Retail penetration and competitor analysis

Summer Training Project Report submitted in partial fulfillment of

the requirements for
the
Diploma of

Post Graduate Diploma in Management

At

Submitted by: Gaurav Sinha

Enrollment No- JL14FS15

Supervisor: Prof. Dheeraj Misra

TO WHOMSOEVER IT MAY CONCERN

This is to certify that the Summer Project Study Report, Titled Retailer penetration and
competitor analysis submitted by Mr Gaurav Sinha as partial fulfilment of requirement of the
two year PGDM(FS) (2014-2016) is a bonafide work carried out by the student at our Institute.

This Summer Project Study is his original work and has not been submitted to any other
Institute.

Prof. Dheeraj Misra

Project Supervisor

Date: 21st July, 2015

Place: Lucknow

Prof. Sushma Vishnani

Program Director- PGDM

DECLARATION BY THE STUDENT

I Gaurav Sinha student of PGDM batch (2014-2016) declare that the project entitled Retail
penetration and competitor analysis is my own work conducted under the supervision of my
Mentor Prof. Dheeraj Misra as a partial fulfillment of Summer Internship Program for the course
of PGDM submitted to Mr. Rohit Ranjan (Adani Wilmar) and Jaipuria Institute of Management,
Lucknow.
I further declare that to the best of my knowledge the project does not contain any part of any
work which has been submitted for any other project either in this institute or in any other without
proper citation.

Place: Lucknow

Date: 21st July, 2015

Signature of the Candidate

ACKNOWLEDGEMENT

All successful work need large number of hands to accomplish any work. I acquire this opportunity
with much pleasure to thank all people who have helped me through the course of my journey
towards this project. I sincerely thank Mr. Rohit Ranjan (ASM- Adani Wilmar Lucknow) for
providing me an opportunity to undergo such a beneficial project in the organization. A sincere
thanks to TSI (territory sales inspector) and all the sales persons who all helped me to complete
my survey.
I would like to thank my Mentor, Prof. Dheeraj Misra (Dean, Jaipuira Institute of management). I
would also like to extend my thank you for immense help given by Prof. A.S.Sandhya. Their caring
and supportive attitude gives me to of support in doing my project.
Finally, this project would not have been possible without the confidence, endurance and support
of my family. My family has always been a source of inspiration and encouragement. I wish to
thank my family, whose love, teachings and support have brought me this far.

Gaurav Sinha
JL14FS15

Executive Summary

The Indian food industry has high growth potential and food is related to necessities of any
countrys citizen. Food is something which substantially differentiates India from the Western
countries and India is poised to become a health conscious country in which the ingredients of the
food is a key thing which people would look at before enjoying the utility out of that food. The
food oil industry is there by set to produce health conscious oils which will eliminates the use of
non-healthy oils. The Indian food and grocery market is the worlds sixth largest, with retail
contributing 70 per cent of the sales. It is projected to grow at the rate of 104 per cent, touching
US$ 482 billion by 2020.
The summer internship that was conducted belonged to a part of food industry in India i.e., Fortune
brand of the Adani Wilmar group in Lucknow area. The project topic is Retail penetration and
competitor analysis. For this purpose, a questionnaire was provided by the company for which
we had to collect the data and sample size comprised of 659 retailers and 61 customers. The target
which was set by me on a daily basis was meeting at least 20 respondents (retailers) which was
achieved most of the times. My work was divided in divided into two halves: in the first months
data collection was done and in the next months feeding of the data on Ms-excel and a
comprehensive analysis of the same was conducted.
There was different categories of Fortune edible product:- Sunflower oil, Rice bran health oil, Soya
chunks, Besan, Rice, Kachi ghani mustard oil and Bullet oil. After surveying various retailers and
customers, it was witness that the highest selling product (mentioned) of the brand is Fortune Kachi
ghani mustard oil.
For the purpose of conducting survey, I paid visits to Husainabad, Thakurganj, Khala Bazar,
Motijheel, Mawaiya, Aminabad, Ganeshganj, Narhi and various other places.
Through this process of visiting places, conducting survey and analyzing the data collected the
findings were:

High market share of Fortune KGMO

Fortune KGMO is 100% available in five areas i.e. Gomti nagar, Sadar bazar, Rajajipuram
II, Narhi, Bangla bazar, Thakurganj.
Fortune RBHO has a low market share
Fortune Rice is having least market share among all its product

Contents
CHAPTER 1 .................................................................................................................................................... 1
Introduction .............................................................................................................................................. 1
Problem Statement ............................................................................................................................... 2
Rationale of the Problem ...................................................................................................................... 2
Methodology......................................................................................................................................... 3
Scope of the study ................................................................................................................................ 4
Limitation of the Study.......................................................................................................................... 4
CHAPTER 2 .................................................................................................................................................... 5
Introduction .............................................................................................................................................. 5
Products / Services and Processes/ Facilities ..................................................................................... 12
HR Department ................................................................................................................................... 24
Competition Analysis .......................................................................................................................... 26
SWOT Analysis..................................................................................................................................... 30
PESTEL Framework Analysis of Company ........................................................................................... 32
CHAPTER 3 .................................................................................................................................................. 34
DATA COLLECTION AND ANALYSIS.......................................................................................................... 34
Data Collection Method ...................................................................................................................... 34
Presentation and Processing of the Data for Analysis ........................................................................ 37
Conclusion ........................................................................................................................................... 37
CHAPTER 4 .................................................................................................................................................. 38
DATA ANALYSIS AND INTERPRETATION .................................................................................................. 38
Outcomes and interpretation of outcome.......................................................................................... 38
Conclusion ........................................................................................................................................... 67
CHAPTER 5 .................................................................................................................................................. 68
RECOMMENDATIONS ............................................................................................................................. 68
Brief Description of Recommendations .............................................................................................. 68
Suggested Scheme of Implementation ............................................................................................... 69
Conclusion ........................................................................................................................................... 69
CHAPTER 6 .................................................................................................................................................. 70
CONCLUDING REMARKS ......................................................................................................................... 70
Summary ............................................................................................................................................. 70

Gains from the Project ........................................................................................................................ 70

Limitations of the Project.................................................................................................................... 71
The study had the following limitation mainly in the survey work that was done. ............................... 71
Conclusion ........................................................................................................................................... 71
Webliography: ..................................................................................................................................... 71
Appendices .72

List of tables
Content

Page no.

Table 1.1
Table 2.1
Table 2.2
Table 2.3
Table 2.4
Table 2.5
Table 2.6
Table 2.7
Table 2.8
Table 3.1
Table 3.2
Table 3.3
Table 3.4
Table 4.1
Table 4.2
Table 4.3
Table 4.4
Table 4.5
Table 4.6
Table 4.7
Table 4.8
Table 4.9
Table 4.10 ..
Table 4.11 ..
Table 4.12 ..
Table 4.13 ..
Table 4.14 ..
Table 4.15 ..
Table 4.16 ..
Table 4.17 ..
Table 4.18 ..
Table 4.19 ..
Table 4.20 ..
Table 4.21 ..
Table 4.22 ..
Table 4.23 ..

3
26
26
27
27
28
28
29
31
35
36
36
38
38
39
40
41
42
43
44
45
47
49
50
51
52
52
52
53
55
57
59
61
63
65
67

List of figures
Content

Page no.

Figure 2.1 ..
Figure 2.2 ..
Figure 2.3 ..
Figure 2.4 ..
Figure 2.5 ..
Figure 2.6 ..
Figure 2.7 ..
Figure 2.8 ..
Figure 2.9 ..
Figure 2.10 ....
Figure 2.11 ....
Figure 2.12 ....
Figure 2.13 ....
Figure 2.14 ....
Figure 2.15 ....
Figure 2.16 ....
Figure 2.17 ....
Figure 2.18 ....
Figure 2.19 ....
Figure 4.1 ......
Figure 4.2 ......
Figure 4.3 ......
Figure 4.4 ......
Figure 4.5 ......
Figure 4.6 ......
Figure 4.7 ......
Figure 4.8 ......
Figure 4.9 ......
Figure 4.10 ....

