Introduction

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Introduction Tata Salt: Salt of the Nation

Tata salt is India's first branded salt. The story of this brand is interesting because the brand came as bye product. Tata salt was launched in 1983. Tata Chemicalslhas their largest integrated chemical plant in Mithapur. The soda ash plant needed fresh water for their boilers. Hence to supply fresh water, the company started purifying sea water and it created high quality salt as a bye product in the process. This coincided with the government campaign with the support of UNICEF for promoting Iodised salt since iodine deficiency was a serious issue haunting the children's health.

This environment gave birth of one of the super brands and a classic case of branding a commodity in the Indian market.

The Indian salt market is estimated to be around Rs 1 Billion. The market is dominated by unbranded players. Tata salt have a market share of around 40% in the branded segment and 18% in the total market. The product salt is a low involvement and low value product with little scope of differentiation. Tata salt had the first mover advantage and was able to consolidate its position in the market thorough brand building. 1990 saw organised players eyeing the market. Captain Cook salt was launched in the market taking the "free flowing" feature as a differentiating factor. 1996 saw HLL extending its Annapurna brand to salts and positioning its brand on the platform of health and iodine content.

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2001 saw the high profile launch of Dandi salt from Kunwar Ajay sari fame.Still 70% of the market is dominated by unbranded players. Tata salt started its life positioning on the rational platform of purity. Since the corporate brand had the value of Trust engrossed in Indian consumer's mind, Tata salt was eagerly owned by the consumers. One of the major factors that accelerated the growth of branded salt and Tata salt was the effective campaign by the government to promote iodised salt. The campaign penetrated the market to as deep as 20% and the first mover Tata Salt benefited most out of it. 2002 saw the repositioning of Tata Salt on the platform of emotion. The brand owners felt that they should rise above the rational differentiation and try to emotionally influence the consumers. Hence Tata salt adopted its new tagline " Desh ka namak" translated " Salt of the nation". The brand is trying to associate itself to the nationalistic feeling of the consumers and is trying to fill a passion towards the brand. It is a herculean task for a brand that is in a category which is low involvement and low priced. To create involvement in such a category will be a tough task . But the campaign has raised the brand to new heights in terms of market share. Since customers usually are brand loyal and tend to use the same brand of salt every time ( convenience factor) , such high decibel campaigns helps in strong brand recall. But the long term view of this category is challenging because the scope of differentiation has not been sustainable. There has not been any serious product development these years and this can recommoditize the category.The brand owners may have to think about value additions in the marketing mix to capture the 70% of unbranded segment. Tata Chemicals (TCL) pioneered the iodized branded salt movement with its launch of Tata Salt in 1983. This has transformed into a national movement over the past two-anda-half decades. It is the first salt in India to be manufactured using the vacuum evaporation technology. This pioneering brand has played a role in the battle against iodine deficiency and set standards in the category for

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hygienic production, thus satisfying the latent need for high quality branded salt in the country. In India, salt and integrity have a connection that stretches back to a time much before Tata Salt was born. The company has drawn on India's rich relationship with salt to deliver a product that embodies reliability, honesty and credibility, qualities that emanate from the Tata creed of business. The company continues to educate consumers across the country about the benefits of using pure iodised salt. A measure of what the brand has come to mean to its consumers across the country has been expressed in the ET Brand Equity Survey 2010, conducted by AC Nielsen, wherein Tata Salt was ranked as the second most trusted food brand in India. Market The TCL franchise today has a 65 percent market share in the national branded salt segment. It sells an average of 50,000 metric tons per month and is available at over 12 lakh retail outlets. The company also exports Tata Salt to Middle East. The product has been introduced in Dubai and will move on to Abu Dhabi and Sharjah to cover the United Arab Emirates. Product Consumed by nearly 40 million households each month, Tata Salt is a super-refined, vacuumevaporated iodised salt produced by Tata Chemicals at Mithapur, on the western coast of Gujarat, in one of the most integrated inorganic chemical complexes in India. It is manufactured through a technologically advanced production process by evaporating sea brine in steam-heated vacuum evaporators, is almost completely free from extraneous matter and reaches consumers in the purest possible form. Tata Salt has a fine crystalline structure and dissolves very quickly. It contains the requisite amount of iodine to ensure proper mental development of children and prevents iodine deficiency disorders in adults. It undergoes stringent quality standards prior to its distribution to different parts of India

