Table of contain.

1. Introduction
1) Introduction of company
2) Introduction of subject
3) Objective of study.
2. Product profiles
3. About brand
4. Impact of brand on market
5. Advertisement
6. Advertisement objective
7. Form of advertisement
8. Methods used for study
1) Descriptive research studies
a) Sale study (total sale, availability)
b) Consumer perception behaviors studies (advertisement)
2) Questioner
9. Correlated research study
10. Conclusion
11. Suggestion
12. Recommendation






Marketing mix 4ps
Product

A product is anything that can be offered to a market for attention, acquisition,
use, or consumption that might satisfy a want or need A product is anything that
satisfies a need or wants and can be offered in the exchange. A product can be
goods, service or idea. Without product there is no marketing. This includes
product variety, quality, product design, and brand name, sizes, warranties.
International Sunny Sunflower lite, with the "Power of 5" is premium and pure
Sunflower oil for the long term health of the family. It is Healthy & Light, and has
essential nutrients which not only provide the nutrition the family needs today,
but also lay the foundation of the Healthy Future!
Sunny Sunflower Lite has Vitamins, Antioxidants and Omega - 6 fatty acids for the
entire family!
Sunny Sunflower lite oil is the new age oil for the modern homemaker - that
understands the challenges of a modern lifestyle.
It has the unique "Power of 5" a unique mix of 5 key ingredients to deliver the
promise of health.






POWER OF 5
The key nutritional benefits in Sunny Sunflower lite are:
Vitamin A: Vital for healthy eye and a host of other health benefits.
Vitamin B: Helps in absorption of calcium and leads to strong bones.
Vitamin E: In vivo antioxidant.
Antioxidants: Fights free radicals and supports good health.
Omega 6: Support hearth health as a part of healthy diet and lifestyle.
Price
It is the value, usually in monetary terms that sellers ask for in exchange for the
products they are offering. Pricing and product image are closely related.
Customers will pay a higher price for well known, well regarded products,
partly because of the image created through advertising and other promotions.
This includes list price, discount, allowance, and credit terms. International Sunny
Sunflower lite use penetration pricing strategy. Penetration pricing is the practice of
offering a low price for a new product or service during its initial offering in
order to attract customers away from competitors. The reasoning behind this
marketing strategy is that customers will buy and become aware of the new
product due to its lower price in the marketplace relative to rivals.
SKU and Price

1 Litre Pouch 1 Litre Pet Bottle 5 Litre Jar
Mrp: 122 Mrp: 177 Mrp: 605

Promotion
Place refers to marketing activities used to communicate positive, information
about an organization, its products and activities to directly or indirectly expedite
exchanges in target market. It includes a variety of techniques including
advertisement, sale promotion, public relation and personal selling that are used
to communicate with customers and potential customers.
Sunny Sunflower lite promotes its products through T.V, Banner, Poster, Display
etc. television is the best media for advertising. Sunny Sunflower however uses
Display in super market for advertising. Bender and poster are used for
advertisement in retail out.

Televisions advertise.







Banner

Poster Dangler







Place
Place refers to marketing activities that make products available to consumers
at the right time in a convenient location. It is the process of moving products
from the producer to the consumer, which may involve several steps and the
participation of multiple. Sunny Sunflower use dual distribution channel so
that it can be reach to the consumer. Sunny Sunflower use indirect marketing
channel it include two level channels where first is distributer to retailer and
then consumer. Indirect channel you can use (Producer/manufacturer -->
distributer --> retailer --> consumer) is used when there are many small
retailers and an agent is used to help coordinate a large supply of the product.
We have placed this product in retail stores. We have also placed this product
in Modern Format Stores (MFS).
STP
STP (Segmenting-Targeting-Positioning) process and compare and
contrast the different segmentation bases that could be used to segment
both consumer market and businesses. It will also explain the criteria used
to select target market and different strategies used for product/brand
positioning and also explain the benefits of using STP process. This essay
will also justify STP process by explaining application and theories.