13
14
15
16
17
18
18
19
19
20
20
21
21
22
22
23
23
25
32
38
39
40
41
42
43
44
45
50
51

CHAPTER 1
Introduction

Cooking oils, although a common ingredient in many recipes, contribute a high number of calories
to foods, which in turn can lead to weight gain. Substitutes can be used, depending on the type of
food being cooked, to help eliminate excess fat. Some pre-packaged foods use low-calorie cooking
oils in place of traditional oils. In the packing category we are having Rice bran oil, Sunflower oil,
Soya oil, Mustard oil.
Rice bran oil is the oil extracted from the hard outer brown layer of rice after chaff. It is notable
for its high smoke point of 232 C (450 F) and its mild flavor, making it suitable for hightemperature cooking methods such as stir frying and deep frying. It is popular as a cooking oil in
several Asian countries.
Sunflower oil is the non-volatile oil compressed from sunflower seeds. Sunflower oil is commonly
used in food as a frying oil, and in cosmetic formulations as an emollient. The oil contains
appreciable quantities of vitamin E, sterols and other aliphatic hydrocarbons.
Soybean oil is a vegetable oil extracted from the seeds of the soybean. It is one of the most widely
consumed cooking oils. As a drying oil, processed soybean oil is also used as a base for printing
inks (soy ink) and oil paints.

1|Page

Problem Statement

Is the availability of these brand differ in the market or not?

Is it difference across the given location?
Is there any difference in terms of package or in quantity size?

The main objective of any business is to maximize the shareholder wealth which is possible only
if a company earns the rate of return over and above the expectation of the investors. The major
sector which effect the company rate of return is sales turnover. The sales turnover to a great extent
depend upon the marketing process. In case of manufacturing products the different stakeholders
are involves in the selling process, manufacturing company supply the product to the distributor
and then to the wholesaler which in turn passes through the retailers and retailers finally passes to
the final consumers. Thus to increase the sales of the company, they must have effective and
sufficient supply chain to pass the product from the manufacturer to the final consumers. Retailers
plays an important role in increasing the sales of the company by giving the importance to the
brand which are manufacture by the manufacturing company. The objective of the study is to
assess the retailer behavior to push the particular brand more than the other brand. So, study attends
to answer to the question why retailer give more importance to one brand to another. At the retailer
outlet the different brand of the similar product manufacture by the manufacturing company are
available for sale which compete at the retailers outlet. The product which has been chosen for
are edible oil, rice, besan and soya chunks.
The reasons behind the project was that Fortune Rice Bran Health Oil is a were healthy oil for
the consumer as it is heart friendly, clean blood vessels, anti-cancer properties and many more
benefits are there of this oil. The retail penetration of the RBHO was not good as compare with
the other product and company says that it is our most healthy oil.

Rationale of the Problem

Market mapping is necessary to know about the availability of the product.

Knowledge about the product available in the marketers assist effectiveness of the supply
chain and to take necessary action.
Non-availability of the product lead to stock out situation and it leads to brand switching
among the customers hence market mapping is essential to know the status of product
availability.

2|Page

Methodology
Research methodology is the arrangement of condition for collection and analysis of data in a
manner that aims to combine the relevance to the research purpose with economy in procedure.
Research is conceptual structure within which research is conducted. It is way to systematically
study and solve the research problems. The steps which complete the process are mentioned below:
a) Problem Identification
b) Development of Approach to problem
c) Research design Formulation
d) Fieldwork and Data Collection
e) Data Preparation and Analysis
f) Report preparation and Presentation

Research Design:

Descriptive research Design

Observation and Survey Method

Sampling Design:
Sample Technique

Judgmental

Sample Size

659 retailers
Lucknow
( sales route design by the company for the
sales representative)

Sample Area

Data Collection Method:

Primary Data

Data Collection Tools

Analytical tool:

Survey, Observations
Structured Questionnaires, Observations

Descriptive data analysis

Table 1.1

3|Page

Scope of the study

The data collected gives the clear picture of the product in the markets of Lucknow, the study of
this research, gives the company an indication about whether it is feasible to move on with the
persisting movements and marketing strategies, and if no, then how to go about it and make it
worthwhile for the brand as well as the company. And conclude on what should be the most
favored deal.
The main purpose to conduct this marketing research is to find out the availability of the
Fortune RBHO, Mustard oil, Sunflower oil, Soya Chunks and Rice.
To study how much awareness of this product is there in the market and the brand image
of it.
To understand the Intermediaries/Retailers about the gap which is there in the product.

Limitation of the Study

Since nobody is perfect in this world, everyone has some limitation. So is the case with this study
also. These are the following limitations;
Due to shortage of time, study was confined to specified areas of Lucknow.
Some respondents were hesitant to disclose some information or have given incomplete
information.
Survey for limited products only.
There might have been some biased responses, and because of which findings may not be
100 % accurate.

4|Page

CHAPTER 2
Introduction

Adani Group is an Indian multinational conglomerate company

headquartered in Ahmedabad, Gujarat, India. Its diversified businesses include
resources, logistics, agribusiness and energy sectors. The Group is the largest port developer and
operator in India with Mundra being the countrys largest commercial port. It owns Fortune,
Indias largest edible oil brand through a joint venture with Willmar in Singapore. The Flagship
Company of the Adani group is Adani Enterprises Limited. In April 2014, it added the 4th unit of
660 MW at its Tiroda Power plant, making Adani power the largest private power producer of the
country.
The company was founded in 1988 as a commodity trading business. First generation
entrepreneur Gautam Adani is the founder & chairman of Adani Group. According to Mr Gautam
Adani, the Group was created with a vision of Nation Building by developing assets of national
economic significance. This reflects in the choice of businesses the group has entered and
developed over the years. The corporate headquarters of the company is situated in the city
of Ahmedabad.
The Adani Group grew quickly and diversified into the import and export of multi-basket
commodities. In the 1990s, it developed its own port in Mundra to provide a base for its trading
operations. In 1995, Adani started construction at Mundra. In 1998, it became the top net foreign
exchange earner for India. Soon in 1999, the company commenced coal trading, followed by a
joint venture in edible oil refining in 2000 by forming Adani Willmar.
The groups second phase started with the creation of large infrastructure assets. The company
established a portfolio of ports, powerplants, mines, ships and railway lines within and outside
India. In 2002, Adani handled 4 million MT of cargo at Mundra, becoming the largest private port
in India. Later in 2006, the company became the largest coal importer in India with 11 million MT
of coal handling.
The company expanded its business in 2008 as they bought Bunyu Mine in Indonesia having 180
million MT of coal reserves. In the subsequent year, the firm started 330 MW thermal power
generation, followed by 2.2 million MT per annum edible oil refining capacity in India.

5|Page

Adani Enterprises is the largest trading house of India in importing coal with a market share 60%.
It also supplies coal to NTPC, India. Adani group became India's largest private coal mining
company after Adani Enterprises won the Orissa mine rights.
In 2011, Port of Dahej became operational and now has a capacity of 20 million MT capacity. The
company also bought Galilee Basin mine in Australia with 10.4 billion MT of coal reserves. It also
commissioned 60 million MT of handling capacity coal import terminal in Mundra, making it the
worlds largest.
Further in the same year, the Adani group also bought Abbot Point port in Australia with 50 million
MT of handling capacity. It also commissioned Indias largest solar power plant of 40 MW. As
the firm achieved 3960 MW capacity, it became the largest private sector thermal power producer
in India.
In 2012, the Adani Group took the next phase of growth. It has embarked on the third phase of
development an integration infrastructure business. It revamped its logo and developed a new
identity. The company focuses on three important business clusters that include resources, logistics
and energy.
In 2014, Adani Power emerged as Indias largest private power producer. Adani Power's total
installed capacity now stands at 9,280 MW.
Mundra Port, the flagship port of Adani Ports and SEZ Ltd. (APSEZL), has achieved a new
landmark of handling 100 million metric tonnes in FY 13-14. Mundra is the only commercial port
in India to have achieved such a unique feat. APSEZL, Indias largest port developer and operator
is part of the Adani Group.
On 16 May 2014, Adani Ports acquired Dhamra Port on East coast of India for Rs 5,500
crore.[12] Dhamra Port is a 50:50 joint venture between Tata Steel and L&T Infrastructure
Development Projects which is now acquired by Adani Ports. The port commenced operations in
May 2011 and handled a total cargo of 14.3 million tonnes (mt) in 2013-14. The acquisition of
Dhamra port will help the company ramp up its capacity to over 200 million tonne by 2020, making
it a leader among private sector port operators in the country.

