GEMINI EDIBLES AND FAT

INDIA:
IN PURSUIT OF GROWTH

INTERNAL COMMUNICATION PLAN

Submitted by:

Working Group M2
Apoorva Sharma (22F312)
Cyril Isaac (22F320)
Mrinal Goel (22F338)
Pranav Shete (22F343)
Situational Analysis

The current situation of Gemini Edibles and Fats India is as follows:

They are currently the market leader in edible oils and fats across south India with a
market share of 40 percent. The Indian edible market is currently facing a problem with
increasing demand, and it’s expected to grow 7.2 percent between 2015 and 2020. The
company wants to capitalize on this opportunity by doubling its current revenues by 2021.
However, the brand name of Gemini is only popular in south India, and they have to
compete with pan-Indian companies like Marico Limited, Cargill India Private Ltd, Ruchi
Soya, and Adani Wilmar to gain the expected growth which requires an extensive rework in
marketing communication strategies to strengthen its brand image to new area segments
and at the same time needed internal communication strategies to define the business goals
and specific activities needed to achieve it.

Internal communication problems/ issues

1. Change in Organisational Culture: From the case, it’s clear that the company is
proud of its employees. The entire staff including the security guards are having a
special bond with the company which is attributed to Pradeep’s leadership ability
which also results in a very low retention rate. However, a transition from a family-
based organizational culture to a family + guided missile-based organizational culture
will result in a lot of confusion among employees which will hamper the personalized
environment which they enjoyed since inception.
2. The attitude of employees: The employees currently bear a closeness and share a
bond with the company owners and Pradeep. But with the plan of expanding into
new regions and a change in culture will result in ineffective communication which
can lead to employees feeling isolated and unimportant. This will reduce the sense
of accountability leading to high turnover rates.
 Audience Analysis

The target audience for the internal communication program are Employees, partner
and

Investors

1. Employees: The new initiatives done by Gemini company to increase its market share to
other parts of India are to be informed to the employees. As the transition of the
company will go through various kinds of continuum like spray & pray, withhold &
uphold, and Tell & Sell. Hence to ensure that everyone knows what to do and whom to
contact. The future goals, the marketing and distribution strategies, long-term and
short-term goals, and new responsibilities, must be effectively briefed through internal
communication. Communication must happen fluently up and down the chain. Hence,
the employees are the primary target of this strategy.
2. Partners: GEF India is partnered with Golden -Agri Resources company. Hence, it is vital
to keep their partners updated with the latest communications of plans to increase the
market share and directly compete with the big brands.
3. Investors: As a listed company, the company is entitled to communicate its new plans to
its investors through effective channels regarding the spending, new facilities, and
growth expected in efficient ways.