MANAGEMENT TRAINING REPORT

“MARKETING STRATEGIES ADOPTED”

BY

AQC CHEM LAB PVT LTD.

Submitted to J.C Bose University of Science and Technology, YMCA, Faridabad
in partial fulfilment of the requirement for the award of degree in

MASTER OF BUSINESS ADMINISTRATION.

(Session: 2018-20)

Submitted to Submitted by:

Ms. Gunjan Gumber ROHIT SINGLA
(Assistant Professor) MBA (Finance, Marketing)
3rd Semester 18001701042

J.C. BOSE UNIVERSITY OF SCIENCE AND TECHNOLOGY

YMCA, FARIDABAD
 DECLARATION

I, ROHIT SINGLA, student of J.C. Bose University of Science and technology, YMCA
Faridabad, hereby declare that my project “MARKETING STRATEGIES ADOPTED BY
AQC CHEM” is prepared under the guidance of my mentor MR. VIJAY KAUSHIK (Senior
Manager, AQC CHEM Lab Pvt Ltd.) and bonafied to the best of my knowledge. The report has
not been submitted to any university by me for any other degree holder.

PLACE: Faridabad

DATE: 20–09-2019 (ROHIT SINGLA)

 ACKNOWLEDGEMENT

“Acknowledgement is an art, one can write glib stanzas without meaning a word, and on
the other hand one can make a simple expression of gratitude”.

I take the opportunity to express my grate intrude to all of them who in some or other way helped
me to accomplish this project in AQC CHEM LAB PVT LTD. No amount of written
expression is sufficient to show my deepest sense of gratitude to them.

I would like to express my sincere gratitude to Mr. Vijay Kaushik (Senior Manager) for giving
me an opportunity to do my training program at AQC CHEM LAB PVT LTD.

A special appreciative “Thank you” is accorded to all staff of AQC CHEM LAB PVT LTD.
for their positive support. I also acknowledge with a deep sense of reverence, my gratitude
towards my faculty at J.C. Bose university who helped me in making my project report. I am
thankful to my parents and member of my family, who has always supported me morally as well
as economically.

At last but not least gratitude goes to all of my friends who directly or indirectly helped me to
complete this project report.

(ROHIT SINGLA)
CERTIFICATE
 PREFACE

For a management student, training plays an important role during their study. Training provides
a corporate or real world platform to learn practically. MBA degree without any training or
corporate world experience is just like life without oxygen. So industrial training provides a great
learning experience about management concepts and its applications.

Books are the treasure of knowledge and a theoretical base is pivotal for understanding the
realities of practical field. But at the same time, practical knowledge is critical for having an
insight into the implementation of theory in corporate world.

This training provides us an opportunity to know the current market. To know the current market
situations, prevailing competitions, behavioral environment of different people etc. It provides us
a platform whereby we can apply our theoretical knowledge and we can solve many practical
problems. And hence it can help us to be a successful manager in future.

Thanks to all whose who directly or indirectly help me to complete this project within a short
time limit. With the privilege of an opportunity provided to us by College, for the fulfilment of
our purpose “bridging the gap between theory and practical”. The main objective for preparing
this project report is to understand the whole purpose of finance management.
 TABLE OF CONTENTS

Serial Chapter
no.

1 INTRODUCTION

2 COMPANY PROFILE

3 REVIEW OF LITERATURE

4 RESEARCH METHODOLOGY

4.1 OBJECTIVES OF RESEARCH

4.2 SOURCES AND TYPE OF DATA
4.3 SAMPLE DESIGN
4.4 HYPOTHESIS
4.5 ANALYTICAL TOOLS
4.6 LIMITATIONS OF STUDY

5 DATA ANALYSIS

6 FINDINGS

7 CONCLUSIONS

8 RECOMMENDATIONS

9 REFERENCES

10 APPENDICES
 MARKETING STRATEGY

A marketing strategy refers to a business' overall game plan for reaching prospective

consumers and turning them into customers of the products or services the business
provides. A marketing strategy contains the company’s value proposition, key brand
messaging, data on target customer demographics, and other high-level elements.

Marketing Strategy vs. Marketing Plan

The marketing strategy informs the marketing plan, which is a document that details
the specific types of marketing activities a company conducts and contains timetables
for rolling out various marketing initiatives. Marketing strategies should ideally have
longer lifespans than individual marketing plans because they contain value
propositions and other key elements of a company’s brand, which generally hold
consistent over the long haul. In other words, marketing strategies cover big-picture
messaging, while marketing plans delineate the logistical details of specific campaigns.
Academics continue to debate the precise meaning of marketing strategy.

