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Evaluation of awareness levels and analysis of Distribution System for Fortune Besan in NCR Conducted at:

Submitted in partial fulfilment for requirement of two year Post Graduate Diploma in Management

Tamanna Mahajan Prof. Dhruva Chak
ROLL NO # 13DM200
PGDM (Marketing)
Section D
BATCH 2013-15

Summer Project Certificate

This is to certify that Miss Tamanna Mahajan, Roll No. 13 DM 200, a student of PGDM (Marketing), BIMTECH, has worked on a summer project titled “Evaluation of awareness levels and analysis of Distribution System for Fortune Besan in NCR” at Adani Wimar Ltd. after Trimester-III in partial fulfillment of the requirement for the Post Graduate Diploma in Management program. This is her original work to the best of my knowledge.

Date: ____________________ (Prof. Dhruva Chak)


Letter of Transmittal
Birla Institute of Management Technology,
Plot no. 5, Knowledge Park-II, Institutional Area,
Greater Noida (NCR), U.P. – 201306, INDIA

June 15, 2014
Mr. Umesh Chauhan,
Zonal Sales Manager,
Adani Wilmar Ltd
First Floor, C-30, Janakpuri,
Delhi 110058
Mr. Virendra Kumar,
Business Development Manager
Adani Wilmar Ltd
First Floor, C-30, Janakpuri,
Delhi 110058
Dear Sir,

RE: Summer Project Report
Attached herewith is a copy of my summer-project report entitled “Evaluation of awareness levels and analysis of Distribution System for Fortune Besan in NCR” which I am submitting in order to mark the completion of 8-week summer project at your organization. This report was prepared by me using the best of practices and summarizes the work performed on the project and is being submitted in partial fulfillment of the requirements for award of diploma. I would like to mention that the overall experience with the organization was very good, which helped me to know how the work is carried out in real practice with the help of your esteemed organization. I feel honored that I got an opportunity to work with Adani Wilmar Ltd., a company of great repute. I hope I did justice to the project and added some value to your organization. Suggestions/comments are most welcome. Yours truly,

Tamanna Mahajan

Letter Of Authorization
I, Tamanna Mahajan, a student of Birla Institute of Management Technology (BIMTECH), hereby declare that I have worked on a project titled “Evaluation of awareness levels and analysis of Distribution System for Fortune Besan in NCR” during summer internship at Adani Wilmar Ltd., in partial fulfillment of the requirement for the Post Graduate Diploma in Management program. I guarantee/underwrite my research work to be authentic and original to the best of my knowledge in all respects of the process carried out during the project tenure.

My learning experience at Adani Wilmar Ltd., under the guidance of Mr. Umesh Chauhan, Zonal Sales Manager and Mr. Virendra, Business Development Manager and Prof. Dhruva Chak, has been truly enriching.

Date: June 15, 2013 _______________ (Tamanna Mahajan)

Acknowledgement I would like to gratefully acknowledge the contribution of all the people who took active part and provided valuable support to me during the course of this project. To begin with, I would like to offer my sincere thanks to Mr. Virendra Kumar, Business Development Manager for guiding me during my entire Internship program at Adani Wilmar Limited. Without their support and valuable suggestions during the research, the project would not have been accomplished. My heartfelt gratitude also goes to the entire Sales and distribution team for their co-operation and willingness to answer all my queries, and provide valuable assistance. I also sincerely thank Prof. Dhruva Chak, my faculty mentor at BIMTECH, who provided valuable suggestions, shared his rich corporate experience, and helped me script the exact requisites. Last, but not the least, I would like to thank all Customers, Retailers, Distributors and Wholesalers for sharing their experience and giving their valuable time to me during the course of my project.

