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Healthy, natural sunflower oil is produced from oil type sunflower seeds. Sunflower oil is light in taste and appearance and supplies more Vitamin E than any other vegetable oil. It is a combination of monounsaturated and polyunsaturated fats with low saturated fat levels. The versatility of this healthy oil is recognized by cooks internationally. Sunflower oil is valued for its light taste, frying performance and health benefits.
Average per capita of TN is rs.24,308. Changes in per capita consumption of edible oils in rural Tamil Nadu- doubled in 3 yrs from 2008 - 2011 the per capita consumption of groundnut oil and coconut oil declined by 29 per cent and 70 per cent respectively, whereas the OEO's consumption increased by 190 per cent from the base year consumption (1987-88) in urban Tamil Nadu The decline in groundnut oil and coconut oil consumption was overcompensated by higher consumption of OEO's in urban Tamil Nadu The consumption increase in OEO's might be due to increased awareness about the health benefits of these oils. Moreover, some of the OEO's like sunflower, rice bran oil, palm oil etc., are priced lower than the groundnut and coconut oil and this might have also induced the shift in consumption from traditional oils.
North Zone
West Zone
Vellore District
Coimbatore , Tirupur & Erode District
East/Costal
Central Zone South Zone
Nagapattinam District
Triuchirappalli & Salem District Kanyakumari District
Target
Institutions Restaurants Small and large scale fast food chains Seasonal demand September to November 21 44 year olds (mainly women)
Risk reduction
Strategies
POSITIONING
Family health protection Heart care Cholestrol and fat free
and 2 litre packs introduced New product SUNDAY LITE (cholesterol and fat free) priced at Rs.68 per litre
Posters of Sunday Lite put up in gymnasiums to attract fitness conscious customers
Strategies
Low cal recipe demos in localities and residential areas Notices along with daily newspapers like THE HINDU Free samples along with weekly, fortnightly and monthly magazines in colloquial language (Tamil) Free health check ups for SUNDAY users Free mini recipe books with 5 litre packs
Hygiene factor-tetra packs with lid for litre and 5 litre No loose selling in pet bottles, cans and jars Focus on World Heart day
Budget
1 ton = 1000 litre Total sales = 600 tones / litre Rs. 5/ litre Rs. 30,00,000-promotion budget / litre
Activities
2 Advertisements Notice along with newspaper and posters Cookery shows Health check ups
Cost in Rs.
7,00,000 1,00,000 6,70,000 2,00,000
Sponsorship
Free Samples and recipe books Packaging
5,00,000
1,30,000 2,00,000
4,00,000
30,00,000
Business Threats