PROJECT REPORT

On



ANALYSIS OF VARIOUS BRANDS OF
SOYABEAN REFINED OIL IN THE MARKET




SUBMITTED TO CHITKARA BUSINESS SCHOOL, IN
PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR
THE DEGREE OF
MASTERS IN BUSINESS ADMINISTRATION
IN MARKETING (2006-200!


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A+,-./% P.,"0.
1

MBA - 1
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R344 N32 E066005

CERTIFICATE


This is to certify that research project titled Analysis of various brands of
soybeans refined oil in the market carried out by Mr. ASHWANI
PAH!A u"der #y $uida"ce a"d super%isio" is a" ori$i"al research &or'.
It is based upo" both the pri#ary data as &ell as seco"dary data a"d
refere"ces are fro# published sources he"ce it pro%es authe"ticity of the
research project.
This research &or' is ori$i"al a"d is a" u"published report.

HARPAL SAINI
F.6"4&) M'$#'7
CIET


(

ACKNOWLEDGEMENT
The research on Analysis of various brands of soya bean refined oil
in the market , was assigned to me as my major project.
I have tried my best to present this information as clearly as possible
using basic terms that I hope will comprehended by the widest
spectrum of researchers, analysts and students for further studies.
I am thankful to Mr. HARPAL SAINI , Faculty Member for his
guidance and support. ere acknowledgement may not redeem the
debt I owe to my parents for their direct!indirect support during the
entire course of the project.



)

CONTENTS
S2N3 C3/&'/&+ P.8' N3(+!
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C,.;&'7-I
(.! I/&73("6&%3/ &3 &,' &3;%6
*+ecuti%e Su##ary <
(#! I/&73("6&%3/ &3 E(%#4' 3%4 %/("+&7)
% *dible oil #ar'et i" I"dia 6-=0
%% Processi"$ of Soya ,il ==-=2
%%% Major Players i" Soyabea" oil =2-25
%> Preferable bra"ds a"d price ?0
V -etailers a"d custo#ers &a"t to say ?=-?2
>% Mar'et strate$y . #ar'eti"$ #i+ ?2-1=
C,.;&'7-II 12
% O#0'6&%>'+ 12
%% S63;' ./( L%$%&.&%3/+ 12
%%% R'+'.76, M'&,3(3438) 1?-11
C,.;&'7-
III
A/.4)+%+ 39 D.&.
./( F%/(%/8+
1<-<<
C,.;&'7-
IV
S"88'+&%3/ 39 R'&.%4'7+ @6"+&3$'7+,
C3/64"+%3/ ./( R'63$$'/(.&%3/+
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/

EBECUTIVE SUMMARY
The objective of this research is to determine the customer as well as
retailers preferences regarding different soya bean brands which result in
their market share. It involves the study the consumers" buying behavior
and attitudes towards a variety of attributes and factors, which help them
in decision#making.
0irstly1 I too' fi%e bra"ds of soya bea" refi"ed oils2 for a co#parati%e
study. I $ot the co#pa"ies3 broad bac'$rou"d2 their e"try i"to the
se$#e"t1 their positio"i"$ strate$ies of bra"ds a"d other factors
affecti"$ the co"su#er3s buyi"$ beha%ior.
4ater I &e"t throu$h the process of filli"$ the 5uestio""aires fro# 67
retailers . 177 custo#ers selli"$ a"d co"su#i"$ soya oil1 both
retailers a"d custo#ers &ere ta'e" i"to accou"t to #a'e this research
#ore effecti%e. Seco"dary data fro# %arious sources li'e #a$a8i"es1
a jour"al etc has also bee" ta'e".
The fi"di"$s sho&ed that the retailers &ho sell %arious bra"ds &a"t
#ore #ar$i" a"d %arious pac'a$es as &ell a"d custo#ers &a"t so#e
discou"t sche#es a"d soya bea" oil at reaso"able price bet&ee" /7
9671#oreo%er they &a"t after sale ser%ices.
:ut1 at the e"d the research &as li#ited due to s#all sa#ple si8e1
s#all sa#ple area a"d ti#e co"strai"ts.
6

EDILE OIL MARKET IN INDIA
India accounts for $.% percent of world oilseed production. It has the world"s
fourth largest edible oil economy. &et, about '% percent of edible oil available in
India is imported. In ($$$ India ranked as the world"s largest importer of edible
oils, displacing )hina. The bulk of edible oil India imports under the *pen
+eneral ,icense -*+,. are /01 2almolein of alaysian and Indonesian origin
India has appro3imately %44 crude edible oil refining units. 54#64 percent of
which are small. 7nlike the bigger refiners. The small ones are unable to import
huge 8uantities of crude either due to their low capacity or lack of financial
resources, and may be forced to close down or sell out to the bigger ones in the
foreseeable future.
A major problem is the low capacity utili9ation. The installed capacity of oil mills is
around %5 million tones annually, but capacity utili9ation is only '4 percent
solvent e3traction plants show only %% per cent capacity utili9ation and vegetable
oil refineries show '4 per cent.
The total import of edible oils during the period form :ovember ($$; to *ctober
($$$ totaled '.' million tones valued at more than /s. $.444 crores. That was
against a demand <supply gap of (.' million tones in ($$;#$$. Imports have
therefore deluged the market.
The import of relined palm oil was put under *+, -*pen general ,icense. in
arch ($$'. *ther edible oils were put under *+, in April ($$= -when an item is
brought under *+,, it means that the item can be imported without seeking any
approval..
;

*riginally, there was no discrimination between refined and non refined edible oil
as far as import duty concerned. The duty on both was 5= percent. 1uty was the
slashed to %4 percent for both, then to >4 percent in ($$5 and (= percent in then
($$$#>444 budgets.
*n 1ecember %4, ($$$ a differential duty structure was introduced. 1uty on
refined oil was fi3ed at >6.= percent ->= percent plus (4 percent surcharge. while
that on crude was retained at (5.= percent -(= percent plus (4 percent
surcharge. 0ut 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
re8uires 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.
0ut, in India it is higher '4 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 '4 percent to = percent.
?dible oils prices in the Indian market have crashed due to large imports by
multinational trading houses see table.
<

IMPORTANCE OF EDILE OILS IN THE CO!NTR"#S ECONOM"
*ilseeds 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 >=.(' million tonnes of
nine cultivated oilseeds during the year >44%#>44'. India contributes about ;#$@
of the world oilseeds production. ?3port of oil meals, oilseeds and minor oils has
increased from >.>;, million tones in the financial years >44%#>44'. In terms of
value, reali9ation has gone up from /s.>5=%!# crores to /s.=''6!# crores. India
accounted for about 5.'@ of world oil meal e3port.
Types of *ils commonly used in India.
India is fortunate in having a wide range of oilseeds crops grown in its
1ifferent agro climate 9ones. +roundnuts, mustard!rapeseed, sesame, safflower,
linseed, :iger seed! castor are the major traditionally oilseeds. Aoya been and
sunflower have also assumed importance in recent years. )oconut is most
important amongst the plantation crops. ?fforts are being made to grow oil palm
in Andhra 2radesh, Barnataka, Tamil :adu in addition to Berala and Andaman
and :icobar Islands. Among the non#conventional oils, rice bran oil and
cottonseed oil are the most important. In additional, oilseeds of tree and forest
origin, which grow mostly in tribal inhabited areas, are also a significant source of
oils. Cigures pertaining to production of major cultivated oilseeds , availability of
edible oils from all domestic sources and consumption of edible oils -from
1omestic and Import sources. during the last few years are as under D#
In ,akh Tonne
*il year -:ov#
*ctober.
2roduction of
oilseeds
:et availability of
edible oils from all
domestic sources
)onsumption of
edible oils -from
domestic and
import sources.
($$;#($$$ >'6.'; 5$.54 $=.;>
($$$#>444 >46.(= 54.(= (4>.((
>444#>44( (;'.'4 ='.$$ $5.65
>44(#>44> >45.5% 5(.'5 (4'.5;
>44>#>44% (=4.=; '6.>; $4.$%
>44%#>44' >=(.'>
-'
th
advance
?stimates.
6(.4$
-?st..
(>'.4'
-?st..
>44'#>44= >';.'>
->
nd
advance
6%.(4
-?st..
((6.(4
-?st..
=

estimates.
Aource -i. 2roduction of oilseeds, inistry of Agriculture as 1eclared
on ($#4(#>44=.
-ii. :et availability of edible oils, 1irectorate of Eanaspati,
Eegetable.
CONS!MPTION PATTERN OF EDILE OIL IN INDIA.
India is 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. Cor e3ample, people in the Aouth and Fest prefer groundnut oil while
those in the ?ast and :orth use mustard!rapeseed oil. ,ikewise, several pockets
in the Aouth have a preference for coconut and sesame oil. Inhabitants of
northern plain are basically hard fat consumers and therefore, prefer Eanaspati a
term used to denote a partially hydrogenated edible oil mi3ture. Eanaspati has an
important role in our edible oil economy. Its production is about (.> to (.' million
tonnes annually. It has around (4@ share of the edible of the 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 oil
such as groundnut oil, mustard oil , sesame oil etc. Cor e3ample newer oils like
soyabean, ricebran and cottonseed and oils from oilseeds of tree and forest
origin have found their ray to the edible pool largely through vanaspati route. *f
late, things have changed. Through technological means such as refining,
bleaching and de#odouraisation, all oils have been rendered practically colorless.
*dorless and tasteless, and therefore, have become easily interchangeable in
the kitchen. :ewer oils, which were not known before they have entered the
kitchen, like those of cottonseed, sunflower, palm, oils or its li8uid fraction
-palmolein. soya bean and rice bran. About 54#64@ predominately groundnut
and mustard seeds are used to make non#refined or filtered oils. This tends to
have a strong and distinctive test preferred by most traditional customers. The
share of raw oils refined oils and vanaspati in the total edible oil market is
estimated at '>@, ';@and (4@ respectively.

