B.L. Agro Summer_project1

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SUMMER TRAINING REPORT B.L. AGRO OILS LIMITED AVAILABILITY STUDY OF EDIBLE OILS IN BAREILLY REGIONINDUSTRY GUIDE: - ACADEMIC GUIDE: - Mr.NAGENDRA SINGH Mr. DANISH ALAM MOHD Marketing Manager Head of Deptt B.L. Agro Oils Ltd. AIMT Submitted by: Faisal khan MBA III SEM 1

Transcript of B.L. Agro Summer_project1

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SUMMER TRAINING REPORT

B.L. AGRO OILS LIMITED

“AVAILABILITY STUDY OF EDIBLE OILS IN BAREILLY REGION”

INDUSTRY GUIDE: - ACADEMIC GUIDE: - Mr.NAGENDRA SINGH Mr. DANISH ALAM MOHD

Marketing Manager Head of DepttB.L. Agro Oils Ltd. AIMT

Submitted by:Faisal khanMBA III SEM

ACME INSTITUTE OF MANAGEMENT & TECHNOLOGY

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Acknowledgement

I would like to take this opportunity to extend my heartfelt gratitude and thanks

to Mr. Nagendra Singh and his complete team for their invaluable guidance,

immense patience and encouragement provided to me during the course of the

Summer Training.

The cooperation extended by the various Retail Partners in the form of their

responses during the telephonic and personal interviews helped me arrive at a

proper assessment and analysis. Their association is highly appreciated.

Last but not the least; I would like to thank the ever helpful Academic Advisor

Mr. Danish Alam for his warmth and support that has enabled me to

successfully complete this project.

This report is the culmination of the synchronized effort of all the above

mentioned that had faith and confidence in me.

For their belief, I shall forever be grateful.

Faisal Mahmood

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Executive Summary

Objective:-

Finding the availability of Edible oils of B.L. Agro & other competitors in

Bareilly region & proposing a Total Solutions Approach to help achieve

sustenance & sufficiency.

Research Methodology :-

Secondary research: - Reports, Websites, Newspapers & journals.

Primary research: - Personal Interviews.

Sample Size : - Around 100 Dealers in Bareilly Region

Data Analysis :-

Analysis using Pie charts & other graphical tools was done on both Primary &

Secondary data.

Suggestions :-

Change the entire approach from “Commodity Selling” to Consultative Selling”. Market Mapping & Segmentation. Effective Channel Strategy. Appropriate organizational structure and decision-making authority.

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Table of Contents

CHAPTER 1 COMPANY PROFILE

Introduction to B. L. Agro ltd.

Growth so far

Product- Mix

CHAPTER 2 LITERATURE REVIEW

Current Operations

CHAPTER 3 PROJECT OBECTIVE

CHAPTER 4 RESEARCH METHODOLOGY

Problem Identification

Research Design

Data sources

CHAPTER 5 QUESTIONNAIRE

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CHAPTER 6 ANALYSIS & INTERPRETATION

CHAPTER 7 CONCLUSIONS & IMPLICATIONS

Major Findings

Limitations of study

Conclusion

SWOT analysis of HCL

CHAPTER 8 SUGGESTIONS

Learning from study

CHAPTER 9 BIBLIOGRAPHY

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CHAPTER-1

COMPANY PROFILE

COMPANY PROFILE

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VISION

To be a way of life for every Indian.

MISSION

To be the benchmark in purity and perfection. To achieve a leadership position in

the Indian market and to become the preferred Indian edible oil name globally.

QUALITY POLICY

B.L. Agro Oils Ltd. is committed to total customer satisfaction, and compliance

with regulatory bodies at all times and at maximum effectiveness.

We aim to

- Consistently enhance our understanding of market dynamics and changing

customer needs so as to offer finest quality products that at all times meet our

customers' expectations and the ever changing demands of the market place.

- Provide a high level of service to our customers with minimum cause for

complaint.

- Maintain a healthy & constructive work environment that enables personnel to

produce optimal output.

- Continually comply with the requirements of ISO 9001:2000, ISO 14002:2004,

HACCP and other government regulations and continuously improve the

effectiveness of our Quality Management System.