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Applications Due to its purity and reliable quality, the product is widely used by hotels and restaurants, housewives, and by manufacturers of packaged snacks, colas and namkeens (savoury snacks). The salt enhances and accentuates the flavour of vegetables and meat to add taste. Additionally, as a carrier of the essential nutrient iodine, the product supports India's public health campaign against iodine-deficiency disorders. Tata Salt is available for consumers in 4 Convenient Pack Sizes as follows: Brand Tata Salt Tata Salt Tata Salt Tata Salt A taste for health Tata Chemicals is the market leader in packaged salts in India with more than half the total market consuming Tata brands. The reason: Tata Salt and its fellow brands go far beyond taste to target health initiatives such as iodine deficiency and low sodium requirements. Tata Salt has won accolades as India's most trusted food brand for several years. New brands iShakti and Tata Salt Lite are also creating waves in the market. The company manufactures four varieties of salt: iodised salt, crystalline salt, vacuum salt and pure salt. Iodised salt 1. Tata Salt 2. i-Shakti 3. Tata Salt Lite 4. Topp Salt Pack size 1kg 2kg 500g 100g

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Crystalline salt 1. Samunder Crystal Salt 2. Vacuum salt 3. Pure salt

Iodised salt Tata Salt, the outstanding offering in TCL's consumer products basket, is a household name with top-of-the-mind brand recall and a majority market share of the Indian branded iodised salt market, way ahead of the nearest competitor. It has consistently proved its mettle by being rated in the top 10 most trusted brands in the survey conducted by The Economic Times, India's largest financial newspaper. Tata Salt was named the 'No.1 Food Brand' among the most trusted food brands list. The company also has an export brand Topp Salt in the Middle East. Vacuum evaporated, super refined and iodine-enriched, Topp Salt has been introduced in Dubai, and will move on to Abu Dhabi and Sharjah to cover the entire United Arab Emirates. Tata Chemicals has made a foray into the low sodium salt category with its specialty product Tata Salt Lite, to provide consumers with a new health option: salt that contains 15 per cent lower sodium than ordinary salt and is enriched with iodine and potassium. The salt is specifically aimed at a healthconscious segment of society that faces lifestyle affecting diseases such as hypertension, heart disease, diabetes, etc.

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Objectives

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OBJECTIVES
To study customer satisfaction. To study market share of Tata salt. To study effectiveness of Tata salt and other salt.

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Scope

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SCOPE
The scope of the study is limited only in Gondia city. To study the comparative study of Tata Company. To study the various products & their prices.

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Hypothesis

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HYPOTHESIS Consumers are mostly prefer Tata salt because Customer are satisfied with Tata salt. Effectiveness of Tata salt is more as compare to other salt. Market share of Tata salt is more as compare to other.

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Company Profile

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Company Profile Tata Chemicals Limited (TCL) is a global company with interests in chemicals, crop nutrition and consumer products. It is the world's second largest producer of soda ash. With manufacturing facilities in India, UK, the Netherlands, Kenya and USA, TCL is the world s most geographically diversified soda ash company, with an efficient supply chain that can service customers better and faster across the globe.

Established in 1939 at Mithapur (in Gujarat, India), TCL is a part of the Tata group. The company is a pioneer and market leader in the Indian branded iodised salt segment and India's leading producer of nitrogenous and phosphatic fertilisers.

TCL s global soda ash capacity is around 5.5 million tonnes per annum, out of which 60 per cent capacity is from natural soda ash deposits at Wyoming, USA and Lake Magadi, Kenya. Along with soda ash (sodium carbonate), the company also manufactures sodium bicarbonate and bulk chemicals such as sulphuric acid, phosphoric acid, and sodium tripoly phosphate (STPP)..

Tata Salt, India's largest selling national salt brand is manufactured using Vaccuum Evaporation Technology. It undergoes stringent quality standards prior to its distribution to different parts of India. Tata Salt is therefore safe for families, especially children.

PURE & WHITE

Tata Salt is made by removing impurities from seawater. This makes Tata Salt pure and white.

VACUUM EVAPORATED

Unlike Solar Salt, Tata Salt is made using VacuumEvaporation technology. In this process, water is boiled for hours together. This makes it bacteria free.

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MOISTURE-PROOF PACKAGING

Tata Salt is packed in special laminated pouches which are sealed using modern technology. This keeps the salt dry, moisture-proof and free flowing.

