A STUDY OF STRATEGIC MANAGEMENT PRACTICES OF BRANDING OF FOOD PRODUCT IN HIMACHAL PRADESH

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1 A STUDY OF STRATEGIC MANAGEMENT PRACTICES OF BRANDING OF FOOD PRODUCT IN HIMACHAL PRADESH Lokesh Sharma* & Prof. (Dr.) Sudhinder Singh Chowhan** *Research Scholar, Bhagwant University, Ajmer & ** Research Supervisor Current Industrial Scenario in Himachal Pradesh: Industrialization in Himachal Pradesh is comparatively a recent phenomenon. The severe climatic conditions topographical and geographical severities throw challenges in the process of industrialization. In such a scenario, the benefits in the form of incentives and subsidies as well as the development of appropriate infrastructure become the main instruments to attract industrial investment in the State. With liberalization of the Indian economy, scientific exploitation of our industries, tourism and power potential have been identified as our thrust areas. Direct Foreign Investment (FDI) and exporting units have been accorded priority in our Industrial Policy. During the last few years, industrialization in the State of H.P. has made significant progress. The Share of industries and Services Sector respectively has increased from 1.1 & 5.9 percent in to 5.6 & 12.4 percent in and to 9.4 and 13 percent in Up to 31st March, 2011 the state had Small Scale and 471 Medium & Large Scale industrial units registered with the Industries Department with total investment of about Rs Crores and employment of about 2.54 lac people. Till there were only about 5700 SSI units and about 10 Large and Medium units employing just a few thousand people. As on 31/03/2004 there are Small Scale Industrial Units wherein an investment of about Rs crores is involved and employment opportunities to about 1.34 lac people have been generated. The State has been able to attract modest level of investment in the Large & Medium Sector. In this sector 211 large & medium scale units with investment of about Rs crores have already been set up in the State in which employment to about persons has been provided. Total No./ Group Solan Sirmour Kangra Una Shimla Bilaspur Mandi Total 1. Food Products Beverages Total Table 1: District-wise group-wise details of units in Medium & Large Scale Sector From this table it emerges that Solan and Sirmaur districts have attracted the largest number of Medium and Large scale units in the State. This is followed by Una and Kangra districts. There is very insignificant presence of investments in the medium and large scale sector in other areas of the State which necessitates policy interventions to attract such investments in the hinterland areas of the State also. In addition it also emerges that significant level of investments have been made in the Textile/ Spinning, Food Products, Electronics, Steel and Steel Products, Chemical and Paper industry in the State. Dimensions of brand definition that are essential steps in building a successful brand: Develop a vision for your brand Position the brand in order to differentiate from competitors 42

