Marketing Case Study


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Aakash Namkeen:- marketing case study

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  • Manufactured using the most advance machines, and under the most hygienic conditions, the parameters of quality for Aakash products begin with the usage of the Choicest ingredients including high quality edible oil, obtained from the mostreliable sources. Starting from the picking, the sorting, cleaning and grindingprocesses of various pulses and spices are carried out in-house so as to followthe strictest measures of quality control.Aaksh Namkeens anre packed using nitrogen in the attractive metalised threelayers pruches to maintain the best of freshness and taste and a longer shelf life
  • (in an already low-margin, high-volume market)
  • pressure,Garlic (Lasun) : Lowers Cholesterol, Inhibits rheumatism, has anti-cancer, Anti-flatulent and antibacterial properties.
  • via Direct mail,Telemarketing.Web sites, social media marketing,Mobile devices,Interactive TV
  • Marketing Case Study

    1. 1. OVERVIEW OF CASE FRAMEWORK Market Analysis- Porter 5 forces model Generation and Evaluation of Alternatives- Marketing Mix Decision Company analysis- SWOT analysis
    2. 2. COMPANY PROFILE Company :- Aakash Namkeen Private Limited Year of Establishment :- Aakash namkeen since 1992 Legal status of the firm:-Individual Turn over :-Upto 5 Crore Nature of Business:- Wholesale And Retail Major Market:-Madhya Pradesh, losses in Delhi, Mumbai, Jaipur Product Range:-Snacks offered include:-Khatta Meetha Mixture, NamkeenMixture,cornflex,charka mixture,All in one,lajawab,Gujrati Mixture,Ratlami Mixture,Long Sev,Aloo bhujiya, Ujjaini Sev.( 90%) Sweets(15%):- son papdi (5%) gajak:- date and sugar Gift packs Infrastructure  Semi automated production unit  Warehousing unit  Processing unit  Staff van and tempos for physical distribution Competitors:- organised sector:-Haldiram,Pepsi Lehar, unorganised sector
    3. 3. Analyzing Segment Attractiveness (Porter’s 5 forces)
    4. 4. Competitive Rivalry  High Competition – Branded Players involved in cut-throat competition to increase market share, entice new consumers, find new market.  Quality difference between branded and unbranded offerings is offset by low price offered by unbranded players  Brand Loyalty is high for branded players Industry Attractiveness (Porter’s 5 forces) Bargaining power of supplier  Suppliers provide raw materials such as gram flour,dry fruits, spices and other ingredients. Their ability to raise input costs is high  Higher cost of input commodities leads to lower margins, making the market unattractive for distributors and retailers  Shortage of any input material may also affect production and thereby impact distribution.  Veteran players like Haldiram and Pepsi already have a well-established network of suppliers Threat of competitive rivalry and bargaining power of supplier is high.
    5. 5. Industry Attractiveness (Porter’s 5 forces) Threat of new entry:  Namkeen market- 2000crore As the market is growing at 30 percent annually, new entrants may consider it a profitable venture  As branded players are priced similarly, new players might penetrate by adopting a lower price or by offering more grams at the same price  New players with a distinct USP and marketing strategy may find it easier to enter the market (Om Nmakeen)  Unorganized players still account for half of the total segment, thereby discouraging market entry  Veteran players such as Haldiram etc enjoy economies of scale, well-established distribution and good distributor relations. Threat of new entry is moderate to high
    6. 6. Bargaining power of consumers  Haldiram enjoys a healthy lead with a 45 percent market share for it’s portfolio of products, Lehar- 40% Ability to substitute is high as brands are priced similarly and distribution problems for one brand promote sales for the other.  Price Sensitive, taste conscious consumers are high. An increase in the price of aakash may promote a switch to Haldiram or lehar for most buyers (except for loyalists) Quality and taste conscious consumers who buy brands High demand during festival season and low during monsoon Industry Attractiveness (Porter’s 5 forces) Hence, bargaining power of consumers and threat of substitutes is high. Threat of substitutes.  Indian Snack Segment is high-volume, low-involvement driven (thrives on impulse buy)  All snacks are considered to be substitutes of each other Biscuits, Wafers and local snacks like Chakli, banana chips, farsan etc are all substitutes of one another
    7. 7. • Haldiram Market Leader • Pepsi snacks and Food Mktg co:-Lehar namkeen Market Challenger • Aakash, local players such Yes Namkeen( kothari product), Yumkeens. Also included are unorganized offerings, aimed at the price-sensitive, less loyal audience. Market Follower • Om Namkeen which has identified itself a niche of the more health conscious section of the audience Market Nicher MARKET STRUCTURE
    8. 8. SWOT ANALYSIS Strengths:-  Good product mix with High nutritional value( 27 varieties outside MP and 50 in MP)  Aromatic and delicious  Different sizes(200gm, 400gm, 1kg)  Colorful packaging  Made from high quality ingredients and Good quality oil  Fresh, Less calories, Rich in fibrous content  Exclusive outlets Weakness:- o Lack of goodwill among middlemen o Marginally higher priced than local players o Lack of promotional activities o Less profit margin o Weak Distribution System:- lack of commitment and honesty, large volume of replacement by middlemen Opportunities:-  Innovation:-Baked items, Turmeric (Haldi) : Blood purifier, improves liver function, Ginger (Adrak) : Improve digestion, lowers cholesterol, controls blood.  Silver foil packaging like haldiram ( increase shelf life)  Home delivery  Schemes for retailers, se ll in big outlets  Children or youth product Threat:- o Competitors
    9. 9. COMPETITIVE ADVANATGE  To become Market Leader:- redesign o Product strategy:- in terms of benefits, line extension, market segmentation, product positioning o Price strategy:- raw materials(e-choupal),Payment mode, o Promotion strategy:- Trade Fair,AIDA model, point of purchase strategy, brand ambassador, brand loyalty through reminder promotions o Place:- concentrate on rural areas, intensive distribution- hotels,cafes,tea stalls, wine shops, kitty parties o Packaging:- change logo, color contrast, jingle o Distribution strategy:-increase product shelf life, Direct marketing:- eliminating middlemen
    10. 10. Final Verdict The market is unattractive for players who:  Aim to be a me-too product with no significant differentiation  Do not have a well-established distribution network  Do not have good supplier and dealer relationships(goodwill) Pull strategy/ Competitive Advantage