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  • 2. ACKNOWLEDGEMENTI am highly indebted to Ms. Priya Agarwal for her guidance and constantsupervision as well as for providing necessary information regarding theproject and also for her support in completing the project. Pritesh Kucheriya MM1113426 Balaji Institute of Modern Management Pune 2
  • 3. CERTIFICATEThis is to certify that this internship report on “Besan Major Player StudyIn Jalna” at Adani Wilmar is a bonafide work of Mr. Pritesh Kucheriyaunder my guidance and support. This report is a part of Post graduatediploma in management course with specialization in MARKETINGstream and content and the work done is genuine with respect to theinformation covered and thought expressed. The internship period was oftwo months ( 1st june 2012 – 31st july 2012 ). Ms. Priya Agarwal Market Analyst – Product Management Group ADANI WILMAR LTD. 3
  • 5. 1. Executive SummaryThe project is conducted for Adani Wilmar in Jalna region. There are various brands ofAdani Wilmar.Major brand of Adani Wilmar is “Fortune” under which different types ofcooking oil are available in the market like fortune soya bean oil, fortune sunflower oil,fortune groundnut oil etc. It also has some newly introduced brands such asKing’s,Raag gold and Bullet in its table. Now they wanted to launch besan in the market.The research conducted was objective in nature. Responses were obtained from retailerand wholesalers of Jalna to attain certain results. The survey was conducted to analysedifferent types of pulses stored by retailers, to analyse how many retailers stored whichbranded pulses out of the pulses that they stored, reasons for storing branded pulses ,what are popular SKU’s in circulation, to analyse if the demand of certain pulseschanges with respect to season , to maintain consistency in the quality how do theyprocure pulses , Purchasing mode in case of Besan, frequency of Price revision andDistributor / Retailer Margins.APPROCH USED: First we have divided our region into 4 zones- North, West, Southand East. We have decided to collect data from 200 respondents. Our respondents arethe retailers and wholesalers. Therefore, there are 40 respondents(retailers)approximately from each zone and 50 resondents are from wholesale market. Then weedited our questionnaire based on our locality and type and then we started takinginterviews of the retailers and wholesalers from different regions. The interview weconducted is to know the type of store they are handling and the brands they arekeeping with them. This way we collected data to study Besan major players in market.After the survey was complete , the data was first sorted then analysed on chosenparameters.Ms-excel has been used for data analysis. This analysed data was laterconverted into form of graphs such as bar graphs and pie charts . This was to makeresults easily comprehensible by anyone going through the report. This also made iteasy to draw conclusions based on the research and provide a presentable format ofthe report. Later on, all this information was compiled in the form of a presentable andhighly comprehensible report. 5
  • 6. The important findings are: Most of the outlets visited were small retailers shops as well as super shoppe and Wholesaler. Almost all the retailer and Wholesalers store all types of pulses,only the demand for Rajma and Sabut is very less as household consumption is less. Almost all the pulses and Besan stored by retailers are sold loose,but retailers do prefer keeping branded packets of besan. Among the total shops that were covered maximum shop owners were stocking Samrat,Hira,Rani,Gaychap,Gomata,Cycle,Shri-Hari branded besan in their store. According to most of the shop owners, consumers prefer Rani and Hira brand in besan category , the presence of Hira and rani in most of the shops indicate the good distribution network of the brand. In the besan category Hira is more prefered in households and Rani is in Hotel customers , outplaying most of the other players with its presence when it comes to the penetration. Distribution network of Hira and Rani is more powerful than other brands so, It is found in most market places , and most of the retailers purchase from Wholesalers. 6
