You are on page 1of 59

West Bengal University of

Technology

Summer Project Report

STUDY OF PROMOTIONAL
ENDEAVORS TO INCREASE
SALES AND PROFITABILITY
AT
Bunge Pvt. Ltd.

By
SOHAM BISWAS
WBUT Regn No:
131360710098of 2013-2014
WBUT Roll
No:13600913098

Army Institute of
Management, Kolkata
1

Content
s
Topic

Page No.

Preface

03

Acknowledgeme
nt

04
Certificate

from Guides

Executive

Summary

Chapter 1 : The Company

05

1.
1 Company Profile
1. Produc
2 ts

Chapter The
2:
Project
2.
1 Purpose & Scope of study
2.
2 Methodology
2.2.1 SWOT Analysis

06
08

11

Chapter 3 : Collection & Analysis of data


3.1 Data Collection
3.2 Data Analysis

Chapter 4 : Findings &


Recommendations
4.
1
Conclusion
4.
2
Constraints & Limitations
4.
3
Identified Problems
4.
4
Recommendations
Appendices
Bibliography

15

24

PREFACE
Progress is a continuous process. It is relative and
absolute. We cant stop at a certain destination and
declarethatthe targets have met and we need to go no
further. The summer training program is designed to
give the future managers feel of the corporate
happenings and work culture. These real life situations
are entirely different from the stimulated exercise
enacted in an artificial environment inside the
classroom and it is precisely because of this reason
that the summer training programs are so designed so
that the managers of tomorrow do not feel
apprehensive when the actual time to shoulder the
responsibilities comes. Thus, the summer training is
the bridge between the institution and the
organization. Summer training program made us
understand as to how the theoretical knowledge is
applied in the practical field.
It was exactly in this context that I was privileged
enough to join the SALES AND PROMOTIONS DIVISION
of DALDA FOODS Pvt. Ltd. which was previously owned
by todays HINDUSTAN UNILEVER Ltd. and now by the
largest manufacturer of bottled edible oil in the world,
BUNGE Pvt. Ltd. as a summer trainee. Dalda came into
existence through collaboration between DADA & Co.
and HINDSTAN VANASPATI MANFACTURING Co. in the
early 1930s. Since then it has become a household
name in Southeast Asia and is one of the longest-living
brands in India. The experience that I have gathered

over the past six weeks has certainly provided me with


an orientation, which, I believe, will help me shoulder
any assignment successfully in future.

ACKNOWLEDGEMENT
To complete this project successfully was a difficult
preposition which couldnt have been accomplished
without the help of certain people who are adept in
this particular field.
In this context I wholeheartedly acknowledge the
intellectual stimulation of my esteem guide Dr. Robin
Sen Gupta for his continuous support and guidance
throughout the project duration in spite of his busy
schedule.
I am immensely thankful to Mr. ArunNeogi (Regional
Business Manager) and Mr. Niliasish Ghosh Dastidar
(Area Sales Manager), for their constant
encouragement, cooperation and suggestions. My
supervisor Mr. Subrata had been extremely helpful and
guided me through the ground level work procedure. I
would also like to extend my sincere thanks to the
Management of BUNGE Pvt. Ltd. for providing me an
opportunity to do a project in their esteemed
organization and for the guidance and cooperation by
the officials of the company, in the course of my
interface with them.

I would also take this opportunity to thank Maj Gen


(Dr.) SC Jain, VSM**, Retd, Director AIM and all the
other faculty members and friends who extended

their support towards completion of this project.

Soham Biswas
Army Institute of Management, Kolkata
4

GUIDANCE-cum-COMPLETION
CERTIFICATE

This is to certify that Mr. SOHAM BISWAS, WBUT Regn.


No 131360710098 of 2013-2014 WBUT Roll No
13600913098, has undertaken the project titled Study
of Promotional Endeavors to Increase Sales and
Profitability under our guidance from 12th June 2014 to
30th July2014 at BUNGE Pvt. Ltd, Kolkata and has
completed the said project successfully.

