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8/9/2019 Final Freshmarx

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The Leader in Automated Data Coding Page2

STUDY OF MARKETING

MIX & CONSUMER

SATISFACTION

BY

MANASVI CHAWDA

3RD YEAR

MARKETING

ROLL No.:031-153-

00009


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Acknowledgement

The satisfaction and euphoria that accompany the successful

completion of any task is incomplete without the mention of people who

made it possible. Therefore, I take this as a great opportunity to pen down a

few lines about the people to whom my acknowledgement is due.



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It is with the deepest sense of gratitude that I wish to place on record

my sincere thanks to My Family and Friends for providing me inspiration,

encouragement, guidance, help and valuable suggestions throughout theproject.

I thank all the faculty members of The Department of Business

Administration of St. Xaviers College (Autonomous), Kolkata with

special thanks to Prof. Alok Bhattacharya our Marketing professor for

providing me with encouragement and support along with the theoretical

base, which helped me in successful completion of my project.

I would also like to thankSir VC Srikantan for helping me through

my internship and providing me with every detail that helped me with my

report.

The pearls of learning obtained would surely help me in shaping my future.

Objective of the Study

In this project the objective was to conduct a study regarding the

Marketing Mix for FreshMarx. I t was also t r ied to understand what

customers expects from the product and whether they are getting what

they have been promised by the company.



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Marketing mix is a set of marketing tools through which a study on

FreshMarx was conducted. A research regarding the four aspects of marketing mix

was conducted to get information regarding the product, its pricing, its distribution,and promotional strategy.

FreshMarx is a well-known brand in U.S. and has recently entered the INDIAN

market. The over all market for the product in INDIA has been studies.

A research was also conducted through questionnaire to find out how far the

product have been able satisfy the need of the consumers and how the end users are

benefitted from it.

Responden ts were a sked to f il l t he quest ionnai re on the ir

experience. The data were also col lected from different websi tes,

journals, articles etc.

Table of Content

INTRODUCTIONTO MARKETING-M IX 6THE FOUR ELEMENTSOF MARKETING-MIX

PRODUCT

PRICE

PLACE(DISTRIBUTION)



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PROMOTION

ELEMENTSOF PROMOTION-M IX

INTRODUCTIONTO HACCP 18A BRIEFON HACCP 19

FOOD MARKETING ISSUES. 22

THE FOUR PSOF MARKETING WITHRESPECTTO

FOOD

23

FOOD MARKETS EFFICIENCY 24

AN OVERVIEWOF MONARCH CORPORATION 27

AN OVERVIEW OF RACHNA ENTERPRICES 29INTRODUCTIONTO FRESHMARX 35

FOOD DATE CODING 40

BENEFITSOFUSING FRESHMARXFOODSAFETY

LABELING

42

FOOD SAFETY HAZARDS 42

REASONSFORUSING FRESHMARX 45

8 GOLDEN RULESOF FOOD SAFETY

RETAILAND FOOD SERVICE INDUSTRIES 49

TARGET SEGMENT 50

LABELLING MACHINES 53

TYPES OF LABELLER 66

ESTEEMED CUSTOMERS 70

PROSPECTIVE

CUSTOMERS

70LIST OF MAJOR COMPETITORS 70

MARKETINGMIXOFFRESHMARX 71

CONSUMER SATISFACTION 77

CONSUMER SURVEY 78

OBJECTIVE 79

http://rachnasystems.com/lm.htmlhttp://rachnasystems.com/lm.html


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METHODOLOGY 79

ANALYSIS 81

L IMITATIONS OF THE RESEARCH 99

CONCLUSION98

QUESTIONNAIRE 101

Introduction to Marketing Mix

Marketing-Mix is a major concept in modern marketing and includeseverything that the marketer uses to create a blend that would influence the

demand for its products or services. It is a set of controllable, tactical

marketing tools that the firm uses to achieve its objectives in the target

market. The Marketing Mix refers to the combination of marketing decisions

which are aimed at stimulating sales. The marketing mix denotes a

combination of various marketing tools which together constitute a firms

marketing system.

McCarthy classified these tools into four broad groups that he calledthe four Ps of marketing. Each P stands for,

Product

Price (distribution)

Place

Promotion

Thus market mix is tailoring the product, its price, its promotion and

distribution to reach the target customers. The particular marketing variablesunder each P are shown in figure 1.



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FIG 1: MARKETING MIX

These four elements of marketing mix are closely linked and

interrelated. Because decisions in one area usually affect actions in others,

these four elements constitute the core of a companys marketing efforts. A



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marketing manager implements his marketing policies and strategies through

these instruments and uses them for the achievement of his objective.

Marketing mix decisions must be made for influencing the tradechannels as well as the final consumers. Fig 2 shows the company preparing

an offering mix of products, services, and prices, and utilizing promotion

mix of sales promotion, advertising, sales force, public relations, direct mail,

telemarketing, and internet to reach the trade channels and the target

customers.

Marketing- Mix Strategy

The firm can change its price, sales force size, and advertising

expenditures in the short run. It can develop new products and modify its

distribution channels only in the long run. Thus the firm typically makes

fewer period-to-period marketing mix changes in the short run than the

number of marketing-mix decision variables might suggest.



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The four Ps represent the sellers view of the marketing tools

available for influencing buyers. From a buyers point of view, each

marketing tool is designed to deliver a customer benefit. Robert Lauterbornsuggested that the sellers four Ps corresponds to customers four Cs.

Four Ps Four Cs

Product Customer Solution

Price Customer Cost

Place (distribution) Convenience

Promotion Communication

Winning companies will be those that can meet customer needs

economically and conveniently and with effective communication

The Four Elements of Marketing Mix

Product

In marketing-mix, product or service is the most important element.

There is an old saying in marketing that without a good product, you have

nothing.A statement by Howard J Morgens, who was the chairman of

Proctor & Gamble, sums up the importance of the product:

The only way you can succeed in a business is within a good product. You

cant do it with advertising. It all gets down to the fact that if you have a

good product, you can be successful with reasonable marketing expenditure,



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but if u havent got the product, the surest way to go broke is to pour your

money behind it.

According to Philip Kotler, A product is anything that can be

offered to a market for attention, acquisition, use, or consumption that might

satisfy a want or need. A product includes physical products, services,

person, places, organizations, and ideas. A product is something both

tangible and intangible. The tangible products can be described in terms of

physical attributes like shape, dimension, components, form, and color etc.

The intangible products include various services like merchant banking,

mutual funds, insurance, consultancy, air travel etc. However both tangible

and intangible are combined to give the total product.

Product Mix

A product mix is the most powerful instrument in the hands of the

marketing manager. It refers to the activities relating to the product, service

or idea to be offered. It involves planning, developing, and producing theright type of products or services to be marketed by the firm. Product

strategy includes decisions about quality, size, design, branding, trademarks,

warranties, guaranties, product life cycle, new development etc.

Price

In a narrow sense the price is the sum that the customer pays in

exchange for the product, or to get a service performed. There is no product

without a price and there is no price without a product. The price is an

integral part of product. Price may be high from the cost stand point of view

and low from demand point of view. Fair price reflects the perceived value of

the product in question.



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Price Mix

Business generates income from price realized on sale. Success of

business and survival depends on its profit earning capacity, on volume of

sales and profit made at a certain price. One of the most difficult tasks for

the management is to fix the right price. Marketing manager has to

consider the following while determining the price of a product:

a) Cost of production

b) Middlemans margin

c) Cost of distribution

d) Selling expenses

e) Price of competing brands

f) Price elasticity of demand

g) Government regulations

He also has to decide whether he will follow a single or differential

pricing policy, policies regarding credit and discount.

