Thesis Report Kapil

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EDIBLE OIL MARKET IN INDIA

India accounts for 9.3 percent of world oilseed production. It has the world’s fourth

largest edible oil economy. Yet, about 43 percent of edible oil available in India is

imported. In 1999 India ranked as the world’s largest importer of edible oils, displacing

China. The bulk of edible oil India imports under the Open General License (OGL) are

RBD Palmolein of Malaysian and Indonesian origin

India has approximately 300 crude edible oil refining units. 60-70 percent of which are

small. Unlike the bigger refiners, the small ones are unable to import huge quantities of

crude either due to their low capacity or lack of financial resources, and may be forced to

close down or sell out to the bigger ones in the foreseeable future.

A major problem is the low capacity utilization. The installed capacity of oil mills is

around 36 million tones annually, but capacity utilization is only 40 percent solvent

extraction plants show only 33 per cent capacity utilization and vegetable oil refineries

show 40 per cent.

The total import of edible oils during the period form November 1998 to October 1999

totaled 4.4 million tones valued at more than Rs. 9.000 crores. That was against a demand

–supply gap of 1.4 million tones in 1998-99. Imports have therefore deluged the market.

The import of relined palm oil was put under OGL (Open general License) in March

1994. Other edible oils were put under OGL in April 1995 (when an item is brought

under OGL, it means that the item can be imported without seeking any approval).

Originally, there was no discrimination between refined and non refined edible oil as far

as import duty concerned. The duty on both was 65 percent. Duty was the slashed to 30

percent for both, then to 20 percent in 1996 and 15 percent in then 1999-2000 budgets.

Alumni ID: DS79-M -540

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On December 30, 1999 a differential duty structure was introduced. Duty on refined oil

was fixed at 27.5 percent (25 percent plus 10 percent surcharge) while that on crude was

retained at 16.5 percent (15 percent plus 10 percent surcharge) But only actual users (as

opposed to traders) are allowed to avail of this reduced duty on crude oil. Traders are

nevertheless allowed to import crude at the reduced duty but only to sell to actual users

on a high seas basis. This requires that the actual users fills in the import documents (and

pays the reduced duty) but leaves the importing process to the trader.

In most parts of the world, the import duty on oilseeds is lower than that on oils. But, in

India it is higher 40 percent. That is why no import of oilseeds of oil bearing material has

taken place in India. The industry wants the duty to be lowered from the present 40

percent to 5 percent.

Edible oils prices in the Indian market have crashed due to large imports by multinational

trading houses see table.

IMPORTANCE OF EDIBLE OILS IN THE COUNTRY’S ECONOMY

Oilseeds and edible oils are two of the most sensitive essential commodities. India

is one of the largest producers of oilseeds in the world and this sector occupies an

important position in the agricultural economy and accounting for the estimated

production of 28.21 million tonnes of nine cultivated oilseeds during the year 2007-08.

India contributes about 6-7% of the world oilseeds production. Export of oilmeals,

oilseeds and minor oils has increased from 5.06 million Tones in the financial year 2005-

6 to 7.3 million tons in the financial year 2006-07. In terms of value, realization has


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gone up from Rs. 5514 crores to Rs.7997 crores. India accounted for about 6.4% of world

oilmeal export.

Types of Oils commonly in use in India

India is fortunate in having a wide range of oilseeds crops grown in its different agro

climatic zones. Groundnut, mustard/rapeseed, sesame, safflower, linseed,

nigerseed/castor are the major traditionally cultivated oilseeds. Soyabean and

sunflowerhave also assumed importance in recent years. Coconut is most important

amongst the plantation crops. Efforts are being made to grow oil palm in Andhra Pradesh,

KarnatakaTamil Nadu in addition to Kerala and Andaman & Nicobar Islands. Among the

non-conventional oils, ricebran oil and cottonseed oil are the most important. In addition,

oilseeds of tree and forest origin, which grow mostly in tribal inhabited areas, are also a

significant source of oils. Figures pertaining to estimated production of major cultivated

oilseeds, availability of edible oils from all domestic sources and consumption of edible

oils (from Domestic and Import Sources) during the last few years are as under: -


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In Lakh Tonne

Oil Year (Nov.- Oct.)

Production of Oilseeds

Net availability of edible oils from all domestic sources

Consumption of Edible Oils (from domestic and import sources)

2000-2001 184.40 54.99 96.76

2001-2002 206.63 61.46 104.68

2002-2003 148.39 46.64 90.29

2003-2004 251.86 71.40 124.30

2004-2005 243.54 72.47 117.89

2005-2006 279.79 83.16 126.04

2006-2007 242.89 73.70 115.87

2007-2008(E)

282.08 84.27 121.91

Source (i) Production of oilseeds, Ministry of Agriculture as Declared on

19-01-2005.

(ii) Net availability of edible oils, Directorate of Vanaspati, Vegetable.

CONSUMPTION PATTERN OF EDIBLE OIL IN INDIA.

India is a vast country and inhabitants of several of its regions have developed specific

preference for certain oils largely depending upon the oils available in the region. For

example, people in the South and West prefer groundnut oil while those in the East and

North use mustard/rapeseed oil. Likewise several pockets in the South have a preference

for coconut and sesame oil. Inhabitants of northern plain are basically hard fat

consumers and therefore, prefer Vanaspati, a term used to denote a partially

hydrogenated edible oil mixture. Vanaspati has an important role in our edible oil


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economy. Its production is about 1.2 million tonnes annually. It has around 10% share of

the edible oil market. It has the ability to absorb a heterogeneous variety of oils, which do

not generally find direct marketing opportunities because of consumers’ preference for

traditional oils such as groundnut oil, mustard oil, sesame oil etc. For example, newer oils

like soyabean, sunflower, ricebran and cottonseed and oils from oilseeds of tree and

forest origin had found their way to the edible pool largely through vanaspati route. Of

late, things have changed. Through technological means such as refining, bleaching and

de-odouraisation, all oils have been rendered practically colourless, odourless and

tasteless and, therefore, have become easily interchangeable in the kitchen. Newer oils

which were not known before have entered the kitchen, like those of cottonseed,

sunflower, palm oil or its liquid fraction (palmolein), soyabean and ricebran. These tend

to have a strong and distinctive taste preferred by most traditional customers. The share

of raw oil, refined oil and vanaspati in the total edible oil market is estimated at 35%,

55% and 10% respectively.

MAJOR FEATURES OF EDIBLE OILS ECONOMY:-

There are two major features, which have very significantly contributed to the

development of this sector. One was the setting up of the Technology Mission on

Oilseeds in 1986. This gave a thrust to Government's efforts for augmenting the

production of oilseeds. This is evident by the very impressive increase in the production

of oilseeds from about 11.3 million tonnes in 1986-87 to 24.8 million tonnes in 1998-99.

