Ready to Eat Snacks & FooD

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  • Introduction of the Food IndustryEstimated to be nearly worth Rs 75,000 crore (US$ 13.56 billion) and is growing at a healthy CAGR of 17 per cent. The food services sector in India is expected to reach Rs 1,370 billion (US$ 24.77 billion) by 2015.The most promising sub-sectors includes ready-to-eat food, beverages, processed and frozen fruit and vegetableproducts, marine and meat products,
  • 1.Ready to eat food includes food items that are processed and does not require any effort. At most, they require heating as in the case of frozen food items.Ready to eat meal is a new concept for India . RTE market in india has remained under penetrated going to the factors such as consumer’s penchant for freshness, low affordability and the indian housewife’s preference for home cooked food.IMMENSE POTENTIALChange in indian cooking and lifestyleDual incomeInnovative kitchen appliances4. Media
  • FASTEST GROWING SECTORThe factors contributing to the growth would be changes like cold chain development, disintermediation, streamlining of taxation, economies of scale on the supply side, coupled with increasing disposable incomes, diminishing culinary skills and the need for convenience on the demand side.
  • Any company in the pre packed food has to deal with four types of consumers which are as following:-1.Old 2.Price conscious3. Health conscious4.Young
  • On the screen are the consumer needs that packed fool fulfillNutritionTasteTime savingConvenient
  • Breakfast Market Has drastically increased in INDIA due to the change in lifestyle and more no. of working population so they prefer to have convenient meal as their breakfast rather than skipping their breakfast.
  • Pictures for the cover page.
  • Started its business in 1937 in Bikaner .The first company they started exporting to was USA way back in 1993It is a $4 million brand now in uk,usa,and middle eastExports have rised from $1.7mn in 2001 to $6 mnThe hope to sustain a 40% growth in exports over the next 5 years.Presently company has 8% share in organised market.
  • Frozen food,namkeens,minutekhaana,chips,bhelpoori,panipori,whoopies, taka tak
  • AGE : Haldiram provides with traditional mixes for the middle aged and the elderly. They have options like takatak and whoopies for the kids. Then they cater to the needs of the students or bachelors staying away from home through its ready to eat food .Halidram is offering different package size on the basis of affordability of different consumers(small and big packs of namkeens etc)BENEFITS SOUGHT: haldiram caters to the needs of both health conscious and non health conscious customers. It has got chips etc for first category and sugar free packaged sweets for the health conscious.ZONES: halidirams has different variants of its snacks for north indian snacks and different for south indian states.
  • 1.WOMEN : as they are the buyers for household needs ond deciding factor on what to be served to the guests. Haldiram targets them for their namkeens.also, it targets working women its ready to eat meals.NOT SURE PART BELOWKIDS( not sure) through takatak and whoopies.The main customers of the savory snacks are age group 30-60 and the range of the income is around $ us 100 per month and above.
  • It is positioning itself as time saving, easily available, tasty , real and authentic indian food option.
  • the product profile consist of whole range of varities from sweets to namkeens ,from chips to minute khana and frozen food. The namkeen business contributes to 70% of haldiram’s total sales.. Here the north Indian food category dominates with the south indian category having little or no presence.DISTRIBUTION:they have defined their distribution network with respect to the weight and price of their various products. this is because they have defined their retail outlets in terms of the kind of product they keep. Eg: a 10 gm bhujiya packet is generally opted by the “ paanwala’s” and very small retailers. Thus , they have a diff distribution channel .Similarly, a parallel channel of disributor is for the “ kirana stores” in various colonies and localities here our middle class housewife visits and who prefers the less than ½ kg packets but maore than the small chillar of 10 gms. This segment of consumers is supplies through a different set of disributors who stock the 200gm and 400gm packets.Thirdly., the big modern stores like spencer’s , vishal mega mart , reliance fresh etc generally prefer keeping the 500 gm to 1 kg packets.
