A SUMMER PROJECT REPORTON

“BESAN MAJOR PLAYER STUDY IN JALNA”

Prepared for

Prepared by:

PRITESH KUCHERIYA

PGDM (IT & MARKETING)

BALAJI INSTITUE OF MODERN MANAGEMENT

PUNE (MAHARASHTRA)

1

ACKNOWLEDGEMENT

I am highly indebted to Ms. Priya Agarwal for her guidance and constant

supervision as well as for providing necessary information regarding the

project and also for her support in completing the project.

Pritesh Kucheriya

MM1113426

Balaji Institute of Modern Management

Pune

2

CERTIFICATE

This is to certify that this internship report on “Besan Major Player Study

In Jalna” at Adani Wilmar is a bonafide work of Mr. Pritesh Kucheriya

under my guidance and support. This report is a part of Post graduate

diploma in management course with specialization in MARKETING

stream and content and the work done is genuine with respect to the

information covered and thought expressed. The internship period was of

two months ( 1st june 2012 – 31st july 2012 ).

Ms. Priya Agarwal

Market Analyst – Product

Management Group

ADANI WILMAR LTD.

3

INDEX

Contents Page No.

1. EXECUTIVE SUMMARY 5 – 6

2. INTRODUCTION 7 -11

3. OBJECTIVE ,SCOPE & SIGNIFICANCE OF STUDY 12-14

4. RESEARCH METHODOLOGY 15-17

5.DATA ANALYSIS AND INTERPRETATION 18-28

6.CONCLUSIONS 29-31

7. RECOMMENDATION 32-34

8. LIMITATIONS 35-36

9.BIBLIOGRAPHY 37

10.ANNEXURE 38

4

1. Executive Summary

The project is conducted for Adani Wilmar in Jalna region. There are various brands of

Adani Wilmar.Major brand of Adani Wilmar is “Fortune” under which different types of

cooking oil are available in the market like fortune soya bean oil, fortune sunflower oil,

fortune groundnut oil etc. It also has some newly introduced brands such as

King’s,Raag gold and Bullet in its table. Now they wanted to launch besan in the market.

The research conducted was objective in nature. Responses were obtained from retailer

and wholesalers of Jalna to attain certain results. The survey was conducted to analyse

different types of pulses stored by retailers, to analyse how many retailers stored which

branded pulses out of the pulses that they stored, reasons for storing branded pulses ,

what are popular SKU’s in circulation, to analyse if the demand of certain pulses

changes with respect to season , to maintain consistency in the quality how do they

procure pulses , Purchasing mode in case of Besan, frequency of Price revision and

Distributor / Retailer Margins.

APPROCH USED: First we have divided our region into 4 zones- North, West, South

and East. We have decided to collect data from 200 respondents. Our respondents are

the retailers and wholesalers. Therefore, there are 40 respondents(retailers)

approximately from each zone and 50 resondents are from wholesale market. Then we

edited our questionnaire based on our locality and type and then we started taking

interviews of the retailers and wholesalers from different regions. The interview we

conducted is to know the type of store they are handling and the brands they are

keeping with them. This way we collected data to study Besan major players in market.

After the survey was complete , the data was first sorted then analysed on chosen

parameters.Ms-excel has been used for data analysis. This analysed data was later

converted into form of graphs such as bar graphs and pie charts . This was to make

results easily comprehensible by anyone going through the report. This also made it

easy to draw conclusions based on the research and provide a presentable format of

the report. Later on, all this information was compiled in the form of a presentable and

highly comprehensible report.

5

The important findings are:

Most of the outlets visited were small retailers shops as well as super shoppe

and Wholesaler.

Almost all the retailer and Wholesalers store all types of pulses,only the demand

for Rajma and Sabut is very less as household consumption is less.

Almost all the pulses and Besan stored by retailers are sold loose,but retailers do

prefer keeping branded packets of besan.

Among the total shops that were covered maximum shop owners were stocking

Samrat,Hira,Rani,Gaychap,Gomata,Cycle,Shri-Hari branded besan in their store.

According to most of the shop owners, consumers prefer Rani and Hira brand in

besan category , the presence of Hira and rani in most of the shops indicate the

good distribution network of the brand.

In the besan category Hira is more prefered in households and Rani is in Hotel

customers , outplaying most of the other players with its presence when it comes

to the penetration.

Distribution network of Hira and Rani is more powerful than other brands so, It is

found in most market places , and most of the retailers purchase from

Wholesalers.

