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“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
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Adani Wilmar - Retail penetration and competitor analysis

Jan 29, 2016

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Gaurav Sinha

Topic of my SIP report was retail penetration and competitor and various other real data analysis has also have been done by me.

Duration : May-July 2015
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Page 1: Adani Wilmar - Retail penetration and competitor analysis

“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

Page 2: Adani Wilmar - Retail penetration and competitor analysis

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 Prof. Sushma Vishnani

Project Supervisor Program Director- PGDM

Date: 21st July, 2015

Place: Lucknow

Page 3: Adani Wilmar - Retail penetration and competitor analysis

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

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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

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Executive Summary

The Indian food industry has high growth potential and food is related to necessities of any

country’s 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 world’s 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 month’s 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

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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

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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

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List of tables

Content

Page no.

Table 1.1 ………………………………………………………………………… 3

Table 2.1 ………………………………………………………………………… 26

Table 2.2 ………………………………………………………………………… 26

Table 2.3 ………………………………………………………………………… 27

Table 2.4 ………………………………………………………………………… 27

Table 2.5 ………………………………………………………………………… 28

Table 2.6 ………………………………………………………………………… 28

Table 2.7 ………………………………………………………………………… 29

Table 2.8 ………………………………………………………………………… 31

Table 3.1 ………………………………………………………………………… 35

Table 3.2 ………………………………………………………………………… 36

Table 3.3 ………………………………………………………………………… 36

Table 3.4 ………………………………………………………………………… 38

Table 4.1 ………………………………………………………………………… 38

Table 4.2 ………………………………………………………………………… 39

Table 4.3 ………………………………………………………………………… 40

Table 4.4 ………………………………………………………………………… 41

Table 4.5 ………………………………………………………………………… 42

Table 4.6 ………………………………………………………………………… 43

Table 4.7 ………………………………………………………………………… 44

Table 4.8 ………………………………………………………………………… 45

Table 4.9 ………………………………………………………………………… 47

Table 4.10 ……………..………………………………………………………… 49

Table 4.11 ……………..………………………………………………………… 50

Table 4.12 ……………..………………………………………………………… 51

Table 4.13 ……………..………………………………………………………… 52

Table 4.14 ……………..………………………………………………………… 52

Table 4.15 ……………..………………………………………………………… 52

Table 4.16 ……………..………………………………………………………… 53

Table 4.17 ……………..………………………………………………………… 55

Table 4.18 ……………..………………………………………………………… 57

Table 4.19 ……………..………………………………………………………… 59

Table 4.20 ……………..………………………………………………………… 61

Table 4.21 ……………..………………………………………………………… 63

Table 4.22 ……………..………………………………………………………… 65

Table 4.23 ……………..………………………………………………………… 67

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List of figures

Content

Page no.

