Cooking Oil Company in India

readiness petroleum Company in India intromission ABOUT THE TOPIC readying anele is purified fat of plant origin, which is usually liquid at inhabit temperature (Saturated rock oils such as coconut and palm argon more solid at room temperature than early(a) oils).Some of the almost(preno secondal) different kinds of edible vegetable oils include olive oil, palm oil, soybean oil, canola oil, pumpkin invited oil, corn oil, sunflower oil, safflower oil, peanut oil, grape seed oil, sesame oil, argan oil and sift bran oil. Many other kinds of vegetable oils ar also used for cooking.The generic term vegetable oil when used to label a cooking oil intersection point refers to a blend of a pastiche of oils often based on palm, corn, soybean or sunflower oils.Oil can be flavored by immersing aromatic food stuffs such as fresh herbs, peppers, garlic and so forth in the oil for a period of time. However, c be must be taken when storing flavored oils to prevent the growth of Clostrid ium botulinum (the bacteria that produces toxins that can lead tobotulism).Product Origin IndiaDescriptionPandey Groups Ltd. (PGL), a Rs. 2700 crore company is a pronounce venture between two global corporations.Somya Refined Soyabean Oil is light, odorless and healthy oil. Most importantly it contains OMG3 (Omega 3 fatty acids) an essential PUFA which needs to be supplemented from outside sources. Soyabean oil is the preferred oil of many a household across the world.Somya Refined Soyabean Oil, enriched with OMG3, gives you and your family Paanch Ka AashirwadCompany Name Pandey Groups LimitedAddress Gujarat, IndiaTel 91- 9855021213 Fax 91- 11-2201055Website http//www.pandeygroups.comThe IMC forgeSituational AnalysisPast promotional SituationSomya Oil PLC is the holding company for a group of companies whose wizard activities focus on Eidable oil supply in India. On July 15, 2005, the Company acquired Sona Ediable Company Limited and its subsidiaries. In October 2005, it disposed all interests in Making all types Of Ediable Oil.Product Situation (Quality,Packaging,Price,image,availability,Feature,Unique Selling point)Somya Edible Oil Exports In Consumer PacksPandey groups Ltd, which is into trading and refining of edible oils, is now readying to supply consumer packs of Somya edible oil in india upto 2010.At present, the company is supplying loose packs of edible oil to these countries and plans ar afoot to increase merchandise capacity of loose packs of edible oil from 2,000 metric tonnes to 5,000 metric tonnes as well this year..Pandey Groups is also planning to increase its capacity to produce Savarg vanaspati from 100 metric tonnes to 300 metric tonnes.After marking its carriage with Somya refined oil in the northern, western and eastern markets, Pandey Groups is now planning to strongly focus on the southerly market, specifically Karnataka, Andhra Pradesh and Tamil Nadu this year to widen its statistical distribution reach.According to Pan dey Groups Ltd general manager (marketing and sales) Sahil Sharma As commence of the distribution scheme, we ar now planning to expand our number of offices from 65 to 80. In addition, we will repeat the number of existing 1,800 distributors, three lakh retail outlets and 600 super stockists within a year. In the southern market, we have repennyly bring forthd 10 stockpoints (companys own branches) to spur more volumes of Fortune edible oil. Besides, Pandey Groups is planning to go into the speciality fat oil category which will be introduced in the Indian market in consumer packs under the umbrella chump name Somya this year.Audience SituationPaneer, pakoras and more1.One of the ads, titled line station, is about an elderly couple on making a train journey. The husband realises that his wife hasnt prepared the general pakoras for the journey this time. Forgetting the he was supposed to arrange for a taxi, he busies himself in preparing the pakoras when his wife offers to make them. The couple miss the train due to the delay, but share a mischievous moment on the plan when they gorge on the pakoras.2.The second commercialised is about a young man who lives away from business firm with a group of friends. He steps home after his day at work and reaches for some stale pizza his sister calls him just then, asking what he is having for dinner. He cooks up a story, telltale(a) her hes having muttar paneer just so that she doesnt feel bad about his eating habits away from home.His sister then reprimands him on why he didnt leave his dirty shoes out at the door, to which he turns around to see that his sister has actually brought him some home cooked food.A third film is on its way. Apart from the commercials, the try consists of a mingle of press, hoardings and bus shelters. Radio is specifically to be used in Tamil Nadu.Of the heart and soul budget, Fortune has allotted about 15 per cent to outdoor, while 10 per cent and 5 per cent will go to pre ss and radio respectively. A huge 70 per cent of the budget is direct to TV and electronic media. National and regional channels are being employed. belligerent SituationPandey Groups is the drawing card in edible oil. But it now wants to carve out a bigger slice of the pie by focusing on sunflower oil, which accounts for a big chunk of the edible oil market, through its Somya cross.Competitive AnalysisIn competitive analysis I found that there is great competition in the existing players like Saffola oil, Sunflower oil, Fortune oil, Ginni Oil, Kings oil, and Raag oils. I have do something different to survive in this competition likeA strong HeartThe wellnessy Growth of your ChildrenControlling DiabetesHealthy eyeball marketing segmentation Somya has segmented its market on the priming coat of followingDemographicIncomeOccupation geographicalTier 1 citiesTier 2 citiesPsychographicLife stylePersonalityBehaviouralValue expediency SoughtSo, this is a market segmentation of the Somy a Oils that we give more importance to tier 1 cities that are metro cities. And we prefer the high level large number and middle level people because this level of people are health conscious.TargetingSomya oil has targeted its market on the basis of the harvest that they are offering to the consumer.We are targetingUpper class segmentUpper endWe are targeting to those consumer who are more concern of biography style product.Our product is ore of upper mid class and premium segment, so we are targeting audience are those consumer,, who want Healthy Product which gives them fitness at reasonable priceWe are also targeting those consumers, who are more concern of safety and health issue.We are now going to shift over to judging mid or lower mid class segment and want to mass market their product. prink Analysis(S)trengthsDemand of forward-looking technology.Manufacturing unit having good supply of raw material and Transportation System. Gujarat. round-eyed range of product to tap the consumer of middle class, upper class and high class.We think to launch our widest distribution network.Shifting to rustic marketing.