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Ketchup brand extensiom

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  • http://articles.economictimes.indiatimes.com/2010-01-07/news/28438457_1_glucon-d-heinz-india-heinz-ketchuphttp://business.mapsofindia.com/top-brands-india/top-ketchup-brands-in-india.html
  • http://www.expresshospitality.com/20041011/equipmart03.shtmlEvery institutional market uses regular ketchup.
  • Transcript

    • 1. PRESENTED BY: Harshita Kheria Prabina Chettri Rajat Malakar Sunil Manchandia
    • 2. AGENDA  Ketchup industry in India  Major brands in the product category  Skew in the brand presence  Segmentation of the consumer market  Institutions that constitute ketchup market  Segmentation chosen for brand positioning  Brand positioning  SWOT Analysis- NESTLE  New brand launch  Reasons & justification for this launch  Market survey  Building the brand
    • 3. KETCHUP INDUSTRY IN INDIA  Ketchup market in India was estimated to be around 806-crore in June, 2012  Institutional market is assumed to have a share of 23% while the consumer market has about 77%  It is a fast growing market with growth rate around 30%  This growth can be credited to: - growth in fast food culture in India - increasing number of working women - shift from home made chutney to ketchup
    • 4. MAIN BRANDS IN THIS PRODUCT CATEGORY Maggi- Nestle Others 10% Maggi 47% Kissan- HUL Heinz- Heinz Co. H.J Others (Tops, Del Monte, etc.) Kissan 41% Heinz 2%
    • 5. SKEW IN THE BRAND PRESENCE In the consumer market the most prominent ketchup brands are:  Maggi  Smith & Jones  Kissan In the institutional market the most prominent ketchup brands are:  Del Monte  Heinz
    • 6. SEGMENTATION OF THE CONSUMER MARKET SEGMENTION BASE TYPES BRANDS National Nature’s Best, Top, Cremica International Kissan, Maggi, Heinz Regular tomato sauce Kissan, Heinz, Maggi, etc Chilli Maggi, Heinz Sweet Del Monte, Maggi Fast food Maggi, Heinz Healthful food Heinz, Kissan Geographic Taste preference Eating habits
    • 7. INSTITUTIONS THAT CONSTITUTE KETCHUP MARKET INSTITUTIONS SPECIFIC BRANDS Food chains Heinz- Mc Donalds, KFC Kissan- Pizza Hut Dominos- Del Monte Hotels & Restaurants Heinz- Oberoi, Taj Airlines Heinz- Jet airways, Indigo, Air India Railways Kissan Colleges Kissan Clubs & pubs Data not available Corporate kitchens Data not available Prisons Data not available
    • 8. SEGMENTATION CHOSEN FOR BRAND POSITIONING GEOGRAPHIC SEGMENTATION I N T E R N A T I O N A L N A MAGGI T SMITH & JONES I KISSAN HEINZ DELMONTE O N TOPS CREMICA A L NATURE’S BEST
    • 9. BRAND POSITIONING
    • 10. Maggi (Nestle) • Tag Line : “Its Different” • Positioning : Differentiated from the rest • Product Range : Rich Tomato, Hot & Sweet Tomato, Tomato Chapatti • Price Segment : High priced – Rs.115 (1kg) • Target Group : Middle-income and upper-income households • Promotion : T.V ads, hoardings, print ads • SKU : Bottle- 200gm, 500gm, 1kg Pichkoo- 90gm, 500gm
    • 11. Kissan (Hindustan Unilever Limited) • Tag Line : “Just Lagao, Kuch bhi kho ” • Positioning : Makes food interesting • Product Range : Fresh tomato, no onion no garlic, chilly tomato, chatakdaar • Price Segment : High priced – Rs.112 (1kg) • Target Group: Middle-income and upper-income households • Promotion : T.V ads, print ads, hoardings • SKU : Bottle- 200gm, 1kg Mini pack- 90gm Sachet- 10gm
    • 12. Heinz (Heinz Co. HJ) • Tag Line : “Redder Thicker Tastier” • Positioning : Focused on taste • Re-positioning : Focused on health • Product Range : Tomato ketchup, tomato ketchup with balsamic vinegar, tomato ketchup organic, tomato ketchup blended with Indian spices, tomato ketchup reduced salt and sugar, tomato ketchup chili, tomato ketchup fiery chili • Price Segment : High priced – Rs.125 (1kg) • Target Group : Institutional clients (Air India, Oberoi, Taj, etc.) and households • Promotion : T.V ads, print ads, hoardings • SKU : Bottle- 1kg, 500gm, 200gm Squeezy- 330gm