Full Signature of
External Guide
With date and
Designation Seal

Full Signature of Internal Guide


(Dr. Robin Sen Gupta)

Executive Summary
The project on Study of Promotional Endeavors to Increase
Sales and Profitability
was carried out at BUNGE Pvt. Ltd, Kolkata, Sales and
Promotions Division. BUNGE Pvt. Ltd. is the largest
manufacturer of bottled edible oil in the world and in India
owns Dalda which is one of the longest-living brands in
the country and a big name in vanaspati and edible oil in
Southeast Asia, to which we will come across
subsequently.

OBJECTIVES:

. To have a clear knowledge about the work procedure in


the edible oil segment.
. To understand the effect of promotional activities in FMCG
sector.
. To reveal the market potential of BUNGE Pvt. Ltd. in
Kolkata.
. To perform a SWOT analysis in respect to Bunge Pvt. Ltd.

METHODOLOGY:
The methodology employed was:
1
Questionnaire
2
Interview
The questionnaire method was a survey that contained
both open ended and close ended questions.
The interview that was conducted was both structured
and unstructured. It was formal and informal both
according to the requirement of the situation.

RELEVANCE OF THE STUDY:

The study will focus on the existing market


share and growth of the same in future Sales and
Promotion in Kolkata
2
To assess the impact of various strategies and product
features on sales volume.
3
To access the customer satisfaction level regarding the
products concerned.
1

SCOPE OF STUDY:
To extend the study considering all the department of
Bunge Pvt. Ltd.
5
To study similar FMCG companies in other retail chains
to get a comparative picture.
4

FINDINGS OF STUDY:
. Persistent lack of clarity regarding Dalda being the
brand & Vanaspati a product, due to these terms
becoming almost synonymous is a main cause of
concern.
. Much more promotional activities required as Dalda has
very less market visibility.
. More offers and schemes are required to push sale
through the retailers.

Chapter I
The Company
Introduction of company:
Dalda is a brand of hydrogenated vegetable oil popular in
South Asia.Hindustan Unilever Limited has since sold
the brand to Bunge Limited who now owns Dalda, offering
new variants of Dalda in India. Bunge being the largest
manufacturer of bottled oils in the world has now extended
the Dalda brand name to its range of refined and filtered
oils in India.Dalda brand established to sell vanaspati, the
name Dalda rooted in its Dutch ancestry. In those days,
the early 1930s, it was imported by the Dutch company,
Dada & Co, and when the brand was set up they wanted
its name to reflect this heritage. To establish
Hindustan Levers ownership, an L standing for Lever
was added to the name. In time,
Dalda gained so much popularity and use, that the name
became synonymous with vanaspati.
Dalda edible oils has revamped their packaging and
come out with a premium looking product. The new
packs have ingredients and nutritional value of the oil. It
also marks our heritage of 75 years of purity and taste.

1.1 COMPANY PROFILE


Hindustan Vanaspati Manufacturing Company (present day
Hindustan Unilever Limited) set up a factory in Sewri
(today's Greater Mumbai).Until the early 1930s, the

hydrogenated vegetable oil available in India was imported


into the country by Dada & Co, which was controlled by a
Memon family from Bantva under the leadership of Hussain
Kassim Dada.
Hindustan Vanaspati Manufacturing Co (todays Hindustan
Unilever Limited) wanted to start manufacturing
hydrogenated vegetable oil locally. Dada & Co insisted that
the branded product should reflect their name; hence
Hindustan UniLever introduced the letter "L" for "Lever"
into the name, and thus was born DALDA, one of the
longest-living brands in India.
7

Hindustan Vanaspati's "Dalda" product came to be


synonymous with the genre, to the extent that the main
style of hydrogenated vegetable oil is commonly
designated generally as vanaspati.Dutch traders bring
hydrogenated vegetable fat to India, which proved to be a
success in the Indian market.
Dalda edible oil, a market leader in the category of
hydrogenated fat (vanaspati) has forayed into the refined
oil segment. The brand has diversified into the refined oil
category after catering to the vanaspati oil market for
more than 75 years.
While the company plans to mark its presence across
India, the focus area would be the north. Dalda was
acquired byBunge India Private Limited from Uniliver in
the year 2003. The market in the north would be catered
to by its processing unit at Rajpura in Punjab.
The company has been registering a double digit growth
in the vanaspati oil segment and expects to create a
niche for itself in the refined oil market.
There was a time,when a jar of DALDA vanspati ghee was
a part of almost every Indian household. Eventually
though, some aggressive marketing campaigns grow
brands like SUNFLOWER diverted the Indian consumer
into a much more health conscious state, causing DALDA
market shares to drop down heavily. But now the brand is
about to get a complete makeover, with new packaging,
new health proposition and brand new Logo. Bunge India
Pvt. Ltd, recently re-launched its DALDA brand of refined
edible oil and has announced its plans to aggressively
market its new range of products nationally. The
campaigns are expected to start regionally, first in
Kolkata followed by Delhi. Founded in 1818, Bunge,
headquartered in NEW YORK, United States, is a leading
agribusiness and food circle the globe, stretching from
the farm field to the retail shelf.

