EFFECTIVENESS OF MAPRO PRODUCTS IN THE

FOOD AND BEVERAGE INDUSTRY

PRESENTED BY
M.S MOHAMMED JASSIM
B1878
MBA A
INTRODUCTION

a fruit processing company

develops, produces, packages, stores, and sells fruit-based confectionery products
in India
It offers fruit jams, crushes, squashes, bars, jellies, chews, syrups, fruit crush
concentrates, chocolates, and dessert toppings.
The company markets its products through distributors and stores
have indulged in fruit processing business for more than 40 years
ABOUT THE COMPANY

Founded in 1959 by Kishore Vora

Mapro foods ltd is a Maharashtra based company
Main unit, manufacturing plant and registered office situated in Satara district
Market leader in western India
Manufacturing units situated in Panchagani,Wai and Gurgon
Products are supplied to almost all parts of India
Current revenue is Rs.250 cr
VISSION AND MISSION

Organization aims to be a global player in the food processing market

Started with a processing capacity of 10MT per year
Currently has a processing capacity of 12000MT per year
Expansion of production capacity from 100 tons to 200 tons per day
Aims to expand the business
Planning to capture over seas market
Increase revenue to Rs.500cr by 2020 and to Rs.1000cr by 2025
PRODUCTS

Crush
Jams
Restores
Toppings
Lounge
Mazaana
Squash
Falero
Bars and Jellies
Coolz
COMPETITORS

FRUITOMANS

MALAS

HAPPY

KISSAN

HERSHEYS
CHALLENGES IN THE MARKET

Lack of brand awareness by customers

Number of competitors
Limited profit margin for suppliers and retailers
Lack of advertisements
Decreasing number of existing customers and stock holders
Limited number of sales agents
Discounts and promotional activities done by competitors
SWOT ANALYSIS

STRENGTH
Production capacity of three plants
Wide variety of products
Market leader position
Products available all over the country
High brand name
WEAKNESS

Limited export capacity

Products are not affordable to lower class people
Unpopular brand in Kerala
Low profit margin to retailers
Perishable raw materials are used
OPPURTUNITIES

Start operation in scopeful areas of the country

Product diversification
Improvement of marketing strategies
Company can rethink the pricing strategy
Introduction of new flavours
Implementation of new sales strategies
THREAT

High level of competition

Tax and regulatory structure put forward by the government
Slowdown of rural demand
Changing food habits of consumers
Removal of import restriction
Organizational structure
PROBLEM CENTERED STUDY

TITLE:

A STUDY ON EFFECTIVENESS OF MAPRO PRODUCTS IN THE FOOD

AND BEVERAGE INDUSTRY
OBJECTIVES

To perform market survey on the products brought out by Mapro

To find out the effectiveness of brand in the market
To bring out suggestions on the basis of study conducted
Relevance of study

Company has a monthly sales of 30 lakhs per month from the state
Kochi district have the most sales in Kerala
Mapro products stored in outlets are few in numbers
To find out reasons why the brand is not effective in Kerala
TOOLS USED FOR DATA COLLECTION

Questionnaire

Interviews

Observation
SAMPLING AND SAMPLE SIZE

The sample size is 300 shops.

It included supermarkets, bakeries, cool-bars, hotels, cafs, restaurants and lassi
shops.
The sample population of this study is limited to the geographical area of Kochi
city.
Sampling was limited to Kochi district.
A location was chosen randomly on daily basis.
All the above mentioned stores in the locality was covered through the survey.
This activity conducted for a period of two months.
LIMITATIONS OF STUDY

The sample selected is limited to 300 outlets

The total population of stores in the district consist of more than 1000 stores.

The output and data generated only gives a representation of 300 outlets included
in the survey

The duration of study was limited to two months

Total number of outlets included in survey:
Observations
Only 100 customers/ shops that are aware of Mapro products. These 100
customers are shops and bakeries that store Mapro products.
Some food outlets use Mapro products, but are unaware that they use the brand
Some cafs display premium products of other brand to customers and use Mapro
products
Due to over stocking of top brands, some shopkeepers restrain from accepting
orders
Some shopkeepers hold only limited number of stocks
Mapro products in some supermarkets are not kept at customers eye level
In the case of hotels, the chef decides the brand of ingredients to be used. The chef
doesnt like to switch brands and they stick to one.
Conclusion

It has been 10 years since Mapro has started its operation in Kerala.
The brand is still not popular in the state in spite of many years of operation.
The main drawback that the company has is that it has failed put forward effective
advertisements and promotional strategies.
The competitors have identified the weakness of the company and has taken
advantage of them.
Mapro offers almost the same quality as that of the competitors.
The company needs to rethink on its pricing and marketing strategies to have a
better position in the market.
Suggestions

Concentrate on product advertisements

Increase sales agents
Increase supply of products other than the top three categories
Increase the number of shops supplied with Mapro products
Ensure punctual stocking in supermarkets
Ensure that all the products in supermarkets are under customers eye level
Give more reward, bonus and incentives to sales agents to motivate them
Bring in more promotional posters in supermarkets to attract customers
Conduct more sampling activities
Packaging of toppings can be re-designed since it competes with the brand
Hersheys
Newspapers, popular Malayalam TV channels, outdoor flexes etc. can be used for
promotion
THANK YOU