Amrit Oil Industries

Live Project Assignment

Background: Amrit Oil Industries started its manufacturing operations in 2015. Since its
inception, providing its customers with the purest and highest standard of edible oils has
been the core value for the company. Over the years Amrit Oil Industries has made a
strong offline presence in northern India, however, only operating through traditional
dealer distribution channels till now.

The company manufactures and markets the following edible oils under the brand name
“Yellow Drop.”

• Yellow Mustard Oil

• Sesame Oil
• Groundnut Oil

All the products are available in the SKUs of 1L, 5L, and 15L.

Despite the superior quality of its products, the company is currently facing challenges
in demanding premium from its customers. The competitive pricing, usually lower than
the products of similar quality, has led to squeezing profitability over the years.

In view of this, Amrit Oil is reassessing its branding and communications strategy.

As the CMO of Amrit Oil, heading marketing and communications for the company, you
have been entrusted with the following tasks:

Task 1:

Your CEO has asked you to redefine the brand positioning of your traditional oil business
(Yellow Drop). Present a brand story and design the communication strategy you think
the company should adopt. You are encouraged to be as creative as you can here.

You may also work on redefining the core values if required.

Task 2

The company is planning to launch a new range of edible oils under the brand name
"Excella," specifically targeting a premium glocal audience. Below, you can find a sample
of the packaging proposed by your design team. As the CMO, perform a packaging
analysis and identify the improvement areas to come up with the final marketable version
of the packaging to be proposed to your CEO.

Candidates are allowed to make the necessary assumptions. Please list down the same
along with the references.
Sample Packaging – Yellow Drop

Proposed packaging for Excella