INVERTTS INSTITUTE OF MANAGEMENT

STUDIES

PROJECT REPORT ON

BL Agro

SUBMITTED TO ---- SUBMITTED BY

MR ANIL CHAND FAISAL BEG

INTRODUCTION TO BL AGRO

CONTENTS

1—INTRODUCTION

2—OBJECTIVE

3—METHODOLOGY

4—COMPANY PROFILE

5—LITRATURE

6—DATA PRESENTATION

7—CONCLUSION

8—RECOMMENDATION

9—BIBLIOGRAPHY

ACKNOWLEDGEMENT

CHAPTER 1

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 instil 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 organisation 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 soon

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

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

his success include his unflinching commitment towards quality and his

passion for perfection.

An un-doubted achiever, he is a man of undaunted determination and

courage along with exemplary business acumen.

What distinguish Ghanshyam Khandelwal are his philosophies that originate

from his commitment towards the community. A man of values, he strongly

believes in business ethics and corporate social responsibilities.

Ghanshyam Khandelwal,

Managing Director

Post Graduate in Commerce, Ashish Khandelwal joined his father's business

at a very young age. A quick learner and a very hard worker he learnt the

nuances of the trade within no time and established himself as a growth

motivator by bringing in new-age marketing concepts and fresh

opportunities.

With extraordinary abilities in sales and channel management, Ashish

Khandelwal has an unmatched hold on the market pulse. Still in his prime

youth, he has already played a key role in taking B.L. Agro to newer heights.

In his leadership, the company entered into the consumer packs segment and

the venture resulted in unprecedented success.

Having spent over 12 years in this trade, Ashish Khandelwal possesses a rare

combination of experience as well as youthful exuberance. With a futuristic

outlook, he has an unmatched ability to think ahead of the times and a vision

that is set to take B.L. Agro into a glorious future.

Ashish Khandelwal

Director - Finance & Sales

 

BTech from IET, Lucknow and MBA from ICFAI, Hyderabad, Richa

Khandelwal adds a fresh dimension to the management competencies at B.L.

Agro. Among her many contributions to the organisation is her vision to

take B.L. Agro to the highest national and international level.

With path-breaking ideas, Richa Khandelwal has played a key role in further

strengthening the Bail Kolhu and other B.L. Agro brands and has led its

expansion into Delhi NCR and other newer territories with outstanding

success. In a short span of time, she has turned Bail Kolhu into a household

name in Delhi that has already become the largest selling mustard oil in

certain regions.

Always a forward looking person, Richa Khandelwal has helped the

organisation get into an overdrive with her astute marketing strategies and

innovative techniques.

Richa Khandelwal

Director - Marketing

What Drives Our Success

• The Market and Consumer Insights possessed

by B.L. Agro leadership is unparalleled. B.L.

Agro understands that Fooding habits of

consumers are very individualistic and vary from

house to house. And in order to make a long term

relationship with the collective base, the

company needs to pack Real Customer Delight

in each pack that it offers.

• Moreover what has brought laurels to B.L.

Agro and awarded it a leadership position is the

company's ability to anticipate and adopt to

Market Demand Shifts resulting from either

consumer Living Pattern Shifts or any other

reason. At B.L. Agro, change has been one of the

most consistent processes. Be it technological

capabilities, be it the strength of human minds or

be it the collective efficiencies, B.L. Agro has

always anticipated the changing environment and

empowered itself for the same.

• The most important success driver at B.L. Agro

is its ability to offer Consistency of Highest

Quality Standards. Pack by pack, batch by batch,

consignment by consignment, the products of

B.L. Agro carry exactly the same quality and

purity standards for which they have gained

widespread respect

Ideal Product Mix

Bail Kolhu

Bail Kolhu Kachchi Ghani Mustard Oil is the flagship

brand of the company. This is a Grade A Mustard Oil

and due to its unique taste and ideal pungency, it enjoys

a tremendous consumer preference throughout the states

of UP, Uttaranchal and Delhi.

Bail Kolhu is a clear market leader in most of its

distribution territories and commands almost

monopolistic leadership position in many of the

markets. Bail Kolhu also enjoys a very high level of

brand recall and brand loyalty amongst a vast consumer

base.

Mohan Dhara

Mohan Dhara is a well accepted brand in the Refined

Soyabean Oil segment.

Balance Lite

This is a fast growing brand that has facilitated the

advent of B.L. Agro in the Refined Vegetable Oil

segment.

Aviral Dhara

Aviral Dhara is a multi-product brand of Mustard Oil,

Palmolein Oil, and Vegetable Oils. Having gained

instant acceptance in the market, the brand is on a

steady growth chart.

  New Product Development

• In its quest to further expand its operations and reach

for larger customer base,

B.L. Agro is in the process of developing ambitious

new products.

