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Machhi chips (Case Study Presentation)


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This presentation is based on the case of Machhi chips. In this case the young entrepreneur robin came up with the idea of introducing new product into Indian market. The case describes the challenges faced by him and the mistakes in marketing the product.

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Machhi chips (Case Study Presentation)

  1. 1. Machhi Chips Case Study Presentation
  2. 2. Content • About the Case • Characters i.e. the people involve in this case • Multi-Stage Sampling Techniques • Questions And Answers.
  3. 3. About The Case • This case is about launching of a new product known as Machhi chips. While launching this new product how the entrepreneur thinks and what kind of marketing techniques has been used is addressed in this case.
  4. 4. Characters 1. Robin : • Young Entrepreneur of early thirties. • Was from a reputed family with good ancestral property (North Indian States) • graduate from University of Delhi • Later started computer institute in his home city but due to some reason he had to quit. • Exporting of Groundnuts to Ukraine with the help of his brother Pratyush. • Incurs a loss of 6.5 million • Started a new business by introducing new product i.e. ready-to-eat (FMCG) product into the Indian market known as Machhi Chips.
  5. 5. 2. Rajan : • Elder brother of Robin • Settled in Ukraine (Second largest country of Europe) 3.Pratyush : • Brother of Robin and Rajan • Engineer from leading University of Ukraine • Owns business of distribution • C&F (Carrying and Forwarding) agent for leading European fast moving consumer goods (FMCG) company [Products like snacks, ready to eat food]
  6. 6. 4. Chandrasekhar : • Reputed consultant in reputed management institute • Well versed in subjects like marketing, distribution and marketing research. • 15 years industrial experience in Indian FMCG market • Acts as a consultant to various firms. 5. Vernika : • Marketing manager in an established advertisement agency which had good reputation in advertising and branding.
  7. 7. Products • “Aloo Chips” – Fish Flavour for the flavour chips. • “Machhi Chips” - chips made of Fish.
  8. 8. The Report Stated • Robin tried to find out some supportive information so that he could take a decision about stating a new venture. He studied one research document which is as follows: • According to a study by McKinsey&Co, the Indian food market will grow two fold by 2025 with the rapidly growing Indian economy and improving lifestyles of Indians contributing in a big way to this growth. Quoting the study by McKinsey&Co, a report by the US Department of Agriculture stated "The market size for the food consumption category in India is expected to grow from US$ 155 billion in 2005 to US$ 344 billion in 2025 at a compound annual growth rate of 4.1 per cent." The Indian snacks market is worth around US$ 3 billion, with the organized segment taking half the market share, and has an annual growth rate of 15-20 per cent. The unorganized snacks market is worth US$ 1.56 billion, with a growth rate of 7-8 per cent per year. There are approximately 1,000 types of snacks and another 300 types of savouries being sold in the Indian market today.
  9. 9. Continue… • Potato chips and potato-based items are the most popular products with more than 85 per cent share of the salty snack market, the report said. In the organized potato chips market, Pepsi and Haldiram's are some of the leading players. • There is a big market for snacks in India as urban Indian consumers eat ready-made snacks 10 times more than their rural counterparts. Indians in the western regions eat the maximum amount of snacks, followed by the people in northern region. • "Consumers are willing to pay a premium for both value-added private and branded products, creating immense opportunities for manufacturers and retailers,' the report stated.”There is a widespread recognition in India that consumers are likely to replace light meals with snacks”
  10. 10. Multistage Sampling Techniques: • Multistage sampling is a complex form of cluster sampling. Cluster sampling is a type of sampling which involves dividing the population into groups (or clusters). Then, one or more clusters are chosen at random and everyone within the chosen cluster is sampled. Advantages : • Cost and speed that the survey can be done in • Convenience of finding the survey sample • Normally more accurate than cluster sampling for the same size sample Disadvantages : • Not as accurate as Simple Random Sample if the sample is the same size • More testing is difficult to do
  11. 11. Multistage Sampling Images
  12. 12. Details of Testing • For 1 month testing was done. • Full observation with proper care and strictness was followed. • Five States were the part of sampling: 1. West Bengal (showed a positive result) 2. Gujarat (low) 3. Madhya Pradesh, Punjab, Jharkhand (average result)
  13. 13. Choice of distribution channel • In India most snacks marketers were using the channel of : Marketer-distributor-retailer-consumer • After test results Chandrasekhar had advice robin to go for the commercialization of Machhi chips. • Robin’s distribution channel for Machhi chips: C&F-distribution-convenience or kirana stores
  14. 14. After four months… • Robin realized his business was not making the sales he had expected and that he was somehow failing.
  15. 15. Questions and Answers 1. Where did Robin make mistake ? 2. Is there any problem in the product ? 3. Is the research not appropriate or adequate ? 4. What is the cause of failure ? 5. Do you feel some other strategies may be used to promote the product in the market ? 6. Do you feel there is a problem in the choice of channel ? 7. If channel decision are important, who would the appropriate channel partner be ? 8. What else would you like to add ?