  • PRICE:competitive price to penetrate the unorganised markets. Prices vary according to the weights and types of snacks and ready to eat meals.PROMOTION:attractive posters, brochures and mailers have been designed to appeal the masses. The punchline for haldiram’s products was ,’ always in good taste’. Advertisements depicting the entire range of Haldiram's sweets and namkeens were published in the print media (magazines and newspapers) and hoardings in high traffic areas. These advertisements had captions such as 'millions of tongues can't go wrong,' 'What are you waiting for, Diwali?' and 'Keeping your taste buds on their toes.'
  • Introduction of the Food IndustryEstimated to be nearly worth Rs 75,000 crore (US$ 13.56 billion) and is growing at a healthy CAGR of 17 per cent. The food services sector in India is expected to reach Rs 1,370 billion (US$ 24.77 billion) by 2015.The most promising sub-sectors includes ready-to-eat food, beverages, processed and frozen fruit and vegetableproducts, marine and meat products,
  • EXCELLENT BRAND AWARENESS: Hladiram is not spending huge amount on advertisement. It depends on the word of mouth for its consumer awareness.TRUST OF CONSUMER: over the years haldiram has delivered high quality food to consumers and has managed to gain consumer’s trust in the brand.PRODUCT VARIETY: At present , Haldiram is the only player in the market that is producing all types of ready to eat meals ranging from biscuits, chips to frozen food.HIGH market share: Haldiram enjoys a large consumer base .STRONG DISTRIBUTION CHANNEL : THE brand is available in almost all outlets be it a panvala next door or supermarkets like spencer’s. ATTRACTIVE PACKING: The packaging of the products makes its consumption even more easier and gives the option of storing the product for future use. Eg: the zip up option in case of namkeens.Invoved only in indian snacks
  • Though haldiram produces packaged south indian snacks, they focus more on north indian cuisine. Therefore, they can increase the number of products in south indian category.BAKED SNACKS: can go for fat free and low calory options like baked snacks.ChANGE IN CONSUMER TASTES: nowadays people are becoming more inclined to western snacks and are not interested in Indian snacks.INCREASING COMPETITION: THERE is increased competition from brands and local players( unorganised sector)
  • Sub-brands Bukhara, Dum Pukht and Dakshin as premium brands. v Aashirvad brand  extended in ready-meals as low price product.
  • Introduction of the Food IndustryEstimated to be nearly worth Rs 75,000 crore (US$ 13.56 billion) and is growing at a healthy CAGR of 17 per cent. The food services sector in India is expected to reach Rs 1,370 billion (US$ 24.77 billion) by 2015.The most promising sub-sectors includes ready-to-eat food, beverages, processed and frozen fruit and vegetableproducts, marine and meat products,
  • Introduction of the Food IndustryEstimated to be nearly worth Rs 75,000 crore (US$ 13.56 billion) and is growing at a healthy CAGR of 17 per cent. The food services sector in India is expected to reach Rs 1,370 billion (US$ 24.77 billion) by 2015.The most promising sub-sectors includes ready-to-eat food, beverages, processed and frozen fruit and vegetableproducts, marine and meat products,
  • Introduction of the Food IndustryEstimated to be nearly worth Rs 75,000 crore (US$ 13.56 billion) and is growing at a healthy CAGR of 17 per cent. The food services sector in India is expected to reach Rs 1,370 billion (US$ 24.77 billion) by 2015.The most promising sub-sectors includes ready-to-eat food, beverages, processed and frozen fruit and vegetableproducts, marine and meat products,
  • Ready to Eat Snacks & FooD

    1. 1. Group No. 8 1
    2. 2. Table Of Contents1. Introduction2. Industry Highlights3. Popular Brands & Its Products4. Haldiram  STP  4P’s  SWOT Analysis5. ITC  STP  4P’s  SWOT Analysis Group No. 8 2