MA$OR FEAT!RES OF EDILE OILS ECONOM"%&
There are two major features, which have very significantly, contributed to
The development of this sector. *ne was the setting up of the Technology.
ission on *ilseeds in ($;5. This gave a thrust to +overnment"s efforts for
augmenting the production of oilseeds. This is evident by the very impressive
increase in the production of oilseeds from about ((.% million tonnes in ($;5#;6
to >'.; million tonnes in ($$;#$$. there was some setback in ($$$#>444 because
>

of the unseasonal rain followed by inclement weather. The production of oilseeds
declined to >4.6 million tonees in ($$$#>444. Gowever, as per available
information. The oilseeds production in >44%#>44' is estimated to be >=.( million
tonnes. The other dominant feature which has had great significant impact on the
present status of edible oilseeds!oil industry has been the programme of
liberali9ation under which the +overnment"s economic policy allows greater
freedom to the open market and encourages healthy competition and self
regulation rather than protection and control. )ontrols and regulations have been
rela3ed resulting in a highly competitive market dominated by both domestic and
multinational players.
DEMAND FOR EDILE OILS RISES IN INDIA%&
Indian food industry continues to show a strong commitment to oils imports
following drop in domestic demand, says industry body.
Cresh figures from the Aolvent ?3tractors Association of India -A?AI. revel that
edible oils imports increased by some >( percent for the first si3 months to April
>44=.
Imports jumped to >.> million tonnes in the first half of >44'#>44= up from (.;>
million tonnes for the same period last year.
Imports are e3pected to be much higher this year because of a drop in domestic
oilseeds production, said 0.E. ehta, e3ecutive director of
A?IA adding that India was likely to import about =44,444 tonnes per month this
year.
2urchases of edible oils by India are e3pected to reach around = million tonnes
this year from '.' million tonnes in >44%#>44' ehta added reports the American
Aoybean Association.
Aoya oil in particular saw strong growth. Imports of crude soy oil leapt to 6%=.%=>
tones in the :ovember >44' to April >44= period up from >%5.$$4 tonnes in a
year earlier. )rude palm oil purchases rose (4.; percent to (.4( million tonnes
from $((,=>4 tonnes.
India"s oilseed output for >44= is estimated to be around >(.; million tonnes, a
fall of 5.' percent from >%.% million tonnes last year.
17

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 = percent, according to recent figures from A):ielsen, outpacing the global
the global average growth rate ' percent.
Aupporting this buoyant overall trend, growth rates for individual product
categories within the Indian market too, reflect aggressive performance within the
similar period.
SO"A OIL
T'e ()urce% &
Aoya was developed in )hina even before the time of written records. The name
of the Aoya bean comes from sou meaning big bean and is one of the five
holy plants of the )hinese people =444 year ago. The ?mperor himself planted
Aoya every year in a ritual ceremony.
:owadays, as a member of the legume family, it has an important position in
ecological agriculture. ,egumes 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 >4#(;4 cms in height. It is grown in
normally cultivated fields in rows.
/ecently, there has been a massive boom in the production of genetically
engineered soya bean, which can resist certain herbicides. East areas of north
and Aouth America have been planted with these + Aoya plants. The soya
used in the production of our oil is e3clusively from organic farmers in Crance
who belong to a cooperative near Albi. The cultivation association pay very
conscientious attention to ensure that :o + soya seed is used to the e3tent
that they produce their own organic seed.
Pr)ce((*+,%&
11

Aoya is a basic component of the diet in Asian countries and forms the basis of
tofu. Aoya oil first cold pressing has a full aroma, which deliciously emphasi9es
the natural flavor of your salads and raw dishes. Industrially refined soya bean
oil is product which one should regard with particular skepticismH with regard to
flavor and nutritional significance industrially refined soya bean oil has simply
nothing to offer. Fhen 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 (4
killos of soya bean in order to e3tract one simple litre of oils.
C))-*+,%&
It is not really advisable to beat cold pressed soya bean oil. *ur 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
mi3 it with a little safflower oils.
Healt'%&
Aoya bean oil possesses more than lecithin than any other oil. It is thus a real
power food for the bran and nervous system. Atress bound managers and all
mothers with small children should always keep a small store of cold pressed
soya bean oil at handD#
9 (44g of cold pressed soya bean oil contain %(.6 mg of vitamin ?.
9 (%.6@ saturated fatty acids.
9 >=.%@ monounsaturated fatty acids.
9 54.;@ polyunsaturated fatty acids, of which 5.=@ linolenic acid.
MACOR PLAYERS
AMRIT ANASPATI CO. LTD
Amrit 0anaspati )o. ,td a company that is synonymous with purity and
goodness, is poised on the threshold of the new millennium today. In a country
as diverse as India , nature has showered her best, in full measure.

Ab)ut t'e c)m.a+y D#
1(

At Amrit 0anaspati )ompany we have stayed close to our roots nature. *ur
special understanding of nature and her ways have enabled us to grow form a
Eanaspati company to a multi product organi9ation producing a whole range of
edible oils and fats.
Today A0) has an installed capacity of (4,444 metric tonnes per month as
compared to a mere %,444 metric tonnes per month in its first year of operations.
This stupendous growth has been possible because A0) has continuously
endeavored to bring new products to the Indian consumer and that end is / and
1 has played a key role.
Curther A0) has over the years introduced a range of refined oils namely,
soyabean, groundnut, cottonseed, mustard and sunflower.
Fith the objective of meeting the varied need of Indian consumer.
0esides A0) also produces bakery shortening and confectionery fats and oils
among other products that meet your specific needs.
ost importantly, all our products meet the stringent international standards. Ao
much so that A0) brands are household names today and have been honored
with the onde Aelection edal of 0russels on several occasions.
T!RNO/ER D#
The present turnover of Amrit +roup is around 544 crores and of /ajpura unit is
around /s.%'4 crores in terms of turnover. Amrit 0anaspati company has been
ranked amongst the top (44 companies in the India.
0!ALIT" O$ECTI/ES D#
?nsuring availability of all products in all packs si9es across the distribution
channel.
Achieve growth introduction of new products -industrial and consumers.
1)

)reating and sustaining 8uality and hygiene consciousness at all levels of
organi9ing and promoting employees participation.
*rgani9ation and promoting employee participation.
)ontinuous enhancing the money of the customers
0!ALIT"%#
To ensure consistently in the 8uality of various products manufactured at /ajpura
and to further improve the 8uality of its various products, company has very good
8uality 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 8uality control systems and efficient /I1
department that A0) /ajpura has been honoured and awarded with the
American International Juality )ertificates and +old edal to the management
of A0) /ajpura a transworld tradefare selection award of recognition for their
outstanding performance in the manufacture in the +agan Eanaspati.
PRICING STRATEG" OF AC.
2ricing decision effects the overall marketing skills and consumer acceptability.
Fhile the e3ternal 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. ?dible 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 mi3ture and the total e3pected output of oil need crops. The
interstate ban on supply of raw oils also affect the pricing of the product.
Fhile 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 A0) /ajpura is as below D#
%#(!> percent dealers margin.
=#(!> percent retailers margin
1/

A0) 0rand also covers the distributors on restrospective basis if there is any
price fluctuations thus a safe play for the distrubutors and retailers too.
DISTRI!TION OF PROD!CTS D#
1istribution 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.
Amr*t a+a(.at* 'a( a1).te1 t'ree t*re D*(tr*but*)+ D#
PLANT , DISTRI!TERS , RETAILERS , CONS!MERS
All the products produced at A:? R.0;"7. are sold i" the area of P"/0.#, H.7)./.,
R.0.+&,./, C@K, H%$.6,.4 P7.('+,, D'+& B'/8.4 ./( C,./(%8.7, throu$h 1)7
depots a"d 6<6 statio"s. Nu#ber of dealers e"$a$ed i" distributio" of A#rit :a"aspati3s
products are arou"d ;<7.
FORTUNE SOYABEAN OIL
F37&"/' R'9%/'( S3).#'./ O%4 is li$ht1 odorless a"d
healthy oil. Most i#porta"tly it co"tai"s ,M@) A,#e$a B ) fatty acidsC B a" esse"tial
P0A &hich "eeds to be supple#e"ted fro# outside sources. Soyabea" oil is the
preferred oil of #a"y a household across the &orld.
Fortune Refined Soyabean Oil, enriched with OMG3, gives you and
your family Paanch a !ashirwad"#
Fortune Refined Soyabean Oil is the highest seller in the refined
soyabean oil category with $$% of the mar&et share '!s (er !)
*ielsen Retail !udit +nde, - M!. Mar"/012"
Paanch a !shirwad is for3
16

4 5ealthy eyes
6 ! strong heart
3 .he nourishment of the womb
$ )ontrolling diabetes
7 .he healthy growth of your children
Fortune Refined Soyabean Oil is available in8

9iner carton
600 ml

Pouches
600 ml, 700 ml, 4 ltr

Pet bottles
700 ml, 4 ltr, 7 ltr

:erry cans
6 ltr, 7 ltr, 47 ltr

.ins
47 ltr, 47 &g

Maha Fortune
47 ltr
1;


