Executive Summary

Saraiwwalaa Agrr Refineries Limited manufactures and markets oil products in India. It
offers sunflower refined oil, soya bean refined oil, cotton seed refined oil, RBD palm oil,
ground nut oil, rice bran refined oil, and other products. The company also engages in
milling and exporting rice products to overseas countries. In addition, it designs and
manufactures palm oil online monitoring systems for palm oil refiners and other palm oil
businesses. The company sells its products through brokers, distributors, direct dealers,
and traders. The company was founded in 1999 and is based in Hyderabad, India. It has
oil and rice production units in Maheshwaram and Muthukuru, India; and a palm oil
online monitoring system design and manufacturing facility in Singapore. Saraiwwalaa
Agrr Refineries Limited (SARL) is a PublicLimited Company incorporated on 26 th
February 1999.It is classified as India Non-Government Company and is registered at
Registrar of Companies, Hyderabad. Late Sri Tulsiram

Gupta, laid a strong foundation

of Saraiwwalaa Group of companies, who founded the company Saraiwwalaa

Agrr

Refineries Limited (SARL) in the year 2000.Saraiwwalaa today is one of the leading
Edible Oil Refining Companies in South India with a Turnover of above 2000 Cr.
Saraiwwalaa Agrr Refineries Limited Company has an extensive and strong marketing
network and owns well established brands in the edible oil category. It has a significant
presence in markets within the state of Telangana, Andhra Pradesh, Maharashtra and
Karnataka. All the products manufactured by the company are Agmark graded under
license from Government

of India. The company has three plants, two are edible oil

refining units and one is a rice manufacturing unit. Edible oil refineries are located one in
Krishnapatnam (near Nellore) and the other in Maheshwaram (Ranga Reddy District).
The combined capacity of both the plants is 1,000 Metric Tonnes per day. Rice
manufacturing unit is an EOU located in Maheshwaram (Ranga Reddy District) with a
capacity to process 400 Metric Tonnes of paddy per day.

Objectives of the Study

To identify consumer preference for branded and unbranded products of edible

oils.
To reveal most favourable attribute of edible oils, responsible for preference.
To know whether consumers are satisfied, with the Edible Oil they use, or not.
To increase interactivity and to understand the mind-set, need, taste and preference

of the customer as a vendor.

To study the factors influencing the customer in buying a branded edible oil.
To study customers awareness towards various branded edible oil.
To find out the satisfaction level of customers regarding branded edible oil.
To know the customers idea, opinion and preference for branded edible oil.
To offer suggestion on the basis of result of the study.

Research Methodology

Research methodology is considered as the nerve of the project. Without a proper wellorganised research plan, it is impossible to complete the project and reach to any
conclusion. The project was based on the survey plan. The main objective of survey was
to collect appropriate data, which work as base for drawing conclusion and getting result.
Therefore, research methodology is the way to systematically solve the research
problem. Research methodology not only talks of the methods but also logic behind the
methods used in the context of a research study and it explains why a particular method
has been used in the preference of the other. The essential parts of any report are Research
Methodology. The field study was conducted to analyse the different sales strategies of
the company and impact of customer preference on sale.
Sample Territory:
The survey has been conducted and restricted to the city of Hyderabad, Andhra Pradesh.
Sample Size:
The sample size was 100 respondents taken.
Questionnaire Design:
Questionnaire design was the critical issue as it reflects the survey purpose. The
questionnaire was meticulously prepared by identifying the various variables. The same
scale of yes/no and highly satisfied, satisfied and not satisfied was used throughout so as
to make the respondent comfortable.
Firstly questionnaire was prepared and few people were surveyed. After this survey we
realize the flaws in the questionnaire and then a modified questionnaire was prepared.
And people were surveyed on this modified questionnaire. It would be maximum 13
questions and the time spent to respondents would be 5 to 10 minutes.

COLLECTION OF DATA:
3

Data used of this report is mainly primary data, which are collected first hand by survey
in the field. In some area secondary data may also be taken into consideration. The data
will be collected from both the sources primary as well as secondary sources.
1 Primary data: The data collected through the primary source by survey method using
questionnaire and taking respondents personal interview.
a) Questionnaire Method: Questionnaire method is data gathered by distributing
questionnaire to customers. Questionnaire is prepared and pretested before using it for
data collection. Questionnaire is structured one consisting of questions with multiple
answers.
b) Personnel Interview Method: This study also includes information from
knowledgeable persons. This interview is an unstructured one with competent and
articulate individuals and professionals of the organisation.
2

Secondary data: The data collected from journals and internet i.e. they refer to data
which have already been collected and analysed by someone else.

Literature Review
Indian markets from low-involvement to high involvement product categories have been
experiencing sweeping changes in the past decade. Changing lifestyles, fragmented
market segments and consumer preferences, and intense competition from the brands of

multinational corporations (MNCs) have made branding strategies a prerequisite for

marketing success. India has been going through radical changes in the marketing arena
in the last decade. Globalization in terms of multinational corporation (MNC) brands
entering Indian markets, the emergence of young professionals in urban areas, the
opening up of luxury and leisure markets, the impact of mass media and the influence of
Westernization are some of the crucial aspects which have forced Indian marketers to
adopt branding strategies. These strategies have been formulated against the backdrop of
an Indian culture which is strongly entrenched in the consumer psyche, and amidst
changes in the social environment. These changes can be seen in overall consumer
products, Rajaveni & Ramasamy (2012)[9], analyzed the trend in edible oil consumption
and also attempt has been made by the researcher to assess the consumer behavior on
consumption of edible oils from various income groups. In India, most vegetable oil is
purchased by household or industrial buyers (food processors, restaurants and hotels) for
frying or baking needs and is sold as loose oil or Vanaspati (partially hydrogenated
vegetable oil). Only a small percentage of edible oils are sold in branded form at the retail
level. They studied, what kind of edible oil people consume, since there are varieties of
edible oil like Palm oil, soya bean oil, mustard oil, groundnut oil, rice barn, and cotton
seed oil in the market.
Faced with competing products, it is important for companies to understand how buyers
go about choosing between alternatives. According to Palmer (2000), a product is any
tangible and intangible item that satisfies a need. Consumers do not buy product as an end
in themselves. They buy product for the benefits which they provide. Products therefore
comprise of complex bundles of attributes which must be translated into benefits for
customers. The main challenge facing marketers today is how to influence the purchase
behavior of consumers in favor of the product, services and experiences which they offer.
Products features are the biggest competitive tool for differentiating from competitors
products. Being the first producer to introduce a needed and valued new feature is one of
the most effective ways to compete. Companies should carry out periodic survey to help
in identifying new features and decide which one to add to its product. In this way, the

