PROJECT REPORTOn REPORTOn
“ANALY “ANA LYSI SIS S OF VA VARI RIOU OUS S BR BRAN ANDS DS SOOF YABEAN REFINED OIL IN THE MARKET”
SUBMITTED SUBMITTED TO CHITKARA CHITKARA BUSINESS SCHOOL, IN PART PARTIA IAL L FULF FULFIL ILLM LMEN ENT T OF TH THE E REQU REQUIR IREM EMEN ENTS TS FOR THE DEGREE OF MASTERS IN BUSINESS ADMINISTRATION IN MARKETING (2006-2008)
Submitted by: Ashwani Pahuja 1
MBA - 4t Sem. h
Roll No. E066009
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 PAHUJA under my guidance and supervision is an original research work. work. It is based upon both the primary data as well as secondary data and references are from published sources hence it proves authenticity of the research project. This research work is original and is an unpublished report.
HARPAL SAINI Faculty Member CIET
2
MBA - 4t Sem. h
Roll No. E066009
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 PAHUJA under my guidance and supervision is an original research work. work. It is based upon both the primary data as well as secondary data and references are from published sources hence it proves authenticity of the research project. This research work is original and is an unpublished report.
HARPAL SAINI Faculty Member CIET
2
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 t hat I hope will wi ll comprehended by the widest spectrum of researchers, analysts and students for further studies.
I am thankful to
Mr. HARPAL SAINI , Faculty Member
guidance and support. Mere acknowledgement may not redeem the debt I owe to my parents for their direct/indirect support during the entire course of the project.
3
for his
CONTENT S S.No No(s)
Contents Page Certificat eAcknowledgemen t Chapter-I (a) Introduction to the topic Executive Summary (b) Introduction to Edible oil industry i Edible oil market in India Processing of Soya Oil ii Major Players in Soyabean oil iii Preferable brands and price iv Retailers and customers want to say V Market strategy & marketing mix vi Chapter-II i iiObjectives Scope and Limitations 42 Research Methodology 43iii 44 ChapterAnalysis of III Data and Findings Chapter- Suggestion of Retailers &customers, IV Conclusion and Recommendations Bibliography
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5 6-10 11-12 12-29 30 31-32 32-41 42 42
4555 5557 58
EXECUTIVE SUMMARY
The o bje ctive of thi s r ese ar ch i s to de term in e the custo me r as wel l as r etail er s pr efe ren ce s r ega rdi ng di ffe ren t so ya be an b ran ds which r esult in the ir m ar ke t shar e. It involves th e stud y the consum er s’ bu yin g beha vi or an d atti tudes to war ds a var iety of a ttrib utes an d factor s, w hich h elp them in decision- m aki ng.
Firstly, I took five brands of soya bean refined oils; for a comparative study. I got the companies’ broad background; their entry into the segment, their positioning strategies of brands and other factors affecting the consumer’s buying behavior.
Later I went through the process of filling the questionnaires from 50 retailers & 100 customers selling and consuming soya oil, both retailers and customers were taken into account to make this research more effective. Secondary data from various sources like magazines, a journal etc has also been taken. The findings showed that the retailers who sell various brands want more margin and various packages as well and customers want some discount schemes and soya bean oil at reasonable price between 40 -50,moreover they want after sale services. But, at the end the research was limited due to small sample size, small sample area and time constraints.
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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).
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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.
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 industr y 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.
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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 25.14 m illion tonnes of
nine cultivated oilseeds during the year 2003-2004. India contributes about 8-9% of the world oilseeds production. Export of oil meals, oilseeds and minor oils has increased from 2.28, million tones in the financial years 2003-2004. In terms of value, realization has gone up from Rs.2653/- crores to Rs.5447/- crores. India accounted for about 6.4% of world oil meal export.
