This document outlines a brand plan to increase market share for Instant Mix products in India. It notes that the current market share is 1.2% and identifies opportunities to launch new product varieties, expand distribution, and increase sales. A sales projection estimates that by increasing distribution by 100%, launching new products for a 50% sales boost, and boosting throughput per outlet by 30%, annual sales could grow from over 1 million cases currently to over 6 million cases within 5 years. The plan details advertising and promotional strategies using television, print, radio, outdoor, digital and in-store promotions to raise awareness and trial of the Instant Mix brand among target audiences like working professionals and families.

1. Brand Plan – Instant
Mix

2. Current Market Scenario

3. Current Market Scenario
• 600-700 Cr Indian market of
Ready to Cook.
• 20-25% Current Industry Growth
rate.
• Market leader MTR with market
share of 32.5%
• Our Instant mix market share
1.2%
• Currently we are selling 102601
CB in 15-16.
• Currently we are growing
33%
67%
MTR Market
Share
MTR Others

4. Drivers
• Growing Income and
Consumption
• Rapid Urbanization
• Increasing Working Women
Population
• Rising Income level
• Change in food habit
• Growing Need for
Convenience
• Convenience Factor
• Growing Retail Market
• Marketing Campaigns
Industry Drivers

5. Industry Challenges
Challen
ges
• Consumer acceptance
• Consumer Behavior
and Perception
• Rise in Packaging
Costs
• Health Concerns
• Lack of nutrition values

6. Industry Competitors
Major
Players
• MTR
• Gits
• ITC
• Bambino
• Kohinoor Foods
Emerging
Players
• Nilons
• Funtop
• Talati
• Priya
• Gangwal
• Aagrawal 420

7. Introduction- Tops
Instant Mixes
• TOPS Instant Mixes were introduced in
the year 2003.
• Manufacturing Location: Neemrana, Alwar,
Rajasthan.
• Our USP- only 3 easy steps
• We have 3 Ranges
• South Indian Range
• North Indian Range
• Sweet Indian Range

8. South Indian Range
Instant Mix
Sr.
No.
PACKAGING SKU
1 Sambhar (Mono Carton) 100 gm
2 Vada Mix (Mono Carton). 200 gm
3 Rice Idli (Mono carton) 200 gm
4 Rava Idli ( Mono Carton) 200gm
5 Rice Dosa (Mono Carton) 200gm
6 Rava Dosa ( Mono Carton) 200gm
7 Rice Idli ( Pouch ) 500gm

9. North & Sweet Indian Range
North Indian Range
Sr. No. PACKAGING SKUs
1 Khaman Dhokla (Mono Carton) 200 gm
2 Khaman Dhokla (Pouch) 500 gm
3 Dahi Bhalla (Mono Carton) 200 gm
4 Dahi Bhalla (Pouch) 500 gm
Sweet Indian Range
Sr. No. PACKAGING SKUs
1 Gulab Jamun (Mono Carton) 100 gm
2 Gulab Jamun (Mono Carton). 200 gm
3 Gulab Jamun (Pouch) 500 gm
4 Kesar Pista Kulfi (Mono Carton). 100 gm

10. TOPS INSTANT MIX
: AN OVERVIEW
Current Sale
2016-17 (Apr -
July) 32,112 C.B
Sale in 2015-16 1,02,601 C.B
Sale in 2014-15 1,00,073 C.B
Existing Distribution:
ZONE DELHI NORTH INDIAN
STATES
EAST INDIAN
STATES
In C.B In C.B In C.B
Avg. Sale Per Month
(2015-16)
1494 C.B 9103 C.B 908 C.B
44,820 Units 2,73,090 Units 27,240 Units
No. of Outlets 14,305 65,637 17,182
Avg. Sale Per Outlet 3 Units 4 Units 2 Units

11. Region Wise sales
North India
Delhi
East India

12. Region Wise Outlet Coverage
North India
Delhi
East India

13. Top 10 State in sales
Sales
Amritsar
U.P - west
Rajasthan - 1
Bihar
Uttrakhand
U.P - East
Delhi - South
Rajasthan - 2
Delhi - west
Delhi - North

14. Top 5 SKU in sales
Gulab Jamun
Dhokla
Dahi Bhalla
Rice idli
Kulfi

15. Increase product Depth.
Increase market share.
Increase distribution.
Increase self space.
Increase Brand Visibility.
Objective

17. Launch of new categories to keep pace with the competition, especially in North
Indian range, science MTR is a strong hold in South Indian Range. In fact it is
hitting the north range products also with launches in the form of kesar kulfi and
extension in the shape of mango kesar kulfi & alike.
Therefore we have proposed a whole new range of instant mixes to help
strengthen the ‘brand identity’ of instant mixes of TOPS.