There was some setback in 1999-2000 because of the un-seasonal rain followed by

inclement weather. The production of oilseeds declined to 20.7 million tonnes in 1999-

2000. However, the oilseeds production went up to 27.98 million tones in 2005-06 and

was 24.29 million tonnes during 2006-07 oil year. As per the 3rd advance estimate by


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Ministry of Agriculture dated 22.4.08 the production of nine major oilseeds is estimated

to be about 28.21 million tonnes during 2007-08. The other dominant feature which has

had significant impact on the present status of edible oilseeds/oil industry has been the

programme of liberalisation under which the Government's economic policy allowing

greater freedom to the open market and encourages healthy competition and self

regulation rather than protection and control. Controls and regulations have been relaxed

resulting in a highly competitive market dominated by both domestic and multinational

players.

DEMAND FOR EDIBLE OILS RISES IN INDIA:-

Indian food industry continues to show a strong commitment to oils imports following

drop in domestic demand, says industry body. Fresh figures from the Solvent Extractors

Association of India (SEAI) revel that edible oils imports increased by some 24 percent

for the first six months to April 2008. Imports jumped to 2.4 million tonnes in the first

half of 2007-2008 up from 1.92 million tonnes for the same period last year.

Imports are expected to be much higher this year because of a drop in domestic oilseeds

production, “said B.V. Mehta, executive director of SEIA adding that India was likely to

import about 500,000 tonnes per month this year.

Purchases of edible oils by India are expected to reach around 6 million tonnes this year

from 4.4 million tonnes in 2006-2007 Mehta added reports the American Soybean

Association.

Soya oil in particular saw strong growth. Imports of crude soy oil leapt to 835.352 tones

in the November 2006 to April 2007 period up from 336.990 tonnes in a year earlier.

Crude palm oil purchases rose 10.8 percent to 1.95 million tonnes from 1101,520 tonnes.

The processed food market is enjoying decent growth in India, pushing up demand for

oils. The Indian branded food and drinks market grew last year by over 5 percent,


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according to recent figures from ACNielsen, outpacing the global the global average

growth rate 4 percent.

Supporting this buoyant overall trend, growth rates for individual product categories

within the Indian market too, reflect aggressive performance within the similar period.

Status of the Vegetable Oil Industry

(As on April 2008)

Type of Vegetable Oil Industry

No. Of Units

Annual Capacity(Lakh MT)

Average Capacity Utilisation

Oilseed Crushing Units1,50,000 (Approx)

425(In terms of Seeds)

10-30%

Solvent Extraction Units 779419

(In terms of Oil-bearing Material)

33%

Refineries attached with Vanaspati Units

12751

(in terms of oil)45%

Refineries attached with Solvent Units

22537


Independent Refineries 58535


Total Refineries 937123


Vanaspati Units 268

58(in terms of Vanaspati, Bakery Shortening &

Margarine)

19%

Oilseeds crushing units include crushing units in the small-scale sector as also in the

organised sector. The capacity utilisation generally ranges from an average of 10% for

the ghanis (small scale sector) to around 30% in case of the expellers in the


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organized sector.

SOYA OIL

The source: -

Soya was developed in China even before the time of written records. The name of the

Soya bean comes from “sou” meaning “big bean” and is one of the five holy plants of the

Chinese people 5000 year ago. The Emperor himself planted Soya every year in a ritual

ceremony.

Nowadays, as a member of the legume family, it has an important position in ecological

agriculture. Legumes supply the soil with nitrogen and are therefore highly suitable for

use in the rotation of crops. In addition to its agricultural value, the soyabean also

supplies especially healthy oil, which is making more and more friends.

The plant itself is a short bushy plant 20-180 cms in height. It is grown in normally

cultivated fields in rows.

Recently, there has been a massive boom in the production of genetically engineered soya

bean, which can resist certain herbicides. Vast areas of north and South America have

been planted with these GM Soya plants. The soya used in the production of our oil is

exclusively from organic farmers in France who belong to a cooperative near Albi. The

cultivation association pay very conscientious attention to ensure that No GM soya seed

is used to the extent that they produce their own organic seed.

Processing:-

Soya is a basic component of the diet in Asian countries and forms the basis of tofu. Soya

oil first cold pressing has a full aroma, which deliciously emphasizes the natural flavor of

your salads and raw dishes. Industrially refined soya bean oil is product which one


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should regard with particular skepticism; with regard to flavor and nutritional

significance industrially refined soya bean oil has simply nothing to offer. When our soya

bean oils is pressed, the whole oil mill is filled with a magnificent aroma of fresh beans.

The processor has to press some 10 killos of soya bean in order to extract one simple litre

of oils.

Cooking:-

It is not really advisable to beat cold pressed soya bean oil. Our soya bean oils have a

delicate bean like flavor. It is thus ideally suited to enhance salads of hearty noodle,

potatoes and beans. If you find the soya flavor to dominant, simply mix it with a little

safflower oils.

Health:-

Soya bean oil possesses more than lecithin than any other oil. It is thus a real power food

for the bran and nervous system. Stress bound managers and all mothers with small

children should always keep a small store of cold pressed soya bean oil at hand:-

- 100g of cold pressed soya bean oil contain 31.7 mg of vitamin E.

- 13.7% saturated fatty acids.

- 25.3% monounsaturated fatty acids.

- 60.8% polyunsaturated fatty acids, of which 6.5% linolenic acid.


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MAJOR PLAYERS

AMRIT BANASPATI CO. LTD

This unit of the company was put up in the year 1969-70 with a manufacturing capacity

of 100 MT per day of Vanaspati. Later on, in the year 1982-83 capacity was increased to

125 MT per day. There after in the year 1985-86 a separate facility to produce Refined

Oils was set up with a capacity of 60 MT per day .Now this unit is manufacturing around

250 MT of Vanaspati per day mainly in small packs under the name of GAGAN, which

is well known and accepted brand in northern India in refined oils the company is

producing a 100 MT per day. Today this unit has installed capacity of 11,000 MT per

month as compared to mere 3000 MT per month in its first year of operations.

There are 6 kinds of refined oils being produced to service every need & segment of

market.

1. GINNI REFINED GROUNDNUT OIL.

2. GINNI REFINED COTTONSEED OIL.

3. GINNI GOLD REFINED SUNFLOWER OIL.

5. GINNI REFINED RICEBRAN OIL.

6. GINNI REFINED SOYABEAN OIL

The company has introduced another product “GAGAN KACHI GHANI. &

MERRIGOLD TABLE MARGARINE to suit today lifestyle & need. Since its

introduction this product is fast receiving acceptance with the consumer. Other products

in the company’s basket include Bakery Shortening named AMRIT, AERATED and

GOLDEN ARROW.


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The company has its own R&D facility where the company keeps improving the

processes needed for oil processing and also the R&D work is continuing to develop new

value added products in the field of oils & fats. Its market penetration is best defined as

unparalleled in the industry.