Dalda oils are zero in cholesterol and contain vitamins A,

D and E which have nutritional benefits. The Dalda


refined has been launched in four variants - Refined
Sunflower, Soybean, Groundnut and KacchiGhani
Mustard oil.

COMPANY MISSION:
Make a positive difference in the lives of people with our
products and services.

COMPANY PRINCIPLES:
Strong businesses are built on the principles of Trust,
Accountability and an Environment that allows their people
to reach their full potential.
Integrity

Maintain honesty, integrity and highest ethical standards and


adhering to the laws and regulations.
Fairness

Work with customers, suppliers, shareholders in a way which is


fair and appropriate.
Trust

Mutual trust betweenparties and the company in executing


commitment.
Accountability

Along with trust comes accountability A beliefthat


everyone has the ability to reason, make decisions and be
held accountable for commitments and actions.
People

reaching their full potential


Everyone is creative, thoughtful, trustworthy, fair, capable of
making important decisions and responsible for actions;
however everyone is also different and has unique potential
and talents to make positive contribution to the organization
and the world. An effort to work together in a manner so that
everyone can develop in the organization and reach to the full
potential.

COMPANYS COMMITMENT TO QUALITY:


For over seventy years Dalda's name is synonymous with
Quality. Dalda Foods' brands are the only vegetable
ghee/vanaspati products in Pakistan which are trans-fat free
and meet the most stringent of international quality standards.
Our products preserve the natural goodness of vegetable oils
and are enriched with extra vitamins.
Dalda's commitment to quality, care for environment and

social responsibility is evident from the fact that it is a edible


oil and fats/ghee company which has four ISO certifications:
ISO 9001-2008 for Quality Management System
ISO 22000-2005 for Food Safety Management System
ISO 14001-2004 for Environment Management System
OHSAS 18001-2007 for Occupational Health and Safety
Management System

1
2
3
4

1.2

PRODUCTS OFFERED

Pure Mustard Oil High pungency mustard oil made


from high quality seeds.

KacchiGhani Mustard Oil High pungency purified zero


cholesterol mustard oil.

Soybean Oil Zero cholesterol, water-like clarity, good


aroma, longer shelf life.

Sunflower Oil Very light zero cholesterol oil providing


extra health benefits.

Vanaspati - Substitute for desi ghee but healthier with


the same great taste.

10

CHAPTER II
THE PROJECT
2.1 PURPOSE & SCOPE OF STUDY
I joined BUNGE Pvt. Ltd, Kolkata as an intern on 12 th June, 2014.
I worked in the Marketing Department of Bunge India Private
Ltd. and my profile was Collection of Data, making an analysis
for the company, branding, finding out the Opportunity and
Threat, and giving them a better suggestion on how to utilize
promotional strategies.
The objectives of the Executive Training at Bunge Pvt. Ltd are1) To identify the working of the organization.
2) To conduct an exhaustive analysis of the retailers.
3) To build a good rapport with the companys staff.
4) To do a live and practical observation of the work place.
5) To

understand
customers.

2.2

the

attitude

and

behavior

of

METHODOLOGY
Define the problem and research
objectives
Develop the research design
Collect the information

the

Analyze the information


Present the findings
1
1

Objective:
The objective of this project is to analyze the market for the
scope of Dalda among retailers.

Research Design:
This research project is experimental because this survey is
based on primary data collected through personal interviews.
The data was collected through various questionnaires which
were designed differently for the retailers. Most of them were
not having knowledge of English therefore simple questions
were asked to them in their own vernacular language.