With a history that goes back to 50 years, B.L. Agro Oils Ltd. is a company with

a simple corporate objective - to manufacture, package and market the purest

possible edible oil that would offer healthier and tastier solution to millions of

consumers.

MANAGEMENT

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The foundations of B.L. Agro were laid half a century ago by its Managing

Director,

Shri Ghanshyan Khandelwal - a veteran of the Indian mustard industry. Since

then the management of B.L. Agro has gained an unmatched, in-depth insight of

the industry and the continuously evolving customer needs. The leadership at

B.L. Agro has a vision for the future and their acumen in adapting to the

changing times has translated into consistent growth by the company.

However, the most important attribute of the B.L. Agro leadership is the un-

fallible commitment towards quality, towards customers and towards community

at large.

At B.L. Agro 'No Compromise with Quality' is a guiding philosophy. And the

management takes it as their.

Another distinctive characteristic of the B.L. Agro management team is their

strong belief that “Success and growth do not mean much unless accompanied by

trust and respect from the community.” And over the years this belief has ensured

that as a corporate citizen, B.L. Agro Oils Ltd. earns an image of one of the most

respected and revered organisation in its region of activity.

GROWTH SO FAR

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Having started as a mustard trading house in 1958, B.L. Agro has come a long

way today. During the course of its journey, 1999 proved to be a landmark year

which transformed the business house from a commodity trading organization to

an FMCG company. The year witnessed the birth of B.L. Agro Oils as a

registered company and also marked its advent into quality control, packaging

and marketing of consumer packs of their flagship brand - Bail Kolhu Kachchi

Ghani Mustard Oil. Achieving an astonishing turnover of Rs. 60 crores in the

first year itself, the company has not looked back since.

Expansion and up-gradation has been a continuous process for B.L. Agro. The

marketers of a single mustard oil brand subsequently started rolling out multiple

varieties of mustard oil - thus catering to a much wider consumer base. As the

product range swelled, the competencies, capabilities and capacities were

continuously enhanced to meet the growing challenges. However even with its

ever-expanding size, B.L. Agro never lost sight of its ultimate goal – that of

providing only the highest product quality - and hence set up its own advanced

quality control systems and packaging facilities.

Later, the company took another stride when being a player in the lone mustard

oil segment, B.L. Agro diversified into Refined Soyabean oil and then further to

various blended edible oils. In 2006, B.L. Agro achieved yet another milestone

when it established its own state-of-the-art Refinery.

PRODUCTS

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From Commodity trading business to an FMCG company

From Mustard Trading to Refining

From just Mustard Oil to Blended Oils

From one product to multiple product

Setting up of own QC, packaging units

Establishing own Brand Names and marketing

Establishing distribution network

Continuously achieving revenue growth

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Bail Kolhu

Bail Kolhu Kachchi Ghani Mustard Oil is the flagship brand of the company.

This is a Grade A Mustard Oil and due to its unique taste and ideal pungency, it

enjoys a tremendous consumer preference throughout the states of UP,

Uttaranchal and Delhi. Bail Kolhu is a clear market leader in most of its

distribution territories and commands almost monopolistic leadership position in

many of the markets.

Mohan Dhara

Mohan Dhara is a well accepted brand in the Refined Soyabean Oil segment At

B.L. Agro.

Balance Lite

This is a fast growing brand that has facilitated the advent of B.L. Agro in the

Refined Vegetable Oil segment.

Aviral Dhara

Aviral Dhara is a multi-product brand of Mustard Oil, Palmolein Oil, and

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Vegetable Oils. Having gained instant acceptance in the market, the brand is on a

steady growth chart.

Nourish Delite – A soon to be launched multi-product National

Food brand. Nourish Delite is a Dream Project of B.L. Agro management that

promises to enhance the image as well as scale of company's operations. the

vision is to make Nourish Delite India's biggest and most trusted Food Brand and

the company is planning and preparing to make this dream a reality.

First product to be offered under this brand will be Premium Soyabean oil

followed by Premium Mustard Oil. The line will be further expanded to multiple

food products that will even extend beyond edible oils and include products like

Atta, Besan, Pulses on one hand and Packaged Drinking Water on the other.

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CHAPTER-2

CURRENT OPERATIONS

CURRENT OPERATIONS

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Backward Integration: The company has it’s own manufacturing unit of bottles, jars & cartons used in packaging of its products.

