Branded cooking oil east indian market | presentation

2,646 views

Published on

0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,646
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
150
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide

Branded cooking oil east indian market | presentation

  1. 1. Marketing Management -I Project Report Branded Cooking Oils Section C Group-III Ganesa Kumar K V Happy Saini Harshit Krishna Himanshu Kumar Rohan Gala Uday Mehta Vinay Kumar Juluri 12/14/2013 0128/48 0137/48 0143/48 0147/48 0127/48 4035/18 4040/18
  2. 2. Industry Introduction • 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, Natur e Fresh • Major Oils: Palm oil - 46%, Soya bean oil - 16% and mustard oil 14% 12/14/2013 Marketing Management Project Report 2
  3. 3. Marketing Survey 12/14/2013 Marketing Management Project Report 3
  4. 4. Objectives • Key factors affecting consumer buying behavior • Analyze the interaction between these factors • Derive conclusions that a marketer can use Methodology Survey conducted under two broad categories: • Customers (income based segmentation)  Lower middle class (LMC)  Upper middle class (UMC) • Shopkeepers 12/14/2013 Marketing Management Project Report 4
  5. 5. 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 12/14/2013 Marketing Management Project Report 5
  6. 6. Customer Analysis 12/14/2013 Marketing Management Project Report 6
  7. 7. We shall cover Customer Perceived Value Customer Satisfaction Decision Makers Factors influencing Consumer Behavior Determination Determination Buyers and Users Personal Analysis Enhancement Influencers Social and Cultural -> Observations and Explanations approach 12/14/2013 Marketing Management Project Report 7
  8. 8. 1. Customer Perceived Value 1.1 Customer Benefits 1.Psychological (Health Benefits) High Income 2.Functional Increasing Importance (Taste, Purity, Quality) 3.Economic (Prices) 12/14/2013 Low Income Marketing Management Project Report 8
  9. 9. 1.2 Most Valued Attributes Upper Middle Income Lower Middle Income 7% 17% 31% 5% Traditionally Used Health Benefits Taste & Quality 42% 31% Price 47% 12/14/2013 20% Marketing Management Project Report 9
  10. 10. 1.3 Value Analysis • UMCs placed constant importance on particular attributes over time, but changed brands to fit their criteria the best as per their lifestyle • LMCs as they grew in income shifted the amount of importance they laid on individual product attributes 12/14/2013 Marketing Management Project Report Must be constantly monitored 10
  11. 11. 2.1 Total Customer Satisfaction • High rate of repeat purchase: Retention difficult without constantly meeting expectations • Attributes observed in decision making: Tangible and Intangible • Difficult to portray superiority in terms of Intangible benefits Expectations 12/14/2013 Performance Marketing Management Project Report Focus on Marketing ? 11
  12. 12. 2.2 Customer Loyalty and Retention • Very competitive market • High Customer Retention indicates Satisfaction and hence, loyalty Constantly Improve Value Proposition • Most consumers long term users of particular brands, but many also willing to shift to a better value offering 12/14/2013 Marketing Management Project Report 12
  13. 13. 2.3 Customer Loyalty and Retention Years since change of Brand 8% Would switch to better Value Offering 6% Yes <1 39% 25% 29% Maybe / Will test once No 1 to 2 2 to 5 47% 12/14/2013 >5 46% Marketing Management Project Report 13
  14. 14. 3. Decision Makers • 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 of brand to some extent • Influencers  Other family members (children, senior citizens) influence which product attribute gets priority in buying  Older members: Health Benefits more important, Children: Taste more important 12/14/2013 Marketing Management Project Report 14
  15. 15. 4. Other Factors Influencing Consumer Behavior • Personal Factors  Economic Circumstances  Age and Stage in Life Sources of Information • Social and Cultural Factors 7% 22% • Sources of Information 7% 12/14/2013 Marketing Management Project Report 64% TV Magazine Word of Mouth Point of Sale 15
  16. 16. Preferred Cooking Oil Brands Others 3% Engine 6% Upper Middle Income Fortune 13% Saffola 36% Emami 6% Sundrop 23% Nature Fresh 13% Refer to Exhibit 6 12/14/2013 Marketing Management Project Report 16
  17. 17. Preferred Cooking Oil Brands Others 3% Lower Middle Income Engine 20% Fortune 17% Saffola 14% Sundrop 34% Emami 3% 12/14/2013 Nature Fresh 9% Marketing Management Project Report Refer to Exhibit 6 17
  18. 18. Marketing Mix
  19. 19. Marketing Mix Variables - 1 • 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 differentially 12/14/2013 Marketing Management Project Report 19
  20. 20. Marketing Mix Variables - 2 • Place  Kirana stores, retail shops & wholesalers.  Modern retail stores Every SKU & variant of oil is present • Promotion  Special offers  Advertising 12/14/2013 Marketing Management Project Report 20
  21. 21. Thank You 12/14/2013 Marketing Management Project Report 21
  22. 22. Questions 12/14/2013 Marketing Management Project Report 22

×