1

INTERNSHIP REPORT ON
“An Organizational Study and Report on Retailer
Satisfaction at Popular Industries”

Submitted By,
ABHIJITH V SADANAND (37118002)

Under the guidance of

Asst. Prof. Dr.DEVI SOUMYAJA

SCHOOL OF MANAGEMENT STUDIES

In partial fulfilment of the requirements for the award of

The Master’s Degree of Business Administration

School Of Management Studies

Cochin University of Science and Technology, Kochi

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CERTIFICATE

This is to certify that this work entitled “A Report on Organizational Study at Popular candles
Pvt Ltd, Ernakulum” is an authentic work done by ABHIJITH V SADANAND in partial
fulfillment of the requirements for the award of the Degree of Master of Business Administration
of Cochin University of Science and Technology, Kochi, Kerala Under our supervision and
guidance. It is also certified that this report has not been submitted to any other
institute/University for the award of any Degree/Diploma.
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DECLARATION

I Abhijith V Sadanand 2ndsemester MBA students of School of Management Studies, Cochin

University of Science and Technology, Kochi, hereby declare that this report on The Popular
Industries, Ernakulum in partial fulfillment of the requirement for the award of the degree of
Master of Business Administration is a confide study done by me. I also declare that this report
has not been previously formed the basis of award of any Degree, Diploma, Associate ship,
Fellowship or any other similar title of this or any other university or institution.

Place: Kochi ABHIJITH V

SADANAND
Date:
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ACKNOWLEDGEMENT

Foremost, I am grateful to god for extending my hands towards me for the successful
completion of this project. His grace and mercy has brought me thus far and I am grateful. I
would like to thankful to Dr. D.MAVOOTHU, Head of the Department for his
encouragement and guidance given for the progress of the report. I owe my sincere gratitude
to DR. DEVI SOUMYAJA for his continuous support, effort and encouragement along
with his knowledge and experience, enriched me to have a clear and practical approach
towards my work.

I express my sincere thanks to Mr. JIJO KURIAKOSE (HR MANAGER), Mr.

MATHEW P JOSE, (SENIOR MARKETING MANAGER) and the management and staff
of Popular Industries for their support and co- operation throughout the tenure of the
project and far giving me an in-depth knowledge on the various process of the organization.
Once again, I would like to offer my sincere thanks to all for their benevolent and expertise
guidance without which this project would not have seen the life today.

I would also like to thank that entire person who spent their valuable time to contribute the
required information to me and give me support while conducting this study

Place:

Date:
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TABLE OF CONTENT

SL. CONTENT PG.

NO. NO.

1. INTRODUCTION 6

2. INDUSTRY ANALYSIS 10

3. ORGANISATIONAL ANALYSIS 19

4. STUDY ON RETAILER SATISFACTION

AT 55
POPULAR INDUSTRIES

6. SWOT, FINDINGS, AND SUGGESTIONS 78

7. CONCLUSION 82
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8. BIBLIOGRAPHY 83

INTRODUCTION
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INTRODUCTION

An organization is a planned, coordinated and purposeful action of human beings to achieve

specific goals through division of labor and hierarchy of authority. An organization study
involves the study of the structure and functioning of its departments. Organization study
implies a comprehensive and systematic approach adopted by a trainee in order to get him
familiar with the working of an organization as a whole. In an organization study each and
every department in an organization is observed and analyzed in detail. The study gives equal
importance to every departments of an organization. The study also gives the management
trainee an opportunity to interact with the people working in the organization to internalize their
good qualities. It is very important from a trainee’s point of view to know how a problem is
being tackled by the people working in an organization.

Today’s world is a corporate world and it requires a lot of management activities to

achieve success, for this purpose in this competing corporate world of multinationals and
industries, industrial revolution has brought with it group production and group consumption
activities. It may be a manufacturing industry or any other type of industry. Experience and
specialization, has become a must to compete with others become very much essential for all the
companies. Lecturers teach the students; this learning will make an individual knowledgeable in
theory of the various functions of a company. But a person comes out from class room and visits
various industries, in this situation he can learn more from them. In such a situation real
experience in the practical functioning and operations of a company can be of very much use to
the students of management studies.

Organization is a social unit which is deliberately constructed and reconstructed to seek

specific goals .An organization comes into existence when there are a number of persons in
communication and relationship to each other and are willing to contribute towards a common
goal. The evolution of organization dates back to the early stages of human civilization when two
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or more persons began to cooperate and combine together for fulfilling their basic needs of food,
clothing, shelter and protection of life. Thus, an organization is born when people combine their
efforts for some common purpose. It is a universal truth that an individual is unable to fulfill his
needs and desire alone because he lacks strength, ability and resources. So he seeks the
cooperation of other people who share goals with him.

NEED FOR THE STUDY

Organization is one of the inevitable part of business & management .There for study of
organizational structure, management process, functions etc. are very significant as far as
present day trend is concerned. Food industry and business is fast growing one. The study is
very important for knowing the following.

o To have an idea about the products.

 To have an idea about the organizational structure of the company.

 To have an idea about the departmental functions of the company.

 To have an idea about the financial position of the company.

 To know the mission and vision of the company.

OBJECTIVES OF THE STUDY

 To get the students acquainted with the different departments in an

organization and their functioning.

 To enable the students to understand how the key business process are carried out in
organizations.

 To understand how information is used in organization for decision making at various

levels.
 To relate theory with practice.
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RESEARCH METHODOLOGY

This is a descriptive study conducted mainly to familiarize with the activities, processes,
policies, programs and procedures followed in the firm. Required data for the study was
collected through monitoring and interrogation. The study is made by personally visiting the
company Popular Candles Pvt. Ltd Ernakulam. The data’s were collected through various
methods. The main methods adopted are:

Observation: Most of the data’s were collected by observing the general surroundings, the
functional processes and interactions with employees in the organization. Work site and plants
were visited, where the actual process of production and activities of various departments were
seen and understood.

DATA COLLECTION: Primary data and Secondary data.

Primary data: Primary data were collected through discussion with the manager, various
department heads, officers and employees.

Secondary data: Secondary data’s for the study was collected from internal annual reports,
website, and office records, newspapers, magazines etc.
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INDUSTRY ANALYSIS
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Industry and Evolution

A candle is a solid block or cylinder of wax with an embedded wick, which is lit to provide light
and sometimes heat.
Today, most candles are made from paraffin. Candles can also be made from beeswax, soy,
other plant waxes and tallow (a by-product of bee fat rendering). Gel candles are made from
mixture of mineral oil and a polymer.
A candle manufacturer is traditionally known as chandler. Various devices have been invented
to hold candles, from simple table top candle holders, to elaborate chandeliers.
The heat of match produced used to light the candles melts and vaporizes a small amount of
fuel. Once vaporized, the fuel combines with oxygen in the atmosphere to form a flame. This
flame provide sufficient heat to keep the candle burning via self-sustaining chain of events: The
heat of the flame melts the top of the mass of solid fuel, the liquefied fuel then moves upward
through the wick via capillary action, and the liquefied fuel is then vaporized to burn within the
candles flame.
The burning of the fuel takes place in several distinct regions (as evidences by various colors
that can be seen within the candle flames). Within the blue regions hydrogen is being separated
from the fuel and burnt to form water vapor. The brighter, yellow part of the flame is the
remaining carbon being oxidized t form carbon dioxide.
As the mass of solid fuel is melted and consumed, the candle grows shorter. Portions of the
wick that are not anything vaporized fuel are consumed in the flame. The incineration of the
wick limits the exposed length of the wick, thus maintain a constant burning temperature and
the rate of fuel consumption. Some wick require regular trimming with scissors, usually to
about one quarter inch, to promote slower, steady burning and also to prevent smoking. In early
times, the wick needed to be trimmed frequently and special candles scissors, referred to as
“snuffers” until 20th century, were produced for this purpose and often combined with an
extinguisher. In modern candles, the wick is constructed so that it curves over as it burns, so that
the end of the wick gets oxygen and is then consumed by fire a self-trimming wick.

