Ruchi soya bean
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Strategies for market expansions by Ruchi soya bean. It is a case study solution in which the company is looking for expanding its market. Through from the case study you can analysis the various problems and challenges which are being faced by the company in Indian market. The presentation includes environmental analysis, competitor analysis, marketing mix, BCG matrix, GE matrix, DPL matrix and use of other major tools which are helpful in designing the strategies for any marketing company.
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Ruchi soya bean
- 1. RUCHI SOYA INDUSTRIES LIMITED Presented by: Piyush Kapoor 2K14G065 Shreya Tandon 2K14G091 Jobin 2K14G045 Saransh 2K14G086 Trideep 2K14G102
- 7. Pre – liberalization stage when the company was launched. • Now lots of rules and regulations being formed by governing bodies : for ex: FSSAI, etc. • Trade practices more helpful and comforting now. • Politically unstable country. • High disposable income(GDP increased). • More than 50% of Indians are youth & they have high incomes. • FDI in FMCG sector ensures more options & competition. • More affluent customers. • More health cautious. • Less time for cooking ( people need ready to cook processed products). • Technology advancement. • Enhanced supply chain process. • Quality control management. SOCIAL POLITICAL ECONOMICAL TECHNOLOGICAL
- 14. RUCHI SOYA INDUSTRIES LIMITED(RSIL)
- 15. S.W.O.T • Emphasis on superior procurement, trading skills and tough quality control standards • Continuous innovation and an effort by the industry to meet consumer needs • Largest player in India in edible oil category • Wide and extensive distribution network of 6,30,000 retail stores • Over 5 Lac retail stores, 90 Company depots, 2000 distributors and a sales personnel of 200 • Crushing capacity of about 4 million tons annually in 14 plants, extend over 11 locations • No control on raw material prices as product is agro based • Despite high quality product and good distribution, limited brand awareness compared to some other brands • Strengthening industry portfolio with other healthy additions • Control price fluctuations • Expansion into premium segments and global markets • Tie- up with restaurants and hotel chains • Food regulation by Government • Regulation and control by other authorities like NGO’s • Entry of more domestic and international players STRENGTH OPPORTUNITIES THREATS WEAKNESS
- 18. Mahakosh Oils: Soyabean Sunflower Rice Bran Groundnut Nutrela Oils: Nutrela Soyabean oil Nutrela Mustard oil Nutrela Sunflower oil Soya food: Nutrela chunks Granules Mini chunks Vanaspati Nutri gold vanaspati Ruchi No 1 vanaspati
- 21. Agro Tech Foods ltd, Sanwaria Agro Oils ltd. & Fortune
- 25. Sanwaria Agro Oils ltd.is a part of Sanwaria group The company has three brand names- “Sanwaria”, “Sulabh” and “Narmada” The business of SAOL is:- Producing and selling soy meal in international and domestic markets Refining of crude soy oil to produce refined soy oil Distribution and sale of branded soy oil Producing soy flour, soy chunks Trading agro commodities like Wheat, Gram and pulses Producing and selling basmati rice in domestic and international markets
- 26. Oils: Soyabean oil Rice Bran oil Narmada soyabean Sulabh soyabean Flour: Sanwaria seth Sawaria soya flour Soya nuggets Sawaria prodiet chunks Rice: Dubar basmati Tibar basmati Extra long basmati
- 28. Cooking oil: Soya health oil Rice bran oil Mustard oil Kachi ghani oil Besan Rice Special basmati rice Traditional basmati Jubilee long grain Soya chunks Pulses Chana dal Arhar dal
- 31. • High-protein vegetarian food • Textured Soya Protein (TSP)Product Category • 1979-80 (35 years old brand)Brand Launch • $200 million (Rs. 120 crores)Present Brand Value • Rs. 5 croresInitial Investment • consumers seeking substitutes to groundnut cooking oilInitial Target Segment
- 33. Bargaining Power of Customers – LOW Bargaining Power of Suppliers – MEDIUM Threat of New Entrants – LOW Threat of Substitutes – LOW/MEDIUM Competitive Rivalry – NIL
- 34. Nutrela
- 35. INDUSTRYATTRACTIVENESS STRENGTH OF BUSINESS UNIT OR PRODUCT Nutrela
- 36. RUCHI SOYA INDUSTRIES LIMITED
- 37. Company • Ruchi soya Industry Limited Category • Food processing and products Sector • Food and Beverages
- 38. People looking for a good quality Healthy edible oils Health conscious Lower class Families Middle class families Building trust through quality Segment Targeting Positioning TAGLINE&USP A LIGHTER OIL Fat Nhi, Fit
- 40. MARKET PENETRATION STRATEGY Price reduction Skimming pricing Variants in price PRODUCT DEVELOPMENT STRATEGY Flavoring of product based on customer needs Product to replace meat, paneer, tofu. Nutrela granules & mini chunks MARKET DEVELOPMENT STRATEGY Tapping the untouched markets Going rural Going global DIVERSIFICATION Soya cooking oils Soya food supplements Soya atta (Flour) ANSOFF MATRIX CurrentMarketsNewMarkets Current products New products
- 41. Product: Price: Place: Promotion
- 42. Raising protein content by redesigning extraction process of product Use of advanced and modern technology methods for extraction of soya and oils. Repackaging of products which can include a booklet of recipes in the pack. Increasing visibility of advantages on product pack. Raising the availability of the product in the various markets like restaurants, hotels & institutional areas. Provide samples of its other product like soya flour etc. with the existing product. Being a Market Leader Ruchi holds a market share of 50%. With first mover advantage they can use a cost leadership factor for their product . Skimming pricing can be used. Initially can be launched with higher price and with the rising competition reduce the price to maintain the position. Varied price products can be made available for the customer to make effective purchase. Value based pricing can be most effective for products like nutrela Price must be challenging to the other substitutes like malted food drinks Product Price
- 43. Making product available at every point of purchase such as: General stores Krina stores Multi-Brand markets Super markets Chemists Multi channel sales can be used for increasing the reach to the customers. Making available on various online grocery stores to improve online presence. Tapping the best distribution channel in order to prevent the shortage of product . The major reason of their promotion is to spread awareness about the product. Use of “ATL” activities such as TV advertisement & radio jingles to spread the awareness about the product. Use of “BTL” activities can be use such as providing print adv in the newspaper for spreading awareness Use of TTL activities to spread the awareness about the health content of their product though different social media platforms. Endorsements by celebrities or recommendations by various nutritionists. Place Promotion
- 44. Star performers Question mark Cash cows Dogs
- 52. 18% 14% 13% 11% 7% 6% 5% 26% Market share Indonesia Malaysia China europe United states Argentina India Others