Post on 06-Apr-2018
8/3/2019 Pesentation on Edible Oils
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PRESENTED TO-PROF. KAMAL GUPTA
PRESENTED BY- GROUP-12SHANTANU BERA
ASIT KUMAR NAYAK
SURYA KANTA SAHU
PRASOON MISHRA
PRESENTATION ON EDIBLE OILSIN INDIA
8/3/2019 Pesentation on Edible Oils
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EDIBLE OILS TYPES
EDIBLE OILS
9.6 million MT
OILS
8.61 millionMT
SUNFLOWER
(43%)
MUSTARD
(23%)
GROUND NUT
(14%)
KARDI
(9%)SOYA
(9%)
OTHERS
(2%)
VANASPATI
0.99 millionMT
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ABOUT THE INDUSTRY
India is the fourth largest edible oil consumingeconomy after USA , China and Brazil.
India’s per capita consumption is 7.5 ltr/year
as compared to 16 ltr/ year in internationally. High penetration of 90% in India.
Oil market growth rate is 8.7% CARG.
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THE SEGMENT
Sun flower Brands
Mustard oilBrands
Soybean oil Brands
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DOMINANT PLAYERS AAASSSSSSS SSSSS The major brands are Fortune, Nature Fresh,
Saffola.
Saffola and Fortune having more than 68%market share.
The major brands are Fortune, Dalda, Nature
Fresh etc. Dalda and Fortune are the key players, acquiring
more than 50% shares.
The major brands are Saffola, Nature fresh,
SUNFLOWER OIL
MUSTARD OIL
SOYABEAN OIL
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STP OF SAFFOLA SUN
FLOWER OIL Saffola sun flower oil is manufactured by Marico
Industry situated in Mumbai.
AGE:
It concentrated on people whose age are morethan 50.
INCOME:
It segmented itself on the premium brand.
REGION:
It mainly selected the A & B listed city, like Mumbai,Delhi, Hyderabad etc.
SEGMENTING
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TARGETING It targeted young adults first, motivated to bring
their family on “World Health Day” to have free
check up of their heart.
Then it also, targeted busy executives andprofessionals who could not able to take care of
their health.
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POSITIONING Positioned on a “Preventing platform.
As it’s Tagline is “sehat se jeena hai”.
Saffola has always focused on the heart.
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Saffola 4Ps
PRODUCT:
Saffola is a superior oil, excellent for cookingwithout having any non flavor.
“Grown without pesticides”. PRICE:
As it’s in premium segment , the price is generally
more than the Fortune which is in popular
segment. Also , it gives 20% extra on it’s 1 ltr pack.
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PLACE:
It has wide range of distribution channel, AsMarico Industry has wide Supply chainmanagement.
It is having more than 6 RDCs(RegionalDistribution Centre), 30 depots and more than1100 super distributors, stockiest.
PROMOTION: Used health platform by showing doctors in
advertisement.
Focused on reduction of cholesterol.
To win the faith of high income group, showed it’s
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CONCLUSION
Finally, the conclusion is Edible market is a bigmarket, having many segments and no. ofplayers .Its a market which has no ending tillhuman being alive.
Marico industry’s Saffola has been figured itself
as most prominent brand in the Sun flowermarket segment.