Preliminary decisions in questionnaire design:


There are nine steps involved in the development of a
questionnaire:
1. Decide the information required.
2. Define the target respondents.
3. Choose the method(s) of reaching your target respondents.
4. Decide on question content.
5. Develop the question wording.
6. Put questions into a meaningful order and format.
7. Check the length of the questionnaire.
8. Pre-test the questionnaire.
9. Develop the final survey form.

Sampling
design:
1

Targeted geographic area of North Kolkata. Sample size of 450

2retailers, 15 markets and 5 distributors was taken.


These
retailers
distributorsofwere
the
questionnaire
was and
a combination
both interviewed
open endedby
andme,
closed
ended
questions.
3

Decided
upon
number of days in which questionnaires were filled
which
was 15
days.

Retailerswith
were
also stores
interviewed
know
prospective.
Interviews
the retail
of Daldatowere
also their
conducted.

5compiled
Finally the
collected
data
and information
was analyzed and
to arrive
at the
conclusion
and recommendation.

1
2

2.2.1 SWOT Analysis

STRENGTHS:
1

Presence
of
Daldascustomer
care
representatives at POPs positively impact customer
purchase decision.

Dalda foods
agreement
large grocery stores
to provide
shelf space
in highwith
off takes.

3Modern trade stores are visited by Sec A and B

people, who usually buy premium brands like


Dalda, which has a long exiting brand image.

1
WEAKNESS:

Presence of large players in the market with better


share, promotion or price offerings.

Low market visibility for lack of advertising.

3unable
There
is
a clear
of Dalda, vanaspati
and
cooking
oil
in thepositioning
mind them.
of consumers,
who are
to not
differentiate
among

13

OPPORTUNITES:
Clear

retailers on
retailers
Implementing point of purchase promotional tools such as
branded gondolas, wall posters.

agreements

with

the

might
increase
2merchandising
cooperativeness in setting displays.

3 and hanging displays can be effective. Purchasing space at

front of the aisles at Metro would increase off take.

THREATS:
1

Fortune oil is the brand to watch out at stores.

2
Retailers high bargaining power is a threat, which
3
restricts merchandising activities at stores.

Price offs
and are
consumer
competitive
brands
hurtingpromotional schemes provide by

Daldas sales.

14

CHAPTER III
COLLECTION & DATA
ANALYSIS
DATA COLLECTION

3.1

Method of Data Collection:


The following methodology was adopted for the collecting the
Data :
1
2

Primary source of Data.


Secondary source of Data .

1. Collection of Primary Data:


1
Observation:
interaction with the wholesalers, retailers and customers in
North By
Kolkata.
2
3

By conducting surveys on retailers.


Questionnaires.

2. Collection of Secondary Data:

Secondary data means data that are already available i.e. they
refer to the data which have already
been collected and analyzed by someone else. It may either be
published data are available are
available in:
1

Various publications

Books, magazines

Company data

3. Sampling Design:

The sample size for the survey was 450+ retailers in 17


different markets. There were different samples which were
taken from different parts of North Kolkata. From each market,

retailers were surveyed; to make the data more diverse and


more accurate The data was collected from different varying so
that the data is accurate, reliable, adequate and compatible
with the title of the project.
1
5

The different areas of North Kolkata which were covered during


retailers survey are most popular markets of North Kolkata,
which are as follows1. Rajabazar
2. Entally Market
3. Shyamnagar
4. Rajakatra
5. Hatibagan
6. Alimuddin
7. Taltala
8. Ripon Street
9. Janbazar
10. Ultadanga
11. Kamarhati
12. NimtalaGhat-Natunbazar
13. Maniktala Bazar
14. South Sithi-Dumdum
15. Belgharia
16. Baranagar
17. Bagbazar

1.
2.
3.
4.
5.

The distributors working in the area areNidhi Distributors


Ranisati Distributors
Bimala Stores
Radharani
S.S Distributors

(All the following cumulative data have been collected and


the graphs and charts have been inserted according to
the feedback by the distributors, Whole sellers, Retailers,
Competitor Personnel and Customers)

16

3.2 DATA ANALYSIS


Findings/Results from the interviews taken from
retailers. (Sample size: 450+)
TABULATIONS AND FINDINGS:
The result of questionnaires are tabulated and presented in the
form of Pie-charts, so as to interpret the findings more
analytically and accurately and have the overall view of the
survey done.

