adtimes-agrotech foods ltd 2013-2015.pdf

8/12/2019 ADTimes-AgroTech Foods Ltd 2013-2015.pdf

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AD Times

2013 15


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Industry Structure

Highly fragmented industry Major oil brands - Sundrop, Dhara, Saffola, Sweekar,

Fortune Edible oils and vanaspati market - 17.55 MT in 2013 Oils market is growing at 8.7% CAGR Branding essential for success in the industry Most brands positioned on taste, while some used

health Raw material sourcing / International seed prices affectdomestic prices


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Industry Structure Cont Oils : primarily a commodity market - price sensitive

DISTRIBUTION chain - through a complex network of C&F agents,wholesalers / stockists & retailers (kirana shops, supermarkets). Oil sold in bulk (tin, HDPE containers) to institutions;In retail packs (PET bottles, cans, jars, pouches) to small customers

Regulation : Under the Edible Oils Packaging (Regulation) Order,1998, edible oils cannot be sold loose but can be sold only in`packed form

Oil consumption - North is largest market, followed by South,West & East zones


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Agro Tech Foods Ltd (ATFL) is a public limited company engaged in the

business of marketing food and food ingredients to consumers and institutionacustomers.It is affiliated toConAgra Foods,Inc of USA, which is one theworld's largest food companies.

Its vision is to become the Best Performing Most Respected Foods Companyin India

The companys driving motto is that we should be "Nourishing families...Enriching life"

The companys call to action- "ACT NOW" - and it means being empowered, being agile and making a difference with a sense of urgency!

COMPANY INTRODUCTION


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Name Designation

Sachin Gopal Chairman / Chair Person

N. Narasimha RaoVice President HumanResources

Mehul PathakHead of Sourcing -Emerging Markets.

Asheesh Sharma Head of Marketing

Hemant Kumar Ruia Chief Financial Officer &Head of Finance

Name Designation

Satish Kumar SinghHead of RQI

Dharmesh Srivastava General Manager-SupplyChain and Head of SSC

R. GopalakrishnanHead of Sales

Pradip GhoshChaudhuri

General Manager -Manufacturing

Management - Agro Tech Foods


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Name Last Price Market Cap.(Rs. cr.)

SalesTurnover

Net Profit Total Assets

Ruchi Soya 84.15 2,805.89 25,951.54 124.87 5,623.64

Sanwaria Agro 40.55 1,411.34 1,420.43 18.47 643.31

Agro TechFoods 444.90 1,084.19 704.54 36.14 208.66

Gokul Refoils 49.00 646.29 6,486.78 -106.99 822.92

Ruchinfra 20.45 419.72 2,962.30 9.64 507.82Guj Amb Exports 21.20 293.31 2,114.09 49.70 913.71

AVT Natural 34.20 260.41 218.19 50.41 123.58

Rasoya Protein 22.10 251.78 817.73 12.99 492.31

KS Oils 4.65 213.52 2,718.66 -642.39 3,578.42Murli 14.60 105.28 1,090.47 -301.26 1,448.37

Anik Industries 33.40 92.70 1,615.21 12.92 474.07

KSE 218.25 69.84 543.35 10.45 64.51

Raj Oil Mills 7.70 54.68 341.35 -0.39 361.88

Kriti Industrie 5.95 29.51 280.87 5.58 74.82

Competition-Edible Oils & Solvent Extraction
http://www.moneycontrol.com/india/stockpricequote/edibleoilssolventextraction/ruchisoyaindustries/RSIhttp://www.moneycontrol.com/india/stockpricequote/edibleoilssolventextraction/sanwariaagrooils/SAOhttp://www.moneycontrol.com/india/stockpricequote/edibleoilssolventextraction/agrotechfoods/ATFhttp://www.moneycontrol.com/india/stockpricequote/edibleoilssolventextraction/agrotechfoods/ATFhttp://www.moneycontrol.com/india/stockpricequote/edibleoilssolventextraction/gokulrefoilssolvent/GRShttp://www.moneycontrol.com/india/stockpricequote/edibleoilssolventextraction/ruchiinfrastructure/RI27http://www.moneycontrol.com/india/stockpricequote/edibleoilssolventextraction/gujaratambujaexports/GAEhttp://www.moneycontrol.com/india/stockpricequote/edibleoilssolventextraction/avtnaturalproducts/AVT02http://www.moneycontrol.com/india/stockpricequote/edibleoilssolventextraction/rasoyaproteins/RP22http://www.moneycontrol.com/india/stockpricequote/edibleoilssolventextraction/ksoils/KSOhttp://www.moneycontrol.com/india/stockpricequote/edibleoilssolventextraction/murliindustriesltd/MIL15http://www.moneycontrol.com/india/stockpricequote/edibleoilssolventextraction/anikindustries/AI57http://www.moneycontrol.com/india/stockpricequote/edibleoilssolventextraction/kse/KSEhttp://www.moneycontrol.com/india/stockpricequote/edibleoilssolventextraction/rajoilmills/ROM01http://www.moneycontrol.com/india/stockpricequote/edibleoilssolventextraction/kritiindustriesindia/KIIhttp://www.moneycontrol.com/india/stockpricequote/edibleoilssolventextraction/kritiindustriesindia/KIIhttp://www.moneycontrol.com/india/stockpricequote/edibleoilssolventextraction/rajoilmills/ROM01http://www.moneycontrol.com/india/stockpricequote/edibleoilssolventextraction/kse/KSEhttp://www.moneycontrol.com/india/stockpricequote/edibleoilssolventextraction/anikindustries/AI57http://www.moneycontrol.com/india/stockpricequote/edibleoilssolventextraction/murliindustriesltd/MIL15http://www.moneycontrol.com/india/stockpricequote/edibleoilssolventextraction/ksoils/KSOhttp://www.moneycontrol.com/india/stockpricequote/edibleoilssolventextraction/rasoyaproteins/RP22http://www.moneycontrol.com/india/stockpricequote/edibleoilssolventextraction/avtnaturalproducts/AVT02http://www.moneycontrol.com/india/stockpricequote/edibleoilssolventextraction/gujaratambujaexports/GAEhttp://www.moneycontrol.com/india/stockpricequote/edibleoilssolventextraction/ruchiinfrastructure/RI27http://www.moneycontrol.com/india/stockpricequote/edibleoilssolventextraction/gokulrefoilssolvent/GRShttp://www.moneycontrol.com/india/stockpricequote/edibleoilssolventextraction/agrotechfoods/ATFhttp://www.moneycontrol.com/india/stockpricequote/edibleoilssolventextraction/agrotechfoods/ATFhttp://www.moneycontrol.com/india/stockpricequote/edibleoilssolventextraction/sanwariaagrooils/SAOhttp://www.moneycontrol.com/india/stockpricequote/edibleoilssolventextraction/ruchisoyaindustries/RSI