Place (distribution)

The place (distribution) refers to marketing activities undertaken to

make the product or services available to customer at convenient locations

where they are normally expected to shop for such things. Manufacturers

think their job is done once the product leaves the factory. They should pay



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attention to how the products move. They should take a whole channel view

of the problem of distributing products to final users. Thus Place or

distribution is an important element of marketing-mix. It plans out thechannel of distribution that the product will go through before reaching the

customers. It has to be efficient enough so that the customers get the

products as soon as possible and the channel distributors can minimize their

expense during the process.

Retailers are accustomed to saying that the three keys to success are

location, location, location.Customers generally choose the nearest bank

and gas station. Department-store chains, oil companies, and fast-food

franchisers exercise great care in selecting locations. The problem breaksdown into selecting regions of the country in which to open outlets, then

particular cities and then particular sites.

In the past, wholesalers were typically located in low-rent, loe tax

areas and put little money into their physical setting and offices. Often the

materials handling system lagged behind the available technologies. Today,

progressive wholesalers have been improving materials handling procedure

and cost by developing automated warehouses and improving their supply

capabilities through advanced information system.

Place (distribution) mix

A marketing manager has to develop an institutional structure for

making his products available to his customer in the right place in the right

time. Product distribution includes moving products/service from producer

to consumer. Channel distributions are those routes through which variousmiddlemen reach ultimatecustomers.

Promotion



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Promotion plays a vital role in providing information of the product to

the customers. It creates desirability among buyers .promotion includes

marketing activities used to inform, persuade and remind the target market

of An organization, its products, services, and other activities. Promotion

can directly, and indirectly, facilitate exchanges by communicating

information to interest group, current and potential customers and investors,

regulatory authorities and society in general. Promotional activity can help a

firm justify its existence and maintain positive and healthy relationship with

various groups in the marketing environment.

Promotion is the key part of the marketing program and is concerned

with efficiently and effectively communicating the decisions of marketing

strategy to target audiences. For example, price of a product has the potential

to communicate to the target audience a certain image of the product.

Likewise, a company distributing its products through specialty stores or

mass merchandising stores tells the customer a great deal. A camera with

many advanced features and renowned brand name also sends a strong

message. These three examples show that product price, distribution and

product features, which are remaining three elements of marketing mix,besides promotion, also communicate powerfully to the audience. Though

every element of the marketing mix communicates to audience, promotion

needs to be defined separately to understand what sets promotion apart from

other marketing-mix elements.

Promotion is the marketing function concerned with persuasive

communication of the components of marketing program to target audiences

with the intent to facilitate exchange between the marketer and the customer,

which may satisfy the objectives of both the customers and the organization.Promotion is directed at the target audience. For instance, the target

market for refined cooking oils consists of all health conscious customers.

But refined cooking oil marketers also target the promotions to audiences

both within and outside the target market. Target audience for refined

cooking oil may be those who are prone to developing high cholesterol



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related diseases, however, audiences outside the target market might

favorably influence the consumption of refined cooking oil, such as doctors

and other health workers. Promotion may be goal oriented and the objectivesmay be to create brand awareness, to educate consumers, to create a positive

image, to build preference and the ultimate goal is to sell the product or

service is to sell the product or service to consumers who have a need for it.

Typically, organizations choose one or more of the following methods

to promote their products, services, or ideas. These methods of promotion

are referred to as marketing communications-mix, or promotion-mix.

Advertising

Personal selling

Sales Promotion

Publicity

Direct marketing

Promotion mix

Promotionmix is made up of the specific group of marketing activitieswhich are concerned with the communications aspects with existing or

potential consumers and relevant publics. It involves the following activities:



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Elements of Promotion-Mix

Advertizing: This is perhaps the most glamorous element of thepromotion mix.

According to Ulanoff

Advertising is a tool of marketing for communication of ideas and

information about goods and services to a group; it employs paid space

or time in the media or uses another communication vehicle to carry its

message; and it openly identifies the advertisers and his relationship to

the sales effort.Stanley M Ulanoff, Advertising in America, Hastings

House, Publishers

Inc., New

York, 1977,



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Personal selling: Advertising is non personal and directs itscommunication to the mass market. Personal selling is the face to face

presentation of a product, service, or an idea to a potential customer or

customers by a representative of a company or an organization. This is

the most effective way of persuading the customers. However, it is most

expensive and impractical to accomplish mass selling. Wherever used,

it is usually employed as follow-up to mass communication to clinch

the sale or develop a long term relationship with customers that will

bring in sales.

Personal selling is present at each marketing level, is costlier than

advertising, sales promotion, direct marketing and commands the

maximum share of promotion money.

Publicity: This promotion element is an important element ofpublic relations and plays a significant role in marketing and promotion

mix. By definition, publicity is placing of new stories in the media

without charged fee. Therefore publicity has the advantage of being

presented as news and audiences often consider it as more credible than

advertising.

Direct Marketing: According to the dictionary of

marketing terms, AMA1995 direct marketing makes use of mails,telephone, fax email, and other non personal contact tools to

communicate directly with or solicit a direct response from specific

customers and prospects.



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Sales Promotion: Nearly thirty years ago, salespromotion was looked upon as everything that was left after providing

for advertising, personal selling and publicity. An early definition givento sales promotion says

Sales promotion includes those activities, which enhance and support

mass selling and which help compete and/coordinate the entire

promotional mix and make the marketing mix more effective.

John F Luick and William L

Zeigler

Sales Promotion and Modern

Merchandising

Sales promotion is one of the most powerful and important element of

promotion mix. It requires some careful; planning and strategy development

as other areas of marketing. Companies spend huge amount of money in

sales promotion to generate business leads, stimulate purchase, reward

customers and motivate sales people.

The central idea behind any promotional activity is to communicate

the benefits or reasons why customers should buy a particular product or

service. If the customer cannot identify or are unable to comprehend any

advantage or benefit in the product, which have the potential to their needs

and wants, then it is very unlikely that the product or the service will be

bought. What is important is not the real benefit or advantage but rather the

consumers perception about the benefit or advantage.

All the elements of marketing-mix are important. The winning blend of

marketing-mix does not happen by chance. Marketers must have sound

knowledge of the issues and different options involved in each element of

the marketing-mix. With careful analysis, a most appropriate blend has to be

created to prepare a marketing program. These marketing programs vary

considerably when emphasize is laid on different elements in the mix of a



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particular company. Some companies emphasize personal selling while

some firms omit it completely and use only advertising as a single

promotional tool. Some other company may include little or no advertising.

Definition of Hazard

A physical, chemical, or biological agent in or condition of food,

with the potential to cause adverse health effect is called a hazard.

Introduction to HACCP

HACCP (Hazard Analysis Critical Control Point) is an

internationally accepted technique for preventing microbiological, chemicaland physical contamination along the food supply chain.

The HACCP technique does this by identifying the risks, establishing

critical control points, setting critical limits, and ensuring control measures

are validated, verified and monitored before implementation.



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The effective implementation of HACCP will enhance the ability of

companies to protect and enhance brands and private labels, promote

consumer confidence and conform to regulatory and market requirements.

HACCP Users:All businesses involved in the food supply chain from producers to retailers

can use HACCP. Enterprises include, but are not restricted to, those linked

with:

A Brief

on

HACCP


FRUITS &

VEGETABLES

DAIRY PRODUCTS

MEAT & MEAT

PRODUCTS

FISH & FISHERY

PRODUCTS SPICES &

CONDIMENTS

NUTS & NUT

PRODUCTS

CEREALS

BAKERY &

CONFECTIONARY

RESTAURANTS

HOTELS

FAST FOOD

OPERATIONS ETC.