  • 7. 2. INTRODUCTION2.1 Introduction to IndustryPulsesHighlights Between the years 2007 and 2010, pulses production in India has increased from 14.3 million tonnes to 14.7 million tonnes. Production is forecasted at 14.8 MT for 2011. India’s demand for pulses is so strong that consumption continues to outperform domestic production. Imports for 2011 are expected to exceed last year’s figure of 2.8 million tonnes.ProductionIndia is the world’s largest producer of pulse crops in the world. Representing 25%share in global production, 27% of consumption, 34% of food use, and more than 11%of the total imports1.Production seasons in India are Kharif (autumn) and Rabi (spring). The Kharif season isthe period between June and September, which represent one third of the cropincluding Chickpeas, Lentils and Dry Peas. However, two thirds of India’s production isin the Rabi which is between October and March. The crops that grow in the Rabiperiod are Pigeon Peas, Black Matpe, Mung Beans and Moth Beans.Pulses are an important source of protein in the Indian diet. However, different pulsescater to many tastes in different regions throughout India. The state of Madhya Pradeshis the largest pulse producer accounting for about 26% of total production. Other stateswith significant productions are Uttar Pradesh (18%), Maharashtra (14%), Rajasthan 7
  • 8. (14%), Karnataka (5%), Andhra Pradesh (10%),and Bihar (5%).3. India’s main cropsare Chickpea, Pigeon Pea, Mung Beans, Urad Beans, Lentils, and Field Peas.ExportsIndia is the world’s largest producer of Pulses; however they heavily rely on importing tokeep up with local demand and rapidly increasing population. Even though India isconsidered more as an import market they still re-export Pulses to surroundingcountries and trade partners, such as: Sri Lanka and Bangladesh. For a list of theproducts that are being exported from India, please see below table.Major export markets: Bangladesh, Sri Lanka, and UAE4Minor export markets: USA, Nepal, Saudi Arabia, Kuwait, UK, Egypt, Malaysia,Canada, Spain, Italy, Pakistan, Yemen Republic, Algeria, and BahrainImportsWith low production and an essential source of protein, India has permitted unrestrictedimports of pulses, which makes it the only food item that is granted such open access.The Indian market is very price sensitive and the products that trades the most aregraded “Fair to average quality” (FAQ). According to USDA, Peas represents the largestshare of imports then Kabuli Chickpeas, Pigeon Peas, Lentils, and Desi Chickpeasrespectively. Desi Chickpeas, Pigeon Peas, Mung Beans, Black Matpe, and KidneyBeans are mostly imported from Burma (Myanmar). This is due to the different varietiesin quality and price that the Burmese companies could offer, in addition to a lowerfreight cost and faster delivery due to proximity. India mostly imports their Dry Peas andKabuli Chickpeas from Canada and Australia. They import green and yellow Peas fromCanada and they import Chickpeas and low priced dun Peas from Australia. These aremainly marketed in the eastern territories of India primarily Kolkata 8
  • 9. 2.2 Introduction to CompanyAdani Wilmar Limited is a 50:50 joint venture between two recognized MultinationalCorporations the INR 275 Billion (US $5 Billion) Adani Group, the leader in Internationaltrading, Power Sector and Private infrastructure, and Wilmar International Limited,Singapore, Asia’s leading Agri business group with revenues exceeding US $16.5billion.Together, the Adani Group and Wilmar Group have set up Indias first port basedrefinery at Mundra, Gujarat. Today the Mundra refinery is one of Indias largest andmost sophisticated oil refineries. FORTUNE, Kings, RAAG, Bullet, Fryola and JUBILEEare the brands under which AWL sells its range of edible oil, vanaspati andThe Company has production infrastructure across the country with a crushing capacityof over 6000 TPD (Tonnes per Day) and Refining capacity of over 5000 TPD. AWL isone of the very few national players in the Industry to have this massive productioninfrastructure, with all its plants so strategically located to take advantage of the ImportParity and Domestic crop season.The company also has packing operations at Kadi [Gujarat], Latur [Maharashtra], Jaipur[Rajasthan], Dharwad [Karnataka], Dewas [Madhya Pradesh], Nagpur [Maharashtra]and Cochin [Kerala].We were the first to launch Soyabean oil in a packed form in Middle East Countries.Fortune and Raag brands are registered in all Middle East Countries. Today, we havedistributors set all across the Middle East, covering all A / B class outlets. AWL isactively engaged in contract manufacturing / private labelling for numerous internationaland Indian companies. With our automated state-of-art computer controlled machineryand large manufacturing capacity, we have the capability to meet customer demandtime after time.With 80 branches, 5000 distributors catering to 1 million outlets, AWLs products reachto 20 million households across India. 9