Today’s Candles
Today’s candles is vastly different from the candles of old, the industry has grown and matured
into a well-oiled machine. You can purchase almost any type, size, style, fragrance of your
choice. And the internet had made it easier to come by candles than ever before. Candles have
come a long way since their initial news. Although no longer major source of light, they
continue to grow in popularity and use.
Taking Candle Making Business to the Next Level
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Now, candle making is not only confined to making straight wax sticks. It’s more about chic,
style, mental relaxation, creating a subtle aura and what not. Which has made candle makers to:

 Innovate new candle making idea and designs. Market always welcomes new styles and
designs of candles
 Collecting wax, different types of moulds. These moulds are used to give delightful and
interesting shapes to candles. Candle makers strive to always create something new, gel
candles have been everyone’s favorite these days.
 Studying different chemicals and working on various ingredients to create new designs.
The candle makers to not stop working on new ingredients which can be used to create a
new type of candle. If you are willing to start a candle making business then you must
not be afraid to search and try for something new.
 Experimenting on new styles and methods to make candles. Candle makers always
strive to find extensive method to make candles which can yield high productivity and
great candles.
 Making candles suitable for interior decoration. Nowadays, candles are being quite
much used by interior decorators to give a chic or pleasing look to the house. Candles
are made and designed in such a way, where there are candles for all themes, like,
contemporary, modern, classic look etc.
 Customizing candles as per customer’s choice. There are high end customers who order
candles as per their choice. And as a candle maker you must be ready to create your
customer’s ideas into reality.
 Getting training for candle making.
 Damage proof packaging of the candles
 Fast delivery of the orders.

Candle Making Market in India

India has huge production as well as consumption of candles, which has given candle making
market a strong foot in the economy. This is emerging to be a great business idea in India. Also,
India is a country famous for its rich culture and traditional festivals. Festivals like Diwali,
Janamashtami etc. are known for candle decoration. India shimmers in candle lights during
these festivals. Which clearly means, huge usage of candles. Thus, candle making idea a great
proposition for business in this country.
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Trends in Candle Making Industry

The candle making industry is now more diversified and huge. Now candle making is not
confined to making simple straight candles. There is endless scope for innovation in candle
making. Which has open many new doors and challenges for the candle making industry. Every
year, a new type of candle gets introduced in the market during festivals in India.
So far, there are so many types of candles introduced in the market like beeswax candles, soy
wax candles, paraffin based candles, gel candles, candles used in aromatherapy, scented
candles, floating candles, box candles, and various other candles in different shapes and designs
for festival season. Candles made from natural products are quite high end, and are being loved
and demanded by many people.

Manufacturing of candles
Joseph Sampson was granted a United States patent for a new method of candle making in
1790.
In 1834, Joseph Morgan began to industrialize the production of candles by using a cylinder
with a movable pistol to reject candles as they solidified. This more efficient mechanized
production produced about 1500 candles per/hr which allowed candles to become as easily
affordable commodity for masses.
A chemist called Laurent distilled paraffin from achiest in 1830. Another chemist, Dumas
obtained paraffin from coal tar in 1835. Not until 1850 did paraffin become commercially
available, when James Young filed a patent to produce it from coal. Paraffin could be used to
make inexpensive candle of high quality. Paraffin was also processed by distilling reside left
after crude petroleum was refined. It was bluish white wax, which was able to burn clearly and
leave no unpleasant odor, something the predecessor could not achieve like the tallow candles.
Although the paraffin had a low melting point the discovery of stearic acid solved this problem.
Stearic acid was hard and durable which helped elevate the melting point of paraffin. It was
being produced in mass quantity at the end of 29th century. By this period, most candles being
manufactured consisted of paraffin and stearic acid.
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Historical Export Analysis of Candles from India

Figure 1: historical export analysis of candles from india.

From the above diagram we can infer that there have been a massive increase in exports.
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Major competitors

 Shri Ram sons wax private ltd, New Delhi

Shri Ram Sons Wax Private Limited established in 1992 as one of the well-
known Manufacturers, Exporters and Importers of all kind of waxes. We deal in
industrial waxes of all ranges and other products such as Stearic Acid. Our range finds
application in diverse industries and can be offered to our clients in any amount as
order placed by them, within stipulated frame of time. We are working in this business
since 100 years. They have the business relationship with the Various countries whether
the Export and Imports are markets are concern like Japan , Brazil , United States of
America (USA) , Germany , Holland , Spain , Italy , China , Iran , Malaysia ,
Indonesia .

 Fragrance de energy, Agra

Established in the year 2006, we - Dreamz Concept E-Marketing Pvt. Ltd. are
engaged in merchant exporting of handicraft items. We have expertise in candles and
Handicrafts item. Our vast range of candles include scented ones, designer and available in
various shapes and designs. Other than the candles our Handicrafts item also features in a
number of aesthetic appeal designs.
The whole team and the functions are taken into utmost monitoring Mr. Rajesh Dsilva and Mr.
Anish Vaidya who are the owners of the company. Their guidance helps them in going in the
right direction. Successfully, they are able to meet all the demands of our clients through our
well knitted sales and distribution market. Today, they have strong client base throughout the
world with strong focus on U.S.A and Mumbai.

 Nandita fragrance , Mumbai

Nandita Fragrances is the leading manufacturer and exporter of Pure & Natural
Premium Hand rolled Incense Sticks. We specialize in Natural Masala Incense using
Rare Herbs, Resins, And Essential oils etc.
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Our Incense are exported to more than 40 countries all over the world.

Nandita Products does not contain restricted forest produce or any species of wild fauna
and flora which are listed
in the Appendices of the Convention on International Trade in Endangered Species of
Fauna & Flora.

 Welburn Candles Pvt Ltd

Welburn Candles Pvt. Ltd., established in 1999, is a manufacturer and bulk
exporter of decorative candles such as tea light candles, Votive Candles, jar candles,
household candles, tin candles, pillars candles etc. Emphasizing quality, variety and
affordability, we ensure to provide you with the finest luxury items on the market.
o They are the first fully automated candle manufacturing company in India with state of
the art machinery (technology) and 100% EOU to manufacture and export candles to the
USA
o We continuously strive to improve quality and quantity of production
o The international standards of packaging and quality control are of prime importance
o Our candles include a rich blend of fruity and floral fragrances
o Our goal is not to replace people with computers, but to enhance their abilities to
produce the best product possible, with the best service at the most competitive prices
possible.

 Marvel Living Candles Pvt Ltd

We, Marvel Living Candles, established in the year 2011, are one of the reputed names
engaged in manufacturing, supplying and exporting of Candles and Candle Holders. We are
expert in the development of unmatched quality array of Pillar Candles, Mosaic Glass Candles
and Gifts Sets. Our immense industry knowledge and experience have helped us to be an active
member of several renowned organizations. Our range is widely acclaimed for traditional and
contemporary designs and its availability in various shades of colors to match the requirement
of every home decor. Each and every item offered by us is sufficient enough to enhance the
beauty of the place wherever they are kept. Further, the perfect finish and durability make these
to be widely demanded in the ladies boutiques, fashion garment's shop, shopping marts and
banquet hall. We export our products all over the world including US, Europe, Japan, Australia,
New Zealand.
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 Gold Light Industries

Gold Light Industries, a Raigad, Maharashtra (India) situated company, having

experience of more than a decade in manufacturing a fine assortment of candles. Our range
encompassing Decorative Candles, Church Candle and Designer Candle is served majorly to
retailers nationwide. We have wide reach in the Indian market for delivering our assortment.
Our company is amongst the popular names of the industry as it values customer’s time,
enhances their convenience and bring forth an exclusive array of candles.

