Project

DR.A.P.J.
ABDUL KALAM
TECHNICAL University
Project Report
___________________________________________
Study of Effect of Various Promotional Scheme and Overview
On Distribution Channel of PURI OIL MILLS Ltd.
___________________________________________
At
PURI OIL MILLS Ltd.

Submitted by:
Harsh nath Jha

MBA 2015-2017 Batch
(1521670019)
1
IIMT GROUP OF COLLEGES, Greater Noida
IIMT GROUP OF COLLEGES

Greater NOIDA (UP)
Acknowledgement
I express my sincere thanks and deep sense of gratitude for the inspiring
guidance and support rendered by my research guide, Mr. NAVIN KUMAR,
Brand Manager PURI OIL MILLS LTD NEW DELHI.
I am thankful to Mr. ANIL KUMAR GUPTA (Head HR) who extended a helping
hand during the course of the project, whenever needed, and to all the
office staff who have directly or indirectly contributed to the success in this
project.
I thank my Internal Guide, Dr. SHRUTI GUPTA Faculty at AIMT for imparting
me the necessary knowledge wherever needed and for guiding me as to
how to go about with this project.
2
Finally, I am grateful so many ASM, SO, Retailers & Friends who shared
valuable information that helped in the successful completion of this
project.
Harsh nath Jha
TABLE
OF
CONTENTS
Acknowledgement
Executive Summary
1 Introduction
1.0
2
Company Profile
About of Mustard oil

2.0
Introduction of Mustard oil
2.1
Market Potential of Mustard oil
2.2
Market Trends of Mustard oil
2.3
Process of Making Mustard oil
2.4
Nutritious Value of Mustard oil
2.5
Status Mustard oil Industry
3 Project Profile
3.0
Purpose & Scope
3.1
Research Methodology
3
Collections and Analysis of Data

4.0
Chapter Summer
4.1
Data Analysis
5 Project Finding & Recommendations

5.0
Conclusion
5.1
Recommendation
APPENDIX
BIBLIOGRAPHY
EXECUTIVE
SUMMARY
Project Title:Find out the effectiveness various promotional schemes (in mustard oil) and
overview on distribution channel of puri oil mills ltd.
The objective of the project was to: Analyze the position of the other competitive products.
What type of promotional schemes given by mustard oil company
Promotional activities to fight competition by reassuring.
Analyze the marketing strategies of these brands understand the
market size/brand preference.
To analyzes the customer preference for these product.
Data was collected from targeted outlets with the help of a Questionnaire
(ANNEXURE). For this purpose interviews were conducted.
4
On the basis of the findings, the data was collated and comparative
statements
were
disadvantages
of
prepared.
both
the
After
studying
structures
and
the
their
advantages
impact
on
and
sales,
recommendations were made.
INTRODUCTION
1.0
Company Profile
5
1.1 Puri Oil Mills Ltd Profile:

Introduction
The puri group has carved out a formidable reputation for itself in its core
competence area of manufacturing mustard oil and allied products.
Established in 1933 with a modest mustard seed crushing unit at Moga in
Punjab, the groups business have grown, expanded and diversified rapidly
over the seven decades.
Today, the group diversified business interests include mustard oil, refined
oil massage oil and animal feeds with an emphasis on scientifically
formulated cattle feed. Other interests include retailing of petrochemical
products through company owned and operated petrol stations, and the
marketing of superior kerosene oil. The groups aggregate turnover is INR
300 crore.
The groups mustard oil marketed under the brand name of P mark, and is
highly popular across various northern and eastern Indian markets. It enjoys
market leadership status (major) in J&S, Himachal, Punjab and Haryana. And
minor market Delhi, west UP. Bihar and Orissa. Over the last 75 years, the
brand has built an enormous base of loyalist customers on the strength of
6
the assurance of quality and purity implicit in the value proposition offered
by P Mark. Backed by aggressive and innovative advertising campaigns
spread across press, television and outdoor media, the brand has attained
high levels of awareness, and is a highly visible player in the mustard oil
segment.
The groups single-minded focus on quality has been recognized by the
government of India through the conferment of its prestigious national
award for quality. PURI OIL MILLS LTD. Has also received ISO 9001 : 2000
certification for its manufacturing units at Bahadurgarh and Damtal.
The group and all its constituent companies have a proven track record of
financial stability and performance. This is clear from the consistent rate of
growth in the last few years and the systematic expansion undertaken by
the group.
In the years ahead, PURI OIL MILLS LIMILED. Seeks to reinforce its presence
in the mustard oil segment by launching a wide range of value added
products, thereby establishing itself as a leading innovator in the field of
mustard, thereby becoming the last word in Mustard.
7
THE P MARK BRAND
With a proven track record for quality and purity spanning more than
seventy five years, the P MARK Brand name enjoys immense equity and
salience, especially across the markets of northern India. It is one of the
most visible brands in the mustard oil segment and is widely acknowledged
as a market leader in this domain.
Backed by informative, innovative and proactive marketing campaigns, the
brand has played a pioneering role in educating consumers and keeping
them abreast of global research finding in the mustard space. In fact, P
MARK Has emerged as a frontrunner for championing the cause of generic
mustard oil as a whole, going well beyond the brand to create widespread
awareness of mustard oil and its extensive health benefit-through these
activities; P MARK has helped the entire mustard community especially
mustard farmers.
The brand campaigns of P MARK have gone a long way in busting various
myths about mustard and in highlighting the fact that globally, mustard oil
8
is acknowledged by the scientific and medical fraternity as the ultimate