Types of Oils commonly used in India. India is fortunate in having a wide range of oilseeds crops grown in its
Different agro climate zones. Groundnuts, mustard/rapeseed, sesame, safflower, linseed, Niger seed/ castor are the major traditionally oilseeds. Soya been and sunflower have 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, Karnataka, Tamil Nadu in addition to Kerala and Andaman and Nicobar 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. Figures pertaining to 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 :-
In Lakh Tonne Oil year (NovOctober)
Production of oilseeds
Net availability of edible oils from all domestic sources
1998-1999 247.48 69.60 95.82 1999-2000 207.15 60.15 102.11 2000-2001 184.40 54.99 96.76 2001-2002 206.63 61.46 104.68 2002-2003 150.58 47.28 90.93 2003-2004 251.42 (4th advance Estimates) 2004-2005 248.42 (2nd advance
71.09 (Est. ) 73.10 (Est. ) 8
Consumption of edible oils (from domestic and import sources)
124.04 (Est. ) 117.10 (Est. )
estimates) 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 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 economy. Its production is about 1.2 to 1.4 million tonnes annually. It has around 10% 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. For example 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. Of late, things have changed. Through technological means such as refining, bleaching and de-odouraisation, all oils have been rendered practically colorless. Odorless and tasteless, and therefore, have become easily interchangeable in the kitchen. Newer oils, which were not known before they have entered the kitchen, like those of cottonseed, sunflower, palm, oils or its liquid fraction (palmolein) soya bean and rice bran. About 60-70% predominately groundnut and m ustard 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 42%, 48%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
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of the unseasonal rain followed by inclement weather. The production of oilseeds declined to 20.7 million tonees in 1999-2000. However, as per available information. The oilseeds production in 2003-2004 is estimated to be 25.1 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 liberalization under which the Government’s economic policy allows 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 im ports increased by some 21 percent for the first six months to April 2005.
Imports jumped to 2.2 million tonnes in the first half of 2004-2005 up from 1.82 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 5 million tonnes this year from 4.4 million tonnes in 2003-2004 Mehta added reports the American Soybean Association.
Soya oil in particular saw strong growth. Imports of crude soy oil leapt to 735.352 tones in the Novem ber 2004 to April 2005 period up from 236.990 tonnes in a year earlier. Crude palm oil purchases rose 10.8 percent to 1.01 million tonnes from 911,520 tonnes.
India’s oilseed output for 2005 is estimated to be around 21.8 million tonnes, a fall of 6.4 percent from 23.3 million tonnes last year.
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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, 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.
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 Am erica 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:-
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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 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% m onounsaturated fatty acids. - 60.8% polyunsaturated fatty acids, of which 6.5% linolenic acid.
MAJOR PLAYERS AMRIT LTD
BANASPATI
CO.
Amrit Banaspati Co. Ltd 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.
About company
the
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At Amrit Banaspati Company we have stayed close to our roots nature. Our special understanding of nature and her ways have enabled us to grow form a Vanaspati company to a multi product organization producing a whole range of edible oils and fats.
Today ABC has an installed capacity of 10,000 metric tonnes per month as compared to a mere 3,000 metric tonnes per month in its first year of operations. This stupendous growth has been possible because ABC has continuously endeavored to bring new products to the Indian consumer and that end is R and D has played a key role. Further ABC has over the years introduced a range of refined oils namely, soyabean, groundnut, cottonseed, mustard and sunflower.
With the objective of meeting the varied need of Indian consumer.
Besides ABC also produces baker y shortening and confectionery fats and oils among other products that meet your specific needs.
Most importantly, all our products meet the stringent international standards. So much so that ABC brands are household names today and have been honored with the “Monde Selection Medal of Brussels” on several occasions.
TURNOVER :The present turnover of Amrit Group is around 600 crores and of Rajpura unit is around Rs.340 crores in terms of turnover. Amr it 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)
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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.
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 governm ent 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
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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.
Amrit Banaspati has Distribution PLANT , DISTRIBUTERS
adopted ,
three
RETAILERS
tire
:-
,
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 130 depots and 575 stations. Number of dealers engaged in distribution of Amrit Banaspati’s products are around 670.
FORTUNE SOYABEAN OIL
Fortune Refined Soyabean Oil
is light, odorless and healthy oil. Most importantly it contains OMG3 (Omega – 3 fatty acids) – an essential PUFA 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). Paanch Ka Ashirwad is for:
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1 Healthy eyes 2 A strong heart 3 The nourishment of the womb 4 Controlling diabetes 5 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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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. associates. AWL's retail reach is more more than 500,000 outlets across the countr y and this retail reach can be compared with the best FMCG giants in the country
Title Pu blication Date
Trusted Brands Award Winn Winner er Read Reader er's 's Digest Gujarat's rising star Business Business India May 07 2006
May 2006
Oil buckle under as trucks Economics Times February 02 02 2006
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Health to the people Brand Reporter Reporter February 01 2006 2006
Fortune Mission Extra Health was undertaken by AWL in Mumbai between October-November October-November 2005. The core objectives 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 There was a very good increase increase in terms of brand awareness and overall the activity was a huge success
s.1700 7000 cro crore ress (US $ 3.7 3.7 bil billi lio on) in Adani Group with its turnover exceeding Rs.1 2005 , 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
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trading companies in India with Five Star Trading House conferred by the Govt. of India). • • •
• •
status (Highest status
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 is one of the world's largest trader and refiner of US $ 5 billion in 2005 edible oils. With consolidated sales of 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 .
