Raaga THE TRUE SPIRIT

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Sunday Sun Flower Oil

Belongs to Liberty Oil Mills Ltd

A certified company as ISO 9001 22000: Accredited

Food Safety and Quality Management

Liberty is one of the largest importers and processors of

edible oils and fats in the country

The core business is import and manufacture of Edible

Oils and Fats based on Mumbai

Worth Rs 30 Billion business

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Product Portfolio

Sunday

Amber

Amber Gold

Amber Plus

Anchor

Friday

Tower

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Promotional Ideas

Plan 1

Walk -a- thon campaign

• Participants- All above 30 years ( both men and women) wearing Sunday Cap

• Campaign motto - Walk a mile spread the smile

• Venue – Vallarpadam church to Gandhi Statue ( 5 KM)

• Purpose – Caution about the health hazardous caused by fat consumption

• Highlight the goodness of the Sunday oil

• Spread the awareness of walking

• small trial pack of Sunday edible oil(250 ml)

• Reward for most healthy 1000 participants- Insurance and

further 2000 winners- free medical check up for that year (once

in six month)

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Plan 2

Campaign through popular restaurant

• Potential restaurants identified

Brindavan , Bimbis, Saravana Bhavan , Asok Bhavan

Hotel Abhirami ( All branches) , Anugrha, Ambiswami’s

café, Gokhulam Ottupura ( All branches), De Puttu, Kayies,

BTH, Biriyani Hut, Nallekettu

• Promotions through menu card – Menu card display the message “ We serve you not just food, but also good health. We use Sunday edible oil”

• Display and sale of 1 litter packet at the entrance of hotels ( Shop in shop)

• The same message also displayed cash counter and wash areas

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Plan 3

100% vegetarian oil campaign

• Purpose of the ad – to create the impact in the minds

customer other oils contains high concentrations animal

fats. To highlight Sunday edible oil is 100% vegetarian and

free of animal fat

• Script and type of ad – strong message, power story line,

has to caution the audience. Ad should be the form of a

interview or conversation – realistic.

• Promotional activates using the snap shot of ad

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Plan 4

Cookery contest

• Organize cookery contest with by associate with leading

women's magazine

• Contest criteria - Contestant cook only traditional oily food

using Sunday edible oil

• Spread the message eat fried without worry

• Also make awareness on hazardous coconut oil ( Number

of reuse )

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Other ideas

Toll free number If any flaw occurs in oil, or any complaint like

retailer took more than MRP charges, etc

Caterers (wedding activity), Amrita (for mess food preparation), etc.

Special Features in Retail Outlets -End cap booking, Gondola Booking

Cross promotions

Social networking and magazines

Health club parties (Jaisons, Heart beats)

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Increase the visibility

C&C systems

Specialties in Outlets

End cap booking, Gondola Booking

Floor, Glass and Pillar Branding

Shelf screamers

Retail stores visibility Lulu hypermarket, Big Bazaar cut-outs,

Convenience stores

Other Activities: Multipack Discounts,Combo offers, Cross-

promotions (share the cost of promo) shelf talkers, banners, POPs

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How to Break Even?

Promotion cost minimized by cross promotion activity with relevant

high selling brand

Sales = double the competitors

Visibility has to be enhanced via separate end caps for Sunday

Wheel of Retailing Concept can be applied for the brand alone

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How to increase shelf space

Promotion Activities and end

cap visibility increases

Sales Increases

GMROF increases

More end cap and

shelf space in Gondola

Cycle Continues

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To Increase Shelf Life

Sunflower Oil is susceptible to damage by heat and light

Currently Sunday- Refined oil which is more stable but has lesser nutrient value ( Refining process increases shelf life but nutrients are

lost)

Sunday should shift to mid range (unrefined- refined) so that nutrient

content is enhanced and is healthier

Logistics, storage and amber color high tech packing essential in

this shift

Chosen end cap spot : Along with chilly powders and masala powders in cool storage and dark place

Color of packaging should be amber color

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Budgeting z

STRENGTHS

Healthy product – low in saturated acids, light in color, moisturizing, Vit E

Positioned as Value for Money

Logistics and R&D

6 sigma methodology & lean management

Quality consistency

Stringent food safety measures

WEAKNESS

Break even possible only if no. of sales is high ( Pdn cost concept)

Earnings per share are low compared to the major competitors

Online presence is weak

OPPORTUNITIES

On line Promotions

Focus on online markets via e commerce, social networking

Cross-promotions (share the cost of promo)

Glass-Branding

Shelf-Talkers

THREATS

Competitors break even with lesser sales as they are priced high

Low price leads to low quality perception

SWOT

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Thank You

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