b.l. agro summer_project1
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SUMMER TRAINING REPORT
B.L. AGRO OILS LIMITED
“AVAILABILITY STUDY OF EDIBLE OILS IN BAREILLY REGION”
INDUSTRY GUIDE: - ACADEMIC GUIDE: - Mr.NAGENDRA SINGH Mr. DANISH ALAM MOHD
Marketing Manager Head of DepttB.L. Agro Oils Ltd. AIMT
Submitted by:Faisal khanMBA III SEM
ACME INSTITUTE OF MANAGEMENT & TECHNOLOGY
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Acknowledgement
I would like to take this opportunity to extend my heartfelt gratitude and thanks
to Mr. Nagendra Singh and his complete team for their invaluable guidance,
immense patience and encouragement provided to me during the course of the
Summer Training.
The cooperation extended by the various Retail Partners in the form of their
responses during the telephonic and personal interviews helped me arrive at a
proper assessment and analysis. Their association is highly appreciated.
Last but not the least; I would like to thank the ever helpful Academic Advisor
Mr. Danish Alam for his warmth and support that has enabled me to
successfully complete this project.
This report is the culmination of the synchronized effort of all the above
mentioned that had faith and confidence in me.
For their belief, I shall forever be grateful.
Faisal Mahmood
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Executive Summary
Objective:-
Finding the availability of Edible oils of B.L. Agro & other competitors in
Bareilly region & proposing a Total Solutions Approach to help achieve
sustenance & sufficiency.
Research Methodology :-
Secondary research: - Reports, Websites, Newspapers & journals.
Primary research: - Personal Interviews.
Sample Size : - Around 100 Dealers in Bareilly Region
Data Analysis :-
Analysis using Pie charts & other graphical tools was done on both Primary &
Secondary data.
Suggestions :-
Change the entire approach from “Commodity Selling” to Consultative Selling”. Market Mapping & Segmentation. Effective Channel Strategy. Appropriate organizational structure and decision-making authority.
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Table of Contents
CHAPTER 1 COMPANY PROFILE
Introduction to B. L. Agro ltd.
Growth so far
Product- Mix
CHAPTER 2 LITERATURE REVIEW
Current Operations
CHAPTER 3 PROJECT OBECTIVE
CHAPTER 4 RESEARCH METHODOLOGY
Problem Identification
Research Design
Data sources
CHAPTER 5 QUESTIONNAIRE
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CHAPTER 6 ANALYSIS & INTERPRETATION
CHAPTER 7 CONCLUSIONS & IMPLICATIONS
Major Findings
Limitations of study
Conclusion
SWOT analysis of HCL
CHAPTER 8 SUGGESTIONS
Learning from study
CHAPTER 9 BIBLIOGRAPHY
5
CHAPTER-1
COMPANY PROFILE
COMPANY PROFILE
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VISION
To be a way of life for every Indian.
MISSION
To be the benchmark in purity and perfection. To achieve a leadership position in
the Indian market and to become the preferred Indian edible oil name globally.
QUALITY POLICY
B.L. Agro Oils Ltd. is committed to total customer satisfaction, and compliance
with regulatory bodies at all times and at maximum effectiveness.
We aim to
- Consistently enhance our understanding of market dynamics and changing
customer needs so as to offer finest quality products that at all times meet our
customers' expectations and the ever changing demands of the market place.
- Provide a high level of service to our customers with minimum cause for
complaint.
- Maintain a healthy & constructive work environment that enables personnel to
produce optimal output.
- Continually comply with the requirements of ISO 9001:2000, ISO 14002:2004,
HACCP and other government regulations and continuously improve the
effectiveness of our Quality Management System.
With a history that goes back to 50 years, B.L. Agro Oils Ltd. is a company with
a simple corporate objective - to manufacture, package and market the purest
possible edible oil that would offer healthier and tastier solution to millions of
consumers.
MANAGEMENT
7
The foundations of B.L. Agro were laid half a century ago by its Managing
Director,
Shri Ghanshyan Khandelwal - a veteran of the Indian mustard industry. Since
then the management of B.L. Agro has gained an unmatched, in-depth insight of
the industry and the continuously evolving customer needs. The leadership at
B.L. Agro has a vision for the future and their acumen in adapting to the
changing times has translated into consistent growth by the company.
