CURRENT INDUSTRY ANALYSIS: The case of Edible oil industry reveals all the aspects of edible oil and

the prevailing impact of it on the other countries and also the economy and GDP of Pakistan. Exhibit 1: Monthly per capita consumption in Pakistan by Income Quintile 2001-02 1st Urban Desi Ghee Veg. Ghee Cooking Oil Rural Desi Ghee Veg. Ghee Cooking Oil All-Pakistan Desi Ghee Veg. Ghee Cooking Oil 0.00 0.49 0.03 0.01 0.51 0.01 0.01 0.51 0.01 2nd 0.00 0.56 0.09 0.02 0.61 0.01 0.02 0.60 0.03 3rd 0.00 0.61 0.13 0.04 0.66 0.02 0.03 0.65 0.05 4th 0.01 0.65 0.19 0.06 0.74 0.04 0.04 0.71 0.09 5th 0.03 0.60 0.45 0.14 0.84 0.09 0.09 0.73 0.26 Overall 0.03 0.59 0.23 0.05 0.66 0.03 0.04 0.64 0.09

The exhibit shows that the consumption of vegetable ghee, till date, is the highest while the consumption of desi ghee has decreased over the years drastically. This shows a change in customer trends. Oil production is forecast at 1.5 million tons, 17 percent higher than the previous year. Vegetable oil imports are forecast at a record 2.16 MMT, an increase of 5 percent relative to MY2010/11. Palm oil accounts for 81 percent of the total imports. Exhibit 2: Edible Oil Production and Imports Years 1970-71 1980-81 1990-91 1997-98 1998-99 1999-00 2000-01 2001-02 Annual Consumption (millions kg) 316 972 1616 1898 2098 1746 1979 1994 Population (millions) 65.3 84.3 110.8 131.5 134.5 137.5 140.5 146.0 Per Capita Consumption (kg) 4.8 11.5 14.6 14.4 15.6 12.7 14.1 13.7

We can witness that after the year 1970, there was a severe increase in the level of per capita consumption showing that demand for edible oils Multiplied after this year and has been on the increase from then. The edible oil imports stood at $2.69 billion out of the total import volume of $5.72 billion. Edible oils Multiplied after this year and has been on the increase from then.

On the other hand.6 1324.9 4.5 23. you will see that the figures in that column show drastic variations. for whom price is an overriding purchase factor. Pakistan imports around 8 percent of its total edible oil imports from Indonesia.8 19.3 7. However.4 16.3 466.6 9.2 29.8 16. . industrialized countries like the United States have been seen to import large quantities of Soybean due to its greater nutritional value.5 1196.7 4.0 3.0 466.6 2.3 11. China’s priority is the local consumption so there is a decrease in the supply of edible oil.3 30.Exhibit 3: Edible Oil Imports and Production Domestic Production 136 505 656 719 773 695 835 797 Edible Oil Imports Price per Value unit 7.0 634. in the same years when you take a look at the percentage of total import bill.2 29.8 627.8 % of Total Import Bill 3.9 1050.6 1178. which showed that the import breakup was varying as a result of varying prices per unit.6 0.1 436.4 5.7 4.4 21. China has a fundamental role in the imports and they charge a higher price so that they continue their imports in third world countries like Pakistan.3 Pakistan has become one of the main palm oil importers in the world. Exhibit 4: Company of Pakistan’s Imports of Edible Oil Years 1985-86 1990-91 1995-96 1996-96 1997-98 1998-99 1999-00 2000-01 2001-02 Quantity (tones) Soybean 239 272 158 199 145 364 202 128 34 Palm 576 688 984 858 1034 961 849 1015 1162 Value (Rs Billion) Soybean 3.5 20. the unabated increase in edible oil prices has already hit the masses severely as the price of palm oil in local markets has gone up by at least Rs 1190 per 40 kg.7 5.9 1143.6 8.0 53. Other developing countries. After linking of the imports with the composite rates of dollar.0 533.0 20.5 1. are also large importers of palm oil.0 28.4 9.2 3.2 4.9 959.8 Palm 3.0 Years 1970-71 1980-81 1990-91 1997-98 1998-99 1999-00 2000-01 2001-02 Quantity 180.5 171.0 3.3 16.9 5.6 Somewhere after the year 1998-99 the production and quantity of edible oil imports stabilized somewhat.8 Pakistan Total Imports 36.3 24.6 40.8 3.6 19.6 2.8 4.1 24.3 33.

while the price of palm oil around $1. .9 $ per mt The international price of RBD was hovering around $1.An intelligent forecast for the year 2011 and afterwards shows that due to higher import cost. The country consumes around 2. Year 1970 1980 1990 1995 1996 1997 1998 1999 2000 2001 Palm Oil ($/ton) 260 584 290 527 466 507 671 436 310 286 Year 1970 1980 1990 1995 1996 1997 1998 1999 2000 2001 Soybean Oil ($/ton) 307 594 447 524 484 524 626 427 338 354 In case of Soybean the highest price increase observed from 1970 to 2001 is $628 in year 1998.2 million tones edible oil every year out of which 0.After 2001 the highest price rise is observed in 2008 and then in present year that is 2011 where prices have jumped up to 1330.63 million tones is contributed by the local growers while the remaining is imported to bridge the demand-supply.063 per metric tone. the manufacturers of vegetable ghee and cooking oil were unable to pass on the maximum benefit in case of any slight decline as they were facing multiple problems including power and gas load shedding and production loss. .054 per metric tone.

