“ OLIVE OIL STUDY & PROSPECTS IN INDIAN MARKET” Prepared by : Vikas Sood, Aug,09
<ul><li>PRODUCERS & INTERNATIONAL MARKET </li></ul><ul><li>PRESENT  INDIAN  </li></ul><ul><li>MARKET SCENARIO </li></ul><u...
<ul><li>ALMOST 90 % OF GLOBAL PRODUCTION IS BY 7 MEDETARANEAN COUNTRIES. EST. GLOBAL PRODUCTION  2.5  MILLION  M.T / YEAR ...
<ul><li>Fourth largest oil economy ( Market size 12.5 Million MT/Year), edible oil scarce market & a leading Importer of O...
PRESENT INDIAN MARKET  –  Introduction & facts   ( PAGE -2 ) <ul><li>Leading brands available: Leonardo, Cola vita, Bertol...
SUGGESTED MARKETING APPROACH GOAL : 10-15 % market share in 3 years i.e. 3000 MT/ Year (Rs 50-60 crores /year) <ul><li>STR...
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Olive Oil Facts & Prospects In Indian market

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Oliveoil:A Study&amp; strategy for marketing in India.

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  • DTL TOOLS: chef forum, trade magazines, exhibitions, medical fraternity, SMS/ Direct campaigns, recipe books etc
  • Olive Oil Facts & Prospects In Indian market

    1. 1. “ OLIVE OIL STUDY & PROSPECTS IN INDIAN MARKET” Prepared by : Vikas Sood, Aug,09
    2. 2. <ul><li>PRODUCERS & INTERNATIONAL MARKET </li></ul><ul><li>PRESENT INDIAN </li></ul><ul><li>MARKET SCENARIO </li></ul><ul><li>SUGGESTED </li></ul><ul><li>MARKETING </li></ul><ul><li>APPROACH </li></ul><ul><li>& </li></ul><ul><li>STRATEGY </li></ul><ul><ul><li>FUTURE PROSPECTS IN INDIA </li></ul></ul>
    3. 3. <ul><li>ALMOST 90 % OF GLOBAL PRODUCTION IS BY 7 MEDETARANEAN COUNTRIES. EST. GLOBAL PRODUCTION 2.5 MILLION M.T / YEAR GROWING STEADILY SINCE LAST 10 YEARS. </li></ul><ul><li>SPAIN IS LARGEST PRODUCER FOLLOWED BY </li></ul><ul><li>ITALY & GREECE. ( 36 %, 25 % & 18% RESPECTIVELY ) </li></ul><ul><li>THE LARGEST CONSUMER COUNTRIES ARE THE PRODUCING COUNTRIES BUT WITH LOWER DEMAND THEN THERE PRODUCTION .(ALMOST 75 % CONSUMED IN EU & MEDITARANEAN COUNTRIES) </li></ul><ul><li>THE WORLD DEMAND IS ALSO RISING STEADILY. </li></ul><ul><li>INTERNATIONAL PRICES ARE VOLATILE MAINLY DUE TO CHANGE IN PRODUCTION LEVELS MAINLY AFFECTED BY NATURE. </li></ul><ul><li>PER CAPITA CONSUMPTION GREECE: 26 LTS, SPAIN & ITALY: 14 LTS, NORTH AMERICA: 0.7 LTS. </li></ul><ul><li>SPAIN IS THE LEADING SUPPLIER TO INDIA WITH BEST PENETRATION & ROUGHLY 60 % SHARE. </li></ul><ul><li>THE TOTAL GLOBAL MARKET IS MOSTLY BUYER”S MARKET. </li></ul>
    4. 4. <ul><li>Fourth largest oil economy ( Market size 12.5 Million MT/Year), edible oil scarce market & a leading Importer of Oil. </li></ul><ul><li>No olive oil is produced in India .Though lately experiments are being done in Rajasthan, H.P & Punjab to cultivate olive trees. </li></ul><ul><li>Traditionally, mostly used for massages ; But lately getting popular for cooking due to health benefit recognition & increasing popularity of Italian & Mediterranean cuisines. </li></ul><ul><li>Olive oil importers association exists to further cause of olive oil & to represent to government. </li></ul><ul><li>The Indian government policy favors Imports of olive oil to give more stability to edible oil market. Customs duty recently reduced to 7.5 % on Virgin olive oil & 40% on other olive oil from 50 %. </li></ul><ul><li>But the end price has not reduced substantially due to weaker Rupee viz a viz Euro. End prices rule 4-7 times to that of normal edible oil. </li></ul><ul><li>Market has multiple players but not very well marketed product with 3-4 organized players namely Dalmia international, Oomerbhoy, Nestle, Cargill etc. </li></ul>Introductions and facts
    5. 5. PRESENT INDIAN MARKET – Introduction & facts ( PAGE -2 ) <ul><li>Leading brands available: Leonardo, Cola vita, Bertolli, Fragata, Figaro, Nature fresh etc. </li></ul><ul><li>Availability of Extra virgin , pure olive oil more as compared to Pomace in smaller packs & mostly sold through modern retail, Supermarkets & chemists. </li></ul><ul><li>Pomace is very low in usage ,cheaper & but more ideal for Indian cooking due to lack of flavor , high boiling point & multiple time usage benefits. AWARENESS REQUIRED </li></ul><ul><li>BIG BAZAAR has tied up with HOJI BLANCA of Spain to buy directly; Mother dairy has introduced at it’s outlets. </li></ul><ul><li>Total imports year 2007 were 2300 MT ( Rs 60-65 Crores) growing @ 40-50 %/ year. Thus, the estimated market size in 2012 is likely to be 20000-25000 MT/ Year ( Rs 500-600 crores) </li></ul>
    6. 6. SUGGESTED MARKETING APPROACH GOAL : 10-15 % market share in 3 years i.e. 3000 MT/ Year (Rs 50-60 crores /year) <ul><li>STRATEGY </li></ul><ul><ul><li>OWN BRAND WITH LONG TERM BRAND BUILDING EFFORTS. </li></ul></ul><ul><ul><li>INITIALLY IMPORT PACKED BOTTLES, SHIFT TO PACKAGING UNIT TO BE A PRICE LEADER. </li></ul></ul><ul><ul><li>USAGE OF DTL/COST EFFECTIVE TOOLS FOR CONSUMER AWARENESS & BRAND PROMOTION . </li></ul></ul><ul><ul><li>CONSUMER EDUCATION MOST IMPORTANT TOOL. </li></ul></ul><ul><ul><li>MORE FOCUS ON POMACE OIL ; PROMOTION FOR COOKING PURPOSE THROUGH INCREASED AWARENESS & DUE TO LOWER PRICE & MORE USER FRIENDLINESS . </li></ul></ul><ul><ul><li>TO ENSURE AVAILABILITY THROUGH RETAIL/INSTT. DISTRIBUTORS IN 50 MAJOR CITIES INITIALLY ( Major North Indian cities & Eastern India). </li></ul></ul><ul><li>TO INITIATE & ENSURE STRATEGIC TIEUPS WITH MODERN RETAIL & FOOD SERVICE COMPANY. </li></ul><ul><li>PROMOTE AS RAW MATERIAL FOR INDUSTRY SPECIALLY FOOD PROCESSING. </li></ul><ul><li>SUGGESTED TO SUPPORT OIL WITH OTHER PRODUCTS BASKET. </li></ul><ul><li>PREFERRED SINGLE LAYER DISTRIBUTION CHANNEL TO CONTROL TRADE MARGINS & REMAIN COMPETETIVE WITH LOGISTICS OUTSOURCING. </li></ul>

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