However, the most important attribute of the B.L. Agro leadership is the un-
fallible commitment towards quality, towards customers and towards community
at large.
At B.L. Agro 'No Compromise with Quality' is a guiding philosophy. And the
management takes it as their.
Another distinctive characteristic of the B.L. Agro management team is their
strong belief that “Success and growth do not mean much unless accompanied by
trust and respect from the community.” And over the years this belief has ensured
that as a corporate citizen, B.L. Agro Oils Ltd. earns an image of one of the most
respected and revered organisation in its region of activity.
GROWTH SO FAR
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Having started as a mustard trading house in 1958, B.L. Agro has come a long
way today. During the course of its journey, 1999 proved to be a landmark year
which transformed the business house from a commodity trading organization to
an FMCG company. The year witnessed the birth of B.L. Agro Oils as a
registered company and also marked its advent into quality control, packaging
and marketing of consumer packs of their flagship brand - Bail Kolhu Kachchi
Ghani Mustard Oil. Achieving an astonishing turnover of Rs. 60 crores in the
first year itself, the company has not looked back since.
Expansion and up-gradation has been a continuous process for B.L. Agro. The
marketers of a single mustard oil brand subsequently started rolling out multiple
varieties of mustard oil - thus catering to a much wider consumer base. As the
product range swelled, the competencies, capabilities and capacities were
continuously enhanced to meet the growing challenges. However even with its
ever-expanding size, B.L. Agro never lost sight of its ultimate goal – that of
providing only the highest product quality - and hence set up its own advanced
quality control systems and packaging facilities.
Later, the company took another stride when being a player in the lone mustard
oil segment, B.L. Agro diversified into Refined Soyabean oil and then further to
various blended edible oils. In 2006, B.L. Agro achieved yet another milestone
when it established its own state-of-the-art Refinery.
PRODUCTS
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From Commodity trading business to an FMCG company
From Mustard Trading to Refining
From just Mustard Oil to Blended Oils
From one product to multiple product
Setting up of own QC, packaging units
Establishing own Brand Names and marketing
Establishing distribution network
Continuously achieving revenue growth
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Bail Kolhu
Bail Kolhu Kachchi Ghani Mustard Oil is the flagship brand of the company.
This is a Grade A Mustard Oil and due to its unique taste and ideal pungency, it
enjoys a tremendous consumer preference throughout the states of UP,
Uttaranchal and Delhi. Bail Kolhu is a clear market leader in most of its
distribution territories and commands almost monopolistic leadership position in
many of the markets.
Mohan Dhara
Mohan Dhara is a well accepted brand in the Refined Soyabean Oil segment At
B.L. Agro.
Balance Lite
This is a fast growing brand that has facilitated the advent of B.L. Agro in the
Refined Vegetable Oil segment.
Aviral Dhara
Aviral Dhara is a multi-product brand of Mustard Oil, Palmolein Oil, and
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Vegetable Oils. Having gained instant acceptance in the market, the brand is on a
steady growth chart.
Nourish Delite – A soon to be launched multi-product National
Food brand. Nourish Delite is a Dream Project of B.L. Agro management that
promises to enhance the image as well as scale of company's operations. the
vision is to make Nourish Delite India's biggest and most trusted Food Brand and
the company is planning and preparing to make this dream a reality.
First product to be offered under this brand will be Premium Soyabean oil
followed by Premium Mustard Oil. The line will be further expanded to multiple
food products that will even extend beyond edible oils and include products like
Atta, Besan, Pulses on one hand and Packaged Drinking Water on the other.
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CHAPTER-2
CURRENT OPERATIONS
CURRENT OPERATIONS
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Backward Integration: The company has it’s own manufacturing unit of bottles, jars & cartons used in packaging of its products.
• Sourcing – B.L. Agro has identified certain quality sources of crude mustard oil mostly from Rajasthan and certain pockets of Uttar Pradesh. The Soyabean oil is sourced from selective areas of Madhya Pradesh.
The company has installed facilities for Processing, Filtration, Refining and Blending at its state-of-the art Refinery Plant located at Parsakhera Industrial Area in Bareilly (U.P.).
