Marketing plan PDF report

MARKETING PLAN
BREAK FAST BOOSTER
Universal Business School
Karjat, Mumbai
Submitted to:
Prof. Bibhas Basumatary
&
Prof. Sushant Nanda
Submitted by: Group D
Atul Gurav (PGDM 2) | Shubham Parsekar (PGDM 2) |
Wendell Godinho (CMBA 6) | Teja Mulagala (PGCM 5)
|Mohit Bhat (PGCM 5)| Karan Gujral (CMBA 6)

DECLARATION
We Group D hereby declare that the Marketing Plan is our original
Work. It is submitted in partial fulfilment of the curriculum for the
degree of PGDM/CMBA/PGCM at Universal Business School,
Karjat, Maharashtra.
We further state that no part of this report has been submitted
for any other degree or any title equal in importance to any other
university.

ACKNOWLEDGEMENT
We would like to express our gratitude to all the faculty who
helped us in accomplishing our project.
A special thanks to our Dean Mr. Bibhas B., by extending his
invaluable co-operation and guidance to complete our project.
We also would like to thank the Library staff for their co-
operation during our project work and special thanks to
Wendell’s family for their unconditional support in order to
complete the marketing plan successfully.
II

TABLE OF CONTENTS
Topic Page No
Executive Summary
1. COMPANY’S PURPOSE
1.1 Product Solution 2
1.2 Mission 2
1.3 Vision 2
1.4 Values 3
1.5 Goals 3
2. ANALYSIS
2.1 External/Macro Environment Analysis 4
2.2 Market Analysis 5
2.3 Competition Analysis 8
2.4 Buyer Behavior 9
2.5 Issues and Challenges 10
2.6 SWOT Analysis 11
3. MARKETING & FINANCIAL OBJECTIVES
3.1 Marketing Objectives 12
3.2 Financial Forecast 13
3.3 Financial requirements 14
3.4 Resource Requirements 17
4. MARKETING STRATEGY
4.1 Segmenting 18
4.2 Targeting 19
4.3 GAP Analysis & Differentiation 19
4.4 Positioning and CVP 20
5. MARKETING MIX TACTICS
5.1 Solution (Product) 21
5.2 Access (Place) 24
5.3 Value (Price) 25
5.4 Education (Promotion) 27
III

6. GO-TO-MARKET STRATEGY
6.1 Production/Sourcing Plan 27
6.2 Launch Plan 31
6.3 IMC Campaign Plan 36
APPENDIX
Letter to Investors 38
Bibliography 39
IV

EXECUTIVE SUMMARY
Waffle’s is going to launch a Ready to cook Cake mixture in a packet
form, called “Break-Fast Booster” which is healthier than its
competitors like Betty Crocker, Pillsbury, as our product contains
ingredient like (whole grain) Multigrain, which are rich in Calories and
will help people to match the daily intake of calories required per day.
The location of the company is in Goa. Product will be launched in
Dadar (W) Mumbai. Total budget for the launch of the product as well
as for the marketing and advertisement is approximate 50 lakhs. The
promotion channels we used were direct marketing, mass media,
events, news apps, social media marketing, Out of Home Media, Radio,
Sponsoring of Cookery show etc., which are a part of Integrated
Marketing Campaign. For the Launch of the product we are going with
Pre launch, and Post launch strategy. The face of the Product will be
Nikita Gandhi, UAE (NRI) winner of MasterChef Season 4, India. This
will help the people to associate it with a healthy breakfast other than
just a cake. At the time of launch, the product will be sold at MRP Rs.
149
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COMPANY’S PURPOSE
1.1 PRODUCT SOLUTION
 Breakfast is the 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.
1.2 MISSION
Our company’s mission is a two prong approach to benefit our customers
by providing:
 Healthy options to enjoying fresh, organic Cake
 Moving from all-purpose flour to Multi Grains
1.3 VISION
To provide the freshest, 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.
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1.4 VALUES
• Integrity: Be real
• Accountability: If it is to be, it's up to me
• Passion: Committed in heart and mind
• Quality: What we do, we do well
1.5 GOALS
Our prime goal and objective is to deliver the fresh quality, healthy and
organic product to our customers in the morning so as to give their morning
a kick start.
3