• Sourcing – B.L. Agro has identified certain quality sources of crude mustard oil mostly from Rajasthan and certain pockets of Uttar Pradesh. The Soyabean oil is sourced from selective areas of Madhya Pradesh.

The company has installed facilities for Processing, Filtration, Refining and Blending at its state-of-the art Refinery Plant located at Parsakhera Industrial Area in Bareilly (U.P.).

The automated plant is spread on a sprawling 10000 sq. mtrs. with a production capacity of 125 tonnes / day and a storage capacity of 2500 tonnes.

The company also has a Packaging Unit with a Capacity of 300 tonnes / day and storage capacity of 500 tonnes.

The operations of B.L. Agro Oil Ltd. are currently divided into the domains

of:

Sourcing

Quality Control

Processing

Refining

Blending

Packaging and Marketing of Mustard, Soyabean, Palmolein and other

Blended Edible Oils.

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Currently B.L. Agro products are distributed through a network spread in over 200 cities across 6 states of North India.

With the ever increasing demand for B.L. Agro oils in existing as well as newer territories, the distribution network keeps expanding day by day.

The company enjoys a clear leadership position in most parts of Uttar Pradesh and Uttarakhand. With its recent entry into the Delhi – NCR markets, Bail Kolhu Kachchi Ghani Mustard Oil has received an instantaneous acceptance and has already gained a substantial market share.

CORPORATE SOCIAL RESPONSOBILITY

As socially responsible citizens, the promoters of B.L. Agro are committed to contribute their bit in the nation building process and work towards the betterment of the society.

The Khandelwal family actively participate in and support various community service programmes like Blood Donation camps, Plantation Drives, Service for Physically Disabled etc.

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As an environment sensitive industrial house, B.L. Agro takes various voluntary measures in addition to the mandatory steps to ensure environment conservation.

These include• Effluent Treatment Plant for Water Pollution Control as well as Water Conservation.• Installation of advanced equipments for Air Pollution Control.• Use of only Agriculture Bio-Mass for steam generation; and many more such measures.

Khao Sarson, Jiyo Barson

Mustard Oil – The Healthiest OneMustard Oil is extracted at a low pressure at low temperature (40-600C).It contains 0.30-0.35 % essential oil (AllylIso-Thiocynate) which acts as preservative.Mustard Oil is one of the best cooking oil particular for heart patient because it has an Omega 3 (MUFA) and 6 Fatty Acid composition (Linolic and alpha Linolic Acid respectively) in good proposition close to 10:1 rarely found in any other oil. The ideal ratio of Omega 6 and Omega 3 is 10:1.

A Favourable Composition • Mustard oil has 30 percent protein, calcium, phytins, phenolics and natural anti-oxidants.• Mustard oil contains high amount of mono-unsaturated fatty acids and a good ratio of polyunsaturated fatty acids, which is good for heart. It contains the least amount of saturated fatty acids, making it safe for heart patients. • Glucosinolate, the pungent principle in mustard oil, has anti bacterial, anti fungal and anti-carcinogenic properties, which account for many medicinal utilities of the oil. • The relatively high level of oleic acid and the favorable balance between

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linolenic and linoleic acids is present in mustard oil. It may be said that it is the safest oil and is as good as any other edible oil.

MARKET DRIVERS

The Market and Consumer Insights possessed by B.L. Agro leadership is

unparalleled. B.L. Agro understands that Fooding habits of consumers are very

individualistic and vary from house to house. And in order to make a long term

relationship with the collective base, the company needs to pack Real Customer

Delight in each pack that it offers.

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• Moreover what has brought laurels to B.L. Agro and awarded it a leadership

position is the company's ability to anticipate and adopt to Market Demand Shifts

resulting from either consumer Living Pattern Shifts or any other reason. At B.L.

Agro, change has been one of the most consistent processes. Be it technological

capabilities, be it the strength of human minds or be it the collective efficiencies,

B.L. Agro has always anticipated the changing environment and empowered

itself for the same.

• The most important success driver at B.L. Agro is its ability to offer

Consistency of Highest Quality Standards. Pack by pack, batch by batch,

consignment by consignment, the products of B.L. Agro carry exactly the same

quality and purity standards for which they have gained widespread respect.