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.
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
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, the
Mundra (Gujarat), Mantralayam (Andhra Pradesh), Bundi (Rajasthan) and Haldia (West Bengal).
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; blowmolding facility, 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
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.
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",
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exclusively to cater to the taste of pungent and pure mustard oil of eastern India .
This plant was acquired from Acalmar, and has a capacity to . This plant provides ideal location for supplying to 600 TPD of oil Eastern parts of the country. It also has excellent facilities to
refine
manufacture Speacilty Fats, which is an alternative for Vanaspati
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 Limited
Soya
Industries
R uchi 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 m illion) and assets worth Rs 682.75 crores. The company was founded by industrial visionar y 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 countr yside of Madhya Pradesh into Soya bowl of the nation. R uchi 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
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.
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 shar e 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 Products
Soya
R uchi 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 super vision of an expert. The competent quality 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. 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 (Soya Lecithin).
Soyumm (Ultra Refined Soya Oil)
I t 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
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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. 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 Soyum m. Cooks will earn smile and admiration
.
U niversal 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 m inistry and finance ministry will love it. Applicable and availability Ruchi’s Soyumm is available in bulk for industrial use such as in m anufacture 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.
Soyumm (1 Ltr Pouch )
Soyumm (1Ltr Bottle)
Soyumm (5 Ltr Jar)
Soyumm Soyumm (15 Kg Jar)
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(15 Kg Tin)
Soyabean Oil S oyabean 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 S oya 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 millions of housewives and cooks all over the world. R uchi’s Soyabean oil – Soyumm is a delightful, odourless, healthy oil which is a pleasure to the health
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CARGILL LTD
There is a precedent for this phenomena. 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
25
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 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.
Advertisemen t 26
CargilllaunchesActiLiteoil Mumbai: After the resounding success of its flagship Nature Fresh brand of branded packaged food products, Cargill Foods has launched ActiLite, a new refined blended oil that is light and good for health. ActiLite is a refined blended oil that contains the power of two — the lightness of sunflower and the nutrition of soyabean. ActiLite offers a right balance of three kinds of fat (MUFA, PUFA and SFA) and is, therefore, a healthy well-balanced oil. ActiLite provides the added advantage of being a light oil because of its excellent refining process, which removes all impurities, colour pigments and wax, making it almost transparent and very light. ActiLite is available in transparent packaging, which has been the hallmark of Nature Fresh Oils, and allows the consumer to see the lightness of the oil before they purchase it. 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 130 5 L 315
pouch
126
pouch
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 att brand in India and has a steadily growing market share in all the a 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 basmat rice and salt categories as i well. Headquartered in Minneapolis, Cargill Foods is a $45-billion company ranked 45 th in sales in the Fortun magazine's Global 500 and fifth among the companies in the prepared foodse category in the magazine's ranking of the top 250 global food companies in 1999
27
Produc t
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 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'.
28
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 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.
29
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 shelflife. Dhara's light weight and hygienic five-layered PET jar with a double handle 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 an d
PREFE RA BLE BRAN DS& PR IC E RAJP UR A
BRANDS PACKIN GINNI
PRICE G 1 LTR Rs. 51 5LTR Rs. 275 15LTR Rs. 765
30
1 LTR Rs. 50 5LTR Rs. 270 15LTR Rs. 757 1 LTR Rs. 48.75 5LTR Rs. 260 15LTR Rs. 747
GEMINI
MAHAKOS H
1 LTR Rs. 49.50 5LTR Rs. 265 15LTR Rs. 745 1 LTR Rs. 53 5LTR Rs. 285 15LTR Rs. 775 1 LTR Rs. 50 5LTR Rs. 270 15LTR Rs. 740 1 LTR Rs. 54 5LTR Rs. 285 15LTR Rs. N.A
AMBUJA
FORTUNE
GOKUL
DHARA (fit n fine)
WHAT SAY 1)
RETAILERS
HAVE
TO
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 scheme.