Besides these, they are also making four type of bakery shortening under “AMRIT”

brand name and our exclusive product Table Margarine “MERRIGOLD”. GAGAN is the

prime brand in north India. When it comes to refined oils, GINNI is well known in the

country.

With consistent up-gradation of technology and introduction of new products from time

to time, ABC has made major in-roads into distribution network. Today Company has 32

depots and 1200 dealers in the country, covering more than one lakh retailers, which

extends to over 800 cities and generate a turnover of approximately 600 crores.

The guiding philosophy of ABC is uniquely different. And the difference often lies

beyond what meets the eye.

In a work culture that stimulates freedom of thought and expression among all its employees.

In an environment that singularly rewards initiative and creativity.

It lies in the spirit of excellence that mark our products, our achievements and our status

as leaders in the Industry.

Most of all, it is reflected in the way in which ABC conducts its business innovatively,

professionally and ethically.


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TURNOVER :-

The present turnover of Amrit Group is around 600 crores and of Rajpura unit is around

Rs.340 crores in terms of turnover. Amrit Banaspati company has been ranked amongst

the top 100 companies in the India.

QUALITY OBJECTIVES :-

Ensuring availability of all products in all packs sizes across the distribution channel.

Achieve growth introduction of new products (industrial and consumers)

Creating and sustaining quality and hygiene consciousness at all levels of organizing

and promoting employees participation.

Organization and promoting employee participation.

Continuous enhancing the money of the customers

QUALITY:-

To ensure consistently in the quality of various products manufactured at Rajpura and to

further improve the quality of its various products, company has very good quality

control systems together with the research and development department which is

comparable to the best in the country.

It is to the credit of this good quality control systems and efficient R&D department that

ABC Rajpura has been honoured and awarded with the American International Quality

Certificates and Gold Medal to the management of ABC Rajpura a transworld tradefare

selection award of recognition for their outstanding performance in the manufacture in

the Gagan Vanaspati.


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PRICING STRATEGY OF ABC.

Pricing decision effects the overall marketing skills and consumer acceptability. While

the external forces in which the commercial establishment to operates has to be taken on

account the but the internal forces, its strengths and weaknesses, the company objectives

etc. have the viewed in the competitive filed. Edible oil prices is affected not only

because of national and international market variations but because of internal factors

such as government raw oils import policies prices of other oils used in mixture and the

total expected output of oil need crops. The interstate ban on supply of raw oils also

affect the pricing of the product.

While marketing the price structure the marketer has to watch carefully the pricing

strategy adopted by the competitors the pricing structure which represents the margin to

the distributors, retailers etc has an impact on the sales of the product, the pricing

structure of ABC Rajpura is as below :-

3-1/2 percent dealers margin.

5-1/2 percent retailers margin

ABC Brand also covers the distributors on restrospective basis if there is any price

fluctuations thus a safe play for the distrubutors and retailers too.

DISTRIBUTION OF PRODUCTS : -

Distribution of the products is the main objectives of the marketing process. It is the

process of transferring the product from the producers to the distributors and ultimately to

the consumers through retailers. The decision regarding the channels of the distribution is

very important decision from the company’s point of view because the selection of

channel affects considerably the other marketing decision.


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Amrit Banaspati has adopted four tier Distribution :-

PLANT, DISTRIBUTERS, RETAILERS, CONSUMERS

All the products produced at ABC Rajpura are sold in the area of Punjab, Haryana,

Rajasthan, J&K, Himachal Pradesh, West Bengal and Chandigarh through 32

depots and 575 stations. Number of dealers engaged in distribution of Amrit Banaspati’s

products are around 1200 & more than 1 lakh of retailer.


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FORTUNE SOYABEAN OIL

Fortune Refined Soyabean Oil is light, odorless and healthy oil. Most importantly it

contains OMG3 (Omega – 3 fatty acids) – an essentialPUFA which needs to be

supplemented from outside sources. Soyabean oil is the preferred oil of many a

household across the world.

Fortune Refined Soyabean Oil, enriched with OMG3, gives you and your family “Paanch

Ka Aashirwad.”

Fortune Refined Soyabean Oil is the highest seller in the refined soyabean oil category

with 44% of the market share (As per AC Nielsen Retail Audit Index - MAT Mar.'06).

Panch ka Ashirwaad is for:-

Healthy Eyes A strong heart

The nourishment of the womb

Controlling diabetes

The healthy growth of your children

Fortune refined soyabean oil is available in:-

Liner carton 200 ml

Pouches 200 ml, 500 ml, 1 ltr

Pet bottles 500 ml, 1 ltr, 5 ltr

Jerry cans 2 ltr, 5 ltr, 15 ltr

Tins 15 ltr, 15 kg

Maha fortune 15 ltr


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Distribution Network

The end-users of our products are: households and institutional buyers [catering /

hospitality / processed food / snacks] set-ups. AWL has set up a strong distribution

network of Company Distributors and Super Stockists for its retail operations. This chain

helps to tap even the small retailers/traders and thus increasing our reach.

Today AWL has its distribution foot prints all across the country with various stock-

points catering to more than 3800 distributors, 600 Super Stockists and numerous

brokers and other trade associates. AWL's retail reach is more than 500,000 outlets

across the country and this retail reach can be compared with the best FMCG giants in the

country

Fortune Mission Extra Health was undertaken by AWL in Mumbai between October-


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November 2005. The core objectives for undertaking Mission Extra Health were to:

Create high brand visibility and awareness

Create top of the mind recall as a healthy oil

This activity was aimed at health conscious people of Mumbai. Height, weight, body

mass index, blood pressure, blood sugar, cardio vascular check-ups were done of the

individuals who participated in this program. Each participant was handed a health check

card, by the doctor, with a rating system as to the position of his or her health.

The duration of the Fortune Mission Extra Health activity carried out in Mumbai was for

40 days covering 19 Parks, 17 Residential colonies, 4 Malls, 4 Clubs, and 54 areas by the

means of Road Show.

This activity received a tremendous response. We also got excellent press coverage as the

Fortune Mission Extra Health activity was reported in various newspapers. There was a

very good increase in terms of brand awareness and overall the activity was a huge

success

Adani Group with its turnover exceeding Rs.18000 crores (US $ 3.9billion) in 2007, is

one of the fastest growing corporate houses in India . Its flagship company – Adani

Enterprises Limited (formerly known as Adani Exports Ltd), is one of the largest trading

companies in India with Five Star Trading House status (Highest status conferred by the

Govt. of India).


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Adani Exports trades in nearly 40 commodities in more than 55 countries around

the world.

The Group owns a fully functional multi-purpose port at Mundra in the Gulf of

Kutch, Gujarat.

Another Group company Adani Retail Ltd. is into retailing, and has opened 55

super stores in Gujarat known by the name of Adani Supermarkets.