Segmentation:-
Market is based on customers, and each customer has different needs.
Market segmentation helps organisation to divide customers with their same
needs, thus the organisation divide massive market in to small segments that
helps them to deliver value and product effectively. Business not only divides
consumers in segments they also divide businesses in different segments that
helps to do business with other businesses effectively.
Sunny Sunflower lite has segmented its market on the basis of following:
Demographic
Income
Occupation
Geographic
Tier 1 cities
Tier 2 cities
Psychographic
Life style
Personality
Behavioural
Value
Benefit Sought
So, this is a market segmentation of the Sunny Sunflower Oils that we give
more importance to tier 1 cities that are metro cities. And we prefer the high
level people and middle level people because this level of people are looking
for good quality edible oil.

Targeting:-
Sunny Sunflower lite oil has targeted its market on the basis of the product
that they are offering to the consumer.
We are targeting:
Upper middel class segment.
Middel end.
We are targeting to those consumer who are more health conscious.
Our product is for upper middel class and middel segment, so we are targeting
audience are those consumer, who want Healthy Product which gives them fitness at
reasonable price.
We are also targeting those consumers, who are more concern of safety and health
issue.
We are now going to shift over to lower mid class segment and want to mass market
their product

Positioning:-
Sunny Sunflower lite oil has position its product in market on the
flowing bases.
We had position Sunny Sunflower lite as High quality edible oil.
We had position Sunny Sunflower lite as it come with Power of five (vitamin
A,D,E, antioxidant and omega 6).
Swot
The SWOT analysis was originally arrived at by Andrews Christiansen, Guth
and Learned in 1969 and its basic organising principles have remained largely
unchanged in the field of strategic management. It is a systematic framework
which helps managers to develop their business strategies by appraising their
internal and external determinants of their organisations performance.
Internal environmental factors include leadership talent, human resource
capabilities, the companys culture as well as the effectiveness of its policies
and procedures. External factors include competition, government legislation,
changing trends and social expectations.
The SWOT analysis framework involves analysing the strengths (S) and
weaknesses (W) of the businesss internal factors and the opportunities (O)
and threats (T) of its external factors of performance. Through this
analysis strengths and weaknesses within an organisation can be matched with the
opportunities and threats operating in the environment so that an effective strategy
can be formulated. Therefore an organisation can derive an effective strategy
by taking advantage of its opportunities by using its strengths and neutralise
its threats by minimising the impact of its weaknesses. Moreover, SWOT
analysis can be applied to both a whole company as well as a specific project
in order to identify new company strategies and appraise project feasibility.

Strength.
Strength is an inherent capability of an organization which it can use to gain
strategic advantage over its competitors Company images, wide distribution
network, sound financial position, talented and dedicated work forces, researches
and development is some strengths.
High quality edible oil.
Unique pet bottle.
Omega six.
Atteractive scheam for consumer, distribute and retailer.
Prices of Sunny Sunflower oil are low as compared to the other company.
High retailer margin.
Effective sale team.
Proper supply.

Weakness
Weakness is an inherent limitation or constraint of an organization which creates
strategic disadvantage to it, in comparison with its competitors. Poor product
quality, obsolete technology, high production cost, poor financial position, weak
management is some of weakness.
Low advertisement.
Lac of product awareness among consumer.
New player in the edible oil market.
Available in maharastra only.
Low market share as compared to lots of brand.
Strong competition from various brands.

Opportunity
An opportunity is a favourable condition in the organization environment which
enables it to improve and strengthen its competitive position.
Advertise on various platforms like social media, print media and out of
home.
Market and sell on national level.
Health conscious people are increasing.
Promote the brand by using health platform.

Threat
Threat is an unfavorable condition in the organization environment which creates
a risk for or cause damages to the organization.
Threat from low prices competitors.
A large number of domestic and multinational players.
Increase in import duty.


