Fortune Rice Bran Oil Impact on Different Stakeholders

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  • Topic: Rice, Bran, Cereal germ
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  • Published : May 31, 2013
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Project Report

On

“Impact of Fortune Rice Bran Oil on different stakeholders” In the partial fulfilment of Post Graduate Diploma in Management At
Cargill India Pvt. Ltd. Head Office Gurgaon, Haryana
(Apr 2013-June 2013)

Submitted by
Vidit Mediratta
Roll No. U112119, PGDM 12

Under guidance of

Mr Bharat Saxena
Senior Brand Manager

Xavier Institute of Management Bhubaneshwar
Certificate

This is to certify that Vidit Mediratta, student of PGDM 12 has successfully completed the project titled “Impact of Fortune Rice Bran on different stakeholders”, at Cargill India Pvt. Ltd., Head Office Gurgaon under guidance of Bharat Saxena, Senior Brand Manager, Cargill India Pvt. Ltd. from April 2012 to June 2012.

Based on the professional work done by him, this report is being submitted for the partial fulfilment of Post Graduate Diploma in Management (PGDM) at XIM, Bhubaneshwar.

Date:

Project Guide
Mr Bharat Saxena
Senior Brand Manager
Cargill India Pvt Ltd

Certificate of Originality

This is to certify that Vidit Mediratta, student of PGDM 12 has successfully completed the project titled “Impact of Fortune Rice Bran on different stakeholders”, at Cargill India Pvt. Ltd., Head Office Gurgaon under guidance of Mr Bharat Saxena, Senior Brand Manager, Cargill India Pvt. Ltd. from April 2012 to June 2012.

Based on the professional work done by me, I am submitting this report for the partial fulfilment of Post Graduate Diploma in Management at XIM, Bhubaneshwar. This report has not been published and submitted to any other institute or university.

Date:
Student Name:
Vidit Mediratta
Roll No. U112119, PGDM 12
XIM, Bhubaneshwar

Acknowledgement

I take this opportunity to extend my sincere thanks to Cargill India Pvt. Ltd. for offering a unique platform to earn exposure and garner knowledge in the field of Sales and Marketing.

I wish to extend my sincere and heartfelt gratitude to my guide Bharat Saxena, Senior Brand Manager, Cargill India Pvt. Ltd. who guided, supported and encouraged me during the entire tenure of the project. I will also like to thank Vikram Anand, Marketing Head, Project Mentor for his encouragement and valuable advice which helped me a lot in the project.

Special thanks to Lalith Sharma, Nitish Raj, Sibby and Sanjana, for spending their valuable time in giving me invaluable guidance and data support. Their devotion to analysis and serious attitude toward management has given me great encouragement and inspiration to accomplish this project. Also wish to thank all people in the Head Office of Cargill India Pvt. Ltd. for their constant support and help in accomplishing the objectives of the project.

Vidit Mediratta
Roll No. U112119, PGDM 12
XIM, Bhubaneshwar

Executive Summary
Fortune is one of the largest players in the edible oil market. It is the leader in different variants of edible oil like Soya, Sunflower and Mustard. It has been known to aggressively promote its products and has an excellent consumer pull in the market. In Nov 2012 Fortune launched its Rice Bran variant with an aggressive promotion campaign. Rice Bran Oil is a very small category in India and has only grown at about 10% in the last 3 years. Inspite of this Fortune decided to enter the category and expand it. Fortune is one of the major competitors of Cargill so it becomes imperative to understand the magnitude of the launch of Fortune Rice bran and analyse the impact on different stakeholders. The different stakeholders are the Consumers, Retailers, wholesalers and the competitors. The study analysed the impact on each of them. Questionnaires were prepared for the consumers to understand what is the kind of awareness that Fortune Rice Bran has created. How many trials are there and what is the number of retrials. The buyers were then analysed to understand the purchasing and repurchasing criteria of Fortune Rice Bran Oil. Consumers switching from individual brands like...
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