market for cereals

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Case Analysis of cereals as a viable food product in India.

Presented by- Anshuman Dutta Fathima A Ravi Anepu Ravi Chouhan Sahil Kolhe

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• Energy foods is a company manufacturing a range of ready- to- cook and eat and instant foods.

• They added healthee cereals to their portfolio.

• Positioned it in the convenience slot within breakfast foods.

• Light, nutritious and healthy.

Introduction

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• Couldn’t gel with the Indian eating habits.

• Positioning the cereal flakes in breakfast, replacing traditional cereal breakfast.

• Number of consumers were as expected, but not the volumes consumed.

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• Customer perception The typical Indian eating habits. Low per capita consumption of cereals.

• Proper positioning of the product The “When” Issue

Problem and its analysis

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SWOT Analysis

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Strengths• A range of ready to cook and eat foods.

• Convenience.

• Good for senior population.

• Nutritional.

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Weakness• Being bought but as often as expected.

• Not a core breakfast meal.

• Not freely mobile.

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Opportunities• Demand for Healthy food.

• Innovate by showing the chef that this product is an add on to health.

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Threats• Difficult to change eating habits of Indians.

• Competition.

• Time as limiting factor.

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Solution• When, how, how else.

• Sensitizing consumers on the benefits of the new product.

• Positioning in the market with emphasis on nutritional value.

• Product reinvention.

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• Customizing the product according to the tastes and interests of the consumer.

• Capturing the market share.

• Product Rejuvenated.

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Conclusion• Price affordability must be maintained,

preferably lowest price in the market.

• Offer value for money and must provide an alternative way to achieve health satisfaction.

• Offer more healthy nutrients in its products.

• A thorough research of viability of the product in the market must be done.

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Customers play an important role for the company to create a strategic technique in launching a new product and the behavior of the customer has a significant role in making the product recognized.