A

RESEARCH PROJECT REPORT

ON
“BRAND AWARENSS B.L.AGRO
PRIVATE LIMITED”

Batch : 2019-2021

Submitted for the partial fulfillment of the requirement for the

award of degree
Of
MASTER OF BUSINESS ADMINISTRATION

DR. A.P.J. ABDUL KALAM TECHNICAL

UNIVERSITY

UNDER THE GUIDANCE : SUBMITTED BY:

DR. PANKAJ AGARWAL MOHD ZUBAIR
MBA IV SEM
ROLL NO. : 1900160700022
ENROL. NO. : 190016070002713

RAKSHPAL BAHADUR MANAGEMENT

INSTITUTE, BAREILLY

0
 ACKNOWLEDGEMENT

The successful completion of that task would not be completed without

the expression of gratitude to the people who made it possible. I take this
opportunity to acknowledge all those who guided, encouraged and helped
me in winding up this research project report.

I feel greatly honored for having done my research project report. I thank
them with full zeal and enthusiasm that they gave this big opportunity to
me.

Last but not the least; I would like to extend my deep sense of gratitude
and thanks to my Parents, Friends and God in successful completion of
this research project report.

MOHD ZUBAIR

MBA IV SEM

ROLL NO. : 1900160700022

1
 DECLARATION

I MOHD ZUBAIR, a student of RAKSHPAL BAHADUR

MANAGEMENT INSTITUTE, BAREILLY hereby declare that this
research project report is the record of authentic work carried out by me
during the academic year 2021 and has not been submitted to any other
university or institute towards the awards of any degree .An attempt has
been made by me to provide all relevant and important details regarding
the topic to support the theoretical advice with concrete research
evidence. This will be helpful to clean the fog surrounding the various
aspect of the topic. I hope that this summer project will be beneficial.

MOHD ZUBAIR

MBA IV SEM

ROLL NO. : 1900160700022

2
 TABLE OF CONTENTS

CHAPTER 1

 Organization Structure

CHAPTER 2

 Operations

CHAPTER 3

 Products/Services
CHAPTER 4

 Marketing Strategies

CHAPTER 5

 Brand Awareness

CHAPTER 6

Introduction and objectives

CHAPTER 7

 Research design

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CHAPTER 8

 Interpretation and analysis

CHAPTER 9

 Conclusion

 Findings

 Limitations

 Suggestions

Annexure

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 CHAPTER 1 :

ORGANIZATION

STRUCTURE

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MANAGEMENT:

The foundations of B.L. Agro were laid half a century ago by its Managing Director,

ShriGhanshyamKhandelwal - a veteran of the Indian mustard industry. Since then

the management of B.L. Agro has gained an unmatched, in-depth insight of the

industry and the continuously evolving customer needs. The leadership at B.L. Agro

has a vision for the future and their acumen in adapting to the changing times has

translated into consistent growth by the company.

However, the most important attribute of the B.L. Agro leadership is the un-fallible

commitment towards quality, towards customers and towards community at large.

At B.L. Agro 'No Compromise with Quality' is a guiding philosophy. And the

management takes it as their responsibility to not just ensure the highest quality

standards of company's products but also to instil this 'quality attitude' in every

organization.

Another distinctive characteristic of the B.L. Agro management team is their strong

belief that “Success and growth do not mean much unless accompanied by trust and

respect from the community.” And over the years this belief has ensured that as a

corporate citizen, B.L. Agro Oils Ltd. earns an image of one of the most respected and

revered organisation in its region of activity.

A true entrepreneur, GhanshyamKhandelwal stepped into the mustard oil trading

business in the 1950s when he was still at a very young age. Beginning from Bareilly,

he single-handedly expanded operations and soon transformed Bail Kolhu into one of

the most preferred mustard oil brand in the entire belt of Eastern UP.

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GhanshyamKhandelwal,

Managing Director

A man of foresight and vision GhanshyamKhandelwal has been the guiding force

behind consistent growth of B.L. Agro Oils Ltd. With an eye on the future, he has,

over the years, displayed a tremendous prowess for anticipating the changing

consumer needs and has repeatedly led the organisation to be a winner in a dynamic

industry scenario. The mantras of his success include his unflinching commitment

towards quality and his passion for perfection.

An un-doubted achiever, he is a man of undaunted determination and courage along

with exemplary business acumen.

What distinguish GhanshyamKhandelwal are his philosophies that originate from his

commitment towards the community. A man of values, he strongly believes in

business ethics and corporate social responsibilities.

Ashish Khandelwal

Director - Finance & Sales

Post Graduate in Commerce, AshishKhandelwal joined his father's business at a very

young age. A quick learner and a very hard worker he learnt the nuances of the trade

within no time and established himself as a growth motivator by bringing in new-age

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 marketing concept and fresh opportunities. With extraordinary abilities in sales and

channel management, AshishKhandelwal has an unmatched hold on the market pulse.

Still in his prime youth, he has already played a key role in taking B.L. Agro to newer

heights. In his leadership, the company entered into the consumer packs segment and

the venture resulted in unprecedented success.

Having spent over 12 years in this trade, AshishKhandelwal possesses a rare

combination of experience as well as youthful exuberance. With a futuristic outlook,

he has an unmatched ability to think ahead of the times and a vision that is set to take

B.L. Agro into a glorious future.

Richa Khandelwal

Director Marketing

BTech from IET, Lucknow and MBA from ICFAI, Hyderabad, RichaKhandelwal

adds a fresh dimension to the management competencies at B.L. Agro. Among her

many contributions to the organisation is her vision to take B.L. Agro to the highest

national and international level.

With path-breaking ideas, RichaKhandelwal has played a key role in further

strengthening the Bail Kolhu and other B.L. Agro brands and has led its expansion

into Delhi NCR and other newer territories with outstanding success. In a short span

of time, she has turned Bail Kolhu into a household name in Delhi that has already

become the largest selling mustard oil in certain regions.

VISION
To be a way of life for every Indian.

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MISSION

To be the benchmark in purity and perfection. To achieve a leadership position in the

Indian market and to become the preferred Indian edible oil name globally.

QUALITY POLICY

B.L. Agro Oils Ltd. is committed to total customer satisfaction, and compliance with

regulatory bodies at all times and at maximum effectiveness.

We aim to

- Consistently enhance our understanding of market dynamics and changing customer

needs so as to offer finest quality products that at all times meet our customers'

expectations and the ever changing demands of the market place.

- Provide a high level of service to our customers with minimum cause for complaint.

- Maintain a healthy & constructive work environment that enables personnel to

produce optimal output.

- Continually comply with the requirements of ISO 9001:2000, ISO 14002:2004,

HACCP and other government regulations and continuously improve the

effectiveness of our Quality Management System.

With a history that goes back to 50 years, B.L. Agro Oils Ltd. is a company with a

simple corporate objective - to manufacture, package and market the purest possible

edible oil that would offer healthier and tastier solution to millions of consumers.

GROWTH SO FAR

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Having started as a mustard trading house in 1958, B.L. Agro has come a long way

today. During the course of its journey, 1999 proved to be a landmark year which

transformed the business house from a commodity trading organization to an FMCG

company. The year witnessed the birth of B.L. Agro Oils as a registered company and

also marked its advent into quality control, packaging and marketing of consumer

packs of their flagship brand - Bail Kolhu Kachchi Ghani Mustard Oil. Achieving an

astonishing turnover of Rs. 60 crores in the first year itself, the company has not

looked back since.

Expansion and up-gradation has been a continuous process for B.L. Agro. The

marketers of a single mustard oil brand subsequently started rolling out multiple

varieties of mustard oil - thus catering to a much wider consumer base. As the product

range swelled, the competencies, capabilities and capacities were continuously

enhanced to meet the growing challenges. However even with its ever-expanding size,

B.L. Agro never lost sight of its ultimate goal – that of providing only the highest

product quality - and hence set up its own advanced quality control systems and

packaging facilities.

Later, the company took another stride when being a player in the lone mustard oil

segment, B.L. Agro diversified into Refined Soyabean oil and then further to various

blended edible oils. In 2006, B.L. Agro achieved yet another milestone when it

established its own state-of-the-art Refinery.

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CHAPTER 2

OPERATIONS

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 CURRENT OPERATIONS

The operations of B.L. Agro Oil Ltd. are currently divided into the domains of:

 Sourcing

 Quality Control

 Processing

 Refining

 Blending

 Packaging and Marketing of Mustard, Soyabean, Palmolein and other

Blended Edible Oils.

