Assessing Market Attractiveness and Defining Entry Strategy into Food and Industrial sector

1. Agribusiness and Food - Cases
April 2019
251994-2019
Amsterdam Copenhagen Hamburg Mumbai New York Oslo Singapore Stockholm
The materials contained in this document are intended to supplement a discussion with UC STRATEGY.

2. Client Challenge
The client, a Japanese company is the first company to successfully mass produce yeast for bread, and through the fermentation
technology, over these years they have contributed to supply high- quality biochemical and research. The company in India is currently
involved in manufacturing of different bio products such as coenzyme, recombinant enzyme, enzyme, substrate, antibody, buffer,
extract, cytokine, drug selection marker, control, etc. The Top management at the client site wishes to evaluate and assess the market
for Bread Improver, Atta and Maida in India. Hence, they have requested Universal Consulting India Pvt. Ltd (UCIPL) to ‘Conduct
Assessment Study for BI, Atta and Maida Market in India’
Our Approach
• Conducted an extensive primary and secondary research to understand the general market information about bread improver, atta
and maida such as Definition, Application, Functions, Key Customers etc.
• Analysed the market dynamics for bread improver from supply and demand angle i.e.
• General purpose and dosage of BI across different applications of breads
• Key suppliers of Bread Improver, Atta and Maida in India
• Different variants offered by each of the leading BI brands and their price points
• Customers preference to buy BI along with yeast from same company or buy separately
• Customer decision criteria to use BI and their perception about BI brands
• Preference of bakeries to use BI or use bread premix instead of that
• Requirements of large bakeries for customized BI vs standard one
• Market Size for BI, Atta and Flour in FY17 and FY23
• Player perception for BI based on price ad perceived quality
• Margin structure for typical fast-moving SKUs/ Variants of bread improvers
• Leading distributors for BI in each city and volume of sales handled each distributor at overall brand level and at variant level
• Assessed the market dynamics for atta flour and maida used across bakeries i.e.
Perception of organized vs Unorganized segment within atta flour and maida
Market size for flour and maida in FY18 and outlook in future used across different customer segments within bakery at a
regional level
Different brands used for atta and maida and their price points for bakeries
Key distributors in each city and volume of sales handled by each distributor
Our Impact
The client obtained detailed insights about the bread improver, branded atta and maida market in India and potential action points to
enter the market
Market assessment of bread improver (BI), Atta Flour and Maida in India

3. Assessing Market Attractiveness and Defining Entry Strategy into Food and Industrial sector
Client Challenge
The client is into manufacturing of wide range of cables and wires in Uganda, Africa. The company occupies ~65% of market share in
Uganda. The company’s products are as per ISO 9001:2000 specifications and certified by Uganda National Bureau of Standards. The
Company management is planning to diversify into new product segments and increase its revenue streams utilizing the existing
infrastructure and space, and has requested UC Strategy (UCIPL) to analyze and assess opportunities for diversification and increasing
revenue streams.
Our Approach
To define strategy for diversification, UC STRATEGY adopted the following approach:
• Initiated the project with context building to understand strategic intent and company capabilities
• A long list of potential opportunities was prepared with total 42 product categories
• Out of a long list of potential opportunities, 9 were shortlisted for high level analysis, based on internal voting of client’s
management team and UC STRATEGY team
• Performed desk research and primary interviews across East Africa and with respondents across various categories and across
product segment (e.g. Competitors, Distributors, Contractors, Consultants, Traders, Customers etc.)
• Estimated the total market size of the opportunities such as LV Switchgear, Automobile Battery, Honey, Spices, Banana & Banana
Fiber, Sanitary Pads and Nappies.
• Analyzed value chain for shortlisted product opportunities/competition and prepared price build up charts
• Identified the key market players and analyzed competition.
• Shortlisted top 4 opportunities (LV Switchgear, Automobile Battery, Honey and Chili) for deep dive assessment based on
brainstorming with management on market size, competition, client’s capabilities etc. during first SCM
• Prepared Detailed GTM for shortlisted products based on competition benchmarking, critical success factors and feasibility for
client
• Developed strategy w.r.t. Product, Price, Place, Promotion, Human Resource and product sourcing
• For LV Switchgear and Automobile Battery, conducted initial rounds of discussions with potential contract manufacturing partners
across India, China and RoW.
Our Impact
The client obtained detailed insights about the bread improver, branded atta and maida market in India and potential action points to
enter the market

4. Branded Pulses Market Assessment and Entry Strategy for a Leading Multinational Company
Client Challenge
The client, a leading agribusiness and food company with operations across the globe had a
presence in India through its edible oil brands. Apart from edible oil, it has a presence in oil
derivatives such as fats and margarine catering to both B2B and B2C segments. To expand its
portfolio of offerings, the client wanted to assess the future of the branded pulses market in India.
Our Approach
To assess the future of the branded pulses market in India, UC STRATEGY adopted the following
approach:
• Triangulated primary and secondary research to obtain the market size and the future growth
rates for the given product segment in India and for other major pulses consuming nations
• Analysed the value proposition offered by the current players and scope for differentiation
Analysed current and future channel receptivity
• Developed summary snapshots for the product and identified salient macro trends and drivers
likely to impact them
• Analysed the trend of branding of food items such as salt and edible oil in recent years and the
factors responsible for driving branding opportunities
• Assessed customer segments and analysed the competitor landscape
Our Impact
The client received a detailed feasibility report on the branded pulses market in India, based on the
future attractiveness.

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