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Product Standing In Market(A training report submitted in partial fulfillment of the requirement for the degree of)
MASTERS OF BUSINESS ADMINISTRATION
(2008-2010)
Submitted by:
Name: Akhil Garg
MBA – 2nd SEC – A
Roll No.: 3747
SCHOOL OF MANAGEMENT STUDIES
PUNJABI UNIVERSITY, PATIALA
DECLARATION
I declare that the project entitled “Product Standing in Market” conducted at BCL
Industries & Infrastructure Limited is a record of independent analysis work carried
out by me during the academic year 2008-10 under the guidance of my company guide
Mr. Jagdeep Dhingra
I also declare that this project is the result of my effort and has not been submitted to any
other University or Institution for the award of any degree, or personal favor whatsoever.
All the details and analysis provided in the report hold true to the best of my knowledge.
Place: Bathinda
Date: 5th August, 2009
ACKNOWLEDGEMENT
“If words are considered as symbol of Approval and Token of appreciation then let
the words play the heralding role of expressing my sincere gratitude and thanks”.
Any accomplishment requires the effort of many people and this work is no different.
I am indebted to Mr. Jagdeep Dhingra but for whose guidance and patience I would
have not been able to accomplish this task.
I also owe a great thanks to him for providing me an opportunity to go through
summer training, and providing me this golden opportunity to be a part of the said
esteemed college and letting me work on this project.
I also owe a great thanks to Mr. Sat Narian Goyal for his guidance, who helped me
in the best possible way to complete this summer training and this report.
TABLE OF CONTENTS
S.No CHAPTER PAGE NO.
Executive Summary 8
1. Company Profile 10
1.1 An Introduction To BCL Industries &
Infrastructure Ltd.
10
2. Different Activities 11
2.1 Edible Oil Business 11
2.2 Real Estate Business 12
2.3 Information Technology Business 14
3. Advertisement 17
3.1 Definition 17
3.2 Feature Of Advertising 17
3.3 Importance Of Advertising 17
3.4 Kinds Of Advertising 19
3.5 Different Aspects Of Advertising 22
4. Project Under Study 28
4.1 Why & How This Project Was
Undertaken
28
4.2 Rationale Of The Study 28
4.3 Scope Of Study 29
5. Main Competitors 29
6. Area Under Survey 30
7. Objective Of Survey 30
8. Research Methodology 31
8.1 Sources Of Data Collection 31
8.2 Method Of Data Collection 32
8.3 Sampling 33
8.4 Tools & Technique Used For Analysis 35
9. Finding & Interpretation 37
9.1 Analysis 37
9.2 Short Comes Of Company 44
9.3 Suggestion 45
9.4 Conclusion 46
10 Annexure 47
Questionnaire 48
11 References 50
List of Tables / Figures
S.No CHAPTER PAGE NO.
1. Main Competitors 29
2. Table of Sample 35
3. Number of Dealers 37
4. Market Leader of Product 38
5. Dealer Satisfaction Level 39
6. Customer Satisfaction Level 40
7. Ratio of Total Sale of Dealer 41
8. Effective Kind of Advertisement 42
9. Effective Method of Advertisement 43
Executive Summary
My project was to undertake the introduction of Home Cook edible Oil to retailers in the
Bathinda & Mansa region and to check the acceptability among them based on various
parameters.
Information based on personal market visits, interviews and with the help of
questionnaire has been then analyzed and know about what are the problem faced by the
dealers and find company standability in the market. This has been undertaken to help the
organization chart out its future plans regarding the improve quality of the product. In
the area of Mansa district lack of awareness of the product. So the main task under this
was to find the position of the product and help the organization route their decisions via
proper channel and in minimal time.
Sample has been conveniently selected based on the information provided regarding
retailers by my project guide.
The gamut of the project lies in increasing the sales of the company for their proper
method of advertisement. Understanding the retailer’s needs and providing appropriate
solutions to their queries. A questionnaire was prepared which consisted of questions
regarding personal details of retailers their business and turnover etc. Questions about the
retailer’s perception regarding the product have been included.
So in the beginning the market visit to respective retailers was initiated, then complete
understanding of their mind set was made, analyzed and delivered to the organization,
which would help them in planning their future plans.
This project gave me a deep insight of the working of marketing. The project also helped
me in knowing the behavior of the retailers towards the company. I got the wide exposure
to the working culture of BCL Industries & Infrastructure Limited.
CHAPTER 1: COMPANY PROFILE
1.1 An Introduction to BCL Industries & Infrastructure Ltd.
Mittal group started of its business activities in 1976 at Bathinda (Punjab) with the
installation of a small solvent extraction unit by Sh. D.D. Mittal under the name & style
of Bathinda chemicals and institutional advertisements are not aimed at consumers.