The automated plant is spread on a sprawling 10000 sq. mtrs. with a production capacity of 125 tonnes / day and a storage capacity of 2500 tonnes.
The company also has a Packaging Unit with a Capacity of 300 tonnes / day and storage capacity of 500 tonnes.
The operations of B.L. Agro Oil Ltd. are currently divided into the domains
of:
Sourcing
Quality Control
Processing
Refining
Blending
Packaging and Marketing of Mustard, Soyabean, Palmolein and other
Blended Edible Oils.
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Currently B.L. Agro products are distributed through a network spread in over 200 cities across 6 states of North India.
With the ever increasing demand for B.L. Agro oils in existing as well as newer territories, the distribution network keeps expanding day by day.
The company enjoys a clear leadership position in most parts of Uttar Pradesh and Uttarakhand. With its recent entry into the Delhi – NCR markets, Bail Kolhu Kachchi Ghani Mustard Oil has received an instantaneous acceptance and has already gained a substantial market share.
CORPORATE SOCIAL RESPONSOBILITY
As socially responsible citizens, the promoters of B.L. Agro are committed to contribute their bit in the nation building process and work towards the betterment of the society.
The Khandelwal family actively participate in and support various community service programmes like Blood Donation camps, Plantation Drives, Service for Physically Disabled etc.
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As an environment sensitive industrial house, B.L. Agro takes various voluntary measures in addition to the mandatory steps to ensure environment conservation.
These include• Effluent Treatment Plant for Water Pollution Control as well as Water Conservation.• Installation of advanced equipments for Air Pollution Control.• Use of only Agriculture Bio-Mass for steam generation; and many more such measures.
Khao Sarson, Jiyo Barson
Mustard Oil – The Healthiest OneMustard Oil is extracted at a low pressure at low temperature (40-600C).It contains 0.30-0.35 % essential oil (AllylIso-Thiocynate) which acts as preservative.Mustard Oil is one of the best cooking oil particular for heart patient because it has an Omega 3 (MUFA) and 6 Fatty Acid composition (Linolic and alpha Linolic Acid respectively) in good proposition close to 10:1 rarely found in any other oil. The ideal ratio of Omega 6 and Omega 3 is 10:1.
A Favourable Composition • Mustard oil has 30 percent protein, calcium, phytins, phenolics and natural anti-oxidants.• Mustard oil contains high amount of mono-unsaturated fatty acids and a good ratio of polyunsaturated fatty acids, which is good for heart. It contains the least amount of saturated fatty acids, making it safe for heart patients. • Glucosinolate, the pungent principle in mustard oil, has anti bacterial, anti fungal and anti-carcinogenic properties, which account for many medicinal utilities of the oil. • The relatively high level of oleic acid and the favorable balance between
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linolenic and linoleic acids is present in mustard oil. It may be said that it is the safest oil and is as good as any other edible oil.
MARKET DRIVERS
The Market and Consumer Insights possessed by B.L. Agro leadership is
unparalleled. B.L. Agro understands that Fooding habits of consumers are very
individualistic and vary from house to house. And in order to make a long term
relationship with the collective base, the company needs to pack Real Customer
Delight in each pack that it offers.
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• Moreover what has brought laurels to B.L. Agro and awarded it a leadership
position is the company's ability to anticipate and adopt to Market Demand Shifts
resulting from either consumer Living Pattern Shifts or any other reason. At B.L.
Agro, change has been one of the most consistent processes. Be it technological
capabilities, be it the strength of human minds or be it the collective efficiencies,
B.L. Agro has always anticipated the changing environment and empowered
itself for the same.
• The most important success driver at B.L. Agro is its ability to offer
Consistency of Highest Quality Standards. Pack by pack, batch by batch,
consignment by consignment, the products of B.L. Agro carry exactly the same
quality and purity standards for which they have gained widespread respect.
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CHAPTER-3
PROJECT OBJECTIVE
PROJECT OBECTIVE
“AVAILABILITY STUDY OF EDIBLE OILS IN BAREILLY REGION”
Finding the availability of Edible oils of B.L. Agro & other competitors in
Bareilly region & proposing a Total Solutions Approach to help achieve
sustenance & sufficiency.
