Himmat Shinde Final Report 2

8/6/2019 Himmat Shinde Final Report 2

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FINAL REPORT

ONMANAGEMENT THESIS- II

TOPIC

"MARKET STUDY FOR THE BRAND STAR OF EDIBLE OIL

IN SANGLI

SUBMITTED TO

Mrs. Swati Kumbhar.

(FACULTY SUPERVISIOR)

SUBMITTED BY

Mr.Himmatrao S Shinde.

(0801215752)MBA SEM-IV (2009-2010)


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CERTIFICATE

This is to certify that the internship project"MARKET STUDY FOR THE

BRAND STAR OF EDIBLE OIL IN SANGLI

Its a bonafide work of Mr.Himmatrao Shivaji Shinde is original & has

been made under my supervision in partial fulfillment of the requirement for

the award of MBA. This report neither full nor part has ever been submitted

for awarding of either this university or any other university. I am pleased to

say that his performance during this period was ______

Date: Prof. Miss. Swati Kumbhar.

Place: Faculty supervisor


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DECLARATION

I the undersigned here by declare that this project report entitled

"MARKET STUDY FOR THE BRAND STAR OF EDIBLE OIL IN

SANGLI

Is genuine and bonafide work prepared by me under the guidance of Prof.

Mrs.Swati Vyanktesh.The empirical findings in this report are not copied

from any source. I understand that any such copying liable to punish in way

the University authorities deem to be fit. The project study is submitted to

ICFAI University in partial fulfilment of the degree of MASTER OF

BUSINESS ADMINISTRATION.

Date:

Place: Sangli Mr.Himmatrao Shinde.

En.No.-0801215752


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ACKNOWLEDGEMENT

Firstly, I thank to my parents for giving me a precious

opportunity to undergo and study the Master of Business Administration

Program.

No words are sufficient, only gratitude will be sufficient to

appreciate the encouragement that I received time to time from my faculty

supervisor Prof. Swati Vyanktesh & Company guide Mr. Chandrakant

Magdum.in making this report successfully.I am grateful to Principal Mr.Ghorpade B. (INC-Sangli)

for giving me the valuable encouragement for doing this project work.

I lastly express thanks to my company professionals,

coulliaguages, faculties from SIP center & INC center, parents and

friends who are always supported and encouraged me throughout.

Date : Mr.Himmatrao Shinde.

Place: Sangli En.no.0801215752.


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TABLE OF CONTENTS

Sr. No. Topic Page No.

1 Title of the project 3

2 Introduction of project 3

3 Objective & Scope 4

4 Description of the problem 5

5 Justification of the project 6

6 Methodology 7

7 Project Schedule 8

8 Reference 9


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TITLE OF PROJECT-

"MARKET STUDY FOR THE BRAND STAR OF EDIBLE OIL IN

SANGLI


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ABSTRACT

For Management Thesis I have selected Star Edible Oil

(Ghodawat group) In thesis I have referred different books regarding types of

oil industry, edible oil & other oil co.. For secondary data or current

information I access to the internet & collected information from internate.I

have collected primary data from customer of banks.

After that I had prepared questionnaire from the point of view

of the both that is from the point of organization & from the point of the

individual or employee. Then I had visited to the company & meet to the

branch manager and employees of company & discussed about management

thesis requested them for gave information. I told them the information is

useful for the company. They understand the customer expectations, opinions

about company & know some innovative ideas from students. It is research

based project so I got the information & knowledge about the particular

subject.

Then I go for visits the customers of Star Edible Oil. I

provide them questionnaire & ask them answers. Some of the customer

refused to give answers but some are giving favorable reply. I get information

about services provided by company, customers are satisfied with that service

or not. What is the price, quality & is it helpful for health or not. Which

marketing strategies are used by company for attracting customers? Currently

a rate of oil.

Finally I concluded that 90% of customers are satisfied with

star edible oil regarding with price, quality.


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LITRETURE REVIEW

Cooking Oil Type and Use Chart

There are many different types of oils used in cooking. What are the

various types of oils best used for, and which are most healthy for you?

