Fastest Growing Cities in INDIA

Amritsar, Meerut, Lucknow, Bhopal, Ludhiana, Jamshedpur, Vadodara, Kanpur,

Coimbatore, Nagpur, Jabalpur, Visakhapatnam

EDIBLE OIL CONSUMPTION TREND

Coconut, Palm, Safflower, Sunflower, Corn, Groundnut, Rice bran, Soya, Mustard,
Canola

Olive Oil Sector Growth in India

Types of Olive Oil

Olive Oil
Extra
Virgin

Virgin

Pure

Pomace

Lite

Future of Olive Oil in INDIA

The President of the Indian Olive Council, Mr V N Dalmia, has
given the following demand growth projections for the Indian
Olive Oil market
YEAR

PROJECTED TOTAL INDIAN IMPORTS OF OLIVE OIL

2012

42,000 tonnes

2015

62,000 tonnes

SWOT Analysis

Indian Economy has registered

growth rate of 4%
Indian Olive Oil Market growing
at 40% p.a.
Changing Preferences &
Improving Lifestyle among
Indian Consumers (Health
Plank)

Absence of domestic production

Large Scale Ignorance of Benefits
Conventional Edible oil as
Cooking Medium
Relative Price Differential

Import Duty on Virgin Olive Oil

has reduced to 0 with effect
from Feb,2009
India is largest importer of Edible
Oil (5 million tonnes)
Olive plantation & subsidies
from states have initiated

Customer Acceptance
Affordability
Reach
Competition

Pain Points Indian Consumer

Strong flavor
Low Smoking Point
Not suitable for Indian cooking ( Frying, Deep
Frying)
Challenged by High Prices ( 4 times the edible
oil)
Ignorance about the Usage

STPD Analysis
Segmentation-:
Geographic

Demographic

Behavioral

Indian

Middle Aged

Health Conscious

Urban People

Male/ Female

Change in Lifestyle
& Preferences

Middle or High
Income Group

Working
Professionals

Target Customer
Rich/affluent -: 10 million households
Middle classes-: 80 million households
Aspiring middle classes-: 100 million
households
Poor 50 million households

(Source - Indian media) 2015

Positioning
We offer Edible Olive Cooking Oil that suits
the style of Indian Cooking and cater to the
cooking needs of Indian Masses, for age group
between 20 to 55 years.

Differentiation

Blend of Sunflower and Olive Oil

80% Sunflower and 20% Olive Oil
High Smoking Point
Suitable for frying & deep frying
Flavorless Variant
Same beneficial fat composition
80% of mono saturated fats ( good fat that
reduces bad cholesterol)

Competition

Marketing Mix
Product
Our product will be offered in
1 liter pack,2 liter pack,5 liter &
20 liter tin (SKUs)
Design of product would be
Attractive
USP of our product would be
easy to pour nozzle
cap
Introduce Pomace, Push Lite and PAN INDIA Launch of
Blend

Marketing Mix
Price
The Olive Oil would be introduced in the market at the MRP for
different SKUs
The MRP (Maximum Retail Price) is printed on the label of the package
and is known to all the players in the value chain.
The general consensus in the industry is that supermarkets operate on
a 20% profit margin. Major stores operate on around 15 -17% margin
The distributors markdown profit generally ranges from 10-12%

Marketing Mix
Price

S.No Name
1 Borges Extra Virgin
2
3

Pack (in Ltr)

1
2
Borges Virgin
1
2
Borges Lite
1
2
5
Borges Pomace
1
2
5
Borges Blend (Tasty)
1
2
5
20

MRP
1500
3040
1100
2240
750
1540
3790
500
1040
2540
180
400
940
3660

Marketing Mix
Place
Product would be launched PAN INDIA

It will be available in every major city, fastest

growing cities in India at modern trade outlets,
supermarkets & key retailers

Channels of Distribution
OVERSEAS EXPORTER

INDIAN IMPORTER

LOCAL DISTRIBUTOR

SUPER MR.KET/FOOD STORES

CONSUMER
Two critical aspects of Supply Chain is Logistics Management
& Vendor Management

Marketing Mix
Packaging
Packaging would be attractive and bottle will be made of high
quality plastic
We would be printing a health tip for keeping your heart healthy
on each bottle that will be produced
We will be providing sample bottles for trial purpose that will be
done in selected stores

Marketing Mix
360 Degree Promotion
Newspaper
Magazines
Social Networking Sites
Radio
Television
Internet ( Social Networking Sites )
Broucher's
Bill boards
Promotional Event

Budget Plan(2014)
S.No Name
1 Borges Extra Virgin
2 Borges Virgin
3 Borges Lite

Pack (in Ltr) MRP

Volume Revenue
1
1500
85000
127500000
2
3040
25000
76000000
1
1100
115000
126500000
2
2240
80000
179200000
1
750
12000
9000000
2
1540
90000
138600000
5
3790
90000
341100000
Total Revenue

Expenses A& P @10%

Selling & Admn@6%
Gross Market Contribution=

99790000
59874000

Total Revenue-(A&P+S&A)
838236000
Gross Market Contribution %= GMC/TR*100
84

203500000
305700000

488700000
997900000

Sales Plan for Borges

Assuming we have not changed the MRP , focus is New customers and Strong Distribution
(Revenue would be generated from Volume)

Timeline

100

2014

150

2015

224

2016

FY 2013-14 Current Sales= Rs.100 Crore

FY 2017-18 Sales Required = Rs.500 Crore
Required CAGR= 50%

334

2017

500

2018

Revenue (In Crore)

Year

Product Diversification

Thank You!!