project

DALDA VS. SAFFOLA

Learning Group – PGPM 09 A/6

1. Jogabrata Mukhopadhyay2. Shilpa Chakraborty3. Nancy Gupta4. Ghanshyam Dubey5. Manish Sonkar6. Kaustav Roy7. Sneha Sengupta8. Saptarshi Banerjee

COMPANY’S PROFILE

Marico is a leading India group providing consumer’s product & services. Type : Public. Industry : FMCG. Headquaters : Bandra,

Mumbai, India. Products : Edible Oil, Hair

Oils, Skin Care, Fabric Care etc. Revenue : US $600 million. Employees : 1000 (2010).

A global company with European roots founded in Amsterdam in 1818. Their three businesses-agribusiness, fertilizer and food products. Type : Public. Industry : Agriculture. Headquaters : White Plains, NY,

USA. Products : Manufacturing fertilizers,

Originating & crushing oilseeds, Producing edible oil, Milling wheat etc.

Revenue : US $52.574 billion (2008). Employees : 25,945 (June 2010).

PRODUCT

Marico industries saffola

• SAFFOLA GOLD Ingredients: Refined Rice barn

Oil & Refined Safflower seed

Oil.

• SAFFOLA TASTYIngredients: Refined Rice barn

Oil & Refined Soya bean oil.

• NEW SAFFOLA Ingredients: Refined Rice barn

Oil & Refined Safflower seed

Oil.

• SAFFOLA ACTIVE

Ingredients: Refined Rice barn

Oil & Refined Soya bean oil.

BuNge limited dalda

• VANASPATI GHEEIngredients: Crystalline fat and low levels at higher temperatures.• REFINE SOYA BEAN OILIngredients: Polyunsaturated fat, linoleic acid, Omega-3 fatty acids &Vitamin E • REFINE SUNFLOWER OILIngredients: Polyunsaturated,Vitamin E,A&D known as antioxidant• REFINE GROUNDNUT OILItem not available in the market• KACHI GHANI-Mustard OilIngredients: Vitamin E, saturated & poly-unsaturated fatty acid.

PRICESAFFOLA

• SAFFOLA GOLD

For 5L MRP is Rs 555/-• SAFFOLA TASTY

For 1L MRP is Rs 81/- in Kar/TN/AP/Ker/Goa.

For 1L MRP is Rs 91/- in WB/Bih/Jkd/Ner/Ori.

• NEW SAFFOLA

For 5L MRP is Rs 720/-

• SAFFOLA ACTIVE

For 1L MRP is Rs 79/- in Kar/TN/AP/Ker/Goa.

For 1L MRP is Rs 84/- in WB/Bih/Jkd/Ner/Ori.

DALDA

• VANASPATI GHEE

For 1L MRP is Rs 65/-

• REFINE SOYA BEAN OIL

For 1L MRP is Rs 69/-

• REFINE SUNFLOWER OIL

For 1L MRP is Rs 80/-

• REFINE GROUNDNUT OIL

For 1L MRP is Rs 110/- *

• KACHI GHANI-Mustard Oil

For 1L MRP is Rs 75/-* Not available in the market

PLACE

DALDA Product Origin is from

Netherland at 1937

Pakistan.

India

SAFFOLA India

Bangladesh

PROMOTION

SAFFOLA To make entire family see Saffola as a healthy oil:

Marico stock is worth considering for investment around the current level of Rs 230 per share.

The television commercial for the campaign - saying ‘Naya Saffola Gold. “Dil ki hifazat, aaj se”.

DALDATo make housewives see Dalda as a healthy oil:

Bunge has planned a spend of 22 crores over the next two years.

They are planning TV commercials, FM spots and retail. The new tagline for Dalda oil “Swad lo, Active raho”

OBJECTIVES OF THE RESEARCH

The nature and influence of two product on people: Quality Health Price

The nature and extent of possible influences on choice of available provision: Competitor’s product Income Barrier Taste Preferences

SCOPE OF THE RESEARCH

SAFFOLASaffola has done two things:

It is the only leading cooking oil grown without pesticides.

Recent medical studies recommend diets high in mono unsaturates and low in saturates to help reduce heart disease.

Saffola brand from heart health to overall healthy living, the brand was now speaking to the entire family.

DALDADalda has done two things:

It has changed its look and imagery for the first time in 75 years.

It will now market its mass market oils like soyabean, mustard, sunflower and groundnut under the “Husband’s Choice” range.

The name “Husband’s Choice” has been arrived at based on extensive consumer research.

AREA ANALYSIS

AREA ANALYSIS

5000-10000 10000-15000

15000-20000

20000 & ABOVE

0

5

10

15

20

25

30

35

CONSUMPTION OF EDIBLE OIL & FATS BASED ON INCOME

DALDASAFFOLAOTHERS

NUM

BER

OF

PEO

PLE

AVERAGE GOOD BAD0

5

10

15

20

25

30

35

40

45

CONSUMER SATISFACTION LEVEL

DALDA

SAFFOLA

NUM

BER

OF

PEO

PLE

In 2003, Dalda was a 350cr brand with 29% market share in vanaspati. In 2004, it's market share in vanaspati had come down to 16% and the

market kept shrinking. In 2007 It had 3% market share then (of the total oil market) and

wanted to move up to 15% by 2009. But the market share never moved up. Today Dalda has a 2% market

share in oils and fats in India

THEREFORE

SAFFOLA has shown its prowess by maintaining its market share. Now it is also keen on brand acquisitions in the healthcare segments, and has earmarked Rs 50 crore for this purpose. One can invest in the stock at current levels for decent returns in the long-term.

FINAL ANALYSIS

RECOMMENDATION

SAFFOLA They can concentrate on the

rural market as they have a high market share in the urban market.

Can sell their product at low price satchet in order to make them available to all kinds of consumers.

Can do campaigns in rural areas by creating awareness about the heart diseases which are prevalent now a days.

DALDA The name Dalda gives a

negative impression on people.

Use its reliability factor for promotion.

They need a unique Television commercial & a robust distribution network to help them reposition in the market.

• www.wikipedia.org

 • www.saffolalife.com

 • www.daldaindia.com

 • www.scribe.com

 • www.docstoc.com

 • www.televisionpoint.com

 • www.edibleoilreport.com

REFERENCES