6|Page

Wilmar International Limited founded in 1991, is Asias

leading agribusiness group. It ranks amongst the largest listed companies by market capitalisation
on the Singapore Exchange, being the second largest as of the September of 2010. It is
a Singaporean investment holding company that provides management services to its
400+ subsidiary companies. It is also ranked 223rd in the Fortune Global 500 list in 2012.
Wilmar International business activities include oil palm cultivation, edible oils refining, oilseeds
crushing, consumer pack edible oils processing and merchandising, specialty fats, oleochemicals,
and biodiesel manufacturing, and grains processing and merchandising. It has over 450
manufacturing plants and an extensive distribution network covering China, India, Indonesia and
some 50 other countries. The Group is backed by a multinational workforce of over 93,000 people.
Wilmar's merchandising and processing segment encompasses merchandising of palm oil
and laurics-related products, operations of palm oil processing and refinery plants and crushing,
further processing and refining of a range of edible oils, oilseeds, grains and soyabean. Its
consumer products segment has an oil-bottling business in the People's Republic of
China, Vietnam and Indonesia. Its plantation and palm oil mills segment engages in oil
palm
cultivation
and
milling.
Other
segments
include manufacturing anddistribution of fertiliser and ship-chartering services.
In 2012, Wilmar was named the world's least environmentally friendly company by US news
magazine Newsweek. Due to their poor environmental performance they were excluded in 2013
from The Government Pension Fund of Norway, the largest stock owner in Europe.

7|Page

A decade ago, a partnership between the Adani Group and the

Wilmar Corporation was born and it was one that was soon to
change the face of the edible oil business in the country.
Competing with established home-grown players and aggressive
Multinational Corporations, Adani Wilmar Limited had a mammoth task ahead of it. Trying to
stake a claim in one of the largest oil markets in the world would prove to be a difficult feat for
any new entrant, but, right off the bat, AWL rose to the challenge. The brand Fortune came into
being in the year 2000, thus marking AWLs foray into the branded packaged edible oil business.
With the rapidly changing market scenario and economy, AWL continues to grow and transform
into a significant player in the industry, evolving with the times. It is now one of Indias leading
edible oil companies, and the future for all of its brands looks very bright indeed.
Adani Wilmar Limited (AWL) is a joint venture incorporated in January 1999 between Adani
Group, the leaders in International trading & Private Infrastructure with businesses in key industry
verticals - resources, logistics and energy and Wilmar International Limited - Singapore, Asia's
leading Agri business group. The joint venture kicked off with the commissioning of India's first
port-based refinery at Mundra, Gujarat. A decade ago, a partnership between the Adani Group and
the Wilmar Corporation was born and it was one that was soon to change the face of the edible
oil business in the country. Adani Wilmar Limited is a 50:50 joint venture between two
multinational corporations - the US$ 8.7 Billion Adani Group, and Wilmar International Ltd.,
Singapore, Asia's leading Agri business group with revenues exceeding US$ 45.46 Billion.
The brand fortune came into being in the year 2000, thus marking AWLS foray into the branded
packaged edible oil business. Fortune is the flagship brand of Adani Wilma. It became the no. 1
brand in the market within just 2 years of its launch. Readers digest has hourned Fortune as the
most trusted brand for 4 years and it was adjusted a superbrand for 2 years in a row. Fortune has
grown from strength to strength and sontinues to deliver the joy of eating to India households.
Fortune not only has the largest range of cooking oil in India, but also continues to innovate and
lead the cooking oil industry and lead the cooking oil industry with new introductions. And, within
merely 20 months of its launch, fortune rose to become Indias largest selling edible oil brand,
bearing that torch right up to this day.
With the rapidly changing market scenario and economy, AWL continues to grow and transform
into a significant player in the industry, evolving with the times. It is now one of Indias leading
edible oil companies, and the future for all of its brands looks very bright indeed.
Today, AWL owns refineries in 17 strategic locations across India, has 8 crushing units and 19
packing units. Cumulatively, this translates to a refining capacity of over 10300 tonnes per day,
seed crushing capacity of 7485 tonnes per day and packaging capacity of 8500 tonnes per day.

8|Page

AWL has the largest distribution network among all branded edible oil players in India, with more
than 93 stock points, 5000 distributors and *10% Retail Penetration which spans across approx. 1
Million outlets all over India.

Company Name:- Adani Wilmar

Adani Wilmar Industries Head Office Address:
Fortune House,
Nr Navrangpura Rly Crossing,
Ahmedabad - 3810009
Gujarat
India

Zonal Office Address:

Adani Wilmar Limited
K's Trident, 10,
Ranapratap Marg,
Lucknow - 226001

IFB Industries Phone Number: +91 79 2555 5650

Email Id: info@adani.com
IFB Industries Website: http://www.adaniwilmar.com/

9|Page

Awards and Achievements:

-Promising

'FMCG - Food Products" Brand

-Best Brands 2014 awarded Fortune the title No.1 in the FMCG Food
Products Edible Oil
-Best Brands 2014 ranked Fortune in the Top 200 brands listing for 2014.

Globoil awarded Fortune Rice Bran Health Oil as 'Emerging Brand of the Year 2014'.

Globoil Diamond award under 'Highest Importer of Edible Oil' category. 2014

Won the IFC-Mint Strategy award in 'Food and Beverage' category. 2014

Master Brand Award in the Consumer Category for the year 12'-13'

Superbrands Award in Consumer Category for the year 09'-10', 2014

10 | P a g e

Fortune has become one of the largest selling edible oil brands in India

Fortune brand has been voted as the winner of Readers Digest Trust Brand Award
06', 07', 08' & 09' under the gold category. 'Readers Digest Trusted Brand of the Year' for the third
consecutive year from 2012 - 2014

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

11 | P a g e

Products / Services and Processes/ Facilities

Major products of Adani Wilmar are as follows:
Line 1 Products under the brand name of Fortune are as follows:
Fortune Rice Bran Health
Fortune Soya health
Fortune Sunlite
Fortune groundnut oil
Fortune cottonseed oil
Fortune Kachhi Ghani
Fortune soya chunks
Forune besan
Fortune Rice
Line 2 products manufactured by Adani Wilmar Ltd.:
Kings refined soybean oil
Bullet mustard oil
Raag Vanaspati
Raag gold

12 | P a g e

Fortune Rice Bran Health Oil

A revolution in the world of cooking oils, Fortune
Rice Bran Health Oil is a healthy heart oil that is
naturally enriched with multiple nutrients like
Oryzanol to provide health benefits for every
member of the family.
The 10 benefits of 100% rice bran oil:
1. Cholesterol lowering oil: Heart friendly.
2. Oryzanol: Improves HDL/LDL ratio. Healthier
heart.
3. Balanced PUFA/MUFA ratio: Cleaner blood
vessels.
4. Balanced Fatty Acids: Balanced nutrition,
balanced health.
5. Tocotrienols & Phytostrerols: Anti-cancer
properties.
6. Squalene: Improves skin tone and delays
wrinkle formation.
7. Vitamin E: Helps maintaining balance of
nervous system.
8. Natural antioxidants: Protection against
diseases.
9. Ferulic acid: Stimulates hormonal secretion,
rejuvenates health.
10. Low oil absorption: Healthier food.

Figure 2.1

Sizes available:
Pouches - 1 liter
Jerry cans - 2 liters, 5 liters, 15 liters

13 | P a g e

Fortune Soya Health Oil

Fortune Soya Health Oil is refined
Soybean oil that is rich in Omega 3. It has
a neutral taste which is perfect for bringing
out the full flavors of spicy Indian curries.
This also makes it perfect for baking.

Soybean Oil Benefits:

Light, odorless and healthy oil
Rich in Omega 3, an essential fatty acid
Helps maintain a healthy heart with Omega
3

Sizes available:
Pouches - 500 ml, 1 liter
Pet bottles - 500 ml, 1 liter
Jerry cans - 2 liters, 5 liters, 15 liters
Tins - 15 liters, 15 kgs

Figure 2.2

14 | P a g e

Fortune Sunlite Oil

Fortune Sunlite Oil is refined sunflower
oil that is healthy and tasty. Its high
smoking point means that sunflower oil
holds onto its nutritional content at higher
temperatures, making it an excellent
choice for Indian cooking which involves
a lot of deep frying.