19
OBJECTIVE OF THE STUDY
To study the brand awareness of B.L. Agro in Bareilly.
To promote the sales of B.L. Agro in Bareilly.
Customer’s perception about B.L. Agro in Bareilly.
Comparative analysis of B.L. Agro and other brands
CHAPTER-4
RESEARCH METHODOLOGY
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RESEARCH METHODOLOGY
Research Methodology is a way to systematically solve the research problem.
When we talk to research methodology we not only talk of research methods
but also consider the logic behind the methods we use in the context of our
research results are capable of being evaluated either by the researchers
himself or by others.
The purpose of this section is to describe the methodology carried out to
complete the work. The methodology plays a dominant role in any research
work. The effectiveness of any research work depends upon the correctness
and effectiveness of the research methodology.
Problem Identification
To carry out the promotion requires preparing a database of corporate houses,
and specific location in different part in Bareilly. Kanpur and find out contact
name and phone number of concerned person.
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Research Design
To accomplish the predefined objectives of the research, Descriptive Research
Design is used to collect the require information from the sources. Descriptive
research design is helpful in collecting in depth information, the demographic
characteristics of the customers as well as to get their feedback.
Respondents
Since the research objectives demand the feedback from the dealers, the
respondents are the dealers of B.L. Agro in Bareilly.
Sampling method
It is not possible to get the information from each and every dealer under the
limited time and limited resources. Therefore a relevant and sizeable sample is
drawn from the total number of customers and dealers.
‘Area sampling’ method is used along with ‘judgment sampling’ via Market
Search and the data were collected.
Sample Size: - Around 100 (Dealers)
Data source
Two types of data sources are used in this project work:
Primary Data
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Observation
Survey Research (Questionnaires)
Behavioral-data
OBSERVATION RESEARCH
Fresh data can be gathered by, observing the relevant actors and settings.
S URVEY RESEARCH
Surveys are best suited for descriptive research. Companies undertake surveys
to learn about people's knowledge, beliefs, preferences, and satisfaction, and
to measure these magnitudes in the general population.
Secondary Data
Sources: reports, websites, Newspapers & Journals
Company website: hclinfosystems.com, hclstores.com
RESEARCH INSTRUMENT
Marketing Researchers have a choice of main research instruments in
collecting primary data is questionnaires.
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CHAPTER-5
QUESTIONNAIRE
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Questionnaire for Channel Partner
Name of Dealer _________________________________________________
Location _________________ Date of Visit ___________________________
1) Since how long you are selling Edible Oils?
0-5 Years 6-10 Years More than 10 Years
2) According to you which is the most consumer oriented brand?
________________________
3) What is the market potential of Bail Kolhu?
Excellent High Medium
Low Can’t Say
4) What is the market potential of Bail Kolhu?
Excellent High Medium
Low Can’t Say
5) What is consumer’s preference for Bail Kolhu?
Excellent High Medium
Low Can’t Say
6) How would you rate consumer’s preference for Bail Kolhu?
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Excellent High Medium
Low Can’t Say
7) What is effect of Product and Poster Display?
Excellent Very Good Good
Average Poor None
8) How would you rate the effect of Catalogue?
Very Good Good Average
Poor None
9) Please rank promotional activities on the scale of effectiveness (Rank
1-6)
Canopy Ads in Newspapers
Direct Marketing Insertions
EPP Can’t Say
10) What are the various problems faced by you (**Please Rank)
a) Supply of Product ______
b) Time of Delivery ______
c) Packaging ______
d) Model Version ______
e) Schemes ______
(**Rank 8 for Very High, 6 for high, 4 for moderate, 2 for Low)
11) Any Suggestions to B. L Agro Ltd.
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Thank you very much for your valuable time.
CHAPTER-6
ANALYSIS&
INTERPRETATION
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1. TIME PERIOD IN SALES OF OILS
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1. TIME PERIOD IN SALES OF EDIBLE OILS
COMMENTS: It is very much evident from the chart that 49% of the people are
selling edible oils from last 5 years. Hence we may conclude that company
should increase the no. of channel partners in order to serve the need of the
consumer and to be with the competition.