6

2. INTRODUCTION

2.1 Introduction to Industry

Pulses

Highlights

Between the years 2007 and 2010, pulses production in India has increased from

14.3 million tonnes to 14.7 million tonnes. Production is forecasted at 14.8 MT for

2011.

India’s demand for pulses is so strong that consumption continues to outperform

domestic production.

Imports for 2011 are expected to exceed last year’s figure of 2.8 million tonnes.

Production

India is the world’s largest producer of pulse crops in the world. Representing 25%

share in global production, 27% of consumption, 34% of food use, and more than 11%

of the total imports1.

Production seasons in India are Kharif (autumn) and Rabi (spring). The Kharif season is

the period between June and September, which represent one third of the crop

including Chickpeas, Lentils and Dry Peas. However, two thirds of India’s production is

in the Rabi which is between October and March. The crops that grow in the Rabi

period are Pigeon Peas, Black Matpe, Mung Beans and Moth Beans.

Pulses are an important source of protein in the Indian diet. However, different pulses

cater to many tastes in different regions throughout India. The state of Madhya Pradesh

is the largest pulse producer accounting for about 26% of total production. Other states

with significant productions are Uttar Pradesh (18%), Maharashtra (14%), Rajasthan

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(14%), Karnataka (5%), Andhra Pradesh (10%),and Bihar (5%).3. India’s main crops

are Chickpea, Pigeon Pea, Mung Beans, Urad Beans, Lentils, and Field Peas.

Exports

India is the world’s largest producer of Pulses; however they heavily rely on importing to

keep up with local demand and rapidly increasing population. Even though India is

considered more as an import market they still re-export Pulses to surrounding

countries and trade partners, such as: Sri Lanka and Bangladesh. For a list of the

products that are being exported from India, please see below table.

Major export markets: Bangladesh, Sri Lanka, and UAE4

Minor export markets: USA, Nepal, Saudi Arabia, Kuwait, UK, Egypt, Malaysia,

Canada, Spain, Italy, Pakistan, Yemen Republic, Algeria, and Bahrain

Imports

With low production and an essential source of protein, India has permitted unrestricted

imports of pulses, which makes it the only food item that is granted such open access.

The Indian market is very price sensitive and the products that trades the most are

graded “Fair to average quality” (FAQ). According to USDA, Peas represents the largest

share of imports then Kabuli Chickpeas, Pigeon Peas, Lentils, and Desi Chickpeas

respectively. Desi Chickpeas, Pigeon Peas, Mung Beans, Black Matpe, and Kidney

Beans are mostly imported from Burma (Myanmar). This is due to the different varieties

in quality and price that the Burmese companies could offer, in addition to a lower

freight cost and faster delivery due to proximity. India mostly imports their Dry Peas and

Kabuli Chickpeas from Canada and Australia. They import green and yellow Peas from

Canada and they import Chickpeas and low priced dun Peas from Australia. These are

mainly marketed in the eastern territories of India primarily Kolkata

8

2.2 Introduction to Company

Adani Wilmar Limited is a 50:50 joint venture between two recognized Multinational

Corporations the INR 275 Billion (US $5 Billion) Adani Group, the leader in International

trading, Power Sector and Private infrastructure, and Wilmar International Limited,

Singapore, Asia’s leading Agri business group with revenues exceeding US $16.5

billion.

Together, the Adani Group and Wilmar Group have set up India's first port based

refinery at Mundra, Gujarat. Today the Mundra refinery is one of India's largest and

most sophisticated oil refineries. FORTUNE, King's, RAAG, Bullet, Fryola and JUBILEE

are the brands under which AWL sells its range of edible oil, vanaspati and

The Company has production infrastructure across the country with a crushing capacity

of over 6000 TPD (Tonnes per Day) and Refining capacity of over 5000 TPD. AWL is

one of the very few national players in the Industry to have this massive production

infrastructure, with all its plants so strategically located to take advantage of the Import

Parity and Domestic crop season.

The company also has packing operations at Kadi [Gujarat], Latur [Maharashtra], Jaipur

[Rajasthan], Dharwad [Karnataka], Dewas [Madhya Pradesh], Nagpur [Maharashtra]

and Cochin [Kerala].

We were the first to launch Soyabean oil in a packed form in Middle East Countries.