edible oil for healthy heart
PRODUCT PROTFOLIO
India is the fourth largest oilseed producing country in the world. Rapeseed
mustard production account for nearly 20 percent of the total oil produced.
Rapeseed occupies the status of the second largest oilseed in India (next
only to groundnut). The crude mustard oil is dark brown in colour with a
pungent odour and ideal for everyday cooking.
P Sanjeevani Organic Mustard Oil
The references to mustard oil in Ayurveda, the ancient Indian texts on the
Science of Longevity, prove that mustard oil was acknowledged for its
numerous health and healing properties. Now P Sanjeevani Organic
Mustard Oil enables you to experience the wonder of mustard oiljust the
9
way
it
was
thousands
of
years
ago.
P mild
p-mild as a customized product that offers a mild experience. With

low pungency without the slightest changes in the attributes that
make mustard oil the ultimate edible oil for a healthy heart.
P Sparkle Light Mustard Oil
Cholesterol Free
Low in saturated fats (SFA)
High in monounsaturated fats (MUFA)
Rich in alpha linoleic acid
Rich in antioxidants, Vitamin-E, etc.
Ideal ratio of Omega-3 : Omega-6
For Healthy Mind and Body P Sparkle Indias First Light Mustard Oil 75%
Gum free, Completely Natural, Non Sticky in Nature.
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Light and Sparkling
Non-Viscous in nature
Only 20% absorbed in food
Does not leave burns on Cookware
Light in Colour
Saves on Cooking time
P-Mamta ghee
Khao Pakao Refined Vegetable oil
KHAO PAKAO Refined Oil has a strong presence in North India and has
widely been appreciated for its quality. Launched in 1995, the brand
has expanded its customer base rapidly. It is available in high quality,
user-friendly packaging units of 500 ml, 1 litre, 5 litre and 15 litre
capacities.
P Mark Kachi Ghani Mustard Oil
11
The journey of P Mark pure mustard oil from 1933 till date has been highly
eventful and enriching. Over the years P Mark has earned the trust as
confidence of millions of discerning housewives and has emerged as the
leading Mustard Oil brand in the country. Besides perfecting the art of
making delicious and nutritious KACCHI GHANI Mustard Oil, P Mark is a
proven symbol of purity & quality.
Why Housewives Prefer P Mark Mustard Oil
100% Naturally processed.
Contains no synthetic or chemical additives.
Least Absorbed in Food.
Makes food tastier and healthier.
One of Indias Largest Selling Mustard Oil Brands.
PACKAGING
The brand is backed by a research team that is committed to the

development of innovative consumer packaging fabricated from the finest
raw material and conforming to international standards. The company is a
member of the Indian institute of packaging, a premier institute for
packaging and design
TYPE OF PACKAGING
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VOLUME
200ml
500ml
500ml
1 litre
1 litre
2 litre
2 litre
5 litre
5 litre
15 litre
15 litre
COMPOSITION
Pet bottle
Pet bottle
5 layer flexi pouch
Pet bottle
5 layer flexi pouch
HDPE container
Tin container
HDPE container
Tin container
HDPE container
Tin container
Vision
In the years that follow, all our efforts will be channelized towards making
Puri Oil Mills Ltd., one of the most respected enterprises in India. The
respect will be earned from the customer, vendors and all our business
associates alike.
13
We also visualize that the company's popularity and visibility increases

manifold and over a period of time we became a household name and earn
adoration for our range of products; that we become symbolic for credit
worthiness and professionalism; that we possess a pool of productive
resources and the most talented and accomplished human assets, all
contributing to the service of the customer, and vitally the nation.
Mission
Commitment towards quality, value enhancement, human resources
development and customer satisfaction by optimal use of available
resources aimed at achieving growth and excellence .
Companys core values
Based on the areas of its core-competence, ever changing market

dynamics, the rapidly evolving socio-economic scenario and
14
keeping in sight the professional objectives laid down by the senior

management in the last few years, PURI OIL MILLS LTD.
Has very lucidly defined the overall vision and the path the group
will need to tread in future in order to meet its short and long term
goals.
It will be the endeavor of the group to undertake a long-term

