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BUSINESS STANDARD
A PROJECT REPORT ON MARKET PENETRATION STRATEGY & SURVEY OF POTENTIAL CONSUMER PROJECT GUIDE -: MR. KUNAL PANCHAL FOR THE PARTIAL FULFILLMENT OF MASTER IN BUSINESS ADMINISTRATION

SUBMITTED BY: ANAND SINGH (99) RAGHUVIRSINH SOLANKI (101)

SUBMITTED TO

S.K.PATEL INSTITUTE OF MANAGEMENT AND COMPUTER STUDIES. (S.K.P.I.M.C.S.) GANDHINAGAR, INDIA JULY-2006

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ACKNOWLEDGEMENT
Writing a dissertation can never be the work of any one person. It includes co-operation & efforts of those persons who are in some way involved in the work at every stage. I am highly thankful to every person for helping me thoroughly my summer training. Let us begin our acknowledgement by thanking the whole Business Standard staff at Ahmedabad office for the co-operation and the support during our summer training. Himanshu Patwa (HR & Admn), Ashok Sharma (Production), Jay Saraiya (Space Marketing), Kamlesh Trivedi (Editorial), Amit Agrawal (System), Sameer Trivedi (Scheduling), Manoj Thomas (Baroda Head). We also take the opportunity to thank Mr. Kunal Panchal (Our project guide) and Mr. Mukund Shukla (Deputy Manager) without whom this project could not have been possible. We whole-heartedly thank them for being our guide and directing us towards right path in the marketing world. We are very grateful to all the faculties of the SKPIMCS family and also the non-teaching staff. They have always been a source of inspiration and we would like to thank them for all their support and care in their efforts towards the summer training and the project Thank you. Anand Singh Raghuvirsinh Solanki

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PREFACE

The amount of knowledge in the world is doubling every ten years and with the end of the millennium it is now expected to double every five years. So if I plan to be in this knowledge explosion means that I should be facing with unprecented challenges and opportunities. How well I address that it would depend upon, in large part of our ability to adopt to the continuing changes. Project work like this gives an exposure to the practical and real life experiences of the modern market.

Management education narrowly thought is a tool to train one to get a good job and hence enables one to earn one’s livelihood. Management education broadly thought is a method, which inculcates knowledge in one about Planning, Organizing, Directing and Controlling. Moral and Ethical aspect of corporate world. This knowledge helps students to understand the corporate thoroughly.

This management education is given in meticulous way using different means of learning. A classroom study contains theory, case study and presentations. With it, we use library for secondary data of corporate and Project work as a field study for the primary data sources. With it we have co-curricular and extra activity for the over all growth of the student.

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For management students practical studies is very important. It helps them to improve their knowledge about various market trends. Management students are concerned with marketing, finance, HR etc.

Theories do not teach unless accompanied by the working in original situations. This summer training report is also a part of our study.

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CONTENTS
CHAPTER 1 2 PARTICULARS Executive Summary Introduction (a) Industry Details (b) Company Details (c) Competitors details (d) Regulatory Environment details Organizational Study 3.1 Marketing department study -Product portfolio -Sales & Distribution 3.2 Operations Department Study 3.3 Financial Department 3.4 Human Resource Department Research a) Introduction 4.1 Research Objectives 4.2 Sampling method & size 4.3 Target audience b) data analysis & interpretation 4.4 Impressive achievement c) Final findings &Conclusions d) Limitations of the Study e) Recommendations f) Appendixes: (1) Copy of Questionnaire Bibliography PAGE NO. 06 09 09 15 23 26 33 34 41 52 56 66 67 68 68 69 69 70 72 94 98 100 101 102 104

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1.EXECUTIVE SUMMARY...
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