  • 10. Institutional Business:Institutional Business is B2B model. At AWL we cater to everyone like: Modern Trade Outlets Govt. Supplies - Indian Railways / CSD /CPC / PDS / FPs etc Semi-Government Supplies & Local Bodies HoReCa - Hotels / Educational Institutes / BPOs / Religious Places Industrial Sales - Pharmaceutical Companies / Process Food Cos. BPCL - Bharat Gas beyond LPG businessDistribution Channel: 10
  • 11. Awards / Recognition Fortune was Awarded the Superbrands Award in Consumer Category for the year 2009-2010. Since its launch in 2000, Fortune has become one of the largest selling edible oil brands in India. Fortune brand has been voted as the winner of Readers Digest Trust Brand Award 06, 07, 08 & 09 under the gold category. Mantralayam refinery was presented the Award for Second Highest Processor of Sunflower Seed Oilcake for the year 05-06 & 06-07 by SEA. Fortune was awarded the Globeoil Award 2006 for the Fastest Growing Edible Oil Brand. According to a survey conducted by Business World in 2005, AWL was one of the top three Food Processing Companies in IndiaVISION STATEMENT OF ADANI WILMAR –“GOLBALLY COMPETITIVE INDIA FOCUSED MNC, WITH LEADERSHIP IN EDIBLEOIL BUSINESS PROVIDING BRANDED PRODUCTS AND SERVICES TO THEDELIGHT OF CUSTOMER AND STAKEHOLDERS” 11
  • 12. 3. OBJECTIVE, SCOPE AND SIGNIFICANCE OF STUDYOBJECTIVES  To find out relative strength of besan brands in town.  Market Strength to be measured by Retailer and Wholesalers presence through retailer feedback This can be done by finding out:Detailed Objective:Major Players in Besan market. • Market Potential. • Current sales volume. • No. of SKU’s in circulation.Pricing Analysis. Distributor / Retailer Margins. Change in price to retailer/price to distributor Pricing Mechanism. Frequency of Price revision.Distribution Channel analysis. Distributor network strength. Distribution through Brokers / Wholesalers.Sales Team Manpower. Company Sales strength. Distributor Sales strength. 12
  • 13. SCOPE OF STUDYThe main purpose of the research is to understand the customer consumption,perception and attitude towards product besan. This project helps in understanding therelative strength of leading besan brands in town. This is being calculated byunderstanding the brand power in retailers store as well as consumer’s mind throughretailer survey. This project helps in finding out the brand presence and various otheraspects from which company will get to know which strategies they have to implementprior to new product launch. This study also helps in understanding what are thedifferent types of pulses stored by retailer,what brands do they keep in store,theirpopular sku’s,seasonality or trade/sales pattern of the outlet,what are the most prefferedpulses,what do they do for storage of pulses,their procurement pattern,their purchasingmode,pricing of besan constituting price to retailer and price to customer.This will give opportunities to researcher to get the brief idea about the study and thelimitations in the research and they can try to cope up with those limitations.Theorganization can utilize the information to formulate and present their market strategyaccording to the customer expectation.Significance of the study1) Significance for the Industry A study of the industry plays an important role in recognizing the stand where thecompany should take stand in the market. The study also includes various otheraspects including taste and preference, desires, wants, requirements of the consumer.It also helps to determine the satisfaction level of the consumer significant role and alsoabout the brand presence in retailer store.2) Significance to the Researcher Researcher prepares a questionnaire in order to find the responses from theretailers who knows the requirement of customer and keeps brand accordingly. 13