 Backward Integration: The company has it’s own manufacturing unit of

bottles, jars & cartons used in packaging of its products.

• Sourcing – B.L. Agro has identified certain quality sources of crude mustard oil

mostly from Rajasthan and certain pockets of Uttar Pradesh. The Soyabean oil is

sourced from selective areas of Madhya Pradesh.

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  The company has installed facilities for Processing, Filtration, Refining and

Blending at its state-of-the art Refinery Plant located at Parsakhera Industrial

Area in Bareilly (U.P.).

 The automated plant is spread on a sprawling 10000 sq. mtrs. with a

production capacity of 125 tonnes / day and a storage capacity of 2500 tonnes.

 The company also has a Packaging Unit with a Capacity of 300 tonnes / day

and storage capacity of 500 tonnes.

 Currently B.L. Agro products are distributed through a network spread in over

200 cities across 6 states of North India.

 With the ever increasing demand for B.L. Agro oils in existing as well as

newer territories, the distribution network keeps expanding day by day.

 The company enjoys a clear leadership position in most parts of Uttar Pradesh

and Uttarakhand. With its recent entry into the Delhi – NCR markets, Bail

Kolhu Kachchi Ghani Mustard Oil has received an instantaneous acceptance

and has already gained a substantial market share.

CORPORATE SOCIAL RESPONSOBILITY

As socially responsible citizens, the promoters of B.L. Agro are committed to

contribute their bit in the nation building process and work towards the betterment of

the society.

The Khandelwal family actively participate in and support various community service

programmes like Blood Donation camps, Plantation Drives, Service for Physically

Disabled etc.

As an environment sensitive industrial house, B.L. Agro takes various voluntary

measures in addition to the mandatory steps to ensure environment conservation.

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These include

• Effluent Treatment Plant for Water Pollution Control as well as Water Conservation.

• Installation of advanced equipments for Air Pollution Control.

• Use of only Agriculture Bio-Mass for steam generation; and many more such

measures.

Khao Sarson, Jiyo Barson

Mustard Oil – The Healthiest One

Mustard Oil is extracted at a low pressure at low temperature (40-600C).

It contains 0.30-0.35 % essential oil (AllylIso-Thiocynate) which acts as preservative.

Mustard Oil is one of the best cooking oil particular for heart patient because it has an

Omega 3 (MUFA) and 6 Fatty Acid composition (Linolic and alpha Linolic Acid

respectively) in good proposition close to 10:1 rarely found in any other oil. The ideal

ratio of Omega 6 and Omega 3 is 10:1

A Favourable Composition

• Mustard oil has 30 percent protein, calcium, phytins, phenolics and natural anti-

oxidants.

• Mustard oil contains high amount of mono-unsaturated fatty acids and a good ratio

of polyunsaturated fatty acids, which is good for heart. It contains the least amount of

saturated fatty acids, making it safe for heart patients.

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 • Glucosinolate, the pungent principle in mustard oil, has anti bacterial, anti fungal

and anti-carcinogenic properties, which account for many medicinal utilities of the

oil.

• The relatively high level of oleic acid and the favorable balance between linolenic

and linoleic acids is present in mustard oil. It may be said that it is the safest oil and is

as good as any other edible oil.

MARKET DRIVERS

The Market and Consumer Insights possessed by B.L. Agro leadership is

unparalleled. B.L. Agro understands that Fooding habits of consumers are very

individualistic and vary from house to house. And in order to make a long term

relationship with the collective base, the company needs to pack Real Customer

Delight in each pack that it offers.

• Moreover what has brought laurels to B.L. Agro and awarded it a leadership

position is the company's ability to anticipate and adopt to Market Demand Shifts

resulting from either consumer Living Pattern Shifts or any other reason. At B.L.

Agro, change has been one of the most consistent processes. Be it technological

capabilities, be it the strength of human minds or be it the collective efficiencies, B.L.

Agro has always anticipated the changing environment and empowered itself for the

same.

• The most important success driver at B.L. Agro is its ability to offer Consistency of

Highest Quality Standards. Pack by pack, batch by batch, consignment by

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consignment, the products of B.L. Agro carry exactly the same quality and purity

standards for which they have gained widespread respect.

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 CHAPTER 3

PRODUCTS/SERVICES

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 PRODUCTS

 From Commodity trading business to an FMCG company

 From Mustard Trading to Refining

 From just Mustard Oil to Blended Oils

 From one product to multiple product

 Setting up of own QC, packaging units

 Establishing own Brand Names and marketing

 Establishing distribution network

 Continuously achieving revenue growth

Bail Kolhu

Bail Kolhu Kachchi Ghani Mustard Oil is the flagship brand of the company. This is a

Grade A Mustard Oil and due to its unique taste and ideal pungency, it enjoys a

tremendous consumer preference throughout the states of UP, Uttaranchal and Delhi.

Bail Kolhu is a clear market leader in most of its distribution territories and

commands almost monopolistic leadership position in many of the markets.

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 Mohan Dhara

Mohan Dhara is a well accepted brand in the Refined Soyabean Oil segment At B.L.

Agro.

Balance Lite

This is a fast growing brand that has facilitated the advent of B.L. Agro in the Refined

Vegetable Oil segment.

Aviral Dhara

Aviral Dhara is a multi-product brand of Mustard Oil, Palmolein Oil, and Vegetable

Oils. Having gained instant acceptance in the market, the brand is on a steady growth

chart.

Nourish Delite –

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A soon to be launched multi-product National Food brand. Nourish Delite is a Dream

Project of B.L. Agro management that promises to enhance the image as well as scale

of company's operations. the vision is to make Nourish Delite India's biggest and most

trusted Food Brand and the company is planning and preparing to make this dream a

reality.

First product to be offered under this brand will be Premium Soyabean oil followed

by Premium Mustard Oil. The line will be further expanded to multiple food products

that will even extend beyond edible oils and include products like Atta, Besan, Pulses

on one hand and Packaged Drinking Water on the other.

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CHAPTER 4

MARKETING

STRATEGIES

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 MARKETING STRATEGIES

The real estate market goes through many ups and downs and is dependent on several

factors such as interest rates, economic conditions, and job growth.

Regardless of how the market behaves currently, both novices and pros can

apply many strategies that can propel the business forward. This article examines

some of the key strategies that can be employed to expand your real estate business.

1. Identify the target market

1. Identify the target market

Many real estate brokers and businesses focus on a niche market and become an

expert in that market. This gives you an idea about what’s driving the target market

currently, what risks are involved, and most importantly where the market is headed

in the short and long term.

For example, a real estate broker who knows the details about a new transportation or

school project coming locally could change his marketing strategies accordingly.

Additional resources to help you identify your target market:

 What Is Target Marketing?

 How to Define Your Target Market

 How to Do Market Research

 Market Research Resources

2. Budget for marketing expenses

Another major factor in successfully expanding your real estate business is to develop

a marketing budget and stick to it.

There are literally hundreds of avenues to spend your marketing dollars on, such as

real estate websites, email marketing, social media marketing, and postal marketing.

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Your spend must be based on your target audience. For example, customers in the San

Francisco bay area might require internet-based marketing, whereas customers in a

rural area might require a different approach.

3. Website and use social media

Regardless of the market, you must establish your presence on the internet with the

help of a professional website, as well as dedicated accounts on social media sites

such as Facebook, Twitter, and LinkedIn. These are relatively inexpensive, with the

potential for huge outreach.

Satya group also market your business on search engines such as Google and Bing, by

paying for ad campaigns.

4. Encourage referrals and word-of-mouth

Most successful real estate agents generate several deals through referrals from

previous customers. A customer referral is most valued by a new buyer or seller.

For example, new customers are more comfortable selecting a real estate agent when

referred by a friend, colleague, or relative. Satya group always boost this approach by

offering referral bonuses to the person who refers a new customer.

5. Respond quickly

We live in a world that is moving at a much faster pace than ever before. It is very

important to respond to customer queries or else you will risk losing new business.

You must have access to email via a smartphone at all times and ensure that you

respond to a customer request as soon as possible. Satya groupnot wait to respond

until the next day in this business. If you are prompt in responding, it adds to your

credibility and reputation.

