Promotional Ideas for Sun flower oil by Group RAAGA

1. RaagaTHE TRUE SPIRIT
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2. 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
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3. Product Portfolio
Sunday
Amber
Amber
Gold
Amber
Plus
Anchor
Friday
Tower
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4. 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)
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5.  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
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6.  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
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7.  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 )
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8. 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)
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9. 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
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10. 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
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11. 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
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12. 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
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13. Budgeting z

14. 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
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15. Thank You 
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