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CHAPTER-3

PROJECT OBJECTIVE

PROJECT OBECTIVE

“AVAILABILITY STUDY OF EDIBLE OILS IN BAREILLY REGION”

Finding the availability of Edible oils of B.L. Agro & other competitors in

Bareilly region & proposing a Total Solutions Approach to help achieve

sustenance & sufficiency.

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OBJECTIVE OF THE STUDY

To study the brand awareness of B.L. Agro in Bareilly.

To promote the sales of B.L. Agro in Bareilly.

Customer’s perception about B.L. Agro in Bareilly.

Comparative analysis of B.L. Agro and other brands

CHAPTER-4

RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY

Research Methodology is a way to systematically solve the research problem.

When we talk to research methodology we not only talk of research methods

but also consider the logic behind the methods we use in the context of our

research results are capable of being evaluated either by the researchers

himself or by others.

The purpose of this section is to describe the methodology carried out to

complete the work. The methodology plays a dominant role in any research

work. The effectiveness of any research work depends upon the correctness

and effectiveness of the research methodology.

Problem Identification

To carry out the promotion requires preparing a database of corporate houses,

and specific location in different part in Bareilly. Kanpur and find out contact

name and phone number of concerned person.

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Research Design

To accomplish the predefined objectives of the research, Descriptive Research

Design is used to collect the require information from the sources. Descriptive

research design is helpful in collecting in depth information, the demographic

characteristics of the customers as well as to get their feedback.

Respondents

Since the research objectives demand the feedback from the dealers, the

respondents are the dealers of B.L. Agro in Bareilly.

Sampling method

It is not possible to get the information from each and every dealer under the

limited time and limited resources. Therefore a relevant and sizeable sample is

drawn from the total number of customers and dealers.

‘Area sampling’ method is used along with ‘judgment sampling’ via Market

Search and the data were collected.

Sample Size: - Around 100 (Dealers)

Data source

Two types of data sources are used in this project work:

Primary Data

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Observation

Survey Research (Questionnaires)

Behavioral-data

OBSERVATION RESEARCH

Fresh data can be gathered by, observing the relevant actors and settings.

S URVEY RESEARCH

Surveys are best suited for descriptive research. Companies undertake surveys

to learn about people's knowledge, beliefs, preferences, and satisfaction, and

to measure these magnitudes in the general population.

Secondary Data

Sources: reports, websites, Newspapers & Journals

Company website: hclinfosystems.com, hclstores.com

RESEARCH INSTRUMENT

Marketing Researchers have a choice of main research instruments in

collecting primary data is questionnaires.

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CHAPTER-5

QUESTIONNAIRE

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Questionnaire for Channel Partner

Name of Dealer _________________________________________________

Location _________________ Date of Visit ___________________________

1) Since how long you are selling Edible Oils?

0-5 Years 6-10 Years More than 10 Years

2) According to you which is the most consumer oriented brand?

________________________

3) What is the market potential of Bail Kolhu?

Excellent High Medium

Low Can’t Say

4) What is the market potential of Bail Kolhu?

Excellent High Medium

Low Can’t Say

5) What is consumer’s preference for Bail Kolhu?

Excellent High Medium

Low Can’t Say

6) How would you rate consumer’s preference for Bail Kolhu?

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Excellent High Medium

Low Can’t Say

7) What is effect of Product and Poster Display?

Excellent Very Good Good

Average Poor None

8) How would you rate the effect of Catalogue?

Very Good Good Average

Poor None

9) Please rank promotional activities on the scale of effectiveness (Rank

1-6)

Canopy Ads in Newspapers

Direct Marketing Insertions

EPP Can’t Say

10) What are the various problems faced by you (**Please Rank)

a) Supply of Product ______

b) Time of Delivery ______

c) Packaging ______

d) Model Version ______

e) Schemes ______

(**Rank 8 for Very High, 6 for high, 4 for moderate, 2 for Low)

11) Any Suggestions to B. L Agro Ltd.

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Thank you very much for your valuable time.

CHAPTER-6

ANALYSIS&

INTERPRETATION

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1. TIME PERIOD IN SALES OF OILS

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1. TIME PERIOD IN SALES OF EDIBLE OILS

COMMENTS: It is very much evident from the chart that 49% of the people are

selling edible oils from last 5 years. Hence we may conclude that company

should increase the no. of channel partners in order to serve the need of the

consumer and to be with the competition.