    • 13. Delmonte (FieldFresh Foods Pvt. Ltd.) • Tag Line : “Tastes like never before” • Positioning : High quality and original blend specially made to suit the Indian palate • Product Range : Regular tomato ketchup, Twango • Price Segment : High priced – Rs.110 (1kg) • Target Group : All age group – Middle and upper class • Promotion : T.V ads, print ads • SKU : Bottle- 1kg Squeezy- 520gm
    • 14. Smith & Jones (Capital Foods Ltd.) • Tag Line : “Angrezon Wala Ketchup” • Positioning : Ketchup that is consumed mostly by foreigners • Product Range : Tomato ketchup, sweet hot ketchup, pizza ketchup • Price Segment : High priced – Rs.110 (1kg) • Target Group : Institutional market & consumers consuming fast food • Promotion : Print ads, Regional ads • SKU : Bottle- 200gm, 500gm, 1kg
    • 15. Tops (G. D. Foods & Beverages Pvt. Ltd.) • Tag Line : “Classical ketchup: made the old fashioned way” • Positioning : High taste and quality • Product Range : Regular tomato ketchup • Price Segment : Mid Priced– Rs.95 (1kg) • Target Group : Institutional market and mid-income consumers • Promotion : Sponsorships, banners • SKU : Bottle- 200gm, 500gm, 1kg Sachet- 12gm
    • 16. Cremica (Mrs. Bector’s Foods) • Tag Line : “Lip Smackers” • Positioning : Ketchup consumed with fast foods • Product Range : Regular tomato ketchup • Price Segment : Mid priced – Rs.85 (1kg) • Target Group : Institutional Market (Mc Donald's, Barista, Pizza Corner, Jet Airways) • Promotion : Hoardings, wall paintings, food corners • SKU : Bottle- 1kg
    • 17. Nature’s Best (Dabur Foods) • Tag Line : N.A • Positioning : Quality product at economic price • Product Range : Regular tomato ketchup • Price Segment : Mid priced – Rs.60 (1kg) • Target Group : Institutional Market (hotels, airlines, caterers, hospitals) • Promotion : No promotion • SKU : Bottle- 1kg
    • 18. SWOT Analysis - NESTLE Strengths • • • • • Established Family Brand Good customer relationship Diversified product variants Strong and wide range of distribution channel Research and Development division in India Opportunities • • • • Increasing number of working youth High brand awareness among Indian consumer Changing preference of consumer of having ketchup over curd, chutney, etc. Shift to rural market Weaknesses • • • Not so significant presence in rural market. No direct market outlet Higher pricing than local brands Threats • • • Price war with competitors like Hienz India, HUL, etc. Strong presence of regional competitors Increasing price of raw materials
    • 19. NEW BRAND LAUNCH
    • 20. REASONS & JUSTIFICATION FOR THIS LAUNCH  Nestle Maggi ketchup faces generic competition from homemade chutney REASONS  Increasing number of working youth creates more demand for readymade chutney  Increasing price of raw materials is a threat to Nestle and ‘dhania’ is priced very low  Increasing number of working women prefer readymade JUSTIFICATION food/chutney  Convenient for housewives  No prominent brand producing this particular product
    • 21. MARKET SURVEY Q1. Do you like ‘dhania chutney’? Q2. If available in a readymade packet will you purchase packaged ‘dhania chutney’? 5% YES 39% YES NO 61% NO 95% Finding: majority of people like dhania chutney Q3. What price are you willing to pay for a 100gm ‘Dhania Chutney’? Finding: latent demand for the product exists Q4. Will you substitute ketchup with this product or purchase both? MAY BE 8% Rs 15 – Rs 20 Finding: people are willing to pay Rs15 - Rs 20 for a 100gm pack & given low cost of ‘dhania’ this is a profitable business YES 31% USE BOTH 61% Finding: not much threat of cannibalisation Sample size: 50 (housewives, working women& youth)
    • 22. BUILDING THE BRAND 4Ps FOR ‘DHANIA CHUTNEY’ PRODUCT: Ready to eat, homemade ‘dhania chutney’ PRICE: Rs 15 for 100gm pichku & Rs 30 for 250gm bottle PLACE: - Available at supermarkets & Kirana stores - Use of existing distribution channel PROMOTION: - T.V ads, newspapers, hoardings & social media - Provide free samples of 50gm pichku with 1kg bottle POSITIONING: Taste of homemade ‘dhania chutney’ without hassles of making it TAGLINE: Effortlessly tasty...