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Introduction:

Adani Wilmar Ltd. A joint venture between two global giants. The Rs. 3500 crore Adani Group of India the leaders in International Trading and private Infrastructure. And the US $ 2.1 billion Wilmar Holdings Pte of Singapore- one of the worlds lar111t players in trading and edible oils. Together they have joined hands to build Indias largest and most sophisticated refinery with 600 TDP capacity. The state-ofthe-art technology is from Desmet of Belgium. Adani Wilmar Ltd introduces a world class range of edible oils. Fortune refined Sunflower, Soyabean, Cottonseed and Groundnut oils. A world-class range created by strictest quality controlled computerized manufacturing processes. The oils are passed through a Twin Tempreture DeOdouriser, a patented technology from Belgium, to remove undesirable odour causing substances. They are further double de-waxed and winterized, to completely eliminate undesirable fats and waxes. In a vacuum sealed, computer controlled environment, Fortune is totally untouched by human hands, right from the time the raw edible oil is offloaded at the port till it is refined and oacked. Giving you a product that is superior in hygine. In tamper proof packs that guarantee 100% healthy and 100% purity. With the international seal of purity.

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Available in :

Pouches
PET Bottles Jerry Cans Tins

500ml / 1 Litre
: : 500ml / 1 Litre 5 Litre / 15 Litre

15Kg./15 Litre

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Product Portfolio:
Fortune Refined Sunflower Oil
Light, Nutritious, Healthy, Rich in polyunsaturated fatty acids and low in saturates. Easy to digest. Refined through double dewaxing and winterization process, ensuring the lowest percentage of wax amongst all brands available in the country.

Nutrition Facts
(Approx. composition per 10 g.) Calories Cholesterol 90 0

Saturates %
Mono/Poly Unsaturates 88

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Contains permitted Antioxidants

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Available in :

Pouches
PET Bottles Jerry Cans Tins : : :

500ml / 1 Litre

500ml / 1 Litre 5 Litre / 15 Litre 15 Kg. / 15 Litre

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Fortune Refined Cottonseed Oil


Pure, deep frying. Light, High in polyunsaturated fatty acids,

Economical to use, Maintains the flavour of food, Ide666for

Nutrition Facts
(Approx. composition per 10 g.) Calories Cholesterol 90 0

Saturates %
Mono/Poly Unsaturates 76

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Contains permitted Antioxidants Available in :

Pouches
PET Bottles Jerry Cans Tins :

:
: :

500ml / 1 Litre
500ml / 1 Litre 5 Litre / 15 Litre

15 Kg. / 15 Litre

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Fortune Refined Soyabean Oil


Pure, Transperent, Odourless, Healthy, With a low content of polyunsaturated fatty acids, Giving you an economical cooking medium.

Nutrition Facts
(Approx. composition per 10 g.) Calories Cholesterol 90 0

Saturates %
Mono/Poly Unsaturates Phosphorous Natural Vitamin E 86

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< 5 PPM 0.5 MG

Contains permitted Antioxidants Available in :

Pouches
PET Bottles Jerry Cans Tins : : :

500ml / 1 Litre

500ml / 1 Litre 5 Litre / 15 Litre 15 Kg. / 15 Litre

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RESEARCH OBJECTIVES
RESEARCH OBJECTIVE
It has been divided into two parts: Retailers survey Objective Distributors/Dealers survey objective Retailers Survey Objective To know the actual penetration of Fortune edible oil in rural markets of North Gujarat. To know the market share of edible oil of different companies for competitive analysis. To know the availability and visibility of Fortune brand Distributors / Dealers Survey Objective To know the Brand awareness and Brand Preference of Fortune edible oil in Rural markets of North Gujarat. To know the opinion of the dealers regarding Brand promotion of Fortune. To know the problems faced by Fortune brand in rural market.
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RESEARCH DESIGN:
DATA SOURCE: Primary source: - Retailers and Dealers. Secondary source: - Catalogues, Customer price list, Web-sites, Company brochures. Type of survey: It is a Population survey, as the entire population of retailers and dealers has to be covered. Population AREA: The research objective is to develop the Fortune brand in rural markets of North Gujarat, so I have selected seven major places of north Gujarat. KADI, MEHSANA, KALOL, SIDDHPUR, PRANTIJ, HIMMATNAGER, IDAR. RESEARCH INSTRUMENT: My research Instrument is Questionnaire because other research instruments are costlier. METHOD OF CONTACT: Personal