Sunflower Oil Benefits:

A light, healthy and nutritious oil that
is easy to digest
Consists mainly of polyunsaturated
fatty acids
Low in saturated fats and rich in
natural vitamins
Goes through a highly specialized
process of winterization that removes
almost all the wax content from the oil

Figure 2.3

Sizes available:
Pouches - 500 ml, 1 liter
Pet bottles - 500 ml, 1 liter
Jerry cans - 5 liters, 15 liters
Tins - 15 liters, 15 kgs

15 | P a g e

Fortune Kachi Ghani

Fortune Kachi Ghani is a premium
mustard oil that enhances the taste of your
food. We use a traditional process to
extract pure mustard oil, so that the natural
properties, antioxidants and essential oils
are retained. The strong aroma and taste of
mustard oil adds a spicy flavor to your
cooking.
Benefits of Mustard Oil:
Made from the first press of mustard
seeds in the traditional way
The best mustard seeds are slowly
crushed in a temperature-controlled
environment
This retains pungency and natural
properties enhancing the taste of the
food
Its high pungency levels also help
stimulate your appetite
Essential for keeping pickles fresh for a
longer duration while retaining their
traditional flavor

Figure 2.4

Sizes available:
Pouches - 500 ml, 1 liter
Pet bottles - 200 ml, 500 ml, 1 liter
Jerry cans - 2 liters, 5 liters, 15 liters
Tins - 15 kgs

16 | P a g e

Fortune Filtered Mustard Oil

Made from the first press of mustard

seeds in the traditional way
The best mustard seeds are slowly
crushed in a temperature-controlled
environment
This retains pungency and natural
properties enhancing the taste of the
food
Its high pungency levels also help
stimulate your appetite
Essential for keeping pickles fresh
for a longer duration while retaining
their traditional flavor

Figure 2.5
Sizes available:
Pouches- 500 ml, 1 liter
Pet bottles - 200 ml, 500 ml, 1 liter
Jerry cans - 2 liters, 5 liters, 15 liters
Tins - 5 liters, 15 liters
Barni (wide mouth) - 2 liters, 5 liters

17 | P a g e

King's Soybean Oil

-A rich source of Omega 3, 6 and 9 that helps the

human body to protect itself against
cardiovascular diseases and many other health
disorders.
-It passes through a series of stringent quality
checks that ensures the retention of the natural
nutrition of the oil.
-This affordably priced KING of Health and Taste
offers nutrition and happiness, thereby ensuring a
happy and secure family.
Figure 2.6
Sizes available:
Pouches - 500 ml, 1 liter
Pet Bottles - 500 ml, 1 liters
Jerry cans - 2 liters, 5 liters, 15 liters
Tin - 15 liters, 15 kg

Bullet - Kachi Ghani Mustard Oil

-Extracted from high quality mustard seeds with

extreme care to retain its natural nutrition.
-The oil's richness in colour and pungency in smell
validates its quality.
-Strong and has a powerful taste, which gives a
zing to your taste buds.

Sizes available:
Pouches - 1 liter
PET Bottles - 200 ml, 500 ml, 1 liter
Jerry Cans - 2 liters, 5 liters, 15 liters
Tin - 15 kgs
Barni (wide mouth) - 2 liters, 5 liters

Figure 2.7

18 | P a g e

Fortune Soya Chunks

Proteins are nutrients essential for the growth
and well-being of the human body, especially
that of growing children. They consist of
building blocks called amino acids, 9 of which
are 'essential' to human growth, and yet cannot
be synthesized by the human body.
Fortune Soya Chunks are made from a
'complete' protein that contains a wide range
of amino acids, including the 9 amino acids
'essential' to human growth. In our words,
Fortune Soya Chunks comes with the power of
Proti9.
A dietary must-have, Fortune Soya Chunks,
the only 100% vegetarian source of the 9
'essential' amino acids. That's not all, these
wonder nuggets are super soft, delightfully
delectable, easy to digest, and good for
everyone in the family. In addition to proteins,
they provide vitamins, minerals, and fiber for
growing children; help in reducing weight
because of their low fat content; reduce bad
cholesterol; and promote bone health.

Figure 2.8

Sizes available:
SKUs: 90 gm, 200 gm & 1 kg

Fortune Besan
Made from 100% Chana Dal

-Processed from the best quality chana dal

-Absolutely untouched by hands to maintain
100% hygiene
-Advanced grinding process retains the aroma
Sizes available:
Pouches200 gms, 500 gms, 1 kg
Sacks10 kgs, 25 kgs, 35 kgs

Figure 2.9
19 | P a g e

Raag Gold

-Cholesterol-free healthy palmolein oil and

cost-effective, with excellent oxidative
properties.
-Good for shallow as well as deep-frying.
-Its natural property enables reuse without
affecting the quality of the food.
Sizes available:
Pouches - 500 ml, 1 liter
Jerry Cans - 15 litres
Tins - 15 litres, 15 kgs

Figure 2.10

Raag Vanaspati

-A white granular vanaspati.

-Prepared through the hydrogenation of
superior quality refined oil and fortified
with Vitamin A and D.
-Preferred for preparations that need to be
deep-fried for sauted for a longer period.

Sizes available:
Pouches - 200 ml, 500 ml , 1 liter
Barni - 2 liters, 5 liters, 15 liters, 15 kg
Matka - 2 liters, 5 liters
Tin - 15 liters, 15 kg
Figure 2.11

20 | P a g e

Fortune Traditional Basmati

Rice
Fortune Traditional Basmati Rice is
grown in the best basmati terrain of
India, the Tarai region of North Western
Himalayas. It brings you the original
Basmati aroma with a unique fragrance
and wonderful earthy flavour that sets it
apart.
Grain Size: Full Grain, Tibar
Sizes available:
Bags - 1 kg, 5 kgs, 10 kgs & 25 kgs
Figure 2.12

Fortune Biryani Special Basmati

Rice
Food is not just judged by the taste but
also by how delicious it looks. With
Fortune Biryani Special Basmati Rice
the worlds longest basmati grain, you
can rest assured that your recipes will
look and taste delicious.
Grain Size: Full grain

Sizes available:
Bags - 1 kg, 5 kgs, 10 kgs & 25 kgs
Figure 2.13

21 | P a g e

Fortune Everyday Basmati Rice

Fortune Everyday Basmati Rice is the
best choice for plain rice and dishes like
Jeera Rice, Fried Rice, Kheer, Khichdi,
etc. Its unique flavour adds an extra
touch to everyday dishes, and caters to
different tastes and recipes.
Grain Size: Head Grain, Tibar, Dubar,
A1, A2, A3 & A4
Sizes available:
Bags - 1 kg, 5 kgs, 10 kgs & 25 kgs
Figure 2.14

Fortune Rozana Basmati Rice

Fortune Rozana Basmati Rice is a
delicious variety of rice that you can
relish every day. It is specially aged to
help every grain acquire the best basmati
characteristics smooth, slender and
flavourful. The result is an irresistible
serving that delights everyones heart.
Grain Size: Blended Basmati

Sizes available:
Bags - 1 kg & 5 kgs
Figure 2.15

22 | P a g e

Fortune Super Basmati Rice

Fortune Super Basmati Rice has a pleasant
aroma, rich flavour and high nutritive
quality everything to make your dish
tasty, delicious and healthy. It cooks to
perfection by becoming extra-long without
turning sticky. It is best used to prepare
Pulav, Fried Rice, Risotto and Paella.
Grain Size: Full grain

Sizes available:
Bags - 1 kg, 5 kgs, 10 kgs & 25 kgs
Figure 2.16

Fortune Jubilee Long Grain

Aromatic Rice
Fortune Jubilee Long Grain Aromatic Rice
has fresh aromatic flavour, which remains
contained for hours after cooking. It comes
in three varieties Premium, Popular and
Regular. It is ideal for catering and when
cooked every grain acquires the best rice
characteristics fluffy and flavourful.
Grain Size: Full grain

Sizes available:

Figure 2.17

Bags - 1 kg, 5 kgs, & 25 kgs

23 | P a g e

HR Department

24 | P a g e

INTRODUCTION:

In the generals term human resources means knowledge, skills, creative activity and talent
of an organization work force as well as the value attitudes and beliefs of an individual involved.
Earlier the employees of an organization are to be considered as a valuable asset of the firm. In the
firm the employees are working efficiently. They are provided different kind of facilities like dress,
bonus, canteen, transportation. If the employee is from higher authority, hospital facilities, housing
facilities, if there is an emergency need to employee.
Figure 2.18

25 | P a g e

Competition Analysis
Major Competitors of the Firm:
Soybean Refine Oil
Brand
Fortune
Nature Fresh
Sundrop
Dalda
Tulsi
Bail Kolhu
Mahakosh
Gemini
Hind
Bawarchi

Price (retailor price)

/ liter
76
75
82
72.5
73.5
73.5
72
72
70
70

Table 2.1
In the Soybean refine oil our major competitor is Nature Fresh which is only 1 / liter is
difference as per the price variance, the sale of Fortune oil is higher than any other brand the
shelf cycle is also very less as compare to other brand.
Sunflower Oil
Brand
Fortune
Sundrop
Nature Fresh
Bail Kolhu
Dalda

Price (retailor price)

/ liter
85
115
80
74
74

Table 2.2
In the Sunflower oil category Sundrop is our major competitor as it is a 26 years old product in
this brand, if we see the price comparison between the Fortune and Sundrop we get to know that
30 / liter is the gap between them.

