Ready to eat food and snacks ajahar husain NDIM

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Ready to eat food and snacks ajahar husain NDIM

  1. 1. New Delhi Institute of Management M M R E A D Y T O E A T F O O D & S N A C K S 1
  2. 2. M M R E A D Y T O E A T F O O D & S N A C K S 2
  3. 3. Ajahar Husain 187Gaurav Pandey 207 Rajat Kumar 233 Avinash Kumar 197 Rajnee Yadav 236Vivek Singh 218 Presented By: Presented To: Mrs. Veena Kumar M M R E A D Y T O E A T F O O D & S N A C K S 3
  4. 4. Contents 4 Company Profile : ITC and PepsiCo Introduction STP 4P’s SWOT Analysis Distribution channel CSR Activities Conclusion M M R E A D Y T O E A T F O O D & S N A C K SMM R E A D Y T O E A T F O O D & S N A C K S 2 3 4 5 6 7 8 1
  5. 5. Key Player in Snacks Market ITC Staples and Snacks Nestle Dairy, beverages ,and snacks PepsiCo Beverages ,and snacks Haldiram Snacks Britannia Bakery Product M M R E A D Y T O E A T F O O D & S N A C K S 5 1 2 3 4 5
  6. 6. 46% 37% 17% Fun for you snacks Fun for you Beverages Fun for you beverages and snacks Portfolio M M R E A D Y T O E A T F O O D & S N A C K S 6
  7. 7. M M R E A D Y T O E A T F O O D & S N A C K S 7
  8. 8. ITC Company profile ITC India Ltd. : Founded in 1910 Head quarters: Kolkata India Key people: Chairman Y.C. Deveshwar Director : K.Vaidyanath CFO : Partho Chaterjee Industry : Tobacco, Food and hotels Employees: 20,000 M M R E A D Y T O E A T F O O D & S N A C K S 8 2 1 3 4 5 6 7
  9. 9. ITC India's foremost private sector company Market capitalization nearly US $ 18 billion ITC rank among India’s 10 valuable company ITC turn over US $ 4.75 billion Where company stands M M R E A D Y T O E A T F O O D & S N A C K S 9 2 1 3 4
  10. 10. Market capitalization, Profit M M R E A D Y T O E A T F O O D & S N A C K S 10
  11. 11. Net Profit of ITC in 2012 7 k ITC M M R E A D Y T O E A T F O O D & S N A C K S 11
  12. 12. Vision : Mission : Values: Sustain remarkable position in market To enhance the wealth generating capabilities Customer focused ,high performance Growing value for the Indian economy Working for you, working for society M M R E A D Y T O E A T F O O D & S N A C K S 12
  13. 13. Products of ITC M M R E A D Y T O E A T F O O D & S N A C K S 13
  14. 14. M M R E A D Y T O E A T F O O D & S N A C K S 14
  15. 15. Entered in india 1989 Investment US $ 700 million Brand is available nearly 200 country Share in India in soft drink 85% Employees : 16700 CEO&chairperson : Indra Nooyi Head quarter : Gurgaon Company profile of PepsiCo M M R E A D Y T O E A T F O O D & S N A C K S 15 2 1 3 4 5 6 7
  16. 16. India’s selling food and beverages company Where company stands Revenue in 2011 is more than 45 billion Market capitalization nearly US $ 14 billion M M R E A D Y T O E A T F O O D & S N A C K S 16 2 1 3
  17. 17. Vision : Mission : Values: To benefit society and shareholder To be the world’s premier consumer product company Care for our customers, our consumers, and the world we live in M M R E A D Y T O E A T F O O D & S N A C K S 17
  18. 18. Products of PepsiCo M M R E A D Y T O E A T F O O D & S N A C K S 18
  19. 19. Competitor M M R E A D Y T O E A T F O O D & S N A C K S 19
  20. 20. Awareness about bingo ,lay’s 0 10 20 30 40 50 60 70 80 90 Bingo Lays Haldiram Other A w a r e n e s s Brands M M R E A D Y T O E A T F O O D & S N A C K S 20 Data is given in %
  21. 21. Segmentation,Targeting,positioning M M R E A D Y T O E A T F O O D & S N A C K S 21