CONSISTENT IODINE Tata Salt contains requisite amount of Iodine that ensures proper mental development of children and also prevents iodine deficiency disorders in adults.

HACCP* CERTIFICATION (*Hazard Analysis Critical Control Points) Some of the Packing Centres for Tata Salt are now HACCP*certified.

SALTIER SALT Tata Salt contains a consistent & higher amount of saltiness than ordinary salt which means a lesser quantity of salt is required in cooking.

TEST OF PURITY Mix 2 teaspoons of Tata Salt in a transparent glass of water and see the effect. When ordinary salt is mixed in water it appears cloudy.

TRUSTED BRAND Tata Salt enjoys the trust of millions of consumers that vouch for its superior quality.

Competitive Advantages of the product Tata Salt is manufactured by evaporating sea brine in steam-heated vacuum evaporators and is almost completely free from extraneous matter to reach consumers in the purest possible form as it is HACCP certified . Tata Salt has a fine crystalline structure and dissolves very quickly.

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Launched in 1983 , Tata Salt pioneered the cause of Iodization in India which transformed into a national movement over the past two and a half decades and is one of the Most Trusted Food Brand In India.

Tata Chemicals Limited is a global company with interests in businesses that focus on LIFE: Living, Industry and Farm Essentials. The story of the company is about harnessing the fruits of science for goals that go beyond business. This story began in Mithapur, Gujarat in western India with the creation of a plant that would raise a wealth of marine chemicals from the ocean, with the potential to touch human lives in many ways. From these humble beginnings a market-leading international business has been created, with operations across four continents. Through its living essentials portfolio the company has positively impacted the lives of millions of Indians. Tata Chemicals is the pioneer and market leader in Indias branded Iodised salt segment. With the introduction of an innovative, low-cost, nanotechnology-based water purifier, it is providing affordable, safe drinking water to the masses. Tata Chemicals is the worlds second largest producer of soda ash with manufacturing facilities in Asia, Europe, Africa and North America. The companys industry essentials product range provides key ingredients to some of the worlds largest manufacturers of glass, detergents and other industrial products.. The Tata Chemicals Innovation Centre is home to world-class R&D capabilities in the emerging areas of nanotechnology and biotechnology. The companys Centre for Agri-Solutions and Technology provides advice on farming solutions and crop nutrition practices.

Community links In 1980, Tata Chemicals set up a non-governmental organisation Tata Chemicals Society for Rural Development (TCSRD) that works towards holistic community development, including managing water, land and other natural resources, encouraging enterprise development, and promoting health and education. TCSRD's activities have been recognised at a national level. Tata Chemicals Europe (formerly Brunner Mond) is a major sponsor of the Lion Salt Works

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Trust, a local heritage project in Cheshire, UK and of the Weaver Valley Initiative, part of the path-breaking Mersey River clean up campaign. In Kenya, Tata Chemicals Magadi supports local health care facilities and works to provide education, water and employment opportunities. Tata Chemicals is also involved in efforts to preserve the biodiversity of land along the Gujarat coastline and the nesting sites of migratory birds. TCL and Wildlife Trust of India (WTI) have signed an MoU for a conservation project that will create awareness and undertake research to save the endangered species of whale shark that visits the coastal shores of Gujarat.

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Product Profile Tata Salt Desh ka Namak Launched in 1983, Tata Salt has pioneered salt iodisation in India, and holds the distinction of being India's first branded iodised salt. Introduced in the market where unbranded salt of dubious quality was the norm, Tata Salt came with the assurance of purity. Using the Vacuum Evaporation technology, Tata Salt offered consumers a healthy, hygienic alternative an iodised salt that was untouched by hand. For over two decades, Tata Salt today continues to be a market leader, with over 40 per cent market share a testament of the customer's enduring trust in the the brand. Tata Salt has been consistently recognised as one of the country's leading food brands. Over the years, Tata Salt has expanded into new product segments to meet the changing needs of its customers and to take the goodness of India's most trusted salt to more and more consumers. The Tata Salt product range includes Tata Salt Lite, Tata Salt Plus and Salt Sprinklers. Tata Salt has launched a new range of flavoured salts and pepper called Tata Salt Flavoritz. This new range offers a variety to consumers and helps add a dash of flavour to regular dishes to make them interesting.