ANALYSIS
2.1 External/Macro Environment Analysis
Economical
Since our product is quite specialized, the prices are quite high. In the event
of extreme inflation or a recession, foods like breakfast cake may become
a luxury to a lot of people and become something that can be avoided. In
this case, in order to keep the revenue up and have customers buy our
products, we may have to decrease the price of our products. However,
Our Breakfast cake may suffer some losses since we do pay a high price for
our suppliers.
Social:
People are becoming more health conscious lately so foods like breakfast
cake that are high in sugar can become less popular, especially with
parents buying it for their children. Furthermore, trends are constantly
changing and with desserts and pastries, the trends can change as well.
Technological:
Technology does not play a huge impact on a cake manufacturing
company however, as technology does improve, it can allow us to make
our website and our business more well known to the public especially
when we consider expanding out to other countries. New cooking
products could make the process more effective and increase
productivity.
Legal
Documents required for setting up the Company:
 Form “A”
 Photo of food business operator
 Identity Proof: Voter ID, PAN card, Driving License, Aadhar Card
 NOC of Panchayat
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 NOC of Health
 Area plan with Dimension
 Ownership Document/ Lease Deed
Documents required for License:
 Form “B”
 Blue Print Layout plan of the premises
 List of Directors / Partners with full address
 Photo ID and Address Proof
 List of food category desired to be manufactured
 Ownership Document/ Lease Deed
 NOC of Panchayat
 NOC of Health
 Appointment, Acceptance and qualification certificate of technically
qualified person. (Min B.Sc.)
2.2 Market Analysis
The baking industry which is estimated to be a Rs.5000-crore
industry by 2015 is expected to generate more employment and revenue
in the next few years.
Blame it on the fast-paced urban lifestyles, rising disposable incomes,
experimental palates or the increasing number of working women in the
country, the Ready-to-Cook food industry is on the upswing. The category
has emerged as the next best alternative to a home cooked meal. The total
processed foods market in India stands at Rs 1500 crore, out of which the
Ready-to-Cook segment share is Rs 600-700 crore (barring noodles) and is
expected to grow around 20-25 per cent over the next five years. (Figures
Courtesy: IBEF)
On the other hand, bakery industry is one of the high growth segments of
the country. As a result of changing eating habits in urban India during
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recent years, due to social considerations and the improved standard of
living and also as a result of the influence of globalization, bakery industry
in India is going through impressive growth rates.
Bakery products are flour-based food baked in an oven such as bread,
cakes, pastries and pies. These are of mass consumption in view of its low
price and with rapid growth and changing eating habits of people, bakery
products have gained popularity among masses.
Industry Scenario
According to report by Research and Markets, the bakery industry has
achieved third position in generating revenue among the processed food
sector. The market size for the industry is pegged at US$ 4.7 billion in 2010
and is expected reach US$7.6 billion by 2015 and to reach US$10.6 billion
by 2018
The per capita consumption of bakery products in India, as it stands today,
is one to two kg per annum, which is comparatively lower than the
advanced countries where consumption is between 10 and 50 kg per
annum.
Innovations and R&D
Health and wellness as a trend is seen playing out in instant cake mix like
in most categories, with players bringing out healthier product options.
Even the biscuits and bread are no exemption for that matter. Britannia's
Nutrichoice has introduced its range of ragi, oats and 5 grain biscuits. In
breads also, the whole wheat/brown bread segment is seeing an upswing
The manufacturers nowadays were looking for development in the
mechanisms for bakery products as well as good ingredients.
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Trends
While talking about new trends in the industry, the broader food trends
were also playing out here which included unbranded to branded, rural
adoption, premiumisation, health & wellness and convenience. “These
trends have manifested themselves in the various new
launches/introductions that we have seen in the past few years by leading
players by Pillsbury and Betty Crocker.
Chef Mahajan states, “Indians have always had a sweet tooth. With more
travel and exposure to the worldwide market, people have now started
appreciating good quality products, good quality ingredients, exquisite
finishing and are willing to pay the extra buck. People are less hesitant on
spending money, leading to the possibility of higher prices, leading to the
possibility of better products.”
According to Rathi of Devashree, convenience food is the need of the hour,
as there is increase in number of middle class people and husband and wife
both are working, so they opt for ready to eat food available in the market.
Factors for Growth
As India being health conscious in the recent trends, thus there exists a
great opportunity to launch our product as there is an immense growth
ahead.
Factors for Growth are
1. Ready to buy instant mix
2. Need of healthy breakfast
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2.3 Competition Analysis
Value Proposition: At Waffles we believe in nutrition but no compromise
in taste. We make our Breakfast booster with the goodness of multigrain
and flavor of cocoa. We don't believe in preservatives and we don't add any
of it. Our instant cake mix is not prepared instantly, it goes through many
stages and levels where we ensure the nutrition level reach from 0 to
maximum. Under hygienic conditions. Hence whenever you prepare the
cake at your home and served as Breakfast which will fulfil the morning
nutrition requirements for the body. Betty Crocker, a General Mills brand,
leads the $382 million market for cake, cupcake and pie mixes, with a 38.1
percent share. Pillsbury having the 8% share in the cooker cake market.
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2.4 Buyer Behavior
Decision Making Unit: Father is called as the head of the family to take any
crucial decisions in the family whereas when it comes to food undoubtedly
mother is the decision making unit. She who decides what is good or what
is not for the family. At the end of the day it is her decision to choose the
right product to serve the family.
Substitutes: In today's there is substitute for each and everything as many
brands and product categories evolved and which is no exception for our
Breakfast booster. Substitutes like Pizzas, Burgers, Maggi, Fast food,
Multigrain products are to name a few.
Changing Habits: From Stone Age to modern age, humans’ food habits
changed over a course of time. Thus slowly people shifting from fast food
of no healthy values to nourishment options through multigrain. Chances
exist even it may not be a viable option as some other replace the same in
near future.
Trend: There is a great development in multigrain based food products like
biscuits and bread and breakfast mixes to name a few. Each and every
9