company can assess each features value to customers versus its cost to the company.
Kotler et al. (2006) noted that another way to add customers value is through distinctive
product style and design. They indicate that design is a larger concept than style. Style
simply describes the appearance of a product. Style can be eye-catching or yawn
producing.
Persistent preferences for product attribute occurs when there is low ambiguity in the
initial potential choice for salient attribute coupled with experiences, although those
attributes may be irrelevant that is an attribute not associated with favorable brand
outcomes. According to Mason and bequette (1998), perceptions on product
performance based on salient attributes are more important in influencing the consumer
purchase behaviour than actual product attribute performances. For low-involvement
products, consumers have more objectives view of the nature of the attributes for example
food and cosmetics, because they are constantly being advertised and promoted. We can
say that consumers evaluation of a product can be broken down into evaluation related to
product (tangible or physical attributes) and brand name (intangible attributes, or images
added to the product due to its brand names).
However, perceptions of product performance on the salient attributes are more important
than actual performance. The attributes that consumers expect in a product and how
positively or negatively they rate these attributes to help develop and promote a
successful product. Retailers need to be knowledgeable of the product attributes perceived
as the most important by each individual consumer group in order to build and maintain
market share. It is the consumer who determines which attribute matter to them. Different
consumer group place different importance on different attributes. Thus the study is
justified as most of the past researches are either done on considering the handset or about
the service providers, which does not extract the complete and true picture of consumer
buying behavior of mobile phone.
It is expected that when newly acquired customers are given a richer experience those
customers will achieve a higher level of satisfaction. They will have a stronger loyalty,
positive behavior (retention) and have a positive attitude towards the brand. Satisfaction

is a persons feeling of pressure of disappointment resulting from products perceived

performance (outcome) in relation to his or her expectations (Kumar, 2012)
Attaining positive self-image and self-definition is perhaps one of the foremost objectives
for individuals in society (Tajfel, 1974). An individuals perceived skills and value form
his or her self-image (Self-esteem, 2012) and expand to encompass relations to other
people (Human behaviour, 2012). Observable features characterize the very young
childs identity, and during the maturation process, that identity evolves to include
intangible concepts (Human behaviour, 2012).
In the late 1960s and 1970s, psychologists Henri Tajfel and John Turner hypothesized that
intergroup relations, and the ways in which individuals categorize themselves relative to
those groups, play a role in creating individuals positive self-image (Jackson, 2010).
They suggest that among the intangible concepts that help form a sense of identity are the
social groups to which one belongs (Scott, 2011). Individuals place a value on belonging
to a particular group and that value has an emotional basis (Reed, 2002). The group may
be formal or informal.
Thayne Forges (2007) through his working paper on Valuing Customers argue that one of
the important intangible assets of any business is the value of customers. The fundamental
methodologies for valuing customers are explained and their limitations are also
considered. The value of customer is broadly defined as the value that customers
generate for the business and alternatively, the value o relationship The study suggests
that Porters value chain can be used to analyze how customer relationships create value.
The author claims that there are delicate differences using brand value as a substitute for
the value of customer even though they seems to appear similar. The study suggests the
following common approaches for valuing the customer related intangible assets: 1) Cost
approach; 2) Market approach; and 3) Income approach. The cost approach is based on
the level of cost to be incurred to create value. The second approach measures the open
market expenses, while the income approach is based on the level of income the asset
would generate. The study also illustrates the limitations of all the three approaches. The

cost approach is distorted by time value of money and the evolvement of the competitive
environment. The availability of sufficiently comparable transactions is identified as the
primary weakness of the market approach. The income approach is complicated to
carryout. The study concludes that since customers are the reason for the existence of a
business, skill for managing their customers profitably is crucial. Holjevac, I.A. et al
(2000) in their working paper argue that one of the biggest contemporary challenges of
management in service industries is providing and maintaining customer satisfaction. The
study examines hotel Guest Comment Cards (GCCs) and customer satisfaction
management schemes in 25 hotels in Opatijas, through the Applied content analysis
approach proposed by Horsnell (1988). The authors argue that though several tools are
available for measuring customer satisfaction in hotels, one of the most popular is Guest
Comment Card. They substantiate that this method has the advantages of small size, easy
distribution, and simplicity. The GCC checklist consisted of 32 categories which were
grouped under five general areas of analysis viz. (1) focus and management value of GCC
attributes,

(2) GCC attribute measurement techniques, (3) GCC measure of overall customer
satisfaction and loyalty, (4) GCC marketing measures, and (5) effective layout of
questions. The study combines an analysis of customer satisfaction management schemes
and GCCs content analysis in the selected hotels. The authors conclude that efficiency of
customer satisfaction measurement with GCCs depends on the measurement
methodology and valuable information for management decisions regarding a hotels
offering can be obtained only through reliable and valid data.
. Roya Ranimi (2007) presented a thesis on the feasibility study of Customer
Relationship Management (CRM) application in hotel industry. The research study was
conducted on the context that with increased globalization, competition, higher Customer
turnover, growing customer acquisition costs and rising customer expectations in todays
competitive word, CRM is very important for companies. The scholar argues that the
study emphasizes application of CRM in hotel industry brings increase in the rate of

retention, increase revenue and profitability, reduce internal costs, reduce marketing costs,
improving customer services, create positive word of mouth, market growth, improve
marketing methods, streamlines business process, and finally protects marketing
investment and maximize returns. The study outlines the four Ps, required for a
successful CRM initiative: Profiles, Preferences, Precision, and Property and points out
management commitment to embracing CRM as a way of doing business as the fifth
most important element and substantiate this argument that without deep and confirmed
leadership, this kind of initiative will go nowhere. The study finds that customer
satisfaction will cause customer loyalty and retention; customer retention is important for
business and customers; successful implementation of CRM will increase rate of
retention, increase in revenue, profitability, reduction in internal costs, reduction in
marketing costs, positive word of mouth, better understanding of customer requirements,
and higher employee productivity and concludes that all these benefits for a hotel can be a
source of long-term and sustainable competitive advantage.

Limitations of the Study

Response Errors- These may arise when the respondents give inaccurate or not
complete answers. For e.g. in our country survey a respondent may not mention that
he had test driven a product before purchasing it. A major problem faced in the survey
involved the comparative rating attributes. Many of the respondents were not very
willing to rank so many factors as they perceived it to be very time consuming.
Open Ended Questions- All the questions were open-ended to avoid any kind of bias
from the respondents end. But a drawback of this approach is that there was an
incomplete capture of the responses, as the respondents could not always come out
with the purchase steps and the time taken in them. The reasons for such inaccuracy
would be because of unfamiliarity, fatigue, boredom, faulty recall and the question
format.
Non Random Sampling Errors- This can occur as the particular sample elected is an
imperfect representation of the population of interest. The area covered in the survey
was Hyderabad region and the customer preferences and tastes in different regions
could not be covered. The survey was a limited sample survey (100). Survey was
constrained to a small area.
Few places in the region have been covered.
The time period of the study is from May-July of year 2016.

10

Chapter-1

11

Consumer Behavior of Edible Oil Products of Saraiwwalaa Agrr

Refineries Limited - An Introduction
Edible oil is very important part of day to day life. The first and the most inevitable
ingredient of any dish is the oil in which we cook it. Edible Oil is used every day in
preparation of food. With increase in literacy rate of the population and also increase in
standard of living of the people, use of Branded Edible Oil is increased. Consumers
nowadays are very particular about health, as day to day health related problems are
increasing and food people eat directly effects health. Therefore people are very particular
in purchasing Edible oil. Consumer behavior is not static. It undergoes a change over a
period of time depending on the nature of products. Different consumers behave
differently. The differences in consumer behavior are due to individual factors such as the
nature of the consumers, lifestyle and culture, which makes the study essential. This
article focuses on how a consumer behaves while purchasing edible oil. This study
analyses the trend in Edible oil consumption. Also an attempt has been made by the
researcher to assess the buying behavior of consumers towards edible oil and to find out
what kinds of brands are preferred by the consumers.
India is one of the largest producers of oilseeds in the world. The nine major oilseeds
cultured in India are groundnut, mustard /rapeseed, sesame, safflower, linseed, Niger
seed, castor seed, soybean and sunflower. Coconut is the most important source of edible
oil amongst plantation corps, while in nonconventional oils, rice bran oil and cottonseed
oil are the most important. Groundnut, soybean and mustard together contribute about 85
percent of the countys oilseeds production. In India, oilseeds are producing in various
areas. Some of the major oilseeds producing areas are Andhra Pradesh, Maharashtra,
Gujarat, Tamilnadu, Karnataka, Uttar Pradesh, Madhya Pradesh, Rajasthan and Bihar.
Edible Oil is purified fat of plant or animal origin, which is liquid at room temperature.
The different kinds of edible vegetable oils includes olive oil, palm oil, soybean oil,
canola oil, pumpkin seed oil, corn oil, sunflower oil, peanut oil, grape seed oil, sesame oil
and rice bran oil. Many other kinds of vegetable oils are also used for cooking.