BUSINESS MARKETING TREE

The following quotes help crystallize the nuances of (modern) marketing strategy:

 "The sole purpose of marketing is to sell more to more people, more often and at
higher prices." (Sergio Zyman, marketing executive and former Coca-Cola and JC
Penney marketer)
 "Marketing is no longer about the stuff that you make, but about the stories you
tell." (Seth Godin, former business executive and entrepreneur)
 "The aim of marketing is to know and understand the customer so well the
product or service fits him and sells itself." (Peter Drucker, credited as founding
modern management)
 “Marketing’s job is never done. It’s about perpetual motion. We must continue to
innovate every day.” (former vice chair and chief marketing officer, GE)
 "Take two ideas and put them together to make one new idea. After all, what is a
Snuggie but the mutation of a blanket and a robe?" (Jim Kukral, speaker and
author of "Attention!")

7
The Creation of Marketing Strategy

A carefully-cultivated marketing strategy should be fundamentally rooted in a

company’s value proposition, which summarizes the competitive advantage a company
holds over rival businesses. For example, Walmart is widely known as a discount retailer
with “everyday low prices,” whose business operations and marketing efforts
revolve around that idea. Whether it's a print ad design, mass customization, or a social
media campaign, a marketing asset can be judged based on how effectively it
communicates a company's core value proposition.

8
A marketing strategy is designed by:

1. Choosing the target market: By target market we mean to whom the

organization wants to sell its products. Not all the market segments are fruitful to
an organization. There are certain market segments which guarantee quick
profits, there are certain segments which may be having great potential but there
may be high barriers to entry. A careful choice has to be made by the
organization. An indepth marketing research has to be done of the traits of the
buyers and the particular needs of the buyers in the target market.

2. Gathering the marketing mix: By marketing mix we mean how the organization
proposes to sell its products. The organization has to gather the four P’s of
marketing in appropriate combination. Gathering the marketing mix is a crucial
part of marketing task. Various decisions have to be made such as -
 What is the most appropriate mix of the four P’s in a given situation
 What distribution channels are available and which one should be used
 What developmental strategy should be used in the target market
 How should the price structure be designed

Importance of Marketing Strategy

 Marketing strategy provides an organization an edge over it’s competitors.

 Strategy helps in developing goods and services with best profit making potential.
 Marketing strategy helps in discovering the areas affected by organizational
growth and thereby helps in creating an organizational plan to cater to the
customer needs.
 It helps in fixing the right price for organization’s goods and services based on
information collected by market research.
 Strategy ensures effective departmental co-ordination.
 It helps an organization to make optimum utilization of its resources so as to
provide a sales message to it’s target market.
 A marketing strategy helps to fix the advertising budget in advance, and it also
develops a method which determines the scope of the plan, i.e., it determines
the revenue generated by the advertising plan.

9
 COMPANY’S PROFILE

“AQC Chem. lab Pvt Ltd.” were incorporated in the year 1999-2000, as a leading
manufacturer, exporter and supplier of a broad range of food processing products. At
present our products include premixes for fortification of various type of foods,
microfeeder required for fortification of wheat flour, churn machine required for
fortification of oil etc. 

Sanjay Gupta

CMD

10
 Suman Gupta

Director

Manish Mehrotra

Production Director

11
 Neetu Arora

Director Finance

ADDRESS
Plot No.16/5, Mathura Road Street No.4 Faridabad-121002 Haryana (India)

Phone-0129-4044514
Email - ritu@flourtechindia.com

12
 Mission

Development and progress of our company through high performance and innovative
products that meet the requirements of international clients.

Vision

Become the foremost brand, providing all-inclusive solutions for requirements of food
processing by offering innovative and efficient machines, equipment and allied services.

SERVICES
Wheat flour Fortification

13
 Fortification is the practice of deliberately increasing the content of an essential
micronutrient, i.e. vitamins and minerals (including trace elements) in a food, so as to
improve the nutritional quality of the food supply and provide a public health.

 Manufactured from wheat kernels, flour is the key ingredient found in about 75
percent of all grain products. Flour varieties are produced by milling and combining
different parts and types of wheat grain. As nutrient loss occurs during milling, nutrients
are added to flour in amounts equal to those present before processing to make
enriched flour. Fortified flour is made by adding nutrients in excess to quantities lost
during milling, or additional nutrients are added to improve its nutritive value.

Fortification of wheat flour is a cost-effective public health intervention that can reduce
vitamin and mineral deficiencies (VMD) and prevent birth defects such as Neural Tube
Defects (NTDs) due to folic acid deficiency.

Wheat flour fortification can potentially reduce iron deficiency and iron deficiency
anaemia. Iron helps children develop physically and mentally, and it improves the
health of pregnant women. Adequate intake of vitamin B12 through fortified flour can
also improve mental growth and development of children. Therefore, the health impact
of fortifying wheat flour with iron, folic acid and vitamin B12 is immense.