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category has its competition and is very attractive. A product which is tasty
may not be healthy all the time. In this domain each and every competitor
providing a tasty product yet healthy and nutritious.
Research Finding: The results have shown the ready-to-eat market
segment is defined by high growth in middle class section peoples and their
life style changes due to job factors. Some sections of the people agreed,
availability of product choices is also deciding them to buy such products
impulsively. Even some small section of the people agreed that most of the
youngster don’t want to spend much time.
2.5 Issues and Challenges
The challenges would be category-specific. Implementation of packaging
standardization norms appears to be the big challenge. Volatility in input
costs is expected to remain and this would add to the woes. The challenge
for multigrain instant cake mix would be to expand the consumption of
product regularly. In fact, this challenge is also a significant opportunity for
this particular segment. With the right enablers from product and supply
chain, this is a category waiting to explode.
The cake mix business is not a very high revenue-generating business. With
commercial property rates so high, it is very difficult to sustain and have
profitable retail outlets. It is also very expensive in cities like Mumbai to
expand the production unit due to the same reason.”
Rathi is of the opinion that quality of flour and supply chain were key
challenges for the bakery industry. Bakery manufacturers have to deal with
quality of flour and other ingredients. Whereas opportunities are immense
in this industry as disposable income has increased among the people.

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2.6 SWOT Analysis
Strengths:
 Giving Back to the Environment.
 Various Retail Outlets.
 Reasonable Pricing.
 Rich in Nutrition.
Weakness:
 First Venture.
 Difficult in Funding.
 Minimal Marketing Experience.
 No cake flavors.
 Difficult in penetration in the market.
Opportunities:
 Partner with other business.
 Expansion in India
 Growing E-commerce
 Building long term relationship with delighted consumers
Threats:
 Severe Competition.
 Raw material cost may vary.
 No partnership.
 Financial problems.
 Time Management can be a major issue.