Fortune and Raag brands are registered in all Middle East Countries. Today, we have

distributors set all across the Middle East, covering all A / B class outlets. AWL is

actively engaged in contract manufacturing / private labelling for numerous international

and Indian companies. With our automated state-of-art computer controlled machinery

and large manufacturing capacity, we have the capability to meet customer demand

time after time.

With 80 branches, 5000 distributors catering to 1 million outlets, AWL's products reach

to 20 million households across India.

9

Institutional Business:

Institutional Business is B2B model. At AWL we cater to everyone like:

Modern Trade Outlets

Govt. Supplies - Indian Railways / CSD /CPC / PDS / FPs etc

Semi-Government Supplies & Local Bodies

HoReCa - Hotels / Educational Institutes / BPOs / Religious Places

Industrial Sales - Pharmaceutical Companies / Process Food Cos.

BPCL - Bharat Gas beyond LPG business

Distribution Channel:

10

Awards / Recognition

Fortune was Awarded the Superbrands Award in Consumer Category for the

year 2009-2010.

Since its launch in 2000, Fortune has become one of the largest selling edible oil

brands in India.

Fortune brand has been voted as the winner of Reader's Digest Trust Brand

Award 06', 07', 08' & 09' under the gold category.

Mantralayam refinery was presented the Award for Second Highest Processor of

Sunflower Seed Oilcake for the year 05'-06' & 06'-07' by SEA.

Fortune was awarded the Globeoil Award 2006 for the Fastest Growing Edible

Oil Brand.

According to a survey conducted by Business World in 2005, AWL was one of

the top three Food Processing Companies in India

VISION STATEMENT OF ADANI WILMAR –

“GOLBALLY COMPETITIVE INDIA FOCUSED MNC, WITH LEADERSHIP IN EDIBLE

OIL BUSINESS PROVIDING BRANDED PRODUCTS AND SERVICES TO THE

DELIGHT OF CUSTOMER AND STAKEHOLDERS”

11

3. OBJECTIVE, SCOPE AND SIGNIFICANCE OF STUDY

OBJECTIVES

To find out relative strength of besan brands in town.

Market Strength to be measured by Retailer and Wholesalers presence through

retailer feedback

This can be done by finding out:

Detailed Objective:

Major Players in Besan market.

• Market Potential.

• Current sales volume.

• No. of SKU’s in circulation.

Pricing Analysis.

Distributor / Retailer Margins.

Change in price to retailer/price to distributor

Pricing Mechanism.

Frequency of Price revision.

Distribution Channel analysis.

Distributor network strength.

Distribution through Brokers / Wholesalers.

Sales Team Manpower.

Company Sales strength.

Distributor Sales strength.

SCOPE OF STUDY

12

The main purpose of the research is to understand the customer consumption,

perception and attitude towards product besan. This project helps in understanding the

relative strength of leading besan brands in town. This is being calculated by

understanding the brand power in retailers store as well as consumer’s mind through

retailer survey. This project helps in finding out the brand presence and various other

aspects from which company will get to know which strategies they have to implement

prior to new product launch. This study also helps in understanding what are the

different types of pulses stored by retailer,what brands do they keep in store,their

popular sku’s,seasonality or trade/sales pattern of the outlet,what are the most preffered

pulses,what do they do for storage of pulses,their procurement pattern,their purchasing

mode,pricing of besan constituting price to retailer and price to customer.

This will give opportunities to researcher to get the brief idea about the study and the

limitations in the research and they can try to cope up with those limitations.The

organization can utilize the information to formulate and present their market strategy

according to the customer expectation.

Significance of the study

1) Significance for the Industry

A study of the industry plays an important role in recognizing the stand where the

company should take stand in the market. The study also includes various other

aspects including taste and preference, desires, wants, requirements of the consumer.

It also helps to determine the satisfaction level of the consumer significant role and also

about the brand presence in retailer store.

2) Significance to the Researcher

Researcher prepares a questionnaire in order to find the responses from the

retailers who knows the requirement of customer and keeps brand accordingly.

The questionnaires were designed on the primary objectives and were of both open

ended and close ended.

13

For the accomplishment of the project.

For suggestive market strategies for new product launch.

In order to collect the information of existing brands from retailer.

To find out the target customer for new brand that company wants to launch.

In order to study the consumer buying behaviour of besan.

In order to understand the customer satisfaction level and the hidden

expectations regarding existing brands of besan.

In order to find factors which retailer keeps in mind while keeping branded besan

in store.