Product life cycle
Product life cycle is a very valuable tool in the hand of a marketer. Every product
has its own life. When a product idea is commercialized, the product enters into the
market and competes with the rivals, for making sales and earning profits.
Products, like human beings, have length of life. This has been described as life-
cycle in human beings and when applied to products, it is product market life-cycle,
because it is related to particular market. The product life-cycle may be short for
some products and long for some other products. The period may differ from
product to product. Every product passes through certain stages, collectively
known as product life-cycle stages. These stages include: INTRODUCTION,
GROWTH, MATURITY & DECLINE. Studying the patterns of product life cycle from
time to time, help the business to prosper. It gives marketer a better understanding
in managing their profitable products and eliminating the unprofitability ones.
Product moves from one stage of its life cycle to another, marketers try to evaluate
and adjust strategies for promoting, pricing and distributing the product.
Sunny Sunflower lite had passes form development stages and it had each to
introduction and enters into market to compete with the other edible oil and trying
to capture the market share from the competitors by using promotional and
marketing technic.

INTRODUCTION STAGES:
Sunny Sunflower lite is introduced in the market with intention to build a clear identity and
heavy promotion is done on T.V, Newspaper, and print media for maximum awareness. Sunny
Sunflower incurs more costs in this phase and also bears additional cost for distribution. On the
other hand, there are few Sunny Sunflower customers at this stage, means low sales volume. So,
during introductory stage companys profits shows a low because of huge cost but low sales
volume.
At introduction stage, the company core focus is on establishing a market and arising demand for
the product.
Prices:
Sunny Sunflower use slow penetration calls for launching the Sunflower oil at lower
prices and low promotional level. Marketers resort this strategy when the market is
large in size, the customers are highly aware of the product, they are prices
sensitive, and there exists some potential competition in the market.
Five force model

Porter's Five Forces tool is a simple but powerful tool for understanding where
power lies in a business situation. This is useful, because it helps you understand
both the strength of your current competitive position, and the strength of a
position you are considering moving into.
Porter referred those forces affect its capability to serve its consumers and make
profit. Changes in any of the forces make a business unit to re-assess the
marketplace. Tough industry may look attractive start a business, it does not
mean that every company in the industry will earn the same profitability.
Organizations must apply their core competencies, business model or network to
achieve a profit over the other competitors.
This model of Porter's five forces include - threat of established rivals, threat of
new entrants, threat of substitute products, bargaining power of suppliers and
the bargaining power of customers or buyers.
To analyze the attractiveness of the edible oil industry, the Porter Five Forces Model was used. Each
parameter of the model is analyzed and a score is given to them. An overall score is then calculated to
check the attractiveness. A low score indicates that the market is highly attractive.
Effect of the force Assigned Score
Low 1
Medium 2
High 3


Rivalry among competitors (High)
The Indian edible oil has large number of players both in organized as well as the unorganized sectors.
Due to large number of players Sunny Sunflower competes with other player and trying to attain a cost
leadership. This has led to very less profit margin. Due to the risks associated with the edible oil industry
such as weak harvesting during any period, the prices being so volatile and fluctuations in foreign
exchange rates the competition even intensifies more with each player trying to achieve the maximum
profitability. Along with the intense competition by domestic players there is equal competition from
international market. They are responsible for setting the price due to heavy dependence on imports
and very high substitutability due to large number of products available. This also leads to sudden
dropdown of prices if the international prices fall suddenly, leading to a decrease in the domestic prices
as well.
Sunny Sunflower facing high competition because of the flowing reason
There are many players in edible oil market some are organized and
unorganized, Sunny Sunflower has to competes with international and
domestic brands.
Edible oil company use almost same market strategies to captured the market share. And if
any company up with new feature or scheme its cope by other player. For instant Sunny
Sunflower launch is Sunflower oil with Vitamin A, D, E and Ruchisoye relaunch its Sunrich
sunflower oil with Vitamin A, D, E.
There is not much differentiation between products and product feature. Hence there is only
different of brand images and prices. There Is much more price and brand image competition.

The demand for edible oils in India has shown a steady growth at a CAGR of 2.7% on 2012-13.

