PRACTICAL TRAINING REPORT

On

‘Impact of Marketing Strategies on Consumer Buying

Behaviour : A Study of Himalayans Food & Beverage Pvt.
Ltd.’

SUBMITTED BY

Name Anirudh Goyal

Institute Roll No. : MBA/2023
Session 2023 - 2025
Training Period 11 JUNE to 10 Sept

SUBMITTED TO

Professor & Head

Dr. Kavaldeep Dixit

Department of Training & Placement

International School of Informatics and Management (ISIM)

 TABLE OF CONTENTS

S.No. Topic Page

No.
Acknowledgement (i)
Preface (ii)
Certificate (iii)
Chapter 1 Introduction 6-39

Chapter 2 Research Methodology 40-43

 Type of Research
 Sources of Data Collection
 Tools and Techniques
 Objective of Research
 Scope of Study
 Limitations of Study

Chapter 3 Analysis and Interpretation 44-49

Chapter 4 Findings, Suggestions and Conclusion 50-54

Bibliography 55

Annexure:- 56-62
1) QUESTIONNAIRE
2) SUMMER TRAINING APPRAISAL
3) FEEDBACK FORM
4) SUMMER TRAINING PROJECT
EVALUATION FORM
 Acknowledgement

The Summer Internship opportunity at Hiamalayans Food and Beverage Pvt. Ltd. was a great

learning experience in my career. This Summer internship would not have been possible without the

support of certain individuals. I consider myself extremely fortunate to be given an opportunity to

Intern with Hiamalayans Food and Beverage Pvt. Ltd. I want to thank each member who made it

possible for me to complete this internship successfully. I would like to thank Mr. Praful Goyal, for

giving me this opportunity to undergo Summer Internship with Hiamalayans Food and Beverage

Pvt. Ltd. who in spite of his busy schedule guided me as an when required and guided me to carry

out the project.

I would also like to take this opportunity thank my faculty mentor Dr Bhumija Chauhan for sharing

his expertise and extending his valuable guidance to me. I thank him for all his support that helped

me to complete this project successfully.

 Preface

This report details my internship experience at Himalayans Food and Beverage Pvt. Ltd., where I

had the opportunity to work with the Marketing Department from June 11 to September 10, 2024.

As part of my MBA program, this internship served as an essential practical application of the

theoretical knowledge acquired during my coursework. It provided me with valuable insights into

the real-world dynamics of the food and beverage industry, particularly in the field of marketing.

During my time at Himalayans Food and Beverage Pvt. Ltd., I was able to contribute to several

marketing initiatives, participate in market research, and assist in the development of promotional

strategies. The hands-on experience in the fast-paced and competitive food and beverage sector

allowed me to deepen my understanding of consumer behavior, brand positioning, and digital

marketing techniques.
Chapter 1- Introduction
What is Marketing?

Marketing is the process of getting potential clients or customers interested in your

products and services. The keyword in this definition is "process." Marketing involves

researching, promoting, selling, and distributing your products or services.

This discipline centers on the study of market and consumer behaviors and it analyzes the

commercial management of companies in order to attract, acquire, and retain customers

by satisfying their wants and needs and instilling brand loyalty.

Marketing’s principal function is to promote and facilitate exchange. Through marketing,

individuals and groups obtain what they need and want by exchanging products and

services with other parties. Such a process can occur only when there are at least two

parties, each of whom has something to offer. In addition, exchange cannot occur unless

the parties are able to communicate about and to deliver what they offer. Marketing is

not a coercive process: all parties must be free to accept or reject what others are offering.

So defined, marketing is distinguished from other modes of obtaining desired goods, such

as through self-production, begging, theft, or force.

Based on these criteria, marketing can take a variety of forms: it can be a set of functions,

a department within an organization, a managerial process, a managerial philosophy, and

a social process.
The evolving discipline of marketing

The marketing discipline had its origins in the early 20th century as an offspring of

economics. Economic science had neglected the role of middlemen and the role of

functions other than price in the determination of demand levels and characteristics. Early

marketing economists examined agricultural and industrial markets and described them in

greater detail than the classical economists. This examination resulted in the development

of three approaches to the analysis of marketing activity: the commodity, the institution,

and the function.

Commodity analysis studies the ways in which a product or product group is brought to

market. A commodity analysis of milk, for example, traces the ways in which milk is

collected at individual dairy farms, transported to and processed at local dairy

cooperatives.
Roles of marketing

As marketing developed, it took a variety of forms. It was noted above that marketing can

be viewed as a set of functions in the sense that certain activities are traditionally

associated with the exchange process. A common but incorrect view is that selling and

advertising are the only marketing activities. Yet in addition to promotion, marketing

includes a much broader set of functions, including product development, packaging,

pricing, distribution, and customer service.

Many organizations and businesses assign responsibility for these marketing functions to

a specific group of individuals within the organization. In this respect, marketing is a

unique and separate entity. Those who make up the marketing department may include

brand and product managers, marketing researchers, sales representatives, advertising and

promotion managers, pricing specialists, and customer service personnel.

Finally, marketing is a social process that occurs in all economies, regardless of their

political structure and orientation. It is the process by which a society organizes and

distributes its resources to meet the material needs of its citizens. However, marketing

activity is more pronounced under conditions of goods surpluses than goods

shortages. When goods are in short supply, consumers are usually so desirous of goods

that the exchange process does not require significant promotion or facilitation. In

contrast, when there are more goods and services than consumers need or want,

companies must work harder to convince customers to exchange with them.

The marketing process

The marketing process consists of four elements: strategic marketing analysis, marketing-

mix planning, marketing implementation, and marketing control.

Strategic Marketing Analysis

Market segments

The aim of marketing in profit-oriented organizations is to meet needs profitably.

Companies must therefore first define which needs—and whose needs—they can

satisfy. For example, the personal transportation market consists of people who put

different values on an automobile’s cost speed, safety, status, and styling. No single

automobile can satisfy all these needs in a superior fashion; compromises have to be

made. Furthermore, some individuals may wish to meet their personal transportation

needs with something other than an automobile, such as a motorcycle, a bicycle, or a bus

or other form of public transportation. Because of such variables, an automobile company

must identify the different preference groups, or segments, of customers and decide which

group(s) they can target profitably.

