Positioning and Branding of

Edible Oil and Food Products of

Adani Wilmar Limited.

VAIBHAV JAIN
17BSPHH01C1210
 INTRODUCTION
ADANI WILMAR LTD.

Incorporated in January AWL has the largest

Adani Wilmar Limited (AWL) is
1999. distribution network among
a joint venture between Adani
It has over 450 all branded edible oil players
Group- The leaders in private
manufacturing plants and an in India, with more than
infrastructure and Wilmar
extensive distribution 96 stock points, 5000
International Limited -
network covering China, distributors and *10% Retail
Singapore, Asia's leading Agri
India, Indonesia and some 50 Penetration which spans across
business group.
other countries. approx. 1 Million outlets all
over India.
 OBJECTIVE METHODOLOGY
Major objective is to increase the market Methodology was based on the primary &
share of Adani Wilmar Ltd. by applying new Secondary researches done to achieve the
strategies in the prevailing system. objective.

To check the availability and

Discussion with Retailers &
visibility of Fortune Oil and
Consumers at their shops.
Food Products in the market.

Doing an healthy check on the

To check the competitor’s
competitors and their
strength in the market.
schemes.
To understand the strategies Primary & Secondary
involved in achieving Researches which includes
excellence in marketing and survey to study consumer
branding of goods behavior.
 SWOT ANAYSIS OF AWL.
Strength Weakness
➢ Dominant player and largest seller of edible oil
➢ Very low impact of communication
➢ Uses health platform ➢ Not differentiating – too generic to the category
➢ Market Presence
➢ Reasonable Price

Opportunities Threat

➢ Sharp increase in demand of branded oil ➢ The threats of low price competition
➢ High market awareness in metropolitan city of ➢ A large number of domestic as well as multinational
branded oil players
➢ Increase of health-conscious people ➢ Highly competitive industry
 CHALLENGES FACED DURING INTERNSHIP

Low Customer Interaction

Positioning

No Proper Knowledge About Visibility

the Product.

Training to DSM’s
MY PHASES DURING INTERNSHIP
DSM – General Trade

• Daily visiting kirana stores

• Daily visiting atleast 30 outlets defined area wise.
• Checking availability of the products.
• Taking the new order of the store.
• Working with the company device- Sales Force
Automation.
• After the visit, returning to the distributor point to print
the bills according to their order.
Learning Under General Trade

• Learnt the working of FMCG industry.

• How to handle the shopkeepers.
• How to tackle the shopkeeper and still sell him the product.
• Shopkeepers are not very happy with the opening of
Malls/Superstores.
• Learnt about the oil and rice industry in depth.
Modern Trade
• Understood The dealing with superstores like:-
1. Reliance Smart
2. Reliance Fresh
3. D Mart
4. Hypercity
5. More
6. Big Bazaar
7. Star Bazaar
8. Sahakari Bhandar
Learning From Modern Trade
• Two Types Of Promotion:-
1. Primary Promotion.
2. Secondary Promotion.
Area Sales Executive (ASE)

• Understood the working with the distributor.

• Had 5 DSM’s under me.
• Daily visiting the market with 1 DSM.
• Taking Daily Gate meeting with the DSM’s.
• Keeping a record on each DSM’s productivity.
• Trying to improve the productivity of each DSM.
Learning From ASE
• Understood the Distribution at AWL.
Trade Marketing

• How Trade Marketing works at AWL.

• The various schemes/programs carried out by the trade
marketing team and their impact.
1. Giving hat to the “Dabbawala”- who provide tiffin's in
corporates, mentioning the Fortune VIVO Oil over that
hat.
2. Giving free samples (200 ml) of Fortune VIVO to
doctors to consult it to their patients as its an health
conscious product.
Learning From Trade Marketing
• Learnt how to increase visibility and branding of the company.
Category In Charge (CIC)
• Learnt about the various products in specific.
• Understood Oil and Rice in detail.
• From Marketing to pricing to the target market etc.
• Learnt about products from the scratch to the end product.
• Learnt the difference between the products.
SUGGESTIONS
• Tap Rural Markets
• Availability Of Products
• Increase the knowledge of Consumers
• Decrease in Replacement procedure
• More Frequent visit by the DSM’s
• Schemes should reach out to the Customers.
THANK YOU.