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MEDIA MIX for Tirupati Lite Oil in Rajasthan

(August 2, 2010)

In partial fulfilment of the requirements of the course

“Strategic Brand Management” of MBA (Full Time)

SUBMITTED TO:

Mrs Vibhuti Bhatt

SUBMITTED BY:

Somnath (091147)

Trilok Kumar (091151)



INTRODUCTION

N.K Proteins Limited is the leader in the edible oil market in Gujarat. It came in the

business in 1993. Its cooking oil brand is Tirupati. It manufactures different types of

oil:

Refined Cotton Seed Oil

Refined Sunflower Oil

Filtered Groundnut Oil

Refined Groundnut Oil

Refined Corn Oil

Refined Soyabean Oil

RBD Palmolein Oil

Some of the products under the brand name Tirupati are:

Tirupati cooking oil has been dominating the oil market of Gujarat for some years

now. It wants to shed its image of being a regional player. In keeping with this, it has

planned to launch Tirupati Lite- a refined soyabean oil in Rajasthan. Tirupati has

always positioned itself as a balanced oil that stresses on fitness of the consumers. Its

punch lines, “ Har Bite mein Balance” and “Fit Rakhe Ye Aapki Life” affirm its

positioning.

The oil market in Rajasthan is dominated by the local players. The people of

Rajasthan prefer Mustard oil more than any other oil. The urban middle class has an

indentation towards Fortune oil and the likes that have national presence.



DISTRIBUTORS' NETWORK

N.K. Proteins Ltd. has a strong distribution network across Gujarat, Maharashtra,

Rajasthan, Punjab, Haryana and Madhya Pradesh and it also strives to reach other

places soon.



INTEGRATED MARKETING COMMUNICATION

Integrated Marketing Communications is a term used to describe a holistic approach

to marketing communication. It is a strategic business process used to plan, develop,

execute and evaluate coordinated, measurable, persuasive brand communicationprograms with consumers, customers, prospects, employees and other relevant

external and internal audiences. It aims to ensure consistency of message and the

complementary use of media. The concept includes online and offline marketing

channels. The stress is on reach, impact and cost of the communication. The ultimate

goal is to generate short-term financial returns and build long-term brand value.

MEDIA ADVERTISING

Media Advertising is the most important part in the IMC of FMCG products. The

MEDIA MIX for Tirupati Lite Oil for the launch in Rajasthan is as follows:

TELEVISION ADVERTISEMENT:

Scene 1- A family is shown sitting in its home mulling over the increase in theweights of its members. They hold the heavy cooking oil responsible for it and decide

to eat less. The mood is of gloom.

Scene 2- The family‟s neighbour , Mrs Sharma is seen eating a lot and is praised by

all for being slim and fit. Her husband and children are very fit too. The entire family

is a happy bunch.



Scene 3- On being asked the secret behind eating more and staying slim and fit at the

same time, Mrs Sharma proudly announces that her cooking oil has changed

definitions. “NOW EATING IS THE NEW DIETING”. After this a background

voice declares-

“ Gujarat‟s Number 1, Tirupati oil ab Rajasthan mein bhi . Iske har bite mein hai

balance. Isliye to Fit rakhe ye aapki life. Aaj hi layen aur khayen bharpur, aaj se har

diet hoga Balanced diet ”.

RADIO:

Gujarat‟s Number one cooking oil, ab Rajasthan mein bhi. Tirupati Lite cooking oil,

Fit rakhe ye aapki life kyunki iske har bite mein hai balance.

PRINT MEDIA:

GUJARAT KA NO. 1, AB RAJASTHAN MEIN BHI.

TIRUPATI LITE Refined Soyabean Cooking Oil

„Har Bite Mein Balance‟ „Fit Rakhe Ye Aapki Life‟



BILLBOARD:

TIRUPATI LITE REFINED SOYABEAN OIL

EXPLANATION: This ad is to touch the sentiment of the Rajasthani mass that is

well-known for its long and beautiful moustaches. This will connect well with the

Rajasthani culture. This says that now your full concentration can be on your

moustaches as the care of your health is taken by Tirupati Lite.

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