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 family‟s 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-

“ Gujarat‟s 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:
Gujarat‟s 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.

********************************************************************