promotional campaign to educate the consumer on the healthrelated benefits of consuming mustard oil.
Besides consolidating on its leadership as a much sought after
FAST MOVING CONSUMER GOODS Brand on a national level, the
group wishes to move into the exciting field of mustard based value
added products.
Value added products have extremely versatile utility and are as

wide ranging as fine specialty chemicals, protein concentrate, bio
fungicides, biofuels tannins, pharmaceuticals, bio-lubricants etc.
once developed, the products have the potential to put India firmly
on the global trade map, a feat extra ordinaries.
The sharp focus on the research and developmental activities
aimed towards adding unlimited value to mustard is with the
intention of ensuring that the marginalized mustard growing
farmers join the mainstream agricultural economy and their
contribution to enhancing productivity of oilseed crop of national
15
importance is lauded by way of better returns on their investment

and therefore improved income levels.
Advance levels research in the field of mustard and mustard
derivatives is the very backbone of invention and this philosophy is
very clearly laid in our vision.
Development of new improved varieties, enhanced oil content will

not only make us cost competitive but will give us the desired
impetus to become a leading global player, a name and a force to
reckon with.
To contribute meaningfully to the fulfillment of the vision articulated
by our worthy founders.
The Businesses
While Puri Oil is known for its FMCG business, it has also carved strong
presence in other business segments as well. Companies under Puri Oil
Group are.
PURI OIL MILLS LIMITED.
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Puri oil mills limited is a key member of the group, with a central role in the
manufacturing and marketing of p mark mustard oil in several core
markets across the country. The company also plays a strategic role in
exploring new markets. Extending the distribution channels for the brand
and evolving the advertising strategy for the brand. The company also has
a significant role in the research that drives brand innovation and new
product development, and imitates the strategic thinking that lies behind
many of
the
manufacturing
value
added
operations
services.
at
its
The
company carries
strategically
located
out its
facility
at
Bahardurgarh, Haryana which not only is close to the raw material

producing areas but also offers a fiscal climate that is conducive to the
business. It also presents an orientation towards growth along with
employment opportunities. The company also carries out manufacturing
operations at an oil mill located at Damtal, Himachal Pradesh. The mustard
oil produced at this mill is marketed in the state through its various branch
offices and puri brothers, a sister concern.
Puri oil mills limited has recently set up a state- of- art cattle feed
manufacturing plant at Bahadurgarh. The plant is catering to the Nestle
India limited facility at Samalkha, Haryana along with The national dairy
research institute, karnal. The compound cattlefeed being manufactured
here is also being marketed to various dairies in state of Haryana, Delhi, U.P
And Uttaranchal. The company is receiving technical consultation from the
national dairy research institute, a premier institute in dairy research for
various dairy related projects.
PURI BROTHERS
17
Puri brother is dealing in the marketing of petroleum products all across the
state of Himachal Pradesh. The firm has a strategic alliance with Indian Oil
Corporation. A global petrochemical conglomerate, to market their range of
automotive fuels, lubricants and other petro- products through retail outlets
located at Mallikpur in the pathankot district of Punjab and in kullu,
Himachal Pradesh. Puri brother also deals in superior quality kerosene oil
and distributes the same along the lengths and breadth of the mountainous
state.
Puri Brothers also transports l.o.c petro-products through a fleet of special
carriage tankers and have a prestigious contract to transport to the farflung rohtang, lahaul spiti and other snowbound areas of the state. Puri
brothers fodders and feeds also possesses a cattlefeed manufacturing
facility at Damtal, Himachal Pradesh. The state has a strong dairy network,
which has been growing over the last few years. The feed is marketed to all
the important dairies in the state.
Puri brothers is also engaged in marketing p mark mustard oil in the state
of Himachal Pradesh through its various sales depots located across the
state. The firm has a well- established sales network geared to carry out the
entire gamut of marketing operations throughout the state.
DEVI DASS GOPAL KRISHAN LIMITED.
Devi Das Gopal Krishan limited is the principal of the puri group of
industries
and
is
responsible
for
the
introduction;
maturation
and
strengthening of p mark mustard oil. The facility caters to the highly
18
discerning consumers of Jammu and Kashmir and even during the harsh
winter months, the oil supplies reach the far-flung areas of the state. The
units is located at Moga, in the state of Punjab, the agricultural hub the
offers trade- friendly policies, and a moderate climates P mark oil cake
commands a significant premium and the company is a leading supplier of
p mark cattle feed to Nestle, a global foods products corporation. In the
financial year 2000-2001, the company set up a tin manufacturing plant for
captive consumption.
Awards
19
National Quality Awards
The Ministry of Small Scale Industries, Govt. of India conferred upon

