1. A SUMMER PROJECT REPORT
ON
“BESAN MAJOR PLAYER STUDY IN JALNA”
Prepared for
Prepared by:
PRITESH KUCHERIYA
PGDM (IT & MARKETING)
BALAJI INSTITUE OF MODERN MANAGEMENT
PUNE (MAHARASHTRA)
1

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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
7

8. (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

9. 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

10. 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

11. 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

12. 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.
12

13. SCOPE OF STUDY
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.
13

14. The questionnaires were designed on the primary objectives and were of both open
ended and close ended.
 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.
14

15. 4. RESEARCH METHODOLOGY
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.
15

16. Sampling Method
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
16

17. STATISTICAL TOOLS:
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
17

18. 5. DATA ANALYSIS AND INTERPRETATION
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:
Retailer
120
100.0 100.0 100.0 98.8 100.0 100.0
100
78.8
80
60
41.2
40 26.7
20 4.2
0.0 0.0 0.6
0
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.
18

19. Different pulses stored by Wholesaler:
Wholesaler
120
97.1 97.1 97.1 97.1 97.1 97.1 100.0
100
80
60
40
20
0.0 0.0 2.9 2.9 0.0 0.0
0
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 Chilka Moong Moong Urad Urad Masoor Kabuli Kala Rajma Rajma Chana Besan
Dal Moong Dhooli Sabut Sabut Chilka Dal Chana Chana Lal Sharmila Dal
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.
19

20. Branded Besan Stored by Retailers:
120.00
100
100.00
80.00
60.00
44.85
40.00
20.00
0.00
Retailer Wholesaler
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:
120
98.6% 100%
100
80
60 Retailer
Wholesaler
40
20
0 0 1.3% 0
0
Most Convience to Store People ask for it Better Margin
20

21. 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:
Retailer
120
95.8
100
80
57.0
60
40
17.6
20 10.9 10.9
1.2 0.6 1.8 0.6 0.0 0.0 0.0 0.0
0
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

22. Different pulses preferred in Wholesale :
Wholesale
100 94.3
90 77.1
80
70
60
50
40
30
20 11.4
10 2.9 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 2.9
0
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 :
350000 327173
300000 288210
250000
200000
150000
100000
50000 38963
0
Retailer Wholesaler Total
Besan Sales in KG in Month
22

23. 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:
4500000
3926076
4000000
3458520
3500000
3000000
2500000
2000000
1500000
1000000
467556
500000
0
Retailer Wholesaler Total
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

24. Availability of different brands and Sku’s:
SKU BRANDS
SAMRAT 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:
14
11.5%
12
10
7.9%
8
6
3.6%
4
2
0.0% 0.0% 0.0%
0
SKU_200G SKU_500G SKU_1 SKU_10 SKU_35 SKU_50
Interpretation:-
Retailers: The above graph depicts that in retail market most popular sku is 200gm.
24

25. Percentage of Availability of different Sku’s in Wholesale:
100
88.6%
90
80
70
60 54.3%
50
40
30
20
10 5.7%
0.0% 0.0% 0.0%
0
SKU_200G SKU_500G SKU_1 SKU_10 SKU_35 SKU_50
Interpretation:- Wholesale: The above graph depicts that in wholesale market most
popular sku is 50kg i.e 88.6% store.
Value Added Service:
120.00
98%100%
100.00
80.00
60.00
Retailer
40.00 Wholesaler
20.00 15.76%
0 0 0
0.00
Door Delivery Consistent Freebies
Quality
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.
Wholesale: The above graph depicts that in wholesale 100% store provide consistent
Quality and no one provide door delivery and freebies.
25

26. Consistent Quality Procurement (Purchase Rate):
120.00
100.00
100.00
82.42
80.00
60.00
40.00
20.00 10.91
6.67
0.00
Purchase in Purchase in 10- Purchase in Purchase in 20-
7Days 12Days 15Days 25Days
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

27. 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- PTR - - 60
HARI
PTC - - 65
CYCLE PTR - - 55
PTC - - 65
LOOSE PTR - - 53 559
PTC - - 63 634
27

28. 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

29. 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.
b) Wholesaler : Reason for selling branded Besan is people ask for it.
29

30. 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
13 . The other brands Gay chap , Gomata , Cycle are lagging far behind and
needed a lot of push when compared to the leader.
30

31. 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.
31

32. 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.
32

33. 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
advertising should be done at the initial phase of product , and create customer
awareness.
33

34.  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.
34

35. 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
the given period of time. As understanding and analyzing the consumer purchasing
pattern in this span of time was a big task to accomplish.
35

36. 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
36