Table of Contents

List of Figures and Graphs

Executive Summary
Project Title:
Evaluation of awareness levels and analysis of Distribution System for Fortune Besan in NCR Objectives of the Project:
To study the buying behaviour of customers for besan in general and the awareness levels of customers for Fortune Besan. To evaluate the distribution channel of Fortune Besan and identify the areas of improvement. Scope of the project:

The scope of the project has been limited to NCR region; the project involves interviewing consumers of besan to gain an insight into their psychology and thus deciphering those various factors that play a pivotal role in influencing a consumer towards a particular brand of besan. The interviews were conducted for, at Hypermarkets, Kirana stores and Convenience stores. The project also involves interviewing the retailers and distributors of fortune besan in the area of NCR in order to study the distribution channel and make way for any improvement. Research Methodology:

Research Design
Keeping research objectives in mind, both exploratory and descriptive research were carried out. Exploratory research involved in-depth interviews with the consumers of besan. It also included collection of secondary sales data and information about Fortune Besan and other market leaders. Thereafter, a suitable quantitative research was carried out to analyze the data obtained from the primary and secondary research. Based on the analysis, conclusions were drawn and recommendations made to the company.

Research Tools

Structured questionnaire for customers was prepared to collect data from various respondents keeping in mind the objectives of the study. One-on-one personal interviews with the consumers and retailers were also undertaken so that all the useful qualitative data is extracted and there is no miscommunication.

Company History:
It was in 1999, that the Adani Group formed a partnership with Wilmar International to launch Adani Wilmar Limited and subsequently their flagship brand - Fortune cooking oil. The brand’s relentless dedication to quality, innovation and the promise of uncompromised health shot it to the No.1 position in the Indian cooking oil industry, within 20 months of its launch. As a brand that met the consumer’s changing requirements, it quickly gained their trust and loyalty. Today, Fortune is one of the most respected brands in the nation and has become synonymous with guilt-free indulgence and the pure joy of eating.

Fortune has settled on a three pronged strategy: production facilities close to regions of sale, a distribution network that would cut from plant to outlet and an ear to the ground. Economies of scale and forward integration have helped reduce cost and the benefit is passed on to consumers. Fortune has built for itself a market of 20 million households (Source: IMRB, 2008). More than 1 million outlets stock this brand in over 2500 cities. The brand’s unprecedented growth has put Adani Wilmar Limited amongst the top five fastest growing companies in India with a turnover exceeding Rs. 6000 crore (US$ 1.25 billion).

Product Portfolio:

What helps Fortune enjoy its position as the leader is its wide range of products that cater to every kind of taste, across the country.

While Fortune Soya Health Refined Soyabean oil, packed with goodness of Omega-3, is odourless and full of health, Fortune Kachi Ghani Mustard oil is a treat for the senses. While Fortune Sunlite Refined Sunflower oil caters to the health conscious, for those who prefer the nutty flavour, there’s Fortune Filtered Groundnut Oil. The latest in its offerings is the Fortune Rice Bran Health, made from 100% rice bran oil. It is naturally enriched with multiple nutrients that translate into health benefits for every member in the family. The various consumer packs available are 1-litre poly pouch, 1-litre bottle, 5-litre bottle, 5-litre jerry cans and 15-litre jerry cans. The bulk packs were 15-litre tins and 15-kg tins. Recent Developments

Fortune realizes that India is a vast country with a number of price points. To extend its franchise, both backward and forward, the brand intends to enter the premium segment. While product development is an important part of growth, re-positioning and revamping packaging cannot be ignored. Keeping in sync with market needs both have been addressed. The new label and the contemporized packs that have been introduced are distinctive, eye-catching and are expected to take Fortune to the next level of brand development. Between the two domestic imperatives, lie the opportunities exports present. Alert to new openings the brand has recently explored the markets of Jordan and Syria and has set up a subsidiary in Dubai, to further its overseas interests. Adani Wilmar plans to sell its Farm Pik branded fruits at 200 grocery stores across Ahmedabad as a pilot, before going pan India. Adani Wilmar is all set to formally enter the branded pulses market under the Jubilee brand. Pulses are an unbranded and unorganized category except for a few private labels of local retailers.

Fortune Besan

Adani Wilmar Ltd. recognizes the need to be healthy, and constantly strives to deliver on its brand promise - 'for a healthy growing India’. For over a dec...

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