    3. 3. Introduction India has become one of the fastest- growing markets for packaged food in the world. Sales of Packaged Food in India by Region in 2011: East and Northeast: 21% North: 39% South: 18% West: 22% Indias packaged food industry could touch $30 billion by 2015. The most promising sub-sectors includes – Beverages, Frozen Foods, Nutrition Staples, RTE meals, etc. Group No. 8 3
    4. 4. Industry Highlights What are RTE foods Reasons for RTE foods to enter Indian Market Consumer Types Consumer Preferences Growth in the RTE segment OUTLINE Group No. 8 4
    5. 5. Ready To Eat Food Processed Require little/No preparation RTE market - New concept in India Immense potential Fastest growing sector Group No. 8 5
    6. 6. Reasons For Market Penetration Global Indians Migrant Working NRIs Population Indian look for traditional Need for on-the-go products Home cuisine abroad Convenience is priority Busy Schedule Less time Improved standard of living Western Influence Dual Incomes Urban More Lifestyle Income Group No. 8 6
    7. 7. Types of Consumers Consumers Needs Consumer PreferencesCONSUMER MARKET Group No. 8 7
    8. 8. Consumer Market Types Group No. 8 8
    9. 9. Consumer Preferences  Good for health  Easy To Digest  Natural Ingredients  Less on Spices and Additives Group No. 8 9
    10. 10. Consumer Preferences  Value for Money  Smaller Packaging  Long Storage Life  No Loss of flavor Group No. 8 10
    11. 11. Consumer Preferences  Tasty  Variety of flavors  Trendy Packaging  Quick Preparation Group No. 8 11
    12. 12. Consumer Needs  Tasty and Healthy  Rapid Cooking  Handy Packaging  Convenient Group No. 8 12
    13. 13. Tata Strategic Management Group (TSMG)Survey: Ready to Eat Food in Metropolitan Cities EstimateMarket for Breakfast-mixes in IndiaGROWTH OF RTE SECTOR Group No. 8 13
    14. 14. Analysis: Tata Strategic Management Group (TSMG)  TSMG leading management consultancy firm in South Asia. RTE Market in India 3000 2900  Factors Contributing to growth 2500 RTE Market in India  Cold chain development 2000Figures in Crore 1500  Increasing disposable incomes 1000  Diminishing culinary skills 500 128 0  Need for convenience on the 2006 2015 demand side Group No. 8 14
    15. 15. Survey: Ready To Eat Food In Metropolitan Cities Responses from 3000 Bachelors representatives households (10 metros in INDIA) 14 Households 28  With Children Prefer RTE  Without Children 72 Prefer RTE  Nuclear Families 86 Working Women  Bachelors 33 Prefer Study conducted by ASSOCHAM (Jan 2011) RTE Associated Chambers of Commerce & Industry of India 67 Group No. 8 15
    16. 16. Market For Breakfast Mixes In India 2008 2009 2010 2011 -Figures in Crores Group No. 8 16
    17. 17. Popular Indian ProductsStrategies adopted by Indian PlayersPOPULAR BRANDS & MARKETINGSTRATEGY Group No. 8 17
    18. 18. Major Players Group No. 8 18
    19. 19. HALDIRAM’S Business started : 1937 in Bikaner Brand Value : $4 million Share in organised : 20% market Export : USA(1993) Current Exports : $6 million Group No. 8 19
    20. 20. Products Group No. 8 20
    21. 21. Distribution Channel Group No. 8 21
    22. 22. Market Segmentation DEMOGRAPHIC SEGMENTATION AGE AND LIFE CYCLE STAGE INCOMEBEHAVIOURISTIC SEGMENTATION GEOGRAPHIC SEGMENTATION BENEFIT SOUGHT ZONES Group No. 8 22
    23. 23. Target Market WOMEN Group No. 8 23
    24. 24. Product Positioning Group No. 8 24
    25. 25. Marketing Mix PRODUCT PLACE Group No. 8 25
    26. 26. Marketing Mix PRICE PROMOTION Group No. 8 26
    27. 27. Print Advertisement Group No. 8 27
    28. 28. Social Media Advertisement Group No. 8 28
    29. 29. Commercial Group No. 8 29
    30. 30. SWOT Analysis STRENGTH WEAKNESSES EXCELLENT BRAND AWARENESS MANUFACTURING PROCESS NOT COMPLETELY AUTOMATIC TRUST OF CONSUMER INVOLVED ONLY IN INDIAN SNACKS PRODUCT VARIETY HIGH MARKET SHARE STRONG DISTRIBUTION CHANNEL ATTRACTIVE PACKING Group No. 8 30