12

An Oil Refinery is an industrial process where crude oil is processed and refined into
more useful products such as petroleum naphtha, gasoline, diesel fuel, asphalt

base,

heating oil, kerosene and liquefied petroleum gas. Oil refineries are typically large,
sprawling industrial complexes with extensive piping running throughout, carrying
streams of fluids between large chemical processing units. In many ways, oil refineries
use much of the technology of, and can be thought of,
crude oil

as types of chemical plants. The

feedstock has typically been processed by an oil production plant. There

is usually an oil depot (tank farm) at or near an oil refinery for the storage of incoming
crude oil feedstock as well as bulk liquid products.
Raw or unprocessed crude oil is not generally useful in industrial applications, although
"light, sweet" (low viscosity, low sulfur) crude oil has been used directly as a burner fuel
to produce steam for the propulsion of seagoing

vessels. The lighter elements,

however, form explosive vapors in the fuel tanks and are therefore hazardous, especially
in warships. Instead, the hundreds of different hydrocarbon molecules in crude oil are
separated in a refinery into components which can be used as fuels, lubricants, and as
feedstocks in petrochemical processes that manufacture such products as plastics,
detergents, solvents, elastomers and fibers such as nylon and polyesters.
Oil can be used in a variety of ways because it contains hydrocarbons of

varying

molecular masses, forms and lengths such as paraffins, aromatics,naphthenes(or

cycloalkanes), alkenes, dienes, and alkynes. While the

molecules in crude oil include

different atoms such as sulfur and nitrogen, the hydrocarbons are the most common
form of molecules, which are molecules

of varying lengths and complexity made

hydrogen and carbon atoms, and a small number of oxygen atoms. The differences

of
in

the structure of these molecules account for their varying physical and chemical
properties, and it is this variety that makes crude oil useful in a broad range of several
applications.
Once separated and purified of any contaminant s and impurities, the fuel or lubricant can
be sold without further processing. Smaller molecules such as isobutene and propylene or
butylenes can be recombined to meet specific octane requirements by processes such as

13

alkylation, or less commonly, dimerization. Octane grade of

gasoline

can

also

be

improved by catalytic reforming, which involves removing hydrogen from hydrocarbons

producing compounds with higher octane ratings such as aromatics. Intermediate
products such as gas oils can even be reprocessed to break heavy, long-chained oil into a
lighter short-chained one, by various forms of cracking such as fluid catalytic cracking,
thermal cracking, and hydrocracking. The final step in gasoline production is the blending
of fuels with different octane ratings, vapor pressures, and other properties

to

meet

product specifications. Oil refineries are large scale plants, processing about a hundred
thousand to several hundred thousand barrels of crude oila day. Because of the high
capacity, many of the units operate continuously, as opposed to processing in batches, at
steady state or nearlysteady state for months to years. The high capacity also makes
process optimization and advanced process control very desirable.
Major products
Oil refineries produce various intermediate products such as hydrogen, light
hydrocarbons, reformate and pyrolysis gasoline. These are not usually transported but
instead are blended or processed further on-site. Chemical plants are thus often adjacent
to oil refineries. For example, light hydrocarbons are steam-cracked in an ethylene plant,
and the produced ethylene ispolymerized to produce polyethene.
Common process units found in a refinery

Desalter unit washes out salt from the crude oil before it enters the atmospheric
distillation unit.

Atmospheric Distillation unit distills crude oil into

fractions.

See

continuous

distillation.

Vacuum Distillation unit further distills residual bottoms after atmospheric

distillation.

Naphtha hydro treated unit uses hydrogen to desulfurize naphtha from atmospheric
distillation. Must hydro treat the naphtha before sending to a Catalytic Reformer unit.

14

Catalytic Reformer unit is used to convert the naphtha-boiling range molecules into
higher octane reformate (reformer product). The reformate has higher content of
aromatics and cyclic hydrocarbons. Animportant byproduct of a reformer is hydrogen
released during the catalyst reaction. The hydrogen is used either in the hydro treaters
or the hydrocracker.

Distillate Hydro treated desulfurizes distillates (such as diesel) after atmospheric

distillation.

Fluid Catalytic Cracker (FCC) unit upgrades heavier fractions into lighter, more
valuable products.

Hydrocracker unit uses hydrogen to upgrade heavier fractions into lighter, more
valuable products.

Visbreaking unit upgrades heavy residual oils by thermally cracking them into lighter,
more valuable reduced viscosity products.

Solvent de waxing units remove the heavy waxy constituents petrolatum from
vacuum distillation products.

Safety and environmental concerns

The refining process releases a number of different chemicals into the atmosphere (see AP
42 Compilation of Air Pollutant Emission Factors) and a notable odor normally
accompanies the presence of a refinery. Aside from air pollution impacts there are

also

wastewater concerns, risks of industrial accidents such as fire and explosion, and noise
health effects due to industrial noise. Many governments worldwide have mandated
restrictions on contaminants that refineries release, and most refineries have installed the
equipment needed to comply with the requirements of the pertinent environmental
protection regulatory agencies. In the United States, there is strong pressure to prevent the
development of new refineries, and no major refinery has been built in the country since
Marathon's Garyville, Louisiana facility in 1976. However, many existing refineries have
been expanded during that time. Environmental restrictions and pressure to prevent
construction of new refineries may have also contributed to rising fuel prices in the

15

United States. Additionally, many refineries (more than 100 since the 1980s) have closed
due to obsolescence and/or merger activity within the industry itself. Environmental and
safety concerns mean that oil refineries are sometimes located some distance away from
major urban areas. Nevertheless, there are many instances where refinery operations are
close to populated areas and pose health risks. In California's Contra Costa County and
Solano County, a shoreline necklace of refineries, built in the early 20thcentury

before

this area was populated, and associated chemical plants are adjacent to urban areas in
Richmond, Martinez, Pacheco, Concord, Pittsburg, Vallejo and Benicia, with

occasional

accidental events that require "shelter in place" orders to the adjacent populations.