Mrs. Indu Puri - Senior Promoter of the Group, the prestigious National
Award for Quality of 'P' Mustard Oil. This award is intact a recognition
of the extremely high standards of quality of 'P' Mark Mustard Oil. The
group has painstakingly maintained and upgraded these standards
over a span of more than 75 years.
The coveted award was given away by Shri Jaswant Singh, Hon'ble
Minister of Finance, Govt. of India at a glittering ceremony held
at Ashok Hotel, New Delhi on 28th August, 2002. Mrs.
Vasundhara Raje Scindia, Hon'ble Minister of State for Small
Scale Industries also graced the occasion. We are indeed
grateful for the appreciation and re-affirm our commitment to
providing the finest in terms of quality for all times to come.
International star
20
Puri Oil Mills Limited, manufactures of P Mark, one of northern Indias

leading mustard oil brands, has received the highly prestigious
international Star of Quality Award Geneva 2006 from Business
Initiative Directions (BID) at the 31st International WQC Convention at
Geneva.
The presentation of the award took place on 30th October 2006 at a
glittering ceremony held at the Geneve Convention Hall in the InterContinental Hotel, Geneva. Presided over by Jose E. Prieto, President
BID, the ceremony was attended by delegates from 47 countries
across the world, along with prominent business leaders and members
of the diplomatic corps.
At a broader level, the international Star of Quality award is a
reflection of the contemporary and highly visible phenomenon of India
Inc. being recognized globally for its sharp focus on quality and
innovation. In fact, Puri Oils Mills has always maintained an
international perspective in its quest for quality, as underlined by its
move to go beyond the AGMARK Grade I seal and become an ISO
9001:2000 certified company.
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About of Mustard oil
2.0 Introduction of Mustard oil

2.1 Market Potential of Mustard oil
2.2 Market Trends of Mustard oil
2.3 Process of Making Mustard oil
2.4 Nutritious Value of Mustard oil
2.5 Status Mustard oil Industry
2.6
Statutory Regulations:
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INTRODUCTION
The Indian vegetable oil economy is the worlds fourth largest after the US,
China and Brazil, harvesting about 25 million tons of oilseeds against the
world. Since 1995, Indian share in world production of oilseeds has been
around 10 percent. Although, India is a major producer of oilseeds, per
capita oil consumption in India is only 10.6 kg/annum which is low
compared to 12.5 kg/annum in China, 20.8 kg/annum in Japan, 21.3
kg/annum in Brazil and 48.0 kg/annum in USA.
Vegetable oil consumption has increased following a rise in household
incomes and consumer demand. India imports half of its edible oil
requirement, making it the worlds third-largest importer of edible oil. The
country buys soya oil from Argentina & Brazil and palm oil from Malaysia &
Indonesia.
Currently, India accounts for 11.2 per cent of vegetable oil import and 9.3
per cent of edible oil consumption.
Mustard oil is the popular cooking oil in Northen, Central,
North Eastern Region.
Eastern and
Natural unrefined mustard oil extracted through
cold process is quite pungent. The consumers of traditional product prefer

pungent oil. Till now the extraction of pungent oil could be possible only
by Rotary Ghani due to mustard seed moisture range of 10-12%, low
temperature of extraction in wooden bowl wherein the pungent principle ally isothiocyanate does not evaporate.
However, the expeller made of metallic components and high compression
ratio raises the seed temperature upto 80-100C resulting in loss of
pungent principles. The "Modern" oil expeller provides high pungency
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mustard oil by low temperature crushing through incorporation of a water

cooled chamber and processing at critical moisture levels of oilseed.
MARKET POTENTIAL
Mustard seed is produced in large quantities in Rajasthan, U.P, Punjab,
Haryana, J&K, M.P., Bihar, West Bengal. In North Eastern Region, the main
mustard producing states are Assam, Meghalaya, Manipur and Tripura.
There exists a large scope to set up a number of small scale mustard
expellers for local production of high pungency oil, which fetches a
premium price.
MARKET TRENDS
India is the worlds fourth largest edible oil economy, after USA, China and
Brazil, with
15,000 oil mills, 711 solvent extraction units, and 264
vanaspati plants; and over 1,000 refineries employing more than one
million people.
The total market size is at Rs. 600 billion and import-export trade is worth
Rs.130 billion.
India being deficient in oils has to import 40% of its consumption
requirements.
The domestic turnover of the vegetable oil industry is Rs.70,000 cr and
import-export turnover of About Rs.16,000 cr per annum,consist of Rs.10,
24
000 cr for import of edible oils & Rs 6,000 cr for export of oil meals,
oilseeds castor oil, groundnut oil & vegetable fats of tree borne oilseeds.
India's edible oil industry is growing at an compounded annual growth rate
(CAGR) of 90 per cent. By rationalizing the import duty, the growth rate of
sector may rise up to 150 per cent by 2010.
The total size of the olive oil market in India is around 4 million euro in
terms of value and 2,000 tonnes in terms of volume, out of which Spanish
companies command a share of about 60%.
Currently, India accounts for 7.4% of world oilseeds output; 6.1% of world
oilmeal production; 3.9% of world oilmeal export; 5.8% of world veg oil
production; 11.2% of world veg oil import; and 9.3% of the world edible oil
consumption.
India consumes over 4.5 million tons Palm Oil and other Palm Oil
Products per annum, while domestic production of Crude Palm Oil in India
is hardly 60,000 tons per annum and rising very slowly.
PROCESS MAKING MUSTARD OIL

