Transcript of "Presentation on 4P’s of Marketing for "Shatayu" an Emerging FMCG Brand"
4p’S of marketing FOR SHATAYU A Snack COMPANY ENJOY THE HEALTHY LIFE FOR 100 YEAR s<br />PREPARED BY<br />AMIT ,ARIF,SAURAV<br />XMBA-12,ITM VILEPARLE <br />
VISION<br /><ul><li>To be the India’s leading snack company focused on convenience food and beverages and prepare the company for global platform .
To delighting consumers by best meeting their everyday needs & to be there preferred company
To be responsible with people by encouraging them to adopt health lifestyles </li></ul>mission<br /><ul><li>To be a among the leader in the Indian food and beverage space by breaking into the exclusive league of top five food companies In India by end of 2011
To be competitive in price , quality, product innovation and consumer reach through unparalleled business innovations</li></li></ul><li>PRODUCT –STRATEGY <br /><ul><li>Product Mix containing best of Indian as well as western taste with global quality and packaging
Introducing food and beverage products with nutrients – dense profiles and reduced portion sizes
Products having reduced fat, saturated fat, sodium and added sugar
Adding whole grains, multigrain ,fruit, fiber and key vitamins and nutrients into product range </li></li></ul><li>PRODUCT <br />
PRICE OBJECTIVE & STRATEGY <br />OBJECTIVE <br />To get a sizeable market share . Higher sales volume will lead to Lower the unit cost and higher long run profits <br /> POLICY <br /> MARKET PENETRATION PRICE FOR THE REQULAR PRODUCT LINE . <br />A low price at launch and sustain the same price to increases sales and market share <br />Indian market is highly price sensitive and low product pricing stimulates the product growth .Product and distribution costs fall with the accumulated production experience .Product of the nature that it will gain mass appeal quickly.<br /> COMPETITION PRICE FOR THE CATAGORY SPECIAL PRODUCT LINE .<br />A price in comparison with competitors.<br />Consumers are less sensitive to the product price, the more they value unique attributes that differentiated from the competitors products i.e. unique value proposition <br /> BUNDLING AND QUANTITY DISC<br />A lower price for Bundled product of different category<br />
ADVERTISING<br /><ul><li>STAGE-1,GENERATING AWARENESS - Generating perception of the shatayu products and company through 360 marketing to point of contact
Vehicles of communication </li></ul>1.Print media – Mainline dalies ( regional & english)<br />2.Outdoor – strategic premium location & mass location for value <br />3.Point of purchase such as posters , boards e, hand bills etc <br /><ul><li>STAGE-2,USE OF THE BRAND AMBESSADOR/CELEBRITY ENDORSMENT - Style , Trustworthiness ,Youth factors are used
Vehicles of communication </li></ul>1.Print media – Mainline dalies ( regional & english), select magazines <br />2.Outdoor – Strategic premium location & mass location for value <br />3 Point of purchase such as posters , boards , etc <br />4. TV inserts 5.Theather Ads 6.Radio 7. Internet <br />
CONSUMER PROMOTION <br />STAGE - 1<br /><ul><li>Free test sampling kiosks for the select product range at selected retail outlet and selected supermarkets .</li></ul>STAGE – 2<br /><ul><li>Snacks Kiosks at college canteen /company canteen/High density shopping place such as Linking road Bandra ,shopping mall with promotional packing and promotional price as test centers for the consumers.
Banners /Handbills at Supermarket , Big retail shop.
A lower price for Bundled product of different category.
Win a gold coin contest .</li></li></ul><li>TRADE PROMOTION<br />Objective - Persuade retailers to carry stock, carry more than usual stock.<br /><ul><li>Additional discount for keeping minimum no of products range of the company ( Say four )
Quarterly sales target based Foreign Trip Scheme for the retailers
Promotional coupon reimbursement for the small retailer ,buying from redistributors channel
For the the Big Retailers additional display allowance or rents for the special display of the complete range of the products </li></li></ul><li>EVENTS<br /><ul><li>SHATAYU RATH YATRA AT B AND C CLASS CITIES </li></ul> A specially designed vehicle ( Bus ) displaying all the product range and promotional displays , run through cities visiting major retailers, super market and high density population area . At select location distribution of the test samples to end consumers . A procession / barat kind of atmosphere created . At evening of the last day of the particular city halt , organization of a gala city based Shatayu food eating competition <br /><ul><li>Local One Minute Shatatyu food eating competition at supermarket ,shopping mall at metro and big cities
Participation in food and consumer related trade shows
Sponsorship of the local events such as Ganesh , Durga ,College festivals, Youth festivals at select places </li></li></ul><li>PUBLIC RELATIONS<br /><ul><li>Active participation in socially relevant activities such as Installation of the litterbins etc
Distribution of the health booklet in co-ordination with Unicef and WHO which contains information about food requirements for the growing children's along with the nutritional and vitamin and Calories etc value .
Press release and press conferences for the events, shows and community activities done by company
Publication & distribution of the monthly company News letter Shatayu World with clear focus on Health to community centers and business associates </li></li></ul><li>PLACEMENT <br />
DISTRIBUTION MODEL<br /><ul><li>INDENTING AGENTS An area wise Indenting agent will typically secure an order for a pass on to C & F agent. They do not tend to take title to the goods. Indenting agent is are typically young , go getters and who wanted start there own business . A group of the self entrepreneur. As frontline representative of the company a proper recruitment ,training and motivational programme for the Intendining agents
C&F AGENT C& F agent' will hold consignment stock (i.e. will store the stock, but the title will remain with the company.)‘C&F agent' will have the infrastrure for stocking of the goods and delivery of the goods
Duplication of the Infrastructure, capital involved is removed (wholesellers) ,thereby reduction in supply chain cost which can be passed on to final consumer.
Reduction In the sales force, development of GROUP OF LOYAL workforce without any attrition .</li></li></ul><li>DISTRIBUTION MODEL<br /><ul><li>Redistributor are used for increasing channel width such as chemist , paanwalas , small shops, small reatilers etc.
All the pan India , multilocation/multi store Big retailers are supplied directly from the company reducing intermidiry C&F however small supplies can be made from the local C&F
CONVIENCE SHOPPING FOR CONSUMERS </li></ul> A consumer can place an order for goods via all India toll free number or through the Internet with complete address and order details sitting at home .The same will be forwaded to nearest company redistributor who in turn will deliver the goods to consumers . <br /><ul><li>CONVIENCE SHOPPING FOR REDISTRIBUTOR </li></ul> Only and only redistributor can take the goods from the C&F stock point with cash and carry formula thereby saved logistics cost can be passed on to redistributor<br />
POSITIONING- STRATEGY <br /><ul><li>Indian company with the international standard product i.e. Glocal product range to for the young Indians who thinks health is necessary stimulant for young mind and body
Product range that nourishs consumers that deliver great taste, convenience and affordability from simple treats to healthy offerings.
Company which take active participation in socially relevant activities </li></li></ul><li>BRANDING <br />SHATAYU A Snack COMPANY ENJOY THE HEALTHY LIFE FOR 100 YEAR<br />Brand <br /><ul><li>The brand name for the company is chosen as ‘Shatayu’ as it means life of 100 years. </li></ul>Thus it represents the unique characteristic of the Health Of person .Food and health are greatly co-related .<br />Tagline<br />The tagline for our product is – ‘Enjoy the healthy life for the 100 years’ <br />It aptly give the message that to enjoy the life of 100 years you need to healthy food <br />Colour<br />Green- which represents nature i.e trees.<br />Orange – Passion and Boldness <br /> Thus aptly represents Healthy and innovative products <br />