Corrosion problems and prevention

Petroleum refineries run as efficiently as possible to reduce costs. One major factor that
decreases efficiency is corrosion of the metallic components found throughout refining
process. Corrosion causes the failure of equipment items as

well

as

dictating

the

maintenance schedule of the refinery, during which part or the entire refinery must be
shut down. The corrosion-related direct costs in the U.S. petroleum industry as of 1996
were estimated at US$3.7 billion per year.
Corrosion occurs in various

forms in the refining

process, such

as

pitting corrosion from water droplets, embrittlement from hydrogen, and stress
corrosion cracking from sulfide attack. From
carbon

steel is

materials

standpoint,

used for upwards of 80 per cent of refinery

components,which is beneficial due to its low cost. Carbon steel is resistant

the most common forms of

corrosion, particularly from

impurities at temperatures
chemicals and environments prevent
materials

below 205C,

but

to

hydrocarbon
other

corrosive

its use everywhere. Common replacement

are low alloy steels containing chromium and molybdenum, with

stainless steels containing more chromium

environments.

dealing with more corrosive

More expensive materials

commonly

used

are

nickel, titanium, and copper alloys. These are primarily saved for the most problematic
areas where extremely high temperatures and/or very corrosive chemicals are present.

16

Corrosion is fought by a complex system of monitoring, preventative repairs and careful

use of materials. Monitoring methods include both off-line checks taken during
maintenance and on-line monitoring. Off-line checks measure corrosion after it has
occurred, telling the engineer when equipment must be replaced based on the historical
information he has collected. This is referred to as preventative management.

On-line systems are a more modern development, and are revolutionizing the way
corrosion is approached. There are severaltypes

of

on-line

corrosion

monitoring

technologies such as linear polarization resistance, electrochemical noise and electrical

resistance. On-Line monitoring has generally had slow reporting rates in the past
(minutes or hours) and been limited by process conditions and sources of error but newer
technologies can report rates up to twice per minute with much higher accuracy (referred
to as real-time monitoring). This allows process engineers to treat corrosion as another
process variable that can be optimized in the system. Immediate responses to process
changes allow the control of corrosion mechanisms, so they can be minimized while also
maximizing production output. In an ideal situation having on-line corrosion information
that is accurate and real-time will allow conditions that

cause high corrosion rates to be

identified and reduced. This is known as predictive management. Materials methods

include selecting the proper material for the application. In areas of minimal corrosion,
cheap materials are preferable, but when bad corrosion can occur, more expensive but
longer lasting materials should be used. Other materials methods come in the form

of

protective barriers between corrosive substances and the equipment metals. These can be
either a lining of refractory material such as standard Portland cement or other special
acid-resistant cements that are shot onto the inner surface of the vessel.

17

History
The world's first refinery opened at Ploieti, Romania, in 1856 and 1857, with UnitedStates
investment. After being taken over by Nazi Germany, the Ploieti refineries were bombed in
Operation Tidal Wave by the Allies during the Oil Campaign of World War II.
At one point, the refinery in Ras Tanura, Saudi Arabia owned by Saudi Aramco was claimed
to be the largest oil refinery in the world. For most of the 20th century, the largest
refinery was the Abadan Refinery in
during the Iran-Iraq war. The

Iran. This refinery suffered extensive damage

world's largest refinery complex is the Jamnagar

Refinery Complex, consisting of two refineries side

by side

operated

by

Reliance

Industries Limited in Jamnagar, India with a combined production capacity of 1,240,000

barrels per day (197,000 m3/d). PDVSA'sParaguan Refinery Complex in Paraguan
Peninsula, Venezuela with a capacity of 956,000 bbl/d (152,000 m 3/d) and SK Energy's Ulsan
in South Korea with 840,000 bbl/d (134,000 m 3/d) are the second and third largest,
respectively.

Oil refining in the United States

In the 19th century, refineries in the U.S. processed crude oil

primarily

to

recover

the

kerosene. There was no market for the more volatile fraction, including gasoline, which was
considered waste and was often dumped directly into the nearest river. The invention of the
automobile shifted the demand to gasoline and diesel, which remain the primary

refined

products today. Today, national and state legislation requires refineries to meet stringent air
and water cleanliness standards. In fact, oil companies in the U.S. perceive obtaining a
permit to build a modern refinery to be so difficult and costly that no new refineries have
been built (though many have been expanded) in the U.S. since 1976. More than half the
refineries that existed in 1981 are now closed due to low utilization rates and accelerating
mergers. As a result of these closures total US refinery capacity fell between 1981 to 1995,
though the operating capacity stayed fairly constant in that time period at around 15,000,000
barrels per day (2,400,000 m 3/d). Increases in facility size and improvements in efficiencies
18

have offset much of the lost physical capacity of the industry. In 1982 (the

earliest

data

provided), the United States operated 301 refineries with a combined capacity of 17.9 million
barrels (2,850,000 m3) of crude oil each calendar day. In 2010, there were 149 operable U.S.
refineries with a combined capacity of 17.6 million barrels (2,800,000 m 3) per calendar day.
In 2009 through 2010, as revenue streams in the oil business dried up and profitability of oil
refineries fell due to lower demand for product and high reserves of supply proceeding the
economic recession, oil companies began to close or sell refineries.
About Edible Oil
India is the worlds second largest producer of oil seeds contributing nearly 7% to the global
production. Despite this, the country is also the worlds second largest importer of edible
oils. The edible oil industry in India is pegged at 13 million tonnes per annum (Source:
company estimates) giving it per capita consumption of about 12 kilos (Source:
www.seaofindia.com). In the Indian edible oil market two important happenings are
converging: rising incomes are bringing more families into the eating-oil-rich-foods
category; at the same time

health consciousnessis driving more families into eating

healthy. It is estimated that this market so far characterized by price sensitivities, poor
product differentiation, fragmented regional tastes and the dominance of the
unorganized sector will climb to a per capita consumption of 15 kilos and veer sharply
towards buying into brands. Currently, branded oil has 20% of the total edible oil market and
is growing at 15% year-on year. Of this, Adani Wilmar Limited, manufacturers of Fortune is
the industry leader with a market share of around 19%.

19

20

Chapter -2

Saraiwwalaa Agrr Refineries Limited -A Profile

21

Saraiwwalaa Agrr Refineries Limited is a Public incorporated on 26 February 1999. It is

classified as Non-government company and is registered at Registrar of Companies,
Hyderabad. Its authorized share capital is Rs. 140,000,000 and its paid up capital is Rs.
107,069,680.It is involved in Production, processing and preservation of meat, fish, fruit
vegetables, oils and fats.
Saraiwwalaa Agrr Refineries Limited's Annual General Meeting (AGM) was last held on 30
September 2015 and as per records from Ministry of Corporate Affairs (MCA), its balance
sheet was last filed on 31 March2015.
Directors of Saraiwwalaa Agrr Refineries Limited are Ravinder Kumar Gupta, Pawan Kumar
Gupta,

Kamal

Kishore

Gupta, Anjani

Kumar

Gupta, Anuj Agarwal,

Sandhya

Gupta,ArvindKumar.
Saraiwwalaa Agrr Refineries Limited's Corporate Identification Number is (CIN)
U15143TG1999PLC031223 and its registration number is 31223.Its Email address is
[email protected] and its registered address is PLOT NO.268, SRI KRUPA MARKET
MALAKPET, HYDERABAD 500 036.
Saraiwwalaa Agrr Refineries Limited (SARL) is a Public Limited Company incorporated on
26 February1999. It is classified as Indian Non-Government Company and is registered at
Registrar of

the Companies, Hyderabad. Late Sri Tulsiram Gupta laid a strong foundation

of Saraiwwalaa Group of companies, who founded the company Saraiwwalla

Agrr

Refineries Limited (SARL) in the year 2000. Saraiwwalaa today is one of the leading Edible
Oil Refining Companies in South India with a Turnover of above 2000 Cr.
Saraiwwalaa Agrr Refineries Limited Company has an extensive and strong marketing
network and owns well established brands in the edible oil category. It has a significan
presence in markets within the state of Telangana, Andhra Pradesh, Maharashtra and
Karnataka. All the products manufactured by the company are Agmark graded under
license from Government of India.