Where as it is aimed at shareholders creditors and various sets of public Vanaspati Mills
Pvt. Ltd in the early 80s the business was headed by his sons Sh. Rajinder Mittal and Sh.
Vinod Mittal with the Expansion-Cum-Modernization plans undertaken from time to time
the unit has been established as an integrated edible oil complex, one of the biggest in
North India. In the 1990 the group entered into the business of real estate as developers
and colonizers and since than the group has undertaken large residential and the group
has now become a trusted name in the business of real estate in the North India
competing with big builders like Ansal Group. In the year 2000 Mr. Rajinder Mittal,
Chairman-Cum- Managing Director of Bathinda Chemical Limited took over information
technology company namely QPRO Infotech Ltd., Chennai. In the last five years this
company has made new inroads in the business of Information Technology, and
registered fantastic growth. Encouraged with the success of QPRO Infotech Limited the
company took over another Information Technology overseas company namely M/s
Santype International Pvt. Ltd., Salisbory (U.K) in 2001. The group has now main
business activities at Bathinda & Jalalabad (Punjab) Delhi, Gurgaon, Chennai and
overseas offices at Singapore and Salisbory (U.K).
CHAPTER 2: DIFFERENT ACTIVITIES
2.1 Edible Oil Business
Mittal family, Sh. D.D. Mittal & Sh. Rajinder Mittal has the business of Edible Oil with
the installation of a solvent Extraction Plant at Bathinda, with the help of Punjab
Financial Corporation in 1976 under the name & style of Bathinda Chemicals &
Vanaspati Mills Limited which has now become Bathinda Chemical Limited. The
management under took various Expansion & Modernization plans with the help of
PSIDC, Chandigarh and its bankers Punjab National bank, from time to time. In the last
10 to 12 years the company has grown too many flods under the stewardship of its
Managing Director Sh. Rajinder Mittal. The company has now biggest oil complexes in
North India comprising an Oil Mill, two Solvent Expansion Plants, one Rice Sheller, one
Chemical Refinery and one Vanaspati Plant of more than 500 MTs capacity of raw-
materials. All the plants have been running at full capacity. The company paid off its
entire term loans availed under various Expansion-Cum-Modernizations and now is
totally debt free company. The company brought its maiden public issue of 29, 00,000
shares of Rs.10/- each at a premium of Rs.5/- each in 1993, which has Mittal family took
over another edible oil plant of Refinery & Vanaspati of 50 Mts per day in 2003 at
Jalalabad, Distt. Ferozepur (Pb.) under the name of Kissan Fats Limited (Closed Held).
After the take over, anew Solvent Extraction plant of 125 MTPD has been installed in
2004 with the financial assistance of PNB. This unit has also been running successfully
after the take over.
Another Proprietorship concern M/s R.K. Exports, Bathinda owned by Sh. Rajinder
Mittal has been established in the year 1992 and is doing business of Import & Exports of
edible oil & various food stuff items. The firm is having only trading activities. The
company dealing in Edible Oils are having annual turnover of more than Rs.500 crores.
The main company M/s Bathinda Chemical Limited has been dealing with one banker,
Punjab National Bank from fund the last 25 years. At present the group is having more
than Rs.35 crores based and non fund credit facilities for the manufacturing & trading of
edible oils. The group is having one of the largest production capacity of edible oils in
North India now and is enjoying top class credibility in the business of Edible Oils in the
country.
2.2 Real Estate Business
Mittal group has stepped into the business of real estate in the year 1990 as developers
and colonizers and undertaken a project namely Rishi Apartment at 4, Battery Lane,
Rajpur Road, Civil Lines Delhi for the construction of 3,4 and 5 bedroom Residential
Flats under its company M/s Cosmos Builders & Promoters Ltd. Delhi. Since the site was
located in the heart of Delhi and very near to Inter State Bus Terminals & Tees Hazari
Court, the project remained highly successful and the flats were sold like hot cakes.
Encouraged with the successful of the first project Mittal Group expanded its business of
real estate and undertaken various project at Delhi, Gurgaon and the other places. Now
the group has undertaken projects in Punjab at Bathinda and Mohali also. The allied
companies / partnership concerns (under the same management) in the business of real
estate are as under:-
M/s Sarva Priya Constructions Pvt. Ltd. New Delhi
M/s Sarva Priya Developers Pvt. Ltd. New Delhi
M/s Chavan Rishi Resorts Pvt. Ltd. New Delhi
M/s Chavan Rishi International Ltd Delhi
M/s Cosmos Builders & Promoters Ltd. Delhi
M/s Ganpati Builders & Developers Bathinda
M/s Ganpati Associates Bathinda
M/s Ganpati Estate Bathinda
Since stepping into the business of real estate Mittal group has undertaken & completed
successfully various residential and commercial sites having worth crore of Rupees at
Delhi, Haryana and Punjab. Many of the projects have already been sold / possession
handed over the buyers. Ate present Mittal group boasts of a good name in real estate
business in north India and the management now is having ample experience in the line
of real estate besides Edible Oils manufacturing. A list of projects undertaken by the
Mittal group under its different companies / partnership (completed & in- progress) is as
under.