The average Indian derives his calorie intake thorough cereals. Wheat occupies second
position in terms of consumption after rice. Per capita wheat consumption in India is
approximately 50kg/ year.

Wheat flour fortified as per the recommendations from FSSAI will provide one third of
the recommended dietary allowance (RDA) of various essential vitamins and minerals.

Micro feeder
 There are some key points about Micro Feeder :
 Food Grade Stainless Steels Body.

14
 Lid
 S.S. Feed Screw
 Danfuss Automatic Controller (Make Germany)
 0.5 Hp Motor
 Magnetic Coil With Controller
 High Accuracy at low quantity
 Hopper (Capacity 20 Kgs.)
 Digital Display
 Flow Properties : Similar to wheat flour or wheat starch.
 Power Requirements 440 volts A.C. 3 phase.
 Low Level Sensor

15
Rice fortification

16
 Rice fortification has been an under-utilized opportunity. Technologies that have
been used cost-effectively for nearly a century in wheat and maize milling could not be
adapted to rice milling. Rice fortification is complex.

 Rice is a staple food for half the world’s population, and can contribute as much
as 70 percent of daily energy intake, particularly in developing countries. Places where
rice is an important contributor to the diet often happen to overlap with areas where
micronutrient deficiencies are most common. Here lies an enormous opportunity.
Fortifying rice has great potential to help fight hidden hunger on a large scale.

Rice fortified with the fortificant mix by dusting; or coated or extruded fortified kernels
mixed with non-fortified rice in a ratio varying between 0.5%-2% is fortified rice. Rice
fortification is a cost effective, culturally appropriate strategy to address micronutrient
deficiency in countries with high per capita rice consumption. India is a leading rice
producing country, with 22% of the total global rice production and 65% of India’s
population consumes rice on a daily basis. The per capita rice consumption in India is
6.8 kilogram per month. Fortification of rice makes it more nutritious by adding
vitamins and minerals, many of which are lost during the milling and polishing process.

17
Rice can be fortified using dusting, coating or extrusion technology. Extrusion is the
preferred technology for rice fortification given the stability of micronutrients in the
rice kernels across processing, storage, washing and cooking, also in view of cost
considerations.

In extrusion technology, milled rice is pulverized and mixed with a premix containing
vitamins and minerals. Fortified rice kernels (FRK) are produced from this mixture using
an extruder machine. The kernels resemble rice grains. FRK is added to non-fortified
rice in ratio ranging from 1:50 to 1: 200 resulting in fortified rice nearly identical to
traditional rice in aroma, taste, and texture. It is then distributed for regular
consumption.

Refined oil Fortification

Multiple micronutrient deficiencies are rampant in India, and continue to be significant

public health problems, which adversely impact the health and productivity of all the
population groups.
18
 More than 57% of children suffer from vitamin A deficiency, which may be
symptomatic or present at the sub-clinical level.

In addition, a high proportion of pregnant women and their newborns suffer Vitamin D
deficiency. Vitamin D is also considered to play an important role in decreasing the risk
of many chronic illnesses, including common cancers, autoimmune diseases, infectious
diseases, diabetes and cardiovascular disease. Thus public health problems warrant
public health intervention.

As per Household Consumer Expenditure (HCE) Survey in India, NSSO report 2011,
consumption of oil is reasonably high, about 20-30g / person / day and is consumed by
all population groups.

Since vitamin A and D are fat-soluble vitamins, fortification of edible oils and fats with
vitamin A and D is a good strategy to address micronutrient malnutrition and fortified
oil is known to provide 25%-30% of the recommended dietary allowances for vitamins
A&D.

Oil fortification technology is simple and the equipment and premixes for fortification
are readily available, within India. Fortification of edible oil usually takes place just
before packaging of oil. Both the vitamin pre-mix and the processed oil are added to a
churn to ensure uniform blending. The concept, technology and quality control
procedures for oil fortification are well established for sustained production across the
country. Fortification of oil is relatively inexpensive and affordable.

Churn Machine is used for Fortification of Oil.

19
 Salt Fortification

 Every year nine million pregnant women and eight million newborns are at risk of
iodine deficiency disorders (IDD) in India. IDDs are linked to iodine deficient soil. Due to
glaciations, flooding, rivers changing course and deforestation the iodine present in the
top soil is constantly leached. This, in turn, leads to deficiency of iodine in crops grown
on iodine deficient soil with consequently low iodine in the diet for livestock and
humans. This deficiency of iodine in the diet can be addressed by fortification of salt i.e.
adding iodine to salt.

Salt has been identified as an effective vehicle for iodine because it is consumed almost
daily and universally.