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FINDINGS
IDAR

& INTERPRETATION
Fortune Frequency 18 1 1 11 3 6 40 40 Percent 45.0 2.5 2.5 27.5 7.5 15.0 100.0 100.0 Valid Percent 45.0 2.5 2.5 27.5 7.5 15.0 100.0 Cumulative Percent 45.0 47.5 50.0 77.5 85.0 100.0

Valid

Rso Rc & Rso Rc &Raag Rso &Raag Rc,Rso& Raag N.A. Total

Total

Idar
50 4 5 40

Percent

30 28 20 15 10 8 0 Ro s R &R o c s R & aag c R R o& aag s R R ,R o R c s & aag N . .A

Fortune

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Interpretation: It can be said that Soyaben is available in most of the stores, but availability of cottonseed and sunflower is very less. Raag is penetrated averagely. This situation has risen due to the competition level of the market leaders like Tirupati & Maruti and the local players interested in selling the same product in loose. (According to dealers opinion) PRANTIJ

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Interpretation: -

In Prantij the entire market is penetrated by Tirupati & Maruti but Soyaben and Cottonseed has given a tough results as compared to other brands in the market. In vanaspati companys Raag is almost available in all the stores, but there also brands like Rasda and Shakti are given similar competition.

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MEHSANA

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Interpretation: It is seen that in Soyaben is available in almost all the stores of Mehsana, and even cottonseed is penetrated above average. But Sunflower and vanaspati Raag are not available in sufficient amount. Here the major competition is with brands like Tirupati, maruti, & Vimal.

HIMMATNAGAR

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Interpretation: In Himmatnagar again Soyaben and Cottonseed oils are only working good but Sunflower and Raag are something below average. Here major competitors are Tirupati, Maruti, and Rasada in Vanaspati.

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KADI

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Interpretation: In Kadi it is observed that only Soyaben is properly penetrated and other like Cottonseed, Sunflower and Raag is still below average, which is due to the strong competition of brands like Tirupati, and Meghdhara (Local brand). Even in Vanaspati market there is a place of a local brand Tandurast that affects the Raag Market very much.

KALOL

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Interpretation: There is a very clear picture in Kalol which shows that the availability of Fortune brand is only for Sayaben and Raag Ghee, but no stock of Cottonseed oil is available and Sunflower is seen somewhere. The tough competition is only with Tirupati & Maruti, And Rasada in Vanaspati.

SIDDHPUR

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Interpretation: In Siddhpur only Soyaben oil is available and fully penetrated in retail market as Fortune brand. But again in cottonseed, market leaders are Tirupati and Maruti. As far as Sunflower oil is concerned it is not available in any stores, as it is hardly consumed by peoples there. In Vanaspati Madhuram is the leader and Raag is penetrated below average.

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Dealership Study

Siddhpur
Prakashbhai -

Dealing in Fortune brands as well as Maruti and Amrut brands of edible oils, and Rasada in Vanaspati.
Problems: 1 year open market constraints for RAAG vanaspati brand. Price is the most hindering factor they are facing. Proper visibility of the product is not there, as it should be. Proper advertisements are not done by the company. Instability of price, as it differs frequently.

Suggestions: The company should lower its current price to the least possible extent as compared to its competitors. The company should pay for the visibility of the products. Media improvements should be done for effectiveness. Company should allow to show ads in local vigyapans and local ads. The sales representative should have a regular visit. Proper discounts should be given as compared to other competitors brands.

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Mehsana Brijeshbhai (Proper FMCG dealers)

Problems: Instability of price. Quality is something more than required. Demand of lesser price product is increasing daily. Regular users are shifting on competitors brands. There is lack of visibility of product in most of the retail stores. The malpractices done by retailers is disturbing their business. They feel injustice in discount policy of the company. Very poor acceptability of the product.