26 | P a g e

Rice Bran Health Oil

Brand
Fortune
Saffola
Sundrop
Riceola

Price (retailor
/ liter
104.55
144
144
102

price)

Table 2.3
In the Rice bran oil category Saffola oil is our major rival in the market, if we check and observe
in the market we get to know that the packing of the Saffola oil is very attractive and it also have
a pet container option even in the 1 liter variance which is very compact in size which give benefits
to the retailers and the customer to keep them on their self where as in Fortune we do not have any
pet container option in 1 liter variance. Now coming to price variance which is 39.45/ liter is more
than Fortune oil that seems to be very high in just 1 liter quantity.

Mustard Oil
Brand
Fortune
Bail Kolhu
Dhara
Hathi
Naure Fresh
Tulsi
Dalda
Hind
Saloni
Bawarchi

Price (retailor
/ liter
95.84
101.66
91.66
104
88.2
84
87
85
88.33

price)

Table 2.4
Mustard oil is a product which is used by every India in their daily routine or in their household,
Bail Kolhu is the major rival in the Mustard oil category, it is an Utter Pradesh based agro oil ltd.
and is serving since last 55 years. If we see the price variance in this product then we can say that
5.82/ liter is higher than Fortune oil.

27 | P a g e

Besan
Brand
Fortune
Shakti Bhog
Tata
Agro Pure
Rajdhani
Trivedi

Price (retailor
/ Kg
64
65
65
66
65
60

price)

Table 2.5
In the Besan category if we see the in the above column we can say that except Trivedi all fall in
the same price point, Shakti Bhog is our rival in the Besan category and which is 1/Kg higher
than Fortune. As Shakti Bhog is an old player in this market since a long time period to defeat
Shakti Bhog in the market Fortune have to work continuously in the same manner as it is working
in the present time period.

Soya Chunks
Brand
Fortune
Nutrela
Nutreum
Panchvati
R.L
Sevar

Price (retailor
/ 200gms
34
35
32
28
27
26

price)

Table 2.6
In the Soya Chunks Category we can say that Fortune is the new born baby because the product is
only one year old and has a very good penetration in the market as compare to other brand existing
in the market. Our major rival in Soya Chunks is Nutrela which is 1/200gms is higher than Fortune.

28 | P a g e

Rice

Brand
Fortune
Daawat
India gate
Charminar
Heritage XXL
Swad
Hari Patti

Price (retailor
/ 200gms
70,90,98
130
130
120
78
105
78

price)

Table 2.7
In the rice category the Fortune has entered in the market in 2015 which is very new for the
marketers, there are a huge number of rice player in Indian market and to enter in the market
Fortune have to overcome with some new ideas and some new e-media, and some attractive slogan.
In the existing market Fortune is having 6 different types of rice. The positioning of rice in not
done properly in the Lucknow market so they have to overcome with some new strategy to remain
in
the
rice
segment
market.
Daawat and India Gate is our major rival in the rice market as they both are an old player in the
market as well as customer has also accepted them and preferred to buy it.

29 | P a g e

SWOT Analysis

Adani Wilmar
Category

Food product

Sector

Food and Beverages

Tagline/ Slogan

For a healthy growing India

USP

Low cholesterol edible oil and healthy

STP

Segment

Health conscious adults

Target Group

All age groups, middle and high income, health conscious people

Positioning

For people who want to stay light and active

30 | P a g e

SWOT Analysis

1. Dominant player and largest seller of edible oil

2.Uses health platform
3. Mass market for edible oil through its low priced brand Crystal
4. Strong distribution network
Strength

5. High market share

1. Limited market penetration in rural area.

2. Limited market penetration in food product.
3.Price of product is slightly high that affect the demand
Weakness

4.Low advertising and visibility

1.Sharp increases in demand of branded oil

2.High market awareness in metropolitan city of branded oil
3.Health conscious people increasing
Opportunity

4. Product line extension

1.The treats of low price competition

2.A large number of domestic as well as multinational players
3.Highly competitive industry
4.Strong competition
Threats

5.People reducing the use of oil due to health reasons

Table 2.8

31 | P a g e

PESTEL Framework Analysis of Company

Figure 2.19

Political Factors:

The political arena has a huge influence upon the regulation of businesses
The spending power of consumers and other businesses
The policy of liberalization of the Government
The duty structure on edible oils

Economic factors:

Purchasing power of potential customers

Firms cost of capital
Inflation
Rate
shall
determine

the

product

prices

and

returns

Social factors:

Demographic and cultural aspects of the external macro -environment

The social and cultural influences on business
Customers needs
The size of potential markets

32 | P a g e

Technological factors:

Technological Mission on Oil Seeds (1986): This gave a thrust to Government's efforts for
augmenting the production of oilseeds
R&D Plan Schemes
improvement in the quality of products and co-products
The need for modernization of equipment and technological up gradation of process so as
to
enable
optimal
use
of
available
sources

Environmental Factors:

A growing awareness of obesity and its links with heart disease and diabetes is another
factor responsible for changing food trend among consumers
Shift to soya and palm oil: Will-effects of palm oil (as per general assumption) is slowly
causing change in consumption pattern which is now more inclined towards soy oil.
Further, the cheap availability of soy oil (sourced from domestic and international markets)
is certainly ensuring pick-up in its demand
Change
in
the
eating
habits

Legal Factors:

Packaging and labeling regulations

Statutory and regulatory requirements with respect to signage and customer notices from
the point of view of a food outlet
Licensing Registration and Health And Sanitary Permits

33 | P a g e

CHAPTER 3
DATA COLLECTION AND ANALYSIS
Sampling Frame
The data was collected through filling up the questionnaires, getting data from Intermediaries (659
Counters) and also collected the competitor piece from all the retailer to analysis about the variance
of the price in the existing market of same product but having different brand. The sample size for
the

study

taken

is

60

for

Consumers

which

includes

offline

survey.

Data Collection Method

Primary Data: Primary data is the information collected for research purpose at hand.
Primary data was collected through an interview with the help of a structured
Questionnaire, which contained queries that were relevant to the purpose of the Study,
industry related questions which was designed by the company only. In the questioner we
have to ask about the availability of the product in the retailers outlet, we have to mark
1 for the available product in the retailer outlet and leave blank for not available. The
second part of the questioner was to know the competitor price (price to retailer) of the
same variant available in the store, and the last part of the questioner was to interact with
the customers and know which brand of product they used of food product and what make
them to use those product.
For the better understanding of the questioner Im inserting one day data format in which
it includes three parts:
-

Retailer survey

Competitor survey

Customer survey

34 | P a g e

Retailer Survey:

Table 3.1

35 | P a g e

Competitor Survey:

Table 3.2
Customer survey:

Table 3.3

36 | P a g e

Presentation and Processing of the Data for Analysis

Under this study SPSS and MS Excel is used for processing of the data for analysis and used
descriptive statistics (Percentage Analysis, Mean etc.).

Conclusion
In this project, Descriptive Research Design with Convenience sampling (Observation method,
survey method) i.e. Primary Data with the use of Ordinal and Nominal Scale and Descriptive
Statistics has been used.

37 | P a g e

CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
Choice of Data Analysis Techniques:-

In this study basically Descriptive Statistics i.e. Percentage Analysis, Mean has been used.

Outcomes and interpretation of outcome

-

Retailers Survey To know about the product available in the retailers outlet which
will help us to know the penetration of the product in the Lucknow market.

Sunflower Oil
SFO
1 LT

5LT

15LT

340

102

11

Total Outlet

659

Available

340

% available

51.59332

Table 4.1

SFO
23%

2%
1 LT

75%

5LT
15LT

Figure 4.1
After collecting the data from the retailers and analysing it I get to know
that only 51.59% of the market is having the Sunflower oil in the market which is really low and
after further analysing on the data I get to know about different category of the SFO available in
which percentage in the Lucknow market. The SFO 1 litre is having 75% of the Fortune SFO
market share, 5 Litre is having a market share of 23% and 15 Litre is having a market share of 2%
which is too low. It clearly shows that the customer are having least preference in purchasing 15
Litre of jar and it also shows that the consumption is of SFO is also less.
38 | P a g e

Rice Bran Health Oil

RBHO
1LT

2LT

5LT

15LT

280

57

149

Total Outlet

659

Available

280

% available

42.48862

Table 4.2

RBHO
1LT

2LT

5LT

15LT

1%
30%

57%
12%

Figure 4.2
RBHO is only 42.48% available in the Lucknow market which is less than the 50% it shows that
there is some problem in the market or with the product. If we talk about the product it may be due
to improper penetration of the product, lack of product knowledge to the customer.
After further analysing the RBHO data I get to know that out of 42.48% of RBHO 57% were
having 1 Litre variety, 12% were having 2 Litre, 30% were having 5 Litre and 1% were having 15
Litre variety in the market. These data show that the maximum demand of 1 Litre and 5 Litre
variety is there in the market, and the demand for 15 Litre jar is least in the market.

