Adani Wilmer Ltd, manufacturer and marketer of edible oil brands such as Fortune, Raag Gold Refined Palomien oil, King, Bullet and Ivory, is set to revamp its existing brands and launch a new range of products. The repositioning is being carried out by O&M, while Tata Elxsi is designing the new pack and jar designs.
Commenting on the new range, Pranav Adani, Managing Director, Adani Wilmer Ltd, said, “We are aiming at becoming the undisputed market leader in edible oils market. The company has repositioned its Fortune range of oils and introduced Raag Gold Refined Palomien oil for the brand conscious customers, besides King’s range of refined oils for customers who believe in value for money, Bullet brand mustard oil, and coconut oil under the brand name Ivory for the price conscious and rural consumers.”
Adani added, “India is going through a growth phase, which is a positive development amid the global slowdown. The company’s presence in the market has been boosted by a very robust distribution network with more than 85 stock points, 5,000 distributors and a reach of over one million outlets across the country.”
Commenting on the edible oil industry, Angshu Mallick, Vice-President, Sales and Marketing, Adani Wilmer Ltd, said, “Ours is a dull industry compared to the excitement in other FMCG products. So, the best way to reach out to the customers is to build confidence in them so that consistency is maintained. The reason for this repositioning is to help rediscover the happiness of eating a decent, home-cooked meal and enjoy eating together. The new tag line that we have adopted is ‘The joy of eating’.”
On the marketing strategies, Mallick said, “One television ad campaign broke on March 18, 2009, which highlights the joy of eating. There will be a 360-degree marketing communication plan. Also, our advertising campaign on TV includes seven films, which would be on air in a few months’ time. Outdoor media such as hoardings will also be used to reach out to our potential customers.”