Suggestions: There should be different range of products for different types of people. There should be stability of price of the product. Efforts should to convert non-users into users. Scrolling ads should be given in local cables before films. More paintings should be made. Better visibility of the products should be made possible. There should be a meeting held for Doctors association for quality of the products. More C.D should be given on RAAG as compared to competitors. Suggested Schemes: 40

Distributors oriented schemes should the company come out with. 10 % extra on pouches of 1 litre oil of Fortune.

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Himmatnagar DilawarKhan (D.K.Agency) Dealing in Fortune brands as well as dealing in overall range of P&G brands of the product and also distributor of Nirma. Problems: Higher price as compared to competitors price. Color problems are very frequent among the users. Irrelevant advertisements are done. Local companys brands for loose packaging. Poor visibility of the product. Schemes are not at all working if they are consumer oriented.

Suggestions: Quality doesnt matters but price of the product must be less. Company should make out solution for better visibility of the product. Ads should be given in Proper media like local vigyapans, cables, etc. Open market should be closed in RAAG. There should be stability of price in Fortune brands. Proper discounts should be given on mass purchasing of the product. Retailer oriented schemes should be brought by the company.

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Kadi Nayak Hashmukhlal Chanalal Dealing in many FMCG products of brands like Fortune, Nescafe, PanteneAriel, Vicks, etc

Also having a provision store.


Problems: In Vanaspati problem is of color, as compared to Tandurast, which is accepted m2424t and even RASADA. Schemes are working in some specific periods or seasons. Sunflower and Groundnut are not at all preferred. Ads media are very poorly done, and company never takes care about this points. People do not prefer quality products but less price is there need. Some customers are having problems with color with RAAG ghee. Local refineries are the one creating problems for them.

Suggestion: RAAG open market should not there. Proper and relevant advertisements should be done through proper media. There should be stability of price in the products of Fortune brands.

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Kalol Memon Vallibhai Abdul Latif Dealing in Tirupati, and Fortune edible oils and also dealing in wholesale for Basmati Rice and Wheat.

Problems: People prefer competitors brands because of price constraints. Schemes never worked if they are consumer oriented. Pricing is instable which is the biggest constraint for them. Ads are ok but needs improvement in use of proper media.

Suggestions: If product is less costly than no one bothers to see the quality of the brand because they cannot afford except a few. Pricing should be stable. Most probably display like paintings and P.O.P works. Visibility of the products should be improved a lot. Retailer oriented schemes should be offered by the company. Color of vanaspati RAAG should be done yellow from white.

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Prantij Brijeshbhai

Dealing in Fortune, Maruti edible oils, and also dealing in entire range of P&G Brands.
Problems: Almost the market is captured by Tirupati and Maruti in cottonseed oil. Co-ordination from the company is not satisfactory. People prefer competitors brands because of price constraints. No one bothers about the quality of the product. Chances of malpractices from the retailers. Most of the goods are sold only because of there relations with retailers. Suggestions: Advertisements are good but still c2626 should take some effort to increase it via local cable nets and paintings. Company should give money for better visibility of the products in stores. Proper S.R visits should be done. Better supply for cottonseed oil should be there. Retailer oriented schemes should be there. Schemes suggested as promotional tools: 20% extra on pouches of 1 litre. T-shirts & Caps for retailers. Buckets or vessels free on product.

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Idar. Jigarbhai Dealing in entire range of Fortune as well as having agency of Parle products.

Problems: Except Soyaben in other products only competitors brands are preferred. Prices of Fortune brands are very high and due to that people do not prefer to buy. Schemas have a bad impact on customers. Retailers are forced to do the malpractices. Open market for RAAG is the biggest constraint in Vanaspati. Proper supply from the company is not done in cottonseed oil. Discounts given by the company is not sufficient.

Suggestions: There should be price stability in Fortune brands. Managers team in such rural areas should conduct a doctors meeting so that they can recommend it to peoples. If possible the S.R should have a regular visit at least once in a week. Media like local channels, paintings etc should be used by the company. Other things like P.O.P, should be provided free & Frequently to dealers and retailers. Proper discounts should be given.