  22. 22. Segmentation (Bingo) 12-20 20-35 35-50Above 50 Conservative ,reserved,sh y Outgoing ,fun loving ,bindaas West East South North Mustard sting Nimbu flavor Spicy/Red chilly Plain salted Demographic (Age) Psychographic (Attitude) Geographic (Location) Behavioral (taste) M M R E A D Y T O E A T F O O D & S N A C K S 22
  23. 23. Targeting (Bingo) M M R E A D Y T O E A T F O O D & S N A C K S 23 North South West East
  24. 24. Positioning (Bingo) Youthful and innovative snacks, including local tastes Positioned as a good quality snacks Offering wide variety of choices in term of formats and flavors M M R E A D Y T O E A T F O O D & S N A C K S 24
  25. 25. What’s in my Name ?? Easy to pronounce Exclamation Mark Recallable Trendy and Funny Catchy M M R E A D Y T O E A T F O O D & S N A C K S 25
  26. 26. Market share of Bingo in 2011 Before the launch of the bingo After the launch of the bingo 45% 27% 16% 12% lay's Haldira m 65% 25% 10% lay's Haldira m M M R E A D Y T O E A T F O O D & S N A C K S 26
  27. 27. Segmentation (Lay’s) 6-11 12-19 20-3435-50 Lifestyle West East South North Attitude Benefits Usage Rate Occasion s Demographic (Age) Psychographic (Attitude) Geographic (Location) Behavioral (taste) Personality M M R E A D Y T O E A T F O O D & S N A C K S 27
  28. 28. Targeting (lay’s) 15-35 years Light Users, New Consumers North East West South Tomato tango Classic Salted Lime and Masala Magic Masala M M R E A D Y T O E A T F O O D & S N A C K S 28
  29. 29. Positioning (lay’s) Positioned as a very good quality snacks International taste with snacks Wide selection to fit every lifestyle of consumers M M R E A D Y T O E A T F O O D & S N A C K S 29
  30. 30. 4 P’s of Bingo Product Price Place Promotion M M R E A D Y T O E A T F O O D & S N A C K S 30
  31. 31. Product M M R E A D Y T O E A T F O O D & S N A C K S 31
  32. 32. Bingo offering many flavors Product Description Juicy Tomato Ketchup- Ripe tomatoes on crisp Spicy Masala Remix- A mix of spicy masala Cream N Onion- Cheese, cream and spring onion Pickle Tickle- Achaari lemons Red Chilli Bijli- Spiced up with red-hot chilli Premium Salted- Salted crunchy potato chips Potato Chips-Variants M M R E A D Y T O E A T F O O D & S N A C K S 32
  33. 33. Nutrition facts of Bingo M M R E A D Y T O E A T F O O D & S N A C K S 34
  34. 34. Price and packaging Pack Price 12g 5 35g 10 100g + 20g free 20 M M R E A D Y T O E A T F O O D & S N A C K S 35
  35. 35. Place Well -established distribution network Within months Bingo was available across 2,50,000 retailers across Company distributed 4 lakh racks across all the retailers HORECA ,Local shops used to distribute Bingo M M R E A D Y T O E A T F O O D & S N A C K S 36 2 1 3 4
  36. 36. Distribution Channel of Bingo MU Food Products Hub Wholesale r Retailer Pan Dabbas Malls Small Retailers Distributor Exclusive M M R E A D Y T O E A T F O O D & S N A C K S 37
  37. 37. Promotion Launched at the time of world cup Advertising strategy, Didn’t have an ambassador Bingo National Gaming Championship across 4 cities M M R E A D Y T O E A T F O O D & S N A C K S 38 2 1 3 4
  38. 38. M M R E A D Y T O E A T F O O D & S N A C K S 39
  39. 39. Social Media of Bingo M M R E A D Y T O E A T F O O D & S N A C K S 40
  40. 40. Contd. Winter vacations, students watch lot of television In 2012,Tie-ups: UTV Bindass , MTV, Zee TV 30 seconds ads cost Rs 50,000 to 1 lakhs Set up a blog on the Website Will help in Viral Marketing TVC (Television Commercial) Online Promotions M M R E A D Y T O E A T F O O D & S N A C K S 41 2 1