1. How many retailers know about DALDA?


90%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

10%

YES

NO

1 Most of the retailers are having knowledge of Dalda

products. More retailers should be trained so that they


can guide customers about the Daldaproduct.

2.

Which logo of Dalda do you prefer?


0

Old Logo

39%

New Logo

61%

old logo of Dalda


because it was simple
& unique.

3.Which refined oil do people prefer?

14%

29%

Adani
Wilmar

16%

Ruchi
Dalda
19%

22%

Himani

Others

People prefer Fortune oil of Adani Wilmar because


of its quality,promotional activties & its availability in
maximum no.of outlets.

4.People know which Dalda variants most?

16.30%

15%

19.80%

Soyabean oil
Sunflower oil
kachi Ghani
Mustard

14.20%

Pure Mustard

Vanspati Ghee
24.70%

1 Kacchi Ghani Mustard is sold by more retilers because of

their highly demand among customers.

18

5.Reasons for preferring dalda?

24.00%
40%
3.00%

Tasty
Health
y

15%

Cost
Brand
Image

18%

Most people prefer Dalda for its quality and brand

image.

6.How many people thinks that Dalda new


refined oil is good for health?

MAYBE

9.00%

NO

32.00%

40%
YES

0%

59%

50%

60%

30%
10% 20%

Qualit
y

e can see from the

above doughnut
that
maximum
no.of
people
thinks that Dalda
refined oil is good

f
o
r
h
e

alth
as
it
has
vita

mins and is zero


cholesterol.
19

7. Which oil you find available all the time at


your nearest store?

Oils
21.00%
45%

Fortune
Emami

19.00%
15%

Dalda

Mahakosh
Sunrich

Fortune oil provide good schemes to retailers and


provide continuous service thats why it is always available
at our nearest store. It is in demand for its market
visibility.

8.Does packaging effects sales?


60%
50%
40%
30% 57%
20%
32%
10%
11%
0%
Yes

No

Maybe

1 Many customers even retailers think that packging effect

1
sale
because of the following:
Easy to carry

2
3

Provide information about the product


Incresae the durabiity of the product

4 Easy to store

20

9. Which factors attract the consumer to buy


the product?

21%

33%
price
25%
brand

21%

taste

Price is considered the most important factor


because the market in Kolkata is extremely price sensitive.

10.

By which source people come to know about


newly launched Dalda products?

16%
32%

13%

Television
Newspaper

11%
28.00%

1 It shows that many retailers disuss about R-Offers among

customers so that customers can get attracted to these

Magazines
Outlets
Other
Customers

offers.

2
1

11. Which brand's marketing campaigns do


people prefer?

16%

11%
Nature
Fresh
13%

Dhara
Emami

22%

Dalda
Fortune
20%

18%

1 Most of the consumers prefer family oriented brand

campaigns.

12.

Which Dalda product do the people prefer in


North Kolkata?

Sales
10%
21%

39%

30%

Vanaspati
Mustard
Oil
Sunflower
Oil
Soyabean
Oil

The most sale of the Dalda product range is


accumulated from zones with a larger concentration
of Islamic population.

22

From secondary data, the following derivations can be made


in the edible oil sector in National level sales figures-

1. What is the ratio of vanaspati sold to edible oil


in cities and suburbs?

Sales
16%

Edible Oil
Vanaspati
84%

People have shifted to healthier versions of cooking


medium in the recent past.

2.

Which edible oil variants are sold most?

Sales
10%
10%

43%
Sunflour

14%

Mustard

23%

Groundnut
Kardi
Soya

Mustard oil is mainly used in Eastern and Northern India.

23

CHAPTER IV
FINDINGS AND
RECOMMENDATIO
NS
4.1

CONCLUSION
Market competition is very high in this product
category.

Presently people are becoming more health


conscious and are going for cooking medium with
more vitamins and less cholesterol.

Brands which have more promotional activities have


greater visibility and hence more demand.

