DISTRIBUTION CHANNEL ANALYSIS FOR MARKETING

OF EDIBLE OILS IN HYDERABAD

Project Report

Submitted in Partial fulfillment of the requirement for the award of

Master of Agri Business Management

By

GUMMULA SUDHAKAR
B.TECH (FOOD TECH)

Submitted to the

SCHOOL OF AGRIBUSINESS MANAGEMENT

College of Agriculture
Acharya N. G. Ranga Agriculture University,
Rajendranagar, Hyderabad-30.

AUGUST 2004
 CERTIFICATE

This is to certify that the project report entitled DISTRIBUTION

CHANNEL ANALYSIS FOR MARKETING OF EDIBLE OILS IN
HYDERABAD, is an original research work carried out by
GUMMULA SUDHAKAR student of School of Agri Business
Management (SABM), Hyderabad, during his internship Programme
at AGRO TECH FOODS LIMITED, Hyderabad under my guidance
during 1st June to 15th July 2004.

( Chairman / Internal Guide )

Date :

Place : Hyderabad

Member
 DECLARATION

I, Mr Gummula Sudhakar hereby declare that the project report entitled

DISTRIBUTION CHANNEL ANALYSIS FOR MARKETING OF EDIBLE OILS
IN HYDERABAD on behalf of Agro Tech Foods Limited, submitted to the SCHOOL
OF AGRI BUSINESS MANAGEMENT, A.N.G.R.A.U., HYDERABAD, in partial
fulfillment of the requirements for the degree of MASTERS IN AGRI BUSINESS
MANAGEMNET (MABM) is the result of original work done by me.

Date: (Gummula Sudhakar)

 Acknowledgements
From the innermost of my heart I thank the almighty without whose grace this work has
been an impossible task.

I owe my deep sense of gratitude to Sri. Vinod Karnam, National Sales Manager Agro
Tech Foods Ltd. for providing me an opportunity to carryout the project study.

I gracefully record the benevolence of Mr. Gaurav Sharma, Operations Manager, for his
meticulous guidance, continuous cooperation with his rich experience to embellish this
study. I would also like to thank Ms. Megna Manager-Employee Development for her
kind cooperation during project work.

I express my deep sense of gratitude and profound regards to Dr. Seema, Associate
professor and I/c. Head, School of Agri Business Management (SABM), A.N.G.R.AU for
her scholarly guidance and crisp criticism.

I fervently express my profound regards to Smt. P. Radhika, Assistant professor, SABM,

ANGRAU for her invaluable suggestions and continuous guidance for the preparation of
the report.

Diction is not enough to expound my sincere regards and cordial love to my father
Sri. Rajaiah and my mother Smt. Lakshmi beloved brothers Narsinga Rao and Kumara
Swamy and all near and dear without whose encouragement and moral support, the
project would not have seen the light of the day.

I feel immense pleasure and joy in expressing my heartful thanks to my friends for their
care, affection, understanding and delightful companionship during my post graduate
study.

(Gummula Sudhakar)
 EXECUTIVE SUMMARY

India, being one of the worlds largest consumer of Edible oils & fats, has
consumed 10.6 million tons in 2001-02 oil year, where it has imported almost 50 % of its
Edible oil requirements. India has imported 5.1 million tons of Edible oil in 2002-03 oil
year, and has become largest importer ahead of European Union and China.

Indian Edible oil market is divided into three segments. Premium segment,
Popular segment, and Loose oil segment. In premium segment oil is sold in branded
form, but has a less size, which is less than 4 % of entire market. In this segment oil is
sold mostly in consumer packs. In loose oil segment, oil is sold in loose form to
wholesalers in tankers or barrels, where they will repack the oil in tins and supply to the
retailers. In Popular segment, which is the fastest growing segment Edible oil is sold both
in branded and blended form. In this segment both consumer and bulk packages are being
sold.

In Hyderabad market, only premium and popular segments are existing. Some
retailers purchase low cost blended oils in bulk packages and sell to consumers in loose
form. Since Hyderabad, is a middle class consumer market, the share of popular segment
is maximum.

By emergence of organized retailing premium segment brands have disappeared

from traditional distribution channels and are widely present in the shelves of organized
retailers. And traditional distribution channels are flooded with popular segment brands.
The competition among these brands is high. This market is dominated by the brands
from Small-scale manufacturers, who to come down on cost blend the best selling oil
with low cost oil, but mention it as pure oil, which is illegal to do.
 In the popular segment of Edible oil market, oil is sold both in consumer packs
(less than 5 lt) and bulk packages (15kg tins). Consumer packs are mostly purchased by
households, and institutional buyers like hotels, which will have large daily requirements,
purchase bulk packages. Some customers make daily purchases and some make weekly
or monthly purchases.

Crystal is the brand in the popular segment, from the stables of AGRO TECH
FOODS LIMITED, which is already a leader in this segment in coastal Andhra pradesh.
But it is yet to achieve a significant market share in Hyderabad. The reasons for this
situation are many. And the major competitor is a local player, who has established a
good brand name over the years and their prices are also quite reasonable.

To capture a significant market share in Hyderabad, Crystal brand needs to

attract a committed wholesaler, who can promote the quality brands and has a good
customer base. Concentrate on consumer packs and bulk packs individually, by
appointing a distributor who can reach the retailers in the interiors of Hyderabad.
 CONTENTS

SL. NO CHAPTER PAGE NO.