ORGANIZATIONAL ANALYSIS
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ABOUT COMPANY

Type : Proprietor
Nature of business : Manufacturer
Founded : 1968
Major subcontinent : Indian sub-continent, East Asia, Middle East and South
East Asia
Products : Candle
Level of expand : National
Popular industry, the candle manufacturing factory was started 47 years ago, on a fine X’MAS morning of
1968. This factory is functioning in Kerala state, the state blessed with most comfortable climate and known
as "the god's own country", in Cochin, and the city known as "the queen of Arabian see". Kochi has another
specialty; it is the industrial capital and business center of Kerala. The Factory is easily accessible by air
and sea.
 From Nedumbassery international airport of Kochi 25 km.
 From Kochi sea port - 20 km.

The candles manufactured in popular industries, is marketed allover India and abroad in the brand
name "POPULAR CANDLES", in this well-equipped factory, more than 100 varieties of candles
are manufactured and packed in strong attractive packets, visit our products page for more details.
Purely refined paraffin wax manufactured in the best oil refineries in India as well as imported from
different parts of the world is the major raw material.
As popular industries keeps best quality control and reasonable prices, a good percentage of
internal requirements of candles in India are created from popular industries. Also popular
candles have demand and approval in lots of foreign countries. Popular industries believe that,
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day by day increase of users of popular candles is another acceptance and +approval on the
candles.
More than 25 varieties of candles are there in the popular candles range. Popular industries
launched the concept of torch candle for first time in India.
During New Year 2000 eve, a mammoth candle weighing 2000 kg was lighted at famous St.
George, sizes, used in festivals and functions, perfumed candles in different attractive
fragrances, color candles used in hotels and clubs. Utility candles for domestic purpose,
birthday candles, cup candles etc...,
The important raw material paraffin wax is sourced from abroad, mainly from the refineries in
china, Iran, and Egypt as well as refineries in India like Chennai Petroleum Corporation and
Assam oil division loc etc. one of the main advantage of the industries is its elaborate factory
building, spacious go downs and facility for parking containers, lories and trucks, loading and
unloading and good employees.
The firm has got its own vehicles by which they distribute the product to the customers all over
Kerala speedily and promptly. Now, popular industries are governed by four partner, Mrs.
Sherly Jose, Mrs. Sheeba babu, Mrs. liny biju and Mrs. jee joy, all are of pallipadan house,
edappally, cochin 682024. All have equal responsibility in the day today activities of the firm
and they are attending their duties in their business.

VISION
 To reach the excellent quality standards in the coming year to keep in place with
modern technologies and concepts
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 To organize supply of materials with minimum cost to maximum extent possible

without any compromise in quality

 A world class manufacturing company focusing all round business excellence through
total quality management system with committed leadership effective team work
delighted customers and satisfied employees in an environment friendly organization

MISSION
Candles are processed as per the customer specification efficiently in a
professional and environment friendly manner, on time, and at the right cost with at
most customer specification to become a world class organization through improvement.

OBJECTIVES
 Increase sales of value added item by 20% from the existing level
 Reduce rejection by 10% from the present level
 Reduce customer complaint by 10%
 Increase product range by introducing new types of candles

PRESENT STATUS

Since the firm started in 1968 they are supplying the products to various customers all
over the India gradually or supermarket departmental stores and civil supply stores and thus the
business expanded to present stage. They appointed district wise distributors all over India. They
are placing orders for bulk quantities and taking the product from factory go downs. But the
government departmental markets are directly placing orders and the company transports the goods
to their go downs But in some years the unit has to control its production and sales subjects to the
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unit and the unit they tried to prevent some harm from loss. In such periods small full inn turnover
and net profit can be seen. But the unit have overcome all the problems and run smoothly.

FUTURE SCOPE

The company's previous track records and fifty years business tradition is self-explaining and
testimony to their true commitment, sincere and dedicated work culture. Also they have good scope
in marketing for their entire product by efficiently making use of their business contact and already
existing distributing network and also by their financial standing and available infrastructure. They
pledge their sincere and dedicated efforts from their heart to active target unlimited.

PRODUCT PROFILE

Utility candle
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These candles are produced for day to day use. There are various varieties of these candles,
available in packets containing 6 and 32 candles .These candles are produced from pure white
paraffin wax giving bright light for hours.

Torch candle

This candle is in cylindrical shape and is available in seven attractive colors. The small metal
top fixed on the candle gets warm by the flame and helps to burn in an equal level and also
prevent flow of melted wax. The metal part can be pressed by hand according to the melting and
burning of candle.
CUP CANDLE

These are made in aluminum cups with a steady wick in Centre. These candles are used for the
festivals like X'mas, deepavali, karthika etc. As the melted wax does not flow out and as it is
kept in the aluminum cups, this candle gives light for many hours.

PARTY CANDLE
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This variety of candle is mainly used on dinner party tables, arranged in different and desired
methods. This model is only made to order.

DIGITAL CANDLE

This candle is made in the form of 0 to 9 separate digits, in big size and different colors. This is
mainly used in memorial sweet days like birthday, wedding ceremony, etc.
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FESTIVAL CANDLE

This candle is used during festival celebrations. This model is made to order.

COCONUT SHELL CANDLE

This candle is made by pouring wax with natural coconut perfume into coconut shells. Burning
time 7-8 hours

OTHER PRODUCTS
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Tin candle
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SCENTED JAR CANDLE

SCENTED WAX MELTS

GEL GLASS CANDLE

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FUNCTIONAL
DEPARTMENTS

1. MARKETING DEPARTMENT
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There are 18 workers under marketing department. Marketing is the activity through which a
company is able to generate the revenue for the functioning of the organization. POPULAR
INDUSTRIES has got a very good marketing department controlled by efficient and dynamic
marketing manager. Marketing department is divided into two such as marketing and
advertising and sales promotion.
Under each section, assistant managers, marketing executives, sales executives and sales are
there to assist him popular markets its processed product mainly through dealers. Almost
popular products are available at the dealer shops. The products are transported to the dealers by
deliver vans. Sales executives take order of different items from the dealers once in a month.
The company is having 1000s dealers spread all over Kerala.
The company is selling their products as such to various exporters to Mumbai, Bangalore,
Delhi, Chennai, Calcutta, Ahmadabad etc... 75% of the sale is done through authorized agents
on commission basis and balance is through direct marketing. The candles manufactured by the
group under the brand name popular candles are accepted all over the world.
Marketing manager is the one who decides the marketing manager strategies for every major
decision, which effects marketing. But while making some strategic and important decisions,
approval of the managing director is required after collecting the orders, marketing managers
forward their order to production department. Marketing manager and production manager sits
together and decides the production plan.

Marketing policy
The company has a strategic marketing policy. The company mainly targets its customers and
promotional activities are based on the above aspects. The company doesn't entertain any
middle man. They deal with their dealers. The company is following a hierarchical channel of
distribution.

Company
↓
Dealers
↓
Consumers
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Marketing function
A popular has a dealer's network of more than 2500 dealers spread all over Kerala. The sales of
customer’s goods are concentrated on Kerala, Tamil Nadu, and Karnataka. In addition the
company has direct outlets in Kerala and Tamil Nadu.
Dealership is allotted only after assessing the credit worthiness, efficiency, and the products
are delivered through the van of the company either at the dealers goes down or at the dealer's
show room.

The company is selling their candles such to various candles exporters to Mumbai, Bangalore,
Delhi, Chennai, Calcutta etc... 75% of the sales is done through authorized agents on
commission basis and balance is through direct marketing. The candles manufactured by the
group under the name popular industries are accepted all over the world.