The Group has also set up a BPO in Ahmedabad, iCall India Ltd. which caters to

both International and Domestic clients.

Adani Group is also involved in infrastructure development which includes

developing a Natural Gas distribution project building a township and an SEZ at

Mundra.

Adani Group has emerged as an integrated and diversified group with leadership in the

areas of global trading, edible oil manufacturing and infrastructure development.

WILMAR HOLDINGS

Wilmar Holdings is one of the world's largest trader and refiner of edible oils. With

consolidated sales of US $ 5 billion in 2005, the group is: The largest palm oil refiner, palm kernel crusher and specialty fats manufacturer

in Indonesia

The largest exporter of palm and lauric oils, palm kernel expeller and related

products in Indonesia

The largest soyabean crusher in China .


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The group's global sourcing capability, cost effective processing, extensive distribution

network and logistics capability, including its own fleet of tankers, allows it to respond

quickly to changes in market conditions and deliver products on a timely basis to its

customers.

MANUFACTURING FACILITIES

The company has strategically located its refining and processing facilities to both cater

to different parts of the country as well as harness the potential of oilseed growing areas.

The locations are at Mundra (Gujarat), Mantralayam (Andhra Pradesh), Bundi

(Rajasthan) and Haldia (West Bengal).

MUNDRA GUJRAT

AWL's largest state-of-the-art refinery is based at Mundra in the Gulf of Kutch in Gujarat

. The technology has been imported from De Smet of Belgium and Alfa Laval of Sweden

. The quality of oil is at par with best in the world, meeting USFDA standards. AWL

refined oil goes through the strictest quality controlled and computerized manufacturing

process with online monitoring.

AWL's Mundra refinery was started with an initial refining capacity of the 600 Tonnes

per Day (TPD) and after the recent expansion; Mundra has a consolidated refining

capacity of 2200 TPD and hydrogenation capacity of 350 TPD. This refinery is a model

for backward integration, starting from transportation of oil through pipelines from port

to the plant, to in house packaging material manufacturing like; blow-molding facility,


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corrugated box plant, tin manufacturing facility and multi-layer packaging film plant. In

addition to this is a 4 MW captive power plant that provides uninterrupted and hassle free

electricity.

Such integration provides an edge in maintaining highest quality standards & a

competitively priced product.

MANTRALAYAM (ANDHRA PRADESH)

This plant was acquired from ITC & is reputed to be one of the best plants in India for

sunflower oil production. The plant has a capacity to crush 450 TPD of seeds and

refining capacity of 180 TPD oil. Located in close proximity to the sunflower-growing

belt of Andhra Pradesh and Karnataka, this plant is also suitable for crushing and refining

Soyabean and Groundnut oil. It was strategically acquired to cater to South India 's

demand for Refined Sunflower Oil.

BUNDI (RAJASTHAN)

This plant was taken over from RICO industries. It has a capacity to crush 450 TPD of

seeds and refine 150 TPD of oil. The plant provides ideal location for processing both

mustard and soyabean. Apart from it there is also a processing facility at Jaipur, which

produces the premium quality pungent mustard oil packed as Fortune "Kachi Ghani",

exclusively to cater to the taste of pungent and pure mustard oil of eastern India .


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HALDIA (WEST BENGAL)

This plant was acquired from Acalmar, and has a capacity to refine 600 TPD of oil. This

plant provides ideal location for supplying to Eastern parts of the country. It also has

excellent facilities to manufacture Speacilty Fats, which is an alternative for Vanaspati.

PACKAGING UNITS

In addition the to the above refineries, AWL also has packing operations at

Chatral [ Gujarat ]

Latur [ Maharashtra ]

Jaipur [Rajasthan]

Dharwad [Karnataka]

Cochin [Kerala]

Dewas [Madhya Pradesh]

The Ruchi Soya Industries Limited

Ruchi Soya Industries Limited is an agro industry of Rs 3081.60 crores turnover Ruchi

Group. It is the flagship company of one of the five companies of the group. The group

has an impressive net worth of Rs 401 crores (Rs 4010 million) and assets worth Rs

682.75 crores.


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The company was founded by industrial visionary late Shri Mahadeo Shahra and at

present is headed by his eldest son Shri Kailash Shahra, who is the Chairman of the

Group. Shri Kailash Shahra has enhanced the vision by transforming countryside of

Madhya Pradesh into Soya bowl of the nation.

Ruchi Soya Industries Limited (RSIL) is Flagship Company of Ruchi Group. It is most

integrated Soya processor and first company in the country to export Soya meals,

manufacture edible grade Soya flour and textured Soya proteins in India. Its brand

`Nutrela' enjoys market leadership in the Soya product segment. RSIL is leading player in

vegetable oils, Soya flour and vanaspati products. It commands large share of market.

Three generation experience, integrated vision, entrepreneurship and industrial

competitive spirit has not only expanded the reputed business but has led to

diversification in closely associated ventures including foreign collaborations.

Ruchi's Soya Products

Ruchi Soya Industries Limited (RSIL) has a large team of experts, technicians, scientists,

administrators who are involved from the very beginning of the process of selection of

soyabeans, processing and transporting them to most advanced plants. The products are

produced under the supervision of an expert. The competent quality control team keeps


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close watch right from the beginning to dispatch to the dealers.

The products are marketed throughout the country and even in wide range international

markets. Strict quality control has developed enhanced faith, reliability and confidence of

customers in the Ruchi products.

The Company offers a great range of products in Soya foods and Oils as well. Its range of

Soya Foods include Nutrela Soya Chunks, Nutrela Soya Mini Chunks, Nutrela Soya

Granules, Defatted Soya Flour, etc. The range of oil offers a variety of low cholesterol

health prone products such as Soyumm (Pure refined Soyabean Oil), Sunrich & Pamban

(Refined Sunflower Oil), Nutrela Vanaspati, Mandap (Pure refined mustard oil ).

It also offers Soya products such as Prosoy (Soyabean Meal) and Ruchithin.

Soyumm (Ultra Refined Soya Oil)

It is pure sparkling, odorless oil manufactured from selected golden yellow Soyabean

with sophisticated, advanced, most modern technology preserving and enchanting

natural flavor, taste and nutritive value of the food stuff cooked.

It is healthy medium of cooking and recipes. High in nutrition, low in calories It is high

in poly - unsaturates with approximately 55% and low in saturates.

One tbsp of Soyumm gives approximately 120 calories. It has 15% less saturated fatty

acids hence it helps in controlling cholesterol levels. It is rich in vitamin E.

According to medical experts, it is good source of essential amino acids, which are

required for good health. Boon for cooking medium In chemical terms, it is tasteless but


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develops taste of the recipes cooked. It does not have irritating odor and enhances flavor

of the items cooked. It adds to the nutritive value of the food cooked making it more

tasteful. Earns admiration of the Housewives and cooks alike. It prepares nutritious,

health effective recipes maintaining wholesome taste.