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( Hazard Analysis and Critical Control

Point)

Hazard Analysis and Critical Control Points (HACCP) is a

systematic preventative approach to food safety and pharmaceutical safety

that addresses physical, chemical, and biological hazards as a means of

prevention rather than finished product inspection. HACCP is used in the

food industry to identify potential food safety hazards, so that key actions,

known as Critical Control Points (CCP's) can be taken to reduce or

eliminate the risk of the hazards being realized. The system is used at all

stages of food production and preparation processes including packaging,

distribution, etc.

A forerunner to HACCP was developed in the form of production

process monitoring during World War II because traditional "end of the

pipe" testing wasn't an efficient way to ferret out artillery shells that would

not explode. HACCP itself was conceived in the 1960s when the USNational Aeronautics and Space Administration(NASA) asked Pillsbury

to design and manufacture the first foods for space flights. Since then,

HACCP has been recognized internationally as a logical tool for adapting

traditional inspection methods to a modern, science-based, food safety

system. HACCP was developed by NASA to keep food safe for astronauts

in outer space. Today, HACCP (pronounced HASS-ip) is coming highly

recommended by the Food and Drug Administration (FDA) as a way to

prevent food-borne illnesses in both the production and preparation of foods.The Food and Drug Administration (FDA) and the United States Department

of Agriculture (USDA) use mandatory juice, seafood, meat and poultry

HACCP programs as an effective approach to food safety and protecting

public health

http://en.wikipedia.org/wiki/Food_safetyhttp://en.wikipedia.org/wiki/Chemical_hazardhttp://en.wikipedia.org/wiki/Biological_hazardhttp://en.wikipedia.org/wiki/Critical_Control_Pointhttp://en.wikipedia.org/wiki/Food_processinghttp://en.wikipedia.org/wiki/Packaginghttp://en.wikipedia.org/wiki/National_Aeronautics_and_Space_Administrationhttp://en.wikipedia.org/wiki/Pillsburyhttp://en.wikipedia.org/wiki/Food_safetyhttp://en.wikipedia.org/wiki/Chemical_hazardhttp://en.wikipedia.org/wiki/Biological_hazardhttp://en.wikipedia.org/wiki/Critical_Control_Pointhttp://en.wikipedia.org/wiki/Food_processinghttp://en.wikipedia.org/wiki/Packaginghttp://en.wikipedia.org/wiki/National_Aeronautics_and_Space_Administrationhttp://en.wikipedia.org/wiki/Pillsbury


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Unlike the spot checks and random food sampling practices standard

during manufacturing processes, HACCP is much more effective and cost-

efficient in the battle against contamination because it's preventive. The keyis found in the last three letters of the acronym, which stands for Hazard

Analysis and Critical Control Point.

HACCP identifies the "critical control points" where food is most

susceptible to contamination, from its raw state, through processing and

shipping, to consumption. It then establishes measures (in terms of cooking,

cooling, packaging, etc.) to monitor and eliminate the potential for

contamination, as well as ways to correct for mistakes when certain

measures are not met.

For foodservice operators, HACCP offers valuable solutions that

apply to food storage, a critical control point that demands accurate records

keeping. To meet this demand, more and more food safety consultants are

advising their clients to implement a reliable date marking system that uses

food rotation labels.

Delivering safe food to the dinner table is the culmination of the work of

many people. Producers, shippers, processors, distributors, handlers, and

numerous others perform actions every day that may affect the safety of our

food. Everyone's challenge is to perform these individual actions as well as

possible, so that the food Americans eat is free from physical hazards and

dangerous levels of pathogenic microorganisms and hazardous chemicals.

While every player in the flow of food from farm to table has some

degree of responsibility for food safety, you are usually the last line of

defense before food reaches the consumer. Because of this, you have a

significant share of the responsibility for ensuring safe food. By voluntarily

developing a food safety management system, you can better ensure that the

foods served or sold in your establishment are safe.

Regulatory food inspection programs provide you with feedback on

how well you are controlling certain conditions in your establishment that

can lead to food borne illness. Although your inspector can offer suggestions



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for how you can improve conditions in your establishment, he or she cannot

possibly oversee every activity or function in your day-to-day operation.

Given this limitation, you clearly have the greatest impact on food safety.

Voluntary approaches can complement regulatory programs,

particularly where government actions enhance existing incentives for

individuals to adopt practices that increase food safety. Other approaches

rely on the power of information to influence behavior. Such voluntary,

prevention-oriented approaches will have a greater chance of success if they

are promoted in partnership with the affected stakeholders.

Food Marketing

Food products often involve the general marketing approaches and

techniques applied the marketing of other kinds of products and services. In food

marketing, topics such as test marketing, segmentation, positioning, branding,

targeting, consumer research, and market entry strategy, for example, are highly

relevant. In addition, food marketing involves other kinds of challenges--such as

dealing with a perishable product whose quality and availability varies as a

function of current harvest conditions.

The value chain--the extent to which sequential parties in the marketing

channel add value to the product--is particularly important. Today, processing andnew distribution options provide increasing opportunities available to food

marketers to provide the consumer with convenience. Marketing, services, and

processing added do, however, result in significantly higher costs. In the old days,

for example, consumers might have baked their own bread from locally grown



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flour. Today, most households buy pre-manufactured bread, and it is estimated that

the farmer receives only some 5% of the price paid by the consumer for the wheat.

Food Marketing & Consumption Patterns.

Certain foodssuch as chicken, cheese, and soft drinkshave experienced

significant growth in consumption in recent years. For some foods, total market

consumption has increased, but this increase may be primarily because of choices

of a subgroup. For example, while many Americans have reduced their intake of pork due to concerns about fat, overall per capita consumption of pork has

increased in the U.S. This increase probably results in large part from immigration

from Asia, where pork is a favored dish. Consumption of certain other products

has decreased. Many consumers have replaced whole milk with leaner varieties,

and substitutes have become available to reduce sugar consumption. Beef and egg

consumption have been declining, but this may be reversing as high protein diets

gain increasing favor. Some food categories have seen increasing consumption in

large part because of heavy promotional campaigns to stimulate demand.

Food Marketing Issues .

The food industry faces numerous marketing decisions. Money can be

invested in brand building (through advertising and other forms of promotion) to

increase either quantities demanded or the price consumers are willing to pay for a

product. Coca Cola, for example, spends a great deal of money both on perfecting

its formula and on promoting the brand. This allows Coke to charge more for its

product than can makers of regional and smaller brands.

Manufacturers may be able to leverage their existing brand names by

developing new product lines. For example, Heinz started out as a brand for

pickles but branched out into ketchup. Some brand extensions may involve a risk

of damage to the original brand if the quality is not good enough. Coca Cola, for



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example, refused to apply the Coke name to a diet drink back when artificial

sweeteners had a significantly less attractive taste. Coke created Tab Cola, but

only when aspartame (NutraSweet) was approved for use in soft drinks did CocaCola come out with a Diet Coke.

Manufacturers that have invested a great deal of money in brands may have

developed a certain level of consumer brand loyaltythat is, a tendency for

consumers to continue to buy a preferred brand even when an attractive offer is

made by competitors. For loyalty to be present, it is not enough to merely observe

that the consumer buys the same brand consistently. The consumer, to be brand

loyal, must be able to actively resist promotional efforts by competitors. A brand

loyal consumer will continue to buy the preferred brand even if a competing

product is improved, offers a price promotion or premium, or receives preferred

display space. Some consumers how multi-brand loyalty. Here, a consumer

switches between a few preferred brands. The consumer may either alternate for

variety or may, as a rule of thumb, buy whichever one of the preferred brands are

on sale. This consumer, however, would not switch to other brands on sale. Brand

loyalty is, of course, a matter of degree.