Marketing strategies
The marketing department is one of the efficient and effective departments in popular. This
department is always vigilant about its environment and very conscious about the market
potential, major competitor's strategies, weakness etc. Maintaining the efficiency and
effectiveness the top management appointed a general manager for marketing department. The
present GM (marketing) is an experienced management professional.
In the case of all major companies, the margin is very high when they sell their products to
dealers. However in the case of popular industries the margin is comparatively low. The major
problems of competitors products are poor quality compared to other products, most customers
choose popular brand because of its high quality despite of its a bit high pricing.
Market segmentation
Coordination of marketing activities all sales executives is directed to report it to the assistant
managers (sales) every day. The assistant manager and the marketing manager are in constant
touch with all sales executives who are in the field. All sales executives are expected to submit
the daily sales report (DSR) on all Mondays. On all Mondays there is a meeting of all personnel
in marketing department preceded over by the general manager. In this meeting all the activities
and achievement of the department are discussed, new plans and strategies to increase sales are
formulated and other issues connected with marketing are discussed. The company has
showroom sales in addition to sales to its authorized dealers and franchisees.
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There are about 20 show rooms all over in Kerala.

Channels of distribution
Producer → Consumer

Producer → Retailers → Consumer

Producer → Wholesale → Retailer → Consumer

Duties of marketing department
A marketing department serves as a beacon for a company, guiding it on which product, pricing,
promotional and distribution strategies to use. Professionals employed in this department are
usually highly creative and have many duties. Some gather input from current consumers, while
others disseminate information to other departments and business. Whatever the case, a
marketing departments duties are almost always tied to increasing an organizations sales and
profits and maximizing shareholders earnings. The following are the main duties of marketing
department.
• Customer feedback
• Creating promotional materials and ads
• Gathering competitive intelligence
• Establishing prices

Responsibility of marketing department

The marketing department has overall responsibility for growing revenue increasing market
share and contributing to company growth and profitability. In a small business, the marketing
department may just be one person, or it may include a marketing director or manager plus
marketing executives responsible for functions such as advertising, publications and events. The
following are responsibilities of marketing department.
• Setting marketing strategy
• Importance of market research
• Internal or external product development
• Communication and promotional materials
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• Sales team support

Structure of marketing department

Managing director

General Manager

Senior marketing manager

Marketing manager

Internal communication Employee out reach General out reach Media

ll of the decision-making occurs at the top levels of management. This ensures that upper
management has complete control over the organization. It also provides a clear career
trajectory for employees, from junior-level positions, up to the top decision-making positions. A
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functional structure provides stability and efficiency, especially in large and complex
organizations, because everyone uses similar processes. This also allows large businesses to
take advantage of economies of scale. However, this type of structure can also lead to poor
communication between departments, situations where departments do not work together and
inter-departmental conflict. 

2. HUMAN RESOURCE DEPARTMENT

Now days, human resource is considered as one of the important asset of an organization.
Behind every success company need a great people making recruitment and retention.
Companies must find new ways to engage the knowledge, experience talents of the employees
to find the hidden values in organization and leverage that the value to achieve strategic goods.
A human resources department is a critical component of employee well-being in any business,
no matter how small.
Human resource play an important part of developing and making a company or organization at
the beginning or making a success at the end, due to the labor provided by employees. Human
resources is intended to show how to have better employment relations in the workforce. Also
to bring out the best work ethic of the employees and therefore making a move to a better
working environment.
A popular industry has a good HR department and it maintains good relations with the
employees. This helped the company to achieve tremendous growth. All the employee related
activities are managed by this department. The company employees over 110 workers and does
not have any trade union problems.
Workers and management sit across the table and negotiate their demands and rights. The
company has an efficient administrative department which carried out the several functions.
The main functions or role of personnel manager and administrative manager
 Advisory role: industrial psychology and sociology
 Operative and service role
 Conciliators role
 Specialist advisory role
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Role of personnel manager

 To create necessary infrastructure for HR development activities
 To lease with HR manager in identifying areas for HR development
 To arrange proper placements to trained employees
 To activate association and employees to take part in HR development activities which
are beneficial to both employee and management
 To monitor utilization and effectiveness of HR development training

Activities of HR department
a. Human resource planning
b. Recruitment
c. Interview and selection
d. Selection procedure
e. Training and development
f. Performance appraisal
g. Employee remuneration
h. Bonus
I. Statutory rules for employees
j. Leave rules
k. Shifts
L. Employee welfare

Responsibilities of HR department
 34

 Attracting, selecting and hiring new employees using information from resumes,
references, and the interview process.

 Communicating information regarding new position and hires throughout the

organization and beyond.

 Ensuring that the employees have the proper education, training and certification to
successfully complete their duties.

 Handling issues related to employee conduct.

 Making sure employees understand the responsibilities of their job.

Structure of HR department

Director of HR

Personal assistant
 35

3. Production Department

There are 50 workers, most probably women in production department. Production is the
Process by which raw materials and other inputs are converted into finished goods, Candles.
Among the functional areas of management, production is considered to be crucial in Popular
Industries as it is a manufacturing industry. The production of candles take place under the
production department.

Function of production department

I. Design a product
2. Design a production system
3. Production planning and control
4. Layout of plant
5. Research and development

Structure of production department

Director, Chairman & Managing Director

a
 36

General Manager

Manager Manager

Shift in charge

Preparatory in Electrical

Jobber Helper
Maintenance
 37

Raw Materials
Paraffin
For many years, the production of candles has been based on grease and beeswax. At the
beginning of the 19th Century, the invention of the braided wick and the discovery of stearin
completely changed the quality of the combustion of candles. A few years later, paraffin wax
was discovered. Fuchs extracted mineral oil out of paraffin and Buchner produced the first
paraffin wax in 1819. In 1830, Von Reichenbach distilled paraffin out of tar of beech wood. He
gave it also the name of paraffin, stemming of the Latin "parum" and "affinis", meaning "which
has less affinity". This naming is related to the poor capacity of this matter to react to chemicals
agents. The production of paraffin wax from coal started in Glasgow in 1845. In 1861, the
industry produced 750 tons of paraffin wax, ten years later the amount had already reached
5000 tons. In the United States, the production of paraffin wax was developing even more.
There, it was discovered that paraffin wax could be extracted from petrol, as well as from brown
coal. In 1890, paraffin wax could be found all over the world. From that time onwards, the
candle industry has the raw materials at its disposal: beeswax, stearin and paraffin wax. These
raw materials can be mixed with each other: paraffin wax with stearin and paraffin wax with
beeswax.
Nowadays, the candle industry uses paraffin wax above all, followed by stearin. Beeswax is the
least used for candle manufacturing. On the market, the rating of the paraffin wax qualities is
generally based on their content in oleaginous oil:
Non refined: approximately5-15 %
Semi-refined: approximately 0.5-5 %
Entirely refined: approximately 0-0.5 %
Some types of paraffin waxes are more expensive than others, according to the degree of
refining, the color can alter from dark yellow to white, and the oil content from 0 to 15%.
Paraffin wax is delivered in slabs, beads or powder. It is also transported in liquid form in tank
trucks.
350,000 tons of paraffin wax is produced in Europe each year. Approximately half is delivered
to the candle industry. Some qualities are better suited than others, depending on the industries
they will be used for. For example the leather or textile industry, the paper and cardboard
treatment industry, plastic matters, explosives, cables and even for cheese coating and chewing-
gum production.
The round wick (which is more of a V shape than a round shape) is consistent of cotton threads
and a soul that makes it firm. In order for the wick to lean over the exterior of the flame, a few
threads are interlaced asymmetrically to create a small artificial tension in the wick.
 38

For every type of wick, the number of threads, the thickness and cotton quality must be
chosen.
For the choice of the wick, it is very important to know what raw material is used. Indeed, the
viscosity of the stearin being strong, more cotton threads are needed to obtain a sufficient
absorption capacity. Stearin does not give the same heat quantity as paraffin wax. As a result,
stearin candles require thicker wicks. Paraffin wax is soaked more easily, which allows a
thinner wick. For beeswax, a thicker wick is compulsory. Besides, it is in the beeswax candles
that we see the biggest wicks. Finally, the quality of the wick must be chosen according to the
shape of the candle and the production method. The stretching of the candle creates a bigger
pulling effort on the wick. Consequently, a flat wick can be pulled more. Combustion trials
must allow finding the most suitable wick. If the candle leaks, it is possible that the wick is too
thin. If the candle produces soot, it can be because the wick is too thick. If the candle is re-
dipped to be covered in a harder and possibly colored layer, in a wax of a higher fusion point, it
is possible to choose a thinner wick to avoid soot, while the re-dipping will avoid dripping.

