AD-Times 2013-15

Industry Structure

Highly fragmented industry Major oil brands - Sundrop, Dhara, Saffola, Sweekar, Fortune Edible oils and vanaspati market - 17.55 MT in 2013 Oils market is growing at 8.7% CAGR Branding essential for success in the industry Most brands positioned on taste, while some used health Raw material sourcing / International seed prices affect domestic prices

Industry Structure Cont

Oils : primarily a commodity market - price sensitive DISTRIBUTION chain - through a complex network of C&F agents, wholesalers / stockists & retailers (kirana shops, supermarkets). Oil sold in bulk (tin, HDPE containers) to institutions; In retail packs (PET bottles, cans, jars, pouches) to small customers Regulation : Under the Edible Oils Packaging (Regulation) Order, 1998, edible oils cannot be sold loose but can be sold only in `packed form Oil consumption - North is largest market, followed by South, West & East zones

COMPANY INTRODUCTION 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.It is affiliated to ConAgra Foods,Inc of USA, which is one the world's largest food companies. Its vision is to become the Best Performing Most Respected Foods Company in India The companys driving motto is that we should be "Nourishing families... Enriching life" The companys call to action - "ACT NOW" - and it means being empowered, being agile and making a difference with a sense of urgency!

Management - Agro Tech Foods

Name Sachin Gopal Designation Chairman / Chair Person

Name Satish Kumar Singh

Designation

Head of RQI

N. Narasimha Rao

Vice President Human Resources Head of Sourcing Emerging Markets. Head of Marketing

Dharmesh Srivastava

General Manager-Supply Chain and Head of SSC

Mehul Pathak Asheesh Sharma

R. Gopalakrishnan

Head of Sales

Hemant Kumar Ruia

Chief Financial Officer & Head of Finance

Pradip Ghosh Chaudhuri

General Manager Manufacturing

Major Competitors
Name of Competitor
National Dairy Development Board

Brand
Dhara

Market share
11%

Marico Industries
Adani Wilmar Limited Cargill

Saffola
Fortune Nature Fresh

34%
17% 14%

Competition-Edible Oils & Solvent Extraction

Name Ruchi Soya Sanwaria Agro Agro Tech Foods Last Price 84.15 40.55 444.90 Market Cap. (Rs. cr.) 2,805.89 1,411.34 1,084.19 Sales Turnover 25,951.54 1,420.43 704.54 Net Profit 124.87 18.47 36.14 Total Assets 5,623.64 643.31 208.66

Gokul Refoils
Ruchinfra Guj Amb Exports AVT Natural Rasoya Protein KS Oils Murli Anik Industries KSE Raj Oil Mills Kriti Industrie

49.00
20.45 21.20 34.20 22.10 4.65 14.60 33.40 218.25 7.70 5.95

646.29
419.72 293.31 260.41 251.78 213.52 105.28 92.70 69.84 54.68 29.51

6,486.78
2,962.30 2,114.09 218.19 817.73 2,718.66 1,090.47 1,615.21 543.35 341.35 280.87

-106.99
9.64 49.70 50.41 12.99 -642.39 -301.26 12.92 10.45 -0.39 5.58

822.92
507.82 913.71 123.58 492.31 3,578.42 1,448.37 474.07 64.51 361.88 74.82

Products
Sundrop
Heart SuperLite Advanced SuperLite FreshLite NutriLite GoldLite SlimLite

Act II Popcorn
Act II Instant Popcorn Act II Microwave Popcorn ACT II RTE popcorn

Other Products
Sundrop Snack Break Sundrop Peanut Butter Healthy World Crystal Sundrop 10 mins yummeals

RTE POPCORN

The Hindu Business Line Brand Line, 24 May 12

Ee Sanje, Bangalore 21 May '12

Hindu, MP - 14/6/2012

Sakal - 12/6/2012

Positioning of Sundrop
Sundrop has close to 45% share in the premium edible oils market estimated at Rs 1,000 crore. Sundrop promised health without compromising on taste Young, modern, premium feel. Sundrop name chosen to cue category and purity Message was applicable to all members of the family, characterized by lively energetic people

Act IIs communication strategy

Act II has done well and is going strong, in a range of 1520%. New SKU launches and entry into the ready-to-eat segment fuelled the growth.
Home consumption of popcorn in India was not very high Also, the budget allocated for the ads was very less There was a slight problem in the consumers understanding of the ad and therefore, Agro Tech had to bring out a new campaign explaining proper the use of the product.

Act IIs Ready to Eat popcorns

AgroTech Foods Ltd. has launched new line of Ready-to-Eat (RTE) Act II popcornmaking it easy to enjoy popcorn at home, work, school or on-the-go.
Available in four delicious and tempting flavours: Spicy Pudina, Fundoo Masala, Tomato Chilly and Cheese Masala, priced at Rs.5 for 10 grams pack.

SWOT Analysis
1.Popular subsidiary brands like Sundrop, ACT II, Crystal, etc. 2. Strong distribution network 3. Affiliation to ConAgra foods of U.S.A. 4. Popular for its healthy and nourishing products 5. A leading brand in edible oil and foods sector in India 6. Sundrop has large market share in sunflower oil market 7.Strong brand loyalty and brand recall 8.Products perceived as healthy and nutritious 9.C.S.R. activities like Feeding children better 1. Limited market penetration in edible oil market. 2.Rural area 3.Limited market penetration in food processing industry 4.Price of product is slightly high that affect the demand 1.Sharp increases in demand of branded oil 2.High market awareness in metropolitan city of branded oil 3.Health conscious people increasing 4.Organise or sponsor events like medical checkups, marathons, etc. 1.People moving away from oily food, by using less amount of oil 2.Low priced products pose a great threat 3.High level of competition 4. Biggest threat is low cost imported edible oil (2013) . Free imports, low import duties & slump in global prices lead to dumping

Strength

Weakness Opportunity

Threats

Agro Techs CSR Activities

Feeding Children Better

Recognized as one of the best CSR activities by Bombay Stock Exchange, Mumbai for "Best Corporate Social Responsibility Practice 2010 One nourishing meal a day is provided to underprivileged children at carefully selected schools across the country. Launched on November 8, 2002 at Hyderabad, the Feeding Children Better Program now extends to 7 schools and reaches out to more than 1500 children across the country.

New Threat :- Rice Bran Oil

Rice bran oil gaining popularity as a healthy and affordable

cooking oil Helped by increasing prices of olive oil and other imported options as well as aggressive marketing Adani Wilmar (Fortune) is pitching rice bran oil as a healthy and cheaper alternative.

Failed products

Sundrop Snack Break - a delicious pudding, with the richness and nutrients that milk can provide Sundrop peanut butter Sundrop 10 mins yummeals - array of ready-to-cook meals to choose from Healthy World - quick dried tender peas failed to take off

Summer Process 2012

Initial selection: No form. CV based selection GD round: Brush up your current affairs Topics: Rising oil prices, Interview round: open ended like tell me about yourself Discussion on academic projects and past work exp Achievements FMCG sector Family background Location preference Internship experience: To design a permanent journey plan for salesman in western regions by interacting with existing distributors