Iodine deficiency disorders (IDD) comprise of a range of disorders including goitre,

hypothyroidism, cretinism, brain damage, intellectual disability, psychomotor defects,
hearing and speech impairment, abortion and stillbirths.

Intelligent Quotient (IQ) Children born in iodine deficient areas have 13.5 IQ points less
than those in Iodine sufficient areas A majority of the consequences of IDD are invisible
and irreversible, but at the same time, are totally preventable. IDD constitute the single
largest cause of preventable brain damage worldwide.

In India, due to lack of iodine in the soil and therefore in the diet, all1.2 billion people
are at risk of IDD and around 264 million people are at high risk. India has the largest
number of children born vulnerable to IDD.

Currently, 92% of the population consumes iodised salt in India.

Adequate salt iodisation in India has saved 4 billion IQ points in the last two decades

Milk Fortification
Milk is a rich source of high quality protein, calcium and of fat-soluble vitamins A and D.
Vitamins A and D are lost when milk fat is removed during processing. Many countries
have a mandatory provision to add back the vitamins removed as it is easily doable.

20
21
Latest News
Grain Tech

Cordially Invites you to visit our Stall No G-11, Hall No-1 at 8th edition GRAIN TECH INDIA 2017.
India’s Largest Technologies Exhibition For Flour, Rice, Pulse, Spice, Corn, Semolina, Pasta, Biscuit,
Feed, Milling Machinery, Storage, Processing, Packaging.Ingredient and Allied Industries.

22
 Fortified foods to tackle malnutrition

Malnutrition isn’t just about acute starvation. Often, healthy-looking people are
malnourished too, because their diet does not include the right micronutrients. In
severe forms, such deficiencies can have serious effects. For instance, iron deficiency
leads to critical problems during pregnancy, and not enough Vitamin A can lead to poor
vision, infections, and skin problems.
 
To tackle the issue, the Food Safety and Standards Authority of India (FSSAI) released a
set of standards and a logo last year. Since then, it has focussed on awareness- and
consensus-building.

Now, a number of enterprises will begin adding premixes of micronutrients to launch

fortified foods. Smita Mankad, head of the FSSAI’s Food Fortification Resource Centre,
told The Hindu that in the next few months, General Mills India, ITC, Hindustan Unilever
and Patanjali will launch wheat flour, Adani Wilmar, Marico, Borges India, and
Kaleesuwari Refineries are working on oil, LT Foods, DCP Food, and KKR Food are
launching rices, and in salt, other brands will join Tata, which already has a double
fortified brand in the market.

23
 Factsheet

Basic Information
Nature of Business Manufacturer

Company CEO Suman Gupta

Total Number of Employees 51 to 100 People

Year of Establishment 1999

Legal Status of Firm Private Limited Company

Annual Turnover Rs. 50 - 100 Crore

Statutory Profile
GST No. 06AAHCA9829K1Z7

CIN No. U15494HR2009PTC039247

Products

 Centrifugal Blower
 High Pressure Blowers
 Axial Flow Fans
 Man Coolers
 Central Air conditioning
 Dust Collectors
 Air Curtains
 Centrally Air Cooling
 Roof Extractor
 Color Grader
 Digital Moisture Meter
 Dough Mixture
 Electric Oven
 Falling Number Apparatus
24
 Gluten Washer

Some of the clients of AQC CHEM LAB PVT LTD.

VIMAL OIL & FOODS LTD Ahmedabad

L15400GJ1992PLC017712 JASMINA INDUSTRIES LIMITED

L15400GJ1995PLC026914 ENERGY PRODUCTS (INDIA) LIMITED.

L15400GJ2009PLC057789 EURO INDIA FRESH FOODS LIMITED

L15400JH2008PLC013255 BABA AGRO FOOD LIMITED

L15410MH1991PLC135359 GODREJ AGROVET LIMITED

L15412WB1918PLC002964 BRITANNIA INDUSTRIES LTD

L15412WB1998PLC087077 GOLDEN CRUST FOODS LIMITED

L15419DL1987PLC350285 MAHAAN FOODS LIMITED

L15419GJ1989PLC012041 GOLDCOIN HEALTH FOODS LIMITED

L15419GJ1992PLC018394 KANAIYA FOODS (INDIA) LIMITED

L15419UP1983PLC005918 WELGA FOODS LIMITED

L15420AP1947PLC000326 THE ANDHRA SUGARS LIMITED

L15420MH2000PLC126759 DEVARJAN LAXMI SUGARS LIMITED

L15420UP1931PLC065243 BAJAJ HINDUSTHAN SUGAR LIMITED

L15421TN1948PLC000303 PETTAVAITTALAI SUGARS AND CHEMI

L15421TN1954PLC002915 THIRU AROORAN SUGARS LIMITED

L15421TN1995PLC033198 K.C.P.SUGAR AND INDUSTRIES CORPO

L15421TZ1961PLC000396 SAKTHI SUGARS LIMITED

25
 L15421WB1890PLC000612 TYROON TEA CO LTD

PARENT COMPANY – FLOURTECH ENGINEERS PVT LTD.