I INTRODUCTION 1 12

II RESEARCH 13 15
METODOLOGY

III FINDINGS AND 16 25

OBSERVATIONS

IV SUGGESTIONS 26 24

V ANNEXURE 28 - 34
 INTRODUCTION

India is one of the largest Edible oils & fats consumers in the world. The total
size of industry is estimated at Rs. 31,715 crores in value and 11.6 million tons in
volume. India accounts for 12 % of world Edible oils and fats market.

This Edible fats & oils market is broadly categorized into Edible vegetable oils,
Vanaspathi, and Dairy fats. These three categories supply to the total fats needs of the
country. Of these three categories vegetable oils market is huge which is estimated at
83.5 % of the value of total Edible oils & fats market. Vanaspathi, which is another name
for partially hydrogenated oils, is estimated at 14.8 % of the value. Dairy fats market is
estimated at 1.7 % of the value of total Edible oils & fats market.

In India Edible oils market has undergone a dramatic change in the last 15 years.
India changed from net importer status in the 1980s to a net exporter status during the
early 1990s, which is a result of YELLOW REVOLUTION . Again, it is back to net
importer status, importing almost 50 % of its annual Edible oil needs. As per the latest
statistics available with United States Department of Agriculture (USDA), India attracted
over 15 % of global vegetable oil imports in 2002-03, making it the worlds leading
importer, ahead of the European Union and China.

The countrys demand for Edible oils is expected to more than double from the
current level in the next 12 years by 2014-15, according to the projections made by the
National Council of Applied Economic Research (NCAER). Taking into account the
expected per capita income growth and income elasticity of demand, the NCAER had
projected the demand for Edible oils as 22.8, 25.9 and 29.4 million tons, under three
scenarios of per capita income, at an estimated annual growth of 4, 5, and 6 %
respectively.
 In India, wide range of Edible oils are being consumed depending on the
regional preferences, price and availability in the region. The important Edible oils in
Indian market are Sunflower, Soya bean, Ground nut, Palm, Rape seed-mustard, Sesame,
Safflower, Linseed, Niger seed, Castor, Coconut, and non-conventional oils like Rice
bran oil, Cottonseed oil and oils from tree origin like Olive oil, Jatropha oil etc.

Out of the above Edible oils, only few oils like Sunflower 9 %, Groundnut 10 %,
Palm oil 38 %, Rapeseed oil 14 %, Soya bean 22 %, Cottonseed 6 % account for 99 % of
the Indias edible oil consumption as per 2001-02 statistics. There was a dramatic change
in edible oils consumption pattern since 1970s, where Ground nut oil was mostly
consumed which accounted for 58 %, Rape seed 28 %, Cotton seed 10 %, others 4 %.
Market share gains for Palm and Soya bean oil are largely due to increased access to
imports, as well as increased domestic Soya bean production. With Palm oil generally the
lowest priced on world markets, it has experienced the most rapid import growth.

India imports almost 50 % of its Edible oil requirements, but is self sufficient in
oils like Ground nut, Cotton seed and Castor, where it exports these oils to other
countries. Indias Edible oil import basket is largely constituted of Crude Palm oil, which
accounted for 42 %, Crude Soya bean oil 23 %, Crude palmolien 25 %. India imported
5.1 million tons of refined and crude edible oils, in 2002-03 oil year.

In India Edible oil is mostly sold in filtered and refined form. Imported Crude oil
is either filtered or refined by the refiners. Domestically produced Oilseeds are Crushed
and Expelled and then Solvent extraction is done to obtain crude oil. This crude oil is
refined or filtered by the refiners.

India has about 1,50,000 Oilseed crushing units, 785 Solvent extraction units, about
950 Refineries, 222 Vanaspathi units. Most of these units come under Small-scale
industry, whose capacity utilization is averaging around 30 %, which is lower than world
average. Also, in many other countries all the processing operations are conducted by one
vertically integrated plant. But in India these are separate entities and scattered in
different regions of the country, which increases the logistics cost.

MARKETING OF EDIBLE OILS IN INDIA:

Indian edible oils market is divided into three segments. They are Premium
segment, Popular segment and Loose oil segment. These three segments are formed
basing on the Price of the oil, Quality of the oil, Packaging form in which Edible oil is
sold and consumer spending on Edible oils.

In the premium segment Edible oil is sold in branded consumer packs, which
are less than 5 lt in quantity. The consumers in this segment are from high income group.
In this segment Edible oil brands are priced very high. They offer good quality, which
comes by using advanced technology for refining. In this segment, oils like Refined
Sunflower oil, Refined Safflower oil, Refined Ground nut oil, and Refined Canola oil are
popular. Of these oils only Refined Sunflower oil accounts for 45 % of the sales in
premium segment. These oils are rich in MUFA and PUFA content and are good for
health. Consumers in this segment are health and quality conscious and are less price
conscious. The brands in this segment offer More Value for More Price. The size of this
segment is very low, where it occupies less than 4 % of entire Edible oil market in India.

Loose oil segment is the largest of the three segments in which oil is sold in bulk
quantities to institutional users or to household consumers without consumer-ready
packaging or name branding. In this segment oil is transported to the place of the
wholesaler in tankers and barrels, where the wholesaler fills the oil in tins and sells it to
the retailers or to the consumers. In this segment, Palm oil and Soya bean oil are famous.
These oils are lower in price than other oils. In this segment consumers are from lower
income group. Consumers are entirely price conscious. This segment is the oldest in the
country. There is a gradual decreasing trend in the size of this segment, with increase in
per capita income of the country.

