A STUDY ON PROMOTIONAL POLICY IN E.I.D. PARRY (INDIA) LIMITED SUGAR FACTORY, PETTAVAITHALAI IN TRICHY.

Abstract

Product innovation served as a growth driver and enabled the company to crack the code of traditional business trends. The sugar division made a strategic shift in marketing sugar from a commodity product to a customer driven, value add variant, thereby increasing its institutional sales and earning higher revenue. The business also leveraged the potential of its co- products and converted its residual potash waste to ‘Kash’, a fertilizer used in agriculture. In the global market, the division expanded its market space with export sales recording a new high.