z

Raaga

THE TRUE SPIRIT

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
Tower

Friday
Anchor

Amber

Amber
Gold
Amber
Plus

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)

Promotional Ideas

Plan 2
Campaign through popular restaurant

Potential restaurants identified

Brindavan , Bimbis, Saravana Bhavan , Asok Bhavan

Hotel Abhirami ( All branches) , Anugrha, Ambiswamis

caf, 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

Promotional Ideas

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

Promotional Ideas

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 )

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)

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

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

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

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

Budgeting

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STRENGTHS

WEAKNESS

Healthy product low in saturated acids, light in color,

moisturizing, Vit E

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

concept)

Positioned as Value for Money

Logistics and R&D

Earnings per share are low compared to the major

competitors

6 sigma methodology & lean management

Online presence is weak

Quality consistency
Stringent food safety measures

SWOT
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

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Thank You