Mustard oil is made from mustard seeds. It is well known for its smell,
flavor and pungency. There are various ways of making this oil. It has
25
medicinal values that are associated with it from the ancient times.
Mustard oil can be made from either pressing the seeds or crushing them,
and mixing the crushed seed with water, and finally separating then using
the process of distillation. The type of seeds used are the black ones, the
brown ones and the white ones. The oil produced by these seeds has a
strong smell that is similar to that of cabbage. The taste is nutty. It
contains uric acid, linoleic acid, fatty acids and oleic acid.
Mustard oil is made from pressing the seeds of black, brown and white
seeds. This type has a very strong cabbage like smell. Before research
was conducted, the uric acid content of this substance caused it to be
considered as unsuitable for human consumption in countries such as
Canada the United States. After successful research, it was found out that
this oil when heated could be safely consumed by humans. When heated,
the nutty taste and the harmful substances are greatly reduced in the it. It
also acts as an antioxidant and has cholesterol reducing properties that
help detoxify the body.
This type of oil is used as a preservative and for flavoring Western foods
and Indian recipes. It can be used to flavor chutneys and pickles. It is not
expensive and is commonly used in countries such as Bangladesh and
India. It is not only economical but also helps prolong and maintain a
person's good health.
THE NUTRITIOUS VALUE OF MUSTARD OIL

26
The nutritional significance of mustard oil has the unique distinction of

having been discovered at a time when our much revered scriptures, the
Vedas, were being documented. Of course, there has been no looking back
since then! Even the curious American phrase to cut the mustard could not
have been more aptly used to mean the accomplishment of something in
an expert manner. It also refers to something that is genuine and not
watered down.
The many unique and superlative qualities of mustard are based on its
nourishing power. 100gm of mustard seed, when pounded or crushed, yield
34gm of pure oil, which is a tremendous powerhouse of energy and vital
micro nutrients, as the data give below, indicates.
ENERGY
MOISTURE
FAT (SATURATED AND UNSATURATED)
CARBOHYDRATE
PROTEIN
MINERALS
FIBRE
PANJENSHI
541 K.CAL
8.5 g
39.7 g
23.8g
20g
4.2g
1.8g
20-29%
Mustard oil, according to the American Heart Association, which lays down
that saturated fat intake in our diets should be a bare minimum conforming
to strict standards. In fact Dr. Narender saini, a world renowned cardiologist,
claims that mustard oils oxidative stability is unmatched. No other edible
oil is more stable the that of mustard oils intrinsic potential to remain
unaffected by storage conditions, the processing environment and the
concept of shelf life. The fatty acid composition of common oilseed crops
Further, M.S.O. has the highest quality of naturally available linoleic acid, a
mono unsaturated fatty acid (MUFA) with heart-healthy properties. This
fatty acid cannot be sourced externally from other foods.
27
The intense interest in the N-3 polyunsaturated fatty acids has encouraged
investigators to rethink the conventional wisdom on saturated and N-6
polyunsaturated fatty acids. After rigorous research in the 1990s, there are
now confirmed reports about mono unsaturated fatty acids being as
effective or rather more effective n lowering blood cholesterol levels.
Mustard oil is the richest source f MUFA and is, therefore, responsible for the
low incidence of atherosclerosis in india as compared to the population of
USA consuming a high proportion dietary fats. It has also been suggested
by the heart Research laboratory, medical hospital and research central,
Moradabad, that fish oil, possible due to the presence of N-3 fatty acids,
may provide rapid protective effects in patients with acute myocardial
infarction.
The above data reinforces the intrinsic value of the nutritional benefits of
mustard oil.
STATUS EDIBLE OIL INDUSTRY

