A STUDY ON SUNDROP

PRESENTERS

Kokila Govindaraju Raghavendra Murugan Manuj Arora

MAJOR PLAYERS IN EDIBLE OIL MARKET

•Sundrop

•Gold Winner

•Fortune

•Nature Fresh

•Saffola

• Others

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"

INTRODUCTION

National Sales Manager

Regional Sales Managers (4)

Modern Trade Manager

Modern Trade ASM

Area Sales Manager

Modern TradeSales Manager (5)

Canteen Store Depot

ORGANISATIONAL STRUCTURE

Year Volume Price Total Sales

(in tons) in (000'/ ton) ('000)

2006-07 2520 70 176400

2007-08 3180 86 273480

2008-09 4140 92 380880

2009-till June 525 92 48300

Annual Sales of past 3 years

•Now its degrowing by 13%

•The Present Price of Sundrop Superlite is 99 Rs which has just increased from past 15 days

TERRITORY PLANNING

REGIONS

North South West

Till Last Year

Changes In Territory Planning

REGIONS

North East

SouthEast

SouthWest

From Current Year

North West Central

FLOW OF GOODS

CFA in Chennai Distributor point in Kodambakkam

Retailer

Wholesaler

Secondary Sales

Tertiary Sale

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Primary Sales

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Tertiary SaleFactory in Hyderabad

The 5Ms Of Advertising With Respect To The Sundrop Campaign

MEDIA / ADVERTISING

MISSION:

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

•Execution had to be distinct and original to stand out from the clutter

MONEY:

•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)

MEDIA / ADVERTISING

MESSAGE:

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

Healthy People’

MEDIA / ADVERTISING

MEDIA:

Primary media: Television ad 30 seconds.

Print ad

MEASUREMENT:

•Still the largest selling sunflower oil brand holds 15% of branded oil market.

•The ad was shown for over 10 year

MEDIA / ADVERTISING