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6. Publish a real estate newsletter

If you are serious about your long-term success, then you may consider publishing a

weekly or monthly newsletter with updates on current mortgage rates, changes in real

estate laws, benefits of homeownership, how to develop a real estate investment

portfolio, health checks on the local market, and so on.

All current and prospective customers would appreciate the insights from such a

newsletter, as it shows your knowledge and commitment to the business.

7. Dispel questions on the need for a real estate agent

Disintermediation refers to the mindset where customers wonder whether they really

need a real estate agent or not. Disintermediation marketing targets such customers to

convince them of the value offered by a real estate professional.

Satya group educate the customers via your website or marketing channels on

the need for a real estate agent and lawyer during the sales or purchase of a house or

piece of land.

8. Plan for success

Regardless of whether you are a real estate agent or a real estate developer, you will

need a real estate development business plan. This will set you up for success. Satya

group plan your expenses, contingencies, and other risks with the help of a real estate

development business plan.

Many people fail when they work in a vacuum without such planning. For example,

Satya group plan your budget for next year’s real estate marketing strategies with the

help of a well-documented business plan.

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9. Develop brand awareness

Just like big brand businesses, your real estate business must also strive to develop a

brand of its own. It could be under your name or your business’s name. Any real

estate sales strategy that you apply must keep this concept in mind.

People often wonder how to get into real estate sales and how to successfully build a

business. The answer lies in planning to develop a name brand and using it to market

the business for years to come.

Developing a successful real estate business takes effort and time. The strategies

listed in this article are worth your effort if followed carefully and diligently.

METHODS OF SALES PROMOTION

Sales promotion for companies is all about the ways the company markets the product

or service it is touting in order to make money. Marketing also involves some testing

on the part of the business to determine which combination of these methods works

best for its products or services, and allows the company to sell the most.

1. Identify the potential customers.

To create a sales promotion, you must first come to understand whom you are trying

to sell the product or service, so you can then choose a methodology that appeals to

the customer. Create a scenario that describes who the customer is, how they think

and feel, what they like to do, what their household income is and how the product or

service benefits them or fills a need they have.

2. Plot your product in the life cycle, which is composed of four main stages:

Introductory, growth, maturity and decline. Sales promotion efforts are different in

each stage because the needs of the audience are different in each stage. Determining

where your product falls in the product life cycle reveals how you should be

marketing your product. Generally, products in the introductory stage require sales

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promotions to bring awareness to customers; growth products offer sales promotions

that differentiate it from its competition; maturity requires more of a reminder type

sales promotion using coupons and special sales; and the decline stage is typically

where cost cutting measures occur to cut down on sales promotions.

3. Choose a sales promotion. Start off by choosing one method to implement as a

sales promotion.

You may start by offering coupons to customers. Coupons can work for almost any

stage of the product life cycle and coupons can be distributed in a variety of ways.

You can distribute coupons online via email, in stores where the product is sold, on

your business website, in direct mail--your own direct mail campaign or in coupon

supplier mailers such as Value Pak and Red Plum.

4. Track the response rate.

When you implement the sales promotion, track the response rate of the method. For

example, coupons may include a coupon code that customers have to input in online

orders or provide during a phone order to claim the savings. If the sales promotion is

successful—generates a profit—then you can mimic the sales promotion in future

campaigns. If not, you can modify the existing sales method or add a new method to

the mix.

5. Implement a new sales promotion.

Try out a new sales promotion, such as giving away free samples for customers to try.

You may combine giving away free samples with a coupon so after a customer tries

the product, likes it and decides to buy it, the user also has the added incentive of

saving money to buy the product.

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TYPES OF SALES PROMOTIONS

Sales promotions are used as a way to attract attention to your business or provide an

incentive for a customer to take a desired action. Sales promotions typically last for a

specified time period and are designed to achieve a defined purpose like helping to

launch a new business or luring customers away from a competitor. A variety of sales

promotion types are available to small business owners.

Demos and Sampling

According to the Business Owner's ToolKit website, 51 percent of

shoppers purchased a product they normally would not have purchased when given a

free sample. Samples are most commonly used in grocery stores to introduce a new

food product. A demo is another form of sampling when a product or service is

demonstrated during actual use. A small business owner such as a home improvement

contractor could work with a local hardware store to demonstrate a home

improvement project.

Coupons

Coupons can be used as a way to attract new customers or to develop customer

loyalty. Mail coupons to targeted households as an incentive for someone to shop at

your store or purchase your product. You can also place them on products on your

store's shelves to provide customers with an immediate savings at the

cash register. The latter method encourages customers to keep coming back to your

business.

Price Reduction

A price reduction allows customers to buy your products at a lower price for a

specified period of time. A price reduction may take the form of a sale or an in-store

event like an unadvertised special on certain items. A price reduction may also be

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used to take attention away from a competitor. For example, if you operate a dry

cleaning business and a new dry cleaner opens a store down the street, you can offer a

price reduction to lure customers away from the new store's grand

opening event.

Free Products

Giving something away is another way to lure customers to your place of business.

For your grand opening event, you can provide everyone who attends with free food

or drink or free merchandise. You can also give away items containing your brand or

slogan such as coffee mugs or t-shirts. Another idea is to give away prizes to the first

25 people who enter your place of business on a given day.

CONSUMER SALES PROMOTION TECHNIQUES

Consumer sales promotion is a marketing technique that is used to entice customers to

purchase a product. The promotions typically last for a set period of time and are used

to achieve a specific purpose, such as increasing market share or unveiling a new

product. A number of promotional techniques are commonly used by product

manufacturers and sellers.

Sampling

Providing free samples is a technique used to introduce new products to the

marketplace. Samples give the consumer a chance to see how well they like a product

or try something they otherwise would not normally buy. Local bakeries can hand out

their new creations at a farmer's market. Manufacturers of scented candles can give

away samples at a local gift shop. Sampling is sometimes used as part of a larger

marketing campaign that includes local newspaper or radio advertising.

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Free Trial

A free trial is a way for a consumer to try a new product while eliminating risk. It may

be used when a product is unique to the marketplace, which can make consumers

leery of trying it out. This technique is commonly used in television infomercials

where the buyer has 30 days to try the product, during which time he can return it for

a full refund if he's not satisfied.

Free Gifts

Free gifts entice consumers to make a purchase by including a bonus along with the

product. The gift may be included in the outer part of the product packaging to serve

as a visual attraction. It may also take the form of a prize inside the package. As an

example, a local food company could place cash or gift cards inside random packages

of its products.

Contests

Contests offer the customer a chance to win prizes like cash or store merchandise. For

example, an electronics retailer could hold a karaoke contest at its store, while using

local celebrities as judges. The contestant who is voted the winner would receive a

prize such as a piece of audio or video equipment. Being creative helps generate more

buzz about the contest, and ultimately, the product you are trying to sell.

Special Pricing

Special pricing is used to offer consumers a lower price for a period of time or to

purchase in multiple quantities. For example, a retailer may offer a product that

normally costs 50 cents at a price of 3-for-99-cents during the promotional period.

Manufacturers often provide funds to the store to subsidize the price reduction.

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MARKETING PROMOTIONAL METHODS

Promotions is the part of marketing that specifically involves communicating

company or product information to targeted customers. This is a key component of

the broader marketing system, because it is what usually makes customers aware of

you, attracted to your brand, interested in buying and ultimately, loyal customers.

Advertising, public relations and personal selling are three staple methods of

promotion, though some new techniques have emerged in the early 21st century.

Advertising

Advertising takes up a significant portion of a company's budget allocated toward

marketing and promotion. It includes the development and paid delivery of brand or

product messages through media. Companies usually have internal advertising

departments that design and develop ads, or they work with advertising firms who

specialize in the advertising process. Since you pay for ad placement in media such as

television, radio, newspapers and magazines, you generally have more control over

the message than you do through some other promotional methods.

Public Relations

Maintaining goodwill with the public is an important long-term strategy for both

small and large companies. A variety of public relations tactics are used to reach out

to customers through unpaid-for media messages. Press releases are one of the most

common and routine PR tactics. This is when a company sends an overview of a

major change or event, product launch or other news to various media outlets. Press

conferences, features news reports and newsletters are other common PR tools. A

general objective of PR is to keep your brand in front of people even beyond paid ads.

The challenge is you can't always control the way your PR messages are delivered or

received.

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Selling

While business typically engage in some level of advertising and public relations, the

use of personal selling tactics varies considerably. Some small businesses don't

employ active sales associates based on the small-scale products or services they sell.