Market Niches

Segments can be divided into even smaller groups, called sub segments or niche. A

niche is defined as a small target group that has special requirements. For example, a bank

may specialize.
Marketing to individuals

A growing number of companies are now trying to serve “segments of one.” They

attempt to adapt their offer and communication to each individual customer. This is

understandable, for instance, with large industrial companies that have only a few

major customers. For example, The Boeing company (United States) designs its 747

planes differently for each major customer positioning.

A key step in marketing strategy, known as positioning, involves creating and

communicating a message that clearly establishes the company or brand in relation to

competitors. Some products may be positioned as “outstanding” in two or more ways.

However, claiming superiority along several dimensions may hurt a company’s

credibility because consumers will not believe that any single offering can excel in all

dimensions. Furthermore, although the company may communicate a particular position,

customers may perceive a different image of the company as a result of their actual

experiences with the company’s product or through word of mouth.

Marketing-mix planning

Having developed a strategy, a company must then decide which tactics will be most

effective in achieving strategy goals. Tactical marketing involves creating a marketing

mix of four components—product, price, place, promotion—that fulfills the strategy

for the targeted set of customer needs.

Product

Product development

The first marketing-mix element is the product, which refers to the offering or group of

offerings that will be made available to customers. In the case of a physical product, such

as a car, a company will gather information about the features and benefits desired by a

target market. Before assembling a product, the marketer’s role is to communicate

customer desires to the engineers who design the product or service. This is in contrast to

past practice, when engineers designed a product based on their own preferences,

interests, or expertise and then expected marketers to find as many customers as

possible to buy this product. Contemporary thinking calls for products to be designed

based on customer input and not solely on engineers’ ideas.

Packaging and branding

Packaging and branding are also substantial components in the marketing of a product.

Packaging in some instances may be as simple as customers in France carrying long

loaves of unwrapped bread or small produce dealers in Italy wrapping vegetables in

newspapers or placing them in customers’ string bags. In most industrialized countries,

however, the packaging of merchandise has become a major part of the selling effort, as

marketers now specify exactly the types of packaging that will be most appealing to

prospective customers.
Marketing a service product

The same general marketing approach about the product applies to the development of

service offerings as well. For example, a health maintenance organization (HMO) must

design a contract for its members that describes which medical procedures will be

covered, how much physician choice will be available, how out-of-town medical costs

will be handled, and so forth. In creating a successful service mix, the HMO must

choose features that are preferred and expected by target customers, or the service will

not be valued in the marketplace.

Price

The second marketing-mix element is price. Ordinarily companies determine a price by

gauging the quality or performance level of the offer and then selecting a price that

reflects how the market values its level of quality. However, marketers also are aware

that price can send a message to a customer about the product’s presumed quality level.

Place

Place, or where the product is made available, is the third element of the marketing mix

and is most commonly referred to as distribution. When a product moves along its path

from producer to consumer, it is said to be following a channel of distribution For

example, the channel of distribution for many food products includes food-processing
plants, warehouses, wholesalers, and supermarkets. By using this channel, a food

manufacturer makes its products easily accessible by ensuring that they are in stores that

are frequented by those in the target market. In another example, a mutual funds

organization makes its investment products available by enlisting the assistance of

brokerage houses and banks, which in turn establish relationships with particular

customers. However, each channel participant can handle only a certain number of

products: space at supermarkets is limited, and investment brokers can keep abreast of

only a limited number of mutual funds. Because of this, some marketers may decide to

skip steps in the channel and instead market directly to buyers through factory outlets,

direct mail, and shopping via the Internet (a significant trend from the late 20th century).

Promotion

Promotion, the fourth marketing-mix element, consists of several methods of

communicating with and influencing customers. The major tools are sales force,

advertising, sales promotion, and public relations sales force.

Advertising

Advertising includes all forms of paid non personal communication and promotion of

products, services, or ideas by a specified sponsor. Advertising appears in such media

as print (newspapers, magazines, billboards, flyers), broadcast (radio, television), and

Internet, including e-mail and various Web sites. Print advertisements typically consist of

a picture, a headline, information about the product, and occasionally a

response coupon. Broadcast advertisements consist of an audio or video narrative that

can range from short 15-second spots to longer segments known as infomercials, which

generally last 30 or 60 minutes. E-mail advertisements are similar in content to print

advertisements and contain hyperlinks to the retailer of the product or service.

Sales Promotion

While advertising presents a reason to buy a product, sales promotion offers a short-term

incentive to purchase. Sales promotions often attract brand switchers (those who are not

loyal to a specific brand) who are looking primarily for low price and good value. Thus,

especially in markets where brands are highly similar, sales promotions can cause a short-

term increase in sales but little permanent gain in market share. Alternatively, in markets

where brands are quite dissimilar, sales promotions can alter market shares more

permanently. The use of promotions rose considerably during the late 20th century.

Public Relations

Public relations, in contrast to advertising and sales promotion, generally involves less

commercialized modes of communication. Its primary purpose is to disseminate

information and opinion to groups and individuals who have an actual or potential

impact on a company’s ability

to achieve its objectives. In addition, public relations specialists are responsible for

monitoring these individuals and groups and for maintaining good relationships with

them. One of their key activities is to work with news and information media to ensure

appropriate coverage of the company’s activities and products. Public relations specialists

create publicity by arranging press conferences, contests, meetings, and other events that

will draw attention to a company’s products or services.

Marketing implementation

Companies have typically hired different agencies to help in the development of

advertising, sales promotion, and publicity ideas. However, this often results in a lack of

coordination between elements of the promotion mix. When components of the mix are

not all in harmony, a confusing message may be sent to consumers. For example, a

television advertisement for an automobile may emphasize the car’s exclusivity and

luxury, while a Web-site advertisement may stress rebates and sales, clashing with this

image of exclusivity. Alternatively, by integrating the marketing elements, a company can

more efficiently utilize its resources. Instead of individually managing four or five

different promotion processes, the company manages only one. In addition, promotion

expenditures are likely to be better allocated because differences among promotion tools

become more explicit. This reasoning has led to integrated marketing communications, in

which all promotional tools are considered to be part of the same effort, and each tool

receives full consideration in terms of its cost and effectiveness.