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Findings: One thing is very clear that

there is a different segment of people who are least concerned about the quality and they are very much attracted towards the less costly product. of As far as Soyaben brand oil is is concerned, it is the only product Fortune that perfectly penetrated in the rural markets. Sunflower oil is a product, which is only accepted by a particular class of people, that
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also we can say that by higherclass people. The overall strength of this of peoples very is most Hence less. type

pro2929bly

there is no meaning for the distributors to run the sunflower brand in rural areas. It is also believed that upper-class people only use such kind of cooking oil, so this doesnt work there. Cottonseed oil is also one of the Fortune brand that has been successfully captured the rural market but
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due

to

the

unavailability of proper amount

of

stock

supply, Because of

it of

is

again a and

failing. mind

this,

psychology has developed in the retailers that can there consumers, whether Again it something be are quality, many

must be wrong with the brand quantity or anything else. constraints related to pricing of the product and its brand. As far as pricing is concerned it can be said that, the company should try to understand the latent demand being created in those rural areas.
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Here it was observed that, major quality segment conscious. of the

the not

people is price conscious and In-fact there is a particular class who is somewhat serious about quality of the product but they are difficult handle. One more thing is very frequently seen in behavioral pattern of consumers as well as retailers that they all are aware about the measurement of quantity of the product.
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to

recognize

and

All other product brands are in Kilogram

available

measurement and Fortune oil is available in Litres packing, this thing works a lot in consumers mind, that if they purchase a 15 Litre soyaben jar, then they will get 1.5 Kg less as compared to other companys brand.

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Vanaspati: In Vanaspati the brand of the company is RAAG. In context with other vanaspati brands like RASDA, MADHURAM, RANJIT, SHAKTI, etc. TANDURAST,

These are the competitors brand. Among these we can say that RASDA is the market leader as far as rural market is concerned. Besides rural markets it has also a good potential in other non-rural markets. Now as far as RAAG vanaspati is concerned, it has also covered a good positional area in
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the

mind

of

consumers

and

retailers, but always strikes after RASDA. In the field of Vanaspati the distributors feel some constraints while dealing in RAAG. They are as follows: The very first constraint that the distributors complaint about is about the open market of RAAG that the company has made out in the entire market. According to them, this open market strategy has really left no options for them. Hence most of them are
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lessening

their

interest in Vanaspati.

Another issue is about the

cash discount on RAAG. One of the distributors has a complaint about the cash discount the company is giving on Vanaspati products. As they compare RAAG with other brands like SHAKTI, which is of Ankur, it gives Rs 5/- as cash discount and they are getting Rs 3/- on RAAG as cash discount. So this was one of the major issues, which again is lessened on
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their point

interest for trading in RAAG. There more related with the color of the

product. Some of them came to know that there is a common psychology in people of rural regions that vasaspati ghee the is which before should be of yellowish color, which is again choice of target totally twice, market, of white or but RAAG color,

makes the consumer to think thrice purchasing the product. As far as packaging of the product is concerned there is no complaints regarding it.

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Effects Of Various Schemes : According to distributors survey, it was known that there were many schemes that the company had launched till now. Among that some them schemes. Now the most important point to be noted was that due to the rural psychology of those people, these schemes resulted a good amount of business and even the company made profits
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of them were consumerwere retailer-oriented

oriented schemes, while some of

but, again it was observed that this schemes are always for a particular span of time, so till that period the product and the brand of the company will work and when the scheme will get over again the public will leave to use the brand and switch over to other companys brand. One more thing was seen and observed by the distributors of some local places like Kalol, Prantij etc. it was something like this: (1)Example:
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The

Company

had come out with a scheme

last year that with each and every pouch of 1 ltr there will be a bathing sope free. Now what happened that the retailers saw that there is a scheme and they are not getting any kind of benefit, hence what this people did that y purchased 100 1 ltr pouch at a wholesale rate, made them loose and then sold it on a retail loose pricing, Again on the other side the bathing sopes that they got for the scheme were being sold
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out

as

extra

retailing, so they got profit on both the side.

