A fun little exercise (part of Product Brand Management course) where our group had to design a new product in India. With the little time we had, I think we did alright.

1. PBM
DHEERAJ MUGRAI
HARSHVEER RANDHAWA
JESSE VARGHESE
NEIL MATHEW
RAGHAV DUDEJA
VISHAL GOYAL
B . T E C H + M B A

2. 2
USP OF THE PRODUCT
• Ever heard of the Fortune Cookies of China?
Every Cookie has a slip of paper inside with some words of
wisdom that is relevant and can be applied to your current life.
• Why not do something
similar in India?
Who wouldn’t buy or at least
try a delicious biscuit with a
Horoscope message inside?

3. 3
BRAND NAME & LOGO
A Horoscope with every Bite…

4. 4
TARGET AUDIENCE
For all age-groups:
Primarily Youth and Adults
For horoscope-seekers
Two types of distributions:
1. One for each Zodiac/Sun Sign
2. One for each Domain (Career,
Love, etc)
For Variety-Seekers
Those looking to try something new

5. 5
COMPETITORS
Generally all organizations have competitors
in the market.

6. 6
COMPETITORS
INDIA

7. 7
COMPETITORS
Indian Biscuit Industry - Major Players and brand
Britannia Parle Sunfeast Priyagold Anmol
Tiger Parle G Milky Magic Butterbite Yummy
50-50 Monaco Marie Light Classic cream Dilkhush
Good day Hide and Seek Golden Bakery Bourbon Cream Golmol
Bourbon
Hide and Seek
Bourbon
Dark fantasy Big Boss Butter cookies
Mariegold Parle Mariee Glucose Marie Lite Gluco Power
Treat Nimkin Dream cream Magic Gold Snackles
Milk bikis Golden Arcs Snacky CNC Milkmade
Nutrichoice Krackjack Sweet'n Salt Cheese cracker Funfill
Timepass Kreams Nice Snacks Zig Zag 2 in 1
Little Hearts
Hide and Seek
Milano
Benne vita
Flaxseed
Don Thin Arrowroot
Nice Time Milk Shakti Special Coconut Crunch Tip Top

8. 8
MARKETING STRATEGY
• Most Indians are firm believers of
Fortune Goddess and follow
Tarot Cards, Palm Reading,
Daily Horoscopes, etc.
• No other competitor has such a
USP of Fortune Cookies.
• Outcome – In India, Fortune Cookies are a fairly new
concept and has a potential market for such product.

9. 9
MARKETING STRATEGY
• To design an effective
and attractive package
to draw the attention of
the customers
• To collaborate with
famous stars for
endorsing the brand.
• To have stalls put up at
various malls offering
free samples.

10. 10
PRICING STRATEGY
• Rs 6 per Cookie
Entry Pricing Strategy >
Penetration pricing
To offer very low up-front prices
to attract customers from
competitors or in the open
market.
Over time, gradually increase
pricing once the product gets
established.

11. 11
DISTRIBUTION STRATEGY
DIRECT TO END
USERS
SELL THROUGH A
DEALER NETWORK
SELL THROUGH A
VAR (VALUE-ADDED
RESELLER)
Sell this line
directly to end-
users through a
website and
marketing
campaigns.
Sell a product
through a
geographical
network of
dealers who
sell to end-
users in their
areas.
Sell a product to
a company who
bundles it with
services or other
products and
resells it.