A

PROJECT REPORT
ON
“ANALYSING OF BAIL KOHLU MASTURED OIL IN

BAREILLY, MARKET ”
AT
B L AGRO EDIBLE OIL, Ltd., BAREILLY

Submitted By

Aviral Deep Saxena

Under the guidance of

prof. Thakur
Submitted to
University of Pune
In partial fulfillment of the requirement for the award of the
degree of
Masters of Business Administration (M B A)
Through
ASM’s
INSTITUTE OF PROFESSIONAL STUDIES
PIMPRI ; PUNE -18
 DECLARATION

I hereby declare that work on project entitled

‘’Analysing of Edible Oil Of B L Agro in Market”

Submitted in partial fulfillment of the requirement for the degree of

Master of Business Administration [MBA]

to Pune University, Pune

is my original work and is not submitted to any other degree, diploma,

Fellowship or other similar title or prizes.

The project has been individually carried out as a part of

summer internship training and is meant for academic purpose only.

Place: Pune Aviral Deep Saxena

 ACKNOWLEDGEMENT

First and foremost I thank god, my parents and my friends for blessing

showered on me. All my efforts will remain meaningful authorities, who

helped me more than I expected, while I working on my project.

I had project privilege of undergoing major concurrent project for

two months at B L Agro Ltd at Bareilly. I would like to express my sincere

gratitude to Mr. Nagandra Singh (Marketing Manager) for providing me an

opportunity to undertake majconcurrent project and guidance throughout the

project to complete successfully.

I extend my sincere thanks and acknowledgement to Mrs. Sindhu and

all the staff of B L Agro who extended their wholehearted guidelines and their

cooperation, in spite of their schedule in completing my project work

successfully.

I would like extend my sincere feeling of gratitude to Prof . Vandana

Thakur (Internal Project Guide). Finally I thank to all the faculty member of

our institute who have given me their valuable suggestions from time to time.

Aviral Deep Saxena

 EXECUTIVE SUMMARY

The title of the project is “Availabity of Edible Oil Of B L Agro”. The

project was carried out at B L Agro Pvt. Ltd., Bareilly which is prominent oil

firm . The duration of the project was of two months i.e. 15/05/2010 to 15/07/

2010.

One of the fastest growing firm in the market.

With a Team of highly trained & experienced manpower; it consists of

independent teams for institutional & corporate sales. It is 365 days & 24 hours

operational.

This project is build to achieve certain objectives like how to increase the

market share of B L AGRO &to find out the sale trends of the edible oil in

Bareilly .This study will give you the keys to bringing new customers. To show

you how all of the pieces work together, we have broken the process down into

3 phases:

 Create the appropriate messaging and branding

 Reach out to new customers

 Get the right resources,

There are two things that we have looked at.

.1) when will customers get back?

2) How to get them back?

It’s a quite a moving target but we have gone through a

long period of recession and people have started to change their thinking.

As this is the practical approach, after the interaction with customers, we

believed that they require comparison of one brand with others

INDEX
SR.NO. TOPIC PAGE NO

1 INTRODUTION

2 COMPANY PROFILE

3 COMPANY PROFILE

4 PRODUCT PROFIL

5 LITERATURE SURVEY

6 OBJECTIVE AND SCOPE

7 RESEARCH METHODOLOGY

8 DATA ANALYSIS AND DATA

INTERPERCATION
9 Observations and finding
 CHAPTER 1

INTRODUCTION
 INTRODUCTION AND HISTORY

With a history that goes back to 50 years, B.L. Agro Oils Ltd. is a company

with a simple corporate objective - to manufacture, package and market the

purest possible edible oil that would offer healthier and tastier solution to

Millions of consumers. Currently, B.L. Agro is in the business of Refining,

Quality Control, Packaging and Marketing of branded mustard and other

edible oils

VISION

To be a way of life for every Indian.

MISSION

To be the benchmark in purity and perfection. To achieve a leadership

position in the Indian market and to become the preferred Indian edible oil

name globally.
 QUALITY POLICY

 B.L. Agro Oils Ltd. is committed to total customer satisfaction, and

compliance with regulatory bodies at all times and at maximum

effectiveness.

