CHAPTER-I

INTRODUCTION
A STUDY ON CUSTOMER SATISFACTION TOWARDS
GOLD WINNER OIL

1.1 INTRODUCTION
Gold Winner has proved once again that it is aptly named according to a report
published by The Economic Times Brand Equity on April 21, 2008, Gold Winner is
ranked 63rd among India's hundred biggest Fast Moving Consumer Goods (FMCG)
brands by A.C. Nielsen Retail Audit. This comprehensive retail audit was done based on a
variety of parameters including sales, top-of-the mind recall and trust. Not long ago, an
ORG-MARG survey also had rated Gold Winner as number one in the FMCG (edible
oils) category in South India. Gold Winner has become a member of the US based
National Sunflower Association (NSA), whose aim is to promote quality sunflower
products across the globe keeping the health of the people in mind.

The success story began with the establishment of the Kaleesuwari Refinery Pvt.
Ltd. in 1995. Since then, the company has made incredible strides in the edible oil market
with its flagship brand "Gold Winner". Driven by the goal to provide quality sunflower
oil at competitive prices, Gold Winner within a short span of time, has become the most
preferred brand.

Gold Winner finds a place in every discerning home, thanks to the highly
sophisticated and rigorous processes adopted to refine crude sunflower oil. A unique
distribution network ensures that the end consumer always keeps company with health
and happiness. Gold Winner is now available in Sri Lanka and is all set to establish its
presence in Singapore. Hence the study focuses on the financial performance of
kaleesuwari oil refinery.

1.2 STATEMENT OF THE PROBLEM

 The market’s critical products One of the most vital and widely utilised goods is
edible oils, which consumed by all. One of the fundamental and significant components
is edible oil. It has been used historically by all people for all food products and is
necessary for all cooking. Many types of edible oils, including mustard, gingili, onconut,
sunflower, and groundnut oil, are abundant in the marker. Unrefined oils including
encomat, groundnut, and gingili oil have long been used by mankind. Refined oils have
recently been more widely available result of consumers’ increased knowledge of quality
and health concerns. In the recent past, numerous branded refined oils that are sold in
consumer packets and loose form have thus appealed to the food market. Refined oils are
offered for several edible oil variations, such as groundnut oil and gingili oil.

As a result, a number of brands have growo in these many variations, which has
finally caused competition among the manufacturers. Among the significant sorts of
refined oils that widely accepted by everyone are groundnut, coconut, and sunflower oils.
The facts and assertions made by the health-conscious public, who seek out nutritious
foods, are mostly responsible for the oil’s success. These people have shown a
predilection for branded edible oils. Given the variety of brands of groundnut and
sunflower oil available on the market, an effort is being made to determine which is more
often used, favoured, and bought by customers Consumer expectations and satisfaction
levels now crucial for a brand to endure. The variables impacting the buyers
Considerations for buying branded oil include fat content, availability, taste, health, and
quality. The researcher tries to find out which brand of groundnut oil and sunflower oil
people use, as well as how devoted they are to that brand, for this purpose. For the current
research project, the article titled “Beand preference towards edible oil has been chosen.

1.3 OBJECTIVE OF THE STUDY

1. To study customer’s awareness towards Gold winner oil

2. To study the factors influencing the customers in buying Gold winner oil.
 3. To find out the satisfaction level of customers regarding Gold winner oil.

1.4 SCOPE OF THE STUDY

A study on brand strategies of Gold Winner oil would typically focus on the specific
tactics and Approaches that the brand employs to build and maintain its market position
and customer loyalty. This could include aspects such and’s unique selling proposition,
pricing strategy, Distribution channels, advertising and promotional efforts, and customer
engagement and Feedback mochanisms. The study might also analyze the competitive
landscape of the edible oil Market and evaluate how Gold Winner’s brand strategies
compare to those of its rivals it is Found that majority of the respondent’s states that they
providing complements at the time Of purchase of edible oil & Minority of the
respondents is receiving complement at the time of Purchase as gift. It is found that most
of the respondents are dissatisfied with peesent branded Edible oil due to higher price and
rests are satisfied with edible oil due to healthy cil. It is found That majority of the
respondents are recommend the branded Edible oil to others.

1.5 RESEARCH DESIGN

1.5.1 NATURE OF STUDY

The nature of study states as descriptive study.

1.5.2 NATURE OF DATA

 The study is based on both primary and secondary data.

1.5.3 SOURCE OF DATA

The primary data were collected by distributing questionnaire and secondary data
was collected from internet and magazines

1.6 TOOLS FOR ANALYSIS

The following statistical tools have been used for analysis.

 Simple percentage analysis

 Bar diagram

1.7 SAMPLE DESIGN

Convenient Sampling Technique is used to select the sample size of customers.

Among The total customers, 50 respondents were selected and met in the study.

1.8 AREA OF THE STUDY

The study has been under taken only in Madurai district.

 CHAPTER -II

COMPANY PROFILE
COMPANY PROFILE

The success story began with the establishment of the Kaleesuwari Refinery Pvt. Ltd. In
1995. Since then, the company has made incredible strides in the edible oil market with
its flagship brand “Gold Winner”. Driven by the goal to provide quality sunflower oil at
competitive prices, Gold Winner within a short span of time, has become the most
preferred brand.

