Promotional Strategy Plan Of Fortune Rice Bran Oil

3127 words - 13 pages

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Fortune Rice Bran Health Oil
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The way forward…
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Submitted by:
Piyush Singh (p35067)
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Deepthi Ravindran (p35122)
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Haritha S K (p35130)
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A Promotional Strategy for Fortune Rice ...view middle of the document...

For the study, a survey was conducted
among 72 respondents using stratified random sampling method.
MAJOR FINDINGS
Here, a primary level study was conducted wherein we showed our respondents the four posters
that have been made by us on the various points of difference our product has. It includes healthy
heart, balanced nutrition, increased immunity and healthier food. In order to find our Unique

Selling Proposition we did Consumer position concept voting by asking our respondents to rank
the posters by casting their votes. From this, we narrowed down to two that is healthy heart and
healthy food which got 64 and 88 votes respectively. With this we did our purchase intent where
in for healthy heart concept 54.17% said that they would definitely buy and with the healthier
food concept 66.67% said that they would definitely buy the Fortune rice bran oil.
CONCLUSIONS AND RECOMMENDATIONS
From the above study conducted and the interactions with our respondents, staffs of both
organized and unorganized retail outlets and the 2 café`s visited we felt that the existing
promotional strategies are inadequate and hence there is less awareness among the people of
Anand with respect to Fortune Rice Bran Oil. Our second recommendation is derived from the
fact that Fortune as a brand has been concentrating on a large number of attributes for its rice
bran oil. Instead of this, the focus should be on specificities and as per our findings, more
number of consumers voted for „Healthier food‟ concept and future advertisements and any other
promotional activities should be directed in this line. Validation for any promotion increases
when the people who use the product/service become testimony to it. Working on this line, we
had shot video clippings of loyal consumers of the Fortune Rice bran health oil in which they
had revealed what came to their mind when they hear of the product they use that is the Fortune
Rice bran oil. This can form the background for the future TVC of Fortune Rice Bran Oil.

Table of Contents
Executive Summary ..................................................................................................................................... i
Project Background .................................................................................................................................... 1
Product Background................................................................................................................................... 1
Objective ...................................................................................................................................................... 2
Segmentation and Targeting ...................................................................................................................... 3
Positioning ......................................................................................................................................................

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