The demand for edible oils in India has shown a compounded growth of
4.5% over the last 10 years and is estimated at 16.2 million tonnes for Oil
Year (OY) 2010-11. India plays an important role in the global edible oil
market, accounting for approx. 10.2% share of consumption; 7% share of
oilseed production; 5% share of edible oil production and 13.6% share of
world edible oil imports for OY 2009-10. As per USDA estimates, India is the
third largest consumer of edible oils (after China and the EU-27 countries);
and will account for 11% of global edible oil demand and 16% of global
imports in OY 2010/11F.
28
Indias annual per capita consumption has shown a steadily increasing

trend from 4 kg in the 1970s to 10.2 kg in the late 1990s to current levels of
~13.5 - 14 kg. However,it still ranks well below the world average of around
24 kg (per capita figures including consumption of bio-energy), thereby
signifying the high growth potential of the industry. Refer Charts 1 and 2 for
trend in domestic demand and per capita consumption of edible oils in
India.
According to ICRA, the medium-to-long term demand outlook for edible

oils in India is favorable (with expected growth in the vicinity of 4-5% p.a.),
catalyzed by the growing population and expected increase in per capita
consumption which in turn would be driven by changing lifestyles; growing
urbanization; increasing proportion of middle class population and steadily
rising affluence levels.
As compared to demand growth for edible oils, the domestic oil and oilseed
production has remained largely stagnant on account of low productivity in
under-irrigated areas and shifting of acreage from oilseeds to other crops.
This has resulted in a significant demand-supply gap, which has been met
through imports which have been further incentivized by a sharp cut in
import duties. In the period from 2001 to 2008, import duties on crude soya
bean oil / palm oil were in a prohibitively high range of 40%-90%. In order to
curtail inflation, GoI revised these protectionist tariffs downwards to 7.5%
29
for refined palm / soybean oil and 0% for crude palm / soyabean oil in April
2008, resulting in a surge in volumes of imported oils that currently meet
almost 45-50% of domestic consumption requirements.
Reduction in import volumes witnessed for the first time in the last three years during
H1OY2010-11; nonetheless, high dependence on imported oils is expected to continue
Edible oil imports witnessed a sizeable 21% y-o-y reduction in H1 OY201011 (November 2010- April 2011), as can be observed in Chart 4. This has
largely been on account of relatively higher domestic oilseed availability
(~29-30 MT expected for OY2011 as against 24.9 MT for OY2010) and
consequently higher domestic oil production. The high crude palm oil prices
(trading almost at par with soya during December 2010- February 2011),
following concerns over production estimates in Malaysia, also resulted in
lower imports, as edible oil players resorted to running down of inventory
levels. The subsequent improvement in estimates of palm oil production has
led to some correction in prices, which coupled with forthcoming festive
demand is likely to revive import volumes in H2OY2011.
Considering the current year domestic edible oil supply of 8.0-8.5 million
tonnes per annum and factoring a normal growth of 2%-3% (through
moderate expansion in cultivated area and yield improvements) in
supply, ICRA expects the significant gap between domestic demand and
supply to persist; and result in continued import dependence for at least
30
45% of consumption requirements, notwithstanding the dip in imports seen

in H1OY2011.
Apart from price, consumption is also influenced by regional preferences; palm, soyabean and
mustard oil are the three major edible oils
An important characteristic of the Indian edible oil consumption pattern is

the variation in preferences across regions, driven by taste and availability.
For instance, soya bean oil is mainly used in northern and central regions of
India due to the local availability of soyabeans. Mustard oil is largely
consumed in north-eastern, northern and eastern regions of India, as its
pungency is a desired and inherent part of the local cuisine. Palm oil has
increasingly become the oil of choice in southern India due appearance in
colder climates and easy availability from south-east.
The increased Health awareness also determines the consumption pattern
with mustard and soya considered healthier with palm oil, which has higher
levels of saturated fats.
31
STATUTORY REGULATIONS
The Vegetable
Oil
Industry
is
administered
through
the
following
regulation orders which are statutory in nature and derive their powers
from the Essential Commodities Act:
Vegetable Oil Products (Regulation) Order, 1998; Edible Oils Packaging
(Regulation) Order, 1998; Solvent Extracted Oil, De-oiled Meal and Edible
Flour (Control) order, 1967.
RESEARCH DESIGN:
32
Research Design is a master plan specifying the method and

procedure for collection and analyzing the needed information. The
Research Design in this project is Descriptive. Descriptive Research includes
surveys and fact-finding inquiries of different kinds. For this study,
Descriptive Research Design is used where the data is collected through the
questionnaire. The information is gathered from different schemes outlets.
The customers from all the schemes outlets will be contacted personally in
order to seek fair and frank responses to find out their sale & promotional
level with the given schemes.
The statements in the construct are one-dimensional and performance
based. In order to ascertain the perceptions of various promotions, Likert's
5-point Scale has been used for its suitability to estimate the range and
variations in the perceptions.
33
RESEARCH FLOW CHART :
The Research problem was defined
The research design was found out to be Descriptive in nature
P mark Outlets
schemes outlets (were chosen for our research)
Questionnaires were prepared as our primary data collection instrument .
The questionnaire is based on the Likerts 5 point scale.