The Four Ps of Marketing with respectto food

Marketers often refer to the FourPs, or the marketing portfolio, as a way to

describe resources available to market a product:

Product

Firms can invest in the product by using high quality ingredients or doing

extensive research and development to improve it. Both McDonalds and

Burger King, for example, literally spend millions of dollars to perfect their

French fries! In todays Western markets with varying tastes and



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preferences, it has generally been found that products that offer a specific

benefite.g., a very tart taste in jamtend to fare better than me, too

products that merely imitate a competitors products. Less is known aboutEastern and developing countries.

Price.

Different strategies may be taken with respect to price. Generically, there

are two ways to make a profitsell a lot and make a small margin on each

unit or make a large margin on each unit and settle for lesser volumes.

Firms in most markets are better off if the market is balancedwhere some

firms compete on price and others on other features (such as different taste

preferences for different segments). The same idea applies at the retail level

where some retailers compete on price (e.g., Food-4-Less and Wal-Mart)

while others (such as Vons Pavillion) compete on service while charging

higher prices

Distribution (PLACE)

Most supermarkets are offered more products than they have space for.

Thus, many manufacturers will find it difficult to get their products into

retail stores.

Promotion

It involves the different tools that firms have to get consumers to buy more

of their products, possibly at higher prices. Advertising is what we think of



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by default, but promotion also includes coupons, in-store price promotions,

in-store demonstrations, or premiums

Food Markets Efficiency

Food Marketing Efficiency refers to providing consumers with desired

levels of service at the lowest cost possible. This does notnecessarily mean

to minimize costs after materials leave the farm. Services added later in the

process may be very valuable to the consumer. Raw wheat would not be

very valuable to most end consumers. The objective, then, is to add the

needed value steps as efficiently as possible. Wal-Mart is extremely

efficient in providing the retail (and effectively wholesale) part of the value

chain even though that service ultimately costs money. Few consumers

would want to drive a long distance to a bakery, and even if they did, the

baker would then have to provide the retail services. The baker would

probably have to spend more money on hiring people and maintaining the

store than Wal-Mart adds to the cost by performing these services.



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An Overview of MONARCH CORPORATION

Monarch brand labels and tags are designed for use in the most demanding

environments. Everything in the Monarch product line is guaranteed to work to


Monarch Corporation is a global leader in providing innovative merchandising

systems for the retail and apparel industry.

At Monarch designs and manufacturing of tickets, tags and labels takes place, and

the technologyincluding the printers, software control systems and necessary

supplies is provided for retail product identification. Customers include the

world's major retailers, brandedapparel companies and contract manufacturers.

Companys focus is on working with customers and adding value for them in

everything : help build their brands, manage their data and distribute their

merchandise throughout the supply chain

Monarch brand name has long stood for quality, reliability and dependability. All

Monarch printers are covered by our one year limited warranty, so you're assured

of reliable performance.
http://www.foodscience.csiro.au/fshlist.htm


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consumer satisfaction, or they receive a full refundtheproduct has to be returned

within 30 days of purchase.

Monarch brand RFID and bar code tags and labels are produced under ISO

certified processes to stringent quality standards. We offer the widest range of

RFID smart labels, with any of the most popular inlays, and for Monarch and all

other brands of printer/encoders.

Paxar's Monarch brand RFID is specially engineered to help you track and move

merchandise quickly through YOURsupply chain.

Paxar's line of Monarch brand thermal printers offer high performance in a compact, economical

solution to meet the needs of all sized businesses.

Tough printers for tough environments, Paxar's portables are designed to

withstand the rough and tumble of retail stores, back offices, stockrooms and

distribution centers.

Increase productivity with Paxar's lightweight handheld bar code printers. They're

designed with these features in mind: value, speed, durability and connectivity, for

intensive labeling operations.

These high-speed labeling systems by Paxar provide a cost-effective solution for

automated labeling of products, cartons, cases and pallets in a wide range of

shapes, sizes and configurations

Mobilize your sales associates so they are on the sales floor ready to satisfy the

demands of your customers. Increase selling space, increase customer service

levels and increase store revenue.

MONARCH COPRS. BRANDS

Products

http://www.paxar.com/products/http://www.paxar.com/products/


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Variable Data Labels & Tags

Brand Promotion & Merchandising Tags

Fabric Labels and Collections

Brand Protection & Security

Printers, Accessories, & Supplies

Monarch Brand

Bar Code & RFID Products

Tabletop Bar Code Printers

Portable Bar Code Printers

Handheld Bar Code Printers

Mobile Workstations

AN OVERVIEW OF RACHNA

ENTERPRICES

Rachna Overseas Pvt. Ltd. was incorporated as a privately held Indian Company

on 23rd June, 1988.

The Company has been promoted by Mr. Prem Khanna, joining hands with Mr.

A.S. Shekhawat, both of whom have been closely associated with the introductionand growth of the Bar Code Systems and Identification & Pricing Solutions

industry in India, since it's inception in the early Eighties.

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The Company has full fledged, well staffed, Regional Offices at New Delhi,

Mumbai, Hyderabad, Bangalore, Chennai & Kolkata and a network of Dealers

covering the entire country.

Rachna Overseas has a clearly defined Vision and Mission and is working closely

with all it's publics towards achieving these objectives. It's strong relationship with

it's Principals, the trust placed in it by it's employees and the satisfaction enjoyed

by it's customers are all pointers to greater success in times to come.

SERVICES

Presale

Rachna Overseas understands that no two customer's

requirements are the same. Therefore, we follow a customizedsolutions approach. Our expert team, constituting the industry's

most seasoned professionals, with experience across a broad

spectrum of applications in various industries, will ensure that you

get products that fulfill your requirements, fully and at optimal cost.

Our ranges of services include carrying out a System Study covering

need analysis, site study, systems design & implementation andcost-

benefitanalysis.

We also assist prospective users in getting EAN /GS1 registration and

guidance on adopting international standards.

Rachna Overseas is one of India's largest converters of labels, tags and



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thermal transfer ribbons. Our media experts can suggest the most suitable

and cost effective label, tag or thermal transfer ribbon for the prospective

user's application

Sale

On sale, we ensure that you get the materials when you require them and not

at our convenience. This is made possible by regular inventory analysis andkeeping of stocks at all our locations.

We also have adequate trained software and hardware engineers at all

locations to ensure that the equipments are not just dumped on the customer but

are up and running at the soonest.

Our range of services include host integration, integration with the

customer's existing or preferred host platform, initial programming of Portable

Data Terminals, comprehensive user training and Warranty Service

After Sales

Our relationship with our customers continues long after the sale is over.

We offer Annual Maintenance Contracts, up-grades for software products,

Buy Backs for equipment on completion of product life and help in re-

programming Portable Data Terminals.



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Introduction to FreshMarx

Food safety is a critical issue facing all segments of the food service industry;

consumers will frequent those places they trust to provide the freshest meat, delior prepared foods.

FreshMarx is designed based on the principals of HACCP. FreshMarx offers a

date coding solution to help ensure that customers will always receive the freshest

products.

FreshMarx is the innovator and source for the best products today and the

best new product ideas for tomorrow. FreshMarx is the easy, convenient and cost-

effective alternative in food date-coding!

FreshMarx is a supplier of food rotation labels, labeling machines and

information designed to help maintain an organized and reliable date marking

system for food products. FreshMarx presents innovative solutions to ensure

consumer confidence.

Environmental health officers recommend FreshMarx labels. Makeshift

food-rotation systems using markers, pens, or pencils and tape don't cut it.

