Gits Food - ICraveFor - Case Study
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Gits Food is an Indian packaged food company established in 1963 that was one of the pioneers in the industry. It offers a wide range of Indian food products and flavors through ready meals and instant mixes. The objective of the campaign was to spread awareness of Gits Food and its products, connect with followers, and drive awareness of its catalog and features. The strategy involved using a trending topic to encourage participation in a contest using #ICraveFor where followers tweeted what food they were craving and suggesting Gits products, with winners receiving hampers. The campaign resulted in significant increases in followers, mentions, and retweets as well as making Gits the 4th most popular food handle in India.
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maggie
Group 9 conducted market research on Maggi noodles. They surveyed 50 respondents between ages 20-50. Most spend Rs. 100-150 monthly on noodles and choose Maggi for its taste. Respondents wanted more flavors but rated taste, availability, and price highly. Masala was most popular but some wanted Atta noodles. Mouth publicity influenced many purchasers. The group concluded Maggi would stay dominant through new variants, though competitors emerge. Respondents signaled a preference shift to healthier Atta noodles.
Maggie Growth Strategies
Nestle introduced Maggi noodles in India in 1982, initially targeting working women by positioning it as a fast to cook convenience product. However, sales did not pick up. Research later revealed that children liked the taste of Maggi noodles the most. Nestle then shifted its focus to children and their mothers, positioning Maggi noodles as a fun product for children and a convenience product for busy mothers. The tagline was changed to reflect this new positioning of Maggi noodles as a fast to cook and good to eat product.
DFMA_Lab_1.pptx
Nestle is the world's largest food and beverage company present in 191 countries. It was founded in 1866 and is headquartered in Switzerland. Nestle India was formed in 1961 and has a diverse product portfolio including beverages, dairy, baby food, breakfast cereals and pet food. Maggi occupies a 60% market share in India and saw legal issues in 2015 when its noodles were banned for high lead content before being reintroduced. Nestle follows differentiation strategies and focuses on product quality, health and nutrition to compete against rivals like Hindustan Unilever across various stages of the product lifecycle.
Brand Positioning - FMR (2).pptx
Brand positioning in the food industry is about establishing a unique benefit that a product provides compared to competitors in the customer's mind. Bournvita is positioned as the most popular milk supplement brand in India that provides the best nutrition for children's overall growth and development. The brand's positioning strategy focuses on nutrition, targets Indian mothers, understands customer preferences for taste, offers different products for various age groups, and provides extra value through incentives and pricing. Bournvita has strengthened its positioning over the years through package design changes, omnichannel marketing campaigns centered around nutrition, confidence building, and supporting children's development. The brand continues to serve mothers by helping improve their children's diet as the future of the country.
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Sample strategy plan - Basillio Butter - Moses Gomes
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Gits Food - ICraveFor - Case Study
- 3. ABOUT THE BRAND • Established in 1963, Gits pioneered the convenience packaged food segment in India. •Gits are not just the pioneers in introducing pre-packaged foods but are also amongst the first Food Product manufacturing companies in India to obtain ISO 9001 – 2008 (Quality Standard) ISO 22000 (Food safety). •Gits offers the world's widest range of Indian flavours and delicacies fascinating in their diversity through their Ready Meals and Instant Mixes. The unparalleled tastes of Indian food are imparted by spices and seasonings unique only to India. These vary from aromatic "curry leaves" to the exotic nutmeg.
- 4. Spread awareness about Gits Food and the kind of products at their disposal Connect with followers Drive awareness of catalogue and features THE OBJECTIVE 1 2 3
- 5. SINGLE APPROACH to achieve the objectives THE STRATEGY Tackle the objectives using a creative strategy Using Current Trending Topics To Entice Participation Solicit Followers To Participate
- 6. THE EXECUTION Sending out Teaser Tweets to create hype about the Contest
- 7. Encouraged Retweeting - Bringing in more participants, resulting in an increase in followers and participation. THE EXECUTION
- 8. Contest Launched - #ICraveFor Posted tweets asking participants to use #ICraveFor and tweet what food they were craving for and suggesting Gits products to them. THE EXECUTION
- 9. Extention - Introducing food categories to engage followers. THE EXECUTION
- 10. THE EXECUTION Winner selection - Most entertaining and creative tweets were crowned winners and were awarded Gits hampers. Winners – 1. Archit Srivastava 2. Abhi Jain 3. Dilkash Shah
- 11. THE RESULT Coverage The Gits Food handle was the 4th Most popular handle in India because of this contest.
- 12. INCREASE IN FOLLOWERS 41 NUMBER OF MENTIONS 859 NUMBER OF RETWEETS 149 THE RESULT
- 13. THANK YOU