mba students of cbs presenting
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Tentative Opportunity AnalysisFor
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Competitors• Fritolay, ITC, Parle (chips)
• Fritolays-Lehar, Bikaner (Mixtures)
• HUL- Kissan, Gopal Ji, Hamdard, Fun Foods, Mapro, Kraftfoods- Hershey’s (FlavouredSyrup)
• Traditional food outlets & sweet shops on local level.
• S&A Foods (Sweets)
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Competitor Analysis
• MNC’s with high and diversified communication.
• Competitor’s Wide SKU’s and product line.
• Competition has Wide and penetrated distribution network.
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Target Market• Geographic—
– Mainly exports.– Food chain in metro 2tier and 3tier cities.– SKU’s present in all major TT’s and MT’S
• Demographic --– Adoloscents– GenX– Young Boomers– Old boomers
NOTE: Looked upon as a provider to the affluent segment .
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Communication Objective
• Increase category demand.
• Awareness through presence (distribution).
• Repeat purchase.
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Opportunity For Communication Strategies & Tactics
• New segment
– Demographics (people in late 50’s to 70’s) with products such as Sugar free Sweets and Low cholesterol mixtures.
– 2 and 3 tier cities with Ice-cream carts invading HUL’s market.
• Geographic
– Entering new geographies which are highest in terms of convenient food consumption.
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Contd…
• New product line
– Sugar free ice-creams and sweets.
– Products according to local needs of the international geographies.
• New B2B markets
– Institutions – hotels, pick n moves, offices, schools, colleges.
– Airline catering.
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• Advertising – 35%
• Consumer promotions – 15%
• Trade promotions – 50%
Marketting budget
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Opportunity for Communication
• Lacks in multi-media advertisements.
• Pulsating communication needed.
• Huge potential for communicating through events.
• Should enter through its smaller food chain outlets in sub-urbs as well.
• Need to work on extensive visual merchandising(they are present but not visible).
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THANK YOU