Methods
Discovery of stearin, paraffin waxes and braided wicks in the last century were the beginning of
the new era of industrialization. Nowadays the dipping method is still used, but it has been
adapted to entirely automated installations, operated electronically, in which many wicks are
plunged together in a mixture of paraffin, and then removed. The raw material solidifies, and
the task can be repeated until the candle reaches the required thickness. Another dripping
method which is still used in the industry for church candles, and especially for the biggest and
largest altar candles, is the "spoon pouring" method. Liquid W. is poured along the suspended
wicks with a spoon, until the taper candle reaches the wished size. The idea of thickening a
wick in order for it to become a candle by alternatively plunging it in warm liquid wax and
removing it for it to harden brings us to the first stretching lines. By turning a wooden drum by
means of a crank, the wick passed at the bottom of its race in liquefied wax that was in a copper
basin placed between the two drums, and during the top the race, the wax would cool down. The
thickness of the candle could be adjusted thanks to a copper disk that was provided with small
holes of lessening diameters. Once the required diameter obtained, the section of the candle was
placed on a long table and cut to the wished lengths.

Manufacturing Process
 39

Making the base

Molding

Pouring

Cooling

Extusion

Packing

The manufacturing of candles consists of five steps: preparation of the wax base, and
continuous molding, pouring, cooling, extrusion and packing of the finished candles.
1. Preparing the wax base
The wax is heated and melted into a clear, near-liquid state in huge metal kettles. Wax melted
by direct flame can become dark-colored or can contain small pieces of carbon char. Next,
the molten wax must be carefully filtered to remove impurities that may interfere with the
burning process. Any desired perfumes and dyes are added at this time. Although most wax
arriving at the manufacturer conforms to strict purity standards, still the filtration process is
undertaken their wax to be sure of a high-quality finished product.
2. Molding the candle
Since the invention of Morgan's first candle making machine, the construction of candles has
been performed mainly by continuous molding machines, although manual machines are
still used by some companies. Continuous molding machines are designed to make candles in
groups ranging anywhere from 50 to 500 per load. The entire process takes almost 30 minutes
per load.
 40

3. Pouring
Prior to the pouring of the wax, the wick is pulled through the tip of the mold. This tip has a
hole in it through which the wick passes from a spool located beneath the entire molding
machine. The molds, which are made of tin, have polished interior surfaces and are slightly
tapered for easier ejection of the finished candle.

4. Cooling
The wax is cooled to slightly above its melting point and poured into a molding table located
above the molds. The wax then works its way into each mold; the molds are pre-heated so the
wax will flow evenly into them. After the wax is poured, a jacket around each mold is filled
with cold water to speed up the solidification process. Once the wax has solidified, the finished
candles are pulled upwards out of the molds, allowing the wicks to again thread through the
molds in preparation for the next load of candles. The wicks are snipped, and the process
begins again. Excess wax is trimmed, collected and re-used. The continuous molding process is
used to make cylindrical, tapered or fluted candles as long as they can be easily ejected from
the mold.
5. Extrusion
An alternate method uses extrusion, a process in which crushed paraffin wax is forced through
a heated steel die under extreme pressure. At the same time, the wax is consolidated around the
wick. Unlike molding machines, extrusion machines produce a continuous length of candle,
which is then cut into specific sizes. Next, the tips of the candles are formed by rotation cutters,
and the candles are sent to an automated packing machine

6. Packing
The final step is packing the manufactured candles.
 41

4. FINANCE DEPARTMENT

Finance is the blood of business. Finance department consists of all the managerial activities of
raising funds and effective utilization. Finance department lies in decision making area of
investment, finance, and dividend. Recruitment and promotion in production are the activities of
HR department. But it requires the payment of wages, salary and various other benefits; these
functions are done by finance department. Finance manager is the head of finance in POPULAR
INDUSTRIES. He decides when and where to acquire funds to meet firm’s investment needs.
He should determine the proposition of equity and debt. The finance department should strive
for obtaining the optimum capital structure for the organization.

Finance plays an important role in the day to day lives of each individual or corporation. This
department has to handle financial transactions of the firm and plan on investments and raising
of funds for funding ongoing projects.

Functions of Finance Department

There are 20 workers in finance department. The activities expected from finance department
cover a wide range from basic book-keeping to providing information to assisting managers in
making strategic decisions. What to expect from your finance department will depend largely on
factors such as how much involvement the owner/manager has in the organization.

At the base level, your finance department will be responsible for all the day to day
transactional accounting for the business. This will include the tracking of all transactions and
the management of any government reporting. In every small owned-managed business, this
role is often filled by a family member with accounting experience. An outside accounting firm
is usually used for annual financial statement and returns. In large organization this role will
extend right through to preparing the financial statements with an external auditor engaged for
assurance purposes.

The finance department is also responsible for management of the organizations cash flow and
ensuring there are enough funds available to meet the day to day payments. This area also
encompasses the credit and collections policies for the company customers, to ensure the
organizations are paid on time, and that there is a payment policy for the company’s suppliers.
 42

In most organizations there will be some form of forecast prepared on a regular basis to
systematically calculate the ongoing cash needs.

 Recording day to day business transactions.

 Preparation of various statements regarding stock, receivables etc... Which are to be
submitted to various authorities like bankers, insurers etc…
 Planning and controlling of the expenses or the funds for production.
 Approving and making payments to different parties or creditors or suppliers.
 Receiving payments from customers or dealers in specific time.
 Raising short term loan or credit from bank and other financial institutions.
 Preparation of sales budget or revenue budgets and expenditure budget on a quarterly
basis.
 Preparation and maintenance of costing records.
 Preparation of fund flow and cash flow statements every month.
 Timely preparation and filling of financial reports and records.
 Preparing and filling of quarterly and financial income tax returns.
 Preparation and implementation of cost reduction and cost control programs in addition
to the above-mentioned works.
 Monitor and manage funds within a sub department.
 Provide executive management with financial information necessary to make business
decisions.
 Maintain fiduciary responsibility and provide oversight of the department’s financial
resources.

Functions of Finance Manager

Effectual finance management is imperative for every organization as it leads to enhanced
profits and reduction in the operational cost. A finance manager plays an important role in the
management of a business organization as he manages all the activities related to finance.

 Estimating the amount of capital required for the proper functioning of the business.
 Devising a capital structure.
 Acquisition of funds.
 Utilization of funds.
 Disposing of profit.
 Managing the available cash.
 Control of finance.
 43

Structure of Finance Department

Chairman and managing director

General Manager

Manager Finance Managing accounts

 44

Assistant Manager Assistant Manager

Executive (Bank) Executive Data Entry Executive (Tax) Executive (General)

Cashier
 45

5. STORE DEPARTMENT
The store department is headed by store manager. The store manager is reporting to the general
manager. Storage of all items of raw materials including paraffin wax, chemicals for perfume
candles, spare parts, electrical items, lubricants, tools, office stationery, packing materials, etc...
are the responsibilities of the stores department. Functioning of the stores department is
controlled/ administered by the store's manager. Materials storage is planned by the store's
manager with the help of the purchase/production department. Packaging materials are stored in
the production department warehouse.