Marketing evaluation and control

No marketing process, even the most carefully developed, is guaranteed to result in

maximum benefit for a company. In addition, because every market is changing

constantly, a strategy that is effective today may not be effective in the future. It is

important to evaluate a marketing program periodically to be sure that it is continuing to

achieve its objectives.

Marketing control

There are four types of marketing control, each of which has a different purpose: annual-

plan control, profitability control, efficiency control, and strategic control.

Annual-plan control

The basis of annual-plan control is managerial objectives—that is to say, specific

goals, such as sales and profitability, that are established on a monthly or quarterly basis.

Organizations use five tools to monitor plan performance. The first is sales analysis, in

which sales goals are compared with actual sales and discrepancies are explained or

accounted for. A second tool is market share analysis which compares a company’s

sales with those of its competitors. Companies can express their market share in a number

of ways, by comparing their own sales to total market sales, sales within the market

segment, or sales of the segment’s top competitors.

Profitability control and efficiency control allow a company to closely monitor its sales,

profits, and expenditures. Profitability control demonstrates the relative profit-earning

capacity of a company’s different products and consumer groups. Companies are

frequently surprised to find that a small percentage of their products and customers

contribute to a large percentage of their profits. This knowledge helps a company allocate

its resources and effort.

Efficiency control

Efficiency control involves micro-level analysis of the various elements of the marketing

mix, including sales force, advertising, sales promotion, and distribution. For example, to

understand its sales-force efficiency, a company may keep track of how many sales calls

a representative makes each day, how long each call lasts, and how much each call costs

and generates in revenue This type of analysis highlights areas in which companies can

manage their marketing efforts in a more productive and cost-effective manner.

Strategic control

Strategic control processes allow managers to evaluate a company’s marketing program

from a critical long-term perspective. This involves a detailed and objective analysis of a

company’s organization and its ability to maximize its strengths and market opportunities.

Companies can use two types of strategic control tools. The first, which a company uses

to evaluate itself, is called a marketing-effectiveness rating review. In order to rate its

own marketing effectiveness, a company examines its customer philosophy, the adequacy

of its marketing information, and the efficiency of its marketing operations. It will also

closely evaluate the strength of its marketing strategy and the integration of its marketing

tactics.

Marketing audit

The second evaluation tool is known as a marketing audit. This is a comprehensive

systematic, independent, and periodic analysis that a company uses to examine its

strengths in relation to its current and potential market(s). Such an analysis is

comprehensive because it covers all aspects of the marketing climate (unlike a

functional audit, which analyzes one marketing activity),

looking at both macro-environment factors (demographic, economic, ecological,

technological, political, and cultural) and micro- or task-environment factors (markets,

customers, competitors, distributors, dealers, suppliers, facilitators, and publics).

The marketing actors

The elements that play a role in the marketing process can be divided into three

groups: customers, distributors, and facilitators. In addition to interacting with one

another, these groups must interact within a business environment that is affected by a

variety of forces, including governmental, economic, and social influences.

Customers

Often, individuals other than the user may participate in or influence a purchasing

decision. Several individuals may play various roles in the decision-making process. In

addition to knowing to whom the marketing efforts are targeted, it is important to know

which products target customers tend to purchase and why they do so. Customers do not

purchase “things” as much as they purchase services or benefits to satisfy needs. For

instance, a conventional oven allows users to cook and heat food. Microwave oven

manufacturers recognized that this need could be fulfilled—and done so more quickly—

with a technology other than conventional

heating. By focusing on needs rather than on products, these companies were able to gain

a significant share in the food cooking and heating market.

Customers can be divided into two categories: consumer customers, who purchase goods

and services for use by themselves and by those with whom they live; and business

customers, who purchase goods and services for use by the organization for which they

work. Although there are a number of similarities between the purchasing approaches of

each type of customer, there are important differences as well.

Factors influencing consumers

Four major types of factors influence consumer buying behavior: cultural, social,

personal, and psychological.

Cultural Factors

Cultural factors have the broadest influence, because they constitute a stable set of values,

perceptions, preferences, and behaviours that have been learned by the consumer

throughout life. For example, in Western cultures consumption is often driven by a

consumer’s need to express individuality, while in Eastern cultures consumers are more

interested in conforming to group norms.

Social factors

A consumer may interact with several individuals on a daily basis, and the influence of

these people constitutes the social factors that affect the buying process. Social

factors include reference groups—that is, the formal or informal social groups against

which consumers
compare themselves. Consumers may be influenced not only by their own membership

groups but also by reference groups of which they wish to be a part.

Personal factors

Personal factors include individual characteristics that, when taken in aggregate

distinguish the individual from others of the same social group and culture. These include

age, life-cycle stage, occupation, economic circumstances, and lifestyle. A consumer’s

personality and self-conception will also influence his or her buying behavior.

Psychological Factors

Finally, psychological factors are the ways in which human thinking and thought patterns

influence buying decisions. Consumers are influenced, for example, by their motivation

to fulfill a need. In addition, the ways in which an individual acquires and retains

information will affect the buying process significantly. Consumers also make their

decisions based on past experiences—both positive and negative.

Low-involvement purchases

There are two types of low-involvement purchases. Habitual buying behaviour occurs

when involvement is low and differences between brands are small. Consumers in this

case usually do not form a strong attitude toward a brand but select it because it is

familiar. In these markets, promotions tend to be simple and repetitive so that the

consumer can, without much effort, learn the association between a brand and a

product class. Marketers may also try to make their product more involving. For

instance, toothpaste was at one time purchased primarily out of habit, but Procter&

Gamble introduced a brand, Crest toothpaste, that increased consumer involvement by

raising awareness about the importance of good dental hygiene.