2.3 Information Technology Business
Keeping in view the revolution in information technology industry in the year 2000, Sh.
Rajinder Mittal (Chairman and Managing Director, Bathinda Chemical Limited) took
over a Chennai based company namely QPRO Infotech Limited engaged in the business
of electronic typesetting software development and database management. The company
has been managed by thoroughly professional people. In the last five years the company
has registered tremendous growth and in the financial year 2003-04 the company earns
more than Rs.500 lacs total income from services and Rs.113 lacs as net profit after tax.
Riding on success of QPRO Infotech Limited the company took over another E-
publishing overseas company namely M/s Santype international limited, having its
registered office at Satlisbory (U.K) in the year 2001 with the take over this foreign
company the management has been able to expand its business of electronic type settings,
software development and data base management in Europe. The business of the
company has been expanding by leaps and bounds every year.
2.4 Multiplex Complex - Cum - Shopping Mall
Mittal group has now undertaken a project for the construction of a Multiplex Complex
Cum Shopping Mall at Bathinda under the name of its partnership concern M/s Ganpati
Builders & developers, Goniana Road, Bathinda having the following partners.
M/S Bathinda Chemical Limited 80% Share
(Sh. Rajinder Mittal)
Sh. Jiwan Bamsal 20% Share
The firm purchases a land of about 7000 Sq. Mtrs. at Goniana Road, Bathinda, at that
time hotel Panj Rattan is running on this land. The panning is to abolish the hotel
building to construct an ultramodern Hi-Fi Multi Complex Cum Shopping Mall on this
land. The site is located in the heart of the city, opposite three cinema halls at goniana
road Bathinda, only 300 Mtrs away from rose garden and only 2 Km away from main bus
stand. The saleable area in the multi complex cum shopping mall will be about 250000
Sq. ft approximately and the estimated cost of project is Rs.25 crores.
Bathinda city is the fastest growing city of Punjab state at present having population base
of approximately Rs.5 lacs. The city is already having big industries like Punjab Govt.
Thermal Plant, National Fertilizers Limited Vardhman Polytex Limited, Gujarat Ambuja
Cement Plant. Asian biggest military cantonment area thousands of military personnel is
in Bathinda. Another unit of Punjab Govt Thermal Power Plant at Village Lehra
Mohabbat, only 25 Km from Bathinda. Another mega project of Central Govt. namely
Guru Gobind Singh Petroleum Refinery with the proposed investment Rs.11000 crores
has already been sanctioned in Distrist Bathinda, which is 30 km away from Bathinda
City. With the installation of this refinery in Bathinda District, it is expected that there
will be tremendous growth of Bathinda city and surrounding area so far as real estate
business is concerned.
The area of Bathinda as basically agricultural based having crops like cotton, paddy and
wheat. The business is namely on these products. The people of Bathinda are rich and the
market has been hold by Aggarwals. In the last few years, the education standard of the
city has grown too many folds with the establishment of an Engineering College, Law
College and a Medical College.
The purchase capacity of people has been increased with good crops in the last 4-5 years
and also increases in the income of salaried class. Personnel from military cantonment
also require good shopping complex and branded item in Bathinda. Rich & well to do
people from surrounding area visit regularly to Bathinda city for purchasing and to
requirement of a Multi Complex Cum Shopping Mall at Bathinda is to say it will be the
first multi complex cum shopping mall of its kind In Malwa Region in Punjab.
CHAPTER 3: ADVERTISEMENT
3.1 Definition
Advertisement is the art of influencing human action, the awakening for the desire to
possess your product. Advertisement consist of all activities in presenting a group a non –
personal, oral or visual, opened sponsored message regarding a product, service or idea.
3.2 Features of Advertising
It is a unique means of non- personal or mass communication announcing the sales of
goods or services. It can help to introduce a new product quickly.
It is an openly sponsored sales message regarding any product or service, i.e. the sponsor
can be identified
It is a paid communication paid by the sponsor to the media owner.
