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-the fun way to health..
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PREPARED AND SUBMITTED BY-:
AISHWARYA .Y.
AKHILADESHWARI.S.
ANEESHAPARNA.B
APARNA.N
ARNOLD
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HYPOTHETICAL START-UP
STARTED UP BY TWO ENTERPRENUERS , A
NUTRITIONALIST AND CARDIOLOGIST.
FOUND NECESSITY TO PRODUCE PALATABLEAND NUTRTIOUS HEALTH PRODUCTS TO THE
CUSTOMERS.
STARTED IN MUMBAI.
OPERATING AT PRESENT IN METROS AND WELLKNOWN TOWNS . PLANS TO EXPAND
NATIONALLY AND INTERNATIONALLY
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To provide a healthy way ofliving to all at an affordable
price and to tickle the tastebuds of the consumers in anutritious way
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A business is able to flourish in this complex
dynamic environment only after a continuous
analysis of the various factor that affect its
functioning. Lets analyze using the 4Cframework
Customers
Competitors
CompanyContext
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Customers-: All those customers who want to behealthy want to look young and get rid of theirhealth issues( from the teenagers to the eldersindividuals )
Competitors-: Major established brand in thefield of nutritious dietary products like granula,horlicks, soy protein, sattva, Amway. All of thesecompanies have captured international markets,thus giving a tough competition to health is
wealth pvt ltd. The competitive advantage lies incontinuous supply of organic raw materials ,reasonable costs of products and efficientoperations through TQM.
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Company-: Partnership with an initial
investment of 100 lakhs. Two entrepreneurs-
management and business operations,
already own an FMCG company .Nutritionistand doctor are working on a project for past
3 years to give customers a healthy lifestyle.
The two experts in the field of health and
nutrition have over 15 yrs. of experience and
have been successful in formulating products
for specific health type. Manufacturing 5
days a week customer service and product
improvement is 24/7
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Context-:Globalization and change in
lifestyle of people . Increase in purchasing
power . Dynamic and outgoing women
heavily affected by stress and lack ofnutrition. Obesity and early burn out
syndrome .Need for people to revamp their
lifestyle and for people to take care of their
degenerating health and habits
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OPPORTUNITIES-:
Increasing health awareness among people.
Approval of health experts and nutritionist
on benefits associated with products. Information explosion and online ordering
and purchasing.
Lack of time and need for healthy lifestyle.
Access to quality raw materials by owing
fields and special contracts with farmers.
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THREATS-:
Various well known competitors looking to
launch improved products on similar lines.
Increase in competition leading to increasedcosts in long run and need for continuous
product improvement
Need for setting up more professional R and
D.
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Achieve at least 50 % market share in the
first year with aggressive pricing
Achieve a growth rate of 30% annually.
Maximize wealth of company throughdifferentiated products and customer
satisfaction
To achieve a brand name synonymous with
healthy diet food in minds of all healthconscious customers by delivering a total
value enriched products.
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To restore and maintain health to customers
with intense customer focus and productbenefit communication(efficient delivery of
value)
More focused on customer satisfaction in
comparison to maximizing profit
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An entire group of health consciouscustomers.
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Health is wealth pvt ltd products will be
positioned as an exciting brand , the latestinclusion in nutritious healthy tasty and
appetizing food products
Its tag line being The fun way to health
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Products-: Protein breakfast bars, nutritious
health drinks, low calorie and low fat
beverages fiber filled mid meal snack
cookies. All available in a variety of flavors
and different pack sizes.
Price-:Penetrative pricing to initially capture
the market. Reasonable price at the
company owned outlets( price just coveringthe cost) and a little higher price at other
retail outlets. Minimal price for small
samples of all products.
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Place-:Availability of entire range of
products at company owned stores in majormetros and at all major retail outlets in
other cities and towns.
Outsourced logistic functions to enable
efficient replenishment of stock which is heldat retail stores on consignment basis
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Promotion-:Advertisement through broadcast
media and internet.
Distribution of free samples at selected retail
outlets , hospitals , health clinics and medicalstores , attractive window displays at retail
outlets and medical stores
Equipping the salesmen to communicate the
product benefits to large retailers, doctors andnutritionist
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Health is wealth private limited have a bi
weekly review process and monthly submission
of reports by the sales heads at various
regions.
Expenses reports
Consumer feedback reports
Sales targets achievement reports
Region wise revenue report
Quality audit report
Retailers response report
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The board of directors are made up of the 4
partners, the 2 entrepreneurs who handle
the entire operations and the other 2 health
professionals who look into the research and
development and customer needs and
benefits.
Under them each major region is headed by a
regional sales manager who has variousdivisional product managers to take care of
each product performance
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Health is wealth pvt ltd is expecting a fiercecompetition by the time the product reaches itsgrowth phase, procurement of finance forinvesting in R&D to enable continuous productimprovement is being looked into seriously.
Prospects of diversifying into a few moreproducts to suit domestic as well as internationalmarkets.
Launching sales in the rural parts based on thesuccess and response of urban customers is beinglooked into.
Achieving economies of scale by increasing salethrough various aggressive selling strategies.
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