Companies with big-ticket items, such as electronics or appliances, more often use

sales associates to stress the benefits of products to customers and to overcome their

concerns. Selling is one of the most interactive forms of promotion.

Digital/Interactive

The evolution of the Internet and related technologies has given rise to digital and

interactive promotional methods. Email marketing, online advertising and mobile

advertising have all become common components of promotional campaigns. These

methods are often relatively affordable for small businesses and offer direct

connections to tech-savvy consumers who spend significant time online. Social media

portals such as Twitter, Facebook and YouTube also provide inexpensive ways to

interact with customers in real time.

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 CHAPTER 5

BRAND AWARENESS

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BRAND AWARENESS

Brand awareness is a key consideration in consumer behavior, advertising

management, brand management and strategy development. The consumer's ability to

recognise or recall a brand is central to purchasing decision-making. Purchasing

cannot proceed unless a consumer is first aware of a product category and a brand

within that category. Awareness does not necessarily mean that the consumer must be

able to recall a specific brand name, but he or she must be able to recall sufficient

distinguishing features for purchasing to proceed. For instance, if a consumer asks her

friend to buy her some gum in a "blue pack", the friend would be expected to know

which gum to buy, even though neither friend can recall the precise brand name at the

time.

Different types of brand awareness have been identified, namely brand

recall and brand recognition. Key researchers argue that these different types of

awareness operate in fundamentally different ways and that this has important

implications for the purchase decision process and for marketing communications.

Brand awareness is closely related to concepts such as the evoked

set and consideration set which describe specific aspects of the consumer's purchase

decision. Consumers are believed to hold between three and seven brands in their

consideration set across a broad range of product categories.  Consumers will

normally purchase one of the top three brands in their consideration set.

Brand awareness is a key indicator of a brand's competitive market performance.

Given the importance of brand awareness in consumer purchasing decisions,

marketers have developed a number of metrics designed to measure brand awareness

and other measures of brand health. These metrics are collectively known

as Awareness, Attitudes and Usage (AAU) metrics.

33
To ensure a product or brand's market success, awareness levels must be managed

across the entire product life-cycle - from product launch through to market decline.

Many marketers regularly monitor brand awareness levels, and if they fall below a

predetermined threshold, the advertising and promotional effort is intensified until

awareness returns to the desired level.

Importance of brand awareness

Brand awareness is related to the functions of brand identities in consumers’ memory

and can be measured by how well the consumers can identify the brand under various

conditions.[3] Brand awareness is also central to understanding the consumer purchase

decision process. Strong brand awareness can be a predictor of brand success. [4] It is

an important measure of brand strength or brand equity and is also involved in

customer satisfaction, brand loyalty and the customer's brand relationships .

Brand awareness is a key indicator of a brand's market performance. Every year

advertisers invest substantial sums of money attempting to improve a brand's overall

awareness levels. Many marketers regularly monitor brand awareness levels, and if

they fall below a predetermined threshold, the advertising and promotional effort is

intensified until awareness returns to the desired level. Setting brand awareness goals/

objectives is a key decision in marketing planning and strategy development.

Brand awareness is one of major brand assets that adds value to the product, service

or company.[6] Investments in building brand awareness can lead to sustainable

competitive advantages, thus, leading to long-term value.

Types of brand awareness

Marketers typically identify two distinct types of brand awareness; namely brand

recall (also known as unaided recall or occasionally spontaneous recall) and brand

34
recognition (also known as aided brand recall). These types of awareness operate in

entirely different ways with important implications for marketing strategy and

advertising.

Brand recall

Brand recall is also known as unaided recall or spontaneous recall and refers to the

ability of the consumers to correctly elicit a brand name from memory when

prompted by a product category. Brand recall indicates a relatively strong link

between a category and a brand while brand recognition indicates a weaker link.

When prompted by a product category, most consumers can only recall a relatively

small set of brands, typically around 3-5 brand names. In consumer tests, few

consumers can recall more than seven brand names within a given category and for

low-interest product categories, most consumers can only recall one or two brand

names.

Research suggests that the number of brands that consumers can recall is affected by

both individual and product factors including; brand loyalty, awareness set size,

situational, usage factors and education level. For instance, consumers who are

involved with a category, such as heavy users or product enthusiasts, may be able to

recall a slightly larger set of brand names than those who are less involved.

Brand recognition

Brand recognition is also known as aided recall and refers to the ability of the

consumers to correctly differentiate the brand when they come into contact with it.

This does not necessarily require that the consumers identify the brand name. Instead,

it means that consumers can recognise the brand when presented with it at the point-

of-sale or after viewing its visual packaging. In contrast to brand recall, where few

35
consumers are able to spontaneously recall brand names within a given category,

when prompted with a brand name, a larger number of consumers are typically able to

recognise it.

Top-of-Mind Awareness

Consumers will normally purchase one of the top three brands in their consideration

set. This is known as top-of-mind awareness. Consequently, one of the goals for most

marketing communications is to increase the probability that consumers will include

the brand in their consideration sets.

By definition, top-of-mind awareness is "the first brand that comes to mind when a

customer is asked an unprompted question about a category." When discussing top-

of-mind awareness among larger groups of consumers (as opposed to a single

consumer), it is more often defined as the "most remembered" or "most recalled"

brand name(s).

A brand that enjoys top-of-mind awareness will generally be considered as a genuine

purchase option, provided that the consumer is favourably disposed to the brand

name. Top-of-mind awareness is relevant when consumers make a quick choice

between competing brands in low-involvement categories or for impulse type

purchases.

Marketing implications of brand awareness

Clearly brand awareness is closely related to the concepts of the evoked set (defined

as the set of brands that a consumer can elicit from memory when contemplating a

purchase) and the consideration set (defined as the “small set of brands which a

consumer pays close attention to when making a purchase decision”). One of the

advertising's central roles is to create both brand awareness and brand image, in order

36
to increase the likelihood that a brand is included in the consumer's evoked set or

consideration set and regarded favourably. 

Consumers do not learn about products and brands from advertising alone. When

making purchase decisions, consumers acquire information sources from a wide

variety of information sources in order to inform their decisions. After searching for

information about a category, consumers may become aware of a larger number of

brands which collectively are known as the awareness set. Thus, the awareness set is

likely to change as consumers acquire new information about brands or products. A

review of empirical studies in this area suggests that the consideration set is likely to

be at least three times larger than the evoked set. Awareness alone is not sufficient to

trigger a purchase, consumers also need to be favourably disposed to a brand before it

will be considered as a realistic purchase option.

The process of moving consumers from brand awareness and a positive brand attitude

through to the actual sale is known as conversion.  While advertising is an excellent

tool for creating awareness and brand attitude, it usually requires support from other

elements in the marketing program to convert attitudes into actual sales. Other

promotional activities, such as telemarketing, are vastly superior to advertising in

terms of generating sales. Accordingly, the advertising message might attempt to

drive consumers to direct sales call centres as part of an integrated communications

strategy.  Many different techniques can be used to convert interest into sales

including special price offers, special promotional offers, attractive trade-in terms or

guarantees.

Percy and Rossiter (1992) argue that the two types of awareness, namely brand

recall and brand recognition, operate in fundamentally different ways in the purchase

decision. For routine purchases such as fast moving consumer goods (FMCG), few

37
shoppers carry shopping lists. For them, the presentation of brands at the point-of-sale

acts as a visual reminder and triggers category need. In this case, brand recognition is

the dominant mode of awareness. For other purchases, where the brand is not present,

the consumer first experiences category need then searches memory for brands within

that category. Many services, such as home help, gardening services, pizza delivery

fall into this category. In this case, the category need precedes brand awareness. Such

purchases are recall dominant, and the consumer is more likely to select one of the

brands elicited from memory. When brand recall is dominant, it is not necessary for

consumers to like the advertisement, but they must like the brand. In contrast,

consumers should like the ad when brand recognition is the communications

objective. 

The distinction between brand recall and brand recognition has important

implications for advertising strategy. When the communications objectives depend

on brand recognition, the creative execution must show the brand packaging or a

recognisable brand name. However, when the communications objectives rely

on brand recall, the creative execution should encourage strong associations between

the category and the brand. Advertisers also use jingles, mnemonics and other devices

to encourage brand recall.