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MARKETING AND FINANCIAL OBJECTIVES
3.1 Marketing Objectives
To be in the mind of the targeted customer as a healthy and tasty product.
To create an image of a socially responsible brand
To penetrate in the market against the big existing competitors (Pillsbury,
Betty Crocker)
3.2 Financial Forecast
P&L for Year ending for 31-March-2015
M/s Waffles
Dr Trading a/c & Profit & Loss a/c for year ending 31-March-2015 Cr
Particulars Rs Particulars Rs
To Opening Stock ₹ - By Sales ₹ 38,36,750
To Purchaes ₹ 15,90,000
To Factory Electricity ₹ 51,500
To Wages & Salaries ₹ 2,20,000
To Carriage Inward ₹ 4,500 By Closing Stock ₹ 2,10,000
To Gross Profit C/d ₹ 21,80,750
₹ 40,46,750 ₹ 40,46,750
To Carriage Outward ₹ 1,50,000 By Gross Profit b/d ₹ 21,80,750
To Sundry Expenses ₹ 5,000 By Discount ₹ 25,000
To Advertising ₹ 9,00,000
To Selling & Distribution ₹ 3,50,000
To Travelling Expenses ₹ 3,950
To Insurance ₹ 25,000
To Interest ₹ 3,00,000
To Taxes & Duties ₹ 20,000
To Depriciation ₹ 3,91,500
To Net Profit ₹ 60,300
₹ 22,05,750 ₹ 22,05,750

M/s Waffles
To Opening Stock ₹ 2,10,000 By Sales ₹ 45,71,320
₹ 48,01,320 ₹ 48,01,320
To Net Profit ₹ 3,04,010
₹ 25,06,960 ₹ 25,06,960
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M/s Waffles
To Opening Stock ₹ 2,30,000 By Sales ₹ 53,17,810
₹ 55,42,810 ₹ 55,42,810
To Net Profit ₹ 6,40,080
₹ 28,60,930 ₹ 28,60,930
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15
We have invested approx. 50 lacs, for land 38% , for Plant and Machinery
31.6% and for Industrial Shield 21.1% and others 47.3%.
Capital Allocation
Land
Industrial Shed
Plant & Machinery
1.7%
0.6%
1.7%
5.3%
38.0%
Furniture & Fixture
Equipments
Pre-Operative Expenses
Working Capital
31.6%
21.1%

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Break Even Point Analysis
In a time span of 11 months and 21 days we need to sell 25,046 units at a
value of Rs. 37,31,835 to reach the Break Even Point.
TFC ₹ 27,30,000
VC ₹ 40.00
Monthly Units Sales
for 1st year
2146
Units 25046
Value ₹ 37,31,835
Period 11.7

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3.4 Financial requirements
Sales & Promotion
Pre Launch Post Launch
Unipole ₹ 85,000 ₹ 85,000
Newspaper Ad ₹ 50,000 ₹ 80,000
Radio Ads ₹ 50,000 ₹ 50,000
TV Ads ₹ 2,00,000 ₹ 2,50,000
Billboards ₹ 2,50,000 ₹ 2,50,000
Mupis ₹ 75,000 ₹ 95,000
Metro ₹ 90,000 ₹ 90,000
Free Samples ₹ 1,00,000 ₹ -
₹ 9,00,000 ₹ 9,00,000
3.5 Resource Requirements
Manpower

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4.1 Segmenting
MARKETING STRATEGY
Segmentation Table
Segmentation for Cooker Cake
Young couple Boomers Single
Working women Home maker Elders Young
Age 30-45 30-45 50-65 25-30
Sex F F F M/F
Income High Medium Medium Med
Price Sensitivity Low Medium High Low
Segment Attractiveness High High Low Low
Health conscious Medium High High Low
Family size Small Big Big Small
Brand Preference High Low Low High
Instant mix preference High Medium Low High
Regularity High Medium Low Low
Purchase size Large Large Medium Low
Influencer Mother Mother Mother Self
Decision Maker Mother/Father Mother Mother Self
Segment Description:
Working women: They may not pull the time from their busy schedule to
prepare breakfast and would generally opt for instant mix which is easy to
cook and the same is served for children. Instead of the traditional instant
mixes which various companies’ offers for breakfast our Breakfast booster
can be a game changer as it is served as cake where children love to eat.
There is no promise that any instant mix will provide a nutritious rich
breakfast whereas our Breakfast booster does. This segment attractiveness
is very high.
Home Maker: Mothers / Home makers would generally go for a traditional
breakfast all over the India since ages. Gradually it is changing as children
are much concerned about the breakfast these days. Their concern is to
have pizzas, burgers and all kind of fast food (junk) which is not healthy.
Here mothers want an option where they can serve something in breakfast