.he end-users of our (roducts are3 households and institutional buyers
;catering < hos(itality < (rocessed food < snac&s= set-u(s" !>9 has set
u( a strong distribution networ& of )om(any ?istributors and Su(er
Stoc&ists for its retail o(erations" .his chain hel(s to ta( even the
small retailers<traders and thus increasing our reach"
Today AW4 has its distributio" foot pri"ts all across the cou"try &ith %arious stoc'9
poi"ts cateri"$ to #ore tha" ?00 (%+&7%#"&37+1 600 S";'7 S&36:%+&+ a"d "u#erous
bro'ers a"d other trade associates. AW4Ds retail reach is #ore tha" <00,000 3"&4'&+ across
the cou"try a"d this retail reach ca" be co#pared &ith the best 0M?@ $ia"ts i" the
cou"try


Title Publication Date
.rusted @rands !ward
>inner
Reader/s ?igest May 6001
GuAarat/s rising star @usiness +ndia May 0B 6001
Oil buc&le under as
truc&s
Cconomics .imes February 06 6001
1<

5ealth to the (eo(le @rand Re(orter February 04 6001

Fortune Mission C,tra 5ealth was underta&en by !>9 in Mumbai
between October-*ovember 6007" .he core obAectives for underta&ing
Mission C,tra 5ealth were to3
)reate high brand visibility and awareness
)reate to( of the mind recall as a healthy oil
.his activity was aimed at health conscious (eo(le of Mumbai" 5eight,
weight, body mass inde,, blood (ressure, blood sugar, cardio vascular
chec&-u(s were done of the individuals who (artici(ated in this
(rogram" Cach (artici(ant was handed a health chec& card, by the
doctor, with a rating system as to the (osition of his or her health"
.he duration of the Fortune Mission C,tra 5ealth activity carried out in
Mumbai was for $0 days covering 4D Par&s, 4B Residential colonies, $
Malls, $ )lubs, and 7$ areas by the means of Road Show"
.his activity received a tremendous res(onse" >e also got e,cellent
(ress coverage as the Fortune Mission C,tra 5ealth activity was
re(orted in various news(a(ers" .here was a very good increase in
terms of brand awareness and overall the activity was a huge success
Ada"i @roup &ith its tur"o%er e+ceedi"$ R+2=A000 6737'+ (US E ?2A #%44%3/! %/
200<1 is o"e of the fastest $ro&i"$ corporate houses i" I"dia . Its fla$ship co#pa"y B
Ada"i *"terprises 4i#ited Afor#erly '"o&" as Ada"i *+ports 4tdC1 is o"e of the lar$est
1=

tradi"$ co#pa"ies i" I"dia &ith Five Star Trading House status AHi$hest status
co"ferred by the @o%t. of I"diaC.
!dani C,(orts trades in nearly $0 commodities in more than 77
countries around the world"
.he Grou( owns a fully functional multi-(ur(ose (ort at Mundra
in the Gulf of utch, GuAarat"
!nother Grou( com(any !dani Retail 9td" is into retailing, and
has o(ened 77 su(er stores in GuAarat &nown by the name of
!dani Su(ermar&ets"
.he Grou( has also set u( a @PO in !hmedabad, i)all +ndia 9td"
which caters to both +nternational and ?omestic clients"
!dani Grou( is also involved in infrastructure develo(ment which
includes develo(ing a *atural Gas distribution (roAect building a
townshi( and an SCE at Mundra"
!dani Grou( has emerged as an integrated and diversified grou( with
leadershi( in the areas of global trading, edible oil manufacturing and
infrastructure develo(ment"
>ilmar 5oldings is one of the world/s largest trader and refiner of
edible oils" >ith consolidated sales of US $ 5 billion in 2005, the
grou( is3
.he largest (alm oil refiner, (alm &ernel crusher and s(ecialty
fats manufacturer in +ndonesia
.he largest e,(orter of (alm and lauric oils, (alm &ernel e,(eller
and related (roducts in +ndonesia
.he largest soyabean crusher in )hina "
.he grou(/s global sourcing ca(ability, cost effective (rocessing,
e,tensive distribution networ& and logistics ca(ability, including its own
fleet of tan&ers, allows it to res(ond Fuic&ly to changes in mar&et
conditions and deliver (roducts on a timely basis to its customers"
.he com(any has strategically located its refining and (rocessing
facilities to both cater to different (arts of the country as well as
harness the (otential of oilseed growing areas" .he locations are at
1>

Mundra 'GuAarat2, Mantralayam '!ndhra Pradesh2, @undi 'RaAasthan2
and 5aldia '>est @engal2"
!>9/s largest state-of-the-art refinery is based at Mundra in the Gulf of
utch in GuAarat " .he technology has been im(orted from ?e Smet of
@elgium and !lfa 9aval of Sweden " .he Fuality of oil is at (ar with best
in the world, meeting GSF?! standards" !>9 refined oil goes through
the strictest Fuality controlled and com(uteriHed manufacturing
(rocess with online monitoring"
!>9/s Mundra refinery was started with an initial refining ca(acity of
the 100 .onnes (er ?ay '.P?2 and after the recent e,(ansionI Mundra
has a consolidated refining ca(acity of 6600 .P? and hydrogenation
ca(acity of 370 .P?" .his refinery is a model for bac&ward integration,
starting from trans(ortation of oil through (i(elines from (ort to the
(lant, to in house (ac&aging material manufacturing li&eI blow-
molding facility, corrugated bo, (lant, tin manufacturing facility and
multi-layer (ac&aging film (lant" +n addition to this is a $ M> ca(tive
(ower (lant that (rovides uninterru(ted and hassle free electricity"
Such integration (rovides an edge in maintaining highest Fuality
standards J a com(etitively (riced (roduct"
.his (lant was acFuired from +.) J is re(uted to be one of the best
(lants in +ndia for sunflower oil (roduction" .he (lant has a ca(acity to
crush $70 .P? of seeds and refining ca(acity of 4K0 .P? oil. 9ocated in
close (ro,imity to the sunflower-growing belt of !ndhra Pradesh and
arnata&a, this (lant is also suitable for crushing and refining
Soyabean and Groundnut oil" +t was strategically acFuired to cater to
South +ndia /s demand for Refined Sunflower Oil"
.his (lant was ta&en over from R+)O industries" +t has a ca(acity to
crush $70 .P? of seeds and refine 470 .P? of oil" .he (lant (rovides
ideal location for (rocessing both mustard and soyabean" !(art from it
there is also a (rocessing facility at :ai(ur, which (roduces the
(remium Fuality (ungent mustard oil (ac&ed as Fortune Lachi GhaniL,
(7

e,clusively to cater to the taste of (ungent and (ure mustard oil of
eastern +ndia "
.his (lant was acFuired from !calmar, and has a ca(acity to refine
600 TPD of oil" .his (lant (rovides ideal location for su((lying to
Castern (arts of the country" +t also has e,cellent facilities to
manufacture S(eacilty Fats, which is an alternative for Manas(ati"
+n addition the to the above refineries, !>9 also has (ac&ing o(erations at
)hatral ; GuAarat =
9atur ; Maharashtra =
:ai(ur ;RaAasthan=
?harwad ;arnata&a=
)ochin ;erala=
?ewas ;Madhya Pradesh=

T'e Ruc'* S)ya I+1u(tr*e( L*m*te1

Ruchi Aoya Industries ,imited is an agro industry of /s %4;(.54 crores turnover
/uchi +roup. It is the flagship company of one of the five companies of the
group. The group has an impressive net worth of /s '4( crores -/s '4(4 million.
and assets worth /s 5;>.6= crores.
The company was founded by industrial visionary late Ahri ahadeo Ahahra and
at present is headed by his eldest son Ahri Bailash Ahahra, who is the )hairman
of the +roup. Ahri Bailash Ahahra has enhanced the vision by transforming
countryside of adhya 2radesh into Aoya bowl of the nation.
Ruchi Aoya Industries ,imited -/AI,. is Clagship )ompany of /uchi +roup. It is
most integrated Aoya processor and first company in the country to e3port Aoya
(1

meals, manufacture edible grade Aoya flour and te3tured Aoya proteins in India.
Its brand K:utrelaL enjoys market leadership in the Aoya product segment. /AI,
is leading player in vegetable oils, Aoya flour and vanaspati products. It
commands large share of market. Three generation e3perience, integrated
vision, entrepreneurship and industrial competitive spirit has not only e3panded
the reputed business but has led to diversification in closely associated ventures
including foreign collaborations.
Ruc'*2( S)ya Pr)1uct(
Ruchi Aoya Industries ,imited -/AI,. has a large team of e3perts, 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 e3pert.
The competent 8uality control team keeps 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. Atrict 8uality control has developed enhanced faith,
reliability and confidence of customers in the /uchi products.
The )ompany offers a great range of products in Aoya foods and *ils as well. Its
range of Aoya Coods include :utrela Aoya )hunks, :utrela Aoya ini )hunks,
:utrela Aoya +ranules, 1efatted Aoya Clour, etc. The range of oil offers a variety
of low cholesterol health prone products such as Aoyumm -2ure refined
Aoyabean *il., Aunrich I 2amban -/efined Aunflower *il., :utrela Eanaspati,
andap -2ure refined mustard oil ..
It also offers Aoya products such as 2rosoy -Aoyabean eal. and /uchithin
-Aoya ,ecithin..
S)yumm 3!ltra Re4*+e1 S)ya O*l5
It is pure sparkling, odorless oil manufactured from selected golden yellow
Aoyabean 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. Gigh in nutrition, low in calories It is
high in poly # unsaturates with appro3imately ==@ and low in saturates.

