MARKET

RESEARCH ON
COCONUT OIL
COMPREHENSIVE SURVEY
ON COCONUT OIL BRANDS PRESENT
IN ODISHA

RESEARCH OBJECTIVES
STUDY THE COCONUT OIL BRANDS
PRESENTS IN ODISHA MARKET
BRANDS AVAILABILITY IN RURAL & URBAN
AREA
COMPETATIVE ANALYSIS OF THESE BRANDS
UNDERSTAND THEIR MARKETING &
PROMOTIONAL STRATEGY
RECOGNIZE DIFFERENT TYPES POP
ACTIVITIES

AVAILABLE BRANDS
Brands Leading In Urban Market

SHALIMAR
BAIDYABOOTI
PARACHUTE
SREE BALAJI
NIHAR
DABUR ANMOL
DRISTI

Brands Leading In Rural Market

SHALIMAR
BAIDYABOOTI
PARACHUTE
SREE BALAJI
NIHAR
DABUR ANMOL
DRISTI
CHROME
VVD GOLD
SRISHYAM

LEADING BRANDS IN THE MARKET

Brands Leading In Urban Market

Sales
SHALIMAR C.H.O

DRISTI C.H.O;
DABUR
3% ANMOL C.H.O; 1%PARACHUTE
C.H.O 1%
BALAJI C.H.O; 4% NIHAR C.H.O;
BAIDYABOOTI C.H.O; 7%
PARACHUTE C.H.O; 25; 10%

BAIDYABOOTI C.H.O
BALAJI C.H.O
NIHAR C.H.O

SHALIMAR C.H.O; 74%

DABUR ANMOL C.H.O

DRISTI C.H.O

Brands Leading In Urban Market

Sales

CHROME
; 1% ; 4% SRISHYAM; 1%
DRISTI
DABUR ANMOL;
V V D 3%
; 2%
NIHAR ; 5%
SHALIMAR ; 42%
SHREE BALAJI; 9%
PARACHUTE ; 14%
BAIDYABOOTI ; 19%

BAIDYABOOTI Products - A Break Through

In Odisha Rural Market

FACT FINDINGS

Retailer Purchasing From

Retailers
80%
70%
60%
50%
40%
30%
20%
10%
0%

Retailers

Availability of Different C.O in different outlets

60
50
40
30
20
10
0

A
B
C

PREFERED PACKAGINGCOLOR FOR COCONUT OIL

RESPONDANT

GREEN; 1% OTHERS; 1%
BLUE; 9%

YELLOW; 89%

Brands With SKUs

Brands with SKUs
Brand Name
SHALIMAR C.H.O

BAIDYABOOTI C.H.O

SHREE BALAJI C.H.O

PARACHUTE C.H.O
DRISTI C.H.O

NIHAR NATURAL C.H.O

SKUs
500ml
175ml
100ml
25ml
450ml
175ml
85ml
25ml
500ml
200ml
85ml
25ml
500ml
175ml
500ml
175ml
85m
25ml
3ml (pouch)
100ml
175ML
200ml

MRP (inr)
150
55
30
10
135
58
35
10
135
55
34
10
138
50
130
55
35
10
1
33
45

RETAILER MARGIN PROVIDED BY COMPETITORS

Brand Name

Volume (ml)

SHALIMAR C.H.O

500ml
175ml
100ml
25ml

150
55
30
10

18.00
18.18
10.00
13.00

123
45
27
8.7

BAIDYABOOTI C.H.

450ml
175ml
85ml
25ml

135
58
35
10

18.52
25.86
27.14
15.00

110
43
25.5
8.5

SHREE BALAJI C.H.O 500ml

200ml
85ml
25ml

135
55
34
10

18.52
23.64
29.41
10.00

110
42
24
9

PARACHUTE C.H.O

500ml
175ml
500ml
175ml
85m
25ml

138
50
130
55
35
10

11.59
10.00
15.38
21.82
28.57
15.00

122
45
110
43
25
8.5

100ml

33

6.06

31

DRISTI C.H.O

NIHAR NATURAL
C.H.O

MRP (inr)

RM (%)

RP (UR)

DISTIBUTOR MARGIN PROVIDED BY COMPETITORS

Brand Name

Volume (ml)

MRP (inr)

DLM (%)

D.L.P

SHALIMAR C.H.O

500ml
175ml
100ml
25ml

150
55
30
10

24.67
22.73
25.93
23.00

113
42.5
22.22
7.7

BAIDYABOOTI C.H.