Many oil types give a distinctive flavor to their dishes, so a lot of this has to

do with what flavors you enjoy in your foods. Try getting a combination of

the various healthy oils and experiment with them to bring diversity to your

menu! Also note that most people get WAY too many Omega-6 oils in their

diet and not enough Omega-3s. The proper ratio should be 3:1 of 6 oils to 3

oils, instead of the current average ratio of 10:1. So decrease the amounts of

Omega-6s you eat, and kick up the Omega-3 levels!

Be sure to follow the temperature guidelines. If you heat an oil too hot, it can

start to smoke, ruining your food and smoking out your home. Also,

overheating an oil can destroy its health benefits and even turn the healthy

oils into trans fatty acids. Omega-3s should be served cold. Omega-6s should

be used under 212F. Store oils in a dark cool place, and use within a year.

Canola Oil

From: Genetically modified rapeseed - has tiny peapod like fruits.

Temps: Up to 375F for *smoke point*, but only use cold for omega-3 healthbenefits

Health: 10% Omega-3 oils

Uses: Stir frying, grilling. Has very mild taste.


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Coconut Oil

From: Coconuts

Temps: Any temperature

Health: This is a saturated fat but a healthy one, and is the only one on the list

safe at high temperatures.

Uses: Deep frying, other high temperature cooking. Discard after each use.

Corn Oil

From: Corn

Temps: Up to 400F


Uses: Little taste and good at high temperatures, good for frying. Use only if

other oils are not available.

Flax Seed Oil

From: Flax seeds

Temps: use cold only

Health: 58% Omega-3 oils plus Omega-6 oils

Uses: Salad dressings

Grapeseed Oil

From: Grape seeds

Temps: Use to 200F to preserve Omega-6; can be used higher

Health: 76% Omega-6, shown to reduce LDL levels

Uses: Great for frying or sauting, a bit expensive. Light, grapey flavor.


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Hazelnut Oil

From: Hazelnuts

Temps: Use up to 325F

Health: 78% Omega-9s

Uses: Stir frying, deep frying

Olive Oil

From: Olives

Temps: Up to around 350F

Health: 76% Omega-9, many heart benefits; countless studies extoll this

Uses: Salads, any Italian or Mediterranean dishes, grilling vegetables. Gives a

distinctive (yummy!) flavor to foods.

Peanut Oil

From: Peanuts

Temps: Up to 212F for health benefits; can be used much hotter.

Health: 22% Omega-6. Note - some are sensitive to irritants in this oil.

Uses: stir fry, deep frying

Safflower Oil

From: Safflower seeds

Temps: Use to 212F


Uses: Good for salads and sauces, has a distinctive flavor.


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Sesame Oil

From: Sesame seeds

Temps: Up to around 350F

Health: Lots of Omega-6 oils plus 49% Omega-9

Uses: Great for stir frying and for a hint of flavor in marinades

Sunflower Oil

From: Sunflower seeds

Temps: Use to 212F


Uses: Salads and sauces

Walnut Oil

From: Walnuts

Temps: use cold


Uses: Salad dressings and spread


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INDUSTRY PROFIL

Edible oil

Edible oil directory is an effort to present some of the leading edible

oil manufacturers on a common online platform. The web guide on edible oil

manufacturers is an extensive information resource on the Indian exporters

and importers of a wide variety of edible oils including groundnut oil,

mustard oil, gingerly oil, sesame oil, vanaspati, etc. View website listing of

Indian dealers engaged in the supply of edible oils for domestic consumption.

In a user friendly fashion these websites would provide insightful information

such as product range, price details, quality benchmarks, company profile and

contact details. From ancient time human being is using oil for cooking

purpose. Such oil is called as Edible Oil. Extracting oil seeds produces

edible oils. These seeds are of Groundnut, Sunflower, Soya bean seeds etc.

This edible oil is of for cooking tasty and healthy food.

As geographical profile differs, types of cooking oil also differ. In

Southwest states, Coconut oil is used for cooking purpose, but in central

states, Soya oil, Groundnut oil or Saraki oil is used for cooking purpose. The

tastes and preferences are different from person to person and also area to

area.

