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STUDY OF PROMOTIONAL
ENDEAVORS TO INCREASE
SALES AND PROFITABILITY
AT
Bunge Pvt. Ltd.
By
SOHAM BISWAS
WBUT Regn No:
131360710098of 2013-2014
WBUT Roll
No:13600913098
Army Institute of
Management, Kolkata
1
Content
s
Topic
Page No.
Preface
03
Acknowledgeme
nt
04
Certificate
from Guides
Executive
Summary
05
1.
1 Company Profile
1. Produc
2 ts
Chapter The
2:
Project
2.
1 Purpose & Scope of study
2.
2 Methodology
2.2.1 SWOT Analysis
06
08
11
15
24
PREFACE
Progress is a continuous process. It is relative and
absolute. We cant stop at a certain destination and
declarethatthe targets have met and we need to go no
further. The summer training program is designed to
give the future managers feel of the corporate
happenings and work culture. These real life situations
are entirely different from the stimulated exercise
enacted in an artificial environment inside the
classroom and it is precisely because of this reason
that the summer training programs are so designed so
that the managers of tomorrow do not feel
apprehensive when the actual time to shoulder the
responsibilities comes. Thus, the summer training is
the bridge between the institution and the
organization. Summer training program made us
understand as to how the theoretical knowledge is
applied in the practical field.
It was exactly in this context that I was privileged
enough to join the SALES AND PROMOTIONS DIVISION
of DALDA FOODS Pvt. Ltd. which was previously owned
by todays HINDUSTAN UNILEVER Ltd. and now by the
largest manufacturer of bottled edible oil in the world,
BUNGE Pvt. Ltd. as a summer trainee. Dalda came into
existence through collaboration between DADA & Co.
and HINDSTAN VANASPATI MANFACTURING Co. in the
early 1930s. Since then it has become a household
name in Southeast Asia and is one of the longest-living
brands in India. The experience that I have gathered
ACKNOWLEDGEMENT
To complete this project successfully was a difficult
preposition which couldnt have been accomplished
without the help of certain people who are adept in
this particular field.
In this context I wholeheartedly acknowledge the
intellectual stimulation of my esteem guide Dr. Robin
Sen Gupta for his continuous support and guidance
throughout the project duration in spite of his busy
schedule.
I am immensely thankful to Mr. ArunNeogi (Regional
Business Manager) and Mr. Niliasish Ghosh Dastidar
(Area Sales Manager), for their constant
encouragement, cooperation and suggestions. My
supervisor Mr. Subrata had been extremely helpful and
guided me through the ground level work procedure. I
would also like to extend my sincere thanks to the
Management of BUNGE Pvt. Ltd. for providing me an
opportunity to do a project in their esteemed
organization and for the guidance and cooperation by
the officials of the company, in the course of my
interface with them.
Soham Biswas
Army Institute of Management, Kolkata
4
GUIDANCE-cum-COMPLETION
CERTIFICATE
Full Signature of
External Guide
With date and
Designation Seal
Executive Summary
The project on Study of Promotional Endeavors to Increase
Sales and Profitability
was carried out at BUNGE Pvt. Ltd, Kolkata, Sales and
Promotions Division. BUNGE Pvt. Ltd. is the largest
manufacturer of bottled edible oil in the world and in India
owns Dalda which is one of the longest-living brands in
the country and a big name in vanaspati and edible oil in
Southeast Asia, to which we will come across
subsequently.
OBJECTIVES:
METHODOLOGY:
The methodology employed was:
1
Questionnaire
2
Interview
The questionnaire method was a survey that contained
both open ended and close ended questions.
The interview that was conducted was both structured
and unstructured. It was formal and informal both
according to the requirement of the situation.
SCOPE OF STUDY:
To extend the study considering all the department of
Bunge Pvt. Ltd.
5
To study similar FMCG companies in other retail chains
to get a comparative picture.
4
FINDINGS OF STUDY:
. Persistent lack of clarity regarding Dalda being the
brand & Vanaspati a product, due to these terms
becoming almost synonymous is a main cause of
concern.
. Much more promotional activities required as Dalda has
very less market visibility.
. More offers and schemes are required to push sale
through the retailers.