Hence this is an example shows that the main

which

purpose of the company coming out with such schemes were that the consumers get aware of the product as well as the brand in such a manner that positioning to the target market can be done successfully. is But if such is the scenario it hardly possible
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for

the

company to do so.

(2)Example: There was another case when the company had launched a scheme of 1 ltr Coca-Cola bottle free with a 5-ltr Fortune jar. Even at that time the great company sum of get through a business with

proper gains. At that time it created a boom but again was the same case with those retailers and distributors that they had a complaint with the company about the unstructured psychology of rural people who accepted the brand until the scheme was available,
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that

is

because Coke free

they with

were the

getting

brand. And as soon as the span of that scheme was over then they again switch over to another brand.

Now as a result of all this problems tendency and serious in constraints there is a general developed consumers and retailers of rural areas, that the brand will only work if the company is coming
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out with some special schemes as mentioned above.

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Strategy : Give Them What They Want ! Brand Development


Brands vary in the amount of power and value they have in market place. At one extreme are brands that are not known by most buyers. Then there are brands for which buyers have a fairly high degree of brand awareness. Beyond this there are brands with a high degree of brand acceptability. Then there are brands that enjoy a high degree of brand preference . Finally there are brands that command a high degree of brand loyalty.

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Recommendations And Suggestions


(1) Customer point of view : Customer will change brands, 454545ecially for the price reasons. No brand loyalty. Customer is satisfied. No reason to change the brand. Customer is satisfied and would incur cost by changing brand. Customer values the brand and sees it as a friend. Customer is devoted to the brand. Now development is highly related to how many customers are in class 3,

4 & 5. But the very first point of view is perfectly matching with the behavior of consumers in rural markets. So this shows that there is a very keen need for developing the Fortune Brand. Again for the development it is also related, according to design, to the degree of brand-name recognition, perceived brand quality, strong mental and emotional associations, and other aspects such as channel relationships. There is one way that the company can enjoy reduced marketing costs

because of consumer awareness and loyalty, but this not the situation so far. Hence the very first step is that the company should come out with some effective brand promotion tools. Here are some brand promotion tools that the company can go with. 10% extra on 1 ltr pouch :- By having such scheme there is a great benefit

to the company that even the retailer could not loose it and sell the product and even the consumer is attracted by getting the advantage of something extra.

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More or less it is observed that the distributors and retailers are the one

who can sell the product as much as they want, hence there should be such offers given to them by the company that they get some benefits and only then they will run the brand in the market. Again there can be promotional tool like cash discount, which again if

possible for the company, should give to the distributors, especially on Vanaspati RAAG. Because they just do nothing excecomparing this attribute with the competitors brand, as in the case of Vimal.

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(2) Ghost Shopping As a companys person to pose as potent474747 buyers to report on strong and weak points experienced in buying the companys and competitors products. It was observed that most of the consumers were not even aware with whthey are buying, what are its qualities, why it is costly as compared to other brands, etc. Hence one thing is clear that there is a need to position the Fortune brand in the minds of the potential customers. For that there are few solutions to do so. (3) Range of products This is one of the best solutions that the company can undergo with. Here by analyzing the market potential it can be said that as far as rural market is concerned, there are consumers that want quality and are ready to pay price for that, there are consumers that are least concerned about the quality and cant pay the price we want. So the company should come out with such a range of product, which include both quality products for the ones who can afford to pay for it, and quantity product for the ones who are not ready to do so. By doing so there is one more benefit to the company that it will extend the line and length of the product.