3.3 Importance of Advertising in Marketing
Advertising by facilitating mass production and mass distribution, has provide immense
employment opportunities to people. It is responsible for creating and delivering rising
standard of living to innumerable people. It has possible tremendous industrialization and
economic development in many countries. In the marketing program of a business
enterprise, advertising is an indispensable tool supplemented by salesmanship and sales
promotion. Advertising is to business as what steam, electric or nuclear energy is to
industry. The wheels of industry & commerce cannot move with desirable speed without
propelling power of promotion mix.
Advertising programme as an integral part of promotion campaign may have one or
more Specific Objectives:-
Promotion Of New Product
Support To Personal Selling
Immediate Buying Section
Brand Patronage
Resold Goods
Advertising is a powerful promotion tool to establish and retain brand loyalty and even
store patronage provided the product itself do not suffer from quality deficiencies errors in
design or other handicaps and the retailers do not have deterioration in their customer
services.
3.4 Kinds of Advertising:
a) Institutional Advertising
Where the advertising is project the image of a company or its services, it is known as
institutional advertising. It is not at all product oriented.
b) Primary Demand Advertising
It is intended to stimulate primary demand for a new product. It is heavily utilized during
the introduction stages of the product life cycle.
c) Shortage Advertising
Where there is short supply of products shortage advertising is resorted to, example oil
crisis. In such kind of advertising new promotional objectives may be incorporated such as:
Educating the people the most economic use of the product.
Marketing appeal to save resources
To reduce customer pressure on the sales force.
d) Media
Paying people to hold signs is one of the oldest forms of advertising and advertising media
can include wall paintings, billboards, street furniture components, printed flyers and rack
cards, radio, cinema and television adverts, web banners, mobile telephone screens,
shopping carts, web pop-ups, skywriting, bus stop benches, human billboards, magazines,
newspapers, town criers, sides of buses, banners attached to or sides of airplanes
("logojets"), in-flight advertisements on seatback tray tables or overhead storage bins,
taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms
and trains, elastic bands on disposable diapers, stickers on apples in supermarkets,
shopping cart handles , the opening section of streaming audio and video, posters, and the
backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays to
deliver their message through a medium is advertising.
e) Covert Advertising
Covert advertising is when a product or brand is embedded in entertainment and media. For
example, in a film, the main character can use an item or other of a definite brand, as in the
movie Minority Report, where Tom Cruise's character John Anderton owns a phone with
the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari
logo. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result
contained many scenes in which Cadillac cars were used. Similarly, product placement for
Omega Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James
Bond films, most notably Casino Royale.
f) Television Commercials
The TV commercial is generally considered the most effective mass-market advertising
format, as is reflected by the high prices TV networks charge for commercial airtime
during popular TV events. The annual Super Bowl football game in the United States is
known as the most prominent advertising event on television. The average cost of a single
thirty-second TV spot during this game has reached $3 million (as of 2009). The majority
of television commercials feature song or jingle that listeners soon relate to the product.
Virtual advertisements may be inserted into regular television programming through
computer graphics. It is typically inserted into otherwise blank backdrops or used to replace
local billboards that are not relevant to the remote broadcast audience. More
controversially, virtual billboards may be inserted into the background where none exist in
real-life. Virtual product placement is also possible.
g) Infomercials
There are two types of infomercials, described as long form and short form. Long form
infomercials have a time length of 30 minutes. Short form infomercials are 30 seconds to 2
minutes long. Infomercials are also known as direct response television (DRTV)
commercials or direct response marketing.
The main objective in an infomercial is to create an impulse purchase, so that the consumer
sees the presentation and then immediately buys the product through the advertised toll-free
telephone number or website.
Infomercials describe, display, and often demonstrate products and their features, and
commonly have testimonials from consumers and industry professionals.
h) Celebrities
This type of advertising focuses upon using celebrity power, fame, money, popularity to
gain recognition for their products and promote specific stores or products. Advertisers
often advertise their products, for example, when celebrities share their favorite products or
wear clothes by specific brands or designers. Celebrities are often involved in advertising
campaigns such as television or print adverts to advertise specific or general products.
3.5 Different Aspects Of Advertising:
Effects of Advertising
In today’s scenario advertising is a very good source of entertainment. According to an
American survey, in a single day a person is bombarded with 5000 ads in USA. Due to
repetition they start learning them unconsciously. As every other thing in this world,
advertising also have lots of pros and cons i.e. advertising has both positive and negative
effect on consumer. Following points advocate the statement.
Positive effects of advertising:
Advertising is important source of communication as it both informs and
transforms the information from producers to customers.
Advertising provide price\value information to customer thus help in raising
standard of living.
Advertisements inform customers about new products and help them in
comparison between different products
Advertising provide customers with relevant information that aids in decision
making.
Attractive and interesting ad’s fosters the sales of a product and services
concerned.
Advertising today is more informative, amusing and entertaining, thus it makes
people more aware.