Chapter I
The Company
Introduction of company:
Dalda is a brand of hydrogenated vegetable oil popular in
South Asia.Hindustan Unilever Limited has since sold
the brand to Bunge Limited who now owns Dalda, offering
new variants of Dalda in India. Bunge being the largest
manufacturer of bottled oils in the world has now extended
the Dalda brand name to its range of refined and filtered
oils in India.Dalda brand established to sell vanaspati, the
name Dalda rooted in its Dutch ancestry. In those days,
the early 1930s, it was imported by the Dutch company,
Dada & Co, and when the brand was set up they wanted
its name to reflect this heritage. To establish
Hindustan Levers ownership, an L standing for Lever
was added to the name. In time,
Dalda gained so much popularity and use, that the name
became synonymous with vanaspati.
Dalda edible oils has revamped their packaging and
come out with a premium looking product. The new
packs have ingredients and nutritional value of the oil. It
also marks our heritage of 75 years of purity and taste.
COMPANY MISSION:
Make a positive difference in the lives of people with our
products and services.
COMPANY PRINCIPLES:
Strong businesses are built on the principles of Trust,
Accountability and an Environment that allows their people
to reach their full potential.
Integrity
1
2
3
4
1.2
PRODUCTS OFFERED
10
CHAPTER II
THE PROJECT
2.1 PURPOSE & SCOPE OF STUDY
I joined BUNGE Pvt. Ltd, Kolkata as an intern on 12 th June, 2014.
I worked in the Marketing Department of Bunge India Private
Ltd. and my profile was Collection of Data, making an analysis
for the company, branding, finding out the Opportunity and
Threat, and giving them a better suggestion on how to utilize
promotional strategies.
The objectives of the Executive Training at Bunge Pvt. Ltd are1) To identify the working of the organization.
2) To conduct an exhaustive analysis of the retailers.
3) To build a good rapport with the companys staff.
4) To do a live and practical observation of the work place.
5) To
understand
customers.
2.2
the
attitude
and
behavior
of
METHODOLOGY
Define the problem and research
objectives
Develop the research design
Collect the information
the
Objective:
The objective of this project is to analyze the market for the
scope of Dalda among retailers.
Research Design:
This research project is experimental because this survey is
based on primary data collected through personal interviews.
The data was collected through various questionnaires which
were designed differently for the retailers. Most of them were
not having knowledge of English therefore simple questions
were asked to them in their own vernacular language.
Sampling
design:
1
Decided
upon
number of days in which questionnaires were filled
which
was 15
days.
Retailerswith
were
also stores
interviewed
know
prospective.
Interviews
the retail
of Daldatowere
also their
conducted.
5compiled
Finally the
collected
data
and information
was analyzed and
to arrive
at the
conclusion
and recommendation.
1
2
STRENGTHS:
1
Presence
of
Daldascustomer
care
representatives at POPs positively impact customer
purchase decision.
Dalda foods
agreement
large grocery stores
to provide
shelf space
in highwith
off takes.
1
WEAKNESS:
3unable
There
is
a clear
of Dalda, vanaspati
and
cooking
oil
in thepositioning
mind them.
of consumers,
who are
to not
differentiate
among
13
OPPORTUNITES:
Clear
retailers on
retailers
Implementing point of purchase promotional tools such as
branded gondolas, wall posters.
agreements
with
the
might
increase
2merchandising
cooperativeness in setting displays.
THREATS:
1
2
Retailers high bargaining power is a threat, which
3
restricts merchandising activities at stores.
Price offs
and are
consumer
competitive
brands
hurtingpromotional schemes provide by
Daldas sales.
14
CHAPTER III
COLLECTION & DATA
ANALYSIS
DATA COLLECTION
3.1
Secondary data means data that are already available i.e. they
refer to the data which have already
been collected and analyzed by someone else. It may either be
published data are available are
available in:
1
Various publications
Books, magazines
Company data
3. Sampling Design:
1.
2.
3.
4.
5.
16
10%
YES
NO
2.
Old Logo
39%
New Logo
61%
14%
29%
Adani
Wilmar
16%
Ruchi
Dalda
19%
22%
Himani
Others
16.30%
15%
19.80%
Soyabean oil
Sunflower oil
kachi Ghani
Mustard
14.20%
Pure Mustard
Vanspati Ghee
24.70%
18
24.00%
40%
3.00%
Tasty
Health
y
15%
Cost
Brand
Image
18%
image.
