Jamnalal Bajaj Institute of Management Studies

Go

Debrup ChatterjeeMMS IMMS I

Mufaddal Dahodwala

Getters

Mornings-Its good for you

Business Suggestions

Saffola Oats based breakfast menu• Hot meals: Oats to be used in out of

home morning meal preparation such as Dhokla, Idli, Dosa etc.

• Branded Ready to eat meals: Cups containing saffola Oats mixed with natural flavours requiring only the addition of hot water to convert the mix to a nutritious meal

• Ready-to-eat snacks: Oats can be given from kiosks setup in malls, parks, jogging track, etc.

Insights: Women seen as the nutritionist of the Indian family Taking inspiration from HUL’s Shakti Amma which demonstrated local women’s ability to increase reach

Opportunity:Increase out of home consumption through a network of women micro-entrepreneursBuild brand through local influencersTap inaccessible areas: Increase penetration

Big Ticket Idea: Project ‘Poshan’

Business model:Select members as Poshan entrepreneursShe receives stocks of Saffola Oats and drink concentrates from local retailerAfter being trained, the Poshan entrepreneur then sells the nutritional breakfast meals to consumers

SEC B to SEC A in Tier I and Tier II Cities• Target are those who are always on

the move and who miss breakfast due to lack of time or availability

• Economic price points to compete with local offerings; profit model to drive high volume sale

• Indianization of products to increase brand appeal

High Energy Nutritious Morning Foods• Communication focus on health

and zeal to create appeal and differentiation for driving morning sales

• Products to be conspicuously branded with Marico names

Business Model

Breakfast Cereal Extensions- Extend Saffola Market Leadership from current 35% market share to over 50% and grow the market from the current 200 Cr to over 500 Cr by 2017

Marico advantage

Picnic Bundle Packs

Oats Pizzas Breakfast

Beverages Cinemas

Hydration Bags

Oats Breakfast Marico Chat Corner

Project Poshan Canteen Tie-Ups

T&L Breakfast Campaign

Wedding Offerings

Long Term Targets

(Difficult but Strategic)

Immediate Targets

(Low Hanging Fruit)

Medium Term Targets

(Challenging but scalable)

It would be advisable to use a moderate risk strategy by first implementing the suggestions with a high ease of implementation & later moving to the suggestions which are difficult to implement but are high on scalability and sustainability

Strategically Gunning for the Low Hanging Fruit

Saffola 40gm pack

Now 15% extra!!

Upload your oats recipe and Best one will get a chanceto meet Kareena Kapoor

Marico could enter and become a key player in the FMCG industry value chain backbone

Phase Wise Entry

Target tactical locations in heavy congestion areas such as Bus stops, Railway Stations, School canteens and malls for people who look for food on the go

1. Increase market share through institutional campaigns

2. MAJOR PLAYER IN CUSTOM PACKING OF VALUE ADDED PRODUCTS

3. Lead through aggressive marketing campaigns

First has to leverage “Saffola” brand image in the minds of people through aggressive advertising in order to make people aware about wholesome 40g packets

Infuse funds for

Tieups with doctors/dieticians

Advertise on social media

Tieups Campaigns like Kareena’s

dietician Rutuja Diwekar

Advertise through malls and retailers

IncreaseAwarene

ss

Target Market Size & Defining the Target Consumer

Usage

Utilitarian

15-25 years

26-35 years

35-45 years 45+ years

Premium Traditional

Target Market Size- Healthy Cereal Lovers - age group of 15-55 years

Segmentation and Targeting

Positioning Wholesome and filling, delicious, hygienic Indian breakfast

Core Target Consumer

• Shoppers of breakfast cereals(cornflakes, muesli)

• Students• Couples• Anyone who enjoys filling meals

Larger Towns to Metros Age Group 15-30Occasions: A refreshing stomach filling easy & quick to prepare evening snack to satiate the taste buds while also fulfilling Religious fasting needs of people

Sales improvement (%) in Saffola oats through different interventions

0

10

20

30

40

50

60Improvement

Improvement

Wed

ding

s

We suggest Tie-ups with caterers to host Marico chat plaza counters in weddings and functions to penetrate the market which is worth more than Rs 1 Lakh Cr

Bundle ready to eat products into a saffola Picnic BasketAdd a saffola Blanket into the basket to drive brand loyalty

T&L Partners to include Oats dishes in their complimentary breakfast menusUse fact sheets to convert trials into regular customers

Out

door

Pi

cnic

sTr

avel

&

Lodg

ing

Driving Brand Resonance

Increase dominance in theatre segmentGenerate upto 20% increase in Marico revenues per theatre

Increase Brand Resonance Increase in Revenues by 15-25k per wedding catered to

Bundling to drive trials of new productsIncremental sales almost up to 2% of the T&L industry

Inculcate a habit for oats consumption by generating trialsCreate a B2B channel with regular off takes

Convenience

Choice

Consumption

Target Special Occasions to Endear Brand and Create Brand Loyalty

Garner Profitable Trials, to Increase Customer Life Time Value

Occasions - Making them Better for You

Reasons for threats to Saffola oats in India

Price sensitive market and perception

Increase in competitors and cheap prices

Preference for small SKU’s due to ease of use and having different items for breakfast daily

Threat from other cereals

Opportunity Assessment exposes major entry areas like healthy food for breakfast and capture the oats market which is worth 200 crores

Daily Extension services

Online orders through various sites

Threat from competitors

Satiety potential of 40g packets

Marketing through Kirana stores

Call centre service for consumers

Importance in value

chain

Synergy Potential

Set up of extra awareness campaigns

Entry Opportunities in Value Chain

Availability in malls

Leveraging benefits of safflower oil

Few of the entry areas in industry have a strong synergy with existing businesses of Marico

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PPPP

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Source: Team Analysis