We aim to

Consistently enhance our understanding of market dynamics and

changing

customer needs so as to offer finest quality products that at all times meet

our customers' expectations and the ever changing demands of the market

place.

Provide a high level of service to our customers with minimum cause for

complaint.

 Maintain a healthy & constructive work environment that enables

personnel to produce optimal output.

Continually comply with the requirements of ISO 9001:2000, ISO

14002:2004, HACCP and other government regulations and continuously

improve the effectiveness of our Quality Management System.

With a history that goes back to 50 years, B.L. Agro Oils Ltd. is a company

with a simple corporate objective - to manufacture, package and market the

purest possible edible oil that would offer healthier and tastier solution to

millions of consumers.

Currently, B.L. Agro is in the business of Refining, Quality Control,

Packaging and Marketing of branded mustard and other edible oils.

MANAGEMENT

The foundations of B.L. Agro were laid half a century ago by its Managing

Director, Shri Ghanshyan Khandelwal - a veteran of the Indian mustard

industry. Since then the management of B.L. Agro has gained an unmatched,

in-depth insight of the industry and the continuously evolving customer needs.

The leadership at B.L. Agro has a vision for the future and their acumen in

adapting to the changing times has translated into consistent growth by the

company.

However, the most important attribute of the B.L. Agro leadership is the un-

fallible commitment towards quality, towards customers and towards

Community at large.

At B.L. Agro 'No Compromise with Quality' is a guiding philosophy. And the

management takes it as their responsibility to not just ensure the highest quality

standards of company's products but also to instill this 'quality attitude' in every

member of the B.L. Agro organization.

Another distinctive characteristic of the B.L. Agro management team is their

strong belief that “Success and growth do not mean much unless accompanied
by trust and respect from the community.” And over the years this belief has

ensured that as a corporate citizen, B.L. Agro Oils Ltd. earns an image of one

of the most respected and revered organization in its region of activity

A true entrepreneur, Ghanshyam Khandelwal stepped into the mustard oil

trading business in the 1950s when he was still at a very young age.

Beginning from Bareilly, he single-handedly expanded operations and so

transformed Bail Kolhu into one of the most preferred mustard oil brand in

the entire belt of Eastern UP.

A man of foresight and vision Ghanshyam Khandelwal has been the guiding

force behind consistent growth of B.L. Agro Oils Ltd. With an eye on the

future, he has, over the years, displayed a tremendous prowess for

anticipating the changing consumer needs and has repeatedly led the

organization to be a winner in a dynamic industry scenario. The mantras of

 CHAPTER 2

INDUSTRY PROFILE
 Edible Oils

India is one of the largest producers of oilseeds in the world and this sector
occupies an important position in the agricultural economy. Oilseeds and
edible oils are two of the most sensitive essential commodities. India grows
oilseeds on an area of over 26 million hectares, with productivity of around
1000 kg a hectare. But self –reliance in edible oils is not in sight and the
country imports almost half of its edible oil requirements.

India has a wide range of oilseeds crops grown in its different agro climatic
zones. Groundnut, mustard/rapeseed, sesame, safflower, linseed,
inversed/castor are the major traditionally cultivated oilseeds. Soya bean
and sunflower have also assumed importance in recent years. Coconut is
most important amongst the plantation crops. Among the non-conventional
oils, rice bran oil and cottonseed oil are the most important. The Indian
edible oil industry is composed of some 15,000 oil mills, 600 solvent
extraction units, 250 vanaspati units and about 400 refining units.

