| Abstract |
The objectives of the study are to:
understand the characteristics of the edible oil industry in India and around the world, including size, growth rate, various types of edible oils and differences in consumption and demand pattern across states or regions in India, and changes over the years in the volume of local production versus imports and reasons thereof
analyse the competitors in the edible oils industry in terms of size, product-market segments, positioning, marketing strategy, geographic scope-local, regional, national, or international
study consumer preferences and purchase behaviour for different types of edible oils and reasons for differences by usage and regions
appreciate the issues involved in new product introduction
design a marketing strategy for the three types of edible oils produced by Adani.
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