In today’s scenario it is impossible to move in the market both for the seller and
for customer.
Negative Effects of Advertising:
Hyper-commercialism and the commercial tidal wave -Criticism of advertising
is closely linked with criticism of media and often interchangeable. They can
refer to its audio-visual aspects (e. g. cluttering of public spaces and airwaves),
environmental aspects (e. g. pollution, oversize packaging, increasing
consumption), political aspects (e. g. media dependency, free speech,
censorship), financial aspects (costs), ethical/moral/social aspects (e. g. sub-
conscious influencing, invasion of privacy, increasing consumption and waste,
target groups, certain products, honesty) and, of course, a mix thereof.
The price of attention and hidden costs-Advertising has developed into a billion-
dollar business on which many depend. In 2006 391 billion US dollars were
spent worldwide for advertising. In Germany, for example, the advertising
industry contributes 1.5% of the gross national income; the figures for other
developed countries are similar. Thus, advertising and growth are directly and
causally linked. As far as a growth based economy can be blamed for the
harmful human lifestyle (affluent society) advertising has to be considered in
this aspect concerning its negative impact, because its main purpose is to raise
consumption.
Most of the ads today are unethical, misleading and surrogate.
The commercialization of culture and sports-Performances, exhibitions, shows,
concerts, conventions and most other events can hardly take place without
sponsoring. The increasing lack arts and culture they buy the service of
attraction. Artists are graded and paid according to their art’s value for
commercial purposes. Corporations promote renown artists, therefore getting
exclusive rights in global advertising campaigns.
By using too much exaggeration in ads, advertisers makes tall but fake claims
that are just to attract customers
Advertisements target vulnerable segment of society i.e. children and old age
people who are unable to differentiate between ethical and unethical.
Direct Marketing:
Private courier services are growing strongly and the telecommunications sector is opening
up for a range of modern services, until goods can be ordered conveniently and delivered
with certainty, direct marketing will be limited to door-to-door sales.
An inefficient state-owned banking system also prevents prompt transfers of funds from
consumers to retailers. Credit card companies are increasingly targeting India's one million
cardholders through directly-mailed offers of goods and services.
The most successful direct marketers in India today are the millions of door-to-door sales
representatives who visit neighborhoods and villages across India. From ice cream vendors
to carpet sellers, India’s residential neighborhoods are frequently visited by merchants
offering a variety of products.
The major Indian advertising media are newspapers, magazines, television, radio, business
publications and billboards.
However, as the years have progressed, the sophistication of advertising methods and
techniques has advanced, enticing and shaping and even creating consumerism and needs
where there has been none before, or turning luxuries into necessities. This section
introduces some of the issues and concerns this raises.
Medical marketing is rife with all sorts of controversial issues and ethical dilemmas.
Particularly when medical device and pharmacy companies pay for doctors to give
presentations, write articles and participate in symposia that help the drug or device
companies market their products. These doctors are then unable to be objective when
recommending treatments for their patients
Large tobacco companies targeting teens to gain new customers. I believe someone did a
little marketing research and concluded that most lifelong, heavy smokers started smoking
in high school. So at some point tobacco started advertising to draw children. You already
know, of course, that they test the market and they know exactly how to get to young
children.
Stereotyping In Advertising:
“Stereotyping is a short hand way to describe a person with collective rather then unique
characteristics."
There is a list of endless stereotypes: African Americans play sport and run really fast,
Latinos joins gangs, Native Americans drink a lot, brown skin people are extremely
intelligent but easily fooled, homeless people are drug addict's, rich people make their way
through money.
This list can go on and on and never end. These and other stereotypes are perpetuated by
visual messages in media. Visual messages are a product of our sight; pictures are highly
effective emotional objects that have long lasting stay within the grayest regions of our
brain. It is said that "Imagination is shaped by the picture seen".
The reason media stereotypes is that picture are a short cut to bring forth the required
action. Messages that stereotype individuals by their concentration, frequencies and
omissions become a part of our long-lasting memory.
In this way advertisers hope to sell their products to unwary audiences who may feel they
are lacking in these so-called attributes.
Let's face it, not all women are well proportioned and have good posture, a beautiful face
and are candidates for fashion models, some are in fact quite plain and unattractive.
Advertising to Children:
Advertisements that children watch become their favorites. If they see food on television,
they want to try the food. If they see games being advertised they want to try the game.
Countless products are being advertised everyday on televisions and papers. And children
must be trained to know which product is really good. The main purpose of advertising is
to attract people and make money.