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which should be tasty and healthy indeed. Here our cake attracts this
segment.
Boomers: People of this segment do prefer to have instant mix products
but the segment attractiveness is very low. Since ages they got used to the
traditional breakfast and may not expect a shift in the breakfast habits.
Singles: These are those people who are youngsters both male and female
who go for jobs every day. Owing to the hectic schedule they may skip
breakfast and have the same in office or any nearby stall. But there are
couple of people who love to cook and prepare their own breakfast ranging
from normal bread and butter to Kulcha Nahari. Hence a few people can
opt for our Breakfast wherein they can have cake which is enriched with
nutrition and yet yummy.
4.2 Targeting
The great potential lies under the market segment of Home Maker and
Working Women whose segment attractiveness is relatively high and
attractive. Bother Elders and Singles may not prefer instant cake mix to that
great extent as they are going with their traditional breakfast and other
with the multiple options respectively.
Target Market Strategy: We try to reach the market with undifferentiated
marketing strategy in urban, semi urban and rural areas.
4.3 GAP Analysis & Differentiation
Point of Parity here is that we provide a ready to mix mixture in packet
form just as our competitors like Pillsbury and Betty Crocker does.
Point of Difference here is we are more of nutritional content as our
ingredients are derived from multigrain and healthy , whereas the

