Jamnalal Bajaj Institute of Management Studies
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Transcript of Jamnalal Bajaj Institute of Management Studies
Jamnalal Bajaj Institute of Management Studies
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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