 “Flour Tech Engineers (p) Ltd.” were incorporated in the year 1988, as a leading
manufacturer, exporter and supplier of a broad range of Processing Machinery for our
customers. Our product assortment includes Flour Mill Machinery, Rice Mill
Machinery, Whole Wheat Chakki Atta Plant, Pulse Processing Plant, Spice Processing
Plant, Soya Grit/D.O.C. Grinding System, Maize Grit and Corn Flakes Plant, Energy
Food Plant, Besan Plant and Dalia Making Machine. These processing machinery are
manufactured by employing finest grade basic material in full compliance with the set
industry guidelines under the supervision of our well trained workforce. To cater the
diverse demands of our valued clients, we are offering these products in different
specifications. Apart from this, we are offering these processing machinery at leading
market price. Offered products are highly appreciated across the market for their
reliable performance and longer service life.
To manufacture the offered processing machinery as per the set industry norms, we
have developed a well-equipped and designed infrastructure facility at our premises. To
handle this infrastructure and execute our business related tasks, we have hired a team
of deft professionals. These professionals are selected through industry approved
selection procedures. Further, for hassle free execution of all our business related tasks,
we have parted our infrastructure facility into various operating units. To achieve our
organizational goals and objectives, our professionals are working with full dedication
and close coordination with each other. We are able to deliver all the offered
processing machinery on time, as we have developed a wide distribution network. We
export in African Continent.
Under the valuable supervision of our mentor Mrs. Suman Gupta, we have attained
such a distinct and dynamic position in the market. Due to her excellent management

26
skills and vast industry experience we have been able to cater the diverse demands of
our client base in an effective manner.

Bhavya Gupta
C.E.O

Anup Nanda
Director Sales and Marketing

Some of prestigious clients are

Overseas Clients
Name of Company Country
Dofar cattle feed, Salalah Oman
Duggar Apier and Food Products, Biratnagar Nepal
Pashupati Flour Mill, Biratnagar Nepal
Hitesh Khadya Udhyog, Nepalganj Nepal
Jai Balaji Foods, Sunsari Nepal
Om Flour Mills, Birganj Nepal
Shiv Shakti Khadya Udhyog, Birganj Nepal
27
Narayani Maida MillsPvt. Ltd., kathmandu Nepal
Bhudeo Khadya Udhyog Pvt. Ltd., Biratnagar Nepal
Shree Ram Khadya Udhyog, Birganj Nepal
Sagarmatha Flour Milss Pvt. Ltd. Nepal
Salalah Mills Co., Al Awqadain Oman
Mahulabn Roller Flour Mills Russia
Saudi Master Bakers, Dammam Saudi Arabia
USA Canada Inc, Abbotsford Canada
Baba Flour Mills Pvt. Ltd., Biratnagar Nepal
Grand Cereals Ltd, Bukuru-jos Nigeria
Umza Farm International, Kano Nigeria
Angelique International ltd., Mozambique Africa
Sherab Enterprises Bhutan
Labana Global Inv Ltd. Abuja Nigeria
Pulses & Splitting, Colombo Sri Lanka
A. A. Ibrahim & Co. ltd., Kano Nigeria
Infinity Sbacks & Beverages Ltd., ljebu Ode Nigeria
Sarfaraj Food Industries, Saidpur Bangladesh
Kabansora Millers Ltd. Naoirobi-Kenya
Salalah Mills Co. Salalah-Oman
Federal Republic of Nigeria Nigeria-Various Location
Vikas Flour Mills (Duggae Group) Nepalganj-Nepal

Domestic Clients

Name of Company Location

Adani Walimar Haldia-West Bengal
Mishkat Agro Industries dahod-Gujrat
Sunrise Hygiene Flours Pvt. Ltd. Rajkot-Gujrat
Adani Walimar Vidisha-Madhya Pradesh
Pallickal Foods pvt. Ltd. Cochin-Kerala
Nithin Grain & Mills Pvt. Ltd. Tirupati-Andhra Pradesh
Future Group(Big Bazar) Indore-Madhya Pradesh
28
Future Group(Big Bazar) Tumkur-karnatka
Aglow Foods Pvt. Ltd. Bhiwadi-Rajasthan
RMS Agro Foods Products Madurai-Tamilnadu
Seema Agro Food Pvt. Ltd. Kharagpur-West Bengal
Arwal Food Products Pvt. Ltd. Patna-Bihar
Shri Laitha Enterprises Ind Pvt. Ltd. Rajamundry-Andhra Pradesh
Nithin Grain & Mills Pvt. Ltd. Tirupati-Andhra Pradesh
Diya Hygeine Pvt. Ltd. Nadiyad-Gujrat
Ajay Agrotech Pvt. Ltd. Rajasthan
Shri Mahima Milk Products Pvt. Ltd. Bharatpur-Rajasthan