The fact that Dalda is the brand and vanaspati


is a product is not clear to many consumers and
the terms have almost become synonymous over
the years.
5
The market in Kolkata is extremely price sensitive.
4

4.2

CONSTRAINTS & LIMITATIONS

Though there was full support from the company and the
people surveyed & also utmost care was taken while carrying
out1
the project, there were few limitations of this study:
Theresmall.
was limitation of time due to which sample size
was taken
2

This project was carried out at a particular time period so its


results are subject to change with time.

Survey was constricted to a small area, which cannot

4reflect country-wide scenario of the company.

Sample
sizefrom
wassuch
small
and it size.
is difficult to have a
perfect
overview
a sample

Not all the data from the company were accessible as they

were confidential.
24

IDENTIFIED PROBLEMS

4.3

1. Free imports, low import duties and slump in global prices

lead to 'dumping'.
2. Low realization and idle capacities in oil and vanaspati

industries affect these domestic industries.


3. Products slippages have also forced Imports.
4. Excessive
(cheap)
imports
of
oilseed
unremunarative prices locally.
5. Farmers have shifted to other cash corps.

lead

to

Increasing health awareness and impact of oil and


vanaspati usage on individual's cholesterol levels.
On the local level, there are the following reasons for Dalda
Product range not obtaining the top market share in the
edible oil sector in Kolkata1.

Brand Consciousness-The customers are impervious


to the fact that Vanaspati and Dalda are two different
entities and that Vanaspati is a product offered by Dalda
and lack consciousness regarding the quality offered by
the edible oils of Dalda. Adani sells its products on the
platform created by providing quality products for a long
time and constant promotional activities.

2.

Price-The price of Dalda edible oils are at par with such


brands having longer existance and market share. The
retailers tend to push other products yielding higher profit
margin for them.Ruchi sells its oils on the basis of a
lucrative price. They offer alarmingly low prices than most
other competitors and hence get a considerably large
market share.

3.

Promotion-Due to lack of visibility in the market, the


consumers are reluctant to buy the products, as they are
not aware it. The retailers too find it difficult to push the
product to the customers for not having enough
promotional strong points. Himani has taken the market
share on accounts of their commendable promotion in

terms of advertisements on television, newspapers, radio,


posters, billboards etc.
4.

Packaging-Daldas packaging is considerably better than

other players in the markets.

Still constant improvements in a few sectors can be


improved to increase visibility. Like, the fact that the
products contain specific vitamins and are cholesterol
free should be emphasized on the packaging itself.
25

4.4RECOMMENDATIONS
To increase growth primarily the basic demands of the
consumers have to be taken into account1. The oil should be health friendly, cholesterol-free and
2.

preferably containing vitamins.


Cooked food should be good to eat even when consumed
after a long time.
Oil should not smoke even after being super heated.
Spent oil should retain its colour and flavor.
Fried goods should retain essence longer on being fried.
Food like puris should remain softer and fresher longer.
The product should be affordable.

3.
4.
5.
6.
7.

(Demands based on a sample obtained from 30 customers)

A few improvements in the operation, production, sales and


promotional levels can yield increase in production and
distribution, reduced cost and better market presence1.

Awareness:
More advertisement in digital, print and social should
be done, and more others promotional tools likeposters,
pamphlets, danglers, billboards etc. should be used to
create awareness among people.

2.

Benefits to retailers:
Giving gifts and schemes to the retailers and the
wholesalers for the order of a specific quantity of
dalda.
2
Offer products in discounted prices through various
schemes.
1

3.

Visibility and display:


The visibility of Dalda should be increased by
keeping a proper check on the Retail shops , that they
make a proper display of dalda products.
2
In shopping.
1

4.

Reach:

The products should be easily available at all the


stores. So that the product can reach to the ultimate
consumers.
2
Acquiring new markets which have not been properly
penetrated.
1

26

5. Affordability:
The Dalda products should be provided at reasonable price by
not compromising with the quality.

6.Consumer promotion:
Free gifts like bowls, cutlery, cook books etc. can
be provided with of daldaproducts specially during
festivals.
2
Direct to consumer programs like the low calorie
recipe demo, lotteries and 25ml. sample pouches can be
used to target the housewives in selected areas.
3
Prize competition on pack and questions related to
knowledge of suppliers goods can be used to educate
customers on product features and offers.
4
Sponsoring social causes or events can help to
push sales by inspiring the sales force and providing
extra talking points in building better customer relations.
1

7.Key success factors at operational level:


Raw Material Sourcing-Focus on improving yields,
getting better quality oilseeds, ensuring regular supplies.
2
Efficiency in operation-To become price competent
and withstand competition.
3
Better distribution networks to increase reach.
4
Branding and Promotion.
5
Proposed future trading in edible oils will help curtail
price volatility.
1

8.