One tbsp of Aoyumm gives appro3imately (>4 calories. It has (=@ less
saturated fatty acids hence it helps in controlling cholesterol levels. It is rich in
vitamin ?.
According to medical e3perts, it is good source of essential amino acids, which
are re8uired for good health. 0oon for cooking medium In chemical terms, it is
((

tasteless but 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. ?arns admiration of the Gousewives 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 Aoyumm.
)ookshanced flavor cooked in sparkling clear, odourless flavor preserving
cooking medium of Aoyumm. )ooks will earn smile and admiration.
!niversal )ooking edium Aoya oil is used world wide as a cooking medium.
ost of the hotels, restaurants, eateries use Aoya oil as cooking medium. &ou
must have tasted recipes cooked in Aoya oil but find the difference in dishes
cooked in Aoyumm. It stands uni8ue.
It is economical and you home ministry and finance ministry will love it.
Applicable and availability /uchi"s Aoyumm is available in bulk for industrial use
such as in manufacture of mayonnaise, salad dressing, margarines, vanaspati,
shortenings, surface coating and fish canning industries. Cor domestic use, it is
available in (= kg tins and branded consumer packs of M lt. and ( lt. poly
packs at all wholesale and retail outlets.

Aoyumm
-( ,tr 2ouch .
Aoyumm
-(,tr 0ottle.
Aoyumm
-= ,tr Nar.
Aoyumm
-(= Bg Nar.
Aoyumm
-(= Bg Tin.
()

S)yabea+ O*l
Soyabean oil is the worldLs largest source of vegetable oil. It is grown e3tensively
in the 7.A.A., as well as Aouth America and )hina. The :orth American Aoya
harvest, which takes place around *ctober each year, historically tends to
determine the prices of most other major oils, although in recent years the :orth
American crop has increasingly come under pressure from Aouth American
Aoya, which is harvested about arch, and from ?uropean /apeseed, which is
harvested about Nuly. Aoyabean is also e3tensively grown in India. adhya
2radesh is known to be the Aoya bowl of the country.
Ty.*calc)m.)(*t*)+ 6
Aaturates (=
onounsaturated >%
2olyunsaturated 5>
Soya *il contains higher levels of poly#unsaturates -which break down on being
heated. than, other such as /apeseed *il or 2alm *il. 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 Eitamin ?. 1ue its safe use for heart
patients it is being used by millions of housewives and cooks all over the world.
Ruchi"s Aoyabean oil < Aoyumm is a delightful, odourless, healthy oil which is a
pleasure to the health

Great Offers
Get a 15 ltr Bucket free with eer! 5 ltr
Sunrich "ar#
# S$ecial offer for our cu%to&er% fro& 'hennai##
Get a free (ift on eer! $urcha%e worth )%. 250*+
Ban(aloreNN Offers
NGet a (ac& of .iger @iscuit free on every 7 litre
(urchase of )uchi Gold - Palmolein oil
(/

NGet a (ac& of )ashew @iscuit free with every 7 litre (urchase of Sunrich --
Sunflower oil
NGet 700 ml *utrela Manas(ati free with every 47 &g (urchase of Sunrich --
Sunflower
Shop i" :a"$alore Shop i" ?he""ai
CARGILL LTD
.here is a (recedent for this (henomena" +n +ndonesia, the recent
food riots were largely caused by massive im(orts of soyabean oil, on
which the +ndonesian (eo(le had become cri((lingly de(endent"
>hen the +ndonesian currency colla(sed, the retail (rice of soya
escalated, ma&ing the coo&ing oil far too e,(ensive for the bul& of
the (eo(le to afford" +ndia would be (ut in a similarly vulnerable
(osition if we were to become de(endent on im(orted soya for
coo&ing oil"
@ut even if it were not genetically engineered, is soyabean oil really
beneficial to the health of the +ndian (eo(leO .o begin with one
cannot trust the large cereal merchants, such as Minnesota-based
)argill +nc", who are notoriously only concerned with the Pbottom
line/" For one thing it is an established fact that )argill indulges in
what has been eu(hemistically referred to as /(ur(oseful
contamination/ or /blending/ and, if they can get away with it, with
any &ind of dirt, crac&ed grain, high moisture or anything that is
handy and chea(" +f the moisture content of a consignment e,(orted
by )argill is down to 46 (er cent and the contract allows for 4$ (er
cent, they will add water to it so as to bring it u( to the ma,imum
allowable level" !s ?avid Senter, the >ashington re(resentative of
(6

the !merican !gricultural Movement notes, Pall the grain com(anies
o(erate in the same way"/ +ndeed, as a )argill su(erintendent stated
in a story (ublished in 4DK6 in the ansas )ity .imes3 P+f we have
got a real clean load of grain we ma&e sure we hold it until we can
mi, it with something dirtier, otherwise we would be throwing money
away"/ +n addition, whereas the oil e,tracted using cold (ressing
indigenous methods is fresh, nutritious, unadulterated, and retains
all its natural flavor, oil from soyabeans, because of their low oil
content, is e,tracted in large solvent e,traction (lants and reFuires
very much more chemical (rocessing, among other things with the
use of volatile solvents, a method which was first a((lied in the GS
for the recovery of grease from garbage, bones, crac&ing, and other
(ac&ing-house waste" .he main solvent used is food-grade he,ane"
+t is su((osed to be e,tra (ure, but some believe that it is often
adulterated with much chea(er, commercial, he,ane, which is not
(ure and contains various haHardous substances such as the to,ic
benHene"
+n any case soyabean (roducts, by their very nature, contain a
number of to,ic substances at concentration levels which (ose
significant health ris&s to humans and animals" .hey contain try(sin
inhibitors, which inhibit the (ancreatic (roteases of animals, causing
an increase in (ancreatic siHe and weight and (roliferation of
(ancreatic acinar cells" .he stress on the body due to an overactive
(ancreas leads to growth de(ression, and can also lead to (ancreatic
cancer" Soyabeans contain lectins, some to,ic, which bind with
sim(le and com(le, carbohydrates, and can interfere with the
microbiology of the gut and with the (ro(er functioning of the
immune system"

!dvertisement
(;

CargilllaunchesActiLiteoil
M"$#.%* After the resou"di"$ success of its fla$ship Nature 0resh bra"d of bra"ded
pac'a$ed food products1 ?ar$ill 0oods has lau"ched Acti4ite1 a "e& refi"ed ble"ded oil
that is li$ht a"d $ood for health.
Acti4ite is a refi"ed ble"ded oil that co"tai"s the po&er of t&o E the li$ht"ess of
su"flo&er a"d the "utritio" of soyabea". Acti4ite offers a ri$ht bala"ce of three 'i"ds of
fat AM0A1 P0A a"d S0AC a"d is1 therefore1 a healthy &ell9bala"ced oil.
Acti4ite pro%ides the added ad%a"ta$e of bei"$ a li$ht oil because of its e+celle"t
refi"i"$ process1 &hich re#o%es all i#purities1 colour pi$#e"ts a"d &a+1 #a'i"$ it
al#ost tra"spare"t a"d %ery li$ht.
Acti4ite is a%ailable i" tra"spare"t pac'a$i"$1 &hich has bee" the hall#ar' of Nature
0resh ,ils1 a"d allo&s the co"su#er to see the li$ht"ess of the oil before they purchase it.
Acti4ite is a%ailable across I"dia a"d is priced atF
SKU D'+& B'/8.4 F B%,.7 F C,.7:,./( F C@K FA@N F NESA R'+& 39 I/(%.
1 4 pouch ;1 6>
( 4 pouch 1)7 1(;
6 4 pouch )16 )76
?ar$ill is o"e of the bi$$est food co#pa"ies i" the &orld ha%i"$ #ore tha" 1)7 years of
e+pertise i" food $rai" selectio" a"d processi"$. It is the &orldDs bi$$est producer1
processor1 a"d refi"er of su"flo&er oil. ?ar$ill has #ade 5ua"tu# leaps i" the s#all
period of t&o years i" the I"dia" food #ar'et.
Ha%i"$ e"tered i"to the I"dia" #ar'et rece"tly1 Nature 0resh today is the seco"d9lar$est
#ulti"atio"al atta bra"d i" I"dia a"d has a steadily $ro&i"$ #ar'et share i" all the
re$io"s. The bra"d has also attai"ed a double9di$it #ar'et share i" the bra"ded refi"ed
edible oils cate$ory1 a"d has #ade $ood i"roads i" the basmati rice a"d salt cate$ories as
&ell.
Head5uartered i" Mi""eapolis1 ?ar$ill 0oods is a G/69billio" co#pa"y ra"'ed /6
th
i"
sales i" the Fortune #a$a8i"eDs @lobal 677 a"d fifth a#o"$ the co#pa"ies i" the
prepared foods cate$ory i" the #a$a8i"eDs ra"'i"$ of the top (67 $lobal food co#pa"ies
i" 1>>>
(<

Pr)1uct
Hhara has () %aria"ts of #ustard1 rapeseed1 su"flo&er1 $rou"d"ut a"d
soyabea" oils i" its product bas'et. Hhara -efi"ed Ie$etable ,il
co"tributes 67J by %alue1 to the -s. )1)77 #illio" tur" o%er Hhara
e"joys.
Hespite bei"$ pri#arily a support to the s#all9scale I"dia" far#er1
Hhara has played a crucial role i" cha"$i"$ the i"dustry "or#s a"d
e"richi"$ the slu$$ish edible oils #ar'et. 0or i"sta"ce1 the bra"d &as
the first to cha"$e the &ei$hts a"d #easure#e"t descriptor fro# the
'ilo re$i#e" to the litre re$i#e".
The co"siste"cy that it has #a"a$ed to #ai"tai" has &o" the bra"d
support fro# co"su#ers a"d stoc'ists ali'e.
Hhara is possibly stoc'ed by #ore retailers tha" a"y other pac'a$ed
edible oil bra"d i" the cou"try.
So profou"d has bee" the i#pact of Hhara o" the I"dia" #ar'et that
co"su#ers ofte" as' for the D@ree" Pac'D. This has led #a"y players i"
the i"dustry to the#sel%es s&itch to this colour.
Pr)m)t*)+
The bra"dDs pro#otio"s ha%e al&ays e%o'ed e"thusiastic respo"se fro#
co"su#ers. This trait has bee" e%ide"t ri$ht fro# the first
ad%ertise#e"t of Hhara that appeared i" 1>==1 tal'i"$ of Dthe true price
of oilD.
At that ti#e the #ar'et &as #ostly do#i"ated by u"bra"ded oils1 sold
loose.
Hhara faced the challe"$e of co"%erti"$ the co"su#er to the 5uality
a"d reliability of pac'ed a"d bra"ded oil. The ca#pai$" for Hhara
-efi"ed Ie$etable ,il &as a classic case of a pro#otio" that succeeded
i" rei"forci"$ all bra"d attributesF taste1 purity1 co"siste"cy1 fresh"ess
a"d a product that offered co"su#ers %alue for #o"ey. ?o"su#ers
&ere co"%erted to Dthe $ood"ess of HharaD &ith the base li"eF DA"o'hi
shudhta1 a"o'ha asarD.
(=