4. RESEARCH METHODOLOGY

14

Research refers to a search for knowledge. It is a systematic method of collecting and

recording the facts in the form of numerical data relevant to the formulated problem and

arriving at certain conclusions over the probon collected data.

Thus formulation of the problem is the first and foremost step in the research process

followed by the collection, recording, tabulation and analysis and drawing the

conclusions. The problem formulation starts with defining the problem or number of

problems in the functional area. To detect the functional area and locate the exact

problem is most important part of any research as the whole research is based on the

problem.

According to Clifford Woody research comprises defining and redefining problems,

formulating hypothesis or suggested solutions: collecting, organizing and evaluating

data: making deductions and reaching conclusions and at last carefully testing the

conclusions to determine whether they fit the formulating hypothesis.Research can be

defined as “the manipulation of things, concepts or symbols for the purpose of

generalizing to extend, correct or verify knowledge, whether that knowledge aids in

construction of theory or in the practice of an art”

In short, the search for knowledge through objective and systematic method of finding

solution to a problem is research.

Drafting Questionnaire

The questionnaire is considered as the most important thing in a survey operation.

Hence it should be carefully constructed. Structured questionnaire consist of only fixed

alternative questions. Such type of questionnaire is inexpensive to analysis and easy to

administer. All questions are closed ended.

Sampling

It was divided into following parts:

Sampling universe

All the retailer are the sampling universe for the research.

Sampling Method

15

Judgmental sampling

Sample was taken on judgmental basis. The advantage of sampling are that it is much

less costly, quicker and analysis will become easier. Sample size taken was 100

employees.

DATA COLLECTION METHODS

The task of data collection begins after the research problem has been defined and

research design chalked out. While deciding the method of data collection to be used

for the study, the researcher should keep in mind two types of data viz. Primary and

secondary data.

Primary Data: -

Survey Method:- The primary data is defined as the data, which is collected for

the first time and fresh in nature, and happen to be original in character through

field survey.

Interviews and Questionnaires Method:- Primary data collection, you collect

the data yourself using methods such as interviews and questionnaires.

The key point here is that the data you collect is unique to you and your research

and, until you publish, no one else has access to it.

Secondary Data:

The secondary data are those, which have already been collected by someone else and

passed through statistical process. The secondary data required of the research was

collected through various newspapers, and Internet etc.

News paper

Official website

STATISTICAL TOOLS:

16

The statistical tool used for analyzing the data collected is Excel.

Research Objectives

To find out relative strength of leading besan brands in town.

Market Strength to be measured by Retail presence through retailer feedback

RESEARCH TYPE

Quantitative Descriptive Research Study

Research Methodology

Market strength to be checked by visiting all Besan keeping retail outlets in a

given area (complete retail census). Retailer response to be taken on structured

questionnaire.

Sample Size - 200 Retailers

5. DATA ANALYSIS AND INTERPRETATION

17

The Besan major players study was performed by visiting the retail shops and collecting

data regarding availability of different Besan brands. Later the data collected was

analysed which gave a brief idea of following.

Different pulses stored by Retailers:

Toor D

al

Chilka

Moo

ng

Moo

ng D

hooli

Moo

ng S

abut

Urad

Sabut

Urad

Chilka

Mas

oor D

al

Kabuli

Cha

na

Kala C

hana

Rajma

Lal

Rajma

Sharm

ila

Chana

Dal

Besan

0

20

40

60

80

100

120100.0 100.0 100.0

0.0 0.0

98.8

78.8

41.226.7

4.2 0.6

100.0 100.0

Retailer

Interpretation:- The above chart depicts that almost all the retailers store Toor

Dal ,Chilka Moong,Moong Dhooli,Chana Dal,Besan,Urad Chilka. Some retailer store the

Kabuli chana,Kala chana and very few store the Rajma . No retailer stores the Moong

Sabut and Urad Sabut.

Different pulses stored by Wholesaler:

18

Toor D

al

Chilka

Moo

ng

Moo

ng D

hooli

Moo

ng S

abut

Urad

Sabut

Urad

Chilka

Mas

oor D

al

Kabuli

Cha

na

Kala C

hana

Rajma

Lal

Rajma

Sharm

ila

Chana

Dal

Besan

0

20

40

60

80

100

12097.1 97.1 97.1

0.0 0.0

97.1 97.1

2.9 2.9 0.0 0.0

97.1 100.0

Wholesaler

Interpretation:- The above chart depicts that almost all the retailers store Toor

Dal ,Chilka Moong,Moong Dhooli,Chana Dal,Besan,Urad Chilka, Masoor Dal.Very few

retailer stores the Kabuli chana,Kala Chana ,Rajma . No retailer stores the Moong

Sabut and Urad Sabut.

