Case Solving Competition on Kumar Rood Corporation

1. KUMAR FOOD
CORPORATION
Duration: 18 Months
Approximately (May 2017 to
December 2018)
Meeting Held on May 2017

2. MAKING SHAGUN
2 MILLION RUPEES
BRAND BY THE
END OF 2018
Target of The
Company

3. Company Overview
Kumar Food Corporation is conducting a business in Maharashtra in
association with Jane Food Products. They run a processed food
business where they are now selling spices, pickles & papads. The
manufacturing works are done by JFP & the sales and promotional
works are done by KFC.
The two partners shares the profits & loses equally.
They are determined to maintain the quality of their products.
They sell the products under the brand name SHAGUN.
KFC’s target is to make Shagun’s brand value 200 million within 16
months.
To fulfill the target, KFC is thinking to increase geographical presence
or add new product category.
The company is also thinking about to re-strategize KFC’s distribution
model to achieve its ambitious aim.

4. IF KFC ADDS NEW
PRODUCT
CATEGORY AS
THEIR WAY
FORWARD
• It will not increase their sell
much.
• It will take more time to
research and development for a
new category
• There will take more time to do
it.
• New product category will bring
more expenses
4
Problems

5. IF KFC INCREASES
THEIR
GEOGRAPHICAL
PRESENCE AS
THEIR WAY
FORWARD
• It will took some time to create
a market share.
• The company will have to
compete with some big
companies.
• The habitual fact of consumers
will be a barrier to sustain in the
market.
5
Problems

6. THE WAY FORWARD FOR KUMAR FOOD
CORPORATION
• The company is ambitious to increase its brand value to 200 million and they wanted to
make it a national brand.
• It would be easier to increase geographical presence than to add new product category.
• They should target Madhya Pradesh as well to sell their products.
• Madhya Pradesh has around 50% vegetarian.
• Madhya Pradesh is nearby state of Maharashtra
KFC should go for Increasing their Geographical presence.
6

7. Recommended
Solutions
To increase its geographical presence
• It should go for new marketing strategy so
that it can get a good market share as soon
as possible
• The company should recruit state dealer
through which they call sell their products
• Madhya Pradesh will be a good location for
them to spread their business

8. RE-
STRATEGIZI
GN KFC’S
DISTRIBUTIO
N MODEL It is an obvious thing for a
company to re-strategize the
product to increase its
geographical presence.

9. DISTRIBUTION MODEL
9
KFC
Distributor
Manager
(Maharashtra)
Distributors
Canteens/
Retailer Stores
Distributor
Manager
(Pune)
Distributors
Canteens/
Retailer Stores

10. MARKETING STRATEGY
10
• In the new cities, they should come with new
promotional activities.
• They should make the customers, taste their products.
• For this they should provide some discount coupons
what will inspire the new customers about the product.
• They can arrange some events where they will
showcase their products.
• They can promote their product in different religion
occasions.

11. THANK YOU!