Mar-et
After salt1 edible oils are possibly the #ost i#porta"t i"$redie"t i"
coo'i"$. ,"e of the
#ost i"teresti"$ facts about household co"su#ptio" patter"s i" I"dia is
the hi$h rate of $ro&th of bra"ded edible oils. *%e" today1 especially i"
rural I"dia a"d s#all to&"s1 the #ajority of households purchase
coo'i"$ oil fro# the "earby oil press or the $rocer &ho sells u"bra"ded
oil that co#es i" &holesale pac's. Till about fiftee" years a$o bra"ded
coo'i"$ oils &ere see" to be a" ite# of #iddle class a"d elite
co"su#ptio"1 #ostly produced by #ulti"atio"al co#pa"ies throu$h
their I"dia" ar#s. Hhara1 &ith its ,peratio" @olde" 0lo& cha"$ed
these traits of the I"dia" edible oil #ar'et fore%er. ?reated a"d
co"cei%ed by the far#ersD cooperati%e #o%e#e"t1 Hhara is percei%ed to
be disti"ctly I"dia" i" a %ery earthy &ay.
I" the last three years the perce"ta$e of households usi"$ bra"ded
edible oils has al#ost doubled. The total si8e of the i"di$e"ously
produced a"d bra"ded edible oil co"su#er #ar'et i" I"dia is about
);71777 #etric to""es per year1 co"su#ed by so#e (> #illio"
households ASourceF A?Nielse" -etail AuditC. I" the hi$hly
co#petiti%e co"su#er9pac' user se$#e"t for bra"ded edible oils1
Hhara has the lar$est #ar'et share at 17.>J. It has a total co"su#er
base of ).76 #illio" households ASourceF I-S (77(C1 &hile its tur"o%er
e+ceeds -s. ).) billio".
The #ar'et is se$#e"ted by di%erse re$io"al prefere"ces for specific
edible oils. @rou"d"ut a"d sesa#e oil hold s&ay i" West a"d South
I"dia2 e%e" thou$h coco"ut oil is also popular i" so#e se$#e"ts of the
latter #ar'et. Mustard is a %ery stro"$ choice i" the *ast a"d the North.
Soyabea" oil sells predo#i"a"tly i" ?e"tral I"dia a"d the North9West1
althou$h its usa$e is i"creasi"$ across the cou"try. Su"flo&er oil is
used %irtually all o%er the cou"try. Si$"ifica"tly1 Hhara is the first
bra"d to produce all these %arieties as part of a" u#brella strate$y.
(>

Ac'*e7eme+t(
Hhara is at the forefro"t of the bra"ded edible oil #ar'et1 leadi"$ its
co"su#er pac' se$#e"t. It has also bee" rated by A?Nielse" as bei"$
a#o"$ the top fi%e fastest $ro&i"$ bra"ds i" the 0M?@ sector i" I"dia
i" (77). Throu$h its %alue creati"$ strate$ies a"d e#phasis o" purity
a"d 5uality1 the bra"d has co"siste"tly created be"ch#ar's for the
e"tire edible oil i"dustry1 i"cludi"$ I"dia" subsidiaries of #ulti"atio"al
bra"ds. It has successfully addressed the cha"$i"$ "eeds a"d tastes of
the co"su#er a"d i"troduced %aria"ts fro# ti#e to ti#e. Hhara ca"
also justly ta'e credit for bri"$i"$ &orld9class practices i" pac'a$i"$
of edible oil to the cou"try. It i"troduced ta#per9proof aseptic
pac'a$i"$ to $uara"tee that o"ly the purest 5uality reached co"su#ers.
*%e" today1 Hhara is the o"ly edible oil i" the cou"try that uses the
tetra pac' tech"olo$y &ith si+9layer pac'a$i"$ a"d u"derta'es #ore
chec's a"d tests tha" a"y other bra"d i" the i"dustry. Tetra pac's allo&
the oil to be pac'ed &ithout the use of additi%es for #ai"tai"i"$ shelf9
life. HharaDs li$ht &ei$ht a"d hy$ie"ic fi%e9layered P*T jar &ith a
double ha"dle arra"$e#e"t &as de%eloped duri"$ 1>><K>=1 #a'i"$ the
clear refi"ed su"flo&er oil %isible to co"su#ers1 further addi"$ to their
co"fide"ce i" the bra"d. This pac' has &o" a series of a&ards B I"dia
Star >= i" Mu#bai1 Asia Star >= i" :eiji"$ a"d

PREFE RABLE BRANDS& PRICE
RAJP URA

BRANDS PACKIN
G
PRICE

GINNI
1 LTR -s. 61
5LTR -s. (<6
15LTR -s. <;6
)7


GEMINI
1 LTR -s. 67
5LTR -s. (<7
15LTR -s. <6<

MAHAKOS
H
1 LTR -s. /=.<6
5LTR -s. (;7
15LTR -s. </<

AMBUJA
1 LTR -s. />.67
5LTR -s. (;6
15LTR -s. </6

FORTUNE
1 LTR -s. 6)
5LTR -s. (=6
15LTR -s. <<6

GOKUL
1 LTR -s. 67
5LTR -s. (<7
15LTR -s. </7

DHARA
(fit n fine)
1 LTR -s. 6/
5LTR -s. (=6
15LTR -s. N.A
WHAT RETAILERS HA/E TO SA"
1C L)8 mar,*+ D # ost of the retailers complained that they get very low
margin in all the products of A0), as compared to its competitors
that"s why unable to sell the local brand .
(C Lea-a,e .r)blem D #The retailers also complained about the leakage
problem faced by them in the cartoons of +inni and no replacement,
but other companies are giving them full replacement of leakage
packages.
)C Fee1 bac- .r)blem D # 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
scheme.
)1

/C 0ual*ty .r)blem D # The retailers also said that sometimes the 8uality
of soya oil is low they have face problems regarding their image
6C MRP Pr)blem D# /etailers also complained that in the days of rising
prices, sometimes it happens that /2 of ginni products is less than
the price at which they have purchased it from the distributor.
;C PROLEMS relate1 t) +e8 .r)1uct( D# they complained that
sometimes they are even unaware of companies new products


WHAT C!STOMERS HA/E TO SA"
1C MRP .r)blem D# customers complaint that sometimes they have to pay
more price then the /2
(C Lea-a,e .r)blem D# customers even told that sometimes they have to
face leakage problems
)C PROLEMS relate1 t) +e8 (c'eme( D customers complaint that
even sometimes retailers don"t even tell about new schemes
/C DISCO!NT (c'eme( D# customers complaint that there are very less
discount schemes on soya oil as compared to other refined oil
RECOMMENDED MARKETING STRATEGY
The #ar'et strate$y of the fir# is a co#plete a"d u"beatable pla" or a" i"stru#e"t
desi$"ed specially for attai"i"$ the #ar'eti"$ objecti%e of co#pa"y. The for#ulatio" of
the #ar'eti"$ strate$y co"sists of t&o steps F9
1. Se$#e"tatio" . tar$et #ar'et selectio".
(. Asse#bli"$ the #ar'eti"$ #i+.
M.7:'& S'8$'/&.&%3/ A/( T.78'& M.7:'& S'4'6&%3/
Mar'et se$#e"tatio" a"d tar$et #ar'et selectio" ha%e a" i"ti#ate relatio"ship &ith
#ar'et strate$y for#ulatio".
)(

The co#pa"y #ay focus o" the follo&i"$ factors &hile layi"$ do&" the tar$et #ar'et.
=2 G'387.;,%6 S'8$'/&.&%3/
@eo$raphically the cou"try ca" be broadly di%ided i"to ) sub se$#e"ts 9-ural1 Suburba"
a"d rba".
I" the first phaseAafter the test lau"chC1 rba" parts of the cou"try should be tar$eted. The
chose" se$#e"t is tar$eted because B
4ac' of i"frastructure.
The co"su#ptio" patter" . beha%ior i" -ural I"dia does "ot fit &ith the product
attributes a"d percei%ed be"efits.
The li#itatio" of disposable i"co#e is a"other factor that ha#pers e"try i" -ural
areas.
Se#i9rba" #ay be co"sidered i" the seco"d phase. A" year after the lau"ch.
Withi" rba" I"dia1 the cities &ith 1 #illio" L populatio" i.e. top () #etros &ill be
tar$eted. A soft lau"ch of the bra"d should be u"derta'e" before ta'i"$ the bra"d to
these areas. This Atest lau"chC &ill be u"derta'e" i" :o#bay1 si"ce it A:o#bayC is a
hi$h co"su#ptio" city.
22 D'$387.;,%6 S'8$'/&.&%3/
The de#o$raphic %ariables ha%e bee" separately addressed to arri%e at the tar$et
audie"ce.
A8'* )79/7 years L se$#e"t of the populatio" is reco##e"ded to be tar$eted.
F.$%4) L%9' C)64' * I" ter#s of fa#ily life cycle it is addressed at all of the
follo&i"$ F
(. ,ld people &ho are sufferi"$ fro# heart diseases.
>. Married people &ho are health co"scious.
The bra"d #ay positio"ed such that it fits all sta$es of fa#ily life cycle.
I/63$' * The i"co#e se$#e"tatio" #ay be all households &ith a" a""ual i"co#e
e+ceedi"$ -s. o"e la'h. Tar$eted audie"ce #ay be all households that ca" afford a
tele%isio" or ha%e access to satellite tele%isio".
?2 P+)6,387.;,%6 S'8$'/&.&%3/
S36%.4 C4.++ * I" ter#s of psycho$raphy the social class tar$eted is the educated
up&ardly #obile urba" #iddle a"d upper class. .
))