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2. BRANDS WHICH ARE MORE CUSTOMER

ORIENTED

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2. BRANDS WHICH ARE MORE CUSTOMER ORIENTED

Comments: This can be straight said that Bail Kolhu is most Customer oriented

brand.

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3. MARKET POTENTIAL FOR BAIL

KOLHU?

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3. MARKET POTENTIAL FOR BAIL KOLHU?

Comments: According to 67% of Channel Partners there is tremendously high

market potential for Bail kolhu in the market. . This can be interpreted from the

graph that this product is fairly popular as well but the company should add some

innovations to this product and market it then after this product can be a great

success.

Market Potential of Bail Kolhu

67%

22%

11%

High

Medium

Low

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4. CONSUMERS PREFERENCE FOR BAIL

KOLHU?

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4. CONSUMERS PREFERENCE FOR BAIL KOLHU?

Comments: According to Channel Partners 50% of customers prefer HCL

EzeeBee than the PCs by other competitors in the same segment. The chart above

shows that consumers know about the product and prefer this product fairly well,

hence, it can be stated that this product is a good product but a few changes or

innovations in the product can make it an excellent product to target a particular

segment at a reasonable price.

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5. IN-SHOP PROMOTIONAL ACTIVITIES

OF DEALERS

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5.IN-SHOP PROMOTIONAL ACTIVITIES OF DEALERS

Criteria Excellent VeryGood Good Average Poor None

Rating Scale 10 8 6 4 2 0

0

1

2

3

4

5

6

7

8

Product Display

Poster Display

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6.EFFECT OF CATALOGUE

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6.EFFECT OF CATALOGUE

Criteria Excellent Very Good Good Average Poor None

Rating Scale 10 8 6 4 2 0

Comments: The catalogue is very effective tool for selling. It is beneficial for the

customer as well as company. It increases awareness about the company

products, product depth etc. Overall effect of catalogue according to different

channel partners is good.

Effects

0123456789

Effects

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7.PROMOTIONAL ACTIVITIES WHICH

DEALER FOUND MOST EFFICIENT

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7.PROMOTIONAL ACTIVITIES WHICH DEALER FOUND MOST

EFFICIENT ONE.

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Comments: Canopy is the most effective and efficient activity, AD in News

Paper and Insertions are other effective Activities. I also found an excellent

medium to reach to the target customers and with this approach the company can

reach to the more people and educate them about the project.

8. PROBLEM OF CHANNEL PARTNERS

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8. PROBLEM OF CHANNEL PARTNERS

Criteria Very High High Moderate Low None

Rating Scale 8 6 4 2 0

S. No. Problem Desktop Laptop

1 Supply of Product

a) From Company Very High Moderate

b) From Distributor Moderate Low

2 Time of Delivery High Low

3 Packaging Low Low

4 Model Version High Moderate

5 Scheme High Moderate

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CHAPTER- 7

CONCLUSION

&

IMPLICATIONS

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MAJOR FINDINGS

Any research which is conducted in the market place flashes back hidden

truths and basic facts, which affects the business of a company directly or

indirectly. These hidden truths are basic facts, which are out coming of the

research, are known as a finding. The information gathered from the market,

which are accountable in the achievement of the objective and for the

company, which makes the project more interesting, are basically known

findings. The result of assigned project in management studies is known as

findings. The findings of this project are as follows:

1) Bail Kolhu is a market leader in Edible Oil products in Bareilly but

have a very close competition with Rath.

2) Bail kolhu and Rath are two companies that are at top of mind in

Brand fateek customers.

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3) Cost and quality are two major factors that are taken into

consideration while purchasing.

4) Quality wise Bail Kolhu is considered to be number two after Fortune.

5) Cost wise Bail Kolhu is number two where as Rath enjoys first

position.

6) Bail Kolhu holds number one position in after sales services that is the

major reason for it to being a market leader.

7) Bail Kolhu give vary tuff competition to both MNC Companies

8) According to consumer satsfaction Index Bail Kolhu is No.1 where as

second and third is HP and IBM..

