Jaipuria Institute of Management,

Vineet Khand, Gomti Nagar

Lucknow – 226010

Academic Year 2021-2022

Batch 2020-2022
Trimester 5th
Programme PGDM
(PGDM / PGDM-FS / PGDM-RM)
Name of Course Brand Management
Section B
Name of Faculty Prof Himanshu Misra

Nature of Submission Project Report

(Assignment / Project Report)
Topic of Assignment / Project Case Study (OLIVE OIL: LIVE A BETTER LIFE)

Deadline for Submission 16/01/2022

Group/ Learning Team Number
Maximum Marks Allotted 20

Contribution of Group/LT members in the Assignment/Project

Sl. Name & Enrollment Contribution Signature

No. Number of Student

Date of receiving at PMC: Signature of PMC Staff:

Penalty [Marks to be deducted (if any)]:
 Talking about the Indian edible oil situation it is highly fragmented into small and big
retailers where the competition is very tough, and which requires a lot of capital but
sometimes margin is very less because of the external factors involved.
 It is vastly dispersed in India and each edible oil variety is grown in different parts of
India as per the local climatic condition involved likewise Mustard oil is grown in north-
eastern part of India, Soya bean oil is mostly found in northern region of India and the
south belt palm oil is found because of the maritime climate there.
 Soya bean oil is not found in the northern belt of India because of the dry summer and
cold winter and also summer is extreme so this type of season is not suited for this type of
oil, and in south part climate is maritime which means usually the rains happens in winter
season and summer is moderate which is suited for this type of oil also it is highly grown
in SE Asia because of the influence of cold waves and of the situated around the coastal
area. So, SE Asia country are the major producer of palm oil.
 As now a days, we can see lot of happening is there of any brand so if the customer is
getting awared about the product he will try it and he will force to try when the company
play it smartly like promoting it in a way that if you consume these types of oils that is
palm oil, soya bean oil, Mustard oil it will be make you fit as it is free from all the
unharmful things and it is completely saturated. So the branding of these oils is such done
in this way to project that it is easier to cook and it will be a healthy diet for your meal.
 Talking about the penetration level of these oil when compared to urban and rural area it
seems when going through various studies it is highly consumed by the peoples living in
urban area might be because of the increased income but I think the main reason is to be
more fit and the availability but the rural people consumed it but at a very low rate might
be they think these oils as non fit to be consumed.
 But how the things change because of the fact we came to know some of the other types
of oils. Initially when there was local players and when the economy was closed olive oil
was mostly used for massage but since the economy was opened it completely changed
the scenario in the Indian Market. Now the penetration level of olive oil is so fast that one
can’t imagine. The India olive oil market which was 52 crore till 2006, is now more a
1000 crore, when we see the growth rate its very fast.
 Talking about the olive oil it is considered to bolstering the immunity system and also
curing the person who is suffering from various disease like: Cancer, Heart Disease,
Blood Pressure, Diabetes etc.
Acc0rdingly, c0mpanies with an exp0sure t0 these 0il varieties stand t0 benefit. Given the
inherent v0latility in prices, it is believed that participants with a diversified presence acr0ss
edible 0il categ0ries w0uld be better placed than participants f0cused 0n a single variety 0f 0il,
due t0 the flexibility t0 m0dify pr0duct p0rtf0li0 in line with market parity and maintain
0ptimum capacity utilisati0n levels.

By C0nsidering the present scenari0 the expected supply side c0nstraints, imp0rt dependence
w0uld c0ntinue t0 be high and c0nsequently d0mestic edible 0il prices w0uld remain linked and
vulnerable t0 v0latility in internati0nal edible 0il price m0vements.

Further, as said it is seen and expected that recent c0ns0lidati0n and capacity expansi0n trend
w0uld gather further m0mentum and the large integrated brand-f0cused participants w0uld
be better p0siti0ned t0 garner the bulk 0f the gr0wth in the c0ming years.