Abstract
In early 2011, CEO of Adani Wilmar Ltd. (AWL) arranged a meeting with COO (Chief Operating Officer) and his team to review Fortune brand communication strategy. The multimedia campaign, designed and proposed by its advertising agency, was a major shift from past communications. With a tagline “Joy of Eating”, the company wanted to craft a unique value proposition for the brand. Earlier the “Thoda aur chalega” (little more will do) campaign was continued since its introduction for the variants under the brand “Fortune”. The case describes the taglines and product portfolio of the “Fortune” brand as well as the characteristics of the edible oil industry and competition within the industry. It featured the proposed brand portfolio and communication strategy for the “Fortune” brand. The brand had maintained its market leadership for last 7 years in organized (packaged edible refined oil) market and hoped to further strengthen its market share with this repositioning. The team was to analyze the market and chart out the future road map for communications of the brand in a competitive edible oil market in India.
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