The Manufacturing

At B.L. Agro Oils Ltd., The sourcing, quality control and packaging of Bail Kolhu

is performed to match the highest standards – The Double Filter Process ensures

that only the purest product is despatched as Bail Kolhu.

B.L. Agro has an in-house Quality Control laboratory with a Gas Liquid

Chromatograph that ensures the purity and PFA certified quality in each and every

pack of Bail Kolhu.

Genesis of Bail Kolhu

B.L. Agro Oils Ltd. started trading in Bail Kolhu Kachchi Ghani Mustard Oil in

1958. In the year 1999, Bail Kolhu was launched in consumer packs and in the first

year itself, it grossed astonishing sales of Rs. 60 crores.

Since then the sales of Bail Kolhu has consistently increased and today Bail Kolhu

is a clear market leader in most of its distribution territories and commands almost

monopolistic leadership position in many of the markets. The entire belt of Eastern

UP is a stronghold of Bail Kolhu and the brand enjoys a popular status in Western

UP, Uttarakhand, Delhi & NCR. Within Delhi, Bail Kolhu is the number one

Mustard Oil Brand in East Delhi today. The company is spreading its wings to

West Bengal & Jharkhand also. Bail Kolhu also enjoys a very high level of brand

loyalty amongst its vast consumer base.

Marketing Strategy

Bail Kolhu is marketed through a vast network of distributors and retailers.

The high customer demand of the Brand ensures that the channel partners remain

motivated at all time and work with great deal of determination and enthusiasm to

push the sales of Bail Kolhu.

On the other hand Bail Kolhu is consistently advertised and promoted through the

use of mass media as well as through regular participation in consumer fairs which

ensure its presence in the top of the mind recall set of the consumers as well as

provide a boost to its sales graphs.

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 acids and

other objectionable

substances including impurities while maintaining the nutritional value and

ensuring the quality and stability of the end product.

There are two main refining processes used on crude oils, chemical/alkali

and physical refining, which differ principally in the way free fatty acid are

removed.

Chemical Refining

Chemical/alkali refining consists of following under mentioned standard

steps:

Degumming

It is the first step of chemical refining. Its purpose is to remove seed

particles, impurities, and most of the phosphatides, carbohydrates, proteins

and traces of metals.

The crude oil is treated with food grade processing acids and/or water at a

temperature around 700C which leads to hydration of most of the

phosphatides, proteins, carbohydrates, and traces of metals. The hydrated

material precipitates from the oil and is removed.

Neutralization

Alkali neutralization reduces the content of the following components:

Free fatty acids, oxidation products of free fatty acids, residual proteins,

phosphatides, carbohydrates, traces of metals and a part of the pigments.

The oil is treated with an alkali solution (caustic soda) that reacts with the

free fatty acids present and convert then into soaps stock. The mixture

allows then to separate the oil phase freed from fatty acids that floats on top

from a layer phase of soap, alkali solution and other impurities, which is

drawn off. The oil is then washed with water to remove the soap, alkali

solution and other impurities, when it is ready for decolorizing or

deodorizing process Bleaching

The purpose of bleaching (decolorizing) is to reduce the levels of pigments

such as carotenoids and chlorophyll, but also further remove residues of

phosphatides, soaps, traces of metals, oxidation products, and proteins.

These trace components interfere further processing and reduce the quality

of the final product. These substances are removed by adsorption with

activated clay and silica. If heavy polycyclic aromatic hydrocarbons are

present, activated carbon is used for their removal. Dosage of these

adsorption agents is adjusted to ensure the removal of the specific

substances. The bleaching clay/silica containing all these substances is

separated by filtration. These processes are partly done under vacuum and at

temperature below 1100C.

Deodorization

Deodorization is simply a vacuum steam distillation process that removes

the relatively volatile components, that give rise to undesirable flavours,

colours and odours in fats and oils. This is feasible because of the great

difference in volatility between these undesirable substance and the

triglycerides (oils & fats).

Depending on the residence time in the deodorizer, the process is carried out

under vacuum (1-3 torr) and at a temperature around 2500C, and using a

stripping media such as super heated dry steam since the substances for

odour and flavours are usually volatile; conditions are adopted within these

ranges as appropriate to ensure the removal of specific substances. Further

removal of proteins is achieved at this step. Careful execution of these four

processing steps ensures that fully refined oils possess good organoleptic

and physiochemical qualities. The extent of protein removal is of critical

importance to absence of allergenicities.

PHYSICAL OIL REFINING

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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:

1. Balanced fatty acid intake

a) Essential fatty acid intake (which human body is unable to produce and

has to depend only external sources

b) Desirable Omega 3/Omega 6 ratio intake

c) Consumption of oil/absorption of oil in and /on the product reduces

making the product less calorified

2. Both the Rice Bran & Soya oil are available in refined form. As the

refined oils have quite a high smoke point therefore increases to the desired

level of frying temperature capacity of the blend making the raw Mustard oil

eligible and capable for high temperature frying and cooking.

