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 & 10
Infrastructure Ltd.
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 28
Undertaken
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

Fortune

Gagan Rajdhani Angan

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

Questionnaire

Personal Visits to Retailers

Telephone Interview

Secondary Data Sources

Internet Sites

Catalogue

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

Dealers
60%

50%

40%

30%

20%

10%

0%
Selling Not selling

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
Fortune 28
Rajdhani 12
Gagan 16
BCL 14
Total 70

Dealers of Product
20%

40%
Fortune
Rajdhani
Gagan
BCL
23%

17%

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

79%

21%

YES NO

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

74%

26%

YES NO

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

BCLProductSale
20
18
16
14
12
Dealers 10 0-30%
8
6 31-60%
4 61-90%
2
0
0-30% 31-60% 61-90%

Sales

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
 Effectivenessof Advertisement

14%

Product Adv.
Institutional Adv.
86%

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 Dealers
Radio Adv. 21
Press Adv. 07
Specialties Adv. 42
Total 70
 EffectiveMethodof Advertisement

30%

Radio Adv.
60% Press Adv.
10%
Specailities Adv.

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

QUESTIONNAIRE
For BCL Industries & Infrastructure Ltd
Q.1 Are you selling BCL Product?

a) Yes b) No

Organization Name:
Name of contact
person:
Address:

Telephone number:
E-mail address:

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 BA

Packing of Oil OS VG G AVG BA
Range OS VG G AVG BA
Delivery 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