Branding of Corn Starch Bags into the Indian Market

1. C
O
R
N
S
T
A
R
C
H
B
A
G
S
BY
Akshat Sinha 13A3HP030
Sarang Laxman Sorte 13A3HP013
Sushant Arora 13A3HP044
Pragati Sureka 13A3HP048
Vikrant Gosain 13A3HP047

2. SEGMENTATION
STAND
ALONE
STORES
UNORGANIZED
SECTOR
ORAGANIZED
RETAIL

3. TARGETING
Organized Retail
•Price insensitive
•Government regulations already imposed towards the use of
plastic bag.
• Corn Starch bags can have a deep penetration in such
segments because of the nature of it durability and social
beneficial. Adding a flavour of cause marketing to this
segments.
Stand Alone Stores
•Price sensitive
•Flexible distribution system -highly spread-out market
segment.
•The stand alone stores as well as the customers of such stores
have to be educated about the benefits of corn starch bags
Unregulated
Segments
•The market is driven by non-licensed vendors and the
consumer behaviour towards this segments can only be
touched through CSR initiatives (Swacch Bharat Abhiyaan).

4. POSITIONING
Corn Starch Bags
Rural and Semi Urban
Cheapest, highly
accessible and social
connect for well being.
Cost-effective, Easy
accessible, Stronger than
plastic bags and reusable
Urban
Innovative, Social, Hip,
Responsible and visual
delight.

5. POSITIONING- Brand Mantra & Logo

6. PRODUCT STRATEGY
Shopping
Creative
Shopping
Bags
Store Branded
Bags
Carry
Small Packs Home Bags
Fashion Bags
Fashion Every
Second

7. PRICING STRATEGY
Shopping
Creative
Shopping Bags
Store Branded
Bags
Carry
Small Packs Home Bags
Fashion Bags
Fashion Every
Second
Premium Pricing
Rs. 200
Market Oriented Pricing
Rs. 10
Market Oriented Pricing
Rs. 10
Market Oriented Pricing
Rs. 20
Premium Pricing
Rs. 40

8. PLACE STRATEGY
• Plastic Bags are Banned in Indian Cities that open up the
markets for other bio degradable bags
• Based on the occupancy cost, location of competitors,
closeness to target markets and the exposure needed to
business, the business can be set up in pocket cities
around tier one and two cities.
• Cities in focus are:
Mumbai Kawar Tirumala Vasco Rajasthan Delhi

9. PROMOTION STRATEGY in Brief
• Since Corn starch bags are targeting retailers and stand-
alone shops the promotion mix will be focused majorly on
direct marketing strategies.
• The other strategies to be utilized are
• Personal Selling
• Sales Promotion
• Public Relation
• Corporate Image

10. 1 Year Promotional Timeline for Brand Building
The 1 year timeline for the brand building was divided into
following phases:
Pre-Launch
Stage –
January to
March
Launch Stage
– 5th of June
i.e. World’s
Environment
Day
Post-Launch
Stage – Mid of
June till
December end

11. Pre-launch promotional activities
January
Curiosity
Developme
nt through
Informative
TVC
February-April
Getting
Opinion/Ex
pert
Leaders for
Discussion
February-April
Discussions
on various
Online
platforms
April-May
Curiosity
developme
nt through
Print Media
May
Putting up
Hoardings

12. Launch stage promotional activities
Launch the product on World’s Environment Day
on 5th of June
Turn Product Launch into an Event with Huge
Media Coverage & Online Streaming
Lunch the products in Retail Stores - Big
Bazar, Shopper’s Stop, Pantaloons, Walmart’s
Best Price, Spencer Retail, More etc.
Giving free corn starch bags to the
customers on the day of Launch
Free delivery through Online Stores like Big-
Basket
1
2
3
4
5

13. Post-launch promotional activities
EntirePeriod
MidJune
Entireperiod
MidJune
EntirePeriod
TVC of
the
Product Print
Advertis
ement Discussi
ons by
experts Online
Discussi
ons
Giving
demos to
new
period
and
feedback
from
existing
customers

14. CREATING BRAND AWARENESS
Creating a documentary and spreading it online through social
media and websites.
Tying up with municipal corporation and garbage collection
authorities.
Building up awareness through the “Swacch Bharat Abhiyaan”
initiated by the government.
Tying up with big and medium-sized companies and motivating
them to promote it as a part of their CSR activities.
Creating awareness through various pre-launch and launch
promotion activities.

15. BUILDING BRAND IMAGE
Highlighting the benefits of the product over plastic bags.
Positioning the bag clearly in the minds of the consumers.
Showing some testimonials of consumers using and benefitting from these bags.
Conveying the advancement and enhancement in the environment occurred
because of the use of such bags.
Highlighting the use of corn starch bags by big multinational and domestic companies for
the reduction of pollution.

16. HANK OU