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Transcript of Branded Cooking Oil
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Marketing Management -I
Project Report
Branded Cooking Oils
Section C Group-III
Ganesa Kumar K V 0128/48
Happy Saini 0137/48
Harshit Krishna 0143/48Himanshu Kumar 0147/48
Rohan Gala 0127/48
Uday Mehta 4035/18
Vinay Kumar Juluri 4040/18
19-04-2012
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Industry Introduction
Marketing Management Project Report
Low-margin and high-turnover industry
Steady growth of around 4.5%
Per capita consumption:
Current levels-13.5 - 14 kg.
World average - 24 kg Raw oil-35%, Refined oils-55% & Vanaspati-10%
Branded oil industry is growing at rate of 20%
Major brands: Sundrop, Nutrela, Dhara, Saffola,
Sweekar, Nature Fresh
Major Oils: Palm oil - 46%, Soya bean oil - 16%
and mustard oil 14%
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Marketing Survey
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Marketing Management Project Report
Objectives Key factors affecting consumer buying behavior Analyze the interaction between these factors
Derive conclusions that a marketer can use
MethodologySurvey conducted under two broad categories:
Customers (income based segmentation)
Lower middle class (LMC) Upper middle class (UMC)
Shopkeepers
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Questions for consumers Specific brand preferences
Reasons for choice of brands
Brand Loyalty
Questions for shopkeepers Influence on consumer buying behavior Buying pattern and SKU preferences
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Customer Analysis
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CustomerPerceived Value
Determination
Analysis
CustomerSatisfaction
Determination
Enhancement
Decision Makers
Buyers andUsers
Influencers
Factors influencingConsumerBehavior
Personal
Social andCultural
Marketing Management Project Report
We shall cover
-> Observations and Explanations approach
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1. Customer Perceived Value
1.1 Customer Benefits
High Income
Low Income
1.Psychological(Health Benefits)
Increasing
Importance
2.Functional(Taste, Purity, Quality)
3.Economic(Prices)
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7%
31%
20%
42%
Lower Middle Income
31%
47%
5%
17%
Upper Middle Income
Traditionally Used
Health Benefits
Taste & Quality
Price
Marketing Management Project Report
1.2 Most Valued Attributes
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UMCs placed constant importance on
particular attributes over time, but
changed brands to fit their criteria thebest as per their lifestyle
LMCs as they grew in income shifted the
amount of importance they laid on
individual product attributes
Marketing Management Project Report
1.3 Value Analysis
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Must beconstantly
monitored
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2.1 Total Customer Satisfaction
Marketing Management Project Report
Expectations Performance
High rate of repeat purchase: Retentiondifficult without constantly meeting
expectations
Attributes observed in decision making:
Tangible and Intangible Difficult to portray superiority in terms of
Intangible benefits
Focus on
Marketing
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Marketing Management Project Report
Very competitive market
High Customer Retention indicatesSatisfaction and hence, loyalty
Most consumers long term users ofparticular brands, but many also willing
to shift to a better value offering
Constantly
Improve
Value
Proposition
2.2 Customer Loyalty and Retention
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Marketing Management Project Report
25%
46%
29%
Would switch to better Value
Offering
Yes
Maybe / Will
test onceNo
8%6%
47%
39%
Years since change of Brand
< 1
1 to 2
2 to 5
> 5
2.3 Customer Loyalty and Retention
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Marketing Management Project Report
Buyers and Users Users of Cooking Oil (usually homemakers)
principally decide type, to some extent brand
Buyer (in some cases the earning member) final
decision maker at point of sale, affects choice ofbrand to some extent
Influencers
Other family members (children, senior citizens)
influence which product attribute gets priorityin buying
Older members: Health Benefits more
important, Children: Taste more important
3. Decision Makers
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4. Other Factors Influencing
Consumer Behavior
Marketing Management Project Report
Personal Factors
Economic Circumstances
Age and Stage in Life
Social and Cultural Factors
Sources of Information
64%7%
22%
7%
Sources of Information
TV
Magazine
Word of Mouth
Point of Sale
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Marketing Management Project Report
Saffola36%
Nature
Fresh
13%
Sundrop
23%
Emami
6%
Fortune
13%
Engine
6%
Others3%
Upper Middle Income
Preferred Cooking Oil Brands
Refer to Exhibit 6
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Marketing Management Project Report
Saffola
14%
Nature Fresh9%
Sundrop
34%
Emami
3%
Fortune
17%
Engine
20%
Others3%
Lower Middle Income
Preferred Cooking Oil Brands
Refer to Exhibit 6
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Marketing Mix
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Marketing Mix Variables - 1
Marketing Management Project Report
Product Value
Stock Keeping Unit
Quality
Price
Product Quality Pricing
Lower quality oils branded, higher quality
oils Value Pricing
Brands offering similar benefits are priced
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Marketing Mix Variables - 2
Marketing Management Project Report
Place
Kirana stores, retail shops & wholesalers.
Modern retail stores
Every SKU & variant of oil is present
Promotion
Special offers
Advertising
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Marketing Management Project Report
Thank You
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Marketing Management Project Report
Questions
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