5 27.3 2. in the blood and lower the level of 'bad' cholesterol or low density lipoproteins (LDL).0 01-02 28.0 6.8 3.2 99-00 24. China.7 4.8 3.0 8.6% per year.4 3.3 11.5 2.9 3.1 92.7 4. It shows which vegetable oils which are healthiest more nutritious and good for health.3 2.9 98-99 24.3 11.7 2. However the more rapid growth in palm oil production and use was being driven by higher population growth rates in developing countries.7 19.0 The exhibit shows the world production of vegetable oils from year 1996-2004.5 4.7 24.5 4. Malaysia of palm oil whereas United States.6 17.2 3.5 17. The exhibit shows vegetable oils such as canola oil.4 3.5 2.3 8.5 7.2 02-03 30.2 3.8 4.0 3.8 86.4 80.3 3.9 7. which were the major palm oil consumers.8 00-01 26.9 28.5 13.2 2.5 4.1 89. . olive oil and soybean oil were among the healthiest of vegetable oils with not more than 15% saturated fat content.3 3.8 3. corn oil.2 1.4 94.3 2.2 11.6 13.6 12.6 4.6 8.5 2. Argentina and Brazil are main producers for soybean oil.2 75.3 2. It shows that overall vegetable oil production grew at an annual rate of 4.6 4.5 3.5 100.8 3.2 3.4 7.1 03-04 31.6 10.5 3.4 2.2 8.7 3.2 2.3 9.7 3.2 73.8 25.5 13. sunflower oil.7 2. Saturated fats from dairy sources and Trans fats from vanaspati ghee had the opposite effect: they raised LDL levels Exhibit 8 Shows Nutritional Comparison of Various Edible Oils.6 2.Exhibit 6 96-97 Soybean Palm Sunflower Rapeseed Cottonseed Peanut Coconut Olive Palm Kernel Total Growth % 20.4 3.8 97-98 22.7 3. The recent scenario shows that the world production for 2008-09 stood for around 133 million tons while for 2010-11 it is estimated to be 145 million tons. Soybean remained the most popular vegetable oil globally however Palm oil being catching up the same pace.9 4. The main Producers are Indonesia.8 9. Exhibit 7 Shows health implications of various types of fats.6 21.4 2. Unsaturated vegetable fats tended to increase the level of 'good' cholesterol or high-density lipoproteins (HDL).0 3.1 9.

197000 tons of seed is required and this gives an output of 79.Exhibit 9 Average Production 1998-2003 Million tones Soybean Oil Palm Oil Rapeseed Oil Sunflower Oil Other Total 27.070 79 29 5 606 7.3 12. Exhibit 10: Pakistan’s Oilseeds Crop Production 2001-02 Area (000 acres) Cottonseed Rapeseed/ Mustard Sunflower Canola Others Total 281 122 0 8.1 23.4 8.612 188 Oil (000 tones) 433 60   This exhibit shows the relation how much input gets an amount of output for different oils. Total domestic oilseed production during MY 2011/12 (Oct-Sep) is forecast at 5.0 % 0f total 31% 26% 14% 10% 19% 100%    The exhibit shows the percentage of oils utilized. Production of cottonseed is forecast at 4.772 572 Seed (000tonnes) 3. The highest use is of soybean oil where as the lowest is of Sunflower oil.000 tons of oil. For example for sunflower the 3rd lowest area is required of 281000 acres. up 24 percent over the 2010/11 production estimate due to an anticipated increase in cottonseed production.747 197 73 0 4. 25 percent higher than last year’s flood reduced production level. and how each oil has its own place.8 MMT.6 16.6 88.8 MMT. .