Figure 2.1 ……..………………………………………………………………… 13

Figure 2.2 ……..………………………………………………………………… 14

Figure 2.3 ……..………………………………………………………………… 15

Figure 2.4 ……..………………………………………………………………… 16

Figure 2.5 ……..………………………………………………………………… 17

Figure 2.6 ……..………………………………………………………………… 18

Figure 2.7 ……..………………………………………………………………… 18

Figure 2.8 ……..………………………………………………………………… 19

Figure 2.9 ……..………………………………………………………………… 19

Figure 2.10 ……..…..…………………………………………………………… 20

Figure 2.11 ……..…..…………………………………………………………… 20

Figure 2.12 ……..…..…………………………………………………………… 21

Figure 2.13 ……..…..…………………………………………………………… 21

Figure 2.14 ……..…..…………………………………………………………… 22

Figure 2.15 ……..…..…………………………………………………………… 22

Figure 2.16 ……..…..…………………………………………………………… 23

Figure 2.17 ……..…..…………………………………………………………… 23

Figure 2.18 ……..…..…………………………………………………………… 25

Figure 2.19 ……..…..…………………………………………………………… 32

Figure 4.1 …..…..…..…………………………………………………………… 38

Figure 4.2 …..…..…..…………………………………………………………… 39

Figure 4.3 …..…..…..…………………………………………………………… 40

Figure 4.4 …..…..…..…………………………………………………………… 41

Figure 4.5 …..…..…..…………………………………………………………… 42

Figure 4.6 …..…..…..…………………………………………………………… 43

Figure 4.7 …..…..…..…………………………………………………………… 44

Figure 4.8 …..…..…..…………………………………………………………… 45

Figure 4.9 …..…..…..…………………………………………………………… 50

Figure 4.10 …..…..……………………………………………………………… 51

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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 high-

temperature 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.

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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 retailer’s 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.

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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

Sample Size

Sample Area

Judgmental

659 retailers

Lucknow

( sales route design by the company for the

sales representative)

Data Collection Method:

Primary Data

Data Collection Tools

Survey, Observations

Structured Questionnaires, Observations

Analytical tool: Descriptive data analysis

Table 1.1

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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.

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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 country’s largest commercial port. It owns Fortune,

India’s 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 group’s 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.

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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

world’s 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 India’s 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 India’s 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, India’s 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.

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Wilmar International Limited founded in 1991, is Asia’s

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.

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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 AWL’s 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 India’s 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 AWL’S 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. Reader’s 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 India’s 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 India’s 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.

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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: [email protected]

IFB Industries Website: http://www.adaniwilmar.com/

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A w a r d s a n d A c h i e v e m e n t s :

-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

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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. '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

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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

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Figure 2.1

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.

Sizes available:

Pouches - 1 liter

Jerry cans - 2 liters, 5 liters, 15 liters

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Figure 2.2

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

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15 | P a g e

Figure 2.3

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

Sizes available:

Pouches - 500 ml, 1 liter

Pet bottles - 500 ml, 1 liter

Jerry cans - 5 liters, 15 liters

Tins - 15 liters, 15 kgs

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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

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

Figure 2.4

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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

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

Figure 2.5

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18 | P a g e

Figure 2.6

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.

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

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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.

Sizes available:

SKU’s: 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 2.8

Figure 2.9

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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

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 sautéed 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 2.10

Figure 2.11

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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

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 world’s 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 2.12

Figure 2.13

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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

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 everyone’s heart.

Grain Size: Blended Basmati

Sizes available:

Bags - 1 kg & 5 kgs

Figure 2.14

Figure 2.15

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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

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:

Bags - 1 kg, 5 kgs, & 25 kgs

Figure 2.16

Figure 2.17

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HR Department

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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

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Competition Analysis

Major Competitors of the Firm:

Soybean Refine Oil

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 Price (retailor price)

₹ / liter

Fortune 85

Sundrop 115

Nature Fresh 80

Bail Kolhu 74

Dalda 74

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.

Brand Price (retailor price)

₹ / liter

Fortune 76

Nature Fresh 75

Sundrop 82

Dalda 72.5

Tulsi 73.5

Bail Kolhu 73.5

Mahakosh 72

Gemini 72

Hind 70

Bawarchi 70

Table 2.1

Table 2.2

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Rice Bran Health Oil

Brand Price (retailor price)

₹ / liter

Fortune 104.55

Saffola 144

Sundrop 144

Riceola 102

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 Price (retailor price)

₹ / liter

Fortune 95.84

Bail Kolhu 101.66

Dhara 91.66

Hathi 104

Naure Fresh 88.2

Tulsi 84

Dalda 87

Hind -

Saloni 85

Bawarchi 88.33

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.

Table 2.3

Table 2.4

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Besan

Brand Price (retailor price)

₹ / Kg

Fortune 64

Shakti Bhog 65

Tata 65

Agro Pure 66

Rajdhani 65

Trivedi 60

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 Price (retailor price)

₹ / 200gms

Fortune 34

Nutrela 35

Nutreum 32

Panchvati 28

R.L 27

Sevar 26

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.

