This document proposes the launch of 15gm blister packaging for TOPS Fruit Jam to target the HORECA channel and re-launch of 17gm and 45gm SKUs. It discusses blister packaging advantages over conventional packaging and objectives of the launch. The existing market share and growth pattern is presented along with strategic configurations for CB placements. Pricing, placement, communication and profit strategies are outlined for retailers, distributors and consumers. Frequently asked questions and responses are also included to address potential concerns from retailers.

1. Presentation
FOR
JAM Blister & Pouch Packing
45 Gm 45 Gm
45 Gm 45 Gm
17 Gm17 Gm17 Gm17 Gm
Blister
Packing
->
15 Gm

2. Concept
To launch JAM 15gm blister packing for HORECA and re
launch of 17gm & 45gm SKU to attain growth in terms
of business and volumes
SKU’S For Launch - 15gm Blister
&
Re Launch – 17gm & 45gm Pouch

3. Blister Packaging & Its Advantage Over
Conventional Packaging
BLISTER PACK – “Blister pack or bubble pack is term
for several types of pre-formed plastic packaging
used for small consumer goods, food and
pharmaceuticals”
BLISTERING – “It’s a process of making Blisters or
enclosing the product into preformed plastic
packaging”

4. Continue …… Blister Packaging & Its Advantage Over
Conventional Packaging
• Blister packs are secured to protect products from moisture and
gas, to ensure a long shelf life, both in stores and cabinets. Longevity
is key for consumers.
• Blister packaging is helpful to customers in terms of usage and
handling.
• There is a wide range of colors and finishes that blister packaging
can be constructed to feature products with different flavors and
differentiation, which a consumer can easily differentiate while
making his buying decisions.

5. Objective of launch
• To gain cumulative Market Share & to increase the
visibility through small packaging.
• To generate consumer trials through small packaging.
• To cater the highly potential HORECA channel & to
ensure strong Brand presence amongst Hotels,
Restaurant, Caterers and other channels.

6. 2021
70
CR.
23 Cr.
2015
1997
Brand Value & Mission

7. Mission & Growth Pattern
10% Growth
Over Last Year
2015-2016
15% Growth
Over Last Year
2016-2017
20% Growth
Over Last Year
2017-2018
25% Growth
Over Last Year
2018-2019
30% Growth
Over Last Year
2019-2020
35% Growth
Over Last Year
2020-2021
23 Cr.
26 Cr. 31 Cr.
40 Cr.
51 Cr.
70 Cr.

8. Product
• Jam on toast
• Jam on a muffin
• Jam on a pancake
• Jam on a bun
• Jam in a shake
• Jam on a slice of walnut cake
• Or Jam in a swirl of creamy ice cream
TOPS FruiT JamS make each OccaSiOn a dream
Made
from the
finest of
hand-
picked
and
selected
fruit
The Promise
Of Purity
With Fresh
‘N’ Fine
Ingredients
“Real Fruit
Power”
With
50%
Of Fruit
Pulp

9. Existing Players
Feature TOPS Kissan
Real Fruit
Power
50 % Fruit Pulp 46 % Fruit Pulp
Economical
We are the most economical
amongst competitors, Offering
better product in terms of
quality and content
Kissan has 13 Gm in Mrp.
Rs. 2
Value For
Money
SUPERIOR QUALITY BETTER
QUANTITY
More quantity in equal price. Our
15 Gm SKU in Mrp. Rs. 2 i.e.
economical and more in quantity
than competitors
Kissan has 13 Gm in Mrp.
Rs. 2
More
Options
We are available in 15 Gm, 17 Gm
& 45 Gm SKU’s
Kissan is available only in
13 Gm SKU in small
packaging
BRANDS
SKU
15 Gm 17 Gm 45 Gm
TOPS √
( Blister )
√
( Pouch )
√
( Pouch )
Kissan
( 13
Gm )
√
( Pouch )

10. Only
Delhi ?
Place of
Launch &
Re-Launch
Rajasthan
U.P. - NCR Bihar
JharkhandM.P.
Uttara Khand
H.P.
Jammu & Kashmir
Western U.P.

