MARKETING MANAGEMENTMARKETING MANAGEMENT

Target Marketing in the USA

SUBMITTED TOPROF. YASMIN SINGAPOREWALA

Group Members:

Name Roll No.Anuja Bambulkar 63Ruchi Jain 76Wasim Shaikh 109Rahul Das 69Maneesha S. Patel 96Prasad Shukla 82

INTRODUCTION: A food service business company. Manufacturing, & marketing, Ready to Serve (RTS) food products, Processing vegetables and Leasing cold storage facilities

FOUNDER: Formed in 1986 by Ravi Ghai and Ravi Kiran Aggarwal.

PRODUCTION COMMENCEMENT: Started in 1989 & launched its first RTS products in 1990. But Its products failed in Middle East, Russia and the US. due to lack of focus marketing approach.

COLLABORATION WITH PEPSI IN 1992. o Intention behind the collaboration was the govt. regulations to generate one dollar in export sales for every dollar it earned in India.

o Pepsi agreed to distribute TBEL’s RTS products abroad and help TBEL upgrade its facilities

o But in 1994 when the govt. abolished the export norms for MNCs, Pepsi walked out of TBEL.

TIE UP WITH PBIIn 1995, Preferred Brands International (PBI)

launched five TBEL products in South California, & later expanded its business to other parts of Country.

PROBLEM FACED:a)Excessive Borrowingsb)Poor response to its productsc) Poor capacity utilizationd)Loss reached to Rs. 96 million.

ACQUISITION BY HLL: By March 1997, TBEL was declared a sick unit & was referred to BIFR Mr. Vasudevan thought to get TBEL deregistered from BIFR by providing financial assistance. As a result TBEL’s net worth increased & the company was deregistered from BIFR.

In 1997, PBI took over TBEL & Appointed Mr. Nigam of Britannia (as a president). By March 1997, TBEL was declared a sick unit & was referred to BIFR Mr. Vasudevan thought to get TBEL deregistered from BIFR by providing financial assistance. As a result TBEL’s net worth increased & the company was deregistered from BIFR.

4 CS STRATEGY:i)Concentration ii) Conversion iii) Collaboration iv) CultivationIt was planned to expand its business globally as well as in India.TARGETING :i)Geographic: It planned to enter the highly competitive US Market through RTS food products.

ii)Demographic: It found that its potentional customers’s age group was between 25-54.

iii) Psychographic: It changed the product according to the local customer’s preferences.

MARKETING STRATEGIES:i) Wider range of products

ii) Lowering advertising costs

iii) Focused on American’s understanding of Indian food.

iv) Slashed Product portfolio from 25 to 8 which were familiar to American consumers

v) Products were renamed. Eg. Alu Chole to Bombay Potatoes

vi) Modification in packaging to suit customers requirements.

Pack size changed to 285 gms which motivate customers to give a products a try

vii) A store shelf accommodated 9packs as compared to 7 earlier.

EFFECTS OF MARKETING & TARGETING EFFECTS OF MARKETING & TARGETING STRATEGIES:STRATEGIES:i) Net Profit of 4.7 million

ii) Product demand increased

iii) Profit increased from three fold to Rs. 13.42 million after a period.

ACHIEVEMENTS:ACHIEVEMENTS:

TBEL became the largest brand in RTS.TBEL became the largest brand in RTS.

It gained the popularity.It gained the popularity.

Growth leaded to Market Expansion.Growth leaded to Market Expansion.

THANK YOU!!!