Guests and host will enjoy the dishes in their natural enhanced flavor cooked in

sparkling clear, odourless flavor preserving cooking medium of Soyumm. Cookshanced

flavor cooked in sparkling clear, odourless flavor preserving cooking medium of

Soyumm. Cooks will earn smile and admiration.

Universal Cooking Medium Soya oil is used world wide as a cooking medium. Most of

the hotels, restaurants, eateries use Soya oil as cooking medium. You must have tasted

recipes cooked in Soya oil but find the difference in dishes cooked in Soyumm. It stands

unique.

It is economical and you home ministry and finance ministry will love it. Applicable and

availability Ruchi’s Soyumm is available in bulk for industrial use such as in

manufacture of mayonnaise, salad dressing, margarines, vanaspati, shortenings, surface

coating and fish canning industries. For domestic use, it is available in 15 kg tins and

branded consumer packs of ½ lt. and 1 lt. poly packs at all wholesale and retail outlets.


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Soyabean Oil

Soyabean oil is the world's largest source of vegetable oil. It is grown extensively in the

U.S.A., as well as South America and China. The North American Soya harvest, which

takes place around October each year, historically tends to determine the prices of most

other major oils, although in recent years the North American crop has increasingly come

under pressure from South American Soya, which is harvested about March, and from

European Rapeseed, which is harvested about July. Soyabean is also extensively grown

in India. Madhya Pradesh is known to be the Soya bowl of the country.

Typicalcomposition %

Saturates 15

Monounsaturated 23

Polyunsaturated 62

Soya Oil contains higher levels of poly-unsaturates (which break down on being heated)

than, other such as Rapeseed Oil or Palm Oil. This gives the oil its special characteristic

of healthy oil. It is particularly attractive as a food ingredient and in the production of

margarines and spreads.

It provides a healthy, nutritious and delicious cooking medium. The oil has special

advantage over other oils as it is low in calories due to higher level of poly unsaturates. It

is also a rich source of Vitamin E. Due its safe use for heart patients it is being used by


IIPM, New Delhi 26

millions of housewives and cooks all over the world.

Ruchi’s Soyabean oil – Soyumm is a delightful, odourless, healthy oil which is a

pleasure to the health

CARGILL LTD.

There is a precedent for this phenomenon. In Indonesia, the recent food riots were

largely caused by massive imports of soyabean oil, on which the Indonesian people had

become cripplingly dependent. When the Indonesian currency collapsed, the retail price

of soya escalated, making the cooking oil far too expensive for the bulk of the people to

afford. India would be put in a similarly vulnerable position if we were to become

dependent on imported soya for cooking oil.

But even if it were not genetically engineered, is soyabean oil really beneficial to the

health of the Indian people? To begin with one cannot trust the large cereal merchants,

such as Minnesota-based Cargill Inc., who are notoriously only concerned with the

`bottom line'. For one thing it is an established fact that Cargill indulges in what has

been euphemistically referred to as 'purposeful contamination' or 'blending' and, if they

can get away with it, with any kind of dirt, cracked grain, high moisture or anything

that is handy and cheap. If the moisture content of a consignment exported by Cargill is

down to 12 per cent and the contract allows for 14 per cent, they will add water to it so

as to bring it up to the maximum allowable level. As David Senter, the Washington

representative of the American Agricultural Movement notes, `all the grain companies

operate in the same way.' Indeed, as a Cargill superintendent stated in a story published

in 1982 in the Kansas City Times: `If we have got a real clean load of grain we make


IIPM, New Delhi 27

sure we hold it until we can mix it with something dirtier, otherwise we would be

throwing money away.' In addition, whereas the oil extracted using cold pressing

indigenous methods is fresh, nutritious, unadulterated, and retains all its natural flavor,

oil from soyabeans, because of their low oil content, is extracted in large solvent

extraction plants and requires very much more chemical processing, among other

things with the use of volatile solvents, a method which was first applied in the US for

the recovery of grease from garbage, bones, cracking, and other packing-house waste.

The main solvent used is food-grade hexane. It is supposed to be extra pure, but some

believe that it is often adulterated with much cheaper, commercial, hexane, which is not

pure and contains various hazardous substances such as the toxic benzene.In any case

soyabean products, by their very nature, contain a number of toxic substances at

concentration levels which pose significant health risks to humans and animals. They

contain trypsin inhibitors, which inhibit the pancreatic proteases of animals, causing an

increase in pancreatic size and weight and proliferation of pancreatic acinar cells. The

stress on the body due to an overactive pancreas leads to growth depression, and can

also lead to pancreatic cancer. Soyabeans contain lectins, some toxic, which bind with

simple and complex carbohydrates, and can interfere with the microbiology of the gut

and with the proper functioning of the immune system.


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ActiLite is available across India and is priced at:

SKU West Bengal / Bihar / Jharkhand / J&K /A&N / NESA Rest of India

1 L pouch 61 59

2 L pouch 130 126

5 L pouch 315 305

Cargill is one of the biggest food companies in the world having more than 130 years of

expertise in food grain selection and processing. It is the world's biggest producer,

processor, and refiner of sunflower oil. Cargill has made quantum leaps in the small

period of two years in the Indian food market.

Having entered into the Indian market recently, Nature Fresh today is the second-largest

multinational atta brand in India and has a steadily growing market share in all the

regions. The brand has also attained a double-digit market share in the branded refined

edible oils category, and has made good inroads in the basmati rice and salt categories as

well.

DHARA

Product

Dhara has 23 variants of mustard, rapeseed, sunflower, groundnut and soyabean

oils in its product basket. Dhara Refined Vegetable Oil contributes 50% by value,

to the Rs. 3,300 million turn over Dhara enjoys.

Despite being primarily a support to the small-scale Indian farmer, Dhara has

played a crucial role in changing the industry norms and enriching the sluggish


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edible oils market. For instance, the brand was the first to change the weights and

measurement descriptor from the kilo regimen to the litre regimen.

The consistency that it has managed to maintain has won the brand support from

consumers and stockists alike.

Dhara is possibly stocked by more retailers than any other packaged edible oil

brand in the country.

So profound has been the impact of Dhara on the Indian market that consumers

often ask for the 'Green Pack'. This has led many players in the industry to

themselves switch to this colour.

Promotion

The brand's promotions have always evoked enthusiastic response from consumers.

This trait has been evident right from the first

advertisement of Dhara that appeared in 1988, talking of 'the true price of oil'.

At that time the market was mostly dominated by unbranded oils, sold loose.

