Beat Mapping And Brand Presence

Analysis of Emami Edible Oil

Presented by
Anupam Jena
MBA 14-16
Immanuel Business School, Solipet

Introduction to topic

Beat mapping or Market Mapping is being done in Cuttack

market to Know the sales volume of their brand along with the
competitors brand.

Divided Cuttack market in 12 beat and beat mapping is being

done.

For Each Beat target is being fixed i.e.40 outlets per beat that
should be completed in two to three days.

Analysis is being done to know their brand presence.

Introduction to company

Emami limited company is one of the leading and fastest growing personal and healthcare
businesses in India.

The vision of the company is Making People Healthier and Beautiful, Naturally

Established in 1974, By Mr. R.S. Agarwal and Mr. R.S. Goenka(Founders of Emami ltd.)

It have an employee of 2600, 34 Lacks Retail Outlets through a network of 2800 distributors.

Acquired Himani ltd in 1978.

Maker of Emami Healthy and tasty and Himani best choice Emami Agrotech ltd. is 3 rd largest
producer of edible oil in India.

Emami Agrotech has two refineries plant of edible oil i.e. in West Bengal and
Krishnapatnam .

Problem Statement(Objectives)

As there are huge no of competitors of edible oil in

Cuttack market company wants know the
comparison between their product sales volume
with the competitors

Company also wants the consumption of edible oil

of different brands so that they can target the area
of sale of their product Specially restaurants and
hotels .

Limitations

Some respondents were reluctant to provide information.

The interviewer could not put forward all the questions

since they did not want to reveal more data.

The study was restricted to Cuttack in Odisha

The study had more no of sample size which was difficult

cover i.e. 600 only 400 outlets were covered

Research Methodology

Research Design

: Exploratory Research Method

Primary Data

: Collected from retailers with the

help of Questionnaire

Sampling Size

Sampling Technique

: 400 samples took from 600

retailers
: Convenient Random sampling Method

Data Analysis

Recommendations

Proper Distribution Channel should be done for the flow of the

product in Cuttack market

Advertisement should be done by various activities like TV ads

, Hoardings in various market points and product promotion
campaign because it has less Visibility in Cuttack market.

Chances of Cannibalization due to two different brands in same product line.

Specific market should be targeted for increase of the sales of their products.

Conclusion
The project has helped me in gaining insight into prevailing
market conditions for the edible oil brand Himani Best Choice
against its competitor brands. Beat mapping has also helped
to analyze the gap between the consumer demand and
supply. Hesitant retailers not providing actual figures, are
making it tough to find out the visibility of the brand Himani
Best Choice.

Thank you!