29
 AQC Chem. Lab (P) Ltd. is amongst those eminent brands which are always known for
its quality of work in the Flour Tech Group of Companies. With the panel of qualified
and innovative personnel, who take care of the needs of the client we are dealing. AQC
is offering its customers with the best in Flour Technology. The brand is been certified
with ISO 22000: 2005 Certificate, making itself all the more reliable. From over two
decades this company is proving its mark with its vivid range of customers and has also
earned a huge stake in Food Industry.

Our motive is to surpass the expectations of our clients by offering them the finest
product, excellent customer service, increased flexibility, and great value, thus
optimizing functionality and improving efficiency.

 N





30


REVIEW OF LITERATURE

Market Insights

Food fortification is a process of making food more nutritional by adding vitamins and
minerals. Global Food fortifying agents market is expected to register a CAGR of 4.5%
during the forecast period, (2018-2023). Fortification of food with micronutrients is a
valid technology for reducing micronutrient malnutrition as part of a food-based
approach.

Market Dynamics

The global market for fortified food is expanding at a robust pace. For the next six
years, the market is expected to grow at an impressive rate. The demand for this
market is mainly driven by the health consciousness of consumers. The Food and
Agricultural Organization (FAO) and the World Health Organization (WHO) recognized
food fortification as one of the key strategies to reduce the widespread malnutrition,
particularly in under developed countries. These factors have led to the adoption of
the food fortifying agents in various food & beverage products, along with
pharmaceuticals, and pet food manufacturing industries, among others.  Many
organizations have come forward to solve the issues in backward areas of countries like
India and Nigeria, by shortening the gap of nutrition and agriculture. North America,
Japan, and Western European markets are exhibiting maximum opportunities for
fortified milk and milk producing companies. Regulations for eradicating malnutrition
and the growing awareness among strategy creators are the essential variables fueling
the request from business sectors for fortified foods in Asia-Pacific and the Middle East.

Due to factors such as high costs, varying fortification levels depending on different
manufacturers, and lower adherence leads to voluntary fortification. European
31
countries only allow fortification of wheat or maize flour with folic acid on a voluntary
basis.

Market Segmentation

The global food fortifying agents market is segmented by type into minerals, vitamins,

lipids, carbohydrates, proteins and others. By application, it is segmented into cereals &
cereal-based products, dairy & dairy-based products, and others. The vitamin sector
accounts for the largest share of the food fortifying agents market, regarding value,
during the forecast period due to the rising number of diseases, such as osteoporosis
and rickets, due to vitamin deficiency, and also the increasing healthcare cost, and
growing aging population.

In the segment of applications in food fortifying agents, the dietary supplements are
projected to have the fastest growth during the forecast period. The health benefits of
nutritional supplements, along with the increase in aging population and growing
interest in personal fitness, drives the demand for dietary supplements in this market.

Regional Analysis

North America dominated the global food fortifying agents market in 2017. The Asia-
Pacific region is predicted to be the fastest-growing market from 2018 to 2023.The
markets are also growing in countries like China and India due to the increasing
disposable income of the people, urbanized population, and expansion of key
companies like Cargill, Incorporated and FMC Corporation in many countries. In China, a
series of studies have been conducted to assess the efficacy, effectiveness and
feasibility of fortifying soy sauce with iron content. In South Africa, multiple
fortifications of biscuits with iron, β-carotene and iodine improved the status of all of
these nutrients in school children.

Competitive Landscape

Players are additionally picking up from the growing eagerness among buyers in rising
economies to spend on fortified substances. On the other side, despite seeing
substantial development open doors around the world, the high cost caused on the
fortification of nourishment is limiting the business sector. Nevertheless, strengthening
economies of Asia-Pacific present tremendous opportunities for new entrants.
Moreover, the many players are expected to enter with the rising interest from
32
consumers. The major players in the market include Cargill, DuPont De Nemours and
Company, Royal DS, BASF SE, Archer Daniels Midland Company, Nestle SA, Ingredion
Incorporated, Arla Foods, Tate & amp, Lyle PLC, CHR. Hansen Holdings A/S

RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem i.e. it

signifies how the research is being carried out. Here we study the various steps that are
adopted in studying the research problem. The methodology gives the researcher a
chance to put forth his views, contentions and justifications for having adopted a
certain way of doing research and ruling out other possibilities.

