health is wealth pvt

7/29/2019 Health is Wealth Pvt

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-the fun way to health..


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PREPARED AND SUBMITTED BY-:

AISHWARYA .Y.

AKHILADESHWARI.S.

ANEESHAPARNA.B

APARNA.N

ARNOLD


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HYPOTHETICAL START-UP

STARTED UP BY TWO ENTERPRENUERS , A

NUTRITIONALIST AND CARDIOLOGIST.

FOUND NECESSITY TO PRODUCE PALATABLEAND NUTRTIOUS HEALTH PRODUCTS TO THE

CUSTOMERS.

STARTED IN MUMBAI.

OPERATING AT PRESENT IN METROS AND WELLKNOWN TOWNS . PLANS TO EXPAND

NATIONALLY AND INTERNATIONALLY


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To provide a healthy way ofliving to all at an affordable

price and to tickle the tastebuds of the consumers in anutritious way


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A business is able to flourish in this complex

dynamic environment only after a continuous

analysis of the various factor that affect its

functioning. Lets analyze using the 4Cframework

Customers

Competitors

CompanyContext


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Customers-: All those customers who want to behealthy want to look young and get rid of theirhealth issues( from the teenagers to the eldersindividuals )

Competitors-: Major established brand in thefield of nutritious dietary products like granula,horlicks, soy protein, sattva, Amway. All of thesecompanies have captured international markets,thus giving a tough competition to health is

wealth pvt ltd. The competitive advantage lies incontinuous supply of organic raw materials ,reasonable costs of products and efficientoperations through TQM.


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Company-: Partnership with an initial

investment of 100 lakhs. Two entrepreneurs-

management and business operations,

already own an FMCG company .Nutritionistand doctor are working on a project for past

3 years to give customers a healthy lifestyle.

The two experts in the field of health and

nutrition have over 15 yrs. of experience and

have been successful in formulating products

for specific health type. Manufacturing 5

days a week customer service and product

improvement is 24/7


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Context-:Globalization and change in

lifestyle of people . Increase in purchasing

power . Dynamic and outgoing women

heavily affected by stress and lack ofnutrition. Obesity and early burn out

syndrome .Need for people to revamp their

lifestyle and for people to take care of their

degenerating health and habits


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OPPORTUNITIES-:

Increasing health awareness among people.

Approval of health experts and nutritionist

on benefits associated with products. Information explosion and online ordering

and purchasing.

Lack of time and need for healthy lifestyle.

Access to quality raw materials by owing

fields and special contracts with farmers.


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THREATS-:

Various well known competitors looking to

launch improved products on similar lines.

Increase in competition leading to increasedcosts in long run and need for continuous

product improvement

Need for setting up more professional R and

D.


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Achieve at least 50 % market share in the

first year with aggressive pricing

Achieve a growth rate of 30% annually.

Maximize wealth of company throughdifferentiated products and customer

satisfaction

To achieve a brand name synonymous with

healthy diet food in minds of all healthconscious customers by delivering a total

value enriched products.


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To restore and maintain health to customers

with intense customer focus and productbenefit communication(efficient delivery of

value)

More focused on customer satisfaction in

comparison to maximizing profit


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An entire group of health consciouscustomers.


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Health is wealth pvt ltd products will be

positioned as an exciting brand , the latestinclusion in nutritious healthy tasty and

appetizing food products

Its tag line being The fun way to health


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Products-: Protein breakfast bars, nutritious

health drinks, low calorie and low fat

beverages fiber filled mid meal snack

cookies. All available in a variety of flavors

and different pack sizes.

Price-:Penetrative pricing to initially capture

the market. Reasonable price at the

company owned outlets( price just coveringthe cost) and a little higher price at other

retail outlets. Minimal price for small

samples of all products.


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Place-:Availability of entire range of

products at company owned stores in majormetros and at all major retail outlets in

other cities and towns.

Outsourced logistic functions to enable

efficient replenishment of stock which is heldat retail stores on consignment basis


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Promotion-:Advertisement through broadcast

media and internet.

Distribution of free samples at selected retail

outlets , hospitals , health clinics and medicalstores , attractive window displays at retail

outlets and medical stores

Equipping the salesmen to communicate the

product benefits to large retailers, doctors andnutritionist


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Health is wealth private limited have a bi

weekly review process and monthly submission

of reports by the sales heads at various

regions.

Expenses reports

Consumer feedback reports

Sales targets achievement reports

Region wise revenue report

Quality audit report

Retailers response report


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The board of directors are made up of the 4

partners, the 2 entrepreneurs who handle

the entire operations and the other 2 health

professionals who look into the research and

development and customer needs and

benefits.

Under them each major region is headed by a

regional sales manager who has variousdivisional product managers to take care of

each product performance


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Health is wealth pvt ltd is expecting a fiercecompetition by the time the product reaches itsgrowth phase, procurement of finance forinvesting in R&D to enable continuous productimprovement is being looked into seriously.

Prospects of diversifying into a few moreproducts to suit domestic as well as internationalmarkets.

Launching sales in the rural parts based on thesuccess and response of urban customers is beinglooked into.

Achieving economies of scale by increasing salethrough various aggressive selling strategies.


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health is wealth pvt

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