Alchemists NMIMS Marketing
-
Upload
uday-kumar -
Category
Documents
-
view
18 -
download
0
description
Transcript of Alchemists NMIMS Marketing
Institute: NMIMS, MumbaiInstitute: NMIMS, MumbaiTeam Name: AlchemistsTeam Name: AlchemistsFunction: MarketingFunction: Marketing
Hitechchha Deva2nd YearMarketing
Jayanthi L V B Uday Kumar2nd YearMarketing
Aniket Dasgupta2nd YearMarketing
Over The Wall – Mario Campus Connections
APPROACH
OVERVIEW OF BREAKFAST CEREAL CATEGORY IN INDIA
World’s first range of savory flavored oats to suit Indian palate
Small-sized, single-serve sachets to encourage trials
Positioning focuses on both taste & health
3 main competitors to Saffola Masala Oats – Quaker, Horlicks & Kellogg’s
Challenges
REVIVING SAFFOLA MASALA OATS’ GROWTH - ANALYSIS
Type 1 – Taste + variety seeking problems
Type 2 – Awareness + Price related problems
Type 3 – Perception + loyalty related problems
Short term targets Future
seekers & lapsers
Long term Targets
Users, Not aware &
Non intenders
Increasing
difficulty
REVIVING SAFFOLA MASALA OATS - IMPLEMENTATION
Tempt users of
other brands & non-
intenders
Push future seekers & fix
lapsers
Attract people from “non-
aware” category
The Economic Times
How about Starting today’s morning with a Healthy breakfast?
REVIVING SAFFOLA MASALA OATS GROWTH - IMPLEMENTATION
CookBook for new Saffola Masala oats
recipes Absolutely Free .. HURRY!!!!
Increase pack sizes of Masala oats
Also in 1 kg / 1.5 kg so that it becomes cheaper & convenient for regular users
Give a cook book of masla oats recipies FREE inside the pack to entice homemakers
Strengthen Marketing muscle in Southern India
17% value share in region with highest penetration of 37%
Oats as snacks & light dinner
Show them varieties to try out- Cooking shows on regional channels
Ensure Product Availability in convenience stores & increase shelf space in hypermarts
Promote effective Push strategies-Incentivise intermediaries for faster stock rotations and negotiate with retailers for more shelf space
Wet Sampling in hypermarkets
Effective visual merchandizing in supermarkets and hypermarkets
CREATING BRAND DIFFERNTIATION
Product – Form, taste, appearance, smell
Experience – POP & POD with competitors like packaging, shape of pack
Positioning against different players in market
INCREASE SIZE OF VEGTABLES INSIDE THE PACK
Usually 27 Gms for Rs 10
40 Gms for Rs 15
Saffola is EXPENSIVE
CREATING BRAND DIFFERENTIATION
INDIAN BREAKFAST
0 10 20 30
VarietyNutrition
FillingConvenience
Taste
Relative weightagegiven to breakfast attributes in primary survey of 53 respondents
NEW
PROPOSITION
POOR AVERAGE GOOD VERY GOOD
FORAYING INTO INDIAN SNACK SEGMENT
Samosa
PohaDosa Pakodas
Vada Pav IdliChaat
MaggiRolls
FrankieUttapam Toast
Oats
0
10
20
30
40
8 -15 15 -22 22 -28 28 -55 55 +
Age groups
When asked from people of different age groups, if they have snacks “ X % “ of people said YES
POOR AVERAGE GOOD VERY GOOD
FORAYING INTO INDIAN SNACK SEGMENT
Frequent travel for different reasons, need handy, hygenic food
Introduce “ INSTANT OATS” as Travellers pack
Priced reduced to Rs 10 at par with competitors
Targeting office goers, age 22-45
Corporate offices - TG of age group 22-45
Parks & community centres – TG of age group 55+
Hospitals - All
Concept of “OATS DHABA” as small standalone oulets in corporate park canteens
Menu varying from masala oats to saffola masala oats upma, Idli, poha
Corporate office
Oats Dhaba
Visitors prefer simple meal when in hospital - Maggi, sandwich, Biscuits
Making masala oats available at the food- outlet ( bearing cost of induction stove if need be )
Hospitals Concept of “On the wheel store “ outside parrk
Tasteful snack to elderly people without compromising on health
Parks
Saffola Masala Oats
Buy more Save more Saffola Masala oats sachets packed together (6 packets ) Combo offer. With more packets stocked at home, increase in consumption as an evening snack
COUNTERACTING THE POTENTIAL THREAT OF MAGGI OATS NOODLES
Maggi Oats noodles
Saffola Masala Oats
Maggi Oats Noodles
70 gm packet at Rs 20, perception of high value for money Generated huge demand & acceptance after the launch, 70 gm pack OUT OF STOCK Taste + health + form ( noodles), hence likable by target audienceAggressive visual merchandising
40 gm pack at Rs 15, perception of high priced No visual merchandising & less BTL activity Health benefits, but lacking on taste & form
Thank You