Branded pulses stored by Retailers:

Toor

Dal

Chilka Moong

Moong Dhooli

Moong Sabut

Urad Sabut

Urad Chilka

Masoor Dal

Kabuli Chana

Kala Chana

Rajma Lal

Rajma Sharmila

Chana Dal

Besan

No No No No No No No No No No No No Yes

Interpretation:- The above chart depicts that No retailer store any branded pulses.

Retailers only store the branded Besan.

Branded Besan Stored by Retailers:

19

Retailer Wholesaler0.00

20.00

40.00

60.00

80.00

100.00

120.00

44.8484848484849

100

Interpretation:-

Retailers: The above graph depicts that 44.85% of retailers store the branded Besan.

Wholesalers: The above graph depicts that 100% of wholesalers store the branded

Besan.

Reason for Selling Branded Pulses:

Most Convience to Store People ask for it Better Margin0

20

40

60

80

100

120

0.00

98.6%

1.3%0

100%

0

Retailer

Wholesaler

20

Interpretation:- Retailers: The above graph depicts that 98.65% of retailer’s sale the

branded Besan because people ask for it and only 1.35% sale because of Better

Margin. No retailer store the branded besan because of convenience to store.

Wholesalers: The above graph depicts that 100% of retailer’s sale the branded Besan

because people ask for it . No retailer store the branded besan because of convenience

to store and Better Margin.

Different pulses preferred in Retail:

Toor D

al

Chilka

Moo

ng

Moo

ng D

hooli

Moo

ng S

abut

Urad

Sabut

Urad

Chilka

Mas

oor D

al

Kabuli

Cha

na

Kala C

hana

Rajma

Lal

Rajma

Sharm

ila

Chana

Dal

Besan

0

20

40

60

80

100

12095.8

10.9 17.6 10.91.2 0.6 1.8 0.6 0.0 0.0 0.0

57.0

0.0

Retailer

Interpretation:- Retailers: The above graph depicts that in retail store most preferred

pulses is Toor Dal i.e 95.8% and Chana Dal i.e 57%.

21

Different pulses preferred in Wholesale :

Toor D

al

Chilka

Moo

ng

Moo

ng D

hooli

Moo

ng S

abut

Urad

Sabut

Urad

Chilka

Mas

oor D

al

Kabuli

Cha

na

Kala C

hana

Rajma

Lal

Rajma

Sharm

ila

Chana

Dal

Besan

0

20

40

60

80

100 94.3

2.911.4

0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0

77.1

2.9

Wholesale

Interpretation:- Wholesalers: The above graph depicts that in wholesale store most

preferred pulses is Toor Dal i.e 94.3% and Chana Dal i.e 77.1%.

Approximate Sale of Besan in KG per Month :

Retailer Wholesaler Total0

50000

100000

150000

200000

250000

300000

350000

38963

288210

327173

Besan Sales in KG in Month

22

Interpretation:-

Retailers: The above graph depicts that in retail market sale of Besan per month is

38963kg.

Wholesale: The above graph depicts that in Wholesale market sale of Besan per month

is 288210kg.

Approximate Sale of Besan in KG per Year:

Retailer Wholesaler Total0

500000

1000000

1500000

2000000

2500000

3000000

3500000

4000000

4500000

467556

3458520

3926076

Besan Sales in KG in Year

Interpretation:-

Retailers: The above graph depicts that in retail market sale of Besan per year is

467556kg.

Wholesale: The above graph depicts that in Wholesale market sale of Besan per year is

3458520kg.

23

Availability of different brands and Sku’s:

SKU BRANDS

SAMRA

T

HIRA RANI GOMATA GAYCHAP CYCLE SHRI-

HARI

200gm YES NO NO NO NO NO NO

500gm YES YES NO NO NO NO NO

1kg YES YES NO NO NO NO NO

10kg YES YES NO NO NO NO NO

35kg NO YES NO NO NO NO NO

50kg NO YES YES YES YES YES YES

Percentage of Availability of different Sku’s in Retail:

SKU_200G SKU_500G SKU_1 SKU_10 SKU_35 SKU_500

2

4

6

8

10

12

14

11.5%

7.9%

3.6%

0.0% 0.0% 0.0%

Interpretation:-

Retailers: The above graph depicts that in retail market most popular sku is 200gm.