3. Blending of oils offers more such range of micronutrients as it contains of

both of the oils.

4. The stability of the oil under normal conditions and during frying is

enhanced.

5. The stability of the food product which is being prepared from the blend

oil increases.

6. Blended oils are best for frying purpose because it tolerates high

temperature without breaking down.

Nourishing Abilities of these Blends

This oil blends provide the benefits of two oils, thereby giving added value

to the consumers.

Blended oils are better balanced in terms of fatty acid composition. These

have improved ratio of Omega 3/Omega 6 fatty acid. Blended oils have

wider range of vitamins & minerals. Blended oils are more stable for they

have wider range of antioxidants. Blended oil have more number of

micronutrients so vital for the growth and development. Blended oils have

more number of phyto-chemicals, important for human health.

Products - 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.

It is one of the most stable edible vegetable oils because of high amounts of

antioxidants it possess. Its shelf life is very good.

It is heart friendly. It is anti-carcinogenic. It is anti microbial.

It is a medium of preservation. Mustard oil, therefore, is widely used in

preparation of pickles, chutney and other preparations.

It has a high smoke point, i.e. it burns at high temperature which means that

it is good for frying and deep frying purposes.

At B.L. Agro, the sourcing of Pakki Ghani Mustard Oil and Palmolein Oil is

performed with the same care and control. The crude oil is refined, filtered

and subjected to the stringent quality assurance processes before being

forwarded to the packaging unit.

As a healthy and affordable option Aviral Dhara has generated unexpectedly

high demands within a very short span of time. While Bail Kolhu is

preferred in the comparatively high and middle income households, Aviral

Dhara Mustard as well as Palmolein Oil has emerged as the popular choice

in the lower income segments throughout the region of its distribution that

includes Uttar Pradesh, Uttarakhand and Delhi.

With the continuous geographic expansion of Bail Kolhu, Aviral Dhara too

keeps expanding its presence and forms an essential part of the company's

product portfolio. Aviral Dhara plays an important role in fulfilling the

commitments of B.L. Agro of reaching out and touching the lives of all

consumer segments.

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:

Rice Bran oil is very healthy oil but it too is deficient in Omega 3 fatty acid.

Moreover, the extra heavy content of Rice Bran oil will also help mustard oil

to be more stable toward oxidation. Therefore, we plan to have or blend of

the two as well.

Mustard and Olive Oil:

One another good oil considered is olive oil as it contains maximum amount

of monounsaturated fatty acid, oleic acid 71% but at the same time it is

deprived of Omega 3 fatty acid. Therefore, to make olive oil also balanced

healthy oil it has got to be blended with mustard oil. This blend will be

wonderful.

Rice Bran and Flax Seed Oil:

The oil which has the maximum amount of Omega 3 fatty acid is flaxseed

oil but because of seed high content of Omega 3 fatty acid is stability is very

poor. Therefore, to get it stabilized so that can deliver its maximum benefit

its blend with Rice Bran oil will help consumer to take in adequate amount

of Omega 3 fatty acid.

Rice Bran Oil and Soya Oil:

We also have a plan to come out with a blend of Rice Bran Oil and Soya Oil

to enhance the self life of soya oil.

Product Development Process

First of all we have pondered upon the strength and weaknesses of

individual edible oils and selected a few possible blends.

Then in the next step we have blended them in the desired proportions and

done all the experiments at laboratory level to check it's properties, nutrition

values and stability & shelf life.

In the third step the actual cooking/frying/deep frying is done and the frying

properties and behavior is studied. How much oil is consumed, how much

oil is absorbed by the material prepared by frying/cooking in the blend

medium.

Finally, we have done all the above three excesses in other oil/blends to see

the comparative results. And then based on the above results

corrected/amended the blend ratios.

Now we are sure that what we are going to introduce are the best blends

under current government regulations.

This whole R & D on new product development is performed to the reputed

oil & fats R & D house FARE Labs Gurgaon

B.L. Agro Oils Ltd. is also one of the selected oil players in the country that

have been granted the Blending License. With finest refining processes,

unmatched trust on quality control, and well-oiled distribution mechanism,

Nourish Delite is expected to grow into a successful edible oil brand in the

pan-India markets.

The company is all set to begin its journey with a test launch in the metro

markets of India.

S.W.O.T 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 environmental 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.

STERENGTH:

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.

The salary structure of the executive is below their expectations.

Sales being fallen in Ghee Sector.

Opportunity

Market leader in Oil Industry

Providing nation wide distributionship

C & F and Distributors.

.

Threat

It faces high competition among other companies.

CHAPTER 2

OBJECTIVE OF THE STUDY

Main objective of advertising and sales promotion

1-increase sale of the product

2-create regular demand of the product

3—create steady demand

Increase employment opportunity in the societry

4—aims at increanng the quality of the product

5—reduce black marketing

6—maintain the goodwill of the company

7—aims at quality improve ment

The main objective of the study is to know about the recruitment,

advertising and sales promotin 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.

