GEF India Private Limited: 2010 Launching a New Brand of Edible Oil

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Abstract

In March 2010, Mr. Chandra Shekhara Reddy, Vice President, Sales and Marketing, GEF was reviewing the launch plan for the first brand, Freedom Refined Sunflower Oil, of the company. The review of the launch plan was done in the context of the overall business strategy and the investment of INR 150 crores in plant and machinery. The case briefly profiles the entrepreneur and describes the overall business strategy, including the company’s thinking on brand architecture. The case provides details of the launch plan for Freedom including the process for arriving at the key decisions for the success of the brand. The key decisions were brand name, packaging, advertising, sales promotion and distribution. Information in the case includes: edible oil market in India, South India and Andhra Pradesh (AP) as well as details of edible oil market situation in AP. The latter includes: household penetration of edible oils, competition and market shares, positioning, messages, and media usage of different competitors in AP. Students are challenged to understand and evaluate the launch plan of Freedom and each of the key decisions on brand name, price, package, advertising, sales promotion and distribution in the context of the business strategy constrained by resources at the command of the newly formed company.

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