GOOD BYE COMMODITY

Ajal Jose Akkara

ASSUMPTIONS

• RURAL MARKETS MOSTLY USE UNBRANDED SALT

• ALL THE PREFFERED CUSTOMERS ARE HAVING 2 CHOICES

BRANDED SALT UN BRANDED SALT

YES

52 % PREFER TATA SALT WHEREAS

ONLY 37% BUY TATA SALT

POTENTIAL

1. UN TAPPED EXISTING BRANDED MARKET [ 37 % TO 52% ]

2. POSSIBILITY OF EXPANDING THROUGH UNBRANDED SALT MARKET [ ABOUT 70% OF TOTAL DEMAND ]

3. Brand Loyalty4. FIRST MOVER ADVANTAGE

FIRM WILL BE SUCCESSFUL IN FUTURE CAPITALIZING ON THE PRESENT TRENDS

MARKETING BASE

TATA SALT @ 1983DCW CAPTAIN COOK @ 1991HINDUSTAN LEVER ANNAPURNA @ 1983

4 P’s• PRODUCT• PRICING• PROMOTION• PLACE

• PEOPLE• PROCESS• PHYSICAL EVIDENCE

WHICH ONE IS MORE NB

TIME LINE

ACTION

PREDICTION

FORECASTING

PRESENT FUTURE

PRODUCT & PROMOTION

• PROMOTION SPECIFICALLY BY WAY OF EDUCATING ON HEALTH AND PURITY

• INCREASE VISIBILITY

MACRO ENVIRONMENT

• DEMOGRAPHICS @ PLACE - POPULATION CHARACTERISTICS

BRANDED SALT IS MAINLY CONSUMED

BY URBAN POPULATION @ 70%

EDUCATION ,

SCIENCE AND TECHNOLOGY

1. AWARENESS

2. HEALTH BENEFITS

TABLE SALT AND

ROCK SALT

DIFFERENTIATE

And

PROMOTE

1• CONSIDER THE MARKET AND

CUSTOMER ORIENTATION

ECONOMIC ENVIRONMENT

MERE COMMODITY

FMCG

@ SALT BED AT NAGARKOVIL , TIRUNELVELI AREAS AT SOUTH INDIA Fast moving consumer goods

THANK YOU