Now a days people are very much calorie conscious. This had impact

on trend of cooking oil application. In last 5 to 6 years, oils other than

Groundnut oil gaining lot of popularity. Health experts already accepted that

Saraki oil, Soya oil, or Sunflower oil contains low percentage of cholesterol.


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Introduction of Project/MT

The Management Thesis assigned is "MARKET STUDY FOR THE

BRAND STAR OF EDIBLE OIL IN SANGLI It is helpful for to

company to know at what extent customers are satisfied with their product.

Which strategy company has to use for marketing. What company has to do

for maintain customer relationship.customer are satisfied with quality or

price.

M.T. is very important for all M.B.A.students, because it gives lots of

information regarding with particular subject. It is also helpful for getting job.

With the of M.T.students know how do research, which problems

organization face regarding with particular topic and face this problems.

Which options are available for these problems?

So it is very important for aspiring managers to make bright future.


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Objectives

1. To know about the brand awareness ofSTAR edible oil.

2. To identify the consumption pattern of edible oil by customers.

3. To study consumer behavior towards Star Refined Oil.

4. To know the various product ofSTAR.

5. To understand the preference level of customer regarding with STARoil.

Scope of the study

The scope for this study is Sangli city only.


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METHODOLOGY-

Primary Data:

Face to face interview of customer.

Secondary Data

N / Secondary data was collected through internal and external sources

The internal sources include companys brochures, journals, and company

website etc.

Sampling Size

The survey was conducted for 500 customers in Sangli. This customer

has been provided the questioner, in this questionnaire the close ended

questions are given so that they can understand and can give the answers

quickly. Customer has given their opinion about the services and quality of

product. Here, used random sampling.

Hypothesis:Hypothesis testing is one of the key statistical techniques that are used

in business decision making. Here,

. 1) Null Hypothesis (H0): The Customers are satisfied with quality &

service ofSTARedible oil.

2) Alternative Hypothesis (Ha): The Customers are not satisfied with

quality & service ofSTARedible oil.


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DISCRIPTION OF PROBLEM-

Brand name plays a very important role in market. STAR company

face many problems with the evolution of alternatives because of customer

always find alternative product regarding with price, quality, and

availability. This is the company main problem. Company also has the

distribution problem and market sharing problem. Find out customer needs&

expectations from product and company. Company has lots of product so

customer is in confusion. Company faces the tough compition in edible oil

products. Also the customers post purchase behavior, purchase decision

impact on company sale. Company market share are not too good as per other

edible oil companies.

There are 9 competitors for STAR edible oil there are Gemini,

Sffola, Sunflower, Dhara, Rohini, Sunrise, Tigher, Samrat& Safflower

etc.In rural area product awareness is less. So it is important to think about itand also price are not affordable for rural area people. There is need to

improve product awareness in Pamolin Oil & Groundnut Oil because

prices are less as compared to other product in market.

Price is depending on the quality product.

Healthcare products price is more than the regular Soya oil or Pamolin Oil.

Many health care oils are available in market health experts already expectsthat, so how customer preference the star edible oil?


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JUSTIFICATION-

Marketing is a human activity that takes place in relation to market.

The aim of marketing is to meet and satisfy target customers and wants.

Marketing starts with the identification of the specific needs on the part of the

consumer and ends with the satisfaction of that needs. So the customer is

found both at the beginning and the end of marketing process. Quality of

STARrefined oil is too good as compared to other brand available in market,

regarding with makes the brand to be price competitive & quality

competitive.

This topic has a broader view regarding various marketing activity &

marketing concepts which will help me to expand my knowledge & skill

regarding the topic. This project is also helpful for the company. With the

help of this project they know how much brand awareness in market or in

customer mind. What are the opinions of the customers?

To meet the growing demand of Packaged Edible Oil and Extraction, Star

Group has set up a Solvent Extraction and Edible Oil Refinery plant viz.

Ghodawat Foods International Pvt. Ltd. in the year 2003. The

manufacturing capacity of Solvent Extraction is 300 MTPD and that of

Edible Oil Refinery is 100 MTPD.The scope for the STAR oil is very wide

because it has given the best quality in every aspect of the products that the

STAR Group of industries have launched


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Company Profile

Ghodawat group to extend salt, edible oil brands nationally

22 Apr 2009

Ghodawat Consumer Products, part of the Rs

1,000 crore Sanjay Ghodawat Group that is

into exports, textiles, real estate and much

more is taking its edible oil and salt brands

pan-India by the end of 2012.