2 Create a personality for brand Articulate the benefits brand delivers to customers Define the values of brand represents Safety standard New initiatives Development and promotion New set ups Credit facility Infrastructure & advance technology Industrial Areas/Industrial Estates in Himachal Pradesh Industrial areas are being presently developed and maintained by the Department of Industries itself and through agencies like Himachal Pradesh State Industrial Development Corporation and Himachal Urban Development Agency (HIMUDA). Off late, Industrial Areas located in the border areas adjoining Punjab, Haryana, Chandigarh, Uttaranchal and Jammu and Kashmir has attracted a large number of projects. This is especially so in case of Industrial Areas of Baddi, Barotiwala, and Parwanoo in Solan District, Mehatpur, Tahliwala & Amb in Una District, Paonta Sahib and Kala Amb Industrial Areas in Sirmaur District, Sansarpur Terrace in Kangra District and Golthai in Bilaspur District. Over 90% of the investments in the medium and large Scale sector in pipeline and projects coming up in Himachal Pradesh are being implemented in these locations. Baddi, Barotiwala and Nalagarh area in Solan District has come up as an attractive destination especially for Textile, Pharmaceutical, and Packaging industry. The State today has a significant prescence of the total textile and pharma industry manufacturing capacity of the country and has established itself as a proven destination for textile, Pharma, Food Processing, Engineering, Paper, White Goods Manufacturing and Packaging industry. The State Government has already developed 29 industrial areas and 9 industrial estates with all basic amenities like Roads, Power, Sewerage, Water and Communication etc. One Growth Centre with an estimated cost of Rs crores is being developed at Sansarpur Terrace on an area of about 1000 acres in district Kangra. The State has also implemented a prestigious project of Export Promotion Industrial Park at Baddi with an investment of Rs. 20 crores. This project has been sponsored by Government of India, Ministry of Commerce and Industry. This policy statement is an expression of Government's intent and commitment to accelerate the growth of the industrial sector. The State Government recognizes the crucial role it has to play in terms of formulating and implementing policies relating to infrastructure development and accessibility such as power and telecom, industrial incentives, simplification of rules/procedures, annual inspections and labour reforms. Current labour laws are therefore being made flexible enough to allow leeway where it is warranted and in public interest. With respect to infrastructure, emphasis is being laid on both quality and quantity aspects which are the key for industrial survival and growth. It is our firm belief that in this era of Post-liberalization, our economy can grow at a faster rate as it has the potential. It is an established fact that a balance between manufacturing, services and agriculture and other allied sectors is the key to economic growth. From the perspective of our Government, all round growth and especially of the manufacturing sector is a key area of employment generation, contributing significantly to the overall prosperity of our people living in rural and urban areas besides contributing revenue to the exchequer. Clearly this is an area, which the Government is giving the highest importance. Research Methodology and Limitations Research Methodology is a way to find out the result of a given problem on a specific matter or problem that is also referred as research problem. In Methodology, researcher uses different criteria for solving/searching the 43

3 given research problem. Different sources use different type of methods for solving the problem. If we think about the word Methodology, it is the way of searching or solving the research problem. Objective of Research Work The main Objectives of this work is to find out the strategic way to manage the processed food industries in Himachal Pradesh and also to study the factors those have impact of Strategic Branding influencing the processed food Industries in India and overseas. To study the intelligence gathering systems that is relied upon. Research Design The research design for the present study was basically exploratory followed by descriptive in nature. The study started with exploratory research design in order to have a deeper insight in the revolution of processed food products. This help to formulate the research hypothesis for the present study. Nature of the study: It is exploratory type of research followed by descriptive research. Sample Design (i) Sampling units / Population: The National and Local level units involved in the processing of food products and targeted segment of Solan (H.P.) (ii) Sampling type: Stratified random sampling. Sample size: The total sample sizes were divided into three parts: 40 Customers. Research Analysis and Data Interpretation This section of the research namely data analysis and it is an integral and important part of the entire research. In this section identification of the required data analysis technique, comparison and evaluation with the other techniques and lastly justification for the selection would be included. Analytical tool which is to be used in this project also plays a very important role in selection of the right statistical technique. Structure of the entire chapter will cover following broad areas, selection of statistical system package, selection of appropriate statistical technique, objective of the analysis etc. Once data collection part is done for a research project then data analysis part is initiated and it is very important that right analytical techniques or data analysis methods are selected for project. In this project a lot of background research would be needed and this research would provide valuable information and data which can provide inputs in taking critical business and technological decisions (Weisberg and Krosnic, 1996). Quantitative analysis is a business or financial analysis which is a type of technique which helps in understanding of the behaviour via using various complex mathematical as well as statistical modelling followed by measurement and research. The research analysis is able to present the true and fair picture of brand management of food products in Solan Distt. Of Himanchal Pradesh. Stratified random sampling data are collected through questionnaire and personal interview, and distributed among 40 wholesaler/distributor and 40 customers in a strategic way to fill and answer many types of research related question. The 40 stratified random samples of customers are collected and classified according their education equally and so on Gender of 22 Male and 18 female customers further classified these customer according their Age and profession and apply the required test to test the relevant hypothesis. Tabulation way of stratified random samples of 40 customers classification according Gender and Literacy Group are as follow: Gender/ Literacy literate illiterate Total Male Female Total