RESEARCH DESIGN

The formidable problem that follows the task of defining the research problem is the
preparation of the design of the research project known as research design. It
constitutes of decisions regarding what, when, where, how much, by what means
concerning an inquiry or a research study. It is the conceptual framework within which
research is conducted, it constitutes the blueprint for collection, measurement and
analysis of data.

TYPE OF RESEARCH

Total duration of my project was 6 weeks. When I did my project on marketing

strategies adopted by AQC CHEM LAB PVT LTD., I used Descriptive and Analytical Study
method to describe all the data and analyze them. After analyzing all of the data, I got
some results and recommendations about the marketing strategies adopted by AQC
CHEM LAB PVT LTD. which formed the part of my report.

OBJECTIVES OF STUDY

 In depth analysis of the market’s segments and subsegments

 To estimate and forecast market size by product, nutrients, type and region
33
  To analyze key driving forces which are influencing the market
 Value chain analysis & supply chain analysis of the market
 Company profiling of major players in the market
 Competitive strategy analysis and mapping key stakeholders in the market
 Analysis of historical market trends and technologies along with current
government regulatory requirements.

SOURCES AND TYPES OF DATA

The majority of data used for analysis is being collected from primary source that
is being provided by Senior Manager who has helped me with his time and
constant support throughout my project. The data has been referred from the
company’s records.

Primary Data: The personal interview with senior officials and various members of
marketing department and also with other departments and collected the data.

Secondary Data: Necessary for the study was available within the company itself.
Other sources-

 Website
 Textbooks

34
 Powering up food: fortification is good but needs regulation
Since a diversified diet that meets all nutritional requirements is difficult to provide,
fortification of food is relied upon by many countries to prevent malnutrition.

The World Health Organisation estimates that deficiency of key micronutrients such as
iron, vitamin A and iodine together affects a third of the world’s population; in general,
insufficient consumption of vitamins and minerals remains problematic.

Viewed against the nutrition challenge India faces, processed foods with standards-
based fortification can help advance overall health goals, starting with maternal health.
It is imperative, for a start, to make iron-fortified food widely available, since iron
deficiency contributes to 20% of maternal deaths and is associated with nearly half of
all maternal deaths.

The shadow of malnutrition extends to the children that women with anaemia give
birth to. They often have low birth weight, are pre-term, and suffer from poor
development and lower cognitive abilities.

Low intake of vitamins, zinc and folate also causes a variety of health issues, particularly
when growing children are deprived.

Fortification is a low-cost solution. The benefit is maximised when there is a focus also
on adequate intake of oils and fats, which are necessary for the absorption of
micronutrients and something poorer households often miss in their diet.
 
The efficacy of the fortification standards introduced by the Food Safety and Standards
Authority of India (FSSAI) will depend on enforcement. It is important to ensure that all
sections of producers meet the norms, since the FSSAI plans to get local flour mills to
add premixed nutrients.
35
 Making affordable, good quality fortified foods widely available is the key. Only such
standardised processes can provide micronutrients to women, and in turn to breastfed
children in the first six months after birth.

A well-functioning public distribution system is the best channel to reach precisely

those sections that need fortified food the most.
In the case of children, recent studies show that adding zinc to food during the six
months to 12 years growth period reduced the risk of death from infectious diseases
and all causes put together. Fortified food, therefore, provides near to medium-term
gains, and addresses micronutrient malnutrition concerns at the population level.

Yet, as the WHO points out, in the long term, public health goals on prevention and
elimination of nutritional deficiencies should aim at encouraging people to adopt a
diversified and wholesome diet.

Children, including those in school, should get a wholesome cooked meal that is
naturally rich, and augmented with vegetables, fruits, dairy and other foods of choice.
Fortified foods can help fill the gaps, particularly in areas that are in need of speedy
remedial nutrition.

It is also vital that food regulation views the issue of affordability as a central concern,
because unaffordable fortified food would defeat the very purpose of fortification.

36
MARKETING STRATEGIES 

OPTIMIZING WEBSITE FOR SEARCHES

The first step in your manufacturer or distributor marketing strategy should be to

ensure that your website can be easily found in searches by those who are looking for
you—and that it outranks any competitors you may have. This is done through the
process of search engine optimization, often abbreviated as SEO.

SEO consists of several website improvement methods that help make your website
more likely to show up and rank highly when someone types a keyword related to your
business into a search engine. It can range from editing the titles of your individual
pages to acquiring more links to your site, and can be very simple or very complex.

In SEO, the easiest way to start is to think about the words and phrases that potential
customers would associate with your business or products. These may range from very
short or single words to longer phrases. Then review your website to see if these words
or phrases—called keywords—appear anywhere in your content.