As children watch the advertisement, they absorb everything that the advertisement says
and they believe what they see and hear. Children always listen to what they hear and
believe in them. It is therefore very important to watch the children and teach them what is
true and what is not. There are advertisements that exaggerate and sometimes this is
dangerous to children. Advertisers maybe trying to attract people to patronize their
products and services but they are not very good for children. Sometimes too much
advertisement of a certain product could make the child crave for that product even if it is
not good for the health.
Say for example the junk foods that are often advertised on television. It shows a child who
became Superman when he ate the product. A young child will think that the product could
really make him a Superman and would like to try the product. Parents should be vigilant
enough about advertisement and explain to the child that advertisements are only for
attracting customers.
Child must know about what the products are, whether they are good for the body or not so
that the child will know which product to choose.
CHAPTER 4: PROJECT UNDER STUDY
Product Standing in Market
Home Cook Edible Oil
I had conducted a survey under the company BCL Industries &
infrastructure Limited..
3 .1) Why & how this study was undertaken :
In present there is large number of companies in the market but the BCL edible oil
mainly competitor with the Gagan Edible Oil. In the some area is negative growth
(Mansa Region).
And in my project I have survey BCL home cook edible oil in the Bathinda &
Mansa region and know about the present position of product in the market and
dealers are satisfied with our product. What are the problems faced by dealers?
3.2) Rationale of the study
Rationale or Logic behind this study is to know about the present position of
product in the market and dealers are satisfied with our product. The Company will
use effective method of advertisement.
3.3) Scope of the Study
Scope of the study is to produce a structure for the defined market which clearly
identifies the different requirements that retailers look to be satisfied. These
different requirements can then be used by the organization to develop the
alternative strategies that need to be implemented, to better access the segments and
tune the product offers to suit the future requirements.
It also defines the distribution and value chain between supplier and final retailer,
accounting for the various buying mechanisms and influencers found in a market.
CHAPTER 4: MAIN COMPETITORS
Company’s Main Competitors
Gagan Rajdhani Angan
Fortune
CHAPTER 5: AREA UNDER SURVEY
District Bathinda
Bathinda
Talwandi Sabo
Raman Mandi
Mour Mandi
Bhucho Mandi
Rampura Phul
District Mansa
Mansa
Bareta
Budladha
Boha
Bhikhi
CHAPTER 6: OBJECTIVE OF SURVEY
To find company position in market
To find out its competitor’s position in market
To know dealers satisfaction and their problems and grievances.
To find out customers response and their expectations from company product.
In order to make an effective advertisement policy. So that in future company will
capture more market.
CHAPTER 7: RESEARCH METHODOLOGY
Research can be describes as ‘A Purposeful Investigation’. Research is a step by step
approach to investigation the problem in order to find a solution. There are many
techniques, which can be employed to solve a problem so it is important for the
investigator to consider his problem carefully at the outset and make use of technique, or
techniques that are appropriate to it. Just as the carpenter needs to use more than one tool
in completing a piece of work, so the research worker must use of, not one, but several
methods.
When we desire a great deal of information concerning each individual or occurrence to
be studied, much of our data may be non-quantitative by its nature. In such an even we
employ the case study method of investigation, the purpose of which is to consider in
detail the characteristics peculiar to the case. In case studies like this one a lot of data is
required to investigate the problem.
The methodology of this project is based upon various sources of data collected as
mentioned below like primary sources, secondary sources.
7.1 Sources of Data Collection
The sources of data collection for the study are:
Primary Data Secondary Data
Primary Data Sources
1. Questionnaire 2. Personal Visits to Retailers
3. Telephone Interview
Secondary Data Sources
1. Internet Sites
2. Catalogue
3. Company Records
7.2 Methods of Data Collection:
Personal Visits – This study has been undertaken to design the questionnaire. A step-by step review
of the various parts of the form has been done and any ambiguity in understanding
it noted down.
Questionnaire – The study was carried out for measuring the extent of acceptability, satisfaction
level and demand among retailers.
Telephone Interview –
The respondents are contacted on phone for recording their responses. This
method saves time but the respondent should have a telephone.
Of all these methods of primary data collection, questionnaire method will be
used to gather information from the management and employees.
The secondary data were collected from different periodicals, books and articles published in
various magazines & Journals viz. Business World, Business India, Business Today, Journal
of Advertising and Journal of Marketing etc.
Apart from the above, considerations of purpose, language, frame of references, information
level, social acceptance and question sequence were kept in mind while drafting the
questionnaire. Care was taken that the research objective is converted into specific questions
so that the answers provide the relevant data required to probe the area dictated by these
objectives and test the hypothesis.
7.3 Sampling
Sampling involves the selection of a few items from particular group to be studied with a
view to obtaining relevant data which helps in drawing conclusions regarding the entire
group. The basic point in selection of sample is to ensure that it is as representative of the
universe as possible, therefore, while selecting the sample care was taken that every item
in the population under study has an equal chance of being selected in the sample.