To know the various HRD workers of BL Agro, India likes Training

& Development.

To assess the awareness & involvement of the employees of the

Organization in respect of HRD functions.

LIMITATIONS

CHAPTER--3

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.

LITERATURE REVIEW

ADVERTISING & SALES PROMOTION

Sales promotion is one of the four aspects of promotional mix.

(The other three parts of the promotional mix are advertising,

personal selling, and publicity/public relations.) Media and non-

media marketing communication are employed for a pre-

determined, limited time to increase consumer demand, stimulate

market demand or improve product availability. Examples include:

contests

point of purchase displays

rebate (marketing)

free travel, such as free flights

Sales promotions can be directed at either the customer, sales staff,

or distribution channel members (such as retailers). Sales

promotions targeted at the consumer are called consumer sales

promotions. Sales promotions targeted at retailers and wholesale

are called trade sales promotions. Some sale promotions,

particularly ones with unusual methods, are considered gimmick

by many.

Consumer sales promotion techniques

Price deal: A temporary reduction in the price, such as happy

hour

Loyal Reward Program: Consumers collect points, miles, or

credits for purchases and redeem them for rewards. Two

famous examples are Pepsi Stuff and AAdvantage.

Cents-off deal: Offers a brand at a lower price. Price

reduction may be a percentage marked on the package.

Price-pack deal: The packaging offers a consumer a certain

percentage more of the product for the same price (for

example, 25 percent extra).

Coupons: coupons have become a standard mechanism for

sales promotions.

Loss leader : the price of a popular product is temporarily

reduced in order to stimulate other profitable sales

Free-standing insert (FSI): A coupon booklet is inserted into

the local newspaper for delivery.

On-shelf couponing: Coupons are present at the shelf where

the product is available.

Checkout dispensers: On checkout the customer is given a

coupon based on products purchased.

On-line couponing: Coupons are available on line.

Consumers print them out and take them to the store.

Mobile couponing: Coupons are available on a mobile phone.

Consumers show the offer on a mobile phone to a

salesperson for redemption.

Online interactive promotion game: Consumers play an

interactive game associated with the promoted product. See

an example of the Interactive Internet Ad for tomato ketchup.

Rebates : Consumers are offered money back if the receipt

and barcode are mailed to the producer.

Contests/sweepstakes/games: The consumer is automatically

entered into the event by purchasing the product.

Point-of-sale displays:-

o Aisle interrupter: A sign that juts into the aisle from the

shelf.

o Dangler: A sign that sways when a consumer walks by

it.

o Dump bin: A bin full of products dumped inside.

o Glorifier: A small stage that elevates a product above

other products.

o Wobbler: A sign that jiggles.

o Lipstick Board: A board on which messages are written

in crayon.

o Necker: A coupon placed on the 'neck' of a bottle.

o YES unit: "your extra salesperson" is a pull-out fact

sheet.

Kids eat free specials: Offers a discount on the total dining

bill by offering 1 free kids meal with each regular meal

purchased.

Trade sales promotion techniques

Trade allowances: short term incentive offered to induce a

retailer to stock up on a product.

Dealer loader: An incentive given to induce a retailer to

purchase and display a product.

Trade contest: A contest to reward retailers that sell the most

product.

Point-of-purchase displays: Extra sales tools given to retailers

to boost sales.

Training programs: dealer employees are trained in selling

the product.

Push money: also known as "spiffs". An extra commission

paid to retail employees to push products.

Trade discounts (also called functional discounts): These are

payments to distribution channel members for performing some

function .

Political issues

Sales promotions have traditionally been heavily regulated in many

advanced industrial nations, with the notable exception of the

United States. For example, the United Kingdom formerly

operated under a resale price maintenance regime in which

manufacturers could legally dictate the minimum resale price for

virtually all goods; this practice was abolished in 1964.[1]

Most European countries also have controls on the scheduling and

permissible types of sales promotions, as they are regarded in those

countries as bordering upon unfair business practices. Germany is

notorious for having the most strict regulations. Famous examples

include the car wash that was barred from giving free car washes to

regular customers and a baker who could not give a free cloth bag

to customers who bought more than 10 rolls.[2]

Promotion (marketing)

Promotion involves disseminating information about a product,

product line, brand, or company. It is one of the four key aspects of

the marketing mix. (The other three elements are product

marketing, pricing, place.)