Popular segment of Edible oil market is the fastest growing segment in which
consumers are quality, price and health conscious. Consumers in this segment are from
middle income group. In this segment almost all types of Edible oils are being sold.
Blended oils, which are the mix of two different oils, are also being sold in this segment.
Edible oil brands are moderately priced in this segment. The brands in this segment offer
good quality at affordable prices. These brands are available in consumer friendly
packaging like 1 lt pouches, 5 lt Jars, 15 lt Jars and 15 kg tins. This convenient packing is
one of the growth drivers of the segment. This segment is growing at a faster rate with
increase in per capita income of the country. Most of the brands in this segment are the
regional players, whose market is limited to a particular geographical area. There is also a
presence of brands that are National players, and offer good quality product at affordable
prices. The major players in this segment across the country have graduated from trading
crude oils/loose refined to selling in tins to establishing credible brands. The brands in
this segment offer More Value for Less Price.

CRYSTAL Refined Edible oil:

CRYSTAL is the brand in A T F L portfolio, which is targeted to capture a

significant share in the popular segment of Edible oil market. This brand is the national
brand, which is already a market leader in some states, and also the leading brand in
markets of coastal districts of Andhra Pradesh.

CRYSTAL is available in variants like Refined Sunflower oil, Refined Soya

bean oil, Refined Cotton seed oil, Refined Mustard oil, Refined Ground nut oil, and
Refined Rice bran oil. It operates in pack sizes of 1 lt pouches, 5 lt Jars, 15 lt Jars, 15 lt
tins and 15 kg tins.
 In Hyderabad, where a large section of consumers are from middle income
group, at whom Crystal brand is targeted and is yet to achieve a significant market share.
Edible oil market in Hyderabad is dominated by the local players, whose market is
limited to this geographical area and have established their brands over a period of time
by offering convenient packing and also consistent quality if not the best one.

In Hyderabad, Edible oil market is clearly dominated by popular segment

brands. Here loose oil market is very low, because of availability of low cost popular
segment brands and relatively high level of income of consumers than those of other
places in Andhra Pradesh. With the emergence of organized retailing which is targeted at
high and middle income consumers, the premium segment Edible oil brands have
disappeared from the shelves of traditional distribution channel members, and are being
directly supplied to the organized retailers. However, popular segment brands, whose
share is also large, are still marketed by these channel members.

In marketing of popular segment brands of Edible oils, the distribution channel

members are having upper hand, because of heavy competition among small and medium
sized Edible oil refiners. In this segment brand positioning is based only on price, where
different brands are available at different price points. Brand switching by consumers is a
natural phenomenon, which is entirely dependent on price. Consumer perception about
quality is also based on price. High priced brand is perceived as high quality brand.

Distribution channel members in this market are powerful, because of which

they are identified to understand and analyze the role they are playing in marketing of
Edible oils and find out reasons for lower sales of Crystal brand, even though it offers
best quality among the popular segment brands, with affordable pricing. And to suggest a
right marketing approach to improve the sales of the brand in this market.
Company profile:
AGRO TECH FOODS LIMITED is a Rs 1114 crores company with a dominant
position in the Edible oils and branded foods segment, in India. ConAgra Foods Inc of
USA, worlds third largest foods company, along with Tiger brands of South Africa holds
a majority stake of 51.3 per cent in Agro Tech Foods Limited, through CAG Tech
Holdings, Mauritius.

With well-known brands like Sundrop, Healthy World, ACT II, Rath and
Crystal as part of its portfolio, the company has a dominant market share and value
leadership in the refined oil segment, primarily led by its flagship brand Sundrop.

Achievements of the company:

* Sundrop is the number one brand in the premium segment of the vegetable oil
market in India.
* The company has launched the worlds largest selling microwave popcorn
brand, ACT II, In India.
* The acquisition of the Rath Vanaspathi, a leading brand in the Edible oils
segment has enabled the company to leverage an expansive distribution network in
Northern India and thus widen the reach of the companys other products as well.
* The company has an expansive distribution network and its products are
available in over 1,25,000 outlets across India.

Businesses of the company:

The company has two business segments, which follow a profit center approach.
In the Branded Foods Segment, the company has Branded Oils and Foods. The
Branded Oils have two very successful brands namely Sundrop and Rath. The Branded
Foods has two major brands, ACT II (the No 1 Popcorn brand in the world belonging to
ConAgra) for popcorns and recently branded corn chips and potato popz. The other brand
is Healthy World atta and other staples.
Bulk and Processed Commodities Segment includes oils and grains procured,
processed and distributed by the commodity sourcing & exports and the seed buying
operation. In this segment Crystal is the Edible oils brand, which caters to the Popular
segment of Edible oil market in India.

