1. PRESENTED BY: Harshita Kheria Prabina Chettri Rajat Malakar Sunil Manchandia

2. AGENDA Ketchup industry in India Major brands in the product category Skew in the brand presence Segmentation of the consumer market Institutions that constitute ketchup market Segmentation chosen for brand positioning Brand positioning SWOT Analysis- NESTLE New brand launch Reasons & justification for this launch Market survey Building the brand 3. KETCHUP INDUSTRY IN INDIA Ketchup market in India was estimated to be around 806-crore in June, 2012 Institutional market is assumed to have a share of 23% while the consumer market has about 77% It is a fast growing market with growth rate around 30% This growth can be credited to: - growth in fast food culture in India - increasing number of working women - shift from home made chutney to ketchup 4. MAIN BRANDS IN THIS PRODUCT CATEGORYMaggi- NestleOthers 10%Maggi 47%Kissan- HUL Heinz- Heinz Co. H.J Others (Tops, Del Monte, etc.)Kissan 41%Heinz 2% 5. SKEW IN THE BRAND PRESENCE In the consumer market the most prominent ketchup brands are: Maggi Smith & Jones KissanIn the institutional market the most prominent ketchup brands are: Del Monte Heinz 6. SEGMENTATION OF THE CONSUMER MARKET SEGMENTION BASETYPESBRANDSNationalNatures Best, Top, CremicaInternationalKissan, Maggi, HeinzRegular tomato sauceKissan, Heinz, Maggi, etcChilliMaggi, HeinzSweetDel Monte, MaggiFast foodMaggi, HeinzHealthful foodHeinz, KissanGeographicTaste preferenceEating habits 7. INSTITUTIONS THAT CONSTITUTE KETCHUP MARKET INSTITUTIONSSPECIFIC BRANDSFood chainsHeinz- Mc Donalds, KFC Kissan- Pizza Hut Dominos- Del MonteHotels & RestaurantsHeinz- Oberoi, TajAirlinesHeinz- Jet airways, Indigo, Air IndiaRailwaysKissanCollegesKissanClubs & pubsData not availableCorporate kitchensData not availablePrisonsData not available 8. SEGMENTATION CHOSEN FOR BRAND POSITIONING GEOGRAPHIC SEGMENTATION I N T E R N A T I O N A LN A MAGGITSMITH & JONESI KISSAN HEINZ DELMONTEO NTOPS CREMICAA LNATURES BEST 9. BRAND POSITIONING 10. Maggi (Nestle) Tag Line : Its Different Positioning : Differentiated from the rest Product Range : Rich Tomato, Hot & Sweet Tomato, Tomato Chapatti Price Segment : High priced Rs.115 (1kg) Target Group : Middle-income and upper-income households Promotion : T.V ads, hoardings, print ads SKU : Bottle- 200gm, 500gm, 1kg Pichkoo- 90gm, 500gm 11. Kissan (Hindustan Unilever Limited) Tag Line : Just Lagao, Kuch bhi kho Positioning : Makes food interesting Product Range : Fresh tomato, no onion no garlic, chilly tomato, chatakdaar Price Segment : High priced Rs.112 (1kg) Target Group: Middle-income and upper-income households Promotion : T.V ads, print ads, hoardings SKU : Bottle- 200gm, 1kgMini pack- 90gm Sachet- 10gm 12. Heinz (Heinz Co. HJ) Tag Line : Redder Thicker Tastier Positioning : Focused on taste Re-positioning : Focused on health Product Range : Tomato ketchup, tomato ketchup with balsamic vinegar, tomato ketchup organic, tomato ketchup blended with Indian spices, tomato ketchup reduced salt and sugar, tomatoketchup chili, tomato ketchup fiery chili Price Segment : High priced Rs.125 (1kg) Target Group : Institutional clients (Air India, Oberoi, Taj, etc.) and households Promotion : T.V ads, print ads, hoardings SKU : Bottle- 1kg, 500gm, 200gm Squeezy- 330gm 13. Delmonte (FieldFresh Foods Pvt. Ltd.) Tag Line : Tastes like never before Positioning : High quality and original blend specially made to suit the Indian palate Product Range : Regular tomato ketchup, Twango Price Segment : High priced Rs.110 (1kg) Target Group : All age group Middle and upper