    31. 31. SWOT Analysis OPPORTUNITY THREAT SOUTH INDIAN FOOD SEGMENT INCREASING COMPETITION BAKED SNACKS CHANGE IN CONSUMER TASTES HOME DELIVERY Group No. 8 31
    32. 32. ITC ITC was established on August 24, 1910 as Imperial Tobacco Company of India Limited in Kolkata. The name of the Company was changed from Imperial Tobacco Company of India Ltd. to India Tobacco Company Ltd. in 1970 and then to I.T.C. Ltd. in 1974 Group No. 8 32
    33. 33. Introduction READY TO EAT & SNACKS Kitchen of India brand launched in 2001. Bingo! was launched in March 2007. In July 2003, ITC forayed into the Biscuits market with the Sunfeast range of Glucose, Marie and Cream Biscuits. Group No. 8 33
    34. 34. SegmentationGEOGRAPHIC (ITC PRODUCTS ARE AVAILABLEALL OVER THE WORLD)  RURAL URBANDEMOGRAPHIC ( ITCS PRODUCTS ARE MADEFOR EVERYONE) AGE GENDER OCCUPATIONPSYCBOGRAPHIC ( SUITS ALL LIFESTYLE) LIFESTYLE Group No.8 Group No. 8 34 34
    35. 35. TargetingBetting big on the farm sector, ITC isplanning to increase its penetration inthe rural areas like UttarPradesh, Madhya Pradesh, Rajasthanand Maharashtra to get better returnfor their produce. Group No. 8 Group No. 8 35 35
    36. 36. PositioningIn 70’s ITC has positioned itself by saying For the gracious people A touch of goldIt is still differentiating itself on purity andquality of its experience The brand stands for celebratory attitude, celebrate the feeling is the new message . Group No. 8 36
    37. 37. Product Mix Group No. 8 37
    38. 38. Product Mix Driven by 6 brands-  Aashirvaad – Staples (Wheat flour, Salt, Spices), RTE  Sunfeast – Biscuits, Noodles & Pasta  Bingo! – Snack Food  Mint-O & Candyman – Confectionery  Kitchens of India – RTE, Premium conserves & chutneys Group No. 8 38
    39. 39. Price Mix KOI… Chicken Darbari—Rs.130 Murg Methi—Rs.130 Paneer Darbari –Rs 100 Desserts - Rs.100-130 BINGO… Rs.5 Rs.10 Rs.20 Group No. 8 39
    40. 40. Place Mix  ITC already had a well-established distribution network.  Dealers are part of Marketing Team.  Attractive incentive linked with high volume are given to the dealers.  E-chouppal Group No. 8 40
    41. 41. Promotion Mix Combination of--- Personal selling Advertising Sales Promotion Group No. 8 41
    42. 42. Print Advertisement Group No. 8 42
    43. 43. Social Media Advertisement Group No. 8 43
    44. 44. Commercial Group No. 8 44
    45. 45. SWOT Analysis Established Family Brand  Growing package and canned food market in Strong Global Corporate Brand ( NIL ) India by 15% annually. Specialization in food processing category High brand awareness of Indian consumer marketing and distribution in Urban market  Other product category like Biscuits, Chips Presence of other product segments of food and Ready to Eat Market still unexplored. category : Dairy Products, Chocolate, Infant foods Opportunity to be substitute to other snacks category of food products Category Internationally  Single product focused competitors like Generic brand in India haldiram.  Low rural market presence constraints  Less Entry Barriers in the Market segment for  Uniform Brand for all food category product category  Brand Proliferation  ITC strong base in Indian Market  Substitute Product to Product Segment. competitors with long history in product Group No. 8 45
    46. 46. ITC Haldiram has a simple  ITC already had a well- distribution channel. established distribution network. They have started dealing in frozen food.  No frozen food Advertisement through word  Incurs high advertisement of mouth only. costs. Traditional sweets are present  Presence of traditional items in there product line. is absent. Group No. 8 46
    47. 47. ITCGroup No. 8 47
    48. 48. ITCGroup No. 8 48
    49. 49. ITCGroup No. 8 49
    50. 50. Arihant JainAkhil KharbandaAbhishek AroraPrerna AggarwalKanika Hans Group No. 8 50

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