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 communication programs 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 the weights 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 familys 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 Gujarats 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: Gujarats 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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