Adani Wilmar Ltd

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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 :

PouchesPET 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 OilLight, 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 :

PouchesPET 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 OilPure, 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 :

PouchesPET Bottles Jerry Cans Tins :

:: :

500ml / 1 Litre500ml / 1 Litre 5 Litre / 15 Litre

15 Kg. / 15 Litre

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Fortune Refined Soyabean OilPure, 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

14< 5 PPM 0.5 MG

Contains permitted Antioxidants Available in :

PouchesPET Bottles Jerry Cans Tins : : :

:

500ml / 1 Litre

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

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RESEARCH OBJECTIVESRESEARCH OBJECTIVEIt 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.40

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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FINDINGSIDAR

& INTERPRETATIONFortune 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

Idar50 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

SiddhpurPrakashbhai -

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