Brands of the company:

Sundrop
Indias leading brand of premium edible oils, Sundrop is the favourite of more
than 1.5 million housewives across the country. All Sundrop products are low in
saturated fats and high in unsaturated fats, which makes it a healthy choice.
Rath
Rath is a Vanaspathi brand in ATFL portfolio, is fortified with Vitamins A&D
provides great taste and higher stability. Made from quality oils, which are hygienically
refined and processed in modern plants. The product provides complete fulfillment for
tasty food.
Sudham
Sudham is a unrefined mustard oil brand, It is famous in Eastern part of India.
ACT II
ACT II is a snack food brand in ATFL portfolio. ACT II is positioned as the fun,
exciting snack that enhances everyday entertainment occasions.
Healthy World
Healthy World is staple food brand in ATFL portfolio. Under this brand variants
like Whole-wheat atta, Protein power atta, Sugar control atta and Dried green peas are
being sold.
Just Fries
Just Fries is the vending initiative by Agro Tech Foods Limited. It would offer
its customers an array of snack foods. It would come in an attractive and exciting kiosk,
which is brightly colored, brilliantly lit and has state of the art machinery.
Crystal
Crystal is the brand in ATFL portfolio. It is a brand of Edible oils, which caters
mainly to the Popular segment of Edible oil market in India. It is already a market leader
in markets like coastal Andhra Pradesh. It comes with a Value for Money proposition.
 Health effects of consuming Edible oils & fats:
All Edible oils & fats are rich sources of fats for human consumption. Human
body cells create energy by using these fats in various metabolic reactions. By this way
these fats become a rich source of energy.

Fats are found in the form of fatty acids in plants and animals and are essential
for the bodys proper growth and functioning. There are three kinds of fats in foods we
eat: Saturated, Polyunsaturated (PUFA) and Monounsaturated (MUFA). Fats should
account for 30 % or less of the calories consumed daily, with saturated fats accounting
for no more than 10 % of the total fat intake.

Most foods contain all three types of fat, but in varying amounts. We mainly get
saturated fats by eating animal foods such as beef, beef fat, veal, lamb, pork, poultry fat,
butter, cream, whole milk, cheeses and other whole-milk dairy products. Coconut, Palm
and Palm kernel oils are also high in saturated fat. Trans-fat, which comes primarily from
hydrogenated fat, acts as saturated fat in the body. We get unsaturated fats mainly
through vegetable oils. Polyunsaturated fats are found in Safflower, Sunflower, Corn and
Soybean oils. Monounsaturated fats are found in Canola and Olive oil.

The major problem associated with high fat intake is increase in blood
cholesterol levels. The human body produces about 85 % of the cholesterol. The other 15
% comes from the external source diet. The level of cholesterol already present in the
blood can be increased by high consumption of cholesterol and saturated fat in the diet.
This increase in dietary cholesterol has been associated with atherosclerosis, the building
up of plaques that can narrow or block blood vessels. If the coronary arteries of the heart
become blocked, a heart attack can occur. The blocked artery can also develop rough
edges. This can cause plaques to break off and travel, obstructing blood vessels elsewhere
in the body. A blocked blood vessel in the brain can trigger a stroke.
 There are two types of cholesterol in the blood. One is Good cholesterol, which
refers to high-density lipoprotein (HDL) another one is Bad cholesterol, which refers
to low-density lipoprotein (LDL). LDL is the major cholesterol carrier in the blood; high
levels of these LDLs are associated with atherosclerosis. HDL is thought to provide some
protection against artery blockage.

A high level of LDL in the blood may mean that cell membranes in the liver
have reduced the number of LDL receptors due to increased amounts of cholesterol
inside the cell. After a cell has used the cholesterol for its chemical needs and doesnt
need any more, it reduces its number of LDL receptors. This enables LDL levels to
accumulate in the blood. When this happens, the LDLs begin to deposit cholesterol on
artery walls, forming thick plaques. In contrast, the HDLs the Good guys act to
remove this excess cholesterol and transport it to the liver for disposal.

The levels of HDL, LDL and total cholesterol are all indicators for
atherosclerosis and heart attack risk. People who have a cholesterol level of 275 or
greater are at significant risk for a heart attack, despite a favorable HDL level. In
addition, people who have normal cholesterol levels but low HDL levels are also at
increased risk for a heart attack.
Dietary factors associated with increase in blood cholesterol levels:

* Eating foods that are high in saturated fats, even if the fats themselves do not
contain cholesterol. These include foods containing high levels of hydrogenated
vegetable oils, especially Palm and Coconut oils, avocados and other high-fat foods of
vegetable origin.
* Eating foods containing high levels of cholesterol. This group includes eggs
and red meat the most maligned of the cholesterol culprits as well as lard and shrimp.
These foods can significantly raise blood cholesterol levels, especially when combined
with foods that are high in saturated fat.
* It is important to note that only foods of animal origin contain cholesterol.
Lack of awareness of this fact has led to some confusing labels at the grocery store.
TECHNICAL INFORMATION ON SATURATED AND UNSATURATED FATTY
ACID CONTENTS OF EDIBLE OILS FROM VARIOUS SOURCES

Fats are a concentrated form of energy, which help maintain body temperature,
and protect body tissues and organs. Fat also plays an essential role in carrying the four
fat-soluble vitamins: A, D, E, and K. Excess calories from protein and carbohydrates are
converted to and stored as fat. Even if we are eating mostly fat free foods, excess
consumption will result in additional body fat. Fat calories in food are readily stored,
while it takes energy to transform protein and carbohydrates to body fat.

Saturated Fat tends to increase blood cholesterol levels. Most saturated fats
tend to be solid at room temperature, with the exception of tropical oils. It is found
mostly in meat and dairy products, as well as some vegetable oils, such as Coconut and
Palm oils (tropical oils). Butter is high in saturated fat, while margarine tends to have
more unsaturated fat.

Polyunsaturated Fat tends to lower blood cholesterol level. Usually it is liquid

at room temperature. It is found mostly in plant sources. (Safflower, sunflower, Soybean,
Corn, Cottonseed).

