Salt

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Brand Loyalty
FIRST MOVER ADVANTAGE
MACRO ENVIRONMENT

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Salt

  1. 1. GOOD BYE COMMODITY Ajal Jose Akkara
  2. 2. ASSUMPTIONS • RURAL MARKETS MOSTLY USE UNBRANDED SALT • ALL THE PREFFERED CUSTOMERS ARE HAVING 2 CHOICES BRANDED SALT UN BRANDED SALT
  3. 3. YES
  4. 4.  52 % PREFER TATA SALT WHEREAS ONLY 37% BUY TATA SALT
  5. 5. POTENTIAL 1. UN TAPPED EXISTING BRANDED MARKET [ 37 % TO 52% ] 2. POSSIBILITY OF EXPANDING THROUGH UNBRANDED SALT MARKET [ ABOUT 70% OF TOTAL DEMAND ] 3. Brand Loyalty 4. FIRST MOVER ADVANTAGE
  6. 6. FIRM WILL BE SUCCESSFUL IN FUTURE CAPITALIZING ON THE PRESENT TRENDS  MARKETING BASE TATA SALT @ 1983 DCW  CAPTAIN COOK @ 1991 HINDUSTAN LEVER  ANNAPURNA @ 1983
  7. 7. 4 P’s • PRODUCT • PRICING • PROMOTION • PLACE • PEOPLE • PROCESS • PHYSICAL EVIDENCE WHICH ONE IS MORE NB
  8. 8. TIME LINE ACTION PREDICTION FORECASTING PRESENT FUTURE
  9. 9. PRODUCT & PROMOTION • PROMOTION SPECIFICALLY BY WAY OF EDUCATING ON HEALTH AND PURITY • INCREASE VISIBILITY
  10. 10. MACRO ENVIRONMENT • DEMOGRAPHICS @ PLACE - POPULATION CHARACTERISTICS BRANDED SALT IS MAINLY CONSUMED BY URBAN POPULATION @ 70%
  11. 11. EDUCATION , SCIENCE AND TECHNOLOGY 1. AWARENESS 2. HEALTH BENEFITS TABLE SALT AND ROCK SALT DIFFERENTIATE And PROMOTE
  12. 12. 1 • CONSIDER THE MARKET AND CUSTOMER ORIENTATION ECONOMIC ENVIRONMENT MERE COMMODITY FMCG @ SALT BED AT NAGARKOVIL , TIRUNELVELI AREAS AT SOUTH INDIA Fast moving consumer goods
  13. 13. THANK YOU

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