L%9' S&)4' * I" ter#s of lifestyle1 it #ay be ai#ed at those &ho fa%or buyi"$
co"%e"ie"ce products. They are also &illi"$ to e+peri#e"t &ith alter"ate products i"
place of co"%e"tio"al food ite#s.
9. B',.>%3"7.4 S'8$'/&.&%3/
The #oulded se$#e"t of the #ar'et is percei%ed to be the $ro&th e"$i"e of the
#ar'et. He"ce1 this se$#e"t is 5uite lucrati%e for a "e& bra"d lau"ch. This se$#e"t
co#prises of people &ho li'e to ha%e cha"ces a"d &a"t to try "e& thi"$s.
:. U+.8' R.&'
The #ar'et #ay be further se$#e"ted o" usa$e rather tha" attitude.

TARGET AUDIENCE
0ollo&i"$ fro# the abo%e1 it is reco##e"ded to tar$et co"su#ers &ho
fou"d other refi"ed oils too hea%y. sa$e rather attitude is bei"$ used to
se$#e"t. There are 1=1 #illio" urba" i"di%iduals i" I"dia ,ur tar$et
se$#e"t is people li%i"$ i" the top () #etros A1 #illio" Lpopulatio"C1 &hich
i#plies ;) #illio" people.


S!GGESTI/E MARKETING MI;
The objective of the marketing mi3 developed isD
<T) 1e7el). a .r)1uct t'at *( a7a*lable, a44)r1able, ba(e1 )+ l)cal ra8
mater*al, a+1 a1a.te1 t) t'e ta(te a+1 t'e +utr*t*)+al 'ab*t( )4 t'e
.).ulat*)+=.
The elements of the mi3 # 2roduct, 2rice, 2lace I 2romotion have been entailed
below D
Pr)1uct
)/

The two most important segments of the market are oulded and )ountline
segment-segments have a high share of the market.. Also, it can be seen in the
findings, the Indian consumer does not recognise the difference between
oulded and )ountline segment. Curther, a key decision that needs to be taken
is to decide whether to have a core brand focus or have a plethora of brands.
Gere, it would be advisable to launch a complete basket of products covering
both the countline and the oulded chocolate segment -at least if not 2anned.. A
range of brands can help cushion out risks over the entire offering. Also, it has
been that to sustain in the long term, a complete portfolio of chocolates for every
taste is essential. Gowever, a concentration strategy may be adopted in the first
phase, focusing on one core flagship brand.
The various product attributes have been mentioned below D
Atipulations regarding the use of Gydrogenated Eegetable *il#GE* -since
it contains nickel. may be adhered to. :ickel in chocolates can cause
cancer. Gowever, research is still on to prove this. 2roduct formulation
should keep this aspect in mind.
Pac-a,*+, % The packages or the cover packs, of the brands can be in
0lue, +reen and /ed color which represents a fun element so that the
customers don"t even reali9e that they are taking oil due to 1r"s
recommendation. The packaging should keep the product fresh and
protected from the harsh climatic conditions in the country, and hence
provide a longer shelf life.
S*>e( % As can be seen in the findings the most popular si9e is litres
should be used. .
S'el4 L*4eD#The product should also have a high shelf life with a good
shelf appeal as well..
Pr)1uct D*44ere+t*at*)+
Aince, there e3ists strong competition from heavy weights such as FORT!NE ,
NAT!RE FRESH AND SO"!MM, the product offering should be well
differentiated.
)6

Pr*c*+,
Cactors like competition, internal costs, the poistioning and corporate objective of
the company need to be taken into consideration by a company before pricing a
product.
2remium pricing -relative to the competing brands., with special emphasis on
taste and 8uality -most important attributes#see findings. is recommended. The
premium pricing does not suggest that the offering is made unaffordable to the
target consumer. A high price would not accompany a promise for a better taste
and 8uality.
Curther, the product category is relatively inelastic i.e. consumers would not stop
buying their favourite brands if the price is increased by a few rupees -see
findings.. )onsumers feel that even if the price of their favourite brand is
reduced, they might not buy more of it.


Placeme+t
The success of any C)+ product thrives on distribution. Cactors like financial
cost effectiveness. perishability of the product, repeat ordersH managerial
capacity and unit value of the product need to be carefully analysed while setting
up the distribution framework of the company. The product category is essentially
a pull market. Gowever, the channel members provide greater visibility to the
product.
Rec)mme+1e1 D*(tr*but*)+ L),*(t*c(
The first tas' i" ha"d should be1 to effecti%ely #ap the territory i"to s#aller #ore
accessible a"d co"trollable u"its. A" effecti%e territory #appi"$ "eeds to be do"e "ot
o"ly to pro%ide a" efficie"t co%era$e of the #ar'et but also to pro%ide $ro&th
);

opportu"ities to the co"stitue"ts Astoc'istsC1 as the co#pa"y $ro&s. The reco##e"ded
distributio" chai" &ould be as follo&sF
C.77)%/8 @ F37-.7(%/8 A8'/&+* These #ay be appoi"ted at t&o or #ore StateAsC of
operatio" of the co#pa"y. ?arryi"$ . 0or&ardi"$ a$e"ts &or' o" a co##issio" basis B
)J Ai"dustry "or#sC of the $oods ha"dled. It is reco##e"ded that the cou"try 'eeps
about / to ; &ee's of i"%e"tory at the ?.0 le%el a"d a co##issio" structure &hich is i"
'eepi"$ &ith the i"dustry "or#. Therefore a ) perce"t co##issio" o" the i"%oice %alue
#ay be pro%ided to the a$e"ts.
St)c-*(t( D A stockist provides a local delivery point for the
manufacturer!marketer. They store the products, break bulk, and distribute to
the retailers. Fith greater no. of retailers now seeking credit from the retailer,
efficient management of collection has become a vital part of the stockists" job.
The main problems that new product faces is that of getting e3perienced and
effective channel members. As e3isting marketing marketer!manufacturer can
piggy back on the e3isting channel structure. A new company will have to provide
greater incentives convince channel members to stock the product offering.
Gence, an innovative means of channel handling needs to be adoptedD
)ompetitive commission to the stockists#around =.55@ on the invoice
-industry standards =.55@.
The efforts of the sale representatives employed by the stockists to get orders
may be supplemented by the manufacturer"s sales force.
)<

/etail outlets to be serviced at least four times in a month -atleast once a
week.
1istributors -stockists. to maintain stock of not more than (= to >4 days
Aince, distributors are to maintain airconditioned godowns, in summers the
A!) e3penses may be borne by the )o.
W')le(eller D Fholeseller"s prime concern is buy in bulk and sell at the fastest
rate. The aim of any distribution chain of mass#market product category like soya
oil would be to e3pand its reach i.e. the no. of outlets storing its products. This
may not be possible even with a well established stockist network. Gence,
wholeseller"s paly a significant role in supplementing the stockists" effort snd in
providing a better reach to the product.
Reta*l Outlet( D It is e3tremely important for any chocolate brand to have a well
entrenched retail presence. Reac' I( t'e -ey.
The first stumbling block for a new brand!product is, to convince the retailers to
stock the offering. /etailers want smaller 8uantities at shorter intervals. Gence,
retailers may be convinced by offering smaller 8uantity options to them. Also,
retail margins provided may be higher than the industry than the industry
standards -industry standards range from ;.=@ to $.=@ of the /2.. The
margins offered can be around $.6=@ of the /2.
P73$3&%3/
This i"%ol%es co##u"icati"$ persuasi%ely to the co"su#ers1 i" order to arouse their
i"terest i" the product. A detailed pro#otio" pla" i"%ol%i"$ ad%ertise#e"t1 sales
pro#otio" a"d public relatio"s is proposed.
.
A(>'7&%+'$'/& P4./
The Ad%ertise#e"t pla" could be as u"derF
)=

C)r.)rate )b?ect*7e% The corporate image should be built over a period of time,
so as to reinforce consumer confidence in the brands of the company. This is
also essential to counter competition, since over a period of time, names such as
fortune , nature fresh and soyumm have attained high levels of recognition and
assurance.
A(>'7&%+'$'/& O#0'6&%>'+
To position the product as a high 8uality brand, with a wide range of offering,
providing, fun anytime, anyplace products.
To create awareness about new arrivals of soya oil.
Induce consumer trials.
0uild corporate image
To undertake competitive advertisement.
Me((a,e% The message design will be consist of followingH
AppealD it should be appealing one
2resentationD should be well presentable
essage AourceD Cor print media the message source will be the copy part
and creative advertisement design. Cor electronic media, the source will be
whole family unit, younger enjoying the food.
Me1*a
2rint edia D Fill be the major maga9ines read by the target segment i.e..,
India today, society, femina, stardust etc..
*lectro"ic Media F Si"ce the &hole of tar$et se$#e"t &atch Satellite TI duri"$ pri#e
ti#e a"d ad%ertise#e"t &ill be featuri"$ share for ) or #ore ti#e to lea%e a" i#pact.
P"#4%6 R'4.&%3/+F
I. The company will hold a press conference announcing its arrival in India and
will highlight its global achievements.
)>