Monounsaturated Fat tends to lower LDL cholesterol (the bad cholesterol). It

is found in both plant and animal products, such as Olive oil, Canola oil, Groundnut oil
and in some plant foods such as Avocado.

Since it is important to choose Edible oils having less in cholesterol, Saturated

fats and high in Polyunsaturated and Monounsaturated fats, to arrest Coronary heart
diseases, one must be aware of various Edible oils having above properties.
 The following table gives PUFA, MUFA and SFA contents of Edible oils from
various sources.
Vegetable Polyunsaturated Monounsaturated Total Saturated
Oils and Fatty Acids* Fatty Acids* Unsaturated Fatty
Shortening Fatty Acids* Acids*
Safflower Oil 75 % 12 % 86 % 9%
Sunflower Oil 66 % 20 % 86 % 10 %
Corn Oil 59 % 24 % 83 % 13 %
Soybean Oil 58 % 23 % 81 % 14 %
Cottonseed Oil 52 % 18 % 70 % 26 %
Canola Oil 33 % 55 % 88 % 7%
Olive Oil 8% 74 % 82 % 13 %
Groundnut Oil 32 % 46 % 78 % 17 %
Soft tub 31 % 47 % 78 % 17 %
Margarine***
Stick 18 % 59 % 77 % 19 %
Margarine***
Veg. 14 % 51 % 65 % 31 %
Shortening***
Palm Oil 9% 37 % 46 % 49 %
Coconut Oil 2% 6% 8% 86 %
Palm Kernel 2% 11 % 13 % 81 %
Oil

Animal Fats

Tuna Fat**** 37 % 26 % 63 % 27 %
Chicken Fat 21 % 45 % 66 % 30 %
Lard 11 % 45 % 56 % 40 %
Mutton Fat 8% 41 % 49 % 47 %
Beef Fat 4% 42 % 46 % 50 %
Butter Fat 4% 29 % 33 % 62 %

* Values are in percentage of total fat

** Total unsaturated fatty acids = polyunsaturated fatty acids + monounsaturated fatty

acids. The sum of total unsaturated fatty acids + saturated fatty acids will not add to 100
percent because each item has a small amount of other fatty substances that are neither
saturated nor unsaturated.

*** Made with hydrogenated Soybean oil + hydrogenated Cottonseed oil.

**** Fat from white tuna, canned in water, drained solids.

Objectives of the project:

To understand the Role of Distribution Channel members.

To estimate the extent to which these members can influence the

consumers in selecting a brand.

To find out the procedures, different players follow to market their brands.

To estimate the extent to which these members can promote a brand.

To find out the reasons for lower sales of Crystal from the point of view of

Distribution channel members.

To suggest a right marketing approach to improve the sales of Crystal

brand.
 Research Methodology:

To analyze the distribution channels in Edible oil market, a systematic procedure

has been followed. The Research methodology has following steps.

Research design

Data collection method

Sampling procedure

Field work

Analysis and interpretation of the data

Research design:

Since the main objective of the project is to analyze the role, the distribution
channel members are playing, the Project study has been designed such that the results
are exploratory in nature, and these results will give an idea about the market situation.

The distribution channel members in Edible oil market are powerful, and are
having lot of information about the market, various strategies that different players follow
to market their brands and are influential persons in consumer brand preferences. Since
obtaining information from these members is critical in analyzing the market situation,
both observational and survey research procedure have been followed. Care has been
taken in designing the research procedure, to obtain results in a systematic manner.

Data collection methods:

The data collected for the research project is entirely primary data. Both
observational and survey procedure have been used. Data was collected by asking
questions to channel members as per survey questionnaire and at the same time
observations have been noted on a separate paper. Since these members may be reluctant
to answer some questions in the questionnaire, observational survey has also been done to
obtain more accurate data.

Survey questionnaire has been designed according to the objectives of the

project. Questionnaire has been designed in a systematic manner, to obtain in-depth
information.
Since it is the survey to analyze the behaviour of the channel members,
qualitative research questionnaire has been used, which consisted of mostly open ended
questions.

Sampling procedure:

This project has geographical limits. The survey was to be done in Hyderabad
market. In Hyderabad market, distribution channel members are located in places like
Malakpet wholesale market, Begum bazaar, Kishan gunj, and Monda market. In these
four places almost 70-80 % of Edible oil trading will be done. And also concentration of
members of distribution channel is high in these places.

Data from 30 samples (channel members) has been collected choosing 5-8
members in each of the four places. 5 samples have been rejected, because of wrong
information given by the members, which may mislead final result.

Field work:

Field work has been done on my own, having an experience of understanding the
problem situation and having a clear idea about the objectives of the project. The nature
of the survey procedure, which required asking questions in a systematic manner and also
observing the behaviour of the channel members, propelled me to do the survey on my
own.
 The survey has been done in two tiers, where in the first survey has been done
without any questionnaire, mainly to understand what kind of questions can be asked to
channel members and also have some feed back for preparing the questionnaire.

Analysis and interpretation of the data:

The data from each accepted sample has been tallied with other samples and an
over all result has been obtained. Statistical tools like sample mean, percentage
calculations have been used, wherever there is a possibility of getting quantitative results.
Observational data is also been interpreted with these results.
Analysis of the quantitative data, obtained by using the
questionnaire administered to the distribution channel
members:

Q2: Most selling brand in Hyderabad market

Pack size Brand name Market share %

Gold Drop 15
1 lt 5 lt
Vijaya 14
Ruchi gold 11
Rest 60

Gold Drop 20
15 kg
Rest 80

* These are only brand names; each brand may have

any no. of variants.