18. WHERE
?
All India
Starting from
Pick& Move Delhi-
NCR

19. WHEN?
From Now

20. HOW?

21. Increase product Depth
 By the launch of New Product
 Poha
 Dhoka
 Gajar ka halwa
 Upma
 Jalebi
 By the launch of New Variants
 Multi Grain Idli
 Tomato Idli
 Carrot Idli
 Beetroot Idli
 Spinach Idli
• By the Increase of Product Depth we grow from current
throughput 00.78 CB per outlet to 1.00 CB per outlet
which increases in our sales by Current 30780 CB to
133381 CB which is 30% sales growth.

22. SCOPE OF PROPOSED
NEW VARIANTS
SCOPE OF PROPOSED NEW VARIANTS
TOPS NEW RANGE MTR GITS
Sr.No. Range Product Proposed S.K.U. Product Range Product Range
1 South Indian 1. Upma 100 G.M. Upma Upma
1. Regular Regular
2. Masala Upma
3. Oats upma
4. Vermicelli Upma
2. Beetroot Idli 200 G.M. Beetroot Idli NA
3. Carrot Idli 200 G.M. Carrot Idli NA
4. Spinach idli 200 G.M. Spinach idli NA
5. Tomato idli 200 G.M. NA NA
6. Multi grains idli 200 G.M. NA NA
2 SNACK RANGE 1.Poha 100 G.M. Poha in a Cup
Poha 1. Cup regular NA
2. Cup khatta meetha
2.Dhoka 100&200 G.M. Dhoka
3 SWEETS RANGE 1. Gajar ka Halwa 40&100 G.M. NA NA
2. Jalebi 100 G.M. Jalebi Jalebi

23. COMPETITORS
PRICINGCOMPETITORS
SKU's
MTR GITS
M.R.P
Net
Rate
After
Scheme
Rs.
Margin
Retailer
SCH in %
Retailer Margin
in %
Consumer Scheme M.R.P
Net
Rate
After
Scheme
Rs.
Margin
Retailer
SCH in %
Retailer Margin
in %
Consumer
Scheme
200 gm Beetroot Idli 60.00 53.50 6.50 10.83
200 gm Carrot Idli 60.00 53.50 6.50 10.83
200 gm Spinach idli 60.00 53.50 6.50 10.83
500 gm
Rice Idli
85.00 75.46 9.54 11.22 80.00 72.7 7.27 9.09
500 gm
Rawa Idli
88 77.7 10.3 11.75 80.00 72.7 7.27 9.09
500 gm Beetroot Idli 115 103 12.3 10.70
500 gm Carrot Idli 115 103 12.3 10.70
500 gm Spinach idli 115 103 12.3 10.70
200 gm Jalebi 50 44.6 5.36 10.72 Squeezer Free 40 (100 gm) 33 7 17.50
Squeezer
Free
180 gm Poha 40 31.8 8.25 5% 20.63
200 gm Upma 32 25.4 6.6 4% 20.63 25 22.7 2.3 9.20
100 gm Dhoka 20 17.9 2.15 10.75
200 gm Dhoka 35 31.3 3.75 10.71
40 gm Gajar ka halwa
100 gm Gajar ka Halwa

24. Placement plan
Placement plan of New Instant Mixes
1-Poha, 2-Dhoka, 3-Gajar ka halwa, 4-Upma, 5-Jalebi, 6-Multi Grain Idli, 7-Tomato Idli, 8-Carrot Idli,
9-Beetroot Idli, 10-Spinach Idli
S.No. State Silver Outlets
Placement in
Pieces
Total Pick & Move
Placement in
Pieces
Total
1 Delhi 1085 20 21700 349 30 10470
2 U.P 1197 20 23940 211 30 6330
3 Uttranchal 14 20 280 38 30 1140
4 Haryana 273 20 5460 185 30 5550
5 Punjab 665 20 13300 139 30 4170
6 Himachal Pradesh 20 0 48 30 1440
7 Jammu & Kashmir 123 20 2460 38 30 1140
8 Madhya Pradesh 0 20 0 106 30 3180
9 Chattisgarh 260 20 5200 60 30 1800
10 Bihar 222 20 4440 48 30 1440
11 Jharkhand 24 20 480 42 30 1260
12 Gujarat 736 20 14720 26 30 780
13 Rajasthan - 1 20 0 55 30 1650
14 Rajasthan - 2 20 0 105 30 3150
15 West Bengal 1294 10 12940 55 20 1100
16 Odisha 112 10 1120 51 20 1020
17 Assam 253 10 2530 27 20 540
Total 5173 108570 1234 46160
Total Placement in CB 3619 1539

25. Increase in Distributions
• Currently our distribution is 8% in July
2016.
• Increase our distribution from 8% to
16% in coming months which is 200%
from current.
• Currently our coverage is 131000
outlets
• Instant mix present in only 10480
outlets

26. Sales Projection
• Currently our Sales are 102601 CB in
2015-2016.
• Increase from Throughput pre outlet
30%.
• Increase from New product & Variants
launch 50%.
• Increase from Distribution 100%.
• Total increase in sales

27. Sales Projection
• By this increase we go from market share
1.2% to 3.36%.
• 2nd year our market share is 3.36% &
sales in CB 287282.
• 3rd year we grow by 50% and market
share will be 5.04% sales in CB 430923.
• 4th year we grow by 50% and market
share will be 7.56% sales in CB 646384.
• 5th year we grow by 40% and market
share will be 10.58% sales in CB 904937.