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Products: Lemon Coriander Flavored Salt The distinctive aroma of coriander and the tanginess of lemon come together to create a delectable sprinkling that is perfect for salads, yogurt and raitas. Red Paprika Flavored Salt Flavoritz Red Paprika is perfect to give eggs, pizzas and sandwiches that little burst of fiery flavour. Black Pepper Powder Black pepper powder adds a dash of fresh flavour to savoury dishes and gives a tasty twist to your soups and salads.

Tata Salt Lite The lighter side of life

Hypertension or high blood pressure is one of the leading health problems urban India suffers from. Stressful lifestyles coupled with altered food practices have led to an exponential increase in the occurrence of lifestyle diseases such as diabetes and high blood pressure.

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A research undertaken by the Tata Salt team showed that over 40 per cent of the adult population in India's cities suffers from hypertension, a life-threatening condition that can be effectively managed by the controlled intake of sodium. In light of these findings, Tata Salt Lite is designed to provide consumers a convenient means by which to take preventive measures towards keeping the blood pressure and weight of family members in check. Tata Salt Lite is a low-sodium salt specially formulated to provide 15 per cent less sodium than ordinary salt. Refined, iodised and potassium enriched, Tata Salt Lite was developed to address the need for a product that assists the management of blood pressure through lower sodium intake.

Sprinklers

Easy to use, convenient and high on hygiene, Sprinklers are the perfect tabletop essential for every household. Available in two variants Tata Salt (vacuum evaporated, iodised salt) and Tata Salt Lite (15 per cent low-sodium salt) Sprinklers are salt dispensers that ensure freeflowing salt at your fingertips. Sprinklers are fitted with a rotating sprinkler and the plastic cap that keeps out any dampness keeping the salt fresh and dry. Keep the salt sprinkler on your dining table, kitchen cabinet, snack bar, etc and sprinkle the goodness of Tata Salt on salads, soups, eggs, snacks, etc or use it in your daily cooking.

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Sprinklers are now available in all the major cities of India in 150gm cans. I-shakti

tata chemicals launched i-shakti free flow solar refined salt in october 2006. Quality analysis of ordinary salt available in markets had brought to light that there was a variation in the level of iodine present in them.

Topic:- A comparative study on consumer pereeption towards buying behaviour of Tata salt with other salt at Gondia city

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Research Methodology

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RESEARCH METHODOLOGY
The methodology that was adopted for the study includes both primary source of data as well as the secondary source of data. The methodology of the study can be explained as follows:

PRIMARY DATA: The primary data are those which are collected afresh and for the first time, and thus happens to be original in character. We can obtain primary data either through observation or through direct communication with respondents in one form or another or through personal interview. There are several methods of collecting primary data, but in this research work primary data collected by using questionnaire.

SECONDARY DATA: Secondary data means data that are already available i.e. they refer to the data which have been already been collected and analyzed by someone else. When the researcher utilizes secondary data, then he has to look into various sources from where he can obtain them. Secondary data may either be published data or unpublished data. In this research work, secondary data collected through the Internet Company manual and booklets Books etc. The source of information is generally classified as primary and secondary. According to payline V. Young The source of information can be classified into documentary sources and field sources.

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a) Primary data:The information given / collection by individuals or group constitute primary source. Methods of generating primary data i) Survey ii) Personal interview iii) Group interview iv) Observation v) Questionnaire b) Secondary data: Books, diary, manuscript, letter, magazine, internet etc. are the secondary or documentary source. The researcher for this dissertation has decided to use primary source as interview schedule and secondary source as books and internet for data collection. Tools Of Data Collection: a) Interview schedule & questionnaire was used as tool for primary source of data collection. b) Interview schedule consist of number of question typed in a definite order or form. Pre-study: After careful study of literature and expert consultation the researcher still may have only a rather vague idea about the critical element in his problem. As pilot study

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sometimes may be launched as a step preliminary to the form scale before original study are carried out in order to gain some preliminary information of the main project for this purpose the researcher meet companys personal manager to get the pre knowledge of the subject before conduction actual data collection.

Pretesting: Pretesting is the process of an advance testing of study design after the interview schedule has been prepared .The researcher referred books and internet to get prepared literature for this project & report.

Processing:Once the collection of data is over the main step top arranged for p[rocessing and analysis of data. So the interview can be made resulting information theories. The first step is editing, is a process of examining the data collection in interview schedule to defect efforts and mission and to see that they are corrected and the schedules prepared tabulations.