39 | P a g e

Soya Chunks
Soya Chunks-200 GMS

Total Outlet

NUGGET

GRANULE

MINI

Available

446

154

142

% available

659
446
67.6783

Table 4.3

Soya Chunks
19%

21%

60%

NUGGET

GRANULE

MINI

Figure 4.3

Soya Chunks is having a market of 67.67% in the Lucknow as per my survey results which shows
a good response from the market. The nugget is having a market share of 60%, in which 21% is
granule and the reaming 19% is mini chunks. Among all the three variety nugget is having a
maximum market share.

40 | P a g e

Besan

BESAN

Total Outlet

500GM

1KG

10KG

Available

370

49

123

% available

659
370
56.14568

Table 4.4

BESAN
23%

9%
68%

500GM

1KG

10KG

Figure 4.4

After analyzing the besan data I get to know that 56.14% of the market share is having a Fortune
besan in there store. 500gm besan is having a huge demand in the market as compare to 1kg or
10kg packet. 500gm is having a market share of 68% which is maximum among all its variety,
whereas 1kg is only having 9% demand in the market and the demand for 10kg sack is only 23%.

41 | P a g e

Rice

RICE

Total Outlet

EVERYDAY

BIRYANI

BASMATI

82

73

65

Available
% available

659

659

659

82

73

65

12.4431

11.07739

9.863429

Table 4.5

RICE

30%
37%

33%
EVERYDAY

BIRYANI

BASMATI

Figure 4.5
Rice is a new product of Fortune brand, after collecting the data and analyzing it I get to know that
it is very less in the current market and also get to know that they have to work more in there rice
segment. If we see separately each variety then come to know that only 12.44% is having everyday
rice product in there outlet, only 11.07% is having biryani rice in there outlet and 9.86% is having
basmati
rice
in
there
outlet.
After further analyzing on the Fortune rice data I get to know that 37% of its rice category lies in
everyday variety, 33% of its category lies in biryani rice variety and the rest 30% lies in basmati
rice variety which is least among all them.

42 | P a g e

Mustard Oil
Kachi Ghani Mustard Oil

KGMO

Not available

588

71

Table 4.6

KGMO
11%

KGMO
Not available

89%

Figure 4.6

After collecting the data and analyzing it I get to know that 89% outlet is having the Fortune
KGMO in there outlet which means that the demand of this product is more than any other product
and 11% outlet is not having the Fortune KGMO, it may be different reasons like lower income
group people living in those area and they prefer to buy cheap oil, shopkeeper may not like the
salesperson way of talking, it may also due to customer not buying our brand and prefer to buy
other brand.

43 | P a g e

Bullet Oil

Bullet Oil

Not available

141

518

Table 4.7

Bullet Oil
21%

79%

Bullet Oil

Not available

Figure 4.7
Bullet mustard oil is the Line 2 product of Adani Wilmar and it is cheaper in price from Fortune
brand, the availability of this product is only 21% in the market very less.

44 | P a g e

1 Liter Category Analysis

SFO
340

RBHO

MUSTARD
OIL

280

588

Table 4.8

1 Liter Category
600

No. of outlet

500
400

300
200
100
0
SFO

Figure 4.8

RBHO

MUSTARD OIL

Oil Product

Moving forward with data analysis part not I am analyzing all the three Fortune oil with is in the
category of 1 Liter packet. In all the three product Mustard oil is having the maximum market oil
which is 588 outlet out of 659 it means that market as well as customer both is accepting the
product very effectively, SFO hold 340 outlet out of 659 more than 50% which is an average
response but have to come with some new idea and technique to increase their market share in the
existing market and RBHO hold 280 outlet which is only 42.48% which is less among all the three
product.

45 | P a g e

Area wise comparison between the products

46 | P a g e

Table 4.9

47 | P a g e

After analyzing all the retailer outlet data I think to analysis the data according to area wise, which
will give the maximum number of retailers who are having products in the categories available
with respect to area.
SFO 1 liter is maximum available in Bangla bazar area which is 88% and 87% in Mahanagar area
outlet is having this product.
SFO 5 liter is maximum available in Mahanagar area which is 47% outlet is having this product.
SFO 15 liter is maximum available in Sadar bazar which is 10% outlet is having this product.
RBHO 1 liter is maximum available in Rajajipuram area which is 84% outlet is having this product.
RBHO 2 liter is maximum available in Mahanagar area which is 27% outlet is having this product.
RBHO 5 liter is maximum available in Rajajipuram area which is 63% outlet is having this product.
RBHO 15 liter is maximum available in Telibagh area which is 8% outlet is having this product.
Soya Chunks (Nugget) is maximum available in two areas i.e. Bangla bazar and Khala bazar which
is 88% outlet is having this product.
Soya Chunks (Granule) is maximum available in Rajajipuram area which is 63% outlet is having
this product.
Soya Chunks (Mini) is maximum available in Rajajipuram area which is 53% outlet is having this
product.
Besan 500gm is maximum available in Lalkuan area which is 87% outlet is having this product.
Besan 1kg is maximum available in Hind nagar area which is 27% outlet is having this product.
Besan 10kg is maximum available in Motijheel area which is 45% outlet is having this product.
Rice (Everyday) is maximum available in two areas i.e. Rajajipuram and Thakurjang which is 37%
outlet is having this product.
Rice (Biryani) is maximum available in Hazratganj areas which is 30% outlet is having this
product.
Rice (Basmati) is maximum available in Thakurganj areas which is 26% outlet is having this
product.
KGMO is 100% available in five areas i.e. Gomti nagar, Sadar bazar, Rajajipuram II, Narhi,
Bangla bazar, Thakurganj.

Bullet oil is maximum available in Mohan road areas which is 93% outlet is having this product.
48 | P a g e

- Competitor We have done this survey to have a better idea and analysis of the
competitor price variance and its movement in the market.

Table 4.10
In the Soya oil category our major competitor is Nature Fresh oil, if we see the price difference it
is approx. 1/liter lower than Fortune Soya oil. Fortune soya oil is having a huge market share and
from my customer survey research I have found that Fortune is having 81.96% of market share as
per my customer survey data and 6.55% of market share as per my customer survey data which
were of 61 people in the Lucknow locality.
Now coming to the price modification we can see in the above table that within 3-4 days the price
generally get changes this may be due to following reasons:
-

Shortage of product
Shortage of raw material (Soya)
Increase in the price of the Soya in the international market i.e. Malaysia
Destroy of the soya plant due to the environmental causes.

49 | P a g e

Table 4.11

Mustard Oil
Fortune

BAIL KOLHU

120
100
80
60
40
20

Figure 4.9
Now coming to the second product i.e. Mustard oil which is having a very good penetration in the
Lucknow area i.e. 89% of the outlet is having Fortune mustard oil. In this category our major rival
is Bail Kolhu, if we talk about the price then in 2 months survey only two time Bail Kolhu was
having less price than Fortune KGMO and the difference in the price was 1/liter and
2.33/liter respectively. The highest price of Bail Kolhu has reached up to 108.33/liter which was
the highest in the 2 months time duration and Fortune has hit up to 106.67/liter which was the
highest in the 2 months time duration.

50 | P a g e

Factors affecting the price variation are:

- High demand of product in the market and supply was limited
- Due to heavy rainfall in the months of April and May it effect the mustard seeds which
was there in the agriculture field a lot and all the seed had been destroyed.

Table 4.12

SFO
150

100
50
0

Sundrop
Fortune

Fortune

Sundrop

Figure 4.10
In the Sunflower category Sundrop is the major rival of Fortune sunflower oil, Sundrop is always
selling their product at higher prices. Sundrop price was at 115/liter and at the end of 2 months it
touches up to 125/liter which was the highest in the entire 2 months. Fortune SFO was started
from 85/liter in the starting of the first month and in the 2nd months it touches up to 90/liter
which was the highest in the entire 2 months. In both the brand the price difference is approx.
30/liter.
Factors affecting the price variation are:
- Shortage of sunflower seeds
- Environmental factors
51 | P a g e

Table 4.13
Rice bran health oil is the healthiest oil in the Fortune brand, major rival of RBHO is Saffola. The
price difference of the product is 39.45/liter.

Table 4.14
As it the new product of Fortune brand and after analyzing my survey data I get too know that it
is not properly placed or penetrated in the market.

Table 4.15
Soya chunks major competitor is Nutrela and the price is nearly same, the difference between the
price is 1/200gm
52 | P a g e

Table 4.16

In the Besan category Shakti bhog is the major rival of Fortune brand, Fortune besan has occupied
its place in the market very well. If we talk about the price Fortune has started form 64/kg and
went up to 72/kg in middle and Shakti bhog start from 75/kg and went up to 76/kg in middle
and at the last it was find at 63/kg.
Factors affecting the price variation are:
-

Increase in the price of chana dal in the market.

