CHANDA KOCHHAR:GROUP 5

• Category: Cooking Oil• Product: Edible Sunflower Oil• OBJECTIVE “A study conducted on the estimation of shelf

space allocation and channel design used for edible sunflower oil.”

• APPROACH: Observation and Personal Interview

Trend of oil consumption in bangalore

2005-06 2006-07 2007-08 2008-09 2009-10

01000200030004000500060007000

5000 5450 5750 5900 6200

Trend (tons)

Trend (tons)

43

23

14

10 10

Sunflower

Mustard

Groundnut

Olive

Soya

• For the purpose of the study following are the brands chosen:

1. National A. DHARA – National Dairy Development Board,

Mother DairyB. SAFFOLA – Marico Limited 2. Local C. SUNSWAD – Global Oil Industries Pvt. Ltd.,

Bangalore, KarnatakaD. SUNPURE – MK Agrotech, Mandya, Karnataka

NUMBER OF STORES STUDIED

MODERN RETAIL GROCERY STORES

1. Big Bazaar 1. Royal Stores

2.Food Bazaar 2. Food City

3.More 3. Shop and Save Stores

4.Spencer’s 4. M.K.Ahmed

5.Reliance Fresh

6.Food World

BIGBAZARDhara Saffola Sunpur

eSunswad

Safal Goldwinner

Ruchi Total

100 100 60 60 80 100 100 600

1L 85r 1L 89r 1L 72r 1L 82r 1L 70r 1L 80r 1L 80r

Dhara Saffola Sunpure Sunswad Safal Goldwinner Ruchi Total0

100

200

300

400

500

600

100 100

60 6080

100 100

600

FOOD BAZARDhara Saffola Sunpure Sunswa

dGemini Goldwin

nerRuchi Total

40 40 20 20 40 40 40 240

1L 95r 1L 99r 1L 76r 1L 88r 1L 82r 1L 84r 1L 85r

Dhara

Saffola

Sunpure

Sunsw

ad

Gemini

Goldwinner

Ruchi

Total

0

50

100

150

200

250

40 40

20 2040 40 40

240

MOREDhara Saffola Sunpure Sunswa

dGemini Safal Ruchi Total

30 Packets

30 Packets

25 Packets

15 Packets

15 Packets

15 Packets

30 Packets

160 Packets

1 L 95r 1 L 99r 1 L 76r 1 L 88r 1 L 82r 1 L 74r 1 L 85r

Dhara Saffola Sunpure Sunswad Gemini Safal Ruchi Total0

20

40

60

80

100

120

140

160

30 3025

15 15 15

30

160

SPENCERSDhara Saffola Sunpure Sunswad Total

40 Packets 15 Packets 30 Packets 15 Packets 100 Packets

1 L 95r 1 L 99r 1 L 76r 1 L 88r

DharaSaffola

SunpureSunswad

Total

0

10

20

30

40

50

60

70

80

90

100

40

15

30

15

100

RELIANCE FRESHDhara Saffola Sunpure Sunswad Total

45 Packets 45 Packets 60 Packets 30 Packets 180 Packets

1 L 95r 1 L 99r 1 L 76r 1 L 88r

Dhara Saffola Sunpure Sunswad Total0

20

40

60

80

100

120

140

160

180

45 45

60

30

180

FOOD WORLDDhara Saffola Sunpure Sunswad Total

35 Packets 35 Packets 30 Packets 30 Packets 130 Packets

1 L 95r 1 L 99r 1 L 76r 1 L 88r

DharaSaffola

SunpureSunswad

Total

0

20

40

60

80

100

120

140

35 3530

30

130

ROYAL STORESDhara Saffola Sunpur

eSunswad

Gemini Goldwinner

Ruchi Total

40 Packets

30 Packets

40 Packets

20 Packets

30 Packets

20 Packets

20 Packets

200 Packets

1L 95r 1L 99r 1L 76r 1L 88r 1L 82r 1L 84r 1L 85r

0

20

40

60

80

100

120

140

160

180

200

4030

40

2030

20 20

200

FOOD CITYDhara Saffola Sunpure Sunswad Total

20 Packets 10 Packets 15 Packets 5 Packets 50 Packets

1 L 95r 1 L 99r 1 L 76r 1 L 88r

DharaSaffola

SunpureSunswad

Total

0

5

10

15

20

25

30

35

40

45

50

20

1015

5

50

SHOP AND SAVEDhara Saffola Sunpure Sunswad Total

15 Packets 15 Packets 20 Packets 10 Packets 60 Packets

1 L 95r 1 L 99r 1 L 76r 1 L 88r

Dhara

Saffola

Sunpure

Sunswad

Total

0 10 20 30 40 50 60

15

15

20

10

60

M.K.AHMEDDhara Saffola Sunpure Sunswa

dGemini Safal Ruchi Total

80 Packets

80 Packets

40 Packets

30 Packets

20 Packets

20 Packets

30 Packets

300 Packets

1 L 95r 1 L 99r 1 L 76r 1 L 88r 1 L 82r 1 L 74r 1 L 85r

Dhara

Saffola

Sunpure

Sunswad

Gemini

Safal

Ruchi

Total

0 50 100 150 200 250 300

80

80

40

30

20

20

30

300

LENGTH OF THE CHANNEL

MANUFACTURER GLOBAL OIL

WHOLEALER ARUN INDUSTRIES RETAILER ROYAL

STORES CONSUMER

WHOLESALERS:WIDTH

SUNSWAD OIL

ProductsMarvel Food

Arun Industries

Mysore Mercantile

Co. Ltd.

Yoga Narasima Marketing Services

Padmasree Products Pvt. Ltd

FUNCTIONS OF CHANNEL MEMBER

WHOLESALER/RETAILER

VOLUME VALUE

Transportation Storage

Financing/ Credit

  Sales Analysis(ROYAL STORES)

Sales This Month (1 Litre Packets) 300

Sales Quota (1 Litre Packets) 350

Sales Last Month (1 Litre Packets) 275

Retailer Sales* (All Brands) 2400

Growth Rate (%age) 0.09%

Quota Achieved (%age) 85.71%

INFERENCE

• Royal Stores sells 2400; 1 litre oil packets per month.

• Sunswad sales has seen a growth of 0.09%.

• Sunswad sales has achieved 85% of its allotted quota.

RECOMMENDATIONS

• Sunpure has a strong customer base and can now capitalize by retaining them through extensive consumer promotion.

• Sunpure has done little when it comes to consumer promotion so an ad or two could always help for them to reach out customers.

• Sunpure should now retain the existing grocery stores and find new grocery stores and obtain shelf space.

• Sunpure should now even try exclusive distribution i.e., stocking of Sunpure oil only in the shelves of small grocery stores as mentioned above (Royal Stores & Food City).

• Dhara should retain the existing customers but apart from the existing distributors, find new ones to reach out to the existing customers who pick Sunpure because of non-availability of Dhara.

• Saffola has always differentiated itself, being a “healthy oil” and should continue to do so simultaneously spreading awareness of the risk of cardio diseases. Sunpure has still not done this.

THANK YOU