class Promotion : T.V ads, print ads SKU : Bottle- 1kg Squeezy- 520gm 14. Smith & Jones (Capital Foods Ltd.) Tag Line : Angrezon Wala Ketchup Positioning : Ketchup that is consumed mostly by foreigners Product Range : Tomato ketchup, sweet hot ketchup, pizza ketchup Price Segment : High priced Rs.110 (1kg) Target Group : Institutional market & consumers consuming fast food Promotion : Print ads, Regional ads SKU : Bottle- 200gm, 500gm, 1kg 15. Tops (G. D. Foods & Beverages Pvt. Ltd.) Tag Line : Classical ketchup: made the old fashioned way Positioning : High taste and quality Product Range : Regular tomato ketchup Price Segment : Mid Priced Rs.95 (1kg) Target Group : Institutional market and mid-income consumers Promotion : Sponsorships, banners SKU : Bottle- 200gm, 500gm, 1kg Sachet- 12gm 16. Cremica (Mrs. Bectors Foods) Tag Line : Lip Smackers Positioning : Ketchup consumed with fast foods Product Range : Regular tomato ketchup Price Segment : Mid priced Rs.85 (1kg) Target Group : Institutional Market (Mc Donald's, Barista, Pizza Corner, Jet Airways) Promotion : Hoardings, wall paintings, food corners SKU : Bottle- 1kg 17. Natures Best (Dabur Foods) Tag Line : N.A Positioning : Quality product at economic price Product Range : Regular tomato ketchup Price Segment : Mid priced Rs.60 (1kg) Target Group : Institutional Market (hotels, airlines, caterers, hospitals) Promotion : No promotion SKU : Bottle- 1kg 18. SWOT Analysis - NESTLE Strengths Established Family Brand Good customer relationship Diversified product variants Strong and wide range of distribution channel Research and Development division in IndiaOpportunities Increasing number of working youth High brand awareness among Indian consumer Changing preference of consumer of having ketchup over curd, chutney, etc. Shift to rural marketWeaknesses Not so significant presence in rural market. No direct market outlet Higher pricing than local brandsThreats Price war with competitors like Hienz India, HUL, etc. Strong presence of regional competitors Increasing price of raw materials 19. NEW BRAND LAUNCH 20. REASONS & JUSTIFICATION FOR THIS LAUNCH Nestle Maggi ketchup faces generic competition from homemade chutneyREASONS Increasing number of working youth creates more demand for readymade chutney Increasing price of raw materials is a threat to Nestle and dhania is priced very low Increasing number of working women prefer readymadeJUSTIFICATIONfood/chutney Convenient for housewives No prominent brand producing this particular product 21. MARKET SURVEY Q1. Do you like dhania chutney?Q2. If available in a readymade packet will you purchase packaged dhania chutney?5% YES39%YES NO61%NO 95% Finding: majority of people like dhania chutneyQ3. What price are you willing to pay for a 100gm Dhania Chutney?Finding: latent demand for the product existsQ4. Will you substitute ketchup with this product or purchase both? MAY BE 8%Rs 15 Rs 20Finding: people are willing to pay Rs15 - Rs 20 for a 100gm pack & given low cost of dhania this is a profitable businessYES 31%USE BOTH 61%Finding: not much threat of cannibalisationSample size: 50 (housewives, working women& youth) 22. BUILDING THE BRAND 4Ps FOR DHANIA CHUTNEY PRODUCT: Ready to eat, homemade dhania chutney PRICE: Rs 15 for 100gm pichku & Rs 30 for 250gm bottle PLACE: - Available at supermarkets & Kirana stores - Use of existing distribution channel PROMOTION: - T.V ads, newspapers, hoardings & social media - Provide free samples of 50gm pichku with 1kg bottlePOSITIONING: Taste of homemade dhania chutney without hassles of making it TAGLINE:Effortlessly tasty...