond Pan Billimora
8 Olga Pan Chikhali
9 Barafwala Bharuch
10 Tejas Marketing Rajkot
11 R.S. Enterprise Mehsana
12 Gurudev Agency Bhavnagar
13 Naresh Stores Bhuj
14 Somnath Marketing Ahmadabad
15 Expedite Marketing Baroda
Retailer in Surat:-
Sr. Retailor Location

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Topic No. Topic Name

7.3 Objectives of Marketing Department

7.4 Strategic Focus of Tapi’s

7.6 Structure of Marketing Mix

7.12 Market Share

7.13 List of Competitors

7.15 Reporting System

 7.1 Introduction to the Marketing Department

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 In Tapi Food Products, responsibility of marketing manager is given

7.2 Organization Structure of Marketing Department

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3. They trying to achieve growth of 10 % in the sale as compare to last year

4. Trying to make changes in the products as compare to previous year

5. Adopting the policy of quality assurance

 7.4 Strategic focus of Tapi’s

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 Customer & market focus : Relationship, Awareness & Product

 Quality Focus : Continuous Improvement in Quality defined according

 Organization focus : Think globally and act locally

 7.5 Marketing Mix

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 7.6 Structure of Marketing Mix

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Product Price Place

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Tapi Food Products Khusboo

Mum Mum Mukhwas

Syrups ( 18 Flavors ) Sharbat (15 Flavours)

Karonda Cherry - Nil -

Just In Sagar Ras

Tutty Fruity Tutty Fruity

Jelly (Pop. Candy, Cup ) - Nil -

 Brand Name Logo:-

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Tapi Food Products Khusboo

 Packaging Style (Syrup):-

Tapi Food Products Khusboo

 Product Packing (Tutty Fruity):-

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Tapi Food Products Khusboo

400 grams 250 grams

500 grams 500 grams

 Packing available in Tapi Food Products:-

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Product Mix of Tapi Food Products

 Products of Tapi Food Products

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Ingredients :- Nutrition Facts

2. Soft Drink Concentrate: -

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 Ingredients and Nutrition Facts of Soft Drinks Concentrate

1. Chocolate (with water/milk) Nutrition Facts

2. Butter Scotch (with water/milk)

Ingredients :- Nutrition Facts

3. Kesar Badam Pista (with water/milk)

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