Brand dominance occurs when, during brand recall tests, most consumers can name

only one brand from a given category. Brand dominance is defined as an individual’s

selection of only certain brand names in a related category during a brand recall

procedure. While brand dominance might appear to be a desirable goal, overall

dominance can be a double-edged sword.

A brand name that is well known to the majority of people or households is also

called a household name  and may be an indicator of brand success. Occasionally a

38
brand can become so successful that the brand becomes synonymous with the

category. For example, British people often talk about "Hoovering the house" when

they actually mean "vacuuming the house." (Hoover is a brand name). When this

happens, the brand name is said to have "gone generic."  Examples of brands

becoming generic abound; Kleenex, Cellotape, Nescafe, Aspirin and Panadol. When a

brand goes generic, it can present a marketing problem because when the consumer

requests a named brand at the retail outlet, they may be supplied with a competing

brand. For example, if a person enters a bar and requests "a rum and Coke," the

bartender may interpret that to mean a "rum and cola-flavoured beverage," paving the

way for the outlet to supply a cheaper alternative mixer. In such a scenario, Coca-Cola

Ltd, who after investing in brand building for more than a century, is the ultimate

loser because it does not get the sale.

Measuring brand awareness

Just as different types of brand awareness can be identified, there are a variety of

methods for measuring awareness. Typically, researchers use surveys, carried out on a

sample of consumers asking about their knowledge of the focus brand or category.

Two types of recall test are used to measure brand awareness:

 Unaided recall tests: where the respondent is presented with a product

category and asked to nominate as many brands as possible. Thus, the unaided

recall test provides the respondent with no clues or cues. Unaided recall tests are

used to test for brand recall.

 Aided recall test: where the respondent is prompted with a brand name and

asked whether they have seen it or heard about it. In some aided recall tests, the

respondent might also be asked to explain what they know about the brand e.g. to

39
 describe package, colour, logo or other distinctive features. Aided recall tests are

used to test for brand recognition.

 Other brand-effects tests: In addition, to recall tests, brand research often

employs a battery of tests, such as brand association tests, brand attitude, brand

image, brand dominance, brand value, brand salience and other measures of brand

health. Although these tests do not explicitly measure brand awareness, they

provide general measures of brand health and often are used in conjunction with

brand recall tests.

To measure brand salience, for example, researchers place products on a shelf in a

supermarket, giving each brand equal shelf space. Consumers are shown photographs

of the shelf display and ask consumers to name the brands noticed. The speed at

which consumers nominate a given brand is an indicator of brand's visual

salience. This type of research can provide valuable insights into the effectiveness of

packaging design and brand logos. [31]

A number of commercial research firms (e.g. Interbrand, Millward-Brown, Nielsen

(Asia) ) monitor brand effects for key international brands and the topline survey

findings are widely published in business press, trade press and online. It is worth

noting that these commercially compiled lists are not popularity contests, but use

clearly articulated methodologies to compile lists based on consumer responses

collected in structured research. However, these listings use a variety of metrics, so

the results are not directly comparable and it cannot be assumed that they measure

brand awareness. As with the interpretation of all research, it is important for readers

to familiarise themselves with the methodologies used in order to clarify what exactly

is being measured and how the data was collected.

40
Obviously, most marketers aim to build high levels of brand awareness within

relevant market segments, giving rise to a continuing interest in developing the right

metrics to measure brand effects. Metrics used to measure brand effects are

collectively termed AAU metrics (Awareness, Attitudes and Usage).

Brand awareness and the hierarchy of effects

Brand awareness is a standard feature of a group of models known as hierarchy of

effects models. Hierarchical models are linear sequential models built on an

assumption that consumers move through a series of cognitive and affective stages,

beginning with brand awareness (or category awareness) and culminating in the

purchase decision.  In these models, advertising and marketing communications

operate as an external stimulus and the purchase decision is a consumer response.

A number of hierarchical models can be found in the literature including DAGMAR

and AIDA. In a survey of more than 250 papers, Vakratsas and Ambler (1999) found

little empirical support for any of the hierarchies of effects. In spite of that, some

authors have argued that hierarchical models continue to dominate theory, especially

in the area of marketing communications and advertising.

The hierarchy of effects developed by Lavidge in the 1960s is one of the original

hierarchical models. It proposes that customers progress through a sequence of six

stages from brand awareness through to the purchase of a product.

Stage 1: Awareness - The consumer becomes aware of a category, product or

brand (usually through advertising)

Stage 2: Knowledge - The consumer learns about the brand (e.g. sizes,

colours, prices, availability etc)

41
 ↓

Stage 3: Liking - The consumer develops a favourable/unfavourable

disposition towards the brand

Stage 4: Preference - The consumer begins to rate one brand above other

comparable brands

Stage 5: Conviction - The consumer demonstrates a desire to purchase (via

inspection, sampling, trial)

Stage 6: Purchase - The consumer acquires the product

Hierarchical models have been widely adapted and many variations can be found,

however, all follow the basic sequence which includes Cognition (C)- Affect (A) -

Behaviour (B) and for this reason, they are sometimes known as C-A-B models.
[41]
Some of the more recent adaptations are designed to accommodate the

consumer's digital media habits and opportunities for social influence.

Selected alternative hierarchical models follow:

Basic AIDA model: Awareness→ Interest→ Desire→ Action

Modified AIDA model: Awareness→ Interest→ Conviction →Desire→

Action 

AIDAS Model: Attention → Interest → Desire → Action → Satisfaction 

AISDALSLove model: Awareness→ Interest→ Search →Desire→ Action →

Like/dislike→ Share → Love/ Hate 

42
 Lavidge et al's Hierarchy of Effects: Awareness→ Knowledge→ Liking→

Preference→ Conviction→ Purchase

DAGMAR Model: Awareness → Comprehension → Attitude/ Conviction →

Action 

Rossiter and Percy's communications effects: Category Need → Brand

Awareness → Brand Preference (Ab) → Purchase Intent→ Purchase

Facilitation 

Marketing Implications of hierarchical models

It should be evident that brand awareness constitutes just one of six stages that outline

the typical consumer's progress towards a purchase decision. While awareness is a

necessary precondition for a purchase, awareness alone cannot guarantee the ultimate

purchase. Consumers may be aware of a brand, but for different reasons, may not like

it or may fail to develop a preference for that brand. Hence, brand awareness is an

indicator of sales performance, but does not account for all sales performance. For

these reasons, marketers use a variety of metrics, including cognitive, affective and

behavioral variables, to monitor a brand's market performance.

As consumers move through the hierarchy of effects (awareness→ knowledge→

liking→ preference→ conviction→ purchase), they rely on different sources of

information to learn about brands. While main media advertising is useful for creating

awareness, its capacity to convey long or complex messages is limited. In order to

acquire more detailed knowledge about a brand, consumers rely on different sources

such as product reviews, expert opinion, word-of-mouth referrals and brand/ corporate

websites. As consumers move closer to the actual purchase, they begin to rely on

more personal sources of information such as recommendations from friends and

relatives or the advice of sales representatives.[50] For example, the opinion of an

43
influential blogger might be enough to shore up preference/conviction while a

salesperson might be necessary to close the actual purchase.

The Purchase Funnel indicates that awareness is a necessary precondition for

purchase

All hierarchical models indicate that brand awareness is a necessary precondition to

brand attitude or brand liking, which serves to underscore the importance of creating

high levels of awareness as early as possible in a product or brand life-cycle.

Hierarchical models provide marketers and advertisers with basic insights about the

nature of the target audience, the optimal message and media strategy indicated at

different junctures throughout a product's life cycle. For new products, the main

advertising objective should be to create awareness with a broad cross-section of the

potential market. When the desired levels of awareness have been attained, the

advertising effort should shift to stimulating interest, desire or conviction. The

number of potential purchasers decreases as the product moves through the natural

sales cycle in an effect likened to a funnel.[51] Later in the cycle, and as the number of

prospects becomes smaller, the marketer can employ more tightly targeted promotions

such as personal selling, direct mail and email directed at those individuals or sub-

segments likely to exhibit a genuine interest in the product or brand.

44
Creating and maintaining brand awareness

Brand advertising can increase the probability that a consumer will include a given

brand in his or her consideration set. Brand-related advertising expenditure has a

positive affect on brand awareness levels. Virtually anything that exposes consumers

to a brand increases brand awareness. “Repeat brand exposure in stores improves

consumers' ability to recognize and recall the brand.” Increased exposure to brand

advertising can increase consumer awareness and facilitate consumer processing of

the included information, and by doing this it can heighten consumers brand recall

and attitude towards the brand.