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2. BRANDS WHICH ARE MORE CUSTOMER
ORIENTED
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2. BRANDS WHICH ARE MORE CUSTOMER ORIENTED
Comments: This can be straight said that Bail Kolhu is most Customer oriented
brand.
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3. MARKET POTENTIAL FOR BAIL
KOLHU?
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3. MARKET POTENTIAL FOR BAIL KOLHU?
Comments: According to 67% of Channel Partners there is tremendously high
market potential for Bail kolhu in the market. . This can be interpreted from the
graph that this product is fairly popular as well but the company should add some
innovations to this product and market it then after this product can be a great
success.
Market Potential of Bail Kolhu
67%
22%
11%
High
Medium
Low
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4. CONSUMERS PREFERENCE FOR BAIL
KOLHU?
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4. CONSUMERS PREFERENCE FOR BAIL KOLHU?
Comments: According to Channel Partners 50% of customers prefer HCL
EzeeBee than the PCs by other competitors in the same segment. The chart above
shows that consumers know about the product and prefer this product fairly well,
hence, it can be stated that this product is a good product but a few changes or
innovations in the product can make it an excellent product to target a particular
segment at a reasonable price.
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5. IN-SHOP PROMOTIONAL ACTIVITIES
OF DEALERS
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5.IN-SHOP PROMOTIONAL ACTIVITIES OF DEALERS
Criteria Excellent VeryGood Good Average Poor None
Rating Scale 10 8 6 4 2 0
0
1
2
3
4
5
6
7
8
Product Display
Poster Display
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6.EFFECT OF CATALOGUE
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6.EFFECT OF CATALOGUE
Criteria Excellent Very Good Good Average Poor None
Rating Scale 10 8 6 4 2 0
Comments: The catalogue is very effective tool for selling. It is beneficial for the
customer as well as company. It increases awareness about the company
products, product depth etc. Overall effect of catalogue according to different
channel partners is good.
Effects
0123456789
Effects
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7.PROMOTIONAL ACTIVITIES WHICH
DEALER FOUND MOST EFFICIENT
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7.PROMOTIONAL ACTIVITIES WHICH DEALER FOUND MOST
EFFICIENT ONE.
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Comments: Canopy is the most effective and efficient activity, AD in News
Paper and Insertions are other effective Activities. I also found an excellent
medium to reach to the target customers and with this approach the company can
reach to the more people and educate them about the project.
8. PROBLEM OF CHANNEL PARTNERS
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8. PROBLEM OF CHANNEL PARTNERS
Criteria Very High High Moderate Low None
Rating Scale 8 6 4 2 0
S. No. Problem Desktop Laptop
1 Supply of Product
a) From Company Very High Moderate
b) From Distributor Moderate Low
2 Time of Delivery High Low
3 Packaging Low Low
4 Model Version High Moderate
5 Scheme High Moderate
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CHAPTER- 7
CONCLUSION
&
IMPLICATIONS
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MAJOR FINDINGS
Any research which is conducted in the market place flashes back hidden
truths and basic facts, which affects the business of a company directly or
indirectly. These hidden truths are basic facts, which are out coming of the
research, are known as a finding. The information gathered from the market,
which are accountable in the achievement of the objective and for the
company, which makes the project more interesting, are basically known
findings. The result of assigned project in management studies is known as
findings. The findings of this project are as follows:
1) Bail Kolhu is a market leader in Edible Oil products in Bareilly but
have a very close competition with Rath.
2) Bail kolhu and Rath are two companies that are at top of mind in
Brand fateek customers.
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3) Cost and quality are two major factors that are taken into
consideration while purchasing.
4) Quality wise Bail Kolhu is considered to be number two after Fortune.
5) Cost wise Bail Kolhu is number two where as Rath enjoys first
position.
6) Bail Kolhu holds number one position in after sales services that is the
major reason for it to being a market leader.
7) Bail Kolhu give vary tuff competition to both MNC Companies
8) According to consumer satsfaction Index Bail Kolhu is No.1 where as
second and third is HP and IBM..
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LIMITATION OF THE STUDY
Though I have tried my level best to make the study and the report writing
qualitative and excellent, the following limitation overcome in the study
Bail Kolhu has a huge market at national level, which has sold lots of
products, but this study is limited to Bareilly City only.
