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Its the project which we did in sales and distribution management
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A STUDY ON SUNDROP
PRESENTERS
Kokila Govindaraju Raghavendra Murugan Manuj Arora
MAJOR PLAYERS IN EDIBLE OIL MARKET
•Sundrop
•Gold Winner
•Fortune
•Nature Fresh
•Saffola
• Others
Agro Tech Foods Ltd (ATFL) is a public limited company engaged in the business of marketing food and food ingredients to consumers and institutional customers, affiliated to ConAgra Foods, Inc. of USA, which is one the world's largest food companies.
Vision: To become the Best Performing Most Respected Foods Company in India
Motto: "Nourishing families... Enriching life"
INTRODUCTION
National Sales Manager
Regional Sales Managers (4)
Modern Trade Manager
Modern Trade ASM
Area Sales Manager
Modern TradeSales Manager (5)
Canteen Store Depot
ORGANISATIONAL STRUCTURE
Year Volume Price Total Sales
(in tons) in (000'/ ton) ('000)
2006-07 2520 70 176400
2007-08 3180 86 273480
2008-09 4140 92 380880
2009-till June 525 92 48300
Annual Sales of past 3 years
•Now its degrowing by 13%
•The Present Price of Sundrop Superlite is 99 Rs which has just increased from past 15 days
TERRITORY PLANNING
REGIONS
North South West
Till Last Year
Changes In Territory Planning
REGIONS
North East
SouthEast
SouthWest
From Current Year
North West Central
FLOW OF GOODS
CFA in Chennai Distributor point in Kodambakkam
Retailer
Wholesaler
Secondary Sales
Tertiary Sale
Tra
nsf
er o
f G
oo
ds
Primary Sales
Sec
on
dar
y
Sal
es
Tertiary SaleFactory in Hyderabad
The 5Ms Of Advertising With Respect To The Sundrop Campaign
MEDIA / ADVERTISING
MISSION:
Sales goals: Leadership in the edible refined oil segment
Advertising Goals:
Communication task
•Position Sundrop as the healthy oil for healthy people
•Ensure that this did not erode the delivery of the taste benefit.
•Positioning had to be perceptually as far away from Saffola.
•Young, modern and premium feel
•Execution had to be distinct and original to stand out from the clutter
MONEY:
•Stage in PLC: Introductory, therefore relatively large expenditure
•Market share: new product
•Competitors: Saffola (Safflower oil) also used the health platform but
was associated with heart patients and less taste
Flora and Gold winner (Sunflower oils)
MEDIA / ADVERTISING
MESSAGE:
Health was chosen as the platform, along with a supporting claim for
taste. People who were healthy and energetic were concerned about
the long-term prospects of their health. Thus ‘Health’
•Was related to maintenance of good health
•Was applicable to all members of the family
•Was characterized by lively energetic people
•Thus the message and (positioning): ‘The Healthy Oil for
Healthy People’
MEDIA / ADVERTISING
MEDIA:
Primary media: Television ad 30 seconds.
Print ad
MEASUREMENT:
•Still the largest selling sunflower oil brand holds 15% of branded oil market.
•The ad was shown for over 10 year
MEDIA / ADVERTISING