Dhara faced the challenge of converting the consumer to the quality and reliability

of packed and branded oil. The campaign for Dhara Refined Vegetable Oil was a

classic case of a promotion that succeeded in reinforcing all brand attributes: taste,

purity, consistency, freshness and a product that offered consumers value for

money. Consumers were converted to 'the goodness of Dhara' with the base line:

'Anokhi shudhta, anokha asar'.


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Market

After salt, edible oils are possibly the most important ingredient in cooking. One of

the most interesting facts about household consumption patterns in India is the high

rate of growth of branded edible oils. Even today, especially in rural India and

small towns, the majority of households purchase cooking oil from the nearby oil

press or the grocer who sells unbranded oil that comes in wholesale packs. Till

about fifteen years ago branded cooking oils were seen to be an item of middle

class and elite consumption, mostly produced by multinational companies through

their Indian arms. Dhara, with its Operation Golden Flow changed these traits of

the Indian edible oil market forever. Created and conceived by the farmers'

cooperative movement, Dhara is perceived to be distinctly Indian in a very earthy

way.

In the last three years the percentage of households using branded edible oils has

almost doubled. The total size of the indigenously produced and branded edible oil

consumer market in India is about 360,000 metric tonnes per year, consumed by

some 29 million households (Source: ACNielsen Retail Audit). In the highly

competitive consumer-pack user segment for branded edible oils, Dhara has the

largest market share at 10.9%. It has a total consumer base of 3.05 million

households (Source: IRS 2002), while its turnover exceeds Rs. 3.3 billion.

The market is segmented by diverse regional preferences for specific edible oils.

Groundnut and sesame oil hold sway in West and South India; even though


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coconut oil is also popular in some segments of the latter market. Mustard is a very

strong choice in the East and the North.

Soyabean oil sells predominantly in Central India and the North-West, although its

usage is increasing across the country. Sunflower oil is used virtually all over the

country. Significantly, Dhara is the first brand to produce all these varieties as part

of an umbrella strategy.

Achievements

Dhara is at the forefront of the branded edible oil market, leading its consumer

pack segment. It has also been rated by ACNielsen as being among the top five

fastest growing brands in the FMCG sector in India in 2003. Through its value

creating strategies and emphasis on purity and quality, the brand has consistently

created benchmarks for the entire edible oil industry, including Indian subsidiaries

of multinational brands. It has successfully addressed the changing needs and tastes

of the consumer and introduced variants from time to time. Dhara can also justly

take credit for bringing world-class practices in packaging of edible oil to the

country. It introduced tamper-proof aseptic packaging to guarantee that only the

purest quality reached consumers. Even today, Dhara is the only edible oil in the

country that uses the tetra pack technology with six-layer packaging and

undertakes more checks and tests than any other brand in the industry. Tetra packs

allow the oil to be packed without the use of additives for maintaining shelf-life.

Dhara's light weight and hygienic five-layered PET jar with a double handle


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arrangement was developed during 1997/98, making the clear refined sunflower oil

visible to consumers, further adding to their confidence in the brand. This pack has

won a series of awards – India Star 98 in Mumbai, Asia Star 98 in Beijing.

PREFERABLE BRANDS& PRICE

BRANDS PACKING PRICE

GINNI

1 LTR Rs. 575LTR Rs. 28515LTR Rs. 930

GEMINI


MAHAKOSH

1 LTR Rs. 53.755LTR Rs. 27015LTR Rs. 777

AMBUJA

1 LTR Rs. 52.505LTR Rs. 26515LTR Rs. 745

FORTUNE


GOKUL


DHARA (fit n fine)

1 LTR Rs. 545LTR Rs. 28515LTR Rs. N.A


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WHAT RETAILERS HAVE TO SAY

1) Low margin : - Most of the retailers complained that they get very low margin

in all the products of ABCL as compared to its competitors that’s why unable

to sell the local brand .

2) Leakage problem : -The retailers also complained about the leakage problem

faced by them in the cartoons of Ginni and no replacement, but other

companies are giving them full replacement of leakage packages.

3) Feed back problem : - The retailers also complained that they get very less

feed back from the company, like whenever any scheme is introduced by the

company, they are not even made aware of the schemes.

4) Quality problem : - The retailers also said that sometimes the quality of soya

oil is low they have face problems regarding their image.

5) MRP Problem :- Retailers also complained that in the days of rising prices,

sometimes it happens that MRP of ginni products is less than the price at

which they have purchased it from the distributor.

6) PROBLEMS related to new products :- they complained that sometimes

they are even unaware of companies new products


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WHAT CUSTOMERS HAVE TO SAY

1) MRP problem :- customers complaint that sometimes they have to pay

more price then the MRP

2) Leakage problem :- customers even told that sometimes they have to

face leakage problems

3) PROBLEMS related to new schemes : customers complaint that even

sometimes retailers don’t even tell about new schemes

4) DISCOUNT schemes :- customers complaint that there are very less discount

schemes on soya oil as compared to other refined oil

MARKETING STRATEGY of ABC

The market strategy of the firm is a complete and unbeatable plan or an instrument

designed specially for attaining the marketing objective of company. Company believes

in the following strategy,

Plan. A solid project plan is a requirement for any project. Company believes, it

should include a statement of purpose, success evaluation criteria, risk analysis,

and a work breakdown structure that clearly identifies task accountability and

project milestones.

Communicate. Getting commitment and buy-in from beginning to end is

essential. Rumor and speculation shouldn't be allowed to derail a project. A plan

communicating the benefits and expected outcomes in clear, consistent messages

to all stakeholders can alleviate negative gossip.


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Research. There are a many ways to gather potential competencies for a model

and it's essential that the model "fit" the unique attributes of the organization. Key

skills, knowledge, abilities and other characteristics may be gathered internally

from current jobholders and supervisors through surveys, focus groups,

observation or interviews. Other organizations may start with a commercially

available model and customize from there.

Draft. Developing a model is a creative process and the typical organization goes

through several iterations before settling on content and structure. Typically,

organizations begin by developing an initial skills dictionary which is further

refined as role profiles are developed.

Test. Competency models must be validated to ensure that the right competencies

have been identified. A pilot project or validation study can determine the

competencies most closely related to high performance and eliminate those that

are irrelevant.

Launch. No matter what the project purpose - employee selection, skills

inventory, employee development, career or succession planning - it's important

to keep lines of communication open, track progress carefully and ensure

accountability of all project team members.

Evaluate. When the competency model has been used to assess employees, the

results of the assessment should be analyzed to determine the appropriate actions.

The model itself should also be analyzed to identify what worked well and what

needs to be changed.


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OBJECTIVE OF THE STUDY

Research would be carried out based on these objectives.

1) To find out customer preferences towards different brands of soyabean oil

2) Which are prominent brands are out there in the market?

3) To study and understand the competency model adopted by the Amrit

banaspati company ltd.

4) To investigate the various strategies and practices adopted by various edible

oil companies in order to promote their brand.

5) To know why the branding of a company is important in acquiring new

customers.

