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 Table Of Contents

1. Introduction
2. Industry Highlights
3. Popular Brands & Its Products
4. Haldiram
 STP
 4P’s
 SWOT Analysis
5. ITC
 STP
 4P’s
 SWOT Analysis

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 Introduction
 India has become one of the fastest-
growing markets for packaged food in the
world.
 Sales of Packaged Food in India by
Region in 2011:
East and Northeast: 21%
North: 39%
South: 18%
West: 22%
 India's packaged food industry could
touch $30 billion by 2015.
 The most promising sub-sectors includes
– Beverages, Frozen Foods, Nutrition
Staples, RTE meals, etc.

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Industry Highlights

What are RTE foods

Reasons for RTE foods to enter Indian Market
Consumer Types
Consumer Preferences
Growth in the RTE segment

OUTLINE
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Ready To Eat Food
 Processed

 Require little/No preparation

 RTE market - New concept in

India

 Immense potential

 Fastest growing sector

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Reasons For Market Penetration

Global Indians Migrant Working

NRIs Population
Indian look for traditional Need for on-the-go products
Home cuisine abroad Convenience is priority

Busy Schedule Less time Improved standard of living

Western Influence Dual Incomes

Urban More
Lifestyle Income
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 Types of Consumers
Consumers Needs
Consumer Preferences

CONSUMER MARKET

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Consumer Market Types

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Consumer Preferences

 Good for health

 Easy To Digest

 Natural Ingredients

 Less on Spices
and Additives

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Consumer Preferences

 Value for Money

 Smaller Packaging

 Long Storage Life

 No Loss of flavor

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Consumer Preferences

 Tasty

 Variety of flavors

 Trendy Packaging

 Quick Preparation

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Consumer Needs
 Tasty and Healthy

 Rapid Cooking

 Handy Packaging

 Convenient

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Tata Strategic Management Group (TSMG)
Survey: Ready to Eat Food in Metropolitan Cities Estimate
Market for Breakfast-mixes in India

GROWTH OF RTE SECTOR

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Analysis: Tata Strategic Management Group (TSMG)

 TSMG leading management

consultancy firm in South Asia.
RTE Market in India

3000
2900  Factors Contributing to growth
2500 RTE Market in
India
 Cold chain development
2000
Figures in Crore

1500  Increasing disposable incomes

1000
 Diminishing culinary skills
500
128
0  Need for convenience on the
2006 2015 demand side

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Survey: Ready To Eat Food In Metropolitan Cities

Responses from 3000 Bachelors

representatives households
(10 metros in INDIA)
14 Households 28
 With Children Prefer
RTE

 Without Children 72
Prefer
RTE
 Nuclear Families 86
Working
Women
 Bachelors
33
Prefer
Study conducted by ASSOCHAM (Jan 2011) RTE
Associated Chambers of Commerce & Industry of India 67

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Market For Breakfast Mixes In India

2008 2009 2010 2011

-Figures in Crores

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Popular Indian Products
Strategies adopted by Indian Players
POPULAR BRANDS & MARKETING
STRATEGY
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Major Players

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 HALDIRAM’S
 Business started : 1937 in Bikaner

 Brand Value : $4 million

 Share in organised : 20%

market

 Export : USA(1993)

 Current Exports : $6 million

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Products

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Distribution Channel

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Market Segmentation
DEMOGRAPHIC SEGMENTATION

AGE AND LIFE CYCLE STAGE

INCOME

BEHAVIOURISTIC SEGMENTATION GEOGRAPHIC SEGMENTATION

BENEFIT SOUGHT ZONES

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Target Market

WOMEN

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Product Positioning

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Marketing Mix

 PRODUCT

 PLACE

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Marketing Mix

 PRICE

 PROMOTION

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Print Advertisement

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Social Media Advertisement

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Commercial

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SWOT Analysis
STRENGTH WEAKNESSES
EXCELLENT BRAND AWARENESS MANUFACTURING PROCESS NOT
COMPLETELY AUTOMATIC

TRUST OF CONSUMER INVOLVED ONLY IN INDIAN

SNACKS
PRODUCT VARIETY

HIGH MARKET SHARE

STRONG DISTRIBUTION CHANNEL

ATTRACTIVE PACKING

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SWOT Analysis

OPPORTUNITY THREAT
SOUTH INDIAN FOOD SEGMENT INCREASING COMPETITION

BAKED SNACKS CHANGE IN CONSUMER TASTES

HOME DELIVERY

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 ITC
 ITC was established on August 24, 1910
as Imperial Tobacco Company of
India Limited in Kolkata.