0 65. but there was a decline is 2000 to 2002.3 Safflower 0.5 194.7 109. For example the area used for sunflower increased from 88 to 99 and then there was a decline.13 0.23 0.1 Safflower 0.4 34.9 76.2 114.10 0.4 1.37 1.Exhibit 11: Area (000 hectares) Yield (kg/hectares) Production (000 tones) 1970-71 1980-81 1990-91 1997-98 1998-99 1999-00 2000-01 2001-02 510 417 304 340 327 321 273 269 527 607 750 859 853 925 842 822 269 253 228 292 279 297 230 221 This exhibit shows how gradually over the years the yield per hector has increased.4 Soybean 1.2 1.27 0.1 Soybean 2.5 1.3 1.0 1.2 144.20 0.20 0.1 1.9 68.9 2.5 31.06 0. Whereas soybean show a mixed amount of cultivation.06 Production (tones) Sunflower 34. soybean and safflower.9 2. The same trend of soybean has been followed by safflower.3 1. Exhibit 12: Cultivation of Non-Traditional Oilseeds in Pakistan Area Cultivated (hectares) Sunflower 88-89 90-91 95-96 98-99 99-00 00-01 01-02 29.3 59.08 0.04 0.7 1.4 86. The increase may be because of the advance technology used and better production facilities and methods.5 149.4 1.2 0.04 Shows an area relation in hectares to the production of sunflower.12 0.78 0. .

1 36.2 -5.Exhibit 13 It shows an expanded picture of the processes that started from the raw material to the final product available to the consumer. Here value is added to the crude oil imported from countries like Malaysia by further processing it.6 -5.4 -5.8 7. The domestic growth was minimum this was mainly due to problems in cropping patterns.8  Companies manufacturing and processing oil had increasingly high cost.6 1. due to the expensive imported raw material. also known as oil cake is used to feed live stock. here these manufacturers become suppliers to the soap industry.1 120.1 1. Live stock industry is big in Pakistan. Pakistan being the major importer of soybean.Companies faced huge losses and share prices declining lead them to face even more problems. The waste material from cotton seed oil.9 -13. Oil is extracted from the cotton seeds mainly by use of expellers. The exhibit gives an expanded picture of this processing industry. it was growing at snail’s pace at a meager 2% per year. The compounded annual growth rate reminded a mere 1. which extract almost 70% of the oil. showing the very slow growth in this sector   .6 389 612 427 328 309 321 345 390 248 227 57. The by product from this is then further used as a raw material by soap industries. Exhibit 14 Vanaspati and Allied Industries Stock Trends Year Vanaspati general index of share price (1990=100) 87 103 74 59 53 55 55 52 45 100 Growth Market capitalization Growth 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 CAGR 18. This process can be made efficient by using solvent extraction units which have minimum wastage.5% -28% 20.6 13.5 10.4% -30.9 3. These costs could not be covered by the output and profitability continued to decline. palm oil and tallow.4 3. Pakistan was a major importer of raw material as well as processed edible oil. high production costs and lack of seed technology.2% -23. people were hesitant to invest in the sector due to low returns and hence the growth of this sector remained negative. these companies hence make an attractive market for the oil cake industry.6% from 1993-2002. These declines in profitability are translated in share prices and capitalization which are falling every year . These imports are in form of crude oil which is further processed inside the country into refined cooking oil and vanaspati.4 -8. Oil is also extracted from cotton seed. most of the rural population makes their living by keeping live stock and bigger meat companies keep live stock in large amounts. The processing industry or production was no better. Pakistan being one of the main cotton growers of the world has a lot of potential. Where the raw material is provided mainly by imports.

The forecasted and future product offering will be – healthy and no cholesterol edible oil which signifies a healthy life-style among the users. Function definition: function can be allocated to be responsible for a healthy life-style among the users with good quality and taste.charts of the current trends. . the product offering will also change. Positioning of edible oil in the minds of the consumers has also changed with the changing times. advertising for oil was based on the richness and taste of edible oil. Generation of alternatives: Alternatives of adding vitamins or good fats should be considered. Presentation: these value creation strategies will be presented to all the members of the members. Information gathering: Information can be gathered by the industrial analysis and also by the graphs and pie. Edible oil industry ha gone through massive evolution since 1997 till date. Evalution of alternatives: The alternatives will be clearly evaluated and the best option will be picked up. Healthy edible oil can be selected for catering to the health conscious people. PRODUCT PLANNING: According to the rapidly changed consumption pattern of consumers. MARKET OPPORTUNITIES: Following are the market opportunities for edible oil industry in the future:  The market for edible oil can experience a boost in the future if the local or natural resources of Pakistan are used to the maximum with effective strategies.VALUE ANALYSIS: The value creation is extremely fundamental for the edible oil manufacturers because it signifies the perceived benefit of the industrial product. the focus is more on assurance of health and good life-style. COMMUNICATION PLANNING: Advertising and media can be used to communicate the message to the end-users. The opportunity of revenue maximization can exist if the resources are used in the right direction. Value can be created in the following steps: Selection : The competitive edge should be selected which will enable the firm to create value for the customers. But at present. The oil will be of good quality with all the essential vitamins and ingredients that boost up the human system instead of harming it like the traditional banaspati or ghee. In the past years.

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