11. Why Only
These
States ?
JAM All India Sale In
CB From April -
November 2015
States
State Wise
Contribution In
CB
% Contribution
In Total Sale
227668
CB’s
Delhi 44542 19.56%
U.K. 21832 9.59%
U.P. - West 19354 8.50%
J&K 17980 7.90%
Bihar 9184 4.03%
Rajasthan 8756 3.85%
UP-NCR 8458 3.72%
M.P. 8118 3.57%
Jharkhand 6174 2.71%
H.P. 3458 1.52%
Total 147856 64.94 %
These 10
States
Contributes
64.94 % Of
Total TK
Business

12. Strategic
CB Configuration
SKU – 17 Gm

13. Strategic
CB Configuration
SKU – 45 Gm

14. Pricing – 15 Gm Blister
JAM
S.K.U's - 15 Gm
M.R.P PTR
Rs.
Margin
Retailer
Margin
in %
Net PTR
Cust.
SCH. CB Size
TOPS 2.5 1.45 1.05 42% 1.45
1000
Pcs
Kissan
( 13 Gm )
2.5 1.55 .95 38% 1.55
1000
Pcs

15. Placement In HORECA
S.No. Clients Can Be Tapped For JAM Blister Placement
Gurgaon Noida South Delhi East Delhi
1 Le Meridien Haldirams The Leela Palace Holiday Inn
2 Hyatt Mithas Hotel Le Meridien Park Plaza
3 Crown Plaza GautamBudh University Hotel The Grand Crown Plaza
4 Lemon Tree Amity University Hostel Hotel Crowne Plaza Kempinski
5 Country Inn
ICS Foods Pvt. Ltd (Corp.
Catering in Automobile Industry
Hotel Jaypee Vasant Continental Nazeers Food Pvt. Ltd.
6 Columbia Asia Sodexo J.W. Marriot Bulbul Food Court
7 Fortis Tivoli Hayat Regency
8 Pind Baluchi
R.K. Associates & Hoteliers
IRCTC
Fortice La Femm
9 OM Sweets FORTIS Sodaxo
10 Compass Miranda College
11 Shashi Catering Pind Balluchi
12 Harish Bakery Haldiram
13 Appu Ghar
14 Hero

16. Pricing – 17 Gm & 45 Gm
JAM
S.K.U's - 17 Gm
M.R.P PTR
Rs.
Margin
Retailer
Margin
in %
Net PTR
Cust.
SCH. CB Size
TOPS 2 1.50 0.50 25% 1.50
1152
Pcs
Kissan
( 13 Gm )
2 1.71 .29 14.5% 1.71
JAM
S.K.U's - 45 Gm
M.R.P PTR
Rs.
Margin
Retailer
Margin
in %
Net PTR
Cust.
SCH. CB Size
TOPS 5 4 1 20% 4 360 Pcs
Kissan

17. Placement In Retail
OUT COME – 17 Gm SKU : 1728 Pcs.
45 Gm SKU : 864 Pcs.
Blister can be placed
to those wholesalers
who supplies to
Hotels &
Restaurants

18. Expected Placement ......
States
No. Of
JSO
17 Gm 45 Gm
( 10 CB’s / Month /
JSO )
( 8 CB’s / Month /
JSO )
Delhi 41 410 328
Rajasthan 14 140 112
U.P. - West 29 290 232
U.K. 8 80 64
Bihar 9 90 72
M.P. 14 140 112
UP-NCR 10 100 80
J&K 9 90 72
Jharkhand 7 70 56
H.P. 5 50 40
Total CB’s 1460 1168
Total Revenue 2522880 1681920
Total Revenue
Generation ( PTR ) 42,048,00

19. Hanger Requirement & Breakup
States No. Of JSO
17 Gm 45 Gm 17 Gm 45 Gm 17 Gm 45 Gm
( 10 CB’s /
Month / JSO )
( 8 CB’s /
Month / JSO )
Hanger
Required
(1 Hanger On 72
Pcs )
Hanger
Required
(1 Hanger On 36
Pcs )
Cost Per Month
(1 Hanger @ 8
Paisa )
Cost Per Month
(1 Hanger
@ 15 Paisa )
Delhi 41 410 328 6560 3280 524.8 492
Rajasthan 14 140 112 2240 1120 179.2 168
U.P. - West 29 290 232 4640 2320 371.2 348
U.K. 8 80 64 1280 640 102.4 96
Bihar 9 90 72 1440 720 115.2 108
M.P. 14 140 112 2240 1120 179.2 168
UP-NCR 10 100 80 1600 800 128 120
J&K 9 90 72 1440 720 115.2 108
Jharkhand 7 70 56 1120 560 89.6 84
H.P. 5 50 40 800 400 64 60
Total 1460 1168 23360 11680 1869 1752
Total Revenue 2522880 1681920 Total Quantity Of
Hangers Required Per
Month =
Rs. 35040
Total Cost For Hangers Per
Month =
Rs. 3621
Total Revenue
Generation
( PTR )
42,048,00