22

23

The company has three plants, two are edible oil refining units and one is a rice
manufacturing unit. Edible oil refineries are located one in Krishnapatnam (near Nellore) and
the other in Maheshwaram (Ranga Reddy District).The combined capacity of both the plants
is 1,000 Metric Tonnes per day. Rice manufacturing unit is an EOU located in
Maheshwaram (Ranga Reddy District) with a capacity
to process 400 Metric Tonnes of
Paddy per day.
Objectives of studying the Organization

To identify consumer preference for branded and unbranded products of edible oils.
To reveal most favourable attribute of edible oils, responsible for preference.
To know whether consumers are satisfied, with the Edible Oil they use, or not.
To increase interactivity and to understand the mind-set, need, taste and preference of

the customer as a vendor.

To study the factors influencing the customer in buying a branded edible oil.
To study customers awareness towards various branded edible oil.
To find out the satisfaction level of customers regarding branded edible oil.
To know the customers idea, opinion and preference for branded edible oil.
To offer suggestion on the basis of result of the study.

Objectives towards the Organization

The objective of the project basically revolves around the tasks that have been taken the
objectives are listed below1) Category and Brand Analysis of the Edible Oil.
2) Initial phase with the Edible Oil market analysis. This includes research on
various brands, strategies used by them, pricing and various offers given to the
customers. Analysing the market by visiting various retail stores, provision store
and outlets.
3) Designing a proposal for the promotion of the new edible oil variant Naturralle (rice
bran oil) diabetes care oil.
4) Designing and implementing a Society Contact program giving various offers to the
consumers, this will help in increasing the sales and customer base for the
company and Creating Brand Awareness and Sales Promotion.
24

5) Dealing with the General traders and modern trade to understand the B2B market
by visiting various retailers
and distributors. Understanding their
various needs and
experiencing the art of negotiating and experiencing on hand
sales.
6) Understanding the distribution channel.
7) Understand Below the line marketing. And other Branding skills from market
analysis and society contact program.
8) Working on the 4Ps of Marketing which involves research to be done on product,
place, price and promotional activities in relation to Naturralle oil brand.
9) Provide Feedback to the company Based on the Market Research

study

done.

10) Preparation of a Questionnaire to:

a) To understand the priority in features which consumers exactly look for while
purchasing Edible Oil?
b) To understand the competitive market scenario.
c) To find fast moving variants and SKUs.
d) To analyse area wise visit Frequency of leading brands.
e) Making the necessary changes as per survey conducted. To know what the
consumers are looking for in a product and how satisfied they are with what they are using.
Overview of the Organization:
Brief History:
Sariwwalaa Agrr Refineries Limited incorporated on 26 February 1999 as a public limited
company by Late Shri Tulsiram Gupta. Sariwwalaa is one of the leading refinery company
in South India today.Its turnover is more than 2000 crs. They have two refineries one
located at Krishnapatnam, and another one
is Maheswaram which is in
R.R.Dist.
Their combined capacity of both the plants is around
1000metrics tonnes per day. They are
into bulk trading, branded sales and value added
products.
Nature of Organization:

25

Saraiwwalaa is into selling edible oils like Sunflower Oil, Soyabean Oil, Palm
Seed Oil, Rice Bran Oil and also Blended Oils.
Business Volume:
Their business volume is 90,000 tons per annum.

Oil, Cotton

Types of trade followed by the company:1) General Trade:

Includes distributors, wholesalers and retailers. It is a secondary market and almost
higher portion of business is done from general trade as per my understanding till now
you get to understand
the reach, image of the company in the market and
different views and feedback of the consumers and seller which helpsto improve the brand
overall.
Till now I have experienced different overview, perception and attitude of the sellers
keeping the competitor in mind which helped me to do the SWOT analysis of the company
well.
General trade is a vast market where people are keen to know about the new products,
it is a market where all types
the brand

of customers exist they can be loyal, disloyal to

as per their understanding, taste and

preference.

It includes visiting small kirana shops and promoting the brand, making retailers aware
about the products, selling and taking order of the products and make sure that the
distribution should be done timely.
This entire process is done with the help of sales executives who visits the market on
daily basis to take the order and the
report to

the

feedback about the product; they have to

their area manager which works under the eye of general manager of the

company who reports to director of the company.

2) Modern Trade
Its moreover like a B2B business trading which includes selling, promoting, branding
products in quantity or bulk to super stores, hypermarkets, supermarkets etc. It is organized
market, which is done on the contract basis with pure on paper work.
26

Fluctuations in the rates of the oil are a risk which company takes care of depending on the
contract. Payment cycle is 15 days and good are been sold to shops like Dmart,
bigbazaar and others across Telangana, AP, Maharashtra and Karnataka.
Modern trade is flexible and easy to do compared to general trade working under such is
completely different.
If possible initiate sales or we could just simply provide the companys visiting card to the
person so that the customer can contact himself for any details if required. On the first few
days of the week we were supposed to make a list of possible clients whom we would be
visiting hand it over to the company guide and he would add or remove some clients on the
basis of his wide knowledge and experience in this field.
But we started visiting the clients only after the workshops given by our HR manager
regarding interaction with the prospect clients. After we have learnt the in and out of the
service we provide we are able to answer the queries. We were sometimes also given the
chance to call up the existing clients of the company who havent purchased the product in a
long time and ask them what happened why the stop purchasing etc. did. So far, this is what I
have done and learnt from my internship. All these things help us to gain real life experience
and practical knowledge, which would be applicable in different aspects of work, which we
take up in future.
In the world of Naturralle we try to provide the best quality product to our customers at
genuine prices. The tag line of the company is Listen to your heart closely it says put your
faith in God and trust in Naturralle. As it suggests the aim of the company is to make its
customers believe and trust in the company and its products.

27

28

Marketing operation:

Marketing department main role is to establish Naturralle Sunflower Oil as a leading player
in the oil industries by doing
schemes, advertisement

various activities like product promotion,

in TV/Cinema commercials, Hoardings, Bus Shelters, Bus Ads,

In shop branding and Signages. They conduct out

crockery shows and
sunflower oil in

of home activities like

different types of propaganda activity create awareness about natural

the mind of the housewives.

29

Structure of Marketing Department:

Number of employees working in the Marketing

Department:

Total number of people in the marketing department is 100.

Ten is Brand Manager and other 90 are Brand Assistance.

30

Marketing department main role is to establish Naturralle Sunflower Oil as a leading player
in the oil industries by doing
schemes, advertisement
Bus Ads,

various activities like product promotion,

in TV/Cinema commercials, Hoardings, Bus Shelters,

In shop branding and

Signages. They conduct out of home activities

like crookery shows and

different types of propaganda activity create awareness about

natural sunflower oil in

the

mind of the housewives.

Functions of Marketing Department:

Marketing Strategy:
To establish natural sunflower oil as a leading sunflower brand

in

the

minds

of

the

housewives.
Product Planning Development and Management:

31

They

planned

to relaunch the

naturralle and developed a new

design

which

is

contemporary.