Brand differences

Variety-seeking buying behavior occurs when the consumer is not involved with the

purchase, yet there are significant brand differences. In this case, the cost of switching

products is low, and so the consumer may, perhaps simply out of boredom, move from

one brand to another. Such is often the case with frozen desserts, breakfast cereals, and

soft drinks. Dominant firms in such a market situation will attempt to encourage habitual

buying and will try to keep other brands from being considered by the consumer. These

strategies reduce customer switching behaviour. Challenger firms, on the other hand,

want consumers to switch from the market leader, so they will offer promotions, free

samples, and advertising that encourage consumers to try something new.

Marketing intermediaries: the distribution channel

Many producers do not sell products or services directly to consumers and instead use

marketing intermediaries to execute an assortment of necessary functions to get the

product to the final user. These intermediaries, such as middleman (wholesalers,

retailers, agents, and brokers), distributors, or financial intermediaries, typically enter into

longer-term commitments with the producer and make up what is known as the marketing

channel, or the channel of distribution.

Channel functions and flows

In order to deliver the optimal level of service outputs to their target consumers,

manufacturers are willing to allocate some of their tasks, or marketing flows, to

intermediaries. As any
marketing channel moves goods from producers to consumers, the marketing

intermediaries perform, or participate in, a number of marketing flows, or activities. The

typical marketing flows, listed in the usual sequence in which they arise, are collection

and distribution of marketing research information (information), development and

dissemination of persuasive communications (promotion), agreement on terms for

transfer of ownership or possession), intentions to buy acquisition and allocation of funds

(risk taking), storage and movement of product (physical possession), buyers paying

sellers (payment), and transfer of ownership (title).

What is Sales?

Sales refers to the exchange of a product, commodity, service or delivery for money. It

involves helping prospective clients or customers by listening to them and understanding

their wants and needs to find them what they’re looking for. Rather than persuading

someone to purchase something, selling is focused on meeting the needs of the customer

objectively.

Sales are activities related to selling or the number of goods sold in a given targeted time

period. The delivery of a service for a cost is also considered a sale.

Sale is the process comprised of all the activities that a business performs to sell its

product and service. Multiple parties involved in the sales process and they’re as follows;
 Buyer. It’s the person who wants to purchase.

 Seller. It’s the person who wants to sell.

 Product/services. It’s the commodity that brings buyer and seller at one platform.

 Sale process. The activities that a company or business performs to sell.

The sales staff of a company approach and contact those people who are interested in

buying the product or service that you’re offering. They may have contacted you on

social media, liked your offer, downloaded the information, or visited your website.

The purpose of the contact to follow the lead that would probably be your target market,

and they would buy your product or service. Sale is doing the transaction, it won’t

complete without the transaction.

Importance of Sales

The success of any organization, business or company depends on its sales department,

because it’s the only unit of the organization that generates cash and money and brings

it on the table. The importance of sales as follows:

Business Growth

Business would keep on growing if the sales associates are repeating the sales, and

closing more deals over and over again. When the business has more money, then it

would expand its business operations and growth continues.

Customers Retention

If the sales associates are polite and have a kind attitude, then they would attract and

retain more people. Customers usually like those sales personals who provide the exact

information about what they are looking, instead of just focusing on selling their

products.
Conversion

Marketing and advertisements attract customers towards the company’s product or

service and then make them to demand it. Sale is the end of the marketing funnel that

converts the prospects into actual customers.

Sales fill the gap between the customers and the company through product that can fulfill

their needs. Often sales personals are dealing with prospects that are already aware of the

products.

Types of Sales

Here are some of the following types of sales are as follows:

Inside Sales

Some sales associates prefer to approach and contact prospects remotely via emails,

telephonic calls, text messages, and social media contact. Inside doesn’t involve face to

face and direct contact of buyer and seller.

Outside Sales

There are those sellers who go out to do the fieldwork and make direct contact with

prospective clients, and convert them into customers. Outside sales is the traditional type

of selling that we can see it in the market, shops, and bazaar.

B2B Sales

Business to business or B2B type of sales when a business sells its products and services

to the other business for further reuse; the final product of one business is a raw

material to the other

business. One business doesn’t sell its products to the end consumers.

24
B2C Sales

Business to Sales or B2C type of sales, as the name implies, where businesses directly

sell their products and services to the end consumers. B2C doesn’t offer its product or

service to the other businesses as a raw material for further reuse.

Product Sales

Product sales involve sales of tangible and physical products that you can touch and feel

its texture and surface. Like CDs, DVDs, clothes, and digital products like software.

Service Sales

Service sales deals with the sales of an intangible and non-physical product like;

plumbing, electrician, teaching, banking, consultancy, and development.

Affiliate Sales

Affiliate sales are when a platform or business offers its platform to the other business to

increase its sales, in exchange for a certain amount of commission per sale.

Online Sales

E-commerce, online stores, sell it and Shopify falls in the category of online sales. Where

you select something that you want, place your order, and the online store would send it

to you on your address that you provide.

Offline Sales

Offline sale is the traditional type of sales where you visit the shopping mall or

supermarket and buy something from there.

Examples of Sales

Buying something either from an online store or the store near to your house is an

example of a sale. Where you ask for something, the seller provides you the answer. If

you pay for the product and buy it, this transaction is the sale.

Common Sales Terms

Here are some of the commonly used terms for sales as follows:

Sales Associate

Sales associate also goes by many names like salesperson, sales rep, retailer, sales

agent or seller. It’s the person who carries out all the operations relevant to the sales of

products or services.

Prospect

A prospect is the stage when the sales associate of the company makes a contact to sell

product or service. The prospecting technique could be in the form of emails, calls,

warning emails, or social media contacts. If any of those calling person shows interest in

the company’s product, then sales associates use various closing methods to convert

prospects into actual customers.

Cold Calling
Cold calling falls in the category of telemarketing or in-person door to door visits when

the caller requests the potential customer who has no experience with any of the

company’s salesperson before. This marketing term is one of the old forms of marketing

technique of seller.

Cross-Selling

Cross-selling is when the seller offers the customer more products to buy after his

shopping. In other words, it’s the process of convincing the existing customer to spend

more money on the additional relevant products. The most common example of cross-

selling can be seen in the online stores, they offer items that are bought together.

Customers who bought this item, they bought that item as well.

Sales Pipeline

Sales pipeline means graphically representing all the steps involved in the sales process. It

helps the sales associates to see and understand the phase where the prospects are in the

sales cycle.