4 In a survey of 40 stratified random samples of male 22 and female 18 customers does these customers choice influenced by brand image, effective advertisement health care, and price or Does these figure support the hypothesis that there is any relationship among Gender and influenced factors of food products companies in Solan distt. Himanchal Pradesh. Use chi Square value of chi square for three degree of freedom at 5 % level of significance table value is 7.81 The 40 stratified random samples of male and female customers information is given below: Gender/Influence Brand Effective Health Pricing Total factors of food image Adv. care products Male Female Total For this formulate a suitable hypothesis Apply chi square test, Let us take an hypothesis that the samples are drawn from the same population or influenced factors of food products companies amongst Gender class of customers for this null hypothesis is set. Null hypothesis, H0:- There in no relationship between Gender and influenced factors of food products companies or these factors do not influence to male and female behavior. Difference is due to fluctuation of samples. Alternative Hypothesis, H1:- there is relationship between Gender and influenced factors of food products companies or these factors influence to male and female behavior or samples are insignificant at 5% level of significance. The expected frequencies corresponding to each group and product can be obtained as follows: Gender/Influence Brand Effective Health Pricing Total factors of food image Adv. care products Male female Total What conclusion can be drawn from the test result? Observed value Expected Chi Squre Total Table value

5 Analysis: Since the calculated value of Chi square is greater than the table value So the hypothesis is rejected hence these factors influenced food products companies as per gender classes of customers is concerned or there is any association among these factors of food products companies and gender classes of customers. Research Finding and Conclusion The government on its part has initiated extensive reforms to remove legislative barriers and introduce facilitator measures to catalyze private sector activity in food and agribusiness sector. Some of the key measures undertaken by the Government include: amendment of the Agriculture Produce Marketing Committee Act, rationalization of food laws, implementation of the National Horticulture mission etc. The government has also outlined a plan to address the low scale of processing activity in the country by setting up the mega food parks, with integrated facilities for procurement, processing, storage and transport. To promote private sector activity and invite foreign investments in the sector the Government allows 100% FDI in the food processing & cold chain infrastructure. The recent budget has announced several policy measures, especially for the cold chain infrastructure, to encourage private sector activity across the entire value chain. The sectors with the considerable growth potential for processing are Dairy (Ethnic Indian products clarified butter, khoya, paneer, curd and Western dairy products cheese, fresh fruit yogurts, packaged, homogenized milk, flavored milk, frozen desserts spreadable fat, processed milk); Fruits and Vegetables (potato chips, jams, jellies and pastes); Beverages (alcoholic & nonalcoholic beverages - wine & juices); Confectionary; Meat & poultry and Marine base products. Products that have growing demand in the export market are pickles, chutneys, fruit pulp, canned fruits and vegetables, concentrated pulps and juices, dehydrated vegetables and frozen fruits and vegetables along with processed animal and marine based products. References Aaker, D. J. & Joachimsthaler, E.A. (2000), The brand relationship spectrum: thekey to the brand architecture challenge, California Management Review, 42, Abhigyan Sarkar discussed in the journal of Qualitative market research Vol 17(4), 2014, pages , Brand love in emerging market:a qualitative investigation. Abhijit M. Patwardhan 2013 discussed in the journal of Customer Behaviour Vol 12(2/3), pages , Consumers intention to adopt redically new products. Agnieszka Sylwia Cholewa-Wojcik,Jaroslaw Swida Jul 2015 discussed in the Indian journal of Marketing Vol 45(7),pages 7-18, A study and assessment of selected elements of the visual aspects of collectible chocolate packaging with the use of eye-tracking method. Alladi Venkatesh, Seema Khanwalkar, Lynda Lawrence and Steven Chen discussed in the journal of Qualitative Market Reseach Vol 16(1),2013,pages , Ethnoconsumerism and cultural branding: Designing Nano car. Aman Goyal and Anshika Gupt discussed in the journal of Indira Management Review Vol IX(1),Jan2015,pages 58-65, Customer barriers and product disposition in probiotic market: A case study of Yakult in India. 46

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