Table 2.5

Table 2.6

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Rice

Brand Price (retailor price)

₹ / 200gms

Fortune 70,90,98

Daawat 130

India gate 130

Charminar 120

Heritage XXL 78

Swad 105

Hari Patti 78

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.

Table 2.7

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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

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SWOT Analysis

Strength

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

5. High market share

Weakness

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

4.Low advertising and visibility

Opportunity

1.Sharp increases in demand of branded oil

2.High market awareness in metropolitan city of branded oil

3.Health conscious people increasing

4. Product line extension

Threats

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

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

Table 2.8

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PESTEL Framework Analysis of Company

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

Firm’s 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

Customer’s needs

The size of potential markets

Figure 2.19

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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

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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 retailer’s 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 I’m inserting one day data format in which

it includes three parts:

- Retailer survey

- Competitor survey

- Customer survey

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Retailer Survey:

Table 3.1

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Competitor Survey:

Customer survey:

Table 3.2

Table 3.3

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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.

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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 retailer’s outlet which

will help us to know the penetration of the product in the Lucknow market.

Sunflower Oil

Total Outlet 659

Available 340

% available 51.59332

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.

75%

23%2%

SFO

1 LT

5LT

15LT

SFO

1 LT 5LT 15LT

340 102 11

Table 4.1

Figure 4.1

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Rice Bran Health Oil

Total Outlet 659

Available 280

% available 42.48862

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.

57%

12%

30%

1%

RBHO

1LT 2LT 5LT 15LT

RBHO

1LT 2LT 5LT 15LT

280 57 149 6

Table 4.2

Figure 4.2

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Soya Chunks

Total Outlet 659

Available 446

% available 67.6783

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.

60%21%

19%

Soya Chunks

NUGGET GRANULE MINI

Soya Chunks-200 GMS

NUGGET GRANULE MINI

446 154 142

Table 4.3

Figure 4.3

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Besan

Total Outlet 659

Available 370

% available 56.14568

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%.

68%

9%

23%

BESAN

500GM 1KG 10KG

BESAN

500GM 1KG 10KG

370 49 123

Table 4.4

Figure 4.4

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Rice

Total Outlet 659 659 659

Available 82 73 65

% available 12.4431 11.07739 9.863429

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.

37%

33%

30%

RICE

EVERYDAY BIRYANI BASMATI

RICE

EVERYDAY BIRYANI BASMATI

82 73 65

Table 4.5

Figure 4.5

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Mustard Oil

Kachi Ghani Mustard Oil

KGMO Not available

588 71

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.

89%

11%

KGMO

KGMO

Not available

Table 4.6

Figure 4.6

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Bullet Oil

Bullet Oil Not available

141 518

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.

21%

79%

Bullet Oil

Bullet Oil Not available

Table 4.7

Figure 4.7

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1 Liter Category Analysis

SFO RBHO MUSTARD OIL

340 280 588

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.

0

100

200

300

400

500

600

SFO RBHO MUSTARD OIL

1 Liter Category

No

. of

ou

tlet

Oil Product

Table 4.8

Figure 4.8

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Area wise comparison between the products

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Table 4.9

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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.

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- Competitor – We have done this survey to have a better idea and analysis of the

competitor price variance and its movement in the market.

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.

Table 4.10

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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.

0

20

40

60

80

100

120

Mustard Oil

Fortune BAIL KOLHU

Table 4.11

Figure 4.9

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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.

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

Fortune

Sundrop0

50

100

150

SFO

Fortune Sundrop

Table 4.12

Figure 4.10

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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.

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.

Soya chunks major competitor is Nutrela and the price is nearly same, the difference between the

price is ₹1/200gm

Table 4.13

Table 4.14

Table 4.15

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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.