Inspectors like to see preprinted labels.

The idea for a food safety study within the restaurant population wasbrought to light by Joan Giampaoli, M.S., R.D. The study's query began with the

intent to bridge the gap between those restaurant operators who know about food

safety yet do not practice it and those who not only know food safety principles,

but actually put them to use. It was brought to our attention that eliciting truthful

responses to actual restaurant practices would be extremely difficult.



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Consequently, the query became "what differences occur between restaurants with

excellent environmental health code records and those having difficulty with food

safety." Due to good timing and luck, the Department of Environmental Health,Consumer Protection Division of Santa Clara County, California, was in the

process of examining their own inspection procedures and welcomed us as

partners. The data collected from the study was useful to them in assessing the

effectiveness of their current foodservice education program, identifying

additional educational methods for restaurant operators, and in revising their

inspection process. A follow-up study is planned after implementing these

changes.

Food safety and food borne illness prevention are both a high priority withthe Department of Environmental Health, Consumer Protection Division (DEH,

CPD) in Santa Clara County, California. With the rising incidence of food borne

illness outbreaks across the United States it is imperative that restaurant

foodservice operators become not only concerned with the dangers of food borne

illness, but also knowledgeable about how to prevent outbreaks.

To measure attitude and knowledge regarding food safety, three hundred

surveys were mailed to two separate restaurant operator populations in Santa Clara

County, California. The two populations were separated by distinguishing

favorable and unfavorable health code violation records dating between January

1994 and January 1995. Those restaurants with favorable health code records were

hypothesized to be highly concerned and knowledgeable regarding food safety in

comparison to restaurants with unfavorable health code records. Total response

rate for the survey was 20.6%.

Results of the survey indicated that restaurants with favorable health code

records reflected a significantly higher level of concern and knowledge regarding

food safety with a p


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Food Labeling:

Use of Symbols to Communicate Nutrition Information, Considerationof Consumer Studies and Nutritional Criteria; Public Hearing; Request

for Comments

Unlabelled food

Some foods do not have to carry a date mark. These foods are normally bought for

use within a very short period of time and it is clear when the quality is

deteriorating. This applies to fresh fruit, vegetables and somecakes. Again food which is not pre-packed is unlikely to carry a date mark i.e.

meat from a butchers. Others include alcoholic drinks, sugar, salt and vinegar,

which lasts for such a long time that a date mark is not

necessary.



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WHAT IS FOOD DATE CODING

The dates marked on food labels are an important safeguard against food which

may be unfit to eat -or just unpleasant. By reading date codes and knowing what

they mean you will be able to use food safely and eat it at its best.

USE BY

BEST BEFORE

SELL BY

DISPLAY UNTILThey each have different meanings and this leaflet aims to clarify them.

BEST BEFORE



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This date mark indicated the date before which food I sat its best. It is

applicable to most foods others than highly perishable food. After this date

food may still be edible and no dangerous to eat, but its appearance andquality may suffer for e.g. crisp may become soft and so no longer be at their

best

The best before date will only be applicable if the food I stored according to

the instructions on the label such as store in a cool and dry place or keep

in fridge once opened

The best before date will b indicated as follows:

Day, Month and Year (11/12/2007)

Best Before end Month and Year( Best Before November 2008)

Less perishable items, such as frozen food, cakes, cereals and canned food carry a

'best before' date. This code indicates when food is in its best condition. It is not an

offence to sell food beyond its 'best before' date. However, it is against the law to

sell food that has deteriorated to the extent that it has become unfit to eat, and this

can occur with products that have gone beyond their 'best before' date.

The following are examples:

Frozen food

Dried Foods i.e. Cereals

Canned Foods i.e. Soup, Baked Beans

Crisps and Confectionary

It is not an offence for businesses to sell or use food past its Best Before date,

however, if the food is unfit or of poor quality an offence may have been

committed.



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Use-by dates

It is against the law to display or sell food that has gone beyond its 'use-by'date. This is because 'use-by' dates are placed on highly perishable foods,

such as cooked meat, which could cause food poisoning if eaten after the

date code has expired

The Use By date is a clear instruction that food must be used by that date. This

date coding applies to highly perishable foods which could become a food safety

risk over short time periods. Consuming food after this date could put you and your

family at risk from food poisoning.

The Use By date will be indicated as one of the following:

The day and month(e.g. use by 5 March)

The day, month and year(e.g. use by 5 March 2005)

The following are examples:

Cooked Meat

Pre-packed Sandwiches

Milk

Chilled ready prepared meals

It is illegal to sell food at anytime after its Use By date or to alter the

date unless the m a n u f a c t u r e r permission has been given

SELL BY/DISPLAY UNTIL

Both Sell By and Display Until dates are for retailers information

only. They are used by some shops to help staff know when they need



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to take food products off the shelves. It is the manufacturers or

shops choice if it wants to put a Sell By or Display Until date

on packaged food. Since the Sell By date and the Display Until date is

just a guide to shop staff it is not against the law to sell food after it.

NB if a product has both a Sell By / Display Until and a Use By date

the Use By date takes priority. Thus,

a 'date of packing' be permitted to be included on all packaged

foods in addition to a 'best before' or 'use by' date but not instead

of; foods that should be consumed before a certain date because of

health or safety reasons be date marked with a 'use by' date; and

foods date marked with a 'use by' date should be prohibited from

being sold after this date.

Safety after Date Expires

Except for "use-by" dates, product dates don't always refer to home

storage and use after purchase. "Use-by" dates usually refer to best quality

and are not safety dates. But even if the date expires during home storage, a

product should be safe, wholesome and of good quality if handled

properly and kept at 40 F or below. See the accompanying refrigerator

charts for storage times of dated products. If product has a "use-by" date,follow that date. If product has a "sell-by" date or no date, cook or freeze the

product by the times on the chart.

Foods can develop an off odor, flavor or appearance due to

spoilage bacteria. If a food has developed such characteristics, you should



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not use it for quality reasons.

If foods are mishandled, however, food borne bacteria can grow andcause food borne illness -- before or after the date on the package. For

example, if hot dogs are taken to a picnic and left out several hours, they

wouldn't be safe if used thereafter, even if the date hasn't expired.

OTHEREXAMPLESOFPOTENTIALMISHANDLING AREPRODUCTS THATHAVEBEEN:

DEFROSTEDATROOMTEMPERATUREMORETHANTWO HOURS;

CROSSCONTAMINATED; OR

HANDLEDBYPEOPLEWHODON'TUSEPROPERSANITARYPRACTICES.

MAKE SURE TOFOLLOWTHEHANDLING ANDPREPARATION INSTRUCTIONS ON THE

LABEL TOENSURE TOP QUALITYAND SAFETY.

WHEN GOOD FOOD GOES BAD

If a food is mishandled, it can become unsafe before a date listed on the package.

Mishandling examples include:

Leaving perishable foods at room temperature longer than two hours.

Introducing harmful bacteria through cross-contamination. For example, a

cooked hamburger is served from a plate that held a raw hamburger.



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Failing to wash hands before handling food, coughing or sneezing on food,

etc.

AVOIDING PROBLEMS

Here's a five-step plan for avoiding problems with outdated foods in the future.

1. READ LABELS CAREFULLY when purchasing food for usage dates.

2. Keep a permanent marker pen in your kitchen and put the date, month andYEAR you purchased the food on the container.

3. Practice "first in, first out," or what foodservice professionals refer to as

FIFO, for foods. If you have purchased several containers of the same type

of food, arrange the containers so you reach for the oldest package first.

4. If you tossed portions of expired foods, buy a smaller container or fewer

packages next time.