Brand marketers must consider how to manage awareness throughout a

product's entire life-cycle

To increase the probability of a product's acceptance by the market, it is important to

create high levels of brand awareness as early as practical in a product or brand's life-

cycle. To achieve top-of-mind awareness, marketers have traditionally, relied on

intensive advertising campaigns, especially at the time of a product launch. To be

successful, an intensive campaign utilises both broad reach (expose more people to

the message) and high frequency (expose people multiple times to the message).

45
Advertising, especially main media advertising, was seen as the most cost efficient

means of reaching large audiences with the relatively high frequency needed to create

high awareness levels. Nevertheless, intensive advertising campaigns can become

very expensive and can rarely be sustained for long periods.

As new products enter the market growth stage, the number of competitors tends to

increase with implications for market share. Marketers may need to maintain

awareness at some predetermined level to ensure steady sales and stable market share.

Marketers often rely on rough and ready 'rules-of-thumb' to estimate the amount of

advertising expenditure required to achieve a given level of awareness. For instance, it

was often held that to increase brand awareness by just one per cent, it was necessary

to double the dollars spent on advertising.

When a brand becomes established and attains the desired awareness levels (typically

outlined in the marketing plan), the brand advertiser will shift from an intensive

advertising campaign to a reminder campaign. The objective of a reminder campaign

is simply to keep target audiences aware of the brand's existence and to introduce new

life into the brand offer. A reminder campaign typically maintains broad reach, but

with reduced frequency and as a consequence is a less expensive advertising option.

Reminder advertising is used by established brands, often when they are entering the

maturity stage of the product lifecycle. In the decline stage, marketers often shift to

a caretaker or maintenance program where advertising expenditure is cut back.

While advertising remains important for creating awareness, a number of changes in

the media landscape and to consumer media habits have reduced the reliance on main

media advertising. Instead, marketers are seeking to place their brand messages across

a much wider variety of platforms. An increasing amount of consumer time and

attention is devoted to digital communications devices - from computers and tablets

46
through to cellphones. It is now possible to engage with consumers in a more cost

efficient manner using platforms such as social media networks that command

massive audiences. For example, Facebook has become an extremely important

communications channel. Moreover, social media channels allow for two-way,

interactive communications that are not paralleled by traditional main media.

Interactive communications provide more opportunities for brands to connect with

audience members and to move beyond simple awareness, facilitating brand

preference, brand conviction and ultimately brand loyalty.

The rise of social media networks has increased the opportunities for opinion

leaders to play a role in brand awareness. In theory, anyone can be an opinion leader

e.g. celebrities, journalists or public figures, but the rise of the digital environment has

changed our understanding of who is a potentially useful influencer. Indeed, the

digital environment has created more opportunities for bloggers to become important

influencers because they are seen as accessible, authentic and tend to have loyal

followings. Bloggers have become key influencers in important consumer goods and

services including fashion, consumer electronics, food and beverage, cooking,

restaurant dining and bars. For example, a recent survey by Collective Bias, showed

that when it comes to product endorsements digital influencers are more popular than

celebrities. Findings showed that only 3% of participants said they would consider

buying a celebrity-endorsed item, in comparison to 60% who said they had been

influenced by a blog review or social media post when shopping. For marketers, the

digital landscape has made it somewhat easier to identify social influencers.

47
 CHAPTER 6

INTODUCTION AND

OBJECTIVES

48
Edible oil industry in the India, which is hugely driven by import of edible oils,

registered revenues of INR ~ billion in FY’2012. With an increase in consumption of

edible oils in the country, the revenue of edible oils had inclined by 30.8% compared

to FY’2011. Each segment in the edible oil industry is subject to a gamut of different

factors such as price hikes and change in government policies play an important role

in determining their respective revenues. The edible oil industry in the India has

grown at a CAGR of 13.1% from INR 638.4 billion in FY’2009 to INR ~ billion in

FY’2014. The competition in India edible oil market is highly fragmented owing to

the presence of a large number of organized as well as local and unorganized players.

The major players are Cargill, Adani Wilmar, Ruchi Soya, Agrotech Foods, and

others.

India is the second-largest producer of Rice bran oil after China and the country has

the potential to produce more than 1.4 million tonnes of rice bran oil. Rice Bran Oil

market in India is still at its nascent stage, but the segment has showcased immense

growth in the past few years. In FY’2012, the market for Rice Bran Oil in India grew

at a sizeable growth rate of 14.0%. Adani Wilmar is the leading player in the Rice

Bran oil segment. A large proportion of the rice bran oil market is dominated by

regional and local players

Sunflower oil market in India has showcased a promising growth in revenues during

the past few years. The sunflower oil market revenues during the period FY’2009-

FY’2014 has surged at a healthy CAGR of 3.2%. The market for Sunflower oil in

India has been dominated by Kauleeshwari. Ruchi Soya, Cargill, Adani Wilmar and

other players such as Rasoya proteins, Kaneriya Oil industries, local and regional

49
players as well as imported brands also command a substantial proportion in the

overall market.

Blended Oil market in India has showcased a healthy and steady growth during the

span of last five years from FY’2009-FY’2014. The market for Blended Oil in India

has been largely subjugated by organized players which has accounted for major share

in the overall market. The organized market which incorporates branded players such

as Agrotech Foods, Marico and Adani Wilmar also has a strong regional dominance

in the country.

The edible oil market is expected to be dominated by various national and

multinational players due to the increasing import dependence of the country in the

near future. Rice bran and blended oil market are expected to be the fastest growing

categories in the entire edible oil segment with Oils such as Mustard, Sunflower,

Groundnut and Cottonseed tend to remain region specific in the near future with a

moderate fluctuation in their prices

India Edible Oil Market Introduction

1.1. Major Types of Oil in India

1.2. India Edible Oil Market Value Chain Analysis

2. Growth Drivers for India Edible Oil Market

Growing Preference for Healthy Oils

Growth in Population base and Rise in Urbanization Levels

Shift in Consumption Pattern towards Branded Oil

Untapped Market Potential

Favourable Government Policies

50
3. Issues and Challenges in India Edible Oil Market

High Level of Imports

Low Agricultural Productivity

Absence of Technology for Oil Refineries

Lower Capacity Utilization

Lack of Liquid Storage - Warehousing

4. Government Role in India Edible Oil Market

Promotion of FDI in India Edible Oil Industry

Import Regulations Imposed by the Government

Oil Palm Development Programme

Minimum Support Price for Oilseeds

Lifting Ban on Export of Edible Oil

5. Trends and Developments in India Edible oil Market

Favourable Demand Outlook and Under Penetrated Market

Rapid Introduction of New Brands

Enhancement of Production Facilities by Major Players

Surging Modern Trade

Consumer perception

Consumer perception applies the concept of sensory perception to marketing and

advertising. Just as sensory perception relates to how humans perceive and process

sensory stimuli through their five senses, consumer perception pertains to how

individuals form opinions about companies and the merchandise they offer through

the purchases they make. Merchants apply consumer perception theory to determine

how their customers perceive them. They also use consumer perception theory to

51
develop marketing and advertising strategies intended to retain current customers --

and attract new ones.

Self Perception

Self perception theory attempts to explain how individuals develop an understanding

of the motivations behind their own behavior. Self perception by customers relates to

values and motivations that drive buying behavior -- which is also an important aspect

of consumer perception theory. For instance, a study by researchers at the University

of Massachusetts at Amherst addressed how self perception shaped consumers'

buying behavior. The study considered the question of whether consumers believed

their buying decisions had a real effect on issues such as environmental impact. The

researchers concluded that consumers' self perception was a driving factor in whether

or not they placed a priority on socially conscious purchase and consumption

practices. Consumers who viewed themselves as socially conscious tended to place

more weight on issues such as environmental impact when making buying decisions

than consumers who did not hold similar views of themselves.

Price Perception

While mass merchandisers such as Wal-Mart emphasize low prices as an inherent

virtue, upscale merchants attempt to emphasize quality and value for money to appeal

to potential customers. Researchers at the School of Business Administration at

LaSalle University and LeBow College of Business at Drexel University considered

several factors, including price perception -- whether consumers believed they were

being charged fair prices -- in determining whether online shoppers would make

repeat purchases through the same website. The researchers concluded that price

52
 perception strongly influenced whether customers were satisfied with their purchases

and whether they would make future purchases. Two factors that shaped price

perception were the perceived quality of the merchandise or service in question and

price comparisons with merchants offering similar merchandise or services.

