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Launching of Traditional Indian Product in forgine market

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Launching Shrikhand a traditional indian sweet dish in american market, analysing its competitors and possible market share.

Launching Shrikhand a traditional indian sweet dish in american market, analysing its competitors and possible market share.


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  • 1. A Project reportLaunching SHRIKHAND inUnited States Of America
  • 2. Presented By
  • 3. The Fusion Family
  • 4. What is Shrikhand ?IntroductionHistory
  • 5. Shrikhand in IndiaHow it is Used?When it is Used?Where it is used the most?
  • 6. US Food CultureFood Culture in United States of America
  • 7. Scope for Shrikhand in USAAmericans are fond of eating lot of sweet dishes andfast food, we are trying to provide them a healthyoption to substitute for many fast food present.
  • 8. 3P of Marketing…Product.. Features Differentiation with yogurt Flavor
  • 9. Price Pricing Strategy Penetration Cost Plus Pricing Strategy
  • 10. Place Why Manufacturing and not exporting from India Time (Time for Importing finished product from India through ship) Cost (Using alternative transportation channels such as Airways would be expensive) Manufacturing Unit in Texas 9th Milk producing state in USA Low Cost Manufacturing State Skilled Labor
  • 11. Why STDP ???
  • 12. SegmentationSegmentation Behavioral Regular Low Fat “0” Calorie Psychographic Taste Saffron, Mango, Cardamom, Almond & Pistachio
  • 13. Target US market for Shrikhand
  • 14. Differentiation Shrikhand Vs. Yogurt
  • 15. Positioning in US Market A better substitute for Yogurt“A better way to start your Day”
  • 16. Distribution ChannelTraditional Distribution Channel Retail Stores Discount Stores Convenience Store
  • 17. Sales Forecast for Yogurt Market
  • 18. PackagingPackaging will be done on Different sizes ofpack. Singular Serving (100gm, 250 gm, 500gm) Family serving ( 1Kg, 2Kg)
  • 19. BrandingProblem with a name “Shrikhand”Hence launching with a New Brand Name
  • 20. Objective10% market Share in US after 1 year launch of product… SweeGurt Yogurt
  • 21. Promotional Campaign Print… RegularStart your Day with a Sweetness Family and SweeGurt
  • 22. Low FatSweeGurt a Healthy way to Live
  • 23. Additional PromotionTie Up with Mc’DonaldPromotional Events at Various places to createawareness
  • 24. Radio Add
  • 25. TV comnercial
  • 26. Questions ?
  • 27. Thank You

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