* Ruchi gold is only palm oil variant.

Q5: Most selling oil variant

Oil variant % Share

Sunflower oil 55 60
Palm oil 20
Groundnut oil 20
Others 5

* Sunflower occupies maximum space because of its

affordable prices and also considered as good for health.
 * Palm oil is mostly preferred by lower income group
consumers.

* Others include Soybean, Sesame and Cottonseed

oils.

Q6: Stock purchased per month by the channel members

Pack size % Of total purchase

15 kg 50
1 lt 45
5 lt 5

* Sales of 5 lt consumer packs are less.

* Consumers prefer 1 lt packs, 15 kg packs are

preferred by institutional users.

Q7: Quantity that can be stored in the godown of channel

members

500 1500 tins/cartons

Q8: Stock of different oil variants kept by channel

members

Oil variant % Share

Sunflower oil 55
Palm Oil 20 25
 Ground nut Oil 20 25
Others 5

* These channel members keep stock of different oils

basing on demand.

* The brands may be anything.

Q9: Major customers of the channel members

Customer type % Share of total customers

Retailers 50
Consumers 15
Institutional users 35

* Retailers mostly purchase consumer packs (1 lt, 5 lt)

* Consumers purchase both consumer packs (5 lt), and

bulk packs (15 kg)

* Institutional users purchase bulk packs but small

hotels purchase consumer packs also.

Q 23 : Price range of different Edible oil brands with pack

sizes.

Oil variant Pack Price range (Rs.)

size
Sunflower Oil 15 kg 710 805 /-
Sunflower Oil 1 lt 48 50 /-
 Palm Oil 1 lt 36 39 /-
Ground nut Oil 15 kg 820-840 /-
Soya bean Oil 15 kg 700-740 /-

The following graph shows average prices of different

edible oils per 15 kg

Average prices of Edible oils

1000
prices in Rs.

800
600 790 830
400 680 720 675
200
0
Sunflower palm oil Groundnut Soybean oil Cottonseed
oil oil oil

Edible oil variants

 Findings of the survey

Popular segment of Edible oil market in Hyderabad is having huge no. of brands,
ranging from National to local brands. This is evident from the recall of different
brands by channel members, when they were asked to name the brands they
would sell.

Any brand can be sold in these markets but Gold drop brand is having some edge
over other brands. Almost all of the channel members surveyed expressed interest
in selling Gold drop brand.

Experience of the channel members is ranged from 4 15 years, some of them are
upgraded from selling loose to branded.

As per channel members, loose oil market does not exist. No channel member is
interested in selling loose oil.

Sunflower Oil is most selling variant, palm and Groundnut Oils occupies second
place, and other Oils like Sesame, Cottonseed, and Soya bean are sold less. This is
clear from table, which shows the market shares of different oils.

Channel members purchase stock of bulk and consumer packs in equal amounts.
The demand from consumers and institutional users is almost same.

A channel member has an average of 800 tins of storage space.

They keep stock of different Oils according to demand. Sunflower Oil occupies
maximum space [55 % of total space]. Palm and Groundnut oils occupy 20 25
% each, of the total shelf space.
 Some private brokers operate in the market, who will have information on daily
price changes, and prices in other markets like Mumbai. These brokers give
information to the channel members, who in turn decide on their purchase price of
different brands.

As for as channel members are concerned consumers are aware of daily price
changes. So, consumers do not insist on price reduction, but will switch to low
cost brands if the rise in price is more.

All of the channel members surveyed agreed that they would reduce the price to
customers, if the price falls.

According to channel members there are seasons where demand for Edible Oil is
more. The seasons are festivals like Vijaya Dhashami, Ramzaan.

These members keep an extra stock of 20 25 % Edible oil than normal, to cater
to the seasonal demand raise.

These members sell a major chunk of their stock to either retailers or to

institutional users [85 % combinely].

All local brands supply to these members directly from their factory godown.
National brands set up their depots in Hyderabad.

Supply of some local brands is done daily, which have daily sales. New brands
and brands which have lower sales supply when they get orders from these
channel members.

Only national brands have sales persons, who go and collect orders, but local
brands have direct contacts and access with these channel members.
 The lead time is less than one day. Supplies are made on the same day of order
placement.

All brands replace the stock, if there are any damages. This settlement is done on
the same day of supply or when next supply is made.

These members get a credit of 10 25 days basing on the credibility of the brand.
There is no price raise on credit.

Prices of brands differ. Established brands keep a high price. Prices also differ
basing on variants. Company persons inform prices of their brands through phone.

There are no price discounts on purchase of more quantity than normal.

 Observations of the survey:

In popular segment of the Edible oil market in Hyderabad, local brands are
dominating the market, and competition among these brands is very high,
so it has become necessary for these brands to get shelf space in the
godowns of distribution channel members.

Even though Gold drop brand has some edge over other brands, it is facing
an healthy competition fromVijaya brand, which is an house hold name, in
consumer pack segment.

Palm Oil brands are becoming famous among lower income group
consumers.

There is a decreasing trend in Groundnut Oil consumption, which is

attributed to its higher price than other oils like Palm oil.