The National council of Applied Economic Research has projected the demand
for edible oils under three scenarios on the basis of per capita income
growing annually by 4%,5% and 6%.Under the low growth scenario, the
demand was to rise to 22.8 million tones ,under medium growth scenario to
25.9 million tones and under high growth scenario to 29.4 million tons in
the near future. The edible oil industry is largely dominated by the bulk
segment. Unbranded segment accounts for anywhere between 80 and 90%
of the total consumption. Imports are taking place in two forms-refined and
crude oil. A large part of the crude oil gets sold as unbranded oil. The share
of raw oil, refined oil and vanaspati in the total edible oil market is
estimated at 35%, 55% and 10% respectively.
With growing quality consciousness and plummeting price differences between
packaged and non-packaged edible oils, the packaged edible oil sector will
capture 50% of the market share in coming years. The packaged branded
edible oil industry is growing at 12% annually. Major Players like Marico
Industries is the market leader with its two main brands, Sweekar and
Saffola, having 15% market share, followed by ITC Agrotech’s Sundrop at
13%. Godrej Foods has a market share of 11% and HLL’s Flora has 3%.
Cargil sells edible oil through Nature Fresh and Gemini brands, Ruchi
groups with Ruchi Gold and Mahakosh oil, Adani Wilmer Limited, owner
of Fortune brand, National Diary Development Board's Dhara brand and
other small players own rest of the packaged edible oil market.

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 CHPTER 3

COMPANY PROFILE
 Type - Public

Industry - Oil Farm

Founded - 1950

Founder(s) - Ram Khandelwal

Headquarter Parsakhera
Industrial Area; Bareilly, India

Nagendra sinah ( Marketing Manager )

Quidar Ahmead ( H R Manager)
Key people -
S K Sindhu ( Marketing Executive )

Ashish Khandelwal , Director (Finance & Sales)

Products

• Mustered Oil Refined Soya bean Oil

Telephone no 0581,2560500,2560432

Web www.biagro.org
CHAPTER 4

Product Profile
Bail Kolhu Kachchi Ghani Mustard Oil is the flagship brand of B.L.

Agro Oils Ltd. A 'Grade A' Mustard Oil with a unique taste and

pungency, it enjoys a tremendous popularity in the northern parts of

India and is the favourite Kachchi Ghani Mustard Oil among its

vast customer base.

As a category, Mustard Oil is consumed in almost every Indian

household although in variable quantity. Kachchi Ghani Mustard

Oil is perhaps the healthiest edible oil and one of the best cooking

oils, due to its favourable composition.

What is Kachchi Ghani – Its properties and benefits

Kachchi Ghani refers to cold press extraction process of mustard

oil. In the ghani crushing of mustard seeds about 6% of water is

added. This is because, apart from achieving oil expulsion, water,

 Mohan Dhara

Mohan Dhara is a superior quality Refined Soyabean Oil. Since

B.L. Agro Oils Ltd. introduced Mohan Dhara a few years ago, the
brand has created its acceptance in a highly competitive market.

On the product composition front, Mohan Dhara possesses highest

levels of transparency among its competitive brands, which is a
measure of its purity and supreme quality as a healthy product.

Every pack of Mohan Dhara contains finest Refined Soyabean Oil

produced by an elaborate refining process at the B.L. Agro plant
. For Mohan Dhara, crude soyabean oil of specific quality is
sourced from either domestic or overseas markets, and put through
Chemical Refining process using MNR and Nitrogen Blanketing
technology.

Refining Process - Why chemical, & why not Physical?

The purpose of refining edible oils and fats is to remove free fatty
 Balance Lite

Balance Lite is a fast growing brand that has facilitated the advent
of B.L. Agro in the Blended Oil segment

The Blends in Balance Lite - Their Selection & Benefits

One Indian oil that is highest in Omega 3 fatty acid and lowest in
saturated fatty acids and most stable oil is none other than mustard
oil. Hence, to meet our daily dietary requirements of the above
selection of one of the blending components is definitely the
mustard oil. The second one may be either great health oil, the Rice
Bran or the soya oil. The other choices for second blending oil may
be any of the following high monounsaturated fatty acid oil i.e.
Groundnut, Sesame or Palmolein.

The Benefits:
 Aviral Dhara - Palmolein and Mustard Oil

Aviral Dhara brand of edible oils comes with two variants – Pakki
Ghani Mustard Oil and Palmolein Oil. Having gained instant
acceptance in the market, the brand is on a steady growth chart.

Pakki Ghani - Pakki Ghani Mustard Oil is extracted from mustard

seeds by employing processing technology of oil expellers only. All
the goodness of mustard oil is there in pakki ghani oils as well. The
only differences lies in its pungent odour. It is made especially for
those who don't like the strong smell and taste, otherwise it is as
good as that of kachchi ghani oil.