Promotion is generally sub-divided into two parts:

Above the line promotion : Promotion in the media (e.g. TV,

radio, newspapers, Internet, Mobile Phones, and, historically,

illustrated songs) in which the advertiser pays an advertising

agency to place the ad

Below the line promotion : All other promotion. Much of this

is intended to be subtle enough for the consumer to be

unaware that promotion is taking place. E.g. sponsorship,

product placement, endorsements, sales promotion,

merchandising, direct mail, personal selling, public relations,

trade shows

The specification of these four variables creates a promotional mix

or promotional plan. A promotional mix specifies how much

attention to pay to each of the four subcategories, and how much

money to budget for each. A promotional plan can have a wide

range of objectives, including: sales increases, new product

acceptance, creation of brand equity, positioning, competitive

retaliations, or creation of a corporate image.

The term "promotion" is usually an "in" expression used internally

by the marketing company, but not normally to the public or the

market - phrases like "special offer" are more common. An

example of a fully integrated, long-term, large-scale promotion are

My Coke Rewards and Pepsi Stuff.

Campaign intentions

Many advertising campaigns have attempted to increase

consumption, brand and customer loyalty.

Target markets

The intended audience of the alcohol advertising campaigns have

changed over the years, with some brands being specifically

targeted towards a particular demographic. Some drinks are

traditionally seen as a male drink, particularly beers, while others

are drunk by females. Some brands have allegedly been

specifically developed to appeal to people that would not normally

drink that kind of beverage.

One area in which the alcohol industry have faced criticism and

tightened legislation is in their alleged targeting of young people.

Central to this is the development of alcopops – sweet-tasting,

brightly coloured drinks with names that may appeal to a younger

audience. However, numerous government and other reports have

failed to support that allegation.[2]

Advertising around the world

The European Union and World Health Organization (WHO) have

both specified that the advertising and promotion of alcohol needs

to be controlled. In September 2005, the WHO Euro Region

adopted a Framework for Alcohol Policy for the Region. This has

5 ethical principles which includes "All children and adolescents

have the right to grow up in an environment protected from the

negative consequences of alcohol consumption and, to the extent

possible, from the promotion of alcoholic beverages" [1]. Cross-

border television advertising within the EU is regulated by the

1989 Television without Frontiers Directive. [3] Article 15 of this

Directive sets out the restrictions on alcohol advertising:

"it may not be aimed specifically at minors or, in particular,

depict minors consuming these beverages;

it shall not link the consumption of alcohol to enhanced

physical performance or to driving;

it shall not create the impression that the consumption of

alcohol contributes towards social or sexual success;

it shall not claim that alcohol has therapeutic qualities or that

it is a stimulant, a sedative or a means of resolving personal

conflicts;

it shall not encourage immoderate consumption of alcohol or

present abstinence or moderation in a negative light;

it shall not place emphasis on high alcoholic content as being

a positive quality of the beverages."

This article on alcohol advertising restrictions is implemented in

each EU country largely through the self-regulatory bodies dealing

with advertising.

The EU law 'TV without Frontiers' Directive is currently being

revised to broaden the scope to new media formats such as digital

television. Now called the 'Audiovisual Directive', the European

Parliament is voting on the new text of the legislation in December

2006.

A number of non-governmental organisations working on alcohol

policy have raised questions about whether the restrictions on

alcohol advertising in Article 15 are effective and being properly

implemented. For the Audiovisual Directive, they are calling on

Members of the European Parliament (MEPs) to vote for a ban on

alcohol adverts on televisions before 9.00 p.m. [4]

Some countries, such as Ukraine [5] , Kenya, France, and Norway,

have Promotion (marketing)

Promotion involves disseminating information about a product,

product line, brand, or company. It is one of the four key aspects of

the marketing mix. (The other three elements are product

marketing, pricing, place.)

Promotion is generally sub-divided into two parts:

Above the line promotion : Promotion in the media (e.g. TV,

radio, newspapers, Internet, Mobile Phones, and, historically,

illustrated songs) in which the advertiser pays an advertising

agency to place the ad

Below the line promotion : All other promotion. Much of this

is intended to be subtle enough for the consumer to be

unaware that promotion is taking place. E.g. sponsorship,

product placement, endorsements, sales promotion,

merchandising, direct mail, personal selling, public relations,

trade shows

The specification of these four variables creates a promotional mix

or promotional plan. A promotional mix specifies how much

attention to pay to each of the four subcategories, and how much

money to budget for each. A promotional plan can have a wide

range of objectives, including: sales increases, new product

acceptance, creation of brand equity, positioning, competitive

retaliations, or creation of a corporate image.

The term "promotion" is usually an "in" expression used internally

by the marketing company, but not normally to the public or the

market - phrases like "special offer" are more common. An

example of a fully integrated, long-term, large-scale promotion are

My Coke Rewards and Pepsi Stuff.

Campaign intentions

Many advertising campaigns have attempted to increase

consumption, brand and customer loyalty.

Target markets

The intended audience of the alcohol advertising campaigns have

changed over the years, with some brands being specifically

targeted towards a particular demographic. Some drinks are

traditionally seen as a male drink, particularly beers, while others

are drunk by females. Some brands have allegedly been

specifically developed to appeal to people that would not normally

drink that kind of beverage.