Sampling Plan: This plan calls for three decisions:
1. Who is to be surveyed or sampling unit?
2. How many people should be surveyed, that is sampling size?
3. How are the respondents should be chosen, that is sampling procedure.
Sampling Procedure
Since the sample taken in the project is non probability sample, therefore the sampling
technique used is convenience sampling.
Convenience Sampling
Sometimes called accidental or grab or opportunity sampling, this is the method of
choosing items arbitrarily and in an unstructured manner in the frame.
Convenience sampling is explained as a selection of a sample based on the ease of access.
It is used in exploratory research where the researcher is interested in getting an
inexpensive approximation of the truth. This non probability method is often used during
preliminary research efforts to get a gross estimate of the results, without incurring the
cost or time required to select a random sample.
Data Collection
Sample Size
It is very well known that the sample size refers to the number of items to be selected
from the universe to constitute a sample. An optimum sample size fulfills the requirement
of efficiency, representative ness, reliability and flexibility. So proper care should be
taken in selecting the sample size, it should neither be extensively large, nor too small.
Sampling Unit And Size:
The universe of study consisted of the state of Punjab. The sample size consisted of
SEVENTY respondents of different ages, from various income groups and from various
professions belonging to Bathinda , Mansa, Raman Mandi etc.
Sample size selected for the campaign was 70
Area Sample size
Bathinda 12
Talwandi Sabo 8
Raman Mandi 7
Mour Mandi 6
Bhucho Mandi 7
Nathana 6
Rampura Phool 6
Mansa 7
Bareta 3
Budladha 3
Boha 2
Bhikhi 3
7.4 Tools and Techniques Used For Analysis For the analysis of various observation collected on the basis of questionnaire and personal
visit I have used the Summated Scale (Likert-type Scale) Likert Scale-This scale is used
wherein a particular item is evaluated on the basis of how well it discriminates between those
persons whose total score is high and those whose score is low. A typical test item in a
Likert scale is a statement, the respondent is asked to indicate their degree of agreement with
the statement. Traditionally a five-point scale is used.
The information collected from the survey was analyzed using different statistical
techniques and data interpretation techniques. The analyses techniques used in the present
study are:
Percentages
Graphical Presentation
Weighted Average Score
Factor analysis
CHAPTER 8: FINDINGS AND INTERPRETATION
On the basis of the various questions asked to the retailers, I have got the following
figures and after analyzing the figures, observations/findings of each of the question are
given below.
8.1 ANAYSIS
Are you selling BCL Product?
Particulars Dealers
Selling 38
Not selling 32
Total 70
Interpretation:
As per our survey I visit 70 dealers. In that dealers 54% dealers are selling BCL
products and left of 46% dealers are not selling Bathinda chemical limited product.
According to you, who is the market leader?
Products Dealers
Fortune28
Rajdhani12
Gagan 16
BCL 14
Total 70
Interpretation:
According to our survey it is found that fortune has 40% share in the market. So, we can
say that it is a big fish in the market. BCL and Gagan are together comes. Gagan has 23%
share and BCL has 20% share in the market. Thus we can say that there is an end
competition between Gagan & BCL Product.
Are you (dealers) satisfied with BCL products?
Particulars Dealers
Yes 30
No 8
Total 38
Interpretation:
As per our survey 79% dealers are satisfied with our BCL product supply, quality,
replacement and margins. But that is a drawback for company 21% dealers are
unsatisfied with BCL Services.
Are your customers satisfied with BCL Product?
Particulars Dealers
Yes 28
No 10
Total 38
Interpretation:
Customers are satisfied with BCL products, 74% customers are satisfied. They trust &
like it BCL products. Only 26% customers are unsatisfied with BCL products. Thus
company has good reputation in customer.
What ratio of BCL product in your total sell?
Sale Dealers
0-30% 19
31-60% 10
61-90% 9
Total 38
Interpretation:
24% Dealers sell 60-90% BCL product in their total selling and 50% dealer sell 0-30%
BCL goods in their total sale. If we go to average sale the BCL product in dealers total
selling is 36%.
According to you, what is effective kind of advertisement?
Advertisement Dealers
Product Advertisement 60
Institutional Advertisement 10
Total 70
Interpretation:
According to survey effective kind of advertisement is product advertisement. 86%
dealers trust on product advertisement because only a good product influence costomer
behaviour. Only 14% dealer go with institusional advertisement. Thus it is clear that
institutional advertisement is poor.
According to you, which is the effective method of advertisement?