32

4Ps of Marketing:-

Product Lines:
1. Sunflower Oil
2. Naturralle Vanaspati Oil
3. Ruchiraa Palm Oil
4. Sri Krishna Drop Sunflower Oil.
5. Sunflower Blended Oil
6. Bakery product
7. Ricebran oil (newly launched)
8. Sona Masuri Rice (newly launched)

33

 Place Place, as an element of the marketing mix, is not just about the physical location or
distribution points for products. It encompasses the management of a range of processes
involved in bringing products to the end consumer. Fortune edible oil variants are well
placed in the market but Naturralle Rice Bran is in its initial phase, so making the product
available to all the nearby outlets for the consumer is the target.

34

 Pricing Analysis on the competitive pricing strategies adopted by Naturralle edible oil.
Points to be considered while pricing the product {low-involvement category} high level of
price sensitivity.
So pricing needs to be considered very carefully as it has a high relevance for a consumer.
Pricing objective: Market entry.
Demand: High price sensitivity.
Estimating costs: Production costs +Transportation costs + Marketing
Costs.
Analysing Competitor: Costs, Prices and Offers
Selecting a Pricing method: Going rate pricing i.e. basing the

costs + Misc.

prices on competitors

prices. They want to keep thepricing of the product very competitive

compared

to

the leading competitors in the market place.

Distribution Strategy:
They want to appoint Executive distributors for Naturralle Sunflower Oil to get width
and depth of the distribution.
To help timely supplies to all the Exclusive distributors they want to appoint clusters
CFAs.

35

 Promotion Naturralle oil has used several advertising and promotional strategies for its
newly launched product Rice bran oil. During the survey to the consumers they were asked
about the awareness of the product and source to check the success of the
promotional strategy.
And it turned out that 35% of the surveyed consumers were aware about the product. The
major source of their awareness was Hoarding and TV, while online media also came out to
be a significant source.
They planned activities for retailers and wholesalers for

Housewives consumer offers for

NATURRALLE SUNFLOWER OIL. To create awareness about Naturralle brand and

extensive in shop branding using innovative promotional materials.

36

37

Major competitors of the organization:

Although there are hundreds of suppliers of oil in India, our major competitors are Freedom
Oil, Golddrop Oil, Healthy heart Oil and Fortune Oil.

38

Future prospects of the organization:

The company has highest expectation in Sunflower Oil business growth and they are
working towards getting success in making naturralle sunflower oil a big brand in India.
The company is also coming into rice segment slowly, they recently launch rice bran oil and
sona masuri rice, they want to organize the unorganized market of rice by coming into small
packaging and lower price range under naturralle brand.
For which they have done intensive promotion by distributing sweets to selected retailers and
distributors at the time of promotion.
Steps towards better future:
The company recently launched its two new products after seeing the success of the old once
under the same brand name Naturralle, the launch party was in Taj Vivanta Hyderabad
which included all the major distributers, press meet and grand launch from Telugu actress
Sanjana, SARL launched Naturralle rice bran oil and showed the difference between their
product along with their competitors
The company also got into the unorganized market of riceto made it organize by launching
sona masuri rice under the same brand name Naturralle keeping health issues like high
cholesterol etc. in mind under Naturralle health.

39

40

Chapter-3

41

Comparative Analysis Of Saraiwwalaa Agrr Refineries Limited

With Other Edible Oil Companies
Edible Oil Companies play a dominant role in the Indian Food Industry, as
edible oil is one of the most important parts of the daily requirements.
The Indian Edible Oil Industry in the last few decades has grown swiftly
and is expected to increase manifold in the upcoming time.
Edible Oil Companies produce oils of different variety that include
Sunflower Oil, Groundnut Oil, Soybean Oil, etc.
India offers a huge market full of potential and demand for edible oil, due
to which several companies have entered into this segment. This post
describes about the top 5 Edible Oil Companies in India.
SARL

LOHIY- ADANI
A
WILMA
GROU R
P
LIMITE
D

AGRO
TECH
FOODS
LIMITE
D
(ATFL)

RUCHI
MOTHE SOYA
R DAIRY INDUSTRIE
S LIMITED

No. of
brands

20

10

Distribut
ion

South
India

All over
India

All over
India

All over
India

All over
India

Network

+
Overse
as

All
over
India

+
Oversea
s

+ Some
countrie
s in Asia

Refining
capacity
per day
(Lt)

+
Overse
as

500k

225k

110k

55k

33k

450k

Sales(Cr) 2000

1600

1100

500

600

900
42

43

Key Market Players and Brands:

Major Market players:
Edible Oils:
National Dairy Development Board (Anand)
ITC Agro-Tech (Secunderabad)
Marico Industries (Mumbai)
Ahmed Mills (Mumbai)

Vanaspathi:
Hindustan Lever (Mumbai)
Wipro (Bangalore)
Rasoi (Calcutta)
Avi Industries (Mumbai)

Oil brands:
Sundrop
Dhara
Saffola
Sweekar
Postman
Vanaspathi brands:
Dalda
Rath

44

45

India is a vast country and inhabitants of several of its regions have developed specific
preference for certain oils largely depending upon the oils available in the region. For
example, people in the South and West prefer groundnut oil while those in the East and North
use mustard/rapeseed oil. Likewise several pockets in the South have a preference for
coconut and sesame oil. Inhabitants of northern plain are basically hard fat consumers and
therefore, prefer Vanaspati, a term used to denote a partially hydrogenated edible oil
mixture. Vanaspati has an important role in our edible oil economy. Its production is about

46

1.2 million tonnes annually. It has around 10% share of the edible oil market. It has the
ability to absorb a heterogeneous variety of oils, which do not generally find direct marketing
opportunities because of consumers preference for traditional oils such as groundnut oil,
mustard oil, sesame oil etc. For example, newer oils like soyabean, sunflower, ricebran and
cottonseed and oils from oilseeds of tree and forest origin had found their way to the edible
pool largely through vanaspati route. Of late, things have changed. Through technological
means such as refining, bleaching and de-odouraisation, all oils have been rendered
practically colourless, odourless and tasteless and, therefore, have become easily
interchangeable in the kitchen. Newer oils which were not known before have entered the
kitchen, like those of cottonseed, sunflower, palm oil or its liquid fraction (palmolein),
soyabean and ricebran. These tend to have a strong and distinctive taste preferred by most
traditional customers.

The share of raw oil, refined oil and vanaspati in the total edible oil

market is estimated at 35%, 55% and 10% respectively.

There are two major features, which have very significantly contributed to the
development of this sector. One was the setting up of the Technology Mission on Oilseeds in
1986. This gave a thrust to Government's efforts for augmenting the production of oilseeds.
This is evident by the very impressive increase in the production of oilseeds from about 11.3
million tonnes in 1986-87 to 24.8 million tonnes in 1998-99. There was some setback in
1999-2000 because of the un-seasonal rain followed by inclement weather. The production of
oilseeds declined to 20.7 million tonnes in 1999-2000. However, the oilseeds production
went up to 27.98 million tones in 2005-06 and was 24.29 million tonnes during 2006-07 oil
47

year. As per the 3rd advance estimate by Ministry of Agriculture dated 22.4.08 the
production of nine major oilseeds is estimated to be about 28.21 million tonnes during 200708. The other dominant feature which has had significant impact on the present status of
edible oilseeds/oil industry has been the programme of liberalisation under which the
Government's economic policy allowing greater freedom to the open market and encourages
healthy competition and self regulation rather than protection and control. Controls and
regulations have been relaxed resulting in a highly competitive market dominated by both
domestic and multinational players.