31
4)
: - The retailers also said that sometimes the quality
Quality problem
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
WHAT SAY 1)
CUSTOMERS
HAVE
TO
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
RECOMMENDED STRATEGY
MARKETING
The market strategy of the firm is a complete and unbeatable plan or an instrument designed specially for attaining the marketing objective of company. The formulation of the marketing strategy consists of two steps :1. Segmentation & target market selection. 2. Assembling the marketing mix.
Market Segmentation And Target Market Selection Market segmentation and target market selection have an intimate relationship with market strategy for mulation.
32
The company may focus on the following factors while laying down the target market. 1. Geographic Segmentation
Geographically the countr y can be broadly divided into 3 sub segments -Rural, Suburban and Urban. In the first phase(after the test launch), Urban parts of the countr y should be targeted. The chosen segment is targeted because – •
Lack of infrastructure.
•
The consumption pattern & behavior in Rural India does not fit with the product attributes and perceived benefits.
•
The limitation of disposable income is another factor that hampers entry in Rural areas.
•
Semi-Urban may be considered in the second phase. An year after the launch.
Within Urban India, the cities with 1 million + population i.e. top 23 metros will be targeted. A soft launch of the brand should be undertaken before taking the brand to these areas. This (test launch) will be undertaken in Bombay, since it (Bombay) is a high consumption city. 2. Demographic Segmentation
The demographic variables have been separately addressed to arrive at the target audience. •
Age: 30-40 years + segment of the population is recommended to be targeted.
•
Family Life Cycle : In terms of family life cycle it is addressed at all of the
following : 1. Old people who are suffering from heart diseases. 2. Married people who are health conscious. The brand may positioned such that it fits all stages of family life cycle. •
Income : The income segmentation may be all households with an annual income
exceeding Rs. one lakh. Targeted audience may be all households that can afford a television or have access to satellite television. 3. Psychographic Segm entation Social Class : In terms of psychography the social class targeted is the educated upwardly mobile urban middle and upper class. .
33
Life Style : In terms of lifestyle, it may be aimed at those who favor buying convenience products. They are also willing to experiment with alternate products in place of conventional food items. 4. Behavioural Segmentation
The moulded segment of the market is perceived to be the growth engine of the market. Hence, this segment is quite lucrative for a new brand launch. This segment comprises of people who like to have chances and want to try new things. 5. Usage Rate
The market may be further segmented on usage rather than attitude.
TARGET AUDIENCE Following from the above, it is recommended to target consumers who found other refined oils too heavy. Usage rather attitude is being used to segment. There are 181 million urban individuals in India Our target segment is people living in the top 23 metros (1 million +population), which implies 63 million people.
SUGGESTIVE MIX
MARKETING
The objective of the marketing mix developed is: “To develop a product that is available, affordable, based on local raw material, and adapted to the taste and the nutritional habits of the populat ion”.
The elements of the mix - Product, Price, Place & Promotion have been entailed below :
Produc t
34
The two most important segments of the market are Moulded and Countline segment(segm ents have a high share of the market). Also, it can be seen in the findings, the Indian consum er does not recognise the difference between Moulded and Countline segment. Further, a key decision that needs to be taken is to decide whether to have a core brand focus or have a plethora of brands. Here, it would be advisable to launch a complete
basket of products covering
both the countline and the Moulded chocolate segment (at least if not Panned). 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. However, a concentration strategy may be adopted in the first phase, focusing on one core flagship brand. The various product attributes have been mentioned below : •
Stipulations regarding the use of Hydrogenated Vegetable Oil-HVO (since it contains nickel) may be adhered to. Nickel in chocolates can cause cancer. However, research is still on to prove this. Product formulation should keep this aspect in mind.
•
Packaging :
The packages or the cover packs, of the brands can be in
Blue, Green and Red color which represents a fun element so that the customers don’t even realize that they are taking oil due to Dr’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. •
Sizes : As can be seen in the findings the most popular size is
litres
should be used. . •
Shelf Life :-The product should also have a high shelf life with a good
shelf appeal as well..
Product Differentiation Since, there exists strong competition from heavy weights such as
FORTUNE ,
NATURE FRESH AND SOYUMM , the product offering should be well
differentiated.