6) To study overall edible oil market in India.

7) Suggest new strategies to enhance its overall market share in edible oil

market.

SCOPE & LIMITATIONS OF THE STUDY

The scope of the report includes assessing market potential, negotiation with

collaborators and wholesalers, company’s strategies to retain customer, product planning

etc.

It is a hard fact that each study suffer from some limitations. So is the case with this

study. One of the limitations of the study is, as the information is collected from the

retailers, the monthly sales figure given by them is based entirely on their own judgment.

So a few of them might have given the wrong figures related to their monthly sales.

Another limitation was that some of the retailers were busy and could not give

appropriate information. And also very few retailers did not want to share any

information.


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Another limitation of the study was the customers who were personally

interviewed did not want to share the actual data as few of them were giving fake

data.

The sample size being very small , that is , only 150respondents, limited the scope

of RESARCH Time constraints put boundaries to sample area and hence limited

the extent of the study

Taking convenience sampling might have led to some bias as people with

different age groups have different perceptions

RESEARCH AND METHODOLOGY

Primary source

The Data was collected from

Mr. Prashant Mohan

Mr. Janak Raj Lekhi

Secondary Source

Company Web site

All the minor findings are from the company website only. The company profile as well

as the product range is being captured from www.amritbanaspati.com


http://www.amritbanaspati.com/

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DATA COLLECTION TOOLS

1. STRUCTURED QUESTIONNAIRE

I had questionnaires for the Retailers and for the consumers. These questions were

put in front of the Retailers and then there views were taken. They were then asked

for any recommendation for any of the following brand mentioned. Whole views

were taken and then analyzed.

2. PERSONAL INTERVIEW

Under this collection tool I even asked some of the subject related questions which

were not mentioned in the questionnaire but were important from information point of

view at different occasions from the Retailers and whole seller as well as the

company personnel.

3. TELEPHONIC CONVERSATION WITH COMPANY PERSONNEL

At various instances some data were collected through telephonic conversation from

company personnel. These were very small but relevant including the total cost

invested in the different fronts of sales and many other such data.


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Analysis of Retailer Responses

QUES :- which brands of soyabean oil are available in the shop?

Out of 50 retailer respondents few retailers were only stuck to one soyabean brand and

maximum out of them were having or were dealing in almost all the brands


Fortune 40

Nature fresh 25

Soyumn 32

Ginni 10

Dhara 20

Various soyabean brands

available

fortune

31%ginni8%

dhara

16%

soyumm25%

nature fresh20%

fortune

nature fresh

soyumm

ginni

dhara

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QUES:- which soyabean oil has maximun sale per month?

Out of the 50 retailers 61% were of the view that fortune is the market leader

QUES :- which soyabean oil has maximum sale in different quantity packs?


Fortune 32

Nature fresh 5

Ginni 1

Dhara 1

Soyumm 14

soyabean oil with maximum sale

nature fresh

9%

dhara2%

ginni2%

fortune61%

soyumm 26%

fortune

nature fresh

ginni

dhara

soyumm

I ltr 5ltr 15ltr

40 25 32

Soyaben Oil with maximum sale

I ltr41%

5ltr26%

15ltr33% I ltr

5ltr

15ltr

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As shown in the diagram 1ltr packing is the most saleable and it holds 41% share of the

total.

QUES :- Rank of the followings attributes in soyabean oil between 1-5 according to

customer importance

(5 being maximum)

GRADING 1 2 3 4 5

Taste 3 16 23 3 5

Quality 3 18 20 5 4

Packaging 6 16 18 5 5

Brand image 7 21 8 8 6

Price 1 2 1 6 40

Out of the various attributes shown above PRICE is one of the most important factor that

influences buying decisions of various customers .

QUES :- what influences customers to buy the brand?


Advertising 4

Attractive

packaging 5

Retailer 4

Shop display 7

Pricing 28

Discount 30

Health conscious 40

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Most of the customers consume soyabean oil because either they are suffering from any

heart disease or are health conscious and the ratio covered is 35%.

QUES :- what are customer's feedback regarding soyabean oil?

Customers are not satisfied with the discounts or the great offers they are getting ,

sometimes they have to pay more than the MRP , they consume soyabean oil just they

are going health conscious , moreover they are receiving certain complaints regarding the

tetra packing because of leakage.

QUES:- Are you satisfied with incentives from the oil company?


Customers are influenced by

advertising3%

attractive packaging

4%

retailer3%

shop display

6%pricing

24%

discount25%

health conscious

35%

advertising

attractivepackagingretailer

shop display

pricing

discount

healthconscious

Yes 38

No 12

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Many of the retailers said that they are satisfied with the incentives they are getting,

76%retailers are satisfied.

QUES :- Are you satisfied with the services of the brand you are selling?

60% of the retailers said that they are satisfied with the brands the are selling.


SATSFIED WITH THE INCENTIVES

yes76%

no24%

yes

no

Yes 30

No 20

SATISFIED WITH THE SELLING BRANDS

yes60%

no40% yes

no

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If no then what are the suggestions you will give to the company?

32% of the retailers want ti give suggestions thart company should provide retailers some

schemes which would help retailers to boost company sales.

QUES :- Any suggestions to the company?

They want that their margin should be increased each and every rather than they go on a

fixed margin ,even they want that certain perks or some schemes should be given to

retailers also.


Transportation 13Scheme 16Margin 19Credit 2

Suggestions

transportation26%

scheme32%

margin38%

credit4% transportation

scheme

margin

credit

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ANALYSIS OF CUSTOMER RESPONSES

QUES :- Do you use soyabean oil?

Customers respondents agreed that they use soyabean oil and out of 100 respondents

62%agreed.

QUES :- If yes (check) the brand you use?

In consumption as well

as preferable

brands

FORTUNE leads with

41%


Yes 62

No 38

CONSUMPTION OF SOYABEAN OIL

yes62%

no38% yes

no

Fortune 25

Nature fresh 12

Soyumm 15

Ginni 3

Dhara 13

Most used brands

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QUES :- Rank the following attributes according to their importance to you?

(5 being maximum)

GRADING 1 2 3 4 5

Taste 6 19 25 5 7

Quality 5 17 27 6 7

Packaging 9 19 23 6 5

Brand image 7 21 4 13 7

Price 2 4 7 9 40

Out of the various attributes shown above PRICE is one of the most important factor that

influences buying decisions of various customers.

QUES :- What influenced you to buy the above stated brand(s)?


Advertisment 3

Attractive

Packaging 4

Retailer 12

Shop display 5

Pricing 21

Health conscious 17

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PRICING is again the leading factor followed by the customers who consume just

because they are health conscious.

QUES :- If particular brand is not available with retailer, you will. . . . .?

