SUNDAY REFINED SUNFLOWER OIL Your HEALTHY choice

Presented by, Deepa Raghu Mithra Parameswaran Remya Nair

 Healthy, natural sunflower oil is produced from oil type sunflower seeds. Sunflower oil is light in taste and appearance and supplies more Vitamin E than any other vegetable oil. It is a combination of monounsaturated and polyunsaturated fats with low saturated fat levels. The versatility of this healthy oil is recognized by cooks internationally. Sunflower oil is valued for its light taste, frying performance and health benefits.

Demand for Edible oil

As the economy grows and income rises, the household demand for edible oils increases due to change in the food consumption pattern TN is one of the most urbanized states of India in terms of degree of urbanization (percentage of population in urban areas) and town density (number of towns per thousand square kilometers). 44% (27.2 million) of people of Tamil Nadu state live in urban area. Tamil Nadu encompasses only five oils viz., Vanaspathi/margarine, mustard oil, groundnut oil, coconut oil and Other Edible Oils (OEOs). Important oils consumed by the households in recent years are sunflower oil, soybean oil, rice bran oil, palm oil and the traditional oils like sesame.

Edible oil facts

Urbanization coupled with high literacy level (73% as against national level 65%,2011) also has effect on the consumption shift in edible oils both in terms of quantity and type of oil. Consumption of sunflower oil is very peculiar to Tamil Nadu state. Government of Tamil Nadu also supplies the edible palm oil through the Public Distribution System (PDS), at subsidized price. This policy induced some change in the consumption of edible oils, especially, among the poor households in the state. It was hypothesized that the consumption pattern of edible oil has remained static over the years in Tamil Nadu state.

 Average per capita of TN is rs.24,308. Changes in per capita consumption of edible oils in rural Tamil Nadu- doubled in 3 yrs from 2008 - 2011 the per capita consumption of groundnut oil and coconut oil declined by 29 per cent and 70 per cent respectively, whereas the OEO's consumption increased by 190 per cent from the base year consumption (1987-88) in urban Tamil Nadu The decline in groundnut oil and coconut oil consumption was overcompensated by higher consumption of OEO's in urban Tamil Nadu The consumption increase in OEO's might be due to increased awareness about the health benefits of these oils. Moreover, some of the OEO's like sunflower, rice bran oil, palm oil etc., are priced lower than the groundnut and coconut oil and this might have also induced the shift in consumption from traditional oils.

 Medium-scale 16-50 employees $50,000 - 1,000,000

ZONE DISTRICTS

North Zone
West Zone

Vellore District
Coimbatore , Tirupur & Erode District

East/Costal
Central Zone South Zone

Nagapattinam District
Triuchirappalli & Salem District Kanyakumari District

Expectations from customers

Should not smoke even on high heating Fried food should retain essence longer on being fried Spent(used) oil should retain its colour and flavour Food should not smell of oil Eg. Coconut oil Reasonable price Tangible attributes: Taste, quality, health and value for money Intangible promises: Healthy family, affection, loving mother, great cook

Target
Institutions Restaurants Small and large scale fast food chains Seasonal demand September to November 21 44 year olds (mainly women)
Risk reduction

 SKU 1 and 5 lt packs Competitors for sunflower oil

Fortune cooking oil Saffola Oil Gold winner Dhara Sundrop sunflower oil Ready to eat Snack foods

Strategies
POSITIONING
Family health protection Heart care Cholestrol and fat free

and 2 litre packs introduced New product SUNDAY LITE (cholesterol and fat free) priced at Rs.68 per litre
Posters of Sunday Lite put up in gymnasiums to attract fitness conscious customers

Conduct and sponsor for cookery shows

Mallika Badrinath Urban market Paravai muniamma Rural market

Strategies
Low cal recipe demos in localities and residential areas Notices along with daily newspapers like THE HINDU Free samples along with weekly, fortnightly and monthly magazines in colloquial language (Tamil) Free health check ups for SUNDAY users Free mini recipe books with 5 litre packs
Hygiene factor-tetra packs with lid for litre and 5 litre No loose selling in pet bottles, cans and jars Focus on World Heart day

Budget
1 ton = 1000 litre Total sales = 600 tones / litre Rs. 5/ litre Rs. 30,00,000-promotion budget / litre
Activities
2 Advertisements Notice along with newspaper and posters Cookery shows Health check ups

Cost in Rs.
7,00,000 1,00,000 6,70,000 2,00,000

Sponsorship
Free Samples and recipe books Packaging

5,00,000
1,30,000 2,00,000

Cookery show & demo conducted in residential areas

Total

4,00,000
30,00,000

Business Threats