Table 4.16

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- Consumer Analysis

SOYBEAN OIL

Soybean Oil

Frequency Percent Valid Percent Cumulative

Percent

Brand

Dalda 2 3.3 3.3 3.3

Fortune 49 80.3 80.3 83.6

Gemini 3 4.9 4.9 88.5

Nature Fresh 4 6.6 6.6 95.1

Sundrop 3 4.9 4.9 100.0

Total 61 100.0 100.0

Why

Frequency Percent Valid Percent Cumulative

Percent

Availability 5 8.2 8.2 8.2

Brand Loyal 7 11.5 11.5 19.7

Price 9 14.8 14.8 34.4

Taste 40 65.6 65.6 100.0

Total 61 100.0 100.0

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Why * Profession Cross tabulation

Profession Total

Business Housewife Retired from

services

Services

Why

Availability 5 0 0 0 5

Brand Loyal 3 0 4 0 7

Price 0 2 1 6 9

Taste 5 16 3 16 40

Total 13 18 8 22 61

Why * Soybean Cross tabulation

Soya Total

Dalda Fortune Gemini Nature Fresh Sundrop

Why

Availability 0 5 0 0 0 5

Brand Loyal 0 7 0 0 0 7

Price 0 7 2 0 0 9

Taste 2 30 1 4 3 40

Total 2 49 3 4 3 61

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 consumer’s preference is more

towards taste than any other factors.

Table 4.17

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MUSTARD OIL

Mustard Oil

Frequency Percent Valid Percent Cumulative

Percent

Brand

Bail Kolhu 34 55.7 55.7 55.7

Dalda 8 13.1 13.1 68.9

Fortune 16 26.2 26.2 95.1

Saloni 3 4.9 4.9 100.0

Total 61 100.0 100.0

Why

Frequency Percent Valid Percent Cumulative

Percent

Availability 5 8.2 8.2 8.2

Price 20 32.8 32.8 41.0

Pure Mustard 3 4.9 4.9 45.9

Taste 33 54.1 54.1 100.0

Total 61 100.0 100.0

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Why * Profession Cross tabulation

Profession Total

Business Housewife Retired from

services

Services

Why

Availability 0 5 0 0 5

Price 5 5 0 10 20

Pure Mustard 0 2 0 1 3

Taste 8 6 8 11 33

Total 13 18 8 22 61

Why * Mustard oil Cross tabulation

Mustard Total

Bail Kolhu Dalda Fortune Saloni

Why

Availability 2 3 0 0 5

Price 12 3 2 3 20

Pure Mustard 1 0 2 0 3

Taste 19 2 12 0 33

Total 34 8 16 3 61

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 consumer’s preference is more towards taste than any other

factors.

Table 4.18

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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

Saffola 2 3.3 3.3 78.7

Sundrop 13 21.3 21.3 100.0

Total 61 100.0 100.0

Why

Frequency Percent Valid Percent Cumulative

Percent

Brand Loyal 10 16.4 16.4 16.4

Healthy 4 6.6 6.6 23.0

NA 41 67.2 67.2 90.2

Taste 6 9.8 9.8 100.0

Total 61 100.0 100.0

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Why * Profession Cross tabulation

Profession Total

Business Housewife Retired from

services

Services

Why

Brand Loyal 6 4 0 0 10

Healthy 0 4 0 0 4

NA 7 10 8 16 41

Taste 0 0 0 6 6

Total 13 18 8 22 61

Why * SFO Cross tabulation

SFO Total

Fortune NA Saffola Sundrop

Why

Brand Loyal 8 0 0 2 10

Healthy 0 0 0 4 4

NA 2 36 2 1 41

Taste 0 0 0 6 6

Total 10 36 2 13 61

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.