  • 14. The questionnaires were designed on the primary objectives and were of both openended and close ended.  For the accomplishment of the project.  For suggestive market strategies for new product launch.  In order to collect the information of existing brands from retailer.  To find out the target customer for new brand that company wants to launch.  In order to study the consumer buying behaviour of besan.  In order to understand the customer satisfaction level and the hidden expectations regarding existing brands of besan.  In order to find factors which retailer keeps in mind while keeping branded besan in store. 14
  • 15. 4. RESEARCH METHODOLOGYResearch refers to a search for knowledge. It is a systematic method of collecting andrecording the facts in the form of numerical data relevant to the formulated problem andarriving at certain conclusions over the probon collected data.Thus formulation of the problem is the first and foremost step in the research processfollowed by the collection, recording, tabulation and analysis and drawing theconclusions. The problem formulation starts with defining the problem or number ofproblems in the functional area. To detect the functional area and locate the exactproblem is most important part of any research as the whole research is based on theproblem.According to Clifford Woody research comprises defining and redefining problems,formulating hypothesis or suggested solutions: collecting, organizing and evaluatingdata: making deductions and reaching conclusions and at last carefully testing theconclusions to determine whether they fit the formulating hypothesis.Research can bedefined as “the manipulation of things, concepts or symbols for the purpose ofgeneralizing to extend, correct or verify knowledge, whether that knowledge aids inconstruction of theory or in the practice of an art”In short, the search for knowledge through objective and systematic method of findingsolution to a problem is research.Drafting QuestionnaireThe questionnaire is considered as the most important thing in a survey operation.Hence it should be carefully constructed. Structured questionnaire consist of only fixedalternative questions. Such type of questionnaire is inexpensive to analysis and easy toadminister. All questions are closed ended.SamplingIt was divided into following parts:Sampling universeAll the retailer are the sampling universe for the research. 15
  • 16. Sampling Method Judgmental sampling Sample was taken on judgmental basis. The advantage of sampling are that it is much less costly, quicker and analysis will become easier. Sample size taken was 100 employees. DATA COLLECTION METHODS The task of data collection begins after the research problem has been defined and research design chalked out. While deciding the method of data collection to be used for the study, the researcher should keep in mind two types of data viz. Primary and secondary data. Primary Data: - Survey Method:- The primary data is defined as the data, which is collected for the first time and fresh in nature, and happen to be original in character through field survey. Interviews and Questionnaires Method:- Primary data collection, you collect the data yourself using methods such as interviews and questionnaires. The key point here is that the data you collect is unique to you and your research and, until you publish, no one else has access to it. Secondary Data: The secondary data are those, which have already been collected by someone else and passed through statistical process. The secondary data required of the research was collected through various newspapers, and Internet etc. News paper Official website 16
  • 17. STATISTICAL TOOLS:The statistical tool used for analyzing the data collected is Excel.Research Objectives To find out relative strength of leading besan brands in town. Market Strength to be measured by Retail presence through retailer feedbackRESEARCH TYPE Quantitative Descriptive Research StudyResearch Methodology Market strength to be checked by visiting all Besan keeping retail outlets in a given area (complete retail census). Retailer response to be taken on structured questionnaire.Sample Size - 200 Retailers 17