Strongly disagree
Disagree
No opinion
Agree
Strongly agree
The data will be collected by directly contacting the customers
Each customer will be provided with a code which will comprise of the
initials of the depot they belong to. Eg. A customer of MTC will be given a
code MC-1, MC-2 and so on. And a customer of UBL will be coded as UC-1,
UC2 and so on.
34
The data obtained will be analyzed to test the satisfaction level
The relevant interpretations will be made
35
Research Methodology :
The method used in context of this research design is:
(1) Experience Survey
The scope of the current study restricts itself to the satisfaction level of the
rebate outlets of the puri oil mills ltd. Company, new Delhi. There are many
outlets but my study is limited to schemes outlets of puri oil. The scope of
my study is also restricted to Delhi region only.
Sampling Technique
Probability Sampling Technique
Simple Random Sampling
Stratified Random Sampling
Systematic sampling
Cluster sampling
Stratified Random Sampling
Sampling technique wherein the subjects are initially grouped into

different classifications such as general stores, dairy, pan shops,
restaurants, bars, sweet shops etc
Then, randomly selected the final list of subjects from the different
strata.
The sample selected would be random
Methods of Data Collection:
Primary data source:

o Questionnaire
o Interviews.
36
Secondary source:
o Journals
o Newspaper & Media
o Internet.
Data was collected through direct personal interviews with the target
population through a formal questionnaire consisting of both structured and
unstructured questions.
Sample Size
110 schemes outlets of puri oil from the Delhi region.

1 customers i.e. the owner of schemes outlets of puri oil mills will be
the part of our sample size.
.
37
Pilot Study:
Pilot study was carried out by discussing the questionnaire with the
industry mentor & by personally interviewing some p mark outlet owners
from the nearby place with the sample questionnaire prepared. After
reviewing, it was found that no major changes were needed in the scope of
the project & questionnaires. Only a few minor modifications in the
wordings of questionnaire were required which were incorporated in the
questionnaire, after which it was decided to go on further with the research
& to continue with the study in the same methodology in order to attain the
objectives.
Universe:
sales promotion
Population:
Retail outlets of puri oil mills ltd.
Target population:
schemes outlets
Sample frame:
delhi region
Sample:
Outlets availing promotional scheme

38
Sample size:
The size of the sample is 100
Sample unit: schemes Retail Outlet owners of p mark
Analysis and Interpretation:

The analysis of the data collected from the survey is done by drafting
it together with the help of tables and graphs. And also by putting the data
in SPSS model to measure the various promotional level of schemes outlets
of p mark.
Questionnaire:
Outlets Name _________________________________ Distt.
Name________________________
Address _____________________________________Contact _________________
___________
1. We are satisfied with the amount/no. of bottles being provided to us as
schemes:
(a) Highly disagree (b) Disagree
Highly agree
(c) Cant say
(c) Agree (e)
2. We are satisfied with the profit margin we get:

Highly agree
(c) Cant say
(c) Agree (e)
3. We are satisfied with the services/dealings of the salesman(SO):
39

Highly agree
(c) Cant say
(c) Agree (e)
4. We are satisfied with the promotional schemes being given to us by

the company (visi, boards, stands):
Highly agree
(c) Cant say
(c) Agree (e)
5. The size of the visi given to us satisfies our need:

(c) Cant say
(c) Agree (e)
Highly agree
6. We are satisfied as we get access to all range of products:
Highly agree
(c) Cant say
(c) Agree (e)
7. The rebate scheme is timely been made available to us:

Highly agree
(c) Cant say
(c) Agree (e)
8. The other scheme is timely been made available to us:

(b) Highly disagree (b) Disagree
Highly agree
(c) Cant say
(c) Agree (e)
9. Are you satisfied by the replacement facility:

Highly agree
10.
(c) Agree (e)
We are more satisfied by the rebate scheme given by Kanodia:

Highly agree
11.
(c) Cant say
(c) Cant say
(c) Agree (e)
Any suggestion
40
DATA ANALYSIS
IMPORNANT NOTE:The numeric values on the each graph and in all table in the entire
report are number of housewives.
1. CONSUMER DEMAND OF P MARK

Looking at the collected data we can find that out of 100. P MARK 13%
of the market share in mustard oil
. The facts are shown in the following
chart.
1 -P MARK
2- KANODIA
3-FOURTUNE
4-NATUREFRES
41
5-OTHER
2. PROBLEM OF P MARK
46% BARND AWARENESS
8% SCHEMES
12%RATE
34% OTHER
3. Promotional activity
14% INSHOP
10%TIE IN PROMOTION
42%ADVERTISEMENT
34%OTHER
42
4. Promotional schemes
16% CASH REFUND OFFERS
12% ANOTHER PRODUCT