Editing: The preparation of the data forms for tabulations must include on operational procedure for accepting, modifying or resection individual questionnaire. Tabulation: Tabulation is a process of summarizing raw and display it in compact forms for further analysis. Analysis of data is made possible through tables. These tables are made for different variables and to show relationship with each other.

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Interpretation of data:Analysis and interpretation are central step in research process. The goal of analysis is to summarize o collected data in such a way that they provide answer to the and triggered the researcher. Interpretation is the research for the broader meaning of research finding. The questionnaire is preceded a few uncoded response are classified the code were verified before transferred to the master chart.

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Data Collection and Interpretation

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Data Collection And Interpretation 1) Which brand of salt are you using?

Tata salt 48%

Ashirwad salt 28%

Nirma sudh 14%

Dandi salt 10%

Using
60 50 40 30 20 10 0 Tata salt Ashirwad salt Nirma sudh Dandi salt 28 Using 14 10 48

Interpretation From the above it is clear that Tata Salt are most preferable brand of salt. It enjoys about 48% or market share.

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2) How much are satisfied you with the Tata salt?

Good 54%

Poor 28%

Bad 10%

Satisfactory 08%

Satisfied
60% 50% 40% 30% 20% 10% 10% 0% Good Poor Bad Satisfactory 8% 28% Satisfied 54%

Interpretation From the above chart it is clear that most of the consumers consider Tata salt is a good brand of salt.

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3) Are you interesting in using over to a new product? Yes 75% No 25%

80% 70% 60% 50% 40% 30% 20% 10% 0%

75%

25%

Yes

No

Interpretation From the above chart it is clear that there is high percentage of consumers interesting in using over a new product.

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4) Which kind of benefits do you get through Tata salt?

Quality 54%

Price 28%

Quantity 18%

Kind of Benefits
60% 50% 40% 30% 20% 10% 0% Quality Price Quantity 28% 18% 54%

Interpretation From the above chart it is clear that the benefit which is mostly gained by consumers is that its quality.

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5) Are you satisfied with quality and price of Tata salt? Yes 80% No 20%

90% 80% 80% 70% 60% 50% 40% 30% 20% 20% 10% 0% Yes No

Interpretation From the above chart it is clear that there is high percentage of consumers are satisfied with quality and price of Tata salt.

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6) Which product of salt do you think is highly Iodised? Tata salt 48% Ashirwad salt 28% Nirma sudh 14% Dandi salt 10%

Using
60 50 40 30 20 10 0 Tata salt Ashirwad salt Nirma sudh Dandi salt 28 Using 14 10 48

Interpretation From the above it is clear that Tata Salt is highly Iodised salt.

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Suggestions

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Suggestions Supply of products must be regular. Distribution channel must be effective. New offer should be offered to the customer. So that they attracted towards the product. The company should have the proper distribution channel so that the customer is satisfied with the services of company .

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Conclusion

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Conclusion The quality, purity and availabity are more of Tata salt due to this more consumer are attracted. Due to its brand name the sale is increasing day-by-day. The market share of tata salt is higher than other brands. Tata salt is more preferable brand than others.

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Limitation

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LIMITATION
Limitation of time the study is limited, The study does not involve much of secondary data.

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BIBLIOGRAPHY
Books Marketing Management by Philip Kotler & Kevin Lane Keller, XII edition. Marketing Management (Global perspective Indian Context) by V. S. Ramaswami & S. Namakumari, III edition. Research Methodology by C.R. Kothari.

Internet Website Links www.tatasalt.com www.wikipedia.org

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Appendix

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Appendix 1)Which brand of salt are you using? A) Tata salt B) Ashirwad salt C) Nirma sudh D) Dandi salt

2) How much are satisfied you with the Tata salt? A) Good B) Poor C) Bad D) Satisfactory

3) In which of the following benefits you are not satisfied? A) Quality B) Price C) Quantity

4) Are you interesting in using over to a new product? A) Yes B) No

5) Which kind of benefits do you get through Tata salt?

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A) Quality B) Price C) Quantity

6) Are you satisfied with quality and price of Tata salt? A) Yes B) No

7)Do you think Tata salt is best salt for your family health? A) Yes B)No

8) Which product of salt do you think is highly Iodised? A) Tata salt B) Nirma sudh salt C) Dandi salt D) Ashirwad salt

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