Controlling damage:
Damages of the product while carrying it to the
retailers and also the manufacturing defaults should
be controlled in order to reduce cost and maintain
continuous supply.
2
Exchange of product in case of expired material.
1

27

APPENDIX:
QUESTIONAIRRE FOR RETAILERS:
Name of outletLocation1. What is the average sale of Dalda?
2. Which category of Dalda is demanded more?
1 Vanaspati
2 Mustard oil
3 Soyabean
4 Sunflower
3. What is your feedback on the service level provided by

the Dalda distribution Channel?


1 Good
2 Bad
3 Okay
4. Which company is quick at making goods available to

the retailers when they run out of stock?


1 Fortune
2 Dalda
3 Nature fresh
4 Emami
5 Mahakosh and Sunrich

5. Do you think under Bunge Dalda is getting its image

back?
1 Yes
2 No

28

6. Which brand has greater demand?


1
2
3
4
5

Fortune
Dalda
Ruchi products
Emami
Others (specify)

7. What is the difference of profit you gain between the

top grossing products and Dalda products?


1Big difference
2Meagre difference

8. Out of 5 how much will you give Daldavanaspati,

mustard oil, soybean and sunflower oils on the


following parameters?
1
Price
2
Quality
3
Consumer Preference

9. What are the three major reasons for Dalda not being

the major player in the market in your view?

10. What problem do you face in sale of Dalda?


1
2
3
4
5
6

High price
Limited size variants
Customer brand loyalty towards other brads
Lack of availability
Lack of awareness
Any other

11. Suggest any three improvements to increase the sale of

Dalda products in your area.

29

QUESTIONAIRRE FOR CONSUMERS:


1. What do you want in edible oil?
1 Low cholesterol
2 Taste
3 Low price
2. Which brand do you prefer more?
1 Fortune
2 Dalda
3 Emami
4 Dhara/Naturefresh/Saffola
5 Mahakosh/Sunrich
6 Others (specify)
3. What is the size of the packet you prefer most?
1 Half liter
2 One liter
4. Do you prefer to buy pouch or bottle?
5. Do you think Dalda has acquired a good name in the

market?
1 Yes
2 No
6. What do you like most about Dalda?
1 Taste
2 Variety
3 Packaging
4 Price
5 Quality

30

7. What

type of scheme would motivate consumer to


purchase Dalda?
1 Lesser MRP
2 Extra weightage
3 Free gifts
4 Others (specify)

8. Would you recommend Dalda edible oil to anyone? (To

previous Dalda customers)


1
Yes
2
No (reason)
3
Maybe
9. Would you try Dalda edible oil in the future? (To Non-

users)
1
2
3

Yes
No (reason)
Maybe

10. Have you seen much of Dalda advertisements in digital or

print media?
1
2

Yes
No

11. How would you rate advertisements for Dalda shown on

television?
1
2

Appealing
Not appealing

31

BIBLIOGRAPHY
1
2
3

www.google.com
Official website of Dalda i.e., www.dalda.in
Official website of Bunge i.e, www.bunge.com

www.wikipedia.com

1Philip Kotler 13th Edition MARKETING MANAGEMENT Publish by


PEARSON.
2Ramaswami
10th
Edition
MARKETING
MANAGEMENT Publish by Oxford. G.C. Berrys Fifth
1edition Research Methodology
SWAPNA PRADHAN ( TATA McGraw-Hill) MARKETING MANAGEMENT
2
3

BUSINESS LINE - boom: ADS can give the extra thrust-S. D. Nai
BUSINESS : The debate rages- ShanthiVenkataraman, Thursday, Nov 24, 2005

INDIAN BRAND FOUNDATION BRAND INDUSTRY, BRANDING

32