  • 18. 5. DATA ANALYSIS AND INTERPRETATIONThe Besan major players study was performed by visiting the retail shops and collectingdata regarding availability of different Besan brands. Later the data collected wasanalysed which gave a brief idea of following.Different pulses stored by Retailers: Retailer 120 100.0 100.0 100.0 98.8 100.0 100.0 100 78.8 80 60 41.2 40 26.7 20 4.2 0.0 0.0 0.6 0Interpretation:- The above chart depicts that almost all the retailers store Toor Dal,Chilka Moong,Moong Dhooli,Chana Dal,Besan,Urad Chilka. Some retailer store theKabuli chana,Kala chana and very few store the Rajma . No retailer stores the MoongSabut and Urad Sabut. 18
  • 19. Different pulses stored by Wholesaler: Wholesaler 120 97.1 97.1 97.1 97.1 97.1 97.1 100.0 100 80 60 40 20 0.0 0.0 2.9 2.9 0.0 0.0 0Interpretation:- The above chart depicts that almost all the retailers store Toor Dal,Chilka Moong,Moong Dhooli,Chana Dal,Besan,Urad Chilka, Masoor Dal.Very fewretailer stores the Kabuli chana,Kala Chana ,Rajma . No retailer stores the MoongSabut and Urad Sabut.Branded pulses stored by Retailers:Toor Chilka Moong Moong Urad Urad Masoor Kabuli Kala Rajma Rajma Chana BesanDal Moong Dhooli Sabut Sabut Chilka Dal Chana Chana Lal Sharmila DalNo No No No No No No No No No No No YesInterpretation:- The above chart depicts that No retailer store any branded pulses.Retailers only store the branded Besan. 19
  • 20. Branded Besan Stored by Retailers: 120.00 100 100.00 80.00 60.00 44.85 40.00 20.00 0.00 Retailer WholesalerInterpretation:-Retailers: The above graph depicts that 44.85% of retailers store the branded Besan.Wholesalers: The above graph depicts that 100% of wholesalers store the brandedBesan.Reason for Selling Branded Pulses: 120 98.6% 100% 100 80 60 Retailer Wholesaler 40 20 0 0 1.3% 0 0 Most Convience to Store People ask for it Better Margin 20
  • 21. Interpretation:- Retailers: The above graph depicts that 98.65% of retailer’s sale thebranded Besan because people ask for it and only 1.35% sale because of BetterMargin. No retailer store the branded besan because of convenience to store.Wholesalers: The above graph depicts that 100% of retailer’s sale the branded Besanbecause people ask for it . No retailer store the branded besan because of convenienceto store and Better Margin.Different pulses preferred in Retail: Retailer 120 95.8 100 80 57.0 60 40 17.6 20 10.9 10.9 1.2 0.6 1.8 0.6 0.0 0.0 0.0 0.0 0Interpretation:- Retailers: The above graph depicts that in retail store most preferredpulses is Toor Dal i.e 95.8% and Chana Dal i.e 57%. 21
  • 22. Different pulses preferred in Wholesale : Wholesale 100 94.3 90 77.1 80 70 60 50 40 30 20 11.4 10 2.9 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 2.9 0Interpretation:- Wholesalers: The above graph depicts that in wholesale store mostpreferred pulses is Toor Dal i.e 94.3% and Chana Dal i.e 77.1%.Approximate Sale of Besan in KG per Month : 350000 327173 300000 288210 250000 200000 150000 100000 50000 38963 0 Retailer Wholesaler Total Besan Sales in KG in Month 22
  • 23. Interpretation:-Retailers: The above graph depicts that in retail market sale of Besan per month is38963kg.Wholesale: The above graph depicts that in Wholesale market sale of Besan per monthis 288210kg.Approximate Sale of Besan in KG per Year: 4500000 3926076 4000000 3458520 3500000 3000000 2500000 2000000 1500000 1000000 467556 500000 0 Retailer Wholesaler Total Besan Sales in KG in YearInterpretation:-Retailers: The above graph depicts that in retail market sale of Besan per year is467556kg.Wholesale: The above graph depicts that in Wholesale market sale of Besan per year is3458520kg. 23
  • 24. Availability of different brands and Sku’s: SKU BRANDS SAMRAT HIRA RANI GOMATA GAYCHAP CYCLE SHRI- HARI 200gm YES NO NO NO NO NO NO500gm YES YES NO NO NO NO NO 1kg YES YES NO NO NO NO NO 10kg YES YES NO NO NO NO NO 35kg NO YES NO NO NO NO NO 50kg NO YES YES YES YES YES YESPercentage of Availability of different Sku’s in Retail: 14 11.5% 12 10 7.9% 8 6 3.6% 4 2 0.0% 0.0% 0.0% 0 SKU_200G SKU_500G SKU_1 SKU_10 SKU_35 SKU_50Interpretation:-Retailers: The above graph depicts that in retail market most popular sku is 200gm. 24
