to analyze the strategies adopted by competitors in marketing of edible oils (Sunflower and Palmolein oils)

Abstract

This study held in Hyderabad, Telangana, explains that the edible oil market is primarily dominated by Company 1 and Company 2, which cater to both B2C and B2B segments. These companies employ distinct strategies focused on the 4Ps: Product, Price, Place, and Promotion. Product strategies include offering various volumes and types of oils. Company 1 provides a wider range of volumes (100 ml to 15 kg) and varieties, such as sunflower, palmolein, and rice bran oils, with fortified options, while Company 2 focuses on sunflower, palmolein, cottonseed, and other oils without fortification, maintaining a consistent brand name. In terms of price strategies, Company 1 uses varied pricing based on distributor experience and provides credit options, offering different prices across platforms. In contrast, Company 2 follows a uniform pricing policy, offers no credit to distributors, and aligns prices based on market trends. Place strategies for both brands involve targeting customers regionally and using local language branding; however, Company 1 adapts its branding names for different regions, unlike Company 2, which maintains a single brand name. The promotion strategies are aggressive for Company 1, with discounts, incentives, celebrity endorsements, and campaigns like the