44%OTHER
28 % COUPONS
43
5. Demand on the market

15% REPLACEMENT
28% MARGIN
41% QUNTITY SCHEMES
16% OTHER
CHAPTER SUMMARY
44
This chapter deal with the various results or conclusions that have evolved
from the various data & information gathered during the research of this
project, & which are mentioned in the previous chapters.
Merely stating the data is of no use to the Management. The information

gathered has to be properly interpreted, analyzed & correctly presented in
order to give an accurate meaning to the research studies. Thus chapter
deals with the survey questions one by one & analyses the pros & cons to
the situation arising from the survey. It states the problem areas &
recommendations for all the problem areas stated.
Keeping all these factors in mind the data has been analyzed and
recommendations given in the truest sense.
CONCLUSION
45
Based on the survey it was found out that in spite of the presence of
so many brands in the mustard oil market, the consumers are still left,
wanting for more
. Sales promotions can provide consumers with an array of
hedonic and utilitarian benefits beyond monetary savings. Hedonic
benefits include value- expression, entertainment, and exploration.
Along with simple monetary savings, utilitarian benefits also
include product quality and shopping convenience.
Non-monetary promotions provide more hedonic benefits and fewer
utilitarian benefits than monetary promotions. All benefits, except
quality, contribute to the overall evaluation of
monetary and
nonmonetary promotions. However, each type of promotion is
primarily evaluated based on the dominant benefits it provides.
Major problem are brand awareness.
Sales promotion activity
Point-of-purchase displays
75% of the outlets who preferred a P mark like this are concerned
about the quality but problem are margin
RCOMMENDATIONS
46
Nowadays, the attractive packaging plays an important role in the

marketing of mustard oils. Company should realize this fact and try to
sell their products in attractive packets. It is not only attractive but
also is reachable to all customers segments.
Company give the quantity schemes
Replacement at least 0.25
Sales promotion activity
Distributer activity
You can market it through outlets, product supplies and hotels.
Babarachi advise can carry lot of weight in the decision making
process of the customer.
BIBLIOGRAPHY
47
1.
2.
3.
4.
Marketing management:
The Economic Times:
www.purioilmills.com
Philip Kotler
News paper
www.icra.in
48

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DR.A.P.J.

PURI OIL MILLS Ltd.

Harsh nath Jha

IIMT GROUP OF COLLEGES

Harsh nath Jha

About of Mustard oil

Introduction of Mustard oil

Market Potential of Mustard oil

Market Trends of Mustard oil

Process of Making Mustard oil

Nutritious Value of Mustard oil

Status Mustard oil Industry

Purpose & Scope

Collections and Analysis of Data

5 Project Finding & Recommendations

recommendations were made.

1.1 Puri Oil Mills Ltd Profile:

THE P MARK BRAND

is acknowledged by the scientific and medical fraternity as the ultimate

p-mild as a customized product that offers a mild experience. With

P Sparkle Light Mustard Oil

Low in saturated fats (SFA)

High in monounsaturated fats (MUFA)

Rich in alpha linoleic acid

Rich in antioxidants, Vitamin-E, etc.

Ideal ratio of Omega-3 : Omega-6

Light and Sparkling

Only 20% absorbed in food

Does not leave burns on Cookware

Saves on Cooking time

Khao Pakao Refined Vegetable oil

The brand is backed by a research team that is committed to the

We also visualize that the company's popularity and visibility increases

Companys core values

Based on the areas of its core-competence, ever changing market

keeping in sight the professional objectives laid down by the senior

It will be the endeavor of the group to undertake a long-term

Value added products have extremely versatile utility and are as

importance is lauded by way of better returns on their investment

Development of new improved varieties, enhanced oil content will

PURI OIL MILLS LIMITED.

Bahardurgarh, Haryana which not only is close to the raw material

DEVI DASS GOPAL KRISHAN LIMITED.

strengthening of p mark mustard oil. The facility caters to the highly

National Quality Awards

The Ministry of Small Scale Industries, Govt. of India conferred upon

Puri Oil Mills Limited, manufactures of P Mark, one of northern Indias

About of Mustard oil

2.0 Introduction of Mustard oil

Natural unrefined mustard oil extracted through

cold process is quite pungent. The consumers of traditional product prefer

mustard oil by low temperature crushing through incorporation of a water

15,000 oil mills, 711 solvent extraction units, and 264

PROCESS MAKING MUSTARD OIL

THE NUTRITIOUS VALUE OF MUSTARD OIL

The nutritional significance of mustard oil has the unique distinction of

STATUS EDIBLE OIL INDUSTRY

Indias annual per capita consumption has shown a steadily increasing

According to ICRA, the medium-to-long term demand outlook for edible

45% of consumption requirements, notwithstanding the dip in imports seen

An important characteristic of the Indian edible oil consumption pattern is

Research Design is a master plan specifying the method and

RESEARCH FLOW CHART :

The Research problem was defined