450ml
175ml
85ml
25ml

135
58
35
10

33.33
36.90
50.00
28.00

90
36.6
17.5
7.2

SHREE BALAJI C.H.O

500ml
200ml
85ml
25ml

135
55
34
10

30.37
32.73
44.12
25.00

94
37
19
7.5

PARACHUTE C.H.O

500ml
175ml

138
50

14.49
14.00

118
43

DRISTI C.H.O

500ml
175ml
85m
25ml

130
55
35
10

24.62
36.36
50.00
25.00

98
35
17.5
7.5

100ml

33

10.61

29.5

NIHAR NATURAL
C.H.O

Factors Influencing Retailers

Respondant

Shemes; 5% Other ; 4%

Brandname; 22%

Packaging+Margin; 69%

COMPETITOR ADVERTISEMENTS

Window Signage
Shelf Displays
Banners and Hoardings
Leaflet/Pamphlet
Van Promotions
Wall displays
Radio and TV ads with sponsoring in different
serial and award show
Local newspaper ads

COMPETITOR ADVERTISEMENTS

FINDINGS FOR ASWINI HAIR OIL

Available of Aswini Hair oil is 98% in urban market and 90% in
rural market
Less availability in Rural Market is due to
Irregular visit of stockiest in rural areas.
Less credit limit.
Slow moving.
Limited advertisement
Weak Product line
Awareness about the product has to be increased as consumers are
still unaware about the usage of the product.
Promotion of Aswini Hair Oil is less as compared to the
competitors.
Brand awareness of Aswini is very high.

ADVANTAGES FOR APURVA

Yellow color bottle : In rural markets, consumers
identify Coconut oil by three things -primarily by yellow color,
visuals of coconut tree and coconut and by bottle design.
SKUs : Mostly sold SKUs are from 75 ml 175ml.
AVAILABILITY OF ASWINI HAIR OIL : Aswini
availability is more than 90% in both urban and
rural markets in Odisha.
RURAL MARKET : Rural market is bigger in size in
Odisha. Also rural market is not brand conscious.
Many brands (not available in urban markets) are
available in rural markets.

STRATEGIES RECOMDATIONS FOR APRUVA

PRODUCT :

Yellow color bottle should be launched especially for Odisha and W.B.
Recommended sizes are 25ml<75ml<100ml<175ml<200ml<450ml.
Pouch oil (if possible) can be penetrate the market.
Jasmine oil segment has huge potential

PROMOTIONS :

Retailer sign boards for top 1000 rural retailers will highly effective for Brand awareness
Leaflets/Banners/Posters should contain all brands of aswini
Mobile Van promotions / Distributors Tempo
Promotional items like standee, promotional tables,
Wall paintings, Hoardings
Word of mouth/ Radio / Newspaper ads/ Ad on local Magazines
User trial/ samples/ combo offers /

STRATEGIES RECOMDATIONS FOR APRUVA

PLACE :

Rural market penetration should be preferably more.

Tie-up with on-line marketer

Appointing stockiest
Increasing dealer network

STRATEGIES RECOMDATIONS FOR APRUVA

PRICE:SKUs(APRUVA)

25ml
75ml

MRP

10-12.00
30-33.00

MRP

10.00
30

R.M. RATE TO
(%) RETAILER
12.00
12

8.8

SCHEME

9%
15%

35-38

35

18

8.008
22.44

26.4
10%

100ml

PER Pcs NET

RATE IN
CARTON

25.83

28.7
38.896

175ml

52-55

52

15

44.2

12%
42.075

200ml

55-60

55

15

46.75

10%
100.98

450ml

135-138

135

12

118.8

15%
103.224

500ml

138-142

138

12

121.44

15%