35
Pricin g Factors 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. Premium pricing (relative to the competing brands), with special emphasis on taste and quality (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 quality. Further, 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). Consumers feel that even if the price of their favourite brand is reduced, they might not buy more of it.
Placemen t The success of any FMCG product thrives on distribution. Factors like financial cost effectiveness) perishability of the
product, repeat orders; 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. However, the channel members provide greater visibility to the product. Recommended Distribution Logistics
The first task in hand should be, to effectively map the territory into smaller more accessible and controllable units. An effective territory mapping needs to be done not only to provide an efficient coverage of the market but also to provide growth
36
opportunities to the constituents (stockists), as the company grows. The recommended distribution chain would be as follows:
Carrying & Forwarding Agents:
These may be appointed at two or more State(s) of
operation of the company. Carrying & Forwarding agents work on a commission basis – 3% (industr y norms) of the goods handled. It is recommended that the country keeps about 4 to 6 weeks of inventor y at the C&F level and a commission structure which is in keeping with the industry norm. Therefore a 3 percent commission on the invoice value may be provided to the agents. Stockists
: A stockist provides a local delivery point for the
manufacturer/marketer. They store
the products, break bulk, and distribute to
the retailers. With 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 experienced and effective channel members. As existing marketing marketer/manufacturer can piggy back on the existing channel structure. A new company will have to provide greater incentives convince channel members to stock the product offering. Hence, an innovative means of channel handling needs to be adopted: •
Competitive commission to the stockists-around 5.66% on the invoice (industry standards 5.66%)
•
The efforts of the sale representatives employed by the stockists to get orders may be supplemented by the manufacturer ’s sales force.
37
•
Retail outlets to be serviced at least four times in a month (atleast once a week)
•
Distributors (stockists) to maintain stock of not more than 15 to 20 days
•
Since, distributors are to maintain airconditioned godowns, in summers the A/C expenses may be borne by the Co.
Wholeseller : Wholeseller ’s prime concern is buy in bulk and sell at the fastest
rate. The aim of any distribution chain of mass-market product categor y like soya oil would be to expand its reach i.e. the no. of outlets storing its products. This may not be possible even with a well established stockist network. Hence, wholeseller ’s paly a significant role in supplem enting the stockists’ effort snd in providing a better reach to the product.
Retail Outlets : It is extremely important for any chocolate brand to have a well
entrenched retail presence.
Reach Is the key
.
The first stumbling block for a new brand/product is, to convince the retailers to stock the offering. Retailers want smaller quantities at shorter inter vals. Hence, retailers may be convinced by offering smaller quantity options to them. Also, retail margins provided may be higher than the industry than the industry standards (industry standards range from 8.5% to 9.5% of the MRP). The margins offered can be around 9.75% of the MRP.
Promotio n
This involves communicating persuasively to the consumers, in order to arouse their interest in the product. A detailed promotion plan involving advertisement, sales promotion and public relations is proposed. .
Advertisement Plan The Advertisement plan could be as under:
38
Corporate objective:
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. Advertisement Objectives
•
To position the product as a “high quality brand, with a wide range of offering, providing, fun anytime, anyplace products”.
•
To create awareness about new arrivals of soya oil.
•
Induce consum er trials.
•
Build corporate image
•
To undertake com petitive advertisement.
Message: The message design will be consist of following;
Appeal: • it should be appealing one Presentation: • should be well presentable Message Source: • For print media the message source will be the copy part and creative advertisement design. For electronic media, the source will be whole family unit, younger enjoying the food. Media
Print Media • : Will be the major magazines read by the target segment i.e.., India today, society, femina, stardust etc.. Electronic Media • : Since the whole of target segment watch Satellite TV during prime time and advertisement will be featuring share for 3 or more time to leave an impact. Public Relations :
I. The company will hold a press conference announcing its arrival in India and will highlight its global achievements.
39
II. Company has plan to sponsor events like 2 viz., skiing river rafting, yachting etc. III. Company will also sponsor fun based TV programs. Sales promotion Activities
: 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 : Trade promotion: The Company 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 adopted: •
Schemes such as , a certain percent off on the purchase of Rs 5000 or Rs 10,000 worth of oil.
•
A 15 ltr tin free with every Rs50,000 purchase.
•
Shop Displays
Apart from these, WindowShelf space may be purchased outright. Consumer Promotion: Some of the consumer offers that could be introduced are : 1. Free gifts like pen, soaps etc., on return of oils wrapper 2. Money Savers 3. The Company can announce consumer “contests” (with proof of purchase) with attractive prizes, supplemented by an advertisement campaign. .
