1. Scope of the study 2. chocolate explorer in rural market 3. honor the rural market 4. case study analysis

1. NUTRINE –LEADING THE RURAL MARKET
SAHITI.P
SWASTIKA
SAIRAM
VIVEK P.V
AVERI SAHA
KOMAL SINGH

2. CONTENTS
• INTRODUCTION TO THE INDUSTRY
• COMPITITORS
• FACTS OF THE CASE
• QUESTION AND ANSWERS
• SUGGESTIONS

3. INTRODUCTION
India’s confectionery market is
set to witness robust
growth in the coming years.
The factors contributing to the
growth are
 buoyancy in demand,
 increasing consumerism,
 dual family incomes
 and a rising young
population
Confectionery categories are chocolate like eclairs and
toffees, sugar confectionery or hard boiled candies
lollipops, mints & lozenges, bubble gum and cereal
bars
 Total global confectionery market at Rs 41 billion with a
volume turnover of about 2,23,500 tonnes per annum
 Category is largely consumed in urban areas with a 73%
skew to urban markets and a 27% to rural markets
 The Indian confectionery market showed a growth rate of
CAGR of more than 18% during 2012-2015

4. COMPETITORS
SL NO COMPETITORS PRODUCTS
1. CADBURY Dairy Milk, Perks, Gems, 5-Star celebrations, Bytes, Dairy
Milk Eclairs, Eclairs Crunch, Halls, Bubbaloo Bubblegum
2 NESTLE Nestle(Kit Kat, Kit Kat Chunky, Munch, Munch Pop Choc
and Milkybar Crispy Wafer
3 PARLE Simply imlee
4 HUL ChocoMax and Max Magic candy
5 PERFETTI Centre Shock, Happydent White, Alpenliebe, Big Babol,
Chloromint and Cofitos
6. CANDICO Mint-O and Loco Poco

5. FACTS OF THE CASE
• Acquisition of Nutrine by Godrej Beverages & Foods Ltd (GBFL). While it
gives the company a ready entry into the organized confectionery market,
the decline in the category's growth has made Godrej more aggressive in
the segment soon after the takeover.
• It has already taken a decision to launch a new brand, Maha Maha Lacto,
on the strength of Nutrine's existing Maha Lacto brand. This double Maha
will be priced at Re 1 and will be twice the weight of the existing brand.
• There are more products lined up, such as `Choco Roll', which is currently
being test-marketed in Tamil Nadu.
• According to A. Mahendran, Director, GBFL, "" There are expected to be
synergistic benefits from acquiring the brand, which include media buying
and distribution and sales strategy.

6. ANALSYE THE COMPETITIVE SITUATION OF
NUTRINE
Nutrine
Parent Company Godrej Hershey Ltd
Category Confectionery
Sector Food and Beverages
Tagline/ Slogan Zyaada doodh, zyaada caramel, zyaada bada
USP A toffee which is bigger and has higher quantity of milk and caramel

7. SEGMENTATION ,TARGETTING AND POSITIONING
Segment Confectionery for children
Target Group Kids who look for toffees which is tasty
Positioning A toffee which is not only tasty but also healthy

8. SWOT ANALYSIS
SWOT Analysis
Strengths
1. Godrej a strong brand name in India and Hersheys is a big global brand
2. Toffee popular amongst kids in India
3. High amount of caramel & milk
4. Good distribution and availability of the product
5. Strong brand name of the parent company adds value
Weaknesses
1. Brand recall value being limited, the advertisements and other promotions
are not too rampant to keep it on the top of buyer’s mind
2. Not much of product differentiation
Opportunities
1. Non-traditional marketing strategies
2. Free gifts that enthuse kids
Threats
1. Chocolates in the same price range is available in India
2. Competition is huge and almost negligible switching costs

9. COMPETITORS
SL NO COMPETITORS PRODUCTS
1. CADBURY Dairy Milk, Perks, Gems, 5-Star celebrations, Bytes, Dairy
Milk Eclairs, Eclairs Crunch, Halls, Bubbaloo Bubblegum
2 NESTLE Nestle(Kit Kat, Kit Kat Chunky, Munch, Munch Pop Choc
and Milky bar Crispy Wafer
3 PARLE Simply imlee
4 HUL ChocoMax and Max Magic candy
5 PERFETTI Centre Shock, Happy dent White, Alpenliebe, Big Babol,
Chloromint and Cofitos
6. CANDICO Mint-O and Loco Poco

10. Evolve the strategy for Nutrine to win both
rural and urban markets
• Media buying strategy
• Distribution and sales strategy
• Acquisition strategy