The company, which mainly has distribution facilities in the western

part of the country, is entering newer regions, including the south and the

national capital. We have set a target of covering 75 per cent of the country

through full-fledged marketing and distribution network by the end of 2012,

Darshan Ghodawat, executive director, Ghodawat Consumer Products.

Kolhapur-based Ghodawat is launching Star refined edible salt in Tamil

Nadu, West Bengal, Uttar Pradesh and Delhi. The edible oil brand also will

be launched this year in Andhra Pradesh and Madhya Pradesh. The company

sees a potential market in the rural areas as a huge conversion is taking place

from unbranded to branded products, said Ghodawat. In salt itself, the year-

on-year conversion is as high as 50 per cent and the price differences are very

narrow between the branded and unbranded, he said.

To meet the growing demand of Packaged Edible Oil and Extraction,

Star Group has set up a Solvent Extraction and Edible Oil Refinery plant viz.


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Ghodawat Foods International Pvt. Ltd. in the year 2003. The manufacturing

capacity of Solvent Extraction is 300 MTPD and that of Edible Oil Refinery

is 100 MTPD.

The packaged Edible Oil is sold under brand name STAR555, in

domestic market completely. The Extraction i.e. de-oiled cake (DOC) is

being exported to the extent of 80% and remaining DOC is being sold in

domestic market.

The Solvent Extraction Plant is set up by TEAM Engineering, Mumbai

and the plant has ultramodern equipment. Alfa Laval India Limited sets up

the Edible Oil Refinery by using advanced 'Soft Column Technology'. The

Company has its own ultra-modern laboratory for testing and Analysis of

various products and raw materials.

Main Products:Soyabean Meal, Refined Soyabean Oil, Refined

Sunflower Oil

Business Type: Manufacturer

No. of Employees: 101 - 500 People

Year Established: 2003

To meet the growing demand of Packaged Edible Oil and Extraction,

Star Group has set a Solvent Extraction and Edible oil Refinery plant viz.

Ghodawat Foods International Pvt. Ltd. In the year 2003. The manufacturing

capacity of Solvent Extraction is 800 MTPD and that of Edible Oil Refinery

is 100 MTPD.


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The Extraction i. E. De Oiled Cake (DOC) is being exported to the extent of

80% and remaining DOC is being sold in domestic market. The Solvent

Extraction plant is set up by TEAM Engineering, Mumbai and the plant has

ultramodern equipment. The Edible oil Refinery is set up by Alfa Laval India

Ltd. By using advanced 'Soft Column Technology'. The Company has its

own ultra-modern laboratory for testing and analysis of various products and

raw materials.

COMPANIES OTHER PRODUCTS

Ghodawat Industries (India) Pvt. Ltd

1. Pan Masala Division

2. Wind Power Division

3. Aviation Division

4. FMCG Division

5. Agro Division


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COMPANY IN MARKET

STARS Channel of Distribution

Company

Dealer

Retailer

Customer


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Competitors for STAR Edible Oil

Sr.no Competitors

1 Gemini

2 Samrat

3 Suffola

4 Sunflower

5 Dhara

6 Sunrise

7 Rohini8 Safflower

9 Tiger

The above mentioned products of different companies are main

competitors for the STAR Edible oil. The STAR oil is one of the oil

which is breaking shutters and coming through rapidly.

The scope for the STAR oil is very wide because it has given the best

quality in every aspect of the products that the STAR Group of

industries have launched


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The below mentioned data gives us the % share of STAR OIL

in West Maharashtra.

Sr.no Brands %Share

1 Gemini 20

2 Sunflower 16

3 Suffola 13

4 Suffola 12

5 Safflower 10

6 STAR 9

7 Sunrise 7

8 Rohini 5

9 Samrat 5

10 Tiger 3


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SOCIAL TOUCH

Sou. Sushila Danchand Ghodawat Charitable Trust

Is providing social, medical and educational help since its inception.