5. If you can't use a perishable food by the expiration date, freeze it. A food

kept frozen at 0 F will be safe indefinitely although it will decrease inquality

Reasons for using FreshMarx

Reliability : Because FreshMarx labels are easy to

apply and they save time, employees are more likely to usethem. All we need to do is just peel and stick.

Organization:Color-coded FreshMarx day labelsuse a different color for each day of the week, promoting better

organization and quick recognition.



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Consistency: Confusion amongst employees isminimized since the information on preprinted FreshMarx

labels can't be lost due to poor handwriting, condensation,

smearing or multiple messaging.

Adhesive Solutions: Environmental healthofficers dislike tape. It falls off and worse, if the adhesive is too

strong and the tape can't be removed, bacteria begin to grow

resulting in a greater risk of cross-contamination. FreshMarx

labels are available in assorted label materials which are easily

removed, freezer-ready or completely dissolvable in water.

Fresh Marx is the innovator and source for the best products today and the best

new product ideas for tomorrow. The following are the characteristics of

FreshMarx

Fresh Marx is easy & convenient to use.

It is Cost-effective alternative in food date-coding.

It helps in food safety.

It offers a date-coding solution to help ensure that the

customers will always receive the freshest products.

It is more effective in rush time.

It reduces wastage.

Benefits of using FreshMarx food

safety labeling:

Meet HACCP compliance requirements.



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Quickly identify where food hazards are likely to

occur.

Better manage cross contamination issues.

Labels can be applied to frozen products in

temperatures as low as -10F (-23C).

Service temperature range runs from -65F to +

200F (-54C to +93C).

Efficiently manage food rotation, ensuring you

have on hand an inventory of fresh, top quality food.

Reduce concerns about environmental health

issues by adhering to recognized food safety standards.

Quickly see what should be used in today's and

tomorrow's menus.

Avoid freezer burned food.

Reduce liability issues (and bad press) resulting

from food borne illnesses

Reduction in production cost through reduced

wastage

Current and potential hazards can be identified

and removed or minimized

Facilitates compliance and statutory requirements

Provides greater confidence to customer

Enhance food safety and reduce food borne illness These FreshMarx labels allow busy chefs and kitchen help to easily

identify food age from a distance. They are color coded for each day

of the week and are ideal for food rotation and FIFO (first in, first out)

compliance.



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Displaying all the information needed for safe rotation of food, It

helps busy chefs to easily:

Check expiration dates

Maintain food rotation

Track employee names

See 'prep' and 'use by' dates on ready-to-eat foods

Manage defrosting of food

FreshMarx provides solutions for

common foodservice issues:

Adhesive Residue Buildup - VariousChoices of Residue Free Adhesives Available

Time Consuming Label Removal

REMOVX Labels - stick securely to

containers, easily removed with minimal or

no residue adhesives

DISSOLVX Labels - dissolve

completely in any water in less than 30

seconds

Operator Training



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Monarch Crown Series Labelers - are easy

to load and operate

Labelers take less than 30 seconds to load

Time Spent Hand Writing Labels

Increase Productivity - handheld labelers

improve legibility, save time and reduce waste

8 Identified Major Risk Factors

Improper holding temperature.

Preparing food ahead of planed schedule

Poor personal hygiene

Inadequate personal hygiene

Inadequate cooking

Inadequate cleaning and disinfecting of equipment

Cross contamination

Use of left over

Contaminated raw material

Safe food

Safe food is food that will not cause harm to the consumer

when it is prepared, stored and/or eaten according to its

intended use.



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Suitable food is food that:

(a) having regard to the intended use of the food:

(i) is not damaged, decomposed, deteriorated or perished; or(ii) does not contain a damaged, decomposed, deteriorated or

perished substance; and

(b) does not contain any biological or chemical agent, or

matter foreign to the nature of the food, that is not

intentionally added to food; and

(c) is not wholly or partly the product of a diseased animal or

one that has died otherwise than by slaughter.

Food Safety Hazards

Hazards are biological, physical, or chemical properties that may

cause food to be unsafe for human consumption. The goal of a food safety

management system is to control certain factors that lead to out-of-control

hazards. Because many foods are agricultural products and have started their

journey to your door as animals and plants raised in the environment, they

may contain microscopic organisms. Some of these organisms are pathogens

which mean that under the right conditions and in the right numbers, they

can make someone who eats them sick. Raw animal foods such as meat,

poultry, fish, shellfish, and eggs often carry bacteria, viruses, or parasites

that can be harmful to humans. Food can become contaminated by toxic

chemicals or toxins in your establishment or in the environment. Physical

objects may also contaminate food and cause injury. Food may become

naturally contaminated from the soil in which it is grown or from harvest,

storage, or transportation practices. Some foods undergofurther processing

and at times, despite best efforts, become contaminated. These inherent

hazards, along with the hazards that may be introduced in your



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establishment such as metal fragments from grinding can lead to injury,

illness, or death. Hazards are a huge threat to your business. Think of

hazards as ticking bombs in your establishment.

Unless they are kept under control, they could result in financial ruin

for your business.

Hazards include

Biological agents

Bacteria and their toxins

Parasites

Viruses

Biological Hazards



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Physical Objects

Bandages

Jewelry

Stones

Glass

Bone and metal fragments

Packaging materials

Physical Hazards



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Chemical Contamination

Natural plant and animal toxins

Unlabeled allergens (allergen-causing protein)

Nonfood-grade lubricants

Cleaning compounds

Food additives

Insecticides

Chemical Hazard



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8 Golden Rules of Food Safety

Choose processed raw material

Cook food thoroughly

Serve cooked food as soon as possible

Store cooked food at temperatures beyond danger zone

Reheat cooked food thoroughly

Avoid cross contamination

Be clean, keep clean, serve clean

Avoid pest control

Use potable water for cooking

Retail and Food Service Industries

Unlike many food processing operations, the retail and food service

industries are not easily defined by specific commodities or conditions.

These establishments share the following characteristics:



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These industries have a wide range of employee

resources, from highly trained executive chefs to entry-level

front line employees. Employees may have a broad range ofeducation levels and communication skills. It may be difficult

to conduct in-house training and maintain a trained staff

because employees may speak different languages or there may

be high employee turnover.

Many are start-up businesses operating without the

benefit of a large corporate support structure. Having a

relatively low profit margin means they may have less moneyto work with than other segments of the food industry

There are an almost endless number of production

techniques, products, menu items, and ingredients used.

Suppliers, ingredients, menu items, and specifications may

change frequently.

The following is a partial listing of the types of businesses that are

usually considered part of the retail and food service industries:

Back-country guided trips for groups

Bakeries

Bed and breakfast operations

Cafeterias

Camps Recreational,

Childrens, etc.

Casinos, bares, and taverns

Child and adult day care

Church kitchens



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Commissaries

Community fund raisers

Convenience stores

Fairs

Food banks

Grocery stores with specialized departments

deli

in-store prepared foods

produce

meat and seafood

Health care facilities

Interstate conveyances

Markets

Meal services for home-bound persons

Mobile food carts

Penal institutions Restaurants

Chains

International specialties

Fast food

Full service

Independent operations

Road-side stands

Schools Temporary outdoor events

Vending machines

Snack bars



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TARGET SEGMENT

SWEET SHOPS

There are en numbers of Sweet Shops with prominent names like Bikaner,

Aggarwal & Haldiram. All being existing users of this solution we believe this is

the segment with most potential.

DAIRY INDUSTRY

In this segment Fresh Marx plays a very vital role as it is important to sell the

products as fresh as possible & it helps to differentiate between the products being

put in display on the day it is produced.

