A STUDY ON SUNDROP

PRESENT
ERS

Kokila
Govindaraju
Raghavendra
Murugan
MAJOR PLAYERS IN EDIBLE O IL

•Sundrop

•Gold Winner

•Fortune

•Nature Fresh

•Saffola

•Others
INT RODUCT IO
N
Agro Tech Foods Ltd (ATFL) is a public limited company engaged in
the business of marketing food and food ingredients to consumers and
institutional customers, affiliated to ConAgra Foods, Inc. of USA, which
is one the world's largest food companies. 

Vision: To become the Best Performing Most Respected Foods

Company in India

Motto: "Nourishing families...

Enriching life" 
OR GANIS ATIO NAL
National Sales
Manager

Regional Sales Modern Trade Canteen Store

Managers (4) Manager Depot

Modern Trade Area Sales

ASM Manager

Sales Manager
Modern Trade
(5)
Annual S ales of past 3

•Now its degrowing

by 13%
•The Present Price of Sundrop Superlite is 99 Rs which has just
increased from past 15 days
 TERRIT ORY
PLA NNI NG
From Current Year
Till Last Year

REGIO REGIO
NS NS
Changes
In Nort Nort Sout Sout
Nort Sout Territory Planning Centr
West h h h hWe
h h al
East West East st
 FL OW OF
le
GOO DS y Sa
r tiar
Te

Te
rti
ar
y
Sa
Factory in Hyderabad

le
Retailer
Transfer of Goods

Secondary
Sales
Wholesaler

al es
S
n d ary
Se co
Primary Sales
CFA in Chennai Distributor point in Kodambakkam
 T he 5Ms Of Adver tisin g
W ith Respect T o T he S undrop
 ME DIA /
AD VE RTISING
MI SS IO N:

Sales goals: Leadership in the edible refined oil segment

Advertising Goals:

Communication task

•Position Sundrop as the healthy oil for healthy people

•Ensure that this did not erode the delivery of the taste benefit.

•Positioning had to be perceptually as far away from Saffola.

•Young, modern and premium feel

•
 ME DIA /
AD VE RTISING
MO NEY :

•Stage in PLC: Introductory, therefore relatively large expenditure

•Market share: new product

•Competitors: Saffola (Safflower oil) also used the health platform but

                      was associated with heart patients and less taste

                       Flora and Gold winner (Sunflower oils)
 ME DIA /
AD VE RTISING
MESSA GE:
Health was chosen as the platform, along with a
supporting claim for taste. People who were healthy and
energetic were concerned about the long-term prospects
of their health. Thus ‘Health’

•Was related to maintenance of good health

•Was applicable to all members of the family

•Was characterized by lively energetic people

•Thus the message and (positioning): ‘The Healthy Oil for 
 ME DIA /
AD VE RTISING

MEDIA:

Primary media: Television ad 30 seconds.

Print ad

MEAS UREME NT:

•Still the largest selling sunflower oil brand holds 15% of branded oil market.

•The ad was shown for over 10 year