MARKET PLAN
TESTING
The company should test the product before it goes national (23 metros with million + population). This is so because:
1. It would reduce the risk of failure in the market where it goes national, by validating the marketing mix. 2. Facilitate validation of positioning. 40
3. Allow corrective action through incorporation of consumer feedback. For test marketing the SOYA OIL, the plan may be as follows
:
1. Test Objectives: To validate the brand names, new outlets, etc and to measure the sales volume, pr icing and promotion policy. Competitor reaction can also be analysed. 2. The product may be launched in Bombay ( as a soft(test) launch). This selection was based on : •
Bombay is uniform ally represented by the target segment
IMPLEMENTATIO N A well designed marketing plan counts for nothing, if not im plem ented properly. Success in the m arket place depends upon the way the plan is implemented. The launch is recommended to be before winters-say September or October, since – •
That period would facilitate high Diwali sales, and
•
During 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 following: •
Sales Distribution Network
•
Quality standards
•
Research and Development-continuous innovative products
41
•
Technology support
Before the launch the following should be ensured:
1. Product literature to the sales department to be provided & Training to sales staff 2. Feedback of sales staff regarding product competition 3. Feedback of other departments like sales forecast to the production department, R&D for product modification. Finally, in order to ensure long term success of the product
•
Company should have a personnel department., which will handle employers related problems.
•
Company should set up an “operational department” which will be for helping the distributors and the retailers.
The marketing team must maintain a “Management Information System” consisting of *Sales reports * Consumer feedback * product
OBJECTIVE STUDY
OF
THE
Research would be carried out based on these objectives
42
.
1) To find out customer preferences towards different brands of soyabean oil 2) Market share of each brand towards total market share of soyabean oil 3) What is the margin retailers are getting from various brands & what are the brands they want to sell 4) What problems are they facing related to new or various products 5) To get the feedback from retailers & customers as well
SCOPE STUDY
&
LIMITATIONS
OF
THE
•
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.
•
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
43
•
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 METHODOLOGY A resear ch design is the arr angement of condition for collection and analysis of data in a manner that to, combine relevance to resear ch pur pose w ith economy in procedur e. Res earch Des ign :- is conceptual s tr uctur e within which r esear ch is conducted. I t constitutes the blue print of collection, measurement and analys is of data .Resear ch Des ign is needed because it f acilitates the smooth s ailing of var ious r esearch oper ations, thereby making resear ch as eff icient as poss ible yielding maximum inf or mation w ith minimum time, eff or t and money. Res ear ch Des ign stands f or advance planning of methods to be used for collecting r elevant data and techniques to be used in the analysis .The design helps r es ear cher to organize his ideas whereby it will be possible f or him to look for f laws and inadequacies. Method of data collection : - for collecting data and the accuracy of facts, complete enumeration was used. for collecting the data a sample of retailers & consumers were drawn
Data Analysis : - For the data analysis to know the market share of various
soyabean brands computer programme called Microsoft Excel was used, with the help of Microsoft Excel, I came to to know the quantity sold per month of each brands . On the basis of the quantity sold per month, I could collect the market share of each brand.
Sample size
: - sample size was
50 of retailers &
44
100 of customers.
:
Sources of p rimary and secon dary data
The major aim of the pr oject was to analyze the competition in occupying mar ket shar es of var ious soyabean oil br ands. Theref or e I had to get consider able inf or mation about the competing brands . For this I had to go through a lot of secondar y data. A lot of iss ues of B usiness Today ,Econom ic Tim es
45
w ere consulted.
Analysis Responses
of
Retailer
QUES :- which brands of soyabean oil are available in the shop?
Fortune 40 Nature fresh 25 Soyumn 32 Ginni 10 Dhara 20 VArio brands
dhara 16% ginni 8% soyumm 25%
us
soyab
ean
availabl e
fortune 31% nature fresh 20%
fortune nature fresh soyumm ginni dhara
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
QUES:- which soyabean oil has maximun sale per month?
46
Fortune 32 Nature fresh 5 Ginni 1 Dhara 1 Soyumm 14 soyabean oil w ith maximum sale soyumm 26% fortune
ginn i 2% dhara 2%
fortune 61%
nature fresh ginn i dhara
nature fresh
soyumm
9%
Out of the 50 retailers 61% were of the view that leader
fortune is the market
QUES :- which soyabean oil has maximum sale in different quantity packs?
