UC STRATEGY offers Agribusiness, Agricultural, and Food Consulting across the value chain i.e. Agrochemicals & Seeds, Agriproduce & Processing Agri-machinery & Equipment.

1. Agribusiness and Food - Cases
May 2019
251994-2019
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The materials contained in this document are intended to supplement a discussion with UC STRATEGY.

2. Branded Pulses Market Assessment and Entry Strategy for a Leading Multinational Company
Client Challenge
The client, a leading agribusiness and food company with operations across the globe had a presence in India
through its edible oil brands. Apart from edible oil, it has a presence in oil derivatives such as fats and margarine
catering to both B2B and B2C segments. To expand its portfolio of offerings, the client wanted to assess the
future of the branded pulses market in India.
Our Approach
To assess the future of the branded pulses market in India, UC STRATEGY adopted the following approach:
• Triangulated primary and secondary research to obtain the market size and the future growth rates for the
given product segment in India and for other major pulses consuming nations
• Analysed the value proposition offered by the current players and scope for differentiation Analysed current
and future channel receptivity
• Developed summary snapshots for the product and identified salient macro trends and drivers likely to
impact them
• Analysed the trend of branding of food items such as salt and edible oil in recent years and the factors
responsible for driving branding opportunities
• Assessed customer segments and analysed the competitor landscape
Our Impact
The client received a detailed feasibility report on the branded pulses market in India, based on the future
attractiveness.

3. Designing Marketing Strategy for an Agrochemical Player
Client Challenge
The client, a leading multinational involved in diverse businesses such as sugar, nutraceuticals and bio-products,
had a major presence in the southern states of the country. With an encouraging response to one of its
blockbuster products in the southern region, the company wanted to expand its reach to other major agricultural
states to achieve a product revenue of 100 crores by FY 2016. The focus was to select the target crops and states
and design a strategy for each selected state.
Our Approach
To develop the marketing and sales strategy across different states, UC STRATEGY adopted the following
approach:
• Developed a framework based on quantitative and qualitative parameters for selecting the crop and the
appropriate states
• Carried out extended face to face interactions with all the stakeholders across 10 states in the country, to
assess the current and future potential for the product
• Triangulated primary and secondary research to obtain market size and future growth rates by product
segment Designed state specific product, price, promotion and distribution strategies to differentiate the
product offering
• Created a mathematical model to accurately arrive at the final sales force number for each state at the district
level Forecasted, state wise, the yearly revenue to reach product revenues of 100 crores by 2016
• Assessed customer segments and analysed competitor landscape
Our Impact
The client received a detailed segment and product level insight into the Indian beer distribution market and a
market strategy complemented with potential partners to take that strategy forward.

4. Defining Entry Strategy for Canola Oil Segment in India
Client Challenge
The client was evaluating entry into the edible Canola oil space in India. As a starting point, the company
intended to study the feasibility of setting – up Canola Oil Distribution Chain from importing of refined Canola Oil
to retailing Packaged Canola Oil in specific geographies in India. The top management of the company requested
UC STRATEGY to conduct a feasibility study
Our Approach
To define entry strategy for Canola oil segment in India, UC STRATEGY adopted the following approach:
• We initiated the project with context building so as to understand strategic intent and company capabilities
• Conducted secondary and 220 primary interviews in Mumbai and Bangalore with respondents across various
categories (e.g. Competitors, Distributors, Retailers, Individual consumers, Institutional consumers, Doctors,
Dietitians etc.)
• Estimated health oil and thereby canola oil market size at India and respective geography level
• Developed market insights on key market clusters within respective geographies, analysed consumer preferences for
Canola Oil and identified key purchase criteria of various customer segments.
• Identified the key market players and analysed the competition.
• Analysed value chain for each product category/competition and prepared value build-up charts Developed insights
on supply chain (including refining and packaging) of canola oil
• Developed canola oil pricing and positioning hypothesis with revenue potential at two price points
• Developed market entry strategy for respective geography markets along with financial projections at a finalized
price point
Our Impact
The client received a detailed report with respect to market snapshot, competitor analysis and a detailed market
entry strategy into the Canola oil segment (along with financial projects).

5. Designing Marketing Strategy for an Agrochemical Player
Client Challenge
The client, a leading multinational involved in diverse businesses such as sugar, nutraceuticals and bio-products,
had a major presence in the southern states of the country. With an encouraging response to one of its
blockbuster products in the southern region, the company wanted to expand its reach to other major agricultural
states to achieve a product revenue of 100 crores by FY 2016. The focus was to select the target crops and states
and design a strategy for each selected state.
Our Approach
To develop the marketing and sales strategy across different states, UC STRATEGY adopted the following
approach:
• Developed a framework based on quantitative and qualitative parameters for selecting the crop and the
appropriate states
• Carried out extended face to face interactions with all the stakeholders across 10 states in the country, to
assess the current and future potential for the product
• Triangulated primary and secondary research to obtain market size and future growth rates by product
segment Designed state specific product, price, promotion and distribution strategies to differentiate the
product offering
• Created a mathematical model to accurately arrive at the final sales force number for each state at the district
level Forecasted, state wise, the yearly revenue to reach product revenues of 100 crores by 2016
• Assessed customer segments and analysed competitor landscape
Our Impact
The client received a detailed segment and product level insight into the Indian beer distribution market and a
market strategy complemented with potential partners to take that strategy forward.

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