International Journal of Agriculture Extension and Social Development

author(s)
Dudekula Ali Hussain, A Satish Reddy, Ch. Srilatha and A Meena

abstract
This study held in Hyderabad, Telangana, explains that the edible oil market is primarily dominated by Company 1 and Company 2, which cater to both B2C and B2B segments. These companies employ distinct strategies focused on the 4Ps: Product, Price, Place, and Promotion. Product strategies include offering various volumes and types of oils. Company 1 provides a wider range of volumes (100 ml to 15 kg) and varieties, such as sunflower, palmolein, and rice bran oils, with fortified options, while Company 2 focuses on sunflower, palmolein, cottonseed, and other oils without fortification, maintaining a consistent brand name. In terms of price strategies, Company 1 uses varied pricing based on distributor experience and provides credit options, offering different prices across platforms. In contrast, Company 2 follows a uniform pricing policy, offers no credit to distributors, and aligns prices based on market trends. Place strategies for both brands involve targeting customers regionally and using local language branding; however, Company 1 adapts its branding names for different regions, unlike Company 2, which maintains a single brand name. The promotion strategies are aggressive for Company 1, with discounts, incentives, celebrity endorsements, and campaigns like the "Company 1 Walk," whereas Company 2 emphasizes simpler offers such as free cartons with bulk purchases, supported by traditional advertising methods. At the distribution level, both companies enforce target volume sales (30-40 tons per month for Company 1 and 25-30 tons for Company 2) and employ pricing strategies based on logistics and customer loyalty, with each distributor operating within a specific jurisdictional area. Retail strategies involve variable pricing based on loyalty and purchase quantity, along with promotions such as co-branded signage and product bundling. In supermarkets, both brands offer discounts to attract customers. Overall, Company 1’s flexible pricing, varied branding approaches, and intensive promotional activities give it a competitive edge, while Company 2 relies on consistency and straightforward offers to cater to different market dynamics in Hyderabad's competitive edible oil sector.