Sales Vs Marketing

Sales and marketing are completely different things and they involve different processes.

The activated involved in the marketing are as follows;

 Producing, developing and offering some valuable product or service to the customers.

 When the product is ready, then talking about it to your prospects and customers,

 If the customers like your product, then they would purchase it from you.

 You deliver the same product that you have offered.

Sales, on the other hand, is the process of transaction and selling your product and

service to your potential customers. It’s one small part of the whole marketing process.
 Company Profile - An Overview

Himalayans Food and Beverage Pvt. Ltd. is a rapidly growing food manufacturing company that

was established in 2020. The company has made a significant mark in the food industry in a short

span of time, positioning itself as a brand known for offering high-quality food products at

affordable prices. With a commitment to excellence, Himalayans Food continues to expand its

product offerings and distribution network, ensuring that its products are available to a wide range of

consumers across Rajasthan.

Company Name:

The brand name of the company is Himalayans Food.

Vision

To become a globally recognized brand offering premium-quality, affordable, and healthy food

products, committed to enhancing consumer lifestyles while fostering sustainability and innovation

in food processing.

Mission

 To deliver the highest quality food products using advanced technology, ensuring freshness,

nutritional value, and consumer satisfaction.

 To empower communities by providing affordable access to healthy and nutritious food options.

 To sustain our environment by implementing eco-friendly processes and promoting a zero-waste

philosophy.
 To create a work environment that nurtures talent, encourages innovation, and values employee

contributions.

Goals

Short-Term Goals:

 Achieve a 15% increase in market share in Rajasthan within one year.

 Expand the product portfolio with at least two new items (e.g., flavored murmura or premium variants).

 Establish partnerships with at least five major retail chains for better market reach.

Medium-Term Goals:

 Expand operations to neighboring states within three years.

 Attain certifications like FSSAI, ISO 22000, or organic certifications to boost brand credibility.

 Increase exports to at least two international markets.

Long-Term Goals:

 Position the brand as a household name in the healthy food segment in India.

 Adopt 100% sustainable packaging within five years.

 Scale the workforce from 22 to 50 skilled employees by providing training and development

opportunities.

Product Range:

Himalayans Food offers a diverse range of food products, with more than 10 different SKUs (Stock

Keeping Units) catering to various consumer preferences. These products are known for their

quality, consistency and taste making them a preferred choice among customers. The company

prides itself on using the finest ingredients and processes to ensure that each product meets high

standards.
Manufacturing and Packing Facility:

The company operates its manufacturing and packing unit in the Malviya Nagar Industrial Area of

Jaipur, Rajasthan. This location is strategically chosen for its accessibility and proximity to major

transportation networks, allowing efficient distribution across the region.

The facility is equipped with state-of-the-art machinery and packaging systems, enabling the

company to produce high volumes of products while maintaining the highest standards of hygiene

and quality control. The manufacturing unit is capable of packing between 8 to 10 tons of goods per

day, showcasing its impressive production capacity.

Technology and Packaging:

Himalayans Food is committed to utilizing the latest technology in packaging to enhance operational

efficiency. The company employs advanced packing machines that not only pack products at high

speed but also ensure that each package is sealed neatly and securely. This technological investment

enables the company to meet growing demand while ensuring the products reach consumers in

perfect condition.

Team and Workforce:

The company’s workforce is one of its key strengths, with more than 22 skilled employees working

diligently at the manufacturing facility. These workers are trained in various aspects of production,

from quality control to packaging, ensuring that all operations run smoothly and efficiently.

Distribution Network:

Himalayans Food has successfully established a strong distribution network, with over 15

distributors spread across different regions of Rajasthan. This extensive network ensures that
Himalayans Food products are available to a wide customer base, from urban centers to rural areas,

thus contributing to the company’s impressive growth. The company’s dedication to providing its

products at reasonable prices has helped it earn the trust of distributors and consumers alike.

Growth and Market Presence:

Since its establishment, Himalayans Food has demonstrated impressive growth, thanks to its

unwavering focus on quality and customer satisfaction. The company’s expansion into multiple

SKUs and its rapidly growing distribution network are a testament to its success. Himalayans Food

commitment to producing high-quality products at affordable prices has made it a competitive player

in the food industry.

Products offered by Himalayans Food and Beverages Pvt. Ltd.

1) Flattened Rice (Poha)

2) Puffed Rice (Murmura)

3) Sugar

4) Soya Chunks

5) Chia Seeds

6) Sunflower Seeds

7) Mix Seeds

8) Pumpkin Seeds

9) Flex Seeds

10) Tea

11) Detox Green Tea

 Organization Structure of Himalayans Food and Beverages Pvt. Ltd.

 Leadership Team

1. Chairman: Mr. Banwari Lal Goyal

2. Managing Director (MD): Praful Goyal

(Oversees overall operations, strategy, and business development.)

 Production and Quality Control Team

1. Production Manager: Supervises daily production activities and workforce.

2. Quality Assurance Head: Ensures adherence to quality standards and certifications.

3. Team Members (10 Skilled Workers): Handle production, packaging, and maintenance

tasks.

 Sales and Marketing Team

1. Sales Manager: Manages distribution, retail partnerships, and sales strategies.

2. Marketing Executive: Develops promotional campaigns and handles digital presence.

 Logistics and Supply Chain

1. Supply Chain Manager: Manages procurement, inventory, and delivery operations.

2. Team Members (5 Skilled Workers): Execute transportation, warehousing, and

delivery tasks.

 Finance and Administration

1. Finance Manager: Handles budgeting, accounting, and financial reporting.

2. HR and Admin Executive: Manages employee welfare, hiring, and compliance.

Marketing Strategies adapted by Himalayans Food and Beverages Pvt. Ltd.

Himalayans Food & Beverages Pvt. Ltd. adopts a variety of innovative marketing strategies to

enhance its brand presence and market share. These include:

1. Product Differentiation through Unique Packaging: The company introduces

unconventional packaging sizes to cater to diverse consumer needs, such as bridging the gap

between small and large formats. This strategy ensures greater appeal to target audiences and

sets the brand apart in the competitive market

2. Focus on Sustainable and Natural Products: Leveraging its Himalayan origins, the

company highlights the use of high-quality, natural ingredients like pure Himalayan water.

