PRESENTATION ON EDIBLE OILS IN INDIA

PRESENTED TO-PROF. KAMAL GUPTA PRESENTED BY- GROUP-12 SHANTANU BERA ASIT KUMAR NAYAK SURYA KANTA SAHU PRASOON MISHRA

EDIBLE OILS TYPES

EDIBLE OILS 9.6 million MT

OILS 8.61 million MT

VANASPATI 0.99 million MT

SUNFLOWER (43%)

MUSTARD (23%)

GROUND NUT (14%)

KARDI (9%)

SOYA (9%)

OTHERS (2%)

ABOUT THE INDUSTRY

India is the fourth largest edible oil consuming

economy after USA , China and Brazil. Indias per capita consumption is 7.5 ltr/year as compared to 16 ltr/ year in internationally. High penetration of 90% in India. Oil market growth rate is 8.7% CARG.

THE SEGMENT
Sun flower Brands

Mustard oil
Brands

Soybean oil Brands

DOMINANT PLAYERS
AAASSSSSSS SUNFLOWER OIL

SSSSS The major brands are Fortune, Nature Fresh, Saffola. Saffola and Fortune having more than 68% MUSTARD OIL market share.
The major brands are Fortune, Dalda, Nature

Fresh etc. Dalda and Fortune are the key players, acquiring more than 50% shares.
SOYABEAN OIL

The major brands are Saffola, Nature fresh,

STP OF SAFFOLA SUN FLOWER OIL

Saffola sun flower oil is manufactured by Marico

Industry situated in Mumbai.

SEGMENTING
AGE:

It concentrated on people whose age are more

than 50. INCOME: It segmented itself on the premium brand.

REGION: It mainly selected the A & B listed city, like Mumbai,

Delhi, Hyderabad etc.

TARGETING
It targeted young adults first, motivated to bring

their family on World Health Day to have free check up of their heart. Then it also, targeted busy executives and professionals who could not able to take care of their health.

POSITIONING
Positioned on a Preventing platform.

As its Tagline is sehat se jeena hai.

Saffola has always focused on the heart.

Saffola 4Ps
PRODUCT: Saffola is a superior oil, excellent for cooking without having any non flavor. Grown without pesticides. PRICE: As its in premium segment , the price is generally more than the Fortune which is in popular segment. Also , it gives 20% extra on its 1 ltr pack.

PLACE: It has wide range of distribution channel, As Marico Industry has wide Supply chain management. It is having more than 6 RDCs(Regional Distribution Centre), 30 depots and more than 1100 super distributors, stockiest. PROMOTION: Used health platform by showing doctors in advertisement. Focused on reduction of cholesterol. To win the faith of high income group, showed its

CONCLUSION
Finally, the conclusion is Edible market is a big market, having many segments and no. of players .Its a market which has no ending till human being alive. Marico industrys Saffola has been figured itself as most prominent brand in the Sun flower market segment.