Sales internship presentationINDIAN HOME GOURMET, VERSOVA, MUMBAI

KAVERI CHANDRASHEKAR, MC 04

PGP MAR COMM, 2014-2015

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Background of the organization

Started in 2011 by Sharad Tombri at Versova Andheri

Products are manufactured at Madh Island and sold all over Mumbai

The USP of the company is homemade products with no preservatives, added colours or MSG

These products are targeted at consumers with higher incomes, therefore -

Pastes are priced between Rs. 50-60

Dips and chutneys are priced between Rs. 125-195

Products from IHG are -

Ready to Cook pastes

Dips

Chutneys

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Key Responsibility Areas / Tasks

KRAs

Observe Indian Home Gourmet salesmen and promoters in the two key arenas of sales

Promotions

Markets in Mumbai

Developing different sales pitches for different markets and stores across Mumbai

Educate the consumer on how to use the product

Tasks

Selling the company’s pastes, dips and chutneys at malls, stores and cold storages across Mumbai

Accompany salesmen to different markets in Mumbai

Emphasize the discounted prices of the product and encourage customers to sample the product before they buy

Count the inventory and inform both the company and the shop owner about the updated stock

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Challenges and Achievements

Customers who were vegetarian were put off by the titles – Butter Chicken, Fish Fry, Stuffed Fish etc.

Each retailer has different objections to stocking the product (Each pitch is a challenge)

Stolen Kiosk

Stagnant digital platforms – Twitter and Facebook in particular

New markets like Bandra and Wadala did not display an enthusiastic response to the products

Sales, in itself, is a daily challenge.

Stiff competitors in the market – Bon, Suhana, Rasoi Magic, Jaffsons etc.

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Research Summary

Opinions about the brands are well defined and skewed negatively towards the category

The biggest disadvantages of the category are – taste, the health factor and the use of preservatives

The positives of the category were – convenience, time-saving, and helpful for those who could not cook

Unfortunately, over 90% of respondents stated that at the very best Ready to Cook food is a short-term alternative

Based on the research data, these are the suggestions that most respondents spoke about

Improve the taste (80%)

Reduce preservatives (40%)

Tweak the quantity (30%)

60 percent of respondents stated that they preferred the “paste form”

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Recommendations for the Category

There are a variety of concerns around the health and freshness of these products due to:

Preservatives

Artificial Taste

The presence of dried vegetables/ meat

Oily texture

More advertising and marketing for this category – without either, customers come to their own conclusions and word spreads quickly

Branch out into different Indian or World cuisines

Snacks are the biggest sellers in this category. Brands that focus on just Ready to Cook meals should expand into a line of Ready to Eat snacks.

Brands in this category should position themselves as a direct competitor to “take-out” dinner

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Learnings

The largest community in the market determined the response to our product

Markets are dominated by different brands – Suhana in Dombivili, Bon and Soul in Bandra

With these kind of products it is important to educate both retailers and customers – they learn from each other

Markets like Bandra posed various challenges

Each pitch, to each customer, is a snowflake – never the same

Language is a both and advantage and a barrier

Building relationships with store owners and retailers is extremely important – they are strong influencers

Each salesman has a different method of selling and closing their targets

Sell the right product, at the right time, at the right place

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THANK YOU