This approach resonates with health-conscious consumers and builds trust in product

authenticity.

3. Event-Based Promotions: Participation in high-profile events and food festivals allows the

brand to interact directly with its audience. Through live sampling and engaging activities,

the company gathers valuable consumer feedback and strengthens its market presence.

4. Digital and Influencer Marketing: Himalayans Food & Beverages actively collaborates

with influencers and creators to drive social media engagement. Interactive content,

including travel stories, comedy reels, and festival highlights, enhances brand relatability

and appeals to younger demographics.

5. Community-Centric Farming Initiatives: The brand's partnerships with local farmers

promote responsible farming and community welfare. These initiatives not only ensure a

sustainable supply chain but also enhance the company's reputation as a socially responsible

entity.
 My work as an Intern in the company

As an intern in the marketing department at Himalayans Food & Beverages Pvt. Ltd., my roles

and responsibilities were:

1. Understanding Marketing Strategies

 Study and document existing marketing strategies, including promotions, pricing, packaging

and distribution.

 Assist in collecting and analyzing data from past campaigns to assess their effectiveness.

2. Studying Consumer Buying Behavior

 Conduct surveys and interviews to gather insights into consumer preferences and purchasing

decisions.

 Analyze sales data to identify trends in consumer behavior.

3. Evaluating Consumer Perceptions

 Engage with customers through feedback forms, social media, and direct interactions to

understand their views on the brand and products.

 Monitor online reviews and ratings for insights into consumer satisfaction.

4. Recommending Improvements

 Identify gaps in current marketing strategies based on data and feedback.

 Collaborate with the team to brainstorm innovative marketing ideas and campaigns.

5. Digital Marketing Support

 Assist in creating content for social media platforms to boost engagement.

 Monitor digital campaigns and evaluate their performance using analytics tools.

6. Market Research

 Study competitors' strategies to identify strengths and weaknesses.

 Research industry trends to propose modern marketing approaches.

 Chapter-2
Research Methodology
Description of methods and procedures used in the project are as
follows:

Type of Research

Exploratory Research

This research is classified as an exploratory research. Exploratory research is research conducted

for a problem that has not been clearly defined. It often occurs before one knows enough to make
conceptual distinctions or posit an explanatory relationship. Exploratory research is adopted
when the purpose of research is to gain familiarity with a phenomenon or acquire new insight
into it in order to formulate a more precise problem .

The results of exploratory research are not usually useful for decision-making by themselves, but
they can provide significant insight into a given situation. Although the results of qualitative
research can give some indication as to the "why", "how" and "when" something occurs, it
cannot tell us "how often" or "how many". Exploratory research is used when problems are in a
preliminary stage, the topic or issue is new and when data is difficult to collect. Exploratory
research is flexible and can address research questions of all types (what, why, how).

Data Collection
Data collection is a term used to describe a process of preparing and collecting business data that will help

to conduct the research. There are two methods of data collection which are discussed below: -

Primary Data
In primary data collection, one collects the data on their own using methods such as interviews and
questionnaires. The key point here is that the data one collects is unique to them and their
research and, until they publish, no one else has access to it. It is done to get the real scenario and to
get the original data of present conditions.

Secondary Data
The secondary data consists of information that already existing somewhere having been collected for
another purpose. Any researcher begins the research work by first going through secondary
data. Secondary data includes the information available with company. It may be the findings of
research previously done in the field. Secondary data can also be collected from the
magazines, news papers, internet other service conducted by researchers.
This research is also based on both the primary as well as secondary data. The data is collected through
questionnaire as well as through various books, journals and primary researches done previously.

Tools and Techniques

Graphical tools are used for the study

Snippet of the Research Methodology:

 The study is descriptive, data based and exploratory in nature.

 The research approach used is quantitative.

 To obtain the first hand information, both primary (questionnaire) and secondary data

sources (journals and books) were used.

 The population size is 50 random customers.

 The sampling technique followed is random sampling.

 The area covered are Bapu Nagar, Bajaj Nagar, Raja Park, Jawahar Nagar, and Lal Kothi.

(i) Objectives of the study:

1. Understand the marketing strategies of Himalayans Food & Beverages Pvt. Ltd.

2. To study how these strategies affect consumer buying behaviour.

3. Evaluate consumer perceptions of the brand's products.

4. Suggest ways to improve marketing for better results.

(ii) Scope of the study:

The study aims at ascertaining the impact of marketing strategies like Product Differentiation

through Unique Packaging, Digital and Influencer Marketing, Event-Based Promotions and its

effect on consumer buying behaviour. The study covers customers of age which ranges from 30-

55 years. Time taken for data collection is 32 days. The geographical location for the study is

Jaipur, Rajasthan, India.

(iii) Limitations of the study:

 Out of 70 questionnaire circulated, 20 responses were found inadequate because of

incomplete information. Thus, they were not included in the study.

 Time for the study was limited. Therefore, time factor was major constraint.

 This study is restricted to only six market areas of Jaipur only, so it was a constraint.

 Casual respond of consumers was observed towards filling the questionnaire.

 CHAPTER 3
ANALYSIS AND INTERPRETATION
Total 50 questionnaires were filled up by the consumers. Following is the combined data of analysis and
interpretation of each question separately. Bar charts are used for making interpretations.

DESCRIPTIVE STATISTICS

1. Response about the advertising and promotional campaigns by Himalayans Food

and Beverages influence my decision to purchase their products.

Sr.
Particulars No. of Respondents Percentage
No.
1. Highly Satisfied 8 16
2. Satisfied 27 54
3. Neutral 12 24
4. Dissatisfied 2 4
5. Highly Dissatisfied 1 2

Total 50 100

60
50
40
30
20
No. of Respondents
10 Percentage
0
d d l d d
fie fie ra fie fie
s tis eut s s
ati Sa N ati ati
yS ss iss
l Di D
gh ly
Hi igh
H

INTERPRETATION
The above table and chart shows that only 2% consumers are highly dissatisfied with the advertising and
promotional campaigns. 4% of them are dissatisfied. 24% are neutral. Maximum number of consumers
i.e. 54% which constitutes more than half part of sample are satisfied with the advertising and
promotional campaigns by Himalayans Food and Beverages which influence their decision to
purchase their products and 16% of consumers are highly satisfied.