II. )ompany has plan to sponsor events like > vi9., skiing river rafting, yachting
etc.
III. )ompany will also sponsor fun based TE programs.
Sale( .r)m)t*)+ Act*7*t*e(D To induce consumers to try the new product and to
get the product pushed in the market the sales promotion plan should include the
following D
Trade promotionD The )ompany will have to offer lucrative trade promotion
schemes, in order to push primary sale. These include incentives to stockists for
pushing the sale of oil. At the retail level, the following trade promotion measures
may be adoptedD
Achemes such as , a certain percent off on the purchase of /s =444 or /s
(4,444 worth of oil.
A (= ltr tin free with every /s=4,444 purchase.
Ahop 1isplays
Apart fro# these1 Wi"do&Shelf space #ay be purchased outri$ht.
?o"su#er Pro#otio"F So#e of the co"su#er offers that could be i"troduced are F
(. Cree gifts like pen, soaps etc., on return of oils wrapper
>. oney Aavers
%. The )ompany can announce consumer contests -with proof of purchase.
with attractive pri9es, supplemented by an advertisement campaign.
.
MARKET TESTING PLAN
T,' 63$;./) +,3"4( &'+& &,' ;73("6& #'937' %& 83'+ /.&%3/.4 (2? $'&73+ -%&, $%44%3/
G ;3;"4.&%3/!2 T,%+ %+ +3 #'6."+'*
(. It would reduce the risk of failure in the market where it goes national, by
validating the marketing mi3.
>. Cacilitate validation of positioning.
/7

%. Allow corrective action through incorporation of consumer feedback.
0or test #ar'eti"$ the S,MA ,I41 the pla" #ay be as follo&sF
(. Test *bjectivesD To validate the brand names, new outlets, etc and to
measure the sales volume, pricing and promotion policy. )ompetitor reaction
can also be analysed.
>. The product may be launched in 0ombay - as a soft-test. launch.. This
selection was based on D
0ombay is uniformally represented by the target segment

IMPLEMENTATION
A well designed marketing plan counts for nothing, if not implemented properly.
Auccess in the market place depends upon the way the plan is implemented. The
launch is recommended to be before winters#say Aeptember or *ctober, since <
That period would facilitate high 1iwali sales, and
1uring winters people prefer more oily and fried as well as junk food so
consumption is more .
The success of the brand would largely depend on the followingD
Sale( D*(tr*but*)+ Net8)r-
0ual*ty (ta+1ar1(
Re(earc' a+1 De7el).me+t&c)+t*+u)u( *++)7at*7e .r)1uct(
/1

Tec'+)l),y (u..)rt
B'937' &,' 4."/6, &,' 93443-%/8 +,3"4( #' '/+"7'(*
(. 2roduct literature to the sales department to be provided I Training to sales
staff
>. Ceedback of sales staff regarding product competition
%. Ceedback of other departments like sales forecast to the production
department, /I1 for product modification.
F*+ally, *+ )r1er t) e+(ure l)+, term (ucce(( )4 t'e .r)1uct
)ompany should have a personnel department., which will handle employers
related problems.
)ompany should set up an operational department which will be for helping
the distributors and the retailers.
The marketing team must maintain a anagement Information Aystem
consisting of OAales reports O )onsumer feedback O product
O$ECTI/E OF THE ST!D"
Re(earc' 8)ul1 be carr*e1 )ut ba(e1 )+ t'e(e )b?ect*7e(.
/(

(. To find out customer preferences towards different brands of
soyabean oil
>. arket share of each brand towards total market share of
soyabean oil
%. Fhat is the margin retailers are getting from various brands
I what are the brands they want to sell
'. Fhat problems are they facing related to new or various
products
6C To $et the feedbac' fro# retailers . custo#ers as &ell
SCOPE @ LIMITATIONS OF THE ST!D"
It is a hard fact that each study suffer from some limitations. Ao
is the case with this study. *ne of the limitations of the study is,
as the information is collected from the retailers, the monthly
sales figure given by them is based entirely on their own
judgment. Ao a few of them might have given the wrong figures
related to their monthly sales. Another limitation was that some
of the retailers were busy and could not give appropriate
information. And also very few retailers did not want to share
any information.
Another limitation of the study was the customers who were
personally interviewed did not want to share the actual data as
few of them were giving fake data
The sa#ple si8e bei"$ %ery s#all 1 that is 1 o"ly 167respo"de"ts1
li#ited the scope of -*SA-?H
/)

Ti#e co"strai"ts put bou"daries to sa#ple area a"d he"ce li#ited the
e+te"t of the study
Ta'i"$ co"%e"ie"ce sa#pli"$ #i$ht ha%e led to so#e bias as people
&ith differe"t a$e $roups ha%e differe"t perceptio"s
RESEARCH METHODOLOGY
A research desi$" is the arra"$e#e"t of co"ditio" for collectio" a"d a"alysis of
data i" a #a""er that to1 co#bi"e rele%a"ce to research purpose &ith eco"o#y
i" procedure.
R'+'.76, D'+%8/ F9 is co"ceptual structure &ithi" &hich research is co"ducted.
It co"stitutes the blue pri"t of collectio"1 #easure#e"t a"d a"alysis of data
.-esearch Hesi$" is "eeded because it facilitates the s#ooth saili"$ of %arious
research operatio"s1 thereby #a'i"$ research as efficie"t as possible yieldi"$
#a+i#u# i"for#atio" &ith #i"i#u# ti#e1 effort a"d #o"ey. -esearch Hesi$"
sta"ds for ad%a"ce pla""i"$ of #ethods to be used for collecti"$ rele%a"t data
a"d tech"i5ues to be used i" the a"alysis .The desi$" helps researcher to
or$a"i8e his ideas &hereby it &ill be possible for hi# to loo' for fla&s a"d
i"ade5uacies.
Met')1 )4 1ata c)llect*)+D # for collecting data and the accuracy of facts,
complete enumeration was used. for collecting the data a sample of retailers I
consumers were drawn
Data A+aly(*(D # Cor the data analysis to know the market share of various
soyabean brands computer programme called icrosoft ?3cel was used, with
the help of icrosoft ?3cel, I came to to know the 8uantity sold per month of
each brands . *n the basis of the 8uantity sold per month, I could collect the
market share of each brand.
Sam.le (*>eD # sample si9e was :A of retailers I BAA of customers.
//

S3"76'+ 39 ;7%$.7) ./( +'63/(.7) (.&.F
The #ajor ai# of the project &as to a"aly8e the co#petitio" i" occupyi"$
#ar'et shares of %arious soyabea" oil bra"ds. Therefore I had to $et
co"siderable i"for#atio" about the co#peti"$ bra"ds. 0or this I had to $o
throu$h a lot of seco"dary data.
A lot of issues of B"+%/'++ T3(.) ,E63/3$%6 T%$'+ &ere co"sulted.
/6

Analysis of Retailer Responses
0!ES %& 8'*c' bra+1( )4 ()yabea+ )*l are a7a*lable *+ t'e (').C
/Ar*)u( ()yabea+ bra+1(
a7a*lable
fortune
%(@ ginni
;@
dhara
(5@
soyumm
>=@
nature
fresh
>4@
fortune
nature fresh
soyumm
ginni
dhara
,ut of 67 retailer respo"de"ts fe& retailers &ere o"ly stuc' to o"e
soyabea" bra"d a"d #a+i#u# out of the# &ere ha%i"$ or &ere deali"$ i"
al#ost all the bra"ds
0!ES%& 8'*c' ()yabea+ )*l 'a( maD*mu+ (ale .er m)+t'C
Cortune '4
:ature fresh >=
Aoyumn %>
+inni (4
1hara >4
/;

()yabea+ )*l 8*t' maD*mum
(ale
nature
fresh
$@
dhara
>@
ginni
>@
fortune
5(@
soyumm
>5@
fortune
nature fresh
ginni
dhara
soyumm
,ut of the 67 retailers ;1J &ere of the %ie& that 937&"/' is the #ar'et
leader
0!ES %& 8'*c' ()yabea+ )*l 'a( maD*mum (ale *+ 1*44ere+t
Eua+t*ty .ac-(C
S)yabe+ O*l 8*t' maD*mum
(ale
I ltr
'(@
=ltr
>5@
(=ltr
%%@
I ltr
=ltr
(=ltr
As sho&" i" the dia$ra# =4&7 pac'i"$ is the #ost saleable a"d it holds /1J
share of the total.
0!ES %& Ra+- )4 t'e 4)ll)8*+,( attr*bute( *+ ()yabea+ )*l
bet8ee+ B&: acc)r1*+, t) cu(t)mer *m.)rta+ce
3 : be*+, maD*mum5
Cortune %>
:ature fresh =
+inni (
1hara (
Aoyumm ('
I ltr =ltr (=ltr
'4 >= %>
/<