 The name of the Company was changed

from Imperial Tobacco Company of India
Ltd. to India Tobacco Company Ltd. in
1970 and then to I.T.C. Ltd. in 1974

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 Introduction
READY TO EAT & SNACKS
 Kitchen of India brand launched
in 2001.
 Bingo! was launched in March
2007.
 In July 2003, ITC forayed into the
Biscuits market with
the Sunfeast range of
Glucose, Marie and Cream
Biscuits.

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Segmentation
GEOGRAPHIC (ITC PRODUCTS ARE AVAILABLE
ALL OVER THE WORLD)
 RURAL
URBAN

DEMOGRAPHIC ( ITCS PRODUCTS ARE MADE

FOR EVERYONE)
AGE
GENDER
OCCUPATION

PSYCBOGRAPHIC ( SUITS ALL LIFESTYLE)

LIFESTYLE

Group
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Targeting

Betting big on the farm sector, ITC is

planning to increase its penetration in
the rural areas like Uttar
Pradesh, Madhya Pradesh, Rajasthan
and Maharashtra to get better return
for their produce.

Group
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Positioning
In 70’s ITC has positioned itself by saying

 For the gracious people

 A touch of gold

It is still differentiating itself on purity and

quality of its experience

 The brand stands for celebratory

attitude, celebrate the feeling is the
new message .

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Product Mix

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Product Mix
Driven by 6 brands-

 Aashirvaad – Staples (Wheat

flour, Salt, Spices), RTE

 Sunfeast – Biscuits, Noodles &

Pasta

 Bingo! – Snack Food

 Mint-O & Candyman –

Confectionery

 Kitchens of India – RTE,

Premium conserves & chutneys

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Price Mix

KOI…
Chicken Darbari—Rs.130
Murg Methi—Rs.130
Paneer Darbari –Rs 100
Desserts - Rs.100-130

BINGO…
Rs.5
Rs.10
Rs.20

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Place Mix
 ITC already had a well-established
distribution network.

 Dealers are part of Marketing Team.

 Attractive incentive linked with high

volume are given to the dealers.

 E-chouppal

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Promotion Mix
Combination of---

Personal selling
Advertising Sales
Promotion

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Print Advertisement

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Social Media Advertisement

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Commercial

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SWOT Analysis
Established Family Brand
Strong Global Corporate Brand ( NIL )
Specialization in food processing category
marketing and distribution in Urban market
Presence of other product segments of food
category : Dairy Products, Chocolate, Infant foods
Generic brand in India
 Low rural market presence constraints
 Uniform Brand for all food category
 Brand Proliferation
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 Growing package and canned food market in
India by 15% annually.
High brand awareness of Indian consumer
 Other product category like Biscuits, Chips
and Ready to Eat Market still unexplored.
Opportunity to be substitute to other snacks
category of food products
Category Internationally
 Single product focused competitors like
haldiram.
 Less Entry Barriers in the Market segment for
product category
 ITC strong base in Indian Market
 Substitute Product to Product Segment.
competitors with long history in product
45
 ITC

 Haldiram has a simple  ITC already had a well-

distribution channel. established distribution
network.
 They have started dealing in
frozen food.  No frozen food
 Advertisement through word  Incurs high advertisement
of mouth only. costs.
 Traditional sweets are present  Presence of traditional items
in there product line. is absent.

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 ITC

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 ITC

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 ITC

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Arihant Jain
Akhil Kharbanda
Abhishek Arora
Prerna Aggarwal
Kanika Hans Group No. 8 50