MEAT & BUTCHERY

This is one segment with huge potential; the labels can be used for marking

& ensuring freshest pre packed or half cooked products to customer.

BAKERY & GROCERY ITEMS

Fresh Marx is useful here for labeling all locally packed day to day products with

manufacturing & expiry dates.

HOTELS & RESTAURENTS

FreshMarx here is useful in labeling all day to day food products used in

daily cooking to ensure freshness



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LABELLING MACHINES

Single Line Labelers for Basic Data

Monarch 1110 Labeler

Prints up to 8 characters

Lightning fast can mark an 18

items case in five seconds.

Increased accuracy, fewer errors

with easy dial in.

Label anything, anywhere

Simple operation just Click &

Stick

Lightweight portability

Small, efficient space-saving

labels.

Sample Labellayout:

Monarch Crown Series 1131

Labeler

http://rachnasystems.com/lm.htmlhttp://rachnasystems.com/lm.html


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Prints up to 8 characters

Improved productivity with more

labels per roll

Fast, easy labeling capabilities

Maintenance-free design

Print crisp, clear labels for

excellent legibility and reduced

errors.

Easy, fast troubleshooting

open "total view" access toinside.

Smooth operation, fits

comfortably in your hand.

Drop tested for assured

durability.

Sample Label layout:

Two Line Labelers for Increased Tracking



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Ability

Monarch 1115Labeler

Prints up to 16 characters in 2

lines of 8 digits each.

Provides important print option

such as comparison pricing, SKU

code,

shelf date etc. Improves productivity, fast Click

& Stick operation.

Easy portability.




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Monarch Crown Series

1136 Labeler



Makes labeling simple, fast and

hassle-free.

Increase your productivity,

experience at least 75% time

saving, changing label rolls &

ink rollers.

Neat & clean snap-in/pop-out ink

roller.

Covered labels holder to keep

labels clean.

Fast trouble-shooting with an

"open view" to the inside.




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Monarch 1142 Labeler



Flexible marking with 20-

positions print capacity.

Easy-to-read labels for important

codes & dates.

Lower repair cost with Monarch

legendary toughness.

Handy application with easy-

squeeze trigger.

Portable, carry it anywhere.




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Monarch Crown Series

1155 Labeler



Enjoy easy-to read labels

large prints on 2 lines.

Not just a pricier prints vital day

to day information such as SKU,

date, vendor code and more.

Easy-squeeze trigger.

Built for dependability-lasts

years and years.

Fast, easy loading of labels.


Three Line Labelers for Maximum



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Flexibility & Productivity

Monarch Crown Series1153 Labeler

Prints upto 36 characters in 3


Loads of room for product, date

and inventory information.

Clear, highly legible print-

eliminates customer confusion

and clerical errors.

Easy, fast trouble-shooting

open "total view" access to

inside.

Built for dependability- lasts

years & years.

Covered label holder to keep

labels clean.


Specialized Labelers

Monarch 1152

http://rachnasystems.com/lm.html#top


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Promotional Labeler

Easy loader range Prints 12 characters on the top

line and 7 characters, 7mm high

in the bottom line

Label size 25mm x 31mm

Jumbo, bright, and eye-catching

labels boost sales

Fast operation, just click & stick

Ideal for promotions


Monarch 1159

Applicator

Easy loader range

Pre-print Label applicator

Label size 31mm x 25mm

Merchandising tool for in-store



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promotions such as special offers

& Mark Downs

Industrial applications include

applying quality check and

hazard warning labels

Sample Label layouts:

Sequential Labeller

These labellers have specially been

developed for the textile industry.

Uses are in:

Identification of different pieces

of the pattern after the cut &

before tying up into bundles

(shade labeling).

Labeling of master rolls &

length.

Dye bath marking: identifying

each layer after lay to ensure

even dye shade on complete



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garments.

Quality checking of garments.


HANDHELD LABELERS, LABELSAND TAG ATTACHERS

Avery Dennison's Monarch brand of user-friendly, handheld labelers and tag

attaches are renowned for their lightness, durability and ease of use.

Our labelers require the absolute minimum of training and, thanks to their sturdy

construction, they will provide years of trouble-free service. Plus, Paxar offers an

unrivaled selection of labels and consumables to ensure a truly cost-effective one-

stop labeling solution

Lightweight labeling systems for printing price, promotional

and date coding labels



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MONARCH LABELS

When running Monarch brand labels through your Monarch labeler, you are

assured of the highest quality and long lasting performance.

http://www.paxar.com/products/Labelers/SoftGrip.html


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MONARCH TAG ATTACHERS

Monarch brand tag attachers require just one squeeze to secure a tag to your

product. Along with a wide selection of attacher tags, you'll find plastic

fasteners including tagger tails, loops and J-hooks to meet all your tagattaching

needs.

http://www.paxar.com/products/Labelers/taggers.html


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FRESHMARX FOOD SAFETY LABELING

Customer deserves the very freshest foods handled in the safest manner -

FreshMarx is the way to help ensure the safety of food.

TYPES OF LABELLER

http://www.paxar.com/products/Labelers/FreshMarx/index.html


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SINGLE LINE LABELLER

1131 Labeler Prints 08 Characters in single line.

Can be used to mark Date of Pkg. or Date of Exp.

TWO LINE LABELLER



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1136 Labeler prints 16 Characters

Suitable for Printing Date of Pkg., Date of Exp. with Time,

DOT MATRIX/PRODUCT LABELS:



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These labels can be used as Product Labels or DMP Labels.



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ESTEEMED CUSTOMERS

TAJ RESIDENCY

TAJ EXOTICA

GATEWAY OF TAJ RESIDENCY

GRAND ASHOKA PIZZA CORNER

U S PIZZA

HYATT GROUP OF HOTELS

Prospective customers

GRANDHOTELS HOTELGOLDEN PARK

ITC SONAR BANGLA

PARK HOTELS

LIST OF MAJOR COMPETITORS BLITZ LABELLER

METO LABELLER

SATO LABELLER

OTHER CHINESE LOW COST LABELLERS



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Marketing mix of freshmarx

Price

The following strategy is used to price the product.

The machine is imported from Singapore

The label comes from Every Davinson in roles to gurgoan. The roles are converted

to labels of different specification according to the need of the customers. The

might want the name of the company and any other specification that they

mention. The cutting and shaping is done in Gurgoan. Gurgoan to pay the import

price plus the custom duty. They are then transferred to the regional centers at a

transfer pricing. At the end of the year the have to provide an F-Form to show what

transaction has taken place.

Pl ace (distribution)

TIER DISTRIBUTION

We understand that each reseller has his own strength in certain areas. Some may

have very good reference clientele base in retail segments, while other may have a

good network built up for low-end hand held product distribution. Moreover, every

reseller may have different resource commitment to promote our products. We

wish to develop a closer relationship with those companies who wish to invest in

market and commit to further expand our Business. We will try to protect the



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interest of these Business Partners, and provide the best product and support for

them to sell. However, since the market is growing and getting more sophisticated,

we also wish to build up enough channels to capture all opportunities. Therefore,Rachna Overseas will implement a multi reseller policy with the following

category of resellers:

Business Partner

Value Added reseller

Customer Finder

Direct Sale to end user/special projects

CRITERIA

BUSINESS PARTNER

Committed to selling an agreed amount of products during Jan-Dec2006

Committed to investing in minimum demonstration products

Committed to stocking an agreed minimum quantity of consumables for fast

turnaround to customer request.