Benefit Perception

"It's good, and it's good for you." Many consumers are familiar with this phrase

frequently associated with food advertising. Researchers from Marquette University,

Louisiana State University and the University of Arkansas surveyed customers to

determine how nutrition claims associated with food affected their perception of that

food's nutritional value. The researchers found that consumers tend to reject general,

unsupported claims of enhanced nutrition, especially concerning high nutritional

value for foods that are traditionally viewed as unhealthy. The researchers also

theorized that consumers would demonstrate a trend toward applying more scrutiny to

nutrition claims and would demand more specific information about the foods they

purchase.

OBJECTIVE OF THE STUDY

 To study the brand awareness of B.L. Agro in Bareilly.

 To promote the sales of B.L. Agro in Bareilly.

 Customer’s perception about B.L. Agro in Bareilly.

 Comparative analysis of B.L. Agro and other brands

53
 CHAPTER 7

RESEARCH DESIGN

54
 RESEARCH METHODOLOGY

Research Methodology is a way to systematically solve the research problem.

When we talk to research methodology we not only talk of research methods but

also consider the logic behind the methods we use in the context of our research

results are capable of being evaluated either by the researchers himself or by

others.

The purpose of this section is to describe the methodology carried out to complete

the work. The methodology plays a dominant role in any research work. The

effectiveness of any research work depends upon the correctness and effectiveness

of the research methodology.

Problem Identification

To carry out the promotion requires preparing a database of corporate houses, and

specific location in different part in Bareilly and find out contact name and phone

number of concerned person.

Research Design

To accomplish the predefined objectives of the research, Descriptive Research

Design is used to collect the require information from the sources. Descriptive

research design is helpful in collecting in depth information, the demographic

characteristics of the customers as well as to get their feedback.

Sampling method

It is not possible to get the information from each and every dealer under the

limited time and limited resources. Therefore a relevant and sizeable sample is

drawn from the total number of customers.

‘Area sampling’ method is used along with ‘judgment sampling’ via Market

Search and the data were collected.

55
Sample Size: 100 respondents from Bareilly city

Data source

Two types of data sources are used in this project work:

Primary Data

 Observation

 Survey Research (Questionnaires)

 Behavioral-data

OBSERVATION RESEARCH

Fresh data can be gathered by, observing the relevant actors and settings.

SURVEY RESEARCH

Surveys are best suited for descriptive research. Companies undertake surveys to

learn about people's knowledge, beliefs, preferences, and satisfaction, and to

measure these magnitudes in the general population.

Secondary Data

 Sources: reports, websites, Newspapers & Journals

 Company website: hclinfosystems.com, hclstores.com

RESEARCH INSTRUMENT

Marketing Researchers have a choice of main research instruments in collecting

primary data is questionnaires.

56
 CHAPTER 8

INTERPRETATION AND

ANALYSIS

57
 DATA ANALYSIS AND INTERPRETATION

1. Age Group

Age
18-25 year 21
25-45 year 17
45-60 year 8
60 above 4
Table No. 1

Age

25

20

15 Age

10

0
18-25 year 25-45 year 45-60 year 60 above

Figure No. 1

Interpretation: As per table and graph there are 42% respondents are from the age

group of 18-25 year old, 34% respondents are from 25-45 year age slab, 16%

respondents are from age group of 45-60 year and rest of 8% respondents are above

60 year old.

58
 2. Occupation

Occupation
Student 9
Serviceman 21
Businessmen 16
Professional 4
Table No. 2

Occupation

25

20

15 Occupation

10

0
Student Serviceman Businessmen Professional

Figure No. 2

Interpretation: As per table and graph there are 18% Respondents are Students ,

42% respondents are servicemen , 32% respondents are businessmen and 8%

respondents are Professional .

59
 3. Gender

Gender
Male 34
Female 16
Table No. 3

Gender
Male Female
32%

68%

Figure No. 3

Interpretation: As per table and graph there are 68% respondents are Male and 32%

respondents are female.

60
 4. Belongs to

Belongs to
Urban area 41
Rural area 9
Table No. 4

Belongs to
Urban area Rural area
18%

82%

Figure No. 4

Interpretation: As per table and graph there are 82% respondents are from urban

area and 18% respondents are from Rural Area.

61
 5. Income level (Per Month)

Income

Level
0-50,000 INR 27
50,000-100,000 INR 13
100,000-250,000 INR 7
250,000 above 3
Table No. 5

Income Level

30
25
20
15
Income Level
10
5
0
R R R e
IN IN IN ov
0 0 0 ab
,00 00 00 0
5 0 0, 0, 00
0- 10 25 0,
0- 0- 25
00 00
5 0, 0,
10

Figure No. 5

Interpretation: As per table and graph there are 54% respondents are from the

income slab of 0 to 50,000INR per month , 26% respondents are from 50,000 to

100,000 Inr , 14% respondents are from 100,000-250,000 Inr and 6% respondents are

from income slab of above 250,000Inr.

62
 6. Do you Buy B.L Agro Products?

Response
Yes 32
No 18
Table No. 6

Response
Yes No

36%

64%

Figure No. 6

Interpretation: As per table and graph there are 64 % respondents are using B.L

Agro Products and 36% respondents are not using products.

63
 7. How often you buy B.L Agro Products ?

Response
Daily 4
Weekly 17
Monthly 22
Other 7
Table No. 7

Response

25

20

15 Response

10

0
Daily Weekly Monthly Other

Figure No. 7

Interpretation: As per table and graph there are 8% respondents buy B.L. Agro

products daily , 34% respondents buy weekly , 44% respondents buy monthly and

14% respondents buy on different time period.

64
 8. Why do you prefer buying B.L Agro Products?

Response
Taste 8
Quality 15
Price 10
Trust 14
Other 3
Table No. 8

Response
16

14

12

10 Response
8

0
Taste Quality Price Trust Other

Figure No. 8

Interpretation: As per table and graph there are 16% respondents buying B.L. agro

products for Taste, 30% respondents says Quality , 20% respondents says price , 28%

respondents prefer for trust and 6% respondents says other reason.

9. What is the capacity of edible oil do you usually purchase?

Response
1 ltr 14
5 ltr 23

65
 15 ltr 9
Other 4
Table No. 9

Response

25

20

15 Response

10

0
1 ltr 5 ltr 15 ltr Other

Figure No. 9

Interpretation: As per table and graph there are 28% respondents prefer 1 ltr pack,

46% respondents prefer 5 ltr pack , 18% respondents prefer 15ltr pack and 8%

respondents prefer other value pack.

66
 10. Do brand names influence when you purchasing a type of product?

Response
Always 23
Sometimes 18
Never 9
Table No. 10

Response
Always Sometimes Never
18%

46%

36%

Figure No. 10

Interpretation: As per table and graph there are 46% respondents says brand name

matters a lot while purchasing , 36% respondents says sometime brand name

influence and 18% respondents says brand name never affect while purchasing.

67
 11. How do you get to know about B.L Agro Products?

Response
TV ads 12
Newspaper Ads 23
Online 8
Other 7
Table No. 11

Response

25

20

15 Response

10

0
TV ads Newspaper Ads Online Other

Figure No. 11

Interpretation: As per table and graph there are 24 % respondents know about B.L

Agro products by TV ads , 46% respondents says Newspaper ads , 16% respondents

says by internet and 14% respondents says other source.

68
 12. Do you tend to buy more when there are sales and special offer on ?

Response
Always 21
Sometimes 17
Never 12
Table No. 12

Response
Always Sometimes Never
24%

42%

34%

Figure No. 12

Interpretation: As per table and graph there are 42% respondents says special offer

always affect purchasing , 34% respondents says sometime it works and 24%

respondents say special offer never affect purchasing.

69
 13. Are you satisfied by B.L Agro products?

Response
Yes 43
No 7
Table No. 13

Response
Yes No
14%

86%

Figure No. 13

Interpretation: As per table and graph there are 86% respondents are satisfied with

B.L. Agro products and 14% respondents are not satisfied with B.L agro products.

70
 14. What else you want B.L Agro to improve?