Shortage of product in the market.

53 | P a g e

Consumer Analysis

SOYBEAN OIL

Soybean Oil
Frequency

Percent

Valid Percent

Cumulative
Percent

Dalda

3.3

3.3

3.3

Fortune

49

80.3

80.3

83.6

Gemini

4.9

4.9

88.5

Nature Fresh

6.6

6.6

95.1

Sundrop

4.9

4.9

100.0

61

100.0

100.0

Brand

Total

Why
Frequency

Percent

Valid Percent

Cumulative
Percent

Availability

8.2

8.2

8.2

Brand Loyal

11.5

11.5

19.7

Price

14.8

14.8

34.4

Taste

40

65.6

65.6

100.0

Total

61

100.0

100.0

54 | P a g e

Why * Profession Cross tabulation

Profession
Business

Housewife

Total

Retired from

Services

services
Availability

Brand Loyal

Price

Taste

16

16

40

13

18

22

61

Why

Total

Why * Soybean Cross tabulation

Soya
Dalda

Fortune

Gemini

Total
Nature Fresh

Sundrop

Availability

Brand Loyal

Price

Taste

30

40

49

61

Why

Total

Table 4.17

After interacting with the 61 consumer I get to know about the liking and preference of soybean
oil. Fortune oil is having an 80.3% of market share, on further analyzing the data I get to know
that 49.18% of consumer buy Fortune oil just because of taste preference and 65.6% of consumer
like soybean oil just because of its good taste and according to profession category 26.22% of
housewife as well as 26.22% of service people like soya oil just because of taste. In the soya
category our major competitor is Nature fresh oil which is holding only 6.6% of market share as
per my survey data. It clearly shows that as per my survey data consumers preference is more
towards taste than any other factors.
55 | P a g e

MUSTARD OIL

Mustard Oil
Frequency

Percent

Valid Percent

Cumulative
Percent

Bail Kolhu

34

55.7

55.7

55.7

13.1

13.1

68.9

16

26.2

26.2

95.1

Saloni

4.9

4.9

100.0

Total

61

100.0

100.0

Dalda
Brand

Fortune

Why
Frequency

Percent

Valid Percent

Cumulative
Percent

Availability

8.2

8.2

8.2

20

32.8

32.8

41.0

4.9

4.9

45.9

Taste

33

54.1

54.1

100.0

Total

61

100.0

100.0

Price
Pure Mustard

56 | P a g e

Why * Profession Cross tabulation

Profession
Business

Housewife

Total

Retired from

Services

services
Availability

Price

10

20

Pure Mustard

Taste

11

33

13

18

22

61

Why

Total

Why * Mustard oil Cross tabulation

Mustard
Bail Kolhu
Availability
Price

Dalda

Total

Fortune

Saloni

12

20

19

12

33

34

16

61

Why
Pure Mustard
Taste
Total

Table 4.18
Analyzing the data of 61 consumer I get to know that Bail Kolhu oil is having an 55.7% of market
share were as Fortune is having only 26.2% of market share. Bail Kolhu is our major rival in the
mustard oil category. On further analyzing the data I get to know that 31.11% of consumer buy
Bail Kolhu oil just because of taste preference and 19.67% buy Fortune oil just because of taste
preference only. 54.1% of consumer like mustard oil just because of its good taste and according
to profession category 18.03% of service people like mustard oil just because of its taste. It clearly
shows that as per my survey data consumers preference is more towards taste than any other
factors.
57 | P a g e

SUNFLOWER OIL

SFO
Frequency

Percent

Valid Percent

Cumulative
Percent

Brand

Fortune

10

16.4

16.4

16.4

NA

36

59.0

59.0

75.4

3.3

3.3

78.7

Sundrop

13

21.3

21.3

100.0

Total

61

100.0

100.0

Saffola

Why
Frequency

Percent

Valid Percent

Cumulative
Percent

Brand Loyal

10

16.4

16.4

16.4

6.6

6.6

23.0

41

67.2

67.2

90.2

Taste

9.8

9.8

100.0

Total

61

100.0

100.0

Healthy
NA

58 | P a g e

Why * Profession Cross tabulation

Profession
Business

Housewife

Total

Retired from

Services

services
Brand Loyal

10

Healthy

NA

10

16

41

Taste

13

18

22

61

Why

Total

Why * SFO Cross tabulation

SFO
Fortune

NA

Total
Saffola

Sundrop

Brand Loyal

10

Healthy

NA

36

41

Taste

10

36

13

61

Why

Total

Table 4.19
In the Sunflower category Sundrop is our major rival. On analyzing the data of 61 consumer I get
to know that 59% of market share is not using sunflower oil in the market as per my survey data.
SFO category Sundrop is having a better market share than Fortune oil which is 21.3% and 16.4%
respectively. On further analyzing the data I get to know that only 16.4% of consumer buy this
product just because they are brand loyal. Consumer buy Fortune SFO because they are brand
loyal towards their product which is 13.11%. The maximum percentage of consumer who does
not prefer to buy any SFO is the service class category which is26.22% and the consumer who
prefer to buy SFO is in the profession of business and service class which is 9.83% and 9.83%
respectively. The business class prefer because of brad loyal and the service class likes because of
taste preference.

59 | P a g e

RICE BRAN HEALTH OIL

RBHO
Frequency

Percent

Valid Percent

Cumulative
Percent

Fortune

13

21.3

21.3

21.3

NA

41

67.2

67.2

88.5

11.5

11.5

100.0

61

100.0

100.0

Brand
Saffola
Total

Why
Frequency

Percent

Valid Percent

Cumulative
Percent

Brand Loyal

8.2

8.2

8.2

Healthy

10

16.4

16.4

24.6

NA

41

67.2

67.2

91.8

Taste

8.2

8.2

100.0

Total

61

100.0

100.0

60 | P a g e

Why * Profession Cross tabulation

Profession
Business

Housewife

Total

Retired from

Services

services
Brand Loyal

Healthy

10

NA

16

17

41

Taste

13

18

22

61

Why

Total

Why * RBHO Cross tabulation

RBHO
Fortune

Total

NA

Saffola

Brand Loyal

Healthy

10

NA

41

41

Taste

13

41

61

Why

Total

Table 4.20
RBHO is a healthy oil among all the oil category which I have mention till now. In the RBHO
category Saffola is our major rival. On analyzing the data of 61 consumer I get to know that 67.2%
of market share is not using RBHO oil in the market as per my survey data. Fortune oil is having
a better market share than Saffola oil which is 21.3% and 11.5% respectively. On further analyzing
the data I get to know that only 16.4% of consumer buy this product because they are health
conscious. Consumer buy Fortune RBHO because they want to remain healthy and fit in their life
cycle and prefer Fortune RBHO i.e. 11.47% for reaming healthy. The maximum percentage of
consumer who does not prefer to buy any RBHO is the service class category which is 27.86%
and the consumer who prefer to buy RBHO is in the category of retired from services class (old
age people) which is 8.19%.
61 | P a g e

BESAN

Besan
Frequency

Percent

Valid Percent

Cumulative
Percent

Fortune

12

19.7

19.7

19.7

Open

16

26.2

26.2

45.9

11.5

11.5

57.4

18

29.5

29.5

86.9

Tata

13.1

13.1

100.0

Total

61

100.0

100.0

Rajdhani
Brand
Shaktibhog

Why
Frequency

Percent

Valid Percent

Cumulative
Percent

Price

35

57.4

57.4

57.4

Quality

26

42.6

42.6

100.0

Total

61

100.0

100.0

Why * Profession Cross tabulation

Profession
Business

Housewife

Total

Retired from

Services

services
Price

10

11

11

35

11

26

13

18

22

61

Why
Quality
Total

62 | P a g e

Why * Besan Cross tabulation

Besan
Fortune

Open

Rajdhani

Total
Shaktibhog

Tata

Price

16

35

Quality

13

26

12

16

18

61

Why
Total

Table 4.21

In the besan category Shaktibhog is our major rival who is an old player in the existing market.
On analyzing the data of 61 consumer I get to know that 29.5% of market share is using Shaktibhog
and Fortune is having a market share of 19.7%. Most of the consumer like to buy from open sack
and covering a market share of 26.2%. On further analyzing the data I get to know that 57.4% of
consumer buy this product because they get the product at lower price. The maximum percentage
of consumer who prefer to buy besan is in the profession of service class which is 18.03% because
they like the quality of the product. 26.22% prefer to buy open sack besan because of its lower
price and consumer are price sensitive.

