Branded Mktng Sem I
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Transcript of Branded Mktng Sem I
8/8/2019 Branded Mktng Sem I
http://slidepdf.com/reader/full/branded-mktng-sem-i 1/34
HOMELIKE PANEERITS PURE ITS HEALTHY
ITS HOMELIKE!
INITIATIED BYEKTA MARWAH
MADHULIKA MISHRAMALINI MATHUR
RAGHAV KHURANARASHI GOELRITIK ARORA
SALONI VARDHAN
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Objective
o Offering of product benefits to
customers, To enhance customersatisfactiono To maximize the market shareo
To create brand awareness andpopularity
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Offerings
Homelike offers the market with thefollowing categories of Paneer.
o Normal Paneero Flavored Paneer
- Kali Mirch Paneer- Zeera Paneer
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StepsFollow
ed
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STRENTHSDEMAND PROFILE-
ABSOLUTELY OPTIMISTICHIGH MARGINSFLEXIBILTY OF PRODUCT MIXAVAILABILITY OF RAW
MATERIAL
WEAKNESSESPERISHIBILATY
PROBLEMATIC DISTRIBUTION
OPPURTUNITIESVALUE ADDTION
EXPORTINNOVATIVE TEHNIQUES
THREATSMILK VENDORS INUNORGANIZED MARKET
COMPETITIONFAILURE OF THE LAUNCHPRICING
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Analysis of surveyed data
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Buying behaviour
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Branded Or Local?
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Attributes
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Brands At Present
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Packaging
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Price for 200 gms paneer
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Flavored Paneer
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Types of flavours
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MARKETING MIX• Product
• Price
• Place
• Promotion
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PRODUCT Paneer o Branding : It will describe the features of
the product
o Labeling : It will consist of:• manufacturing date• expiry date•
Nutrition contentso Packaging
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PRICING• Pricing lower than the market rate• Price skimming strategy for the flavored
paneer, like zeera paneer and kalimirchpaneer.
Normal (Rs.)Flavored (Rs.)
Bars: 200 gm 26 30
500 gm 60 62
Cubes : 200 gm na 30
500 gm na 62
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PLACE•
Direct distribution channel andIndirect distribution channel
•
Very few intermediaries
• Only one middlemen i.e. Retailer
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PROMOTINGat the grass root level!
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Budget and strategy• For the launch of ‘HomeLike
Paneer’ we have allocated alarge advertising budget i.e..40%
• We plan to use a push & pullstrategy:
Doing extensive brand
building and awareness.
Making customers try HLPthrough sales promotion
and personal selling
In turn customers askretailers for more!
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ADVERTISING
• Cater to localmarkets withinGurgaon
• Have a promotional TV ad shown at ourProduct Launchevent
• Advertise on ‘LiveTv’• Sponsor TV cookery
shows to gainpopularity
TELEVISION• Magazines andPublications• Local newspapers likeGurgaon plus• Pamphlets sent withlocal dailies
PRINT MEDIA
OUTDOOR• Hoardings at prominent street lightpoles• Posters of print ad at super marts,
general stores, retail outlets etc
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Print Ad
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SALES PROMOTION
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• Organize cookery competitions• Setup ‘Live counters’ at big retail grocery
stores churning out dishes made from
freshly prepared HLP
•
Door to door selling through HLP carts.• Word of mouth
Personal selling
EVENTS &EXPERIENCES
PERSONAL
SELLING
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Segmentation• To focus on the prospective consumers-
most likely to buy our offering• Commercial markets instead of
institutional markets• Focus would be on the local areas• Lifestyles
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Analyzing before setting target markets
• No. of competitors in the markets : Althoughmany giants provided paneer not many gavethe option of low fat paneer to the consumer.
• The preference/Choice of customers: Qualitywas preferred over many other factors.
• Value attached to the products: Apart frombeing low fat, our paneer was available in
different flavors as well.
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Target Markets• Almost all Classes• Local Markets•
Health Conscious people• Brand Conscious• High User Rate
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PRODUCT LAUNCH PLAN• When?• Where?•
To whom?• How?
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