Materials control system

The company has a material control system, which ensure that the right quality at the
right time and right place with the right amount of investment. It is a comprehensive frame
work for the accounting and control of material court designed with the objective of maintaining
materials, minimizing investment of funds. Because material constitute such a significant part of
product cost and since this cost is controllable. The company has proper planning, purchasing,
handling and accounting for materials.

Techniques of material control

The following are the main techniques of material control used by the store department
 46

 Economic order quantity

 ABC analysis

Managing Director

Manager

Store Manager

Shift in Charge

Store keeper

Worker

6. PURCHASE DEPARTMENT

Substantial art of the company finance is committed which effects cash flow position of the
company. The company is having a centralized purchase department headed by the purchase
 47

manager. He is assisted by 2 purchase officers and an office assistant. Mr. Sadiq is the purchase
manager of popular industries he is assisted by two purchase officers and an office assistant.
The purchase manager reports to the general manager and managing director. The purchase
manager coordinates the entire purchase activities. In case of local purchase or minor items
which are frequently required, it is the responsibility of the purchase officer to ensure the timely
procurement of materials as the purchase requisitions issued by the stores when the items of
materials have reached the re ordering level.
The basic objective of setting up of a separate purchasing department is to ensure continuous
availability of quality materials, so that production is not held up and reduce the cost of finished
product according to their proper plan.
Duties and responsibilities of purchase manager
• To make continuous availability so that there may be uninterrupted flow of material for
production

• To make purchase competitive and price at the most economical form

• To make purchase in reasonable qualities to minimum keep investment in material
• To purchase quantity of material to have mini possible wastage of material and loss in
production mum
• To develop alternative source of supply so that material can be purchased from those
alternatives source if particular m r supplier fails to supply y the material
• To adopt the most advance method of purchase to ensure smooth delivery material from
supplier and to avoid the risk of any dispute and financial loss of

• To serve as an information Centre on the material purchase source of supply specification and
mode of supply
Purchase procedure
 Identifying the materials
 Exploring the source of suppliers
 Issuing purchase order
 Receiving and inspecting materials
 Checking and Passing of bills for Payment
 48

Factors considering while selecting suppliers

 Manufacturing capacity
• Reliability of suppliers
• Financial condition of the suppliers
• The management of supply firms
• Price quoted
• Terms of payment
• Terms of delivery
• Specification to which products are manufactured
• Quantity for which price quoted is applicable

Duties and responsibilities of production department

• Planning the geographical location of the factory

• Purchasing production equipment
• Layout of equipment within the factory
• Designing production process and equipment
• Product design
• Designing production work and establishing work standard
• Capacity planning
• Production planning and scheduling
 49

Research methodology

Research is an art of scientific investigation. It is defined as “A careful investigation or enquiry

especially through search for new facts in any branch of knowledge.”
Research methodology is considered as the nerve of the fieldwork or any project. Without
proper well-organized research plan, it is impossible to complete the project and reach to any
conclusion. The project was based on the survey plan. The main objective of survey was to
collect appropriate data, which work as a box for drawing conclusion and getting result
Therefore, research methodology is the way to systematically solve the research problem.
Research methodology not only talks of the methods but also logic behind the methods used in
the context of a research study and it explains why a particular method has been used in the
preference of the other method

Steps involved in research

 Define the problem and its objectives.

 Identify the problem.
 Determine the information needed.
 Determine the sources of information.
 Decide research methods.
 Tabulate, Analyze and interpret the data.
 Prepare research report.
 Follow-up the study.

Descriptive research
 50

Descriptive research is defined as a research method that describes the characteristics of the
population or phenomenon that is being studied. This methodology focuses more on the “what”
of the research subject rather than the “why” of the research subject.
In other words, descriptive research primarily focuses on describing the nature of a
demographic segment, without focusing on “why” a certain phenomenon occurs. In other
words, it “describes” the subject of the research, without covering “why” it happens

Research design
A research design is a framework or blueprint for conducting the marketing research project. It
details the procedures necessary for obtaining the information needed to structure or solve
marketing research problems. In simple words, it is the general plan of how you will go about
your research.
Research design stands for advance planning of the methods to be adopted for collecting the
relevant data and the techniques to be used in their analysis

Survey on retailer satisfaction

Sampling techniques : Non probability sampling
Sampling unit : Retailers who buy from popular industries
Sample size : 50 Retailers
Method questionnaire : Interview through structured
Data analysis method : Pie chart, column chart, doughnut chat

Data-sources
Retailers/Dealers of popular candles

DATA COLLECTION METHOD

There are two types of data viz Primary Data and Secondary Data. The primary data are those,
which are, collected a fresh and for the first time and thus happen to be original in character. The
 51

secondary data, on the other hand, are those, which have already been passed through statistical
process w while doing our research I had taken the help of both primary data as well as secondary
data for analyzing the results

METHOD FOR COLLECTING PRIMARY DATA

During survey, the primary data collected from structured Questionnaire. In this survey method, a
questionnaire is personally given to the respondent from the selected sample with a request to
answer the questions and return the questionnaire. A questionnaire consists of number of questions
relevant to the research problem, printed or typed in a definite order on the form or sets of forms.
The questionnaire is personally provided to respondents under the guidance of the researcher, who
are then expected to read, understand and write down the reply in the space meant for answering
various questions in the questionnaire itself.

QUESTIONNAIRE

This is the most popular tool for the data collection. Researcher designed questionnaire according
to the topic and objective of the research project, researcher used three type questionnaire methods
into data collection, i.e.

 Multiple choice questions

 Open end questions
 Dichotomous

Multiple Questions

Multiple questions researcher used because many option in this kind of questions and easy for
getting response from respondent. Researcher used 20 multiple questions.

Questions of this type offer the respondents an alternative to choose the right answer among others.
It is faster, time saving and less biased. It also simplifies the tabulating process.
 52

STUDY ON RETAILER SATISFACTION

AT
POPULAR INDUSTRIES

Period of Retailers with Popular Industries

Opinion of Retailers No: of respondents Percentage

 53

Less than 1 year 0 0

1-3 years 0 0

4-6 years 5 10

More than 6 years 45 90

Total 50 100
Table 1.1: Period of dealership

Period of dealership

Less than 1 year 1-3 years 4-6 years More than 6 years

Diagram 1.1: Period of dealership

INTERPRETATION
The diagram shows that about 90% of the dealers been having the dealership with popular
industries for more than 6 years and the rest 10% have 4-6 years of the dealership

Supply of products in the required quantity

Opinion of Retailers No: of respondents Percentage

 54

Always 45 90

Mostly 3 6

Sometimes 2 4

Never 0 0

Total 50 100
Table 1.2: Supply of products in the required quantity

Always Mostly Sometimes Never

Diagram 1.2: Supply of products in the required quantity

INTERPRETATION
About 90% of the dealers are satisfied with the supply of Popular Candles always in the
required quantity, 6% agree their requirements are mostly supplies in the required quantity and
4% are of the opinion with sometimes.
Follow up by sales manager

Opinion of Retailers No: of respondents Percentage

Weekly 0 0

Monthly 0 0

Yearly 2 4
 55

Never 48 96

Total 50 100
Table 1.3: Follow up by sales manager

120

100

80

60

40

20

0
Weekly Monthly Yearly Never

Follow up by sales manager

Diagram 1.3: Follow up by sales manager

INTERPRETATION
The above diagram shows that, though 96% of the dealers never had any follow up by the sales
manager of Popular Industries, but 4% of the dealers have been met by the sales manager yearly
sometimes
Commission rate given by Popular Industries

Opinion of Retailers No: of respondents Percentage

Highly satisfied 4 8

Satisfied 35 70
 56

Moderately satisfied 11 22

Dissatisfied 0 0

Total 50 100
Table 1.4: Consumer rate given

80

70

60

50

40

30

20

10

0
Highly satisfied Satisfied Moderately satisfied Dissatisfied

Consumer rate given

Diagram 1.4: Consumer rate given

INTERPRETATION
The above table and graph shows that , most of the dealers which is 70% of them are satisfied
with the commission rate they get from Popular Industries, 8% of the dealers are highly satisfied
and remaining 22% are moderately satisfied.