Acharya Shree Tulsi Blood Bank, one of the best Blood Banks in India, is run

by this Trust. The Trust also provides 'Ambulance Service' for rural areas

round the Clock.

One hand in Charity is worth thousand hands in prayer

True to this, the Group has always taken a lead, be it business or

philanthropy. The group has strived to give humanity a face-lift every timewhen the predicaments are adverse, calamities high and hopes sinking.

To serve the society, the needy, the down trodden and every deprived

brethren of the basic needs, the Star Group has initiated various charitable

trusts thoroughly engaged in extending its best helping hands. A cause to

fulfill the social obligations a call of duty towards humanity

Khivraj Ghodawat Charitable TrustRuns a self-funded 'Shree Gangabai Khivraj Ghodawat Kanya

Mahavidyalaya' located at Taluka Shirol, which has endowed literacy to

1400 girls since 1995, from 52 villages.

It is the only college in Jaysingpur city with its own building and

mastered staff that provides education in both arts and commerce stream

along with vocational courses like tailoring, fashion designing, computer

education etc....

A ray of hope that gives direction towards giving self-employment to the

economically vulnerable class.


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Ghodawat Family Charitable Trust

It is a pro-active one, which has aesthetically designed an open

auditorium with a seating capacity of 5000 people. Aptly given to encourage

social gatherings, cultural events, wedding ceremonies of the needy and their

other academic activities.

The Trust frequently holds Medical Camps, Supplies tree medical aid

conducts life saving surgeries for the needy patients. It also gives financial

support to enable the economically weal students to pursue their studies.


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Theoretical Background

Introduction

Marketing is a human activity that takes place in relation to market.The aim of marketing is to meet and satisfy target customers and wants.

Marketing starts with the identification of the specific needs on the part of the

consumer and ends with the satisfaction of that needs. So the customer is

found both at the beginning and the end of marketing process.

A marketing transaction is one in which the buyer and the seller,

irrespective of the nature of the product. Marketing is a social and managerial process by which individuals and groups obtain that they need and want

through creating offering and exchanging of values with others.

Consumer behaviour

Consumer behaviour is a study of how individuals make decisions to

spend their available resources on consumption related items. The

heterogeneity among people across the world makes understanding consumer

buying behaviour an intricate and challenging task. The consumers identify

his beliefs, specific needs, attitudes and the kind of product and brands

available in that product category influence his buying behaviour. The

marketing efforts of a firm have a profound impact on the buying decisions of

customers. The success or failure of a product or service is directly related to

the buying behaviour of the customer.


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Factors influencing Consumer Buying Behaviour

Consumer buying behaviour is affected by various factors that

determine the product and brand preferences of consumers. The factors that

influence the consumer buying behaviour include cultural, social, personal

and psychological factors.

Cultural Factors

The cultural factors that influence Consumer buying behaviour include

the culture, subculture and social class of the buyer.

Social Factors Family, friends, formal social groups, colleagues at work and consumer

action groups influence the consumers buying behaviour significantly. An

individuals family greatly influences the buying patterns of the individual.

Personal Factors

There are different personal factors, which affect the buying decision

process. These factors, such as age, sex, lifecycle stage, occupation,

economic conditions, personality, etc. are unique to every individual.

Age and lifecycle stage

People at different ages will have different tastes in food, clothes,

furniture and recreation. Even families pass through different stages of the

lifecycle over time.

Occupation and financial status

Occupation and income level of a person have a major impact on his

savings and buying behaviour.


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Lifestyle

An individuals way of leading his life will determine his lifestyle.

Factors such as work life, interests, social groups, etc. influence the life style

of an individual.

Psychological Factors

Psychological factors that influence consumer-buying behaviour are

motivation, perception, attitude and learning.

Buying Decision Process

Five stage model of consumer buying process

Need Recognition

Information Search

Evaluation of alternatives

Purchase decision

Post purchase behaviour


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Need Recognition

The buying process starts when the buyer recognizes a problem

or need. By gathering information from a number of consumer marketers can

identify the problems or the needs of the consumers.

Information Search

In this stage, person starts to collect information about the

product.

Evaluation of alternatives

The person starts to evaluate different alternatives available in the

market. He will accept the most suitable product according to price, quality,

availability and such other factors.