One area in which the alcohol industry have faced criticism and

tightened legislation is in their alleged targeting of young people.

Central to this is the development of alcopops – sweet-tasting,

brightly coloured drinks with names that may appeal to a younger

audience. However, numerous government and other reports have

failed to support that allegation.[2]

Advertising around the world

The European Union and World Health Organization (WHO) have

both specified that the advertising and promotion of alcohol needs

to be controlled. In September 2005, the WHO Euro Region

adopted a Framework for Alcohol Policy for the Region. This has

5 ethical principles which includes "All children and adolescents

have the right to grow up in an environment protected from the

negative consequences of alcohol consumption and, to the extent

possible, from the promotion of alcoholic beverages" [1]. Cross-

border television advertising within the EU is regulated by the

1989 Television without Frontiers Directive. [3] Article 15 of this

Directive sets out the restrictions on alcohol advertising:

"it may not be aimed specifically at minors or, in particular,

depict minors consuming these beverages;

it shall not link the consumption of alcohol to enhanced

physical performance or to driving;

it shall not create the impression that the consumption of

alcohol contributes towards social or sexual success;

it shall not claim that alcohol has therapeutic qualities or that

it is a stimulant, a sedative or a means of resolving personal

conflicts;

it shall not encourage immoderate consumption of alcohol or

present abstinence or moderation in a negative light;

it shall not place emphasis on high alcoholic content as being

a positive quality of the beverages."

This article on alcohol advertising restrictions is implemented in

each EU country largely through the self-regulatory bodies dealing

with advertising.

The EU law 'TV without Frontiers' Directive is currently being

revised to broaden the scope to new media formats such as digital

television. Now called the 'Audiovisual Directive', the European

Parliament is voting on the new text of the legislation in December

2006.

banned all alcohol advertising on television and billboard.[6]

Employment Agencies

Employment agencies can be broadly classified into public or state agencies,

private agencies, and headhunters.

Public or State Agencies

Employment exchanges were extremely popular in India. Fresh graduates

and technicians in search of suitable employment would first register

themselves with the local employment exchange. It was and still is

mandatory for any company, which is not exempted, to register its vacancy

positions in the employment exchange. The exchange facilitates

communication between the candidates it finds suitable, and the company.

Employment exchanges were initially established to handle the problem of

unemployment in the country.

Private Agencies

Private employment agencies do well in dynamic job markets, where

companies scout aggressively for talent, and potential candidates constantly

look out for better jobs. Private agencies provide a meeting ground for both

the parties and simplify the whole process of recruitment. Private agencies

or ‘management consultants’ perform many jobs traditionally done by HR

department of the company.

Head Hunters

A more specialized category of private agencies, cater mostly to top

management level recruitment needs. They handle ‘executive search’ for

organizations and usually charge high fees for their services.

Educational Institutions

During the placement season, educational institutions, especially the reputed

ones turn into hunting grounds for organizations looking for fresh talent.

These institutions offer placement services to their students by trying to get

some of the best companies in the market to their campus for recruitment.

Organizations shortlist the institutions which can provide the kind of

resources that they are looking for and visit them during the placement

season.

Evaluation of Recruitment Program

Recruitment strategies, policies and objectives need to be evaluated from

time to time to test their effectiveness and their conformance to the

organizational strategies, policies and objectives. The sources and methods

of recruitment also have to be evaluated from time to time to match the

recruitment policy and changing market and business needs and to check

their effectiveness and efficiency.

The success of a recruitment program can be judged based on a number of

criteria. Some of these are:

The number of successful placements.

The number of hiring’s.

The number of offers made.

The number of applicants

The cost involved.

The time taken for filling up the position.

SELECTION

Selection is the process used to identify and hire individuals or groups of

individuals to fill vacancies within an organization. Often based on an

initial job analysis, the ultimate goal of personnel selection is to ensure

an adequate return on investment--in other words, to make sure the

productivity of the new hire warrants the cost spent. Several screening

methods exist that may be used in personnel selection. The selection

process can have four possible outcomes. Two of the possible outcomes

have positive effect on the organization, whereas the other two have a

negative impact.

Positive Outcomes

Selecting the right candidate.

Rejecting the unsuitable candidate

Negative Outcomes

The cost of having an unsuitable candidate in the job is high.

Where the candidate is rejected, the organization loses potential

candidate.

Recruitment Strategies Adopted By BL Agro

Geographic focus:

• Local commuting area only

• Within the region

Who does the recruiting?

There are two sub-categories under this element.

They include:

Internally, who is responsible for recruiting?

• Generalists do most recruiting.

• Primarily internal recruiters working in HR

• Separate sourcing and recruiting efforts within a centralized recruiting

function

• A mix of corporate and contract recruiters that work internally

• Line managers do most recruiting.