2. Response about the packaging and design of Himalayans Food and Beverages

products play a significant role in my buying choice.

Sr.
Particulars No. of Respondents Percentage
No.
1. Strongly Agree 7 14
2. Agree 32 64
3. Neutral 8 16
4. Disagree 1 2
5. Strongly Disagree 2 4

Total 50 100

70

60

50

40

No. of Respondents
30 Percentage

20

10

0
Strongly Agree Neutral Disagree Strongly
Agree Disagree

INTERPRETATION
The above table and chart shows that only 4% consumers highly disagree. 4% of them are dissatisfied.
24% are neutral regarding the statement. Maximum number of consumers i.e. 54% which constitutes
more than half part of sample are satisfied with the packaging and design of Himalayans Food and
Beverages products which play a significant role in their buying choice and 16% of consumers are
highly satisfied.

3. Response about discounts and special offers from Himalayans Food and Beverages

encourage me to make a purchase.

Sr.
Particulars No. of Respondents Percentage
No.
1. Strongly Agree 4 8
2. Agree 26 52
3. Neutral 14 28
4. Disagree 6 12
5. Strongly Disagree 0 0

Total 50 100

60

50

40

30 No. of Respondents
Percentage

20

10

0
Strongly Agree Neutral Disagree Strongly
Agree Disagree

INTERPRETATION
The above table and chart shows that only 12% consumers disagree that discounts and special offers
from Himalayans Food and Beverages encourage them to make a purchase. 28% are neutral
regarding the statement. Maximum number of consumers i.e. 52% is in favor of this statement. 8% of
consumers are highly agreeing the statement.

4. Response about I am more likely to purchase Himalayans Food and Beverages

products if I see them being endorsed by influencers or celebrities.

Sr.
Particulars No. of Respondents Percentage
No.
1. Strongly Agree 14 28
2. Agree 18 36
3. Neutral 6 12
4. Disagree 8 16
5. Strongly Disagree 4 8

Total 50 100

40

35

30

25

20 No. of Respondents
Percentage
15

10

0
Strongly Agree Neutral Disagree Strongly
Agree Disagree

INTERPRETATION
The above table and chart shows that only 8% consumers highly disagree that they are more likely to
purchase Himalayans Food and Beverages products if they see them being endorsed by
influencers or celebrities. 16% disagree to the statement. Maximum consumers that are 36% agree that
celebrity endorsement plays a role in influencing their buying decision. 12% are neutral regarding the
statement and 28% are highly agreeing the statement.

5. Response about the quality and health benefits promoted by Himalayans Food and

Beverages align with my purchasing decisions.

Sr.
Particulars No. of Respondents Percentage
No.
1. Strongly Agree 29 58
2. Agree 16 32
3. Neutral 1 2
4. Disagree 3 6
5. Strongly Disagree 1 2

Total 50 100

70

60

50

40

No. of Respondents
30 Percentage

20

10

0
Strongly Agree Neutral Disagree Strongly
Agree Disagree

INTERPRETATION
The above table and chart shows that more than half of the sample i.e. 58% strongly agree that
the quality and health benefits promoted by Himalayans Food and Beverages align with their
purchasing decisions.Only 2% consumers are neutral towards the statement and only 2% strongly
disagree to it. 32% consumers agree to this statement and only 6% consumers disagree to it.
 Chapter-4
Conclusion & Suggestions
 FINDINGS

Following are the findings of the study:

Advertising and Promotional Campaigns:

 54% of consumers are satisfied with the advertising and promotional campaigns of
Himalayas Food and Beverages, which influence their purchasing decisions.
 A small percentage (2%) is highly dissatisfied, while 4% are dissatisfied, indicating that the
campaigns have a generally positive impact.

Packaging and Design:

 54% of consumers find the packaging and design of Himalayas Food and Beverages
products significant in their buying choices.
 16% of consumers are highly satisfied, showing that the packaging is a key factor in
influencing decisions.
 4% are dissatisfied, but the overall response is positive.

Discounts and Special Offers:

 52% of consumers agree that discounts and special offers encourage them to purchase
Himalayas Food and Beverages products.
 12% of consumers disagree, while 28% are neutral, indicating that while offers are effective,
not all consumers find them compelling.

Celebrity Endorsement:
 36% of consumers agree that celebrity endorsements influence their purchasing behavior,
while 28% strongly agree.
 16% disagree and 8% strongly disagree, suggesting that celebrity endorsements have a
moderate influence but may not be a decisive factor for all consumers.

Quality and Health Benefits:

 58% of consumers strongly agree that the quality and health benefits promoted by Himalayas
Food and Beverages align with their purchasing decisions.
 Only 2% of consumers strongly disagree, indicating a very positive perception of the brand’s
health-focused messaging.
 32% of consumers agree, reinforcing the importance of quality and health in influencing
purchases.
 Suggestions

Enhance Advertising and Promotions:

Given that the majority of consumers are satisfied with the advertising, Himalayas Food and
Beverages should continue strengthening these campaigns. However, they should also address
the 4% dissatisfaction by analyzing the gaps in targeting or content.

Leverage Packaging Design:

Since packaging plays a significant role in consumer decisions, the company should further
invest in unique, appealing packaging that highlights product benefits. The 16% highly satisfied
indicates the potential for greater impact.

Maximize Discounts and Offers:

To further encourage purchases, Himalayas Food and Beverages can focus on optimizing
discount strategies, as 52% of consumers are positively influenced. Addressing the 12%
disagreement by analyzing consumer expectations could improve this aspect.

Celebrity Endorsement:
Celebrity endorsements have a moderate influence, with 36% agreeing and 28% strongly
agreeing. While this approach works for some, it’s important to assess which celebrities resonate
more with the target audience to refine this strategy.

