The Cryptms Group-V3[1]2

The Cryptms The Cryptms GroupGroup

Compiled by

Mandar Karandikar Roll No:07Vrushali Malankar Roll No:0Priya Madhavan Roll No:09

Kavita Baeet Roll No:10

Cryptms Confectionaries (India) Pvt. Ltd. was incorporated in the year 1987 at Thodupuzha, in the Idukki District of Kerala.

The Company was set up with the support of leading financial institutes & banks like Kerala Finance Corporation (KFC) and Canara Bank.

InceptionInception

In 1987 post registration within an year itself the company achieved a turnover of Rupees one crore.

Since 1987 to August 1992, Company witnessed steady growth in the domestic market.

Since September 1992 there was a decline in the sales margin lasting over a period.

In 1993 the promoters of Cryptms emerged with new marketing strategies to promote growth.

HistoryHistory

1986- Cryptm Confectioners (India) Pvt. Ltd

1989 – The Unipack (India) Pvt Ltd

1993- Megha Home Products Pvt Ltd

1993- Efficient Marketing Pvt Ltd

1995- Bristo Foods Pvt Ltd

The Cryptms GroupThe Cryptms Group

Was launched in 1993 to produce variety of biscuits.

Highlights:

Biscuits launched under the brand name “Crypsy” made inroads in highly competitive markets.

Within 2 years sales crossed Rs 3 Crore.

Megha Home Megha Home Products Pvt LtdProducts Pvt Ltd

Established Unipack India (Pvt.) Ltd in 1989 to produce the packing materials for Cryptms.

Highlights:Manufactures & prints packing material for primary &

secondary packing needs of Cryptms and Crypsy.

30% of total turnover results from external customers.

Unipack (India)Pvt Unipack (India)Pvt LtdLtd

Growing demand of the product in the market inspired the promoters to go for a new unit.

Bristo Food (Pvt.) Ltd was started in the year 1995. The unit’s annual production capacity is 3500 tones of sweets.

Highlights:Launched additional varieties

Production of large variety enabled group to match with every product offering of the competitors

Bristo Foods Pvt Bristo Foods Pvt LtdLtd

Established in the year 1993 as an independentand professionally managed marketingorganization.

Objective:To develop professional marketing firm to market the products

of the group companiesHighlights:Undertakes marketing of Bristo Products within and outside

Kerala

Efficient Marketing Efficient Marketing Pvt Ltd Pvt Ltd

Sales Promotion & Sales Promotion & StrategyStrategy

Cryptms Group is the third largest Player in Kerala with 15 to 18 % of Market share.

Main competitors are:• Parry• Nutrine

Market Share Market Share

SWOT AnalysisSWOT Analysis

Flour millCarton making unitSanitary tissue paper unitMineral water unit

Suggestion – Flour mill: Back word integration to support the high

quality & efficient plant for biscuits. Carton making: Forward integration; experience of

Unipack Pvt. Ltd.

Diversification Diversification

Cryptms group can aim for National Launch in the long run by expanding its distribution through sales network.

Focus area :Strengthen brand popularity & loyalty from consumers.

Increase equity over loan.

Sales & distribution strategies needs to be strengthened.

National LaunchNational Launch

Equity & Brand revamp.

Promotions for brand awareness.

Pricing strategy to defend the competitors within Kerala.

Efficient Marketing Pvt. Ltd act as a group unit taking care of all marketing functions.

The advertising & promotion activities can be outsourced to gain the quality & efficiency.

Marketing StrategyMarketing Strategy

Recommendation for the Cryptms Group growth strategy.

Business Growth rate

Relative Position (Market share)

High Low

High

Low

ConclusionConclusion

Thank you !Thank you !