Promotional Ideas for Sun flower oil by Group RAAGA

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Information about Promotional Ideas for Sun flower oil by Group RAAGA

Published on March 13, 2014

Author: dheerajed



Promotional Ideas for Sun flower oil by Group RAAGA


Sunday Sun Flower Oil  Belongs to Liberty Oil Mills Ltd  A certified company as ISO 9001 22000: Accredited Food Safety and Quality Management  Liberty is one of the largest importers and processors of edible oils and fats in the country  The core business is import and manufacture of Edible Oils and Fats based on Mumbai  Worth Rs 30 Billion business z

Product Portfolio Sunday Amber Amber Gold Amber Plus Anchor Friday Tower z3

Promotional Ideas  Plan 1 Walk -a- thon campaign • Participants- All above 30 years ( both men and women) wearing Sunday Cap • Campaign motto - Walk a mile spread the smile • Venue – Vallarpadam church to Gandhi Statue ( 5 KM) • Purpose – Caution about the health hazardous caused by fat consumption • Highlight the goodness of the Sunday oil • Spread the awareness of walking • small trial pack of Sunday edible oil(250 ml) • Reward for most healthy 1000 participants- Insurance and further 2000 winners- free medical check up for that year (once in six month) z

 Plan 2 Campaign through popular restaurant • Potential restaurants identified Brindavan , Bimbis, Saravana Bhavan , Asok Bhavan Hotel Abhirami ( All branches) , Anugrha, Ambiswami’s café, Gokhulam Ottupura ( All branches), De Puttu, Kayies, BTH, Biriyani Hut, Nallekettu • Promotions through menu card – Menu card display the message “ We serve you not just food, but also good health. We use Sunday edible oil” • Display and sale of 1 litter packet at the entrance of hotels ( Shop in shop) • The same message also displayed cash counter and wash areas zPromotional Ideas

 Plan 3 100% vegetarian oil campaign • Purpose of the ad – to create the impact in the minds customer other oils contains high concentrations animal fats. To highlight Sunday edible oil is 100% vegetarian and free of animal fat • Script and type of ad – strong message, power story line, has to caution the audience. Ad should be the form of a interview or conversation – realistic. • Promotional activates using the snap shot of ad zPromotional Ideas

 Plan 4 Cookery contest • Organize cookery contest with by associate with leading women's magazine • Contest criteria - Contestant cook only traditional oily food using Sunday edible oil • Spread the message eat fried without worry • Also make awareness on hazardous coconut oil ( Number of reuse ) zPromotional Ideas

Other ideas  Toll free number  If any flaw occurs in oil, or any complaint like retailer took more than MRP charges, etc  Caterers (wedding activity), Amrita (for mess food preparation), etc.  Special Features in Retail Outlets -End cap booking, Gondola Booking  Cross promotions  Social networking and magazines  Health club parties (Jaisons, Heart beats) z

Increase the visibility  C&C systems  Specialties in Outlets  End cap booking, Gondola Booking  Floor, Glass and Pillar Branding  Shelf screamers  Retail stores visibility Lulu hypermarket, Big Bazaar cut-outs, Convenience stores  Other Activities: Multipack Discounts,Combo offers, Cross- promotions (share the cost of promo) shelf talkers, banners, POPs z

How to Break Even?  Promotion cost minimized by cross promotion activity with relevant high selling brand  Sales = double the competitors  Visibility has to be enhanced via separate end caps for Sunday  Wheel of Retailing Concept can be applied for the brand alone z

How to increase shelf space Promotion Activities and end cap visibility increases Sales Increases GMROF increases More end cap and shelf space in Gondola Cycle Continues z

To Increase Shelf Life  Sunflower Oil is susceptible to damage by heat and light  Currently Sunday- Refined oil which is more stable but has lesser nutrient value ( Refining process increases shelf life but nutrients are lost)  Sunday should shift to mid range (unrefined- refined) so that nutrient content is enhanced and is healthier  Logistics, storage and amber color high tech packing essential in this shift  Chosen end cap spot : Along with chilly powders and masala powders in cool storage and dark place  Color of packaging should be amber color z

Budgeting z

STRENGTHS Healthy product – low in saturated acids, light in color, moisturizing, Vit E Positioned as Value for Money Logistics and R&D 6 sigma methodology & lean management Quality consistency Stringent food safety measures WEAKNESS Break even possible only if no. of sales is high ( Pdn cost concept) Earnings per share are low compared to the major competitors Online presence is weak OPPORTUNITIES On line Promotions Focus on online markets via e commerce, social networking Cross-promotions (share the cost of promo) Glass-Branding Shelf-Talkers THREATS Competitors break even with lesser sales as they are priced high Low price leads to low quality perception SWOT 14

Thank You  z15

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