Continue Emphasizing Quality and Health:

With 58% of consumers strongly agreeing about the alignment of quality and health benefits with
their purchasing decisions, Himalayas Food and Beverages should continue to emphasize these
attributes in their marketing campaigns, as it clearly resonates with the majority.
 Conclusion

The marketing strategies employed by Himalayas Food and Beverages, particularly their

advertising, packaging, and focus on quality and health benefits, have a largely positive impact

on consumer buying behavior. While discounts and celebrity endorsements also have some

influence, there remains room for improvement in targeting offers and endorsements more

effectively. Overall, the company is effectively aligning its products with consumer values,

especially in terms of health and quality, which is the most significant driver of purchasing

decisions.
 Bibliography

1. Cunningham, S. M., & Green, D. (2016). The Role of Marketing Strategy in Consumer
Decision-Making. Journal of Marketing Research, 53(3), 493-507.

2. Chandon, P., Wansink, B., & Laurent, G. (2000). A Benefit Congruency Framework of Sales
Promotion Effectiveness. Journal of Marketing, 64(4), 65-81.

3. Kothari C.R. (2014). Research Methodology Methods and Techniques, Third edition, New
Age International Publishers.

4. Schiffman, L. G., & Kanuk, L. L. (2010). Consumer Behavior (10th ed.). Pearson Prentice
Hall.
ANNEXURE
 QUESTIONNAIRE

A Study on Impact of Marketing Strategies on Consumer Buying Behaviour : A

Study of Himalayans Food & Beverage Pvt. Ltd.

Respected Sir/Ma’am,
The Questionnaire attempts to collect information from the consumers to find out
the influence they have on buying behaviour with regard to marketing strategies
adapted by Himalayans Food and Beverage Private Limited.

I request you to fill the questionnaire and I assure you that the information given by
you will be kept strictly confidential and will be used for academic purpose only .
Name: ______________________________________________

Please tick the option.

Age Group: 1) 18-20 2) 21-23 3) 24-26 4) 27-29 5) 30 & above

Q.1. The advertising and promotional campaigns by Himalayans Food and Beverages
influence my decision to purchase their products.
 Highly Satisfied
 Satisfied
 Neutral
 Dissatisfied
 Highly Dissatisfied

Q.2. The packaging and design of Himalayans Food and Beverages products play a
significant role in my buying choice.
 Highly Satisfied
 Satisfied
 Neutral
 Dissatisfied
 Highly Dissatisfied

Q.3. Discounts and special offers from Himalayans Food and Beverages encourage me to
make a purchase.
 Highly Satisfied
 Satisfied
 Neutral
 Dissatisfied
 Highly Dissatisfied

Q.4. I am more likely to purchase Himalayans Food and Beverages products if I see them
being endorsed by influencers or celebrities.
 Highly Satisfied
 Satisfied
 Neutral
 Dissatisfied
 Highly Dissatisfied

Q.5. The quality and health benefits promoted by Himalayans Food and Beverages align
with my purchasing decisions.
 Highly Satisfied
 Satisfied
 Neutral
 Dissatisfied
 Highly Dissatisfied
 SUMMER TRAINING APPRAISAL (Annexure A)

Student's Name: Anirudh Goyal

Programme: MBA

You are requested to provide your opinion on the following parameters.

4: Excellent 3: Good 2: Satisfactory 1: Unsatisfactory

1. Technical knowledge gathered about the industry and the job he/she was involved.

2. Communication Skills: Oral/ Written / Listening skills

3. Ability to work in a team

4. Ability to take initiative

5. Ability to develop a healthy long-term relationship with client

6. Ability to relate theoretical learning to the Summer Training Project

7. Creativity and ability to innovate with respect to work methods & procedures

8. Ability to grasp new ideas and knowledge

9. Presentation's skills

10. Documentation skills

11. Sense of Responsibility

12. Acceptability (patience, pleasing manners, the ability to instil trust, etc.)

13. His/her ability and willingness to put in hard work

14. In what ways do you consider the student to be valuable to the

organization?

Consider the student's value in term of:

(a) Qualification

(b) Skills and abilities

(c) Activities/Roles performed

15. Punctuality
Any other comments: Overall he was doing very good at workplace.

Assessor's Overall rating

Assessor's Name: Praful Goyal
Designation: Director
Organization name: Himalayans Food & Beverage Pvt. Ltd.
Address: Malviya Nagar Industrial Area, Jaipur, Rajasthan 302017
Email id: reach2himalyansfoods@gmail.com
Contact No: 9680225141
 FEED BACK FORM

1. Name of the Industry: Himalayans Food & Beverage Pvt. Ltd.

2. Concerned Group:

3. Turn Over (in terms of Capital): (in terms of Product)

4. Work Force:

5. Description of Product Range:

6. Description of Process:

7. Area of Training:

8. Contact details of the Person responsible for Summer Training Project:

a. Name of contact person:

b. Designation:

c. Communication address:

d. Phone No. with STD code:

e. Mobile No.:

f. Email Address:

Name of the student: Anirudh Goyal

Institute Roll No: MBA/2023/4919
Class: MBA 3rd Sem
Phone: 8619150509
Email: anirudhgsm@gmail.com

Signature of the Student

 SUMMER TRAINING PROJECT EVALUATION FORM

Name of Student: Anirudh Goyal Institute Roll No. MBA/2023/4919

Session: 2023-2025

Name of Organization: Himalayans Food & Beverage Pvt. Ltd.

Address: Malviya Nagar Industrial Area, Jaipur, Rajasthan 302017
Place: Jaipur Pin: 302017 Phone: 9680225141

Duration of Training Period from June 2024 to Sept. 2024

1) How do you rate the overall training programme as an educational experience?

Excellent ( ) Very good ( ✔ ) Good ( )

2) To what extent will it help you in future?

To large extent ( ) To some extent (✔) Poor ( ) Fair ( ) Negligible extent ( )

3) Indicate subject/ area to which training was found relevant.

Commercial/Sales Area

4) Indicate the level of interest taken by the training organization

High ( ) Moderate ( ✔ ) Low ( )

5) Any other comments/suggestions

It was very good and knowledgeable experience to work in this organization.

Signature of the Student