competitors here are using ingredients containing a larger proportion of
Refined white Wheat ( Maida) which is of less nutritious value.
4.4 Positioning and CVP
Customer Value Proposition: Our product Breakfast booster not only promises
a yummy breakfast but nutritious one with the goodness of multigrain.
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MARKETING MIX TACTICS
5.1 Solution (Product)
Breakfast Booster is a Multigrain flour proportion provided to customers
who are business oriented and are on the go and don’t have enough time.
Reason to go with these concept of healthy cake
CALORIES
CARBOHYDRATE Protein FAT
Calories is the measure of how much energy food or drink contributes to
maintain healthy weight. Normal amount of calories a man should
consume is 2500 Kcal and for women is 2000 Kcal a day. To maintain
healthy weight, you need to balance the amount of calories you consume
through food with the amount of calories you burn through physical
activity.
A person weighting 60 -65 Kg will burn 60 calories on average per hour
while sleeping or 500 calories during sleep for 7-8 hours, body burns
calories for different purpose like keeping blood pumped to organs and
tissues , maintaining a steady heartbeat and controlling internal body
temperature.
CARBOHYDRATES – It is the Macro nutrient we need in large amount.
According to Dietary Reference Intakes published by USDA, 45% - 65% of
calories come from carbohydrates. We need carbohydrates as it-
1. Acts as main source of fuel to our body
2. Easy used by body for energy
3. Are needed for central nervous system, kidneys, brain, muscle, heart.
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4. Can be stored in muscles and liver and later used as energy.
PROTEINS
10 – 15% if calories should come from Proteins. We need proteins form
1. Body growth
2. Tissue Repair
3. Immune function
4. Preserving lean muscle mass
FAT
Some fat is essential for survival, 20 – 25% of energy comes from Fat.
We need fat for
1. for Normal growth and development
2. Energy
3. Absorbing vitamins ( A,D, E)
4. Maintaining cell membrane
There are 3 types of Fat.
1. Saturated Fat – found in food like Meat, butter, cream.
2. Trans fat – found in baked, snack food, fried foods.
Both this fat increases your risk of Heart disease
3. Unsaturated Fat – Replacing saturated and trans fat in diet with
unsaturated fat, decreases the risk of developing heart disease. This is
available from Food like Olive oil, nuts, Avocado, etc.
Why Multi Grain and not refined white wheat (Maida)
Every whole grain consist of 3 parts
1. BRAN (outer layer) – contain fiber, antioxidants, Vitamin B and 50-80
% of minerals in grains like Iron, copper, Zinc, magnesium.
2. ENDOSPERM (middle layer) – containing Carbohydrates, Protein and
Small amount of B Vitamins and minerals.
3. GERM (inner component) – containing healthy fats, B vitamins,
Phytochemicals and antioxidants like Vitamin E.
Therefore this components contribute to the health promoting benefits
of the Whole Grain. Whereas Maida is composed only the Endosperm
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Portion of the grain. The milling process removes most of the Bran and
with some Germ, along with the majority of fibers, vitamins, 75% of
phytochemicals are lost in the Refining process.
Benefits of MULTI GRAIN
1. RAGI advantage – Great source of iron for individual with low
Hemoglobin level. Contains vitamin B, B6 and folic acid. It protects
against tumors. Easy to digest, so it always given as first food to babies in
the form of Ragi porridge, as it has dietary fiber in it.
2. Carbohydrates – multigrain is source of complex carbohydrates.
Nutrition experts recommends that we consume most of our daily
calories as carbohydrates, especially complex ones as they supply energy
for daily activities.
3. No Cholesterol – Being low in fat, they have no cholesterol as they are
derived from plant material. Since Ragi content in this multigrain is high,
so here the proportion contains amino acid (Lecithin and Methionine)
which help bring down cholesterol level by eliminating excess fat from
liver.
4. High in Fibre content – another advantage of Multi grain over white
flour (Maida) is its high fiber content. It helps you prevent constipation,
whereas the fiber content in Maida is low. It also aids in weight loss by
helping you beat hunger pang’s, therefore helping people substitute it
for Maida.
5. Better source of Phytochemicals – which fights disease and antioxidants
which are not found in fruit and vegetables. Vitamin B, vitamin E,
magnesium, iron and fiber helps in lowering cardio vascular disease,
type II Diabetes, cancer.
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INGREDIENTS inside the package
1. Finger millets ( Raggi)
2. Wheat
3. Moong dal
4. Jowar
5. Bajra
6. Soya
7. Corn flour
Process to make the cake
Mix the dry ingredients and sieve it 3 times. Stir in the wet ingredients little at
a time. Grease a backing tin. Pour the batter in it and bake in cooker on gas
without whistle and water for 10 min on high flame and 15 min on slow flame.
Check cake if done with a cake needle.
5.2 Access (Place)
Distribution:
In distribution channel, the model consists of C&F agent (carry and
forward) which helps company to find the links or contacts of distributors
all across the area. Therefore, the company will directs C&F agents to the
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distributors which plays a vital role in this model. In this distribution
channel, the pull and push tactics are applied which states that the
priority is to spread the product to consumer at large extent.
The two ways the distributors can do the distribution are:
A. The distributors will distribute the product through his channel towards
retailers and can also direct through wholesalers which further links with
retailers.
B. The distributor can directly reach to retailer which further directs to
consumers. The retailer is the mediator between distributors and
consumers. Consumers will be the end users of the product and can
provide feedback which is essential and helps company to improve its
Quality at necessary point.
Waffles’ will have an e-commerce way to reach to the customer in future
years. E-commerce like amazon, snap deal, shop clues etc. will be medium
where our product will be launched and also our company provides the
own website where user can submit its order details (only bulk order).
The company’s website will mainly work for B2B (business to business) as
bulk order will be given by other businesses and distributors.
5.3 Value (Price)
We are offering Break-fast booster at a competitive price of Rs.149/-.
Though it is pricy than Pillsbury and less expensive to Betty Crocker but
we are providing a nutritious breakfast at an attractive price indeed.
5.4 Education (Promotion)
Promotional Strategies
1) Direct Marketing – We’ll send our salesperson to distribute
samples of our product door to door for free in selected areas
2) Mass Media- We’ll buy Grab Handles of buses and Metro having a
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strip with the name of our product “Breakfast Booster”. This will