Purchase decision

The actual purchase decision is carry out in this stage. Here the

person will buy the product after the evaluation.

Post purchase behaviour

After purchasing the product the consumer will experience some

level of satisfaction or dissatisfaction. The marketers job does not end when

the product is bought. Marketers must monitor post purchase satisfaction,

post purchase actions and post purchase product uses.


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Marketing Strategy

Marketing is the process of planning and executing the conception,

pricing promotion and distribution of ideas, goods and services to create

exchanges that satisfy individual and organizational goals. In order to deliver

the product more efficiently and effectively to the target customer, company

formulates marketing strategy. This marketing strategy has four components

which are adjusted in order to get competitive advantage. These four

variables are ----

1. PRODUCT Quality of Star refined oil is too good as compared to other brands

available in market.

Brand name plays a very important role in market. Star has a very

popular brand name in market. For the oil products, packaging also plays

vital role. For the purpose of packaging Star uses poly thin bags, bottles,

cans, etc.

2. PRICE The manufacturers of the star refined oil sets or determine oil prices for

the distributor, dealer and the ultimate consumer.

Different variety of the oil may have different prices that are Soya oil

and Ground-nut oil may be priced higher than the Sunflower oil, Pamolin oil,

etc.While determining the prices, they also think about discount or coupon

scheme for the customers compare to other producer like Saffola, Gemini,

SunFlower & etc.


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3. PROMOTION The important promotion methods which are used by STAR are ;

1 Advertising2 Personal selling3 Sales promotion4 Publicity and public relations

STAR uses some of the promotional activities include advertising, gift

vouchers, coupons and various sales promotional schemes.

Star refined oil uses T.V., Banners, News-papers, etc. as a tools or

Medias for advertising their brands.

4. PLACE Place refers to purchase point of the customer. This broadly includes

distribution channels. Distribution is made up of two components ----

a) Physical distribution

b) Channels of distribution

Physical distribution consists of the activities involved in moving good

or services from producer to consumers.

STAR distributes there product or oil directly to the dealers at different

places.


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Questionnaire

Name: Himmatrao .S. Shinde.

Collage: INC Collage, Sangli

Qualification: MBA.

Name:

Age & Gender:

Income:

a. Below 1 lac. b. 1-5 lac c. Above 5 lac

1)Which kind of edible oil you use regularly for making food?a. Gemini b. Sunflower c. Suffola d. Star2)How much amount you spent on per kg oil?

a.Rs.50 b. Rs.65 c. Rs.70 d.78

3)Do you aware about Star products?4)Do you know about Star edible oil?5)From how much days you use this oil?a. 1 Months b. 3Months c. 6 Months d. 1year.


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6)Is it available in your local Shopee?7)What is your opinion on Star oil?8)What you think about product quality of Star oil?9)How much amount you pay for Star edible oil for per kg?

a. Rs.60 b. Rs.65 c. RS.70 d. Rs.8010) Are you satisfied with this Price & Quality of this Star oil?a. Highly satisfied b. Satisfied c. Average satisfied d.Unsatisfied.

11) Is it good for your health?

12)

What you expect from company?

13) What are your suggestions for company?

14) What attracts towards this edible oil or Company?

THANK YOU!!!!!


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Findings & Conclusion:

1. Consumer behaviour towards Star Refined Oil is good.2. Ghodawat Food International Pvt. Ltd. uses T.V. and Newspaper as major

advertising media.

3. While purchasing the oil customers gives preference to their tastes.4. In customers mostly aware about Soya oil and Sunflower oil.5. In customers are satisfied with the packaging of star refined oil.6. Most of the customers are satisfied with the prices of Star refined oil.

Suggestions:

1. Create product awareness in the There is need of improvement in quality ofstar refined oil by considering customer satisfaction.

2. There is need of creating awareness about the pamolin oil and groundnut oilalso.

3. While considering rural area management should think about the prices of theStar refined oil.


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References-

1. Reference Books:

Marketing Management Philip Kotler

Marketing Management ICFAI

2. Company Website

www.ghodawatindustries.com. 16/03/2010 8:30 pm.

S

Himmat Shinde Final Report 2

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