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Breakfast booster
The document presents a marketing plan for "Break-Fast Booster", an instant cake mix product that provides a nutritious breakfast option for children. It aims to benefit customers by providing healthy and organic cake options. The plan discusses the product, mission, values, goals, competitors, target customers, distribution channels, pricing strategy, and marketing objectives and tools. The key points are providing a nutritious yet tasty breakfast for children through an instant cake mix, targeting mothers as buyers, and using an integrated marketing communications approach including advertising, events, and social media to build brand recall and boost sales.
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Breakfast booster
- 1. Marketing Plan Of Wendell Godinho TejaMulagala Atul Gurav Shubham Parsekar Mohit Bhat Karan Gujral ”Break-Fast Booster”
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- 6. Break fast isthe first meal of the day and is very important for everyone especially children as it provides nutrients such as calcium, iron, vitamins as well as protein and fiber. Study in 4 metro cities - Mumbai, Delhi, Kolkata and Chennai found that nearly 32% skip breakfast and reasons to blame like “no time” and “not feeling hungry” and late night food habits 85% of the subjects from Mumbai strongly feel that cereals are good as breakfast for kids. Our Product will provide a solution by giving them a nutritious breakfast in the form of cake. 1
- 7. Our company’s missionis a two prong approach to benefit our customers by providing: Healthy options to enjoying fresh, organic Cake Adaptable product menus to include vegan, gluten-free, and Fat-free treats 2
- 8. To provide thefreshest, highest quality natural ingredients possible to create organic and healthy cakes. We pride ourselves in also using recycled packaging which allows us to co-exist within a friendly environment. We realize that there is a growing demand for healthy choices that don’t contain unhealthy ingredients that our competitors embrace. And we also know that people are not willing to sacrifice the satisfaction of good taste and premium quality. Vision 3
- 9. 4 •Accountability: If itis to be, it's up to me •Passion: Committed in heart and mind •Integrity: Be real •Quality: What we do, we do well Values
- 10. HealthyFresh Organic Goals andObjectives 5
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- 15. Porter Competitive Model Intra-Industry Rivalry StrategicBusiness Unit Bargaining Power of Buyers Bargaining Power of Suppliers Substitute Products and Services Potential New Entrants 10 SBU: Breakfast booster Rivalry : Pillsbury, Betty Crocker Supply of Cocoa and Multigrain Labour unions Quality Standards Cookies, Sweets Multigrain product Cakes and pastries Organic product Hassle free preparation Strong distribution channel Large Volume Buyers Buyers Psychology Shifts in costs
- 16. 11 Competitor Rating Competitors PriceQuality E-commerce Product Range Distribution Outlets Total Score Waffles 9 8 8 3 8 36 Pillsbury 8 6 5 7 6 32 Betty Crocker 7 7 6.5 7 6 33.5 Weighted Rating Competitors Price Quality E-commerce Product Range Distribution Outlets Total Score Waffles 2.25 1.6 1.6 0.6 1.2 7.25 Pillsbury 2 1.2 1 1.4 0.9 6.5 Betty Crocker 1.75 1.4 1.3 1.4 0.9 6.75
- 17. Who buys ourproducts: Mothers who worried about their children skipping breakfast. What they buy: They buy our instant cake mix Where: retail and online How: by paying online and reaching retail outlets Why: Children love cakes thus giving the same which is full of nutrition and tasty. Initiator, influencer, decider – mother Buyer – mother, father User- kids
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- 19. Giving back to environment Variousretail outlets Reasonable pricing Rich nutrition First venture Difficult in funding Minimal marketing experienceNo cake flavours Penetration Partner with other business Expansion-India Growing- Ecommerce Bond with children Severe CompetitionRaw material cost No partnership Financial problem Time management
- 20. Geographic Segment: Mumbai DemographicSegment: Children 15People from Urban, Semi-urban, Middle class through undifferentiated marketing strategy
- 21. Instant mix Cooker cake Onlineand retail Multigrain V/s Maida No preservatives V/s preservatives Less time V/s more time 16
- 22. Nutritious Rich Normal Nutrition DearReasonable 17 Ourproduct Breakfast booster not only promises a yummy breakfast but nutritious one with the goodness of multigrain.
- 23. 1 MULTI GRAIN ? Fingermillets, Wheat, Moong Dal, Jowar, Bajra, Soya, Corn flour. 3 Layered Multigrain Bran - iron , copper, zinc , magnesium. Fiber , antioxidants and vitamin B Endosperm - carbohydrates , proteins and minerals Germ - healthy fats, Phytochemicals and antioxidants like Vitamin E 18
- 24. 1Benefits: Raggi Advantage -Great source of Iron, Easy to Digest Carbohydrates High in Fiber - Prevents Constipation, aids in Weight loss No Cholesterol – low in FAT, Contains Amino Acid Better Source of Phytochemicals. 19Easy to Cook No Added Preservatives Goodness of Multigrain Nutrition Rich Features
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- 27. 2 WHOLESALER RETAILER WAFFEL’S PVT.LTD RETAILER DISTRIBUTION CHANNEL C&FA/ DEPOT DISTRIBUTOR CONSUMER E-COMMERCE
- 28. 38.0% 21.1% 31.6% 0.6% 1.7% 1.7%5.3% Capital Land Industrial Shed Plant &Machinery Furniture & Fixture Equipments Pre-Operative Expenses Working Capital 3 • Value Pricing Method • Psychological Pricing • Full Cost Pricing WHY 149?
- 29. 4 24 Direct Marketing -Sales person distributing samples. Mass Media – Advertising in Metros on Grab Handles. Events – Chef led promotions at Mall Kiosks & Prime Visiting Locations. News Apps – Buying morning brief for Monday for 4 weeks. Social Media Marketing – Facebook, Instagram, Selfie with B.B OOH – Bill boards, Mupis, Unipole Radio – Top five Radio Channels – Ex: Radio Mirchi, Big FM Sponsoring Cookery Show – Masterchef show where Chef instructs for 5 minutes on preparing cake
- 30. 25 • Source needed forbulk resources of local ingredients. • Source for importing other ingredients. • Ingredients to be packed in proper Qty. as required. • Packaging to have fresh product. • Order receive via phone or online. • Technical support helps to fast processing. • Fast Delivery to the customers. • Use of two wheelers with technology like GPS for efficiency. • Clean & dry storage necessary to keep stock fresh. • Single storage point e.g. warehouse
- 32. Sample Distribution Analyzing Results Preparationfor launch Malls – Supermarket, Hypermarket Nikita Gandhi - Publicity Making available at retail stores. FM Radio Tips to boost your health every morning. Sponsoring 27
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- 37. 31 Marketing Objectives: Brand Recall. Boostingup sales. Image Enhancement. IMC Tools: Broadcast media and Print Media( TV/Radio/Newspaper/Magazine) Out of Home Media (Billboard, Mupis) Social Media (Facebook, Instagram and YouTube) Point of Purchase (Standees) Word of Mouth Public Relations : Events ( Tie up with NGO working for Environment)
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