Advertisement DealersRadio Adv. 21Press Adv. 07Specialties Adv. 42Total 70
Interpretation:
Effective method of advertisement is SPECAILITIES advertisement. In this method we
include cash discount, booklets and coupon scheme etc. according to aou survey press
advertisement is poor (14%), because it has a short life.
8.2 Short comes of Company
Low Advertisement:
In this competitive era, advertisement considers as an investment. Using effective
advertisement a company can capture a large market. In case of BCL, there is very low
advertisement. Even some areas retailers donot know about company and its product.
There is lack of wall-paintings, road boarding’s, press advertisement and schemes for
dealers/retailers. In some areas company incharge don’t visit.
Low Motivation Dealers/Retailers:
Due to lack of proper policy of motivation for dealers and Retailers Company sale don’t
increase. In order to increase sale dealers and retailers must be motivated.
No dealership in some towns: in some towns (maur mandi, bhucho mandi, buladha) there
are no proper dealership.
Lack of Grievance Handling:
In case of BCL There is no proper way of grievance handling. Dealers have some doubts
and complaints about company but they don’t know about the proper way.
8.3 Suggestions
Effective Advertisement:
There is no doubt about the strength of advertisement. An effective advertisement can
influence customer behaviour. After analysis the survey it is clear that advertisement
specialties is effective. On the other hand RADIO/T.V advertisement is costly. Press
advertisement is poor because it is short life period.
Motivation for dealers/retailers:
Dealers are main weapons for a company because easily influence customer behaviour. If
our dealer is happy, our sale will also increase. So there is effective policy for motivation.
To motivate the dealers through Monetary and Non Monetary Rewards. Every year,
company will be conducted a dealers meet, with the help of this meeting many types
miscommunication problem solved.
Quality control:
Using effective advertisement we can sell our product only one time. On the other hand
quality speaks itself. If the quality of our product is good then there is no need of high
advertisement. Its commonly says “our customer is best advertiser”
Grievance Handling:
It is very necessary for any type of organization to handle its grievance as soon as
possible. A little doubt becomes a big problem so a proper method to handle the
grievance should be implemented.
8.4 Conclusion
There is no doubt that BCL (Bathinda chemical limited) is a big organization Malwa
Region. Survey tells us that it stand on third rank on oil industry. If we come to the point
of customer & dealers satisfaction result are good (around 75% to 80%)
Company gives good competition to Gagan and fortune. According to Survey Company
gets 20% market share and the other hand Gagan get 23% share.
Home cook, a BCL product has captured a good market and made a good reputation in
customers in a short time. In Vanaspati, its ‘Do Khanjoor’ is giving a good competition to
other Vanaspati Brands.
In some area company performance is very good like Bathinda (90% Share) Raman
Mandi (70% Share) Mansa (60% Share). But In Maur Mandi & Budladha company
performance is very poor. The reason is lack of dealership in these towns.
There is a good scope of progress in market for the company because its daily uses
products. If the company clear & solve their problems in the short time company growth
will be doubled.
Annexure
QUESTIONNAIREFor BCL Industries & Infrastructure Ltd
Organization Name:Name of contact person:Address:
Telephone number:E-mail address:
Q.1 Are you selling BCL Product?
a) Yes b) No
Q.2 According to you, who is the market leader?
a) Fortune
b) Gagan
c) Rajdhani
d) BCL
Q.3 Are you (dealers) satisfied with BCL products?
a) Yes b) No
Q.4 Are your customers satisfied with BCL Product?
a) Yes b) No
Q.5 In what ratio of BCL product in your total sell?
a) 0-30% b) 31-60% c) 61-90%
Q.6 According to you, what is effective kind of advertisement?
a) Product Advertisement
b) Institutional Advertisement
Q.7 According to you, which is the effective method of advertisement?
a) Radio Advertisement
b) Press Advertisement
c) Specialties Advertisement
Q8) Rate the product on various parameters?
(Scale: OS: Outstanding, VG: Very Good, G: Good, AV: Average, BA: Below Average)
Quality of material OS VG G AVG BAPacking of Oil OS VG G AVG BARange OS VG G AVG BADelivery OS VG G AVG BA
BCL Industries & Infrastructure Ltd. appreciates your honest feedback and sincerely thank you for participating in this survey.
References
Journals and Books:
Kotler Philip, Armstrong Gary;” Principles of Marketing” (2004),
Prentice Hall India(2003), New Delhi
Kothari C.R.; “Research Methodology-Methods &Techniques” (2008), H.S.
Popai for Vishwa Prakashan, New Delhi.
Web Sources
http://www.wikipedia.com
www.mittalgroup.com
www.bclindia.com
www.edibleoil.bcl.co.in
http://www.infobane.com/advertisement
news.techwhack.com/category/online_advertisement
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