If the keywords that you chose don’t appear on your site, chances are that you’re not
ranking for them. If search engines can’t find them, they can’t associate them with your
website. But if they are there, that’s essentially a “vote” for you to rank for them. So
this is why adding keywords to your page copy, your titles, and so on is important. Look

37
for places you can add these keywords, and watch your rankings for them to see what
happens.

In addition, it’s important to ensure that your website is responsive. By ensuring that
people can access your site from a variety of devices, including smartphones and
tablets, you can increase the number of leads, and ultimately close more deals.

  MAKE USE OF PAY-PER-CLICK ADVERTISING

Another important part of a manufacturer’s brand marketing comes in the form of

advertising… but not the kind of advertising. Pay-per-click, or PPC, is a modern
advertising method that involves the placement of small ads along the top or side of
natural search engine results.

PPC ads are typically inexpensive, and can have very high returns on investment for
manufacturers or distributors. They contain just a sentence or two of copy with a link to
your website, but the biggest benefit is that you only pay for them when they are
clicked—not when they are viewed.

If you are not ranking very well on search engines, PPC ads can be an enormous benefit
to your brand, as they allow you to control exactly how much money you spend to find
exposure in search engine results. The reports are also very detailed, so you’ll know
exactly how much you spent on each click, how many people clicked each ad, which ads
attracted the most clicks, and how many phone calls or emails you received as a result.

One of the major benefits of PPC is that results are instantaneous. As soon as ads are
clicked to go live, they can start driving qualified traffic to your website. This is
especially helpful if you’re looking to quickly increase leads without exhausting your
budget or employees.

38
SOCIAL MEDIA PROFILES
Sometimes, B2B companies are slow to integrate social media marketing. But social
media is a great way for manufacturers to engage potential clients online. And creating
social media profiles will help to get your manufacturing company in front of decision
makers.

Sites like Facebook, Twitter, and LinkedIn allow manufacturers to increase brand
recognition and make meaningful connections. You can also use social media to share
product photos, set up competitions, and create brand ambassadors.

Additionally, YouTube is a great tool for B2B companies, and it allows them to
demonstrate their products and provide educational content in video format.

Manufacturers can also use social media to gain ideas and feedback during product
development. Social media listening tools allow you to capture customers’ sentiments
about your company, and you can adjust your marketing strategy to meet their
expectations. And you can use product forums to gain further insight into customer
opinions.

MAKE IT EASY FOR POTENTIAL CUSTOMERS TO CONTACT YOU

The final strategy we recommend is making it extremely easy for potential customers to
get in touch with you. This may be as simple as placing your phone number somewhere
very noticeable at the top of your website, adding a dedicated contact form, or being
active on social media.

CREATE ENGAGING CONTENT AND MEDIA THAT RANKS WELL

One way that you can capitalize on this desire—and attract more potential customers
to your website—is to create this engaging content and ensure that it ranks highly in
searches.

When someone searches for any given query, they can also receive videos, images,
locations, and shopping results. As such, creating engaging content that is likely to rank
39
 can draw visitors to your website and allow them to learn more about your products.

 Create a video, write a keyword-rich title and description, and host it on YouTube
(with a link to your website in the description).
 Ensure any product photos on your website use relevant keywords in their
filenames, and also have their alt text assigned saying what is in the image. This can
allow them to show up in a Google Image search for those keywords, which can then
lead viewers to your site.
 Write content, like blog posts or articles, that answers questions your customers
may have had in the past. If these are popular questions that are commonly searched,
the pages are likely to rank well, and potential customers will read them, then browse
your website to learn more about what you do.

MARKETING AND SELLING THROUGH INDIAMART

At IndiaMART.com, we see a general trend of manufacturing companies starting to use

the online medium for “Sales Leads” for their products. To ensure that these companies
receive business queries from across the globe, drive their online marketing initiatives
through marketplace IndiaMART.com and provide holistic business promotion
solutions.

REGISTRATION AT B2B MARKETPLACES:

Leveraging services of an online B2B marketplace opens up numerous doors of

opportunities. It offers both options for registration – free and paid. The latter offers
additional features to enhance business prospects. To gain maximum exposure,
manufacturing companies should register at as many online B2B marketplaces as
possible and be visible to buyers visiting from across the globe.

SOCIAL MARKETING

40
Social marketing is an approach used to develop activities aimed at changing or
maintaining people's behaviour for the benefit of individuals and society as a whole.

BY PROVIDING DEALERSHIPS

41
THIRD PARTY CREDIBILITY

CERTIFICATIONS

Certificate of Registration

Quality Certificate
ENGG. EXPORT PROMOTION COUNCIL

Trade Memberships
IMPORT EXPORT CERTIFICATE
42
COMPLIANCE CERTIFICATE

TESTIMONIALS

43