Committed to having trained software and hardware engineers

Committed not to sell competitive products

Committed to an on time payments against an agreed security deposit

VALUE ADDED RESELLER

Committed to book orders for an agreed amount of products during Jan-

Dec2006

Committed to having trained manpower to sell our products



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CUSTOMER FINDER

Comes in touch with any customer and direct him to Rachna

Overseas

DIRECT SALE TO END USER/SPECIALPROJECTS

Direct sales by companies sales force in Delhi, Mumbai, Chennai, Hyderabad,

Bangalore, Kolkata & Gurgaon and immediate vicinity

Corporate accounts with complex installation or multi- locational

Prefer to deal directly with the company

Refer to company by Business Partner as a special bid ( Rachna Overseas will

decide the bid price and the Business Partner will receive a fixed service

fee/commission)

SUPPORT



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BUSINESS PARTNER

1% Target Achievement Incentive on achieving the committed sale of products

during Jan-Dec2006

Sale on Dealer Prices

2% Cash Discount

Credit period of 30 days against security deposit

Inclusion of name & address in companys advertisements and brochures

50% cost sharing on one exhibition in the Business Partners territory

redirection of sales leads received by the company

Free, once a year, software, service and sales training programs for the

Business Partners personnls ( accommodation & meals at Rachna Overseas

expenses )

Free Product sales/promotion kits, brochures, labels, tags & sample rolls and

ribbons.

5% special discount of demonstration products.

VALUE ADDED RESELLERS

1% Target Achievement Incentive on achieving the committed on Rachna

Overseas Private limited during Jan-Dec2006

a. 8% commission on sales booked after receipt of payment if booked at

b. 6% commission on sales booked after receipt of payment if booked between

MRP & DP

c. 3% commission on sales booked after receipt of payment if booked at DP

Sales & Product training

Free Brochures & pamphlets



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CUSTOMER FINDER

No Support

3% Customer Finding fees after receipt of full payment

Promotion

The following promotional method are used

Advertisement in yellow pages

Advertisement in news papers

Mailers are send to specific database found out from directories

Trade fairs

Tele marketing

Corporate tele marketing

Segment mailing

Consumer Satisfaction

Customer satisfaction, a business term, is a measure of how products and

services supplied by a company meet or surpass customer expectation. It is seen as

a key performance indicator within business and is part of the four perspectives of

a Balanced Scorecard.



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In a competitive marketplace where businesses compete for customers, customer

satisfaction is seen as a key differentiator and increasingly has become a key

element of business strategy.

Knowing who your customers are, and what, why, when and where they

consume your product/service is an essential task for every marketer. Obtaining

consumer intelligence can help companies better understand and anticipate

consumers behavior, and thus formulate the most effective marketing mix.

Formulating the right marketing mix mandates that one must constantly monitor

consumers perceptions, preferences, purchases and satisfaction.

Getting to know your customer has become increasingly important in an agewhere the consumers every move can be closely monitored. In order to gain a

competitive advantage, many companies are now committed to building long-term

relationships with their clientele. Indeed, some scholars argue that one-to-one

marketing an advanced form of relationship marketing with an emphasis on

customization - is a key strategy that can set an organization apart from its

competitors (Peppers and Rogers, 1997).

Organizations are increasingly interested in retaining existing customers

while targeting non-customers;\ measuring customer satisfaction provides an

indication of how successful the organization is at providing products and/or

services to the marketplace.

Customer satisfaction is the individuals perception of the perception of the

performance of the product or service in relation to his or her expectation. As noted

earlier, customers will have drastically different expectations of an expensive

French restaurant and a McDonalds, although both are a part of the restaurant

industry. The concept of customer satisfaction is a function of customerexpectation. A customer whose experience falls below expectation (e.g., used

dishes not cleared quickly enough at an expensive restaurant of cold fries served at

a McDonalds) will be dissatisfied. Diners whose experience matches expectations

will be satisfied. And customers who is expectation exceed (e.g., by a small sample

of delicious food from the chef served between courses at the expensive restaurant,

http://en.wikipedia.org/wiki/Customer_satisfaction#cite_note-1http://en.wikipedia.org/wiki/Customer_satisfaction#cite_note-1


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or well designed play are for children at the McDonalds outlet) will be very

satisfied and delighted.

A widely quoted saying that linked customer levels of satisfaction with customer

behavior identified several types of customers who are either

Loyalistwho kept purchasing or

Apostles whos experiences exceed their expectations and who provide very

positive word of mouth about t the company to others

Defectors who feel neutral of merely satisfied and are likely to stop doingbusiness with the company;

Consumer Terroristwho have negative experiences with the company and

who spread negative word of mouth ;

Hostages who are unhappy customers who stay with the company because

of the monopolistic competition or low prices or who are difficult and costly

to deal with because of their frequent complaints ;

Mercenaries who are very satisfied but have no real loyalty to the company

and may defect because of a lower price elsewhere or on impulse, defyingthe satisfaction-loyalty rationale.

The researchers propose that the company should strive to create apostles, raise

the satisfaction of defectors and turn the into loyalists , avoid having terrorist or

hostages , and reduce the numbe vof mercenaries.

MEASURINGCUSTOMERSATISFACTION

Customer satisfaction is an ambiguous and abstract concept and the actual

manifestation of the state of satisfaction will vary from person to person and

product number of both psychological and physical variables which correlates with

satisfaction behaviors such as returns and recommend rate. The l 'Quality Values'



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which influence satisfaction behavior, further expanded on a of satisfaction

include: Quality, Value, Timeliness, Efficiency, Ease improvement and

organizational change measurement and are most often utilized to develop thearchitecture for satisfaction between the customer's being measure when an

organization can fulfill customer expectation and perception about their needs

Increasing competition (whether for-profit or nonprofit) is forcing businesses to

pay much more attention to satisfying customers. (It may help the reader to notice

the role of customer satisfaction in the overall context of product or service

development and management. See Product/Service Management. Also notice the

Related Info (including customer service) in the library.

With increased level of competition, happy and satisfied customers should

become your raving fans and allowing them to be part of the process as well as

improve performance with the information will result in greater market and

customer share and drive more dollars to the bottom line.

Get answers to some of the very important questions that you need access to:

How satisfied are my customers with my product?

How satisfied are my customers with the service they receive from me?

How likely are the customers going to purchase from me again?

How likely are the customers going to recommend my product and service?

CHECKLIST

Always check date codes whilst shopping and at home.

Follow manufacturers instructions on storage (should it be stored in

the fridge or the freezer).

Follow manufacturers instructions once packaging is opened e.g. eat within 2

days.



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At home, stock rotate food in the fridge and in your cupboard, using earliest dates

first.

Food should always be eaten before the end of its Use By date. Should youwant to keep food longer cook and/or freeze it.

If in doubt - throw it out.

CONSUMER SURVEY

Marketing mix has always contributed greatly to consumer satisfaction. The four

elements of marketing mix adds to consumer satisfaction or dissatisfaction. In

order to see how marketing mix influences consumer satisfaction a survey wasconducted.

The respondents all belonged to food industry(Hotels)

OBJECTIVE OF THE STUDY

TO FIND OUT HOW FAR CONSUMERS ARE SATISFIED WITH THE

PRODUCT AND THE SERVICES RENDERED BY THE COMPANY

TOKNOW THE LOYALTY TOWARDS THE BRAND

TO FIND OUT THOSE QUALITIES LIKED BY THEM

TO FIND OUT TH EDIFFICULTY FACED BY THEM

TO GET FEEDBACK AND SUGGESTIONS REGARDING THE SAME

Research Methodology

Research Design:-Exploratory and Conclusive And descriptive



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Sample size -80 Nos of Respondents

Sample profile Hotel Chefs

Sample selection - Convenient and Judgmental

Data source (PRIMARYDATA)

final freshmarx

Documents