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PRESENTED TO-PROF. KAMAL GUPTA

PRESENTED BY- GROUP-12SHANTANU BERA

ASIT KUMAR NAYAK

SURYA KANTA SAHU

PRASOON MISHRA

PRESENTATION ON EDIBLE OILSIN INDIA

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EDIBLE OILS TYPES

EDIBLE OILS

9.6 million MT

OILS

8.61 millionMT

SUNFLOWER

(43%)

MUSTARD

(23%)

GROUND NUT

(14%)

KARDI

(9%)SOYA

(9%)

OTHERS

(2%)

VANASPATI

0.99 millionMT

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ABOUT THE INDUSTRY

India is the fourth largest edible oil consumingeconomy after USA , China and Brazil.

India’s 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.

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THE SEGMENT

Sun flower Brands

Mustard oilBrands

Soybean oil Brands

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DOMINANT PLAYERS AAASSSSSSS SSSSS The major brands are Fortune, Nature Fresh,

Saffola.

Saffola and Fortune having more than 68%market share.

The major brands are Fortune, Dalda, Nature

Fresh etc. Dalda and Fortune are the key players, acquiring

more than 50% shares.

The major brands are Saffola, Nature fresh,

SUNFLOWER OIL

MUSTARD OIL

SOYABEAN OIL

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STP OF SAFFOLA SUN

FLOWER OIL  Saffola sun flower oil is manufactured by Marico

Industry situated in Mumbai.

AGE:

It concentrated on people whose age are morethan 50.

INCOME:

It segmented itself on the premium brand.

REGION:

It mainly selected the A & B listed city, like Mumbai,Delhi, Hyderabad etc.

SEGMENTING

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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 andprofessionals who could not able to take care of

their health.

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POSITIONING Positioned on a “Preventing platform. 

 As it’s Tagline is “sehat se jeena hai”. 

Saffola has always focused on the heart.

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Saffola 4Ps

PRODUCT:

Saffola is a superior oil, excellent for cookingwithout having any non flavor.

“Grown without pesticides”. PRICE:

 As it’s in premium segment , the price is generally

more than the Fortune which is in popular

segment. Also , it gives 20% extra on it’s 1 ltr pack. 

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PLACE:

It has wide range of distribution channel, AsMarico Industry has wide Supply chainmanagement.

It is having more than 6 RDCs(RegionalDistribution Centre), 30 depots and more than1100 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 it’s

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CONCLUSION

Finally, the conclusion is Edible market is a bigmarket, having many segments and no. ofplayers .Its a market which has no ending tillhuman being alive.

Marico industry’s Saffola has been figured itself

as most prominent brand in the Sun flowermarket segment.

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