GEMINI EDIBLES AND

FAT INDIA IN PURSUIT

OF GROWTH 

•Presented by
•Bhanu Pratap Singh
•Divyansh Kush 
•Deepak Pandey 
•Harshi Jain
•Mansi Tyagi
•Manthan Sharma
 SYNOPSIS 
•A Hyderabad-based company, was in the business of
trading, manufacturing, and marketing edible oils and
fats.
•In the eight years since it was founded, GEF India had
become the top-selling edible oil company across
South India with a 40 per cent market share.
•Some of the Top brand  of GEF India is  “Freedom” , 
“First Klass” etc.
•Now The company wanted to double its current
revenues from $35 billion to $70 billion by 2021,
which would place it in competition with national
producers.
Learning objectives
• Strategy
• Marketing Communication
• Organizational Behavior
• Organizational communication
• Strength – successful go
to market track , strong
brand equity &
awareness.  
• Weakness -  Limited
market penetration, Low
advertising & Visibility.  
• Opportunity-  E-
commerce & social
media growth , increase
in Health conscious
people , Take advantage
of govt. Policies. 
• Threats- High
competition, 
Ansoff matrix
 Intensive Growth Existing/ New Existing/ New Examples
Strategy Market Products
Market Penetration Existing Existing Increased selling of
Freedom sunflower
oil in existing markets
Market Development New Existing Selling Freedom
sunflower oil in new
markets

Product Development Existing New Selling Freedom rice

bran oil in existing
markets

Diversification New New Selling Freedom rice

bran oil in new
markets
BCG Matrix
 PROBLEM
STATEMENT
• GEF India is not rapidly expand
the business all over India
• Not getting proper marketing
communication strategies to
build a strong brand amid fierce
competition.
• Internal communication
strategies should be utilized to
invigorate the staff in this
period of progress and cultural
transition It is most common
problem that GEF faced in
cultural shifting
 As we have heard that the Current Revenue is ($35 billion) and target 
revenue is ($70 billion).
GROWTH Approaches that the company should follow -
STRATEGY  • Consolidate its brand in the South Indian market
• Start expansion on a pan-India basis
• Target the international market through exports
• Introduce new products
STRATEGIC-PLANNING GAP Kotler’s Strategic Planning Gap
AND PRODUCT-MARKET • Diversification growth-  It is
not recommended for GEF
EXPANSION TABLE India at present because a
large market potential already
exists within the business of
edible oils and fats.  
• Integrative growth -  Growth
has been targeted by GEF
India to some extent by having
engaged in both developing
and refining edible oils. The
tie-up with Golden Agri-
Resources is also a form of
integrative growth.(Provide
ready source of crude oil)
 Intensive Growth
• Market Penetration- 
With some aggressive marketing initiatives, the
company can penetrate further in these markets and can
also increase their market penetration for its other
products such as mustard oil.
• Product Development-
Freedom-branded rice bran oil is a new product holding
a lot of promise. The goal should be to identify the value
proposition and gradually increase awareness about the
product in existing markets.
• Market Development  Strategies-
GEF India needs to create awareness of the Freedom
brand and its associated value proposition and benefits
Communication Strategies
• Increase advertising efforts with more investments. i.e.
1. Print Media(Newspaper, Magazines)
2. Broadcast( Radio, Television)
3. Network(Cable, Satellite, Wireless)
4. Electronic(Web Pages, audio/video tapes)
5. Display(Billboard, Posters)
• Use e-marketing techniques i.e. online activities and programs.
• Sales Promotions using discounts, sample, coupons, premium.
• Increase Indorsement by celebrities like Neeraj Chopra as company promise of
“Freedom to eat, Freedom to enjoy”, “guilt free eating”
• Arrange events and experiences with brand related interactions.
( sports, arts, entertainment).
• Use form of direct Marketing(Email, telephone).
• Interact Personally with prospective customers conducting press
conference, interviews.
https://youtu.be/E4dT0-Zl99c
CULTURAL SHIFT

The attribute is strong in each of the four

types of culture identified

Project-based mode

Expertise should be deployed according to

need

Decision making

Increased efforts toward competence

Bringing fresh experience into the company

personal connections
  Cultural Communication shift for GEF

Employee Cohesive
Define goals
engagement company culture

Enhance Increase
Crisis handling
transparency productivity
CONCLUSION &
RECOMMENDATION
 
• After implementing growth and cultural shift in the organization , Tell
and sell strategy would be employed.
• All staff being assigned key positions for growth, such as heading
newer market divisions with results orientation.
• At the maturity stage when everything will go in a appropriate
manner then Underscore and Explore Strategy can apply.
Learning outcomes
and how it is related
to subject

• Framing strategies for rapid

expansion
• Marketing communication
• Organizational behavior
• Analysis of environment and
factors that affect business.