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Order my paperCooking oil is purified fat of plant origin, which is usually liquid at room temperature (Saturated oils such as coconut and palm are more solid at room temperature than other oils).
Some of the many different kinds of edible vegetable oils include: olive oil, palm oil, soybean oil, canola oil, pumpkin seed oil, corn oil, sunflower oil, safflower oil, peanut oil, grape seed oil, sesame oil, argan oil and rice bran oil. Many other kinds of vegetable oils are also used for cooking.
The generic term “vegetable oil” when used to label a cooking oil product refers to a blend of a variety of oils often based on palm, corn, soybean or sunflower oils.
Oil can be flavored by immersing aromatic food stuffs such as fresh herbs, peppers, garlic and so forth in the oil for a period of time. However, care must be taken when storing flavored oils to prevent the growth of Clostridium botulinum (the bacteria that produces toxins that can lead tobotulism).
Pandey Groups Ltd. (PGL), a Rs. 2700 crore company; is a joint venture between two global corporations.
Somya Refined Soyabean Oil is light, odorless and healthy oil. Most importantly it contains OMG3 (Omega – 3 fatty acids) – an essential PUFA which needs to be supplemented from outside sources. Soyabean oil is the preferred oil of many a household across the world.
Somya Refined Soyabean Oil, enriched with OMG3, gives you and your family ‘Paanch Ka Aashirwad
Company Name : Pandey Groups Limited
Address : Gujarat, India
Tel : 91- 9855021213 Fax : 91- 11-2201055
Website : http://www.pandeygroups.com
Past promotional Situation
Somya Oil PLC is the holding company for a group of companies whose principal activities focus on Eidable oil supply in India. On July 15, 2005, the Company acquired Sona Ediable Company Limited and its subsidiaries. In October 2005, it disposed all interests in Making all types Of Ediable Oil.
Product Situation (Quality,Packaging,Price,image,availability,Feature,Unique Selling point)
Pandey groups Ltd, which is into trading and refining of edible oils, is now planning to supply consumer packs of ‘Somya’ edible oil in india upto 2010.
At present, the company is supplying loose packs of edible oil to these countries and plans are afoot to increase export capacity of loose packs of edible oil from 2,000 metric tonnes to 5,000 metric tonnes as well this year..
Pandey Groups is also planning to increase its capacity to produce ‘Savarg’ vanaspati from 100 metric tonnes to 300 metric tonnes.
After marking its presence with Somya refined oil in the northern, western and eastern markets, Pandey Groups is now planning to strongly focus on the southern market, specifically Karnataka, Andhra Pradesh and Tamil Nadu this year to widen its distribution reach.According to Pandey Groups Ltd general manager (marketing and sales) Sahil Sharma: “As part of the distribution strategy, we are now planning to expand our number of offices from 65 to 80. In addition, we will double the number of existing 1,800 distributors, three lakh retail outlets and 600 super stockists within a year. In the southern market, we have recently created 10 stockpoints (company’s own branches) to spur more volumes of Fortune edible oil.” Besides, Pandey Groups is planning to foray into the speciality fat oil category which will be introduced in the Indian market in consumer packs under the umbrella brand name Somya this year.
1.
One of the ads, titled Railway station, is about an elderly couple making a train journey. The husband realises that his wife hasn’t prepared the customary ‘pakoras’ for the journey this time. Forgetting the he was supposed to arrange for a taxi, he busies himself in preparing the pakoras when his wife offers to make them. The couple miss the train due to the delay, but share a mischievous moment on the platform when they gorge on the pakoras.
2.
The second commercial is about a young man who lives away from home with a group of friends. He steps home after his day at work and reaches for some stale pizza; his sister calls him just then, asking what he is having for dinner. He cooks up a story, telling her he’s having ‘muttar paneer’ – just so that she doesn’t feel bad about his eating habits away from home.
His sister then reprimands him on why he didn’t leave his dirty shoes out at the door, to which he turns around to see that his sister has actually brought him some home cooked food.