  • 25. Percentage of Availability of different Sku’s in Wholesale: 100 88.6% 90 80 70 60 54.3% 50 40 30 20 10 5.7% 0.0% 0.0% 0.0% 0 SKU_200G SKU_500G SKU_1 SKU_10 SKU_35 SKU_50Interpretation:- Wholesale: The above graph depicts that in wholesale market mostpopular sku is 50kg i.e 88.6% store.Value Added Service: 120.00 98%100% 100.00 80.00 60.00 Retailer 40.00 Wholesaler 20.00 15.76% 0 0 0 0.00 Door Delivery Consistent Freebies QualityInterpretation:-Retail: The above graph depicts that in retail only 15.76% retailer provide Door DeliveryAlmost 99% gives consistent quality in pulses and no one provide any freebies.Wholesale: The above graph depicts that in wholesale 100% store provide consistentQuality and no one provide door delivery and freebies. 25
  • 26. Consistent Quality Procurement (Purchase Rate): 120.00 100.00 100.00 82.42 80.00 60.00 40.00 20.00 10.91 6.67 0.00 Purchase in Purchase in 10- Purchase in Purchase in 20- 7Days 12Days 15Days 25DaysInterpretation:-Retail: The above graph depicts that in retail 82.42% store purchase in 7 days,10.91%purchase in 10-12 days and 6.67% purchase in 15 days to maintain consistency inquality.Wholesale: The above graph depicts that in wholesale 100% store purchase in 20-25days.Purchasing Mode For Branded/Loose BesanBoth Wholesaler and Retailer purchase at Regular Price 26
  • 27. Average Pricing of Retailer for Besan:BRAND 200gm 500gm 1kg 10kg 35kg 50kgSAMRAT PTR 18 36 64 PTC 20 40 72HIRA PTR - 30 60 PTC - 35 68RANI PTR - - 31 255 PTC - - 37 275SHRI- PTR - - 60HARI PTC - - 65CYCLE PTR - - 55 PTC - - 65LOOSE PTR - - 53 559 PTC - - 63 634 27
  • 28. Average Pricing Of Besan for Wholesaler:BRAND 200gm 500gm 1kg 10kg 35kg 50kgHIRA PTW 629 2952 PTC 649 3082GOMATA PTW 480 PTC 515GAYCHAP PTW 250 PTC 265 28
  • 29. 6. CONCLUSIONSThe data analysis and its interpretation leads to the following conclusions: 1. Most of the stores visited in the survey were small retail shops as well as Wholesale shops. 2. If the sample is observed then it would be seen that maximum stores were of medium size ( 400- 800 sq. Ft) followed by small stores ( less than 400 sq. Ft ) followed by large stores ( more than 800 sq. ft ). 3. a) Retailer : All the retailers keeps all types of pulses, except Moong sabut,urad sabut, rajma lal and sharmili are stored in a very small quantity. b) Wholesaler : All the retailers keeps all types of pulses, except Moong sabut,urad sabut and rajma lal and sharmili. 4. a) Retailer : In case of branded pulses, only they keep branded Besan. b) Wholesaler : In case of branded pulses only they keep branded Besan. 5. a) Retailer : Almost half of the retailer stores keep branded Besan. b) Wholesaler : Almost all of the Wholesaler store branded Besan. 6. a) Retailer : Reason for selling branded Besan is people ask for it. b) Wholesaler : Reason for selling branded Besan is people ask for it. 29
  • 30. 7. a) Retailer : Approximate Sale of Besan in KG per Month = 38963KG b)Wholesaler : Approximate Sale of Besan in KG per Month = 288210KG8. Besan brands available in Jalna Market are Samrat , Hira, Rani, Gomata, Gaychap, Cycle, Shri-Hari. The retail penetration of Hira and Rani besan is maximum.9. a) Retailer : Most popular SKU is 200gm. b) Wholesale : Most popular SKU is 50Kg.10. a) Retailer : Most of retailer provide Value added service as a consistency in Quality and very few provide Door delivery. b) Wholesale : All Wholesaler provide Value added service as a consistency in quality and no one provide Door delivery service.11. a) Retailer : To maintain consistency in quality most of the retailer purchase: In 7 Days From same Wholesaler. a) Wholesale : To maintain consistency in quality most of the wholesaler purchase: In 20-25 Days From same place.12. a) Retailer : Purchasing Mode For Branded/Loose Besan at Regular Price. b) Wholesale : Purchasing Mode For Branded/Loose Besan at Regular Price 13 . The other brands Gay chap , Gomata , Cycle are lagging far behind and needed a lot of push when compared to the leader. 30
  • 31. 14.Most preferred pulses in Jalna region are high preference is given to toor dal,chana dal low preference is given to moong sabut ,Urad sabut,Rajma.15. Most of the retailer avoid to sale branded packaged Besan because of low Margin. They encourage to sale Loose Besan because of High Margin.16. In branded packaged small sku’s most of the people face the problem of Expiry date. 31