Major competitors of the organization:

Although there are hundreds of

suppliers of oil in India, our major

competitors

are

Freedom Oil, Gold drop Oil, Healthy heart Oil and Fortune Oil.

48

49

The profit margin of the distributors generally varies from 1-5% but it mostly depends
upon the credit period and the stocking capacity of the distributor as it is a
commodity

market

and the price of the product increases and decreases frequently.

Percentage of distributers who only keep Naturralle - 46%

Percentage of distributers who keep Naturralle and other brands - 54%
100 % of the distributors get the schemes from the company and
53% of the retailers get the schemes from the distributors.
Schemes include QPS, discounts, gifts, tours etc.
Channel in the Naturralle Oil market
1) Manufacturer > Distributor > Wholesalers > Retailer > Consumer
2) Manufacturer > Distributor > Retailer > Consumer
3) Manufacturer > Distributor > Consumer

50

Chapter-4

51

Data Analysis & Interpretation

1 Which type of oil people use?
Objective of Question: By questioning we were able to know the percentage of different
types of oil people use regularly.

Types of Oil

Number of People Using it

Percentage (%)

Groundnut

67

44

Vegetable

0.67

Mustard

16.67

Castor

Coconut

0.67

Sunflower

28

18.67

Cottonseed

28

18.67

Blended

16.67

Corn

Soya bean

150

100

Total

52

Interpretation:-As you can see in the chart groundnut oil is mostly used by people with a
44% with sunflower and cotton seed tie up with 18.67% and you can see that vegetable and
coconut oil are least preferred ones.

2 Which brand oil people use regularly?

53

Objective of Question: By questioning we were able to know the percentage of different

types of brands of oil people use regularly.

Name of Brand

Number of people using it

Percentage (%)

Naturralle-Ankur

49

32.67

Saffola

10

6.67

Tirupati

19

12.67

Dhara

3.33

Fortune

Rajmoti

Sundrop

13

8.67

Golddrop

25

16.67

Others

14

9.33

Total

150

100

54

Interpretation:- As you can see in the chart Naturralle Ankur is mostly used brand of oil ,
with gulab oil preferred next to it.Dhara and Rajmoti oils are least liked by the consumers.

55

3 Which brands are you aware of?

Objective of Question: By this question we able to know that how many number of
respondents are aware about different brands.

Brand

Number of people

Naturralle

136

Golddrop

130

Sundrop

118

Sweekar

63

Tirupati

138

Vimal

120

Raj moti

102

Fortune

122

Gulab

135

Sunpride

38

Dhara

120

Tirupate active

32

Out of

150

56

Interpretation:-From the chart we can see that most of people are aware about the oil
brands which advertise more. Sunpride and Tirupati are least advertised which has low
market share, while Saffola and Naturralle are the most liked by the customers.

57

4 On what basis do people select oil?

Objective of Question: To find out most attractive parameters the consumer prefer at the
time of purchasing

Parameters

No of people

Percentage (%)

Quality

30

20

Price

24

16

Taste

28

18.67

Availability

18

12

Health

28

18.67

Offers

2.66

Freshness

18

12

Total

150

100

58

Percentage
20

18.67

20
18

18.67

16

16
14

12

12
Percentage

12
10
8
6
2.66

4
2
0

Quality

Price

Taste Availability Health

Offers Freshness

Interpretation:- As per the chart consumer give their highest preference to quality while
selecting the edible oil. Quality and Taste are the second most preferred by the consumers
while offers doesnt motivate customers to purchase the oil.

59

5) Would you like to get any free gift or discount?

Objective of Question: To find whether people give preference to the offers/schemes while
purchasing oil?

Answer

Number

Percentage (%)

Yes

116

77.73

Cash Discount

79

Free Gift

37

No

34

22.27

Total

150

100

Percent
Yes
No

22.27

77.73

Interpretation:-: As per the opinion of the respondents 77.73% people prefer offers while
22.27% people doesnt have interest in offers and schemes while purchasing the edible oil.

6) What type of packaging do people prefer?

60

Objective of Question: To find out which type of packaging is mostly preferred by people.

Type of Pack

No of People

Percentage (%)

Tin

99

66

Bottle

22

14.67

Jar

25

16.67

Pouch

2.67

Total

150

100

Percent
16.67
14.67

2.67
66

Tin
Bottle
Jar
Pouch

Interpretation:- From the above chart we can see that people mostly prefer tin type
packaging as there is mass consumption of oils where pouches,bottles,jars are least preferred
by the consumers.

7) Are you aware of tap packaging jar?

61

Answer

No of people

Percentage (%)

Yes

66

44

No

84

56

Total

150

100

Percent

44

Yes
No

56

Interpretation:- From chart we can say that only 44 % people are aware about the tap type
packaging jar while 56% are unaware of tap type packaging jar.

8) Are you satisfied with oil that you are using?

Objective of Question: To find out the level of satisfaction amongst the respondents

62

Level of Satisfaction

No of People

Percentage (%)

Highly Satisfied

26

17.33

Satisfied

120

80

Neutral

2.67

150

100

Total

Level of Satisfaction
2.67

17.33
Highly Satisfied
Satisfied
Neutral

80

Interpretation:-From chart we can say that about 80% of people are satisfied with the oil
that they are using and 17.33% are highly satisfied while 2.67%are neutral.

63

10) What change would you like in the oil that you are using?
Parameter

No of People

Percentage (%)

Quality

15

10

Price

70

46.67

Taste

09

Packing

13

8.67

Any other change

02

1.33

No change

41

27.33

Total

150

100

Percent

10
27.33

1.33
8.67

46.67

Quality
Price
Taste
Packing
Any other Change
No change

64

Interpretation:-From chart we can say that 46.67% people prefer the change in the price in
the oil that they are using while 27.33% are satisfied with their product used .Change in
packaging and Quality is also suggested by the customers.

10) Are you interested to change your oil?

Answer

No of People

Percentage (%)

Yes

20

13.33

No

130

86.67

Total

150

100

65

Yes; 13.33

No; 86.67

Interpretation:- We can say that around 89% people are not interested to change their
current oil and they are satisfied with oil that they are using.

11) Which brand oil would you like to buy if you wanted to switch over?
Brand

No of people

Percentage (%)

Saffola

32

21.33

Sundrop

12

Gulab

31

20.67

Ankur

13

8.67

Fortune

10

6.67

Tirupati

18

12

Dhara

16

10.67

66

Rajmoti

10

6.67

Others

08

5.33

Total

150

100

Rajmoti; 6.67

Others; 5.33
Saffola; 21.33

Dhara; 10.67
Sundrop; 8

Tirupati; 12
Fortune; 6.67
Ankur; 8.67

Gulab; 20.67

12) Have you seen any advertisement of any edible oil brand?
Objective of Question: To find out the awareness, reach and impact of the advertisement
amongst the respondents.

Response

No of People

Percentage (%)

Yes

110

73.33

No

40

26.67

Total

150

100

67

Response
80
70
60
50
Response

40
30
20
10
0
Yes

No

Interpretation:-From chart we can say that 73.33% people have seen the advertisement of
any oil brand.

