RUCHI SOYA – ‘NUTRELLA’

(FINAL PRESENTATION SEM II)

SUBMITTED BY – RITU KHANDELWAL

SUBMITTED TO – PROF. DAVID
DM18C06
CM04
Sector information

The Fast-Moving Consumer Goods (FMCG) sector is the fourth

largest sector in India.

The FMCG sector has grown from US$ 31.6 billion in 2011 to US$
52.8 billion in 2017-18.

Revenues of FMCG sector reached Rs 3.4 trillion (US$ 52.8 billion)

in FY18 and are estimated to reach US$ 103.7 billion in 2020.

India's contribution to global consumption for FMCG is expected

to more than double to 5.8% by 2020.
Sector Composition
(FMCG- food and beverages)

Segment wise breakup of revenue

19%

Food & beverages

50% FY 2018 Healthcare

Household & personal care

31%
Company Snapshot

• Ruchi group-
• Leading Established in 1986,
Indian
manufacturer and from farm to fork
conglomerate in
India’s largest with secured access
FMCG, oil, steel,
marketer of edible to oil palm
cement, power,
oil, soya food, etc. plantation in India
agro, etc.

• Company with a • Continuous

• Turnover over
strong portfolio of expansion in order
USD 5 billion,
brands: NUTRELLA, to sustain its
listed on BSE.
Sun-rich, Ruchi gold industry leadership
Porter’s 5 force

Bargaining power of Bargaining power of

customers - LOW suppliers - MEDIUM

Competitive
Rivalry

Threat of new entrants - Threat of substitute -

LOW LEVEL/ MEDIUM
 S W

T
W
S
O O T
RUCHI SOYA

o Superior procurement
o Tough quality control standards
o Strengthening
No control on raw
industry
material
portfolio
price with
as product
other healthy
is agro additions
based
o
o Continuous
Food regulationinnovation &
by government meets consumer needs
o Controls
Despite high
pricequality
fluctuations
products and good distribution, limited brand
o
o
India’s largest
Regulation and
Expansion compared
awareness
edible
control
into premium
oil
to by
player
other
others
segment authorities
& global market
o
o Over
Tie ups5 with
Entry orlac retail
more stores,
romantic
restaurant and2000
and hotelsdistributors
international player
o Crushing capacity of 4 mn tons of 14 plants extended to 11
locations
PRODUCTS & SERVICES

Mahakosh oil Nutrela oil Soya foods Vanaspati

Nutrela Nutri gold

Soya bean Nutrela chunks vanaspati
soyabean
oil
Sun flower Nutrela
Granules Ruchi no 1
Nutrela vanaspati
mustard oil
Rice bran
Mini chunks
Nutrela
sunflower
Groundnut oil
PRODUCTS & SERVICES
(Nutrella soya food division)

Instant Soya
Mini Soya chunks Soya chunks Soya granules
chunks
Competitor Analysis

Snack
segment: Agrotech food :
Instant ACTpopcorns,sundrop
noodles
Market oil

Competitors Sanwaria agro oils

ltd

Oils (Soya
edible oil
segment)
 TAGLINE

STP ANALYSIS “SOYA FOR

HEALTH”

USP
-People looking for a good
SEGMENTING quality “A LIGHTER
-healthy edible oil OIL”

-Health conscious
-Lower class families
TARGETING
-Middle class families
-Household women

-Building trust through quality

POSITIONING -Provide healthy oil to
customers
Marketing Mix
-Raising -Value based -Making product -Mainly to

PRICE

PLACE
PRODUCT

PROMOTION
protein content pricing is the available at spread
by redesigning most is the most general stores, awareness about
extraction effective for kirana stores, product
process NUTRELLA. chemist -Using ATL
-increasing -Price must be -Tapping the best activities such as
visibility of challenging to distribution TV ads, radio
advantages on other substitutes channel, in order jingles
product packs -Skimming to prevent -Using BTL
-providing pricing product shortage activities to
samples of technique can be -Multi channel create health and
other products, used sales can be used product
ex- soya flour for increasing awareness
customer reach through print
ads.
 World
Indian edible
market oil oil consumption
consumption
50%
China
45% 19%
43%
40%

35%
Others Argentina
30%
39% 2% China
Argentina
25%
Europe
20% India
U.S.
15% 17%
Brazil
14% Europe
10% 17% Others
9%
5% 7%
5%
4%
0%
Palm Soyabean Rapeseed Peanut Cottonseed Sunflower seed Others
Brazil Indian market oil consumption
4% India
U.S. 11%
8%
Sales forecasting

Quarterly Sales Quarter average Factor Forecasting

Apr-jun 2972.87 3052.13 0.97 2761.701 2835.331

Jul-sept 3142.70 3052.13 1.03 2919.468 2835.331

Oct-dec 3473.65 3052.13 1.14 3226.91 2835.331

Jan-mar 2619.33 3052.13 0.86 2433.274 2835.331

Total 12208.55 3052.13 11341.35

Distribution Channel
Conclusion

 Ruchi Soya is the leading company in the edible oil segment in

the country.
 The extensive distribution network built over years is major
strength.
 Company is maintaining good customer relationship providing
good values to them.
 By looking through all other prospective this can be concluded
that company is doing value addition to the products to remain at
the top forever.
Thankyou..!