create continuous reinforcement in the mind of the customer and
will create curiosity in their mind to search about product.
3) Events- Mall Kiosks and Chef led promotions in prime visiting
locations (e.g. ) during weekends. Also we can sponsor and take up
stall in any upcoming food festival in the city.
4) News Apps- Buying Morning brief headline notification from these
apps for a certain day continuously for 4 weeks e.g. TOI
5) Social Media Marketing- Using sponsored ad on Facebook to
redirect people to our Facebook Page and also buying sponsored ad
on Instagram that will redirect people to our account.
Giving ads on trending cookery videos on YouTube.
6) OOH Media- We’ll use Bill Boards to put our ad in prime locations.
7) Radio- Top five FM stations for Mumbaikars are Radio Mirchi, Big
FM, Radio City, Fever FM and Red FM. We’ll give our ads in Morning-
Good Morning Mumbai, energize your Morning with Breakfast
Booster
8) Sponsoring Cookery Show – MasterChef show where Chef
instructs for 5 minutes on preparing cake
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GO-TO-MARKET STRATEGY
6.1 Production/SourcingPlan
Sourcing:
Ingredients are sourced in bulk from Goa Bagayatdar at a wholesale price.
Therefore, sourcing it from Goa Bagayatdar shahkari saunstha will
provides the fresh stock and also the customers emphasis on having
ingredients which are locally sourced.
Other than the locally used ingredients, sometimes ingredients are also
imported from other states as per the need and demand of the product.
Stocking:
Stocking of the ingredients is a major task on the hands considering if the
value proposition they are providing is they will deliver the products
within an hour, so it needs to be stocked properly and stock levels needs
to be thoroughly maintained and updated so as to give an effective
processing with fresh material.
Single Warehouse Storage, the useful way of stocking the raw materials.
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The idea is to only have one single warehouse to keep all the desired raw
materials so as it will make order processing very easy and
straightforward. Keeping track of the materials helps to have systematic
way of work.
Packaging:
The purposes of packaging and package labels have many factors:
 Physical protection
 Barrier protection
 Containment or agglomeration
 Information transmission
 Marketing
 Security
 Portion control
Packaging may be described in relation to the type of product being
packaged: medical packaging, bulk chemical packaging,
retail food packaging,
military material packaging, pharmaceutical packaging, etc.
It is sometimes convenient to categorize packages by layer or function:
"primary", "secondary", etc.
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 Primary packaging is the material that first envelops the product and
holds it. This usually is the smallest unit of distribution or use and is the
package which is in direct contact with the contents.
 Secondary packaging is outside the primary packaging, perhaps used to
group primary packages together.
 Tertiary packaging is used for bulk handling, warehouse storage
and transport shipping. The most common form is a palletized unit
loads that packs tightly into containers.
So, for WAFFEL’s Break-Fast Booster the packaging design and structure are
given below-
Packaging material will include:
Cardboard Box: Box would be used as the upper covering of the parcel to
be delivered. And, also silver mini packet inside it which will hold the
ingredients.
Sealing tape: Tape would be needed to seal the box and it would have
‘Break-Fast Booster’ name imprinted over it for branding purposes.
Corrugated box: In order to transport things such as boxes, we will need
upper packaging or corrugated box during the transit.
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All the packaging material would be sourced from packaging department
inside the company, which will help to measure, analyze the production
and design of the product. As the categories of containers varies
according to the material with its proposition we are using. Also, each of
the packaging material would be having company’s logo printed over it.
The above instruction is directed by Food and Safety standards of India.
This leads to a healthy service of food as it protects it from contamination.
In addition to it, the traditional “three R’s” of reduce, reuse, and recycle
are part of a waste hierarchy which may be considered in product and
package development.
Packaging ingredients:
For each of the dish to be prepared there would be fixed set of
ingredients to be poured in the package. These ingredients would be
decided by the employee Chefs of the company. Since it is very important
to ensure that each required ingredient is poured in the package,
packaging employee will have to fill a checklist before sealing the
package.
Order details:
After completing the packaging of parcel, order details print would be
pasted on the box. Then assigned delivery boy will pick the parcel for
delivery. Customer Support After-sales support is important in this
business because of two reasons. Firstly, it will help in addressing the
grievances of the customers effectively. Secondly, customer support can
engage customers for increasing revenue per customer. Following things
regarding customer support department needs to be considered:
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 Manpower Planning
 Order Receiving
 Support in Cooking
 Handling dissatisfied customers
 Increasing customer value
6.2 Launch Plan
Pre-Launch Stage
According to IOSR Journal on “Online Buying Behaviour of Homemakers in
Western Suburbs of Mumbai and Social Media Influence” dated Aug. 2014
two most used online retailers are Amazon and Myntra and talking about
types of product they typically buy online are books(71.15%) and
clothes(34.62%) being top 2. In this stage we’ll tie up with Amazon and
Myntra for 1 month in Mumbai and we’ll be giving them 500 samples to
each. In Amazon this offer is with books when a women buy it and In
Myntra this offer will be with Women apparel. On packet we’ll provide a
number and ask customers to give us a miss call if they like our product.
Say if we get 600 missed calls, through Random cluster sampling we’ll select
100 numbers from which we got missed call and call back them to ask about
their experience of product on the basis of which we’ll decide our inventory
for launch by knowing how much percentage of people are liking it.
Launch Stage
For launch we’ll sign Nikita Gandhi – Winner of MasterChef Season 4 as our
brand ambassador and with her we’ll arrange Mall kiosks in 5 different
malls at 5 different locations in Mumbai to cover the maximum area of city.
There we’ll prepare our product and give it to people to taste it and also
make sure if people like it they can buy it then and there only as we’ll make
it available in Big Bazaar, D-mart, Spencer, Hyper city or any other big retail
store at that mall. For this purpose we’ll advertise through Radio,
Television, Print media, Social Media and OOH Media.
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Examples of Launch Plan advertising through various media:
UNIPOLE
TELEVISION
32