Drop the idea of buying it 3

Go to another retailer outlet 60

Try another brand 37


DECISION ARE INFLUENCED BY

5% 6%19%

8%35%

27%

Advertisment

AttractivePackagingRetailer

Shop display

Pricing

Health conscious

If Particular brand not avaliable

0%0%0%

3%

60%

37%

drop the ideaof buying it

go to anotherretail outlet

try anotherbrand

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As per the collected data it is clear that customers want to stick to their particular brand

rather than trying out some different brand.

QUES :- What according to you a suitable price for 1 ltr which is of good quality?

below Rs 30 6

between 30 and 40 9

between 40 and 50 39

more than 50 8

As clear from the above diagram it is clearly indicated that customers want price of 1ltr

between the range of 40 – 50 so that it is easily affordable for them easily.

QUES :- If your brand is few Rs expensive than it, then will you go for it?


PRICE FOR 1LTR

10%15%

62%

13%

below rs 30

between 30and 40

between 40and 50

more than 50

Yes 39No 23

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Customers are ready to pay even high price because they are satisfied with what they

buy.

QUES :- A sale promotion scheme like rs 10 off , 250 gms extra or a product free,

whould it affect you purchase decision?


WILL YOU BUY IF YOUR BRAND IS EXPENSIVE

yes 63%

no37% yes

no

YES 47

NO 15

SALES PROMOTION EFFECTS BUYING

DECISIONS

no24%

yes

76%

yes

no

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Almost 75% customers agrred that sales promotion schemes do effect the buying

decisions.

QUES :- What size of packaging do you normally buy?

1LTR packaging is mostly sold in the market.

QUES :- Are you happy with the kind of soyabean oil brands available in india,

today?


1ltr 37

5ltr 12

15ltr 13

PACKAGING MOSTLY SOLD

1ltr60%

5ltr19%

15ltr21%

1ltr

5ltr

15ltr

YES 37

NO 25

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Majority of the customers are satisfied with the brands that are available in India.

QUES :- If no then why not?

All the customers have given their suggestions as well as complaints which are shown

later.


SATISFIED WITH THE BRANDS SOLD IN INDIA

yes60%

no40% yes

no

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SUGGESTIONS OF THE RETAILERS & CUSTOMERS


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1) Leakage problem should be looked after and the replacement of the leaked

packets should be given to them.

2) The company should reduce the cost of their products and the margin of the

retailers should be increased.

3) There should be proper channel of information, whenever any scheme is

introduced by the company for the retailers, they should be properly informed

about the scheme.

4) In the same way, whenever any scheme is introduced for the consumer there

should be atleast a print advertisement if T.V. advertisement is not possible.

5) Other incentives should also be given to the retailers like glow sign boards etc.

CONCLUSIONS & RECOMMENDATIONS

1) Leakage problem should be taken care of and the retailers should be full

compensated for their loss due to leakage.

2) There should be proper feedback for the retailers AS WELL AS customers

whenever any scheme is introduced for the retailers & customers they should

be made aware of it. Sales representatives should be given guidelines to

intimate each and every retailer of his area about the schemes.

3) Being all the companies are ISO 9001 company, it is not good for the

reputation company that it is getting complaints about the products related to


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quality. More emphasis should be laid on the quality to avert such

circumstances.

4) Regarding the introduction of new products, the company should go for

aggressive marketing. There is a lot of potential in Soya Refined oil segment,

but retailers are not even aware of our product.

5) Whenever any consumer oriented scheme is introduced, the scheme should be

directly targeted to that person who actually uses i.e., house wives.

6) Non monetary incentives should be also given to the retailers in each and

every city. They should be given glow sign boards and other sales

promotional materials. This will boost up their spirits.

MRP problem during the days of rising prices should be taken care. In this

situation if retailers are getting the products on a price higher than the MRP

they can’t sell it more than the MRP. So this problem should be looked after

carefully.


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Bibliography

Business today

GREEN AND TULL , Marketing Research

WEBSITES

www.Google.co.in

www.adani.com

www.amribanaspati.com

www.Soyumm.com

www.cargill.com

www.dharaproducts.com

www. Naturefresh.com

www.fcamin.nic.in


http://www.Naturefresh.com/

http://www.dharaproducts.com/

http://www.cargill.com/

http://www.adani.com/

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ANNEXURE


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Questionnaire

(Retailers)

Name

Gender Male Female

Age 18-24 25-40 41-55 above 56

Qualification

Location

QUES:- which brands of soyabean oil are available in the shop?


Fortune

Nature fresh

Soyumn

Ginni

Dhara

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QUES: which soyabean oil has maximun sale per month?

Fortune

Nature fresh

Ginni

Dhara

Soyumm

QUES: which soyabean oil has maximun sale in different quantity packs?

1 Ltr

5 Ltr

15 ltr

QUES :- Rank of the followings attributes in soyabean oil between 1-5 according to

customer importance

(5 being maximum)

GRADING 1 2 3 4 5

Taste

Quality

Packaging

Brand Image

Pricing


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QUES :- what influences customers to buy the brand?

Advertising

Attractiveness

Packaging

Retailer

Shop display

Pricing

Discount

Health conscious

QUES :- what are customer's feedback regarding soyabean oil?

QUES:- Are you satisfied with incentives from the oil company?

Yes

No


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QUES :- Are you satisfied with the services of the brand you are selling?

Yes

No

If no then what are the suggestions you will give to the company?

Transportation

Scheme

Margin

Credit

QUES :- Any suggestions to the company?

Thank you for your kind co-operation


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Questionnaire(Customer)

Name

Gender Male Female

Age 18-24 25-40 41-55 above 56

Qualification

Location

QUES :- Do you use soyabean oil?

Yes

No

QUES :- If yes (check) the brand you use?

Fortune

Nature fresh

Soyumm

Ginni

Dhara


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QUES :- Rank the following attributes according to their importance to you?

(5 being maximum)

Grading 1 2 3 4 5

Taste

Quality

Packaging

Brand image

Price

QUES :- What influenced you to buy the above stated brand(s)?

Advertisement

Attractiveness

Packaging

Retailer

Shop display

Pricing

Health conscious


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QUES :- If particular brand is not available with retailer, you will. . . . .?

Drop the idea of buying it

Go to another retailer outlet

Try another brand

QUES :- What according to you a suitable price for 1 ltr which is of good quality?

Below Rs 30

Between 30 and 40

Between 40 and 50

More than 50

QUES :- If your brand is few Rs expensive than it, then will you go for it?

Yes

No

QUES :- A sale promotion scheme like rs 10 off , 250 gms extra or a product free,

whould it affect you purchase decision?

Yes

No


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QUES :- What size of packaging do you normally buy?

1 ltr

5 ltr

15 ltr

QUES :- Are you happy with the kind of soyabean oil brands available in india,

today?

Yes

No

If no then why?

Thank you for your kind co-operation


Thesis Report Kapil

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Transcript of Thesis Report Kapil