  • 32. 7. RECOMMENDATIONSRECOMMENDED MARKETING MIX STRATEGY: PRODUCT-  In branded Besan Packet size of packet is big because of air in the packet, so it takes more shelf spaces. So retailer to reduce size pinch it(small hole) to reduce shelf space .so after 2-3 months it start spoiling because of bactaria , insects etc.. So packaging should be proper which takes less shelf place.  To develop a product that is available, affordable, based on local raw material, and adapted to the taste and the nutritional habits of the population.  To avoid the spoiling of product , the product may have any powder which provide high shelf life with a good shelf appeal as well.  The product should be well differentiated from market leader because each brand is famous for different purpose like: Rani- for Bhujiya, hotels,Gadawala Hira-Fafda, Dhokla, Boondi, Laddo etc.  Most sku’s can be kept as per requirement , as only popular sku of besan in retail is 200 gm and 500gm.and in Wholesale 50kg.  Expiry period of branded small sku’s should be long period , so that retailer does not face the problem of Expire product and make proper stock of sku’s. 32
  • 33. PRICE- The prices should be competitive and at the initial phase of new product, prices should be such that which provide better margin to retailer because most of the retailer sale the product which provide them better margin. As most people preference HIRA and RANI in branded product ,because most of the stores sales this brand, so the prices should be set according to the average price of it. The presence of other brand of company is limited. As competition is also from loose besan ,the prices are also set to be accordingly.PLACE-  More emphasis should be given on distribution as in Jalna region it is found that distribution of branded besan is very strong.  The distribution network should be more powerful than other brand.  The coverage should not be limited upto Jalna but should cover reach nearby surrounding places.  Reach of product should be upto small kirana store.PROMOTION- Most of the retailer sales the brand which give them better margin. They avoid to stock and sale product which provide them less margin.So effective margin should provide to encourage Shop-keeper. As most of the stores prefer to stock branded besan which provide them more margin , so most customers are unaware of many brands . So effective advertising should be done at the initial phase of product , and create customer awareness. 33
  • 34.  This involves communicating persuasively to the consumers, in order to arouse their interest in the product. A detailed promotion plan involving advertisement, sales promotion and public relations is proposed. Effective schemes should provide for retailers , so the presence of brand will be felt more in stores. Non monetary incentives can be given to retailers in order to promote the new product. 34
  • 35. 8. LIMITATIONSEvery work has some limitations. These are extent to which the process should notexceed. In this project, following limitations can be considered:-  The survey has been done in Jalna and thus the psychological condition of other parts may differ from rest.  Some respondents were reluctant to divulge information which can affect the validity of all responses.  In a rapidly changing industry, analysis on one day or in one segment can change very quickly. The environmental changes are vital to be considered in order to assimilate the findings.  Retailers were having the less information about the various aspects.  The survey and research has been done only in Jalna, therefore the results show the market position of Jalna only  The sample size of the Jalna region taken was small, therefore it can be said that the chosen sample is not the representative of the whole population .  Respondents may not have been true in answering various questions and may have been biased to certain other questions.  The questionnaire mostly contained multiple choice questions, therefore many respondents did not give a proper thought before the questions, and some answered things which were not applicable. All this increased the bias.All the above mentioned statements are the limitations of this project. The study hasbeen done by taking and keeping all the limitations in mind. The project is completed inthe given period of time. As understanding and analyzing the consumer purchasingpattern in this span of time was a big task to accomplish. 35
  • 36. 10. BIBLIOGRAPHYBOOKS: Marketing management- 13th edition by Philip Kotler Marketing research- Naresh Malhotra Strategic Management- Kevin and KellerWEBSITES: 36