Table 4.19

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RICE BRAN HEALTH OIL

RBHO

Frequency Percent Valid Percent Cumulative

Percent

Brand

Fortune 13 21.3 21.3 21.3

NA 41 67.2 67.2 88.5

Saffola 7 11.5 11.5 100.0

Total 61 100.0 100.0

Why

Frequency Percent Valid Percent Cumulative

Percent

Brand Loyal 5 8.2 8.2 8.2

Healthy 10 16.4 16.4 24.6

NA 41 67.2 67.2 91.8

Taste 5 8.2 8.2 100.0

Total 61 100.0 100.0

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Why * Profession Cross tabulation

Profession Total

Business Housewife Retired from

services

Services

Why

Brand Loyal 1 1 0 3 5

Healthy 3 1 5 1 10

NA 5 16 3 17 41

Taste 4 0 0 1 5

Total 13 18 8 22 61

Why * RBHO Cross tabulation

RBHO Total

Fortune NA Saffola

Why

Brand Loyal 3 0 2 5

Healthy 7 0 3 10

NA 0 41 0 41

Taste 3 0 2 5

Total 13 41 7 61

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%.

Table 4.20

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BESAN

Besan

Frequency Percent Valid Percent Cumulative

Percent

Brand

Fortune 12 19.7 19.7 19.7

Open 16 26.2 26.2 45.9

Rajdhani 7 11.5 11.5 57.4

Shaktibhog 18 29.5 29.5 86.9

Tata 8 13.1 13.1 100.0

Total 61 100.0 100.0

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 Total

Business Housewife Retired from

services

Services

Why Price 10 11 3 11 35

Quality 3 7 5 11 26

Total 13 18 8 22 61

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Why * Besan Cross tabulation

Besan Total

Fortune Open Rajdhani Shaktibhog Tata

Why Price 5 16 7 5 2 35

Quality 7 0 0 13 6 26

Total 12 16 7 18 8 61

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.

Table 4.21

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RICE

Rice

Frequency Percent Valid Percent Cumulative

Percent

Brand

Daawat 14 23.0 23.0 23.0

Fortune 3 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

Quality and taste 3 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 3 4.9 4.9 100.0

Total 61 100.0 100.0

Why * Profession Cross tabulation

Profession Total

Business Housewife Retired from

services

Services

Why

Price 8 8 0 6 22

Quality and taste 3 0 0 0 3

Taste 0 10 8 5 23

Taste and smell 2 0 0 8 10

Taste and price 0 0 0 3 3

Total 13 18 8 22 61

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Why * Rice Cross tabulation

Rice Total

Daawat Fortune India gate Open

Why

Price 0 0 5 17 22

Quality and taste 0 3 0 0 3

Taste 7 0 16 0 23

Taste and smell 7 0 3 0 10

Taste and price 0 0 3 0 3

Total 14 3 27 17 61

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 consumer’s preference is more towards taste than any other factors.

Table 4.22

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SOYA CHUNKS

Soya Chunks

Frequency Percent Valid Percent Cumulative

Percent

Brand

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 4 6.6 6.6 95.1

Sevar 3 4.9 4.9 100.0

Total 61 100.0 100.0

Why

Frequency Percent Valid Percent Cumulative

Percent

Valid

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 8 13.1 13.1 93.4

Taste 4 6.6 6.6 100.0

Total 61 100.0 100.0

Why * Profession Cross tabulation

Profession Total

Business Housewife Retired from

services

Services

Why

Brand Loyal 3 2 6 5 16

NA 3 5 0 3 11

Price 2 4 2 14 22

Quality 3 5 0 0 8

Taste 2 2 0 0 4

Total 13 18 8 22 61

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Why * Soya chunks Cross tabulation

Nuggets Total

Depend on

availability

Fortune Nutrela Panchvati Sevar

Why

Brand Loyal 0 2 13 1 0 16

NA 11 0 0 0 0 11

Price 0 9 7 3 3 22

Quality 2 6 0 0 0 8

Taste 0 2 2 0 0 4

Total 13 19 22 4 3 61

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 Bar-

Graphs.

Table 4.23

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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

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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 retailer’s 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.

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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 month’s 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

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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 company’s and market’s

insights as well as about various policies which is using by Adani Wilmar, and due to non-

cooperation of dealers , the number is less about intermediaries survey.

Webliography:

www.google.com

http://www.adaniwilmar.com/

www.wikepedia.org

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APPENDICES