The time period allotted for the study i.e. 2 months is a short period for
completing this type of activities.
The accuracy of the project and conclusion is totally depending on the
accuracy of the data collected and analyzed
The result is not same for all reason
Dealers are too busy to contact
Too much time consumed on each call
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It is possible that some potential source may leave untapped
CONCLUSION OF THE STUDY
After the comprehensive study of the secondary and primary data has been
found that Bail Kolhu holds numeric first position in Edible Oils. This
supremacy is due to its sound and promotes after sales services, which are also
the preference criteria.
Undoubtedly Bail Kolhu is leader in edible oils because of its.
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SWOT ANALYSIS
Strength
Bail Kolhu is a brand itself.
Aggressive Marketing Strategy.
Bail Kolhu has strong distribution network as compared to competition.
Customized products for every type of customer.
Weakness
Bail Kolhu has not been able to establish an entry barrier for competitors
Services provided by Bail Kolhu are not always up to the mark
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Channel partner of Bail Kolhu has not much capable to provide good and
frequent services to their potential customer
Opportunities
Bail Kolhu products because of their price factor over other companies and
assembles are gaining popularity
The Quality provided by Bail Kolhu is one of the big opportunities it have
Lower rates of different models give opportunities to Bail Kolhu for grab
the assemblers market
Threat
Possibility of more new players come in the same business is expected.
Bail Kolhu HCL facing a big challenge because of their delays in service
facility.
Bail Kolhu is not providing varieties and Configuration.
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CHAPTER-8
SUGGESTIONS
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SUGGESTIONS
Relationship
To do any business requires a bridging between buyer and seller so Bail Kolhu
should appoint a term of dynamic marketing executive who can establsh a good
relationship with dealers. Frequent follow ups will certainly prove fruitful for in
the long run
Brand Image
Bail Kolhu has a strong brand image in the market. Brand image always help in
pushing a product into the market.
Hoarding of company’s product should be at kept at prime locations where
maximum people can see it.
Bail Kolhu is also not advertising much for its products frequently in print
media and in television channel etc. Advertising should be made frequent
to let the people remembered the name of HCL.
Distribution Network
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A strong distribution network always helps in becoming the front-runner for any
product in a market. Though Bail Kolhu has a good network it has to strengthen it
to a greater extend.
The time taken for delivery should be minimized to a larger extent in order
to make the faster deliveries.
They should enhance the number of channel partner in this reason
LEARNING FROM THE STUDY
It was a great opportunity for me to do my internship in B. L. Agro Ltd. which is
one of the prestigious companies in India. It was a starting for me to get the
knowledge of real corporate world. Today experience and knowledge of things is
much more important than the degrees in hand. Although the learning’s were
numerous in number but I have concluded a few as major learning’s and they are
as follows:
I got such a good project at B. L. Agro Ltd. which gave me the opportunity
to meet the various people in the corporate as well as Government offices.
I have visited few organizations but the experience of these visits has been
and will be of tremendous help in my career.
I came to know how to tackle people of different attitude and of different
mindsets, which will definitely help me in future. Planning a day in
advance and the activities that I performed during that day gave me
confidence in my planning and implementation. This project also exposed
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me and my skill sets to the corporate world, where I came to know my
flaws and rectified them, but a chance may be there.
I was an active member at customer demonstrations, which gave me
confidence and knowledge about how to convince a customer and handle
all sorts of queries.
I learned real marketing and sales experience during this time period. I
learnt how to make good relationships with customer as well as colleagues.
The practical aspects of marketing theories are materialized during the
course of this study.
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CHAPTER-9
BIBLIOGRAPHY
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BOOKS
Marketing Management - Philip Kotler (Eleventh Edition, Pearson Education,
Inc.)
Principles of Marketing – Philip Kotler, Gary Armstrong (Eleventh Edition,
Pearson Education, Inc.)
Marketing Research - G.C. Berry (Third Edition, Tata McGraw Hills)
WEBSITES
http://www.blagro.org
http://www.google.com
http://www.idcindia.com
http://www.dqindia.coms
MAGAZINES
Business Today
Business Standards
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Outlook
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