GEF India Private Limited: January 2011 Defining the Market Research Problem

Abstract

In 2011, Mr. Kapil the Brand Manager of GEF was reviewing the launch of the recently introduced (February 2010) refined vegetable cooking oil brand, Freedom Refined Sunflower Oil, in Andhra Pradesh to prepare a marketing plan for the coming year. The brand was introduced by GEF, a company set up in 2009 by an entrepreneur, in Andhra Pradesh. The company itself was set up with considerable investment in plant and machinery. The brand was introduced with a little market research and considerable promotion and distribution expenditure. The launch results showed that the brand had done very well and surpassed the sales targets set for the first year of introduction. The Brand manager was planning a market research study to understand the brand health for deciding the future course of action. The case describes the edible oil industry in India and AP; setting up and initial thinking about the strategy of GEF and branding; some research done to decide the critical differentiating elements of marketing plan (name, packaging, and advertising) and the marketing plan for the brand. The case also provides information about the performance of the brand since the launch till the end of the year 2010. The task for the student is to evaluate the strategy, the launch marketing plan and think about the future research needs for deciding the marketing strategy and plan for the next year

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

2024 Sage Publications, Inc. All Rights Reserved

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Resources

Exhibit 1: Research Brief for assessing the Brand Health of Freedom Sunflower Oil: Brand Health Check in Andhra Pradesh

Objectives of the Research
  • Awareness & trial levels of the brand.
  • What has worked for the brand and what has not?
  • How do consumers perceive the brand (versus how we wanted them to perceive it)?
The questions we need answers to:
  • What percentage of consumers in our Target Group are aware of Freedom? What is their source of awareness?
  • Aware Non-Triers (Consumers who are aware but have not tried)
    • How did they become aware of Freedom?
    • Why have they not tried Freedom?
    • What are their perceptions about the brand? (Brand Image)
  • Aware and Tried
    • How did they become aware of the brand?
    • Why did they try the brand? (Motivation to buy; TV Ad, Retailer Push, Friend recommendation, etc.)
    • How satisfied are they with the brand? What did they like and dislike?
    • Have they shifted permanently to Freedom? If not, why have they lapsed out?
    • What are their perceptions about the brand? (Brand Image)
  • Additionally, we would also be asking all the basic questions like:
    • What is their oil consumption per month and their family size?
    • Top of mind recall of Sunflower brands
    • Which brand do they use? (Brand usage)
    • Who buys oil in the family?
    • From where? (Kirana/Super Market/etc.)
    • When do they buy and how many times in a month do they buy?
    • Which pack size do they buy? (1 ltr/5 ltr)
    • How many packs do they buy at one time?

Location: Hyderabad and Vijayawada (top towns by Sunflower oil universe)

Target Group for Freedom: Telugu women 25+ SEC ABC (Packed Sunflower Oil user; need not be sole Sunflower user)

Source: Internal Sources

Exhibit 2: Biography of Mr. Pradeep Chowdhry

Mr. Pradeep Kumar Chowdhry was a first-generation professional turned entrepreneur. A chartered accountant by qualification, Mr. Chowdhry worked in companies like ICI, Britannia & ITC Agro Tech in senior positions before quitting his job to start his own business. While working in ITC Agro Tech, the makers of Sundrop, he developed a keen sense of understanding and liking for the edible oils business and chose to venture into edible oils after he quit corporate life.

Source: Internal Sources

Exhibit 3: Organization Chart – Sales & Marketing

Figure

Note: ASM – Area Sales Manager; TSE – Territory Sales Executive; ISR – Interim Sales Representative

Source: Internal Sources

Exhibit 4: Freedom Launch TVC (Television Commercial) Storyboard

Theme: Fantasy around food and the freedom to eat and enjoy

Figure

Image 1: Child wonders, “Freedom is the right to…”

Figure

Image 2: Mother says, “Happiness…. To eat fifty Puris.”

Figure

Image 3: Child’s imagination

Figure

Image 4: Child says, “Hundred Vadas…”

Figure

Image 5: Child’s imagination

Figure

Image 6: Mother says, “Thousand Jilebis…”,

Figure

Image 7: Child’s imagination

Figure

Image 8: Child responds, “One lakh French fries”

Figure

Image 9: Mother says, “One crore Gulabjamuns…”

Figure

Image 10: Child wonders, “Gulabjamuns…”

Figure

Image 11: Child’s imagination

Figure

Image 12: Freedom sunflower oil

Announcer: Freedom New Refined Sunflower Oil. Your Happiness. Your Right

Source: Internal Sources

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

2024 Sage Publications, Inc. All Rights Reserved

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