MAYBE
9.00%
NO
32.00%
40%
YES
0%
59%
50%
60%
30%
10% 20%
Qualit
y
above doughnut
that
maximum
no.of
people
thinks that Dalda
refined oil is good
f
o
r
h
e
alth
as
it
has
vita
Oils
21.00%
45%
Fortune
Emami
19.00%
15%
Dalda
Mahakosh
Sunrich
No
Maybe
1
sale
because of the following:
Easy to carry
2
3
4 Easy to store
20
21%
33%
price
25%
brand
21%
taste
10.
16%
32%
13%
Television
Newspaper
11%
28.00%
Magazines
Outlets
Other
Customers
offers.
2
1
16%
11%
Nature
Fresh
13%
Dhara
Emami
22%
Dalda
Fortune
20%
18%
campaigns.
12.
Sales
10%
21%
39%
30%
Vanaspati
Mustard
Oil
Sunflower
Oil
Soyabean
Oil
22
Sales
16%
Edible Oil
Vanaspati
84%
2.
Sales
10%
10%
43%
Sunflour
14%
Mustard
23%
Groundnut
Kardi
Soya
23
CHAPTER IV
FINDINGS AND
RECOMMENDATIO
NS
4.1
CONCLUSION
Market competition is very high in this product
category.
4.2
Though there was full support from the company and the
people surveyed & also utmost care was taken while carrying
out1
the project, there were few limitations of this study:
Theresmall.
was limitation of time due to which sample size
was taken
2
Sample
sizefrom
wassuch
small
and it size.
is difficult to have a
perfect
overview
a sample
Not all the data from the company were accessible as they
were confidential.
24
IDENTIFIED PROBLEMS
4.3
lead to 'dumping'.
2. Low realization and idle capacities in oil and vanaspati
lead
to
2.
3.
4.4RECOMMENDATIONS
To increase growth primarily the basic demands of the
consumers have to be taken into account1. The oil should be health friendly, cholesterol-free and
2.
3.
4.
5.
6.
7.
Awareness:
More advertisement in digital, print and social should
be done, and more others promotional tools likeposters,
pamphlets, danglers, billboards etc. should be used to
create awareness among people.
2.
Benefits to retailers:
Giving gifts and schemes to the retailers and the
wholesalers for the order of a specific quantity of
dalda.
2
Offer products in discounted prices through various
schemes.
1
3.
4.
Reach:
26
5. Affordability:
The Dalda products should be provided at reasonable price by
not compromising with the quality.
6.Consumer promotion:
Free gifts like bowls, cutlery, cook books etc. can
be provided with of daldaproducts specially during
festivals.
2
Direct to consumer programs like the low calorie
recipe demo, lotteries and 25ml. sample pouches can be
used to target the housewives in selected areas.
3
Prize competition on pack and questions related to
knowledge of suppliers goods can be used to educate
customers on product features and offers.
4
Sponsoring social causes or events can help to
push sales by inspiring the sales force and providing
extra talking points in building better customer relations.
1
8.
Controlling damage:
Damages of the product while carrying it to the
retailers and also the manufacturing defaults should
be controlled in order to reduce cost and maintain
continuous supply.
2
Exchange of product in case of expired material.
1
27
APPENDIX:
QUESTIONAIRRE FOR RETAILERS:
Name of outletLocation1. What is the average sale of Dalda?
2. Which category of Dalda is demanded more?
1 Vanaspati
2 Mustard oil
3 Soyabean
4 Sunflower
3. What is your feedback on the service level provided by
back?
1 Yes
2 No
28
Fortune
Dalda
Ruchi products
Emami
Others (specify)
9. What are the three major reasons for Dalda not being
High price
Limited size variants
Customer brand loyalty towards other brads
Lack of availability
Lack of awareness
Any other
29
market?
1 Yes
2 No
6. What do you like most about Dalda?
1 Taste
2 Variety
3 Packaging
4 Price
5 Quality
30
7. What
users)
1
2
3
Yes
No (reason)
Maybe
print media?
1
2
Yes
No
television?
1
2
Appealing
Not appealing
31
BIBLIOGRAPHY
1
2
3
www.google.com
Official website of Dalda i.e., www.dalda.in
Official website of Bunge i.e, www.bunge.com
www.wikipedia.com
BUSINESS LINE - boom: ADS can give the extra thrust-S. D. Nai
BUSINESS : The debate rages- ShanthiVenkataraman, Thursday, Nov 24, 2005
32