20. Profit Story For Retailers
 Giving more profit than the key competitors
 Most economical amongst the competitors
 ROI of 33.33 %
JAM
S.K.U's - 17 Gm
M.R.P PTR
Rs.
Margin
Retailer
Margin
in %
Net PTR
Cust.
SCH. CB Size
TOPS 2 1.50 0.50 25% 1.50
1152
Pcs
Kissan
( 13 Gm )
2 1.71 0.29 14.5% 1.71
Minimum
Investment For
Retailer
72 Pcs. – 17 Gm Jam
Rs. 108/-
Earnings
Of
Rs. 36/-

21. Profit Story For Retailers
 Only player in the market in 45 Gm SKU
 ROI of 25 %
Minimum
Investment For
Retailer
36 Pcs. – 45 Gm Jam
Rs. 144/-
Earnings
Of
Rs. 36/-
JAM
S.K.U's - 45 Gm
M.R.P PTR
Rs.
Margin
Retailer
Margin
in %
Net PTR
Cust.
SCH. CB Size
TOPS 5 4 1 20% 4 360 Pcs
Kissan

22. Communication Strategy for Retailer
 Easy availability due to better service.
 Only player in the market offering
wide range of SKU’s & flavors.
 Less investment more earnings
 ROI of 28.57 %
Earnings
Of
Rs. 72/-
Minimum
Investment For
Retailer
72 Pcs. – 17 Gm Jam
36 Pcs. – 45 Gm Jam
Rs. 252/-

23. Communication Strategy for Consumers
My Chotu
JAM Every
Day !
Different
Flavors !
 Better Quality ( Offers 50% Fruit Pulp, Which is more than leading competitor )
 Value For Money : Superior Quality Better Quantity
 More options in economical price ranges
 More flavors to satisfy taste buds
 Easy to use Pouch packing
 Ideal for school going kids and hostellers

24. Communication Strategy
for
Distributor / SS
Rs. 2128 Every
Month Extra
Profit For
Distributor
Through 1 JSO
SKU PTR/CB
Distributor
Billing
Margin/CB
No. of
CB/month
Profit for
Distributor
17 Gm 1728 1600 128 10 1280
45 Gm 1440 1334 106 8 848

25. Role of Jr. Sales
“OFFICER”Communication Story -
 More options in economical price ranges
 Giving more profit than competitor
Implementation -
 Minimum Expected Placement Per Outlet –
- 17 Gm SKU : At least 72 Pcs. / Outlet
- 45 Gm SKU : At least 36 Pcs. / Outlet
 Ensure placed Hanger visibility
 Ensure trial generation
Minimum
Investment For
Retailer
Rs. 252/-
Earnings
Of
Rs. 72/-

27. 1. Mere customer badi packing wale customer hain, choti packing wale nahi hain ?
Reply - Main manta hoon ki aapke customer badi packing hi khareedte hain, per main chahunga ki aap 1-1
hanger 17 Gm & 45 Gm ka latka ke dekhiye, Jab customer dekhega ki aapke yahan JAM ke itne saare
flavors uplabdh he, wo bhi matra 2 Rs. – 4 Rs. Jitne mulya per to wo jarur try karega. Jis se aapki badi
packing ki bhi bikri badhegi.
Iske alawa matra Rs. 252 ke investment per apko Rs.72, 28.57 % ka ROI, Munafa hi Munafa…
FAQ ?

28. 2 . Itni bikri nahi hai, Kissan ka maal padha hai, agli baar dekhenge ?
Reply – Main maanta hoon aap ke pass maal padha he ya aap competitor ka maal bechte hain, ek baar aap
hamara maal bas rakh kar dekhenge –
 Hamari quality sabse achhi he ( hamare product me 50% Fruit Pulp he jo competitor se jyada he)
 Value For Money : Hamari quantity 17 Gm he competitor ki 13 Gm he, Superior Quality Better Quantity.
 Hamare pass jyada options he ranges main bhi aur flavors me bhi
FAQ ?