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Products

Sundrop

Heart

SuperLite

Advanced SuperLite FreshLite NutriLite GoldLite SlimLite

Act II Popcorn

Act II Instant Popcorn

Act II

ACT II RTEpopcorn

Other Products

Sundrop Snack Break

Sundrop Peanut Butter

Healthy World Crystal Sundrop 10

minsyummeals

Microwave Popcorn


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The Hindu Business Line Brand Line, 24 May 12

Ee Sanje, Bangalore -21 May '12

Hindu, MP - 14/6/2012Sakal - 12/6/2012

RTE POPCORN


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Positioning of Sundrop Sundrop has close to 45% share in the premium

edible oils market estimated at Rs 1,000 crore. Sundrop promised health without compromising ontaste Young, modern, premium feel. Sundrop name chosen to cue category and purity

Message was applicable to all members of the family, characterized by lively energetic people


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Act IIs communication strategy Act II has done well and is going strong, in a range of 15-20%. New SKU launches and entry into the ready-to-eatsegment fuelled the growth. Home consumption of popcorn in India was not very

high Also, the budget allocated for the ads was very less There was a slight problem in the consumers understanding of the ad and therefore, Agro Tech had to bring out a new campaign explaining proper the use of the product.


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Act IIs Ready to Eat popcorns AgroTech Foods Ltd. has launched new line ofReady-to-Eat (RTE) Act II popcorn making it easy toenjoy popcorn at home, work, school or on-the-go.

Available in four delicious and tempting flavours:Spicy Pudina, Fundoo Masala, Tomato Chilly andCheese Masala, priced at Rs.5 for 10 grams pack.
http://www.indiaprline.com/tag/agrotech-foods-ltd/http://www.indiaprline.com/tag/popcorn/http://www.indiaprline.com/tag/popcorn/http://www.indiaprline.com/tag/popcorn/http://www.indiaprline.com/tag/popcorn/http://www.indiaprline.com/tag/agrotech-foods-ltd/http://www.indiaprline.com/tag/agrotech-foods-ltd/http://www.indiaprline.com/tag/agrotech-foods-ltd/http://www.indiaprline.com/tag/agrotech-foods-ltd/


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Strength

1.Popular subsidiary brands like Sundrop, ACT II, Crystal, etc.2. Strong distribution network

3. Affiliation to ConAgra foods of U.S.A.4. Popular for its healthy and nourishing products5. A leading brand in edible oil and foods sector in India6. Sundrop has large market share in sunflower oil market7.Strong brand loyalty and brand recall8.Products perceived as healthy and nutritious9.C.S.R. activities like Feeding children better

Weakness

1. Limited market penetration in edible oil market.2.Rural area3.Limited market penetration in food processing industry4.Price of product is slightly high that affect the demand

Opportunity

1.Sharp increases in demand of branded oil2.High market awareness in metropolitan city of branded oil3.Health conscious people increasing

4.Organise or sponsor events like medical checkups, marathons, etc.

Threats

1.People moving away from oily food, by using less amount of oil2.Low priced products pose a great threat3.High level of competition4. Biggest threat is low cost imported edible oil (2013) . Free imports, low import duties &slump in global prices lead to dumping

SWOT Analysis


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Feeding Children BetterRecognized as one of the best CSR activities by Bombay StockExchange, Mumbai for"Best Corporate SocialResponsibility Practice 2010

One nourishing meal a day is provided to underprivileged childrenat carefully selected schools across the country.Launched on November 8, 2002 at Hyderabad, the FeedingChildren Better Program now extends to 7 schools and reaches

out to more than 1500 children across the country.

Agro Techs CSR Activities


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Failed products

Sundrop Snack Break - a delicious pudding, with the richness and nutrients that milk can provide Sundrop peanut butter Sundrop 10 mins yummeals - array of ready-to-cook meals to choose from Healthy World - quick dried tender peas

failed to take off


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Summer Process 2012 Initial selection: No form. CV based selection

GD round: Brush up your current affairsTopics: Rising oil prices,

Interview round: open ended like tell me about yourself Discussion on academic projects and past work exp Achievements FMCG sector Family background Location preference

Internship experience: To design a permanent journey plan for salesman in western regions

by interacting with existing distributors


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