newsletter vol.8 (june-2009)

8/8/2019 Newsletter Vol.8 (June-2009)

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CEMPLOYEE NEWSLETTER FOR INTERNAL CIRCULATION ONLY

VOLUME 8 JUNE 2009

Editorial Committee

The following chefs made

this issue appetizing.

Falgun Bhatt

Pradhyuman Jadeja

Sanjay Adesara

Riddhi Adani

Dear colleagues,

The new nancial year veiled with recessionary wind, will

unold new opportunities, provided we ocus on Strategies,

that are correctly drawn and Resources, which are

adequately replenished.

A Brand is an important ingredient in the value o the

product and recession can be an opportune time to invest

in a Brand. When times get tough, customers tend to

re-examine old habits and brand loyalties. Their tastes shit

dramatically as they cut back. In good times, people are

less apt to try new things. In bad times, they have to startto do things better. Considering issues such as above, we

have now a spectrum o Brands targeted at every segment

earAWL-ites,

PRANAV ADANI

Managing Director

Adani Wilmar Ltd.

o the consumer need pyramid.

With Fortune range o oils, Kings range o rened

oils, Raag Gold Rened Palmolein oil, Bullet Mustard

oils and Ivory Coconut oil we continue to provide

better and more accustomed cooking solutions to

every household, orging more personal connections

with consumers and communicating that we care

about their traditions.

My message to the team is

that now we need to provide our

consumers with better accessibility

to their preerred choices.All the Best!

VPs Message

We have entered the new nancial year and despite last year

being a turbulent time or businesses in general, I am extremely

pleased to share that Adani Wilmar Limited has continued itstradition o achieving a high double digit Year on Year (YoY) growth.

This was made possible by our very motivated sales team backed by an

aggressive expansion o manuacturing oot print at several strategic locations

across the country. In addition, the merging o crushing business o Adani Group with our

company has borne the ruits o synergy and we have become the highest exporter o De Oiled

cake (DOC) rom India.

I am proud to state that our present Crush capacity is 6000 Tonnes per Day (TPD) and we

have a Rening capacity o 5000 TPD. We are one o the ew national players in the sector to

have this kind o massive production inrastructure, with all our plants strategically located to take

advantage o both Import Prices and Domestic Crops.

We have urther planned to expand at ew more locations across India and have set up

ambitious targets o doubling the Crush and Rening capacities in the coming three years. Such

a manuacturing and distribution spread would ensure us an optimum sourcing, rening and

logistics cost which would ultimately benet our valued customers. I am condent that with your

active support, the company would continue to touch new milestones.

To become undisputed market leader in edible oils market, we have re-positioned our

Fortune range o oils and introduced Raag Gold Rened Palmolein oil, Kings range o rened

oils, Bullet brand Mustard oils and coconut oil under the brand name Ivory.

Based on the new brand architecture backed by a well planned manuacturing inrastructure,

the company has targeted to double its sales in the next three years. I am sure that with an

integrated approach like this, the company would continue to grow un - hindered and scale up

new benchmarks in coming days.

Wishing you a prosperous new nancial year!!

Angsh Mallick

VP Sales & Marketing

2009-10!

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change, as consumers are shiting rom

unpacked to packed oils and rom

packed oils to brands they can trust. AC

Nielsen projects growth o 20% year on

year in packaged oil business. Per capita

consumption is growing due to low

prices and an ever increasing disposable

income o the Indian middle class.

Mr. Adani said.

The edible oil industry in India is

estimated at 13 Million MT out o which

around 20% is consumed as branded/

packed oil. According to Nielsen RSAJan 2009 report, Adani Wilmar Ltd., the

market leader enjoys a market share o

around 19 percent in the Rened Oils

Segment and with new communication

plans and strategic marketing initiatives,

it looks orward to being an undisputed

market leader.A section o the media at the launch press conerence in Mumbai.

