FLAKE ZONE
Transcript of FLAKE ZONE
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Executive summary
Production unit Uttar Pradesh
o Productivity 39.4 quintal/hectare
Production capacity 5000 ton (50,00,000 kg) Head office Noida
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Environmental analysis
Marketing environment(PEST)
Target market
Current market objectives and performance
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PEST
POLITICAL
- Political stability
- Government commitment
TECHNOLOGICAL
Rich labour pool
infrastructure
SOCIAL
Emerged hub for IT and ITeSindustries
High infrastructural growth
ECONOMICAL
Subsidies
Fiscal policy incentives
Industrial and ServiceSector InvestmentPolicy, 2004
Leading agriculturalstate
Top producers
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MARKETING OBJECTIVES
COMPANYS VISION
Create a product that enhances the food experience, byadding attributes that satisfy consumer needs.
COMPANYS MISSION
Its a company that is committed to build a long termgrowth in volume and profit and to enhance its
position by providing nutritious food products ofsuperior value to ensure healthy life of the consumer.
To become a market leader in cereal industry within 3-4 years.
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SHORT TERM GOALS
Successfully introducing of the product in the marketwithin a period of six months, it is also expected that
the marketing efforts will lead to increased financial
performance of the company.
LONG TERM GOALS
To acquire more than 50% of market share.
Trying to slowly diversify while still remaining in the
core business which will help to increase the
profitability of the company.
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MARKETING STRATEGIES
STPD
Segmentation
Targeting
Positioning
Differentiation
Marketing mix
Product
Price
Promotion
Place
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Product
Product category Wheat crunch
Corn crunch
Oat crunch
Ingredients Milled Corn
Sugar
Milk Powder
Malt flavoring
High fructose corn syrup
Salt
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Packaging
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Place
Metro cities and Big towns
Circle 1 Noida, New Delhi, Gurgaon, Kanpur,
Dehradun, Lucknow, Patna, Meerut, Ranchi,
Ludhiana, Amritsar, Chandigarh, Rohtak. Circle 2 Jaipur, Mumbai, Navi Mumbai, Pune,
Nashik, Nagpur, Ahemdabad, Surat, Vadodra,
Bhopal.
Circle 3 Bangalore, Hyderabad, Chennai,
Tiruvananthapuram, Tiruchirappalli, Kochi,
Mysore, Thrissur, Visakhapatnam, Nizamabad
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Quick Flakes
Distributors
WholesalersRetailers(Shops,Canteens)
Consumers
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PROMOTION
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MARKETING IMPLEMENTATION
Marketing organization (design, matrix,
function)
Activities and responsibilities
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North Western Plain ZoneThis zone comprises of Punjab,Haryana, Delhi, Rajasthan (exceptKota and Udaipur divisions) and Western U.P.(except Jhansidivision),Jammu and Kathua districts fo J&K, Una district and Paontavalley of HP and tarai region of Uttaranchal Pardesh.
This zone has wheat growing area of about 9.5 million hectares. Theaverage productivity of wheat in this zone is . The major wheatproduction constraints of this zone are weed infestation particularlyPhalaris minor and wild oat, Yellow and brown rusts, Karnal bunt,powdery mildew, foliar blight and termites.
Corn in India is grown in small, inland pockets throughout the
country. The state of Uttar Pradesh produces 16 percent and Bihar14 percent of India's total corn production. It is also produced inRajasthan, M.P. and Karnataka in substantial quantities.
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MARKETING STRATEGIES
STPD
Segmentation:The segments of people who can buy the product are from lower middle
class to higher income groups.
Targeting:Target audience for the product is mothers and children.
Positioning :The product has been positioned as a healthy breakfast. The product is also
positioned as not a niche segment product as can be afforded by the general public easily
for their daily requirements.
Differentiation: As compared to others our product just needs to add hot water in it and it
is ready to eat.
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MARKETING STRATEGIES
Marketing mix
- Product: Constant innovation, Introduction of new product to fit customers needs.
-Price - Rs 5/- for 15grams, Rs 15/- for 40grams,. Rs 185/- for 500grams
-Promotion: For the publicity of corn flakes the company will use massive advertisement policy. It will
advertise on TV, newspapers, internet and radio. By the help of these sources the message of cornflakes will
reach to the consumers.
By distributing free samples.
Discount or price off -10% discount on the 500 gm pack.
Public relation: Healthy relations with each customer because of best services.
Promotion strategy will be focused at encouraging the consumer to at least try the product.
-Place:- Initially Product will be launched in Urban & Sub-Urban Areas of Mumbai.
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