BILLBOARDS
HOARDINGS OUTSIDE MALL
33

Post-Launch Stage
After 1 month of launch we’ll arrange a sponsored session of Nikita Gandhi on
Red FM (Most heard Radio channel in Mumbai) where she’ll give “Tips to boost
your health every morning” which is nothing else but the tagline of our
product. We’ll do this thing to create a brand recall and to stay in the mind of
our customers.
6.3 IMC Campaign Plan – THANKSGIVING!
Thanksgiving is celebrated in different countries as a day of giving thanks
for the blessing of harvest. Under this campaign we’ll be giving out free
packets of seeds with our product. Through this we are urging people to
do their part and also we are doing our part to thank our Mother Earth for
the ample resources she has given to us. In this campaign we are asking
people to do something today that your future self will thank you for.
In this campaign we’ll easily earn word of mouth as people will look good
in the process of sharing this information to other people. Moreover we’ll
repeat this event every year in the month of November and will donate
10% of the profit of the same month to a NGO working for environment.
Marketing Objectives:
 Brand Recall
 Boosting up sales
 Image enhancement
IMC Tools - We’ll use following tools to connect to audience:
 Broadcast media and Print Media (TV/Radio/Newspaper/Magazine)
 Out of Home Media (Billboard, Mupis)
 Social Media (Facebook, Instagram and YouTube)
 Public Relations: Events (Tie up with NGO working for Environment)
 Point of Purchase (Standees)
 Word of Mouth
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APPENDIX
Dear Potential Investor:
Letter to Investors
Thank you for taking the time to review the business plan for Breakfast Booster.
We hope that you found the information helpful in your decision to invest in our
exciting venture. If you should require any additional information, please do not
hesitate to contact us at +917828986438 or check out our website address:
www.waffles.com . Our website carries a wealth of information.
If you are interested in joining our team as an investor, I welcome the opportunity to
meet with you to discuss the financial details. We would be happy to set up an
appointment for you via the telephone to meet with me at your convenience.
Also through this letter we forward you personal invitation to sample our delicious,
organic cake. Tasting is believing! Directions to our location will be given to you upon
your RSVP, by phone.
Once again, thank you for considering joining Waffles.
Sincerely,
President, Waffles
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Websites
www.shutterstock.com
Bibliography
Journals
IOSR Journal of Business and Management (IOSR-JBM) on Online Buying
Behavior of Homemakers in Western Suburbs of
Mumbai and Social Media Influence
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