Business volume accounted

Opinion of Retailers No: of respondents Percentage

Less that 20% 36 72

20% - 50% 14 28

51% to 70% 0 0

More than 70% 0 0

 57

Total 50 100
Table 1.5: Business volume accounted

Less than 20% 20% - 50% 50% - 70% More than 70%

Diagram 1.5: Business volume accounted

INTERPRETATION
For the 72% of the retailers, less of their business volume is accounted by popular candles and
for the remaining 28% of the retailers, 20% - 50% of their business volume is accounted by
popular candles.
 58

Retailer Incentive program provided

Opinion of Retailers No: of respondents Percentage

Highly satisfied 3 6

Satisfied 37 74

Moderately satisfied 10 20

Dissatisfied 0 0

Total 50 100
Table 1.6: Retailer incentive programs provided

80

70

60

50

40

30

20

10

0
Highly Satisfied Satisfied Moderately satisfied Dissatisfied

incentive

Diagram 1.6: Retailer incentive programs provided

Interpretation
Among the 50 retailers, 6% of them are highly satisfied with the retailer incentives provided by
Popular Industries. Most of the retailers, which is about 74% of them, voted as being satisfied
with the incentive and the remaining 20% have the opinion of moderately satisfied
Promptness in order processing system

Opinion of Retailers No: of respondents Percentage

 59

Always 40 80

Mostly 8 16

Sometimes 2 4

Never 0 0

Total 50 100
Table 1.7: Promptness in order processing system

Always Mostly Sometimes Never

Diagram 1.7: Promptness in order processing system

Interpretation
The above table and chart shows that 80% of the retailers are satisfies in the promptness in the
timely processing of their orders when required, 16% of the retailers are of opinion that their
requirements are mostly met on time and 4% of them agree with the option sometimes.
Variety of Product Range with Highest Turnover

Opinion of Retailers No. of Respondents Percentage (%)

Decorative Candles 3 10
 60

Household Candles 41 82
Festival Candles 5 6
Perfumed Candles 1 2
Total 50 100
Table 1.8: Variety of the product range with highest turnover

Decorative Candles
Household Candles
Festival Candles
Perfumed Candles

Diagram 1.8: Variety of the product range with highest turnover

INTERPRETATION
From the above chart it can be inferred that 82% of the dealers agree that household candles is
the variety of the product range of Popular Industries with the highest monthly turnover. 6%
agree with festival candles, and merely 10% for decorative candles and 2% for perfumed
candles.
Backorder and Inventory Control of Popular Industries

Opinion of Retailers No. of Respondents Percentage (%)

Highly Satisfied 45 90
 61

Satisfied 5 10

Moderately Satisfied 0 0

Dissatisfied 0 0

Total 50 100

Table 1.9: Backorder and inventory control of Popular Industries

100

90

80

70

60

50

40

30

20

10

0
Highly Satisfied Satisfied Moderately Satisfied Dissatisfied

Diagram 1.9: Backorder and inventory control of Popular Industries

INTERPRETATION
The above table and graph shows that 90% of the dealers are highly satisfied with the backorder
and the inventory control of Popular Industries and the rest of the 10% voted to the opinion of
being satisfied.

Information Access from the Company on Time

Opinion of Retailers No. of Respondents Percentage (%)

 62

Always 5 10
Often 13 25
Sometimes 32 65
Never 0 0
Total 50 100
Table 1.10: Shows information access from the company on time
70

60

50

40

30

20

10

0
Always Often Sometimes Never

Diagram 1.10: Shows information access from the company on time

INTERPRETATION
The above diagram shows that 65% of the respondents are saying that sometimes only they are
getting information about products and offers. And only 10% says that they are always getting
information about products and offers and 25% respondents says that they often get information
about the products and offers from the company.
The Timely Delivery of Products

Opinion of retailers No. of Respondents Percentage (%)

Always 37 75
 63

Often 10 20
Sometimes 3 5
Never 0 0
Total 50 100
Table 1.11: Shows details about the timely delivery of products
80

70

60

50

40

30

20

10

0
Always Often Sometimes Never

Diagram 1.11: Shows details about the timely delivery of products

INTERPRETATION
The above diagram shows that whether the company provides products on time. Here 75% of
the respondents are saying that they are always getting the products on time. 20% of them are
saying that often they are getting the products on time and 5% of the respondents are saying that
sometimes only they are getting the products on time. There are no complaints about failure of
delivery.

Communication between Company and Members

Particulars No. of Respondents Percentage (%)

 64

Excellent 1 2
Good 3 6
Average 45 90
Poor 1 2
Total 50 100
Table 1.12: Shows communication between company and members

100

90

80

70

60

50

40

30

20

10

0
Excellent Good Average Poor

Diagram 1.12: Shows communication between company and members

INTERPRETATION
The above chart shows that 90% of the respondents have an average opinion about the
communication between company and members.
Satisfaction Level on present Distribution System
Particulars Frequency Percentage (%)
Highly Satisfied 3 5
 65

Satisfied 7 15
Neutral 40 80
Dissatisfied 0 0
Total 50 100
Table 1.13: Shows the satisfaction level on present distribution system

90

80

70

60

50

40

30

20

10

0
Highly Satisfied Satisfied Neutral Dissatisfied

Diagram 1.13: Shows the satisfaction level on present distribution system

INTERPRETATION
The above chart shows the satisfaction level of agents or distributors with the present
distribution system. 80% of the respondents are having a neutral opinion about the present
distribution system. And only 15% respondents are satisfied with the present distribution
system. 5% are highly satisfied and have no complaints about the current distribution system.
. Promptness in responding to requests and enquiries
No of retailers No of respondents Percentage

Always 40 80
 66

Mostly 8 16

Sometimes 2 4

Never 0 0

Total 50 100

Table 1.13: promptness in responding to requests and enquiries

80

70

60

50

40

30

20

10

0
Always Mostly Sometime Never

Column1

Diagram 1.13: promptness in responding to requests and enquiries

INTERPRETATION
The above table and chart shows that 80% of the retailers are satisfied In the promptness in the
company responding to their request and enquiries, 16% of the retailers are of me opinion that
their requirements are mostly met on time and 0% of them have with the option sometimes
 67

Advertising and promotional activities given by the company

Opinion of retailers No of respondents Percentage

Very good 0 0

Good 5 10

Satisfactory 45 90

Poor 0 0

Total 50 100

Table 1.14: Advertising and promotional activities

90

80

70

60

50

40

30

20

10

0
very good Good Satisfactory Poor

Column1

Diagram 1.15: Advertising and promotional activities

INTERPRETATION
From the analysis, the promotion activities carried out by Popular Industries found to be
satisfactory to 90% of the retailers and good to 10% of rest of them
 68

Dealing with any competitors of the products

Opinion of retailers No : of retailers Percentage

Yes 2 4

No 48 96

Total 50 100

Table 1.16: Dealing with any competitors

100

90

80

70

60

50

40

30

20

10

0
Yes NO

Column1
D
iagram 1.16: Dealing with any competitors

INTERPRETATION
From the above diagram, we can infer that most of the retailers agree that they are not having to
deal with any competitors or competing products to popular candles. 96% of the retailers are not
dealing with any competitors and 4% are having to deal with a few this is also mainly due to the
reason that Popular Industries has the highest market share A the candle industry in Kerala, with
about 75% of the total market share.
 69

Profit derived from popular candles

Opinion of retailers No: of retailers Percentage

Less than 20 % 35 70

20 - 50% 15 30

50 - 70% 0 0

More than 70% 0 0

Total 50 100

Table 1.17: Profit derived from popular candles

Sales

Less than 20% 20 -50% 50-70% More than 70%

Diagram 1.17: Profit derived from popular candles

INTERPRETATION
For 70% of the retailers. Only less than 20% or their profit derived from popular candies and for
the remaining 30% of the retailers. About 20% - 50% of their profit derived from popular
candies.
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Transportation and logistics NOM.

