Edible Oil

A STUDY ON SUNDROP PRESENT ERS

Kokila Govindaraju Raghavendra Murugan

MAJOR PLAYERS IN EDIBLE O IL •Sundrop •Gold Winner •Fortune •Nature Fresh •Saffola •Others

INT RODUCT IO N Agro Tech Foods Ltd (ATFL) is a public limited company engaged in the business of marketing food and food ingredients to consumers and institutional customers, affiliated to ConAgra Foods, Inc. of USA, which is one the world's largest food companies.  Vision: To become the Best Performing Most Respected Foods Company in India

Motto: "Nourishing families... Enriching life" 

OR GANIS ATIO NAL National Sales Manager

Regional Sales Managers (4)

Modern Trade ASM

Modern Trade Manager

Canteen Store Depot

Area Sales Manager

Sales Manager (5)

Modern Trade

Annual S ales of past 3

•Now its degrowing by 13% •The Present Price of Sundrop Superlite is 99 Rs which has just increased from past 15 days

TERRIT ORY PLA NNI NG

From Current Year

Till Last Year

REGIO NS

REGIO NS Nort h

Sout h

West

Changes In Territory Planning

Nort h East

Nort h West

Centr al

Sout h East

Sout hWe st

Retailer

Secondary

Transfer of Goods CFA in Chennai

le Sa

Primary Sales

y ar rti Te

Factory in Hyderabad

le

Sa y iar t r Te

Sales

FL OW OF GOO DS

Wholesaler

ary d n co

es l a S

Se

Distributor point in Kodambakkam

T he 5Ms Of Adver tisin g W ith Respect T o T he S undrop

ME DIA / AD VE RTISING MI SS IO N: Sales goals: Leadership in the edible refined oil segment Advertising Goals: Communication task •Position Sundrop as the healthy oil for healthy people •Ensure that this did not erode the delivery of the taste benefit. •Positioning had to be perceptually as far away from Saffola. •Young, modern and premium feel •

ME DIA / AD VE RTISING

MO NEY :

•Stage in PLC: Introductory, therefore relatively large expenditure •Market share: new product •Competitors: Saffola (Safflower oil) also used the health platform but

                      was associated with heart patients and less taste                        Flora and Gold winner (Sunflower oils)

ME DIA / AD VE RTISING MESSA GE: Health was chosen as the platform, along with a supporting claim for taste. People who were healthy and energetic were concerned about the long-term prospects of their health. Thus ‘Health’

•Was related to maintenance of good health •Was applicable to all members of the family •Was characterized by lively energetic people •Thus the message and (positioning): ‘The Healthy Oil for 

ME DIA / AD VE RTISING

MEDIA:

Primary media: Television ad 30 seconds. Print ad

MEAS UREME NT: •Still the largest selling sunflower oil brand holds 15% of branded oil market. •The ad was shown for over 10 year