SAFFOLA EDIBLE

OIL
Submitted to: Submitted by:

Dr. S.K. Pandey Group J, Section C

Arun Unni PGP08141

Gaurav Pandey PGP08152

Nimish Joshi PGP08163

Rajit Das PGP08174

Shalom Samraj PGP08185

Vinit Magar PGP08196

Grammarly Plagiarism Score 0%

 INTRODUCTION

Saffola edible oil is available in three variants- Saffola gold, Saffola active and Saffola Tasty.
Being a higher priced product in the edible oil market, it's widely sold especially in big
stores. Its also available in small retail outlets, but all the variants can be easily found
together in stores like Big Bazar, Reliance Fresh, Easy day, etc. Weve selected Big bazar
located at Faiz Road, Karol Bagh- New Delhi to study retail strategy and consumer behaviour
for Saffola Edible oil.

RETAIL STRATEGY

The stores are huge (30,000 sq. ft. area) to provide ample space to its customers to
explore and see the products on 3-storeyed display
Store is designed such that to give an experience of street shopping
Boards and display screens are used to highlight the price and products, and also help
in determining the location of the product
Store location is in a densely populated area at Karol Bagh to ensure maximum
footfall
Related products are kept close to one another to ensure maximum shopping. For
instance, different kinds of flours were kept just a few feet away from edible oils
Company sometimes uses in-store promotion for a promoting their new products or
variants

MARKET MIX

Product: All the Saffola edible oil products are placed together on the shelf, and they are
portrayed as good-for-health products.

Price: Big Bazar offers the lowest price amongst all existing retail vendors, and big discount
is given in Saffola 5-liter jar variants.

Place: As it is located at Faiz Road, one of the busiest place in Karol Bagh, it is easily
reachable and well connected.
Promotion: In case any offers are going on, the offer is displayed at the entrance, checkout
counter, at the front of edible oil section and they announce the same continuously over
speakers.

PRODUCTS OFFERED

The recent prices are as follows:

Saffola Gold:

5 ltr (jar) = INR 750

2 ltr (jar) = INR 295 (MRP 305)

1 ltr (pouch)= INR 145 (MRP 150)

Saffola Tasty:

5 ltr (jar) = INR 530

1 ltr (pouch) = INR 124

Saffola Active:

5 ltr (jar) = INR 630

1 ltr (pouch) = INR 120

Special offer: 5 ltr jar + 250ml Saffola Aura Extra Virgin Olive Oil (MRP INR 705) = INR
655
 Preferred day to buy
Preferred day to buy
72

25
12

Wednesday Maha Bachat Normal Day

PRICING STRATEGY

From our study of Big Bazar, we observed the following pricing strategies:

Lowest prices are offered without coupon clipping (coupons published in

newspapers, special offers, etc.), waiting for discount promotions or comparison
shopping

Different rates are charged for a given good or service depending upon the day,
month, or some special occasion. E.g. Wednesday Bazaar, Sabse Sasta din,
Independence day, etc.

Based on peak and non-peak hours of a particular day of shopping, different rates
are charged

Selling combo-packs at discounts. E.g. Saffola Active + Saffola Olive oil at a

discounted price of INR 655, whose MRP is INR 705

On enquiring, we were told that pricing decisions for all the products are taken at the
Corporate Office of Big Bazar. For only some of the products like groceries, store
managers decision is also taken into account. Hence there are some variations in prices
for the same product in different stores.
 CONSUMER BEHAVIOR (According to data by sales manager)

Customer visit
More than Once
12% in a week
24% Once in a week

28% Once in 15 days

17%

19% Once in 30 days

Hygiene factors
Highly satisfied Satisfied Dissatisfied

67
57 56
41 40
32

1 2 4

Operating Time Cleanliness of storespecious shop floor

According to the data

Only 12% visit store more than once in a week, so customers are more interested in
buying products in bulk

Operating time, cleanliness of store and space of shop floor all help Big Bazar in
retaining its customers
CONSUMER BEHAVIOR (General observations by floor attendants)

Saffola edible oils products that got sold most frequently were:
o Saffola Gold 2 ltr(jar)
o Saffola tasty 1 ltr(pouch)
o Saffola active 5 ltr (jar)-special pricing

Most of the buying are Habitual in nature as customer comes with a preset list of what
kind of oil to buy
In all cases the process of buying is low involvement since customers believe they
were much aware of the product
During the buying period consumers at times take suggestions from the attendants
regarding prices. Thus, they act as influencers in the buying process.