These channel members take advantage of price variations. If the price

falls, the channel members do not inform their customers and sell at the
same price as it was on the previous day. If the customers get to know
from other sources, then they will reduce, but percentage of decrease in
price to customers is very low. If there is a rise in price then they will sell
the stock purchased at the previous prices, by adding their margins to the
increased price.

90 % of channel members sell multi brands, because they do not want to

loose the business of selling other brands. The reason for this is brand
preference among customers is low, they may ask any brand.
 Almost all of the low cost brands are blended Oils, but the package says it
is pure Oil. It is happening mostly with Sunflower variant, where it is
blended with low cost oils like Palm or Cottonseed Oil.

Most of the channel members are not interested in selling high priced
brands because, they are not profitable brands to them, since customers do
not show interest in paying a premium price to buy a brand.

Even though, they say they are getting a credit of 10 25 days, in reality it
is not so with all the brands. Some brands are being sold by the
manufacturers to the channel members without any invoice. The
manufacturers come to an understanding with these members that they
will get paid, when actual sale is made to the customers.

The bad debts in the manufacturers accounts may be more.

To cut down the cost, manufacturers add cheap variants to the most selling
Oils and name them as pure Oils.

Some manufacturers purchase loose oil in tankers and pack the oil in
consumer friendly packaging, and supply to the distribution channel
members.

Different brands are available at different price levels, and it is upto

consumers to choose a price level at which they want a brand.

Brand switching among customers is common, but switching from one

variant to another does not happen.

Awareness about difference between refined and filtered oils is very low
among customers.
 Discussion on Observations and Findings of the survey:
In reality popular segment of Edible Oil market in Hyderabad is cluttered with
brands, which are operating at various price points. Reservation of Edible oil refineries
for Small Scale sector of the Industry, by Government and easy accessibility to
machinery made possible the emergence of no. of Edible Oil refineries around
Hyderabad. These Small Scale manufacturers created their own brands and selling the
same at whatever price they realize. As per information from distribution channel
members, these manufacturers enquire about prices of different brands doing well in the
market and charge a less price than those brands, and ask the channel members to sell
their brands. To do this manufacturers offer incentives like more no. of days of credit or
gets payment when the stock is actually solds out. It is upto the channel members to
decide on their margins.

The distribution channel members keep the stock of all brands that they expect
to sell. Since they need not have to pay immediately, they keep the brands in godown.
But these channel members keep more stock of regularly sold brands. If the customers
ask for low cost brands then they sell the brands, which they got from Small scale
manufacturers.

To cut down the cost some manufacturers mix up cheap Oils like Palm and
Cottonseed Oils, with the high cost Sunflower Oil. But on packing it is printed as Refined
Sunflower Oil. They are cashing in on unawareness of customers. Consumers are only
looking at what is printed on it and they do not know what Oil actually in it. In this
segment the blind belief is that packaged Oil is superior to loose oil, and also the
convenient packaging is an added benefit.

The popular segment of Edible Oil market in Hyderabad is divided into three sub
segments. They are Lower, Middle and upper class segments, depending on the price
ranges in which different brands operate, and also the difference in behaviour of
consumers.

In the Lower class popular segment, cheap variants like palm Oil, Cottonseed
Oil are famous. In this, brands like Ruchi gold palm oil, Cotton king, Sri Krishna Viraat
Cotton seed oil, Vijaya palm, fine palm, Adhaar palm, Krishna drop palm, life gold are
operating. Some other brands, which appear as pure Sunflower oil but blended with
cheaper oils, also cater to this segment customers The consumers in this sub segment are
those who are upgraded from loose oil segment, because of slight increase in their
income levels. This segment constitutes consumers who are migrated from rural areas to
urban areas.

The Middle class of popular segment consists of consumers who are quality and
price conscious and not interested in cheap variants, Sunflower Oil is considered as good
quality Oil. But these consumers have less affordability, so they are consuming brands
with less price and written as Refined Sunflower oil. In this segment brands like Sheetal
drop, Gold, Healthy heart, Health care, Maharaaj, Nataraaj, Sun gold, Gold line, are
operating. In this segment consumers are unable to differentiate pure Sunflower Oil from
blended oils. And also blended oils are affordable. These two factors are key growth
drivers of this segment.

The Upper class sub segment of popular segment consists of consumers whose
affordability is good, but price and quality conscious. These are the consumers who know
bad effects of consuming cheap oil, and are sticking to the Refined Sunflower oil,
Filtered Ground nut oil, and Refined Ground nut oil. Since the cost of Sunflower oil is
lower than Groundnut oil, the Refined Sunflower oil consumption is high. In this segment
brands like Crystal, Gold drop, Fortune, Nature fresh are operating.
 SUGGESTIONS:

Since institutional buyers are the big customers for bulk packages, attract
these customers and supply directly to them. By doing this, some benefits
like wholesaler margins can be passed on to these customers.

Identify a distributor who is having a good customer base of small retailers

and supply him, the consumer packs of Crystal.

Price Crystal competitively with most selling brand. And ask the
wholesalers to sell at the same price.

A wholesaler in each market may be appointed, and motivate him to sell

only Crystal brand. While doing so, the experience of the wholesaler must
be considered. His customer base is also an important factor.

Identify the medium sized retailers, consolidate the demand from these,
and supply them at once.

If possible, stabilize the prices until the brand gets consumer pull in these
markets.