The unveiling of the new brands took place at HO on March 16, in thepresence of Mr. Kuok Khoon Hong, Chairman, Wilmar International andMr. Rajesh Adani, Managing Director, Adani Enterprises.

VOLUME 8 MAY 2009 3


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The new Fortune campaign highlights Joy o Eating as a

distinct proposition. In addition, the packaging or Fortune

oil has also been revamped, with styling and design that

refect the new positioning. Our advertising campaign

on TV includes seven lms that convey joy o eating

a healthy and delicious home-cooked meal with the

amily. These commercials will be telecast on prominent

TV channels, with the objective o reaching a national

audience. Outdoor media such as hoardings will also be

employed extensively to reach out to potential customersand an aggressive retail visibility drive is planned, with

Point o Sale communication material.

BondaStall

sters

Forgetfuloldman


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VOLUME 7 APRIL 2009


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7VOLUME 8 MAY 2009

In the Hindu marriage ceremony, the core ritual is saptapadi,

literally: the seven steps, which are enjoined by seven sacred vows.

It is believed that taking these seven steps together ensures that the

bride and the groom will stay together or the rest o their lie. A

brand is similarly wedded to quality through seven sacred steps.

Fortune is certied Indias No. 1 edible oil brand or the

last ve years or more. More than 20-million households

are steadast Fortune ans and would settle or no

other brand. This is the strength or brand equity o

Fortune brand. But why are millions o customers

ready to pay more or Fortune brand products than

other brands which may oer similar product quality and

eatures? Because, the customers eel that they are getting

assured product quality and thereore value or their money.

Brand Equity thus stands on the oundation o Quality.

Quality is the ability o a product to consistently and

unwaveringly meet or exceed what the customer expects rom

that product. It is thereore obvious that a manuacturerneeds to have airly precise idea about what the

customer expects out o the product, else there is

little possibility o meeting her expectations. It will

be like trying to hit a target blindolded. So, the

very rst step in ensuring quality is to know about

customer expectations rom customer surveys and /

or benchmarking with the most popular products in the

relevant category.

Customers can be expected to have very little technical

knowledge about the products used by them. They would

look or sensory attributes like colour and smell, and

unctional behaviours like lathering (in bathing soap),

wearing comort (in dress materials), smoking &

darkening (in case o rying oils). These physical

and unctional attributes are required to be

translated into technical parameters: specications

or quality standards and this is the second step

in ensuring quality. This transormation o market

needs and opportunities through technical ideas into a new

product is the process o New Product development

(NPD). At times a new invention, through Research

& Development, may be necessary to meet the

market needs. This is the third step.

Once the customers needs are known and

product specications have been drawn accordingly,

the next step is to ensure deect-ree production o

the product continuously in the manuacturing plant. A

consistent quality o the input raw materials and ingredients,

stable process conditions and constant on-line monitoring o

process conditions and in process materials are the keys to a

consistent quality product. Sourcing input raw materials rom

competent and capable suppliers ensure that the inputs

raw materials received are o the desired quality.

This is ensured through a Vendor Evaluation

process, which can be termed as the ourth step

in ensuring quality o the products. Similarly, the

manuacturer has to build up own plant & processingacilities capable o maintaining close control over

the processing conditions thereby ensuring minimum

variations in the product parameters during processing. This is

the th step in ensuring quality o the products.

With assured desired quality o the inputs, and constant and

consistent processing conditions, it is almost certain that

only products o the desired quality will be produced.

However, to completely assure the product quality all

inputs, in-process and nished products are subjected to

quality auditing which is the sixth step in ensuring quality

o the products.

Finally, based on the eedback rom the customers urther

improvements in the product are taken up. This is the never-

ending quest o continuous improvement in quality.

Taking these seven steps together ensures that the brand remains

loyal to quality and thus retains its strength the brand equity

orever.

Biprabuddha ChatterjeeQC Head

The Seven Steps:Quality & Brand Equity


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newsletter vol.8 (june-2009)

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