It contains the so desirable essential fatty acid (which the human

body cannot synthesize) and in good numbers. It contains the very
vital Omega 3 in highest proportion among all the edible vegetable
oils (12%). And it is very high in monounsaturated fatty acid (65%)
and lowest in saturated fatty acid (5%).

It is therefore, rated even better then the olive oil.

It also has high amounts of Vitamins A, E & K.

It also has rare minerals like selenium, magnesium, zinc,

manganese, iron, calcium and phosphorus.
 Nourish Delite

It is increasingly recognized now that the balanced intake of

saturated mono and polyunsaturated fatty acids as well as Omega 3
and Omega 6 fatty acids is essential for good health. As no single
oil can supply appropriate quantities of all these in ingredients, the
only alternative method available for improving balanced
consumption of edible oils is to blend oils so that the people have
appropriate fatty acid composition in the oil they regularly use.

Various Blends Planned to be introduced through Nourish

Delite Series:

Mustard and Soya Oil:

As the mustard oil is rich oil Omega 3 fatty acid (an essential fatty
acid, which human body cannot synthesize) and very high in
antioxidants content, it is prudent to blend it with the ones those are
deficient in it. One such oil is Soya oil which is least stable and
very low in Omega 3 fatty acid.

Mustard and Rice bran Oil:

 CHAPTER 5

LITERATURE SURVEY

Customer satisfaction

Customer satisfaction is the key to success. Getting your customer to

tell you what’s good about your products or services, and where you

need improvement . Helps you to ensure that your business measures

up to their expectations. The Attached file contains a customer

 satisfaction survey form designed to help gather This important

information. it was designed to make it easy for customer to fill out

and to make it easy for you to quickly customize to exactly match

your company activities. It also includes suggestion for distributing

the form. Ensuring that customer that will return the form, and

following up on comments.

Here are a few principles given by S teve smith.

 The goal is to exceed customer expectation.

 The more the employee satisfaction, the more the customer

satisfaction.

 Customer satisfaction is necessary, but not sufficient how many

times do

 Satisfied customer switch brands? Answer, a lot.

 All initiative must be derived from defined problems. For

instance ,

 Dissatisfied customers don’t buy. That’s an example of a clear

problem.

 Initiative must produce either measurable or conceptual benefits.

Distinguish between the two benefits types.

  The plan must be clear and congruent.

 The plan must be resonate with the VP and at least a minority of

managers who agree with the objective and initiative.

The following items amplify customer satisfaction given by Steve

smith

 Quality of a company’s product and services

 Quality of the relationship between the co agent the

CHAPTER 6
 OBJECTIVES AND SCOPE

OBJECTIVES

1- Increase sale of the product

2- create regular demand of the product

3- create steady demand

Increase employment opportunity in the society

4 - Aims at increanng the quality of the product

5 - Reduce black marketing

6 - Maintain the goodwill of the company

7 - Aaims at quality improve meant

 The main objective of the study is to know about the

recruitment, advertising and sales promotion strategies adopted by

BL Agro, India. The study will help to analyze the overall development

of the employee’s satisfaction level & the general feeling about the

various policies of the company. The survey about the employee

satisfaction will help the organization to know about the overall

development and satisfaction level amongst the employees about the

human resource development will help the management to take

necessary actions.

The specific objectives of the study are: -

 To know the functioning of HRD in company

.
 To get familiar with the work structure.
 SCOPE

Scope of the work include the study of demand of

B L Agro product with its competitor’s product in order

to drive the clear picture of the market share of

B L Agro and its competitor .

It is hoped that this work will help

Organization in differentiating the

actual demand with standard. It will
also help the company to increase it’s market share.
 PURPOSE OF THE STUDY:

1. Trade presence of B L Agro oil

2 . Customer tast & preference analyzing on the basis c of feature of

product & price

3.Maketing mix analyzing

4. Channel strength analyzing

5. Schmes & discount analyzing in Bareilly W. R .F to its operating

competitors

6.Impact & importance of advertisement on sale of B L Agro edible

oil

7. Price mapping & analyzing8.Importance of communicating mix

& Advertisement upon sale &customer prefrance

CHAPTER 7

RESEARCH METHODOLOGY
 RESEARCH METHODOLOGY

There are various number of research methods to conduct any study

Research is to explore various functions of adv, which have been,

adopted by the company to assess the involvement of the employees

of the Organisation.

