Developing the masterline service club; Brooke Bond Lipton India Ltd.

Abstract

This project report is on the development of a Service Club to support the Master line range of bakery fats, a brand owned in India by Brooke Bond Lipton India Limited. The aims of the Club are to help Master line command a higher premium than it does today by establishing a closer bond with its customers. The Club must therefore aim at assisting the customer in increasing his own profits, help raise his social status and so on. The project was conducted in two phases. First a market research involving a survey of 110 bakeries across 21 cities in Kerala, Karnataka and Tamil Nadu was carried out. The findings of the market research then led to the need to contact some manufacturers of bakery equipments. One manufacturer in Bangalore and about ten in Bombay were contacted to develop and manufacture accessories as well as capital equipment for bakeries. ' The research showed that the most needed service was that regarding improving the quality and presentability of baked products, followed by assistance in making new products, assistance in improving the display of baked products and _ the showrooms. The next in order of preference was assistance in lowering overheads.