Description
describing about Revitalizing an Existing brand.
Reinventing an Existing Brand
Situation Analysis
• Vimal Oil and Foods Ltd – brand “VIMAL” Ground nut and cotton seed oil • Listed in ASE - BSE • Mainly present in Western India with sales of Rs. 487 cr in 2006-07 • PUSH strategy employed • Consumption without awareness • Present Consumers – Middle & lower-middle income group
Purpose
• “VIMAL” wants to reinvent itself to create PULL in retail consumers segment • Improve profitability
Findings
• 90% of purchases are bulk annual seasonal • Only 30% people are aware of the brand, they consider it traditional and trustworthy • Tirupati Oil the largest and strongest brand in the sector • House-wives want discounts and offers in oil • Recommendations and WOM…??? • Heritage and Quality…??? • Offers and Discounts – to lure
Objectives
• Target Consumers - Compete Middle class and also daily workers • Awareness needs to be increased about the product • To build up conviction for the product • Range of packages • Offers and Discounts
Suggested Marketing MIX
• Small quantity packs • Advertising
– Print advertisements, articles in daily newspapers – Radio advertisements
• Sales Promotion
– Giving coupons and discounts to attract larger customer base
• Personal Selling
– Door to Door marketing - free samples aimed at lower income groups
doc_657495410.ppt
describing about Revitalizing an Existing brand.
Reinventing an Existing Brand
Situation Analysis
• Vimal Oil and Foods Ltd – brand “VIMAL” Ground nut and cotton seed oil • Listed in ASE - BSE • Mainly present in Western India with sales of Rs. 487 cr in 2006-07 • PUSH strategy employed • Consumption without awareness • Present Consumers – Middle & lower-middle income group
Purpose
• “VIMAL” wants to reinvent itself to create PULL in retail consumers segment • Improve profitability
Findings
• 90% of purchases are bulk annual seasonal • Only 30% people are aware of the brand, they consider it traditional and trustworthy • Tirupati Oil the largest and strongest brand in the sector • House-wives want discounts and offers in oil • Recommendations and WOM…??? • Heritage and Quality…??? • Offers and Discounts – to lure
Objectives
• Target Consumers - Compete Middle class and also daily workers • Awareness needs to be increased about the product • To build up conviction for the product • Range of packages • Offers and Discounts
Suggested Marketing MIX
• Small quantity packs • Advertising
– Print advertisements, articles in daily newspapers – Radio advertisements
• Sales Promotion
– Giving coupons and discounts to attract larger customer base
• Personal Selling
– Door to Door marketing - free samples aimed at lower income groups
doc_657495410.ppt