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(4) Brand positioning-Lesser price. Another thing is that the only demand in the rural market is to get the product with lesser price as compared to other brands. So the company can go with the alternative of decreasing the price of all those brands that are having a good potential in rural market. By doing so the product will achieve a good brand positioning in those areas that it will be very easy to run Fortune brand in those areas afterwards. There is one way of doing so by decreasing the quality of the product, because the rural psychology is something that they wants cheaper products and not the costly ones. Another thing is that they are least concerned with the quality, as they are not at all aware about the original quality of the product. The only thing they are aware 484848the loose packed oil, which is easily available at the bottom-level price in such rural areas. So the company has an alternative of doing so by decreasing the quality as well as the price up to a certain extent. By doing this experiment it may happen that the consumers prefer to purchase more of Fortune brand and star484848ignoring other companys brands like Tirupati, Maruti, Vimal, etc. And after a particular span of time if the company increases the price of the brand, even then the product will run successfully run in the market, because till then the target market will be well aware with the product and its qualities and hence they will pay for it.

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(5) Price Stability Oil business is very fluctuated so due to the fluctuation in price most of the distributors are not satisfied. The main reason is that they take a price and give it to the retailers at an increasing rate, so if there comes a fluctuation in price between this procedures then there will be price discrimination to the distributors as well as to the retailers. So for that the company should come with a stable price as the other companies are doing. According to the observation it was seen that the prices of brands like Tirupati and Maruti are stable since many a time, so that is the same thing happen with Fortune. Now there is a way that the company can have a stability in the price of Fortune brand for at least 15 days.

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Advertisements: Media Strategy : Mission: Message: Media: Money: its brand Campaign Theme: Thoda Aur Chalega (translated, it means: A little more will do, helping yourself to a little more that delicious food, cooked in Fortune, is just fine and you neednt feel guilty about it) Advertisements are nothing butsimple flow of information about the companys products and brands. Now in the rural areas like North Gujarat region, the literacy rate is sl505050tly low as compared to other places. So people living there must be informed about the product by other means and simple media like print media, cable ads, etc. There are also places where there is no use of showing ads on Television, as they hardly try to observe it. Hence media like print media, cable ads on local channels, Hoardings, Paintings of the brand, P.O.P, Local vigyapan ads, Scrolling ads on local channels, etc Another thing which is most important is that any of this media the company uses but it should be proper visible to the targeted consumers. It was observed that other companys advertisements are different than us, as they show their ads by highlighting the qualities and its advantages to the one who consumes. o Example: Akshar shows a scrolling marquee on local channel and along with the information of the product it also states that, it is also beneficial for 40 Create awareness, build a unique Brand Image and ensure top of the mind Eat & Enjoy Food without guilt, when the food is cooked in Fortune Television / Print / Radio / Hoardings / Glow signs / Wall paintings / There is a fixed amount allotted by the company for the Advertisement of

recall of Fortune- our core brand.

Promotional articles.

patients of Diabetes, Heart, Blood Pressure, Eyes, etc by showing qualitative advantages. Hence AWL should also think to come out with such kinds of advertisements, at least to keep in touch with the target market in rural areas. This is necessary to do because this people believe only what they see and watch and observe.

Fortune Favors The Brave

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Names Of Dealers: -

KADINayak Hasmukhlal Chanalal Rohitbhai & Kaushikbhai. Tower Darwaja, Near S.T. Busstand. Phone : - O-242171

MEHSANAShilpa Agency/Mona Agency Birjeshbhai & Patel Mall godown, Phone: - O-952762-254121 M-98253-54122

KALOLMemon Vallibhai Abdul Latif Vahidbhai Market, Phone: - O-02764-223168

SIDDHPURRajshree Trading Prakashbhai Market yard/Ganjbazar Phone: - O-02767-220982

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HIMMATNAGARD.K.Agency / Memon Trading, Jeevan Dhara Complex, B/H Mahrastra bank, Hajipura, Junabazar Phone: - O-02772-240524/243938

PRANTIJShrinathji Agency Brijeshbhai, Opp Seth P&R High School, St Road, Beside bus stand. Phone:535353O-95277-0231248

IDARDarpan Agency/ Meghdoot Agency Jigarbhai Phone: - O-952778-250218

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APPENDIX

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BIBLIOGRAPHY Books & Magazines: Marketing Management Phillip Kotler (10th Edition)

Software used:
SPSS Software

Websites visited:
www.adanigroup.com www.adaniwilmar.com www.indiainfoline.com

Companys literature for product profile Companys Brochure

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