28. Consumer behavioral towards
instant mixes
• Target Groups
 Bachelor
 Working Women
 Children

29. How to target different class of
customers?
Taste

30. Working Class

31. Teenager& Young single

32. Middle & Old age

33. Consumer trends
1. More working class, loss of
cooking skills
2. Demographics and household
size
3. Breakdown of the family meal
with more individual lifestyles
4.Young single people not living
with parents
5. Income growth

34. To create brand awareness
• Inform consumers and make know the
Instant Mix range of Tops.
• Advertising spends. We spends 70 per
cent of spends on television, 11 per cent
on Store promotional activations which
include trial generating activities like
sampling , Display, 5 per cent on radio, 5
per cent on outdoor promotion, 3 per cent
on print and 3 per cent on Digital, 2 per
cent on Delhi metro and 2 per cent on
public relation & new launch.

35. Advertisement Mix Budgeting
• Celebrity Endorsement
• Television Advertisement 70%
spends
• Radio Advertisement 5%
spends
• Store promotion 10%
spends
• Metro promotion 2%
spends
• Outdoor promotion 5%
spends
• Digital promotion 3%
spends
• News Paper& print media 3%

36. Celebrity Endorsement
To generate actual
purchase behavior and
to create the new brand
image
•Where: in advertising
•Who: Any actress Like-
Priyanka chopra, Rekha
, Deepika

37. Television Advertisement
Working Personal- the
ad will be shown in the
mornings when working
people usually leave
scan the news before
leaving for work and in
the evenings when they
come back from work
and usually have free
time to relax.Youth Channels-
the ad will be
shown in the peak
hours in these
channels.
Kids Channels-
the ad will be
shown between
the 4 -5 pm in

38. Radio Advertisement
Radio ad in popular channels- The timings would be 7:00 to
10:00 in the morning and 4:00 to 8:00 in the evening when working
women are usually leaving for work (15 seconds)

39. Store promotion
• In-store to attract the target

40. Metro promotion
Delhi metro is
lifeline of Delhi
and our target
group is
working class
so we have to
go with metro
train for our
instant mix

41. Outdoor promotion
What-
poster/kiosk, bus shelter, wallscape, mall
advertising, mobile billboard bus/truck/van,
unipole/hoarding, taxi advertising, airports
Where:
•The city centre
•Near all Retailing Units
•On major motoring highways
where it will be visible while
driving down.
•On Major buses with routes
around the city.
•Nearby corporate offices.

42. Digital promotion
 Ads on Internet/ Google
Ads
 Website and social
network
 Free app

43. Ads on Internet/ Google Ads

44. Website & social network
• Where: Thanks to our own website www.tops.co.in and
our Facebook page “ Tops social”
To question a nutritionist about our instant mixes and to
give nutrition information to consumers  affective
objective

45. free apps
To accompany women throughout the day for they
remember the brand
• Where: free apps on Smartphone
downloadable from the website
• What: an electronic calendar where
working personal can write their family tasks
for each day

46. Newsletters
To bring nutrition
information to our
target access on
“Tops India” web
page.
• Where and when:
Thanks to a three-
monthly newsletter
send our target and
available on the
website.
•What: the
newsletter present

47. News Paper& print media
What-
Ad on some festive
season & new product
launch
Where-
From news paper

48. Public relation
Press
report
Press
conference
Press
release

49. Annual advertising mix
Awareness / Inform consumers about TOPS
instant mix focused on North Indian taste
Media Name
Octob
er
Novemb
er
Decemb
er
Janua
ry
Februa
ry
March
TV (30s) Young single √ √ √ √ √ √
Women √ √ √ √ √ √
Kids √ √ √ √
Print/News
Paper Danik Jagran
Diwali 26 Jan Holi
Times of India Durga Diwali 26 Jan Holi
Radio On prime time √ √ √ √ √ √
Delhi Metro Yellow line & Blue Line √ √ √
Outdoor Tourist Place √ √
Urban / City
Hoardings √ √ √ √ √ √
Internet
On blog and website
related with food √ √ √ √
website, social
network, apps,
newsletter √ √ √ √ √ √
Public Relation
New Product launch √ √
In-store
Pop, Display

50. Prepared By-
Manendra Shukla
Assistant Brand