Tools of Data Collection

1. Primary Source.

2. Secondary Source.

 Primary Source:-

Primary source is the source, which is collected for the first time.
 Primary
source includes questionnaire, personal interview, observation,

circulars etc.

 Secondary Source:-

Secondary source is the source which is not collected for the first time

like journals, books etc. To ascertaining the company profile and

product study, I took the help of data published in the company

journal and various other articles published in magazines.

SWOT ANALYSIS

SWOT stand for the strength, weakness, opportunities and threats. The

analysis of strength and weakness focuses on internal factors that give

the Organization certain advantage and disadvantages in meeting the

needs of its target market. This factor derived from the environmenta

l analysis in the preceding portion of the market plan. This allows the

organization to determine what it does well and what it needs to

improve.

STRENGTH:
Strength refers to competitive advantage or distinctive competencies

that give the firm an advantage in meeting the needs of its target

market. Any analysis of the company strengths must be customer

focused because strength are only meaningful when they assist the firm

in meeting customer needs.

WEAKNESS:

Weakness refers any limitation that a company might face in marketing

strategy development

or implementation. Weakness should also be examined from a

customer prospective because customer often perceives weakness

that a company cannot see. It suggests that all firms should tie their

strengths and weaknesses to customer requirements. Only those

strengths that relate to satisfying customer should be considered true

competitive advantages. Likewise, weakness that directly affects

customer satisfaction should be considered true competitive

disadvantage.

OPPORTUNITIES:
Opportunities refer to favorable condition in the environment that could

produce reward for the organization if acted upon properly. That is,

opportunities are situation that exist but must be acted upon in order to

benefit the firm.

THREATS:

Threats refer to condition or barrier that may prevent the firm from

reaching its objectives. Like opportunities, threat must be acted upon to

prevent them from limiting the capability of the organization.

The SWOT analysis framework has gained widespread acceptance

because it is simple and a powerful tool for marketing strategy

development. However, like any planning tool, SWOT is only as good

as the information contain within it.

Strength

Industry leader in Oil manufacturing

Superior product quality.

Best talent in the industry.

A bunch of qualified professionals with employee age varies to all ages.

Superior understanding of the market.

Weakness

Customers are less aware about new products that is used by

company.
 CHAPTER 8

DATA ANALYSIS AND DATA INTERPRETATION

1. Are you stock edible oil?

Table-1.1

Frequenc Percent Valid Cumulati

y Percent ve
Percent

Valid Yes 68 68.0 68.0 68.0

 No 32 32.0 32.0 100.0

Total 100 100.0 100.0

2. which different brands of edible oil do you stock ?

Table-1.2

Frequency Percent Valid Cumulative

Percent Percent
Valid Saffola 22 22.0 22.0 22.0
 B L Agro 42 420 42.0 64.0

Mohan 24 24.0 24.0 88.0

light

Vital 12 12.0 12.0 100.0

Total 100 100.0 100.0

3. what is the size of B L Agro oil packe do you more prefer to stock?

Table-1.3
 Frequency Percent Valid Cumulative
Percent Percent

Valid 500 ml 12 12.0 12.0 12.0

1 lit. 15 15.0 15.0 27.0

5 lit. 53 53.0 53.0 80.0

15 lit 07 07.0 07.0 87.0

20 lit 13 13.0 13.0 100.0

Total 100 100.0 100.0

4. factors affect the customer preference?

Table-1.4
 Frequency Percent Valid Cumulative
Percent Percent

Valid Brand 17 17 17 17

Price 22 22 22 39

economical

availability 49 49 49 88

Others 12 12 12 100

Total 100 100.0 100.0

The same information is presented in the form of diagrammatically as follows

5. Availability of B L Agro edible oil in the market ?

Table-1.5

Frequency Percent Valid Percent Cumulative

Percent

Valid Easily 43 43.0 43.0 43.0

available

Available 49 49.0 49.0 92.0

 Not 8 8.0 8.0 100.0
Available

Total 100 100.0 100.0

The same information is presented in the form of diagrammatically as follows

6. Do you know which sales promototoinal activities does the company undertake from

B L Agro oil ?