Respons

e
Taste 7
Price 18
Quality 4
Other 21
Table No. 14

Response

25

20

15 Response

10

0
Taste Price Quality Other

Figure No. 14

Interpretation: As per table and graph there are 14% respondents suggest to improve

taste of edible oil , 36% respondents suggest to improve price of products, 8%

respondents suggest to improve quality of products and 42% respondents have

different suggestion like availability in market, quantity of pack and others.

71
 CHAPTER 9:

CONCLUSION,

FINDINGS,

LIMITATIONS AND

SUGGESTIONS

72
 CONCLUSION

Any research which is conducted in the market place flashes back hidden truths

and basic facts, which affects the business of a company directly or indirectly.

These hidden truths are basic facts, which are out coming of the research, are

known as a finding. The information gathered from the market, which are

accountable in the achievement of the objective and for the company, which

makes the project more interesting, are basically known findings. The result of

assigned project in management studies is known as findings. The findings of

this project are as follows:

1) Bail Kolhu is a market leader in Edible Oil products in Bareilly but have

a very close competition with Rath.

2) Bail kolhu and Rath are two companies that are at top of mind in Brand

fateek customers.

3) Cost and quality are two major factors that are taken into consideration

while purchasing.

4) Quality wise Bail Kolhu is considered to be number two after Fortune.

5) Cost wise Bail Kolhu is number two where as Rath enjoys first position.

6) Bail Kolhu holds number one position in after sales services that is the

major reason for it to being a market leader.

7) Bail Kolhu give vary tuff competition to both MNC Companies

8) According to consumer satsfaction Index Bail Kolhu is No.1 where as

second and third is HP and IBM..

73
 FINDINGS

1. Found that there are 42% respondents are from the age group of 18-25 year

old, 34% respondents are from 25-45 year age slab, 16% respondents are from

age group of 45-60 year and rest of 8% respondents are above 60 year old.

2. Found that there are 18% Respondents are Students , 42% respondents are

servicemen , 32% respondents are businessmen and 8% respondents are

Professional .

3. Found that there are 68% respondents are Male and 32% respondents are

female.

4. Found that there are 82% respondents are from urban area and 18%

respondents are from Rural Area.

5. Found that there are 54% respondents are from the income slab of 0 to

50,000INR per month , 26% respondents are from 50,000 to 100,000 Inr , 14%

respondents are from 100,000-250,000 Inr and 6% respondents are from

income slab of above 250,000Inr.

6. Found that there are 64 % respondents are using B.L Agro Products and 36%

respondents are not using products.

7. Found that there are 8% respondents buy B.L. Agro products daily , 34%

respondents buy weekly , 44% respondents buy monthly and 14% respondents

buy on different time period.

8. Found that there are 16% respondents buying B.L. agro products for Taste,

30% respondents says Quality , 20% respondents says price , 28% respondents

prefer for trust and 6% respondents says other reason.

74
9. Found that there are 28% respondents prefer 1 ltr pack, 46% respondents

prefer 5 ltr pack , 18% respondents prefer 15ltr pack and 8% respondents

prefer other value pack.

10. Found that there are 46% respondents says brand name matters a lot while

purchasing , 36% respondents says sometime brand name influence and 18%

respondents says brand name never affect while purchasing.

11. Found that there are 24 % respondents know about B.L Agro products by TV

ads , 46% respondents says Newspaper ads , 16% respondents says by internet

and 14% respondents says other source.

12. Found that there are 42% respondents says special offer always affect

purchasing , 34% respondents says sometime it works and 24% respondents

say special offer never affect purchasing.

13. Found that there are 86% respondents are satisfied with B.L. Agro products

and 14% respondents are not satisfied with B.L agro products.

14. Found that there are 14% respondents suggest to improve taste of edible oil ,

36% respondents suggest to improve price of products, 8% respondents

suggest to improve quality of products and 42% respondents have different

suggestion like availability in market, quantity of pack and others.

75
 LIMITATION OF THE STUDY

Though I have tried my level best to make the study and the report writing

qualitative and excellent, the following limitation overcome in the study

 Bail Kolhu has a huge market at national level, which has sold lots of

products, but this study is limited to Bareilly City only.

 The time period allotted for the study i.e. 2 months is a short period for

completing this type of activities.

 The accuracy of the project and conclusion is totally depending on the

accuracy of the data collected and analyzed

 The result is not same for all reason

 Dealers are too busy to contact

 Too much time consumed on each call

 It is possible that some potential source may leave untapped

76
 SUGGESTIONS

Relationship

To do any business requires a bridging between buyer and seller so Bail Kolhu should

appoint a term of dynamic marketing executive who can establsh a good relationship

with dealers. Frequent follow ups will certainly prove fruitful for in the long run

Brand Image

Bail Kolhu has a strong brand image in the market. Brand image always help in

pushing a product into the market.

 Hoarding of company’s product should be at kept at prime locations where

maximum people can see it.

 Bail Kolhu is also not advertising much for its products frequently in print

media and in television channel etc. Advertising should be made frequent to

let the people remembered the name of HCL.

Distribution Network

A strong distribution network always helps in becoming the front-runner for any

product in a market. Though Bail Kolhu has a good network it has to strengthen it to a

greater extend.

 The time taken for delivery should be minimized to a larger extent in order to

make the faster deliveries.

 They should enhance the number of channel partner in this reason

77
LEARNING FROM THE STUDY

It was a great opportunity for me to do my internship in B. L. Agro Ltd. which is one

of the prestigious companies in India. It was a starting for me to get the knowledge of

real corporate world. Today experience and knowledge of things is much more

important than the degrees in hand. Although the learning’s were numerous in number

but I have concluded a few as major learning’s and they are as follows:

 I got such a good project at B. L. Agro Ltd. which gave me the opportunity to

meet the various people in the corporate as well as Government offices. I have

visited few organizations but the experience of these visits has been and will

be of tremendous help in my career.

 I came to know how to tackle people of different attitude and of different

mindsets, which will definitely help me in future. Planning a day in advance

and the activities that I performed during that day gave me confidence in my

planning and implementation. This project also exposed me and my skill sets

to the corporate world, where I came to know my flaws and rectified them, but

a chance may be there.

 I was an active member at customer demonstrations, which gave me

confidence and knowledge about how to convince a customer and handle all

sorts of queries.

 I learned real marketing and sales experience during this time period. I learnt

how to make good relationships with customer as well as colleagues. The

practical aspects of marketing theories are materialized during the course of

this study.

78
 BIBLIOGRAPHY

BOOKS

 Marketing Management - Philip Kotler (Eleventh Edition, Pearson Education,

Inc.)

 Principles of Marketing – Philip Kotler, Gary Armstrong (Eleventh Edition,

Pearson Education, Inc.)

 Marketing Research - G.C. Berry (Third Edition, Tata McGraw Hills)

WEBSITES

 http://www.blagro.org

 http://www.google.com

 http://www.idcindia.com

 http://www.dqindia.coms

MAGAZINES

 Business Today

 Business Standards

Outlook

79
ANNEXURE

80
 QUESTIONNAIRE

1. Age Group

a. 18-25 year

b. 25-45 year

c. 45-60 year

d. 60 above

2. Occupation

a. Student

b. Serviceman

c. Businessmen

d. Professional

3. Gender

a. Male

b. Female

4. Belongs to

a. Urban area

b. Rural area

5. Income level (Per Month)

a. 0-50,000 INR

b. 50,000-100,000 INR

c. 100,000-250,000 INR

d. 250,000 above

81
6. Do you Buy B.L Agro Products?

a. Yes

b. No

7. How often you buy B.L Agro Products ?

a. Daily

b. Weekly

c. Monthly

d. Other

8. Why do you prefer buying B.L Agro Products?

a. Taste

b. Quality

c. Price

d. Trust

e. Other

9. What is the capacity of edible oil do you usually purchase?

a. 1 ltr

b. 5 ltr

c. 15 ltr

d. Other

10. Do brand names influence when you purchasing a type of product?

a. Always

b. Sometimes

c. Never

82
11. How do you get to know about B.L Agro Products?

a. TV ads

b. Newspaper Ads

c. Online

d. Other

12. Do you tend to buy more when there are sales and special offer on ?

a. Always

b. Sometimes

c. Never

13. Are you satisfied by fortune products?

a. Yes

b. No

14. What else you want B.L Agro to improve?

a. Taste

b. Price

c. Quality

d. Other

83