24

Percentage of Availability of different Sku’s in Wholesale:

SKU_200G SKU_500G SKU_1 SKU_10 SKU_35 SKU_500

10

20

30

40

50

60

70

80

90

100

0.0% 0.0% 0.0%

54.3%

5.7%

88.6%

Interpretation:- Wholesale: The above graph depicts that in wholesale market most

popular sku is 50kg i.e 88.6% store.

Value Added Service:

Door Delivery Consistent Quality Freebies0.00

20.00

40.00

60.00

80.00

100.00

120.00

15.76%

98%

0.000

100%

0

Retailer

Wholesaler

Interpretation:-

Retail: The above graph depicts that in retail only 15.76% retailer provide Door Delivery

Almost 99% gives consistent quality in pulses and no one provide any freebies.

25

Wholesale: The above graph depicts that in wholesale 100% store provide consistent

Quality and no one provide door delivery and freebies.

Consistent Quality Procurement (Purchase Rate):

Purchase in 7Days

Purchase in 10-12Days

Purchase in 15Days

Purchase in 20-25Days

0.00

20.00

40.00

60.00

80.00

100.00

120.00

82.42

10.916.67

100.00

Interpretation:-

Retail: The above graph depicts that in retail 82.42% store purchase in 7 days,10.91%

purchase in 10-12 days and 6.67% purchase in 15 days to maintain consistency in

quality.

Wholesale: The above graph depicts that in wholesale 100% store purchase in 20-25

days.

Purchasing Mode For Branded/Loose Besan

Both Wholesaler and Retailer purchase at Regular Price

26

Average Pricing of Retailer for Besan:

BRAND 200gm 500gm 1kg 10kg 35kg 50kg

SAMRAT PTR 18 36 64

PTC 20 40 72

HIRA PTR - 30 60

PTC - 35 68

RANI PTR - - 31 255

PTC - - 37 275

SHRI-

HARI

PTR - - 60

PTC - - 65

CYCLE PTR - - 55

PTC - - 65

LOOSE PTR - - 53 559

PTC - - 63 634

27

Average Pricing Of Besan for Wholesaler:

BRAND 200gm 500gm 1kg 10kg 35kg 50kg

HIRA PTW 629 2952

PTC 649 3082

GOMATA PTW 480

PTC 515

GAYCHAP PTW 250

PTC 265

28

6. CONCLUSIONS

The data analysis and its interpretation leads to the following conclusions:

1. Most of the stores visited in the survey were small retail shops as well as

Wholesale shops.

2. If the sample is observed then it would be seen that maximum stores were of

medium size ( 400- 800 sq. Ft) followed by small stores ( less than 400 sq. Ft )

followed by large stores ( more than 800 sq. ft ).

3. a) Retailer : All the retailers keeps all types of pulses, except Moong sabut,urad

sabut, rajma lal and sharmili are stored in a very small quantity.

b) Wholesaler : All the retailers keeps all types of pulses, except Moong

sabut,urad sabut and rajma lal and sharmili.

4. a) Retailer : In case of branded pulses, only they keep branded Besan.

b) Wholesaler : In case of branded pulses only they keep branded Besan.

5. a) Retailer : Almost half of the retailer stores keep branded Besan.

b) Wholesaler : Almost all of the Wholesaler store branded Besan.

6. a) Retailer : Reason for selling branded Besan is people ask for it.

29

b) Wholesaler : Reason for selling branded Besan is people ask for it.

7. a) Retailer : Approximate Sale of Besan in KG per Month = 38963KG

b)Wholesaler : Approximate Sale of Besan in KG per Month = 288210KG

8. Besan brands available in Jalna Market are Samrat , Hira, Rani, Gomata,

Gaychap, Cycle, Shri-Hari. The retail penetration of Hira and Rani besan is

maximum.

9. a) Retailer : Most popular SKU is 200gm.

b) Wholesale : Most popular SKU is 50Kg.

10. a) Retailer : Most of retailer provide Value added service as a consistency in

Quality and very few provide Door delivery.

b) Wholesale : All Wholesaler provide Value added service as a consistency in

quality and no one provide Door delivery service.

11. a) Retailer : To maintain consistency in quality most of the retailer purchase:

In 7 Days

From same Wholesaler.

a) Wholesale : To maintain consistency in quality most of the wholesaler

purchase:

In 20-25 Days

From same place.