I ltr 5ltr 15ltr 40 25 32
Soyaben Oil with maximum sale 15ltr 33% ltr
I
I ltr 41%
5ltr 15ltr
5ltr 26%
As shown in the diagram share of the total.
1ltr packing is the most saleable and it holds 41%
QUES :- Rank of the followings attributes in soyabean oil between 1-5 according to customer importance ( 5 being maximum)
47
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
Customers are influenced by healt h conscious 3 5%
discount 25%
a ttractive pa ckaging 4%
pricing 24%
adverti sing 3% retailer 3% shop d isplay 6%
advertising att ractive packaging ret ailer shop display pricing discount health conscious
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?
48
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?
Yes 38 No 12
SATSFIED THE IN
WITH CEN
TIVES no 24% y es no yes 76%
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 ?
Yes 30 No 20
49
SAIS FIE D WITH THE SELLIN G BR AN DS
no 40% yes
yes
no
60%
60% of the retailers said that they are satisfied with the brands the are selling.
QUES :- If no then what are the suggestions you will give to the company?
Transportation 13 Scheme 16 Margin 19 Credit 2 Suggestions
margin
transport credit ation 4% transportation 26%
38% schem e 32%
schem e margin credit
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.
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ANALYSIS OF
Customer Responses
QUES :- Do you use soyabean oil?
Yes 62 No 38
CONSUMPTION OF SOYABEAN OIL no y es
38%
yes
no
62%
Customers respondents agreed that they use soyabean oil and out of 100 respondents 62%agreed. QUES :- If yes (check) the brand you use?
Fortune 25 Nature fresh 12 Soyumm 15 Ginni 2 Dhara 8 Most used brands
Dhara Ginn i 3%
13% Fortune Fortune 41%
Soyumn 24%
Nature fresh Soyumn Ginn i Dhara
Nature fresh 19%
In consumption as well as preferable brands
FORTUNE leads with 41%
QUES :- Rank the following attributes according to their importance to you? (5 being maximum)
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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
DECISION AR E INFLUENCED BY Advertisment
5% 6%
27%
Attractive
19%
Packaging Retailer Shop display
8%
35%
Pricing Health consc ious
PRICING is again the leading factor followed by the customers who consume just because they are health conscious.
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QUES :- If particular brand is not available with retailer the you will. . . . . ?
drop the idea of buying it 2 go to another retail outlet 37 2 3
try another brand If Particular brand not avaliable
drop the idea of buying it go to another retail outlet try another brand
3% 0% 0% 0%
37% 60%
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 30
Rs
6
between 30 and 40 9 between 40 and 50 39 more 50
than
8
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PRICE FOR 1LTR below rs 30 13%
10%
between 30 and 40
15%
between 40 and 50 62%
more than 50
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?
Yes 39 No 23
WILL YOU BUY IF YOU R B RAN D IS EX PEN SIVE
no 37%
y es yes
no
63%
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
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or a product free, whould it affect you purchase decision?
YES 47 NO 15
SALES PROMOTION EFFE CT S BUYING DECISIONS no 2 4%
y es no
yes 7 6%
Almost 75% customers agrred that sales promotion schemes do effect the buying decisions.
QUES :- what size of packaging do you normally buy? 1ltr 37 5ltr 12 15ltr 13 PACKAGING SOLD
MOSTLY
15ltr 21%
1ltr 1ltr
5ltr
60%
19%
1LTR packaging is mostly sold in the market. QUES :- Are you happy with the kind of soyabean oil brands available in india, today?
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5ltr 15ltr
YES 37 NO 25 SATIS FIE D WITH TH BRE AN DS SOLD IN INDIA
no yes
40% yes
no
60%
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.
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SUGGESTIONS OF THE RETAILERS & CUSTOMERS 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.
CON CL USI ON S & RE CO MME NDATIO NS 1) Leakage problem should be taken care of and the retailers should fully 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.
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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 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.
Bibliography Kotler Phillip , Marketing Management, Millennium edition. (Prentice hall of
India).
Business today GREEN AND TULL , Marketing Research
WEBSITE S
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www. Google.co.in www.adani.com www.amri banaspati.com www. Soyumm.com www.cargill.com www.dharaproducts.com www. Naturefresh.com
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