GRADING B F G 9 :
Ta(te % (5 >% % =
0ual*ty % (; >4 = '
Pac-a,*+, 5 (5 (; = =
ra+1 *ma,e 6 >( ; ; 5
Pr*ce ( > ( 5 '4
,ut of the %arious attributes sho&" abo%e P-I?* is o"e of the #ost
i#porta"t factor that i"flue"ces buyi"$ decisio"s of %arious custo#ers .
0!ES %& 8'at *+4lue+ce( cu(t)mer( t) buy t'e bra+1C
Cu(t)mer( are *+4lue+ce1 by
advertising
%@
attractive
packaging
'@
retailer
%@
shop
display
5@
pricing
>'@
discount
>=@
health
conscious
%=@
advertising
attractive
packaging
retailer
shop display
pricing
discount
health
conscious
Most of the custo#ers co"su#e soyabea" oil because either they are
sufferi"$ fro# a"y heart disease or are health co"scious a"d the ratio
co%ered is )6J.
0!ES %& 8'at are cu(t)mer2( 4ee1bac- re,ar1*+, ()yabea+ )*lC
Advertising '
Attractive
packaging =
/etailer '
Ahop display 6
2ricing >;
1iscount %4
Gealth
conscious '4
/=

)ustomers are not satisfied with the discounts or the great offers they
are getting , sometimes they have to pay more than the /2 , they
consume soyabean oil just they are going health conscious ,
moreover they are receiving certain complaints regarding the tetra
packing because of leakage.
0!ES%& Are y)u (at*(4*e1 8*t' *+ce+t*7e( 4r)m t'e )*l c)m.a+yC
SATSFIED WITH THE
INCENTI/ES
yes
65@
no
>'@
yes
no
Ma"y of the retailers said that they are satisfied &ith the i"ce"ti%es they are
$etti"$1 <;Jretailers are satisfied.
0!ES %& Are y)u (at*(4*e1 8*t' t'e (er7*ce( )4 t'e bra+1 y)u are
(ell*+,C
&es %;
:o (>
&es %4
:o >4
/>

SAISFIED WITH THE
SELLING RANDS
yes
54@
no
'4@
yes
no
;7J of the retailers said that they are satisfied &ith the bra"ds the are
selli"$.
0!ES %& I4 +) t'e+ 8'at are t'e (u,,e(t*)+( y)u 8*ll ,*7e t) t'e
c)m.a+yC
Su,,e(t*)+(
transport
ation
>5@
scheme
%>@
margin
%;@
credit
'@
transportation
scheme
margin
credit
)(J of the retailers &a"t ti $i%e su$$estio"s thart co#pa"y should pro%ide
retailers so#e sche#es &hich &ould help retailers to boost co#pa"y sales.
0!ES %& A+y (u,,e(t*)+( t) t'e c)m.a+yC
They want that their margin should be increased each and every
rather than they go on a fi3ed margin ,even they want that certain
perks or some schemes should be given to retailers also.
Transportation (%
Acheme (5
argin ($
)redit >
67

ANALYSIS OF Csto!er Responses
0!ES %& D) y)u u(e ()yabea+ )*lC
CONS!MPTION OF
SO"AEAN OIL
yes
5>@
no
%;@
yes
no
?usto#ers respo"de"ts a$reed that they use soyabea" oil a"d out of 177
respo"de"ts ;(Ja$reed.
0!ES %& I4 ye( 3c'ec-5 t'e bra+1 y)u u(eC
M)(t u(e1 bra+1(
Cortune
'(@
:ature
fresh
($@
Aoyumn
>'@
+inni
%@
1hara
(%@
Cortune
:ature fresh
Aoyumn
+inni
1hara
I" co"su#ptio" as &ell as preferable bra"ds FORTUNE leads &ith /1J
0!ES %& Ra+- t'e 4)ll)8*+, attr*bute( acc)r1*+, t) t'e*r
*m.)rta+ce t) y)uC 3: be*+, maD*mum5
&es 5>
:o %;
Cortune >=
:ature fresh (>
Aoyumm (=
+inni >
1hara ;
61

GRADING B F G 9 :
Ta(te 5 ($ >= = 6
0ual*ty = (6 >6 5 6
Pac-a,*+, $ ($ >% 5 =
ra+1 *ma,e 6 >( ' (% 6
Pr*ce > ' 6 $ '4
,ut of the %arious attributes sho&" abo%e PRICE is o"e of the #ost
i#porta"t factor that i"flue"ces buyi"$ decisio"s of %arious custo#ers.
0!ES %& W'at *+4lue+ce1 y)u t) buy t'e ab)7e (tate1 bra+13(5C
DECISION ARE INFL!ENCED "
=@
5@
($@
;@
%=@
>6@
Advertisment
Attractive
2ackaging
/etailer
Ahop display
2ricing
Gealth conscious
P-I?IN@ is a$ai" the leadi"$ factor follo&ed by the custo#ers &ho
co"su#e just because they are health co"scious.
Advertisment %
Attractive
2ackaging '
/etailer (>
Ahop display =
2ricing >(
Gealth
conscious (6
6(

0!ES %& I4 .art*cular bra+1 *( +)t a7a*lable 8*t' reta*ler t'e y)u
8*ll. . . . .C
drop the idea of buying it >
go to another retail
outlet %6
try another brand
>
%
I4 Part*cular bra+1 +)t
a7al*able
4@ 4@ 4@
%@
54@
%6@
drop the idea
of buying it
go to another
retail outlet
try another
brand
As per the collected data it is clear that custo#ers &a"t to stic' to their
particular bra"d rather tha" tryi"$ out so#e differe"t bra"d.
0!ES %& W'at acc)r1*+, t) y)u a (u*table .r*ce 4)r B ltr 8'*c' *(
)4 ,))1 Eual*tyC
below /s %4 5
between %4 and '4 $
between '4 and =4 %$
more than =4 ;
6)

PRICE FOR BLTR
(4@
(=@
5>@
(%@
below rs %4
between %4
and '4
between '4
and =4
more than =4
AS clear fro# the abo%e dia$ra# it is clearly i"dicated that custo#ers &a"t
price of 1ltr bet&ee" the ra"$e of /7 B 67 so that it is easily affordable for
the# easily.
0!ES %& I4 y)ur bra+1 *( 4e8 R( eD.e+(*7e t'a+ *t, t'e+ 8*ll y)u
,) 4)r *tC
WILL "O! !" IF "O!R
RAND IS E;PENSI/E
yes
5%@
no
%6@ yes
no
?usto#ers are ready to pay e%e" hi$h price because they are satisfied &ith
&hat they buy.
0!ES %& A (ale .r)m)t*)+ (c'eme l*-e r( BA )44 , F:A ,m( eDtra
&es %$
:o >%
6/

)r a .r)1uct 4ree, 8')ul1 *t a44ect y)u .urc'a(e 1ec*(*)+C
SALES PROMOTION
EFFECTS !"ING
DECISIONS
no
24%
yes
76%
yes
no
Al#ost <6J custo#ers a$rred that sales pro#otio" sche#es do effect the
buyi"$ decisio"s.
0!ES %& 8'at (*>e )4 .ac-a,*+, 1) y)u +)rmally buyC
PACKAGING MOSTL" SOLD
(ltr
54@
=ltr
($@
(=ltr
>(@
(ltr
=ltr
(=ltr
14T- pac'a$i"$ is #ostly sold i" the #ar'et.
0!ES %& Are y)u 'a..y 8*t' t'e -*+1 )4 ()yabea+ )*l bra+1(
a7a*lable *+ *+1*a, t)1ayC
&?A '6
:* (=
(ltr %6
=ltr (>
(=ltr (%
66

SATISFIED WITH THE
RANDS SOLD IN INDIA
yes
54@
no
'4@
yes
no
Majority of the custo#ers are satisfied &ith the bra"ds that are a%ailable i"
I"dia.
0!ES %& I4 +) t'e+ 8'y +)tC
All the custo#ers ha%e $i%e" their su$$estio"s as &ell as co#plai"ts &hich
are sho&" later.


&?A %6
:* >=
6;

S!GGESTIONS OF THE RETAILERS @
C!STOMERS
(. ,eakage problem should be looked after and the replacement of the
leaked packets should be given to them.
>. The company should reduce the cost of their products and the margin
of the retailers should be increased.
%. 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.
'. In the same way, whenever any scheme is introduced for the
consumer there should be atleast a print advertisement if T.E.
advertisement is not possible.
=. *ther incentives should also be given to the retailers like glow sign
boards etc.

CONCLUSI ONS & RECOMME NDATIONS
(. ,eakage problem should be taken care of and the retailers should fully
compensated for their loss due to leakage.
>. There should be proper feedback for the retailers AA F?,, AA
customers whenever any scheme is introduced for the retailers I
customers they should be made aware of it. Aales representatives
should be given guidelines to intimate each and every retailer of his
area about the schemes.
6<

%. 0eing all the companies are IA* $44( company, it is not good for the
reputation company that it is getting complaints about the products
related to 8uality. ore emphasis should be laid on the 8uality to avert
such circumstances.
'. /egarding the introduction of new products, the company should go for
aggressive marketing. There is a lot of potential in Aoya /efined oil
segment, but retailers are not even aware of our product.
=. Fhenever any consumer oriented scheme is introduced, the scheme
should be directly targeted to that person who actually uses i.e., house
wives.
5. :on 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 .r)blem 1ur*+, t'e 1ay( )4 r*(*+, .r*ce( (')ul1 be ta-e+
care. I+ t'*( (*tuat*)+ *4 reta*ler( are ,ett*+, t'e .r)1uct( )+ a
.r*ce '*,'er t'a+ t'e MRP t'ey ca+#t (ell *t m)re t'a+ t'e MRP. S)
t'*( .r)blem (')ul1 be l))-e1 a4ter care4ully.
*bl*),ra.'y
K)tler P'*ll*., arketing anagement, illennium edition. -2rentice hall of
India..
u(*+e(( t)1ay
GREEN AND T!LL , arketing /esearch
WESITES
6=

www. +oogle.co.in
www.adani.com
www.amri banaspati.com
www. Aoyumm.com
www.cargill.com
www.dharaproducts.com
www. :aturefresh.com

6>