Brand

Television

Newspaper

Hoardings

Saffola

44

Dhara

23

Tirupati

12

Fortune

Sundrop

Ankur

Gulab

Rajmoti

Vimal

Total

86

16
68

45

44

40
35
30
23

25

Television

20

Newspaper

12

15

Hoardings
8

10
5

23

4
1 1

111

1 1

0
0

00

00

00

00

Chapter-5
69

70

Findings, Learning's & Conclusion

Findings
Most of the customer buys their edible oil product due to influence of promotional
activity through online marketing.
Customers of edible oil consider or give importance to price, quality and brand image
during their purchase.
The 53% respondents believe saraiwaalla agrr refineries ltd could become the market
leader in the majority of their product categories.
The respondents consider oil as a important product.
Majority of the respondents buy edible oil products because of its brand image.
The differentiating factor of sariawaalla agrr refineries ltd is compared with its
competitors is product. The new product have made them a strong competitor in the
market.
The customers of SARL are satisfied are more satisfied with the services provided by
the company. The services keeps them on the top list.
The respondents feel that its worth buying SARL products.

71

Learning's

Joined company on 24 May.

Got brief knowledge about the company, its products and the distribution channel.
Went through both the sectors of trade in Hyderabad and Telangana.
Got to understand the perception of retailers, distributors and wholesalers and
valuable feedback given by them for

the brand and its responsiveness in the market

Got to know how the modern trade works and how it is different from general trade.
Analysed the different areas of market and seeing how the brand is doing in those areas.
What can be done to improve the brand or overcome the difficulties faced from or by the
brand?
Analysed why and how difference in pricing takes place.
Weekly meetings, which give a brief overview of what can be done to improve a brand.

72

Conclusion

Groundnut is the most preferred type of edible oil.

Naturralle is most preferred brand of edible oil.
People are mostly aware about the brands which are advertised on television, radio,
hoardings, newspapers etc.
Most of respondents give their first priority to the quality of edible oil while
purchasing edible oil.
Respondents mostly prefer oil that are accompanied with some type of offers/
schemes.
Respondents mostly prefer tin type of packaging.
Around 80% of respondents are satisfied with the oil that they are using.
Around 73% of respondents are aware about the advertisements of any edible oil
brands.

73

Annexure

74

1. Questionnaire
Study of impact of customers preference on sale of SARL products

1 Which type of oil do you use?

Ground nut
Vegetable
Mustard
Castor
Coconut
Sunflower
Cottonseed
Blended
Corn oil
Soya bean oil
Olive Oil
Reason:
________________________________________________________________________
________________________________________________________

2 Which brand edible oil do you use?

Brand Name: _______________
Reason: ______________________________________________________
3 Which brand are you aware of?
1.__________
2.__________
3.___________
4 Which brand are you aware of from the following brands?
Saffola
Sundrop
Sweekar
Tirupati

Vimal

Raj Moti

Fortune

Gulab

Sunpride

Dhara

Tirupati Active

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5 On what basis do you select oil?

Quality
Price
Availability
Health
Freshness

Taste
Offers

6 Would you like to get any offers/free gifts on purchase of oil?

Yes:
Cash Discount:
Free Gift:
No:
7 What type of packaging do you prefer?
Tin
Bottle
Jar
Pouch
Are you aware of the Tap Packing Jar: ____________________________

8 How often do you purchase oil?

Frequency
Amount/per
5kg
Who makes
purchase
decision

9 Are you satisfied with oil that you are

using?
Highly Satisfied
Satisfied

Neutral
Dissatisfied
Highly Dissatisfied
10 What are the reasons to stick to the oil that you are using?
Dont like changes
Satisfied with the product
Any other: _________________________________
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11 What change would you like in the oil that you are using?
Quality
Price
Taste
Packing
Any Other: ____________________
No Change

12 Are you interested to change your oil?

Yes:
No:
13 Which companys oil would you like to buy if you wanted to switch over?
Brand Name: ____________
14 Have you seen any advertisement of any edible oil company?
Yes:
Which: ______________
Where: _________
No:
Can you recall the message: ____________________

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2. Corporate Strategy - A Case Study

Mumbai, 18th April,2016: Saraiwwalaa Agrr Refineries Limited (SARL) one of the leading
edible oil companies as a part of their strategic growth introduced new product under their
flagship brand Naturralle. SARL has strengthened their portfolio in edible oil sector by
introducing Naturralle Health Rice Bran Oil for the health conscious consumers of today.
The product was unveiled by Famous Bollywood Actress - Ms. Bhumi Pednekarin the
presence of Shri Anjani Kumar Gupta, Director, SARL along with the senior management at
SARL. The brand Naturralleis completely driven by market research and has always
adapted to address the requirements and concerns of the Indian households through
innovation. The introduction of Naturralle Health Rice Bran Health is a step towards
fortifying the offerings under Brand Naturralle.
The NaturralleHealth Rice Bran oil is physically refined to ensure the goodness of rice bran
is retained.

The Rice bran oil contains high amount of Oryzanol which improves the

HDL/LDL ratio making it one of the most heart friendly oil.Rice bran oil is known as healthy
oil, as it has the right balance of saturated, monounsaturated and polyunsaturated fats as
recommended by the American Heart Association & the World Health Organization. Some of
the health benefits of rice bran oil include its ability to lower cholesterol, boost the immune
system, help prevent cancer, improve skin health, aid in weight loss, relieve menopausal
symptoms, protect your heart, increase cognitive strength and lower allergic reactions. It's the
recommended choice for improving serum cholesterol levels and preventing cardiovascular
diseases as well.Besides being the healthier oil, Naturralle Health Rice Bran Oilmakes the
food healthier, lighter with enhanced flavors and palatability.
Saraiwwalaa is the only Edible Oil Company in South India to have more than 72 Variants
under different Brands. Naturralle is the flagship brand of the company. Naturralle Refined
Sunflower Oil & Sona Masuri Rice are amongst the top brands in AP and other states in
India. Sre Krishna Gold & Krishna Brrand-R are the Market Leaders in its segment in AP.
The company has two fully automated state of the art plants equipped with German
Technology for Refining Edible Oils; one in Krishnapatnam (near Nellore) and the other in
Maheshwaram (R.R. District).
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Saraiwwalaa Agrr Refineries Limited introduces Naturralle in Pune

- An Article

Saraiwwalaa Agrr Refineries Limited (SARL), one of the leading edible oil companies as a
part of their strategic growth introduced a new product under their flagship brand
Naturralle. SARL has strengthened their portfolio in edible oil sector by introducing
"Naturralle Health Rice Bran Oil" for the health conscious consumers of today.
The brand is completely driven by market research and has always adapted to address the
requirement and concern of the Indian households through innovation. The introduction of
the Oil is a step towards fortifying the offerings under the brand. Anjani Kumar Gupta,
director, SARL said, "The journey of brand has been amazing. It is our constant endeavour to
introduce products that are good, convenient and healthier for our customers. According to
studies, Indians are more prone to heart ailments. A product like rice bran oil with its high
Oryzanol content improves the HDL/LDL ratio, making it one of the most heart-friendly oil.
The product is aimed at the health conscious customer base not only consumers with
medical conditions, but also the health conscious segment which believes in eating right to
prevent ailments."

79

80

4. Photos of Saraiwwalaa Agrr Refineries Limited Products

81

Bibliography
http://saraiwwalaa.com
http://www.indiamart.com/saraiwala-agro-refineries/
http://www.pocketnewsalert.com/2015/07/105customerswin-gold-in-Naturralle-Gold-Fest.html
http://timesofindia.indiatimes.com

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