A third film is on its way. Apart from the commercials, the campaign consists of a mix of press, hoardings and bus shelters. Radio is specifically to be used in Tamil Nadu.
Of the total budget, Fortune has allotted about 15 per cent to outdoor, while 10 per cent and 5 per cent will go to press and radio respectively. A huge 70 per cent of the budget is directed to TV and electronic media. National and regional channels are being employed.
Pandey Groups is the leader in edible oil. But it now wants to carve out a bigger slice of the pie by focusing on sunflower oil, which accounts for a big chunk of the edible oil market, through its Somya brand.
In competitive analysis I found that there is great competition in the existing players like Saffola oil, Sunflower oil, Fortune oil, Ginni Oil, King’s oil, and Raag oils. I have do something different to survive in this competition like:
· Somya has segmented its market on the basis of following:
Demographic
Geographic
Psychographic
Behavioural
So, this is a market segmentation of the Somya Oils that we give more importance to tier 1 cities that are metro cities. And we prefer the high level people and middle level people because this level of people are health conscious.
Somya oil has targeted its market on the basis of the product that they are offering to the consumer.
We are targeting:
S. No. |
Key Considerations |
Questions |
1. |
Product Descriptions |
Cooking oil |
2. |
Market Assessment |
There are some global players in market like Fortune, Saffola, Ginni, Sunflower. |
3. |
Source of Business |
We are coming from tiers 1 cities and tier 2 cities and rural areas. |
4. |
Competitive Evaluation |
Somya offers freshness and technological strong |
5. |
Marketing Objective |
Focus on Health innovation to attract consumers and the company is aspiring for keep innovating. |
6. |
Marketing Communication |
Marketing Communication helps Somya to create a strong and positive brand attitude and influence consumer to do action in future. |
Cooking Oil (Food) product is high involvement product, and consumers require information before purchasing the product. So, to influence the attitude of the consumers, Somya oil need to focus on the communication message, this is helpful to create a positive brand attitude.
The communication objective of Somya Oil is to influence the target audience to do purchases.
Decision Stages |
||||
Consideration at each stage |
Need Arousal |
Information search |
Purchase |
usage |
Decision roles involved |
Category need |
Product awareness |
Purchase Facilitator |
Benefit of the product |
How is it likely to occur |
Brand awareness |
Product information |
———- |
———— |
Timing of purchase |
———- |
Competitive product information |
Offer discount |
———– |
Where purchase is likely to occur |
———— |
———– |
Company outlets, MBO’S |
———– |
As a team, Somya oil decided that we should go ahead and plan out the entire IMC campaign exactly how we wanted it to turn out, before we worried about any of the budget. This is referred to as a bottom-up budget, which means that we, the creative team have decided what we would need for the budget and have sent the budget for approval.
For the media mix of our product’s campaign we decided to do one television ad and one magazine ad. Because our product is an Cooking Oil we felt it would be more appropriate to reach our target audience through these means of advertising.
Our television advertisement will be in the form of a thirty-second commercial. Showing the commercial at the prime time would help reach our ideal target audience. Our budget will allow about 2,50,000 for the pre-production, production, and post-production of our commercial advertisement. In order to buy advertising space, we allotted 150,000 per thirty-second spot. To achieve our communication objective, the commercial will air twice during each thirty-minute program on Sunday evenings for the duration of one month.
The magazine advertisement we have chosen for our project will not be costing us nearly as much. Each of these magazines is a monthly publication. This helps reach our target audience because our customers must be housewives.
Prime Time: 6-11pm
Channels: Top e.g., Geo, AAJ, PTV, Sony, Star Plus, Zee Tv etc.
Cost in Prime Time: Rs. 70,000/min
Cost in Off-peak time: Rs. 25,000-30,000/min
Size: 2700 Sq. ft
Skin: Rs. 54,000
Rent for 1 month in Cat-A1 area: 600,000-1,000,000
Size: 5ft x 2 ft
Cost: Rs. 150/hoarding
Rent in Cat-A1: 1,350/week
Paper weight: 135 gram
Size: 18inch x 23inch
Quantity: 3000 @ Rs. 4.15/poster
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