  41. 41. CSR of Bingo Primary Education Women’s Empowerment Agriculture Development Water Conservation M M R E A D Y T O E A T F O O D & S N A C K S 42 2 1 3 4
  42. 42. 4 P’s of lay’s Product Price Place Promotion M M R E A D Y T O E A T F O O D & S N A C K S 43
  43. 43. Product M M R E A D Y T O E A T F O O D & S N A C K S 44
  44. 44. Lay’s offering many flavors Hot and Sweet Chilli - Enjoy the sugar ‘n’ spice Magic Masala - It has herbs and spices Tomato Tango- Blast of tomato flavors Classical Salted - Natural oil and salt Mexican Cream - Sour cream and onion Lime and Masala - Limon flavor & masala Chat Chaska - Combination of all the flavors product description Potato chips- variants M M R E A D Y T O E A T F O O D & S N A C K S 45
  45. 45. Nutrition facts of Lay’s M M R E A D Y T O E A T F O O D & S N A C K S 46
  46. 46. Price Pack Price 13g 5 32g 10 100g + 15g free 20 M M R E A D Y T O E A T F O O D & S N A C K S 47
  47. 47. Place Sold everywhere including subways, stations, movie halls Well-established network of distributors 800 distributors who sell to 4 lakh retailers M M R E A D Y T O E A T F O O D & S N A C K S 48 2 1 3
  48. 48. Distribution Channel of Lay’s Manufacturing firms Regional offices/Depot’s Distributors Retail outlets Customers M M R E A D Y T O E A T F O O D & S N A C K S 49 2 1 3 4 5
  49. 49. Promotion Signed the ambassadors Saif Ali Khan and MS Dhoni Sport events are the primary promotional technique In-store promotions Indian versions of lay’s flavor M M R E A D Y T O E A T F O O D & S N A C K S 50 2 1 3 4
  50. 50. M M R E A D Y T O E A T F O O D & S N A C K S 51
  51. 51. Social media of Lay’s M M R E A D Y T O E A T F O O D & S N A C K S 52
  52. 52. CSR of Lay’s Water Conservation Healthy Kids Environmental Sustainability Human Sustainability M M R E A D Y T O E A T F O O D & S N A C K S 53 2 1 3 4
  53. 53. S W O T SWOT Analysis of Lay’s Strength Weaknes s Opportunities Threats SWOT Analysis of LAY’S M M R E A D Y T O E A T F O O D & S N A C K S 54
  54. 54. Distribution and sales effort Attractive advertisement Brand image Loosing consumers Less quantity as compared to other Increasing demand New segment Competitors Customer Demand STRENGTH WEAKNESS OPPORTUNITIE S THREATS M M R E A D Y T O E A T F O O D & S N A C K S 55
  55. 55. S W O T SWOT Analysis of Bingo Strength Weaknes s Opportunities Threats M M R E A D Y T O E A T F O O D & S N A C K S 56
  56. 56. Popular brand Reasonable price Give customer options Limited in rural market Health conscious people Advertise-online and offline More flavors help in grow Threat from local substitute snacks, Boycott by health conscious people STRENGTH WEAKNESS THREATSOPPORTUNITIES OPPORTUNIRIE S M M R E A D Y T O E A T F O O D & S N A C K S 57
  57. 57. Conclusion After survey at retail outlet and doing a comparative analysis we found that Lays has been around for a longer time and has it’s loyalists. Lays scores on flavor while bingo is crunchier. Right now Lays has the upper hand but Bingo has a good thing going with new and innovative products like ‘Mad Angles’. There is a need to put the image of product Bingo in the mind of customers before the come to purchase at shop. M M R E A D Y T O E A T F O O D & S N A C K S 58
  58. 58. M M R E A D Y T O E A T F O O D & S N A C K S 59
  59. 59. M M R E A D Y T O E A T F O O D & S N A C K S 60
  60. 60. M M R E AD Y TO E AT F O O D & S N AC K S 61

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