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Jamnalal Bajaj Institute of Management Studies Go Debrup Chatterjee MMS I Mufaddal Dahodwala Getters.

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Presentation on theme: "Jamnalal Bajaj Institute of Management Studies Go Debrup Chatterjee MMS I Mufaddal Dahodwala Getters."— Presentation transcript:

1 Jamnalal Bajaj Institute of Management Studies Go Debrup Chatterjee MMS I Mufaddal Dahodwala Getters

2 Mornings-Its good for you Business Suggestions Saffola Oats based breakfast menu Hot meals: Oats to be used in out of home morning meal preparation such as Dhokla, Idli, Dosa etc. Branded Ready to eat meals: Cups containing saffola Oats mixed with natural flavours requiring only the addition of hot water to convert the mix to a nutritious meal Ready-to-eat snacks: Oats can be given from kiosks setup in malls, parks, jogging track, etc. Insights: Women seen as the nutritionist of the Indian family Taking inspiration from HUL’s Shakti Amma which demonstrated local women’s ability to increase reach Opportunity: Increase out of home consumption through a network of women micro- entrepreneurs Build brand through local influencers Tap inaccessible areas: Increase penetration Big Ticket Idea: Project ‘Poshan’ Business model: Select members as Poshan entrepreneurs She receives stocks of Saffola Oats and drink concentrates from local retailer After being trained, the Poshan entrepreneur then sells the nutritional breakfast meals to consumers SEC B to SEC A in Tier I and Tier II Cities Target are those who are always on the move and who miss breakfast due to lack of time or availability Economic price points to compete with local offerings; profit model to drive high volume sale Indianization of products to increase brand appeal High Energy Nutritious Morning Foods Communication focus on health and zeal to create appeal and differentiation for driving morning sales Products to be conspicuously branded with Marico names Business Model Breakfast Cereal Extensions- Extend Saffola Market Leadership from current 35% market share to over 50% and grow the market from the current 200 Cr to over 500 Cr by 2017

3 Marico advantage  Picnic Bundle Packs  Oats Pizzas  Breakfast Beverages  Cinemas  Hydration Bags  Oats Breakfast  Marico Chat Corner  Project Poshan  Canteen Tie-Ups  T&L Breakfast Campaign  Wedding Offerings Long Term Targets (Difficult but Strategic) Immediate Targets (Low Hanging Fruit) Medium Term Targets (Challenging but scalable) It would be advisable to use a moderate risk strategy by first implementing the suggestions with a high ease of implementation & later moving to the suggestions which are difficult to implement but are high on scalability and sustainability Strategically Gunning for the Low Hanging Fruit Saffola 40gm pack Now 15% extra!! Upload your oats recipe and Best one will get a chance to meet Kareena Kapoor

4 Marico could enter and become a key player in the FMCG industry value chain backbone Phase Wise Entry Target tactical locations in heavy congestion areas such as Bus stops, Railway Stations, School canteens and malls for people who look for food on the go 1.Increase market share through institutional campaigns 2.MAJOR PLAYER IN CUSTOM PACKING OF VALUE ADDED PRODUCTS 3.Lead through aggressive marketing campaigns First has to leverage “Saffola” brand image in the minds of people through aggressive advertising in order to make people aware about wholesome 40g packets Infuse funds for Tieups with doctors/dieticians Advertise on social media Tieups Campaigns like Kareena’s dietician Rutuja Diwekar Advertise through malls and retailers Increase Awarene ss

5 Target Market Size & Defining the Target Consumer UsageUtilitarian years years years 45+ yearsPremiumTraditional Target Market Size- Healthy Cereal Lovers - age group of years Segmentation and Targeting Positioning Wholesome and filling, delicious, hygienic Indian breakfast Core Target Consumer Shoppers of breakfast cereals(cornflakes, muesli) Students Couples Anyone who enjoys filling meals Larger Towns to Metros Age Group Occasions: A refreshing stomach filling easy & quick to prepare evening snack to satiate the taste buds while also fulfilling Religious fasting needs of people

6 Sales improvement (%) in Saffola oats through different interventions

7 Weddings We suggest Tie-ups with caterers to host Marico chat plaza counters in weddings and functions to penetrate the market which is worth more than Rs 1 Lakh Cr Bundle ready to eat products into a saffola Picnic Basket Add a saffola Blanket into the basket to drive brand loyalty T&L Partners to include Oats dishes in their complimentary breakfast menus Use fact sheets to convert trials into regular customers Outdoor Picnics Travel & Lodging Driving Brand Resonance Increase dominance in theatre segment Generate upto 20% increase in Marico revenues per theatre Increase Brand Resonance Increase in Revenues by 15-25k per wedding catered to Bundling to drive trials of new products Incremental sales almost up to 2% of the T&L industry Inculcate a habit for oats consumption by generating trials Create a B2B channel with regular off takes Convenience Choice Consumption Target Special Occasions to Endear Brand and Create Brand Loyalty Garner Profitable Trials, to Increase Customer Life Time Value Occasions - Making them Better for You

8 Reasons for threats to Saffola oats in India Price sensitive market and perception Increase in competitors and cheap prices Preference for small SKU’s due to ease of use and having different items for breakfast daily Threat from other cereals

9 Opportunity Assessment exposes major entry areas like healthy food for breakfast and capture the oats market which is worth 200 crores Daily Extension services Online orders through various sites Threat from competitors Satiety potential of 40g packets Marketing through Kirana stores Call centre service for consumers Importance in value chain Synergy Potential Set up of extra awareness campaigns Entry Opportunities in Value Chain Availability in malls Leveraging benefits of safflower oil Few of the entry areas in industry have a strong synergy with existing businesses of Marico       Source: Team Analysis


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