Lunchables

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Lunchables

  1. 1. Lunchables was introduced in 1988.  It is a product manufactured by Krafts Food. It is meant for children.  This product has been promoted as a perfect lunch fulfilling a child’s daily nutritional requirements and no compromise on taste. 
  2. 2.    Lunchables with smoothie › Chicken strips › Deep dish pizza with pepperoni › Ham + American sub sandwich Lunchables with fruit › Grape PB&J flatbread sandwich › Ham + American flatbread sandwich › Turkey + Cheddar flatbread sandwich Lunchables uploaded › 6 piece chicken dunks › Chicken soft tacos › Nachos grande cheese dip + salsa
  3. 3.   Lunchables with juice › Chicken sliders › mini hot dogs › BBQ chicken shake-ups Lunchables without drink › Pepperoni + Mozzarella Cracker Stackers › Turkey + American Cracker Stackers › Ants on a Log
  4. 4.     Lunchables has long been a favorite target of food critics, who contend that the product has too much fat, sugar and preservatives. Sales stagnated in the mid-2000s, as childhood obesity began reaching a national. The company scrapped its Maxed Out line of Lunchables, one of which had landed on the Cancer Project’s list of Five Worst Packaged Lunchbox Meals. It had 660 calories — more than a Big Mac — and 22 grams of fat. Then in 2011, Kraft introduced Lunchables With Fruit with a $20 million advertising campaign that featured a fruit cup. The change drove sales to new heights, and last summer Kraft added Lunchables With Smoothie. “These two products are definitely meeting a specific consumer need by providing a full serving of fruit”.
  5. 5. Maa ke haath ka khana- apprehensions about outside food (nutritious)  Love and affection with which food is made  Quality of ingredients used  Hygiene conditions under which food is prepared and the people who are making it  Price (affordability) 
  6. 6. Concern about child’s health  Variety of food and combinations available by lunchables are quite fattening and includes lot of calories  Past experiences with image of lunchables  It is believed that outside food is unhealthy- halo effect and Jumping to conclusions  Meeting the level of satisfaction of both mother and kid 
  7. 7.  The objective is to position lunchables as a healthy alternative to traditional lunch which is equal to food cooked by mother herself.  Lunchables will be a new product for Indian Market. In order to be successful, it has to device a marketing strategy focusing on the 4P’s i.e. product, price, place and promotion. It has to position itself in such a way that it is able to overcome a mother’s objections and preferred by mothers over traditional lunch.
  8. 8.  Create an offering/product which has already been accepted as healthy and fulfilling by mothers. In India, mothers have been preparing parantas/rotis along with vegetables, pickle/butter etc . Mothers also consider coconut water/ milk to be part of the overall healthy breakfast. Therefore lunchables is required to conduct a marketing research to gather data regarding what mothers consider to be healthy or not and most popular items mothers pack for lunch and then create an offering for the Indian market.
  9. 9.  Middle class is the biggest target market in India and price plays a very important role for them to accept or reject a product as they are on a strict budget. If lunchables wants to find acceptance among the majority, they need to price their product in such a manner that it is considered reasonable by the consumers and preferred by mothers.
  10. 10.  Lunchables are available at various retail outlets in other countries. In India however there is need to create other channels of distribution ensuring that they are widely available. They can be made available at mom & pop shops to hypermarkets for wider distribution. If possible, a home delivery channel of distribution can be created like the Mumbai dabbawalas which will be best for the given product.
  11. 11.  Since mothers are the target segment, those promotion strategies and mediums should be chosen which are best able to reach and influence them. Celebs which are considered to have a motherly image i.e. kiran kher, malaika arora khan etc can be used as ambassadors that can have the most influence on mothers. Also focus of promotion should be on nutrition and health, healthier alternate to traditional lunch, same as maa ke haath ka khana to overcome perceptual barriers.
  12. 12.  Advertisements can be shown during most popular daily soaps to have maximum reach among mothers. Emotional advertisement can be used to persuade mothers to choose lunchables over anything else if they care for their children.  Another area of focus can be on hygiene over traditional lunch in advertisments. Common woman giving their positive views about lunchables can be showcased in advertisments for best results.
  13. 13. POP    Nutrition Same as home cooked food Fresh POD    More nutritious than home cooked food More hygienic Better taste/ Variety

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