Tentative Opportunity Analysis
             For
Competitors
• Fritolay, ITC, Parle (chips)
• Fritolays-Lehar, Bikaner (Mixtures)
• HUL- Kissan, Gopal Ji, Hamdard, Fun Foo...
Competitor Analysis
• MNC’s with high and diversified
  communication.
• Competitor’s Wide SKU’s and product line.
• Compe...
Target Market
• Geographic—
   – Mainly exports.
   – Food chain in metro 2tier and 3tier cities.
   – SKU’s present in al...
Communication Objective

• Increase category demand.
• Awareness through presence
  (distribution).
• Repeat purchase.
Opportunity For Communication
        Strategies & Tactics
• New segment
  – Demographics (people in late 50’s to 70’s) wi...
Contd…
• New product line
  – Sugar free ice-creams and sweets.
  – Products according to local needs of the
    internati...
Marketting budget

• Advertising – 35%
• Consumer promotions – 15%
• Trade promotions – 50%
Opportunity for Communication
• Lacks in multi-media advertisements.
• Pulsating communication needed.
• Huge potential fo...
THANK YOU
MBA students of CBS presenting..
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MBA students of CBS presenting..

  1. 1. Tentative Opportunity Analysis For
  2. 2. Competitors • Fritolay, ITC, Parle (chips) • Fritolays-Lehar, Bikaner (Mixtures) • HUL- Kissan, Gopal Ji, Hamdard, Fun Foods, Mapro, Kraftfoods- Hershey’s (Flavoured Syrup) • Traditional food outlets & sweet shops on local level. • S&A Foods (Sweets)
  3. 3. Competitor Analysis • MNC’s with high and diversified communication. • Competitor’s Wide SKU’s and product line. • Competition has Wide and penetrated distribution network.
  4. 4. Target Market • Geographic— – Mainly exports. – Food chain in metro 2tier and 3tier cities. – SKU’s present in all major TT’s and MT’S • Demographic -- – Adoloscents – GenX – Young Boomers – Old boomers NOTE: Looked upon as a provider to the affluent segment .
  5. 5. Communication Objective • Increase category demand. • Awareness through presence (distribution). • Repeat purchase.
  6. 6. Opportunity For Communication Strategies & Tactics • New segment – Demographics (people in late 50’s to 70’s) with products such as Sugar free Sweets and Low cholesterol mixtures. – 2 and 3 tier cities with Ice-cream carts invading HUL’s market. • Geographic – Entering new geographies which are highest in terms of convenient food consumption.
  7. 7. Contd… • New product line – Sugar free ice-creams and sweets. – Products according to local needs of the international geographies. • New B2B markets – Institutions – hotels, pick n moves, offices, schools, colleges. – Airline catering.
  8. 8. Marketting budget • Advertising – 35% • Consumer promotions – 15% • Trade promotions – 50%
  9. 9. Opportunity for Communication • Lacks in multi-media advertisements. • Pulsating communication needed. • Huge potential for communicating through events. • Should enter through its smaller food chain outlets in sub-urbs as well. • Need to work on extensive visual merchandising(they are present but not visible).
  10. 10. THANK YOU

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