Table-1.6

Frequency Percent Valid Cumulative

Percent Percent

Valid Price off 11 11.0 11.0 11.0

Credit 20 20.0 20.0 31.0

facility
 advertise 8 8.0 8.0 39.0
ment

Coupons 37 37.0 37.0 76.0

Others 24 24.0 24.0 100.0

Total 100 100.0 100.0

7. which schemes are available in the market at present to attract the customers?

Table-1.7

Frequency Percent Valid Cumulative

Percent Percent
 Valid Scratch 37 37.0 37.0 37.0
card

Lucky ky5 35.0 35.0 72.0

draw

Flat 12 12.0 12.0 84.0

discount

Re sale 14 14.0 14.0 98.0

cane

Other 2 2.0 2.0 100.0

8.How is the consumption of edible oil in your area?

Table:1.8

Frequency Percent Valid Cumulative

Percent Percent
 Valid Average 49 49.0 49.0 49.0

Good 39 39.0 39.0 48.0

Negligible 12 12.0 12.0 100.0

Total 100 100.0 100.0

9.Do you think that advertisement affects the sale of B L Agro oil ?

Table:1.9
 Frequency Percent Valid Cumulativ
Percent e Percent

Valid Yes 88 88.0 88.0 88.0

No 12 12.0 12.0 100.0

Total 100 100.0 100.0

10 .Do you think that price affect the sale of B L Agro?

Table:1.10
 Frequency Percent Valid Cumulativ
Percent e Percent

Valid Yes 60 60.0 60.0 60.0

No 40 40.0 40.0 100.0

Total 100 100.0 100.0

11. Do you get timely delivery of B L Agro oil ?

Table:1.11
 Frequency Percent Valid Cumulativ
Percent e Percent

Valid Yes 82 82.0 82.0 82.0

No 18 18.0 18.0 100.0

Total 100 100.0 100.0

 CHAPTER 9

OBSERVATION AND FINDING

1. Total market of B L Agro is good

2. Analysing of market sows that;

• In case edible oil , B L AGRO is having less market share

as compared to its other

• Vital is major competitor for B L Agro as it has good

market share and is also having good brand image so it is a
major threat for future of B L Agro

• case of mustered oil there is no other competitor of B L

•
Agro in market
3 The delivery of B L Agro oil to retalier doorstep 90% only
10% retailer do not get at their doorstep they are buying from
the market

4. 81% of retailer are satisfied with the way of B L Agro

product are delivered , 19% are not satisfied
 5. 81% retailer’s are satisfied with the quality they are selling
Currently

6. 75% of distributer’s are satisfied with the quality of service

provided by the company

7. 85% customer are satisfied with the quality of B L Agro oil

CONCLUSION

The research carried out includes the study of demand of B L Agro

product which is mainly focused to find out the data related to demand
of B L Agro perduct in this study the data has been collected in a
systematic order that divided whole market in various zones in order
to get the separat data for separated zone
The data collected is important asset for organizations it’s products so
using this company can conduct various program which will help
organization in improving its weak area like in supply , in sale related
issues
The conclusion of this topic can be derived as B L Agro is a good
company and bear a good brand name but still it’s lacking in market
due to cases like unequal distribution system , This project provide
 me a opportunity to know the corn and real market very closely .
The whole project was concerned with the data collection for
B L Agroproduct and for this I had to reach each and every dealer and had to
interview
them regarding the actual selling of daily product at their point of selling

SUGESSION

• B v L Agro is well established because of its

distribution channel , but still in some area like
oldcity ,rajendra nagar etc supply is improper
which is hampering sale data

• Promotional actives of B L Agro very week as

retailer get hardly any reward or gift for srlling B L
Agro product while others competitor are using the
tool for boosting their sale

• As many other edible oil are perishable in nature so

retailer need replacement facility by company ,
which is not as prompt as it should be
• For increasing the sale company should reduce the
price near about competitor product price

• Build up the brand image in mind of customer by

advertisement or through different media channel
and spread the awareness aboutn purity of the
product