Opinion of retailers No: of retailers Percentage

Yes 5 10

No 45 90

Total 50 100

Table 1.18: Transportation and logistics facilities

Yes No

Diagram 1.18: Transportation and logistics facilities.

INTERPRETATION
90% of the retailers is not provided with a, transportation or logistic facilities. But 10 % of the
retailers are rendered the service. Those who were provided with the transportation facilities are
the one, who purchase bulk quantities, of popular candles.
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Promoting factors for dealing with Popular Industries

Opinion of retailers No of retailers Percentage

Brand name 30 60

Credit policy 15 30

Profit margin 3 6

Promotional scheme 2 4

Total 50 100

Table 1.19: Promoting factors for dealing with Popular Industries

60

50

40

30

20

10

0
Brand name Column1
Credit policy
Profit margin
Promotional
scheme

Column1

Diagram 1.19: Promoting factors for dealing with Popular Industries

INTERPRETATION
From the analysis, it was inferred most of the retailers are dealing with popular industries
because of its brand name. 30% of retailers have voted for credit policy 6% for the margin and
4% for the promotional schemes.
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Relationship maintained with Popular Industries

Opinion of Retailers No of retailers Percentage

Very good 44 88

Good 4 8

Moderately Good 2 4

Bad 0 0

Total 50 100

Table 1.20: Relationship maintained with Popular Industries

very Good Good Moderatly Good Bad

Diagram 1.20: Relationship maintained with Popular Industries

INTERPRETATION
The above Table and diagram shows that no retailer had any trouble in dealing with the Popular
Industries. The above diagram depicts that 88% of the retailers are very proud to be the retailers of
this company and 8% are very much satisfied and 2% are of moderately good. None of them have
reported a poor relation, with Popular Industries.
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Opinion on credit policies allowed

Opinion of retailers No of retailers Percentage

Highly satisfied 41 82

Satisfied 7 14

Moderately satisfied 2 4

Dissatisfied 0 0

Total 50 100

Table 1.21: Opinion on credit policies allowed

Highly Satisfied Satisfied Moderatly Satisfied Dissatisfied

Diagram 1.21 Opinion on credit policies allowed

INTERPRETATION
From Above Table and diagram. It shows that most of the retailers satisfied with the credit
policy allowed to them 82% of the dealers are highly satisfied. 14% of the dealers voted
satisfied and 4% of them found no faults and are almost satisfied with the credit policies, none
of the dealers has reported that the credit policy did not match then requirement.
Opinion on credit policies allowed
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No of retailers No of respondents Percentage

Highly satisfied 41 82

Satisfied 7 14

Moderately satisfied 2 4

Dissatisfied 0 0

Total 50 100

Table 1.22 Opinion on credit policies allowed

90

80

70

60

50

40

30

20

10

0
HIGHLY SATISFIED SATISFIED MODERTLY DISSATIFIED
SATISFIED

Column1

Diagram 1.22 Opinion on credit policies allowed

INTERPRETATION
The above table and then shows that 80% of the retailers are satisfied In the promptness in the
company responding to their request and enquiries, 16% of the retailers are of me opinion
thought their requirements are mostly are on time and 4% of them agree with the option
sometimes
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SWOT, FINDINGS AND SUGGESTIONS

SWOT
The basic objective of SWOT analysis is to provide a frame work to reflect on the ability to
overcome barriers and to avail of opportunities emerging in the environment, the diagnosis of
the strength and weakness can be fruitfully on if the environment factors and market conditions
are considered always with the internal capabilities.
SWOT analysis is important tool to find strength, weakness, opportunities and threats. These
factors reveal the internal and external factors, which affects the company. Strength, weakness,
opportunities and threats are the elements or key factors that influence the survival and
development of any organization.
The following are the SWOT analysis of POPULAR INDUSTRIES
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Strength
1. Largest manufacturer of candle products in Kerala
2. Effective distribution channel
3. Products are benchmark for other company
4. Better employee employer relationship
5. No trade union 6. Highest market share for candles

Weakness
1. Lack of modern machines and quality checking machines
2. Untrained employees
3. Huge variation in the incentives with change in season
4. The organization does not have any ERP in place
5. Non-utilization of full capacity
6. Less usage of modern ways of transaction

Opportunities

I. India with large cultivation has a great scope in candles market

2. Growing market demand
3. Increase opportunities in export market due to globalization
4. Availability of land for expansion
5. Expansion to rural areas
Threats
I. Sales of candles depend up on seasons
2. Presence of reputed competitors in the market
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3. Implementation of technology
4. Efficiency is low with the use of old machines
5. Medium market coverage
6. The time taken to change according to the taste of the customers

FINDINGS
 I am able to find out areas of strength, opportunities., weakness and threats of the
company
 It also helps me to know more about the industry with the new scope and trends
 It helps me to familiarize with the various policies adopted by POPULAR
INDUSTRIES for their success
 This company has a good market in both inside and outside the company
 Their customer service is an important one
 POPULAR INDUSTRIES are more concentrating the quality of their product
 This practice is the success behind their triumph
 Today's life people are more concentrating on quality and price
In my understanding, my major findings are,
 Popular candles have great demand in Kerala
 The popular customers have better brand loyalty
 Popular candles have little competition
 Popular is more familiar in the middle aged people
 Popular industries provide good facilities for their employees
 Majority of the workers are men
 Can venture into more and more candles as the distribution channel is long
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 The unavailability of local workforce

 The factory is situated at an ideal place
 The dealer factory interaction is strong
SUGGESTIONS
 Provide risk free and modern methods of money transaction
 Give sufficient training to employees
 Promote quality circles
 Provide more employee empowerment
 Expands the distributions to rural areas also
 Complete the computerization process
 Introduce more modern machines
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CONCLUSION

CONCLUSION

The report done on "a study on satisfaction of retailers at Popular Industries Ernakulum has
been successful in knowing the satisfaction of retailers in the company. The study has been
done with objective to understand the Performance of Channel distribution and retailers
satisfaction level with the companies. Competing in the global brand and it is difficult one from
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the survival point of view. Popular Industries should enter into all aspects of marketing
activities to improve the product life in the future market. The company has well performing
channel distribution and mostly achieved in satisfying its Retailers and as well as its customers.
It is evident from the study Popular Industries is advice to maintain its quality on its products so
as to retain this stage forever. This study helps to understand the factors influencing
commitment aspects of its dealers and how important is the performance level of company's
distribution set up for its marketing channel. The strong relationship maintained between the
management and the retailer’s systematic approach is the success of the company it is found that
the dealers are satisfied with the current distribution channel used. Their opinion and
satisfaction of the channel and facilities provided by the organization is very high. The sales
department is timely enriching the dealer welfare scheme. Growth prospects in the future are
evident if the company will be able to move in consensus with the market needs and dealer's
expectations.
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BIBLIOGRAPHY

Books:
• Philip Kotler, Marketing Management
• Sales and Distribution Management by LS Gupta
• Managing Channels of Distribution by Kenneth Rolnicki

Websites:
• www.popularindustries.com
• www.madehow.com
• www.indiamart.com
• www.tradeindia.com