12. a) Retailer : Purchasing Mode For Branded/Loose Besan at Regular Price.

b) Wholesale : Purchasing Mode For Branded/Loose Besan at Regular Price

30

13 . The other brands Gay chap , Gomata , Cycle are lagging far behind and

needed a lot of push when compared to the leader.

14.Most preferred pulses in Jalna region are

high preference is given to toor dal,chana dal

low preference is given to moong sabut ,Urad

sabut,Rajma.

15. Most of the retailer avoid to sale branded packaged Besan because of low

Margin. They encourage to sale Loose Besan because of High Margin.

16. In branded packaged small sku’s most of the people face the problem of Expiry

date.

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7. RECOMMENDATIONS

RECOMMENDED MARKETING MIX STRATEGY:

PRODUCT-

In branded Besan Packet size of packet is big because of air in the packet, so it

takes more shelf spaces. So retailer to reduce size pinch it(small hole) to reduce

shelf space .so after 2-3 months it start spoiling because of bactaria , insects

etc.. So packaging should be proper which takes less shelf place.

To develop a product that is available, affordable, based on local raw material,

and adapted to the taste and the nutritional habits of the population.

To avoid the spoiling of product , the product may have any powder which

provide high shelf life with a good shelf appeal as well.

The product should be well differentiated from market leader because each

brand is famous for different purpose like:

Rani- for Bhujiya, hotels,Gadawala

Hira-Fafda, Dhokla, Boondi, Laddo etc.

Most sku’s can be kept as per requirement , as only popular sku of besan in

retail is 200 gm and 500gm.and in Wholesale 50kg.

Expiry period of branded small sku’s should be long period , so that retailer does

not face the problem of Expire product and make proper stock of sku’s.

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PRICE-

The prices should be competitive and at the initial phase of new product, prices

should be such that which provide better margin to retailer because most of the

retailer sale the product which provide them better margin.

As most people preference HIRA and RANI in branded product ,because most

of the stores sales this brand, so the prices should be set according to the

average price of it. The presence of other brand of company is limited.

As competition is also from loose besan ,the prices are also set to be

accordingly.

PLACE-

More emphasis should be given on distribution as in Jalna region it is found

that distribution of branded besan is very strong.

The distribution network should be more powerful than other brand.

The coverage should not be limited upto Jalna but should cover reach nearby

surrounding places.

Reach of product should be upto small kirana store.

PROMOTION-

Most of the retailer sales the brand which give them better margin. They avoid to

stock and sale product which provide them less margin.So effective margin

should provide to encourage Shop-keeper.

As most of the stores prefer to stock branded besan which provide them more

margin , so most customers are unaware of many brands . So effective

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advertising should be done at the initial phase of product , and create customer

awareness.

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.

Effective schemes should provide for retailers , so the presence of brand will be

felt more in stores.

Non monetary incentives can be given to retailers in order to promote the new

product.

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8. LIMITATIONS

Every work has some limitations. These are extent to which the process should not

exceed. In this project, following limitations can be considered:-

The survey has been done in Jalna and thus the psychological condition of other

parts may differ from rest.

Some respondents were reluctant to divulge information which can affect the

validity of all responses.

In a rapidly changing industry, analysis on one day or in one segment can

change very quickly. The environmental changes are vital to be considered in

order to assimilate the findings.

Retailers were having the less information about the various aspects.

The survey and research has been done only in Jalna, therefore the results show

the market position of Jalna only

The sample size of the Jalna region taken was small, therefore it can be said that

the chosen sample is not the representative of the whole population .

Respondents may not have been true in answering various questions and may

have been biased to certain other questions.

The questionnaire mostly contained multiple choice questions, therefore many

respondents did not give a proper thought before the questions, and some

answered things which were not applicable. All this increased the bias.

All the above mentioned statements are the limitations of this project. The study has

been done by taking and keeping all the limitations in mind. The project is completed in

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the given period of time. As understanding and analyzing the consumer purchasing

pattern in this span of time was a big task to accomplish.

10. BIBLIOGRAPHY

BOOKS:

Marketing management- 13th edition by Philip Kotler Marketing research- Naresh Malhotra Strategic Management- Kevin and Keller

WEBSITES:

www.adaniwilmar.com www.moneycontrol.com www.adanigroup.com www.wikipedia.org www.google.com www.icra.com

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