Gold Winner has proved once again that it is aptly named – according to a report
published by The Economic Times Brand Equity on April 21, 2008, Gold Winner is
ranked 63rd among India’s hundred biggest Fast Moving Consumer Goods (FMCG)
brands by A.C. Nielsen Retail Audit. This comprehensive retail audit was done based on a
variety of parameters including sales, top-of-the mind recall and trust. Not long ago, an
ORG-MARG survey also had rated Gold Winner as number one in the FMCG (edible
oils) category in South India. Gold Winner has become a member of the US based
National Sunflower Association (NSA), whose aim is to promote quality sunflower
products across the globe keeping the health of the people In mind.

Gold Winner finds a place in every discerning home, thanks to the highly sophisticated
and rigorous processes adopted to refine crude sunflower oil. A unique distribution
network ensures that the end consumer always keeps company with health and happiness.
Gold Winner is now available in Sri Lanka and is all set to establish its presence in
Singapore.

From the day Kaleesuwari was founded, the vision to spread the delight of healthy life
was the pathfinder to the company. This was the driving force behind every new venture
they stepped into.

 1994-The Flagship brand Gold Winner RSF was launched.

 2003 – Kaleesuwari entered a new product category and launched Gold Winner
Vanaspathi.
 2004 Gold Winner gets the 63rd rank in India among edible oil category as per the
Brand Equity – ET AC Nielsen Survey.

 2005 – Kaleesuwari entered another new product category in the month of

September by launching Sree Gold Dhal.

 2007-Kaleesuwari introduces its Olive Oil brand-Cardia Health Olive Oil,

 2008-Kaleesuwari receives its ISO 2000:9001 certification for the maintenance of

impeccable quality standards.

 Kaleesuwari receives the HACCP certificate on Hazard Analysis and Critical

Control Practices.

 2009-The Olive Oil segment is re-launched by the name Cardia with new 700ml
& 350ml packaging.

 Kaleesuwari creates a new segment of branded lamp oil by the name Dheepam
Lamp Oil in November.

 Kaleesuwari receives its ISO 22000 2009 certification..

 2010 – Kaleesuwari creates a new health-bound oil blend of Olive & Corn Oil by
the name Cardia Life in October.
The Infrastructure

Kaleesuwari has three manufacturing plants with well-resourced state-of-the-art facilities

and dexterous professionals located near the major cities of Chennai. Coimbatore and
Bangalore. The manufacturing plants use “Continuously Automated Technology “for
processing to maintain the highest standards of hygiene. The major share of refinery
processing equipment is supplied by the world renowned equipment supplier, Desmet
Ballestra from Belgium. Stringent quality control standards are employed in the
inspection and testing of incoming raw materials, packaging materials, refining via
continuous in-process testing, as well as all finished goods. Kaleesuwari’s quality control
laboratories house high-tech testing equipment and follow Good Laboratory Practices to
ensure quality and repeatability of all testing procedures.

Manufacturing

Gold Winner’s state-of-the-art production unit is situated at Vengaivasal, about

14km from Chennai, India. The plant uses the automatic and continuous Belgian
technology for processing in order to maintain the highest standards of quality and
hygiene. The Desmet technology used is state of the art and ensures that the refined oil
produced is of international standards.The storage capacity at the plant Is 16000 tones.
This large tank space ensures that enough stocks are available to service the ever-growing
demand promptly. The crude oil is systematically purified in well-defined stages like
Neutralization, Bleaching, Dewaxing and Deodorization. All processes are monitored and
controlled automatically by using PLC based systems. Untouched by hand, the oil
produced here matches the exacting requirements of our customers. To keep the processes
stable and controlled, we have adopted modern plant maintenance practices including
Preventive maintenance. Condition monitoring of critical equipment is resorted to
periodically. In observance to stipulated standards, calibration of instruments and control
devices are done routinely.

Manpower:

A high-level in-plant safety committee ensures that the prescribed safety norms
are strictly adhered to. Personnel safety has the highest priority. Gold Winner has
employed well qualified and experienced personnel to handle all its functions. The
workforce, largely local, is inducted to work only after a rigorous training process that
includes on the job training. All welfare measures are in place to ensure that the
productive capacity of our people is maintained at the highest level.

Quality Assurance

To ensure the highest level of quality in the finished product, all our incoming raw
and other materials are subjected to stringent tests and checks. The raw material crude
sunflower oil is procured from reliable sources in India and abroad and tested using the
modern analytical Gas Chromatograph The quality at various stages of the processing is
also checked and is further assured by using Good Manufacturing Practices (GMP).
Undesirable components are removed during the processing. The good properties of the
refined sunflower oil are maintained intact by the use of appropriate packing. This
ensures that the freshness we put in at the time of manufacturing is the same freshness
you get when you open your pack Simply put this is the unique FIFO (Freshness In -
Freshness Out) benefit that Gold Winner brings to you. This ensures that every time you
buy Gold Winner, you actually carry home health and happiness.