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INVERTTS INSTITUTE OF MANAGEMENT STUDIES

PROJECT REPORT ON

BL Agro
SUBMITTED TO ---MR ANIL CHAND
BEG SUBMITTED BY FAISAL

INTRODUCTION TO BL AGRO

CONTENTS 1INTRODUCTION 2OBJECTIVE 3METHODOLOGY 4COMPANY PROFILE 5LITRATURE 6DATA PRESENTATION 7CONCLUSION
8RECOMMENDATION

9BIBLIOGRAPHY

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

The Ideal Manufacturing Product Mix Bail Kolhu At B.L. Agro Oils Ltd., The sourcing, quality control and packaging of Bail Kolhu Bail Kolhu Kachchi Ghani Mustard Oil is the flagship is performed to match the highest standards The Double Filter Process ensures brand of the company. This is a Grade A Mustard Oil and that only the purest product is despatched as Bail Kolhu. due to its unique taste and ideal pungency, it enjoys a tremendous consumer preference throughout the states of B.L. Agro has an in-house Quality Control laboratory with a Gas Liquid UP, Uttaranchal and Delhi. Chromatograph that ensures the purity and PFA certified quality in each and every pack of Bail Kolhu. Bail Kolhu is a clear market leader in most of its Genesis of Bail Kolhu distribution territories and commands almost monopolistic leadership position in many of the markets. B.L. Agro Oils Ltd. started trading in Bail Kolhu Kachchi Ghani Mustard Oil in Bail Kolhu also enjoys a very high level of brand recall 1958. In the year 1999, Bail Kolhu was launched in consumer packs and in the first and brand loyalty amongst a vast consumer base. year itself, it grossed astonishing sales of Rs. 60 crores. Mohan Dhara Mohan Dhara is a well accepted brand the Refined Since then the sales of Bail Kolhu has consistently increased andin today Bail Kolhu Oil segment. territories and commands almost is a clear market leader inSoyabean most of its distribution monopolistic leadership position in many of the markets. The entire belt of Eastern Balance Lite UP is a stronghold of Bail Kolhu and the brand enjoys a popular status in Western This is a fast growing brand that has facilitated the advent UP, Uttarakhand, Delhi & NCR. Within Delhi, Bail Kolhu is the number one of B.L. Agro in the Refined Vegetable Oil segment. Mustard Oil Brand in East Delhi today. The company is spreading its wings to Aviral Dhara West Bengal & Jharkhand also. Bail Kolhu also enjoys a very high level of brand Aviral Dhara is a multi-product brand of Mustard Oil, loyalty amongst its vast consumer base. Palmolein Oil, and Vegetable Oils. Having gained instant Marketing Strategy acceptance in the market, the brand is on a steady growth chart. Bail Kolhu is marketed through a vast network of distributors and retailers. New Product Development In its quest to further expand its operations and reach The high customer demand of the Brand ensures that the channel partners remain for larger customer base, motivated at all time and work with great deal of determination and enthusiasm to B.L. Agro is in the process of developing ambitious new push the sales of Bail Kolhu. products. 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

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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C u r r e n t M a r k e t

A t p r e s e n t M o h a n D h a r

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 3create steady demand Increase employment opportunity in the societry

4aims at increanng the quality of the product 5reduce black marketing 6maintain the goodwill of the company 7aims 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 employees 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 nonmedia marketing communication are employed for a predetermined, 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. Dangler: A sign that sways when a consumer walks by it. Dump bin: A bin full of products dumped inside.

Glorifier: A small stage that elevates a product above other products. Wobbler: A sign that jiggles. Lipstick Board: A board on which messages are written in crayon. Necker: A coupon placed on the 'neck' of a bottle. YES unit: "your extra salesperson" is a pull-out fact sheet.

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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]. Crossborder 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]. Crossborder 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 hirings. 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 managers 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 organizations 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 selfdevelopment. 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 companys 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 CHAPTER--8 can be done so that they produce best resu

CHAPTER 8 CONCLUSION
BL Agro Securities Limited is one of the growing Oil Industry firm in todays 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 organizations 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.