Threat of new entrants (Low)
The growth of the industry is estimated at 150 percent CAGR hence seeing the huge
potential for growth new entrants are expected to enter the industry. Since 100% FDI
is allowed in the Indian edible oil industry and almost 40% of the edible oil in India is
imported so there is huge potential for foreign players as well.The Indian edible oil
market is still underpenetrated, and given the rising demand for fried food products
and positive macro & demographic environment, it has a demand growth which is
favorable outlook over the coming years.
The barriers to entry for the same are:
Capital requirements- Due to the low capital and low technical requirements in the
Indian Edible Oil industry the barrier to entry is low. This has led to huge competition
too since there are a lot of players and the industry is highly fragmented. So, therefore
due to low capital requirements a player can easily enter and exit the Indian edible oil
market.
Switching Costs- Due to a large number of players in the market, the buyers face no
switching costs. Due to few or no switching costs this doesnt prove to be a barrier to
his entry.
Product Differentiation-There are not many factors or basis on which one can
differentiate the edible oils hence not much of brand loyalty and brand identification
gives an edge to the players in the Indian edible Oil industry. So, this is not a barrier
to the players entry into the market.
Distribution Network: The new player will have to create a good access to the
distribution channels which can be a barrier to his entry in the Indian edible oils
industry.

Bargaining Power of Suppliers (High)
Due to high demand of edible oil in India and shortage of resources such as soya bean
oil, palm oil, rapeseed oil the bargaining power of supplier is comparatively higher.
Since India depends to the extent of 40% of edible oil on imports the bargaining
power becomes higher since it cannot suffice its own demand.
Although Sunny Sunflower rely on its suppliers to supply edible oil for their Sunny Sunflower lite
there are actually few number of edible oil suppliers in makers, there is limited scope for Sunny
Sunflower could switch.

No substitute for edible oils so bargaining power of suppliers is high for this. Few patented replacement
seeds exist but they are not any regular substitutes hence the power of supplier is high.
Bargaining power of Buyers(High)
Buyers can too threaten an industry. Few of the factors to determine how powerful the
buyer group is are:
Edible Oils being commodities are standardized products. Due to no differentiation
between products buyer can switch from one player to another. This leads to very less
profit margins for the players in the Indian edible oils market.
Buyer does not face any switching costs since all the sellers sell at around the same
prices.
Since the product earns very less profits the buyers are price sensitive and will easily
switch from one supplier to another to attain the lowest price.
Due to scarce resources the volume seller has is low in comparison to the demand by
the buyer so it buys large volumes , as we can see that to suffice the demand it has to
import 40% of oil hence we can say that since the volumes purchased are high the
buyers have a greater bargaining power.

Threat of Substitute Products (Low)
There is no substitute for edible oil there for there is no threat from substitutes product like other
product had.

AKNOWLEDGEMENT
It has been great pleasure for me to work as a summer trainee in an esteemed
organization like Frigorifico Allana Limited, which made me aware of the culture
followed in the organization and gave me a great exposure.
The project work has been made possible through direct and indirect co-
operation of various persons for whom I wish to express my appreciation and
gratitude.
I shall remain grateful to Mr. Manish for his incisive support and objective
guidance during the project.
Once again I express my gratitude to Deputy Manager cum Branch manager Mr.
govind, for their kind co-operation.
Last but not the least I thank my parents and friends who gave me moral support
throughout.
Thank to you
SHAIKH SIRAJ AHMED
B-49 M.M.S.1
st
year
AIAIMS
Project title
The objective of this project is to evaluate the pattern of Impact of international
sunny sunflower lite advertisement on consumer and trader. This also involved
meeting with different retail outlets and conduct survey with individuals. This has
given me exposure in the real market and to analyses the real market situation.
To accomplish these objectives as whole it involves meeting with different
retailers and customers and collecting feedback from Consumer.




Scope of study
The project will extend its periphery in proving information about
present practices capabilities, vulnerabilities, and future directions of Amuls.
It also helps in understanding the market of Mumbai city.
Understanding domestic marketing and product strategies along with the study of
capabilities of competitors and prices quoted by them. Quality, service, and
pricing and scheme etc. factor of products are also an important part of the study.




Objective of project
To find out Sunny Sunflower lite oil position in the Mumbai market.
To find out Sunny Sunflower lite oil availability and visibility in the Mumbai
market.











Limitation