• Employees contribute significantly to recruiting through a heavy emphasis

on employee referrals.

Utilizing external recruiters:

• Utilize external recruiting agencies mostly at the very top or bottom jobs

• Third-party recruiters are utilized only for hard-to-fill or key jobs

• Primarily utilize external recruiting agencies

• Outsource the entire recruiting function

What skills should you prioritize when selecting candidates?

When selecting the most appropriate candidates from the candidate pool

organizations can use a variety of approaches. Those target skills or

competencies could include:

• Hiring brains or intelligence

• Selecting based primarily on personality

• Selecting based on the technical skills required for this job

• Selecting based on skills (technical and people) required for this and "the

next" job

• Selecting primarily based on pre-identified, company-wide competency

needs (present and future)

• Selecting primarily based on the candidate's experience (industry or job)

• Selecting primarily based on the candidate's contacts and network

How to assess candidates

An essential part of any recruiting strategy is the process you will utilize to

assess the candidates.

Common choices include:

• Interviews

• Personality tests

• Skills tests

• References (business, personal or educational)

• Grades or academic performance (primarily for college hires)

• Drug screening

• Job simulations

• On-the-job assessment (primarily for temp-to-permanent conversions)

• Hire more than you need and intentionally "wash out" the poor performers

Training & Development

Training is the systematic development of the knowledge, skills and

attitudes required by an individual to perform adequately a given task or job.

A successful training program improves the performance of an employee,

which in turn enhances organizational performance.

Training is an essential part of the orientation program for new

recruits in an organization. If the selected employee is not trained

appropriately, then the investment made by the organization in recruiting the

employee might not give the expected benefits.

planned, structured program. Participation, feedback and knowledge transfer

to job are generally high in coaching.

rent job assignments. This cross-functional knowledge helps the

organization in times of acute need of manpower.

Committee Assignments

Under the committee assignment method a group of employees are given an

actual organizational problem and are asked to find a solution. The trainees

develop their team management skills, interpersonal skills, problem-solving

skills and leadership skills while solving the problem as a group.

managers or prospective mangers. While training helps employees to

improve their performance in current jobs, development grooms them to

handle future responsibilities. Management development activities generally

focus on a broad range of skills, while training programs concentrate on a

limited number of technical skills.

Management development programs are designed to meet specific

objectives, which contribute to both employee and organizational

effectiveness. It is a systematic process of growth and development by

which employees develop their skills and abilities to manage. It is future

oriented and is concerned with education of the employees. It improves a

manager’s ability to understand problems and arrive at solutions.

CONCEPT OF MANAGEMENT DEVELOPMENT

Management development relates to the development and growth of

the employees in an organization through a systematic process. This

development is future-oriented and prepares managers for a career of

valuable contribution to the organization. It is concerned with the learning

and development of the employees. It helps in the development of the

intellectual, managerial and people management skills of managers.

Management development is a key component of an organization’s

efforts to prepare its employees to successfully handle new challenges.

Management development helps managers to understand new cultures and

customs that have become an integral part of the global market. It helps

managers equip themselves with the latest technologies, tools and techniques

for improved quality and performance.

Work Roles of a Manager

A manager is a person who conducts business with optimum utilization of

available resources. The decisions taken by managers at different levels

affect the operations of a business in one way or another. Managers are

required to perform a number of roles in an organization.

Planning

Monitoring performance

Communication and Development

OBJECTIVES OF MANAGEMENT DEVELOPMENT

Improving the performance of the managers.

Enabling the senior managers to have an overall perspective about the

organization and also equipping them with the necessary skills to

coordinate the various units of the organization.

Identifying employees with executive talent and developing them so

that they can occupy managerial positions in the future.

Motivating the managers to perform more effectively in accordance

with the organizational goals.

Updating managers from time to time about the latest changes and

developments in their respective goals.

Improving the analytical and logical skills of employees.

MANAGEMENT DEVELOPMENT METHODS

ON THE JOB DEVELOPMENT METHOD

COACHING

Coaching involves one manager playing an active role in guiding another

manager. The coach observes, analyzes and attempts to improve the

performance of the trainee. The coach gives guidance in the form of

direction, advice, criticism and suggestions.

The coach teaches the trainee what to do, how to do it, and rectifies any

mistakes committed by the trainee. At this juncture, it is important to make a

distinction between the boss and the employee on areas related to emotional

aspects like fears, aspirations etc.

Training & Development Strategies of BL Agro

Training and development Strategy is to ensure all Employees within

the Trust are given appropriate opportunities to develop their skills

and as a result feel confident in carrying out their jobs.

Training and development being seen as a process of continuous

learning that underpins the survival of the organization in a changing

sector.

Involvement of line mangers and departments in the identification and

ownership of needs, and accepting responsibility for meeting these.

Improve the recognition and inherent value of on-the-job training.