Release a low cost blended oil, by promoting health benefits of blended

oils. Instead of blending with palm oil, which high in SFA content, blend
with Soybean Oil which is good for health.

Concentrate separately on bulk and consumer packs. Since households are

major customers for consumer packs, identify a distributor who is
experienced in selling household goods, and motivate him to sell
consumer packs.
 Since some households may purchase bulk packs, attract the mid sized
retailers and place the Crystal in their shelves.

Release a palm oil variant under this brand name, only in consumer packs,
and price it competitively with Ruchi gold brand. Since this Oil is
normally a low priced oil, it can attract loose oil customers in upcountry
markets.

Since some institutional buyers purchase their monthly groceries from a

wholesale mandi, Crystal can be placed in the shelves of wholesalers who
sell other goods like rice and atta.

Use Sundrops name, to attract consumers towards Crystal and promote

the quality of the Crystal brand.
 (A) Oilseed processing using Solvent Extraction method

Seed procurement Handling/Storage Grain cleaning Grain drying

Flakes for Solvent Crushed seed Crushing

Solvent Extraction conditioning

Oil and solvent Oil/solvent

Oil Extraction Solvent
mixture Distillation

Extracted flakes
Crude Oil
and solvent
Solvent vapors
Flake desolventizing
and toasting Pretreatment Degumming Lecithin
Desolventized and toasted
meal
Solvent and particulate emission Neutralizing Soap
Meal dryer Stock
Acidulation
Dried meal
Solvent and particulate Emission
Meal cooler Acid
oil

Cooled meal, sizing,

grinding and load out Bleaching

Inter- Winterizing/ De- Hydro-

esterification Fractionation waxing genation

De-
odorizing

Refined Oil
(B) MOVEMENT OF PRODUCT (EDIBLE OILS) FROM SOURCE
TO END USER

FARMER

AGENT

IMPORTER

OIL SEED
PROCESSOR

SOLVENT
EXTRACTOR

REFINERIES

WHOLESALERS DISTRIBUTOR

DEALER
RETAILER

CONSUMER / INSTITUITIONAL BUYER

 (C) IMPORTS OF EDIBLE OIL BY INDIA
QTY IN TONNES

REFINED OIL CRUDE OIL

YEAR RBD Palm Sun Rape Soy Palm Palm Sun Soy Canola Cotton Coco
Olein Flower Seed Bean Oil Olein Flower Bean Oil Seed Nut
Oil Oil Oil Oil Oil Oil Oil

2002-03 319,379 - - 28,994 2,151,294 1,261,568 94,600 1,167,723 5,540 - 7,701

2001-02 118,895 (-) (-) 3,499 1,891,538 920,015 2,800 1,475,531 10,400 (-) 2,504

2000-01 1,516,688 - - 7000 1,404,723 32,877 387,761 1,414,937 35,969 31,450 2,403

1999-00 2,213,777 - 6,230 19,000 828,359 - 573,788 687,379 100,569 64,061 1,700

1998-99 2,676,712 7,500 82,659 246,624 - - 545,006 626,758 171,954 32,208 4,000
 (D) Survey Questionnaire for
Distribution channel analysis for marketing of Edible oils in Hyderabad

Name:___________ Place:___________ Contact

No:____________
Date:___________

1. What are the brands of cooking oil you sell?

2. Which brand sells most?

1lt to 10lt Name __________, Qty/month _________

15lt tin/15lt jar Name_______ , Qty/month _________

3. How long have you been in the business?

4. What motivates you to sell a branded cooking oil than loose oil?

5. Which oil sells most?

Oil Brands Qty/month
SF _________ ___________
Palm __________ ____________
GN ___________ ____________
Soya ____________ ____________

6. How much stock per month you purchase?

15kg__________ 1lt___________ 5lt___________

7. How much Qty you can store in your godown?

8. How much stock of different oils you keep?

S F __________ G N _________ palm ______ Soya ________

9. What reference do you use for checking out oil prices

10. How would you convince your customer when the price increases?

11. Would you reduce the price to your customer if the price falls?

12. Do you think there are seasons in which the demand is more?
If yes what are they?

13. How much extra stock you keep to cater to this demand?

14. Who are your major customers and how much they buy?
Customer Qty/month

Consumers ___________
Retailers ___________
Institutions ___________
Any other ____________

15. From whom you purchase stock? (Tick)

Brands
( ) Directly from companys factory ___________________

( ) Companys agent ( C&F) ____________________

( ) Companys depot _____________________

( ) Any other . _____________________

16. What is the frequency of distribution of stock to you?

17. Would the company people come and take orders from you?

18. How much time they take to supply the order to you?

19. Would the supplier replace the stock if there is any damage to it?
Yes/No
If yes how much time he takes to replace it?

20. How do you get the stock from your supplier?

( ) on cash ( ) on credit ( ) cheque
If credit how many days_______

21. Which brand gives you more no.of days of credit?

22. If they are giving on credit, would they increase the price?
If yes how much _______

23. What are prices of different brands you sell?

Brands Prices (Rs.)
_________ ____________
_________ ____________
_________ ____________
__________ _____________
__________ _____________

24. Do you get any discount on price if you purchase more stock?

If Yes on how much Qty ________

How much price _________

25. Which brands do not give you discount?

26. Which brands give you discount?

27. How do you get to know about the prices?

28. Where are the depots of the following from where you get supplies

a) Gold Drop
b) Fortune
c) Crystal
d) Sheetal Drop
e) Vijaya
f) Any other