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LIMITATION OF THE STUDY

Though I have tried my level best to make the study and the report writing

qualitative and excellent, the following limitation overcome in the study

Bail Kolhu has a huge market at national level, which has sold lots of

products, but this study is limited to Bareilly City only.

The time period allotted for the study i.e. 2 months is a short period for

completing this type of activities.

The accuracy of the project and conclusion is totally depending on the

accuracy of the data collected and analyzed

The result is not same for all reason

Dealers are too busy to contact

Too much time consumed on each call

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It is possible that some potential source may leave untapped

CONCLUSION OF THE STUDY

After the comprehensive study of the secondary and primary data has been

found that Bail Kolhu holds numeric first position in Edible Oils. This

supremacy is due to its sound and promotes after sales services, which are also

the preference criteria.

Undoubtedly Bail Kolhu is leader in edible oils because of its.

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SWOT ANALYSIS

Strength

Bail Kolhu is a brand itself.

Aggressive Marketing Strategy.

Bail Kolhu has strong distribution network as compared to competition.

Customized products for every type of customer.

Weakness

Bail Kolhu has not been able to establish an entry barrier for competitors

Services provided by Bail Kolhu are not always up to the mark

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Channel partner of Bail Kolhu has not much capable to provide good and

frequent services to their potential customer

Opportunities

Bail Kolhu products because of their price factor over other companies and

assembles are gaining popularity

The Quality provided by Bail Kolhu is one of the big opportunities it have

Lower rates of different models give opportunities to Bail Kolhu for grab

the assemblers market

Threat

Possibility of more new players come in the same business is expected.

Bail Kolhu HCL facing a big challenge because of their delays in service

facility.

Bail Kolhu is not providing varieties and Configuration.

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CHAPTER-8

SUGGESTIONS

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SUGGESTIONS

Relationship

To do any business requires a bridging between buyer and seller so Bail Kolhu

should appoint a term of dynamic marketing executive who can establsh a good

relationship with dealers. Frequent follow ups will certainly prove fruitful for in

the long run

Brand Image

Bail Kolhu has a strong brand image in the market. Brand image always help in

pushing a product into the market.

Hoarding of company’s product should be at kept at prime locations where

maximum people can see it.

Bail Kolhu is also not advertising much for its products frequently in print

media and in television channel etc. Advertising should be made frequent

to let the people remembered the name of HCL.

Distribution Network

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A strong distribution network always helps in becoming the front-runner for any

product in a market. Though Bail Kolhu has a good network it has to strengthen it

to a greater extend.

The time taken for delivery should be minimized to a larger extent in order

to make the faster deliveries.

They should enhance the number of channel partner in this reason

LEARNING FROM THE STUDY

It was a great opportunity for me to do my internship in B. L. Agro Ltd. which is

one of the prestigious companies in India. It was a starting for me to get the

knowledge of real corporate world. Today experience and knowledge of things is

much more important than the degrees in hand. Although the learning’s were

numerous in number but I have concluded a few as major learning’s and they are

as follows:

I got such a good project at B. L. Agro Ltd. which gave me the opportunity

to meet the various people in the corporate as well as Government offices.

I have visited few organizations but the experience of these visits has been

and will be of tremendous help in my career.

I came to know how to tackle people of different attitude and of different

mindsets, which will definitely help me in future. Planning a day in

advance and the activities that I performed during that day gave me

confidence in my planning and implementation. This project also exposed

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me and my skill sets to the corporate world, where I came to know my

flaws and rectified them, but a chance may be there.

I was an active member at customer demonstrations, which gave me

confidence and knowledge about how to convince a customer and handle

all sorts of queries.

I learned real marketing and sales experience during this time period. I

learnt how to make good relationships with customer as well as colleagues.

The practical aspects of marketing theories are materialized during the

course of this study.

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CHAPTER-9

BIBLIOGRAPHY

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BOOKS

Marketing Management - Philip Kotler (Eleventh Edition, Pearson Education,

Inc.)

Principles of Marketing – Philip Kotler, Gary Armstrong (Eleventh Edition,

Pearson Education, Inc.)

Marketing Research - G.C. Berry (Third Edition, Tata McGraw Hills)

WEBSITES

http://www.blagro.org

http://www.google.com

http://www.idcindia.com

http://www.dqindia.coms

MAGAZINES

Business Today

Business Standards

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Outlook

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