63 | P a g e

RICE

Rice
Frequency

Percent

Valid Percent

Cumulative
Percent

Brand

Daawat

14

23.0

23.0

23.0

Fortune

4.9

4.9

27.9

India gate

27

44.3

44.3

72.1

Open

17

27.9

27.9

100.0

Total

61

100.0

100.0

Why
Frequency

Percent

Valid Percent

Cumulative
Percent

Price

22

36.1

36.1

36.1

4.9

4.9

41.0

Taste

23

37.7

37.7

78.7

Taste and smell

10

16.4

16.4

95.1

Taste and price

4.9

4.9

100.0

61

100.0

100.0

Quality and taste

Total

Why * Profession Cross tabulation

Profession
Business

Housewife

Total

Retired from

Services

services

Why

Total

Price

22

Quality and taste

Taste

10

23

Taste and smell

10

Taste and price

13

18

22

61

64 | P a g e

Why * Rice Cross tabulation

Rice
Daawat

Why

Fortune

Total

India gate

Open

Price

17

22

Quality and taste

Taste

16

23

Taste and smell

10

Taste and price

14

27

17

61

Total

Table 4.22

In the rice category India gate and Daawat is our major competitor. On analyzing the data of 61
consumer I get to know that 44.5% and 23% of market share is under India gate and Daawat rice
respectively as per my survey data, they prefer to like these type of rice because of their taste i.e.
37.7% prefer this reason for selecting the rice. Fortune rice is having a market share of 4.9% which
is least among all the brand. On further analyzing the data I get to know that 16.39% of housewife
buy these type of rice because of its taste. The maximum percentage of consumer who prefer to
buy India gate rice because of its delicious taste which cover a market of 26.22%. It clearly shows
that as per my survey data consumers preference is more towards taste than any other factors.

65 | P a g e

SOYA CHUNKS

Soya Chunks
Frequency

Percent

Valid Percent

Cumulative
Percent

Depend on availability

13

21.3

21.3

21.3

Fortune

19

31.1

31.1

52.5

Nutrela

22

36.1

36.1

88.5

Panchvati

6.6

6.6

95.1

Sevar

4.9

4.9

100.0

Total

61

100.0

100.0

Brand

Why
Frequency

Percent

Valid Percent

Cumulative
Percent

Brand Loyal

16

26.2

26.2

26.2

NA

11

18.0

18.0

44.3

Price

22

36.1

36.1

80.3

Quality

13.1

13.1

93.4

Taste

6.6

6.6

100.0

Total

61

100.0

100.0

Valid

Why * Profession Cross tabulation

Profession
Business

Housewife

Total

Retired from

Services

services

Why

Total

Brand Loyal

16

NA

11

Price

14

22

Quality

Taste

13

18

22

61

66 | P a g e

Why * Soya chunks Cross tabulation

Nuggets
Depend on

Fortune

Total

Nutrela

Panchvati

Sevar

availability
Brand Loyal

13

16

11

11

Price

22

Quality

Taste

13

19

22

61

NA
Why

Total

Table 4.23

In the Soya chunks category Nutrela is our major competitor. On analyzing the data of 61 consumer
I get to know that Nutrela and Fortune is having a market share of 36.16% and 31.1% respectively
as per my survey data, consumer prefer to like these type of soya chunks because of low price and
covered 37.7% priority to this reason for selecting the soya chunks. The maximum percentage of
consumer who prefer to buy soya chunks lies in the service class category i.e. 22.95% as they are
price sensitive. On further analyzing the data I get to know that 21.31% of person like Nutrela
because they are brand loyal about their product.

Conclusion
Under this Chapter, Intermediaries and Consumers are surveyed and their perceptions towards the
Fortune brand are Graphically Presented through Pie Chart Analysis, table, as well as through BarGraphs.

67 | P a g e

CHAPTER 5
RECOMMENDATIONS

Brief Description of Recommendations

1) Supply chain - There is always having a problem of shortage of product and product not
available on time to the retailers. Which may lead to decrease the sale of Fortune brand and
which gives opportunity to increase the sale of our competitors.
2) Packing Issue There is a lot of issue of leakage of the product which gradually decrease
the company goodwill, for this the packing team should improve its packing quality for
which it will help to sale company loss on leakage product and increase its goodwill in the
market.
3) Training and development One of the major reason which led to decline in sales is lack
of proper training about the products. AWL should provide proper training to its TSIs so
that they can further give the training about the products to the sales representatives. Proper
training would provide good knowledge about the product to the sales representatives and
they would be able to push the product in the market. By doing this they can increase the
sales in volume as well as in value also.
4) Sales Some product of Fortune brand has less sale in the market like Sunflower oil, Rice
bran health oil, Rice which really need to push in the market.
5) Demand Many areas have demand of line 2 product of Adani Wilmar but there is no sales
person to cover those location. If those location will covered by the sales person then it
will increase the sale of line 2 product.
6) Small investment strategy Small investment strategy which the AWL can use instead of
huge investment in advertisement media. AWL would have to make T shape price
holding stick in which at the top Fortune name should be written on the top which led to
advertise the Fortune brand easily and free of cost and below it there would be blank space
for writing the price for the retailers and can put them on their sack of rice, pulses, sugar,
wheat
etc.
For
eg:

/Kg

68 | P a g e

7) Attractive packing Fortune RBHO should have an attractive packing for 1 liter pet size,
in which it should be small and compact in size which will led to keep the retailer in the
small place available on the counter as well as customer would also prefer to buy because
of attractive looks and easy to fit in their kitchen shelves.

Suggested Scheme of Implementation

1) Division - Oil and edible product division should be separated so that the sales person can
focus on particular sector not on all the other product. Which will led to increases the sales
of the product and can bring more order from the retailers.
2) Advertisement AWL has not come in any media from last few years to advertise their
product and too aware about their new product launch in the market. Many of the consumer
does not know about their new product like rice because of lack of media advertisement.
A proper advertisement always give a boost to the product.
3) Visibility The product which are having less sales in the market should always kept in
front position in the retailers outlet so that customer can see the product and ask or may
be buy that product.
4) Cost Check the current costing involving each and every area from production to
supplying to distributing.

Conclusion
This Chapter shows all the recommendations and suggestions which leads to utilize the brand
image and improve the sales, schemes and offers as well as brand awareness through
Advertisement, and specially In-Store Branding to influence the purchasing decisions of
consumers.

69 | P a g e

CHAPTER 6
CONCLUDING REMARKS
Summary
The Project was to check the availability of the certain product in the retail outlet, it also included
how competitor are pricing their product in the market and in my last part of survey was to collect
the data from the customer on their preferred brand of the giving product and the reason for their
preference. The survey was only for the Lucknow area and I have surveyed 659 retailers and 61
customers. Many problem also arise during the interaction with the retailer, I tried to solve some
of them like the problem of damage of the product and less inventory found inside the sealed case
of oils, rice, soya chunks or besan and few problems which I was not authorized to handle to were
forwarded to area sales manager. I have approach one shop and has converted to buy our product
and has given a good number of order at the first time itself.
For the purpose of conducting survey, I paid visits to Husainabad, Thakurganj, Khala Bazar,
Motijheel, Mawaiya, Aminabad, Ganeshganj, Narhi and various other places.
My work was divided in divided into two halves: in the first months data collection was done and
in the next months feeding of the data on Ms-excel and a comprehensive analysis of the same was
conducted.
After analyzing the complete data I get to know that the availability of Fortune rice in least in the
Lucknow market and Fortune KGMO is having a highest market share among all its category
which was provided in the given questioner.

Gains from the Project

Got to know about the various marketing policies which is using by Adani Wilmar
Got to know how things work practically in corporate world
Learnt how to interact with various people in corporate
Faced the practical situations of business
Did Competitor Analysis
Learnt how to Calculate the market share of company

70 | P a g e

Limitations of the Project

The study had the following limitation mainly in the survey work that was done.

Due to shortage of time, study was confined to specified areas of Lucknow.

The major problem which I faced was of sales representatives which were mostly late in
going to the market. Because of which sales also get down.

Some respondents were hesitant to disclose some information or have given incomplete
information.
Survey for limited products only.
The study would have yielded different results if this study been conducted in winter as
many of the stores were closed because of hot summer afternoon.

Conclusion
In this whole Summer Internship, learnt to use all theoretical knowledge in practical manner,
Practical insights into the life and work in a body corporate learnt companys and markets
insights as well as about various policies which is using by Adani Wilmar, and due to noncooperation of dealers , the number is less about intermediaries survey.

Webliography:
www.google.com
http://www.adaniwilmar.com/

www.wikepedia.org

71 | P a g e

APPENDICES

72 | P a g e