(W)eaknessesOur product are equalityd with our competitor like Fortune, Saffola etc.Similar product categories as compare to its close competitors like kings and Raag.(O)pportunitiesShifting to rural market.Food oil market is growing very(prenominal) fast, so there is an opportunity for Somya to launch more new products.(T)hreatsPrice war.New entry in this segment.Positioning StrategyWith the tagline Paanch Ka Aashirwad Somya billet is to differentiate our product on the basis of technology which appealed to the consumer on the basis of health benefits.With this tag line its corporate philosophy to make to attract towards our product.Our positioning strategy are technological intelligent and futuristic.As we are in upper and premium segment, so we are featuring that their betray is young, vibrant and premium.We have differentiate our product u sing technology and health benefits.Competitive AnalysisMarket ShareThe market share and data show that Somya is not in the list because it is a new company in the electronic field.The target audiences for the other companies are very high as compare to SomyaProduct categories are more or less same.Close fight for the product is in the companies. merchandise StrategyThe marketing objective of Somya, aims to focus on the premium segment of the market that fetches greater edge opposed to volumes.We want to capture 20% market share, by the end of 2011.We want 5% sales growth in each segment of our product.Corporate StrategySomya corporate strategies is to more focus on innovation to attract more technology savvy consumer and the company is aspiring for keep innovating.Somya corporate strategy is to become a true global leader through fast growth and fast innovation.Somya has laid its mid-term goal to rank among the top edible oil Company in the world.Somya would concentrate on stayi ng forrard of the technology curve and develop products that deliver high value to consumers.The Marketing BackgroundS. No. expose ConsiderationsQuestions1.Product DescriptionsCooking oil2.Market AssessmentThere are some global players in market like Fortune, Saffola, Ginni, Sunflower.3.Source of BusinessWe are coming from tiers 1 cities and tier 2 cities and rural champaigns.4.Competitive EvaluationSomya offers freshness and technological strong5.Marketing ObjectiveFocus on Health innovation to attract consumers and the company is aspiring for keep innovating.6.Marketing CommunicationMarketing Communication helps Somya to create a strong and positive brand posture and influence consumer to do action in future.The report Target Audience WorksheetOur sale and usage comes from metros urban and rural market.The marketing objectives required continue usage.Refers to Segmenting, Targeting and positioning analysis.Decision makers are the head of the family.Communication ObjectiveTo com municate the health plus objectives.To communicate that the brand is young, vibrant and premium.To hit the emotions of the Indian consumers by showing the warmth and affection.Brand Attitude Strategy-Cooking Oil (Food) product is high involvement product, and consumers require information before purchasing the product. So, to influence the attitude of the consumers, Somya oil need to focus on the dialogue message, this is helpful to create a positive brand attitude.The communication objective of Somya Oil is to influence the target audience to do purchases.The Behaviour Sequence instanceDecision StagesConsideration at each stageNeed ArousalInformation searchleverageusageDecision roles involvedCategory needProduct awarenessPurchase FacilitatorBenefit of the productHow is it likely to occurBrand awarenessProduct information-Timing of purchase-Competitive product informationOffer discountWhere purchase is likely to occurCompany outlets, MBOSBudgetAs a team, Somya oil decided that we should go ahead and plan out the entire IMC campaign exactly how we wanted it to turn out, before we worried about any of the budget. This is referred to as a bottom-up budget, which nub that we, the fanciful team have decided what we would need for the budget and have sent the budget for approval.Media MixFor the media mix of our products campaign we decided to do ane television ad and one magazine ad. Because our product is an Cooking Oil we felt it would be more appropriate to reach our target audience through these means of advertising.Our television advertisement will be in the form of a thirty-second commercial. Showing the commercial at the prime time would help reach our ideal target audience. Our budget will relinquish about 2,50,000 for the pre-production, production, and post-production of our commercial advertisement. In order to buy advertising space, we allotted 150,000 per thirty-second spot. To achieve our communication objective, the commercial will air twice d uring each thirty-minute program on Sunday evenings for the duration of one month.The magazine advertisement we have chosen for our project will not be costing us nearly as much. Each of these magazines is a monthly publication. This helps reach our target audience because our customers must be housewives.Cost of TV AdPrime Time 6-11pmChannels Top e.g., Geo, AAJ, PTV, Sony, Star Plus, Zee Tv etc.Cost in Prime Time Rs. 70,000/minCost in Off-peak time Rs. 25,000-30,000/minCost of BillboardSize 2700 Sq. ftSkin Rs. 54,000 hang-up for 1 month in Cat-A1 area 600,000-1,000,000Cost of Hanging HoardingsSize 5ft x 2 ftCost Rs. 150/hoardingRent in Cat-A1 1,350/weekCost of PosterPaper weight 135 gramSize 18inch x 23inchQuantity 3000 Rs. 4.15/poster