More effective evaluation of activities

The key aims of Training & Development Department of BL Agro

Heighten awareness of organizational values, goals and objectives.

Improve the skills, knowledge and motivation of all Employees within

the Trust.

Increase commitment, understanding and ownership of self-

development.

Encourage utilization of a varied range of developmental methods

particularly those, which supplement and encourage more work-based

activities

CHAPTER--6

DATA PRESENTTION

Ensure that qualified, skilled, experienced and trained staff will provide all trai

In very short period BL Agro becomes the number one brand in Uttar

Pradesh

Utilize churn analytics and business intelligence to create targeted,

cost effective customer campaigns.

Provide valuable assisted and self-service options for customer access.

Market leading e-business and customer relationship management

consulting experience and integration references.

Proven methodologies with flexible, customizable components

including strategy, road map and transformational implementations.

Industry leader in software and hardware product.

Superior product quality.

A bunch of qualified professionals with employee age varies to all

ages.

Superior understanding of the market.

High investment on research and development, which results in

innovation of new technology

FINDINGS

There is participation of HR Manager in recruitment, training and

development.

Over staffing is one of the drawback of the company due to which the

recruitment and selection is for some positions is on, which leads to

lack of new talents for each post

Job specialization and Job description is defined to all employees and

they know what is expected of them. Everything is properly

documented.

Capability and attitude of a person is identified by psychological

changes.

SUGGESTIONS

Quality price and brand image have been the real influences on the

consumer behavior at the market place. The company should identify

the unique sales proportion for each of its brand and position then

accordingly.

Company should open more C & F agents , which can provide

services round the clock.

Consumer should be aware about the new products so that consumer

can easily differentiate from other product.

Rotating assignments should be used as devices for training mangers

and supervisors.

The HRD department should follow up seriously the training needs.

Data should be used for development decisions take job rotations, job

enrichment, reorganization and encouragement of high performers and

desirable and behavior

LIMITATIONS

It is important here to mention the hurdles and limitations faced while

working on the project. It is necessary to enlist these problems or limitations

of the project work. The main limitations are as follows:-

1. The sample size consists of eighty employees of the organization.

2. As the study was limited only to eighty employees, the sample of

employees can not represent all the employees.

3. The sample of employees is taken at random and sampling error can

not be ruled out.

4. The generalizations are done purely on the basis of statistical figures.

5. Responses of the respondents can be influenced by personal biasness.

6. Analysis and interpretation of data collection can be subjected to some

extent due to different personal viewpoints and personal biasness.

7. There is inbuilt inflexibility because of the difficulty of amending the

approach once schedule/ questionnaire have been formed.

8. In some questions, which reveals the business secrets can be cancelled

and responses can be vague.

9. Time constraint formed one of the biggest problems during the

project.

CHAPTER------7

RECOMMENDATIONS

Target the rural population which is one of the biggest untapped areas.

Star brands can be used for promoting company’s existence as it is most

effective source of promotion, just like Amitabh Bachhan is doing for

DABUR and many more companies.

Design and manage sales force, which yields high performance. Training of the

employees can be done so that they produce best resu

CHAPTER--8

CHAPTER 8

CONCLUSION

BL Agro Securities Limited is one of the growing Oil Industry firm in

today’s competitive market. It has achieved success in a very short span of

time. With people gaining knowledge about various products options for

their home. BL Agro has a very strong base of customers and is expanding

with every passing second.

If we talk about the recruitment, training &development process that are a

part of human resource. “Human Resource management is the process of

managing the people of an organization with the human approach”. Human

resource management is concerned with the human being in an organization.

It reflects a new philosophy, a new outlook, approach and strategy, which

view an organization’s manpower as its resources and assets, and not as

liabilities or mere hands. Recruitment refers to Recruitment is the process of

searching the candidate for employment and stimulating them to apply for

jobs in the organizations. It is the linking activity that brings together those

offering jobs and those seeking jobs. Recruitment is done from two sources

internal sources and external sources. Training is the systematic

development of the knowledge, skills and attitudes required by an individual

to perform adequately a given task or job. A successful training program

improves the performance of an employee, which in turn enhances

organizational performance. The training has been traditionally used to

describe the acquisition of technical knowledge and skills. Management

development, on the other hand, refers to the methods and activities

designed to improve the skills of managers or prospective mangers. While

training helps employees to improve their performance in current jobs,

development grooms them to handle future responsibilities. Management

development activities generally focus on a broad range of skills, while

training programs concentrate on a limited number of technical skills.

Bibliography

Books

“Reading in Human Resource Development.”

Rao T.V.

“The Management of Human Resource.”

Robbins. Stephan

“Principles of Management.”

Flippo. E.B.

“Human Resource Management.”

Ashwathapa.

“Research Methodology.”

C.R. Cothari.

Annual Report of the Organisation

.

internet

www.project on Recruitment.

www.blagro.com .